LV= wanted to make their existing online community more engaging to gain customer feedback and insight to develop products and services. We analyzed LV='s community and developed a social media strategy. We rebuilt the community on a new platform and added private areas for targeted marketing. The new community features forums, news, photos and expert advice to engage members and feed comments back to LV= to help build customer relationships. The community has grown to over 7,300 members who provide valuable feedback through surveys to help LV= learn more about customers and promote products.

1. Case study: LV= Social media for financial services @freshnetworks | info@freshnetworks.com | +44 (0)20 7692 4376

2. One of the UK’s leading insurance providers The UK’s largest “friendly society” Mutual society - owned by members not shareholders LV=

3. Make their existing community more valuable and engaging Harness and increase customer activity for insight and innovation Gain customer feedback in order to develop LV= products and services Highlight and promote the benefits of joining LV= LV= online engagement aims

4. Developing an online engagement strategy We analysed LV=’s existing community to assess user engagement, site structure and member activity. We then helped LV= develop a social media strategy to meet their key business needs. We also advised them to open their community to the public rather than keeping it to invited participants only.

5. Our solution: LV= community We completely rebuilt the LV= community and migrated all user data from the old platform to the new community We also developed a “members only” area to allow for targeted marketing and private product testing.

6. Creating and managing the community The community contains forums, news and a photo gallery to allow for targeted photo competitions. LV= Facebook, Twitter and YouTube channels can also be accessed from the community.

7. Engaging the community The community also contains an ideas section to generate new ideas for LV. An “ask the expert” section helps members get answers to insurance questions and get free financial advice about LV= products.

8. Feeding back customer comments We create content for the community and carry out detailed analysis and reports to ensure the community hits its key KPIs. We also ensure that all customer comments are fed back to the appropriate people at LV= in order to help them build relationships with their customer base.

9. Community growing in size 7,300 members with more joining each month

10. Finding out more about products 2,500 Surveys about LV= products have been completed by the community, providing valuable customer insight.

11. Promoting LV= products 57% of the community members are LV= customers, enabling LV= to develop customer advocacy.

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