Imcasd break out-golesworthy

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  • Having said that:
    People look for recommendations, referrals, advice
    People love to share experiences, good and bad
    The number one method to share is now a “link”
  • Engagement going up
    Spending is easier than gaming Facebook
  • Community
  • SharingLI
    People love to dhare experiencec
    #1 sharing is a link
  • Cincinnati insurance
    AXA
    Central
    New York Life
  • Cincinnati insurance
    Axa
    Central
  • 63% shares – 95% ind. agents
  • New York Life
    Foresters
    Blogs

  • New York life
    Foresters
    Blogs

  • Canadian Anti-spam rule change
    Agent territory

  • How can social benefit the business
    Where’s the ROI
    Much harder to measure
  • FB – consumers
    Twitter – a news feed
    LI – agents/ b2b
  • Imcasd break out-golesworthy

    1. 1. Social Media Breakout Terry Golesworthy @terrycrg The Customer Respect Group 1
    2. 2. Breakout Rules • Interactive • Your questions answered by you (and sometimes me) • No dumb questions • Skeptics welcomed The Customer Respect Group 2
    3. 3. Who is the Audience? • Consumers • Captive Agents • Independent Agents • Consumers through channels • Professional Organizations • Occupations • Employees (current and/or prospective) The Customer Respect Group 3
    4. 4. • To whom are you speaking? • What are we trying to say? • What is our voice? • Where and how do we say it? The Customer Respect Group 4
    5. 5. The Customer Respect Group 5 The favourite social network of insurance companies: Facebook? Twitter? Viadéo or Linkedin? Blogs? Or others? And do they use social media for different purposes? And which ones? Where is the audience?
    6. 6. The Customer Respect Group 6
    7. 7. The Customer Respect Group 7
    8. 8. But People Like to Share The Customer Respect Group 8
    9. 9. Social Platform Dilemma • FB Quote The Customer Respect Group 9
    10. 10. The Customer Respect Group 10
    11. 11. The Customer Respect Group 11
    12. 12. The Customer Respect Group 12
    13. 13. The Customer Respect Group 13
    14. 14. “social media offers uniquely more intimate engagement, but in return, it requires a more well- designed and considered approach". The Customer Respect Group 14 Millward Brown Optimor Branding Experts Advising Brands at the World Cup
    15. 15. The Customer Respect Group 15 “It all begins with a story. We need to tell a story that our customers will identify as their story.”
    16. 16. 16 “social media offers uniquely more intimate engagement, but in return, it requires a more well- designed and considered approach".
    17. 17. People Looooove to Share The Customer Respect Group 17
    18. 18. Grinnell Mutual – Front Porch • Business Objective • Connect Brand with Local Community • Build Awareness and Loyalty with Consumers • Channel Support – Independent Agents and small mutual farm insurers • Tactic • Contest to provide funds to update local fairgrounds • Reach community influencers • Shared community interest • Total monetary value $4,000 based upon votes, 5,000 votes, 1,500 new FB fans (up to 2,700) The Customer Respect Group 18
    19. 19. The Principal The Customer Respect Group 19 • Business Objective • Support advisers with constant stream of information to educate and keep in touch with clients • Expand reach through channel • Tactic • Social headline via Twitter, LinkedIn • Links to owned blog, website and approved third parties content
    20. 20. Who are you Wearing? - Prudential The Customer Respect Group 20
    21. 21. Travelers The Customer Respect Group 21 • Business Objective • Become primary content provider at key “social” agencies • Increase percent of business • Drive consumer awareness through channel • Tactic • Consumer advice content • Simple self-contained soft branded images posts • Further information on blog and video
    22. 22. Transamerica The Customer Respect Group 22 • Business Objective • Reach an audience already interested in, and talking about relevant topics • Tactic • Twitter chats with Wisebread and mommybloggers • Participant register to be eligible for prizes • Opportunity to market back via tailored audience promotions
    23. 23. The Customer Respect Group 23 • Business Objective • Reach audiences already interested in relevant topics and conversations • Tactic • Post messages with relevant hashtag • Nat Cat • Twitter targeting via weather Hashtag Marketing
    24. 24. Progressive The Customer Respect Group 24 • Business Objective • Improve public perception of Snapshot telematics product • Tactic • Identify advocates that have a social voice • Provide advocate content
    25. 25. Royal Bank Canada - Insurance The Customer Respect Group 25 • Business Objective • Identify Potential Sales Opportunities • Tactic • Social listening • Life event analysis • Customer audience marketing
    26. 26. Gerber Life • Business Objective • Brand Awareness • Connect with extended family and friends • Tactic • Personal Motivation • Contest for “kids ambitions” • College fund as prize $10,000 • Primary fan recruitment device • Call to action to product The Customer Respect Group 26
    27. 27. Prudential Financial The Customer Respect Group 27 • Business Objective • Connect with key intermediaries in client companies • Facilitate ongoing conversations • Key contact as intermediaries move jobs • Tactic • Gamification • Automated LinkedIn scoring and improvement • Identify key social users for advanced use
    28. 28. Nationwide • Social Surprise • $10 Coffee card • 1,000 in December The Customer Respect Group 28
    29. 29. Ratings and Reviews • USAA • PEMCO • MetLife The Customer Respect Group 29
    30. 30. Customer Care • Customer loyalty • Identify social customer advocates • Feedback and Focus Groups • Slow but inevitable trend • USAA_Help, Allstate, GEICO, Travelers, Esurance The Customer Respect Group 30
    31. 31. Communities • Interest - Allstate Motorcycle, Foremost Racing • Demographic - Allstate Latino/ State Farm Latino. Northwestern UMintGrad • Occupation - Acuity Truckers, TN Farmers – Farmer Charlie • Geography – PEMCO, Allstate local blogs • Recruitment - State Farms Careers, GEICO Jobs • Agents - Safeco Brick and Clicks, Acuity Agents Rock • Natural Communities - USAA, Thrivent, Modern Woodmen • Mascots – Mayhem, Flo, Geeko, Jake The Customer Respect Group 31
    32. 32. Tactics • Fun content – Flo, Mayhem • Self Interest – Jewelers Mutual, Horace Mann • Group Interest – California Casualty – Teachers Lounge Makeover • Community – Grinnell/State Farm/AVIVA Canada/Co-operators • Charity – The Hartford, Northwestern Mutual, Arbella • Channel Support – Travelers, Auto-Owners, Shelter, Foremost • Intermediary Support – Principal, Prudential • Information Provider – Blogs/Content Marketing • Customer Care – GEICO, USAA The Customer Respect Group 32
    33. 33. Questions and Discussion The Customer Respect Group 33
    34. 34. Don’t Count - Measure • Brand awareness • Advocates • Influencers recruited • Engaged Channel Growth • Employee Engagement • Customer Loyalty • Lead generation • Engaged communities The Customer Respect Group 34 "The key is to not get tied up in the novelty of another metric. Focus in on what helps your business the best, and figure out how to maximize the metrics that improve that goal.“ Chad Whitmen Edgerankchecker
    35. 35. What do We Know About Social Media? The Customer Respect Group 35
    36. 36. Social Media 1.0 • Maximizing organic reach demanded obscure games • Platform tactics dominated activity • Success based upon false metrics which were easy to measure – fans, followers, likes, shares • Vanity Metric Focus The Customer Respect Group 36
    37. 37. But The Customer Respect Group 37
    38. 38. Where is the audience? • Company Blogs • Blogs with an Audience • Influencer Blogs • Hashtags • Yelp The Customer Respect Group 38

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