Customer Advocacy through Social Media
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Learn how Assurant Employee Benefits grew its social platforms for marketing and customer advocacy.
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Customer Advocacy through Social Media
- 1. Social Business & AEB Strategic use of social media for marketing & customer advocacy
- 2. 2 What is Social Media? NAIC: A group of Internet-based applications that create and exchange user- generated content.
- 3. 3
- 4. 4 Why Social Media? The way companies interact with customers is changing. 256% increase predicted* *1600 CEOs predict their customer interactions on social media will increase 256% in next 3-5 years
- 5. 5 Why Invest in Social Media? Using social technologies to engage with customers, suppliers and employees will enable the organization to be more adaptive and agile. IBM Study “Social media isn’t just a bit of fun, it’s a vital way to communicate, keep your ear to the ground and improve your business.” Richard Branson
- 6. 6 RAS Social Media Audit – May 2014 • 4 business segments, corporate & PYB • Scope: – Governance/strategy – Policies & procedures – Opportunities for use – Expense management – Customer service – Reputation management – Information security How do we protect, build and leverage the Assurant brand via Social Media?
- 7. 7 RAS Audit – Key Observations/Findings 1. Formalize strategy 2. Conduct formal social media risk assessment 3. Consistently respond to/log customer complaints 4. Training for employees/associates 5. Hootsuite & authorizations/security 6. Claims investigations
- 8. AEB Social Media Update Audit to Execution
- 9. 9 AEB Social Media Objectives •Increase awareness •Position AEB as thought leader •Gather leads, impact sales Profitable Growth Customer Experience People SuperiorExecution •Increase awareness of AEB as a good corporate citizen & employer of choice •Gain & retain customers •Give customers another avenue to communicate with us & vice versa (part of reducing customer effort initiative)
- 10. 10
- 11. 11 Our Platform - Twitter • Twitter – Microblog – 140 characters • Sharing news, industry updates, community • Audience: connecting with customers, prospects & influencers • 1,833 followers • Links from AEB.com @AssurantEmpBene
- 12. 12 Our Platform - Facebook • Sharing news, industry updates, community • Audience: connecting with customers, prospects & employees • 340 likes • Links from AEB.com
- 13. 13 Our Platform - LinkedIn • AEB company overview & products listing • Audience: brokers, employers/customers, prospective employees • News integration • Job postings • 3,644 followers
- 14. 14 Our Platform – Google+ • SEO • AEB company overview • Ongoing posts • Photos
- 15. 15 Our Team
- 16. 16 Our Tools Hootsuite • Social Media Team/Task Force • Authorized individuals for responding/triaging issues • Monitor virtually 24/7
- 18. 18 Our Process
- 19. 19 History • Channels & processes built in 2011 • Customer service begins 2012 • Branding and follower building in 2013+
- 20. 20 Outcomes • Diffuse approx. 5 unhappy customers quarterly • Promoting dental posts with State of TN • Finding decision makers for proposals in Canada • Gaining 20-50 followers a month on FB & LI • Followed by 3,800 HR heads and brokers on LI • Monitoring industry trends and competitors • Mentions by community partners
Hinweis der Redaktion
- Social media is the overarching term that includes the combination of technology, social interaction, and intellectual property such as words, video, audio and pictures. In one word, it is a community. One you choose to engage in, but to be successful, you must give as much as you take from. - Information must continue to change to get users to return to your site/page
- Why use social media? Opens doors to new info never used before Can implement true 1-1 communication Target specific audience Use to LISTEN to needs and wants of audience and then put these into action Integrating Social Media: In an integrated fashion Must all compliment Must do ethically Golden Rules: Authenticity-be honest to be credible Transparency- reveal who you are- no false pretenses or pseudonyms Timeliness- stay current-shows you care
- Why use social media? Opens doors to new info never used before Can implement true 1-1 communication Target specific audience Use to LISTEN to needs and wants of audience and then put these into action Integrating Social Media: In an integrated fashion Must all compliment Must do ethically Golden Rules: Authenticity-be honest to be credible Transparency- reveal who you are- no false pretenses or pseudonyms Timeliness- stay current-shows you care
- James or Russell to review process
- Key messages are pre-determined points you want to make when discussing your product, service or industry on discussion boards. These messages provide a backbone of key points you can continually refer back to.