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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 . 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 5

UM AAF Social Media Business Plan

Proposal Frame
Executive Summary: Below is the University of Michigan chapter of the American Advertising Federations social media business plan for Jackson National Life Insurance. In our plan, we have gauged Jacksons strengths, weaknesses, threats and opportunities in the marketplace and identified the companys 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. Weve 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 isnt 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 Jacksons 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 companys insurance, and their commercials are also featured to generate brand awareness. However, the page doesnt really balance its personable brand image with informational content, and has minimal mentions about the companys 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 Blimps 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 consumers 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 dont 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 companys 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 arent 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. AXAs 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 Jacksons 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 Jacksons 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? Whats 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 Jacksons 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. Jacksons website has a few retirement calculators; posting these to the Facebook page would be another great way to initiate use of the companys 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 companys 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

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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 publics 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

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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 doesnt 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

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end of the description asking consumers to comment about what their favorite charity is or how they have gotten involved themselves. Additionally, the channel cant 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 companys 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

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Jackson Life Insurance

UM AAF Social Media Business Plan Life Insurance

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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 Jacksons 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 Jacksons social media

UM AAF Social Media Business Plan pages and will be on physical displays in financial branches across the country. The

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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 Jacksons 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 Jacksons 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 Jacksons 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 companys insurance policies and start planning. Overall, the campaign will integrate all of Jacksons social mediums under a central consumer-driven initiative. Links to the videos on Jacksons YouTube channel and website will also be publicized through Facebook and Twitter. The campaigns

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online presence will ideally be complemented by buzz generated through conversations among the viewers of the videos.

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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 companys 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 Jacksons 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 Jacksons 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 Jacksons 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

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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 companys 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 Jacksons 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 Jacksons 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 its 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 Lifes 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

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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 companys community service efforts, as well as an extension of Jacksons already existing WorkSmart program. All of the apps 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

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communicate with their peers as well as to form a community of Jacksons 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 allencompassing 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

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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 ones 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 Jacksons next sustainable efforts should involve.

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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

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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

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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 Jacksons 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 Jacksons mobile

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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 4075 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 applications release must also be handled strategically. Specific features such as JacksonChat and location services also pose threats to the applications 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 Jacksons 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 Jacksons mobile application, and any negative reviews could potentially hurt sales of the mobile applications as well as Jackson National Lifes services in general. Risks in regards to the technological aspects of Jacksons 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 Jacksons mobile application to run on one of the three dominant mobile software systems. In addition, as new phones are continually released and

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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 Jacksons 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 teams 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.

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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_globalstudy_07709.pdf