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Social media

Tim van Letht
@ timvl




                Interpolis.
                Glashelder
Tim van Letht

• Interpolis Strategy &
  Innovation team
• Achmea Young Professional
  of the Year 2012
• Blogger at Spotlight Effect
• Best trend forecast in Dutch
  financial industry 2011
  (Finno.nl)

                                 Interpolis.
                                 Glashelder
Interpolis.
Glashelder
Interpolis.
Glashelder
Interpolis.
Glashelder
More channels, less control




                    Interpolis.
                    Glashelder
Paid       Owned
Earned




         Social media
                        Interpolis.
                        Glashelder
And this is how consumers
trust advertising         Source: Nielsen




                   Interpolis.
                   Glashelder
Our Philosophy since 1996
Interpolis.Crystal Clear

•   Freedom
•   Trust
•   Responsibility
•   Involvement




                     Interpolis.
                     Glashelder
Crystal Clear is our starting
point




                      Interpolis.
                      Glashelder
Some rules from the
Interpolis approach on
social media
• Interacting in an open and understandable
  way
• Focus on problem solving
• Admit the truth
• Do not make impossible promises
• Driven by service, no sales



                                Interpolis.
                                Glashelder
Getting started




                  Interpolis.
                  Glashelder
YouTube 2008

  Twitter 2009

    Facebook 2011

       Pinterest 2012
                 Interpolis.
                     Glashelder
YouTube   http://youtu.be/H-55FVgESL0




                        Interpolis.
                        Glashelder
Our Twitter page




                   Interpolis.
                   Glashelder
Twitter: service, everyday

• Focused on service and
  reputation monitoring
• 7 days a week, till 10pm
• Handling 175 questions and
  complaints every month
• 4000+ followers, one of the
  most popular insurance
  companies in NL on Twitter

                                Interpolis.
                                Glashelder
Our Facebook page




                    Interpolis.
                    Glashelder
Preventing or insuring?




                    Interpolis.
                    Glashelder
How to: keep your iPhone




                   Interpolis.
                   Glashelder
Our first FB campaign: co-
creating prevention tips




                    Interpolis.
                    Glashelder
Let customers play on
Facebook: gamification




                    Interpolis.
                    Glashelder
Facebook

• +/- 7500 fans
• Our fanbase is 11x bigger than one year
  ago
• Change in fan behavior: service questions
  and complaints are moving from Twitter to
  Facebook
• Challenge: create a continuous dialogue
  with our customers

                                Interpolis.
                                Glashelder
LinkedIn: expanding our
business network




                    Interpolis.
                    Glashelder
LinkedIn

• LinkedIn is our ‘super-intranet’. The
  network to connect with the Rabobank and
  our customers
• Activities on LinkedIn are mainly focused
  on B2B
• Rolling out content strategy to build on our
  thought leadership next year


                                  Interpolis.
                                  Glashelder
Pinning on Pinterest




                       Interpolis.
                       Glashelder
What does it take to be social as an insurer?

5 lessons

                                                Interpolis.
                                                Glashelder
Be patient




             Interpolis.
             Glashelder
Activate for interaction




                      Interpolis.
                      Glashelder
Be social in your own
context




                    Interpolis.
                    Glashelder
Show what’s happening on
social to your organisation




                     Interpolis.
                     Glashelder
Make your organisation
social




                   Interpolis.
                   Glashelder
Interpolis.
Glashelder
Tim van Letht
@timvl
T.van.Letht@Interpolis.nl
+31 6 513 613 96

Thank you

                            Interpolis.
                            Glashelder

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Interpolis & social media - Financelab Belgium