Social Marketing Playbook...INTERNAL USE ONLY SMRU #1875159 Exp 10/1/2021 Social Marketing Playbook...

SMRU #1875159 Exp 10/1/2021INTERNAL USE ONLY

Social Marketing Playbook

The Field’s Guide For Building & Optimizing Your Social Media Presence

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Purpose of the Social Marketing Playbook

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Part 1Building Your Social Brand

This section will overview what social channels to activate on, best practices, content cadence and paid

social.

Pages 4 - 9

Part 2Publishing Social Content

This section will show you how to establish your voice on social, build your content strategy, generate content ideas and create a content calendar.

Pages 10 - 17

Part 3Boosting Posts in Facebook

This section will overview how Facebook has become a ‘Pay-to-Play’ platform and the importance of ‘boosting’ posts in order to maintain visibility in the social feed.

Pages 18 - 26

Part 6Helpful Resources

The section will include helpful links including social media language, resources and contact information for any questions.

Pages 37 - 39

The purpose of this Playbook is to assist you, as a New York Life financial professional, as you continue to build your social media presence to grow your personal brand and your business.

It will guide you through six main parts:

Part 4How to Measure Success

This section will introduce you to what data you can see within each of your social channels, and how to understand it to see what’s working and what’s not.

Pages 27 – 29

Part 5Bridging the Gap to Sales

This section will provide best practices on how to incorporate social activity into your sales process

Pages 30 - 36

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Using Social to Build Your Brand & Drive Business

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There are three goals you will be using social media to achieve:

1. Build your digital & social presenceHaving an active social presence ensures people can find and access you when they are searching online.

2. Find and engage with prospects and clients Social channels give you the opportunity to get exposure to new people and maintain relationships and visibility with existing contacts.

3. Drive traffic to your site/profile pageThrough social posts, you can establish your expertise to attract new prospects and drive them to your website or profile page to find out more.

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Building Your Social BrandThis section will overview what social channels to activate on, best practices, and posting cadence.

Part 1

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You have three social channels approved to use to build your personal brand:

• LinkedIn + Facebook (primary channels)• Twitter (secondary channel)

Three Channels. Each with a Unique Purpose.Each social channel has its own distinct purpose, nuances and audience preferences. Each channel requires differentiated content to cultivate meaningful engagement with your existing contacts and prospects. Take these nuances into consideration when you establish your social presence.

Your Website/Profile Page is Your Hub.The importance of your website should not be overlooked - it is the central place that links to your social channels. While social media is inherently short-form content, your website/profile page is a credible destination for longer-form content and detailed thinking. Together with your social media channels, your website should work seamlessly to promote your personal brand and support your goals.

Your Digital & Social Brand

Primary Social Channel

WebsiteYour Hub

Primary Social Channel

Secondary Social Channel

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How to Maximize the Approved Platforms

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PURPOSE

Understand the purpose of your social channels, who you’re trying to

reach and what you’re wanting them to do.

CONTENT FOCUS

Determine the right content mix that inspires your audience,

provides value and addresses the needs/expectations of your

followers.

CADENCE

The flow and volume of your content should be consistent and

woven together. Be aware of what is going on in culture and the digital

landscape to stay relevant.

ENGAGEMENT

Act as authentic as possible with your followers. Make sure you are

engaging with them in dialogue and respond to comments on your

posts.

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LinkedIn:

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LinkedIn is best for:

• Establishing and reinforcing credibility and expertise in a professional network setting

• Connecting with your existing contacts• Connecting with prospective contacts• Growing your brand via organic (free) reach & engagement• Being discoverable when your network and prospects search for you

How You Should Use It:As a New York Life Financial Professional, you should be using LinkedIn as a primary marketing tool to:

• Showcase your expertise (especially with 3rd party articles)• Utilize the outbound capabilities to connect beyond your personal

network to the acquaintances of your personal network• Drive traffic to your website via your posts

PURPOSE

Platform for professional and industry driven content that creates opportunities to share thought leadership, innovation and expert POVs

Connect with other industry professionals to share out opinions, network and engage with potential leads or prospects

LinkedIn Best Practices

CONTENT FOCUS

Provide thought leadership on key trends in the financial planning industry

Create opportunities for engagement with other professionals in the industry

Elevate your brand as an expert with transparent and fact-based opinions

CADENCE

2-3 times per week

Can include re-published or shared content

ENGAGEMENT

Proactively seek and join groups and conversations where you can contribute thought leadership

Respond thoughtfully with expert opinions

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Facebook is best for:

• Establishing and growing your professional and personal network• Listening or ‘mining’ your network for signals that present an opportunity to

connect (life stage – baby, new home, wedding, etc. or new jobs)• Showcasing your personal brand • Leveraging content to build your credibility• Being discoverable when your network and prospects search for you

How You Should Use It:As a New York Life Financial Professional, you should be using Facebook as a primary marketing tool to:

• Engage with your contacts and prospects using a variety of content (videos, photos, articles, etc.)

• Drive traffic to your website via your posts

Boosting Content on Facebook:It is not guaranteed that your post will show up in your followers’ feeds, so you should plan to spend money to “boost” key posts.

• Boosted posts are ads you create from posts on your Facebook Page that help you get more visibility with your page followers. You may also reach new people who are likely interested in your Page or business, but don't currently follow you. See more about boosting on page 18-26.

Facebook:

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PURPOSE

Uses storytelling to reach a broad audience

Build engagement with your audience with the intention of becoming the go-to resource for helpful information

Encourages user participation by tapping into trends and cultures unique to your region

Facebook Best Practices

CONTENT FOCUS

Share content that your audience cares about and wants to engage with

Content should be used to drive brand awareness and build brand affinity

Share content that is personal and unique to your approach to financial planning

CADENCE

2-3 times per week

Mix of content that shows you are multidimensional and have a breadth of knowledge, expertise and interests

ENGAGEMENT

Respond to comments by liking and acknowledging the reply

Offer transparent and authentic comments that build a relationship with you and the client/prospect

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Twitter:

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Twitter is best for:

• Short-form, real-time conversation• Tapping into the relevant/timely stories, ideas, opinions and news about

what interests you and your communities

How You Should Use It:

As a New York Life Financial Professional, you should be using Twitter as a secondary marketing tool to:

• Serve up timely news, updates or current events• Retweet and engage with experts/influencers• Reach prospects

PURPOSE

Provide your opinions and quick takes on trending topics that are impacting your industry in real-time

Engage in a fast paced setting with industry leaders, relevant publications, influencers, and consumers

Twitter Best Practices

CONTENT FOCUS

Quick, bite-sized information about your brand

Drive traffic to your website and other social channels

Content that will drive engagement with likes and retweets

CADENCE

1-3 Tweets/ week including retweets

Retweets can include hashtags that are trending, but ensure they are relevant to your audience

ENGAGEMENT

Follow key industry influencers and retweets with comments that provide insights and opinions

Create opportunities for live tweeting from industry and NY Life events

Join in discussions on topics that matter to you most and stay up to date on breaking news/popular events

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Social ContentThis section will show you how to establish your voice on social and build an engaging content strategy.

Part 2

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Establish Your Voice and Build Your Personal Brand

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I AM I AM NOT

Approachable

Authentic

Inaccessible

Fake

Confident Arrogant

Setting the tone for your social presence is important and will help to inform how you interact with your audience across the social landscape.

• Be yourself, be authentic. There’s no need to be overly formal. Copy should reflect your individuality and personality. Your audience will respond best to content that is conversational, friendly and helpful.

• Stand out. Social media is crowded. Use social to share unique information about your offering that current and prospective clients can’t find elsewhere.

• Interact and respond. Promptly reply when people ask a question, comment or message in a calm, helpful manner. Take conversations offline if they have personal information related to a client.

• Keep it conversational. Strive for a genuine, approachable communication style.

To create your own tone of voice, make a list of what you are vs. what you are not, similar to the below using adjectives as a guide:

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At the end of the day, you want your content to be:

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THUMBSTOPPING

Does it stop people intheir feeds?

TIMELY

Is it in touch and relevant?

ENGAGING

Does it incite an action?

ALWAYS-ON

Is it consistently reachingyour clients?

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Build Your Content Strategy

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Determining the right content and approach in social platforms is the difference between successful, engaging posts that inspire youraudience and ones that fall flat. Content needs to be valuable to your audience and abide by the rules and nuances of the platform.

Use social content to…

Establish credibilityReinforce your credibility and expertise through content

(especially 3rd party articles)

Drive engagement with your brandDrive awareness and engagement of your business by

driving traffic to your website/profile page

Showcase your personalityUse social posts to share your perspective; help prospects

get to know your unique approach

Recommended Content Mix

50% | Establish Credibility

40% | Drive Engagement

10% | Showcase Your Personality

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Putting it into action: Your Social Content Calendar (Agent)

The Marketing Central Social content library has many posts to help you execute on your content strategy! Leverage the calendar template below as you plan your monthly content.Pro tip before you schedule, check out the recommended date & time! The platform monitors your network’s engagement activity to identify the best times to post.

Monday Tuesday Wednesday Thursday Friday Saturday Sunday

Week 1Establish Credibility

Tag: 3rd Party Publications

Drive Engagement with Your Brand

Campaign: Tax Diversify

Establish CredibilityTag: Company News

Week 2Showcase Your

PersonalityTag: Motivational

Quotes

Establish CredibilityTag: 3rd Party Publications


Tag: COVID-19

Week 3

Establish CredibilityTag: Protection, Tax Planning, Financial

Planning, Estate Planning, Retirement

Planning



Tag: Life Insurance, LTC, Retail Annuities

Week 4Drive Engagement with

Your BrandCampaign: Target

Segment

Showcase Your Personality

Create your own post!


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Sample Calendar (Agent)

Customize your approach to your target audience, network, and style. Remember, be Approachable, Authentic, and Confident!


Week 1

Week 2

Week 3

Week 4

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Putting it into action: Your Social Content Calendar (Recruiter)

The Marketing Central Social content library has many posts to help you execute on your content strategy! Leverage the calendar template below as you plan your monthly content.Pro tip before you schedule, check out the recommended date & time! The platform monitors your network’s engagement activity to identify the best times to post.All social content for recruiters can be found with the Recruiter Social tag.



Tag: Company Newse.g. MDRT, Council,

etc.


Campaign: Path to Becoming a Financial

Professional


Create your own post! (e.g. office

updates/agent recognition)




Tag: Seasonal

Week 3Showcase Your

PersonalityCreate your own post!

(e.g. events)


Tag: Cultural Markets

Establish CredibilityTag: Career Changer, Career Opportunities




Tag: Seasonal

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Putting it into action: Your Social Content Calendar (Recruiter)

The Marketing Central Social content library has many posts to help you execute on your content strategy! Leverage the calendar template below as you plan your monthly content.Pro tip before you schedule, check out the recommended date & time! The platform monitors your network’s engagement activity to identify the best times to post.All social content for recruiters can be found with the Recruiter Social tag.


Week 1

Week 2

Week 3

Week 4

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Facebook – Paid Social BoostingThis section will explain why boosting posts should be a key part of your Facebook content strategy. It will also

take you through the s teps to get s tarted.

Part 3

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Paid Social Posts in Facebook

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Today, Facebook is a PAY-TO-PLAY social platform:

The Facebook platform has evolved significantly over the years. As they update the algorithm to serve more relevant content to each users, organic reach of posts has declined drastically. This means that just because you publish a post, your followers are not likely to see it in their feed.

In order to maintain visibility of your posts in the newsfeed of your followers, promoting or ‘boosting’ your posts is highly encouraged.

Visibility Statistics:

Average Organic Reach of a Facebook Post = 1-2%

If you have 500 people following your Facebook Business Page, on average, your post (without paid boosting) will only be seen by 5-10 people.

PAID BOOSTING FAQs:

How many posts should I boost each month?• The answer largely depends on how frequently you post each

week. A good ‘rule of thumb’ is to boost at least 2-3 posts each month, or roughly 1 post ever other week.

Which posts should I boost? • Select the posts that most align to your goals. If prospecting

is your primary goal on Facebook, select the content that best supports this effort. If personal branding is your primary goal, select the posts that best showcase your personality.

How do I know the performance of my boosted posts? • You can review the performance of each of your boosted

Facebook posts in Marketing Central.• Refer to the ‘Measurement’ Section of the playbook for

guidance on specific paid metrics you can monitor.

What if I don’t have the money to spend on paid boosting? • If you do not plan to invest in paid boosting on Facebook,

you may want to invest more of your time on LinkedIn where organic reach is still possible.

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Paid Social Posts in Facebook

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Paid Social Boosting – The Basics:

Promoting, better known as “boosting” a post, is an advertising tool that Facebook provides to enable business page owners to pay for a post to be seen by a larger audience, including those who are not currently in your network.

Facebook boosted posts are an affordable way to generate awareness and engagement for your personal brand and your business.

Spending Guidelines for Boosted Posts:

A good place to start when it comes to deciding how much money to use to promote your posts is:

$2-4 budget per day | $20 lifetime budget per post

Paid Social Boosting – Getting Started:

Here are the steps to take when boosting posts in Facebook…

1. Set up an ad account in Facebook 2. Connect your Facebook ad account in Hearsay 3. Select your post from the Hearsay “Promotable

Content” section 4. Choose the criteria for the target audience you

want to reach 5. Set you budget 6. Measure the success of your promoted post

Detailed screenshots are in the following slides. Detail guidance on boosting is also available here.

http://facebook.com/ads/manager/billing/payment_methodshttps://www.ap.newyorklife.com/ap/v/index.jsp?vgnextoid=f4b740c84e3c5510VgnVCM100000ac841cacRCRD

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How To Measure Your EffortsThis section will introduce you to what data you can see within each of your social channels, and how to

unders tand it to see what’s working and what’s not across your efforts .

Part 4

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Organic

• Likes• Comments• Reactions• Sentiment (positive vs negative)• Shares• Video Views• Follower Growth

Paid Objectives

• Reach• Brand Awareness • Engagement • Page Likes

Organic

• Likes• Comments• Reactions• Shares• Follower Growth• Replies to Comments

Organic

• Replies• RT’s• Video Views• Follower Growth• @ Mentions• # Mentions• Sentiment (positive vs negative)

What to Look For

Knowing What to Look For and Why

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Each month, ask yourself:

● Which content did well? Which content did not do well?

● When did my audience engage the most and on what platform?

● Are there engagement opportunities that I may have missed?

● Am I growing my page followers/connections each month?

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Understanding Performance through Benchmarks:

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PUBLISHING FREQUENCY:

• 8-15 Posts / Month

• 2-3 Posts / Week

*may vary by channel

ENGAGEMENT RATE:

• Organic Post ER = 1

ORIGINAL CONTENT:

• 10-20% of Total Posts

• Original Posts generally get 4x higher ER

NEW CONNECTIONS /

FOLLOWERS:

• 15-25 / Month

*may vary by channel

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Bridging the Gap to SalesThis section will cover how to incorporate social activity into your sales process.

Part 5

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While social on its own might not directly lead to a sale, it provides you with opportunities to nurture individuals who engage with your content and bring them into your sales process.

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LIKE

Indicates interest

COMMENT

Expresses interest

SHARE

Endorsement

CONNECTION/FOLLOWER

Invitation to engage

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Someone liked your content

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LikesA like tells you what type of content an individual is interested in. While it’s not a strong enough engage for a direct reach out, it is an opportunity to nurture them with related content if you have their contact information.

Next best actions:• Send them a relevant marketing email in Marketing Central.• Enroll them in a email campaign on a related topic in Marketing

Central.• Prepare for your next scheduled appointment, annual review, or

meeting with them.

Where social follow-ups fit into the Sales Cycle

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Someone commented on your content

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CommentsComments show a deeper level of interest and engagement. They’re a great reason to reach out directly to the consumer and take the conversation offline.

Next best actions:• Reply to the comment and/or send a private message – if they ask

a question or are looking for business-related information, be sure to take the interaction offline. Be sure to ask for their contact information if you don’t already have it.

• Enroll them in a email campaign on a related topic in Marketing Central.

• If you have their phone number, call! It’s a great reason to reach out with a personal touch and discuss the topic they commented on.

• Prepare for your next scheduled appointment, annual review, or meeting with them.

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Someone shared your content

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SharesA share is an endorsement of the information you’ve provided. Think of it as a virtual referral – they found your post so valuable that they want their entire network to benefit from it.

Next best actions:• Call! Thank them for sharing the information with their network. If they’re a

client, see if you can provide any service. If they’re a consumer, offer to meet with them for a financial review. If you don’t have their contact information, reach out via private message first, thank them, and ask for it.

• Ask for personal introductions for anyone from their network who engaged with the content.

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Someone connected with you or followed your page

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Connection/FollowerBy connecting with you or following your page, an individual is offering you an invitation to engage. It’s a great reason to reach out – and a “net new” name for your pipeline!

Next best action:• Send them a direct message, thank them for connecting/following, and offer

to meet with them to get to know each other and see how you can help each other.

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Locating engagement data in Sales & Marketing Central

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Check out the Activity Timeline on the Marketing Central Homepage to see all of the likes, comments, and shares for your social in one easy place!Note: to view LinkedIn engagements, go to Marketing Links > LinkedIn Activity

Marketing Central: Activity Timeline

Sales Central: Consumer/Relationship Record

When prepping for an appointment, annual review, or meeting, view the Marketing engagements in Marketing Notifications within the Consumer Record or in Customer Story within the Relationship Record in Sales Central.

Consumer Record

Relationship Record

Click on Engagement hyperlink to see the actual content your client or prospect has liked, commented or shared which will to help you prepare for your meetings and send any relevant follow-up materials.

Sales Central: Content Engagement

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Helpful ResourcesThe section will include helpful links including social media language, resources and contact information

for any ques tions .

Part 6

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Social Media Glossary.

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• @ Reply – A response to a user’s message (tweet) on Twitter.• Asset – The visual or graphic.• Carousel – Ads that feature photos that can be scrolled through

horizontally.

• Community Management – Moderation, monitoring, responding, and identifying trends within a social community.

• Content – The finished product of a combination of visual and copy.• Copy – Text associated with a piece of content. • Cover Photo – A photo on a user’s Facebook profile that stretches

across the top of the screen.

• Direct Message – A private response to an individual or groupof individuals.

• Engagement – Interaction with a post (ex: like, share, comment).• Engagement Rate – Total engagement / total impressions,

percentage of impressions that resulted in engagement.

• Followers – People who subscribe to updates. Different socialmedia sites refer to followers differently; Twitter, Instagram and Pinterest use the term “follower”; on Facebook, followers are “friends” or “fans”.

• Geo-target – Targeting users with ads or content based on their current locations.

• GIF – Substitute for video, format that supports both static and animated images.

• Hashtag – A hashtag is a keyword included with social text, photos or videos to help users find related topics or media.

• Impressions – Total count of times something has been viewed.• Influencer – A social media user who can reach a significant

audience and drive awareness about a trend, topic, company,or product.

• Insights – Facebook’s analytical interface for business pages.• KPI – Key Performance Indicator.• Like - A way of showing interest in a piece of content. • Loop – When a video or GIF plays on repeat automatically.• Mention – Tagging another user’s handle or account name in a

social media post or message.

• Organic – Content that is not promoted.• Promoted – Content that is “boosted” with paid promotion.• Reach – The number of unique users seeing your content or post.• Reply – The act of responding to someone on social media.• Retweet – Sharing another user’s Twitter content with your

own following.

• Share – Sharing another user’s Facebook content with your own following.• Short Link – An abbreviated URL that is often used to stay within

character limitations (ex: bitly).

• Social Listening – The process of finding and assessing what is being said about a brand on social media channels.

• Story – Up to :15 seconds of a motion or still in Instagram Stories. • Trending – Topics or hashtags that are being used.• Twitter Card – A media-rich Tweet that includes an embedded video,

photo gallery, or page summary.

• UGC – User generated content.

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Other online resources you can use.

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• Paid Social Boosting guidance is available here.

• Social Media Policy & Features Grid for Agents & Recruiters is available here.

• How to submit social posts to compliance is available here.

• NYLIC U Marketing Central Access Requirements Email and Social are available here.

• NYLIC U Marketing Central – Social Media Marketing is available here.

https://www.ap.newyorklife.com/ap/v/index.jsp?vgnextoid=f4b740c84e3c5510VgnVCM100000ac841cacRCRDhttps://www.ap.newyorklife.com/ap/v/index.jsp?vgnextoid=2f4782b3e83ae610VgnVCM100000ac841cacRCRDhttps://www.ap.newyorklife.com/ap/v/index.jsp?vgnextoid=bd2eb3d241d4e610VgnVCM100000ac841cacRCRDhttps://nylicu.plateau.com/learning/user/common/viewItemDetails.do?backto=%2Fuser%2Flearning%2Fprogram%2FviewProgramDetails.do%3Forigin%3Dnull%26fromDevPlan%3Dfalse%26programSysGUID%3Dcc526af3-8320-4475-b90d-2ef77dc03b4f%26studProgramSysGUID%3D082cf19f-155d-4851-9454-66504f6d5a3e%26componentTypeID%3Dnull%26componentID%3Dnull%26revisionDate%3Dnull&managerRole=&componentTypeID=ONLINE&componentID=NYL19089-1&revisionDate=1423220400000&componentKey=&fromCurrDetailsRequirements=false&fromDevPlan=truehttps://nylicu.plateau.com/learning/user/common/viewItemDetails.do?backto=%2Fuser%2Flearning%2Fprogram%2FviewProgramDetails.do%3Forigin%3Dnull%26fromDevPlan%3Dfalse%26programSysGUID%3Dcc526af3-8320-4475-b90d-2ef77dc03b4f%26studProgramSysGUID%3D082cf19f-155d-4851-9454-66504f6d5a3e%26componentTypeID%3Dnull%26componentID%3Dnull%26revisionDate%3Dnull&managerRole=&componentTypeID=ONLINE&componentID=NYL-MC-50000&revisionDate=1576699620000&componentKey=&fromCurrDetailsRequirements=false&fromDevPlan=true

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Slide Number 1Purpose of the Social Marketing PlaybookUsing Social to Build Your Brand & Drive Business Slide Number 4Slide Number 5How to Maximize the Approved PlatformsLinkedIn:Facebook:Twitter:Slide Number 10Establish Your Voice and Build Your Personal BrandAt the end of the day, you want your content to be:Build Your Content StrategyPutting it into action: Your Social Content Calendar (Agent)Sample Calendar (Agent)Putting it into action: Your Social Content Calendar (Recruiter)Putting it into action: Your Social Content Calendar (Recruiter)Slide Number 18Paid Social Posts in FacebookPaid Social Posts in FacebookSlide Number 21Slide Number 22Slide Number 23Slide Number 24Slide Number 25Slide Number 26Slide Number 27Knowing What to Look For and WhyUnderstanding Performance through Benchmarks: Slide Number 30While social on its own might not directly lead to a sale, it provides you with opportunities to nurture individuals who engage with your content and bring them into your sales process.Someone liked your content�Someone commented on your content�Someone shared your content�Someone connected with you or followed your page�Locating engagement data in Sales & Marketing CentralSlide Number 37Social Media Glossary.Other online resources you can use.Slide Number 40

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