This presentation describes the best ways for insurance companies to get on social media

1. #TalkBack
Getting Attention
Optimizing Social Media for Brand Building
Fadi Khater

3. Irrelevant

4. I had two
scrambled
eggs for
breakfast

5. I had two
scrambled
eggs for
breakfast
Visually
Enticing

6. They are
serving
scrambled
eggs outside

7. They are
serving
scrambled
eggs outside
Contextually
Relevant

8. We have an on-
demand chef outside
who will prepare the
requests of the first 5
respondents.
What would you like
to have for breakfast?

9. We have an on-
demand chef outside
who will prepare the
requests of the first 5
respondents.
What would you like
to have for breakfast?
Incentivizing
Immediate
Engagement

10. § Why should insurance companies be social?
§ Figuring out what people are interested in
§ Creating social content
§ Being part of the conversation canvas
Today’s Menu

11. § Business is better in the connected world:
– We can easily know what people are interested in and what they are looking for
– We can be more readily available to those looking for services that we provide
– We can target only the relevant people without the spill-over of mass media
§ We want to be in newsfeeds; the curation of people’s favorite things from
friends, family and brands
§ The world is moving from conversion to conversation
The Power of Social & Digital
CPM
CPC
CPA
CPR
Cost per Mille
Pay for people to see
Cost per Click
Pay for people to visit
Cost per Action
Pay for people to register
Cost per Relation
Pay for people to promote
Evolution of Marketing KPIs

12. Social Benefits for Insurance
§ Finding out what people are saying about
insurance & selling them accordingly
§ Being visible to the relevant communities at the
right time with a direct call to action
§ Getting customers to talk about you; "
indirectly recommending you to their friends
§ Creating a positive and approachable image
for your company & service

13. § Why should insurance companies be social?
§ Figuring out what people are interested in
§ Creating socials content
§ Being part of the conversation canvas
Today’s Menu

14. § Consumers share their interests online; this is
done in the form of:
– Searching for their interest on Google
– Indicating their interest on Facebook
– Talking about their interest "
and following relevant brands/"
people on Facebook and Twitter
Customers are Interested

15. Google Search Volume
GCC
KSA
UAE
Lebanon
Insurance
599,300
301,000
201,000
18,100
Health
1,388,100
823,000
368,000
40,500
Cars
4,346,000
2,740,000
823,000
135,000
Life
1,720,000
823,000
550.000
135,000
Agriculture
223,000
135,000
49,500
9,900
Number of monthly searches with the below keywords on Google:
Source: Google AdWords April 2013

16. Facebook Interests
GCC
KSA
UAE
Lebanon
Insurance
163,860
96,780
39,300
39,960
Health
555,740
212,020
222,800
135,480
Cars
110,200
50,640
34,420
14,420
Life
574,600
203,940
241,460
91,100
Agriculture
52,380
28,320
17,320
5,640
Number of people interested in the below topics on Facebook:
Source: Facebook April 2013

17. Twitter Interests
GCC
KSA
UAE
KUWAIT
Insurance
13,000
8,000
760
5,000
HealthCare
6,000
4,000
3,000
2,000
Cars
2,000
2,000
<1,000
<1,000
Life
5,000
4,000
1,000
1,000
Agriculture
3,000
2,000
<1,000
<1,000
Number of people interested in the below topics on Twitter:
Source: Twitter – April 2013

18. Sample FB Research in KSA
KSA Facebook Population: 5,364,020
Males: 3,838,620
Interested in "
Insurance: 68,360
Females: 1,504,980
Away from Family:
590,380
Interested in
cars: 394,340 "
Interested in
Insurance: 27,740
Interested in
cars: 95,320
Interested in Travel
435,480
Source: Facebook April 2013
Access Facebook
via mobile: 2.1m
4,920
20,700

19. § Why should insurance companies be social?
§ Figuring out what people are interested in
§ Creating social content
§ Being part of the conversation canvas
Today’s Menu

20. Being Social
1. Be Relevant: Talk to interested people
1. Create local content for different geographies
2. Promote products differently to people with different interests
3. Engage in existing conversations and answer relevant queries
2. Be Human: Get people to talk about you
1. Get your people/staff to talk to the public
2. Create testimonials/case-studies out of success stories
3. Create a sense of community
3. Be Engaging: Harness the power of the masses
1. Ask people for product feedback, surveys and polls
2. Develop product creation competitions
3. Incentivize engagement for marketing & lead generation

21. § Tailor messages to people’s interests; "
have different versions of the same
message catering to different interests
§ Create fresh content based on the most
recent/trending events
§ Engage in conversations where people are
talking/asking about insurance
§ Align with events, celebrities, or activities
that people already like
1. Be Relevant

22. Insurance Affinity Grid
Source: Facebook – April 2013

23. Trends & Trending Topics

24. Topical Interests Calendar
Source: Google Trends

25. Participate in Conversations

26. Provide Education

27. Promote Sponsored Events

28. Promote Sponsored Events

29. § People use social media to connect with
people; so try to be as human as possible
§ Get your staff to make appearances
through photos, videos, and statements
§ Get customers to share their insurance
stories through incentives
§ Create communities based on people’s
insurance objectives or usage (Diabetes,
sports cars, retirement)
2. Be Human

30. Build your Voice

31. Support Charitable Causes

32. Support Charitable Causes

33. Build your Reputation

34. Case Study: Ana Wal Sukari

35. § We featured
Professor Karl Miller
on the page; previous
president of IFSO and
chief surgeon at
Hallein Clinic Austria
§ We had 50 questions,
2,500 engagements
and almost 1m
impressions in 1hour
Featuring Opinion Leaders

36. § If you don’t ask questions, people wont
interact with your page which means:
– Your engagement rate will drop
– Your fans’ friends wont know about you
– You wont know what customers like
§ Ask questions ranging from basic polls to
new product suggestions, satisfaction
surveys, or what people want
§ Provide incentives for engagement
3. Be Engaging

37. Extend Sponsorships
Kaitlin @bleepblapbloop
Kasey Kahne has such amazing fans....Literally ALL of my timeline is
#Farmers5! @wearefarmers
17m
Farmers Insurance capitalizes on the Sprint Cup Series and becomes
the first NASCAR sponsor to include hashtags on a race car
BEST PRACTICES
• Promotional hashtag
• Contests and prizes
• Leverage real-time event
• Celebrity endorsement
FOX Sports: NASCAR @NASCARONFOX
@KaseyKahne fans...don’t forget to tweet #Farmers5 on the next lap
#NASCARPrimetime
25m
Farmers Insurance @WeAreFarmers
@KaseyKahne fans tweet “#Farmers5” on lap 5 of cup race. RT this or
tweet #Farmers5 today and win. Hint, he’s wearing the prize tonight
Promoted by Farmers Insurance
1h
Mike Massaro @MikeMassaroESPN
In case you missed this morning’s show. @kaseykahne told everyone
to use #Farmers5 hash tag today & you might win some cool stuff
53m

38. Allianz Engagement

39. QNB Engagement

40. § Align with an event, charity, or
philanthropic cause
§ Leverage celebrity endorsers
§ Use branded hashtags
§ Tweet fresh content with rich media
§ Optimize in real-time
Twitter Best Practices

41. § Why should insurance companies be social?
§ Figuring out what people are interested in
§ Creating social content
§ Being part of the conversation canvas
Today’s Menu

42. Avoid Flashy Banners

43. Don’t be Confrontational

44. § Today’s most powerful digital platforms
allow you to advertise natively:
– Become part of the conversation canvas
– Do not interrupt the attention flow of users
– Match what users are looking for
Advertise Natively

45. Facebook Newsfeed Ads

46. Promoted Tweets

47. Google Search Ads

48. LinkedIn Ads
Declared Profile Criteria
§ Job Function
§ Seniority
§ Industry
§ Company Size
§ Occupation