CaaS Featured Article

Securian Financial Group Excels in Social Media Initiative

January 17, 2013

The rapidly increasing adoption of social media services and solutions has compelled enterprises across the globe to take these platforms seriously in terms of brand promotion and advanced consumer interaction as well.

Using social media tools to boost the development of their business activities has proven to be a difficult exercise for the financial services organizations. These enterprises have been facing a number of issues that hinder them in leveraging the maximum potential out of social media initiatives, one of which is the provision of regulatory limits upon the content that can be addressed to certain sort of subscribers. It makes it pretty unclear to decide exactly what topics will be successful enough in attracting the users’ attention span.

Securian Financial Group, a provider of financial security for individuals and businesses in the form of insurance, investments and retirement plans, finally entered the arena of social media and launched a social media pilot program of its own.

“We knew that if we waited for ideal conditions to launch a social media campaign we’d fall behind the curve,” commented Angela Schema (News - Alert), manager, communications at Securian Financial Group. “So we picked a topic, ‘Long-term goals need a long-term partner,’ that was both representative of our brand and comfortable for our compliance department. We hired a small crew, walked to a local park and conducted spontaneous interviews.”

These interviews were shot in the form of video clips, and further enhanced to promote the basic brand motto of the company. Afterwards, these videos were uploaded upon the YouTube (News - Alert) channel of Securian. All the videos include a number of people belonging to different segments offering their own insights upon various financial topics such as personal goals, financial strategies, debt and retirement savings.

The company uploaded one video every week in the month of November 2012, and shared the links on its official Facebook (News - Alert) and Twitter pages. Important statistics such as the number of followers, subscribers, likes and views on each medium were duly tracked by Securian in the process.

Main goals of the social media drive launched by the company included raising the number of Facebook ‘Likes’ by around 25 percent and the same of Twitter (News - Alert) followers by at least 15 percent. Apart from it, establishing brand identity for Securian through social media platforms and boosting its efforts in enabling people to acquire their long-term financial goals were other targets the company wanted to achieve.

After the campaign, Securian found it to have worked way better than its expectations. The number of Facebook ‘Likes’ increased by 27 percent to reach 571; while the number of Twitter followers increased by 19 percent and became 191. Despite the figures not being very high, the company found its social media experiment to have worked well in a number of ways.

“Finding a way to be both creative and compliant with social media was a win. Even better, our results show that our long-term value proposition is resonating and we can build a social media community around our brand,” added Schema.

In May 2012, Phillip C. Richards, chairman and chief executive officer at North Star Resource Group, Minneapolis, MN, was inducted into the Securian Hall of Fame, commemorating his significant contributions to the values, practices, culture and success of Securian Financial Group, Inc.

Want to learn more about the latest in communications and technology? Then be sure to attend ITEXPO Miami 2013, Jan 29- Feb. 1 in Miami, Florida.  Stay in touch with everything happening at ITEXPO (News - Alert). Follow us on Twitter.




Edited by Brooke Neuman

Article comments powered by Disqus

Related CaaS Articles

The 2015 Internet Telephony Product of the Year Goes to Masergy UCaaS

The available technology in today's ecosystem makes it possible for organizations to communicate with employees, partners and customers using different touch points. With the right Unified Communications as a Service (UCaaS) solution, it is possible to establish a comprehensive set of business communications services designed to connect to all of the resources a company wants to keep in touch with using an IP communication infrastructure that is flexible and scalable, while providing the agility… [ Read More ]
01/20/2015

Convergys Makes Its Leadership Known: Four Straight Years of Gartner Wins

Landing a slot in the Gartner Magic Quadrant listings is no mean feat. It's a recognition of success that only so many businesses can ever achieve, and a clear sign of success in the field. Convergys, meanwhile, has made a fairly major achievement come to pass with its fourth consecutive year of landing a slot in the Gartner Magic Quadrant's Leader rankings. [ Read More ]
01/16/2015

ThinkingPhones Expands Business Phone Functionality through UCaaS

Growth and advancements in the cloud communications space over the past year have yielded a number of benefits, and unified communications as a service (UCaaS) provider ThinkingPhones has definitely been impacted. The company, which just closed a $56.7 million Series D funding round has grown rapidly since its inception in 2006 and now expects to more than double its workforce by the end of the year. [ Read More ]
01/09/2015

Vodafone New Zealand selects CounterPath Bria Softphone for Unified Communications

Vodafone New Zealand is arming its contact center agents with CounterPath Bria softphones. [ Read More ]
01/09/2015

Events

Weekly Live Demo
CaaS Small Center

Register Today!


Weekly Live Demo
Contact Center Solutions

Register Today!