Social Media Strategy for Travel Insurance Company


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Social Media Strategy for Travel Insurance Company

  1. 1. Social Media Strategy Travel Insurance Company By Rebecca Hesilrige @beckyhesilrige
  2. 2. Contents • Objectives and Audience • Team and Resources• Content Guideline Example • Social Media Platforms• Key Influencer Suggestions• Producing, Posting, Sharing• Promote and Build Network • Suggested Tools • Translate Activity into ROI
  3. 3. Objectives & Audience• Increase brand awareness through SM• Increase site traffic through SM• Increase conversions through SM• New audience – create interest and increase knowledge travel insurance services• Captured audience– further engage, interact and remind of services
  4. 4. Team and resources• Decide how many resources you want to put into social media• Encourage staff to get involved – tweet/post stories of interest• Integrate customer service into the SM plan• Publish content guidelines for staff to follow• Use employees as well as and the public as a resource – communicate with the public through social media to gather opinions, suggestions and service ideas
  5. 5. Content Guidelines ExampleBe transparent• If various people use the company SM, always identify yourself.• If you contribute a personal blog website that covers the company’s business, make clear that your opinions are your own the companies.Be respectful• Expression of opinions is encouraged, however don’t resort to personal attacks, harassment, or discrimination in the process.Be yourself• The public value personality and individual interests, including those that fall outside of your primary work responsibilities. Let that personality shine in your online content!Be smart• Some company projects, lessons learned, and success stories are fine to share; others aren’t. Don’t reveal company secrets or proprietary information, and make sure you have permission from your clients and partners before mentioning them by name.• Your words and statements online are a reflection of the company. Use your best judgment when deciding whether content is appropriate to publish.
  6. 6. Social Media PlatformsSuggested Platforms:• Facebook• Twitter• YouTube/Vimeo• Flickr/Pinterest• Blogs• Stumbleupon, Reddit & other social bookmarking sites
  7. 7. Key Influencer Suggestions Twitter • @lonelyplanet Facebook • @tripadvisor • Lonely Planet • Trip Advisor • @Frommers • Frommers • @coqui2008 • Hotel Chatter • @travelrants • Fodors • @soultravelers3 • @wendyperrin • @elliottng • @EverywhereTrip • @ClaudeBenard • @catherinemack • @wildjunketFollow key influencers through social media to expand brand awareness & to gainpositive reputation
  8. 8. Producing, Posting & SharingDo not automatically link up your Facebook & Twitteraccounts. It is generally accepted that you can tweet morethan you can post on Facebook, so tailor your content & theamount you publish based on this.• Twitter – Average 6 times a day (mix of content and advertisement)• Facebook – Average 4 (mix of content and advertisement, with emphasis on photo and video posts)• YouTube – Post videos whenever possible. Interact on YouTube once a week – playlist, comments, favourites• Blog – Aim for once a week, depending on relevant news (Emphasis on photo and video posts)
  9. 9. Promote & Build Network• It is very important to include links to micro sites/main sites within social media where possible.• Advertise/retweet/mention micro sites/main sites within social media where possible.• Promote services from micro sites/main sites occasionally• Post content from blogs & YouTube through other social media platforms• Plan content around fundraising activity – keep in touch with fundraisers to post relevant and up to date content
  10. 10. Suggested ToolsHootsuite/Tweetdeck• Monitor Twitter & Facebook• Schedule TweetsSprout Social• Reporting toolKlout• Measures your impact through social mediaRockmelt Browser• Monitor & contribute to social media within your browserListorious• Find relevant people to follow on TwitterTweet Karma• Delete accounts who are not following you back/haven’t posted in a long time
  11. 11. Translating Activity Into ROIDecide what ROI you want to achieve:• Increase in brand equity, fidelity & loyalty• Improved brand perception• Efficiencies in customer satisfaction/service• Increased sales• Cost effective customer insights and research• Efficiencies in PR• Efficiencies in advertising product & service launches
  12. 12. Translating Activity Into ROIFor exampleCompare: Normal sales, current sales and social media activity
  13. 13. Translating Activity Into ROIOnce you have measurements in place you need to look for correlationsbetween data
  14. 14. Thanks For Reading!Feel free to get in touch if you have any questions or need any advice @beckyhesilrige