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PAGE1
Social Media for Insurance:
Time to Get Personal
25 October 2012
PAGE2
SPEAKERS : LEON & JULIET
25 October 2012
The rise of
the internet
Competition &
Re-intermediation
Personalization &
Personification
The History of Technology &
Ins...
PAGE4
Bringing back the Human
Touch - Mascots
25 October 2012
Traditional Marketing
Progressive Insurance “Flo, The Progressive Girl”
PAGE525 October 2012
Case Study: CompareTheMarket.com
• 2006: Launched
• 2009: Total Media Strategy
• Compare the Meerkat’s Alexandr Orlov
• Ru...
• Videos
• TV Advertisements
• Youtube Channel
Case Study: CompareTheMarket.com
PAGE725 October 2012
Case Study: CompareTheMarket.com
PAGE825 October 2012
Case Study: CompareTheMarket.com
PAGE925 October 2012
Case Study: CompareTheMarket.com
PAGE1025 October 2012
Case Study: CompareTheMarket.com
PAGE1125 October 2012
Case Study: CompareTheMarket.com
• Book Launch
• Highest Pre-Order
Sales in 2010
• More expensive than
Tony Blairs Memoirs...
Case Study: CompareTheMarket.com
25 October 2012 PAGE 13
Successful Mascots / Personalities
25 October 2012 PAGE 14
PAGE15
Case Studies from
USA, UK, Asia
25 October 2012
Agent Profiling
State Farm Agents
Agent Profiling
NTUC ULeague
Recognition
AIA “Pledge for L.I.F.E.” Campaign
Education
Great Eastern “21 Days” Mobile App
Utility Apps
Allstate Insurance Mobile Apps
Product Recommendation
AIA Protection Gap Calculator App
PAGE2125 October 2012
Product Recommendation
Great Eastern “Wellness Profiling LITE” FB App
PAGE2225 October 2012
Product Recommendation
ING Malaysia “Meet Your Future Self” FB App
PAGE2325 October 2012
Corporate Social Responsibility
State Farm Insurance “Cause an Effect” Campaign
Aviva India “The Great Wall” Book Donation Drive
Corporate Social Responsibility
ING Malaysia “Spread the Smile” Movement
Corporate Social Responsibility
PAGE2625 October 2012
17% of respondents in Singapore used social media in their
insurance search process. However, the industry has failed
to c...
5 steps
to a holistic Social Media
presence for Insurance
Listening. Conversing. Building. Engaging. Measuring.
PAGE2825 O...
#1: Listening… (inside)
PAGE2925 October 2012
#1: Listening… (inside)
Prepare a
list of
FAQs and
standard
answers
Define a
response
protocol
Define a
process for
handli...
#1: Listening… (outside)
Question on Travel Insurance
Listening to Buzz, Trends and Sentiments
Question on Health Insuranc...
#2: Conversing…
Focus on how to be social, not on
how to do social.” - Jay Baer“
#2: Conversing…
is NOT a one-way broadcast!
NO ADVERTISING!
#2: Conversing…
is about creative and interactive communications
PAGE3425 October 2012
#2: Conversing…
is about creative and interactive communications
8,564 LIKES & 3,226 SHARES 8,851 LIKES & 48,605 SHARES
#3: Building… (content)
Engaging video content generates strong brand equity
State Farm has about 22.5 Million video views...
#3: Building… (content)
Blogs provide educational content and SEO
All State’s Community Blog boasts of about 600 blog posts
#3: Building… (content)
With good photos, Pinterest can be a good traffic driver
Petplan engages audiences with attractive...
#4: Engaging…
Holistic Social
Media strategy
flows down to
State Farm’s
agents
PAGE3925 October 2012
#4: Engaging…
A pledge campaign
by American
Family Insurance
to emotionally
engage users to a
“movement” or a
“cause”.
#4: Engaging…
Brand exercise from Farmers Insurance to tie their Airship to the Social
Gaming experience in Farmville, exp...
#4: Engaging…
A different dimension of engagement #1
“26 seconds (BMOR than a statistic)” by State Farm
#4: Engaging…
A different dimension of engagement #2
“Education Is Insurance” by Aviva
#5: Measuring…
#5: Measuring…
Business
Objectives
Metrics
(online/offline)
Measure
(customer journey)
* Be aware of and consider external...
In summary…
Listen to your Customers & Prospects
Converse Creatively & Interactively
Build Content & Acquire Users
Engage ...
PAGE47
Questions?
25 October 2012
o Buy SoLoMo Thursday Tickets @ 4 for $45.00
o Purchase at Reception. Cash Only.
o Tickets are transferable.
Bulk Buying D...
Arrive Early Next Session
PAGE4925 October 2012
7:00 – 8:00 PM After 8:00 PM
DEAL: Dine in @ 10% OFF
o 10% off non-promo F&B items on your next visit
o Provide your name to redeem offer
o Valid for s...
Next SoLoMo Thursday
(29 November 2012)
Topic:
Changing Trends:
Consumer Behaviour on
Mobile
Speaker:
Stewart Hunter
(VP o...
techsailor.com
Questions?
Powered by
Thank You!
tab.com.sg
PAGE5225 October 2012
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Social Media for Insurance: Time to Get Personal

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Social Media for Insurance: Time to Get Personal

  1. 1. PAGE1 Social Media for Insurance: Time to Get Personal 25 October 2012
  2. 2. PAGE2 SPEAKERS : LEON & JULIET 25 October 2012
  3. 3. The rise of the internet Competition & Re-intermediation Personalization & Personification The History of Technology & Insurance Retailing PAGE325 October 2012
  4. 4. PAGE4 Bringing back the Human Touch - Mascots 25 October 2012
  5. 5. Traditional Marketing Progressive Insurance “Flo, The Progressive Girl” PAGE525 October 2012
  6. 6. Case Study: CompareTheMarket.com • 2006: Launched • 2009: Total Media Strategy • Compare the Meerkat’s Alexandr Orlov • Russian Aristocratic Meerkat frustrated that people keep going to his website looking for car insurance, not Meerkats • Results (Wikipedia) • 16th to 4th most visited insurance website in 2010. • Overall sales >2x YoY PAGE625 October 2012
  7. 7. • Videos • TV Advertisements • Youtube Channel Case Study: CompareTheMarket.com PAGE725 October 2012
  8. 8. Case Study: CompareTheMarket.com PAGE825 October 2012
  9. 9. Case Study: CompareTheMarket.com PAGE925 October 2012
  10. 10. Case Study: CompareTheMarket.com PAGE1025 October 2012
  11. 11. Case Study: CompareTheMarket.com PAGE1125 October 2012
  12. 12. Case Study: CompareTheMarket.com • Book Launch • Highest Pre-Order Sales in 2010 • More expensive than Tony Blairs Memoirs • Rank #2 in Amazon UK in first week of sale
  13. 13. Case Study: CompareTheMarket.com 25 October 2012 PAGE 13
  14. 14. Successful Mascots / Personalities 25 October 2012 PAGE 14
  15. 15. PAGE15 Case Studies from USA, UK, Asia 25 October 2012
  16. 16. Agent Profiling State Farm Agents
  17. 17. Agent Profiling NTUC ULeague
  18. 18. Recognition AIA “Pledge for L.I.F.E.” Campaign
  19. 19. Education Great Eastern “21 Days” Mobile App
  20. 20. Utility Apps Allstate Insurance Mobile Apps
  21. 21. Product Recommendation AIA Protection Gap Calculator App PAGE2125 October 2012
  22. 22. Product Recommendation Great Eastern “Wellness Profiling LITE” FB App PAGE2225 October 2012
  23. 23. Product Recommendation ING Malaysia “Meet Your Future Self” FB App PAGE2325 October 2012
  24. 24. Corporate Social Responsibility State Farm Insurance “Cause an Effect” Campaign
  25. 25. Aviva India “The Great Wall” Book Donation Drive Corporate Social Responsibility
  26. 26. ING Malaysia “Spread the Smile” Movement Corporate Social Responsibility PAGE2625 October 2012
  27. 27. 17% of respondents in Singapore used social media in their insurance search process. However, the industry has failed to capitalise on use of Social Media.” – IBM (in a survey conducted in 2010)“
  28. 28. 5 steps to a holistic Social Media presence for Insurance Listening. Conversing. Building. Engaging. Measuring. PAGE2825 October 2012
  29. 29. #1: Listening… (inside) PAGE2925 October 2012
  30. 30. #1: Listening… (inside) Prepare a list of FAQs and standard answers Define a response protocol Define a process for handling crisis PAGE3025 October 2012
  31. 31. #1: Listening… (outside) Question on Travel Insurance Listening to Buzz, Trends and Sentiments Question on Health Insurance PAGE3125 October 2012
  32. 32. #2: Conversing… Focus on how to be social, not on how to do social.” - Jay Baer“
  33. 33. #2: Conversing… is NOT a one-way broadcast! NO ADVERTISING!
  34. 34. #2: Conversing… is about creative and interactive communications PAGE3425 October 2012
  35. 35. #2: Conversing… is about creative and interactive communications 8,564 LIKES & 3,226 SHARES 8,851 LIKES & 48,605 SHARES
  36. 36. #3: Building… (content) Engaging video content generates strong brand equity State Farm has about 22.5 Million video views and 7,000 subscribers
  37. 37. #3: Building… (content) Blogs provide educational content and SEO All State’s Community Blog boasts of about 600 blog posts
  38. 38. #3: Building… (content) With good photos, Pinterest can be a good traffic driver Petplan engages audiences with attractive photos and copywriting
  39. 39. #4: Engaging… Holistic Social Media strategy flows down to State Farm’s agents PAGE3925 October 2012
  40. 40. #4: Engaging… A pledge campaign by American Family Insurance to emotionally engage users to a “movement” or a “cause”.
  41. 41. #4: Engaging… Brand exercise from Farmers Insurance to tie their Airship to the Social Gaming experience in Farmville, exposing to over 60 million users
  42. 42. #4: Engaging… A different dimension of engagement #1 “26 seconds (BMOR than a statistic)” by State Farm
  43. 43. #4: Engaging… A different dimension of engagement #2 “Education Is Insurance” by Aviva
  44. 44. #5: Measuring…
  45. 45. #5: Measuring… Business Objectives Metrics (online/offline) Measure (customer journey) * Be aware of and consider external factors as well 1 2 3 PAGE4525 October 2012
  46. 46. In summary… Listen to your Customers & Prospects Converse Creatively & Interactively Build Content & Acquire Users Engage through Emotional Appeal Measure and Derive Actionable Insights PAGE4625 October 2012
  47. 47. PAGE47 Questions? 25 October 2012
  48. 48. o Buy SoLoMo Thursday Tickets @ 4 for $45.00 o Purchase at Reception. Cash Only. o Tickets are transferable. Bulk Buying Deal PAGE4825 October 2012
  49. 49. Arrive Early Next Session PAGE4925 October 2012 7:00 – 8:00 PM After 8:00 PM
  50. 50. DEAL: Dine in @ 10% OFF o 10% off non-promo F&B items on your next visit o Provide your name to redeem offer o Valid for single use, for one month (until next SoLoMo Thursday) 25 October 2012 PAGE50
  51. 51. Next SoLoMo Thursday (29 November 2012) Topic: Changing Trends: Consumer Behaviour on Mobile Speaker: Stewart Hunter (VP of Somo Global Limited) PAGE5125 October 2012
  52. 52. techsailor.com Questions? Powered by Thank You! tab.com.sg PAGE5225 October 2012

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