A look at insurance and wealth management consumer in social media - what they are up to and what your company can do about it.
Presentation given by Carden Calder, Managing Director BlueChip Communication, at FSC Life Conference 2012
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Social Media for Wealth Mangement
1. A closer look at the
world, the woods & the
trees
Insurance and wealth management
consumers, what they're up to in social
media... and what you can do about it
Thursday, August 2, 12
4. Woods?
Some commonly held views about the social landscape
1. Insurance is sold not bought
2.The rules are different in social media
3.Traditional channels are safer than social
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7. Fact # 1
People WANT to buy insurance: at the right time
Top online communities talking about life
insurance
Mother blogs
currently rate
highly
Business sites
currently lead
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10. FACT # 1
âPeople use social media for
insurance (and other) product &
brand recommendationsâ
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11. 2.All the rules are
different in social
media?
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12. Fact # 2
People still TALK about life insurance in social media
Conversations
around death
and cover
People will talk about
sensitive topics in online
communities - even death
Many
conversations
appear on news
and traditional
content sites
But customers
are also using
social media
channels, such as
micro-blogs
Content appears on traditional
online sites such as news...and
increasingly in social media
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13. Fact # 2
People ASK for product recommendations in social media
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14. Mother blogs
lead
Advice is being given online, peer to consumer peer, around very
sensitive subjects
Fact # 2
People LISTEN to how others respond in social media
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15. âThe principles of good
communication hold true in
social mediaâ
(E.g LISTEN, be nice, interact. Donât talk about yourself constantly.)
FACT # 2
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17. Fact # 3
Some social channels are âSAFERâ than traditional media
People are much more likely to post positive comments on micro-
blogging sites such as twitter
Twitter and
microblogs have
the most positive
commentary
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18. Fact # 3
Some social channels are âSAFERâ than traditional media
Generally the tone on twitter
is more positive than on
traditional news sites
News sites
Twitter
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19. Fact # 3
Social media monitoring allows BETTER risk management
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20. âTraditional channels are not
safer than social media - but
most of us know how to use
them betterâ
FACT # 3
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21. Back to the global view
Which bits of the social media world to explore ďŹrst?
1. Risk manage online...protect & build reputation, donât
be hostage to fortune
2. DeďŹne and constantly iterate strategy & road maps
3. Commit to action learning: understanding the detail
helps decode the bigger picture
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