Social media case study: LV= (Liverpool Victoria)

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Find out how social media agency FreshNetworks has helped financial services brand Liverpool Victoria (LV=) develop an online engagement strategy.

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Social media case study: LV= (Liverpool Victoria)

  1. 1. Case study: LV= <br /> Social media for financial services<br />@freshnetworks | info@freshnetworks.com | +44 (0)20 7692 4376<br />
  2. 2. One of the UK’s leading insurance providers<br />The UK’s largest “friendly society” <br />Mutual society - owned by members not shareholders<br />LV=<br />
  3. 3. Make their existing community more valuable and engaging<br />Harness and increase customer activity for insight and innovation<br />Gain customer feedback in order to develop LV= products and services<br />Highlight and promote the benefits of joining LV=<br />LV= online engagement aims<br />
  4. 4. Developing an online engagement strategy<br />We analysed LV=’s existing community to assess user engagement, site structure and member activity.<br />We then helped LV= develop a social media strategy to meet their key business needs. <br />We also advised them to open their community to the public rather than keeping it to invited participants only. <br />
  5. 5. Our solution: LV= community<br />We completely rebuilt the <br />LV= community and migrated all user data from the<br />old platform to the new community<br />We also developed a “members only” area to allow for targeted marketing and private product testing.<br />
  6. 6. Creating and managing the community<br />The community contains forums, news and a photo gallery to allow for targeted photo competitions.<br />LV= Facebook, Twitter and YouTube channels can also be accessed from the community. <br />
  7. 7. Engaging the community<br />The community also contains an ideas section to generate new ideas for LV.<br />An “ask the expert” section helps members get answers to insurance questions and get free financial advice about LV= products.<br />
  8. 8. Feeding back customer comments<br />We create content for the community and carry out detailed analysis and reports to ensure the community hits its key KPIs. <br />We also ensure that all customer comments are fed back to the appropriate people at LV= in order to help them build relationships with their customer base. <br />
  9. 9. Community growing in size<br />7,300<br />members with more joining each month<br />
  10. 10. Finding out more about products<br />2,500<br />Surveys about LV= products have been completed by the community, providing valuable customer insight.<br />
  11. 11. Promoting LV= products<br />57% <br />of the community members are LV= customers, enabling LV= to develop customer advocacy. <br />
  12. 12. © Copyright FreshNetworks 2009<br />

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