Social Media for Commercial Insurance Markets, presented 05 March 2013

1. Creating a Social Media Strategy
in Insurance Markets
#eisocialmedia
@tiffanystjames

2. Governance
@TiffanyStJames

3. Code of conduct
A behavioural wish list for your organisation:
• Be credible
• Be consistent
• Be transparent
• Be relevant
• Be an ambassador for your organisation
@TiffanyStJames

4. Social media policy
Leave staff in no doubt what they are allowed and aren’t allowed to do
• Purpose
• Principles
• Statement of ethics
• Context for organisation
• Professional and personal use
Give your people ‘How to’ guidance @TiffanyStJames

5. Have social media staff guidance
Give your people ‘How to’ guidance @TiffanyStJames

6. Rebuttal
Have a process for what
happens when someone posts
something negative about the
organisation or brand.
Have a social media crisis plan:

7. Strategy
@TiffanyStJames

8. There are only 6 uses of social media
1 • PR
2 • HR
3 • Direct Sales
4 • Customer Service
5 • Business Intelligence
6 • Internal Comms
@TiffanyStJames

9. What’s different about social media strategy?
Objectives
Measure Audit
Optimise
Activity Listening
Channels Audiences
@TiffanyStJames

10. Digital and social audit
• Audit • What
works
Your
Competition
Organisation
Other Similar
Industries Industry
• Best • Bench
Practice • mark
@TiffanyStJames

11. Set an objective (for audience engagement)
Listening Buzz generation
Audience insight, Stimulating discussion,
understanding views encouraging sharing
Co-production Discussion & Response
Working with a community Driving take-up,
to produce a resource asking for feedback
Source: Helpfultechnology.com

12. People capabilities
• Attitude
• Aptitude
• Capability
• Capacity
• New talent vs. training
• Culture
• Profession
Understand your current talent and their aspirations:
train, develop or hire people for objective-led purposes
@TiffanyStJames

13. Get the right tools for the job
Define the tools you use by @TiffanyStJames
your objectives

14. Good practice
@Tiffany St James

15. Live events and twitter Q and A’s
@TiffanyStJames

16. Aggregating news
@TiffanyStJames

17. Video is the most engaging mechanism
@TiffanyStJames

18. Innovation: outside of mainstream social
@TiffanyStJames

19. This presentation is available on:
http://slideshare.net/tiffanystjames
@Tiffany St James

20. Thank you, let’s keep talking…
Tiffany St James
Social Media Strategist
tiffany@stimulationltd.co.uk
@tiffanystjames
bit.ly/tiffanyshowreel
slideshare.net/tiffanystjames
tiffanystjames
bit.ly/tiffanybio
@TiffanyStJames

21. Embedding digital and social media capability in organisations