How to Make Finance Fun with Social Media

02/04/22 • 46 min

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Whitney Magnuson, Senior Director, Social Marketing at Northwestern Mutual, is on Social Pros this week to talk about the strategy behind making finance content fun on social media.

Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week:

Salesforce Marketing Cloud

Full Episode Details

Whitney Magnuson, Senior Director, Social Marketing at Northwestern Mutual, joins Social Pros to give us a window into how her team creates fun and engaging social content.

Whitney explains how social media is a team effort that goes beyond the marketing department and how financial advisors use their expertise to pitch in with ideas. She also shares the challenges of creating content for such a highly regulated industry.

Memes and pop culture might not be what you expect from a financial services giant like Northwestern Mutual, but the social team pulls it off with a nice balance between fun and informative content. Whitney also shares Northwestern Mutual’s approach to working with influencers and why they focus more on micro-influencers who represent everyday people.

As a self-proclaimed data junkie, Whitney also explains why data is so important in this field and how it can help you tweak and fine-tune your social strategy.

In This Episode:

5:57 – Whitney fills us in on what Northwestern Mutual offers
7:50 – How Whitney helps financial professionals with their social media efforts
10:24 – How to navigate compliance regulations on social media
11:35 – How Whitney and her team makes financial content fun
14:23 – Why Northwestern Mutual uses a very different tone on social
17:10 – How Northwestern Mutual went from being “the quiet company” on social to a social-first organization
19:11 – Advice for taking over a new social media team
21:11 – How Whitney’s background as an attorney plays into her current role
22:55 – Where influencers fit into Northwestern Mutual’s marketing strategy
26:59 – How Whitney picks influencers to work with
28:44 – How customer relationships with financial advisors have changed since COVID
31:06 – Why data is one of the most important parts of social media
34:49 – Northwestern Mutual’s focus on younger customers
37:37 – Why LinkedIn content differs from Instagram content
38:55 – Why Whitney isn’t a huge fan of Reels
43:26 – Whitney’s top tip for anyone looking to become a social pro

Resources

Visit SocialPros.com for more insights from your favorite social media marketers.

Whitney Magnuson, Senior Director, Social Marketing at Northwestern Mutual, is on Social Pros this week to talk about the strategy behind making finance content fun on social media.

Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week:

Salesforce Marketing Cloud

Full Episode Details

Whitney Magnuson, Senior Director, Social Marketing at Northwestern Mutual, joins Social Pros to give us a window into how her team creates fun and engaging social content.

As a self-proclaimed data junkie, Whitney also explains why data is so important in this field and how it can help you tweak and fine-tune your social strategy.

In This Episode:

5:57 – Whitney fills us in on what Northwestern Mutual offers
7:50 – How Whitney helps financial professionals with their social media efforts
10:24 – How to navigate compliance regulations on social media
11:35 – How Whitney and her team makes financial content fun
14:23 – Why Northwestern Mutual uses a very different tone on social
17:10 – How Northwestern Mutual went from being “the quiet company” on social to a social-first organization
19:11 – Advice for taking over a new social media team
21:11 – How Whitney’s background as an attorney plays into her current role
22:55 – Where influencers fit into Northwestern Mutual’s marketing strategy
26:59 – How Whitney picks influencers to work with
28:44 – How customer relationships with financial advisors have changed since COVID
31:06 – Why data is one of the most important parts of social media
34:49 – Northwestern Mutual’s focus on younger customers
37:37 – Why LinkedIn content differs from Instagram content
38:55 – Why Whitney isn’t a huge fan of Reels
43:26 – Whitney’s top tip for anyone looking to become a social pro

Resources

Visit SocialPros.com for more insights from your favorite social media marketers.

Previous Episode

How Dude Perfect Creates Perfect Brand Partnerships

Chad Colemen, the VP of Brand Partnerships & Digital Engagement at Dude Perfect, joins the Social Pros podcast to discuss the dynamics of brand partnerships and how to discover what works and what doesn’t.

Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week:

Salesforce Marketing Cloud

Full Episode Details

Chad Colemen, the VP of Brand Partnerships & Digital Engagement at Dude Perfect, is on the Social Pros podcast to share the ins and outs of forming and maintaining brand partnerships.

As a fan of golf and a proficient digital marketer, Chad admits that he’s landed his dream job. However, it’s every bit a job as the next role. It’s not all trick shots and hanging with the Dudes for him. He juggles a number of behind-the-scenes duties, including managing all the brand partnerships that come their way.

Chad offers a peek behind the curtains at how Dude Perfect picks brand partners and what goals need to align before the partnership is considered successful. He also paints a vivid picture of what the wrong partnership looks like and how partner expectations have evolved with the success of Dude Perfect.

In This Episode:

7:04 - What the Dude Perfect’s creative process looks like
13:31 - Chad’s description of a typical week at Dude Perfect
15:31 - Chad’s elevator pitch for his job role at Dude Perfect
17:21 - How Chad’s role has evolved with over the years
23:24 - How Dude Perfect vets brand partnerships
26:49 - How advertiser expectations have changed with the success of Dude Perfect
30:49 - Why embedded marketing messages work better Dude Perfect
39:14 - How Dude Perfect manages varying social media algorithms
45:44 - Chad’s top tip for people looking to be social pros

Resources

Visit SocialPros.com for more insights from your favorite social media marketers.

Next Episode

How Stanford Taps into Platform Reps to Boost Results

Nora Cata, Marketing Specialist at the Stanford Center for Professional Development joins the Social Pros podcast to discuss the importance of leveraging platform experts to ensure that social media campaigns hit their mark

Huge thanks to our amazing sponsors for helping us make this happen. Please support them; we couldn't do it without their help! This week:

Salesforce Marketing Cloud

Full Episode Details

Nora Cata, the Marketing Specialist at the Stanford Center for Professional Development joins the Social Pros podcast to explain the importance of forming relationships with platform representatives and experts.

Nora has spearheaded some pretty bold and daring social media campaigns during her time as a marketer, but her confidence isn’t just on account of her wealth of knowledge. Over the years, she has formed solid connections with platform representatives which, in turn, gives her more insights into what works and what doesn’t.

She delves into some of the great work she’s done as a result of her affiliation with platform representatives in LinkedIn and even Google. She also offers a few pointers on how to get in touch with some of these platform representatives, ranging from networking to simply asking nicely.

In This Episode:

03:49 - Nora gives some insight into what the Stanford Center for Professional Development does
04:54 - How the Stanford Center for Professional Development carries out its very precise marketing strategy
08:52 - Nora describes her typical target market
10:48 - How virtual engagement has spiked since the pandemic
13:12 - Nora discusses virtual content and how she uses it
17:22 - The inspiration behind their out-of-the-box virtual content
18:49 - How communicating with platform reps boosts the success of a social media campaign
22:43 - Nora shares tips to get in touch with a platform rep
25:34 - How Nora’s team is structured and how that contributes to her success
28:58 - Who gets credit for what on Nora’s team
30:37 - What Nora looks for in metrics
32:09 - How Nora manages the messaging for two different brands under one umbrella
38:11- Nora’s advice for anyone looking to become a social pro