Presentation give at Community 2.0 conference in Boston. 5/2010

1. Building social media programs with confidence
Troy Janisch, Digital Marketing Manager
American Family Insurance

2. We Lack Confidence AND Experience
 86 percent of marketers say they recognize Social Media as an
ongoing trend, but lack the knowledge needed to effectively
implement tactics.
 Two thirds of marketers admit that they do not have adequate
knowledge on how to use social media correctly in marketing.
 Two-thirds of marketers that have not used any form of
social media consider themselves ‘very’ or ‘somewhat’
knowledgeable about this emerging strategy.
• Studies: McCann Erickson UK, 2009; MarketingSherpa, 2009 2

3. Community 2.0 Goal: Confidence + Experience
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4. Planet Versus Meteor
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5. The Odds were Against Us 12 months Ago
Strike 1: Regulated Industry
Strike 2: Conservative Company
Strike 3: ‘Boring’ Brand
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6. Home Run Derby
• Consistently Ranked in Top 3 on Facebook in Industry
• Consistently Recognized for Twitter Integration
• More than 1,300 active Facebook Pages
• More than 60,000 Facebook Fans
• Ongoing Support & Advocacy of Corporate Leadership
National League's Prince Fielder, of the Milwaukee
Brewers, hits during the final round Home Run Derby
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7. Three keys to effective social media programs
 Social Media integrates
into broader marketing and
Strategy
digital marketing strategies
 Social Media replaces
Content ‘campaigns’ with programs
 The process is ongoing
Customer
Interaction and ever-changing
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8. STRATEGY: Developing Social Media Strategy
• 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 • Engagement Platforms (How)
Activities
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9. STRATEGY: Social Media Programs
Create Programs HIGH IMPACT/CAPABILITY
 Standalone, prioritized programs  Customer Outreach
 Focused around core business  Digital Prospecting
activity or organizational area.
 Utilized to rally development and LOW IMPACT/CAPABILITY
governance of social activities more
 Affinity Marketing
effectively
INTERNAL/INFRASTRUCTURE
 Social Intelligence
 Social Public Relations
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10. STRATEGY: Define Program Objectives
Program: Customer Outreach
Engage consumers in conversations on social platforms, to address the concerns
of customers and prospects, and build advocacy among influencers.
Objectives
 Establish presence on social networks where consumers are.
 Gain insights and intelligence on customer and product needs in new and
existing markets.
 Open a dynamic channel for real-time updates about the company, products,
and opportunities to avoid damage.
 Cultivate advocates that evangelize the brand.
 Reinforce the brand for prospects that are making purchasing decisions.
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11. STRATEGY: Communicate Program Benefits
Benefits of Customer Outreach Program:
 Customer delight and goodwill.
 Brand reinforcement where prospects are actually talking about insurance.
 Best opportunity to connect with core demographic.
 Brand awareness in new markets.
 Direct relationship with customer.
 Customer confidence in our quality as their provider.
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12. STRATEGY: Pursue a ‘Phased In’ Approach
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13. Strategy: Understand Topics of Conversation
 3 months of
insurance
conversation via
BuzzMetrics
 Conversations about
insurance don’t
involve brand names
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14. Strategy: Know Your Target Market
 As we entered 2010,
only 40% of Facebook
users were under the
age of 25
 60% are 26 or older, and
nearly
 20% are 45 are older
 women constitute over
56% of the overall
Facebook population 14
5/3/2010

15. Strategy: Prioritize Your Channels
• Our customers are too Busy ‘Facebooking’ to
Tweet:
• "I'm not on Twitter but I am on Facebook - a lot - way too
much - love it, but trying to cut back."
• "I have never looked into Twitter because I spend way too
much time on FB!!"
• "I am happy where I am and that is at Facebook and
MySpace and do not see the need to broaden my
horizon.”
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16. Strategy: Define your 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.
FamilyLink: “The largest Family-Centric network in the world”
Family-only social network. Sharing updates, photos video and more.16

17. CONTENT: Create a social media mission statement
Our Mission: “Celebrate and Protect Families.”
 A separate and complimentary mission for social media
 It defines the positive contributions your company make
to conversations.
 It defines your role in social communities.
You’ll use this mission statement to continuously
refocus and align content that becomes ‘too salesy.’
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18. CONTENT: Find Your Social Media Voice
 When companies use print and broadcast media
channels, it’s important to have a brand voice so that
brand messages to customers are consistent, regardless
of channel.
 Social media channels require different voices
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19. CONTENT: Find Your Social Media Voice
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20. CONTENT: Find Your Social Media Voice
 A social media voice needs to be a real and ‘Googleable’
person because people want to talk to other people, not
anonymous brands.
 Individuals behind a social media voice can vary based
on the objectives a company has in mind: CEO, CMO,
Social Media Lead, PR Lead, Customer Service,
twintern, etc
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21. INTERACTION: Listening with search.twitter.com
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22. INTERACTION: Listening with SocialMention.com
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23. INTERACTION: Listening with Google News
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24. INTERACTION: Applications
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25. INTERACTION: Applications
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26. INTERACTION: Applications
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27. INTERACTION: Partnerships
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5/3/2010

29. Family Safety Center
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30. Leverage Community 2.0
 Align your social media programs with businesses with
similar missions (B2B social networking)
 Find YOUR confidence @ Community 2.0
 Leverage others’ experience @ Community 2.0
Troy Janisch
Blog: www.socialmeteor.com
Twitter: @socialmeteor
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