Building social media programs with confidence
Troy Janisch, Digital Marketing Manager
American Family Insurance
We Lack Confidence AND Experience



 86 percent of marketers say they recognize Social Media as an
  ongoing trend, but ...
Community 2.0 Goal: Confidence + Experience




                                              3
Planet Versus Meteor




                       4
The Odds were Against Us 12 months Ago




           Strike 1: Regulated Industry
           Strike 2: Conservative Compa...
Home Run Derby




 • Consistently Ranked in Top 3 on Facebook in Industry
 • Consistently Recognized for Twitter Integrat...
Three keys to effective social media programs




                                   Social Media integrates
            ...
STRATEGY: Developing Social Media Strategy



              • Drive new business
 Business     • Increase Customer Satisfa...
STRATEGY: Social Media Programs



Create Programs                            HIGH IMPACT/CAPABILITY
   Standalone, prior...
STRATEGY: Define Program Objectives


Program: Customer Outreach
Engage consumers in conversations on social platforms, to...
STRATEGY: Communicate Program Benefits




Benefits of Customer Outreach Program:

 Customer delight and goodwill.

 Bra...
STRATEGY: Pursue a ‘Phased In’ Approach




                                          12
Strategy: Understand Topics of Conversation



 3 months of
  insurance
  conversation via
  BuzzMetrics

 Conversations...
Strategy: Know Your Target Market


 As we entered 2010,
  only 40% of Facebook
  users were under the
  age of 25

 60%...
Strategy: Prioritize Your Channels


• Our customers are too Busy ‘Facebooking’ to
  Tweet:

• "I'm not on Twitter but I a...
Strategy: Define your Landscape


     Facebook: “The largest referral network in the world”
     “Friend to friend” socia...
CONTENT: Create a social media mission statement



Our Mission: “Celebrate and Protect Families.”

 A separate and compl...
CONTENT: Find Your Social Media Voice



 When companies use print and broadcast media
  channels, it’s important to have...
CONTENT: Find Your Social Media Voice




                                        19
CONTENT: Find Your Social Media Voice



 A social media voice needs to be a real and ‘Googleable’
  person because peopl...
INTERACTION: Listening with search.twitter.com




                                                 21
INTERACTION: Listening with SocialMention.com




                                                22
INTERACTION: Listening with Google News




                                          23
INTERACTION: Applications




                            24
INTERACTION: Applications




                            25
INTERACTION: Applications




                            26
INTERACTION: Partnerships




                            27
28

5/3/2010
Family Safety Center




                       29
Leverage Community 2.0


 Align your social media programs with businesses with
 similar missions (B2B social networking)...
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Building Social Media Programs with Confidence

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Presentation give at Community 2.0 conference in Boston. 5/2010

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Building Social Media Programs with Confidence

  1. 1. Building social media programs with confidence Troy Janisch, Digital Marketing Manager American Family Insurance
  2. 2. We Lack Confidence AND Experience  86 percent of marketers say they recognize Social Media as an ongoing trend, but lack the knowledge needed to effectively implement tactics.  Two thirds of marketers admit that they do not have adequate knowledge on how to use social media correctly in marketing.  Two-thirds of marketers that have not used any form of social media consider themselves ‘very’ or ‘somewhat’ knowledgeable about this emerging strategy. • Studies: McCann Erickson UK, 2009; MarketingSherpa, 2009 2
  3. 3. Community 2.0 Goal: Confidence + Experience 3
  4. 4. Planet Versus Meteor 4
  5. 5. The Odds were Against Us 12 months Ago Strike 1: Regulated Industry Strike 2: Conservative Company Strike 3: ‘Boring’ Brand 5
  6. 6. Home Run Derby • Consistently Ranked in Top 3 on Facebook in Industry • Consistently Recognized for Twitter Integration • More than 1,300 active Facebook Pages • More than 60,000 Facebook Fans • Ongoing Support & Advocacy of Corporate Leadership National League's Prince Fielder, of the Milwaukee Brewers, hits during the final round Home Run Derby 6
  7. 7. Three keys to effective social media programs  Social Media integrates into broader marketing and Strategy digital marketing strategies  Social Media replaces Content ‘campaigns’ with programs  The process is ongoing Customer Interaction and ever-changing 7
  8. 8. STRATEGY: Developing Social Media Strategy • Drive new business Business • Increase Customer Satisfaction & Retention Objective • Digital Prospecting Social Media • Customer Outreach Programs • Social Network Participation (Where) • Content Development (What) Social Media • Engagement Platforms (How) Activities 8
  9. 9. STRATEGY: Social Media Programs Create Programs HIGH IMPACT/CAPABILITY  Standalone, prioritized programs  Customer Outreach  Focused around core business  Digital Prospecting activity or organizational area.  Utilized to rally development and LOW IMPACT/CAPABILITY governance of social activities more  Affinity Marketing effectively INTERNAL/INFRASTRUCTURE  Social Intelligence  Social Public Relations 9
  10. 10. STRATEGY: Define Program Objectives Program: Customer Outreach Engage consumers in conversations on social platforms, to address the concerns of customers and prospects, and build advocacy among influencers. Objectives  Establish presence on social networks where consumers are.  Gain insights and intelligence on customer and product needs in new and existing markets.  Open a dynamic channel for real-time updates about the company, products, and opportunities to avoid damage.  Cultivate advocates that evangelize the brand.  Reinforce the brand for prospects that are making purchasing decisions. 10
  11. 11. STRATEGY: Communicate Program Benefits Benefits of Customer Outreach Program:  Customer delight and goodwill.  Brand reinforcement where prospects are actually talking about insurance.  Best opportunity to connect with core demographic.  Brand awareness in new markets.  Direct relationship with customer.  Customer confidence in our quality as their provider. 11
  12. 12. STRATEGY: Pursue a ‘Phased In’ Approach 12
  13. 13. Strategy: Understand Topics of Conversation  3 months of insurance conversation via BuzzMetrics  Conversations about insurance don’t involve brand names 13
  14. 14. Strategy: 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 14 5/3/2010
  15. 15. Strategy: Prioritize Your Channels • Our customers are 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!!" • "I am happy where I am and that is at Facebook and MySpace and do not see the need to broaden my horizon.” 15 15
  16. 16. Strategy: Define your 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.16
  17. 17. CONTENT: Create a social media mission statement Our Mission: “Celebrate and Protect Families.”  A separate and complimentary mission for social media  It defines the positive contributions your company make to conversations.  It defines your role in social communities. You’ll use this mission statement to continuously refocus and align content that becomes ‘too salesy.’ 17
  18. 18. CONTENT: Find Your Social Media Voice  When companies use print and broadcast media channels, it’s important to have a brand voice so that brand messages to customers are consistent, regardless of channel.  Social media channels require different voices 18
  19. 19. CONTENT: Find Your Social Media Voice 19
  20. 20. CONTENT: Find Your Social Media Voice  A social media voice needs to be a real and ‘Googleable’ person because people want to talk to other people, not anonymous brands.  Individuals behind a social media voice can vary based on the objectives a company has in mind: CEO, CMO, Social Media Lead, PR Lead, Customer Service, twintern, etc 20
  21. 21. INTERACTION: Listening with search.twitter.com 21
  22. 22. INTERACTION: Listening with SocialMention.com 22
  23. 23. INTERACTION: Listening with Google News 23
  24. 24. INTERACTION: Applications 24
  25. 25. INTERACTION: Applications 25
  26. 26. INTERACTION: Applications 26
  27. 27. INTERACTION: Partnerships 27
  28. 28. 28 5/3/2010
  29. 29. Family Safety Center 29
  30. 30. Leverage Community 2.0  Align your social media programs with businesses with similar missions (B2B social networking)  Find YOUR confidence @ Community 2.0  Leverage others’ experience @ Community 2.0 Troy Janisch Blog: www.socialmeteor.com Twitter: @socialmeteor 30
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