facebook marketing campaigns - social media initiatives in the insurance industry
TRANSCRIPT
COPYRIGHT 2013 CORPORATE INSIGHT INC
NEW SOCIAL MEDIA INITIATIVES BY PampC INSURERS
AUTHOR LAUREN RONCEVIC
PUBLISHED SEPTEMBER 2013
FACEBOOK MARKETING CAMPAIGNS
ABOUT CORPORATE INSIGHT
Connect With Us
Corporate Insight provides competitive intelligence and user experience research to the nationrsquos leading
financial institutions For over 20 years the firm has tracked technological developments in the financial
services industry identifying best practices in online banking and investing online insurance mobile
finance active trading platforms social media and other emerging areas There are no assumptions in
Corporate Insightrsquos work ndash we use live accounts at all of the firms we research providing our clients with
unparalleled unbiased intelligence on the competition
Corporate Insight welcomes the opportunity to speak with the media If you are interested in citing our
research or would like to schedule an interview with one of our analysts please contact Intermarket
Communications at 212-888-6115 or corporateinsightintermarketcom
LAUREN RONCEVIC
AnalystPampC Insurance Monitor
212-832-2002 x-127
lronceviccorporateinsightcom
BEN POUSTY
Marketing Manager
212-832-2002 x-134
bpoustycorporateinsightcom
Media Inquiries
2
TABLE OF CONTENTS
3
Introduction
Facebook Campaigns
o Free Giveaways amp Sweepstakes
o Cross-Promotional Social Media Contests
o Product-Oriented Campaigns
Best In Class PampC Insurer
Five Facebook Marketing Tips for PampC Insurers
Corporate Insight Thought Leadership
About the Author
INTRODUCTION
4
5
INT
RO
DU
CT
ION
INTRODUCTION
PampC firms hold an active presence in the social media space particularly on Facebook Firms provide a good amount of content on their Facebook pages focusing on a variety of topics including company news safety tips product promotions etc Most commonly firms promote their product offerings and services by running contests and offering interactive games videos and other downloadable resources
Inside we highlight a few of the engaging Facebook marketing campaigns initiated by PampC Insurance Monitor firms this year and offer a few Facebook marketing tips for insurers
FACEBOOK CAMPAIGNS
FREE GIVEAWAYS amp SWEEPSTAKES
6
FREE GIVEAWAYS amp SWEEPSTAKES
7
FAC
EB
OO
K C
AM
PA
IGN
S
Most commonly free giveaway and sweepstakes campaigns promote upcoming movies award shows music concerts and other entertainment events
These campaigns focus on increasing consumer traffic on the firmsrsquo Facebook pages
They also help increase familiarity with the brand by encouraging the sharing of content among friends
ESURANCE STAR TREK INTO DARKNESS SWEEPSTAKES
8
FR
EE
GIV
EA
WA
YS
amp S
WE
EP
STA
KE
S
Contest
o Win two tickets (30000 tickets in total) to the Star Trek Into Darkness US movie premiere and $2500 spending money
To Enter
o Entrants must ldquoLikerdquo the firmrsquos Facebook page and provide their name and email address
Once Entered
o Entrants can explore movie content such as the trailer a Vulcan avatar creator tool and downloadable posters icons wallpapers etc
Esurance Facebook Star Trek Sweepstakes Page
Facebook Cover Image
FARMERS INSURANCE RASCAL FACTS SWEEPSTAKES
9
FR
EE
GIV
EA
WA
YS
amp S
WE
EP
STA
KE
S
Contest
o Win VIP passes to a Rascal Flatts concert and an opportunity to meet the band
o One grand prize winner receives an all-expense paid trip to 2013 CMA Awards
To Enter
o Entrants answer four questions about the band provide their name and phone number and select their concert date from the upcoming available choices
Once Entered
o Entrants can re-enter on a weekly basis share with Facebook friends and opt-in to receive more information about Farmers Insurance
Farmers Facebook Rascal Facts Page Rascal Flatts Question
FACEBOOK CAMPAIGNS
CROSS-PROMOTIONAL SOCIAL MEDIA CONTESTS
10
CROSS-PROMOTIONAL SOCIAL MEDIA CONTESTS
11
FAC
EB
OO
K C
AM
PA
IGN
S
Firms often integrate other social media channels such as Pinterest into their Facebook marketing campaigns
Cross-promotional contests push consumers to further explore the firmrsquos social presence across different social networks
These contests aim to expand and broaden the firmsrsquo social media audiences
ESURANCE PIN IT TO WIN IT ndash DREAM ROAD TRIP
Contest Prizes
o Grand Prize Road trip package that includes $5000 for essentials $1400 for ground transportation and a $1200 gas card
o 2nd Prize $1000 gas card
o 3rd Prize GoPro Camera
To Enter
o Entrants fill out the entry form on Facebook then follow Esurance on Pinterest and create a ldquoEsurance Dream Road Triprdquo board
o The board must include pins about 10 listed items such as their dream destination best roadside attraction and favorite Esurance Blog post
12
CR
OS
S-P
RO
MO
TIO
NA
L S
OC
IAL
ME
DIA
CO
NT
ES
TS
Esurance Pinterest Page
USAA HOME DESIGN PINTEREST SWEEPSTAKES
Contest Prizes
o $3100 check that will be used towards decorating a room in the winnerrsquos home
To Enter
o Entrants fill out a Facebook entry form then follow USAA on Pinterest and create a Home Design Sweepstakes board
o Boards focus on ideas for how entrants would use the prize money and include a variety of home design pieces
13
CR
OS
S-P
RO
MO
TIO
NA
L S
OC
IAL
ME
DIA
CO
NT
ES
TS
Home Design Sweepstakes Image
USAA Home Design Sweepstakes Pinterest Board
FACEBOOK CAMPAIGNS
PRODUCT-ORIENTED CAMPAIGNS
14
PRODUCT-ORIENTED CAMPAIGNS
15
FAC
EB
OO
K C
AM
PA
IGN
S
Social marketing campaigns to promote product offerings to new customers are common
While not overtly selling the item firms are designing the campaigns with an underlying theme to highlight the productrsquos unique feature service etc
These campaigns often incorporate sweepstakes and prizes to encourage greater participation and engagement
ESURANCE ldquoHOW SWEET IT ISrdquo LGBT CAMPAIGN
About Campaign
o Esurancersquos 3rd annual charitable giving campaign supporting LGBT equality the firm will donate a total of $100000 to three organizations ndash GLAAD PFLAG and The Trevor Project
o The number of votes will decide the percentage of the donation allocated to each charity
To Enter
o Entrants must ldquoLikerdquo Esurancersquos Facebook page then vote for their favorite charity
Product Promotion
o Highlights the firmrsquos marriage rate discount for auto policies up to 10 savings available for domestic partners regardless of whether their state recognizes the union or not
16
PR
OD
UC
T-O
RIE
NT
ED
CA
MP
AIG
NS
Esurance Facebook LGBT Page
ESURANCE US OPEN TECHNOLOGY SWEEPSTAKES
Campaign Prizes
o Win two tickets to attend opening night at the US Open tennis tournament with the Bryan brothers two night hotel stay $2000 for travel expenses and a high-tech tennis gift pack
To Enter
o Entrants must ldquoLikerdquo Esurancersquos Facebook page and fill out an admission form
o Once entered users can view a series of videos and infographics showcasing the technological evolution of tennis
Product Promotion
o Points out similarities of technological innovations in tennis and Esurancersquos offerings such as the What If calculator Express Lane quoting and mobile claims reporting
17
PR
OD
UC
T-O
RIE
NT
ED
CA
MP
AIG
NS
Modern Tech in Tennis and Insurance Infographic
Esurance Facebook US Open Sweepstakes Page
PROGRESSIVE ldquoRATE SUCKERSrdquo SNAPSHOT CAMPAIGN
To Enter
o Entrants take a Rate Sucker photo of themselves by following the outlined steps
Product Promotion
o Encourages customers to stop paying for Rate Suckers and to try ldquoSnapshotrdquo the firmrsquos auto discount program that tracks driving habits for projected savings
o Links to a microsite containing Rate Sucker stories such as ldquoThe Hard Brakerrdquo and ldquoThe Constant Driverrdquo a Rate Sucker Test and the Snapshot trial enrollment form
18
PR
OD
UC
T-O
RIE
NT
ED
CA
MP
AIG
NS
Progressive Facebook Rate Sucker Yourself Image
Facebook Cover Image
BEST IN CLASS PampC INSURER
19
ESURANCErsquoS FACEBOOK MARKETING IS SECOND TO NONE
20
BE
ST
IN
CLA
SS
Esurance offers the strongest Facebook marketing campaigns among PampC Monitor coverage firms
The firm utilizes a variety of contests and campaigns to promote its page popularity philanthropic efforts and insurance products
Esurance is one of two firms (USAA) to tie a Facebook promotion with Pinterest
Esurance Facebook Page
FIVE FACEBOOK MARKETING TIPS FOR PampC INSURERS
21
FIVE FACEBOOK MARKETING TIPS FOR PampC INSURERS
22
FIV
E T
IPS
FO
R I
NS
UR
ER
S
1 Incorporate all types of sweepstakes and campaigns on Facebook
to drive interest and grow a fan base
2 Implement a clear strategy to appeal to the intended audience and
highlight the promoted products or services
3 Provide interactive features such as videos quizzes and games to
encourage user participation and sharing
4 Cross-promote other social pages such as Pinterest Twitter
YouTube Google+ etc to reach consumers across the entire social media landscape
5 Keep the conversation open by using new or repurposed content
to consistently interact with consumers and to engage with the communities
UPCOMING PampC MONITOR SOCIAL MEDIA REPORT
23
UP
CO
MIN
G P
ampC
MO
NIT
OR
RE
PO
RT
Our upcoming September 2013 Property amp Casualty Monitor report is titled Social Media Revisited Customer Engagement within the Insurance Industry
The report examines the social presences and social marketing initiatives being offered by leading PampC insurers across their Facebook Twitter YouTube and Google+ pages This is a follow-up to our initial April 2012 PampC social media report
The report is scheduled for release in late-September and is available to all PampC Monitor subscribers
For more information on CIrsquos Property amp Casualty Insurance Monitor research service or our upcoming report please contact Chase Marshall at 212-832-2002 x-140 or cmarshallcorporateinsightcom
CORPORATE INSIGHT THOUGHT LEADERSHIP
24
User Insights Vol 2 - Comparing the Desktop and Tablet Banking Experience
This usability study provides insights to how mobile applications match up against traditional website interfaces both in terms of usability and functionality for five leading banks
Optimizing the Online amp Mobile Experience for Retirement Plan Participants
This slide deck features industry best practices and includes five recommendations for DC plan providers looking to improve their Web and mobile offerings
2013 Mobile Finance Trends and Innovations
This study includes commentary on mobile developments key takeaways for financial services firms and thoughts on whatrsquos next for mobile finance
Asset Management and Social Media A Guide to Social Marketing
This guide looks at how asset management firms use popular social media platforms such as LinkedIn Twitter Facebook YouTube and Google+ to connect directly with investors and financial advisors Also available as a slide deck
The Millennial Opportunity Whitepaper
Examines the marketing tactics strategies and online resources leading financial institutions are using to connect with Millennials Also available as a slide deck
ABOUT THE AUTHORA
BO
UT
TH
E A
UT
HO
R
LAUREN RONCEVIC
ANALYSTPROPERTY amp CASUALTY INSURANCE MONITOR
Lauren Roncevic is an Analyst for Corporate Insightrsquos Property amp Casualty Monitor research service She has performed extensive research on the PampC insurance client online user experience examining topics such as online bill pay account information electronic delivery customer service and more Lauren is currently researching the social media presences offered by leading PampC insurers with a focus on Facebook Twitter Google + and YouTube
Lauren graduated from George Washington University in 2010 and has been part of the Corporate Insight team since 2011
CONTACT LAUREN
T 212-832-2002 x-127
E lronceviccorporateinsightcom
PampC Insurance Monitor is a service mark of Corporate Insight Inc all rights reserved
25
ABOUT CORPORATE INSIGHT
Connect With Us
Corporate Insight provides competitive intelligence and user experience research to the nationrsquos leading
financial institutions For over 20 years the firm has tracked technological developments in the financial
services industry identifying best practices in online banking and investing online insurance mobile
finance active trading platforms social media and other emerging areas There are no assumptions in
Corporate Insightrsquos work ndash we use live accounts at all of the firms we research providing our clients with
unparalleled unbiased intelligence on the competition
Corporate Insight welcomes the opportunity to speak with the media If you are interested in citing our
research or would like to schedule an interview with one of our analysts please contact Intermarket
Communications at 212-888-6115 or corporateinsightintermarketcom
LAUREN RONCEVIC
AnalystPampC Insurance Monitor
212-832-2002 x-127
lronceviccorporateinsightcom
BEN POUSTY
Marketing Manager
212-832-2002 x-134
bpoustycorporateinsightcom
Media Inquiries
2
TABLE OF CONTENTS
3
Introduction
Facebook Campaigns
o Free Giveaways amp Sweepstakes
o Cross-Promotional Social Media Contests
o Product-Oriented Campaigns
Best In Class PampC Insurer
Five Facebook Marketing Tips for PampC Insurers
Corporate Insight Thought Leadership
About the Author
INTRODUCTION
4
5
INT
RO
DU
CT
ION
INTRODUCTION
PampC firms hold an active presence in the social media space particularly on Facebook Firms provide a good amount of content on their Facebook pages focusing on a variety of topics including company news safety tips product promotions etc Most commonly firms promote their product offerings and services by running contests and offering interactive games videos and other downloadable resources
Inside we highlight a few of the engaging Facebook marketing campaigns initiated by PampC Insurance Monitor firms this year and offer a few Facebook marketing tips for insurers
FACEBOOK CAMPAIGNS
FREE GIVEAWAYS amp SWEEPSTAKES
6
FREE GIVEAWAYS amp SWEEPSTAKES
7
FAC
EB
OO
K C
AM
PA
IGN
S
Most commonly free giveaway and sweepstakes campaigns promote upcoming movies award shows music concerts and other entertainment events
These campaigns focus on increasing consumer traffic on the firmsrsquo Facebook pages
They also help increase familiarity with the brand by encouraging the sharing of content among friends
ESURANCE STAR TREK INTO DARKNESS SWEEPSTAKES
8
FR
EE
GIV
EA
WA
YS
amp S
WE
EP
STA
KE
S
Contest
o Win two tickets (30000 tickets in total) to the Star Trek Into Darkness US movie premiere and $2500 spending money
To Enter
o Entrants must ldquoLikerdquo the firmrsquos Facebook page and provide their name and email address
Once Entered
o Entrants can explore movie content such as the trailer a Vulcan avatar creator tool and downloadable posters icons wallpapers etc
Esurance Facebook Star Trek Sweepstakes Page
Facebook Cover Image
FARMERS INSURANCE RASCAL FACTS SWEEPSTAKES
9
FR
EE
GIV
EA
WA
YS
amp S
WE
EP
STA
KE
S
Contest
o Win VIP passes to a Rascal Flatts concert and an opportunity to meet the band
o One grand prize winner receives an all-expense paid trip to 2013 CMA Awards
To Enter
o Entrants answer four questions about the band provide their name and phone number and select their concert date from the upcoming available choices
Once Entered
o Entrants can re-enter on a weekly basis share with Facebook friends and opt-in to receive more information about Farmers Insurance
Farmers Facebook Rascal Facts Page Rascal Flatts Question
FACEBOOK CAMPAIGNS
CROSS-PROMOTIONAL SOCIAL MEDIA CONTESTS
10
CROSS-PROMOTIONAL SOCIAL MEDIA CONTESTS
11
FAC
EB
OO
K C
AM
PA
IGN
S
Firms often integrate other social media channels such as Pinterest into their Facebook marketing campaigns
Cross-promotional contests push consumers to further explore the firmrsquos social presence across different social networks
These contests aim to expand and broaden the firmsrsquo social media audiences
ESURANCE PIN IT TO WIN IT ndash DREAM ROAD TRIP
Contest Prizes
o Grand Prize Road trip package that includes $5000 for essentials $1400 for ground transportation and a $1200 gas card
o 2nd Prize $1000 gas card
o 3rd Prize GoPro Camera
To Enter
o Entrants fill out the entry form on Facebook then follow Esurance on Pinterest and create a ldquoEsurance Dream Road Triprdquo board
o The board must include pins about 10 listed items such as their dream destination best roadside attraction and favorite Esurance Blog post
12
CR
OS
S-P
RO
MO
TIO
NA
L S
OC
IAL
ME
DIA
CO
NT
ES
TS
Esurance Pinterest Page
USAA HOME DESIGN PINTEREST SWEEPSTAKES
Contest Prizes
o $3100 check that will be used towards decorating a room in the winnerrsquos home
To Enter
o Entrants fill out a Facebook entry form then follow USAA on Pinterest and create a Home Design Sweepstakes board
o Boards focus on ideas for how entrants would use the prize money and include a variety of home design pieces
13
CR
OS
S-P
RO
MO
TIO
NA
L S
OC
IAL
ME
DIA
CO
NT
ES
TS
Home Design Sweepstakes Image
USAA Home Design Sweepstakes Pinterest Board
FACEBOOK CAMPAIGNS
PRODUCT-ORIENTED CAMPAIGNS
14
PRODUCT-ORIENTED CAMPAIGNS
15
FAC
EB
OO
K C
AM
PA
IGN
S
Social marketing campaigns to promote product offerings to new customers are common
While not overtly selling the item firms are designing the campaigns with an underlying theme to highlight the productrsquos unique feature service etc
These campaigns often incorporate sweepstakes and prizes to encourage greater participation and engagement
ESURANCE ldquoHOW SWEET IT ISrdquo LGBT CAMPAIGN
About Campaign
o Esurancersquos 3rd annual charitable giving campaign supporting LGBT equality the firm will donate a total of $100000 to three organizations ndash GLAAD PFLAG and The Trevor Project
o The number of votes will decide the percentage of the donation allocated to each charity
To Enter
o Entrants must ldquoLikerdquo Esurancersquos Facebook page then vote for their favorite charity
Product Promotion
o Highlights the firmrsquos marriage rate discount for auto policies up to 10 savings available for domestic partners regardless of whether their state recognizes the union or not
16
PR
OD
UC
T-O
RIE
NT
ED
CA
MP
AIG
NS
Esurance Facebook LGBT Page
ESURANCE US OPEN TECHNOLOGY SWEEPSTAKES
Campaign Prizes
o Win two tickets to attend opening night at the US Open tennis tournament with the Bryan brothers two night hotel stay $2000 for travel expenses and a high-tech tennis gift pack
To Enter
o Entrants must ldquoLikerdquo Esurancersquos Facebook page and fill out an admission form
o Once entered users can view a series of videos and infographics showcasing the technological evolution of tennis
Product Promotion
o Points out similarities of technological innovations in tennis and Esurancersquos offerings such as the What If calculator Express Lane quoting and mobile claims reporting
17
PR
OD
UC
T-O
RIE
NT
ED
CA
MP
AIG
NS
Modern Tech in Tennis and Insurance Infographic
Esurance Facebook US Open Sweepstakes Page
PROGRESSIVE ldquoRATE SUCKERSrdquo SNAPSHOT CAMPAIGN
To Enter
o Entrants take a Rate Sucker photo of themselves by following the outlined steps
Product Promotion
o Encourages customers to stop paying for Rate Suckers and to try ldquoSnapshotrdquo the firmrsquos auto discount program that tracks driving habits for projected savings
o Links to a microsite containing Rate Sucker stories such as ldquoThe Hard Brakerrdquo and ldquoThe Constant Driverrdquo a Rate Sucker Test and the Snapshot trial enrollment form
18
PR
OD
UC
T-O
RIE
NT
ED
CA
MP
AIG
NS
Progressive Facebook Rate Sucker Yourself Image
Facebook Cover Image
BEST IN CLASS PampC INSURER
19
ESURANCErsquoS FACEBOOK MARKETING IS SECOND TO NONE
20
BE
ST
IN
CLA
SS
Esurance offers the strongest Facebook marketing campaigns among PampC Monitor coverage firms
The firm utilizes a variety of contests and campaigns to promote its page popularity philanthropic efforts and insurance products
Esurance is one of two firms (USAA) to tie a Facebook promotion with Pinterest
Esurance Facebook Page
FIVE FACEBOOK MARKETING TIPS FOR PampC INSURERS
21
FIVE FACEBOOK MARKETING TIPS FOR PampC INSURERS
22
FIV
E T
IPS
FO
R I
NS
UR
ER
S
1 Incorporate all types of sweepstakes and campaigns on Facebook
to drive interest and grow a fan base
2 Implement a clear strategy to appeal to the intended audience and
highlight the promoted products or services
3 Provide interactive features such as videos quizzes and games to
encourage user participation and sharing
4 Cross-promote other social pages such as Pinterest Twitter
YouTube Google+ etc to reach consumers across the entire social media landscape
5 Keep the conversation open by using new or repurposed content
to consistently interact with consumers and to engage with the communities
UPCOMING PampC MONITOR SOCIAL MEDIA REPORT
23
UP
CO
MIN
G P
ampC
MO
NIT
OR
RE
PO
RT
Our upcoming September 2013 Property amp Casualty Monitor report is titled Social Media Revisited Customer Engagement within the Insurance Industry
The report examines the social presences and social marketing initiatives being offered by leading PampC insurers across their Facebook Twitter YouTube and Google+ pages This is a follow-up to our initial April 2012 PampC social media report
The report is scheduled for release in late-September and is available to all PampC Monitor subscribers
For more information on CIrsquos Property amp Casualty Insurance Monitor research service or our upcoming report please contact Chase Marshall at 212-832-2002 x-140 or cmarshallcorporateinsightcom
CORPORATE INSIGHT THOUGHT LEADERSHIP
24
User Insights Vol 2 - Comparing the Desktop and Tablet Banking Experience
This usability study provides insights to how mobile applications match up against traditional website interfaces both in terms of usability and functionality for five leading banks
Optimizing the Online amp Mobile Experience for Retirement Plan Participants
This slide deck features industry best practices and includes five recommendations for DC plan providers looking to improve their Web and mobile offerings
2013 Mobile Finance Trends and Innovations
This study includes commentary on mobile developments key takeaways for financial services firms and thoughts on whatrsquos next for mobile finance
Asset Management and Social Media A Guide to Social Marketing
This guide looks at how asset management firms use popular social media platforms such as LinkedIn Twitter Facebook YouTube and Google+ to connect directly with investors and financial advisors Also available as a slide deck
The Millennial Opportunity Whitepaper
Examines the marketing tactics strategies and online resources leading financial institutions are using to connect with Millennials Also available as a slide deck
ABOUT THE AUTHORA
BO
UT
TH
E A
UT
HO
R
LAUREN RONCEVIC
ANALYSTPROPERTY amp CASUALTY INSURANCE MONITOR
Lauren Roncevic is an Analyst for Corporate Insightrsquos Property amp Casualty Monitor research service She has performed extensive research on the PampC insurance client online user experience examining topics such as online bill pay account information electronic delivery customer service and more Lauren is currently researching the social media presences offered by leading PampC insurers with a focus on Facebook Twitter Google + and YouTube
Lauren graduated from George Washington University in 2010 and has been part of the Corporate Insight team since 2011
CONTACT LAUREN
T 212-832-2002 x-127
E lronceviccorporateinsightcom
PampC Insurance Monitor is a service mark of Corporate Insight Inc all rights reserved
25
TABLE OF CONTENTS
3
Introduction
Facebook Campaigns
o Free Giveaways amp Sweepstakes
o Cross-Promotional Social Media Contests
o Product-Oriented Campaigns
Best In Class PampC Insurer
Five Facebook Marketing Tips for PampC Insurers
Corporate Insight Thought Leadership
About the Author
INTRODUCTION
4
5
INT
RO
DU
CT
ION
INTRODUCTION
PampC firms hold an active presence in the social media space particularly on Facebook Firms provide a good amount of content on their Facebook pages focusing on a variety of topics including company news safety tips product promotions etc Most commonly firms promote their product offerings and services by running contests and offering interactive games videos and other downloadable resources
Inside we highlight a few of the engaging Facebook marketing campaigns initiated by PampC Insurance Monitor firms this year and offer a few Facebook marketing tips for insurers
FACEBOOK CAMPAIGNS
FREE GIVEAWAYS amp SWEEPSTAKES
6
FREE GIVEAWAYS amp SWEEPSTAKES
7
FAC
EB
OO
K C
AM
PA
IGN
S
Most commonly free giveaway and sweepstakes campaigns promote upcoming movies award shows music concerts and other entertainment events
These campaigns focus on increasing consumer traffic on the firmsrsquo Facebook pages
They also help increase familiarity with the brand by encouraging the sharing of content among friends
ESURANCE STAR TREK INTO DARKNESS SWEEPSTAKES
8
FR
EE
GIV
EA
WA
YS
amp S
WE
EP
STA
KE
S
Contest
o Win two tickets (30000 tickets in total) to the Star Trek Into Darkness US movie premiere and $2500 spending money
To Enter
o Entrants must ldquoLikerdquo the firmrsquos Facebook page and provide their name and email address
Once Entered
o Entrants can explore movie content such as the trailer a Vulcan avatar creator tool and downloadable posters icons wallpapers etc
Esurance Facebook Star Trek Sweepstakes Page
Facebook Cover Image
FARMERS INSURANCE RASCAL FACTS SWEEPSTAKES
9
FR
EE
GIV
EA
WA
YS
amp S
WE
EP
STA
KE
S
Contest
o Win VIP passes to a Rascal Flatts concert and an opportunity to meet the band
o One grand prize winner receives an all-expense paid trip to 2013 CMA Awards
To Enter
o Entrants answer four questions about the band provide their name and phone number and select their concert date from the upcoming available choices
Once Entered
o Entrants can re-enter on a weekly basis share with Facebook friends and opt-in to receive more information about Farmers Insurance
Farmers Facebook Rascal Facts Page Rascal Flatts Question
FACEBOOK CAMPAIGNS
CROSS-PROMOTIONAL SOCIAL MEDIA CONTESTS
10
CROSS-PROMOTIONAL SOCIAL MEDIA CONTESTS
11
FAC
EB
OO
K C
AM
PA
IGN
S
Firms often integrate other social media channels such as Pinterest into their Facebook marketing campaigns
Cross-promotional contests push consumers to further explore the firmrsquos social presence across different social networks
These contests aim to expand and broaden the firmsrsquo social media audiences
ESURANCE PIN IT TO WIN IT ndash DREAM ROAD TRIP
Contest Prizes
o Grand Prize Road trip package that includes $5000 for essentials $1400 for ground transportation and a $1200 gas card
o 2nd Prize $1000 gas card
o 3rd Prize GoPro Camera
To Enter
o Entrants fill out the entry form on Facebook then follow Esurance on Pinterest and create a ldquoEsurance Dream Road Triprdquo board
o The board must include pins about 10 listed items such as their dream destination best roadside attraction and favorite Esurance Blog post
12
CR
OS
S-P
RO
MO
TIO
NA
L S
OC
IAL
ME
DIA
CO
NT
ES
TS
Esurance Pinterest Page
USAA HOME DESIGN PINTEREST SWEEPSTAKES
Contest Prizes
o $3100 check that will be used towards decorating a room in the winnerrsquos home
To Enter
o Entrants fill out a Facebook entry form then follow USAA on Pinterest and create a Home Design Sweepstakes board
o Boards focus on ideas for how entrants would use the prize money and include a variety of home design pieces
13
CR
OS
S-P
RO
MO
TIO
NA
L S
OC
IAL
ME
DIA
CO
NT
ES
TS
Home Design Sweepstakes Image
USAA Home Design Sweepstakes Pinterest Board
FACEBOOK CAMPAIGNS
PRODUCT-ORIENTED CAMPAIGNS
14
PRODUCT-ORIENTED CAMPAIGNS
15
FAC
EB
OO
K C
AM
PA
IGN
S
Social marketing campaigns to promote product offerings to new customers are common
While not overtly selling the item firms are designing the campaigns with an underlying theme to highlight the productrsquos unique feature service etc
These campaigns often incorporate sweepstakes and prizes to encourage greater participation and engagement
ESURANCE ldquoHOW SWEET IT ISrdquo LGBT CAMPAIGN
About Campaign
o Esurancersquos 3rd annual charitable giving campaign supporting LGBT equality the firm will donate a total of $100000 to three organizations ndash GLAAD PFLAG and The Trevor Project
o The number of votes will decide the percentage of the donation allocated to each charity
To Enter
o Entrants must ldquoLikerdquo Esurancersquos Facebook page then vote for their favorite charity
Product Promotion
o Highlights the firmrsquos marriage rate discount for auto policies up to 10 savings available for domestic partners regardless of whether their state recognizes the union or not
16
PR
OD
UC
T-O
RIE
NT
ED
CA
MP
AIG
NS
Esurance Facebook LGBT Page
ESURANCE US OPEN TECHNOLOGY SWEEPSTAKES
Campaign Prizes
o Win two tickets to attend opening night at the US Open tennis tournament with the Bryan brothers two night hotel stay $2000 for travel expenses and a high-tech tennis gift pack
To Enter
o Entrants must ldquoLikerdquo Esurancersquos Facebook page and fill out an admission form
o Once entered users can view a series of videos and infographics showcasing the technological evolution of tennis
Product Promotion
o Points out similarities of technological innovations in tennis and Esurancersquos offerings such as the What If calculator Express Lane quoting and mobile claims reporting
17
PR
OD
UC
T-O
RIE
NT
ED
CA
MP
AIG
NS
Modern Tech in Tennis and Insurance Infographic
Esurance Facebook US Open Sweepstakes Page
PROGRESSIVE ldquoRATE SUCKERSrdquo SNAPSHOT CAMPAIGN
To Enter
o Entrants take a Rate Sucker photo of themselves by following the outlined steps
Product Promotion
o Encourages customers to stop paying for Rate Suckers and to try ldquoSnapshotrdquo the firmrsquos auto discount program that tracks driving habits for projected savings
o Links to a microsite containing Rate Sucker stories such as ldquoThe Hard Brakerrdquo and ldquoThe Constant Driverrdquo a Rate Sucker Test and the Snapshot trial enrollment form
18
PR
OD
UC
T-O
RIE
NT
ED
CA
MP
AIG
NS
Progressive Facebook Rate Sucker Yourself Image
Facebook Cover Image
BEST IN CLASS PampC INSURER
19
ESURANCErsquoS FACEBOOK MARKETING IS SECOND TO NONE
20
BE
ST
IN
CLA
SS
Esurance offers the strongest Facebook marketing campaigns among PampC Monitor coverage firms
The firm utilizes a variety of contests and campaigns to promote its page popularity philanthropic efforts and insurance products
Esurance is one of two firms (USAA) to tie a Facebook promotion with Pinterest
Esurance Facebook Page
FIVE FACEBOOK MARKETING TIPS FOR PampC INSURERS
21
FIVE FACEBOOK MARKETING TIPS FOR PampC INSURERS
22
FIV
E T
IPS
FO
R I
NS
UR
ER
S
1 Incorporate all types of sweepstakes and campaigns on Facebook
to drive interest and grow a fan base
2 Implement a clear strategy to appeal to the intended audience and
highlight the promoted products or services
3 Provide interactive features such as videos quizzes and games to
encourage user participation and sharing
4 Cross-promote other social pages such as Pinterest Twitter
YouTube Google+ etc to reach consumers across the entire social media landscape
5 Keep the conversation open by using new or repurposed content
to consistently interact with consumers and to engage with the communities
UPCOMING PampC MONITOR SOCIAL MEDIA REPORT
23
UP
CO
MIN
G P
ampC
MO
NIT
OR
RE
PO
RT
Our upcoming September 2013 Property amp Casualty Monitor report is titled Social Media Revisited Customer Engagement within the Insurance Industry
The report examines the social presences and social marketing initiatives being offered by leading PampC insurers across their Facebook Twitter YouTube and Google+ pages This is a follow-up to our initial April 2012 PampC social media report
The report is scheduled for release in late-September and is available to all PampC Monitor subscribers
For more information on CIrsquos Property amp Casualty Insurance Monitor research service or our upcoming report please contact Chase Marshall at 212-832-2002 x-140 or cmarshallcorporateinsightcom
CORPORATE INSIGHT THOUGHT LEADERSHIP
24
User Insights Vol 2 - Comparing the Desktop and Tablet Banking Experience
This usability study provides insights to how mobile applications match up against traditional website interfaces both in terms of usability and functionality for five leading banks
Optimizing the Online amp Mobile Experience for Retirement Plan Participants
This slide deck features industry best practices and includes five recommendations for DC plan providers looking to improve their Web and mobile offerings
2013 Mobile Finance Trends and Innovations
This study includes commentary on mobile developments key takeaways for financial services firms and thoughts on whatrsquos next for mobile finance
Asset Management and Social Media A Guide to Social Marketing
This guide looks at how asset management firms use popular social media platforms such as LinkedIn Twitter Facebook YouTube and Google+ to connect directly with investors and financial advisors Also available as a slide deck
The Millennial Opportunity Whitepaper
Examines the marketing tactics strategies and online resources leading financial institutions are using to connect with Millennials Also available as a slide deck
ABOUT THE AUTHORA
BO
UT
TH
E A
UT
HO
R
LAUREN RONCEVIC
ANALYSTPROPERTY amp CASUALTY INSURANCE MONITOR
Lauren Roncevic is an Analyst for Corporate Insightrsquos Property amp Casualty Monitor research service She has performed extensive research on the PampC insurance client online user experience examining topics such as online bill pay account information electronic delivery customer service and more Lauren is currently researching the social media presences offered by leading PampC insurers with a focus on Facebook Twitter Google + and YouTube
Lauren graduated from George Washington University in 2010 and has been part of the Corporate Insight team since 2011
CONTACT LAUREN
T 212-832-2002 x-127
E lronceviccorporateinsightcom
PampC Insurance Monitor is a service mark of Corporate Insight Inc all rights reserved
25
INTRODUCTION
4
5
INT
RO
DU
CT
ION
INTRODUCTION
PampC firms hold an active presence in the social media space particularly on Facebook Firms provide a good amount of content on their Facebook pages focusing on a variety of topics including company news safety tips product promotions etc Most commonly firms promote their product offerings and services by running contests and offering interactive games videos and other downloadable resources
Inside we highlight a few of the engaging Facebook marketing campaigns initiated by PampC Insurance Monitor firms this year and offer a few Facebook marketing tips for insurers
FACEBOOK CAMPAIGNS
FREE GIVEAWAYS amp SWEEPSTAKES
6
FREE GIVEAWAYS amp SWEEPSTAKES
7
FAC
EB
OO
K C
AM
PA
IGN
S
Most commonly free giveaway and sweepstakes campaigns promote upcoming movies award shows music concerts and other entertainment events
These campaigns focus on increasing consumer traffic on the firmsrsquo Facebook pages
They also help increase familiarity with the brand by encouraging the sharing of content among friends
ESURANCE STAR TREK INTO DARKNESS SWEEPSTAKES
8
FR
EE
GIV
EA
WA
YS
amp S
WE
EP
STA
KE
S
Contest
o Win two tickets (30000 tickets in total) to the Star Trek Into Darkness US movie premiere and $2500 spending money
To Enter
o Entrants must ldquoLikerdquo the firmrsquos Facebook page and provide their name and email address
Once Entered
o Entrants can explore movie content such as the trailer a Vulcan avatar creator tool and downloadable posters icons wallpapers etc
Esurance Facebook Star Trek Sweepstakes Page
Facebook Cover Image
FARMERS INSURANCE RASCAL FACTS SWEEPSTAKES
9
FR
EE
GIV
EA
WA
YS
amp S
WE
EP
STA
KE
S
Contest
o Win VIP passes to a Rascal Flatts concert and an opportunity to meet the band
o One grand prize winner receives an all-expense paid trip to 2013 CMA Awards
To Enter
o Entrants answer four questions about the band provide their name and phone number and select their concert date from the upcoming available choices
Once Entered
o Entrants can re-enter on a weekly basis share with Facebook friends and opt-in to receive more information about Farmers Insurance
Farmers Facebook Rascal Facts Page Rascal Flatts Question
FACEBOOK CAMPAIGNS
CROSS-PROMOTIONAL SOCIAL MEDIA CONTESTS
10
CROSS-PROMOTIONAL SOCIAL MEDIA CONTESTS
11
FAC
EB
OO
K C
AM
PA
IGN
S
Firms often integrate other social media channels such as Pinterest into their Facebook marketing campaigns
Cross-promotional contests push consumers to further explore the firmrsquos social presence across different social networks
These contests aim to expand and broaden the firmsrsquo social media audiences
ESURANCE PIN IT TO WIN IT ndash DREAM ROAD TRIP
Contest Prizes
o Grand Prize Road trip package that includes $5000 for essentials $1400 for ground transportation and a $1200 gas card
o 2nd Prize $1000 gas card
o 3rd Prize GoPro Camera
To Enter
o Entrants fill out the entry form on Facebook then follow Esurance on Pinterest and create a ldquoEsurance Dream Road Triprdquo board
o The board must include pins about 10 listed items such as their dream destination best roadside attraction and favorite Esurance Blog post
12
CR
OS
S-P
RO
MO
TIO
NA
L S
OC
IAL
ME
DIA
CO
NT
ES
TS
Esurance Pinterest Page
USAA HOME DESIGN PINTEREST SWEEPSTAKES
Contest Prizes
o $3100 check that will be used towards decorating a room in the winnerrsquos home
To Enter
o Entrants fill out a Facebook entry form then follow USAA on Pinterest and create a Home Design Sweepstakes board
o Boards focus on ideas for how entrants would use the prize money and include a variety of home design pieces
13
CR
OS
S-P
RO
MO
TIO
NA
L S
OC
IAL
ME
DIA
CO
NT
ES
TS
Home Design Sweepstakes Image
USAA Home Design Sweepstakes Pinterest Board
FACEBOOK CAMPAIGNS
PRODUCT-ORIENTED CAMPAIGNS
14
PRODUCT-ORIENTED CAMPAIGNS
15
FAC
EB
OO
K C
AM
PA
IGN
S
Social marketing campaigns to promote product offerings to new customers are common
While not overtly selling the item firms are designing the campaigns with an underlying theme to highlight the productrsquos unique feature service etc
These campaigns often incorporate sweepstakes and prizes to encourage greater participation and engagement
ESURANCE ldquoHOW SWEET IT ISrdquo LGBT CAMPAIGN
About Campaign
o Esurancersquos 3rd annual charitable giving campaign supporting LGBT equality the firm will donate a total of $100000 to three organizations ndash GLAAD PFLAG and The Trevor Project
o The number of votes will decide the percentage of the donation allocated to each charity
To Enter
o Entrants must ldquoLikerdquo Esurancersquos Facebook page then vote for their favorite charity
Product Promotion
o Highlights the firmrsquos marriage rate discount for auto policies up to 10 savings available for domestic partners regardless of whether their state recognizes the union or not
16
PR
OD
UC
T-O
RIE
NT
ED
CA
MP
AIG
NS
Esurance Facebook LGBT Page
ESURANCE US OPEN TECHNOLOGY SWEEPSTAKES
Campaign Prizes
o Win two tickets to attend opening night at the US Open tennis tournament with the Bryan brothers two night hotel stay $2000 for travel expenses and a high-tech tennis gift pack
To Enter
o Entrants must ldquoLikerdquo Esurancersquos Facebook page and fill out an admission form
o Once entered users can view a series of videos and infographics showcasing the technological evolution of tennis
Product Promotion
o Points out similarities of technological innovations in tennis and Esurancersquos offerings such as the What If calculator Express Lane quoting and mobile claims reporting
17
PR
OD
UC
T-O
RIE
NT
ED
CA
MP
AIG
NS
Modern Tech in Tennis and Insurance Infographic
Esurance Facebook US Open Sweepstakes Page
PROGRESSIVE ldquoRATE SUCKERSrdquo SNAPSHOT CAMPAIGN
To Enter
o Entrants take a Rate Sucker photo of themselves by following the outlined steps
Product Promotion
o Encourages customers to stop paying for Rate Suckers and to try ldquoSnapshotrdquo the firmrsquos auto discount program that tracks driving habits for projected savings
o Links to a microsite containing Rate Sucker stories such as ldquoThe Hard Brakerrdquo and ldquoThe Constant Driverrdquo a Rate Sucker Test and the Snapshot trial enrollment form
18
PR
OD
UC
T-O
RIE
NT
ED
CA
MP
AIG
NS
Progressive Facebook Rate Sucker Yourself Image
Facebook Cover Image
BEST IN CLASS PampC INSURER
19
ESURANCErsquoS FACEBOOK MARKETING IS SECOND TO NONE
20
BE
ST
IN
CLA
SS
Esurance offers the strongest Facebook marketing campaigns among PampC Monitor coverage firms
The firm utilizes a variety of contests and campaigns to promote its page popularity philanthropic efforts and insurance products
Esurance is one of two firms (USAA) to tie a Facebook promotion with Pinterest
Esurance Facebook Page
FIVE FACEBOOK MARKETING TIPS FOR PampC INSURERS
21
FIVE FACEBOOK MARKETING TIPS FOR PampC INSURERS
22
FIV
E T
IPS
FO
R I
NS
UR
ER
S
1 Incorporate all types of sweepstakes and campaigns on Facebook
to drive interest and grow a fan base
2 Implement a clear strategy to appeal to the intended audience and
highlight the promoted products or services
3 Provide interactive features such as videos quizzes and games to
encourage user participation and sharing
4 Cross-promote other social pages such as Pinterest Twitter
YouTube Google+ etc to reach consumers across the entire social media landscape
5 Keep the conversation open by using new or repurposed content
to consistently interact with consumers and to engage with the communities
UPCOMING PampC MONITOR SOCIAL MEDIA REPORT
23
UP
CO
MIN
G P
ampC
MO
NIT
OR
RE
PO
RT
Our upcoming September 2013 Property amp Casualty Monitor report is titled Social Media Revisited Customer Engagement within the Insurance Industry
The report examines the social presences and social marketing initiatives being offered by leading PampC insurers across their Facebook Twitter YouTube and Google+ pages This is a follow-up to our initial April 2012 PampC social media report
The report is scheduled for release in late-September and is available to all PampC Monitor subscribers
For more information on CIrsquos Property amp Casualty Insurance Monitor research service or our upcoming report please contact Chase Marshall at 212-832-2002 x-140 or cmarshallcorporateinsightcom
CORPORATE INSIGHT THOUGHT LEADERSHIP
24
User Insights Vol 2 - Comparing the Desktop and Tablet Banking Experience
This usability study provides insights to how mobile applications match up against traditional website interfaces both in terms of usability and functionality for five leading banks
Optimizing the Online amp Mobile Experience for Retirement Plan Participants
This slide deck features industry best practices and includes five recommendations for DC plan providers looking to improve their Web and mobile offerings
2013 Mobile Finance Trends and Innovations
This study includes commentary on mobile developments key takeaways for financial services firms and thoughts on whatrsquos next for mobile finance
Asset Management and Social Media A Guide to Social Marketing
This guide looks at how asset management firms use popular social media platforms such as LinkedIn Twitter Facebook YouTube and Google+ to connect directly with investors and financial advisors Also available as a slide deck
The Millennial Opportunity Whitepaper
Examines the marketing tactics strategies and online resources leading financial institutions are using to connect with Millennials Also available as a slide deck
ABOUT THE AUTHORA
BO
UT
TH
E A
UT
HO
R
LAUREN RONCEVIC
ANALYSTPROPERTY amp CASUALTY INSURANCE MONITOR
Lauren Roncevic is an Analyst for Corporate Insightrsquos Property amp Casualty Monitor research service She has performed extensive research on the PampC insurance client online user experience examining topics such as online bill pay account information electronic delivery customer service and more Lauren is currently researching the social media presences offered by leading PampC insurers with a focus on Facebook Twitter Google + and YouTube
Lauren graduated from George Washington University in 2010 and has been part of the Corporate Insight team since 2011
CONTACT LAUREN
T 212-832-2002 x-127
E lronceviccorporateinsightcom
PampC Insurance Monitor is a service mark of Corporate Insight Inc all rights reserved
25
5
INT
RO
DU
CT
ION
INTRODUCTION
PampC firms hold an active presence in the social media space particularly on Facebook Firms provide a good amount of content on their Facebook pages focusing on a variety of topics including company news safety tips product promotions etc Most commonly firms promote their product offerings and services by running contests and offering interactive games videos and other downloadable resources
Inside we highlight a few of the engaging Facebook marketing campaigns initiated by PampC Insurance Monitor firms this year and offer a few Facebook marketing tips for insurers
FACEBOOK CAMPAIGNS
FREE GIVEAWAYS amp SWEEPSTAKES
6
FREE GIVEAWAYS amp SWEEPSTAKES
7
FAC
EB
OO
K C
AM
PA
IGN
S
Most commonly free giveaway and sweepstakes campaigns promote upcoming movies award shows music concerts and other entertainment events
These campaigns focus on increasing consumer traffic on the firmsrsquo Facebook pages
They also help increase familiarity with the brand by encouraging the sharing of content among friends
ESURANCE STAR TREK INTO DARKNESS SWEEPSTAKES
8
FR
EE
GIV
EA
WA
YS
amp S
WE
EP
STA
KE
S
Contest
o Win two tickets (30000 tickets in total) to the Star Trek Into Darkness US movie premiere and $2500 spending money
To Enter
o Entrants must ldquoLikerdquo the firmrsquos Facebook page and provide their name and email address
Once Entered
o Entrants can explore movie content such as the trailer a Vulcan avatar creator tool and downloadable posters icons wallpapers etc
Esurance Facebook Star Trek Sweepstakes Page
Facebook Cover Image
FARMERS INSURANCE RASCAL FACTS SWEEPSTAKES
9
FR
EE
GIV
EA
WA
YS
amp S
WE
EP
STA
KE
S
Contest
o Win VIP passes to a Rascal Flatts concert and an opportunity to meet the band
o One grand prize winner receives an all-expense paid trip to 2013 CMA Awards
To Enter
o Entrants answer four questions about the band provide their name and phone number and select their concert date from the upcoming available choices
Once Entered
o Entrants can re-enter on a weekly basis share with Facebook friends and opt-in to receive more information about Farmers Insurance
Farmers Facebook Rascal Facts Page Rascal Flatts Question
FACEBOOK CAMPAIGNS
CROSS-PROMOTIONAL SOCIAL MEDIA CONTESTS
10
CROSS-PROMOTIONAL SOCIAL MEDIA CONTESTS
11
FAC
EB
OO
K C
AM
PA
IGN
S
Firms often integrate other social media channels such as Pinterest into their Facebook marketing campaigns
Cross-promotional contests push consumers to further explore the firmrsquos social presence across different social networks
These contests aim to expand and broaden the firmsrsquo social media audiences
ESURANCE PIN IT TO WIN IT ndash DREAM ROAD TRIP
Contest Prizes
o Grand Prize Road trip package that includes $5000 for essentials $1400 for ground transportation and a $1200 gas card
o 2nd Prize $1000 gas card
o 3rd Prize GoPro Camera
To Enter
o Entrants fill out the entry form on Facebook then follow Esurance on Pinterest and create a ldquoEsurance Dream Road Triprdquo board
o The board must include pins about 10 listed items such as their dream destination best roadside attraction and favorite Esurance Blog post
12
CR
OS
S-P
RO
MO
TIO
NA
L S
OC
IAL
ME
DIA
CO
NT
ES
TS
Esurance Pinterest Page
USAA HOME DESIGN PINTEREST SWEEPSTAKES
Contest Prizes
o $3100 check that will be used towards decorating a room in the winnerrsquos home
To Enter
o Entrants fill out a Facebook entry form then follow USAA on Pinterest and create a Home Design Sweepstakes board
o Boards focus on ideas for how entrants would use the prize money and include a variety of home design pieces
13
CR
OS
S-P
RO
MO
TIO
NA
L S
OC
IAL
ME
DIA
CO
NT
ES
TS
Home Design Sweepstakes Image
USAA Home Design Sweepstakes Pinterest Board
FACEBOOK CAMPAIGNS
PRODUCT-ORIENTED CAMPAIGNS
14
PRODUCT-ORIENTED CAMPAIGNS
15
FAC
EB
OO
K C
AM
PA
IGN
S
Social marketing campaigns to promote product offerings to new customers are common
While not overtly selling the item firms are designing the campaigns with an underlying theme to highlight the productrsquos unique feature service etc
These campaigns often incorporate sweepstakes and prizes to encourage greater participation and engagement
ESURANCE ldquoHOW SWEET IT ISrdquo LGBT CAMPAIGN
About Campaign
o Esurancersquos 3rd annual charitable giving campaign supporting LGBT equality the firm will donate a total of $100000 to three organizations ndash GLAAD PFLAG and The Trevor Project
o The number of votes will decide the percentage of the donation allocated to each charity
To Enter
o Entrants must ldquoLikerdquo Esurancersquos Facebook page then vote for their favorite charity
Product Promotion
o Highlights the firmrsquos marriage rate discount for auto policies up to 10 savings available for domestic partners regardless of whether their state recognizes the union or not
16
PR
OD
UC
T-O
RIE
NT
ED
CA
MP
AIG
NS
Esurance Facebook LGBT Page
ESURANCE US OPEN TECHNOLOGY SWEEPSTAKES
Campaign Prizes
o Win two tickets to attend opening night at the US Open tennis tournament with the Bryan brothers two night hotel stay $2000 for travel expenses and a high-tech tennis gift pack
To Enter
o Entrants must ldquoLikerdquo Esurancersquos Facebook page and fill out an admission form
o Once entered users can view a series of videos and infographics showcasing the technological evolution of tennis
Product Promotion
o Points out similarities of technological innovations in tennis and Esurancersquos offerings such as the What If calculator Express Lane quoting and mobile claims reporting
17
PR
OD
UC
T-O
RIE
NT
ED
CA
MP
AIG
NS
Modern Tech in Tennis and Insurance Infographic
Esurance Facebook US Open Sweepstakes Page
PROGRESSIVE ldquoRATE SUCKERSrdquo SNAPSHOT CAMPAIGN
To Enter
o Entrants take a Rate Sucker photo of themselves by following the outlined steps
Product Promotion
o Encourages customers to stop paying for Rate Suckers and to try ldquoSnapshotrdquo the firmrsquos auto discount program that tracks driving habits for projected savings
o Links to a microsite containing Rate Sucker stories such as ldquoThe Hard Brakerrdquo and ldquoThe Constant Driverrdquo a Rate Sucker Test and the Snapshot trial enrollment form
18
PR
OD
UC
T-O
RIE
NT
ED
CA
MP
AIG
NS
Progressive Facebook Rate Sucker Yourself Image
Facebook Cover Image
BEST IN CLASS PampC INSURER
19
ESURANCErsquoS FACEBOOK MARKETING IS SECOND TO NONE
20
BE
ST
IN
CLA
SS
Esurance offers the strongest Facebook marketing campaigns among PampC Monitor coverage firms
The firm utilizes a variety of contests and campaigns to promote its page popularity philanthropic efforts and insurance products
Esurance is one of two firms (USAA) to tie a Facebook promotion with Pinterest
Esurance Facebook Page
FIVE FACEBOOK MARKETING TIPS FOR PampC INSURERS
21
FIVE FACEBOOK MARKETING TIPS FOR PampC INSURERS
22
FIV
E T
IPS
FO
R I
NS
UR
ER
S
1 Incorporate all types of sweepstakes and campaigns on Facebook
to drive interest and grow a fan base
2 Implement a clear strategy to appeal to the intended audience and
highlight the promoted products or services
3 Provide interactive features such as videos quizzes and games to
encourage user participation and sharing
4 Cross-promote other social pages such as Pinterest Twitter
YouTube Google+ etc to reach consumers across the entire social media landscape
5 Keep the conversation open by using new or repurposed content
to consistently interact with consumers and to engage with the communities
UPCOMING PampC MONITOR SOCIAL MEDIA REPORT
23
UP
CO
MIN
G P
ampC
MO
NIT
OR
RE
PO
RT
Our upcoming September 2013 Property amp Casualty Monitor report is titled Social Media Revisited Customer Engagement within the Insurance Industry
The report examines the social presences and social marketing initiatives being offered by leading PampC insurers across their Facebook Twitter YouTube and Google+ pages This is a follow-up to our initial April 2012 PampC social media report
The report is scheduled for release in late-September and is available to all PampC Monitor subscribers
For more information on CIrsquos Property amp Casualty Insurance Monitor research service or our upcoming report please contact Chase Marshall at 212-832-2002 x-140 or cmarshallcorporateinsightcom
CORPORATE INSIGHT THOUGHT LEADERSHIP
24
User Insights Vol 2 - Comparing the Desktop and Tablet Banking Experience
This usability study provides insights to how mobile applications match up against traditional website interfaces both in terms of usability and functionality for five leading banks
Optimizing the Online amp Mobile Experience for Retirement Plan Participants
This slide deck features industry best practices and includes five recommendations for DC plan providers looking to improve their Web and mobile offerings
2013 Mobile Finance Trends and Innovations
This study includes commentary on mobile developments key takeaways for financial services firms and thoughts on whatrsquos next for mobile finance
Asset Management and Social Media A Guide to Social Marketing
This guide looks at how asset management firms use popular social media platforms such as LinkedIn Twitter Facebook YouTube and Google+ to connect directly with investors and financial advisors Also available as a slide deck
The Millennial Opportunity Whitepaper
Examines the marketing tactics strategies and online resources leading financial institutions are using to connect with Millennials Also available as a slide deck
ABOUT THE AUTHORA
BO
UT
TH
E A
UT
HO
R
LAUREN RONCEVIC
ANALYSTPROPERTY amp CASUALTY INSURANCE MONITOR
Lauren Roncevic is an Analyst for Corporate Insightrsquos Property amp Casualty Monitor research service She has performed extensive research on the PampC insurance client online user experience examining topics such as online bill pay account information electronic delivery customer service and more Lauren is currently researching the social media presences offered by leading PampC insurers with a focus on Facebook Twitter Google + and YouTube
Lauren graduated from George Washington University in 2010 and has been part of the Corporate Insight team since 2011
CONTACT LAUREN
T 212-832-2002 x-127
E lronceviccorporateinsightcom
PampC Insurance Monitor is a service mark of Corporate Insight Inc all rights reserved
25
FACEBOOK CAMPAIGNS
FREE GIVEAWAYS amp SWEEPSTAKES
6
FREE GIVEAWAYS amp SWEEPSTAKES
7
FAC
EB
OO
K C
AM
PA
IGN
S
Most commonly free giveaway and sweepstakes campaigns promote upcoming movies award shows music concerts and other entertainment events
These campaigns focus on increasing consumer traffic on the firmsrsquo Facebook pages
They also help increase familiarity with the brand by encouraging the sharing of content among friends
ESURANCE STAR TREK INTO DARKNESS SWEEPSTAKES
8
FR
EE
GIV
EA
WA
YS
amp S
WE
EP
STA
KE
S
Contest
o Win two tickets (30000 tickets in total) to the Star Trek Into Darkness US movie premiere and $2500 spending money
To Enter
o Entrants must ldquoLikerdquo the firmrsquos Facebook page and provide their name and email address
Once Entered
o Entrants can explore movie content such as the trailer a Vulcan avatar creator tool and downloadable posters icons wallpapers etc
Esurance Facebook Star Trek Sweepstakes Page
Facebook Cover Image
FARMERS INSURANCE RASCAL FACTS SWEEPSTAKES
9
FR
EE
GIV
EA
WA
YS
amp S
WE
EP
STA
KE
S
Contest
o Win VIP passes to a Rascal Flatts concert and an opportunity to meet the band
o One grand prize winner receives an all-expense paid trip to 2013 CMA Awards
To Enter
o Entrants answer four questions about the band provide their name and phone number and select their concert date from the upcoming available choices
Once Entered
o Entrants can re-enter on a weekly basis share with Facebook friends and opt-in to receive more information about Farmers Insurance
Farmers Facebook Rascal Facts Page Rascal Flatts Question
FACEBOOK CAMPAIGNS
CROSS-PROMOTIONAL SOCIAL MEDIA CONTESTS
10
CROSS-PROMOTIONAL SOCIAL MEDIA CONTESTS
11
FAC
EB
OO
K C
AM
PA
IGN
S
Firms often integrate other social media channels such as Pinterest into their Facebook marketing campaigns
Cross-promotional contests push consumers to further explore the firmrsquos social presence across different social networks
These contests aim to expand and broaden the firmsrsquo social media audiences
ESURANCE PIN IT TO WIN IT ndash DREAM ROAD TRIP
Contest Prizes
o Grand Prize Road trip package that includes $5000 for essentials $1400 for ground transportation and a $1200 gas card
o 2nd Prize $1000 gas card
o 3rd Prize GoPro Camera
To Enter
o Entrants fill out the entry form on Facebook then follow Esurance on Pinterest and create a ldquoEsurance Dream Road Triprdquo board
o The board must include pins about 10 listed items such as their dream destination best roadside attraction and favorite Esurance Blog post
12
CR
OS
S-P
RO
MO
TIO
NA
L S
OC
IAL
ME
DIA
CO
NT
ES
TS
Esurance Pinterest Page
USAA HOME DESIGN PINTEREST SWEEPSTAKES
Contest Prizes
o $3100 check that will be used towards decorating a room in the winnerrsquos home
To Enter
o Entrants fill out a Facebook entry form then follow USAA on Pinterest and create a Home Design Sweepstakes board
o Boards focus on ideas for how entrants would use the prize money and include a variety of home design pieces
13
CR
OS
S-P
RO
MO
TIO
NA
L S
OC
IAL
ME
DIA
CO
NT
ES
TS
Home Design Sweepstakes Image
USAA Home Design Sweepstakes Pinterest Board
FACEBOOK CAMPAIGNS
PRODUCT-ORIENTED CAMPAIGNS
14
PRODUCT-ORIENTED CAMPAIGNS
15
FAC
EB
OO
K C
AM
PA
IGN
S
Social marketing campaigns to promote product offerings to new customers are common
While not overtly selling the item firms are designing the campaigns with an underlying theme to highlight the productrsquos unique feature service etc
These campaigns often incorporate sweepstakes and prizes to encourage greater participation and engagement
ESURANCE ldquoHOW SWEET IT ISrdquo LGBT CAMPAIGN
About Campaign
o Esurancersquos 3rd annual charitable giving campaign supporting LGBT equality the firm will donate a total of $100000 to three organizations ndash GLAAD PFLAG and The Trevor Project
o The number of votes will decide the percentage of the donation allocated to each charity
To Enter
o Entrants must ldquoLikerdquo Esurancersquos Facebook page then vote for their favorite charity
Product Promotion
o Highlights the firmrsquos marriage rate discount for auto policies up to 10 savings available for domestic partners regardless of whether their state recognizes the union or not
16
PR
OD
UC
T-O
RIE
NT
ED
CA
MP
AIG
NS
Esurance Facebook LGBT Page
ESURANCE US OPEN TECHNOLOGY SWEEPSTAKES
Campaign Prizes
o Win two tickets to attend opening night at the US Open tennis tournament with the Bryan brothers two night hotel stay $2000 for travel expenses and a high-tech tennis gift pack
To Enter
o Entrants must ldquoLikerdquo Esurancersquos Facebook page and fill out an admission form
o Once entered users can view a series of videos and infographics showcasing the technological evolution of tennis
Product Promotion
o Points out similarities of technological innovations in tennis and Esurancersquos offerings such as the What If calculator Express Lane quoting and mobile claims reporting
17
PR
OD
UC
T-O
RIE
NT
ED
CA
MP
AIG
NS
Modern Tech in Tennis and Insurance Infographic
Esurance Facebook US Open Sweepstakes Page
PROGRESSIVE ldquoRATE SUCKERSrdquo SNAPSHOT CAMPAIGN
To Enter
o Entrants take a Rate Sucker photo of themselves by following the outlined steps
Product Promotion
o Encourages customers to stop paying for Rate Suckers and to try ldquoSnapshotrdquo the firmrsquos auto discount program that tracks driving habits for projected savings
o Links to a microsite containing Rate Sucker stories such as ldquoThe Hard Brakerrdquo and ldquoThe Constant Driverrdquo a Rate Sucker Test and the Snapshot trial enrollment form
18
PR
OD
UC
T-O
RIE
NT
ED
CA
MP
AIG
NS
Progressive Facebook Rate Sucker Yourself Image
Facebook Cover Image
BEST IN CLASS PampC INSURER
19
ESURANCErsquoS FACEBOOK MARKETING IS SECOND TO NONE
20
BE
ST
IN
CLA
SS
Esurance offers the strongest Facebook marketing campaigns among PampC Monitor coverage firms
The firm utilizes a variety of contests and campaigns to promote its page popularity philanthropic efforts and insurance products
Esurance is one of two firms (USAA) to tie a Facebook promotion with Pinterest
Esurance Facebook Page
FIVE FACEBOOK MARKETING TIPS FOR PampC INSURERS
21
FIVE FACEBOOK MARKETING TIPS FOR PampC INSURERS
22
FIV
E T
IPS
FO
R I
NS
UR
ER
S
1 Incorporate all types of sweepstakes and campaigns on Facebook
to drive interest and grow a fan base
2 Implement a clear strategy to appeal to the intended audience and
highlight the promoted products or services
3 Provide interactive features such as videos quizzes and games to
encourage user participation and sharing
4 Cross-promote other social pages such as Pinterest Twitter
YouTube Google+ etc to reach consumers across the entire social media landscape
5 Keep the conversation open by using new or repurposed content
to consistently interact with consumers and to engage with the communities
UPCOMING PampC MONITOR SOCIAL MEDIA REPORT
23
UP
CO
MIN
G P
ampC
MO
NIT
OR
RE
PO
RT
Our upcoming September 2013 Property amp Casualty Monitor report is titled Social Media Revisited Customer Engagement within the Insurance Industry
The report examines the social presences and social marketing initiatives being offered by leading PampC insurers across their Facebook Twitter YouTube and Google+ pages This is a follow-up to our initial April 2012 PampC social media report
The report is scheduled for release in late-September and is available to all PampC Monitor subscribers
For more information on CIrsquos Property amp Casualty Insurance Monitor research service or our upcoming report please contact Chase Marshall at 212-832-2002 x-140 or cmarshallcorporateinsightcom
CORPORATE INSIGHT THOUGHT LEADERSHIP
24
User Insights Vol 2 - Comparing the Desktop and Tablet Banking Experience
This usability study provides insights to how mobile applications match up against traditional website interfaces both in terms of usability and functionality for five leading banks
Optimizing the Online amp Mobile Experience for Retirement Plan Participants
This slide deck features industry best practices and includes five recommendations for DC plan providers looking to improve their Web and mobile offerings
2013 Mobile Finance Trends and Innovations
This study includes commentary on mobile developments key takeaways for financial services firms and thoughts on whatrsquos next for mobile finance
Asset Management and Social Media A Guide to Social Marketing
This guide looks at how asset management firms use popular social media platforms such as LinkedIn Twitter Facebook YouTube and Google+ to connect directly with investors and financial advisors Also available as a slide deck
The Millennial Opportunity Whitepaper
Examines the marketing tactics strategies and online resources leading financial institutions are using to connect with Millennials Also available as a slide deck
ABOUT THE AUTHORA
BO
UT
TH
E A
UT
HO
R
LAUREN RONCEVIC
ANALYSTPROPERTY amp CASUALTY INSURANCE MONITOR
Lauren Roncevic is an Analyst for Corporate Insightrsquos Property amp Casualty Monitor research service She has performed extensive research on the PampC insurance client online user experience examining topics such as online bill pay account information electronic delivery customer service and more Lauren is currently researching the social media presences offered by leading PampC insurers with a focus on Facebook Twitter Google + and YouTube
Lauren graduated from George Washington University in 2010 and has been part of the Corporate Insight team since 2011
CONTACT LAUREN
T 212-832-2002 x-127
E lronceviccorporateinsightcom
PampC Insurance Monitor is a service mark of Corporate Insight Inc all rights reserved
25
FREE GIVEAWAYS amp SWEEPSTAKES
7
FAC
EB
OO
K C
AM
PA
IGN
S
Most commonly free giveaway and sweepstakes campaigns promote upcoming movies award shows music concerts and other entertainment events
These campaigns focus on increasing consumer traffic on the firmsrsquo Facebook pages
They also help increase familiarity with the brand by encouraging the sharing of content among friends
ESURANCE STAR TREK INTO DARKNESS SWEEPSTAKES
8
FR
EE
GIV
EA
WA
YS
amp S
WE
EP
STA
KE
S
Contest
o Win two tickets (30000 tickets in total) to the Star Trek Into Darkness US movie premiere and $2500 spending money
To Enter
o Entrants must ldquoLikerdquo the firmrsquos Facebook page and provide their name and email address
Once Entered
o Entrants can explore movie content such as the trailer a Vulcan avatar creator tool and downloadable posters icons wallpapers etc
Esurance Facebook Star Trek Sweepstakes Page
Facebook Cover Image
FARMERS INSURANCE RASCAL FACTS SWEEPSTAKES
9
FR
EE
GIV
EA
WA
YS
amp S
WE
EP
STA
KE
S
Contest
o Win VIP passes to a Rascal Flatts concert and an opportunity to meet the band
o One grand prize winner receives an all-expense paid trip to 2013 CMA Awards
To Enter
o Entrants answer four questions about the band provide their name and phone number and select their concert date from the upcoming available choices
Once Entered
o Entrants can re-enter on a weekly basis share with Facebook friends and opt-in to receive more information about Farmers Insurance
Farmers Facebook Rascal Facts Page Rascal Flatts Question
FACEBOOK CAMPAIGNS
CROSS-PROMOTIONAL SOCIAL MEDIA CONTESTS
10
CROSS-PROMOTIONAL SOCIAL MEDIA CONTESTS
11
FAC
EB
OO
K C
AM
PA
IGN
S
Firms often integrate other social media channels such as Pinterest into their Facebook marketing campaigns
Cross-promotional contests push consumers to further explore the firmrsquos social presence across different social networks
These contests aim to expand and broaden the firmsrsquo social media audiences
ESURANCE PIN IT TO WIN IT ndash DREAM ROAD TRIP
Contest Prizes
o Grand Prize Road trip package that includes $5000 for essentials $1400 for ground transportation and a $1200 gas card
o 2nd Prize $1000 gas card
o 3rd Prize GoPro Camera
To Enter
o Entrants fill out the entry form on Facebook then follow Esurance on Pinterest and create a ldquoEsurance Dream Road Triprdquo board
o The board must include pins about 10 listed items such as their dream destination best roadside attraction and favorite Esurance Blog post
12
CR
OS
S-P
RO
MO
TIO
NA
L S
OC
IAL
ME
DIA
CO
NT
ES
TS
Esurance Pinterest Page
USAA HOME DESIGN PINTEREST SWEEPSTAKES
Contest Prizes
o $3100 check that will be used towards decorating a room in the winnerrsquos home
To Enter
o Entrants fill out a Facebook entry form then follow USAA on Pinterest and create a Home Design Sweepstakes board
o Boards focus on ideas for how entrants would use the prize money and include a variety of home design pieces
13
CR
OS
S-P
RO
MO
TIO
NA
L S
OC
IAL
ME
DIA
CO
NT
ES
TS
Home Design Sweepstakes Image
USAA Home Design Sweepstakes Pinterest Board
FACEBOOK CAMPAIGNS
PRODUCT-ORIENTED CAMPAIGNS
14
PRODUCT-ORIENTED CAMPAIGNS
15
FAC
EB
OO
K C
AM
PA
IGN
S
Social marketing campaigns to promote product offerings to new customers are common
While not overtly selling the item firms are designing the campaigns with an underlying theme to highlight the productrsquos unique feature service etc
These campaigns often incorporate sweepstakes and prizes to encourage greater participation and engagement
ESURANCE ldquoHOW SWEET IT ISrdquo LGBT CAMPAIGN
About Campaign
o Esurancersquos 3rd annual charitable giving campaign supporting LGBT equality the firm will donate a total of $100000 to three organizations ndash GLAAD PFLAG and The Trevor Project
o The number of votes will decide the percentage of the donation allocated to each charity
To Enter
o Entrants must ldquoLikerdquo Esurancersquos Facebook page then vote for their favorite charity
Product Promotion
o Highlights the firmrsquos marriage rate discount for auto policies up to 10 savings available for domestic partners regardless of whether their state recognizes the union or not
16
PR
OD
UC
T-O
RIE
NT
ED
CA
MP
AIG
NS
Esurance Facebook LGBT Page
ESURANCE US OPEN TECHNOLOGY SWEEPSTAKES
Campaign Prizes
o Win two tickets to attend opening night at the US Open tennis tournament with the Bryan brothers two night hotel stay $2000 for travel expenses and a high-tech tennis gift pack
To Enter
o Entrants must ldquoLikerdquo Esurancersquos Facebook page and fill out an admission form
o Once entered users can view a series of videos and infographics showcasing the technological evolution of tennis
Product Promotion
o Points out similarities of technological innovations in tennis and Esurancersquos offerings such as the What If calculator Express Lane quoting and mobile claims reporting
17
PR
OD
UC
T-O
RIE
NT
ED
CA
MP
AIG
NS
Modern Tech in Tennis and Insurance Infographic
Esurance Facebook US Open Sweepstakes Page
PROGRESSIVE ldquoRATE SUCKERSrdquo SNAPSHOT CAMPAIGN
To Enter
o Entrants take a Rate Sucker photo of themselves by following the outlined steps
Product Promotion
o Encourages customers to stop paying for Rate Suckers and to try ldquoSnapshotrdquo the firmrsquos auto discount program that tracks driving habits for projected savings
o Links to a microsite containing Rate Sucker stories such as ldquoThe Hard Brakerrdquo and ldquoThe Constant Driverrdquo a Rate Sucker Test and the Snapshot trial enrollment form
18
PR
OD
UC
T-O
RIE
NT
ED
CA
MP
AIG
NS
Progressive Facebook Rate Sucker Yourself Image
Facebook Cover Image
BEST IN CLASS PampC INSURER
19
ESURANCErsquoS FACEBOOK MARKETING IS SECOND TO NONE
20
BE
ST
IN
CLA
SS
Esurance offers the strongest Facebook marketing campaigns among PampC Monitor coverage firms
The firm utilizes a variety of contests and campaigns to promote its page popularity philanthropic efforts and insurance products
Esurance is one of two firms (USAA) to tie a Facebook promotion with Pinterest
Esurance Facebook Page
FIVE FACEBOOK MARKETING TIPS FOR PampC INSURERS
21
FIVE FACEBOOK MARKETING TIPS FOR PampC INSURERS
22
FIV
E T
IPS
FO
R I
NS
UR
ER
S
1 Incorporate all types of sweepstakes and campaigns on Facebook
to drive interest and grow a fan base
2 Implement a clear strategy to appeal to the intended audience and
highlight the promoted products or services
3 Provide interactive features such as videos quizzes and games to
encourage user participation and sharing
4 Cross-promote other social pages such as Pinterest Twitter
YouTube Google+ etc to reach consumers across the entire social media landscape
5 Keep the conversation open by using new or repurposed content
to consistently interact with consumers and to engage with the communities
UPCOMING PampC MONITOR SOCIAL MEDIA REPORT
23
UP
CO
MIN
G P
ampC
MO
NIT
OR
RE
PO
RT
Our upcoming September 2013 Property amp Casualty Monitor report is titled Social Media Revisited Customer Engagement within the Insurance Industry
The report examines the social presences and social marketing initiatives being offered by leading PampC insurers across their Facebook Twitter YouTube and Google+ pages This is a follow-up to our initial April 2012 PampC social media report
The report is scheduled for release in late-September and is available to all PampC Monitor subscribers
For more information on CIrsquos Property amp Casualty Insurance Monitor research service or our upcoming report please contact Chase Marshall at 212-832-2002 x-140 or cmarshallcorporateinsightcom
CORPORATE INSIGHT THOUGHT LEADERSHIP
24
User Insights Vol 2 - Comparing the Desktop and Tablet Banking Experience
This usability study provides insights to how mobile applications match up against traditional website interfaces both in terms of usability and functionality for five leading banks
Optimizing the Online amp Mobile Experience for Retirement Plan Participants
This slide deck features industry best practices and includes five recommendations for DC plan providers looking to improve their Web and mobile offerings
2013 Mobile Finance Trends and Innovations
This study includes commentary on mobile developments key takeaways for financial services firms and thoughts on whatrsquos next for mobile finance
Asset Management and Social Media A Guide to Social Marketing
This guide looks at how asset management firms use popular social media platforms such as LinkedIn Twitter Facebook YouTube and Google+ to connect directly with investors and financial advisors Also available as a slide deck
The Millennial Opportunity Whitepaper
Examines the marketing tactics strategies and online resources leading financial institutions are using to connect with Millennials Also available as a slide deck
ABOUT THE AUTHORA
BO
UT
TH
E A
UT
HO
R
LAUREN RONCEVIC
ANALYSTPROPERTY amp CASUALTY INSURANCE MONITOR
Lauren Roncevic is an Analyst for Corporate Insightrsquos Property amp Casualty Monitor research service She has performed extensive research on the PampC insurance client online user experience examining topics such as online bill pay account information electronic delivery customer service and more Lauren is currently researching the social media presences offered by leading PampC insurers with a focus on Facebook Twitter Google + and YouTube
Lauren graduated from George Washington University in 2010 and has been part of the Corporate Insight team since 2011
CONTACT LAUREN
T 212-832-2002 x-127
E lronceviccorporateinsightcom
PampC Insurance Monitor is a service mark of Corporate Insight Inc all rights reserved
25
ESURANCE STAR TREK INTO DARKNESS SWEEPSTAKES
8
FR
EE
GIV
EA
WA
YS
amp S
WE
EP
STA
KE
S
Contest
o Win two tickets (30000 tickets in total) to the Star Trek Into Darkness US movie premiere and $2500 spending money
To Enter
o Entrants must ldquoLikerdquo the firmrsquos Facebook page and provide their name and email address
Once Entered
o Entrants can explore movie content such as the trailer a Vulcan avatar creator tool and downloadable posters icons wallpapers etc
Esurance Facebook Star Trek Sweepstakes Page
Facebook Cover Image
FARMERS INSURANCE RASCAL FACTS SWEEPSTAKES
9
FR
EE
GIV
EA
WA
YS
amp S
WE
EP
STA
KE
S
Contest
o Win VIP passes to a Rascal Flatts concert and an opportunity to meet the band
o One grand prize winner receives an all-expense paid trip to 2013 CMA Awards
To Enter
o Entrants answer four questions about the band provide their name and phone number and select their concert date from the upcoming available choices
Once Entered
o Entrants can re-enter on a weekly basis share with Facebook friends and opt-in to receive more information about Farmers Insurance
Farmers Facebook Rascal Facts Page Rascal Flatts Question
FACEBOOK CAMPAIGNS
CROSS-PROMOTIONAL SOCIAL MEDIA CONTESTS
10
CROSS-PROMOTIONAL SOCIAL MEDIA CONTESTS
11
FAC
EB
OO
K C
AM
PA
IGN
S
Firms often integrate other social media channels such as Pinterest into their Facebook marketing campaigns
Cross-promotional contests push consumers to further explore the firmrsquos social presence across different social networks
These contests aim to expand and broaden the firmsrsquo social media audiences
ESURANCE PIN IT TO WIN IT ndash DREAM ROAD TRIP
Contest Prizes
o Grand Prize Road trip package that includes $5000 for essentials $1400 for ground transportation and a $1200 gas card
o 2nd Prize $1000 gas card
o 3rd Prize GoPro Camera
To Enter
o Entrants fill out the entry form on Facebook then follow Esurance on Pinterest and create a ldquoEsurance Dream Road Triprdquo board
o The board must include pins about 10 listed items such as their dream destination best roadside attraction and favorite Esurance Blog post
12
CR
OS
S-P
RO
MO
TIO
NA
L S
OC
IAL
ME
DIA
CO
NT
ES
TS
Esurance Pinterest Page
USAA HOME DESIGN PINTEREST SWEEPSTAKES
Contest Prizes
o $3100 check that will be used towards decorating a room in the winnerrsquos home
To Enter
o Entrants fill out a Facebook entry form then follow USAA on Pinterest and create a Home Design Sweepstakes board
o Boards focus on ideas for how entrants would use the prize money and include a variety of home design pieces
13
CR
OS
S-P
RO
MO
TIO
NA
L S
OC
IAL
ME
DIA
CO
NT
ES
TS
Home Design Sweepstakes Image
USAA Home Design Sweepstakes Pinterest Board
FACEBOOK CAMPAIGNS
PRODUCT-ORIENTED CAMPAIGNS
14
PRODUCT-ORIENTED CAMPAIGNS
15
FAC
EB
OO
K C
AM
PA
IGN
S
Social marketing campaigns to promote product offerings to new customers are common
While not overtly selling the item firms are designing the campaigns with an underlying theme to highlight the productrsquos unique feature service etc
These campaigns often incorporate sweepstakes and prizes to encourage greater participation and engagement
ESURANCE ldquoHOW SWEET IT ISrdquo LGBT CAMPAIGN
About Campaign
o Esurancersquos 3rd annual charitable giving campaign supporting LGBT equality the firm will donate a total of $100000 to three organizations ndash GLAAD PFLAG and The Trevor Project
o The number of votes will decide the percentage of the donation allocated to each charity
To Enter
o Entrants must ldquoLikerdquo Esurancersquos Facebook page then vote for their favorite charity
Product Promotion
o Highlights the firmrsquos marriage rate discount for auto policies up to 10 savings available for domestic partners regardless of whether their state recognizes the union or not
16
PR
OD
UC
T-O
RIE
NT
ED
CA
MP
AIG
NS
Esurance Facebook LGBT Page
ESURANCE US OPEN TECHNOLOGY SWEEPSTAKES
Campaign Prizes
o Win two tickets to attend opening night at the US Open tennis tournament with the Bryan brothers two night hotel stay $2000 for travel expenses and a high-tech tennis gift pack
To Enter
o Entrants must ldquoLikerdquo Esurancersquos Facebook page and fill out an admission form
o Once entered users can view a series of videos and infographics showcasing the technological evolution of tennis
Product Promotion
o Points out similarities of technological innovations in tennis and Esurancersquos offerings such as the What If calculator Express Lane quoting and mobile claims reporting
17
PR
OD
UC
T-O
RIE
NT
ED
CA
MP
AIG
NS
Modern Tech in Tennis and Insurance Infographic
Esurance Facebook US Open Sweepstakes Page
PROGRESSIVE ldquoRATE SUCKERSrdquo SNAPSHOT CAMPAIGN
To Enter
o Entrants take a Rate Sucker photo of themselves by following the outlined steps
Product Promotion
o Encourages customers to stop paying for Rate Suckers and to try ldquoSnapshotrdquo the firmrsquos auto discount program that tracks driving habits for projected savings
o Links to a microsite containing Rate Sucker stories such as ldquoThe Hard Brakerrdquo and ldquoThe Constant Driverrdquo a Rate Sucker Test and the Snapshot trial enrollment form
18
PR
OD
UC
T-O
RIE
NT
ED
CA
MP
AIG
NS
Progressive Facebook Rate Sucker Yourself Image
Facebook Cover Image
BEST IN CLASS PampC INSURER
19
ESURANCErsquoS FACEBOOK MARKETING IS SECOND TO NONE
20
BE
ST
IN
CLA
SS
Esurance offers the strongest Facebook marketing campaigns among PampC Monitor coverage firms
The firm utilizes a variety of contests and campaigns to promote its page popularity philanthropic efforts and insurance products
Esurance is one of two firms (USAA) to tie a Facebook promotion with Pinterest
Esurance Facebook Page
FIVE FACEBOOK MARKETING TIPS FOR PampC INSURERS
21
FIVE FACEBOOK MARKETING TIPS FOR PampC INSURERS
22
FIV
E T
IPS
FO
R I
NS
UR
ER
S
1 Incorporate all types of sweepstakes and campaigns on Facebook
to drive interest and grow a fan base
2 Implement a clear strategy to appeal to the intended audience and
highlight the promoted products or services
3 Provide interactive features such as videos quizzes and games to
encourage user participation and sharing
4 Cross-promote other social pages such as Pinterest Twitter
YouTube Google+ etc to reach consumers across the entire social media landscape
5 Keep the conversation open by using new or repurposed content
to consistently interact with consumers and to engage with the communities
UPCOMING PampC MONITOR SOCIAL MEDIA REPORT
23
UP
CO
MIN
G P
ampC
MO
NIT
OR
RE
PO
RT
Our upcoming September 2013 Property amp Casualty Monitor report is titled Social Media Revisited Customer Engagement within the Insurance Industry
The report examines the social presences and social marketing initiatives being offered by leading PampC insurers across their Facebook Twitter YouTube and Google+ pages This is a follow-up to our initial April 2012 PampC social media report
The report is scheduled for release in late-September and is available to all PampC Monitor subscribers
For more information on CIrsquos Property amp Casualty Insurance Monitor research service or our upcoming report please contact Chase Marshall at 212-832-2002 x-140 or cmarshallcorporateinsightcom
CORPORATE INSIGHT THOUGHT LEADERSHIP
24
User Insights Vol 2 - Comparing the Desktop and Tablet Banking Experience
This usability study provides insights to how mobile applications match up against traditional website interfaces both in terms of usability and functionality for five leading banks
Optimizing the Online amp Mobile Experience for Retirement Plan Participants
This slide deck features industry best practices and includes five recommendations for DC plan providers looking to improve their Web and mobile offerings
2013 Mobile Finance Trends and Innovations
This study includes commentary on mobile developments key takeaways for financial services firms and thoughts on whatrsquos next for mobile finance
Asset Management and Social Media A Guide to Social Marketing
This guide looks at how asset management firms use popular social media platforms such as LinkedIn Twitter Facebook YouTube and Google+ to connect directly with investors and financial advisors Also available as a slide deck
The Millennial Opportunity Whitepaper
Examines the marketing tactics strategies and online resources leading financial institutions are using to connect with Millennials Also available as a slide deck
ABOUT THE AUTHORA
BO
UT
TH
E A
UT
HO
R
LAUREN RONCEVIC
ANALYSTPROPERTY amp CASUALTY INSURANCE MONITOR
Lauren Roncevic is an Analyst for Corporate Insightrsquos Property amp Casualty Monitor research service She has performed extensive research on the PampC insurance client online user experience examining topics such as online bill pay account information electronic delivery customer service and more Lauren is currently researching the social media presences offered by leading PampC insurers with a focus on Facebook Twitter Google + and YouTube
Lauren graduated from George Washington University in 2010 and has been part of the Corporate Insight team since 2011
CONTACT LAUREN
T 212-832-2002 x-127
E lronceviccorporateinsightcom
PampC Insurance Monitor is a service mark of Corporate Insight Inc all rights reserved
25
FARMERS INSURANCE RASCAL FACTS SWEEPSTAKES
9
FR
EE
GIV
EA
WA
YS
amp S
WE
EP
STA
KE
S
Contest
o Win VIP passes to a Rascal Flatts concert and an opportunity to meet the band
o One grand prize winner receives an all-expense paid trip to 2013 CMA Awards
To Enter
o Entrants answer four questions about the band provide their name and phone number and select their concert date from the upcoming available choices
Once Entered
o Entrants can re-enter on a weekly basis share with Facebook friends and opt-in to receive more information about Farmers Insurance
Farmers Facebook Rascal Facts Page Rascal Flatts Question
FACEBOOK CAMPAIGNS
CROSS-PROMOTIONAL SOCIAL MEDIA CONTESTS
10
CROSS-PROMOTIONAL SOCIAL MEDIA CONTESTS
11
FAC
EB
OO
K C
AM
PA
IGN
S
Firms often integrate other social media channels such as Pinterest into their Facebook marketing campaigns
Cross-promotional contests push consumers to further explore the firmrsquos social presence across different social networks
These contests aim to expand and broaden the firmsrsquo social media audiences
ESURANCE PIN IT TO WIN IT ndash DREAM ROAD TRIP
Contest Prizes
o Grand Prize Road trip package that includes $5000 for essentials $1400 for ground transportation and a $1200 gas card
o 2nd Prize $1000 gas card
o 3rd Prize GoPro Camera
To Enter
o Entrants fill out the entry form on Facebook then follow Esurance on Pinterest and create a ldquoEsurance Dream Road Triprdquo board
o The board must include pins about 10 listed items such as their dream destination best roadside attraction and favorite Esurance Blog post
12
CR
OS
S-P
RO
MO
TIO
NA
L S
OC
IAL
ME
DIA
CO
NT
ES
TS
Esurance Pinterest Page
USAA HOME DESIGN PINTEREST SWEEPSTAKES
Contest Prizes
o $3100 check that will be used towards decorating a room in the winnerrsquos home
To Enter
o Entrants fill out a Facebook entry form then follow USAA on Pinterest and create a Home Design Sweepstakes board
o Boards focus on ideas for how entrants would use the prize money and include a variety of home design pieces
13
CR
OS
S-P
RO
MO
TIO
NA
L S
OC
IAL
ME
DIA
CO
NT
ES
TS
Home Design Sweepstakes Image
USAA Home Design Sweepstakes Pinterest Board
FACEBOOK CAMPAIGNS
PRODUCT-ORIENTED CAMPAIGNS
14
PRODUCT-ORIENTED CAMPAIGNS
15
FAC
EB
OO
K C
AM
PA
IGN
S
Social marketing campaigns to promote product offerings to new customers are common
While not overtly selling the item firms are designing the campaigns with an underlying theme to highlight the productrsquos unique feature service etc
These campaigns often incorporate sweepstakes and prizes to encourage greater participation and engagement
ESURANCE ldquoHOW SWEET IT ISrdquo LGBT CAMPAIGN
About Campaign
o Esurancersquos 3rd annual charitable giving campaign supporting LGBT equality the firm will donate a total of $100000 to three organizations ndash GLAAD PFLAG and The Trevor Project
o The number of votes will decide the percentage of the donation allocated to each charity
To Enter
o Entrants must ldquoLikerdquo Esurancersquos Facebook page then vote for their favorite charity
Product Promotion
o Highlights the firmrsquos marriage rate discount for auto policies up to 10 savings available for domestic partners regardless of whether their state recognizes the union or not
16
PR
OD
UC
T-O
RIE
NT
ED
CA
MP
AIG
NS
Esurance Facebook LGBT Page
ESURANCE US OPEN TECHNOLOGY SWEEPSTAKES
Campaign Prizes
o Win two tickets to attend opening night at the US Open tennis tournament with the Bryan brothers two night hotel stay $2000 for travel expenses and a high-tech tennis gift pack
To Enter
o Entrants must ldquoLikerdquo Esurancersquos Facebook page and fill out an admission form
o Once entered users can view a series of videos and infographics showcasing the technological evolution of tennis
Product Promotion
o Points out similarities of technological innovations in tennis and Esurancersquos offerings such as the What If calculator Express Lane quoting and mobile claims reporting
17
PR
OD
UC
T-O
RIE
NT
ED
CA
MP
AIG
NS
Modern Tech in Tennis and Insurance Infographic
Esurance Facebook US Open Sweepstakes Page
PROGRESSIVE ldquoRATE SUCKERSrdquo SNAPSHOT CAMPAIGN
To Enter
o Entrants take a Rate Sucker photo of themselves by following the outlined steps
Product Promotion
o Encourages customers to stop paying for Rate Suckers and to try ldquoSnapshotrdquo the firmrsquos auto discount program that tracks driving habits for projected savings
o Links to a microsite containing Rate Sucker stories such as ldquoThe Hard Brakerrdquo and ldquoThe Constant Driverrdquo a Rate Sucker Test and the Snapshot trial enrollment form
18
PR
OD
UC
T-O
RIE
NT
ED
CA
MP
AIG
NS
Progressive Facebook Rate Sucker Yourself Image
Facebook Cover Image
BEST IN CLASS PampC INSURER
19
ESURANCErsquoS FACEBOOK MARKETING IS SECOND TO NONE
20
BE
ST
IN
CLA
SS
Esurance offers the strongest Facebook marketing campaigns among PampC Monitor coverage firms
The firm utilizes a variety of contests and campaigns to promote its page popularity philanthropic efforts and insurance products
Esurance is one of two firms (USAA) to tie a Facebook promotion with Pinterest
Esurance Facebook Page
FIVE FACEBOOK MARKETING TIPS FOR PampC INSURERS
21
FIVE FACEBOOK MARKETING TIPS FOR PampC INSURERS
22
FIV
E T
IPS
FO
R I
NS
UR
ER
S
1 Incorporate all types of sweepstakes and campaigns on Facebook
to drive interest and grow a fan base
2 Implement a clear strategy to appeal to the intended audience and
highlight the promoted products or services
3 Provide interactive features such as videos quizzes and games to
encourage user participation and sharing
4 Cross-promote other social pages such as Pinterest Twitter
YouTube Google+ etc to reach consumers across the entire social media landscape
5 Keep the conversation open by using new or repurposed content
to consistently interact with consumers and to engage with the communities
UPCOMING PampC MONITOR SOCIAL MEDIA REPORT
23
UP
CO
MIN
G P
ampC
MO
NIT
OR
RE
PO
RT
Our upcoming September 2013 Property amp Casualty Monitor report is titled Social Media Revisited Customer Engagement within the Insurance Industry
The report examines the social presences and social marketing initiatives being offered by leading PampC insurers across their Facebook Twitter YouTube and Google+ pages This is a follow-up to our initial April 2012 PampC social media report
The report is scheduled for release in late-September and is available to all PampC Monitor subscribers
For more information on CIrsquos Property amp Casualty Insurance Monitor research service or our upcoming report please contact Chase Marshall at 212-832-2002 x-140 or cmarshallcorporateinsightcom
CORPORATE INSIGHT THOUGHT LEADERSHIP
24
User Insights Vol 2 - Comparing the Desktop and Tablet Banking Experience
This usability study provides insights to how mobile applications match up against traditional website interfaces both in terms of usability and functionality for five leading banks
Optimizing the Online amp Mobile Experience for Retirement Plan Participants
This slide deck features industry best practices and includes five recommendations for DC plan providers looking to improve their Web and mobile offerings
2013 Mobile Finance Trends and Innovations
This study includes commentary on mobile developments key takeaways for financial services firms and thoughts on whatrsquos next for mobile finance
Asset Management and Social Media A Guide to Social Marketing
This guide looks at how asset management firms use popular social media platforms such as LinkedIn Twitter Facebook YouTube and Google+ to connect directly with investors and financial advisors Also available as a slide deck
The Millennial Opportunity Whitepaper
Examines the marketing tactics strategies and online resources leading financial institutions are using to connect with Millennials Also available as a slide deck
ABOUT THE AUTHORA
BO
UT
TH
E A
UT
HO
R
LAUREN RONCEVIC
ANALYSTPROPERTY amp CASUALTY INSURANCE MONITOR
Lauren Roncevic is an Analyst for Corporate Insightrsquos Property amp Casualty Monitor research service She has performed extensive research on the PampC insurance client online user experience examining topics such as online bill pay account information electronic delivery customer service and more Lauren is currently researching the social media presences offered by leading PampC insurers with a focus on Facebook Twitter Google + and YouTube
Lauren graduated from George Washington University in 2010 and has been part of the Corporate Insight team since 2011
CONTACT LAUREN
T 212-832-2002 x-127
E lronceviccorporateinsightcom
PampC Insurance Monitor is a service mark of Corporate Insight Inc all rights reserved
25
FACEBOOK CAMPAIGNS
CROSS-PROMOTIONAL SOCIAL MEDIA CONTESTS
10
CROSS-PROMOTIONAL SOCIAL MEDIA CONTESTS
11
FAC
EB
OO
K C
AM
PA
IGN
S
Firms often integrate other social media channels such as Pinterest into their Facebook marketing campaigns
Cross-promotional contests push consumers to further explore the firmrsquos social presence across different social networks
These contests aim to expand and broaden the firmsrsquo social media audiences
ESURANCE PIN IT TO WIN IT ndash DREAM ROAD TRIP
Contest Prizes
o Grand Prize Road trip package that includes $5000 for essentials $1400 for ground transportation and a $1200 gas card
o 2nd Prize $1000 gas card
o 3rd Prize GoPro Camera
To Enter
o Entrants fill out the entry form on Facebook then follow Esurance on Pinterest and create a ldquoEsurance Dream Road Triprdquo board
o The board must include pins about 10 listed items such as their dream destination best roadside attraction and favorite Esurance Blog post
12
CR
OS
S-P
RO
MO
TIO
NA
L S
OC
IAL
ME
DIA
CO
NT
ES
TS
Esurance Pinterest Page
USAA HOME DESIGN PINTEREST SWEEPSTAKES
Contest Prizes
o $3100 check that will be used towards decorating a room in the winnerrsquos home
To Enter
o Entrants fill out a Facebook entry form then follow USAA on Pinterest and create a Home Design Sweepstakes board
o Boards focus on ideas for how entrants would use the prize money and include a variety of home design pieces
13
CR
OS
S-P
RO
MO
TIO
NA
L S
OC
IAL
ME
DIA
CO
NT
ES
TS
Home Design Sweepstakes Image
USAA Home Design Sweepstakes Pinterest Board
FACEBOOK CAMPAIGNS
PRODUCT-ORIENTED CAMPAIGNS
14
PRODUCT-ORIENTED CAMPAIGNS
15
FAC
EB
OO
K C
AM
PA
IGN
S
Social marketing campaigns to promote product offerings to new customers are common
While not overtly selling the item firms are designing the campaigns with an underlying theme to highlight the productrsquos unique feature service etc
These campaigns often incorporate sweepstakes and prizes to encourage greater participation and engagement
ESURANCE ldquoHOW SWEET IT ISrdquo LGBT CAMPAIGN
About Campaign
o Esurancersquos 3rd annual charitable giving campaign supporting LGBT equality the firm will donate a total of $100000 to three organizations ndash GLAAD PFLAG and The Trevor Project
o The number of votes will decide the percentage of the donation allocated to each charity
To Enter
o Entrants must ldquoLikerdquo Esurancersquos Facebook page then vote for their favorite charity
Product Promotion
o Highlights the firmrsquos marriage rate discount for auto policies up to 10 savings available for domestic partners regardless of whether their state recognizes the union or not
16
PR
OD
UC
T-O
RIE
NT
ED
CA
MP
AIG
NS
Esurance Facebook LGBT Page
ESURANCE US OPEN TECHNOLOGY SWEEPSTAKES
Campaign Prizes
o Win two tickets to attend opening night at the US Open tennis tournament with the Bryan brothers two night hotel stay $2000 for travel expenses and a high-tech tennis gift pack
To Enter
o Entrants must ldquoLikerdquo Esurancersquos Facebook page and fill out an admission form
o Once entered users can view a series of videos and infographics showcasing the technological evolution of tennis
Product Promotion
o Points out similarities of technological innovations in tennis and Esurancersquos offerings such as the What If calculator Express Lane quoting and mobile claims reporting
17
PR
OD
UC
T-O
RIE
NT
ED
CA
MP
AIG
NS
Modern Tech in Tennis and Insurance Infographic
Esurance Facebook US Open Sweepstakes Page
PROGRESSIVE ldquoRATE SUCKERSrdquo SNAPSHOT CAMPAIGN
To Enter
o Entrants take a Rate Sucker photo of themselves by following the outlined steps
Product Promotion
o Encourages customers to stop paying for Rate Suckers and to try ldquoSnapshotrdquo the firmrsquos auto discount program that tracks driving habits for projected savings
o Links to a microsite containing Rate Sucker stories such as ldquoThe Hard Brakerrdquo and ldquoThe Constant Driverrdquo a Rate Sucker Test and the Snapshot trial enrollment form
18
PR
OD
UC
T-O
RIE
NT
ED
CA
MP
AIG
NS
Progressive Facebook Rate Sucker Yourself Image
Facebook Cover Image
BEST IN CLASS PampC INSURER
19
ESURANCErsquoS FACEBOOK MARKETING IS SECOND TO NONE
20
BE
ST
IN
CLA
SS
Esurance offers the strongest Facebook marketing campaigns among PampC Monitor coverage firms
The firm utilizes a variety of contests and campaigns to promote its page popularity philanthropic efforts and insurance products
Esurance is one of two firms (USAA) to tie a Facebook promotion with Pinterest
Esurance Facebook Page
FIVE FACEBOOK MARKETING TIPS FOR PampC INSURERS
21
FIVE FACEBOOK MARKETING TIPS FOR PampC INSURERS
22
FIV
E T
IPS
FO
R I
NS
UR
ER
S
1 Incorporate all types of sweepstakes and campaigns on Facebook
to drive interest and grow a fan base
2 Implement a clear strategy to appeal to the intended audience and
highlight the promoted products or services
3 Provide interactive features such as videos quizzes and games to
encourage user participation and sharing
4 Cross-promote other social pages such as Pinterest Twitter
YouTube Google+ etc to reach consumers across the entire social media landscape
5 Keep the conversation open by using new or repurposed content
to consistently interact with consumers and to engage with the communities
UPCOMING PampC MONITOR SOCIAL MEDIA REPORT
23
UP
CO
MIN
G P
ampC
MO
NIT
OR
RE
PO
RT
Our upcoming September 2013 Property amp Casualty Monitor report is titled Social Media Revisited Customer Engagement within the Insurance Industry
The report examines the social presences and social marketing initiatives being offered by leading PampC insurers across their Facebook Twitter YouTube and Google+ pages This is a follow-up to our initial April 2012 PampC social media report
The report is scheduled for release in late-September and is available to all PampC Monitor subscribers
For more information on CIrsquos Property amp Casualty Insurance Monitor research service or our upcoming report please contact Chase Marshall at 212-832-2002 x-140 or cmarshallcorporateinsightcom
CORPORATE INSIGHT THOUGHT LEADERSHIP
24
User Insights Vol 2 - Comparing the Desktop and Tablet Banking Experience
This usability study provides insights to how mobile applications match up against traditional website interfaces both in terms of usability and functionality for five leading banks
Optimizing the Online amp Mobile Experience for Retirement Plan Participants
This slide deck features industry best practices and includes five recommendations for DC plan providers looking to improve their Web and mobile offerings
2013 Mobile Finance Trends and Innovations
This study includes commentary on mobile developments key takeaways for financial services firms and thoughts on whatrsquos next for mobile finance
Asset Management and Social Media A Guide to Social Marketing
This guide looks at how asset management firms use popular social media platforms such as LinkedIn Twitter Facebook YouTube and Google+ to connect directly with investors and financial advisors Also available as a slide deck
The Millennial Opportunity Whitepaper
Examines the marketing tactics strategies and online resources leading financial institutions are using to connect with Millennials Also available as a slide deck
ABOUT THE AUTHORA
BO
UT
TH
E A
UT
HO
R
LAUREN RONCEVIC
ANALYSTPROPERTY amp CASUALTY INSURANCE MONITOR
Lauren Roncevic is an Analyst for Corporate Insightrsquos Property amp Casualty Monitor research service She has performed extensive research on the PampC insurance client online user experience examining topics such as online bill pay account information electronic delivery customer service and more Lauren is currently researching the social media presences offered by leading PampC insurers with a focus on Facebook Twitter Google + and YouTube
Lauren graduated from George Washington University in 2010 and has been part of the Corporate Insight team since 2011
CONTACT LAUREN
T 212-832-2002 x-127
E lronceviccorporateinsightcom
PampC Insurance Monitor is a service mark of Corporate Insight Inc all rights reserved
25
CROSS-PROMOTIONAL SOCIAL MEDIA CONTESTS
11
FAC
EB
OO
K C
AM
PA
IGN
S
Firms often integrate other social media channels such as Pinterest into their Facebook marketing campaigns
Cross-promotional contests push consumers to further explore the firmrsquos social presence across different social networks
These contests aim to expand and broaden the firmsrsquo social media audiences
ESURANCE PIN IT TO WIN IT ndash DREAM ROAD TRIP
Contest Prizes
o Grand Prize Road trip package that includes $5000 for essentials $1400 for ground transportation and a $1200 gas card
o 2nd Prize $1000 gas card
o 3rd Prize GoPro Camera
To Enter
o Entrants fill out the entry form on Facebook then follow Esurance on Pinterest and create a ldquoEsurance Dream Road Triprdquo board
o The board must include pins about 10 listed items such as their dream destination best roadside attraction and favorite Esurance Blog post
12
CR
OS
S-P
RO
MO
TIO
NA
L S
OC
IAL
ME
DIA
CO
NT
ES
TS
Esurance Pinterest Page
USAA HOME DESIGN PINTEREST SWEEPSTAKES
Contest Prizes
o $3100 check that will be used towards decorating a room in the winnerrsquos home
To Enter
o Entrants fill out a Facebook entry form then follow USAA on Pinterest and create a Home Design Sweepstakes board
o Boards focus on ideas for how entrants would use the prize money and include a variety of home design pieces
13
CR
OS
S-P
RO
MO
TIO
NA
L S
OC
IAL
ME
DIA
CO
NT
ES
TS
Home Design Sweepstakes Image
USAA Home Design Sweepstakes Pinterest Board
FACEBOOK CAMPAIGNS
PRODUCT-ORIENTED CAMPAIGNS
14
PRODUCT-ORIENTED CAMPAIGNS
15
FAC
EB
OO
K C
AM
PA
IGN
S
Social marketing campaigns to promote product offerings to new customers are common
While not overtly selling the item firms are designing the campaigns with an underlying theme to highlight the productrsquos unique feature service etc
These campaigns often incorporate sweepstakes and prizes to encourage greater participation and engagement
ESURANCE ldquoHOW SWEET IT ISrdquo LGBT CAMPAIGN
About Campaign
o Esurancersquos 3rd annual charitable giving campaign supporting LGBT equality the firm will donate a total of $100000 to three organizations ndash GLAAD PFLAG and The Trevor Project
o The number of votes will decide the percentage of the donation allocated to each charity
To Enter
o Entrants must ldquoLikerdquo Esurancersquos Facebook page then vote for their favorite charity
Product Promotion
o Highlights the firmrsquos marriage rate discount for auto policies up to 10 savings available for domestic partners regardless of whether their state recognizes the union or not
16
PR
OD
UC
T-O
RIE
NT
ED
CA
MP
AIG
NS
Esurance Facebook LGBT Page
ESURANCE US OPEN TECHNOLOGY SWEEPSTAKES
Campaign Prizes
o Win two tickets to attend opening night at the US Open tennis tournament with the Bryan brothers two night hotel stay $2000 for travel expenses and a high-tech tennis gift pack
To Enter
o Entrants must ldquoLikerdquo Esurancersquos Facebook page and fill out an admission form
o Once entered users can view a series of videos and infographics showcasing the technological evolution of tennis
Product Promotion
o Points out similarities of technological innovations in tennis and Esurancersquos offerings such as the What If calculator Express Lane quoting and mobile claims reporting
17
PR
OD
UC
T-O
RIE
NT
ED
CA
MP
AIG
NS
Modern Tech in Tennis and Insurance Infographic
Esurance Facebook US Open Sweepstakes Page
PROGRESSIVE ldquoRATE SUCKERSrdquo SNAPSHOT CAMPAIGN
To Enter
o Entrants take a Rate Sucker photo of themselves by following the outlined steps
Product Promotion
o Encourages customers to stop paying for Rate Suckers and to try ldquoSnapshotrdquo the firmrsquos auto discount program that tracks driving habits for projected savings
o Links to a microsite containing Rate Sucker stories such as ldquoThe Hard Brakerrdquo and ldquoThe Constant Driverrdquo a Rate Sucker Test and the Snapshot trial enrollment form
18
PR
OD
UC
T-O
RIE
NT
ED
CA
MP
AIG
NS
Progressive Facebook Rate Sucker Yourself Image
Facebook Cover Image
BEST IN CLASS PampC INSURER
19
ESURANCErsquoS FACEBOOK MARKETING IS SECOND TO NONE
20
BE
ST
IN
CLA
SS
Esurance offers the strongest Facebook marketing campaigns among PampC Monitor coverage firms
The firm utilizes a variety of contests and campaigns to promote its page popularity philanthropic efforts and insurance products
Esurance is one of two firms (USAA) to tie a Facebook promotion with Pinterest
Esurance Facebook Page
FIVE FACEBOOK MARKETING TIPS FOR PampC INSURERS
21
FIVE FACEBOOK MARKETING TIPS FOR PampC INSURERS
22
FIV
E T
IPS
FO
R I
NS
UR
ER
S
1 Incorporate all types of sweepstakes and campaigns on Facebook
to drive interest and grow a fan base
2 Implement a clear strategy to appeal to the intended audience and
highlight the promoted products or services
3 Provide interactive features such as videos quizzes and games to
encourage user participation and sharing
4 Cross-promote other social pages such as Pinterest Twitter
YouTube Google+ etc to reach consumers across the entire social media landscape
5 Keep the conversation open by using new or repurposed content
to consistently interact with consumers and to engage with the communities
UPCOMING PampC MONITOR SOCIAL MEDIA REPORT
23
UP
CO
MIN
G P
ampC
MO
NIT
OR
RE
PO
RT
Our upcoming September 2013 Property amp Casualty Monitor report is titled Social Media Revisited Customer Engagement within the Insurance Industry
The report examines the social presences and social marketing initiatives being offered by leading PampC insurers across their Facebook Twitter YouTube and Google+ pages This is a follow-up to our initial April 2012 PampC social media report
The report is scheduled for release in late-September and is available to all PampC Monitor subscribers
For more information on CIrsquos Property amp Casualty Insurance Monitor research service or our upcoming report please contact Chase Marshall at 212-832-2002 x-140 or cmarshallcorporateinsightcom
CORPORATE INSIGHT THOUGHT LEADERSHIP
24
User Insights Vol 2 - Comparing the Desktop and Tablet Banking Experience
This usability study provides insights to how mobile applications match up against traditional website interfaces both in terms of usability and functionality for five leading banks
Optimizing the Online amp Mobile Experience for Retirement Plan Participants
This slide deck features industry best practices and includes five recommendations for DC plan providers looking to improve their Web and mobile offerings
2013 Mobile Finance Trends and Innovations
This study includes commentary on mobile developments key takeaways for financial services firms and thoughts on whatrsquos next for mobile finance
Asset Management and Social Media A Guide to Social Marketing
This guide looks at how asset management firms use popular social media platforms such as LinkedIn Twitter Facebook YouTube and Google+ to connect directly with investors and financial advisors Also available as a slide deck
The Millennial Opportunity Whitepaper
Examines the marketing tactics strategies and online resources leading financial institutions are using to connect with Millennials Also available as a slide deck
ABOUT THE AUTHORA
BO
UT
TH
E A
UT
HO
R
LAUREN RONCEVIC
ANALYSTPROPERTY amp CASUALTY INSURANCE MONITOR
Lauren Roncevic is an Analyst for Corporate Insightrsquos Property amp Casualty Monitor research service She has performed extensive research on the PampC insurance client online user experience examining topics such as online bill pay account information electronic delivery customer service and more Lauren is currently researching the social media presences offered by leading PampC insurers with a focus on Facebook Twitter Google + and YouTube
Lauren graduated from George Washington University in 2010 and has been part of the Corporate Insight team since 2011
CONTACT LAUREN
T 212-832-2002 x-127
E lronceviccorporateinsightcom
PampC Insurance Monitor is a service mark of Corporate Insight Inc all rights reserved
25
ESURANCE PIN IT TO WIN IT ndash DREAM ROAD TRIP
Contest Prizes
o Grand Prize Road trip package that includes $5000 for essentials $1400 for ground transportation and a $1200 gas card
o 2nd Prize $1000 gas card
o 3rd Prize GoPro Camera
To Enter
o Entrants fill out the entry form on Facebook then follow Esurance on Pinterest and create a ldquoEsurance Dream Road Triprdquo board
o The board must include pins about 10 listed items such as their dream destination best roadside attraction and favorite Esurance Blog post
12
CR
OS
S-P
RO
MO
TIO
NA
L S
OC
IAL
ME
DIA
CO
NT
ES
TS
Esurance Pinterest Page
USAA HOME DESIGN PINTEREST SWEEPSTAKES
Contest Prizes
o $3100 check that will be used towards decorating a room in the winnerrsquos home
To Enter
o Entrants fill out a Facebook entry form then follow USAA on Pinterest and create a Home Design Sweepstakes board
o Boards focus on ideas for how entrants would use the prize money and include a variety of home design pieces
13
CR
OS
S-P
RO
MO
TIO
NA
L S
OC
IAL
ME
DIA
CO
NT
ES
TS
Home Design Sweepstakes Image
USAA Home Design Sweepstakes Pinterest Board
FACEBOOK CAMPAIGNS
PRODUCT-ORIENTED CAMPAIGNS
14
PRODUCT-ORIENTED CAMPAIGNS
15
FAC
EB
OO
K C
AM
PA
IGN
S
Social marketing campaigns to promote product offerings to new customers are common
While not overtly selling the item firms are designing the campaigns with an underlying theme to highlight the productrsquos unique feature service etc
These campaigns often incorporate sweepstakes and prizes to encourage greater participation and engagement
ESURANCE ldquoHOW SWEET IT ISrdquo LGBT CAMPAIGN
About Campaign
o Esurancersquos 3rd annual charitable giving campaign supporting LGBT equality the firm will donate a total of $100000 to three organizations ndash GLAAD PFLAG and The Trevor Project
o The number of votes will decide the percentage of the donation allocated to each charity
To Enter
o Entrants must ldquoLikerdquo Esurancersquos Facebook page then vote for their favorite charity
Product Promotion
o Highlights the firmrsquos marriage rate discount for auto policies up to 10 savings available for domestic partners regardless of whether their state recognizes the union or not
16
PR
OD
UC
T-O
RIE
NT
ED
CA
MP
AIG
NS
Esurance Facebook LGBT Page
ESURANCE US OPEN TECHNOLOGY SWEEPSTAKES
Campaign Prizes
o Win two tickets to attend opening night at the US Open tennis tournament with the Bryan brothers two night hotel stay $2000 for travel expenses and a high-tech tennis gift pack
To Enter
o Entrants must ldquoLikerdquo Esurancersquos Facebook page and fill out an admission form
o Once entered users can view a series of videos and infographics showcasing the technological evolution of tennis
Product Promotion
o Points out similarities of technological innovations in tennis and Esurancersquos offerings such as the What If calculator Express Lane quoting and mobile claims reporting
17
PR
OD
UC
T-O
RIE
NT
ED
CA
MP
AIG
NS
Modern Tech in Tennis and Insurance Infographic
Esurance Facebook US Open Sweepstakes Page
PROGRESSIVE ldquoRATE SUCKERSrdquo SNAPSHOT CAMPAIGN
To Enter
o Entrants take a Rate Sucker photo of themselves by following the outlined steps
Product Promotion
o Encourages customers to stop paying for Rate Suckers and to try ldquoSnapshotrdquo the firmrsquos auto discount program that tracks driving habits for projected savings
o Links to a microsite containing Rate Sucker stories such as ldquoThe Hard Brakerrdquo and ldquoThe Constant Driverrdquo a Rate Sucker Test and the Snapshot trial enrollment form
18
PR
OD
UC
T-O
RIE
NT
ED
CA
MP
AIG
NS
Progressive Facebook Rate Sucker Yourself Image
Facebook Cover Image
BEST IN CLASS PampC INSURER
19
ESURANCErsquoS FACEBOOK MARKETING IS SECOND TO NONE
20
BE
ST
IN
CLA
SS
Esurance offers the strongest Facebook marketing campaigns among PampC Monitor coverage firms
The firm utilizes a variety of contests and campaigns to promote its page popularity philanthropic efforts and insurance products
Esurance is one of two firms (USAA) to tie a Facebook promotion with Pinterest
Esurance Facebook Page
FIVE FACEBOOK MARKETING TIPS FOR PampC INSURERS
21
FIVE FACEBOOK MARKETING TIPS FOR PampC INSURERS
22
FIV
E T
IPS
FO
R I
NS
UR
ER
S
1 Incorporate all types of sweepstakes and campaigns on Facebook
to drive interest and grow a fan base
2 Implement a clear strategy to appeal to the intended audience and
highlight the promoted products or services
3 Provide interactive features such as videos quizzes and games to
encourage user participation and sharing
4 Cross-promote other social pages such as Pinterest Twitter
YouTube Google+ etc to reach consumers across the entire social media landscape
5 Keep the conversation open by using new or repurposed content
to consistently interact with consumers and to engage with the communities
UPCOMING PampC MONITOR SOCIAL MEDIA REPORT
23
UP
CO
MIN
G P
ampC
MO
NIT
OR
RE
PO
RT
Our upcoming September 2013 Property amp Casualty Monitor report is titled Social Media Revisited Customer Engagement within the Insurance Industry
The report examines the social presences and social marketing initiatives being offered by leading PampC insurers across their Facebook Twitter YouTube and Google+ pages This is a follow-up to our initial April 2012 PampC social media report
The report is scheduled for release in late-September and is available to all PampC Monitor subscribers
For more information on CIrsquos Property amp Casualty Insurance Monitor research service or our upcoming report please contact Chase Marshall at 212-832-2002 x-140 or cmarshallcorporateinsightcom
CORPORATE INSIGHT THOUGHT LEADERSHIP
24
User Insights Vol 2 - Comparing the Desktop and Tablet Banking Experience
This usability study provides insights to how mobile applications match up against traditional website interfaces both in terms of usability and functionality for five leading banks
Optimizing the Online amp Mobile Experience for Retirement Plan Participants
This slide deck features industry best practices and includes five recommendations for DC plan providers looking to improve their Web and mobile offerings
2013 Mobile Finance Trends and Innovations
This study includes commentary on mobile developments key takeaways for financial services firms and thoughts on whatrsquos next for mobile finance
Asset Management and Social Media A Guide to Social Marketing
This guide looks at how asset management firms use popular social media platforms such as LinkedIn Twitter Facebook YouTube and Google+ to connect directly with investors and financial advisors Also available as a slide deck
The Millennial Opportunity Whitepaper
Examines the marketing tactics strategies and online resources leading financial institutions are using to connect with Millennials Also available as a slide deck
ABOUT THE AUTHORA
BO
UT
TH
E A
UT
HO
R
LAUREN RONCEVIC
ANALYSTPROPERTY amp CASUALTY INSURANCE MONITOR
Lauren Roncevic is an Analyst for Corporate Insightrsquos Property amp Casualty Monitor research service She has performed extensive research on the PampC insurance client online user experience examining topics such as online bill pay account information electronic delivery customer service and more Lauren is currently researching the social media presences offered by leading PampC insurers with a focus on Facebook Twitter Google + and YouTube
Lauren graduated from George Washington University in 2010 and has been part of the Corporate Insight team since 2011
CONTACT LAUREN
T 212-832-2002 x-127
E lronceviccorporateinsightcom
PampC Insurance Monitor is a service mark of Corporate Insight Inc all rights reserved
25
USAA HOME DESIGN PINTEREST SWEEPSTAKES
Contest Prizes
o $3100 check that will be used towards decorating a room in the winnerrsquos home
To Enter
o Entrants fill out a Facebook entry form then follow USAA on Pinterest and create a Home Design Sweepstakes board
o Boards focus on ideas for how entrants would use the prize money and include a variety of home design pieces
13
CR
OS
S-P
RO
MO
TIO
NA
L S
OC
IAL
ME
DIA
CO
NT
ES
TS
Home Design Sweepstakes Image
USAA Home Design Sweepstakes Pinterest Board
FACEBOOK CAMPAIGNS
PRODUCT-ORIENTED CAMPAIGNS
14
PRODUCT-ORIENTED CAMPAIGNS
15
FAC
EB
OO
K C
AM
PA
IGN
S
Social marketing campaigns to promote product offerings to new customers are common
While not overtly selling the item firms are designing the campaigns with an underlying theme to highlight the productrsquos unique feature service etc
These campaigns often incorporate sweepstakes and prizes to encourage greater participation and engagement
ESURANCE ldquoHOW SWEET IT ISrdquo LGBT CAMPAIGN
About Campaign
o Esurancersquos 3rd annual charitable giving campaign supporting LGBT equality the firm will donate a total of $100000 to three organizations ndash GLAAD PFLAG and The Trevor Project
o The number of votes will decide the percentage of the donation allocated to each charity
To Enter
o Entrants must ldquoLikerdquo Esurancersquos Facebook page then vote for their favorite charity
Product Promotion
o Highlights the firmrsquos marriage rate discount for auto policies up to 10 savings available for domestic partners regardless of whether their state recognizes the union or not
16
PR
OD
UC
T-O
RIE
NT
ED
CA
MP
AIG
NS
Esurance Facebook LGBT Page
ESURANCE US OPEN TECHNOLOGY SWEEPSTAKES
Campaign Prizes
o Win two tickets to attend opening night at the US Open tennis tournament with the Bryan brothers two night hotel stay $2000 for travel expenses and a high-tech tennis gift pack
To Enter
o Entrants must ldquoLikerdquo Esurancersquos Facebook page and fill out an admission form
o Once entered users can view a series of videos and infographics showcasing the technological evolution of tennis
Product Promotion
o Points out similarities of technological innovations in tennis and Esurancersquos offerings such as the What If calculator Express Lane quoting and mobile claims reporting
17
PR
OD
UC
T-O
RIE
NT
ED
CA
MP
AIG
NS
Modern Tech in Tennis and Insurance Infographic
Esurance Facebook US Open Sweepstakes Page
PROGRESSIVE ldquoRATE SUCKERSrdquo SNAPSHOT CAMPAIGN
To Enter
o Entrants take a Rate Sucker photo of themselves by following the outlined steps
Product Promotion
o Encourages customers to stop paying for Rate Suckers and to try ldquoSnapshotrdquo the firmrsquos auto discount program that tracks driving habits for projected savings
o Links to a microsite containing Rate Sucker stories such as ldquoThe Hard Brakerrdquo and ldquoThe Constant Driverrdquo a Rate Sucker Test and the Snapshot trial enrollment form
18
PR
OD
UC
T-O
RIE
NT
ED
CA
MP
AIG
NS
Progressive Facebook Rate Sucker Yourself Image
Facebook Cover Image
BEST IN CLASS PampC INSURER
19
ESURANCErsquoS FACEBOOK MARKETING IS SECOND TO NONE
20
BE
ST
IN
CLA
SS
Esurance offers the strongest Facebook marketing campaigns among PampC Monitor coverage firms
The firm utilizes a variety of contests and campaigns to promote its page popularity philanthropic efforts and insurance products
Esurance is one of two firms (USAA) to tie a Facebook promotion with Pinterest
Esurance Facebook Page
FIVE FACEBOOK MARKETING TIPS FOR PampC INSURERS
21
FIVE FACEBOOK MARKETING TIPS FOR PampC INSURERS
22
FIV
E T
IPS
FO
R I
NS
UR
ER
S
1 Incorporate all types of sweepstakes and campaigns on Facebook
to drive interest and grow a fan base
2 Implement a clear strategy to appeal to the intended audience and
highlight the promoted products or services
3 Provide interactive features such as videos quizzes and games to
encourage user participation and sharing
4 Cross-promote other social pages such as Pinterest Twitter
YouTube Google+ etc to reach consumers across the entire social media landscape
5 Keep the conversation open by using new or repurposed content
to consistently interact with consumers and to engage with the communities
UPCOMING PampC MONITOR SOCIAL MEDIA REPORT
23
UP
CO
MIN
G P
ampC
MO
NIT
OR
RE
PO
RT
Our upcoming September 2013 Property amp Casualty Monitor report is titled Social Media Revisited Customer Engagement within the Insurance Industry
The report examines the social presences and social marketing initiatives being offered by leading PampC insurers across their Facebook Twitter YouTube and Google+ pages This is a follow-up to our initial April 2012 PampC social media report
The report is scheduled for release in late-September and is available to all PampC Monitor subscribers
For more information on CIrsquos Property amp Casualty Insurance Monitor research service or our upcoming report please contact Chase Marshall at 212-832-2002 x-140 or cmarshallcorporateinsightcom
CORPORATE INSIGHT THOUGHT LEADERSHIP
24
User Insights Vol 2 - Comparing the Desktop and Tablet Banking Experience
This usability study provides insights to how mobile applications match up against traditional website interfaces both in terms of usability and functionality for five leading banks
Optimizing the Online amp Mobile Experience for Retirement Plan Participants
This slide deck features industry best practices and includes five recommendations for DC plan providers looking to improve their Web and mobile offerings
2013 Mobile Finance Trends and Innovations
This study includes commentary on mobile developments key takeaways for financial services firms and thoughts on whatrsquos next for mobile finance
Asset Management and Social Media A Guide to Social Marketing
This guide looks at how asset management firms use popular social media platforms such as LinkedIn Twitter Facebook YouTube and Google+ to connect directly with investors and financial advisors Also available as a slide deck
The Millennial Opportunity Whitepaper
Examines the marketing tactics strategies and online resources leading financial institutions are using to connect with Millennials Also available as a slide deck
ABOUT THE AUTHORA
BO
UT
TH
E A
UT
HO
R
LAUREN RONCEVIC
ANALYSTPROPERTY amp CASUALTY INSURANCE MONITOR
Lauren Roncevic is an Analyst for Corporate Insightrsquos Property amp Casualty Monitor research service She has performed extensive research on the PampC insurance client online user experience examining topics such as online bill pay account information electronic delivery customer service and more Lauren is currently researching the social media presences offered by leading PampC insurers with a focus on Facebook Twitter Google + and YouTube
Lauren graduated from George Washington University in 2010 and has been part of the Corporate Insight team since 2011
CONTACT LAUREN
T 212-832-2002 x-127
E lronceviccorporateinsightcom
PampC Insurance Monitor is a service mark of Corporate Insight Inc all rights reserved
25
FACEBOOK CAMPAIGNS
PRODUCT-ORIENTED CAMPAIGNS
14
PRODUCT-ORIENTED CAMPAIGNS
15
FAC
EB
OO
K C
AM
PA
IGN
S
Social marketing campaigns to promote product offerings to new customers are common
While not overtly selling the item firms are designing the campaigns with an underlying theme to highlight the productrsquos unique feature service etc
These campaigns often incorporate sweepstakes and prizes to encourage greater participation and engagement
ESURANCE ldquoHOW SWEET IT ISrdquo LGBT CAMPAIGN
About Campaign
o Esurancersquos 3rd annual charitable giving campaign supporting LGBT equality the firm will donate a total of $100000 to three organizations ndash GLAAD PFLAG and The Trevor Project
o The number of votes will decide the percentage of the donation allocated to each charity
To Enter
o Entrants must ldquoLikerdquo Esurancersquos Facebook page then vote for their favorite charity
Product Promotion
o Highlights the firmrsquos marriage rate discount for auto policies up to 10 savings available for domestic partners regardless of whether their state recognizes the union or not
16
PR
OD
UC
T-O
RIE
NT
ED
CA
MP
AIG
NS
Esurance Facebook LGBT Page
ESURANCE US OPEN TECHNOLOGY SWEEPSTAKES
Campaign Prizes
o Win two tickets to attend opening night at the US Open tennis tournament with the Bryan brothers two night hotel stay $2000 for travel expenses and a high-tech tennis gift pack
To Enter
o Entrants must ldquoLikerdquo Esurancersquos Facebook page and fill out an admission form
o Once entered users can view a series of videos and infographics showcasing the technological evolution of tennis
Product Promotion
o Points out similarities of technological innovations in tennis and Esurancersquos offerings such as the What If calculator Express Lane quoting and mobile claims reporting
17
PR
OD
UC
T-O
RIE
NT
ED
CA
MP
AIG
NS
Modern Tech in Tennis and Insurance Infographic
Esurance Facebook US Open Sweepstakes Page
PROGRESSIVE ldquoRATE SUCKERSrdquo SNAPSHOT CAMPAIGN
To Enter
o Entrants take a Rate Sucker photo of themselves by following the outlined steps
Product Promotion
o Encourages customers to stop paying for Rate Suckers and to try ldquoSnapshotrdquo the firmrsquos auto discount program that tracks driving habits for projected savings
o Links to a microsite containing Rate Sucker stories such as ldquoThe Hard Brakerrdquo and ldquoThe Constant Driverrdquo a Rate Sucker Test and the Snapshot trial enrollment form
18
PR
OD
UC
T-O
RIE
NT
ED
CA
MP
AIG
NS
Progressive Facebook Rate Sucker Yourself Image
Facebook Cover Image
BEST IN CLASS PampC INSURER
19
ESURANCErsquoS FACEBOOK MARKETING IS SECOND TO NONE
20
BE
ST
IN
CLA
SS
Esurance offers the strongest Facebook marketing campaigns among PampC Monitor coverage firms
The firm utilizes a variety of contests and campaigns to promote its page popularity philanthropic efforts and insurance products
Esurance is one of two firms (USAA) to tie a Facebook promotion with Pinterest
Esurance Facebook Page
FIVE FACEBOOK MARKETING TIPS FOR PampC INSURERS
21
FIVE FACEBOOK MARKETING TIPS FOR PampC INSURERS
22
FIV
E T
IPS
FO
R I
NS
UR
ER
S
1 Incorporate all types of sweepstakes and campaigns on Facebook
to drive interest and grow a fan base
2 Implement a clear strategy to appeal to the intended audience and
highlight the promoted products or services
3 Provide interactive features such as videos quizzes and games to
encourage user participation and sharing
4 Cross-promote other social pages such as Pinterest Twitter
YouTube Google+ etc to reach consumers across the entire social media landscape
5 Keep the conversation open by using new or repurposed content
to consistently interact with consumers and to engage with the communities
UPCOMING PampC MONITOR SOCIAL MEDIA REPORT
23
UP
CO
MIN
G P
ampC
MO
NIT
OR
RE
PO
RT
Our upcoming September 2013 Property amp Casualty Monitor report is titled Social Media Revisited Customer Engagement within the Insurance Industry
The report examines the social presences and social marketing initiatives being offered by leading PampC insurers across their Facebook Twitter YouTube and Google+ pages This is a follow-up to our initial April 2012 PampC social media report
The report is scheduled for release in late-September and is available to all PampC Monitor subscribers
For more information on CIrsquos Property amp Casualty Insurance Monitor research service or our upcoming report please contact Chase Marshall at 212-832-2002 x-140 or cmarshallcorporateinsightcom
CORPORATE INSIGHT THOUGHT LEADERSHIP
24
User Insights Vol 2 - Comparing the Desktop and Tablet Banking Experience
This usability study provides insights to how mobile applications match up against traditional website interfaces both in terms of usability and functionality for five leading banks
Optimizing the Online amp Mobile Experience for Retirement Plan Participants
This slide deck features industry best practices and includes five recommendations for DC plan providers looking to improve their Web and mobile offerings
2013 Mobile Finance Trends and Innovations
This study includes commentary on mobile developments key takeaways for financial services firms and thoughts on whatrsquos next for mobile finance
Asset Management and Social Media A Guide to Social Marketing
This guide looks at how asset management firms use popular social media platforms such as LinkedIn Twitter Facebook YouTube and Google+ to connect directly with investors and financial advisors Also available as a slide deck
The Millennial Opportunity Whitepaper
Examines the marketing tactics strategies and online resources leading financial institutions are using to connect with Millennials Also available as a slide deck
ABOUT THE AUTHORA
BO
UT
TH
E A
UT
HO
R
LAUREN RONCEVIC
ANALYSTPROPERTY amp CASUALTY INSURANCE MONITOR
Lauren Roncevic is an Analyst for Corporate Insightrsquos Property amp Casualty Monitor research service She has performed extensive research on the PampC insurance client online user experience examining topics such as online bill pay account information electronic delivery customer service and more Lauren is currently researching the social media presences offered by leading PampC insurers with a focus on Facebook Twitter Google + and YouTube
Lauren graduated from George Washington University in 2010 and has been part of the Corporate Insight team since 2011
CONTACT LAUREN
T 212-832-2002 x-127
E lronceviccorporateinsightcom
PampC Insurance Monitor is a service mark of Corporate Insight Inc all rights reserved
25
PRODUCT-ORIENTED CAMPAIGNS
15
FAC
EB
OO
K C
AM
PA
IGN
S
Social marketing campaigns to promote product offerings to new customers are common
While not overtly selling the item firms are designing the campaigns with an underlying theme to highlight the productrsquos unique feature service etc
These campaigns often incorporate sweepstakes and prizes to encourage greater participation and engagement
ESURANCE ldquoHOW SWEET IT ISrdquo LGBT CAMPAIGN
About Campaign
o Esurancersquos 3rd annual charitable giving campaign supporting LGBT equality the firm will donate a total of $100000 to three organizations ndash GLAAD PFLAG and The Trevor Project
o The number of votes will decide the percentage of the donation allocated to each charity
To Enter
o Entrants must ldquoLikerdquo Esurancersquos Facebook page then vote for their favorite charity
Product Promotion
o Highlights the firmrsquos marriage rate discount for auto policies up to 10 savings available for domestic partners regardless of whether their state recognizes the union or not
16
PR
OD
UC
T-O
RIE
NT
ED
CA
MP
AIG
NS
Esurance Facebook LGBT Page
ESURANCE US OPEN TECHNOLOGY SWEEPSTAKES
Campaign Prizes
o Win two tickets to attend opening night at the US Open tennis tournament with the Bryan brothers two night hotel stay $2000 for travel expenses and a high-tech tennis gift pack
To Enter
o Entrants must ldquoLikerdquo Esurancersquos Facebook page and fill out an admission form
o Once entered users can view a series of videos and infographics showcasing the technological evolution of tennis
Product Promotion
o Points out similarities of technological innovations in tennis and Esurancersquos offerings such as the What If calculator Express Lane quoting and mobile claims reporting
17
PR
OD
UC
T-O
RIE
NT
ED
CA
MP
AIG
NS
Modern Tech in Tennis and Insurance Infographic
Esurance Facebook US Open Sweepstakes Page
PROGRESSIVE ldquoRATE SUCKERSrdquo SNAPSHOT CAMPAIGN
To Enter
o Entrants take a Rate Sucker photo of themselves by following the outlined steps
Product Promotion
o Encourages customers to stop paying for Rate Suckers and to try ldquoSnapshotrdquo the firmrsquos auto discount program that tracks driving habits for projected savings
o Links to a microsite containing Rate Sucker stories such as ldquoThe Hard Brakerrdquo and ldquoThe Constant Driverrdquo a Rate Sucker Test and the Snapshot trial enrollment form
18
PR
OD
UC
T-O
RIE
NT
ED
CA
MP
AIG
NS
Progressive Facebook Rate Sucker Yourself Image
Facebook Cover Image
BEST IN CLASS PampC INSURER
19
ESURANCErsquoS FACEBOOK MARKETING IS SECOND TO NONE
20
BE
ST
IN
CLA
SS
Esurance offers the strongest Facebook marketing campaigns among PampC Monitor coverage firms
The firm utilizes a variety of contests and campaigns to promote its page popularity philanthropic efforts and insurance products
Esurance is one of two firms (USAA) to tie a Facebook promotion with Pinterest
Esurance Facebook Page
FIVE FACEBOOK MARKETING TIPS FOR PampC INSURERS
21
FIVE FACEBOOK MARKETING TIPS FOR PampC INSURERS
22
FIV
E T
IPS
FO
R I
NS
UR
ER
S
1 Incorporate all types of sweepstakes and campaigns on Facebook
to drive interest and grow a fan base
2 Implement a clear strategy to appeal to the intended audience and
highlight the promoted products or services
3 Provide interactive features such as videos quizzes and games to
encourage user participation and sharing
4 Cross-promote other social pages such as Pinterest Twitter
YouTube Google+ etc to reach consumers across the entire social media landscape
5 Keep the conversation open by using new or repurposed content
to consistently interact with consumers and to engage with the communities
UPCOMING PampC MONITOR SOCIAL MEDIA REPORT
23
UP
CO
MIN
G P
ampC
MO
NIT
OR
RE
PO
RT
Our upcoming September 2013 Property amp Casualty Monitor report is titled Social Media Revisited Customer Engagement within the Insurance Industry
The report examines the social presences and social marketing initiatives being offered by leading PampC insurers across their Facebook Twitter YouTube and Google+ pages This is a follow-up to our initial April 2012 PampC social media report
The report is scheduled for release in late-September and is available to all PampC Monitor subscribers
For more information on CIrsquos Property amp Casualty Insurance Monitor research service or our upcoming report please contact Chase Marshall at 212-832-2002 x-140 or cmarshallcorporateinsightcom
CORPORATE INSIGHT THOUGHT LEADERSHIP
24
User Insights Vol 2 - Comparing the Desktop and Tablet Banking Experience
This usability study provides insights to how mobile applications match up against traditional website interfaces both in terms of usability and functionality for five leading banks
Optimizing the Online amp Mobile Experience for Retirement Plan Participants
This slide deck features industry best practices and includes five recommendations for DC plan providers looking to improve their Web and mobile offerings
2013 Mobile Finance Trends and Innovations
This study includes commentary on mobile developments key takeaways for financial services firms and thoughts on whatrsquos next for mobile finance
Asset Management and Social Media A Guide to Social Marketing
This guide looks at how asset management firms use popular social media platforms such as LinkedIn Twitter Facebook YouTube and Google+ to connect directly with investors and financial advisors Also available as a slide deck
The Millennial Opportunity Whitepaper
Examines the marketing tactics strategies and online resources leading financial institutions are using to connect with Millennials Also available as a slide deck
ABOUT THE AUTHORA
BO
UT
TH
E A
UT
HO
R
LAUREN RONCEVIC
ANALYSTPROPERTY amp CASUALTY INSURANCE MONITOR
Lauren Roncevic is an Analyst for Corporate Insightrsquos Property amp Casualty Monitor research service She has performed extensive research on the PampC insurance client online user experience examining topics such as online bill pay account information electronic delivery customer service and more Lauren is currently researching the social media presences offered by leading PampC insurers with a focus on Facebook Twitter Google + and YouTube
Lauren graduated from George Washington University in 2010 and has been part of the Corporate Insight team since 2011
CONTACT LAUREN
T 212-832-2002 x-127
E lronceviccorporateinsightcom
PampC Insurance Monitor is a service mark of Corporate Insight Inc all rights reserved
25
ESURANCE ldquoHOW SWEET IT ISrdquo LGBT CAMPAIGN
About Campaign
o Esurancersquos 3rd annual charitable giving campaign supporting LGBT equality the firm will donate a total of $100000 to three organizations ndash GLAAD PFLAG and The Trevor Project
o The number of votes will decide the percentage of the donation allocated to each charity
To Enter
o Entrants must ldquoLikerdquo Esurancersquos Facebook page then vote for their favorite charity
Product Promotion
o Highlights the firmrsquos marriage rate discount for auto policies up to 10 savings available for domestic partners regardless of whether their state recognizes the union or not
16
PR
OD
UC
T-O
RIE
NT
ED
CA
MP
AIG
NS
Esurance Facebook LGBT Page
ESURANCE US OPEN TECHNOLOGY SWEEPSTAKES
Campaign Prizes
o Win two tickets to attend opening night at the US Open tennis tournament with the Bryan brothers two night hotel stay $2000 for travel expenses and a high-tech tennis gift pack
To Enter
o Entrants must ldquoLikerdquo Esurancersquos Facebook page and fill out an admission form
o Once entered users can view a series of videos and infographics showcasing the technological evolution of tennis
Product Promotion
o Points out similarities of technological innovations in tennis and Esurancersquos offerings such as the What If calculator Express Lane quoting and mobile claims reporting
17
PR
OD
UC
T-O
RIE
NT
ED
CA
MP
AIG
NS
Modern Tech in Tennis and Insurance Infographic
Esurance Facebook US Open Sweepstakes Page
PROGRESSIVE ldquoRATE SUCKERSrdquo SNAPSHOT CAMPAIGN
To Enter
o Entrants take a Rate Sucker photo of themselves by following the outlined steps
Product Promotion
o Encourages customers to stop paying for Rate Suckers and to try ldquoSnapshotrdquo the firmrsquos auto discount program that tracks driving habits for projected savings
o Links to a microsite containing Rate Sucker stories such as ldquoThe Hard Brakerrdquo and ldquoThe Constant Driverrdquo a Rate Sucker Test and the Snapshot trial enrollment form
18
PR
OD
UC
T-O
RIE
NT
ED
CA
MP
AIG
NS
Progressive Facebook Rate Sucker Yourself Image
Facebook Cover Image
BEST IN CLASS PampC INSURER
19
ESURANCErsquoS FACEBOOK MARKETING IS SECOND TO NONE
20
BE
ST
IN
CLA
SS
Esurance offers the strongest Facebook marketing campaigns among PampC Monitor coverage firms
The firm utilizes a variety of contests and campaigns to promote its page popularity philanthropic efforts and insurance products
Esurance is one of two firms (USAA) to tie a Facebook promotion with Pinterest
Esurance Facebook Page
FIVE FACEBOOK MARKETING TIPS FOR PampC INSURERS
21
FIVE FACEBOOK MARKETING TIPS FOR PampC INSURERS
22
FIV
E T
IPS
FO
R I
NS
UR
ER
S
1 Incorporate all types of sweepstakes and campaigns on Facebook
to drive interest and grow a fan base
2 Implement a clear strategy to appeal to the intended audience and
highlight the promoted products or services
3 Provide interactive features such as videos quizzes and games to
encourage user participation and sharing
4 Cross-promote other social pages such as Pinterest Twitter
YouTube Google+ etc to reach consumers across the entire social media landscape
5 Keep the conversation open by using new or repurposed content
to consistently interact with consumers and to engage with the communities
UPCOMING PampC MONITOR SOCIAL MEDIA REPORT
23
UP
CO
MIN
G P
ampC
MO
NIT
OR
RE
PO
RT
Our upcoming September 2013 Property amp Casualty Monitor report is titled Social Media Revisited Customer Engagement within the Insurance Industry
The report examines the social presences and social marketing initiatives being offered by leading PampC insurers across their Facebook Twitter YouTube and Google+ pages This is a follow-up to our initial April 2012 PampC social media report
The report is scheduled for release in late-September and is available to all PampC Monitor subscribers
For more information on CIrsquos Property amp Casualty Insurance Monitor research service or our upcoming report please contact Chase Marshall at 212-832-2002 x-140 or cmarshallcorporateinsightcom
CORPORATE INSIGHT THOUGHT LEADERSHIP
24
User Insights Vol 2 - Comparing the Desktop and Tablet Banking Experience
This usability study provides insights to how mobile applications match up against traditional website interfaces both in terms of usability and functionality for five leading banks
Optimizing the Online amp Mobile Experience for Retirement Plan Participants
This slide deck features industry best practices and includes five recommendations for DC plan providers looking to improve their Web and mobile offerings
2013 Mobile Finance Trends and Innovations
This study includes commentary on mobile developments key takeaways for financial services firms and thoughts on whatrsquos next for mobile finance
Asset Management and Social Media A Guide to Social Marketing
This guide looks at how asset management firms use popular social media platforms such as LinkedIn Twitter Facebook YouTube and Google+ to connect directly with investors and financial advisors Also available as a slide deck
The Millennial Opportunity Whitepaper
Examines the marketing tactics strategies and online resources leading financial institutions are using to connect with Millennials Also available as a slide deck
ABOUT THE AUTHORA
BO
UT
TH
E A
UT
HO
R
LAUREN RONCEVIC
ANALYSTPROPERTY amp CASUALTY INSURANCE MONITOR
Lauren Roncevic is an Analyst for Corporate Insightrsquos Property amp Casualty Monitor research service She has performed extensive research on the PampC insurance client online user experience examining topics such as online bill pay account information electronic delivery customer service and more Lauren is currently researching the social media presences offered by leading PampC insurers with a focus on Facebook Twitter Google + and YouTube
Lauren graduated from George Washington University in 2010 and has been part of the Corporate Insight team since 2011
CONTACT LAUREN
T 212-832-2002 x-127
E lronceviccorporateinsightcom
PampC Insurance Monitor is a service mark of Corporate Insight Inc all rights reserved
25
ESURANCE US OPEN TECHNOLOGY SWEEPSTAKES
Campaign Prizes
o Win two tickets to attend opening night at the US Open tennis tournament with the Bryan brothers two night hotel stay $2000 for travel expenses and a high-tech tennis gift pack
To Enter
o Entrants must ldquoLikerdquo Esurancersquos Facebook page and fill out an admission form
o Once entered users can view a series of videos and infographics showcasing the technological evolution of tennis
Product Promotion
o Points out similarities of technological innovations in tennis and Esurancersquos offerings such as the What If calculator Express Lane quoting and mobile claims reporting
17
PR
OD
UC
T-O
RIE
NT
ED
CA
MP
AIG
NS
Modern Tech in Tennis and Insurance Infographic
Esurance Facebook US Open Sweepstakes Page
PROGRESSIVE ldquoRATE SUCKERSrdquo SNAPSHOT CAMPAIGN
To Enter
o Entrants take a Rate Sucker photo of themselves by following the outlined steps
Product Promotion
o Encourages customers to stop paying for Rate Suckers and to try ldquoSnapshotrdquo the firmrsquos auto discount program that tracks driving habits for projected savings
o Links to a microsite containing Rate Sucker stories such as ldquoThe Hard Brakerrdquo and ldquoThe Constant Driverrdquo a Rate Sucker Test and the Snapshot trial enrollment form
18
PR
OD
UC
T-O
RIE
NT
ED
CA
MP
AIG
NS
Progressive Facebook Rate Sucker Yourself Image
Facebook Cover Image
BEST IN CLASS PampC INSURER
19
ESURANCErsquoS FACEBOOK MARKETING IS SECOND TO NONE
20
BE
ST
IN
CLA
SS
Esurance offers the strongest Facebook marketing campaigns among PampC Monitor coverage firms
The firm utilizes a variety of contests and campaigns to promote its page popularity philanthropic efforts and insurance products
Esurance is one of two firms (USAA) to tie a Facebook promotion with Pinterest
Esurance Facebook Page
FIVE FACEBOOK MARKETING TIPS FOR PampC INSURERS
21
FIVE FACEBOOK MARKETING TIPS FOR PampC INSURERS
22
FIV
E T
IPS
FO
R I
NS
UR
ER
S
1 Incorporate all types of sweepstakes and campaigns on Facebook
to drive interest and grow a fan base
2 Implement a clear strategy to appeal to the intended audience and
highlight the promoted products or services
3 Provide interactive features such as videos quizzes and games to
encourage user participation and sharing
4 Cross-promote other social pages such as Pinterest Twitter
YouTube Google+ etc to reach consumers across the entire social media landscape
5 Keep the conversation open by using new or repurposed content
to consistently interact with consumers and to engage with the communities
UPCOMING PampC MONITOR SOCIAL MEDIA REPORT
23
UP
CO
MIN
G P
ampC
MO
NIT
OR
RE
PO
RT
Our upcoming September 2013 Property amp Casualty Monitor report is titled Social Media Revisited Customer Engagement within the Insurance Industry
The report examines the social presences and social marketing initiatives being offered by leading PampC insurers across their Facebook Twitter YouTube and Google+ pages This is a follow-up to our initial April 2012 PampC social media report
The report is scheduled for release in late-September and is available to all PampC Monitor subscribers
For more information on CIrsquos Property amp Casualty Insurance Monitor research service or our upcoming report please contact Chase Marshall at 212-832-2002 x-140 or cmarshallcorporateinsightcom
CORPORATE INSIGHT THOUGHT LEADERSHIP
24
User Insights Vol 2 - Comparing the Desktop and Tablet Banking Experience
This usability study provides insights to how mobile applications match up against traditional website interfaces both in terms of usability and functionality for five leading banks
Optimizing the Online amp Mobile Experience for Retirement Plan Participants
This slide deck features industry best practices and includes five recommendations for DC plan providers looking to improve their Web and mobile offerings
2013 Mobile Finance Trends and Innovations
This study includes commentary on mobile developments key takeaways for financial services firms and thoughts on whatrsquos next for mobile finance
Asset Management and Social Media A Guide to Social Marketing
This guide looks at how asset management firms use popular social media platforms such as LinkedIn Twitter Facebook YouTube and Google+ to connect directly with investors and financial advisors Also available as a slide deck
The Millennial Opportunity Whitepaper
Examines the marketing tactics strategies and online resources leading financial institutions are using to connect with Millennials Also available as a slide deck
ABOUT THE AUTHORA
BO
UT
TH
E A
UT
HO
R
LAUREN RONCEVIC
ANALYSTPROPERTY amp CASUALTY INSURANCE MONITOR
Lauren Roncevic is an Analyst for Corporate Insightrsquos Property amp Casualty Monitor research service She has performed extensive research on the PampC insurance client online user experience examining topics such as online bill pay account information electronic delivery customer service and more Lauren is currently researching the social media presences offered by leading PampC insurers with a focus on Facebook Twitter Google + and YouTube
Lauren graduated from George Washington University in 2010 and has been part of the Corporate Insight team since 2011
CONTACT LAUREN
T 212-832-2002 x-127
E lronceviccorporateinsightcom
PampC Insurance Monitor is a service mark of Corporate Insight Inc all rights reserved
25
PROGRESSIVE ldquoRATE SUCKERSrdquo SNAPSHOT CAMPAIGN
To Enter
o Entrants take a Rate Sucker photo of themselves by following the outlined steps
Product Promotion
o Encourages customers to stop paying for Rate Suckers and to try ldquoSnapshotrdquo the firmrsquos auto discount program that tracks driving habits for projected savings
o Links to a microsite containing Rate Sucker stories such as ldquoThe Hard Brakerrdquo and ldquoThe Constant Driverrdquo a Rate Sucker Test and the Snapshot trial enrollment form
18
PR
OD
UC
T-O
RIE
NT
ED
CA
MP
AIG
NS
Progressive Facebook Rate Sucker Yourself Image
Facebook Cover Image
BEST IN CLASS PampC INSURER
19
ESURANCErsquoS FACEBOOK MARKETING IS SECOND TO NONE
20
BE
ST
IN
CLA
SS
Esurance offers the strongest Facebook marketing campaigns among PampC Monitor coverage firms
The firm utilizes a variety of contests and campaigns to promote its page popularity philanthropic efforts and insurance products
Esurance is one of two firms (USAA) to tie a Facebook promotion with Pinterest
Esurance Facebook Page
FIVE FACEBOOK MARKETING TIPS FOR PampC INSURERS
21
FIVE FACEBOOK MARKETING TIPS FOR PampC INSURERS
22
FIV
E T
IPS
FO
R I
NS
UR
ER
S
1 Incorporate all types of sweepstakes and campaigns on Facebook
to drive interest and grow a fan base
2 Implement a clear strategy to appeal to the intended audience and
highlight the promoted products or services
3 Provide interactive features such as videos quizzes and games to
encourage user participation and sharing
4 Cross-promote other social pages such as Pinterest Twitter
YouTube Google+ etc to reach consumers across the entire social media landscape
5 Keep the conversation open by using new or repurposed content
to consistently interact with consumers and to engage with the communities
UPCOMING PampC MONITOR SOCIAL MEDIA REPORT
23
UP
CO
MIN
G P
ampC
MO
NIT
OR
RE
PO
RT
Our upcoming September 2013 Property amp Casualty Monitor report is titled Social Media Revisited Customer Engagement within the Insurance Industry
The report examines the social presences and social marketing initiatives being offered by leading PampC insurers across their Facebook Twitter YouTube and Google+ pages This is a follow-up to our initial April 2012 PampC social media report
The report is scheduled for release in late-September and is available to all PampC Monitor subscribers
For more information on CIrsquos Property amp Casualty Insurance Monitor research service or our upcoming report please contact Chase Marshall at 212-832-2002 x-140 or cmarshallcorporateinsightcom
CORPORATE INSIGHT THOUGHT LEADERSHIP
24
User Insights Vol 2 - Comparing the Desktop and Tablet Banking Experience
This usability study provides insights to how mobile applications match up against traditional website interfaces both in terms of usability and functionality for five leading banks
Optimizing the Online amp Mobile Experience for Retirement Plan Participants
This slide deck features industry best practices and includes five recommendations for DC plan providers looking to improve their Web and mobile offerings
2013 Mobile Finance Trends and Innovations
This study includes commentary on mobile developments key takeaways for financial services firms and thoughts on whatrsquos next for mobile finance
Asset Management and Social Media A Guide to Social Marketing
This guide looks at how asset management firms use popular social media platforms such as LinkedIn Twitter Facebook YouTube and Google+ to connect directly with investors and financial advisors Also available as a slide deck
The Millennial Opportunity Whitepaper
Examines the marketing tactics strategies and online resources leading financial institutions are using to connect with Millennials Also available as a slide deck
ABOUT THE AUTHORA
BO
UT
TH
E A
UT
HO
R
LAUREN RONCEVIC
ANALYSTPROPERTY amp CASUALTY INSURANCE MONITOR
Lauren Roncevic is an Analyst for Corporate Insightrsquos Property amp Casualty Monitor research service She has performed extensive research on the PampC insurance client online user experience examining topics such as online bill pay account information electronic delivery customer service and more Lauren is currently researching the social media presences offered by leading PampC insurers with a focus on Facebook Twitter Google + and YouTube
Lauren graduated from George Washington University in 2010 and has been part of the Corporate Insight team since 2011
CONTACT LAUREN
T 212-832-2002 x-127
E lronceviccorporateinsightcom
PampC Insurance Monitor is a service mark of Corporate Insight Inc all rights reserved
25
BEST IN CLASS PampC INSURER
19
ESURANCErsquoS FACEBOOK MARKETING IS SECOND TO NONE
20
BE
ST
IN
CLA
SS
Esurance offers the strongest Facebook marketing campaigns among PampC Monitor coverage firms
The firm utilizes a variety of contests and campaigns to promote its page popularity philanthropic efforts and insurance products
Esurance is one of two firms (USAA) to tie a Facebook promotion with Pinterest
Esurance Facebook Page
FIVE FACEBOOK MARKETING TIPS FOR PampC INSURERS
21
FIVE FACEBOOK MARKETING TIPS FOR PampC INSURERS
22
FIV
E T
IPS
FO
R I
NS
UR
ER
S
1 Incorporate all types of sweepstakes and campaigns on Facebook
to drive interest and grow a fan base
2 Implement a clear strategy to appeal to the intended audience and
highlight the promoted products or services
3 Provide interactive features such as videos quizzes and games to
encourage user participation and sharing
4 Cross-promote other social pages such as Pinterest Twitter
YouTube Google+ etc to reach consumers across the entire social media landscape
5 Keep the conversation open by using new or repurposed content
to consistently interact with consumers and to engage with the communities
UPCOMING PampC MONITOR SOCIAL MEDIA REPORT
23
UP
CO
MIN
G P
ampC
MO
NIT
OR
RE
PO
RT
Our upcoming September 2013 Property amp Casualty Monitor report is titled Social Media Revisited Customer Engagement within the Insurance Industry
The report examines the social presences and social marketing initiatives being offered by leading PampC insurers across their Facebook Twitter YouTube and Google+ pages This is a follow-up to our initial April 2012 PampC social media report
The report is scheduled for release in late-September and is available to all PampC Monitor subscribers
For more information on CIrsquos Property amp Casualty Insurance Monitor research service or our upcoming report please contact Chase Marshall at 212-832-2002 x-140 or cmarshallcorporateinsightcom
CORPORATE INSIGHT THOUGHT LEADERSHIP
24
User Insights Vol 2 - Comparing the Desktop and Tablet Banking Experience
This usability study provides insights to how mobile applications match up against traditional website interfaces both in terms of usability and functionality for five leading banks
Optimizing the Online amp Mobile Experience for Retirement Plan Participants
This slide deck features industry best practices and includes five recommendations for DC plan providers looking to improve their Web and mobile offerings
2013 Mobile Finance Trends and Innovations
This study includes commentary on mobile developments key takeaways for financial services firms and thoughts on whatrsquos next for mobile finance
Asset Management and Social Media A Guide to Social Marketing
This guide looks at how asset management firms use popular social media platforms such as LinkedIn Twitter Facebook YouTube and Google+ to connect directly with investors and financial advisors Also available as a slide deck
The Millennial Opportunity Whitepaper
Examines the marketing tactics strategies and online resources leading financial institutions are using to connect with Millennials Also available as a slide deck
ABOUT THE AUTHORA
BO
UT
TH
E A
UT
HO
R
LAUREN RONCEVIC
ANALYSTPROPERTY amp CASUALTY INSURANCE MONITOR
Lauren Roncevic is an Analyst for Corporate Insightrsquos Property amp Casualty Monitor research service She has performed extensive research on the PampC insurance client online user experience examining topics such as online bill pay account information electronic delivery customer service and more Lauren is currently researching the social media presences offered by leading PampC insurers with a focus on Facebook Twitter Google + and YouTube
Lauren graduated from George Washington University in 2010 and has been part of the Corporate Insight team since 2011
CONTACT LAUREN
T 212-832-2002 x-127
E lronceviccorporateinsightcom
PampC Insurance Monitor is a service mark of Corporate Insight Inc all rights reserved
25
ESURANCErsquoS FACEBOOK MARKETING IS SECOND TO NONE
20
BE
ST
IN
CLA
SS
Esurance offers the strongest Facebook marketing campaigns among PampC Monitor coverage firms
The firm utilizes a variety of contests and campaigns to promote its page popularity philanthropic efforts and insurance products
Esurance is one of two firms (USAA) to tie a Facebook promotion with Pinterest
Esurance Facebook Page
FIVE FACEBOOK MARKETING TIPS FOR PampC INSURERS
21
FIVE FACEBOOK MARKETING TIPS FOR PampC INSURERS
22
FIV
E T
IPS
FO
R I
NS
UR
ER
S
1 Incorporate all types of sweepstakes and campaigns on Facebook
to drive interest and grow a fan base
2 Implement a clear strategy to appeal to the intended audience and
highlight the promoted products or services
3 Provide interactive features such as videos quizzes and games to
encourage user participation and sharing
4 Cross-promote other social pages such as Pinterest Twitter
YouTube Google+ etc to reach consumers across the entire social media landscape
5 Keep the conversation open by using new or repurposed content
to consistently interact with consumers and to engage with the communities
UPCOMING PampC MONITOR SOCIAL MEDIA REPORT
23
UP
CO
MIN
G P
ampC
MO
NIT
OR
RE
PO
RT
Our upcoming September 2013 Property amp Casualty Monitor report is titled Social Media Revisited Customer Engagement within the Insurance Industry
The report examines the social presences and social marketing initiatives being offered by leading PampC insurers across their Facebook Twitter YouTube and Google+ pages This is a follow-up to our initial April 2012 PampC social media report
The report is scheduled for release in late-September and is available to all PampC Monitor subscribers
For more information on CIrsquos Property amp Casualty Insurance Monitor research service or our upcoming report please contact Chase Marshall at 212-832-2002 x-140 or cmarshallcorporateinsightcom
CORPORATE INSIGHT THOUGHT LEADERSHIP
24
User Insights Vol 2 - Comparing the Desktop and Tablet Banking Experience
This usability study provides insights to how mobile applications match up against traditional website interfaces both in terms of usability and functionality for five leading banks
Optimizing the Online amp Mobile Experience for Retirement Plan Participants
This slide deck features industry best practices and includes five recommendations for DC plan providers looking to improve their Web and mobile offerings
2013 Mobile Finance Trends and Innovations
This study includes commentary on mobile developments key takeaways for financial services firms and thoughts on whatrsquos next for mobile finance
Asset Management and Social Media A Guide to Social Marketing
This guide looks at how asset management firms use popular social media platforms such as LinkedIn Twitter Facebook YouTube and Google+ to connect directly with investors and financial advisors Also available as a slide deck
The Millennial Opportunity Whitepaper
Examines the marketing tactics strategies and online resources leading financial institutions are using to connect with Millennials Also available as a slide deck
ABOUT THE AUTHORA
BO
UT
TH
E A
UT
HO
R
LAUREN RONCEVIC
ANALYSTPROPERTY amp CASUALTY INSURANCE MONITOR
Lauren Roncevic is an Analyst for Corporate Insightrsquos Property amp Casualty Monitor research service She has performed extensive research on the PampC insurance client online user experience examining topics such as online bill pay account information electronic delivery customer service and more Lauren is currently researching the social media presences offered by leading PampC insurers with a focus on Facebook Twitter Google + and YouTube
Lauren graduated from George Washington University in 2010 and has been part of the Corporate Insight team since 2011
CONTACT LAUREN
T 212-832-2002 x-127
E lronceviccorporateinsightcom
PampC Insurance Monitor is a service mark of Corporate Insight Inc all rights reserved
25
FIVE FACEBOOK MARKETING TIPS FOR PampC INSURERS
21
FIVE FACEBOOK MARKETING TIPS FOR PampC INSURERS
22
FIV
E T
IPS
FO
R I
NS
UR
ER
S
1 Incorporate all types of sweepstakes and campaigns on Facebook
to drive interest and grow a fan base
2 Implement a clear strategy to appeal to the intended audience and
highlight the promoted products or services
3 Provide interactive features such as videos quizzes and games to
encourage user participation and sharing
4 Cross-promote other social pages such as Pinterest Twitter
YouTube Google+ etc to reach consumers across the entire social media landscape
5 Keep the conversation open by using new or repurposed content
to consistently interact with consumers and to engage with the communities
UPCOMING PampC MONITOR SOCIAL MEDIA REPORT
23
UP
CO
MIN
G P
ampC
MO
NIT
OR
RE
PO
RT
Our upcoming September 2013 Property amp Casualty Monitor report is titled Social Media Revisited Customer Engagement within the Insurance Industry
The report examines the social presences and social marketing initiatives being offered by leading PampC insurers across their Facebook Twitter YouTube and Google+ pages This is a follow-up to our initial April 2012 PampC social media report
The report is scheduled for release in late-September and is available to all PampC Monitor subscribers
For more information on CIrsquos Property amp Casualty Insurance Monitor research service or our upcoming report please contact Chase Marshall at 212-832-2002 x-140 or cmarshallcorporateinsightcom
CORPORATE INSIGHT THOUGHT LEADERSHIP
24
User Insights Vol 2 - Comparing the Desktop and Tablet Banking Experience
This usability study provides insights to how mobile applications match up against traditional website interfaces both in terms of usability and functionality for five leading banks
Optimizing the Online amp Mobile Experience for Retirement Plan Participants
This slide deck features industry best practices and includes five recommendations for DC plan providers looking to improve their Web and mobile offerings
2013 Mobile Finance Trends and Innovations
This study includes commentary on mobile developments key takeaways for financial services firms and thoughts on whatrsquos next for mobile finance
Asset Management and Social Media A Guide to Social Marketing
This guide looks at how asset management firms use popular social media platforms such as LinkedIn Twitter Facebook YouTube and Google+ to connect directly with investors and financial advisors Also available as a slide deck
The Millennial Opportunity Whitepaper
Examines the marketing tactics strategies and online resources leading financial institutions are using to connect with Millennials Also available as a slide deck
ABOUT THE AUTHORA
BO
UT
TH
E A
UT
HO
R
LAUREN RONCEVIC
ANALYSTPROPERTY amp CASUALTY INSURANCE MONITOR
Lauren Roncevic is an Analyst for Corporate Insightrsquos Property amp Casualty Monitor research service She has performed extensive research on the PampC insurance client online user experience examining topics such as online bill pay account information electronic delivery customer service and more Lauren is currently researching the social media presences offered by leading PampC insurers with a focus on Facebook Twitter Google + and YouTube
Lauren graduated from George Washington University in 2010 and has been part of the Corporate Insight team since 2011
CONTACT LAUREN
T 212-832-2002 x-127
E lronceviccorporateinsightcom
PampC Insurance Monitor is a service mark of Corporate Insight Inc all rights reserved
25
FIVE FACEBOOK MARKETING TIPS FOR PampC INSURERS
22
FIV
E T
IPS
FO
R I
NS
UR
ER
S
1 Incorporate all types of sweepstakes and campaigns on Facebook
to drive interest and grow a fan base
2 Implement a clear strategy to appeal to the intended audience and
highlight the promoted products or services
3 Provide interactive features such as videos quizzes and games to
encourage user participation and sharing
4 Cross-promote other social pages such as Pinterest Twitter
YouTube Google+ etc to reach consumers across the entire social media landscape
5 Keep the conversation open by using new or repurposed content
to consistently interact with consumers and to engage with the communities
UPCOMING PampC MONITOR SOCIAL MEDIA REPORT
23
UP
CO
MIN
G P
ampC
MO
NIT
OR
RE
PO
RT
Our upcoming September 2013 Property amp Casualty Monitor report is titled Social Media Revisited Customer Engagement within the Insurance Industry
The report examines the social presences and social marketing initiatives being offered by leading PampC insurers across their Facebook Twitter YouTube and Google+ pages This is a follow-up to our initial April 2012 PampC social media report
The report is scheduled for release in late-September and is available to all PampC Monitor subscribers
For more information on CIrsquos Property amp Casualty Insurance Monitor research service or our upcoming report please contact Chase Marshall at 212-832-2002 x-140 or cmarshallcorporateinsightcom
CORPORATE INSIGHT THOUGHT LEADERSHIP
24
User Insights Vol 2 - Comparing the Desktop and Tablet Banking Experience
This usability study provides insights to how mobile applications match up against traditional website interfaces both in terms of usability and functionality for five leading banks
Optimizing the Online amp Mobile Experience for Retirement Plan Participants
This slide deck features industry best practices and includes five recommendations for DC plan providers looking to improve their Web and mobile offerings
2013 Mobile Finance Trends and Innovations
This study includes commentary on mobile developments key takeaways for financial services firms and thoughts on whatrsquos next for mobile finance
Asset Management and Social Media A Guide to Social Marketing
This guide looks at how asset management firms use popular social media platforms such as LinkedIn Twitter Facebook YouTube and Google+ to connect directly with investors and financial advisors Also available as a slide deck
The Millennial Opportunity Whitepaper
Examines the marketing tactics strategies and online resources leading financial institutions are using to connect with Millennials Also available as a slide deck
ABOUT THE AUTHORA
BO
UT
TH
E A
UT
HO
R
LAUREN RONCEVIC
ANALYSTPROPERTY amp CASUALTY INSURANCE MONITOR
Lauren Roncevic is an Analyst for Corporate Insightrsquos Property amp Casualty Monitor research service She has performed extensive research on the PampC insurance client online user experience examining topics such as online bill pay account information electronic delivery customer service and more Lauren is currently researching the social media presences offered by leading PampC insurers with a focus on Facebook Twitter Google + and YouTube
Lauren graduated from George Washington University in 2010 and has been part of the Corporate Insight team since 2011
CONTACT LAUREN
T 212-832-2002 x-127
E lronceviccorporateinsightcom
PampC Insurance Monitor is a service mark of Corporate Insight Inc all rights reserved
25
UPCOMING PampC MONITOR SOCIAL MEDIA REPORT
23
UP
CO
MIN
G P
ampC
MO
NIT
OR
RE
PO
RT
Our upcoming September 2013 Property amp Casualty Monitor report is titled Social Media Revisited Customer Engagement within the Insurance Industry
The report examines the social presences and social marketing initiatives being offered by leading PampC insurers across their Facebook Twitter YouTube and Google+ pages This is a follow-up to our initial April 2012 PampC social media report
The report is scheduled for release in late-September and is available to all PampC Monitor subscribers
For more information on CIrsquos Property amp Casualty Insurance Monitor research service or our upcoming report please contact Chase Marshall at 212-832-2002 x-140 or cmarshallcorporateinsightcom
CORPORATE INSIGHT THOUGHT LEADERSHIP
24
User Insights Vol 2 - Comparing the Desktop and Tablet Banking Experience
This usability study provides insights to how mobile applications match up against traditional website interfaces both in terms of usability and functionality for five leading banks
Optimizing the Online amp Mobile Experience for Retirement Plan Participants
This slide deck features industry best practices and includes five recommendations for DC plan providers looking to improve their Web and mobile offerings
2013 Mobile Finance Trends and Innovations
This study includes commentary on mobile developments key takeaways for financial services firms and thoughts on whatrsquos next for mobile finance
Asset Management and Social Media A Guide to Social Marketing
This guide looks at how asset management firms use popular social media platforms such as LinkedIn Twitter Facebook YouTube and Google+ to connect directly with investors and financial advisors Also available as a slide deck
The Millennial Opportunity Whitepaper
Examines the marketing tactics strategies and online resources leading financial institutions are using to connect with Millennials Also available as a slide deck
ABOUT THE AUTHORA
BO
UT
TH
E A
UT
HO
R
LAUREN RONCEVIC
ANALYSTPROPERTY amp CASUALTY INSURANCE MONITOR
Lauren Roncevic is an Analyst for Corporate Insightrsquos Property amp Casualty Monitor research service She has performed extensive research on the PampC insurance client online user experience examining topics such as online bill pay account information electronic delivery customer service and more Lauren is currently researching the social media presences offered by leading PampC insurers with a focus on Facebook Twitter Google + and YouTube
Lauren graduated from George Washington University in 2010 and has been part of the Corporate Insight team since 2011
CONTACT LAUREN
T 212-832-2002 x-127
E lronceviccorporateinsightcom
PampC Insurance Monitor is a service mark of Corporate Insight Inc all rights reserved
25
CORPORATE INSIGHT THOUGHT LEADERSHIP
24
User Insights Vol 2 - Comparing the Desktop and Tablet Banking Experience
This usability study provides insights to how mobile applications match up against traditional website interfaces both in terms of usability and functionality for five leading banks
Optimizing the Online amp Mobile Experience for Retirement Plan Participants
This slide deck features industry best practices and includes five recommendations for DC plan providers looking to improve their Web and mobile offerings
2013 Mobile Finance Trends and Innovations
This study includes commentary on mobile developments key takeaways for financial services firms and thoughts on whatrsquos next for mobile finance
Asset Management and Social Media A Guide to Social Marketing
This guide looks at how asset management firms use popular social media platforms such as LinkedIn Twitter Facebook YouTube and Google+ to connect directly with investors and financial advisors Also available as a slide deck
The Millennial Opportunity Whitepaper
Examines the marketing tactics strategies and online resources leading financial institutions are using to connect with Millennials Also available as a slide deck
ABOUT THE AUTHORA
BO
UT
TH
E A
UT
HO
R
LAUREN RONCEVIC
ANALYSTPROPERTY amp CASUALTY INSURANCE MONITOR
Lauren Roncevic is an Analyst for Corporate Insightrsquos Property amp Casualty Monitor research service She has performed extensive research on the PampC insurance client online user experience examining topics such as online bill pay account information electronic delivery customer service and more Lauren is currently researching the social media presences offered by leading PampC insurers with a focus on Facebook Twitter Google + and YouTube
Lauren graduated from George Washington University in 2010 and has been part of the Corporate Insight team since 2011
CONTACT LAUREN
T 212-832-2002 x-127
E lronceviccorporateinsightcom
PampC Insurance Monitor is a service mark of Corporate Insight Inc all rights reserved
25
ABOUT THE AUTHORA
BO
UT
TH
E A
UT
HO
R
LAUREN RONCEVIC
ANALYSTPROPERTY amp CASUALTY INSURANCE MONITOR
Lauren Roncevic is an Analyst for Corporate Insightrsquos Property amp Casualty Monitor research service She has performed extensive research on the PampC insurance client online user experience examining topics such as online bill pay account information electronic delivery customer service and more Lauren is currently researching the social media presences offered by leading PampC insurers with a focus on Facebook Twitter Google + and YouTube
Lauren graduated from George Washington University in 2010 and has been part of the Corporate Insight team since 2011
CONTACT LAUREN
T 212-832-2002 x-127
E lronceviccorporateinsightcom
PampC Insurance Monitor is a service mark of Corporate Insight Inc all rights reserved
25