Social Media Targeting & Lead Generation For Insurers

ITIC UK Oxford 2016

© Digital Visitor Ltd 2016

Explore how you can…

1. Target the right customers for your

brand and products

2. Convert these into customers

…using social media

Today’s Outcomes

• 10 years’ experience in social media

• Connect our clients with their most

valuable audiences

• Services centre around acquiring

targeted, quality and convertible

digital visitors

• Broad experience across many

verticals

About Digital Visitor

Considerations

• Risk averse by nature

• Reluctant to discount core products

• Commonly distress purchase

• Compliance and regulation

• Tight control of messaging

• Evidence and data driven

• ROI-centric spend

• Limited track record in social

The Industry

Overall digital ad spend is increasing.

Financial services is the 2nd largest

spender (behind retail).

Digital Ad Spend

The majority of digital

activities are focused

on acquisition.

Media Mix for

Financial Services

Yet spending on more

traditional channels

and as mentioned –

yet to embrace social.

• TV Advertising

• Digital media

• PPC & Display

• Affiliates &

Email

• Newspapers

• Magazines

• Radio

• Outdoor

• Direct mail

• Social media is the best way of acquiring

targeted audiences

• Logic dictates this is the next natural step

for insurance to take with digital spend

• Tools and methods now available to

satisfy the returns the industry demands

An Opportunity

Audience Targeting

© Digital Visitor Ltd 2016

• Social media is an ever changing landscape

• Over the last 18 months platforms have

changed hugely

• Developed to allow brands and advertisers

to better connect with the right people

• And they are commercially focused –

creating myriad new opportunities and

ways of selling products and services

Background

1) Social Advertising

2) Influencer Coverage

3) Brand Partnerships

Targeting the right audiences

© Digital Visitor Ltd 2016

Social Advertising

Social platforms let you target by:

• Age

• Location – support localised offline / other

digital activities to reinforce brand

• Interests:

Golf / ski (for instance)

• Family

Children aged x and y for family insurance

• Competitors

© Digital Visitor Ltd 2016

• All platforms are continually developing

unique ways of putting your brand in

front of its most valuable audiences

• Facebook still leads the way

• New flex targeting lets you focus even

more – launched in the last few months,

target And / Or options

• Facebook Canvas recently launched

Social Advertising

Influencer Coverage

• UK very blogger savvy – lots of blogs and lots of

people that read them

• Our experience in building our own, vast

European network has shown significant value

and opportunity

• Understanding the readership of blogs and

influencer channels – can secure deep and

immersive coverage with your target audience

• Can be time consuming, but worth it

• We connect our clients with like minded

brands and facilitate joint activities.

• Often, in exchange for campaign data

and branding, partners provide

incentives and coverage across their

social channels

• Always match complementary brands

• A nice way to access the same target

audience from a different angle

Brand Partnerships

How can you show commercial

benefit from these activities?

Proven TacticsCustomer Acquisition

• The simplest method

• Facebook and Twitter lead the way in

direct lead generation advertising

• Potentially, a very happy fit for travel

insurance – lead generation advertising

through social provides an opportunity

to display your content at the right time

for an immediate purchase

Lead Generation Advertising

Data Acquisition

• The most compelling activity

• Using social to build an email database

of highly targeted new prospects

• You own the data

• Easily trackable for sales and feed

straight into your CRM activities

• The most complex to get right

• Growing your social audiences can be

incredibly valuable – but only if you

communicate with them properly

• Organic reach on Facebook is low – you have

to pay to communicate unless your audiences

are naturally engaged

• You should broadcast the right content

Community Engagement

• A Silver Bullet?

• New software that analyses your social audiences and

the conversations they have

• The most influential people

• Creates tribes of people, interested in specific content

• Don’t come up with your content calendar with a finger

in the air - create ongoing content according to the

evidence provided by this analysis

Community Engagement

• Social can deliver direct sales for insurance

• Targeting is achieved not only through

advertising, but influencers and partnerships – all

combine to maximise your results

• Using everything that social offers - I’d focus on

targeted data capture and direct lead generation

to deliver your best and most trackable

commercial results

Summary

Anthony Rawlins

anthony@digitalvisitor.com

Thank you for your time. If you

have any questions please don't

hesitate to contact me.

www.digitalvisitor.com