Upload
terrygo
View
40
Download
0
Tags:
Embed Size (px)
Citation preview
The Customer Respect Group 2
Breakout Rules
• Interactive• Your questions answered by you
(and sometimes me)• No dumb questions• Skeptics welcomed
The Customer Respect Group 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 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 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?
The Customer Respect Group 14
“social media offers uniquely more intimate engagement, but in return, it requires a more well-designed and considered approach".
Millward Brown OptimorBranding Experts Advising Brands at the World Cup
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
“social media offers uniquely more intimate engagement, but in return, it requires a more well-designed and considered approach".
The Customer Respect Group 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 19
The Principal
• 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
The Customer Respect Group 21
Travelers
• 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
The Customer Respect Group 22
Transamerica
• 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
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
The Customer Respect Group 24
Progressive
• Business Objective • Improve public perception of
Snapshot telematics product
• Tactic• Identify advocates that have a
social voice• Provide advocate content
The Customer Respect Group 25
Royal Bank Canada - Insurance
• Business Objective • Identify Potential Sales
Opportunities
• Tactic• Social listening• Life event analysis• Customer audience marketing
The Customer Respect Group 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 27
Prudential Financial• 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
The Customer Respect Group 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 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 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 34
Don’t Count - Measure
• Brand awareness• Advocates• Influencers recruited• Engaged Channel Growth• Employee Engagement• Customer Loyalty • Lead generation• Engaged communities
"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
The Customer Respect Group 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
Counting Phase