Imcasd break out-golesworthy
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This document discusses social media strategies used by insurance companies. It provides examples of objectives, tactics, and key performance indicators for over 30 companies. The objectives discussed include increasing brand awareness, supporting agents and advisors, engaging customers and communities, and generating leads. Common tactics include content marketing, contests, gamification, social listening, and engaging influencers. Metrics mentioned include advocates recruited, engaged growth, employee and customer loyalty, and lead generation. The document advocates focusing on metrics that improve business goals rather than vanity metrics.
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Imcasd break out-golesworthy
- 1. Social Media Breakout Terry Golesworthy @terrycrg The Customer Respect Group 1
- 2. Breakout Rules • Interactive • Your questions answered by you (and sometimes me) • No dumb questions • Skeptics welcomed The Customer Respect Group 2
- 3. Who is the Audience? • Consumers • Captive Agents • Independent Agents • Consumers through channels • Professional Organizations • Occupations • Employees (current and/or prospective) The Customer Respect Group 3
- 4. • To whom are you speaking? • What are we trying to say? • What is our voice? • Where and how do we say it? The Customer Respect Group 4
- 5. The Customer Respect Group 5 The favourite social network of insurance companies: Facebook? Twitter? Viadéo or Linkedin? Blogs? Or others? And do they use social media for different purposes? And which ones? Where is the audience?
- 6. The Customer Respect Group 6
- 7. The Customer Respect Group 7
- 8. But People Like to Share The Customer Respect Group 8
- 9. Social Platform Dilemma • FB Quote The Customer Respect Group 9
- 10. The Customer Respect Group 10
- 11. The Customer Respect Group 11
- 12. The Customer Respect Group 12
- 13. The Customer Respect Group 13
- 14. “social media offers uniquely more intimate engagement, but in return, it requires a more well- designed and considered approach". The Customer Respect Group 14 Millward Brown Optimor Branding Experts Advising Brands at the World Cup
- 15. The Customer Respect Group 15 “It all begins with a story. We need to tell a story that our customers will identify as their story.”
- 16. 16 “social media offers uniquely more intimate engagement, but in return, it requires a more well- designed and considered approach".
- 17. People Looooove to Share The Customer Respect Group 17
- 18. Grinnell Mutual – Front Porch • Business Objective • Connect Brand with Local Community • Build Awareness and Loyalty with Consumers • Channel Support – Independent Agents and small mutual farm insurers • Tactic • Contest to provide funds to update local fairgrounds • Reach community influencers • Shared community interest • Total monetary value $4,000 based upon votes, 5,000 votes, 1,500 new FB fans (up to 2,700) The Customer Respect Group 18
- 19. The Principal The Customer Respect Group 19 • Business Objective • Support advisers with constant stream of information to educate and keep in touch with clients • Expand reach through channel • Tactic • Social headline via Twitter, LinkedIn • Links to owned blog, website and approved third parties content
- 20. Who are you Wearing? - Prudential The Customer Respect Group 20
- 21. Travelers The Customer Respect Group 21 • Business Objective • Become primary content provider at key “social” agencies • Increase percent of business • Drive consumer awareness through channel • Tactic • Consumer advice content • Simple self-contained soft branded images posts • Further information on blog and video
- 22. Transamerica The Customer Respect Group 22 • Business Objective • Reach an audience already interested in, and talking about relevant topics • Tactic • Twitter chats with Wisebread and mommybloggers • Participant register to be eligible for prizes • Opportunity to market back via tailored audience promotions
- 23. The Customer Respect Group 23 • Business Objective • Reach audiences already interested in relevant topics and conversations • Tactic • Post messages with relevant hashtag • Nat Cat • Twitter targeting via weather Hashtag Marketing
- 24. Progressive The Customer Respect Group 24 • Business Objective • Improve public perception of Snapshot telematics product • Tactic • Identify advocates that have a social voice • Provide advocate content
- 25. Royal Bank Canada - Insurance The Customer Respect Group 25 • Business Objective • Identify Potential Sales Opportunities • Tactic • Social listening • Life event analysis • Customer audience marketing
- 26. Gerber Life • Business Objective • Brand Awareness • Connect with extended family and friends • Tactic • Personal Motivation • Contest for “kids ambitions” • College fund as prize $10,000 • Primary fan recruitment device • Call to action to product The Customer Respect Group 26
- 27. Prudential Financial The Customer Respect Group 27 • Business Objective • Connect with key intermediaries in client companies • Facilitate ongoing conversations • Key contact as intermediaries move jobs • Tactic • Gamification • Automated LinkedIn scoring and improvement • Identify key social users for advanced use
- 28. Nationwide • Social Surprise • $10 Coffee card • 1,000 in December The Customer Respect Group 28
- 29. Ratings and Reviews • USAA • PEMCO • MetLife The Customer Respect Group 29
- 30. Customer Care • Customer loyalty • Identify social customer advocates • Feedback and Focus Groups • Slow but inevitable trend • USAA_Help, Allstate, GEICO, Travelers, Esurance The Customer Respect Group 30
- 31. Communities • Interest - Allstate Motorcycle, Foremost Racing • Demographic - Allstate Latino/ State Farm Latino. Northwestern UMintGrad • Occupation - Acuity Truckers, TN Farmers – Farmer Charlie • Geography – PEMCO, Allstate local blogs • Recruitment - State Farms Careers, GEICO Jobs • Agents - Safeco Brick and Clicks, Acuity Agents Rock • Natural Communities - USAA, Thrivent, Modern Woodmen • Mascots – Mayhem, Flo, Geeko, Jake The Customer Respect Group 31
- 32. Tactics • Fun content – Flo, Mayhem • Self Interest – Jewelers Mutual, Horace Mann • Group Interest – California Casualty – Teachers Lounge Makeover • Community – Grinnell/State Farm/AVIVA Canada/Co-operators • Charity – The Hartford, Northwestern Mutual, Arbella • Channel Support – Travelers, Auto-Owners, Shelter, Foremost • Intermediary Support – Principal, Prudential • Information Provider – Blogs/Content Marketing • Customer Care – GEICO, USAA The Customer Respect Group 32
- 33. Questions and Discussion The Customer Respect Group 33
- 34. Don’t Count - Measure • Brand awareness • Advocates • Influencers recruited • Engaged Channel Growth • Employee Engagement • Customer Loyalty • Lead generation • Engaged communities The Customer Respect Group 34 "The key is to not get tied up in the novelty of another metric. Focus in on what helps your business the best, and figure out how to maximize the metrics that improve that goal.“ Chad Whitmen Edgerankchecker
- 35. What do We Know About Social Media? The Customer Respect Group 35
- 36. Social Media 1.0 • Maximizing organic reach demanded obscure games • Platform tactics dominated activity • Success based upon false metrics which were easy to measure – fans, followers, likes, shares • Vanity Metric Focus The Customer Respect Group 36
- 37. But The Customer Respect Group 37
- 38. Where is the audience? • Company Blogs • Blogs with an Audience • Influencer Blogs • Hashtags • Yelp The Customer Respect Group 38
Notes de l'éditeur
- Having said that: People look for recommendations, referrals, advice People love to share experiences, good and bad The number one method to share is now a “link”
- Engagement going up Spending is easier than gaming Facebook
- Community
- SharingLI People love to dhare experiencec #1 sharing is a link
- Cincinnati insurance AXA Central New York Life
- Cincinnati insurance Axa Central
- 63% shares – 95% ind. agents
- New York Life Foresters Blogs
- New York life Foresters Blogs
- Canadian Anti-spam rule change Agent territory
- How can social benefit the business Where’s the ROI Much harder to measure
- FB – consumers Twitter – a news feed LI – agents/ b2b