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  • 1. #CAT: Reaching Customers in Their Worst Moments Katie Peet Social Media Director State Auto Insurance Companies
  • 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. 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. 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. People turn to social for survival resources. 37% Used information on social media to buy supplies or find shelter Source: American Red Cross
  • 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. 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. People find out what’s happening on social. 18% Receive emergency information on Facebook Source: American Red Cross
  • 9. People share experiences …
  • 10. mobilize volunteers …
  • 11. … and feel more connected in their worst moments.
  • 12. Insurance companies can use social for …
  • 13. proactive education …
  • 14. spreading warnings …
  • 15. just-in-time updates …
  • 16. Correcting misinformation …
  • 17. behind-the- scenes …
  • 18. … and updates from the front lines.
  • 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. 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. Today’s social environment  Word of mouth  Social proof  Relationships and trust  Instant feedback  Total access
  • 22. Hashtags Named storms: #Sandy #Cristina #Irene Location: #Joplin #Moore
  • 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. 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. 5. Be proactive before a CAT.  Practice with smaller weather events.  Always think, what does our customer need to know?
  • 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