Building social media programs with confidence
Troy Janisch, Digital Marketing Manager
American Family Insurance
We Lack Confidence AND Experience
86 percent of marketers say they recognize Social Media as an
ongoing trend, but lack the knowledge needed to effectively
Two thirds of marketers admit that they do not have adequate
knowledge on how to use social media correctly in marketing.
Two-thirds of marketers that have not used any form of
social media consider themselves ‘very’ or ‘somewhat’
knowledgeable about this emerging strategy.
• Studies: McCann Erickson UK, 2009; MarketingSherpa, 2009 2
The Odds were Against Us 12 months Ago
Strike 1: Regulated Industry
Strike 2: Conservative Company
Strike 3: ‘Boring’ Brand
Home Run Derby
• Consistently Ranked in Top 3 on Facebook in Industry
• Consistently Recognized for Twitter Integration
• More than 1,300 active Facebook Pages
• More than 60,000 Facebook Fans
• Ongoing Support & Advocacy of Corporate Leadership
National League's Prince Fielder, of the Milwaukee
Brewers, hits during the final round Home Run Derby
Three keys to effective social media programs
Social Media integrates
into broader marketing and
digital marketing strategies
Social Media replaces
Content ‘campaigns’ with programs
The process is ongoing
Interaction and ever-changing
STRATEGY: Developing Social Media Strategy
• Drive new business
Business • Increase Customer Satisfaction & Retention
• Digital Prospecting
Social Media • Customer Outreach
• Social Network Participation (Where)
• Content Development (What)
Social Media • Engagement Platforms (How)
STRATEGY: Social Media Programs
Create Programs HIGH IMPACT/CAPABILITY
Standalone, prioritized programs Customer Outreach
Focused around core business Digital Prospecting
activity or organizational area.
Utilized to rally development and LOW IMPACT/CAPABILITY
governance of social activities more
Social Public Relations
STRATEGY: Define Program Objectives
Program: Customer Outreach
Engage consumers in conversations on social platforms, to address the concerns
of customers and prospects, and build advocacy among influencers.
Establish presence on social networks where consumers are.
Gain insights and intelligence on customer and product needs in new and
Open a dynamic channel for real-time updates about the company, products,
and opportunities to avoid damage.
Cultivate advocates that evangelize the brand.
Reinforce the brand for prospects that are making purchasing decisions.
STRATEGY: Communicate Program Benefits
Benefits of Customer Outreach Program:
Customer delight and goodwill.
Brand reinforcement where prospects are actually talking about insurance.
Best opportunity to connect with core demographic.
Brand awareness in new markets.
Direct relationship with customer.
Customer confidence in our quality as their provider.
Strategy: Understand Topics of Conversation
3 months of
involve brand names
Strategy: Know Your Target Market
As we entered 2010,
only 40% of Facebook
users were under the
age of 25
60% are 26 or older, and
20% are 45 are older
women constitute over
56% of the overall
Facebook population 14
Strategy: Prioritize Your Channels
• Our customers are too Busy ‘Facebooking’ to
• "I'm not on Twitter but I am on Facebook - a lot - way too
much - love it, but trying to cut back."
• "I have never looked into Twitter because I spend way too
much time on FB!!"
• "I am happy where I am and that is at Facebook and
MySpace and do not see the need to broaden my
Strategy: Define your Landscape
Facebook: “The largest referral network in the world”
“Friend to friend” social network. Sharing updates, notes, photos video,
interests. Games and applications. Robust privacy settings.
Twitter: “The loudest referral network in the world” (listen to consumers)
Public social network for sharing updates. Limited privacy settings.
LinkedIn: “The most powerful business networking tool in the US”
A business-to-business social network. Find and leverage business
contacts. Ability to “buy in” for more accessibility.
FamilyLink: “The largest Family-Centric network in the world”
Family-only social network. Sharing updates, photos video and more.16
CONTENT: Create a social media mission statement
Our Mission: “Celebrate and Protect Families.”
A separate and complimentary mission for social media
It defines the positive contributions your company make
It defines your role in social communities.
You’ll use this mission statement to continuously
refocus and align content that becomes ‘too salesy.’
CONTENT: Find Your Social Media Voice
When companies use print and broadcast media
channels, it’s important to have a brand voice so that
brand messages to customers are consistent, regardless
Social media channels require different voices
CONTENT: Find Your Social Media Voice
A social media voice needs to be a real and ‘Googleable’
person because people want to talk to other people, not
Individuals behind a social media voice can vary based
on the objectives a company has in mind: CEO, CMO,
Social Media Lead, PR Lead, Customer Service,
INTERACTION: Listening with search.twitter.com
INTERACTION: Listening with SocialMention.com
Leverage Community 2.0
Align your social media programs with businesses with
similar missions (B2B social networking)
Find YOUR confidence @ Community 2.0
Leverage others’ experience @ Community 2.0