Social Media for Insurance Companies

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This presentation describes the best ways for insurance companies to get on social media

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Social Media for Insurance Companies

  1. 1. #TalkBackGetting AttentionOptimizing Social Media for Brand BuildingFadi Khater
  2. 2. Irrelevant
  3. 3. I had twoscrambledeggs forbreakfast
  4. 4. I had twoscrambledeggs forbreakfastVisuallyEnticing
  5. 5. They areservingscrambledeggs outside
  6. 6. They areservingscrambledeggs outsideContextuallyRelevant
  7. 7. We have an on-demand chef outsidewho will prepare therequests of the first 5respondents.What would you liketo have for breakfast?
  8. 8. We have an on-demand chef outsidewho will prepare therequests of the first 5respondents.What would you liketo have for breakfast?Incentivizing ImmediateEngagement
  9. 9. §  Why should insurance companies be social?§  Figuring out what people are interested in§  Creating social content§  Being part of the conversation canvasToday’s Menu
  10. 10. §  Business is better in the connected world: –  We can easily know what people are interested in and what they are looking for–  We can be more readily available to those looking for services that we provide–  We can target only the relevant people without the spill-over of mass media§  We want to be in newsfeeds; the curation of people’s favorite things fromfriends, family and brands§  The world is moving from conversion to conversationThe Power of Social & DigitalCPM CPC CPA CPRCost per MillePay for people to seeCost per ClickPay for people to visitCost per ActionPay for people to registerCost per RelationPay for people to promoteEvolution of Marketing KPIs
  11. 11. Social Benefits for Insurance§  Finding out what people are saying aboutinsurance & selling them accordingly§  Being visible to the relevant communities at theright time with a direct call to action§  Getting customers to talk about you; "indirectly recommending you to their friends§  Creating a positive and approachable imagefor your company & service
  12. 12. §  Why should insurance companies be social?§  Figuring out what people are interested in§  Creating socials content§  Being part of the conversation canvasToday’s Menu
  13. 13. §  Consumers share their interests online; this isdone in the form of:–  Searching for their interest on Google–  Indicating their interest on Facebook–  Talking about their interest "and following relevant brands/"people on Facebook and TwitterCustomers are Interested
  14. 14. Google Search VolumeGCC KSA UAE LebanonInsurance 599,300 301,000 201,000 18,100Health 1,388,100 823,000 368,000 40,500Cars 4,346,000 2,740,000 823,000 135,000Life 1,720,000 823,000 550.000 135,000Agriculture 223,000 135,000 49,500 9,900Number of monthly searches with the below keywords on Google:Source: Google AdWords April 2013
  15. 15. Facebook InterestsGCC KSA UAE LebanonInsurance 163,860 96,780 39,300 39,960Health 555,740 212,020 222,800 135,480Cars 110,200 50,640 34,420 14,420Life 574,600 203,940 241,460 91,100Agriculture 52,380 28,320 17,320 5,640Number of people interested in the below topics on Facebook: Source: Facebook April 2013
  16. 16. Twitter InterestsGCC KSA UAE KUWAIT Insurance 13,000 8,000 760 5,000HealthCare 6,000 4,000 3,000 2,000Cars 2,000 2,000 <1,000 <1,000Life 5,000 4,000 1,000 1,000Agriculture 3,000 2,000 <1,000 <1,000Number of people interested in the below topics on Twitter:Source: Twitter – April 2013
  17. 17. Sample FB Research in KSAKSA Facebook Population: 5,364,020Males: 3,838,620Interested in "Insurance: 68,360 Females: 1,504,980Away from Family:590,380Interested incars: 394,340 "Interested inInsurance: 27,740Interested incars: 95,320 Interested in Travel435,480Source: Facebook April 2013Access Facebookvia mobile: 2.1m4,92020,700
  18. 18. §  Why should insurance companies be social?§  Figuring out what people are interested in§  Creating social content§  Being part of the conversation canvasToday’s Menu
  19. 19. Being Social1.  Be Relevant: Talk to interested people1.  Create local content for different geographies2.  Promote products differently to people with different interests3.  Engage in existing conversations and answer relevant queries2.  Be Human: Get people to talk about you1.  Get your people/staff to talk to the public2.  Create testimonials/case-studies out of success stories3.  Create a sense of community3.  Be Engaging: Harness the power of the masses1.  Ask people for product feedback, surveys and polls2.  Develop product creation competitions3.  Incentivize engagement for marketing & lead generation
  20. 20. §  Tailor messages to people’s interests; "have different versions of the samemessage catering to different interests§  Create fresh content based on the mostrecent/trending events§  Engage in conversations where people aretalking/asking about insurance§  Align with events, celebrities, or activitiesthat people already like1. Be Relevant
  21. 21. Insurance Affinity GridSource: Facebook – April 2013
  22. 22. Trends & Trending Topics
  23. 23. Topical Interests Calendar Source: Google Trends
  24. 24. Participate in Conversations
  25. 25. Provide Education
  26. 26. Promote Sponsored Events
  27. 27. Promote Sponsored Events
  28. 28. §  People use social media to connect withpeople; so try to be as human as possible§  Get your staff to make appearancesthrough photos, videos, and statements§  Get customers to share their insurancestories through incentives§  Create communities based on people’sinsurance objectives or usage (Diabetes,sports cars, retirement)2. Be Human
  29. 29. Build your Voice
  30. 30. Support Charitable Causes
  31. 31. Support Charitable Causes
  32. 32. Build your Reputation
  33. 33. Case Study: Ana Wal Sukari
  34. 34. §  We featuredProfessor Karl Milleron the page; previouspresident of IFSO andchief surgeon atHallein Clinic Austria §  We had 50 questions,2,500 engagementsand almost 1mimpressions in 1hourFeaturing Opinion Leaders
  35. 35. §  If you don’t ask questions, people wontinteract with your page which means:– Your engagement rate will drop– Your fans’ friends wont know about you– You wont know what customers like§  Ask questions ranging from basic polls tonew product suggestions, satisfactionsurveys, or what people want§  Provide incentives for engagement3. Be Engaging
  36. 36. Extend SponsorshipsKaitlin @bleepblapbloopKasey Kahne has such amazing fans....Literally ALL of my timeline is#Farmers5! @wearefarmers17mFarmers Insurance capitalizes on the Sprint Cup Series and becomesthe first NASCAR sponsor to include hashtags on a race carBEST PRACTICES•  Promotional hashtag •  Contests and prizes•  Leverage real-time event•  Celebrity endorsementFOX Sports: NASCAR @NASCARONFOX@KaseyKahne fans...don’t forget to tweet #Farmers5 on the next lap#NASCARPrimetime25mFarmers Insurance @WeAreFarmers@KaseyKahne fans tweet “#Farmers5” on lap 5 of cup race. RT this ortweet #Farmers5 today and win. Hint, he’s wearing the prize tonightPromoted by Farmers Insurance1hMike Massaro @MikeMassaroESPNIn case you missed this morning’s show. @kaseykahne told everyoneto use #Farmers5 hash tag today & you might win some cool stuff53m
  37. 37. Allianz Engagement
  38. 38. QNB Engagement
  39. 39. §  Align with an event, charity, orphilanthropic cause§  Leverage celebrity endorsers§  Use branded hashtags§  Tweet fresh content with rich media§  Optimize in real-timeTwitter Best Practices
  40. 40. §  Why should insurance companies be social?§  Figuring out what people are interested in§  Creating social content§  Being part of the conversation canvasToday’s Menu
  41. 41. Avoid Flashy Banners
  42. 42. Don’t be Confrontational
  43. 43. §  Today’s most powerful digital platformsallow you to advertise natively:– Become part of the conversation canvas– Do not interrupt the attention flow of users– Match what users are looking forAdvertise Natively
  44. 44. Facebook Newsfeed Ads
  45. 45. Promoted Tweets
  46. 46. Google Search Ads
  47. 47. LinkedIn AdsDeclared Profile Criteria§ Job Function§ Seniority§ Industry§ Company Size§ Occupation

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