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Bloggers and Brand Advocates - Telling the Insurance Story
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Bloggers and Brand Advocates - Telling the Insurance Story

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The strategy and tactics of insurance companies and agents in using bloggers and brand advocates to reach insurance buyers.

The strategy and tactics of insurance companies and agents in using bloggers and brand advocates to reach insurance buyers.

Published in: Economy & Finance, Business

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Transcript

  • 1.
    • PRESENTED TO
    • June 29, 2011
  • 2.
    • Threats and Challenges
    • Struggling Economy
    • Regulatory Reform
    • Virtual Consumer
    • Carrier-Producer Relations
    • Data/ERM Demands
    • Tech as a Game-Changer
  • 3.
    • How Do You Tell
    • Your Insurance Stories?
  • 4.
    • “ Insurers need to use social media to put a human face on the company because "it is easier to beat up a company that you don't know.”
    • Jim Wisdom, Director of New Media, AFLAC
  • 5.
  • 6.
    • How many here blog?
    • How many here follow blogs?
    • How many have identified brand advocates?
  • 7.
    • 156 Million
  • 8.
  • 9.
  • 10.
    • RECIPE FOR DISASTER
    • Send a press release
    • Don’t understand their point of view
    • Send a blast e-mail
  • 11.
    • Don’t let them know who you are
    • Don’t recognize when bloggers blog
    • Impress them with an offer to interview a top executive
  • 12.
    • BRAND ADVOCATES
  • 13.
    • Characteristics of Brand Advocates
    • Prolific creators of information
    • Influence opinions/purchases of friends
    • Uses social media to help others
    • Appreciates recognition for their insights
    • Loyal to brands with which they have relationship
  • 14.
    • THE SOCIAL MEDIA STARS
    • USAA Foremost
    • Thrivent New York Life
    • Alfa Insurance State Farm
    • Westfield Insurance Farmers
    • PEMCO VPI Pet Insurance
    • Allstate Erie Insurance
    • American Family Insurance Shelter Insurance
    • GEICO Florida Association
    • Progressive of Insurance Agents
  • 15.
    • BEST PRACTICES
    • Strategy first, tactics second
    • Don’t experiment without a roadmap
    • Every department plays a role
    • Engage legal counsel early
    • Revise existing guidelines
    • Train, train, train
    • Monitor and measure
  • 16.
    • Insurers who believe they can wait until their policyholders and prospects ask for social media engagement make a serious miscalculation. Younger insurance buyers won’t demand engagement from your company — they will just move to a company that does. A portion of older, less tech-savvy buyers may be content for now without using social media — but a growing percentage will also be lured away by competitors which demonstrate how social media delivers more value. In this soft market, no insurer can afford to ignore such a powerful tool.
  • 17.
    • Join our Facebook discussion at  Social-Media-Management-for-Insurance-Industry
    • Follow our blog at www.thegoodrisk.com
    • For information on our services, see wetzelandassociates.com
    • Email us at twetzel@wetzelandassociates.com
    • Phone: 708-524-4944 Cell: 708-577-8658