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DIGITAL COMMUNICATION STRATEGY FOR INSURANCE COMPANIES
Prepared by: Elvan Salman

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Contents

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Purposes of the Presentation
Analyze competitors
Strategy to achieve growth objectives
Who, what, where, when and how

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Benchmark Analysis
Analyze at least 4 competitor brands

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How to?

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Social Media Approach
Goals, Objectives, Approach

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Social Media Goals
Customer Focused
Organization Focused

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Social Media Goals

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Social Media Objectives

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Communicate
«at»
OR
Communicate
«with»

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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

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Approach/Customer Experience
Self –service resources
Monitoring
Engaging
Self-help communities
Improve customer loyalty and reduce or avoid costs

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Approach/Talent Acquisition
Brand awareness
–service resources
Supports employee development
Values employees
Desirable Company
Improve image, attract relevant talent and listen to employees.

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Content Strategy
What to share, how to share, keywords, key concepts

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What
you say
&
How
you say

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Social Media Content
Pictures
Recommendations
News
Website
Links
Reposts
Videos
Warnings

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Social Media Voice
Educational
Smart
Informational
Professional
Honest
Interesting

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Social Media Voice

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OFFER
Trust
Accountability
Credibility
Expertise
Social Media Posting Style

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Social Media Posting Style
WARN
Dangers
News
New Products
New Services

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Keywords
Security
Peace
Stability
Credibility
Trust
Professional
High Quality

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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.

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Desired Perceptions

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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

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Next Steps

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THANK YOU.