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Effec%ve	  Marke%ng	  Campaigns:	    Social	  Media	  Marke%ng	  vs.	   Tradi%onal	  Marke%ng	  Virality	  
7	  	  
#7 “Cool” ain’t enough!
#6 It is not about lead generation!
Social Media is poor at generating leads
The ROI Journey•  Analog marketing   –  Advertising: Tracking was an issue   –  Direct mail: Cost of production•  Digital ...
#5 Think Social Media functionality,          not reach!
The wrong metaphor
Alternative Mapping
First and Foremost: Don’t think destination!
D.I.Y.
#4 The new axis: CMO + CIO!
Collaboration is the key to success•  By 2017, Gartner says that CMO’s   will spend more on IT than CIO’s•  Important Tren...
#3 Effective tools are available on the               cloud!
Plugins        •  Facebook provides rich mediaOpen Graph distribution        •  Emergence of Facebook as a            plat...
Vibrant communities on insurance    •  Twitter has a share of voice       problem    •  Think consumption, not       distr...
Easy newsletter management  •  Channel integration provides a     single view of customer  •  Tools on the cloud provide  ...
Affordable test and learn•  The key is to keep   experimenting
#2 Mobile First!
Window to the world•  Mobiles are the primary internet   access devices•  Always on, connected, with the   user•  Context ...
Rethink digital strategy•    Simple, intuitive user interfaces•    Context aware applications•    Social integration•    D...
#1 APIs are the new advertisements
API explosion
Vision of 2020•    50 billion internet users•    50 billion connected devices•    1 million open APIs•    Millions of apps...
#	  L	  	  Early adopters are trickling in…
Statistics•  APIs on insurance – 2•  Insurance Mashups -7•  Early apps are being rolled out
Early apps being rolled out
Emergence of aggregators
Excellent platforms to integrate
And they are open to integration
Many more integration opportunities exist
Insurance social media_talk_v2
Insurance social media_talk_v2
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Insurance social media_talk_v2

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Social Media in Insurance

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Insurance social media_talk_v2

  1. 1. Effec%ve  Marke%ng  Campaigns:   Social  Media  Marke%ng  vs.   Tradi%onal  Marke%ng  Virality  
  2. 2. 7    
  3. 3. #7 “Cool” ain’t enough!
  4. 4. #6 It is not about lead generation!
  5. 5. Social Media is poor at generating leads
  6. 6. The ROI Journey•  Analog marketing –  Advertising: Tracking was an issue –  Direct mail: Cost of production•  Digital marketing –  Email marketing: Relevance is an issue –  Keyword advertising: Conversion is still an issue•  Social marketing –  Pull, not push –  Conversion still remains an issue
  7. 7. #5 Think Social Media functionality, not reach!
  8. 8. The wrong metaphor
  9. 9. Alternative Mapping
  10. 10. First and Foremost: Don’t think destination!
  11. 11. D.I.Y.
  12. 12. #4 The new axis: CMO + CIO!
  13. 13. Collaboration is the key to success•  By 2017, Gartner says that CMO’s will spend more on IT than CIO’s•  Important Trends –  1to1 marketing analytics –  Marketing automation –  Multi channel integration –  Integration with Partner platforms•  Integration beyond acquisition –  Servicing –  CRM
  14. 14. #3 Effective tools are available on the cloud!
  15. 15. Plugins •  Facebook provides rich mediaOpen Graph distribution •  Emergence of Facebook as a platform
  16. 16. Vibrant communities on insurance •  Twitter has a share of voice problem •  Think consumption, not distribution
  17. 17. Easy newsletter management •  Channel integration provides a single view of customer •  Tools on the cloud provide prebuilt integrations
  18. 18. Affordable test and learn•  The key is to keep experimenting
  19. 19. #2 Mobile First!
  20. 20. Window to the world•  Mobiles are the primary internet access devices•  Always on, connected, with the user•  Context for relevance•  Emergence of the cloud
  21. 21. Rethink digital strategy•  Simple, intuitive user interfaces•  Context aware applications•  Social integration•  Discovery, not search•  Apps, not portals•  E Commerce, not advertising•  Think Cloud
  22. 22. #1 APIs are the new advertisements
  23. 23. API explosion
  24. 24. Vision of 2020•  50 billion internet users•  50 billion connected devices•  1 million open APIs•  Millions of apps•  Internet becomes the operating system
  25. 25. #  L    Early adopters are trickling in…
  26. 26. Statistics•  APIs on insurance – 2•  Insurance Mashups -7•  Early apps are being rolled out
  27. 27. Early apps being rolled out
  28. 28. Emergence of aggregators
  29. 29. Excellent platforms to integrate
  30. 30. And they are open to integration
  31. 31. Many more integration opportunities exist

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