UM AAF Social Media Business Plan

Jackson Social Media Business Plan

University of Michigan American Advertising Federation

12/2/11

UM AAF Social Media Business Plan

Table of Contents

Section I: Proposal Frame

Executive Summary ………………………………………………………………… 3

SWOT Analysis …………………………………………………………………….. 4

Competitive Analysis ………………………………………………………………. 5

Section II: Digital Marketing Strategies

Facebook ……………………………………………………………………………. 8

Twitter ………………………………………………………………………………. 9

YouTube …………………………………………………………………………….. 10

Search ……………………………………………………………………………...... 12

Sweepstakes ………………………………………………………………………… 14

Section III: Recommendation

Website ……………………………………………………………………………… 17

Integrated Mobile Experience ………………………………………………………... 18

Conclusion ……………………………………………………………………………. 26

References …………………………………………………………………………… 27

UM AAF Social Media Business Plan

Proposal Frame

Executive Summary:

Below is the University of Michigan chapter of the American Advertising

Federation’s social media business plan for Jackson National Life Insurance. In our plan,

we have gauged Jackson’s strengths, weaknesses, threats and opportunities in the

marketplace and identified the company’s top social media competitors and their

individual activity. Our team has proposed detailed initiatives through dominant

platforms such as Facebook, Twitter and YouTube, as well as suggested how search

volume can be increased and a sweepstakes that can be promoted throughout. We’ve

found special opportunity in the insurance category in the operations of the company

website as well as the mobile marketplace, especially through smart phone technology,

and have created an in-depth recommendation that Jackson can implement in its efforts.

Certain platforms were purposefully omitted in our plan: Linkedin isn’t used to

drive sales but rather to connect employees, Google+ is still a relatively new platform and

is finding its place in how it can benefit businesses, and blogging sites such as Tumblr

can be dangerous in violating industry regulations. We understand that Jackson thrives

off of its business-to-business model, but we suggest that the company use social media

avenues to target their consumers and those directly affected by their products and

services. By following this plan, Jackson will increase brand awareness among the 40-70

demographic, and motivate these consumers to seek Jackson specific retirement plans and

life insurance from their financial advisers.

UM AAF Social Media Business Plan

SWOT Analysis:

Strengths:

•

Customizable options

•

Billions of dollars in assets

•

Emphasis on education – forums,

online tools

•

Advice to multiple segments of adults

•

Informational about service

•

Rated highly for seven years

Weaknesses:

•

Not very personable – minimal

creative elements

•

Low brand awareness/no mass media

•

Relatively young – opened in 1961

•

No international reach

•

Restricted to life insurance

Opportunities:

•

Raising brand awareness

•

Driving profits/leads

•

Increasing presence on high volume

sites such as Facebook, Twitter and

over mobile

•

Make website more user-‐friendly,

include more video content

•

Can utilize offers and sweepstakes to

give incentive to consumers

Threats:

•

A lot of competitors in the

marketplace

•

Social media can create negative

sentiments

•

Harder to reach businesses over social

media

•

Industry is highly regulated

•

Older demographic of 45-‐70 hard to

reach

UM AAF Social Media Business Plan

Competitive Analysis:

Jackson provided a list to our team of their top competitors in terms of variable

annuities, their highest traffic product, which included: Prudential, MetLife,

Transamerica, Allianz, Lincoln, Ohio National, AXA and John Hancock. Upon

investigating each of the companies’ respective social media activity, our team has

identified MetLife and AXA Equitable as Jackson’s main competitors in terms of social

media presence. Our team has developed ideas to surpass each of these companies’

strengths as well as capitalize on where each has weaknesses in our business plan.

MetLife:

MetLife has a very developed Facebook page, with almost 101,761 likes (or

followers) and 5,504 users discussing the company on the social media page. Posts are

often reaching out to visitors in various ways, like asking life questions and posting a

number of witticisms. They use their branding image, the Peanuts characters, very often

throughout various sections, especially Snoopy. Games and quizzes are used to attract

visitors’ attention and engage their interest in the company’s insurance, and their

commercials are also featured to generate brand awareness. However, the page doesn’t

really balance its personable brand image with informational content, and has minimal

mentions about the company’s services or what it can really offer the visitor.

Over Twitter, MetLife has 1,698 followers and 1,784 tweets. The company

uses a more creative approach and only has an account for the MetLife Blimp. Over this

page, updates include where the blimp is currently located so visitors can follow it around

the globe, motivation for consistent following of the page. However, similar to the

Facebook page, MetLife still solely entertains and promotes brand image, rather than

UM AAF Social Media Business Plan

driving profits. The top of their Twitter reads: “The MetLife Blimp’s twitter feed is

restricted to subjects relevant to the blimp & event coverage only, visit metlife.com for

product or service questions.” Rather than utilizing alternate social media for answering

consumer’s questions, the website is the only method that can be used to actually pursue

their insurance.

MetLife has 18,000 employees connected on Linkedin, but only two videos

uploaded to their YouTube page. These videos are again their commercials released

through the mass media and don’t contain any original content that the user can only find

in the commercials. Total upload views are 229,934, but there are only 22 subscribers.

MetLife could largely increase the diversity of their videos by making some of them

informational in nature, about the company’s services and products, instead of just

focusing on the Peanuts characters.

AXA:

On Facebook, AXA Equitable has 1,865 likes and 242 people talking about

their brand on the platform. In terms of content, their page is more balanced than that of

MetLife, combining personal updates with their brand character, the gorilla, through

news articles and polls encouraging responses from the viewer. They also feature a

retirement sweepstakes, where the visitor can possibly win either a weekly prize or a

grand prize, a large incentive to create a consistent relationship with the page. AXA also

has a live Twitter feed, a tab hosting their YouTube videos and a link to their blog, “The

Source,” creating a stream of consciousness between their various platforms. However,

their followers aren’t nearly as high as MetLife, so their overall effectiveness diminishes.

AXA has two separate Twitter pages, one for professional purposes and one for

UM AAF Social Media Business Plan

comic relief. The first is AXA Equitable, which has 2,104 followers and 544 tweets.

AXA Equitable posts updates about the company and insurance-related news, as well as

asks situational questions. The second Twitter page is AXA_Gorilla, which similar to the

MetLife blimp account uses a humorous and creative approach to draw a different crowd

of visitors in. However, the gorilla is different in that its posts are still informational,

which makes the existence of two separate pages not entirely necessary.

The AXA Equitable YouTube page has about 23 uploads, 12,156 upload views

and 56 subscribers. The videos are very diverse, and feature both professionals and

consumers right off the street, asking questions that may be common among many

looking for life insurance and retirement. AXA is also creative in its creation of a reality

show, with episodes hosted on their YouTube channel. AXA’s YouTube efforts, as well

as their social media initiatives as a whole may drive some sales but are still minimal in

their promotion of brand awareness.

UM AAF Social Media Business Plan

Digital Marketing Strategies

Facebook:

Our team believes that Jackson’s Facebook page should offer a large variety of

methods that promote interaction and learning from the consumer. That being said, any

video, picture, or commercial pertaining to Jackson should be hosted on the page to

provide a library of content for the visitor. An idea for the videos that should be on the

Facebook page are testimonials from experienced customers stating how they feel safe

putting their life in Jackson’s hands.

The overarching theme for the Facebook should be:

“What Makes Your Life Worth Living?” Through this concept, customers can send in

videos or pictures in response, or post a description of: “What makes you special? What

do you do for fun? What’s your dream vacation? What do you want to do with your

retirement?” The video response would include a story about how they themselves or one

of their peers have overcome a large obstacle in the past. These entries can be submitted

into a contest pool where the prize will be a starring role on Jackson’s next promotional

video.

When looking for life insurance and retirement plan options, some visitors may

not know the first thing to look for, so the Facebook page would offer a quiz of basic

questions that some might have about the process, and at the end they would be able to

see the right answers. Jackson’s website has a few retirement calculators; posting these to

the Facebook page would be another great way to initiate use of the company’s services.

Additionally, showing any awards or recognitions that Jackson has received in the last

five years, with a list providing this information can increase the company’s credibility.

The main page of the Jackson website should provide a link to the Facebook page as

well. The page in turn will have a link to the website for more information, but will also

UM AAF Social Media Business Plan

provide a quick summary of what Jackson can do for an individual approaching

retirement.

Jackson is quite involved in the community and enjoys giving back; so we need

to emphasize this on the Facebook page. For example, Jackson is involved with the

Lansing community; therefore the company should post pictures and explanations of

what exactly they are doing to benefit the surrounding area. When you choose Green

Delivery, Jackson donates a portion of the savings to support American Forests. Jackson

has a long-term goal to donate up to $100,000 in an effort to plant 100,000 trees through

American Forests’ Global ReLeaf Program, and all customers that select Green Delivery

have a chance to win a cash prize in the Green Delivery Sweepstakes. This sweepstakes

could be utilized on the Facebook page by creating a game which will simultaneously

inform and entertain the consumer, allowing them to come back and receive more points

each time they play. Once getting a certain number of points, Jackson will donate a tree

to the program.

Twitter:

Twitter is an online social networking site that allows users to share text-based

messages with followers. By using Twitter, Jackson National will be able to better

connect with both current and potential customers on a more casual and personal level. In

order to capitalize on the social power of Twitter, Jackson can use a variety of categories

for their tweets including: conversational topics, facts about Jackson services and links to

Jackson National articles in the news. This allows for the development of brand

personality, greater understanding of available services, and assurance of credibility.

UM AAF Social Media Business Plan

Twitter provides an alternative outlet for customers to contact and interact with

the company by giving visitors the option to tweet at Jackson National and express their

opinions, concerns and satisfaction with them. A beneficial tactic that representatives

monitoring the Twitter account could ensure would be to reply to followers who send

questions and remarks to the Jackson Twitter account. This adds to perceived

accountability and professionalism of the company. Twitter can also help spread

awareness of other Jackson National online landing spots such as their website, Facebook

page, YouTube channel, and Linkedin profile in order to increase traffic to these

platforms.

Some examples of tweets Jackson could execute include the following:

1. Casual Conversation: "Happy Friday to all of our loyal followers! Any plans for the

coming weekend? #lazydays"

2. Information: "Did you know that Jackson National can help you with your life

insurance AND retirement needs? Visit www.jackson.com for more info"

3. Jackson in the News: "Look at us go! (link to article about Jackson's

success/community involvement here.)"

YouTube:

There are three essential methods that can be used to increase the public’s

awareness of Jackson on YouTube: testimonials, instructional videos, and expansion on

community involvement.

Testimonials will highlight the strengths of the company and bring a face to the

company as a whole. The testimonials will have a signature beginning and end relating

back to Jackson and its brand identity. For example, Jackson can create a jingle or reel

UM AAF Social Media Business Plan

that plays at the end of the video to enforce the main idea of the company. The videos

will contain an individual who has Jackson life insurance and who will explain what they

gained from their experience. The testimonials will include insurance holders of many

backgrounds that will be relatable to a wide range of consumers. Testimonials can also

be from employees in the company who can relate their positive firsthand experience.

This will provide viewers with an opportunity to gain a deeper understanding and

perspective of Jackson.

Instructional videos, as seen on the Jackson website, should be uploaded onto

YouTube for viewing. These instructional videos will be helpful in explaining terms and

concepts that can be confusing to an individual unfamiliar with insurance and retirement

planning. The implementation of these videos on YouTube will help to bring brand

awareness because “how-to” videos are widely searched on YouTube. The only potential

problem with making interactive videos is that YouTube doesn’t typically host this type

of content. The way to solve this issue is to link individual videos together. For example,

one can create an introductory video and have objects to click on within that lead to the

next video. Creating a chain of videos where each explains a key idea will make it more

efficient for users to watch only a section if they need to or watch the whole series.

Making an engaging stream of videos in this sense will be very likely to increase

viewership (Yahoo Advertising Blog, 2009).

The current use of community involvement by Jackson on YouTube is

adequate, but can be improved by diversifying the types of videos created. Jackson

should include a description in the box below the video about the charity they are

sponsoring, or ways that people can get involved. There should also be questions at the

UM AAF Social Media Business Plan

end of the description asking consumers to comment about what their favorite charity is

or how they have gotten involved themselves. Additionally, the channel can’t be

improved without constant attention to it. Besides uploading videos and changing the

content of the channel, one can get the word out by commenting, sharing, and liking

videos. Jackson is currently subscribed to many philanthropic organizations that they

donate to, and these subscriptions can be used to increase brand awareness. When one of

these efforts posts a new video, a comment should be made or it should be shared with

others. Jackson should also continue to subscribe to other causes that they sponsor or

support. Being an active member on YouTube will help to increase the company’s

presence as well as drive first-time users to create a plan.

Here is the type of linking that can be used to make the “how-to” videos interactive:

http://www.youtube.com/watch?v=DcJFwy7KPBA

Search:

As the use of the search engines by consumers continues to increase, Jackson

needs to devote specific employees or an external vendor to this area. To begin, Jackson

will need a list of keywords that they wish to purchase from search engine providers.

Jackson may want to pilot a search program with Google, and if successful begin to

purchase from other companies. Below are some screenshots of the words we

recommend Jackson purchase. AARP, MetLife and AAA life insurance companies have

search strategies that make them competitive in the market place based on the results

below. To capitalize on lower funnel activity and remain competitive in the life insurance

category, we recommend starting to purchase keywords such as these:

UM AAF Social Media Business Plan

“Top Life Insurance Companies”

“Jackson Life Insurance”

UM AAF Social Media Business Plan

“Life Insurance”

Sweepstakes:

Consumers are often skeptical when they hear information about a product or

service disseminated by the brand itself. In fact, only 14% of consumers trust

advertisements while 70% trust consumer recommendations posted online by peers

(Nielsen Consumer Research, 2009). In its social media campaign, Jackson will use the

consumer as their main marketing tool, allowing them to speak on behalf of the company.

By giving their consumers a national voice, the public will view Jackson’s marketing

campaign as authentic and will trust the information provided to them.

Spouses with a Jackson retirement insurance policy will be given the

opportunity to win a vacation to Sandals Resort in Jamaica. This adults-only resort is the

ideal retirement getaway. In order to win this trip, partners must apply online through the

Jackson website. The promotion will be publicized via all of Jackson’s social media

UM AAF Social Media Business Plan

pages and will be on physical displays in financial branches across the country. The

application will feature the conditions of the getaway prize, specifically that the winners

will be required to film themselves periodically during their vacation. The projected cost

for Jackson includes between $4000 and $6000 for airfare and a five-day vacation (prices

vary based on week,) as well as $100 per video camera.

To apply, soon-to-be or recent retirees will record a one-to-two-minute video

introducing themselves, explaining why they feel that they are the best candidates for a

free vacation to Sandals. After the one-month deadline, a select team made up of Jackson

employees will narrow down the videos to fifty. When selecting the fifty finalists, the

team will take into account the following: where the participants live, their online

presence based on participation with social platforms and their overall energy and

charisma.

To keep costs to a minimum, the finalists will be interviewed via Skype. In the

final round, the Jackson team will select ten winners based on the criteria above as well

as how relatable they are to the average Jackson-insurance policyholder. The winners will

receive a video camera to document their five-day vacation. Jackson will instruct the

couples to film short segments and post all of the individual clips on Jackson’s YouTube

channel. The hope is that by selecting the winners based on their exuberant personalities

that the videos will be entertaining and appealing to viewers, and will subsequently draw

in business.

On Jackson’s YouTube channel and website, visitors will be able to comment

on the videos and share them. Serving as somewhat of an online community, both sites

will be engaging and participatory. While the initial drive to Jackson’s official website

UM AAF Social Media Business Plan

will be the humorous videos, visitors will most likely stay on the site longer to explore

the company’s insurance policies and start planning.

Overall, the campaign will integrate all of Jackson’s social mediums under a

central consumer-driven initiative. Links to the videos on Jackson’s YouTube channel

and website will also be publicized through Facebook and Twitter. The campaign’s

online presence will ideally be complemented by buzz generated through conversations

among the viewers of the videos.

UM AAF Social Media Business Plan

Recommendation

Website:

The Jackson website should serve as the hub for all social media and business

activity. Links for the visitor to “like” Jackson on Facebook, “follow” them on Twitter

and “connect” with them on Linkedin are essential, as well as a link to the company’s

YouTube page. More than just links, Jackson can also host some of this content on their

website, such as a live Twitter feed with current updates and information. Promotions for

the Jackson mobile application and various video content should also be premiered on the

homepage. The videos can feature Jackson employees welcoming the viewer, and can

also give them an inside look at who comprises Jackson’s employee base, making the

experience more personable. Videos can also introduce concepts that may be easier to

understand and are more engaging over this medium.

In order to make the website more approachable to all potential viewers,

especially the consumers that will be purchasing Jackson’s insurance plans, information

should be available for both individuals and businesses. This way Jackson can stay true to

its business-to-business model while simultaneously reaching out to their customers.

When investigating a potential insurance plan, consumers should have the option to

instant message or chat with a live representative to answer any specific questions or

concerns based on their needs. They should also be able to locate the branch closest to

them that offers Jackson products so they can speak to a local advisor. This can be based

off of their location using GPS technology, which may be more accessible through

Jackson’s mobile application.

UM AAF Social Media Business Plan

Upon first visit or account creation, Jackson can offer the website visitor a

survey or questionnaire that will ask questions about their demographics, the way they

live, what their interests are, and their retirement goals and fears. Using this method the

insurance seeker can find information filtered to their individual needs. Jackson can also

detail a few stories on their website of customers whose retirement dreams were fulfilled

through their services that can compliment the company’s assets and awards. This will

give both advisors and consumers incentive to purchase the product and to create a

partnership with Jackson.

In terms of branding, Jackson should capitalize on their “live” slogan that resides

in various sections of the website. This should be premiered on the homepage and

resonate in the majority of Jackson’s messages. This is a memorable idea that will remind

visitors of Jackson and give them distinction among their competitors. Another item that

can be developed more is the horse in Jackson’s logo. Having a brand character will also

give Jackson a stronger presence in the marketplace, either just using the horse or also

Andrew Jackson in which it’s associated. The Jackson horse can be utilized not only on

the website but can create its own Facebook posts, tweets and be featured in YouTube

videos.

Mobile Plan:

Proposal Summary

To increase Jackson National Life’s social media presence, this proposal will take

advantage of engaging directly with clients to foster word of mouth advertising and

involvement from mobile application users. It will implement a synergistic marketing

strategy and spark conversation among clients and with Jackson. Each component of this

UM AAF Social Media Business Plan

mobile application is designed to give personality to Jackson and foster relationships with

both new and existing clients.

The proposed business plan calls for an advanced mobile application for Jackson

National Life. The mobile application will include standard features found in most

insurance applications such as viewing insurance plan coverage, making payments, GPS

positioning and an FAQ section. This proposed application, however, would go one step

further to foster two-way communication between Jackson National Life and its clients.

The application will include a “JacksonChat” feature, a “Jackson In Your Community”

feature to emphasize the company’s community service efforts, as well as an extension of

Jackson’s already existing WorkSmart program. All of the app’s features will work in

congruence with a larger “Jackson for Life” point-based system. The more users and

clients that engage with the app and take advantage of its features, the more points they

will accumulate. These “JacksonPoints” can then be redeemed for rewards that will range

in value based on a tiered system.

Introduction/ Benefits

According to Nielsen, Americans between the ages of 55 and 64 are adopting

smartphones at a faster rate than any other age group. Overall smartphone penetration

stands at 43% across US cell phone owners with the Android operating system in the lead

as far as market share is concerned. Furthermore, a study by AT&T found mobile

applications to be the most helpful avenue for businesses to pursue (2011). These

statistics emphasize the growing importance for marketers to take full advantage of

consumer-reach opportunities facilitated by social media and mobile technologies.

Digital advertising has changed significantly in the past few years as standard pop

UM AAF Social Media Business Plan

ups and banners are becoming less effective. Jackson must interact with users on a

deeper, emotional level instead of barraging the consumer with facts from a corporate

entity. This mobile application will allow Jackson to communicate directly with its

clients and build strong, lasting relationships. The communication components such as

JacksonChat will allow for instant feedback from clients to better connect them to their

agents and foster these vital relationships. JacksonChat will further allow its users to

communicate with their peers as well as to form a community of Jackson’s clients. This

will create opportunity for the most effective form of advertising according to WOMMA:

word of mouth marketing (McCarthy , 2011). Featuring aspects like visuals will provide

an image for the company. This image comes in the form of client-submitted pictures to

show that Jackson works for its clients and truly cares about their experiences. The

potential for third party sponsorship of this mobile application will take advantage of

synergistic marketing allowing for a business-to-business marketing strategy in addition

to a business-to-consumer approach. Overall, the power will lie with the users. Mobile

applications provide users with a way to filter and customize content suited for their

needs. Streams of real time updates ensure client exposure to all that Jackson has to offer.

Jackson National Life can differentiate itself from its competitors with an all-

encompassing mobile strategy that can successfully dovetail with the rest of the social

media platforms. The mobile marketing strategy will allow Jackson to provide relevant

content to their customers exactly where the conversations are happening in the first

place. This type of presence provides a venue for Jackson to interact directly with the

customer and emphasize a more transparent brand. As a result, the program can help

Jackson expand on the benefits and positive experiences it provides for its clients.

UM AAF Social Media Business Plan

Implementation

Technological Requirements

The creation of a mobile app will require a multi-platform approach. Different

software will be necessary for each operating system that Jackson tailors to, be it the

iPhone, Android or Blackberry (Maxwell, 2011). This software will need to be easily

updated frequently to maintain the reputability of a well-functioning application. This

application will be user-friendly and designed in a way that avoids overwhelming users

with information or spamming them with ads. The mobile application consists of five

major components: standard features, Jackson In Your Community, JacksonChat, Work

Smart, and a point-based loyalty program, “Jackson for Life.”

Standard Features

A mobile app clearly should have basic features and information for consumers

to refer to. This includes the ability to view one’s plan and make payments accordingly. It

can use GPS positioning to let people know where the nearest branches or agents are

located. Also, a general tips and FAQ section for reference can be used to provide useful

and relevant information.

Jackson In Your Community

Jackson can emphasize its sustainability efforts through a “Jackson In Your

Community” section, which can also use GPS positioning to provide users with relevant

information on Jackson events happening nearby. It would also include a multiple-choice

survey question for clients to vote on. This will empower the user to have a say in what

Jackson’s next sustainable efforts should involve.

UM AAF Social Media Business Plan

JacksonChat

The features become less standard as we enter the Contact section. Providing

solely a general phone number to an automated menu is nearly useless for the consumer.

This is where JacksonChat comes into play to make the application more personable.

Customers will be able to type their question or concern into this section like a text

message to their friend. This message will go to an agent (or customer service

representative) in real time who can provide an answer in a timely manner. This

facilitates a conversational relationship between Jackson and its clients, letting consumers

see a deeper side to the company.

WorkSmart

Jackson currently implements a WorkSmart program, which serves as an

avenue for employees to suggest how the company could become more efficient and

sustainable. The mobile application can extend the scope of suggestions from solely

employees to all customers. This “suggestion box” of sorts promotes any kind of

feedback, whether it is negative or positive, in 140 characters. While the suggestions will

not be posted in an open forum, users may tweet their feedback accordingly after

submission.

Jackson For Life

From Farmville to frequent flier miles, we are entering an era where social

competition is contagious. The Jackson mobile application allows users to enter their

basic information and join the Jackson For Life program. This program provides users

with a virtual currency, JacksonPoints, which can be redeemed for prizes. Only users who

UM AAF Social Media Business Plan

actively engage with Jackson through its mobile platform can earn these points. The users

will be provided a fixed amount of points for joining in the first place as a form of

endowed progress. Additional points will be allotted for making use of the JacksonChat

and WorkSmart features. To promote continuous interaction, the point allotment will

increase as the user provides more feedback or facilitates a continued conversation.

Points will also be allocated for participating in the Jackson In Your Community survey

question.

A unique aspect of the Jackson For Life program is a mosaic feature. It will

encourage users to send in pictures of themselves enjoying life or participating in positive

experiences and receiving JacksonPoints in return. These pictures will aggregate into a

visual mosaic for all visitors to see. This constantly growing mosaic is a visual way for

users to grasp how many other people Jackson National truly affects on a daily basis. A

“Picture of the Week” will be selected and the winner will get a prize amount of

JacksonPoints.

How JacksonPoints Work

The prize structure for point redemption can parallel the upcoming Olympic

games to generate hype. The prizes will come in three tiers: Gold, Silver, and Bronze.

The prizes will help the user associate positive life experiences with Jackson National

Life.

·The Bronze Rewards will include deals in places where the user may be financially

constrained like grocery and gas discounts. Other possible items for this tier are gift cards

for items available through iTunes and eBook readers.

·The Silver Rewards will include free/discounted tickets to local events. This could

UM AAF Social Media Business Plan

involve free movies or musical performances. The goal is to get the users outside of their

homes and into the community and see what forms of entertainment are available to

them.

·The Gold Rewards will be more extravagant by nature. Users can take advantage of

vacations and hotel deals. They can also have access to health and self-improvement

getaways like cooking classes, gym memberships, and yoga instruction.

Timing

Aspects of the release of Jackson’s mobile application are crucial to its success.

Timing can make or break even the most advanced applications. A well-timed release of

the app can spur demand for it and potentially spike initial downloads. This all leads to

higher social media presence for Jackson, resulting in more rapid business growth.

Jackson will need to create buzz surrounding the release of the mobile app. To do this,

Jackson can offer a sneak peek of the software on its company website, as well as its

YouTube, Twitter and Facebook pages. This sneak peek will detail what the app will look

like as well as what it has to offer users and clients. In addition, Jackson can send text

message updates and emails to current clients who are likely to already embrace a mobile

application for their insurance plans. Clients rely heavily on reviews and ratings from

other users. Thus, by generating excitement over the app release, a spike in initial

downloads means more users who will contribute to reviews. Reaching potential app

users early and providing them with a positive experience will generate further user

downloads.

Risks

As with other standard mobile applications, the success of Jackson’s mobile

UM AAF Social Media Business Plan

app is susceptible to being a hit or miss product. Various client needs will be taken into

account but there is no guarantee that clients will embrace the application. Given the 40-

75 age demographic that Jackson targets, it could prove difficult to cater to the various

ranges included in such a broad consumer base. Precautions need to be taken as to not

discourage older demographics by including too many features in the mobile application.

Creating buzz around the application’s release must also be handled strategically.

Specific features such as JacksonChat and location services also pose threats to the

application’s success. JacksonChat runs the risk of being used inappropriately by users,

and if agents do not respond to clients in a timely manner it could hurt Jackson’s public

relations image. Location services may be viewed as an invasion of privacy by some

users and thus, an option to turn off locations services should be included. The

importance of customer reviews is also a risk that needs to be controlled for. Reviews

will be more visible and accessible to users of Jackson’s mobile application, and any

negative reviews could potentially hurt sales of the mobile applications as well as

Jackson National Life’s services in general.

Risks in regards to the technological aspects of Jackson’s mobile application

must also be addressed. Each separate operating system requires a different version of the

mobile application. Android phones dominate 43% of the OS market, Apple constitutes

28% and Blackberry follows with 18% of the market (Maxwell, 2011). Creating

applications for each OS will be costly and research should be done into what the most

cost-effective development plan would be. It may prove to be more effective to only

create a version of Jackson’s mobile application to run on one of the three dominant

mobile software systems. In addition, as new phones are continually released and

UM AAF Social Media Business Plan

operating systems updated, a constant stream of new Jackson mobile applications must be

created and able to be updated frequently (Maxwell, 2011).

Expenses

The costs of creating mobile applications range from $20,000 to $150,000

depending on the complexity of the application (Lomas, 2010). The more features and

interactivity the application has, the more expensive it will be to create. On average, the

cost of mobile application development is near $30,000 (Lomas, 2010). Creating a

mobile application compatible with several different operating systems such as iPhone,

Blackberry and Android will all require separate application developments and thus, each

will be priced individually.

To supplement the cost of developing the application, Jackson can utilize

synergistic advertising. Pending the success of the mobile application, other companies

can purchase advertising space to be featured in Jackson’s mobile application. Given the

risks of advertisement overload deterring users, these spaces will be subtle and carefully

placed.

Conclusion:

By adopting these digital marketing strategies and recommendations to their

Facebook, Twitter, YouTube, search, mobile and website efforts, Jackson National will

not only increase their brand awareness but they will create a better relationship with

their client and consumer base. Social media can have highly influential effects on

business when used effectively. Through our team’s plan, Jackson now has the tools to

implement an effective way to drive sales and profits among both businesses and

consumers in ways previously unforeseen.

UM AAF Social Media Business Plan

References

AT&T. (2011, March 15). “At&t survey shows mobile apps integral to small business

operations, remote workers on the rise, facebook use growing rapidly.” Retrieved from:

http://www.att.com/gen/pressroom?pid=19326&cdvn=news&newsarticleid=31689&ma

code=enterprise

Hecox, J. (2009, September 02). Retrieved from:

http://www.yadvertisingblog.com/blog/2009/09/02/how-do-people-watch-online-videos/

Lomas, N. (2011, February 11). “Want to build a mobile app? Here's how to convince the

CFO.”

Silicon.com

, Retrieved from:

http://www.silicon.com/technology/mobile/2010/02/11/want-to-build-a-mobile-app

heres-how-to-convince-the-cfo-39745366/

Maxwell, A. (2011, February 24). “Is developing a mobile app worth the cost?”

Mashable Business

. Retrieved from:

http://mashable.com/2011/02/24/mobile-app-dev-cost/

McCarthy, P. (2011, August 11). “Positive word-of-mouth is more effective than

negative because it sticks.”

WOMMA Research Digest

, Retrieved from:

http://womma.org/researchdigest/?p=413

Nielsen Consumer Research. (2009). “Personal Recommendations and Consumer

Opinions Posted Online are the Most Trusted Forms of Advertising Globally.” Retrieved

from:

http://blog.nielsen.com/nielsenwire/wpcontent/uploads/2009/07/pr_global-

study_07709.pdf

Jackson Business plan

Prompt to Clone This Jackson Business plan

Apply this example's core structure, strategic pacing, and structural hierarchy directly to your own topic.

What are you generating today?

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