Learn how American Family Insurance fulfills its mission to ‘celebrate and protect families’ utilizing social media.

1. Family First: The Reese’s
Peanut Butter Cup Principle
American Family Insurance

2. The Opportunity
Thesis #18
“Companies that don't
realize their markets are
now networked person-
to-person, getting
smarter as a result and
deeply joined in
conversation are missing
their best opportunity.”
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3. People talk about ‘life’ more than brands
• 3-month period
• Insurance
conversations
• Conversations don’t
involve brand names
• Health discussions
dominate
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4. Speaking of Brands - SocialMention.com
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5. 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
nearly
 20% are 45 are older
 women constitute over
56% of the overall
Facebook population
CONFIDENTIAL. Author Martinez (mmart1@amfam.com) 3/15/2010
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6. Know Your Target Market
Digital Moms (RazorFish)
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7. Social Media at American Family Insurance
Who are we trying to reach?
Meet the Gordon Family
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8. Know Your Target Market
• Too Busy ‘Facebooking’ to Tweet:
• "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!!"
• "There are just too many social websites out there to choose from. Just
like search engines. I am happy where I am and that is at Facebook
and MySpace and do not see the need to broaden my horizon. I will
never get anything done if I sit and play forever. And trust me....that
would be great if I could do so."
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9. Overview: Social Media 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.
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10. Two Dimensions of Digital Marketing
Website Social Networks
• Onsite • Offsite
• Transactional • Relational
• Drive Immediate Sales • Future sales
• Hot Prospect • Cold/warm prospects
• Conversion • Consideration
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11. Social Media at American Family Insurance
Guiding principle: Celebrate & protect families
Engage our fans with content that celebrates this principle
Introduce our brand to prospects who are making
insurance-purchasing decisions
Gain awareness and consideration among families by
sharing relevant content that celebrates and protects them
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12. Social Media at American Family Insurance
Our principle: CELEBRATE families
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13. Social Media at American Family Insurance
Our principle: PROTECT families
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14. Problem: Lost in Mafia Wars
We don’t want to be part of the clutter
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15. Cutting through the clutter
• In an effort to rise above the noise, we sought out a partner whose
mission and direction meshed well with ours
• Of the top application on Facebook, we discovered “We’re Related” an
application dedicated to connecting family members
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16. Reese’s Peanut Butter cup moment
• It felt a little something like this:
Two great tastes that taste great together
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17. FamilyLink
3/15/2010
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18. Reaching Families
• #1 Facebook App & Connect site for Families
• 60M users
• Over 500M family connections
• 20M monthly active users
• 1M daily active users
• 205k daily users in American
Family states
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19. Family Life Events
• Share family milestones, news and photos (new how,
baby, family, vacation)
• Drive contextual content around family milestones
• Engage users with local American Family agents and
community involvement
• Create conversations around the brand through safety
content, teen safe driving and agents
• Launch family campaigns and programs to a large target
audience
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20. 3/15/2010
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21. 3/15/2010
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22. Family Safety Center
• Place for American Family to provide helpful family
safety tips and video related to life events, as well as
insurance
• Provide a forum for family members to share tips back to
others on FamilyLink.com
• Local agents will eventually be able to share tips and
answer questions in this center
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23. Family Safety Center
• Place for American Family to provide helpful family
safety tips and video related to life events, as well as
insurance
• Provide a forum for family members to share tips back to
others on FamilyLink.com
• Local agents will eventually be able to share tips and
answer questions in this center
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24. Family Safety Center
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25. American Family Children’s Hospital
CONFIDENTIAL. Author Martinez (mmart1@amfam.com) 3/15/2010
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26. Consumer Education: Life Insurance
• http://www.youtube.com/watch?v=g0a6yo2ya3Q
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27. Questions?
Janisch Troy, Digital Marketing Manager
American Family Insurance
Email: tjanisch@amfam.com
Blog: www.socialmeteor.com
Twitter: @socialmeteor
Become a Facebook fan: www.facebook.com/amfam
Follow us on Twitter: @amfam
Explore FamilyLink: www.familylink.com
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