American Family Insurance | Social Media - Beyond the Chaos

3/29/2011

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Troy Janisch

Social Media Manager

Digital Marketing

American Family Insurance

@socialmeteor

#AMASocialJoin the Conversation!

How American Family Insurance Became the Most Connected Brand on FacebookTroy Janisch, Digital Marketing Manager (@socialmeteor)

American Family Insurance

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The Odds were Against Us 12 Months Ago

Strike 1: Regulated Industry

Strike 2: Conservative Company

Strike 3: ‘Boring’ Brand


3/29/2011

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Social Media is Like Herding Cats


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Challenge: No Cookie Cutter Agents

A diverse agent base continues to evolve:

� Demographic variety: age groups, geographic location.

� Business variety: individual versus establish company.

� Variations in technology interest, savvy and adoption.

� Understand the nuances and variations in digital

behavior.

� Build adoption in manageable steps over time.


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Challenge: Will Customers Even Care?

Customers value agents, but don’t engage them:

� 76% of customers agree that agent relationship is

important1.

� However, that relationship isn’t a frequent one.

� Give agents the tools for successful social

engagement.


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Challenge: Social Isn’t Selling

Agents are salesmen at their core:

� The social channel requires a cultural shift.

� A more subtle approach than some might know.

� Potential to overuse, miss the point, set the wrong tone.

� Establish strong guidelines for social activity.

� Integrate seamlessly with existing sales platforms.


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Social Media Strategy: How to Herd Cats

Business Objective

• Drive new business

• Increase Customer Satisfaction & Retention

Social Media Programs

• Digital Prospecting

• Customer Outreach

Social Media Activities

• Social Network Participation (Where)

• Content Development (What)

• Engagement Platforms (How)


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Overview: Social Media Landscape

Facebook: “The largest referral network in the world”

“Friend to friend” social network. Sharing updates, notes, photos video,

interests. Games and applications. Robust privacy settings.

Twitter: “The loudest referral network in the world” (listen to consumers)

Public social network for sharing updates. Limited privacy settings.

LinkedIn: “The most powerful business networking tool in the US”

A business-to-business social network. Find and leverage business

contacts. Ability to “buy in” for more accessibility.


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CONTENT: Create a social media mission statement

Our Mission: “Celebrate and Protect

Families.”

� A separate and complimentary

mission for social media

� defines the positive contributions our

company make to conversations.

� It defines our role in social

communities.

We use this mission statement to

continuously refocus and align content

that becomes ‘too salesy.’ #AMASocialJoin the Conversation!

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CONTENT: Learning from the experts (our audience)


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1st in industry to achieve widespread Facebook adoption

� Publishing tool was available in

three months;

� Agents enrolled in Facebook

program over six months

� Less than one year later:

� >1,800 Agent Facebook pages

� > 70,000 Agent Facebook fans


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Monitoring Social Conversations


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Negative Comments: Opportunities for proactive

customer service

Irrespective of the customer comment touchpoint, the process for collecting, disseminating, and handling comments is the same

When negative comments about our

brand appear anywhere, the process for collecting,

disseminating, and handling

comments is the same:


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Proactive Customer Service Opportunities

Corporate Process:

Identify and respond to postings with negative sentiment:

Amplify posting with positive sentiment:

Create referral and quoting opportunities:

Recognize “Standout agents”:


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Home Run Derby

• “The most connected brand on Facebook”

• More than 2,200 agent Facebook pages

• More than 120,000 fans• Ability to reach more than 15.6

million Facebook users through a friend who is already a fan

• Ranked among Top 3 insurers on Facebook

• Consistently Recognized for Twitter Integration

• Support of company leadership• Led $6 million in Series B funding for

Shoutlet

National League's Prince Fielder, of the Milwaukee Brewers, hits during the final round Home Run Derby


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Thank you for your Sweetly-Faked Attention

Become a fan on Facebook: www.facebook.com/amfam

Follow us on Twitter:@amfam

Troy Janisch, Digital Marketing ManagerAmerican Family Insurance

Email: [email protected]: www.socialmeteor.comTwitter: @socialmeteor


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AMA Discount for unGeeked Elite, Chicago


American Family Insurance | Social Media - Beyond the Chaos

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