#CAT: Reaching Customers in
Their Worst Moments
Katie Peet
Social Media Director
State Auto Insurance Companies
Today:
 How people use social
media to deal with
disasters
 What insurance
companies are
doing/can do
 How to get start...
People turn to social media in disasters.
76%
Use social media to contact friends and family affected by a disaster
Source...
When phone lines are down, Twitter is there.
24%
Used social media to let loved ones know they are safe
Source: American R...
People turn to social for survival resources.
37%
Used information on social media to buy supplies or find shelter
Source:...
Social media may carry cries for help.
44%
Asked their friends on social media to contact responders for help
Source: Amer...
Survivors expect to be heard on social media.
80%
Expect emergency response
agencies to monitor and
respond to social medi...
People find out what’s happening on social.
18%
Receive emergency information on Facebook
Source: American Red Cross
People share
experiences …
mobilize volunteers …
… and feel more
connected in their
worst moments.
Insurance companies can use social for …
proactive
education …
spreading
warnings …
just-in-time
updates …
Correcting
misinformation …
behind-the-
scenes …
… and updates
from the front
lines.
1. Talk to your social media team.
 What are they planning?
 What social media do they use?
 How do they monitor?
 Wha...
2. Get familiar with social media.
 Select one social network to begin.
 Schedule time to get familiar.
 Use social to ...
Today’s social
environment
 Word of mouth
 Social proof
 Relationships and trust
 Instant feedback
 Total access
Hashtags
Named storms:
#Sandy
#Cristina
#Irene
Location:
#Joplin
#Moore
3. Serve as the subject matter expert for the
social team.
 You know the right topics, resources, etc.
 You will know wh...
4. Be prepared to help respond.
 Find the right people on your team to help.
• People who know what needs to be said and ...
5. Be proactive before a CAT.
 Practice with smaller weather events.
 Always think, what does our customer need to know?
“As I read the tweets and constant flourish of updates,
I realized the social media component would serve as
my tool to he...
Friday,june27 1100am-#cat
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Friday,june27 1100am-#cat

  1. 1. #CAT: Reaching Customers in Their Worst Moments Katie Peet Social Media Director State Auto Insurance Companies
  2. 2. Today:  How people use social media to deal with disasters  What insurance companies are doing/can do  How to get started on Monday
  3. 3. People turn to social media in disasters. 76% Use social media to contact friends and family affected by a disaster Source: American Red Cross
  4. 4. When phone lines are down, Twitter is there. 24% Used social media to let loved ones know they are safe Source: American Red Cross
  5. 5. People turn to social for survival resources. 37% Used information on social media to buy supplies or find shelter Source: American Red Cross
  6. 6. Social media may carry cries for help. 44% Asked their friends on social media to contact responders for help Source: American Red Cross
  7. 7. Survivors expect to be heard on social media. 80% Expect emergency response agencies to monitor and respond to social media Source: American Red Cross
  8. 8. People find out what’s happening on social. 18% Receive emergency information on Facebook Source: American Red Cross
  9. 9. People share experiences …
  10. 10. mobilize volunteers …
  11. 11. … and feel more connected in their worst moments.
  12. 12. Insurance companies can use social for …
  13. 13. proactive education …
  14. 14. spreading warnings …
  15. 15. just-in-time updates …
  16. 16. Correcting misinformation …
  17. 17. behind-the- scenes …
  18. 18. … and updates from the front lines.
  19. 19. 1. Talk to your social media team.  What are they planning?  What social media do they use?  How do they monitor?  What is the plan to respond?  How can you work together?
  20. 20. 2. Get familiar with social media.  Select one social network to begin.  Schedule time to get familiar.  Use social to solve a problem, answer a question, fill a need. www.twitter.com/search
  21. 21. Today’s social environment  Word of mouth  Social proof  Relationships and trust  Instant feedback  Total access
  22. 22. Hashtags Named storms: #Sandy #Cristina #Irene Location: #Joplin #Moore
  23. 23. 3. Serve as the subject matter expert for the social team.  You know the right topics, resources, etc.  You will know who needs to know what and when.  Your team knows the local areas where they live and where they are sent to respond.
  24. 24. 4. Be prepared to help respond.  Find the right people on your team to help. • People who know what needs to be said and can help plan in advance. • People who can keep a cool head and help respond in the moment. • Provide training (your communication team can help).  Create standard answers to common questions. • What information do customers need? • What messages do you need to get out? • What questions do you get asked that can be answered up front?  Open lines of communication between your team and the social media team.
  25. 25. 5. Be proactive before a CAT.  Practice with smaller weather events.  Always think, what does our customer need to know?
  26. 26. “As I read the tweets and constant flourish of updates, I realized the social media component would serve as my tool to help John Bailey Company clients and others to get started with their claims and help answer questions.” Insurance agent @BrandonClarke
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