The Insurers View of Social Media

Transcription

The Insurers View of Social Media
Contents
Volume 4
Number 1
March 2014
The Story of Grinnell Mutual
1
Facebook Engagement —The New Norm..……………… 1
This Month’s Contests……………………………………… 5
Legal and Compliance News………………………………. 6
Company Updates………………………………………….. 7
Facebook Tables……………………………………………. 8
Facebook Notes…………………………………………….. 11
New York Life Update………………………………………. 12
Twitter Tables …………………………………………….… 13
Twitter Notes………………………………………………… 16
Google Plus Table and Notes….………………………….. 17
YouTube Table …………………………………………...… 18
Pinterest and Instagram…………….…..………………….. 20
LinkedIn Table…………………..………………………….. 21
Around the Horn……………………………………………... 22
Social Media and Midwestern Values – The Perfect Combination?
The Story of Grinnell Mutual
Grinnell Mutual is based in Iowa and offers property
and casualty insurance in 12 midwestern states
through a network of 1,600 independent agents. In
addition, by reinsuring 264 local mutual companies
that make up the FarMutual network, Grinnell is the
largest primary reinsurer of farm mutual companies in
North America.
Why social media?
For many regional and mutual companies that do not
have captive agents or direct relationships with policyholders, the role for social media can be complex. For
Grinnell, it offers an opportunity to reach policyholders
directly and the communities it serves. But this is just
an opportunity and can be realized, according to Dennis Mehmen, Vice President of Business Information
Services and CIO, only “if the content and information
provided is of more value to the consumer than the
company.” He goes on to say that the consumer has
long been subjected to push marketing but this is
changing. Consumers now want to look for information when they need it. Google really started the
change, but as consumers spend more time on social
networks, this is becoming just as vital.
The company strategy toward social media is relative(Continued on page 2)
The Customer Respect Group
P.O. Box 266
Ipswich, MA 01938
978.412.4047
www.customerrespect.com
Facebook Engagement—The New
Norm
According to recent research by Social@Ogilvy, organic,
unpaid reach on Facebook has been falling for the last six
months. Facebook algorithms are filtering more and more
out of users’ news feeds, and unpaid brand messages
aren’t the highest priority. The problem for Facebook is
simple. Recently the company revealed that "every time
someone visits their news feed there are, on average,
1,500 potential stories from friends, people they follow
and Pages for them to see, and most people don’t have
enough time to see them all. These stories include everything from wedding photos posted by a best friend, to an
acquaintance checking in to a restaurant." What chance
does an insurer have? This is not news so the question is
- what level of organic engagement should can now be
expected?
To take a stab at the question, we took raw engagement
data from a number of insurers separating “outliers”,
posts for which engagement rates were well outside of
the normal range.
We also calculated a “Coefficient of Variability” (CV)
which is, in statistical terms, is the normalized measure
of dispersion of a frequency distribution or the ratio of
the standard deviation to the mean.
Generally speaking, a higher CV means there are more
“spikes” in engagement indicating in most cases “paid for”
(Continued on page 4)
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Page 2
(Continued from page 1)
ly straightforward: recruit a targeted audience and provide
audience members with content that they would find valuable and helpful with the chance to interact.
Who wants a social relationship with an insurer?
Grinnell hosts a company Facebook page, a page dedicated to the farming community and a Twitter news feed.
Grinnell has explored multiple options to boost recruitment,
but the focus is always on maintaining tight audience targeting. With the farming page, that is much easier to do,
but even on the company pages, growth has been deliberately restricted. The company Facebook page has grown
to 2,700 fans with a steady monthly increase. The farming
page has 1,000 fans, and the Twitter feed has 400 followers.
lytics, it is now far easier to determine what is working
and what is not.
What is the content plan?
Content on social media, according to Mehmen, needs
to focus on education and advice, and in some cases,
this might be in advance of and to prevent problems.
Neither insurer nor customer wants to be involved in a
claim, so prevention can be the best policy. Grinnell
wants to highlight and build on its roots and values reflecting the Midwest, where people like to be helpful
members of a community. The company believes its
customers think the same way and will share content
which they feel could help friends and neighbors. Recently a series of advice-based posts designed to help
avoid typical weather and household problems was produced to serve that purpose. Over time, maybe this will
lower claims, and that would be a great benefit of social
media, but the company is a long way from proving any
results.
What about engagement?
Grinnell provides a Facebook page specifically for the
farming community.
The initial fan base was growth organically mostly among
employees and socially active customers but has now
been supplemented using paid ads, contests and sweepstakes, and cause-based (philanthropic) campaigns.
Dan McCue, an Online Marketing Specialist at Grinnell,
quoted John Wanamaker, a department-store magnate in
the late 19th century, who famously quipped that half the
money he spent on advertising was wasted, but that he
didn’t know which half. With social media, McCue contends
that this is no less the case with strong targeting and ana-
Organic engagement is getting harder as social platforms limit unpaid brand activity. Grinnell accepts that
this is now the reality and is not averse to trying multiple
options but it has avoided most of the techniques known
to “game” the Facebook algorithms. According to Dawn
Sly-Terpstra, Director of Marketing and Online Development, one of the most successful programs was a cause
-based campaign called “Working Together.” The campaign asked for nominations for local projects that would
have lasting, positive impacts on the community, with
fan votes (on its Facebook page) to determine project
funding. The campaign aligned with the objective to connect with local communities and encouraged fans to
reach out to friends and family to help support local projects. Fans were being asked to do something that was
in their own interest. The campaign resulted in significant engagement and interaction as well as provided the
single biggest boost to the fan count.
Is social media becoming too expensive?
According to Sly-Terpstra, “promotional costs for social
networks are still minimal compared to more traditional
options and, with the targeting they offer, provide valuable and essential options.” Sly-Terpstra goes on to say
that Grinnell really has no choice. “As an insurer it is
Page 3
imperative to communicate across the channels that the customer has chosen and that now includes social networks.”
night Tweetchat (hashtag #agchat) that farmers use to
discuss issues and concerns. Few people would instinctively regard farmers as active Tweeters, and this
can be a wake-up call for agents.
Where do agents fit into the picture?
Is social care a concern?
For most insurers, agents are the interface to the customer,
and for Grinnell, there can be a further level of indirection
when policies are sold through one of the reinsured mutual
companies. For Grinnell, agent adoption of social media is
work in progress. Part of the challenge comes from the wide
variety of agent demographics but with a strong emphasis on
the upper baby boom generation. Not every agent sees the
value of social media, and that must be accepted. McCue
sees the task as a combination of training, coaching and
content and that agents provide invaluable content filtering
based on local circumstances. McCue contends that agents
must “do their own thing” and project their own personality
and Grinnell helps by providing a “Digital Coach” program.
The program is a combination of “why” use social media with
“how” to cover some of the mechanics and “nitty-gritty” execution.
Mehmen says, “So far, we have been surprised by the
low level of social care. We understood from the beginning that opening a channel direct to the customer
would also connect them directly with us, and we see
that as a good thing.” McCue added, “There has been
a shift, customers are no longer happy or unhappy.
They are on a scale with customers now able, and
willing, to communicate even minor concerns. Catching issues early can quickly move customers back
toward the happy end of the scale.”
Content for agents is supplied through a secure site because
that is how agents connect with the company. The goal is to
use social platforms themselves for distribution, and part of
the education is to encourage agents to check Grinnell’s own
social output on a regular basis to easily share content.
For Mehmen, while the metrics provided at the platform level, such as reach, are very useful, so are traditional metrics such as traffic driven to the web site.
Most valuable, however, are the insight and understanding as to what resonates with policyholders,
what engages them, and, equally, what does not. SlyTerpstra says that “it is very hard to measure pure
ROI because social is, and always will be, an integral
part of a multichannel communication plan and rarely
the sole method of communication.”
One important educational goal is to show agents that their
customers use and value social media and they might be
missing opportunities. One example is a regular Tuesday
McCue adds, “Of course, there are people who vent
on social media, but a close connection between the
social team and the customer service team makes
sure that issues are dealt with promptly.”
How do you measure social media value?
For insurers like Grinnell, it is important to understand
the audience for social success. According to McCue,
“We know our beat — it is small-town rural farming
midwestern communities where relationships matter
above everything.” Its social media strategy is to enhance those relationships with new dimensions, not to
replace other mechanisms or channels, but to be additive.
#Agchat is a very active Twitter community which can acts as
an eye opener for agents serving farming communities
“We know our beat — it is
small-town rural farming
midwestern communities
where relationships matter
above everything.”
Page 4
engagement. While this analysis has flaws, it provides a
starting point to create trends and benchmarks.
Highest Ratio—- Spikiness Factor
NIpP (Outliers) divided by NIpP (Organic)
Normalized Interaction Rate Per Post
The total number of interactions in a period is significantly
influenced by two factors—the number of posts during the
period and the number of fans exposed to the posts. By dividing total interactions by post and fan counts we get to the
Normalized Interaction Rate per Post (NIpP).
Without removing outliers, NIpP across the industry is
0.37%. That is 3.7 interactions for each 1,000 fans for each
post. So if an insurer has 10,000 fans, it would expect 37
interactions (likes+shares+comments) each time it posts.
Removing outliers, NIpP drops to 0.2% or 2 interactions for
every 1,000 fans. Outliers gain on average 32 interactions for
every 1,000 fans. This is much closer to the organic rate of
engagement.
Taking these calculations, we can create some interesting
comparison tables:
High organic NIpP rates indicate consistent and strong engagement. The organic rate is a benchmark after sponsored
posts have been removed. That does mean the insurer does
not employ sponsored posts. Liberty Mutual had a NIpP
(including outliers) of 2.2% which provided an additional
and excluded 200,000 interactions.
Highest Organic NIpP
(after removing outliers)
Page
Travelers
Mayhem
PEMCO
Sun Life
Liberty Mutual
USAA
Principal
John Hancock
American Family
Northwestern
Fans
15,981
1,777,776
4,462
25,639
1,486,612
633,596
7,900
7,224
237,278
52,101
NIpP
0.97%
0.78%
0.42%
0.39%
0.37%
0.36%
0.33%
0.32%
0.28%
0.21%
Mass Mutual
State Farm
Esurance
Progressive
Safeco
John Hancock
Prudential
GEICO
Allstate
NIpP NIpP
(All) (Out)
NIpP Outliers/ Coeff
(Org) Organic Var
0.55%
0.31%
0.06%
0.06%
1.72%
1.39%
0.55%
0.03%
0.05%
0.01%
0.07%
0.01%
0.01%
0.14%
0.32%
0.17%
0.02%
0.03%
16.0%
6.0%
0.6%
0.5%
4.6%
7.5%
3.6%
0.2%
0.3%
1106
92
42
34
33
24
22
10
9
4.8
4.1
3.3
3.0
1.4
2.2
1.5
1.6
1.6
As an example of spikiness, Mass Mutual gained 33,000
interaction from two posts and 1,000 from the other 58.
This also resulted in a very high CV.
Lowest Coefficient of Variability
State Farm Nation
Sun Life
Farmers
Nationwide
Travelers
Principal
MetLife
Its Flo -Progressive
The Hartford
Northwestern
Coefficient
of
Variability
NIpP (All)
0.46
0.46
0.50
0.50
0.56
0.62
0.79
0.82
0.83
0.92
0.00%
0.39%
0.01%
0.19%
0.97%
0.33%
0.02%
0.08%
0.05%
0.21%
The Coefficient of Variability does not correlate with the
engagement rate, it is a measure of the consistency of
the engagement. This can indicate no promoted posts or
promotions for all posts. Nine of the ten in this list had
no outliers, the other (Flo) had just two out of 34. Typically, CV for “likes” varies more than “shares” and
“comments” as sponsorships tends to drive likes. Insurers with the highest percentage of interactions from outlier posts were Mass Mutual, SafeCo, and Gerber Life.
Page 5
Contests and Sweepstakes
Roll Up for the Latest Ways to Win
Contests that use user-generated content are popular with
insurers. Transamerica, Gerber Life, USAA, and PEMCO are all recent advocates of the technique. However publishing user content can be a legal minefield with potential
liability defined in the Digital Millennium Copyright Act
(DMCA). There are a couple of key requirements:


Copyright infringement is punishable but the DMCA
acknowledges it can be tough for companies to monitor
extensive amounts of content. As a result insurers must
adopt and inform subscribers of policies requiring termination of those entrants who repeatedly infringe copyright rules.
Insurers that publish user-generated content must provide measures to protect copyrighted works and appoint
agents to respond quickly to takedown notices. Contact
information must always be updated or legal immunity
can be lost.
USAA has launched its latest contest using user-generated
content and publish extensive contest conditions that are a
good template.
The contest is “Describe Your Future You” and entrants
submit a photo via Twitter, Instagram or Facebook using the
hashtag (#YourFutureYou). (On Twitter entrants must also
follow the company.) Judging falls into three phases:
1. An independent organization looks for Originality, Presentation and Relevance to the brand and contest theme to
choose twenty-five top entries.
2. A separate independent panel select 5 finalists .
3. Finalists are displayed on USAA’s Facebook page for
public voting (limited to one vote per day).
The entry with the highest number of votes gets $5,000.
Allstate is in the middle of #FamilyGames, asking for suggestions for family indoor activities for the never-ending winter season. There are no prizes or donations, Allstate are
trying to tap into cabin fever to provide ideas and rules to list
on its blog. So far tabletop curling, indoor fort building and
cotton ball medley have been shared.
pets. To coincide with March Madness, PetPlan
launched a “com-paw-tition” with 16 adoptable pets
“playing” in the Tournament of Tails: Sweet 16 Shelter
Pet Challenge. The champion collects a $5,000 donation
for their shelter. On “Selection Sunday”, Petplan will
reveal the 16 furry friends on its Facebook page. Each
“match-up” will take place on Facebook and fans vote by
making comments for the pet they’d like to advance.
“Pet profiles” are available to help fans get to know the
pets and shelters they’re playing for.
When Gerber Life has a contest or promotion, it goes
all in. The latest promotion is “Reading Is Fundamental”
during which the company donates a book to a child in
need (up to 10K books) for every pledge made. Pledgers
are also eligible to win a $10,000 College Plan. During
the campaign, nearly every tweet and Facebook post
made referenced to it. This included such gems as
“Happy Valentine’s Day! Enter the
#InspiredReadingGiveaway today, for a chance to give
your "Little Valentine" a $10,000 Gerber Life College
Plan”
Shelter Insurance ran its first ever Facebook contest.
Called "What Do You Love?", the photo contest asked
for a photo of what you love. Winners were by votes and
links to the voting page were generated to share with
friends and family. Three winners could win up to $100.
The cash prize might seem low, but often the incentive is
less the value of prize and more, participation and
recognition. Shelter added over 600 new fans for the
period, which at 18% is the biggest single month increase. So far the fan boost has not impacted the company’s excellent engagement rate which hovers around
40% each month with an exception 65% average share
rate.
Farmer Charlie is the mascot of Farm Bureau Insurance of Tennessee and a popular figure on Facebook. The latest contest requires watching an ad (“Can
Hatman Save the Day?”) and writing as to why the police commissioner needed help and what Charlie did to
save the day. The prize—6 month membership of
Zingerman's Bacon Club (mail order bacon). Farmer
Charlie added 3,000 new fans (17%). Bacon seems a
common theme for Charlie with the latest post lining to a
Bacon Apple Pie recipe.
Pet insurers always have an advantage in social with pet
owners more than willing to upload photos of their adored
Page 6
Legal and Compliance
directives. Those different guidelines and laws can
sometimes conflict with each other.
ING has chosen Socialware to support its 2,400 advisors’
use of LinkedIn. Echoing other experiences by financial services companies, ING says its financial advisors fall roughly
into two groups.
Among the issues: companies need to familiarize themselves with the National Labor Relations Act (NLRA) and
some of the considerations to consider are:
1. The average successful advisor who has been in business
for 10-15 years, and is in his or her late 40s to 60s, and may
not be particularly adept at social media.
2. Then there is a whole cohort who grew up with social, are
Foursquare users and understand how to take advantage of
it.
It is not clear whether the company is using or suggesting
Foursquare as a litmus test but it might be an interesting
one. Socialware is used to archive, block functions that
aren’t permitted and providing access to content in a preapproved library.
Insurers report they are able to handle social media with limited compliance monitoring for LinkedIn and Facebook but
Twitter is proving far more challenging because it is so active
and instantaneous. Most advisors are initially provided with
pre-approved libraries of content, but insurers are finding that
they rapidly want to transition to creating their own material
and to develop an authentic personality. Demand for compliance is now predicted to grow substantially over the next
year as more advisers come online while other seek out
greater independence grow more aggressive with social media.
Policies that discourage employees from “practicing their
protected speech” on their own social media sites will
likely be struck down.
Policies cannot punish employees for making disparaging remarks on social media about their employer.
Employees are able to use the company’s name or logo
in social media as long as it is not being used for commercial purposes.
Companies have more protection when it comes to disparaging comments about customers on social media.
There is a distinction between disparaging customers
and disparaging employers.
Companies should beware of allowing employees to
post personal information or comments on the company’s social media outlets. Under current law, companies
cannot be selective about what personal items employees can and cannot post.
AXA have started to deploy Hearsay Social to representatives in Mexico.
Sun Life uses several social media platforms, including
LinkedIn, Facebook, Twitter, YouTube, Google+ and Pinterest. Today, the majority of its advisors are focused on
LinkedIn. The company uses Hearsay Social and looking
to integrate the platform with customer relationship management (CRM) applications to bring more insights about its customers into the dashboards of advisors.
Social media policies must bridge a complex legal and regulatory framework which is still evolving as cases are brought
before courts and regulators. Companies have to take into
consideration a range of different regulatory guidelines and
laws, including the National Labor Relations Act, antidiscrimination laws, FTC guidance and different regulatory
http://www.some4insurance.com
For the latest in all things social by insurers and for
insurers.
Keep up to date and in touch with the latest happenings in the industry. Be on top of competitive campaigns and gain ideas and inspiration for your own.
Call
978 412 4047
Email
[email protected]
Page 7
Company Briefs
Pemco and its Banner
Esurance attracted most of the coverage concerning Super Bowl campaigns but spare a thought for PEMCO. The
company didn’t create an ad for the game nor had any campaign of any kind planned. PEMCO is based in Seattle and
when the local team made it to the game, it seemed an opportunity not to be missed. A great big banner was made to
celebrate the “12th Man” impact of the fervent Seahawk
fans with the plan to fly the banner over the stadium.
But this was not enough, the company wanted to be part of
the fan excitement and leverage the inevitable word of
mouth. An ambitious plan was devised to invite 12,000 fans
to sign the banner. With only five days to pull it off, as much
local buzz as possible was needed and the company’s social media outlets would be critical.
Social and traditional marketing activities were built around
a hashtag (#12banner) to drive fans to a campaign hub
hosted on the company website. This hub explained the
promotion, list signing events and offer downloadable
screen wallpapers. Tagboard (a curation tool) was used to
collate and display ongoing conversations around the
hashtag.
The campaign created a huge spike in visits to pemco.com,
allowing subtle yet vital brand awareness, as well as contributing a boost to search engine optimization. On the banner launch day, #12Banner trended in Seattle. After the
game, a photo showing the banner being flown over the
Status of Liberty was loaded on the Seahawks official Instagram page gaining 30,400 likes.
PEMCO used social media to energize fans. There was no
intention to create conversations with customers but to create and be part of a conversation that fans wanted to have.
Social media can contribute to marketing and help grow
brand awareness, Esurance did that and so did PEMCO but
for a lot less money.
Esurance—To Boldly Go Where no Insurance
has been
Esurance is fast stepping up as the insurer “willing to
break eggs to make omelets” seeking to use social (or
abuse depending on your opinion) for innovative marketing
campaigns. Underscoring the company attitude, prior to
launching the Superbowl “tweetfest” (reported on last
month, click here for details) the head of social media ad-
vised the company CMO to “be afraid but do it anyway”.
This might have killed the project for most insurers which
makes Esurance such a good test kitchen.
Some of the latest campaigns include:

Vine video content. Entrants were asked to submit
clips of the interior of their vehicle’s glove compartments – together with a 6-second voiceover. The
winner of the #gloveboxwisdom contest will be featured on Mashable with possible Vine virality fame.

At SXSW, the company provided “Esurance Access
Passes” to allow Tweeters to gain access to the hottest events at SXSW. Using radio frequency identification (RFID), wearers could win tech prizes like
Mophie Juice Packs, GoPro cameras, Xbox consoles and iPads and sent personalized daily itineraries based on their SXSW preferences.

Another wearable solution this time at the South
Beach Wine & Food Festival, the company offered
“SavorBands”, a wristband to capture and store food
(and wine) sampled, along with recipes, tips from
chef and discounts. Wearers could rate what they
tasted and after the event, access Digital Food
Memory Banks on the Esurance website. Also available were restaurant discounts, free wine at participating restaurants, the ability to share with friends
and family on Facebook and of course an insurance
quote.

Basketball fans can Tweet or Instagram photos of
their game day gear (hashtag #gearUp4Pac12.)
Each photo counts as new entry with one grand
prize, a fully paid for trip to the PAC10 tournament in
Las Vegas including $2,500 travel expenses.
Thrivent
Thrivent continues to battle complaints around its philanthropic Thrivent Choice program which supports local
chapter nominated non-profit organizations. The controversy is specifically around policies towards pro-life and
pro-choice groups. Thrivent’s Facebook page has been
very active for 3 months with strongly worded user posts
and now a petition has been started change.org attracting over 2,500 signatures to date. Thrivent continue to
respond with links to a company statement on its neutrality on the matter.
Page 8
Table Ordered by Normalized Interactions for the Month
Fan Change
Normalized Interactions (NI)
Past 3 mths
NPTA NWI
3 months Posts (Q3)
(Q3)
Mth
Mass Mutual
Fans
Month 3mths
122912
0.50%
16%
32.5%
22.1%
37
6%
34%

7
Safeco
108342
6.87%
237%
29.2%
19.2%
21
12%
32%

1
Mayhem (Allstate)
1777776
0.85%
3%
15.9%
21.2%
17
5%
33%

2
Liberty Mutual Insurance
1486612
2.24%
25%
14.3%
17.2%
26
5%
24%

2
State Farm Insurance
350082
0.80%
3%
13.8%
9.5%
32
2%
15%

16
Soy La Mala Suerte
192239
0.60%
3%
5.4%
7.8%
13
2%
10%

3
American Family
237278
0.24%
4%
5.2%
5.8%
12
2%
11%

9
Allstate Motorcycle
179371
-0.01%
0%
5.1%
10.4%
18
4%
31%

4
USAA
633596
0.88%
6%
4.8%
7.3%
22
2%
9%

7
PrudentialBYC
117409
5.72%
26%
4.0%
3.9%
6
3%
9%

1
AFLAC Duck
448407
0.48%
1%
3.3%
5.3%
13
1%
11%

3
Thrivent Financial
313832
0.35%
9%
3.2%
12.8%
9
4%
25%

6
Transamerica
236317
9.50%
35%
2.9%
4.2%
20
4%
10%

1
Gerber Life
760184
1.23%
9%
2.9%
4.0%
17
2%
5%

4
Esurance
302353
1.72%
6%
2.4%
2.6%
23
2%
4%

2
New York Life
510446
1.31%
6%
2.3%
2.0%
41
1%
3%

3
5383433
0.14%
1%
1.4%
2.3%
21
1%
3%

1
Allstate
401245
0.76%
8%
1.3%
3.6%
25
2%
7%

1
Metlife
566637
0.52%
3%
1.1%
7.6%
35
2%
15%

12
The Gecko (GEICO)
313615
0.09%
0%
0.8%
1.2%
14
0%
2%

2
The Hartford
112012
0.06%
0%
0.6%
1.4%
13
0%
3%

1
GEICO
348075
1.60%
7%
0.5%
5.2%
17
2%
12%

17
California Casualty
101470
-0.06%
0%
0.4%
1.0%
15
0%
2%

1
Aviva Community Fund
112504
-0.08%
5%
0.3%
1.7%
9
1%
4%

1
State Farm Latino
222322
0.04%
0%
0.2%
0.4%
19
0%
1%

1
Farmers Insurance
2248954
-0.06%
0%
0.2%
0.3%
28
0%
1%

1
Pages > 100,000 fans
Flo, The Progressive Girl
Table Chge
Table Key
Change
Fan change in January and for past 3 months
NI
Normalized Interactions—(Shares+Comments+Likes) divided by fan count
For January, and past 3 months
NPTA
Normalized ”People Talking About” - Average daily PTA divided by fan count (3 mths)
NWI
Normalized Weighted Interactions—‘shares’ and ‘comments’ rated five times that of a ‘like’ (3 mths)
Table Change
Change in the table position based upon Normalized Interactions from last month
Page 9
Table Ordered by Normalized Interactions for the Month
Pages between 10,000 and
100,000 fans
Lutherans Online
Wild Kingdom TV
Farmer Charlie
Primerica
Ameriprise
Travelers Insurance
Trusted Choice
AFLAC
Northwestern Mutual
The Co-operators
SunLife Financial Canada
Nationwide Insurance
If You Build It - Acuity
Fan Change
Fans Month 3 Mths
32401
0.71%
13%
29538
1.13%
9%
20323 17.76%
33%
44307
1.78%
8%
59424
2.50%
10%
15981
1.38%
6%
56198
0.18%
1%
26076
0.81%
4%
52101
0.25%
14%
13416
0.21%
14%
Normalized Interactions (NI)
Mth
3 mths Posts NPTA NWI
28.1%
40.2% 24
20% 106%
25.0%
32.3% 14
8%
52%
18.2%
20.8% 18
8%
31%
16.6%
25.7%
8
6%
60%
12.0%
9.8%
4
3%
17%
9.7%
16.1% 10
4%
58%
9.7%
16.7% 15
4%
24%
6.2%
7.3%
4
3%
18%
5.9%
10.2% 29
3%
22%
5.2%
6.9% 12
3%
20%
Position
 2
 1
 2
 2
 2
 1
 4
 1
 3
25639
49892
18326
7.54%
0.71%
0.84%
25%
4%
6%
5.0%
3.5%
3.4%
8.6%
5.6%
3.8%
12
20
5
4%
2%
2%
17%
16%
7%



3
Erie Insurance
Costco Ins (Ameriprise)
Brighter Life (Sun Life)
InGear for Truckers - Acuity
Foresters
Horace Mann
ManuLife
My Aha Moment
New Jersey Manufacturers
27585
16625
24755
20807
14854
41915
58377
31771
30266
0.23%
4.94%
1.41%
1.51%
0.27%
0.02%
0.42%
2.26%
5.48%
9%
17%
17%
4%
1%
1%
19%
47%
30%
3.1%
2.7%
2.4%
2.3%
2.1%
2.0%
1.6%
1.5%
1.4%
4.9%
2.4%
4.1%
7.9%
3.8%
5.6%
4.3%
4.1%
2.3%
9
27
14
5
29
19
17
38
17
2%
2%
2%
3%
1%
2%
2%
4%
3%
16%
3%
7%
20%
6%
10%
8%
7%
4%








10
1
2
2
6
2
6
1
Mutual of Omaha
Dairyland Cycle Insurance
WOW - Acuity
42487
30652
12109
4.17%
-0.05%
1.14%
15%
0%
6%
1.4%
1.3%
1.2%
1.6%
0.6%
5.6%
22
3
5
1%
0%
2%
3%
1%
8%



1
18.50%
0.68%
1.64%
2.19%
3.09%
12.41%
0.60%
3.40%
5.38%
0.27%
4.99%
2.96%
1.37%
1.33%
26%
5%
8%
6%
205%
17%
4%
7%
11%
6%
8%
8%
6%
2%
39.0%
37.2%
33.8%
28.8%
21.7%
17.7%
17.5%
17.1%
16.4%
15.4%
14.8%
13.4%
12.5%
12.5%
35.9%
63.4%
67.2%
20.4%
25.0%
16.4%
19.1%
10.9%
14.1%
27.8%
14.1%
13.6%
15.0%
7.9%
32
21
19
27
18
12
12
9
17
37
8
19
7
18
10%
12%
16%
5%
16%
6%
6%
4%
4%
8%
5%
3%
6%
3%
135%
102%
213%
50%
48%
59%
39%
19%
23%
54%
17%
26%
19%
19%














4
2
1
5
6
6
6
20
9
7
6
2
1
20
1
8
9
14
Pages between 1,000 and 10,000 fans
Shelter
Central Insurance CompaAuto-Owners Insurance
Woodmen of the World
Cincinnati Financial
Farm Bureau Financial SerWestern & Southern Group
Colonial Life
Liberty National Life InsurPEMCO
Acuity - Made in America
Titan Insurance
UNUM
Pekin Insurance
4086
1189
3293
4391
2437
3442
2186
1948
2351
4462
7888
1320
1403
5561
Page 10
Facebook by Fan Count
Flo, The Progressive Girl
Farmers Insurance
Mayhem (Allstate)
State Farm Nation
Gerber Life
USAA
Metlife
New York Life
AFLAC Duck
Allstate
GEICO
Thrivent Financial
The Gecko (GEICO)
Esurance
American Family
Transamerica
Progressive Insurance
State Farm Latino
Soy La Mala Suerte
Allstate Motorcycle
Genworth
21st Century Insurance
Mass Mutual
PrudentialBYC
Aviva Community Fund
The Hartford
Safeco
California Casualty
Protective Life
Ameriprise
ManuLife
Trusted Choice
Perfect Circle Jewelry
Northwestern Mutual
Primerica
Foremost
Mutual of Omaha
Horace Mann
Change
Fans
5383433
2248954
1777776
1538843
1486612
760184
633596
566637
510446
448407
401245
350082
348075
313832
313615
302353
237278
236317
230218
222322
192239
179371
129908
123573
122912
117409
112504
112012
108342
101470
63705
59424
58377
56198
52888
52101
49892
44307
43119
42487
41915
Interactions
Shares/
Month 3 Months Page Type
Total
0.14%
1% Mascot
4%
-0.06%
0% Corporate
59%
0.85%
3% Mascot
18%
-0.06%
0% Demographic 53%
2.24%
25% Corporate
7%
1.23%
9% Corporate
8%
0.88%
6% Corporate
1%
0.52%
3% Corporate
21%
1.31%
6% Corporate
7%
0.48%
1% Corporate
20%
0.76%
8% Corporate
22%
0.80%
3% Corporate
9%
1.60%
7% Corporate
16%
0.35%
9% Corporate
25%
0.09%
0% Mascot
15%
1.72%
6% Corporate
12%
0.24%
4% Corporate
22%
9.50%
35% Corporate
36%
5.09%
23% Corporate
23%
0.04%
0% Demographic 17%
0.60%
3% Demographic
5%
-0.01%
0% Interest
38%
0.84%
6% Corporate
8%
-0.02%
0% Corporate
0%
0.50%
16% Corporate
15%
5.72%
26% Corporate
8%
-0.08%
5% Campaign
6%
0.06%
0% Corporate
30%
6.87%
237% Corporate
11%
-0.06%
0% Corporate
20%
-0.16%
-1% Corporate
4%
2.50%
10% Corporate
6%
0.42%
19% Corporate
25%
0.18%
1% Corporate
6%
2.77%
0.25%
0.71%
1.78%
0.06%
4.17%
0.02%
13% Campaign
14% Corporate
4% Corporate
8% Corporate
1% Corporate
15% Corporate
1% Corporate
5%
35%
44%
29%
61%
22%
29%
Total
74342
4383
282594
1469
212805
21858
30691
6298
11738
14642
5140
48213
1853
10081
2512
7228
12363
6828
271
442
10473
9212
76
77
39992
4709
363
679
31607
373
81
7129
949
5426
99
3085
1764
7366
331
590
857
User
Posts
77
64
82
25
161
26
299
101
17
25
103
230
306
87
15
82
20
11
175
2
12
3
0
16
0
0
8
14
0
2
0
0
21
2
0
4
60
0
2
0
7
Page 11
Facebook Fan Change Leaders
Facebook Notes
Mass Mutual celebrated Black History month asking fans to describe, in just three words (plus
hashtag #inthreewords) their own legacy. This campaign extended across Facebook, Instagram and
Twitter. Two Facebook promoted posts for the campaign contributed 97% of all the months interactions.
With these two posts, the normalized interaction rate
was 32.5%. Without the posts, the organic rate was
0.8%. The hashtag was used 37 times on Twitter
and 81 times on Instagram.
The fan count for Safeco has been aggressively
built up from 32,000 on Dec 1 to over 100,000 primarily using paid ads. Organic interaction rates have
dropped significantly but bolstered with promoted
posts. Last month, half of all the interactions came
via a video series about fictional Olympic fans Edna
and Marty. These videos were responsible 65% of
all shares. Another 45% of the interactions were tied
up in an Olympic orientated sweepstake. Not only
are organic interaction rates dropping but so too is
the percentage that are “shares” with the focus moving towards reaching out to consumers. Previously
the company strategy was more towards providing
advice-based posts that could, and were, shared by
independent agents. The normalized interaction rate
has dropped from 60% to 18%.
Transamerica continue to grow social audiences
across multiple platforms, with the objective to extend reach direct to consumers. Fan count on Facebook has been built over a period of a year around a
series of contests. This has provided a steady
growth rate of between 10 and 20% a month. Normalized interactions rates have just about been
maintained during the growth by the contests and
paid posts at a fairly steady 4-5% (industry average
6.5%). With the contests ended, the interaction rate
has since dropped but not for long as a new March
Madness contest is about to start.
State Farm relied upon two heavily promoted
posts to drag up the interaction rate as organic Facebook reach gets harder. Without the posts the
normalized interaction rate was 3% but this rose to
13% with the 42,000 paid for interactions.
February
Sun Life Financial U.S.
Shelter
Farmer Charlie
Farm Bureau Financial
Transamerica
IFA Auto
The Foremost Guy (Foremost)
Amica Mutual
Safeco
Tech Timeout
PrudentialBYC
Acuity - Made in America
Costco Ins (Ameriprise)
Mutual of Omaha
Catholic Financial Life
Perfect Circle Jewelry
Grinnell Mutual Reinsurance
Past 3 Months
Safeco
Sun Life Financial U.S.
Tech Timeout
My Aha Moment
Hiscox USA
Transamerica
Sentry Insurance
Farmer Charlie
Encompass
IFA Auto
State Farm Canada
Shelter
PrudentialBYC
Elephant Auto Insurance
Grinnell Mutual Reinsurance
ManuLife
Fans
Change
5148 74.98%
4086 18.50%
20323 17.76%
3442 12.41%
236317
9.50%
8118
9.39%
8623
8.88%
25639
7.54%
5829
7.25%
108342
6.87%
37976
5.93%
117409
5.72%
30266
5.48%
230218
5.09%
7888
4.99%
16625
4.94%
42487
4.17%
2596
3.34%
52888
2.77%
2780
2.55%
Fans
Change
108342
237%
5148
191%
37976
112%
31771
47%
3501
42%
236317
35%
4713
35%
20323
33%
7664
33%
8118
31%
30266
30%
22344
28%
4086
26%
117409
26%
1486612
25%
25639
25%
6804
23%
230218
23%
2780
19%
58377
19%
Page 12
Start the Day with Something Helpful
A few reminders,
The New York Life Story
Cincinnati Insurance fan growth (205%) came from a
charity donation for a “like” promotion.
Shelter ran a contest this past month (see contest
page) growing fans during the period by 18%.
Mutual of Omaha are conducting a series a virtual
roadshow for its Aha Moment campaign. Each one limits
entry to residents in a 50 mile radius of the city. Residents can upload an image and caption to describe their
aha money to win $1,000. Aha Moment added 10,000
fans during this period most on the build up to New Orleans show in January. Next up, Chicago.
Farmers Insurance continue to hold a place in the
Guinness Book of World Record for the most Facebook
page likes in a 24 hour period. This came from providing
“shade” for the online gamers in Farmville. This was almost 4 years ago when they added over 2 million fans.
Since then, fan count has edged down every month and
interaction rates have been terrible, simply because the
majority of fans are paying no attention to the page. Now
the page is focused on content for agents. The interaction is a poor 0.3% but the share rate has moved up and
now sits at 60% with almost all interaction coming from
agents. The most shared post in February was about
distracted driving, shared by 300 agents.
State Farm Nation has had a similar experience to
Farmers. Targeting younger consumers, it rapidly added
fans through promotions, ads and contests. Fan count
leap up to 1.5 million but for the last 12 months, growth
has been anemic. Interaction dropped away and now
largely State Farm agents sharing some of the hints
and tips. Given its intended audience, these hints are
more quirky that the main corporate page. As an example—Studies show that fist bumps transfer less germs
between people than handshakes. Bottom line, provide
content for the audience that are paying attention and
not who you hope is paying attention. The NI rate is a
lowly 0.1% but the share rate has moved up to 53%.
Insurers with share rates greater than 50% include
Shelter, Travelers, Farm Bureau, Foremost,
Farmers, Erie, Auto-Owners, State Farm Nation,
Encompass, and Grange. In every case , agents are the
overwhelming sharers.
Following the Esurance Super Bowl blitz, New York Life
lost its coveted spot at the top of the Twitter follower table,
a spot it held for more than three years. It is likely the insurer will regain the top spot again and our forecasts puts
them top again for the Baseball All-star game. But New
York Life are in no hurry.
New York Life sees social media as an opportunity to provide useful and interesting content about life events and
financial education. They do not engage in games, trivia or
platform manipulation. This means they distribute content
both from New York Life as well as from across the web.
After scheduling around holidays and events, the calendar
remains flexible and the day starts for the team of four
searching for content worth sharing.
The team really searches broadly, and not limited to
standard news publications. Last month the Facebook
page linked to content on the Mother Nature Network, The
Daily Muse, Money Blue Book, The Savvy Scot, Money
Ning, and GoGirl Finance. The objective is not to sell products but be top-of-mind for important life events, and to
establish conversations outside of sales cycles.
New York Life’s own content largely revolves around family issues and future goals and planning. As an example,
the #KeepGoodGoing campaign has created lightly branded video content telling personal stories which have proven to be very popular.
Social media is also seen as a way to let people tell their
own stories and these stories are seen as just as vital to
New York Life. Stories describe what people want and
need in their lives. This is valuable market research.
As for numbers, New York Life has been one of the most
consistent performers on social media. On Twitter, it has
111,000 followers averaging a 8% monthly increase since
the beginning of 2013. tweeting a steady 225 times a
month.
On Facebook, New York Life has 519,000 fans with an
average normalized interaction rate of 5% and an average
of 400 interactions per post.
Some of the information is taken from an interview by
Dipayan Gupta, head of social media marketing and strategy at New York Life
Page 13
Foll Change
Company
Twitter Name
Foll
Esurance
New York Life
Liberty Mutual
USAA
AllState - Mayhem
Allstate Insurance
Transamerica
State Farm Nation
American Family
AFLAC Duck
Travelers Insurance
GEICO
Chubb Insurance
Progressive - Its Flo
Mutual of Omaha
Farmers Insurance
The Hartford
Zurich North America
Liberty Mutual
Prudential BYC
AIG
MetLife
Primerica
AON
GEICO Gecko
Sun Life of Canada
USAA Help
State Farm of Canada
California Cas - Nurses
Mass Mutual
Cigna
SwissRe
Progressive Help
Desjardin Group (FR)
Safeco Insurance
Thrivent Financial
Jake from State Farm
California Cas. Educators
Mutual of Omaha
California Cas - Firefighters
Northwestern Mutual
Munich Re
The Principal
Safe Auto
Tennessee Farmer Charlie
Esurance
NewYorkLife
LibertyMutual
USAA
Mayhem
StateFarm
Allstate
Transamerica
StateFarmNation
AMFAM
Nationwide
AflacDuck
Progressive
TRV_Insurance
GEICO
ChubbInsurance
ItsFlo
mutualofomaha
WeAreFarmers
TheHartford
ZurichNAnews
LibertyB2B
PrudentialBYC
AIGInsurance
Metlife
Primerica
Aon_plc
TheGEICOGECKO
SunLife
USAA_help
StateFarmCanada
tyNurses
Massmutual
CIGNA
SwissRe
Ask_Progressive
MvtDesjardins
SafecoInsurance
Thrivent
JakeStateFarm
tyeducators
Myahamoment
tyPeaceOfficers
NM_News
MunichRe
ThePrincipal
BrighterLifeCA
SafeAuto
FarmerCharlie
156000
111000
84800
61300
58200
48200
43800
35400
30500
27800
27000
26900
25400
24800
24800
23800
23500
21300
20800
20500
20400
18000
16900
16900
15900
15900
14000
13900
13300
10400
10400
10100
9922
9770
9648
9623
9609
9328
9311
9268
8703
8321
7477
6898
6233
6130
6057
5628
5500
Mth
1460%
6%
20%
3%
2%
3%
4%
16%
1%
0%
11%
0%
5%
3%
7%
3%
4%
7%
2%
3%
1%
3%
16%
6%
1%
2%
2%
9%
2%
4%
2%
0%
4%
3%
5%
5%
2%
7%
2%
66%
0%
7%
0%
2%
4%
2%
0%
1%
8%
Monthly Tweet Rate
3
3 Mths
Mth
6 mths
mths
1687% 2245
788
61
19%
230
235
216
59% 1283
572
302
8%
197
123
101
4%
55
31
122
10%
300
333
347
8%
300
333
250
112%
139
161
123
1%
65
155
165
19%
400
300
300
17%
699
732
500
26%
66
64
57
11%
301
297
154
15%
43
46
47
29%
31
34
29
10%
387
341
236
7%
58
60
39
38%
43
50
36
8%
153
180
152
8%
65
46
32
12%
79
75
74
13%
59
45
31
39%
39
34
37
54%
25
58
32
9%
135
142
110
5%
16
16
11
9%
33
24
15
21%
40
32
23
216%
116
134
126
58%
282
295
252
10%
150
159
114
180 1966
953
13%
155
153
137
10%
203
242
185
15%
168
162
219
11%
13
11
10
5%
400
233
150
16%
33
30
15
3%
65
91
100
721% 1259
876
436
158 1449
698
32%
415
279
123
163 1640
793
6%
93
69
47
16%
286
206
141
2%
175
163
151
57%
127
107
87
3%
110
130
118
13%
45
35
41



























31
2
1
1
1
1
1
1
1
1
1
2
2
1
1
1
1
2
2
1
3
1
3
2
2
2
1
 2
 2
New
 1
 1
 1
 1
 3
 2
 5
New
New
New
 4
 2
 3
 5
 4
 1
Page 14
Foll Change
Company
Foremost Insurance
Munich Re (US)
AXA Equitable
Gerber Life
IBC Canada
California Casualty
California Cas - Firefighters
Wild Kingdom (MutOmaha)
Sunlife US
MetLife Blimp
PEMCO
Lexington Insurance
Westfield Insurance
Amica Mutual
Geico Customer Service
Prudential News
Ameriprise News
American General Life
Unum (News)
Aviva Canada
Desjardins General
The Co-operators
Country Financial
Tennessee Farm Bureau
State Auto
Allstate Cares
Zurich Canada
Infinity
American Family Media
American General
IFA Auto Insurance
Employers
Plymouth Rock
Athene
Firemans Fund
Thrivent Financial Media
Western & Southern
Alfa Insurance
Esurance Cares
Northbridge Insurance
Kansas City Life
Pacific Life
Gen Re
EMC Insurance
Allianz Life
RBC Insurance
Globe Life
Twitter Name
foremost
MunichRe_US
AXA_US
gerberlife
IinsuranceBureau
CalCasInsurance
tyFirefighters
wildkingdom
SunLifeUS
MetLifeBlimp
Pemco
Lex_Ins
westfieldins
Amica
GEICO_Service
PrudentialNews
Ameriprise_News
AGLA
Unumnews
AvivaCanada
DesjardinsGroup
The_Cooperators
hellocountry
TNFarmBureau
stateauto
Allstatecares
zurichcanada
InfinityAuto
AMFAM_media
americangeneral
IFAAuto
Employers_ins
PlymouthRock
AtheneUSA
Firemansfund
Thriventmedia
WesternSouthern
alfa_insurance
esurancecares
northbridgeins
KansasCityLife
pacificlife
Gen_Re
EMCInsurance
AllianzLife
rbcinsurance
globe_insurance
Foll
5491
5385
5267
4917
4782
4775
4766
4630
4531
4362
3939
3539
3464
3307
2882
2598
2288
2210
2190
2136
2131
2024
1899
1751
1537
1532
1508
1439
1402
1375
1260
1205
1198
1127
1082
1038
998
942
925
863
860
848
819
795
740
711
711
Mth
2%
2%
11%
4%
4%
0%
0%
1%
0%
1%
2%
1%
2%
2%
5%
11%
3%
-1%
2%
5%
3%
3%
1%
6%
3%
7%
4%
1%
2%
2%
5%
1%
1%
4%
2%
1%
3%
2%
90%
6%
1%
4%
4%
2%
9%
14%
13%
Monthly Tweet Rate
3
3 Mths
Mth
6 mths
mths
7%
52
40
30
10%
49
81
64
13%
57
58
46
22%
55
42
21
14%
500
467
374
-1%
12
31
22
159
3%
31
35
36
34%
113
113
110
4%
4
5
11
6%
181
229
159
4%
95
97
86
5%
42
32
27
6%
296
288
228
15%
600
533
383
37%
27
42
140
10%
13
11
14
-1%
1
1
8
7%
24
29
29
16%
52
49
40
13%
149
115
83
10%
92
88
73
4%
33
31
43
13%
63
64
36
11%
335
188
98
22%
309
280
208
12%
42
47
41
1%
0
1
0
7%
28
37
62
5%
4
4
6
20%
51
46
32
5%
6
5
5
2%
19
11
9
8%
2
1
3
5%
9
3
2
5%
3
3
2
8%
29
29
30
7%
2
4
7
15%
223
154
70
31%
24
29
36
4%
38
37
31
15%
11
6
4
11%
15
14
14
10%
49
48
45
22%
69
35
19
71%
98
81
55
5%
22
8
1






1
1
2
2
2
2
new
 1
 1
 1
 1
 1
 1









16
1
2
2
1
1
1
1
1
Page 15
Company
Twitter Name
Followers
Fastest Follower Growth for the Month (minimum 1,000 followers)
Esurance
Esurance
156000
JakeStateFarm
9268
Liberty Mutual
LibertyMutual
84800
Prudential BYC
PrudentialBYC
16900
Transamerica
Transamerica
35400
Prudential News
PrudentialNews
2598
Nationwide
27000
AXA Equitable
AXA_US
5267
GEICO Gecko
TheGEICOGECKO
13900
Tennessee Farmer Charlie
FarmerCharlie
5500
Fastest Follower past 3 months (min 1,000 followers)
Esurance
Esurance
JakeStateFarm
Sun Life of Canada
SunLife
Transamerica
Transamerica
RBC Insurance
rbcinsurance
Liberty Mutual
LibertyMutual
State Farm of Canada
StateFarmCanada
BrighterLifeCA
Prudential BYC
PrudentialBYC
AIG
AIGInsurance
Most Active Tweeters in month
Esurance
Liberty Mutual
Geico Customer Service
IBC Canada
Mutual of Omaha
American Family
Desjardin Group (FR)
Chubb Insurance
Esurance
LibertyMutual
JakeStateFarm
Nationwide
GEICO_Service
IinsuranceBureau
Myahamoment
AMFAM
MvtDesjardins
ChubbInsurance
Feb Change
1460%
66%
20%
16%
16%
11%
11%
11%
9%
8%
156000
9268
13300
35400
711
84800
10400
6057
16900
16900
3 month Change
1687%
721%
216%
112%
71%
59%
58%
57%
54%
39%
156000
84800
9268
27000
2882
4782
8321
27800
9609
23800
Mar Change
1687%
59%
721%
17%
15%
14%
32%
19%
5%
10%
Tweets in
the month
2245
1259
1283
39
139
27
699
57
40
45
Average
Monthly
Tweet Rate
788
876
134
161
81
572
159
107
34
58
Mar Tweets
2245
1283
1259
699
600
500
415
400
400
387
Twitter Table Key
Follower Change
Change in followers for past Month, past 3 and 6 months
Tweet Rate
Number of tweets per month for month and average per month for past 3 months and year to date
Page 16
Twitter Notes
Twitter advertisers can now promote accounts in search
results. So far the only example we have found is insure.com promoting its account around the search term
“insurance”. In search results, promoted accounts will be
displayed above the organic tweet results.
In last month’s issue we featured Esurance and their Super Bowl Tweetfest (read about story here). We predicted
between 100,000 and 150,000 of the new followers would
stop following. So far 114,299 have been lost (from a high of
261,000). The campaign was the subject of one of the more
popular presentations at the SXSW conference during
which the goals for the campaign were stated to be:
1. For the general conversation to be about the brand and
Esurance talking about the brand. 2. to have the brand at
the center of the conversation, and 3. a campaign consistent with the message of being a modern brand.
Jake from State Farm, the mascot identity that started
life in September is now up to 10,000 followers. The identity
has high tweet activity averaging almost 1,000 tweets a
month. Two thirds of the tweets are to individuals that happen to mention the word Khaki or send Jake a message.
Jake provides a lot of “love” retweeting anyone that mentions Jake or Khakis. Asked as to the point of the feed,
“Jake” responded “Khakis”, retweeting and favoring the
question within 30 seconds. Also within those 30 seconds
three “followers” retweeted the answer. Someone is being
kept very busy! The company insist followers are not compensated for these retweets.
At the opposite end of the activity spectrum, State Farm
Nation, an identity targeting younger consumers has significantly reduced its activity. The identity has a stagnant follower base on Twitter.
Liberty Mutual are very active tweeters with 1,300 messages in the month and rapidly moving up to 85,000 followers, up from zero in September. Nearly half of the tweets
promoted the #RISE campaign featuring US Olympic athletes that had come back from setbacks. The most significant statistic however is that 89% of the tweets go to an individual responding whenever the company or any of its
campaigns are mentioned. Of those replies, just 4% of the
total are for customer service complaints. Liberty Mutual
did tweet using #esurancesaves30 to enter the Esurance
sweepstake, which would have made an interesting winner.
Nationwide Insurance have been active and the latest campaign, #loveforlove, accounts for over 90% of
the tweets. Best described as random acts of kindness,
a link for a $10 gift card are sent out to seemingly arbitrary people based upon their tweets which are never to,
or reference Nationwide. Most recipients seems at the
younger end of the age spectrum. Tweeters mentioning
college life are sent $10 for school spirit, mentions of TV
gets $10 for popcorn and references to food get $10 for
kitchen supplies.
Insurers that have run campaigns to grow Twitter follower count over the past three months include Sun Life of
Canada, Transamerica, State Farm of Canada
and Prudential. Sun Life are developing a global
news and information feed while Transamerica are
expanding direct reach to consumers and customers
across multiple social channels. State Farm of Canada was very active around the Olympics to expand its
reach to consumers and also to bring awareness of the
acquisition of the company by Desjardin.
Increased tweet activity for the month came from American Family largely as a result of the company’s Superbowl ad featuring QB Russell Wilson. @AMFAM replied
to individuals 51% of the time.
State Auto increased Twitter activity with a stream of
advice for customers as they fought the cold weather.
Worthy of special mention is that much of this advice
originated on blogs of independent agents that represent
the company. Over 30% of the company’s tweets reference agency content reversing the assumption that carriers need to be the content providers.
Esurance raised awareness of Twitter among its customer base with the Super Bowl promotion and that has
increased activity on the customer service identity
(Esurancecares). Up to recently, activity has been
very slow but followers almost doubled and activity was
up by 300% in February.
Golf and insurance often goes hand-in-hand so not surprising that the nonprofit Junior Achievement of South
Florida worked with Allianz Life for their Golf Twitter
Challenge. When golfers made a birdie at the Allianz
Championship, tweets posted with the hashtag
#AllianzBirdies were rewarded with a $2 donation. Golfers made more than 700 birdies celebrated by 12,500
valid tweets.
Page 17
Circles
"+1"s
Circle Change
3
Mth
months
Progressive
133388 163822 -0.1% -0.2%
Liberty Mutual
88809 88098 34.9% 717.1%
USAA
5195
7944
7.8% 32.5%
GEICO
5042 10492
6.0% 17.1%
Allstate
4258
6736
5.5% 18.5%
New York Life
1976
2356
4.2% 11.6%
Primerica
1895
3854
6.8% 24.3%
Farmers
1373
2201 11.2% 23.9%
Nationwide
1255
2033
7.0% 17.5%
Travelers
1234
1868
4.6% 14.7%
American Family
1218
3129
6.1% 20.6%
SafeCo
1203
1319
4.7% 13.6%
Esurance
1154
1964
9.2% 23.4%
AGLA
1038
1157
0.9%
1.6%
State Farm
880
1731 19.6% 97.8%
Aflac Duck
730
1326
5.0% 12.1%
Cigna
687
1099
3.8% 45.6%
CUNA
644
3289
2.9%
5.9%
The Hartford
627
732
5.9% 23.4%
21st Century
617
812
4.2% 15.1%
Transamerica
588
1244 17.6% 57.6%
MetLife
513
665
9.1% 25.7%
Amica
370
616
8.2% 24.6%
SafeAuto
370
584
3.6% 13.5%
Hiscox
358
358
6.5% 19.7%
Dairyland Cycle
271
366
1.1%
8.0%
Northwestern Mut
252
377
2.0% 15.1%
American Income
244
484
3.8% 17.3%
Mass Mutual
237
448 -10.9% 15.6%
SwissRe
228
260
4.1% 16.9%
Sun Life Financial
190
232 15.9% 45.0%
Thrivent
169
281
4.3% 11.2%
StateAuto
158
235
3.3% 17.0%
Firemans
144
153
2.1%
7.5%
Principal
138
145
5.3% 11.3%
EMC
129
188
4.9%
MunichRe (US)
126
209 -0.8% 11.5%
Liberty National Life
125
245
1.6% 14.7%
Mutual of Omaha
115
265 16.2% 47.4%
Allianz Life
113
212 -37.2% 44.9%
Google Plus
Liberty Mutual used Google as an alternative
channel to promote Olympic content including its ads
supporting individual athletes. The company also explored Hangouts featuring some of these athletes but
attendance looked low. Activity since the end of the
games has virtually come to a halt.
Progressive has the most “circlers” by far (even
though this number is dropping each month). It also
posts more than any other insurer on G+. For February, it received 285 ‘+1’s” on posts which can be assumed to be equivalent of a Facebook ‘like”. On Facebook, the company has a corporate page and a Flo
page. On the corporate page, it received just 145
likes so G+ looks promising. However, the content on
G+ follows almost exactly the Flo Facebook page on
which it gained 70,000 likes. Taking into account the
difference in “fan/follower” count, Facebook has 6
times the engagement of G+ which might not be as
poor as people assume for G+.
USAA, Safeco, 21st Century and MetLife are all
in the top 25 for “circlers” yet do not post on G+.
SocialEyes is published once a month and now entering its fourth year. The objective has never changed Who is doing what with social media in the insurance industry and why?
Data is collected from all the major social platforms
every month. This is not because the number of fans
or followers are important facts in themselves but
when numbers change, it indicates activity, and that is
important.
To subscribe to the newsletter, please visit:
http://www.some4insurance.com
For the latest in all things social by insurers and for
insurers.
Keep up to date and in touch with the latest happenings in the industry. Be on top of competitive campaigns and gain ideas and inspiration for your own.
Call
978 412 4047
Email
[email protected]
Page 18
Subscriber Change --------------Views------------- Uploaded Videos
Subsc
GEICO
Mth
3Mths
Mth
Past 3
Months
Mth
Total
80029
12560
11695
7921
7705
5678
3627
3488
2725
2156
1980
1905
1571
1416
1310
1249
1230
15%
1%
1%
3%
4%
6%
5%
5%
2%
99%
3%
8%
13%
20%
3%
1%
2%
22%
6%
3%
8%
12%
17%
60%
14%
4%
157%
14%
13%
42%
34%
16%
3%
5%
3108352
Neg
Neg
Neg
124786
1131731
74624
Neg
36163
3420118
7897
432062
358617
Neg
Neg
2906
5805
7046289
Neg
184453
Neg
390770
2611100
391620
269956
100302
4238999
32396
625053
529229
288354
Neg
7776
13229
9
28
2
8
0
5
3
4
2
25
0
17
2
7
4
0
7
89
622
327
113
370
352
69
265
282
173
69
319
24
106
75
69
73
New York Life
1119
5%
23%
126284
760979
1
24
Ameriprise
Anico
1077
1066
865
632
567
431
428
390
356
354
2%
4%
4%
3%
4%
6%
7%
3%
9%
0%
8%
12%
14%
9%
14%
25%
15%
7%
25%
2%
17347
19872
18957
4945
7064
6699
24839
885
6065
143
103553
54143
51650
9224
16696
21409
55220
2265
14662
407
3
4
3
0
3
1
4
0
2
0
83
301
148
178
129
159
82
37
34
5
Chubb
350
8%
19%
5996
16450
3
95
The Hartford
Mutual of Omaha (Aha Moment)
348
4%
11%
1155
3692
0
98
331
3%
10%
30790
38828
0
4088
Allianz US
331
311
309
302
294
222
207
197
6%
1%
10%
0%
2%
0%
25%
1%
18%
10%
19%
2885
1736
7097
10917
1383
126
4541
266134
6726
17097
10693
1165831
7592
284
5316
7092
2
0
0
1
1
0
2
1
19
43
36
303
99
6
21
113
State Farm
Allstate
Progressive
Wild Kingdom TV
USAA
Prudential
AFLAC
Farmers Insurance
Liberty Mutual
AIG
American Family
MetLife
Esurance
Nationwide
TheLeapyearTV
Travelers Insurance
Westfield Insurance
Northwestern Mutual
Mass Mutual
Principal
Cigna GoYou
PEMCO (NorthWestTypes)
AGLA
BrighterLife
American Collectors
SafeCo
SafeAuto
Genworth
21st Century
AXA
Foremost
14%
1%
37%
17%
Page 19
YouTube Table Key
Getting The Company News Out
Views
The difference between total views between the end
of October to end of September. This can go negative if videos with many views are deleted.
Subsc
Subscribers to the channel
Subscriber
Change
Change in subscribers for month and past 3 months.
More insurers have creating Twitter identities specifically
for media and public relations. Part of the rationale behind the separation is to save journalists weeding
through messages (not to mention customers venting
and complaining) to get to news.
Uploaded
Videos
The number of videos uploaded in the month
Liberty Mutual’s campaign for the Winter Olympics
centered on athletes coming back from personal disasters but one unplanned story illustrated the value of “real
time or responsive marketing”. The inspiration came
from a much-publicized fall — one day before the opening ceremonies — that left Heidi Kloser with a fractured
leg and torn ligaments. A film was produced in very
short order and became one of the company’s most
popular an shared videos on YouTube gaining 1.3 million views in the month. Comments indicate that part of
the appeal came because it was more authentic and not
staged with a nice ending as with other videos.
Allstate has launched a new “plain language” campaign on social outlets called the #debunkinator addressing common insurance misconceptions. The technique being used are animated videos with snow mobile
rental insurance as the rather obscure first entry. Allstate
also employed animation for eight product videos including Universal Life, Disability and Cancer insurance.
Without attempting to second guess Allstates’ motives, more insurers are adopting animated video to
eliminate the need for human faces. The commonly held
belief is that internal spokespeople can seem unnatural
and professional actors are very expensive. As demand
for video grows, budgeting to develop for more frequent
and less expensive content is on the agenda. American
Family went this route two years ago, able to get costs
down to about $1,000 per minute of animated video.
Views described as ‘Neg’ indicate when videos are removed from a channel. When that happens YouTube
removes the views associated with the video. In effect
the total view number represents the views for the videos currently on the channel.
State Farm has 622 video loaded on its channel but
180 of those are at least 3 years old and while some can
last over a period of time, there are plenty that are outdated and need to be removed.
According to a new study by TekGroup International,
social media is becoming more valuable for journalists,
nowhere near the popularity of email, but Twitter use in
particular is growing.
According to the authors, “No social media property has
seen a more rapid rise in popularity among journalists
than Twitter – and those working in media relations
should take note. The study indicates almost 50% of
journalists now would consider receiving company news
and information via a Twitter feed”
One interesting finding is that 85% of journalists expect
to find links to a company’s social media properties within the online newsroom, in part to gauge customer sentiment.
Media Twitter Identities
Change
Fol-
Tweets
Mth 3 Mths
Mth
Av
Prudential
2598
11%
37%
27
42
Ameriprise
2288
3%
10%
13
11
Unum
2190
2%
7%
24
29
Amer. Family
1402
2%
7%
28
37
Thrivent
1038
1%
5%
3
3
Allianz Life
661
12%
15%
72
36
Firemans Fund
137
-1%
-1%
0
0
The Data
Excel files containing the monthly data collection is available for Facebook and Twitter.
Files can be downloaded by clicking on the
links below
Facebook Data
Twitter Data
Page 20
Change
Foll
Horace Mann
American Family
USAA
California Cas
Esurance
Allstate
American Coll.
PEMCO
Transamerica
Cigna GO YOU
Perfect Circle
Liberty National
AGLA
Thrivent
American Income
4462
3045
2652
2301
1501
847
749
441
405
391
320
267
251
245
209
Mth
1%
5%
2%
5%
0%
4%
2%
4%
43%
4%
4%
1%
0%
2%
2%
3Mths Boards
121%
15%
10%
18%
54%
14%
14%
12%
514%
13%
9%
1%
1%
11%
9%
42
47
29
16
15
14
60
22
15
6
23
21
60
11
18
Pins
1982
1572
473
5151
173
792
1469
1920
1192
1030
2735
1683
424
246
1040
Pin
Chnge
4%
5%
11%
1%
0%
5%
5%
7%
54%
6%
1%
-1%
0%
1%
4%
Other Insurers now with Pinterest Pages include AVIVA USA, Travelers,
Trusted Choice, SafeCo, Shelter Insurance, Farmers, Genworth, Northwestern Mutual, Brighter Life, Transamerica, New York Life, Security First,
For a Lifetime (The Hartford), The Co-Operators, SafeAuto, My Aha Moment (Mutual of Omaha), Globe Life, Tech Timeout (Foresters), Elephant
Insurance, Brotherhood, Liberty Mutual, Modern Woodmen, Western and
Southern.
Instagram
Followers
Metlife Blimp
Allstate
State Farm
USAA_Photo
Esurance
Nationwide
Liberty Mutual
Transamerica
Colonial Life
Zurich NA
Safe Auto
Progressive
New York Life
Farmers
19158
2188
1812
1281
505
461
328
292
212
190
187
153
140
138
NewFoll
Posts Chnge
3
6
14
5
19
4
11
4
0
3
0
0
0
7
-0.2%
1.6%
30.1%
6.4%
437%
7.2%
24.7%
9.8%
2.9%
2.7%
-1.1%
8.5%
12.0%
32.7%
Notes
USAA consistently includes Instagram as
an entry point for visual contests and
sweepstakes. Its latest contest,
(#YourFutureYou) asks for the hashtag
and @USAA in the caption. Entries on
Instagram exceeded those on Twitter
alternative by a very wide margin. Facebook continued to be the primary entry
platform however.
Transamerica Pinterest activity is being
boosted by a #LoveandProtection contest. Entries must create a "Transamerica
Love & Protection" board and pin images
of the five things they love and want to
protect. At stake is $500 prize.
California Casualty has added a person specially to manage and grow its
visual platform properties. The focus will
be on the educators and nurse communities.
On International Women’s Day, Northwestern Mutual kicked off a celebration of Women’s History month. Tipping
its hat to women that have showed that
greatness can be achieved by
a #WomanWithAPlan. The campaign is
running on Facebook but each post links
to a Pinterest board set up to share plans
using the hashtag.
PetPlan Insurance has 12,000 Pinterest
followers and a lot of pins of cat and
dogs. Other “visual” insurance products
such as motorcycles and classic cars
have yet to latch on to the visual social
web.
Page 21
Change
3 % Foll NonFollow Mth Mths Employees
Change
3 % Foll NonFollow Mth Mths Employees
MetLife
AIG
Liberty Mutual
AllState
Travelers
Northwestern Mutual
USAA
Aon
New York Life
Nationwide
Farmers Insurance
SwissRe
Sun Life
Prudential Financial
AFLAC
ZurichNA
The Hartford
Primerica
Chubb
Progressive
Mass Mutual
Principal Financial
GEICO
CNA Insurance
American Family
Transamerica
John Hancock
Lincoln Financial
Genworth
UNUM
Mutual of Omaha
Allianz Life of NA
Safeco
Guardian Life
AXA-Equitable
CUNA Mutual
The Hanover
Thrivent
Esurance
Firemans Fund
Bankers Life
10128 3% 11%
94014 3% 12%
90041 6% 24%
87752 4% 10%
78417 3% 12%
77995 3% 12%
63330 3% 9%
51773 11% 20%
51318 4% 14%
50746 3% 10%
48393 3% 9%
46486 3% 8%
46212 4% 14%
45892 4% 14%
45303 3% 9%
41795 2% 9%
36620 2% 7%
35997 2% 7%
29855 2% 7%
27703 4% 13%
26445 4% 10%
23080 3% 7%
20536 3% 7%
18465 5% 17%
17760 3% 9%
16829 3% 8%
16129 3%
15445 3% 8%
14844 3% 9%
14196 3% 10%
12524 4% 10%
12452 5% 12%
11546 4% 14%
10661 3% 9%
10412 3% 8%
10307 4% 12%
9668 5% 16%
9557 3% 8%
9413 -1% 8%
8726 8% 25%
8239 5% 12%
8145 4% 9%
42%
68%
55%
63%
59%
73%
65%
75%
77%
63%
58%
45%
83%
70%
63%
72%
82%
61%
73%
75%
48%
65%
50%
47%
73%
37%
48%
67%
65%
63%
52%
54%
76%
74%
57%
Colonial Life
Great American
Erie Insurance
RBC Insurance
Pacific Life
The Co-operators
Sentry Insurance
Foresters
Combined
Auto-Owners
Western & Southern
State Auto
American Income Life
Great-West Life
Foremost
Westfield Group/
Cincinnati Insurance
Shelter Insurance
Amica
Grange
Horace Mann
Securian
VALIC
American National
21st century insurance
Modern Woodmen
Acuity
Alfa
Encompass
American Modern
Aviva USA
Woodmen of the
PEMCO
New Jersey Manufac-
7692
7484
6829
4%
9%
52%
5% 14%
79%
3% 10%
63%
6207
3% 10%
70%
6080
6036
5867
5635
5540
4857
4730
4649
4575
4377
4270
4129
4082
3991
3668
3645
3518
3308
3022
2995
2781
2696
2602
2426
2207
1943
1617
1609
1467
1303
3% 10%
66%
6% 14%
49%
3%
8%
69%
8% 16%
86%
4% 11%
59%
5% 12%
69%
4%
9%
36%
3%
8%
63%
5% 12%
36%
3%
64%
4% 12%
89%
2%
7%
68%
4% 13%
52%
3%
8%
45%
4% 10%
58%
3% 11%
73%
3% 14%
81%
4%
8%
58%
3%
7%
36%
3% 10%
45%
2%
6%
62%
4%
9%
52%
5% 15%
74%
5% 12%
54%
4% 10%
74%
5% 12%
67%
1%
1%
78%
3%
8%
38%
3%
7%
57%
3%
9%
47%
70%
70%
69%
50%
83%
69%
48%
Page 22
Around the Horn
At the SXSW conference, a panel was convened to discuss
ways that digital technology and social media could improve
disaster communication. This is an area insurers have been
early adopters and is likely to become of increasingly significant value to policyholders.
Millennials are not a new generation, they are a new species. That is the impression given by the volume of new content published by financial services companies.
UBS released “Think You Know the Next Gen Investor?
Think Again”. The report suggested that younger investors
are actually more financially conservative than previously
assumed. The Hartford’s recent study – Generation Y
Grows Up –examines how Millennials’ financial lives influence their self-perception as adults. USAA published a
new “Live for Today, Plan for Tomorrow” page to its website
that targets the firm’s services specifically at younger investors.
German online brokerage Friendsurance (described by
IBM in its recent Digital Reinvention Report as a “Force of
Disruption”) is to launch in Australia. Friendsurance uses
Facebook to connect groups to buy insurance. Under the
model, group members pay “normal” premiums but with rebates at the end of the period based upon the group claims.
The premise is that “low-claiming” consumers seek each
other for mutual benefit. According to the company
"Friendsurance will take the products being sold in those
country and apply the Friendsurance model to create value
for insurers and customers and increase the market share of
insurers.”
According to McKinsey, email is significantly more effective
acquiring customers than social media. They claim email is
nearly 40 times more effective than Facebook
and Twitter combined. While this makes a good headline, it
hardly surprising. Social media is more effective building
relationships and for sharing recommendations. Email marketing operates on large lists delivering small percentage
returns. Social media works best starting with small engaged groups that increase overall reach through their own
trusted connections.
After a generally disappointing display by brands, inspired
by Oreo, to highjack the Super Bowl with an instant winning
and viral tweet, fewer brands showed up for the next “realtime marketing” event - the Oscars. One unlikely, albeit subtle appearance, came from New York life who tweeted
“Imagine you're on stage giving your acceptance speech.
Tell us: Who are you thankful for & how have they
helped you #KeepGoodGoing? #Oscars”. No other insurers turned up so the Oscar goes to…..
Social Chorus offers solutions to recruit and empower
brand advocates on social media. According to the company, employees get engagement rates eight times that
of their employers for the same content. Social Chorus
lists Progressive Insurance as one of its customers.
Progressive conducted an engagement to recruit
bloggers to talk about the telematics product Snapshot.
Social Heroes is in entrepreneurial group of insurance
agents that operate agencies for Farmers Insurance.
The group run seminars, events and training across the
country for fellow agents. All the events are extremely
popular and the group has a Facebook page (865 fans),
and Twitter feed (873 followers). And now, “Going
Tradigital”, a book written by agents and Social Heroes
Nadeem Damani and Angela Johnson. The book promises - “Social Media Made Easy…for insurance agents”
The book will show agents “how to increase revenue
and reach your untapped market through social media”
The book is available from Amazon.
Jive provides many insurers with internal enterprise
social tools but the company is looking for a buyer. Jive
shares have dived with large companies seemingly less
interested in internal social solutions. In 2012, Jive added 133 customers but in 2013 just 76. Two of its biggest
competitors have been acquired Yammer (by Microsoft)
and Socialcast (by VMware) and Salesforce.com
launched its own social collaboration service
(Chatter). Standalone solutions in the social space
are finding it increasingly hard to go alone as companies
seek integration with complementary systems.
Women are more active on social media than men with
one exception, LinkedIn. Aside from LinkedIn, women
share more, comment more, are active more frequently,
and more likely to use mobile and tablet devices to access social. As far as the visual Web is concerned
(Pinterest, Tumblr, and Instagram) there is really no
competition. According to Chris Paradiso, one of the
most active insurance agents using social media,
“Women are better communicators and that why women
will continue to have better success than men in social
media” See stats.

The Insurers View of Social Media

Transcription

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