harnessing social media marketing and social intelligence to drive brand awareness
DESCRIPTION
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.TRANSCRIPT
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.
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.
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.
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