Tim van Letht presents on Interpolis' social media strategy and approach. Interpolis has been active on social media since 2008, starting on YouTube and later expanding to Twitter, Facebook, LinkedIn, and Pinterest. Interpolis focuses on using social media for customer service, reputation monitoring, prevention tips, and gamification. Their social media philosophy emphasizes freedom, trust, responsibility, and involvement.

1. Social media
Tim van Letht
@ timvl
Interpolis.
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2. Tim van Letht
• Interpolis Strategy &
Innovation team
• Achmea Young Professional
of the Year 2012
• Blogger at Spotlight Effect
• Best trend forecast in Dutch
financial industry 2011
(Finno.nl)
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3. Interpolis.
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4. Interpolis.
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5. Interpolis.
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6. More channels, less control
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7. Paid Owned
Earned
Social media
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8. And this is how consumers
trust advertising Source: Nielsen
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9. Our Philosophy since 1996
Interpolis.Crystal Clear
• Freedom
• Trust
• Responsibility
• Involvement
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10. Crystal Clear is our starting
point
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11. Some rules from the
Interpolis approach on
social media
• Interacting in an open and understandable
way
• Focus on problem solving
• Admit the truth
• Do not make impossible promises
• Driven by service, no sales
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12. Getting started
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13. YouTube 2008
Twitter 2009
Facebook 2011
Pinterest 2012
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14. YouTube http://youtu.be/H-55FVgESL0
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15. Our Twitter page
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16. Twitter: service, everyday
• Focused on service and
reputation monitoring
• 7 days a week, till 10pm
• Handling 175 questions and
complaints every month
• 4000+ followers, one of the
most popular insurance
companies in NL on Twitter
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17. Our Facebook page
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18. Preventing or insuring?
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19. How to: keep your iPhone
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20. Our first FB campaign: co-
creating prevention tips
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21. Let customers play on
Facebook: gamification
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22. Facebook
• +/- 7500 fans
• Our fanbase is 11x bigger than one year
ago
• Change in fan behavior: service questions
and complaints are moving from Twitter to
Facebook
• Challenge: create a continuous dialogue
with our customers
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23. LinkedIn: expanding our
business network
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24. LinkedIn
• LinkedIn is our ‘super-intranet’. The
network to connect with the Rabobank and
our customers
• Activities on LinkedIn are mainly focused
on B2B
• Rolling out content strategy to build on our
thought leadership next year
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25. Pinning on Pinterest
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26. What does it take to be social as an insurer?
5 lessons
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27. Be patient
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28. Activate for interaction
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29. Be social in your own
context
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30. Show what’s happening on
social to your organisation
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31. Make your organisation
social
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32. Interpolis.
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33. Tim van Letht
@timvl
T.van.Letht@Interpolis.nl
+31 6 513 613 96
Thank you
Interpolis.
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