Case Study Harnessing social media marketing and social intelligence to drive brand awareness and online visibility
Client: Leading global insurance company Industry: Financial Services Business Impact: • Brand conversation • Engagement • Lead identification
Business Challenge A US-based leading global insurance company was looking to harness social media to engage with a niche market segment- the classic car owners, local Insurance agents and the classic car insurance industry at large. The company wanted to build a smarter social media eco-system for measuring, attributing, and amplifying the classic and collector car insurance product and services, driving brand awareness, online visibility and generate sales leads.
Solution Blueocean Market Intelligence adopted a three-stage approach to achieve maximum efficiency in the Social Media Engagement Strategy:
Social Intelligence and Analytics Using enterprise-class listening & text mining tools, conducted an extensive research and analysis of social media data. The data was analyzed to understand advocacy, social conversations and trends.
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Social Media Marketing Activate: established Social Media Governance Policy & activated the relevant Social Connect: used a mix of Facebook ads, Sponsored Stories & Promoted posts to drive awareness about the insurance products. Engage: with a focus on community growth, specific goals and tactics were deployed to help cultivate user engagement and interest.
Monitor and Measure Monthly reports that measured and demonstrated social media campaign effectiveness and ROI were shared with the client.
Outcome Brand Conversations on Facebook and Twitter: 63% increase in overall brand conversations on Facebook and Twitter Engagement: 5X engagement on Twitter (17%) and Facebook (59% ) compared to the competitor (Twitter: 3% and Facebook: 8%) Registrations: 40% increase in registrations for the Charity Car Show from last year Leads identified: 300 leads identified from social channels out which 12% were sales ready leads Conversations on forums and blogs: 5% increase in product related conversations on forums and blogs Website Traffic: 26% of the traffic to the website was referred from Facebook and Internet Banner ads Formulate a comprehensive data-driven social media
Blueocean Solution
Drive engagement with traget audience
1
Strategic Approach to Social Media and Customer Engagement
Build awareness and brand familiarity with target audience
2
Social Media Channel Selection
Social Media Content & Message Mapping Pain Points - Brand Awareness, Online Visibility, Influence Purchase Decision Discovery Build brand visibility for CHROME
Chrome Marketing Funnel Drive Traffic TOP FUNNEL EFFECT (Brand Awareness) Extend Reach MIDDLE FUNNEL EFFECT (Engagement)
Low
Blog/publications
Forums YouTube
Consideration
Communities
Potential Cuts
Strategic Fit Alignment with goals Marketing
Brand Equity
ROI Consideration Stage
Top Priorities
Back Burners
High
Provide product/service information • Build thought leadership opinions and reviews • Community engagement answer to user queries and provide recommendations • Promote authority-industry body association and partnerships • CHROME demo solutions and key benefits
Selection Criteria
Customer value
Discovery Stage
Future Poten tials
Strategic Fit
Convert Leads BOTTOM FUNNEL EFFECT (Lead Generation and Conversion)
Revenue Growth
• Product features • Initiate conversations on identified forums and communities • Infographics and visual content to create brand experience • Run micro campaigns on Facebook and Twitter and drive traffic
Bubble Size = Impact
Feasibility
• • • • • •
Purchase Stage
Impact
Feasibility
Positioning Industry Expected Reach Cost / Benefit
Customer Technical Risk Resources - Financial Resources - People
Purchase Influence purchase and build trust • Customer testimonials • Pricing sheets and product availability brand promise and USP • Product comparison
3
About Blueocean Market Intelligence Blueocean Market Intelligence is a global analytics and insights provider that helps corporations realize a 360-degree view of their customers through data integration and a multi-disciplinary approach that enables sound, data-driven business decisions. Since we live in a highly dynamic and multidimensional world, we believe the most effective business decisions come from a synthesis of data streams and not from one-dimensional sources. Using our 360 Discovery approach, we ensure the comprehensive use of all available structured and unstructured data sources, enabling us to bring the best to bear against each engagement. Strong decision support is enabled through a combination of analytics, domain expertise, engineering and visualization skills brought together in harmony. Leading companies have benefited from our partnership with financial growth, 360 views of their markets and competition, and improved customer acquisition, satisfaction and retention. Seattle | Phoenix | Denver | Chicago Cincinnati | Bangalore | Dubai | London For more information or to request a consultation, please email info@blueoceanmi.com or visit us online at www.blueoceanmi.com.
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