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SOCIAL MEDIA
Opportunity & Challenge




      Presentation for the 6th CEE Communication Meeting Generali PPF



      powered by:                            &
Contents



− Change is the new normal – different quality
− The brave new world or how internet changed everything and everyone
− A bit of theory for start, graphical views and research
− Corporate fear of reputation risk
− When world of insurance meets social media
− Best practice
“Suffer a sea of change,
into something rich and strange”
What has changed in your
               world?

-   New trends in corporate communication


-   Status of CSR


-   Specifics of the financial industry, fin. institutions and fin. PR


-   Credibility shift


-   Huge media changes – traditional and online
How credible is the story you
           hear?




                      Communication Directory May 2011
Bottom Line




Fiercer market conditions seek more effort to make success, wide

 intelligence, targeted approach, precise answer to your target

     groups` needs and empowerment through embracing

                changes that have taken place.
Welcome to the brave new world!




                       http://bit.ly/bUnpsV
http://bit.ly/dOXdlv




                                 A world in which word ―social‖
                                 became equaly imporant as the
                                 world ―media‖ and information
                                 monopoly is gone!
                                  http://bit.ly/mL3pRK
Internet has changed
                everything




http://www.youtube.com/watch?v=I79Jmgb8nyw

Especially since social media appeared, and social networks as a part of them
What is changed?
It`s still only a TV commercial, played through a different channel.

                                                           Yes, but it can be
                                                           seen (or not) as
                                                           many times as we
                                                           want!

                                                           It can be shared
                                                           with friends

                                                           It can be
                                                           commented on
                                                           It can be connected
                                                           with other similar
                                                           clips
All of it will happen...
...only if it is good! (fun, viral, sticky...)
By now we should know
           what`s going on
His Highness the Client is choosing! (and is aware of that)
What is our situation?


Competitive advantage is as light as a butterfly's
  dream!

To be competitive in your niche, you have to be
   different!
What we all have been told
1.   about   internet publicity and online reputation
2.   about   two-way communication
3.   about   user generated content
4.   about   attention economy...




•    You are in the business of selling insurance.
•    Social networks and media can help you.
•    If you use them in a right way, points 1-4 are implied.
What does a guru say?

Social media is a crucial tool for business sucess today


By becoming part of conversation in a more
meaningful way, you can start connecting
directly to your customers and clients and
finding new ones rigft away... easily and
inexpensively!
A bit of theory for starters

Social media are media for social interaction, using highly
accessible publishing techniques. Social media use
web-based technologies to turn communication into interactive
dialogues.
• http://en.wikipedia.org/wiki/Social_media



In plain words: they are online communities that gather people of
similar interests and activities
Graphical view




Social media tipology
Keywords & Essence


        Social media is a group of
       Internet based applications
              that build on the
ideological and technological foundations of
                   Web 2.0,
                which allows
      the creation and exchange of
         user-generated content

            (Andreas Kaplan and Michael Haenlein)
And a last bit of theory


• Social networks
A social network service is an online service, platform, or site that
focuses on building and reflecting of social networks or
social relations among people, e.g., who share interests and/or
activities.
http://en.wikipedia.org/wiki/Social_network_service



• In plain words: online communities where internet users meet
  and socialize while sharing messages and contents
Are social networks a 21st
       century invention?




Of course not, they are only a technological solution that enables different
                  and spatially unlimited communication
I want to share with you...

              ... the Force is with you!




It is only a mouse click away.
How to achieve sparkles?


The traditional marketing rules cannot be applied to social media
because social media is not a marketer‟s platform. It belongs to
consumers.


Social media marketing is the process of promoting your site or
business through social media channels, and it is a powerful strategy
that will get you links, attention, and massive amount in traffic.


Your activities in social media should focus
on and support your communication and
business goals.
What„s your biggest fear?

− Economist study from 2011 shows the biggest corporate fear and
  #1 concern across the globe is the reputation risk.


− Like with competition, the fears too we need to get to know in
  order to overcome and fight efficiently.


− Remember: minimal risks bring minimal ROI.


 We should try and manage reputation to both build differentiation
against peers and competitors and also to manage the company with
an informed view of the risks of our actions that might start to create
             weakness or collapse of our ―Roman Arch‖
                 (Nir Kossovsky, Mission Intangible)
When a good idea goes bad

− Criticism and bad comments from the clients


− Competition generated harm or collateral damage


− Misuse of the channels


− Your examples?



   The key challenge is not to decide whether or not your
company should go online and public, but which combination
 of channels and tools is most adequate to provide forceful
 support to communication strategy / business objectives.
Ignoring social media does not secure calm waters, but
rather makes you lag behind competition and even be
     more prone to crisis and danger because of
                  unpreparedness.
How to choose the right path?

− Learn all about the media you are to use: have organized
  presence, train your team, and be proactive.

− Be honest and try not to be boring.

− Get to know the ―online community‖ and bring them ―off line‖.

− Monitor your online reputation.

− Think before you react and when you do, that should be adapted
  to the cause and source.

− Be open for communication, innovative and get as close to your
  clients´ thinking as possible.

− And once again: learn and develop with the online world.
What is current situation in the
     world of insurance?
Only 20% of insurers use social media today and more than 50% of
life carriers do not have policies and procedures established for social
media (Source Limra http://bit.ly/iueJkO )

Why should this number be higher?
1. People trust their friends for advice – 60% of Facebook fans
   and 7% of Twitter followers say they are more likely to buy and
   recommend a brand than before they were a fan or follower.
2. The share of people who they trust, more than they trust brands
   or organizations, is increasing globally each year.
3. The things that your customer support agents, marketers, PR staff
   and recruiters say about you matter less than the things that your
   customers and employees say about you.

(Source: “Why Social Media Matters to Your Business”, Chadwick Martin Bailey)
What can an insurance
          company do on SM?
Social media create significant opportunities, threats & risks for
insurers

• Dramatically decreasing costs of establishing a new brand;

• Major evolution of Customer Experience Management – a greater
integration of sales, marketing and service;

• Innovative product development applications that affect product
launch, customer education & feedback from customers on new offers;

• Increasing precision and improved economics in recruiting, on-
boarding, training and development;

• Operating model enhancements based on improved internal
communication and collaboration.
                    (Source: "Accenture Blog on Insurance" [.pdf] http://bit.ly/iselRn)
What can an insurance
          company do on SM?
The key elements that insurers need to address include in
online strategy:
1. Creating an overall social media policy, with written procedures
and processes to show evidence of compliance, that can be rolled out
to all distribution and service people;
2. Designing processes and procedures for producers from
registration, training, ongoing monitoring and approval;
3. Designing content templates including risk profile capture,
product overview, and prospectuses, possibly with a real-time
approval flow;
4. Creating an ongoing monitoring capability—to be used by the
company’s registered principals or its compliance department—to
track producers’ social content information for non-compliant sales
practices.

                 (Source: "Accenture Blog on Insurance" [.pdf] http://bit.ly/iselRn)
What can an insurance
          company do on SM?
Fragmented approaches to social media create significant additional
risks for insurers, including:

• Inability to ensure regulatory compliance across business units and
regulatory jurisdictions
• Inconsistent customer experiences across products
• Redundant investments in technologies and human resources
• Inability to consolidate the voice of the customer across channels,
products and segments
• Fragmented or missing customer data

          (Source: "Accenture Blog on Insurance" [.pdf] http://bit.ly/iselRn)
Best practice:
State Farm Insurance, website
                    Besides standard insurance
                    and banking services
                    information,
                    www.statefarm.com website
                    offers:

                    • Educational center for
                    young drivers

                    • ―Be safe‖ section about
                    home protection

                    • Be safe at work, etc.

                    • On the home page there
                    are links to all networks
                    where people can follow their
                    activities.
Best practice example:
State Farm Insurance, Facebook

                     Facebook presence is divided
                     into two profiles:
                     • Corporate StateFarm Incurance
                     http://www.facebook.com/statef
                     arm (about 97k followers) i
                     brand Statefarm Nation
                     http://www.facebook.com/StateF
                     armNation (over 950k)

                     • The first is about insurance
                     information, while the other
                     containts entertaining and
                     educative contents, and
                     promotional campaigns

                     • "TopCar" poromotional cartoon
                     was created with cars as
                     characters, that have an accident
                     and Statefarm safety car comes
                     to repair them.
Good practice example:
State Farm Insurance, Twitter

                    Twitter accounts

                    • Divided like Facebook
                    accounts

                    • One is more serious
                    http://twitter.com/#!/StateF
                    arm and the other a bit less
                    http://twitter.com/#!/StateF
                    armNation

                    • They respond to tweets,
                    but if someone has a
                    problem or a question, they
                    refer them to the call center
Good practice example:
State Farm Insurance, Youtube

                    Youtube accounts

                    • Youtube video channel with
                    commercials primarily aimed at
                    younger population

                    • Video blog #FailFriday (clips
                    that compare two fails;
                    Statefarm is sponsoring them) -
                    each clip has around one million
                    views

                    • #FailFriday is becoming big on
                    Twitter, and a couple of days ago
                    people sharing their accident
                    stories where the company
                    helped them.
Good practice example:
         State Farm Insurance, CSR




Facebook activitites that promote     Educational microsite connected to
safe teenage driving, because it is   social media www.26seconds.com
the most imporant death cause at
that age http://on.fb.me/jsyN7l       because every 26 seconds one of
                                      USA high school students drop out
10 things your grandmother can teach you about social media
The same personal qualities and social skills that you learned growing up are what will make you
successful at social media. Here are 10 things an older relative probably taught you that you can apply to
social media, too.

1.   Mind your manners. Social media is social. Even though it is virtual space, the same traditional
     social rules, laws, still apply. If you act like a jerk, don't expect many friends.

2.   Tuck in your shirt. How you present yourself is just as important in the virtual world as it is in the
     real world. Make sure you are always aware of how you appear to others.

3.   Send a thank you card. People still appreciate being appreciated and when you turn acquaintance to
     a friend, it brings more value, so show human interaction and gratitude.

4.   Keep your elbows off the table. Acting respectfully in front of others proves that you value them,
     which will usually make them value you more. And here, it's all about value.

5.   Turn your music down. Don't contribute to the noise and do`nt be distraction to others.

6.   Finish what you started. Engagement is a commitment. If you put yourself out there as a friend, be
     prepared to be there when people reach out to you.

7.   Finish your vegetables. There are some aspects of social media that aren't sexy. But that doesn't
     mean they aren't important to your growth and health. Make sure you are not just chasing that buzz.

8.   Whatever happened to a good old fashioned…? Sometimes all these new gadgets are not enough
     and a good old fashioned email, call, or live contact can accomplish things that social media can't.

9.   A man is only as good as his word. The currency of social media is trust (or social capital). And if
     people can't trust you, you have no value to them.

10. Think twice before you speak. Everything you say can be heard by anyone, forever, there are just
    too many ―finites‖ to not reconsider everything you say before you say it.
Thank you for your
              attention
             questions, suggestions, impressions?




For further info


www.chapter4.rs


www.internetagencija.rs

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Delta Generali social media - opportunity & challenge

  • 1. SOCIAL MEDIA Opportunity & Challenge Presentation for the 6th CEE Communication Meeting Generali PPF powered by: &
  • 2. Contents − Change is the new normal – different quality − The brave new world or how internet changed everything and everyone − A bit of theory for start, graphical views and research − Corporate fear of reputation risk − When world of insurance meets social media − Best practice
  • 3. “Suffer a sea of change, into something rich and strange”
  • 4. What has changed in your world? - New trends in corporate communication - Status of CSR - Specifics of the financial industry, fin. institutions and fin. PR - Credibility shift - Huge media changes – traditional and online
  • 5. How credible is the story you hear? Communication Directory May 2011
  • 6. Bottom Line Fiercer market conditions seek more effort to make success, wide intelligence, targeted approach, precise answer to your target groups` needs and empowerment through embracing changes that have taken place.
  • 7. Welcome to the brave new world! http://bit.ly/bUnpsV http://bit.ly/dOXdlv A world in which word ―social‖ became equaly imporant as the world ―media‖ and information monopoly is gone! http://bit.ly/mL3pRK
  • 8. Internet has changed everything http://www.youtube.com/watch?v=I79Jmgb8nyw Especially since social media appeared, and social networks as a part of them
  • 9. What is changed? It`s still only a TV commercial, played through a different channel. Yes, but it can be seen (or not) as many times as we want! It can be shared with friends It can be commented on It can be connected with other similar clips
  • 10. All of it will happen... ...only if it is good! (fun, viral, sticky...)
  • 11. By now we should know what`s going on His Highness the Client is choosing! (and is aware of that)
  • 12. What is our situation? Competitive advantage is as light as a butterfly's dream! To be competitive in your niche, you have to be different!
  • 13. What we all have been told 1. about internet publicity and online reputation 2. about two-way communication 3. about user generated content 4. about attention economy... • You are in the business of selling insurance. • Social networks and media can help you. • If you use them in a right way, points 1-4 are implied.
  • 14. What does a guru say? Social media is a crucial tool for business sucess today By becoming part of conversation in a more meaningful way, you can start connecting directly to your customers and clients and finding new ones rigft away... easily and inexpensively!
  • 15. A bit of theory for starters Social media are media for social interaction, using highly accessible publishing techniques. Social media use web-based technologies to turn communication into interactive dialogues. • http://en.wikipedia.org/wiki/Social_media In plain words: they are online communities that gather people of similar interests and activities
  • 17. Keywords & Essence Social media is a group of Internet based applications that build on the ideological and technological foundations of Web 2.0, which allows the creation and exchange of user-generated content (Andreas Kaplan and Michael Haenlein)
  • 18. And a last bit of theory • Social networks A social network service is an online service, platform, or site that focuses on building and reflecting of social networks or social relations among people, e.g., who share interests and/or activities. http://en.wikipedia.org/wiki/Social_network_service • In plain words: online communities where internet users meet and socialize while sharing messages and contents
  • 19. Are social networks a 21st century invention? Of course not, they are only a technological solution that enables different and spatially unlimited communication
  • 20. I want to share with you... ... the Force is with you! It is only a mouse click away.
  • 21. How to achieve sparkles? The traditional marketing rules cannot be applied to social media because social media is not a marketer‟s platform. It belongs to consumers. Social media marketing is the process of promoting your site or business through social media channels, and it is a powerful strategy that will get you links, attention, and massive amount in traffic. Your activities in social media should focus on and support your communication and business goals.
  • 22. What„s your biggest fear? − Economist study from 2011 shows the biggest corporate fear and #1 concern across the globe is the reputation risk. − Like with competition, the fears too we need to get to know in order to overcome and fight efficiently. − Remember: minimal risks bring minimal ROI. We should try and manage reputation to both build differentiation against peers and competitors and also to manage the company with an informed view of the risks of our actions that might start to create weakness or collapse of our ―Roman Arch‖ (Nir Kossovsky, Mission Intangible)
  • 23. When a good idea goes bad − Criticism and bad comments from the clients − Competition generated harm or collateral damage − Misuse of the channels − Your examples? The key challenge is not to decide whether or not your company should go online and public, but which combination of channels and tools is most adequate to provide forceful support to communication strategy / business objectives.
  • 24. Ignoring social media does not secure calm waters, but rather makes you lag behind competition and even be more prone to crisis and danger because of unpreparedness.
  • 25. How to choose the right path? − Learn all about the media you are to use: have organized presence, train your team, and be proactive. − Be honest and try not to be boring. − Get to know the ―online community‖ and bring them ―off line‖. − Monitor your online reputation. − Think before you react and when you do, that should be adapted to the cause and source. − Be open for communication, innovative and get as close to your clients´ thinking as possible. − And once again: learn and develop with the online world.
  • 26. What is current situation in the world of insurance? Only 20% of insurers use social media today and more than 50% of life carriers do not have policies and procedures established for social media (Source Limra http://bit.ly/iueJkO ) Why should this number be higher? 1. People trust their friends for advice – 60% of Facebook fans and 7% of Twitter followers say they are more likely to buy and recommend a brand than before they were a fan or follower. 2. The share of people who they trust, more than they trust brands or organizations, is increasing globally each year. 3. The things that your customer support agents, marketers, PR staff and recruiters say about you matter less than the things that your customers and employees say about you. (Source: “Why Social Media Matters to Your Business”, Chadwick Martin Bailey)
  • 27. What can an insurance company do on SM? Social media create significant opportunities, threats & risks for insurers • Dramatically decreasing costs of establishing a new brand; • Major evolution of Customer Experience Management – a greater integration of sales, marketing and service; • Innovative product development applications that affect product launch, customer education & feedback from customers on new offers; • Increasing precision and improved economics in recruiting, on- boarding, training and development; • Operating model enhancements based on improved internal communication and collaboration. (Source: "Accenture Blog on Insurance" [.pdf] http://bit.ly/iselRn)
  • 28. What can an insurance company do on SM? The key elements that insurers need to address include in online strategy: 1. Creating an overall social media policy, with written procedures and processes to show evidence of compliance, that can be rolled out to all distribution and service people; 2. Designing processes and procedures for producers from registration, training, ongoing monitoring and approval; 3. Designing content templates including risk profile capture, product overview, and prospectuses, possibly with a real-time approval flow; 4. Creating an ongoing monitoring capability—to be used by the company’s registered principals or its compliance department—to track producers’ social content information for non-compliant sales practices. (Source: "Accenture Blog on Insurance" [.pdf] http://bit.ly/iselRn)
  • 29. What can an insurance company do on SM? Fragmented approaches to social media create significant additional risks for insurers, including: • Inability to ensure regulatory compliance across business units and regulatory jurisdictions • Inconsistent customer experiences across products • Redundant investments in technologies and human resources • Inability to consolidate the voice of the customer across channels, products and segments • Fragmented or missing customer data (Source: "Accenture Blog on Insurance" [.pdf] http://bit.ly/iselRn)
  • 30. Best practice: State Farm Insurance, website Besides standard insurance and banking services information, www.statefarm.com website offers: • Educational center for young drivers • ―Be safe‖ section about home protection • Be safe at work, etc. • On the home page there are links to all networks where people can follow their activities.
  • 31. Best practice example: State Farm Insurance, Facebook Facebook presence is divided into two profiles: • Corporate StateFarm Incurance http://www.facebook.com/statef arm (about 97k followers) i brand Statefarm Nation http://www.facebook.com/StateF armNation (over 950k) • The first is about insurance information, while the other containts entertaining and educative contents, and promotional campaigns • "TopCar" poromotional cartoon was created with cars as characters, that have an accident and Statefarm safety car comes to repair them.
  • 32. Good practice example: State Farm Insurance, Twitter Twitter accounts • Divided like Facebook accounts • One is more serious http://twitter.com/#!/StateF arm and the other a bit less http://twitter.com/#!/StateF armNation • They respond to tweets, but if someone has a problem or a question, they refer them to the call center
  • 33. Good practice example: State Farm Insurance, Youtube Youtube accounts • Youtube video channel with commercials primarily aimed at younger population • Video blog #FailFriday (clips that compare two fails; Statefarm is sponsoring them) - each clip has around one million views • #FailFriday is becoming big on Twitter, and a couple of days ago people sharing their accident stories where the company helped them.
  • 34. Good practice example: State Farm Insurance, CSR Facebook activitites that promote Educational microsite connected to safe teenage driving, because it is social media www.26seconds.com the most imporant death cause at that age http://on.fb.me/jsyN7l because every 26 seconds one of USA high school students drop out
  • 35. 10 things your grandmother can teach you about social media The same personal qualities and social skills that you learned growing up are what will make you successful at social media. Here are 10 things an older relative probably taught you that you can apply to social media, too. 1. Mind your manners. Social media is social. Even though it is virtual space, the same traditional social rules, laws, still apply. If you act like a jerk, don't expect many friends. 2. Tuck in your shirt. How you present yourself is just as important in the virtual world as it is in the real world. Make sure you are always aware of how you appear to others. 3. Send a thank you card. People still appreciate being appreciated and when you turn acquaintance to a friend, it brings more value, so show human interaction and gratitude. 4. Keep your elbows off the table. Acting respectfully in front of others proves that you value them, which will usually make them value you more. And here, it's all about value. 5. Turn your music down. Don't contribute to the noise and do`nt be distraction to others. 6. Finish what you started. Engagement is a commitment. If you put yourself out there as a friend, be prepared to be there when people reach out to you. 7. Finish your vegetables. There are some aspects of social media that aren't sexy. But that doesn't mean they aren't important to your growth and health. Make sure you are not just chasing that buzz. 8. Whatever happened to a good old fashioned…? Sometimes all these new gadgets are not enough and a good old fashioned email, call, or live contact can accomplish things that social media can't. 9. A man is only as good as his word. The currency of social media is trust (or social capital). And if people can't trust you, you have no value to them. 10. Think twice before you speak. Everything you say can be heard by anyone, forever, there are just too many ―finites‖ to not reconsider everything you say before you say it.
  • 36. Thank you for your attention questions, suggestions, impressions? For further info www.chapter4.rs www.internetagencija.rs