Social media project consisting of strategic digital marketing strategies and several recommendations for an insurance broker completed by students at the University of Washington Tacoma.

1. Freedom Insurance
Services, LLC
Social Media Strategy
Preston Howard Kenneth Linares Phillip Lewis Loc Nguyen

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Contents
Executive Summary ...................................................................................................................................... 3
Brief Overview of Freedom Insurance .......................................................................................................... 4
Mission Statement ....................................................................................................................................... 4
Current Social Media Presence .................................................................................................................... 4
Competitive Analysis .................................................................................................................................... 4
SWOT Analysis .............................................................................................................................................. 5
What We Want to Accomplish ..................................................................................................................... 5
People .......................................................................................................................................................... 7
Target Groups ........................................................................................................................................... 7
Needs ....................................................................................................................................................... 7
Resources Available .................................................................................................................................. 8
Content ......................................................................................................................................................... 8
Facebook – The “Face” of Freedom Insurance Services ........................................................................... 8
Twitter – “Industry News” ........................................................................................................................ 9
Instagram – “UGC” ................................................................................................................................. 10
YouTube – “Video Content Storage” ...................................................................................................... 10
Platforms/Tools .......................................................................................................................................... 10
Planning ...................................................................................................................................................... 13
Analyzing .................................................................................................................................................... 14
Data collection ........................................................................................................................................... 14
Management .............................................................................................................................................. 15
Monitoring ................................................................................................................................................. 15

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Executive Summary
This social media strategy created for Freedom Insurance services is comprised of
methods and strategies that focus on the goal of reaching their customer clientele
in the greater Tacoma area and around the United States. We researched and
created a SWOT analysis to better understand how Freedom Financial could
improve their social media marketing strategy. This insight also provided us
information on how Freedom could create multiple social media platforms
tailored toward continually reaching current customers and expand their
clientele. Our strategy will allow Freedom Financial to communicate, interact, and
better service their customers by utilizing a wide array of social media platforms.

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Brief Overview of Freedom Insurance
Freedom Financial and Insurance Services was on Founded in 1994 by Bruce
Dietzen. This firm is a brokerage insurance agency meaning they represent a large
number of insurance companies rather than just one. Freedom is currently
looking to expand and reach a large audience with the help of social media.
Mission Statement
Our mission is to introduce and educate this firm in social media marketing
strategies in order to reach a larger demographic of customers seeking insurance
services and financial advising. Our team will provide the necessary tools and
knowledge so this firm can expand their market through social media
implementation and effectively produce results regarding their
objectives. Freedom Financial will be able to communicate, interact, and better
service their customers by utilizing a wide array of social media platforms.
Current Social Media Presence
Besides a user created website, Freedom Insurance Services does not have a
presence on any of the current social media platforms. The website is one-way
communication medium where customers cannot apply for policies via the
website nor receive feedback concerning their customer service. Instead, the
website contains only basic information about the company and has not been
updated in last couple years. Judging by how basic the format of the website is we
believe this website is not bound to attract a large online customer base.
Competitive Analysis
Freedom Financial Services increases premium by rolling over books from
acquired insurance brokers in the area. Instead of reaching to a new
demographic of customers, it is reliant on current policies underwritten by the
various brokers. Though Freedom writes business through large insurance
companies such as Progressive, NGIC, Geico, and Travelers, there is pressure to
conform to more online services and user-friendly mobile apps.

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SWOT Analysis
Strengths
Ø Ability to roll over books during business acquisitions
Ø Strong knowledge and networks in the insurance industry
Ø 1.7 million dollars in premium
Weaknesses
Ø Little to no social media presence
Ø Lack of Cloud Services
Ø Small compared to most brokers in the area
Opportunities
Ø Creating new customers via social media strategies
Ø Increase business awareness
Ø Expansion
Threats
Ø Local brokers
Ø Online policy writers
Ø Movement towards mobile apps
What We Want to Accomplish
Ø Create a strong social media foundation in order to spread brand
awareness and to interact/communicate with new and preexisting
clientele.
Ø Recommend methods of monitoring and analyzing social media data.

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Ø Associate widgets used to apply for quotes and business inquiries across all
social media platforms.
Ø Design easy to use interface and simple yet effective social media image
Ø Expand Freedom Insurance not only through clientele but employees as
well.

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People
Target Groups
Our team looks to target individuals aged 25-35 who are buying cars, homes,
recreational vehicles, sport cars, and other property. In addition, our targeted
audience are individuals who use the internet frequently and are active on
multiple social media platforms. Examples of persona’s who are our ideal target
market are as follows.
§ Bill a 21 years old male who just graduated from Accounting and is
beginning a career at Devita in Downtown Tacoma. As a result of good
academics and good money management Bill now has a mortgage on a
single family home, a 2015 Toyota Corolla, and a ninja motorcycle he drives
occasionally. Bill uses social media frequently to read articles and watch
videos.
§ Susan, a 32year old Masters student who owns several businesses, homes
and vehicles. Susan utilizes twitter frequently to post blogs and articles,
read reviews on companies, and simply browse through her feed.
Needs
In order to better reach our tech savvy audience, it is crucial that we understand
their needs and desires for social media content. Upon our analysis, we have
concluded that our targeted audience wants quick and informational content via
videos, articles, blogs, and pictures. More specifically, our targeted clients like to
be informed on their insurance policies, accident information and stories. To meet
those needs we will utilize Facebook, YouTube, Twitter, and Instagram. Viewers
can be informed about vital information such as different coverages for their
property, available discounts, and ways to apply for insurance. Articles and stories
about accidents has been shown to be among the most viewed. Observers can
see videos informing them on what to do after an accident, read information on
trusted road side assistance, and what the recovery process is like. Lastly, sharing
positive stories of insurance related issues will give many prospects peace of
mind. Individuals can see success stories, company’s contribution to society, and
the workplace which can all attract out targeted audience. The idea is to get our

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target audience to click on our content because they feel as if we are contributing
something of value to them via social media.
Resources Available
The resources currently available for this firm are Facebook, Twitter, YouTube,
and Instagram. We recommend that this firm also looks into using data collection
software in addition to their social media sites. To better function, this firm is to
hire a team of professionals to run their social media marketing efforts. A
manager of that team can make decisions concerning social media content and
strategies. There can also be a public relations director who can address the
public using social media. Additional team members include director of sales,
information technology specialists and interns. Offering multiple internship
positions to the public will be cost effective to this company and will provide
students with real life experience. The marketing teams is to seek the help of
outside advertising organizations and consulting companies when necessary.
Content
Our social media strategy incorporates content based on typical user
demographics related to each platform:
Facebook – The “Face” of Freedom Insurance Services
Purpose: Facebook is often used as a simple, user-friendly way to interact with
people and businesses alike. We plan to use this platform as a base to visually
present Freedom Insurance as a customer oriented company that goes above and
beyond basic insurance broker services. Freedom’s Facebook page will include
standard forms of communication such as visuals (photo/video), audio, and text
pertaining to customer needs and wants. The main objective is to create an
image of Freedom Insurance that customers feel comfortable communicating
with and to increase knowledge of how Freedom operates and serves its target
audience.

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Content
§ Education
People enjoy useful advice that they can relate to. Since our target
audience is in between the ages of 20 to 35, looking for new auto and/or
home insurance, and/or perhaps starting a family, our content will be
centered on these matters. An example of this can be a video that would
educate new home buyers on how to insure a home and what variables can
affect which coverage they would want to look for. Another example
would be articles involving medical and life insurance advice when having a
baby or getting married.
§ Advertisement (80% content, 20% advertisement)
Another key to using Facebook will be the actual promotion of the
company. These will answer the important questions: What does Freedom
Insurance Services do? Why is it beneficial? Why choose Freedom over the
competition? Alongside helpful advice and education, it is important to
remind people how Freedom Insurance benefits the customer directly. If
the agency does not stand out from the crowd, consumers would have no
reason to take action.
Twitter – “Industry News”
Purpose: Twitter will be segmented from Facebook as a social media platform
that incorporates more news and pop culture within the insurance industry. This
provides a major insight to consumers about insurance and keeps them informed
with news updates.
Content
§ News
Insurance industry news will be an important aspect and a prominent
feature with Freedom’s Twitter account. Followers will be updated with

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current issues in the insurance world while providing advice to protect and
educate the consumer.
§ Advertisement
As with Facebook, there will be a portion of the content that will contain
actual advertisement of Freedom Insurance and its services. Links
regarding the company’s website and other social media platforms.
Instagram – “UGC”
Purpose: This gives consumers a chance to share their stories. Primarily, we want
to entice followers/customers alike to engage with Freedom Insurance. This
creates a softer perception of the insurance industry.
Content
§ Photos and Video
Photos and videos that engage consumers to share their photos and videos
as well. Creation of hashtags, ex. #Freedominthepolicy #FreedomInsured.
Customers can post what they have insured through Freedom Insurance:
Their new car, RV, home, etc.
YouTube – “Video Content Storage”
Purpose: There is not much purpose to market YouTube as a primary social
media platform. We want to utilize YouTube as a mass media storage site. The
reasoning for this is the massive flexibility of YouTube across all other platforms.
User familiarity also plays a huge part in the choice in YouTube.
Platforms/Tools
After further research and consideration, we have developed an outline based on
three major platforms: Facebook, Twitter, and Instagram. These platforms are key
to use for communication. Facebook allows us to respond to any complaints,
compliments and questions in a timely manner while Twitter allows us to have an
ongoing relationship with customers. Instagram and Twitter would fall under the
social sharing tool while Facebook would fall under the micro-blogging tool. Both

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tools are key in reaching our demographic because most of our customers want
information but also visuals to see the policies that apply to owned property. We
plan on renovating the existing website so that it is more appealing.
Platform Advantages Disadvantages
Facebook
Facebook is geared towards
reaching mass amounts of
people through specific
media to gain a response
(positive or negative). In our
case, it will allows us to show
customers the variety of
policies we offer and also us
to share customer stories.
Due to most people using
Facebook as a personal social
media tool, it is important to
keep in mind that
bombarding consumers with
advertisements and certain
hot-button issues can be
risky.
Twitter
The advantage to using
Twitter is that it has the
ability to resonate quick facts
and updates to customers in
a matter of seconds, and can
be used to respond to
customers.
Twitters seamless interface
makes it easier to scroll past
updates and/or
advertisements. Making a
post too short or with no
visuals can easily be passed
by without notice.
Instagram
People are more likely to
react to an image or type of
media then they are with
text.
Limitations to what is
shareable, especially
prolonged text and news.
This platform should only be
used for visuals.
The message communicated through micro-blogging sites (Facebook, Twitter) will
be focused on sharing with consumers the benefits of insurance, as well as news,
politics, finances, etc. We will use it to answer and short answer questions or
concerns. Our social media sharing site (Instagram) will be used to advertise our
name and show visually different benefits of our policies and our policies in action
with a #Freedominthepolicy. We will ask consumers to post a picture with them
using the car, boat, snowmobile etc., so that we can share the customer
experience of knowing you can use your property with the peace of mind knowing
they are backed by an insurance policy that works best for them.

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We believe Facebook and Twitter are the best platforms to reach our specific
demographic of customers. Facebook today has just reached 1.6 billion users
around the globe, also these two platform charge no fee to post and advertise. In
terms of business usage, Facebook also established a pay-per-click advertising
system and this advertising allows you to target your customer’s according to sex,
age, location, language and personal interests but I believe there are fees that
apply to this feature.

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Planning
Stage 1 – Development of these Social Media Platforms
§ Facebook
§ Twitter
§ Instagram
§ YouTube
Important Steps to Consider:
§ Creation and Improvement of Social Media Accounts
§ Organization of Links (Connecting Platforms)
§ Introductory Development – This step is to introduce Freedom as a social
media friendly company that will strive to increase customer service and
connections across this medium.
Stage 2 – Management
The hiring of a social media manager of sorts will be paramount to this stage of
the implementation. Whether this be a college intern (paid or non-paid, affecting
budgeting) or a full/part time employee, the manager will be responsible for the
following:
§ Providing timely posts
§ Research Content – News, Politics, New Products, Marketplace, etc.
§ Analyze Data – What is responsive and what isn’t.
§ Blogging
§ Promotion of Freedom
§ Social Media Platform Management
§ Social Media Scheduling
Budget
Paid/Non-paid Intern would be the most logical choice of management. Cost
effective and a great learning experience for college students.
Stage 3 – Long Term
“Freedom Social, Inspiration in Insurance”

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The key to the longevity of any social media plan is to constantly stay open to new
ideas and aware of ones surroundings. Our main components for our social
media strategy will be centered on these following items:
§ Expansion of Freedom Insurance’s Influence
§ Create Brand Recognition
§ Financial Stability
§ Education
§ Ethics
§ Effect and Efficient Leadership
Analyzing
Goals Indicators
Increase number of followers Will utilize Twitter and Facebook analytics
program to see overall trends in followers.
Noticing positive growth in followers on our
social media platforms.
Increase engagement Will examine which content encourages and
receives the most engagement using an online
engagement metric. Number of visits/views
increase. Number of retweets, shares, comments,
etc increase.
Brand awareness Will set target number of new followers we
would like in a fixed amount of time. Emphasis on
number of likes and shares (positive growth).
Customer retention Number of “positive” comments. A neutral
number of lost followers. Decreasing number of
“negative” customer service calls to office.
Increasing number of calls for “positive”
customer service calls.
Collect research and customer feedback Number of surveys completed. Number of
comments left.
Recruit talented employees Number of engagements and online applications
through Linked-in
Data collection
§ Facebook - Shares, reaction, likes, check in, reach, comments, mentions, and hashtags.
§ Instagram - Likes, hashtags, mentions, and comments.

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§ Twitter - Retweet, shares, mentions, likes, and comments.
§ YouTube - Linked video share, thumb rating, followers or subscribers, and comments.
Management
Management is a vital part in keeping the social media strategy organized and effective. By
collecting and analyzing data received from the various social media platforms, the
management can determine what is effective and what needs improvement. This could include
views, shares/retweets, overall reach, and awareness.
Recommended Social Media Management Site: http://www.socialreport.com
Packaging
This website offers various levels of account analytic packages starting at $19/mo. It would be
Freedom Insurance’s best interest to begin a basic account and increase the package level as
expansion continues. With the little to no current social media presence, it would be
unnecessary to begin at a more expensive package.
Monitoring
Our monitoring techniques include:
§ Examining time-related data.
o Paying attention to trends on different time ranges.
§ Utilizing data to make educated decisions based on the data to benefit our company.
§ Creating a schedule for monitoring. Ex. once every 4 hours
§ Programs will be evaluated on price, its reviews, and relevance for our social media
platforms.
§ Analyzing our consumers’ demographics.
o Who are we naturally attracting?
o Are we reaching our targeted audience?
Twitter
When analyzing responses and results we looked toward Twitter Analytics to analyze how well
our social media campaign is going. Twitter Analytics is a feature on twitter that allows the user
to see how many impressions, retweets, likes, comments and engagements they receive per
day/week and month. Twitter Analytics also allows users to hone in on key words used in
tweets or most popular topics tweeted in your network and allows the user to see what topics
are most active in the network. We will be able to use Twitter Analytics to figure out at what

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time we should post, what types of tweets do our customers most engage in, customers’
interest, attractive demographics etc. The list goes on in what we can do using Twitter
Analytics, but we mainly plan on using it to focus on figuring out how we can better serve and
expand our social media and advertising presence to reach customers in the greater Tacoma
area. Twitter Analytics even allows us to track conversations in specific areas which will prove
very useful in seeing what people talk about in the daily life but more specifically in regards to
insurance and financial investments. Combined with the ability to analyze trends we feel
Twitter Analytics will be the ideal system to cypher and analyze media through.
Instagram
In regards to using Instagram our team decided the best option would be to go with the third
party Instagram app Followers plus. Followers plus is an app that allows the users to see how
many followers have been gained, lost, blocked. Along with these features followers plus allows
the user to also keep track of how many engagements and likes a photo reveals, how many
likes total an account accrues, and the popularity of an account based on a 0-100 ratio scale.
There are different packages able to be purchased that allows companies to see what post give
the most likes and least likes and what users favorite the most on Instagram this is incorporated
in the Engagement pack. The insights pack allows you to see seasoned and new Instagram users
postings along with secret admirers that view your page frequently and continually engage with
it. We believe we can utilize this tool to maximize our analysis capabilities of seeing how people
react and allow us to react timely to our customers’ media needs.
Facebook
For Facebook we will utilize the free version of Wolfram Alpha. Wolfram Alpha is a respected
program with an extremely high data analysis capability. We will be paying extra attention to
likes, shares, and overall engagement. By keeping track of this data we can better predict when
and how to release content to the public. In addition, utilizing Wolfram Alpha can allow us to
build our own personal report on how our advertising campaign is going. For example, our firm
can have meetings and demonstrate with visual representative trends in likes, demographics
and much more.
Next Steps
§ Hire necessary employees
o Social Media Manager
o Social Media consultant
§ Manage and monitor all social media platforms as effectively as possible.

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o Utilizing the recommended platforms
o Actively posting on all platforms
§ Increase number of followers
o Release the recommended content to attract audience
o Create highly engaging content
§ Create mission at the end each quarter to reach desired number of followers
o Actively review progress after each quarter for necessary changes.
§ Continue to raise brand awareness of our business using social media
o Monitoring follower trends on all platforms
o Adjusting audience goals as deemed necessary
§ Continue improvements in order to stay relevant along the way.
o Actively researching new social media trends, concepts and strategies.
o Continually seek feedback from customer regarding content on Social Media
§ Customer retention
o Sending out surveys to customers as frequently as possible.
o Offering incentives for feedback
o Training employees on good customer service tactics.
o Post three times a day on each platform
§ Be user friendly on social media so anyone can benefit
o Offer responses and affirmation whenever contacted by a customer via Social
Media
o Offer contests and giveaways to get users and followers engaged with our
products and services on Social Media