customer advocacy through social media
TRANSCRIPT
Social Business & AEBStrategic use of social media for marketing & customer advocacy
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What is Social Media?
NAIC: A group of Internet-based
applications that create and exchange
user-generated content.
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Why Social Media?
The way companies interact with customers is changing.
256% increase predicted*
*1600 CEOs predict their customer interactions on social media will increase 256% in next 3-5 years
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Why Invest in Social Media?
Using social technologies to engage with customers, suppliers and employees will enable the organization to be more adaptive and agile.
IBM Study“Social media isn’t just a bit of fun, it’s a vital way to communicate, keep your ear to the ground and improve your business.”
Richard Branson
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RAS Social Media Audit – May 2014• 4 business
segments, corporate & PYB
• Scope:– Governance/strategy– Policies & procedures– Opportunities for use– Expense
management– Customer service– Reputation
management– Information security
How do we protect, build and leverage the Assurant brand via Social Media?
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RAS Audit – Key Observations/Findings1. Formalize strategy2. Conduct formal social media risk
assessment3. Consistently respond to/log customer
complaints4. Training for employees/associates5. Hootsuite & authorizations/security6. Claims investigations
AEB Social Media UpdateAudit to Execution
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AEB Social Media Objectives
•Increase awareness•Position AEB as thought leader
•Gather leads, impact sales
Profitable Growth
Customer Experience
People
Superior Execution •Increase awareness of AEB as a good corporate citizen & employer of choice
•Gain & retain customers•Give customers another avenue to communicate with us & vice versa (part of reducing customer effort initiative)
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Our Platform - Twitter• Twitter
– Microblog– 140 characters
• Sharing news, industry updates, community
• Audience: connecting with customers, prospects & influencers
• 1,833 followers• Links from
AEB.com
@AssurantEmpBene
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Our Platform - Facebook
• Sharing news, industry updates, community
• Audience: connecting with customers, prospects & employees
• 340 likes• Links from
AEB.com
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Our Platform - LinkedIn
• AEB company overview & products listing
• Audience: brokers, employers/customers, prospective employees
• News integration
• Job postings
• 3,644 followers
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Our Platform – Google+
• SEO
• AEB company overview
• Ongoing posts
• Photos
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Our Team
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Our Tools
Hootsuite• Social Media Team/Task
Force• Authorized individuals for
responding/triaging issues• Monitor virtually 24/7
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Our Monitoring
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Our Process
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History• Channels & processes built in 2011• Customer service begins 2012• Branding and follower building in 2013+
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Outcomes
• Diffuse approx. 5 unhappy customers quarterly
• Promoting dental posts with State of TN• Finding decision makers for proposals in
Canada• Gaining 20-50 followers a month on FB & LI• Followed by 3,800 HR heads and brokers on
LI• Monitoring industry trends and competitors• Mentions by community partners