digital communication strategy for insurance companies
TRANSCRIPT
DIGITAL COMMUNICATION STRATEGY FOR INSURANCE COMPANIES
Prepared by: Elvan Salman
Contents
Purposes of the Presentation
Analyze competitors
Strategy to achieve growth objectives
Who, what, where, when and how
Benchmark AnalysisAnalyze at least 4 competitor brands
How to?
Social Media ApproachGoals, Objectives, Approach
Social Media Goals
Customer Focused
Organization Focused
Social Media Goals
Social Media Objectives
Communicate
«at»OR
Communicate
«with»
Approach/Customer Acquisition
Brand building/Awareness/PR
Rich/Targeted Advertising Word of Mouth
Corporate Social Responsibility
New types of products Knowledge&expertise sharing
Increase revenue and market share
Approach/Customer Experience
Self – service resources
Monitoring Engaging
Self-help communities
Improve customer loyalty and reduce or avoid costs
Approach/Talent Acquisition
Brand awareness
– service resources
Supports employee development Values employees
Desirable Company
Improve image, attract relevant talent and listen to employees.
Content StrategyWhat to share, how to share, keywords, key concepts
Whatyou say &
Howyou say
Social Media Content
Pictures
Recommendations News
Website
LinksReposts
Videos
Warnings
Social Media Voice
Educational
Smart Informational
Professional
Honest
Interesting
Social Media Voice
OFFER
Trust Accountability Credibility Expertise
Social Media Posting Style
Social Media Posting Style
WARN
Dangers News New Products New Services
Keywords
Security
Peace Stability
CredibilityTrust
Professional
High Quality
Enabling customers
to get expertise knowledge fastly.
to understand the functions of each product and service
easily.
to reach company’s
services and products on
multiple channels.
Desired Perceptions
SERVE: Multichannel
DRIVE: Marketing operations, Sales, Recruiting
SUPPORT: Customer Care
REACT: Complaints
LEARN: Customer Insight
Monitoring and alerts
Social Media Analysis
LISTEN
Engagement management
Off-board social Media
On-board social media
ENGAGE OPTIMIZE
Multichannel Integration
Seed tracking
CRM Integration
Desired Outcome
Next Steps
THANK YOU.