Lincoln Financial Competitors: Paid Social Media Analysis

Part
01
of four
Part
01

Lincoln Financial Competitors: Paid Social Media Analysis Part I

Paid social media advertising of Pacific Life, MetLife and Prinicpal Financial for the week of 7/8-7/14 has been presented below. In some cases there were several ads with the same message, but with different pictures. Only ads with unique taglines have been counted and listed below.

PACIFIC LIFE

FACEBOOK

  • Pacific Life published two paid Facebook ads during the week of 7/8–7/14. The first post has the tagline, "Here are 7 reasons why Pacific Life leads the life insurance industry."
  • The second Facebook post has the tagline, "Our best-in-class service and support is one of many reasons why top financial professionals choose Pacific Life as their carrier of choice. Here are six more."

TWITTER

LINKEDIN

  • Pacific Life's first promoted post on LinkedIn has the tagline, "Calling all Senior Life Underwriters and Underwriting Leadership levels."
  • Pacific Life's second promoted post on LinkedIn has the tagline, "Are you a self-starter with a 'can do' attitude who is up for the challenge to become the best-of-the-best on our customer service team? Apply today for a position in Omaha, NE or Newport Beach, CA."
  • Pacific Life's third promoted post on LinkedIn has the tagline, "Looking for a new career? We've got what you're looking for!"
  • Pacific Life's fourth promoted post on LinkedIn has the tagline, "Customer Service Position Available — Check Us Out!"
  • Pacific Life promoted only 4 posts on LinkedIn.

METLIFE

FACEBOOK

  • MetLife published 8 paid Facebook ads during the week of 7/8–7/14. The first post has the tagline, "Meet Raji. Like 23% of employees, she had interest in entering the gig economy. Hear her story to learn how emerging benefits can help companies retain talent. #BenefitTrends2019 #WorkLifeThrive"
  • The second Facebook post has the tagline, "We’ve made another rate reduction you and your customers are sure to like."
  • The third Facebook post has the tagline, "We're excited to tell you about lower auto rates in New York that will benefit your customers."
  • The fourth Facebook post has the tagline, "MetLife Auto & Home® has made another reduction in New York in an effort to provide our agents with the greatest opportunity for premium growth, profitability, and retention."
  • The fifth Facebook post has the tagline, "We’re giving away five $100 gift cards each week in addition to increased payouts. If you submit at least one qualifying policy during a week, you will be entered into that week’s drawing. See the other prizes you can unlock: https://producers.metlife.com/HWFL3"
  • The sixth Facebook post has the tagline, "Earn increased payouts selling MetLife Auto & Home® policies. To heat up the deal, there will be a $5,000 grand prize drawing at the end of the promotion!"
  • The seventh Facebook post has the tagline, "You're invited to participate in the Heat Wave sales promotion! See the prizes you can unlock below."
  • The eighth Facebook post has the tagline, "Turn up the heat on your package sales and earn more cash to burn."

TWITTER

  • MetLife promoted several tweets during the past seven days, but only one of them was posted last week. The text of the tweet says, "Because you’ve always been far from an average driver, you could save on car insurance. Others saved 23%* on average. Call (844) 300-5265 today! "

LINKEDIN

  • MetLife's first promoted post on LinkedIn has the tagline, "You deserve a great fit at a great price. Switch to MetLife Auto® and you could save hundreds of dollars on car insurance. Call (844) 300-5264 today!"
  • MetLife's second promoted post on LinkedIn has the tagline, "People who find purpose at work are more engaged and productive at work. Learn how employees define purpose at work. #EBTS2019"
  • MetLife's third promoted post on LinkedIn has the tagline, "You deserve a great fit at a great price. Switch to MetLife Auto® & save up to 15% on car insurance based on where you work. Call (844) 300-5264 today!"
  • MetLife's fourth promoted post on LinkedIn has the tagline, "You deserve a great fit at a great price. Switch to MetLife Auto®. Others have saved on average 23%* on car insurance. Call (844) 300-5264 today!"
  • MetLife's fifth promoted post on LinkedIn has the tagline, "For organizations to thrive, employees must thrive, too. Learn how with our 2019 Employee Benefit Trends Study."

PRINCIPAL FINANCIAL

FACEBOOK

  • Prinicipal Financial did not publish any paid Facebook ads during the past week.

TWITTER

LINKEDIN

  • Principal Financial's first promoted post on LinkedIn has the tagline, "As an advisor, get a jump on your competition by prospecting and offering services to DB plan sponsors."
  • Principal Financial's second promoted post on LinkedIn has the tagline, "The shift from retirement saving to retirement spending is a big one. Prepare your clients to retire with confidence."
  • Principal Financial's third promoted post on LinkedIn has the tagline, "Find the fixed income strategy that creates the best match to your client's goals for their retirement plan. Pro tip: look beyond the crediting rate."
  • Principal Financial's fourth promoted post on LinkedIn has the tagline, "Chief global economist, Bob Baur, explains how different fixed income investment options react to changing interest rate environments. Why rate changes matter."
  • Principal Financial's fifth promoted post on LinkedIn has the tagline, "Annuities may help your clients worry less and stress less. Why? Guaranteed income. "
Part
02
of four
Part
02

Lincoln Financial Competitors: Paid Social Media Analysis Part II

Paid social media advertising of Fidelity, New York Life and Prudential Financial for the week of 7/8-7/14 has been presented below. Fidelity Bank did not promote any content on paid social media, unlike Fidelity Investments. New York Life promoted its content heavily on Facebook, while Prudential Financial focused its marketing efforts on Twitter.

FIDELITY

FACEBOOK

TWITTER

LINKEDIN

NEW YORK LIFE

FACEBOOK

  • New York Life Insurance Company published 8 paid Facebook ads during the week of 7/8–7/14. The first post has the tagline, "Everyone gave you marriage advice on your big day. But did they give you these financial tip"
  • The second Facebook post has the tagline, "You took the plunge, now it's time to make moves. Learn the 10 financial moves to make after the big day."
  • The third Facebook post has the tagline, "When it comes to marriage, every little bit counts. Here's all the budget mistakes newlyweds should avoid."
  • The fourth Facebook post has the tagline, "Once the honeymoon’s over, it’s time to start getting your finances in order as a couple."
  • The fifth Facebook post has the tagline, "New parents have more money-saving tools than ever before. Click to learn about some options you may not know about."
  • The sixth Facebook post has the tagline, "Easiest way to save money? Organize a toy swap with other parents."
  • The seventh Facebook post has the tagline, "The average middle-income American family spends up to $14,000 on their baby in its first year. Click to learn how much you should budget."
  • The eighth Facebook post has the tagline, "A new parent's hindsight is 20/20. Click to read what advice a new parent has for their former self."

TWITTER

  • New York Life Insurance Company did not promote any tweets during the past seven days.

LINKEDIN

  • New York Life's first promoted post on LinkedIn has the tagline, "Want a flexible schedule, competitive benefits, pension eligibility* and more? Become a New York Life financial specialist. https://lnkd.in/erpu53G"
  • New York Life's second promoted post on LinkedIn has the tagline, "Want data-driven insights? Need expert comment? Need stories on leadership and innovation, corporate social responsibility, personal finance and more? You got it. Visit the New York Life newsroom."
  • New York Life's third promoted post on LinkedIn has the tagline, "Looking for a job that lets you be you? This is it. Plus: flexible schedule, pension eligibility,* training and growth potential. https://lnkd.in/eeFr5ZJ"
  • New York Life's fourth promoted post on LinkedIn has the tagline, "Become a New York Life financial specialist, and turn your personality into a career advantage. https://lnkd.in/exGbYsc"
  • New York Life's fifth promoted post on LinkedIn has the tagline, "Master multitasker? Detailed at details? Put your many talents to work, and enjoy competitive benefits. https://lnkd.in/ef8stpB"

PRUDENTIAL FINANCIAL

FACEBOOK

  • Prudential Financial published 2 paid Facebook ads during the week of 7/8–7/14. The first post has the tagline, "Are you saving enough money to afford the retirement you dream about?"
  • The second Facebook post has the tagline, "What do you see when you envision your retirement?"

TWITTER

  • Prudential Financial promoted 7 tweets during the past week. The text of the first tweet says, "Our partnership with @NewYorkRedBulls and @SpecialOlympics NJ Unified Team includes athletes from an array of abilities and shows how inclusion is even bigger than the beautiful game of soccer. #UnifiedTogether #SoccerForAll"
  • The text of the second tweet says, "With Prudential, Short-Term #DisabilityInsurance claims are resolved 10% faster than the industry average every year since 2011.* See how our #financialwellness solutions are better for business."
  • The text of the third tweet says, "How do these Stonington fishermen plan for the future without employer-sponsored benefits?"
  • The text of the fourth tweet says, "We all love that new car smell, but stepping out of a car with no note…that's #FinancialWellness. We asked people about their experiences with money."
  • The text of the fifth tweet says, "I spoke to @WSJ's @annetergesen and @TokyoWoods about the importance of including lifetime income options in retirement plans to help more workers build and maintain #FinancialWellness."
  • The text of the sixth tweet says, "Our @Prudential and @RetirementRsch findings on the retirement preparedness of women in two income vs. single income households continue to surprise people. Some great tips from @Prudential’s Janice Co via @Kerryhannon."
  • The text of the seventh tweet says, "The Business Case for Health and #FinancialWellness: A View from the C-Suite during ⁦@aspenideas⁩ #aspenideashealth"

LINKEDIN

  • Prudential Financial's first promoted post on LinkedIn has the tagline, "The journey from military career to civilian career for many veterans is not an easy transition. While the valuable skill sets veterans bring to the table from military service often get overlooked, the experience can translate into meaningful civilian career skills. This #VeteransDay, let’s spotlight these valuable attributes as members of the military prepare for their next chapter."
  • Prudential Financial's second promoted post on LinkedIn has the tagline, "Prudential Financial has joined an amicus brief supporting the protection of sexual orientation and gender identity employment rights under federal civil rights laws. Filed by Out & Equal Workplace Advocates, Prudential along with 200 of the country’s largest employers say that uniform federal protections will enhance companies’ ability to recruit and retain top talent, generate diverse thought and better serve their customers."
  • Prudential Financial's third promoted post on LinkedIn has the tagline, "At #AspenIdeas, Lata Reddy shared how Prudential is working to eliminate barriers to economic mobility for underserved communities, in order to build a shared and lasting prosperity."
  • Prudential Financial's fourth promoted post on LinkedIn has the tagline, "Recognized for our commitment to enabling progress in communities across the country and around the world, Prudential has been named to the #Civic50 by Points of Light for the 5th year."
  • Prudential Financial's fifth promoted post on LinkedIn has the tagline, "JUST Capital highlights 14 companies, including Prudential, that offer paid-parental-leave for both primary and secondary caregivers. (via Business Insider)"
Part
03
of four
Part
03

Lincoln Financial Competitors: Paid Social Media Analysis Part III

Paid social media advertising of Voya Financial Brighthouse Financial and John Hancock for the week of 7/8-7/14 has been presented below. It appears that Twitter is the least used platform for paid advertising, while Facebook appears to be most dominant. As noted previously, there is no way to determine when LinkedIn posts were promoted, so the first five have been listed in order of appearance, just like they have been in previous responses.

VOYA FINANCIAL

FACEBOOK

  • Voya Financial did not publish any paid Facebook ads during the past week. It appears that Voya Financial doesn't do paid Facebook advertising at all.

TWITTER

LINKEDIN

  • Voya Financial's first promoted post on LinkedIn has the tagline, "More insurance products. More support. More flexibility. Learn more about Voya Employee Benefits at https://lnkd.in/epmtxPT"
  • Voya Financial's second promoted post on LinkedIn has the tagline, "Personal service, custom solutions, and benefits that give employees the protection they need. Learn more at https://lnkd.in/epmtxPT"
  • Voya Financial's third promoted post on LinkedIn has the tagline, "Voya Employee Benefits offers an abundance of what matters most. Learn more at https://lnkd.in/epmtxPT"
  • Voya Financial's fourth promoted post on LinkedIn has the tagline, "As part of our vision to be America’s Retirement Company, we want to be inclusive of all Americans including those with disabilities and their caregivers. We’re proud to collaborate with Wellthy through our Voya Cares program, to bring holisitc care solutions to the caregiving community and their families, allowing employees with caregiving responsibilities to be more present and engaged in the workplace. "
  • Voya Financial's fifth promoted post on LinkedIn has the tagline, "Voya Financial Advisor Joan Tucker-White shares how her personal experience is the driving force behind adopting special needs planning into her business. "

BRIGHTHOUSE FINANCIAL

FACEBOOK

  • Brighthouse Financial published four paid Facebook ads during the week of 7/8–7/14. There were many other paid Facebook ads published in that week, but the ads are not active any longer.
  • The first post has the tagline, "Give a gift that goes “beyond the latest book or gadget” by exploring financial gifts with a lasting impact. Click below to learn more. "
  • The second Facebook post has the tagline, "Streamline finances to help simplify your life. See 7 steps for financial downsizing as you prepare for retirement. "
  • The third Facebook post has the tagline, "Is retiring together always the best plan? Or could staggering retirement dates make more sense? Read the article to learn more. "
  • The fourth Facebook post has the tagline, "86% of retirees spend about $805 annually on presents for grandkids. Read the article to explore 9 financial gifts with a long-lasting impact. "

TWITTER

  • Brighthouse Financial promoted one tweet during the past week. The tweet was a poll, with the tagline, "Where do you spend your summers in retirement? Do you go somewhere warm or somewhere cooler? Let us know ⬇️ "

LINKEDIN

  • Brighthouse Financial's first promoted post on LinkedIn has the tagline, "Two-thirds of people over the age of 65 will need some form of long-term care. See business benefits of discussing this topic with your clients in the latest Insights Journal. "
  • Brighthouse Financial's second promoted post on LinkedIn has the tagline, "Prepare clients for unexpected events that can change their financial priorities. Click to watch now. "
  • Brighthouse Financial's third promoted post on LinkedIn has the tagline, "Key strategies can ensure your clients are prepared for the impact of life’s unexpected events. Click to read our experts’ best practices. "
  • Brighthouse Financial's fourth promoted post on LinkedIn has the tagline, "Discover valuable insights on how to support your clients as they age in the third issue of the Insights Journal. "
  • Brighthouse Financial's fifth promoted post on LinkedIn has the tagline, "How will you help clients stay on track with their plans after unexpected events? Listen to our experts share their best practices. "

JOHN HANCOCK

FACEBOOK

  • John Hancock published 8 paid Facebook ads during the week of 7/8–7/14. The first post has the tagline, "Life insurance is better with Apple Watch for as little as $25. See how it works. *Terms apply. "
  • The second post has the tagline, "Healthy habits can help you save on life insurance AND get Apple Watch for as little as $25. Terms apply. "
  • The third post has the tagline, "Get life insurance that rewards you now — with Apple Watch for as little as $25. Find out how it helps you save. "
  • The fourth post has the tagline, "Protect the ones you love with affordable life insurance - less than $1/day for $300K. "
  • The fifth post has the tagline, "Financial goals, meet health goals. Get life insurance that protects their future and rewards you now. "
  • The sixth post has the tagline, "Healthy habits can help you save on life insurance AND get Apple Watch for as little as $25. "
  • The seventh post has the tagline, "Get life insurance. Get Apple Watch for as little as $25. Find out how. "
  • The eighth post has the tagline, "Life insurance is better with Apple Watch for as little as $25**. See how it works. "

TWITTER

LINKEDIN

  • John Hancock's first promoted post on LinkedIn has the tagline, Customers recommend John Hancock Vitality life insurance 2x more often than traditional life insurance. Get in on the action and learn more today. ""
  • John Hancock's second promoted post on LinkedIn has the tagline, "Graduating in a few weeks? Our VP of Global Recruitment, Lisa Ryan, shares her advice for making the transition into your #firstjob an easy one. https://lnkd.in/dmiSwqK"
  • John Hancock's third promoted post on LinkedIn has the tagline, "9 out of 10 consumers say they would prefer a product like John Hancock Vitality over a traditional life insurance policy. Start selling it today. "
  • John Hancock's fourth promoted post on LinkedIn has the tagline, "Aligning financial priorities helps couples build healthy, long last relationships. Twine CEO Uri Pomerantz shares smart financial steps for newly engaged couples. http://spr.ly/6043DHgpz"
  • John Hancock's fifth promoted post on LinkedIn has the tagline, "Now it's even easier to help your clients live longer, healthier lives. John Hancock Vitality is now INCLUDED on all flagship life insurance products! https://lnkd.in/deu2WqR"
Part
04
of four
Part
04

Lincoln Financial Competitors: Paid Social Media Analysis Part IV

Details on the paid social media advertising of Northwestern Mutual and Ameriprise Financial for the week of 7/8-7/14 has been presented below. In some cases there were several ads with the same message, but with different pictures. Only ads with unique taglines have been counted and listed.

NORTHWESTERN MUTUAL

FACEBOOK

  • Northwestern Mutual published five paid Facebook ads during the week of 7/8–7/14. The first post has the tagline, "Rest easy before the big reveal. Try our calculator to see how much life insurance you need."
  • The second post has the tagline, "There are advantages to having a smaller house especially in retirement. See if this is the right move for you."
  • The third post has the tagline, "There are advantages to having a smaller house especially in retirement. Try our quiz to see if this is the right move: http://bit.ly/FB_Downsize"
  • The fourth post has the tagline, "“Before tying the knot, we knew we needed a method that would keep us financially sound without feeling restricted.”"
  • The fifth post has the tagline, "@NorthwesternMutual recently partnered with the Green Bay @Packers to bring children and families affected by #childhoodcancer together to create unforgettable memories at the second annual #UltimateCampout. When kids fighting cancer can just be kids — nothing is more special. ⛺️💛"

TWITTER

LINKEDIN

  • Northwestern Mutual only promoted 3 posts on LinkedIn.
  • Northwestern Mutual's first promoted post on LinkedIn has the tagline, "A financial plan could help the “you do you” generation do what they want without the anxiety. http://bit.ly/2VjI9Gb"
  • Northwestern Mutual's second promoted post on LinkedIn has the tagline, "But, do they know about the many options they have when it comes to financial planning? http://bit.ly/2PVs064"
  • Northwestern Mutual's third promoted post on LinkedIn has the tagline, "https://lnkd.in/gsGCaDA"

AMERIPRISE FINANCIAL

FACEBOOK

  • Ameriprise Financial published two paid Facebook ads during the week of 7/8–7/14. The first post has the tagline, "Are you inspired to travel the world or maybe even volunteer? Why not consider doing both at the same time? Learn more about how “voluntourism” can work within your financial goals."
  • The second post has the tagline, "Our mission is to help you feel confident about your financial future. For the past 125 years, we’ve delivered on that promise by helping our clients meet their financial goals."

TWITTER

  • Ameriprise Financial did not promote any tweets during the past seven days.

LINKEDIN

  • Ameriprise Financial's first promoted post on LinkedIn has the tagline, "Whether it’s for professional development or personal enrichment, learn how you can effectively finance going back to school."
  • Ameriprise Financial's second promoted post on LinkedIn has the tagline, "Regulatory changes and new technology can inspire advisors to consider transitioning their practice. Discover the five keys that make it successful."
  • Ameriprise Financial's third promoted post on LinkedIn has the tagline, "If your employer offers a pension plan, learn what you need to consider as you plan to collect payments."
  • Ameriprise Financial's fourth promoted post on LinkedIn has the tagline, "What is your ideal retirement age? These considerations may help you decide."
  • Ameriprise Financial's fifth promoted post on LinkedIn has the tagline, "Should you roll over your 401(k) into an IRA while you’re still working?"
Sources
Sources

From Part 01
From Part 02
From Part 03
From Part 04