creating and managing the company brand through digital media … · – provide creative digital...

Creating and managing the company brand through digital media Claire Houghton, Liberty Syndicates Craig Freeman, brandformula

Introduction

• Claire Houghton Public Relations, Marketing & Brand Development Coordinator, Liberty Syndicates – Manage internal and external communications,

including press communications, website and our market commentary column

– Manage the branding and marketing strategy

including our digital and social media activity

Introduction

• Craig Freeman Digital Account Manager, brandformula – Provide creative digital marketing solutions to the

insurance and financial services industry

– Creating modern, dynamic websites; running strategic social media campaigns; generating content; enhancing events…

Introduction

• What we will talk about: – We have implemented a strategic social media

campaign for Liberty Syndicates

– Craig will discuss the relevance of digital media to the insurance industry, what tools are available and why we felt they were right for Liberty

– Claire will discuss what was involved including how we had to work with legal, how we sold it to senior management and how it has been received

Digital extends activity

• Digital tools can work to extend, enhance and prolong the life of your marketing activity

• No need to throw out traditional tools

• Just being active in digital does not guarantee a return

Social media and insurance

• The financial services sector has been slow on the uptake of social media.


• Marketing teams have been nervous; customers might complain in public, complex nature of social media, ever changing with new sites and updates

• This slow uptake has meant that financial service brands can learn from others mistakes and hit the ground running when they start a campaign


• People are now more in control of what information they receive and how

• This has lead to a rise in ‘inbound marketing’ which focuses on getting found by customers


• Brands, especially corporate brands, have to work hard to build credibility and engagement with stakeholders online

• Offering a range of high quality content is the key to success within digital channels:

Whitepapers

Reports

Podcasts

Blogs

Videos

Presentations

Infographics

Newsletters


• The benefits have become clearer through social sites optimising themselves for business use.

• Engage with customers and prospects to build durable and meaningful relationships

• Reach niche markets • Develop products through real customer feedback • Deliver strong customer service • Track and evaluate the impact of activity in real time

Social media channels

• Social media channels have developed so that each has its own identity and use.

• The relevance of each channel will depend on your target audience


• The most relevant and widely accepted channels for the insurance industry are:


• Use of these social media channels can help organisations of all size achieve the following: Increase brand awareness amongst all

key stakeholders Demonstrate knowledge and expertise Interact with and build relationships with

clients and customers


• Use of these social media channels can help organisations of all size achieve the following: Gather feedback and insight from clients

and customers Open communication channels to key

people within the organisation Enhance internal comms - unify offices,

teams and regions Keep abreast of industry activity;

journalists, competitors


• LinkedIn is a social network for professionals. In their words the site:

“Connects you to trusted contacts and helps you

exchange knowledge, ideas and opportunities with a broader network of professionals”.

• It lets you connect with individuals and

communicate online in the same way that you would traditionally ‘network’


There are over 8.4 million users in the UK and 147 million worldwide 68% of users are over the age of 35

39% of users make over £80k a year with

69% of users making at least £50k a year


39% of users are Managers, Directors, Owners, Chief Officers or Vice Presidents Over 44% of users work in companies with

more than 10,000 employees The most active industries include; High

tech, Finance and Manufacturing


• Twitter offers a social networking and microblogging service which enables its users to send and read other users' messages.

• Tweets are text-based posts of up to 140 characters displayed on the user's profile page. Users may subscribe to other author tweets - this is known as following and subscribers are known as followers.


• A lot of the content on Twitter is irrelevant to financial services.

• The challenge is to find your niche and provide engaging content that people will read & share.


• 23.8 million users in the UK

• There are now 200m Tweets per day

• Use on mobiles has increased 183% since 2010

• 460,000 new Twitter accounts are created daily

• 69% of users follow people and companies suggested by their friends


• 92% of users retweet due to interesting content

• 26% of users retweet due to ‘please retweet’ tags

• 34% of marketers have generated leads using Twitter

• 84% of journalists are on Twitter


I believe that the digital world now offers opportunities to every business.


Social media provides opportunities to communicate with targeted audiences on a more regular basis.

Case Study - Liberty Syndicates

About Us • Established in 1994; first

corporate capital at Lloyd’s • Underwriting capacity for 2012

of £910m; one of the largest syndicates at Lloyd’s

• Offices in London, Paris, Cologne, Madrid, Sao Paulo, Rio de Janeiro & Bogota

• Underwrite both Insurance & Reinsurance


Parent Company - Liberty Mutual Insurance • Parent company is Liberty Mutual Insurance; 82nd

on Fortune 100 List

#82 #91 #92 #95 #111 #135


Why did we decide to use Social Media? • Many members of staff were active on social media • To reach our target audience that are using social

media • We produced content that we wanted to further

distribute to showcase our expertise in the market • Peers are active on social media e.g. Lloyd’s & LMA • Parent company is actively promoting social media

use • Journalists are highly active on social media


Constraints in Launching • Legal

– We only use pre-approved content or content already in the public domain

• Social media policy included in handbook • Social media monitoring • Traditional Lloyd’s culture – Gen X


LinkedIn • Launched Q4 2011 • Corporate social media platform • Over 100 staff were already

signed up • Use to distribute the following

– Media coverage – Market commentary articles – Press releases – Liberty Syndicates news and

content e.g. video and photos


LinkedIn

0

100

200

300

400

500

600 Followers


LinkedIn Statistics


Twitter • Launched Q3 2012 • Heavily used social

media platform • Use to distribute the

following – Media coverage – Market commentary articles – Press releases – Liberty Syndicates news and content e.g. video and photos


Twitter


How have we promoted Social Media? • We held LinkedIn training sessions to promote the

benefits and show good practise internally – How did we train staff? – Why did we train staff?

• We added the icons and quick links to our corporate email signatures and website

• We include the icons and Twitter @LibertySynd on adverts where appropriate


LinkedIn – Employees boost distribution


Twitter Statistics


Sample of Twitter Followers


Twitter Statistics


MySlipcase • Due to launch this month • Specialist Insurance & Reinsurance social media

platform – target audience • Members from over 250 (Re)Insurance

Organisations – 40% Intermediaries; 40% Insurers; 20% Service Providers – all verified before joining

• Distributes blogs, announcements, publications, videos, photographs and alerts

• Incurs and annual fee – will review the ROI in 2013

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