In this presentation Anisha Motwani from Max Life makes a persuasive example that building social capital will lead to social sales in insurance. The Digital Insurer particularly liked the explanation of iGenius which is Max Life's education engagement platform for parents and children. This has generated more than 350,000 likes on Facebook and resulted in a large number of sales

1. From Being Social
to
Buying Social
Enabling businesses with
Social Commerce

2. Social Commerce is not stand alone,
it had arrived the day you opened your brand for display.
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The big questions that brands ask:
Are we ready for it, yet?
The time has come to measure and promote it...
Its your silent benefactor.

3. Does your organization do the following on social?
• Nurtures a community on any social network?
• Creates or curates content?
• Uses social media to engage and interact with consumers?
• Listens to conversations around the brand?
• Uses social ads and promotions?
• Does consumer research?
• Recruits through social platforms?
• Encourages referrals on social platforms?
2
If the answer to any of these is YES,
then your organization , in one way or the other,
is already doing business through Social Media

4. 3
Legacy Now What It Means What’s New
Distribution Social Presence
Always - Anytime
& Anyplace
From Walk-ins to
Fans Followers &
Reactors
TOMA Social Engagement Look at me , Hear
from me and
Remember me
From Look to
Interactions
Customer Service Social Care
(for Customers,
Prospects, Fans,
Followers and
Influencers)
From Reactive to
Proactive
Listen Always and
Act Always –
Don’t wait for the
Doorbell
Stand Alone One
To One Sales
Social Acquisitions I will enquire if
someone refers. I
will buy if they
have bought.
Push Sales to
HALO EFFECT
The Evolution from Conventional Business to Social Business
Word Of Mouth
and Reputation
Social Buzz Innovate and Co
Create
From WON WIN to
WIN WIN
SOCIAL
CAPITAL
The social media efforts of your organization result in the
‘Social Capital’

5. Your Social Capital will lead to Social Commerce
4
SOCIAL
CAPITAL
Social
Presence
Social
Engagement
Social Buzz
Social
Acquisitions
Social Care
Prospect Pool
Retention&Loyalty
Advocacy&Insights
Sales Revenue Referrals
Captive
Dollars
Interest,
Enquiries and
Hot Leads
Retain Order Book ($)
and minimize
Competition imprints
Billed
Business
Save
Advertisement
& Survey
Dollars

6. SOCIAL PRESENCE
Social embedded at Business touch-points and Business etched into Social assets
5
Helping people
buy where they
connect...
and connect
where they buy

7. 6
SOCIAL PRESENCE
Social embedded at Business touch-points and Business etched into Social assets
Ameriprise uses Linkedin to help Customers find
Advisors

8. 7
SOCIAL PRESENCE
Social embedded at Business touch-points and Business etched into Social assets
Max Life: Embedding social at the core of our new corporate website
to create meaningful interactions and deeper engagement
7

9. SOCIAL ENGAGEMENT
Shape opinions about your brand and increase propensity to purchase
8
Convergence of Max Life e-commerce site and Facebook login
• Pre-filled information
• Give Ratings, Reviews and Recommendations
8

10. i-genius
@Consumers
India’s Largest
Corporate Scholarship
program
• Education & Talent
• Annual Scholarships
worth Rs 1 Crore
i-genius Young
Authors’ Hunt
•Young Writing Talent
• Book and e-book
titled i-genius A Twist
in the Tale
SOCIAL BUZZ
Deploy social mechanisms to facilitate advocacy, obtain opinions & reviews and
drive referrals
Create brand
differentiation by owning
the child space
i-genius
@Sales
Unique Relationship
Builder for Agents
Shift the conversation
from a Sales call to
much more
Awareness &
consideration among
prospects through
meaningful interaction
i-genius
@Customer
Enrich the relationship
of existing customers
with Max Life
Engage them better
Higher Loyalty
Brand loyalty, renewals
and referrals triggered
through engagements
with customers
i-genius
@Employees
Dedicated igenius
scholarships for
children of employees
& agents
Employer Value
Proposition
Caring organisation
Internal engagement
Max Life: igenius – a parent & child engagement programme
that aims to create a connect beyond business

11. Strong, relevant, self-sustaining
with built-in community amplifiers
On Ground. Online. Interlinked.
-igenius scholarships
Fun & Learn
Parenting Workshops
CONTENT CONVERSATIONS
Providing reasons to stimulate Social
Conversations on an ongoing basis at multiple
platforms
i-genius Young Authors Hunt
COMMUNITY
Built on a foundation of relevant
community driven interventions.
Activities touched various facets of talent
both among children & parents.
SOCIAL BUZZ

12. SOCIAL ACQUSITIONS
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Driving acquisitions through social with customized propositions or a distinct
process
American Express lets customers buy stuff on
Twitter by using a hashtag
Dell drives exclusive flash sales using
social media that are only for the social
community

13. 12
Max Life: Plan to capitalize on check-ins during Parenting events to promote child plans
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SOCIAL ACQUSITIONS
Driving acquisitions through social with customized propositions or a distinct
process

14. SOCIAL CARE
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Customer experience management focused on listening, solving and proactively
improving processes to aid retention and loyalty
Shift from the conventional CRM that was transactional in nature
to Social CRM that is conversational and collaborative
Evolution of CRM Infographic by Alyson Stone; Image Source: http://www.desk.com/blog/evolution-crm-infographic/

15. Twitter’s evolution takes it down two very specific paths:
One of them is Customer service.
SOCIAL CARE
Customer experience management focused on listening, solving and proactively
improving processes to aid retention and loyalty
Max Life: Gearing towards a full scale query resolution process on Twitter

16. FUTURE GAZING – WHAT WILL PLAY OUT IN THE NEXT THREE
YEARS
FORESIGHTS
• Focus to shift from Big Data to
Unified Data
• Advocacy & Referrals to be the
harbinger of Acquisitions
• Social CRM to turn into a necessity
• Underwriting to go social and social
risk to become a global parameter
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CHALLENGES
• Data integration in view of
regulations and data policies
• Limitations of tools to measure a
“criss-crossing” consumer journey
• The approach to social –
Fragmented instead of Business
centric
• Security & Privacy concerns
• Absence of platform agnostic
development technologies that lead
to inflated costs and timelines