Social Media For Uk Insurance

Social Media: What’s the opportunity for the insurance market? @MarkMuir

Social media on a beer mat The elevator pitch … it’s a vast network of conversations, between real people, in real time. Sharing information, images, videos and links over a variety of platforms. CLICK ME

Social media on a beer mat The elevator pitch … it’s a vast network of conversations, between real people, in real time. Sharing information, images, videos and links over a variety of platforms.
Social media marketing is about:
Joining the conversation
Creating a buzz
Encouraging advocacy
CLICK ME

Social is being taken seriously by the big opinion leaders in our industry “ This is just the beginning of an exciting new era of global interconnectedness that will spread ideas and innovations around the world faster than ever before .” The Economist “ Gradually, social computing will impact almost every role , at every kind of company, in all parts of the world.” Forresters “ Twitter just for teenagers? Facebook only for fools? No, we have to embrace new opportunities to meet customer expectations ” Insurance Times

Social is being taken seriously by the big opinion leaders in our industry Source: Neilson

The term ‘Social’ covers a variety of platforms … these are some of the major areas Networks – People linking to people, sharing content within their personal (closed ) network Facebook, LinkedIn Micro Blogging – Publishing public updates and musings in brief, bite size, ‘news flashes’ Twitter, Tumblr Blogs – Personal publishing sites to share opinions and updates (often on a specific subject) Blogger, Wordpress Bookmarking – Collates popular links and web content, storing them in topic areas Digg, delicious Photo/Video sharing – Allows users to publish their own content Flickr, Youtube Knowledge sharing – Users can publish informative content to be shared Wikipedia, Slideshare Forums / Review centres – Location for users discuss specific topics Money Saving expert, Trip advisor

The uptake of Social networking is vast and it is not just by the younger generations … of Facebook users logon everyday, meaning there at least 175m users are online every day. 50% … number of registered twitter accounts. However, only 15m are active on a regular basis. 75m … registered LinkedIn users, worldwide. 50m … registered Facebook users worldwide. That’s a 40% increase in 6 months. 350m … images now hosted on the photo sharing site, Flickr. 4bn … Articles currently published on Wikipedia. Written by their 85,000 contributors. 14m

Why should we get involved with social? Look like we “get it”, demonstrating we are an innovative brand Take your message directly to consumers, instantly Increase search engine ranking and gain SEO presence/value Generate additional site traffic, naturally expanding network Brand recognition and increase purchase consideration Own brand’s social space and monitor brand mentions

What are the various social space good for?

5 things to consider before you go near social What do we need to achieve? Which audiences are important to achieve this? Where are those audiences online – which platforms are they using? Do those platforms/ tools fit with the kind of content we have or can create? Can we sustain what we start?

Speak to people in their chosen communication channel
Timely, useful, responsive, helpful, multi-channelled
People are talking about the brand, whether we get involved or not
Monitor our social reputation, encourage advocates, defend brand and promote discussion
We can generate extra reach for campaigns and extend brand impact
Sharing creative, online spin-off/parodies, best medium for bringing brand personalities to life
Listening to customers who want to be heard, when they need us
Empowers them, valuing them, truly delivering on CVP
What should Social mean for us? Consumer understanding Two-way Communication Speed to market Customer-centric products Personalisation Service

What should Social mean for us? We need to join a conversation that is already happening. The challenge, like in the pub, is to join the conversation with something MEANINGFUL to say. Consumer understanding Two-way Communication Speed to market Customer-centric products Personalisation Service

Generating the right hype can make social media a very powerful tool. Some example from other industries Marmite election blog http:// www.marmitenewsnetwork.com Zappo employee tweets http:// twitter.zappos.com Pepsi Refresh campaign http://www.refresheverything.com Blendtec: Will it blend http:// www.blendtec.com/willitblend / Asda Mum’s network http://asdamums.asda.com Dominoes’ bounty hunt http://www.pizzaholdouts.com BP spoof PR account http:// twitter.com/BPGlobalPR

Most insurers are doing something in the social space SwiftCover Blog http:// www.swiftlydoesit.com Direct Line TeaEmergency campaign http:// www.teamergency.com / Churchill on Facebook – Character development http:// www.facebook.com/thechurchilldog Confused Blog hub http:// confusedcom.typepad.com / SwiftCover Youtube channel http:// www.youtube.com/user/swiftcover Moreth>n About us http:// www.morethan.com/Pages/AboutUs/AboutUs.aspx LV=‘s Online community http:// community.lv.com / LV= Cricket game http:// superspin.lv.com

Most of our competitors have a social presence       LinkedIn         Zurich Connect      iPhone      Wikipedia    800 fans  149 followers   Aviva     External Blog     Youtube channel (  )    2,800 fans Facebook page  485 followers   Swiftcover    MoreTh>n (  ) Comp trial  (  ) Direct Line (  ) 3 followers   Churchill Twitter profile Bookmarking / RSS Onsite Media centre Insurer

It’s possible to track every brand mention and to measure the impact of social activity
There are some simple, and free ways to track a brand mentions and social impact
Any brand mentions can be sent directly to your inbox with GOOGLE ALERTS
Links can be tracked to see how many people respond to content you have published
All the social spaces allow us to count how many people have linked to our profiles
We can go one step further and measure the sentiment of brand mentions
Using software we can measure all brand mentions and gauge whether they are positive or negative

What the Social road map could look like Business cards Wikipedia, Facebook, LinkedIn, Youtube, Media centre Joining the dots ‘ Follow us’ links. Content strategy Internal PR Brand all rounder Community Blog. Meet the experts. Employee superstars Light the fire Social campaign Promoting brand advocates
Continue to develop destination in social spaces, ensure they are joined up and that we have the resource in place
Once the social infrastructure has been built, we should start promoting Social as part of our communication strategy
Then look at ways we can encourage advocacy and further develop our social network

I asked a leading ‘social’ insurer about their experiences State Farm - The largest Motor insurer in the US

I asked a leading ‘social’ insurer about their experiences State Farm - The largest Motor insurer in the US Social media is simply another communication channel… … what makes it powerful is that it offers the first chance for participation .

Social Media For Uk Insurance

by Markmuir on Sep 02, 2010

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Social Media For Uk Insurance — Presentation Transcript