Chicago AMA presents Social Media - Beyond the Chaos with presentations from IBM, Motorola Mobility, Zocal Group, and, American Family Insurance. http://chicagoama.org/home

1. 3/29/2011
Troy Janisch
Social Media Manager
Digital Marketing
American Family Insurance
@socialmeteor
#AMASocial 1
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How American Family Insurance Became the
Most Connected Brand on Facebook
Troy Janisch, Digital Marketing Manager (@socialmeteor)
American Family Insurance
The Odds were Against Us 12 Months Ago
Strike 1: Regulated Industry
Strike 2: Conservative Company
Strike 3: ‘Boring’ Brand
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2. 3/29/2011
Social Media is Like Herding Cats
#AMASocial
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Challenge: No Cookie Cutter Agents
A diverse agent base continues to evolve:
Demographic variety: age groups, geographic location.
Business variety: individual versus establish company.
Variations in technology interest, savvy and adoption.
Understand the nuances and variations in digital
behavior.
Build adoption in manageable steps over time.
#AMASocial
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Challenge: Will Customers Even Care?
Customers value agents, but don’t engage them:
76% of customers agree that agent relationship is
important1.
However, that relationship isn’t a frequent one.
Give agents the tools for successful social
engagement.
#AMASocial
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3. 3/29/2011
Challenge: Social Isn’t Selling
Agents are salesmen at their core:
The social channel requires a cultural shift.
A more subtle approach than some might know.
Potential to overuse, miss the point, set the wrong tone.
Establish strong guidelines for social activity.
Integrate seamlessly with existing sales platforms.
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Social Media Strategy: How to Herd Cats
• Drive new business
Business • Increase Customer Satisfaction & Retention
Objective
• Digital Prospecting
Social Media • Customer Outreach
Programs
• Social Network Participation (Where)
• Content Development (What)
Social Media
Activities • Engagement Platforms (How)
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Overview: Social Media Landscape
Facebook: “The largest referral network in the world”
“Friend to friend” social network. Sharing updates, notes, photos video,
interests. Games and applications. Robust privacy settings.
Twitter: “The loudest referral network in the world” (listen to consumers)
Public social network for sharing updates. Limited privacy settings.
LinkedIn: “The most powerful business networking tool in the US”
A business-to-business social network. Find and leverage business
contacts. Ability to “buy in” for more accessibility.
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4. 3/29/2011
CONTENT: Create a social media mission statement
Our Mission: “Celebrate and Protect
Families.”
A separate and complimentary
mission for social media
defines the positive contributions our
company make to conversations.
It defines our role in social
communities.
We use this mission statement to
continuously refocus and align content
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that becomes ‘too salesy.’ 10
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CONTENT: Learning from the experts (our audience)
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1st in industry to achieve widespread Facebook adoption
Publishing tool was available in
three months;
Agents enrolled in Facebook
program over six months
Less than one year later:
>1,800 Agent Facebook pages
> 70,000 Agent Facebook fans
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5. 3/29/2011
Monitoring Social Conversations
#AMASocial
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Negative Comments: Opportunities for proactive
customer service
Irrespective of the customer
comment touchpoint, When negative comments about our
the process for collecting,
brand appear anywhere, the
disseminating, and process for collecting,
handling comments is the disseminating, and handling
same comments is the same:
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Proactive Customer Service Opportunities
Corporate Process:
Identify and respond to postings with negative sentiment:
Amplify posting with positive sentiment:
Create referral and quoting opportunities:
Recognize “Standout agents”:
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6. 3/29/2011
Home Run Derby
• “The most connected brand on
Facebook”
• More than 2,200 agent Facebook
pages
• More than 120,000 fans
• Ability to reach more than 15.6
million Facebook users through a
friend who is already a fan
• Ranked among Top 3 insurers on National League's Prince Fielder, of the
Milwaukee Brewers, hits during the final
Facebook round Home Run Derby
• Consistently Recognized for Twitter
Integration
• Support of company leadership
• Led $6 million in Series B funding for
Shoutlet
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Thank you for your Sweetly-Faked Attention
Become a fan on Facebook:
www.facebook.com/amfam
Follow us on Twitter:
@amfam
Troy Janisch, Digital Marketing Manager
American Family Insurance
Email: tjanisch@amfam.com
Blog: www.socialmeteor.com
Twitter: @socialmeteor
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AMA Discount for unGeeked Elite, Chicago
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