insurance social media_talk_v2
DESCRIPTION
Social Media in InsuranceTRANSCRIPT
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Effec%ve Marke%ng Campaigns: Social Media Marke%ng vs. Tradi%onal Marke%ng Virality
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7
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“Cool” ain’t enough!
#7
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It is not about lead generation!
#6
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Social Media is poor at generating leads
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The ROI Journey
• Analog marketing – Advertising: Tracking was an issue – Direct mail: Cost of production
• Digital marketing – Email marketing: Relevance is an issue – Keyword advertising: Conversion is still an issue
• Social marketing – Pull, not push – Conversion still remains an issue
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Think Social Media functionality, not reach!
#5
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The wrong metaphor
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Alternative Mapping
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First and Foremost: Don’t think destination!
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D.I.Y.
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The new axis: CMO + CIO!
#4
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Collaboration is the key to success
• By 2017, Gartner says that CMO’s will spend more on IT than CIO’s
• Important Trends – 1to1 marketing analytics – Marketing automation – Multi channel integration – Integration with Partner platforms
• Integration beyond acquisition – Servicing – CRM
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Effective tools are available on the cloud!
#3
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Open Graph
Plugins
• Facebook provides rich media distribution
• Emergence of Facebook as a platform
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Vibrant communities on insurance
• Twitter has a share of voice problem
• Think consumption, not distribution
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Easy newsletter management
• Channel integration provides a single view of customer
• Tools on the cloud provide prebuilt integrations
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Affordable test and learn
• The key is to keep experimenting
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Mobile First!
#2
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Window to the world
• Mobiles are the primary internet access devices
• Always on, connected, with the user
• Context for relevance
• Emergence of the cloud
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Rethink digital strategy
• Simple, intuitive user interfaces • Context aware applications
• Social integration • Discovery, not search
• Apps, not portals
• E Commerce, not advertising • Think Cloud
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APIs are the new advertisements
#1
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API explosion
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Vision of 2020
• 50 billion internet users • 50 billion connected devices • 1 million open APIs • Millions of apps • Internet becomes the operating system
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Early adopters are trickling in…
# L
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Statistics
• APIs on insurance – 2 • Insurance Mashups -7 • Early apps are being rolled out
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Early apps being rolled out
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Emergence of aggregators
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Excellent platforms to integrate
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And they are open to integration
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Many more integration opportunities exist
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