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- 1. Sagicor Group Marketing & Communications Paul Marden & Hannah Jones “What Works For Us”
- 2. Sagicor Group Social Media and Insurance Introduction 01 Introduction • Connecting • Communicating • Being Visible • Clients • Partners • Suppliers • The Press • Celebrities • Experts in our sector
- 3. Sagicor Group Social Media and Insurance Introduction 02 Introduction • Why? - Within seven years, over half of the working population will be made up of those born in the 80’s and 90’s (Generation Y). • This is a generation that learned in digital the first time around. • They only know a world that is digital. • Andy Heap, managing director of Digital Reach said; “by 2021 almost 75% of UK business owners and managers will consist of „Generation Y' - those born between 1982 and 2001 who grew up on a diet of Microsoft and Windows.”
- 4. Sagicor Group Social Media and Insurance Twitter 03 Introduction Exploring Generation Y
- 5. Sagicor Group Social Media and Insurance Our Approach 04 Our Approach • Listen • Prepare • Create • Engage • Measure
- 6. Sagicor Group Social Media and Insurance Twitter 05 Twitter • As a business, it is important for Sagicor to have a presence on Twitter, to ensure our name is being heard and build our reputation. • We can use Twitter to: • Share information • Gather market intelligence and insights • Build relationships with other companies, staff and clients • Join conversations about our business. • “I heard about one broker who secured their biggest client contracts thanks to a few well-placed Tweets.” Andrew Pearce, Insurance Age.
- 7. Sagicor Group Social Media and Insurance Twitter 06 Twitter – Success for Business • 346 followers • 294 tweets Correlation • 348 following • We have now gained numerous broker followers which gives us a great opportunity to communicate information to the right people. • Standard tweets: “Accidental contamination, malicious product tampering, product extortion, need Contaminated Products insurance? See: http://goo.gl/7poKl” “Does your client need Private Company D&O Insurance? SAL offer direct access to our underwriters contact info@sagicor.eu for more info #risk”
- 8. Sagicor Group Social Media and Insurance LinkedIn 07 LinkedIn • Having a LinkedIn company profile makes our business look more complete, and provides us with a new tool for reputation management. • The real value of LinkedIn for businesses is to connect one-to-one with other business professionals. It’s all about making connections, and building a professional online presence to encourage more business opportunities for Sagicor. • ADVICE: • Follow relevant groups • Contribute to relevant and interesting discussions • Start relevant and interesting discussions • Subtly promote your business through comments/discussions • Create a LinkedIn Guidelines for Staff to create consistency among employee profiles
- 9. Sagicor Group Social Media and Insurance LinkedIn 08 LinkedIn
- 10. Sagicor Group Social Media and Insurance YouTube 09 YouTube • YouTube is the world's largest video sharing website, with thirteen hours of video uploaded to it every minute. • Because of its online popularity and ability to talk directly to customers, it can be used as a highly effective business tool. • We can use it to show off our expertise, share knowledge, market our products and connect with customers, colleagues and prospects.
- 11. Sagicor Group Social Media and Insurance YouTube 09 YouTube • Our goals: • Build brand awareness through the use of video • Share our videos through other social media sites as well as our own website. • Product videos: this gives brokers the opportunity to see exactly what we do, and adds authenticity by engaging with the underwriters directly. • We also want to produce videos of presentations, conferences and company events all of which engage staff and clients and allow us to promote Sagicor to a wider audience. • http://www.youtube.com/user/SagicoratLloyds?feature=mhee
- 12. Sagicor Group Social Media and Insurance Facebook 10 Facebook
- 13. Sagicor Group Social Media and Insurance Facebook 11 Facebook Facebook is great for CSR: We will mainly use it for company news and CSR updates. Simply by having a presence on facebook and sharing Sagicor’s news and updates will help to build an online following and keep up to date with today’s marketing strategies.
- 14. Sagicor Group Social Media and Insurance Skype 12 Skype • We were the first underwriter to officially offer Skype video calling to our brokers. • We offer a Skype hour everyday between 9:30am and 10:30am • It gives regional and international brokers direct access to underwriters • No added cost or carbon footprint added to company • It’s easy to use • Face to face contact without leaving the office • Again portrays an “up to date with technology” image
- 15. Sagicor Group Social Media and Insurance Social Media Stories 13 Stories that can generate social media interest: • Big news? • Current? • Involves lots of people? • Involves famous people? • Funny? Iron Man Competition “Sagicor insures competitors against attack by the Loch Ness monster”
- 16. Sagicor Group Social Media and Insurance youTalkinsurance 14 Insurance Related Networks
- 17. Sagicor Group Social Media and Insurance youTalkinsurance 15 Insurance Related Networks
- 18. Sagicor Group Social Media and Insurance youTalkinsurance 16
- 19. Sagicor Group Social Media and Insurance MySlipcase 17 MySlipcase
- 20. Sagicor Group Social Media and Insurance Digital Marketing 18 Other Digital Marketing Techniques We Use: • QR Codes • App • Newsweaver - email newsletter • Fantasy Football Online Game
- 21. Sagicor Group Social Media and Insurance Overview 19 Overview • Social Interaction + Insurance = good business whether online or offline • It’s more about Brand Awareness than getting fast business • It is another marketing stream which works effectively and cheaply than many others • It shows you are up to date with current trends and that you are an evolving business • It’s about connecting to Generation Y
- 22. Sagicor Group Marketing & Communications Paul Marden & Hannah Jones “What Works For Us”
Editor's Notes
- We are now planning to conduct our own live twitter chat with experts in the field of social media as well as one on insurance in the near future.
- PM:By Listening you can learn from what your customers are saying - Identify sources of influence in your market. Gather new product & marketing ideas.Prepare – link different platforms, develop update and optimise as many platforms as possible at the same time.Create content that others can engage with, that is of interest to large audiences.Engage in all social media platforms– join conversations, speak to people directly – the great thing about social media is people like contact that feels personal and social media can do just that, people can Measure – although it is difficult to measure the effectiveness of social media marketing, tools such as linkedin statistics or google analytics are great for understanding how many people are looking at what you are posting lets take a look now
- Due to some of our well placed tweets, we were asked by large advertising agency M&C Saatchi to take part in a live twitter chat alongside two major companies; Travel For London and Unilever, about preparing businesses for the Olympics. This was hashtagged with #GAOTG.It was a great way to get the Sagicor name and brand out there, we gained numerous followers and press after the event and people who would have no idea who Sagicor at Lloyd’s were before, would then find out or look us up.We are now planning to conduct our own live twitter chat with experts in the field of social media as well as one on insurance in the near future.
- Correlation between followers / tweets / following For example we have started sending out standard tweets (below) aimed at brokers and although not many, we have received some business enquiries through these.
- We have created a company profile for Sagicor on LinkedIn – list of products – about us – contact details – status updates – employees ‘link in’For example our contaminated products underwriting team specialise in breweries so we started following groups to do with breweries and we found quite a lot of interesting posts from people setting up breweries or aiming to grow etc. This was a great opportunity for us to promote our insurance to them. We did a similar thing with the group Canadian Top Broker as this same team were looking to do more business in Canada. Examples on following page. Canadian Insurance Top Broker Magazine reaches almost 90,000 insurance professionals every month.
- We started numerous linkedin discussions about using facebook for business because we weren’t sure on how successful it is as a means of marketing for our type of business. This is all part of the process of social media – making decisions and learning how to use these platforms in the best ways.
- HJ: Any news articles we put out on our website, youtalk gets them out there. posts them on his website, on linked in, twitter etc and all of this increases our brand exposure. Statistics – the website views we get from YouTalk
- youTalk statistics
- New start up insurance network – not convinced at the moment. There are so many social media sites now – how many are people expected to sign up to? The top underwriters don’t have the time to sign up to sites like these and write blogs about what they are doing etc.. There’s so much to it compared to “small tweets” or a mere presence on facebook… however it does have some fantastic recommendations from top companies and it may well be much more popular in the future with Generation Y…