Building social media programs with confidenceTroy Janisch, Digital Marketing ManagerAmerican Family Insurance

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We Lack Confidence AND Experience

86 percent of marketers say they recognize Social Media as an ongoing trend, but lack the knowledge needed to effectively implement tactics.

Two thirds of marketers admit that they do not have adequate knowledge on how to use social media correctly in marketing.

Two-thirds of marketers that have not used any form of social media consider themselves ‘very’ or ‘somewhat’ knowledgeable about this emerging strategy.

• Studies: McCann Erickson UK, 2009; MarketingSherpa, 2009

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Community 2.0 Goal: Confidence + Experience

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Planet Versus Meteor

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The Odds were Against Us 12 months Ago

Strike 1: Regulated IndustryStrike 2: Conservative CompanyStrike 3: ‘Boring’ Brand

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Home Run Derby

• Consistently Ranked in Top 3 on Facebook in Industry• Consistently Recognized for Twitter Integration• More than 1,300 active Facebook Pages• More than 60,000 Facebook Fans • Ongoing Support & Advocacy of Corporate Leadership

National League's Prince Fielder, of the Milwaukee Brewers, hits during the final round Home Run Derby

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Three keys to effective social media programs

CustomerInteraction

Content

Strategy

Social Media integrates into broader marketing and digital marketing strategies

Social Media replaces ‘campaigns’ with programs

The process is ongoing and ever-changing

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STRATEGY: Developing Social Media Strategy

Business Objective

• Drive new business• Increase Customer Satisfaction & Retention

Social Media Programs

• Digital Prospecting• Customer Outreach

Social Media Activities

• Social Network Participation (Where)• Content Development (What)• Engagement Platforms (How)

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STRATEGY: Social Media Programs

Create Programs Standalone, prioritized programs

Focused around core business activity or organizational area.

Utilized to rally development and governance of social activities more effectively

HIGH IMPACT/CAPABILITY

Customer Outreach

Digital Prospecting

LOW IMPACT/CAPABILITY

Affinity Marketing

INTERNAL/INFRASTRUCTURE

Social Intelligence

Social Public Relations

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STRATEGY: Define Program Objectives

Program: Customer Outreach Engage consumers in conversations on social platforms, to address the concerns

of customers and prospects, and build advocacy among influencers.

Objectives

Establish presence on social networks where consumers are.

Gain insights and intelligence on customer and product needs in new and

existing markets.

Open a dynamic channel for real-time updates about the company, products,

and opportunities to avoid damage.

Cultivate advocates that evangelize the brand.

Reinforce the brand for prospects that are making purchasing decisions.

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STRATEGY: Communicate Program Benefits

Benefits of Customer Outreach Program:

Customer delight and goodwill.

Brand reinforcement where prospects are actually talking about insurance.

Best opportunity to connect with core demographic.

Brand awareness in new markets.

Direct relationship with customer.

Customer confidence in our quality as their provider.

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STRATEGY: Pursue a ‘Phased In’ Approach

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Strategy: Understand Topics of Conversation

3 months of insurance conversation via BuzzMetrics

Conversations about insurance don’t involve brand names

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As we entered 2010, only 40% of Facebook users were under the age of 25

60% are 26 or older, and nearly

20% are 45 are older

women constitute over 56% of the overall Facebook population

5/3/2010

Strategy: Know Your Target Market

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Strategy: Prioritize Your Channels

• Our customers are too Busy ‘Facebooking’ to Tweet:

• "I'm not on Twitter but I am on Facebook - a lot - way too much - love it, but trying to cut back."

• "I have never looked into Twitter because I spend way too much time on FB!!"

• "I am happy where I am and that is at Facebook and MySpace and do not see the need to broaden my horizon.”

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Strategy: Define your Landscape

Facebook: “The largest referral network in the world”“Friend to friend” social network. Sharing updates, notes, photos video,

interests. Games and applications. Robust privacy settings.

Twitter: “The loudest referral network in the world” (listen to consumers)

Public social network for sharing updates. Limited privacy settings.

LinkedIn: “The most powerful business networking tool in the US”A business-to-business social network. Find and leverage business

contacts. Ability to “buy in” for more accessibility.

FamilyLink: “The largest Family-Centric network in the world”Family-only social network. Sharing updates, photos video and more.

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CONTENT: Create a social media mission statement

Our Mission: “Celebrate and Protect Families.”

A separate and complimentary mission for social media It defines the positive contributions your company make

to conversations. It defines your role in social communities.

You’ll use this mission statement to continuously refocus and align content that becomes ‘too salesy.’

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CONTENT: Find Your Social Media Voice

When companies use print and broadcast media channels, it’s important to have a brand voice so that brand messages to customers are consistent, regardless of channel.

Social media channels require different voices

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CONTENT: Find Your Social Media Voice

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A social media voice needs to be a real and ‘Googleable’ person because people want to talk to other people, not anonymous brands.

Individuals behind a social media voice can vary based on the objectives a company has in mind: CEO, CMO, Social Media Lead, PR Lead, Customer Service, twintern, etc

CONTENT: Find Your Social Media Voice

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INTERACTION: Listening with search.twitter.com

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INTERACTION: Listening with SocialMention.com

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INTERACTION: Listening with Google News

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INTERACTION: Applications

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INTERACTION: Applications

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INTERACTION: Applications

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INTERACTION: Partnerships

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5/3/2010

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Family Safety Center

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Align your social media programs with businesses with similar missions (B2B social networking)

Find YOUR confidence @ Community 2.0 Leverage others’ experience @ Community 2.0

Troy JanischBlog: www.socialmeteor.comTwitter: @socialmeteor

Leverage Community 2.0