Resuscitating Your Brand’s Social Handle - BDI 09/10 Insurance Social Business Leadership Forum
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Presentation: Resuscitating Your Brand’s Social Handle Presented by: Kristen Schmid, Director, Digital Marketing, Fireman's Fund Insurance Company In 2014 Fireman’s Fund took an outdated and undisciplined social media presence and formulated an organic strategy to improve engagement and brand positioning. Explore lessons learned and strategic tactics for social listening, performance tracking and garnering buy in from internal business partners
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Resuscitating Your Brand’s Social Handle - BDI 09/10 Insurance Social Business Leadership Forum
- 1. Resuscitating Your Brand’s Social Handle Kristen Schmid September 10, 2014
- 2. Social Listening © 2014 Fireman’s Fund Insurance Company, Novato, CA. All rights reserved.
- 3. Response © 2014 Fireman’s Fund Insurance Company, Novato, CA. All rights reserved. • 10x the reach of historical posts • Twitter reach of 12,500 people Social Listening Can Lead to Engagement
- 4. We Have a Mission Strategy © 2014 Fireman’s Fund Insurance Company, Novato, CA. All rights reserved. KPIs & Reporting Accounts Processes Technology Sell, Sell, Sell - Resources - Content - Engagement
- 5. Strategy: Why Social Media? 1. Support Agents & Brokers - Support the Educational and Sales Processes - Handle CAT Events 2. Showcase the Brand - Increase Brand Awareness - Mitigate Issues and/or Negative Sentiment 3. Support Sponsored Events - Promote Attendance at Events (e.g. conferences, webinars, etc.) 4. Assist HR/Recruiting Efforts - Promote Company as the Employer of Choice © 2014 Fireman’s Fund Insurance Company, Novato, CA. All rights reserved.
- 6. Strategy: Who & Where? What platforms do we target first? Where is our community? © 2014 Fireman’s Fund Insurance Company, Novato, CA. All rights reserved. 6 Agent & Broker Social Presence 40% 22% 38% No Presence Operating Account Active Account Operating Account = Sporadic Usage Active Account = Posts Multiple Times/Month
- 7. Formulating a Priority List 1. Gather Resources 2. Build Social Presence Where Community Exists 3. Handle Negative Sentiment 4. Promote Social Media Opportunities 5. Demonstrate Social Media Value 6. … © 2014 Fireman’s Fund Insurance Company, Novato, CA. All rights reserved.
- 8. Formulating a Priority List 1. Gather Resources • Monthly Committee: Influence and Learning • Marketing Resources: Simple tasks, Quick results, Recognition • My Price: Transparency and leadership by example Monthly Posting Activity Promotion Sharing Content Events News Alerts 1% © 2014 Fireman’s Fund Insurance Company, Novato, CA. All rights reserved. 20 Posts 16 Posts 50 Posts 34% 21% 41% 3% 0% Followers Facebook LinkedIn Twitter 1162 9213 9561 2048 6715 6767 8863 1184 1225 April May June
- 9. Formulating a Priority List 1. Gather Resources 2. Build Social Presence Where Community Exists ü Focus on LinkedIn, Facebook, & Twitter ü Consolidate accounts ü Map accounts to audiences & goals © 2014 Fireman’s Fund Insurance Company, Novato, CA. All rights reserved.
- 10. Formulating a Priority List 1. Gather Resources 2. Build Social Presence Where Community Exists 3. Handle Negative Sentiment ü Partner with complaints, customer service, legal and media relations ü Develop a complaint process with prepared responses ü Reduce opportunities for servicing via social media until organization is ready © 2014 Fireman’s Fund Insurance Company, Novato, CA. All rights reserved.
- 11. Formulating a Priority List 1. Gather Resources 2. Build Social Presence Where Community Exists 3. Handle Negative Sentiment 4. Promote Social Media Opportunities ü New Marketing Collateral ü Roadshows ü RIMS & IIAB Events ü Employee Events © 2014 Fireman’s Fund Insurance Company, Novato, CA. All rights reserved.
- 12. Formulating a Priority List 1. Gather Resources 2. Build Social Presence Where Community Exists 3. Handle Negative Sentiment 4. Promote Social Media Opportunities 5. Demonstrate Social Media Value • Demonstrate actions that provide strategic value • Identify opportunities to further existing activities © 2014 Fireman’s Fund Insurance Company, Novato, CA. All rights reserved.
- 13. Monthly Campaigns Spotlight Series Pilots Social Media Opportunity • Developing a Social Media Calendar • Repurposing Existing Material • Seeking Lead Generation Opportunities • Identifying Opportunities to Partner with Agents & Brokers • Piloting Paid Advertising © 2014 Fireman’s Fund Insurance Company, Novato, CA. All rights reserved.
- 14. CAT Events Social Media is one of the first stops for disaster information. © 2014 Fireman’s Fund Insurance Company, Novato, CA. All rights reserved. Social Media Can Provide Real-Time Evidence of Campaign Promises
- 15. Continuing the Mission • Sell, Sell, Sell • Integrate with Other Channels • Gather Additional Resources • Refine Processes & Metrics • Further Social Listening • Optimize Postings © 2014 Fireman’s Fund Insurance Company, Novato, CA. All rights reserved.