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Imcasd general session-golesworthy

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  • Social media has been presented as a magic box full of hoodoo and wonderment. As with any new discipline, it has attracted experts with exotic names and tiles such as gurus and ninjas. As insurers, many of you have recruited or seconded special teams that “got” social. We left them to post jokes, fill in the blank questions and lots and lots of pictures of kittens and puppies. Why? Because we were told that what we have to do to outwit or to game the systems. But that is the problem, these are tactics based on platforms that changed – they were missing a strategy.
  • Not just B2C
    B2B as well
  • Vanity period – mis-steps based on counting and not measuring – counting fans/followers/ clicks, reach, likes,

  • Most engaged post of all insurance –
    Most of not all paid for
  • There is no connection between cats and sales
  • Advocate recruited -
    Agents active and share of their business -
    Intermediaries connected to on regular basis – and value
    Customers served
  • Counting is easy – very easy
    Measuing is hard – very hard

    Advocate recruited -
    Agents active and share of their business -
    Intermediaries connected to on regular basis – and value
    Customers served
  • Back to basics – social is fabulous for sharing information – people love to share – they share a lot and easiest way to share is via social networks

    People shared bu voice, by email – and they still do of course – but social is industrial plumbing
  • But why would they share anything about you? If you make them unhappy they might, equally if you delight them they might. But it has to because they want to share not becuias eyou want them to
  • Transcript

    • 1. Elements of a Successful Social Media Campaign The Customer Respect Group 1 Terry Golesworthy @terrycrg
    • 2. What do We Know About Social Media? The Customer Respect Group 2
    • 3. But The Customer Respect Group 3
    • 4. The Customer Respect Group 4
    • 5. The Customer Respect Group 5
    • 6. The Customer Respect Group 6
    • 7. The Customer Respect Group 7
    • 8. The Customer Respect Group 8 "The key is to not get tied up in the novelty of another metric. Focus in on what helps your business the best, and figure out how to maximize the metrics that improve that goal.“ Chad Whitmen Edgerankchecker
    • 9. The Customer Respect Group 9
    • 10. The Customer Respect Group 10
    • 11. The Customer Respect Group 11
    • 12. The Customer Respect Group 12
    • 13. The Customer Respect Group 13 Rod Brooks Jessica VandenHouten
    • 14. The Customer Respect Group 14
    • 15. The Customer Respect Group 15 Over to our first speaker