Imcasd break out-golesworthy

The Customer Respect Group 1

Social Media BreakoutTerry Golesworthy

@terrycrg


Breakout Rules

• Interactive• Your questions answered by you

(and sometimes me)• No dumb questions• Skeptics welcomed


Who is the Audience?

• Consumers• Captive Agents• Independent Agents• Consumers through channels• Professional Organizations• Occupations• Employees (current and/or

prospective)


• To whom are you speaking?• What are we trying to say?• What is our voice?• Where and how do we say it?


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?




But People Like to Share


Social Platform Dilemma

• FB Quote






“social media offers uniquely more intimate engagement, but in return, it requires a more well-designed and considered approach".

Millward Brown OptimorBranding Experts Advising Brands at the World Cup


“It all begins with a story. We need to tell a story that our customers will identify as their story.”

16

“social media offers uniquely more intimate engagement, but in return, it requires a more well-designed and considered approach".


People Looooove to Share


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 Principal

• 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


Who are you Wearing? - Prudential


Travelers

• 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


Transamerica

• 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


• 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


Progressive

• Business Objective • Improve public perception of

Snapshot telematics product

• Tactic• Identify advocates that have a

social voice• Provide advocate content


Royal Bank Canada - Insurance

• Business Objective • Identify Potential Sales

Opportunities

• Tactic• Social listening• Life event analysis• Customer audience marketing


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


Prudential Financial• 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


Nationwide

• Social Surprise• $10 Coffee card• 1,000 in December


Ratings and Reviews

• USAA• PEMCO• MetLife


Customer Care

• Customer loyalty• Identify social customer

advocates• Feedback and Focus Groups• Slow but inevitable trend

• USAA_Help, Allstate, GEICO, Travelers, Esurance


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


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


Questions and Discussion


Don’t Count - Measure

• Brand awareness• Advocates• Influencers recruited• Engaged Channel Growth• Employee Engagement• Customer Loyalty • Lead generation• Engaged communities

"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


What do We Know About Social Media?


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

Counting Phase


But


Where is the audience?

• Company Blogs• Blogs with an Audience• Influencer Blogs• Hashtags • Yelp

Imcasd break out-golesworthy

Business

customer respect group

porch business objective

channel tactic social

key social agencies

social platform dilemma

parties content

intimate engagement

tailored audience promotions