Facebook Marketing Campaigns - Social Media Initiatives in the Insurance Industry
 

Facebook Marketing Campaigns - Social Media Initiatives in the Insurance Industry

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P&C firms hold an active presence in the social media space, particularly on Facebook. Firms provide a good amount of content on their Facebook pages focusing on a variety of topics, including company ...

P&C firms hold an active presence in the social media space, particularly on Facebook. Firms provide a good amount of content on their Facebook pages focusing on a variety of topics, including company news, safety tips, product promotions, etc. Most commonly, firms promote their product offerings and services by running contests and offering interactive games, videos and other downloadable resources.

Inside, we highlight a few of the engaging Facebook marketing campaigns initiated by P&C Insurance Monitor firms this year and offer a few Facebook marketing tips for insurers.

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Facebook Marketing Campaigns - Social Media Initiatives in the Insurance Industry Facebook Marketing Campaigns - Social Media Initiatives in the Insurance Industry Presentation Transcript

  • COPYRIGHT 2013 CORPORATE INSIGHT, INC. NEW SOCIAL MEDIA INITIATIVES BY P&C INSURERS AUTHOR: LAUREN RONCEVIC PUBLISHED: SEPTEMBER 2013 FACEBOOK MARKETING CAMPAIGNS
  • ABOUT CORPORATE INSIGHT Connect With Us Corporate Insight provides competitive intelligence and user experience research to the nation’s leading financial institutions. For over 20 years, the firm has tracked technological developments in the financial services industry, identifying best practices in online banking and investing, online insurance, mobile finance, active trading platforms, social media and other emerging areas. There are no assumptions in Corporate Insight’s work – we use live accounts at all of the firms we research, providing our clients with unparalleled, unbiased intelligence on the competition. Corporate Insight welcomes the opportunity to speak with the media. If you are interested in citing our research or would like to schedule an interview with one of our analysts, please contact Intermarket Communications at 212-888-6115 or corporateinsight@intermarket.com. LAUREN RONCEVIC Analyst P&C Insurance Monitor 212-832-2002 x-127 lroncevic@corporateinsight.com BEN POUSTY Marketing Manager 212-832-2002 x-134 bpousty@corporateinsight.com Media Inquiries 2
  • TABLE OF CONTENTS 3  Introduction  Facebook Campaigns o Free Giveaways & Sweepstakes o Cross-Promotional Social Media Contests o Product-Oriented Campaigns  Best In Class P&C Insurer  Five Facebook Marketing Tips for P&C Insurers  Corporate Insight Thought Leadership  About the Author View slide
  • INTRODUCTION 4 View slide
  • 5 INTRODUCTION INTRODUCTION P&C firms hold an active presence in the social media space, particularly on Facebook. Firms provide a good amount of content on their Facebook pages focusing on a variety of topics, including company news, safety tips, product promotions, etc. Most commonly, firms promote their product offerings and services by running contests and offering interactive games, videos and other downloadable resources. Inside, we highlight a few of the engaging Facebook marketing campaigns initiated by P&C Insurance Monitor firms this year and offer a few Facebook marketing tips for insurers.
  • FACEBOOK CAMPAIGNS FREE GIVEAWAYS & SWEEPSTAKES 6
  • FREE GIVEAWAYS & SWEEPSTAKES 7 FACEBOOKCAMPAIGNS  Most commonly, free giveaway and sweepstakes campaigns promote upcoming movies, award shows, music concerts and other entertainment events  These campaigns focus on increasing consumer traffic on the firms’ Facebook pages  They also help increase familiarity with the brand by encouraging the sharing of content among friends
  • ESURANCE: STAR TREK INTO DARKNESS SWEEPSTAKES 8 FREEGIVEAWAYS&SWEEPSTAKES  Contest: o Win two tickets (30,000 tickets in total) to the Star Trek Into Darkness U.S. movie premiere and $2,500 spending money  To Enter: o Entrants must “Like” the firm’s Facebook page and provide their name and email address  Once Entered: o Entrants can explore movie content, such as the trailer, a Vulcan avatar creator tool and downloadable posters, icons, wallpapers, etc. Esurance Facebook Star Trek Sweepstakes Page Facebook Cover Image
  • FARMERS INSURANCE: RASCAL FACTS SWEEPSTAKES 9 FREEGIVEAWAYS&SWEEPSTAKES  Contest: o Win VIP passes to a Rascal Flatts concert and an opportunity to meet the band o One grand prize winner receives an all-expense paid trip to 2013 CMA Awards  To Enter: o Entrants answer four questions about the band, provide their name and phone number and select their concert date from the upcoming available choices  Once Entered: o Entrants can re-enter on a weekly basis, share with Facebook friends and opt-in to receive more information about Farmers Insurance Farmers Facebook Rascal Facts Page Rascal Flatts Question
  • FACEBOOK CAMPAIGNS CROSS-PROMOTIONAL SOCIAL MEDIA CONTESTS 10
  • CROSS-PROMOTIONAL SOCIAL MEDIA CONTESTS 11 FACEBOOKCAMPAIGNS  Firms often integrate other social media channels, such as Pinterest, into their Facebook marketing campaigns  Cross-promotional contests push consumers to further explore the firm’s social presence across different social networks  These contests aim to expand and broaden the firms’ social media audiences
  • ESURANCE: PIN IT TO WIN IT – DREAM ROAD TRIP  Contest Prizes: o Grand Prize: Road trip package that includes $5,000 for essentials, $1,400 for ground transportation and a $1,200 gas card o 2nd Prize: $1,000 gas card o 3rd Prize: GoPro Camera  To Enter: o Entrants fill out the entry form on Facebook then follow Esurance on Pinterest and create a “Esurance Dream Road Trip” board o The board must include pins about 10 listed items, such as their dream destination, best roadside attraction and favorite Esurance Blog post 12 CROSS-PROMOTIONALSOCIALMEDIACONTESTS Esurance Pinterest Page
  • USAA: HOME DESIGN PINTEREST SWEEPSTAKES  Contest Prizes: o $3,100 check that will be used towards decorating a room in the winner’s home  To Enter: o Entrants fill out a Facebook entry form then follow USAA on Pinterest and create a Home Design Sweepstakes board o Boards focus on ideas for how entrants would use the prize money and include a variety of home design pieces 13 CROSS-PROMOTIONALSOCIALMEDIACONTESTS Home Design Sweepstakes Image USAA Home Design Sweepstakes Pinterest Board
  • FACEBOOK CAMPAIGNS PRODUCT-ORIENTED CAMPAIGNS 14
  • PRODUCT-ORIENTED CAMPAIGNS 15 FACEBOOKCAMPAIGNS  Social marketing campaigns to promote product offerings to new customers are common  While not overtly selling the item, firms are designing the campaigns with an underlying theme to highlight the product’s unique feature, service, etc.  These campaigns often incorporate sweepstakes and prizes to encourage greater participation and engagement
  • ESURANCE: “HOW SWEET IT IS” LGBT CAMPAIGN  About Campaign: o Esurance’s 3rd annual charitable giving campaign supporting LGBT equality; the firm will donate a total of $100,000 to three organizations – GLAAD, PFLAG and The Trevor Project o The number of votes will decide the percentage of the donation allocated to each charity  To Enter: o Entrants must “Like” Esurance’s Facebook page then vote for their favorite charity  Product Promotion: o Highlights the firm’s marriage rate discount for auto policies, up to 10% savings, available for domestic partners, regardless of whether their state recognizes the union or not 16 PRODUCT-ORIENTEDCAMPAIGNS Esurance Facebook LGBT Page
  • ESURANCE: U.S. OPEN TECHNOLOGY SWEEPSTAKES  Campaign Prizes: o Win two tickets to attend opening night at the U.S. Open tennis tournament with the Bryan brothers, two night hotel stay, $2,000 for travel expenses and a high-tech tennis gift pack  To Enter: o Entrants must “Like” Esurance’s Facebook page and fill out an admission form o Once entered, users can view a series of videos and infographics showcasing the technological evolution of tennis  Product Promotion: o Points out similarities of technological innovations in tennis and Esurance’s offerings, such as the What If calculator, Express Lane quoting and mobile claims reporting 17 PRODUCT-ORIENTEDCAMPAIGNS Modern Tech in Tennis and Insurance Infographic Esurance Facebook U.S. Open Sweepstakes Page
  • PROGRESSIVE: “RATE SUCKERS” SNAPSHOT CAMPAIGN  To Enter: o Entrants take a Rate Sucker photo of themselves by following the outlined steps  Product Promotion: o Encourages customers to stop paying for Rate Suckers and to try “Snapshot”, the firm’s auto discount program that tracks driving habits for projected savings o Links to a microsite containing: Rate Sucker stories such as “The Hard Braker” and “The Constant Driver”, a Rate Sucker Test and the Snapshot trial enrollment form 18 PRODUCT-ORIENTEDCAMPAIGNS Progressive Facebook Rate Sucker Yourself! Image Facebook Cover Image
  • BEST IN CLASS P&C INSURER 19
  • ESURANCE’S FACEBOOK MARKETING IS SECOND TO NONE 20 BESTINCLASS  Esurance offers the strongest Facebook marketing campaigns among P&C Monitor coverage firms.  The firm utilizes a variety of contests and campaigns to promote its page popularity, philanthropic efforts and insurance products.  Esurance is one of two firms (USAA) to tie a Facebook promotion with Pinterest. Esurance Facebook Page
  • FIVE FACEBOOK MARKETING TIPS FOR P&C INSURERS 21
  • FIVE FACEBOOK MARKETING TIPS FOR P&C INSURERS 22 FIVETIPSFORINSURERS #1 Incorporate all types of sweepstakes and campaigns on Facebook to drive interest and grow a fan base. #2 Implement a clear strategy to appeal to the intended audience and highlight the promoted products or services. #3 Provide interactive features, such as videos, quizzes and games, to encourage user participation and sharing. #4 Cross-promote other social pages, such as Pinterest, Twitter, YouTube, Google+, etc., to reach consumers across the entire social media landscape. #5 Keep the conversation open by using new or repurposed content to consistently interact with consumers and to engage with the communities.
  • UPCOMING P&C MONITOR SOCIAL MEDIA REPORT 23 UPCOMINGP&CMONITORREPORT Our upcoming September 2013 Property & Casualty Monitor report is titled Social Media Revisited: Customer Engagement within the Insurance Industry. The report examines the social presences and social marketing initiatives being offered by leading P&C insurers across their Facebook, Twitter, YouTube and Google+ pages. This is a follow-up to our initial April 2012 P&C social media report. The report is scheduled for release in late- September and is available to all P&C Monitor subscribers. For more information on CI’s Property & Casualty Insurance Monitor research service or our upcoming report, please contact Chase Marshall at 212-832-2002 x-140 or cmarshall@corporateinsight.com.
  • CORPORATE INSIGHT THOUGHT LEADERSHIP 24 User Insights Vol. 2 - Comparing the Desktop and Tablet Banking Experience This usability study provides insights to how mobile applications match up against traditional website interfaces, both in terms of usability and functionality for five leading banks. Optimizing the Online & Mobile Experience for Retirement Plan Participants This slide deck features industry best practices and includes five recommendations for DC plan providers looking to improve their Web and mobile offerings. 2013 Mobile Finance Trends and Innovations This study includes commentary on mobile developments, key takeaways for financial services firms and thoughts on what’s next for mobile finance. Asset Management and Social Media: A Guide to Social Marketing This guide looks at how asset management firms use popular social media platforms such as LinkedIn, Twitter, Facebook, YouTube and Google+ to connect directly with investors and financial advisors. Also available as a slide deck. The Millennial Opportunity Whitepaper Examines the marketing tactics, strategies and online resources leading financial institutions are using to connect with Millennials. Also available as a slide deck.
  • ABOUT THE AUTHORABOUTTHEAUTHOR LAUREN RONCEVIC ANALYST PROPERTY & CASUALTY INSURANCE MONITOR Lauren Roncevic is an Analyst for Corporate Insight’s Property & Casualty Monitor research service. She has performed extensive research on the P&C insurance client online user experience, examining topics such as online bill pay, account information, electronic delivery, customer service and more. Lauren is currently researching the social media presences offered by leading P&C insurers with a focus on Facebook, Twitter, Google + and YouTube. Lauren graduated from George Washington University in 2010 and has been part of the Corporate Insight team since 2011. CONTACT LAUREN: T: 212-832-2002 x-127 E: lroncevic@corporateinsight.com P&C Insurance Monitor is a service mark of Corporate Insight, Inc.; all rights reserved. 25