3. The History of Technology &
Insurance Retailing
The rise of Competition &
the internet Re-intermediation
Personalization &
Personification
25 October 2012 PAGE3
5. Traditional Marketing
Progressive Insurance “Flo, The Progressive Girl”
25 October 2012 PAGE5
6. Case Study: CompareTheMarket.com
• 2006: Launched
• 2009: Total Media Strategy
• Compare the Meerkat’s Alexandr Orlov
• Russian Aristocratic Meerkat frustrated that people keep
going to his website looking for car insurance, not Meerkats
• Results (Wikipedia)
• 16th to 4th most visited insurance website in 2010.
• Overall sales >2x YoY
25 October 2012 PAGE6
12. Case Study: CompareTheMarket.com
• Book Launch
• Highest Pre-Order
Sales in 2010
• More expensive than
Tony Blairs Memoirs
• Rank #2 in Amazon UK
in first week of sale
27. “ 17% of respondents in Singapore used social media in their
insurance search process. However, the industry has failed
to capitalise on use of Social Media.” – IBM (in a survey conducted in 2010)
28. 5 steps
to a holistic Social Media
presence for Insurance
Listening. Conversing. Building. Engaging. Measuring.
25 October 2012 PAGE28
30. #1: Listening… (inside)
Prepare a
Define a
list of Define a
process for
FAQs and response
handling
standard protocol
crisis
answers
25 October 2012 PAGE30
31. #1: Listening… (outside)
Question on Travel Insurance
Question on Health Insurance
Listening to Buzz, Trends and Sentiments
25 October 2012 PAGE31
32. #2: Conversing…
“ Focus on how to be social, not on
how to do social.” - Jay Baer
40. #4: Engaging…
A pledge campaign
by American
Family Insurance
to emotionally
engage users to a
“movement” or a
“cause”.
41. #4: Engaging…
Brand exercise from Farmers Insurance to tie their Airship to the Social
Gaming experience in Farmville, exposing to over 60 million users
42. #4: Engaging…
A different dimension of engagement #1
“26 seconds (BMOR than a statistic)” by State Farm
43. #4: Engaging…
A different dimension of engagement #2
“Education Is Insurance” by Aviva
45. #5: Measuring…
1 2 3
Business Metrics Measure
Objectives (online/offline) (customer journey)
* Be aware of and consider external factors as well
25 October 2012 PAGE45
46. In summary…
Listen to your Customers & Prospects
Converse Creatively & Interactively
Build Content & Acquire Users
Engage through Emotional Appeal
Measure and Derive Actionable Insights
25 October 2012 PAGE46
48. Bulk Buying Deal
o Buy SoLoMo Thursday Tickets @ 4 for $45.00
o Purchase at Reception. Cash Only.
o Tickets are transferable.
25 October 2012 PAGE48
49. Arrive Early Next Session
7:00 – 8:00 PM After 8:00 PM
25 October 2012 PAGE49
50. DEAL: Dine in @ 10% OFF
o 10% off non-promo F&B items on your next visit
o Provide your name to redeem offer
o Valid for single use, for one month
(until next SoLoMo Thursday)
25 October 2012 PAGE50
51. Next SoLoMo Thursday
(29 November 2012)
Topic:
Changing Trends:
Consumer Behaviour on
Mobile
Speaker:
Stewart Hunter
(VP of Somo Global Limited)
25 October 2012 PAGE51
52. Thank You!
Questions?
Powered by
techsailor.com tab.com.sg
25 October 2012 PAGE52
Notas do Editor
Brick & Mortar – Store Front SellingWholesale via Related IntermediariesIndependent Agents, Banks, Travel Agencies got involved in wholesaling insurance.Cost of sale is much higher, but wider reach with more human touch.Direct Sales via WebsitesCut out the middle man. Go direct to the client. Reduction in cost of sale.Low barriers to entry: Increased Competition – Comparison between products made simple.New strategy: Product Differentiation. Every company launched many types of insurance products (Gold, Silver, Platinum & Different Add-Ons like Winter Sports Cover, Volcanic Ash Cover) To make it difficult to compare.Comparison WebsitesMade comparison between websites simple. Fill in one form. Crawlers will do the job.Customers feel that they are choosing between many competitive products but still end up buying from the same company.Why is Social Media Presence important?Personalize your product to suit the client + Make client identify with your brand.Control of your biggest PR Channel. Any bad publicity is nipped in the butt.Ability to maintain brand presence on the channel that people access the most dailyIdentify your biggest advocatesGenerate critical marketing feedback
In a business that requires a high level of trust, the human touch is vital.Mascots help to establish the relationship with the client and to converse with them.Examples are:-
Personality CampaignGives a “face” to the brandCreates hype & buzzActs as salesperson on website
Launch of ComparetheMarket.com 2006. Very quiet until its subsequent TOTAL MEDIA STRATEGY in 2009 that raised the chatter and totally brought attention to the insurance industry to a whole new level.Loss of human touch is an issue. Trust is an important element when selling a personal & sensitive product like insurance. Done thru mascots in Social Media that converses with the end consumer.AleksandrOrlov (Russian: Александр Орлов) is a CGI fictional anthropomorphic Russian meerkat. He is portrayed as being of aristocratic stock, and the founder of www.comparethemeerkat.com. The character is central to an advertising campaign on British commercial television for comparethemarket.com, a price comparison website. It launched in January 2009 and centres on his frustration that people keep coming to his website looking for car insurance, not meerkats, due to the similarity between the words 'Market' an
TV Ads. Youtube Channel (Showing extras like Bloopers)
On Social Media PlatformsToday, Aleksandr had more than 800,000 Facebook fans and 22,000 followers on Twitter, while on photo-sharing site Flickr there is a popular gallery ofAleksandr's family.Used to subtly collect info on customers and prospective customers on their preferred colour, lifestyle, buying behaviour, favourite holiday destinations.
Marketing of ComparetheMarket started to pay for itself.
Downloads: Wallpapers, ringtones, text alerts, voicemail messages, iPhone application containing an extensive database of English phrases in "meerkat“pronunciation, and a mongoose "detector".Cuddly Toys: 2011, any customer purchasing car, home or pet insurance receive one out of six meerkat characters including Aleksandr, Sergei...WIKIPEDIA: Went from 16th most visited insurance website in the UK in 2008 to 4th. Overall sales >doubled YoY as a result of the TV ‘meerkat campaign’.
Each with own TOTAL MEDIA STRATEGY.
Individual Agent PagesAllow direct contact with employees instead of interacting with a brand fan pageEncourage frequent interaction between agent & policyholderDirect enquiries to agent responsibleCentral Marketing Messages passed down from HQ.
Voting CampaignClick on FB app XXXSearch for policy/agentVote for favourite policy/agentEach user can vote up to 3 times
Pledge CampaignClick on Facebook app XXXFill in simple questions about selfFill in the blanks I pledge to ________Pledge is generated as an imageImage is shared on user’s wallView & Vote for other pledgesTop 10 pledges win prizes
Functional Mobile AppsTo aid users in daily lifeMay include ads or sales message at footer/header
Mobile AppsFor easy & convenient claimsFor viewing policy optionsFor health assessmentFor tracking purposes such as time, money, no. of claims etc
Interactive Educational AppsTopics such underinsurance gap, recommended policies etcFB App, Mobile App or Ipad App
Health Assessment AppsClick on FB app XXXAnswer simple demographic questionsAnswer simple lifestyle/habits questionsImage/Short report is generatedDownload/Share image/short reportCall to action (e.g. contact an agent!)
Interactive Educational AppsClick on Facebook app XXXAnswer a few short questionsImage is generated that has a product recommendation/link in itImage is shared on wall
Vote for Cause CampaignsUsers may choose from a list of pre-chosen causes OR campaign may be open to submission for causesUsers vote for causesEach share with a friend is an additional $X donationAt the end of campaign, $XXXX is donated to the cause with most votes
Donation CampaignClick on FB app XXXAble to view total donation countMake a pledge & share on wallVisit donation dropbox and take a picture at donation site Every photo submitted is $1 donation
Facebook Campaign Fan PageEngaging & educational status posts to raise awareness about the causeEncouraging & strong visualsThank you messages
Achieves higher number of fans than the core aviva page
Synergise, emotional, viral, social, insights
For all of you who have seized the happy hour prices before 7.30PM, good for you! If you havent, don’t worry, you can still get 10% off all food and drinks!