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Utilizing Twitter For Reputation Management & Customer Service While
Creating A “Face” For Your Organization
Karin Basaraba Insurance Corporation of British Columbia
Agenda • Background • Rules of engagement • How we use Twitter • Response & approvals process • Privacy • Measurement • Examples
Who we are • ICBC is a provincial Crown corporation established
in 1973 to provide universal auto insurance to BC motorists.
• We are also responsible for driver licensing, vehicle registration and licensing.
ICBC by the numbers
• 3.2 million customers • 946,000 claims
• $1.1 billion in repairs • $1.382 billion in injury
settlements • 1.5 million driver
licensing transactions • $56.3 million in Road Safety and
theft programs • $515 million in fines collected
Our Goal & Objectives
• GOAL: To improve our customers’ experiences and perceptions of us.
• OBJECTIVES: – Improve customer
perception – Improve employee
experience – Maintain financial stability
Social Media & Our Strategy Improve customer
perception
•Improved customer relations
•Speaks to customers in the language they prefer
•Improved awareness of our positive attributes
•Enhanced perception of value
•Speaks to customers in the medium they prefer
•Increased trust through transparency
•Demonstrate willingness to listen and act on complaints and suggestions
Improve employee experience
•Ability to provide positive feedback to staff through iCount cards
•Ability for staff to connect with ICBC in social media
•Guidelines to empowering staff to join conversations in social media as an ICBC staff member
Maintain financial stability
•Reach more people with less effort
•Fewer customer complaints
•Cost effective resolution of customer complaints
•Identify issues with processes
Why Twitter?
• Easy way to test the waters • Free! • Easy to manage & monitor • Easily managed by one person • Set goals & objectives • Low risk • Relation to corporate strategy
Rules of engagement
• Quick response time • Following followers • Human face • Casual language • Scheduling
What we talk about • Proactive tweets • Solving customer issues • Live tweeting • Crisis communications • Staff compliments
How we do it • Find info that is already on our
website • Use the same approved
messaging as media relations – only shorter
• Go to the subject matter experts • Give customers a real person to
talk to, if need be
Privacy!
• Tweeting personal information
• Terms & conditions • Monitoring • Moving forward
Measurement
• Objective was to increase all measures by 50% – exceeded all – Followers | Objective: 486 | Result: 1,083 |
Current: 3,000+ – Click-throughs | Objective: 336 | Result: 364 – @Replies Of Us | Objective: 12 | Result: 28 – @Replies By Us | Objective: 20 | Result: 36 – Re-tweets | Objective: 14 | Result: 28
Some great examples…
• eighthree: Fuck you ICBC. Your system failed. I showed you my confirmation number and all but you don't even have it in your system.
• icbc: @eighthree Hi Timothy, Sorry to hear you're having difficulty with our system. Which system is it? Maybe I can help sort it out.
The result…
• eighthree: @icbc Woo thanks for that @icbc ;) ~ You rock! Appreciate it a lot!
• icbc: @eighthree Phew! Glad we were able to help!
• eighthree: people that handle @icbc 's twitter GMH.
With the media...
• news1130radio: Despite making 563 million last year, ICBC isn't commenting on whether insurance rates will be lowered for drivers.
• icbc: @news1130radio We did let u know that it's 2 early 2 tell if we can reduce rates. We should have a better idea within the coming mnths :)
The result…
• news1130radio: ICBC profits up in 2009: Strong investment portfolio returns, and lower than expected insurance claims have h... http://bit.ly/bz2KeI #1130
• news1130radio: @icbc Thank you very much, that is what we have reported :)
Karin’s Top 5 6 Take Aways
• Start small • Be strategic • Measure, measure,
measure • Be true to the
channel • Don’t be a narcissist • Be human
Email: [email protected] Twitter: @icbc | @K_Bas LinkedIn: ca.linkedin.com/in/karinbasaraba
