Family First: The Reese’s
Peanut Butter Cup Principle
American Family Insurance
The Opportunity

                  Thesis #18


                    “Companies that don't
                    realize thei...
People talk about ‘life’ more than brands



• 3-month period
• Insurance
  conversations
• Conversations don’t
  involve ...
Speaking of Brands - SocialMention.com




                                         4
Know Your Target Market

            As we entered 2010, only
             40% of Facebook users
             were under ...
Know Your Target Market



Digital Moms (RazorFish)




                              6



                               ...
Social Media at American Family Insurance

Who are we trying to reach?
Meet the Gordon Family




                        ...
Overview: Social Media Landscape

    Facebook: “The largest referral network in the world”
    “Friend to friend” social ...
Two Dimensions of Digital Marketing




Website                        Social Networks

•   Onsite                     •  ...
Social Media at American Family Insurance

Guiding principle: Celebrate & protect families
Engage our fans with content th...
Social Media at American Family Insurance

Our principle: CELEBRATE families




                                         ...
Social Media at American Family Insurance
Our principle: PROTECT families




                                            ...
Problem: Lost in Mafia Wars

We don’t want to be part of the clutter




                                          14
Cutting through the clutter

• In an effort to rise above the noise, we sought out a partner whose
 mission and direction ...
Reese’s Peanut Butter cup moment

• It felt a little something like this:
 Two great tastes that taste great together




...
FamilyLink




             3/15/2010
                         17
Family Life Events

• Share family milestones, news and photos (new how,
 baby, family, vacation)

• Drive contextual cont...
3/15/2010
            20
3/15/2010
            21
Family Safety Center

• Place for American Family to provide helpful family
 safety tips and video related to life events,...
Family Safety Center

• Place for American Family to provide helpful family
 safety tips and video related to life events,...
Family Safety Center




                       24
American Family Children’s Hospital




CONFIDENTIAL. Author Martinez (mmart1@amfam.com)   3/15/2010
                     ...
Consumer Education: Life Insurance

• http://www.youtube.com/watch?v=g0a6yo2ya3Q




                                     ...
Questions?

 Janisch Troy, Digital Marketing Manager
 American Family Insurance


 Email: tjanisch@amfam.com
 Blog: www.so...
AMA Social Media Seminar
AMA Social Media Seminar
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AMA Social Media Seminar

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Learn how American Family Insurance fulfills its mission to ‘celebrate and protect families’ utilizing social media.

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AMA Social Media Seminar

  1. 1. Family First: The Reese’s Peanut Butter Cup Principle American Family Insurance
  2. 2. The Opportunity Thesis #18 “Companies that don't realize their markets are now networked person- to-person, getting smarter as a result and deeply joined in conversation are missing their best opportunity.” 2
  3. 3. People talk about ‘life’ more than brands • 3-month period • Insurance conversations • Conversations don’t involve brand names • Health discussions dominate 3
  4. 4. Speaking of Brands - SocialMention.com 4
  5. 5. Know Your Target Market  As we entered 2010, only 40% of Facebook users were under the age of 25  60% are 26 or older, and nearly  20% are 45 are older  women constitute over 56% of the overall Facebook population CONFIDENTIAL. Author Martinez (mmart1@amfam.com) 3/15/2010 5
  6. 6. Know Your Target Market Digital Moms (RazorFish) 6 6
  7. 7. Social Media at American Family Insurance Who are we trying to reach? Meet the Gordon Family 7
  8. 8. Know Your Target Market • Too Busy ‘Facebooking’ to Tweet: • "I'm not on Twitter but I am on Facebook - a lot - way too much - love it, but trying to cut back." • "I have never looked into Twitter because I spend way too much time on FB!!" • "There are just too many social websites out there to choose from. Just like search engines. I am happy where I am and that is at Facebook and MySpace and do not see the need to broaden my horizon. I will never get anything done if I sit and play forever. And trust me....that would be great if I could do so." 8 8
  9. 9. Overview: Social Media Landscape Facebook: “The largest referral network in the world” “Friend to friend” social network. Sharing updates, notes, photos video, interests. Games and applications. Robust privacy settings. Twitter: “The loudest referral network in the world” (listen to consumers) Public social network for sharing updates. Limited privacy settings. LinkedIn: “The most powerful business networking tool in the US” A business-to-business social network. Find and leverage business contacts. Ability to “buy in” for more accessibility. FamilyLink: “The largest Family-Centric network in the world” Family-only social network. Sharing updates, photos video and more. 9
  10. 10. Two Dimensions of Digital Marketing Website Social Networks • Onsite • Offsite • Transactional • Relational • Drive Immediate Sales • Future sales • Hot Prospect • Cold/warm prospects • Conversion • Consideration 10
  11. 11. Social Media at American Family Insurance Guiding principle: Celebrate & protect families Engage our fans with content that celebrates this principle Introduce our brand to prospects who are making insurance-purchasing decisions Gain awareness and consideration among families by sharing relevant content that celebrates and protects them 11
  12. 12. Social Media at American Family Insurance Our principle: CELEBRATE families 12
  13. 13. Social Media at American Family Insurance Our principle: PROTECT families 13
  14. 14. Problem: Lost in Mafia Wars We don’t want to be part of the clutter 14
  15. 15. Cutting through the clutter • In an effort to rise above the noise, we sought out a partner whose mission and direction meshed well with ours • Of the top application on Facebook, we discovered “We’re Related” an application dedicated to connecting family members 15
  16. 16. Reese’s Peanut Butter cup moment • It felt a little something like this: Two great tastes that taste great together 16
  17. 17. FamilyLink 3/15/2010 17
  18. 18. Reaching Families • #1 Facebook App & Connect site for Families • 60M users • Over 500M family connections • 20M monthly active users • 1M daily active users • 205k daily users in American Family states 18
  19. 19. Family Life Events • Share family milestones, news and photos (new how, baby, family, vacation) • Drive contextual content around family milestones • Engage users with local American Family agents and community involvement • Create conversations around the brand through safety content, teen safe driving and agents • Launch family campaigns and programs to a large target audience 19
  20. 20. 3/15/2010 20
  21. 21. 3/15/2010 21
  22. 22. Family Safety Center • Place for American Family to provide helpful family safety tips and video related to life events, as well as insurance • Provide a forum for family members to share tips back to others on FamilyLink.com • Local agents will eventually be able to share tips and answer questions in this center 22
  23. 23. Family Safety Center • Place for American Family to provide helpful family safety tips and video related to life events, as well as insurance • Provide a forum for family members to share tips back to others on FamilyLink.com • Local agents will eventually be able to share tips and answer questions in this center 23
  24. 24. Family Safety Center 24
  25. 25. American Family Children’s Hospital CONFIDENTIAL. Author Martinez (mmart1@amfam.com) 3/15/2010 25
  26. 26. Consumer Education: Life Insurance • http://www.youtube.com/watch?v=g0a6yo2ya3Q 26
  27. 27. Questions? Janisch Troy, Digital Marketing Manager American Family Insurance Email: tjanisch@amfam.com Blog: www.socialmeteor.com Twitter: @socialmeteor Become a Facebook fan: www.facebook.com/amfam Follow us on Twitter: @amfam Explore FamilyLink: www.familylink.com 27

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