harnessing social media marketing and social intelligence to drive brand awareness

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Client: Leading global insurance company Industry: Financial Services Business Impact: Brand conversaon Engagement Lead idenficaon www.blueoceanmi.com Harnessing social media marketing and social intelligence to drive brand awareness and online visibility Business Challenge A US-based leading global insurance company was looking to harness social media to engage with a niche market segment- the classic car owners, local Insurance agents and the classic car insurance industry at large. The company wanted to build a smarter social media eco-system for measuring, aribung, and amplifying the classic and collector car insurance product and services, driving brand awareness, online visibility and generate sales leads. Soluon Blueocean Market Intelligence adopted a three-stage approach to achieve maximum efficiency in the Social Media Engagement Strategy: Case Study Social Intelligence and Analytics Using enterprise-class listening & text mining tools, conducted an extensive research and analysis of social media data. The data was analyzed to understand advocacy, social conversations and trends.

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To drive brand awareness and online visibility Harnessing social media marketing and social intelligence helps to engage with a market segment- the classic car owners, local Insurance agents and the classic car insurance industry at large.

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Page 1: Harnessing social media marketing and social intelligence to drive brand awareness

Client: Leading global insurance company

Industry: Financial Services

Business Impact: • Brand conversation• Engagement• Lead identification

www.blueoceanmi.com

Harnessing social media marketing and social intelligence to drive brand awareness and online visibility

Business Challenge

A US-based leading global insurance company was looking to harness social media to engage with a niche market segment- the classic car owners, local Insurance agents and the classic car insurance industry at large. The company wanted to build a smarter social media eco-system for measuring, attributing, and amplifying the classic and collector car insurance product and services, driving brand awareness, online visibility and generate sales leads.

Solution

Blueocean Market Intelligence adopted a three-stage approach to achieve maximum efficiency in the Social Media Engagement Strategy:

Case Study

Social Intelligence and Analytics

Using enterprise-class listening & text mining tools, conducted an extensive research and analysis of social media data.

The data was analyzed to understand advocacy, social conversations and trends.

Page 2: Harnessing social media marketing and social intelligence to drive brand awareness

Outcome

• Brand Conversations on Facebook and Twitter: 63% increase in overall brand conversations on Facebook and Twitter• Engagement: 5X engagement on Twitter (17%) and Facebook (59% ) compared to the competitor (Twitter: 3% and Facebook: 8%)• Registrations: 40% increase in registrations for the Charity Car Show from last year• Leads identified: 300 leads identified from social channels out which 12% were sales ready leads• Conversations on forums and blogs: 5% increase in product related conversations on forums and blogs• Website Traffic: 26% of the traffic to the website was referred from Facebook and Internet Banner ads

Formulate a comprehensivedata-driven social media

Strategic Approach to SocialMedia and Customer

Engagement

Social Media ChannelSelection

Social Media Content &Message Mapping

Chrome Marketing Funnel

Pain Points - Brand Awareness, Online Visibility, Influence Purchase Decision

Build awareness and brandfamiliarity with target audience

1 Drive engagement withtraget audience

2 3

Alignmentwith goalsMarketing

PositioningIndustry ExpectedReachCost / Bene�t

Customer TechnicalRiskResources - FinancialResources - People

Selection CriteriaStrategic Fit Impact Feasibility

BlueoceanSolution

Drive Tra�c TOP FUNNEL EFFECT

(Brand Awareness)

Extend ReachMIDDLE FUNNEL EFFECT

(Engagement)

Convert LeadsBOTTOM FUNNEL EFFECT

(Lead Generation and Conversion)

Brand EquityRevenue Growth

Customer value

Discovery Stage Consideration Stage Purchase Stage

Bubble Size = ImpactFuture Poten tials Top Priorities

YouTube

Potential CutsLow High

Feas

ibili

ty

Strategic Fit

Back Burners

TwitterFacebook

Forums

Blog/publications

Communities

ROI

Consideration

Provide product/service information• Build thought leadership opinions and reviews• Community engagement answer to user queries and provide recommendations• Promote authority-industry body association and partnerships• CHROME demo solutions and key benefits

Purchase

Influence purchase and build trust• Customer testimonials• Pricing sheets and product availability brand promise and USP• Product comparison

Discovery

Build brand visibility for CHROME

• Product features• Initiate conversations on identified forums and communities• Infographics and visual content to create brand experience• Run micro campaigns on Facebook and Twitter and drive traffic

Social Media Marketing

Activate: established Social Media Governance Policy & activated the relevant Social

Connect: used a mix of Facebook ads, Sponsored Stories & Promoted posts to drive awareness about the insurance products.

Engage: with a focus on community growth, speci�c goals and tactics were deployed to help cultivate user engagement and interest.

Monitor and Measure

Monthly reports that measured and demonstrated social media campaign e�ectiveness and ROI were shared with the client.

Page 3: Harnessing social media marketing and social intelligence to drive brand awareness

About Blueocean Market Intelligence

Blueocean Market Intelligence is a global analytics and insights provider that helps corporations realize a 360-degree view of their customers through data integration and a multi-disciplinary approach that enables sound, data-driven business decisions.

Since we live in a highly dynamic and multi-dimensional world, we believe the most effective business decisions come from a synthesis of data streams and not from one-dimensional sources.

Using our 360 Discovery approach, we ensure the comprehensive use of all available structured and unstructured data sources, enabling us to bring the best to bear against each engagement. Strong decision support is enabled through a combination of analytics, domain expertise, engineering and visualization skills brought together in harmony.

Leading companies have benefited from our partnership with financial growth, 360 views of their markets and competition, and improved customer acquisition, satisfaction and retention.

Seattle | Phoenix | Denver | Chicago Cincinnati | Bangalore | Dubai | London

For more information or to request a consultation, please email [email protected] or visit us online at www.blueoceanmi.com.

© 2014 Blueocean Market Intelligence. All Rights Reserved.