This document discusses social media strategies used by insurance companies. It provides examples of objectives, tactics, and key performance indicators for over 30 companies. The objectives discussed include increasing brand awareness, supporting agents and advisors, engaging customers and communities, and generating leads. Common tactics include content marketing, contests, gamification, social listening, and engaging influencers. Metrics mentioned include advocates recruited, engaged growth, employee and customer loyalty, and lead generation. The document advocates focusing on metrics that improve business goals rather than vanity metrics.
2. Breakout Rules
• Interactive
• Your questions answered by you
(and sometimes me)
• No dumb questions
• Skeptics welcomed
The Customer Respect Group 2
3. Who is the Audience?
• Consumers
• Captive Agents
• Independent Agents
• Consumers through channels
• Professional Organizations
• Occupations
• Employees (current and/or
prospective)
The Customer Respect Group 3
4. • To whom are you speaking?
• What are we trying to say?
• What is our voice?
• Where and how do we say it?
The Customer Respect Group 4
5. The Customer Respect Group 5
The favourite social network of insurance
companies: Facebook? Twitter? Viadéo or
Linkedin? Blogs? Or others? And do they use
social media for different purposes? And which
ones?
Where is the audience?
14. “social media offers uniquely
more intimate engagement, but
in return, it requires a more well-
designed and considered
approach".
The Customer Respect Group 14
Millward Brown Optimor
Branding Experts Advising Brands at the World
Cup
15. The Customer Respect Group 15
“It all begins with a story. We need to tell a story
that our customers will identify as their story.”
16. 16
“social media offers uniquely
more intimate engagement, but
in return, it requires a more well-
designed and considered
approach".
18. Grinnell Mutual – Front Porch
• Business Objective
• Connect Brand with Local Community
• Build Awareness and Loyalty with
Consumers
• Channel Support – Independent
Agents and small mutual farm
insurers
• Tactic
• Contest to provide funds to update
local fairgrounds
• Reach community influencers
• Shared community interest
• Total monetary value $4,000 based
upon votes, 5,000 votes, 1,500 new
FB fans (up to 2,700) The Customer Respect Group 18
19. The Principal
The Customer Respect Group 19
• Business Objective
• Support advisers with constant
stream of information to
educate and keep in touch with
clients
• Expand reach through channel
• Tactic
• Social headline via Twitter,
LinkedIn
• Links to owned blog, website
and approved third parties
content
20. Who are you Wearing? - Prudential
The Customer Respect Group 20
21. Travelers
The Customer Respect Group 21
• Business Objective
• Become primary content
provider at key “social” agencies
• Increase percent of business
• Drive consumer awareness
through channel
• Tactic
• Consumer advice content
• Simple self-contained soft
branded images posts
• Further information on blog and
video
22. Transamerica
The Customer Respect Group 22
• Business Objective
• Reach an audience already
interested in, and talking about
relevant topics
• Tactic
• Twitter chats with Wisebread
and mommybloggers
• Participant register to be
eligible for prizes
• Opportunity to market back via
tailored audience promotions
23. The Customer Respect Group 23
• Business Objective
• Reach audiences already
interested in relevant topics
and conversations
• Tactic
• Post messages with relevant
hashtag
• Nat Cat
• Twitter targeting via weather
Hashtag Marketing
24. Progressive
The Customer Respect Group 24
• Business Objective
• Improve public perception of
Snapshot telematics product
• Tactic
• Identify advocates that have a
social voice
• Provide advocate content
25. Royal Bank Canada - Insurance
The Customer Respect Group 25
• Business Objective
• Identify Potential Sales
Opportunities
• Tactic
• Social listening
• Life event analysis
• Customer audience marketing
26. Gerber Life
• Business Objective
• Brand Awareness
• Connect with extended family
and friends
• Tactic
• Personal Motivation
• Contest for “kids ambitions”
• College fund as prize $10,000
• Primary fan recruitment device
• Call to action to product
The Customer Respect Group 26
27. Prudential Financial
The Customer Respect Group 27
• Business Objective
• Connect with key intermediaries
in client companies
• Facilitate ongoing conversations
• Key contact as intermediaries
move jobs
• Tactic
• Gamification
• Automated LinkedIn scoring and
improvement
• Identify key social users for
advanced use
30. Customer Care
• Customer loyalty
• Identify social customer
advocates
• Feedback and Focus Groups
• Slow but inevitable trend
• USAA_Help, Allstate, GEICO,
Travelers, Esurance
The Customer Respect Group 30
31. Communities
• Interest - Allstate Motorcycle, Foremost
Racing
• Demographic - Allstate Latino/ State
Farm Latino. Northwestern UMintGrad
• Occupation - Acuity Truckers, TN Farmers
– Farmer Charlie
• Geography – PEMCO, Allstate local blogs
• Recruitment - State Farms Careers,
GEICO Jobs
• Agents - Safeco Brick and Clicks, Acuity
Agents Rock
• Natural Communities - USAA, Thrivent,
Modern Woodmen
• Mascots – Mayhem, Flo, Geeko, Jake
The Customer Respect Group 31
32. Tactics
• Fun content – Flo, Mayhem
• Self Interest – Jewelers Mutual, Horace Mann
• Group Interest – California Casualty – Teachers Lounge Makeover
• Community – Grinnell/State Farm/AVIVA Canada/Co-operators
• Charity – The Hartford, Northwestern Mutual, Arbella
• Channel Support – Travelers, Auto-Owners, Shelter, Foremost
• Intermediary Support – Principal, Prudential
• Information Provider – Blogs/Content Marketing
• Customer Care – GEICO, USAA
The Customer Respect Group 32
34. Don’t Count - Measure
• Brand awareness
• Advocates
• Influencers recruited
• Engaged Channel Growth
• Employee Engagement
• Customer Loyalty
• Lead generation
• Engaged communities
The Customer Respect Group 34
"The key is to not get tied up
in the novelty of another
metric. Focus in on what
helps your business the
best, and figure out how to
maximize the metrics that
improve that goal.“
Chad Whitmen Edgerankchecker
35. What do We Know About Social Media?
The Customer Respect Group 35
36. Social Media 1.0
• Maximizing organic reach
demanded obscure games
• Platform tactics dominated
activity
• Success based upon false
metrics which were easy to
measure – fans, followers, likes,
shares
• Vanity Metric Focus
The Customer Respect Group 36
38. Where is the audience?
• Company Blogs
• Blogs with an Audience
• Influencer Blogs
• Hashtags
• Yelp
The Customer Respect Group 38
Hinweis der Redaktion
Having said that:
People look for recommendations, referrals, advice
People love to share experiences, good and bad
The number one method to share is now a “link”
Engagement going up
Spending is easier than gaming Facebook
Community
SharingLI
People love to dhare experiencec
#1 sharing is a link
Cincinnati insurance
AXA
Central
New York Life
Cincinnati insurance
Axa
Central
63% shares – 95% ind. agents
New York Life
Foresters
Blogs
New York life
Foresters
Blogs
Canadian Anti-spam rule change
Agent territory
How can social benefit the business
Where’s the ROI
Much harder to measure
FB – consumers
Twitter – a news feed
LI – agents/ b2b