Cloud Capitol American Family Insurance Digital Media Strategy Campaign
Digital Media Strategies
WINNER Best Campaign 2016
Anna Hrovat-Staedter
Isabel Finn
Emily Chestler
Elana Charles
Yuhai Chen
Sophie Criscione
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Table of Contents Situation Summary
Digital Footprint
Understanding the insurance and competition
American Family digital footprint analysis
Looking at AmFam’s strengths and weaknesses
The Branded Website & UEX Fundamentals
Announce our big idea and implementation
Content marketing strategy
Social Media
Paid Media
Social media analysis
Display Advertising: Media analysis and buy
Social media and #AmFamAmbush
Paid social media
Social media and #AmfamJam
SEM, SEO and landing page
1
Situation
Summary American Family Insurance is one of the top insurance companies nationwide. Understanding the insurance industry at large, analyzing the competition, looking at American Family’s strengths and weaknesses, and gaining insight on consumer findings presents Cloud Capitol with a unique opportunity to further and better American Family. Cloud Capitol, an innovative, young marketing team of creative thinkers, is going to take American Family from good to great. With the following findings and key insights, we excitingly announce our big idea for our 2016 digital media ad campaign and how we plan to implement it.
Industry Review
The insurance industry is highly cluttered and competitive. In fact, in 2013 the industry premiums written amounted to $1 trillion dollars.1 According to the National Association of Insurance Commissioners, within the industry alone there are 6,086 companies. This holds true within the homeowner’s and renter’s insurance category in particular, as most of the products are similar and price is the primary basis of competition.2 In recent years, homeownership rates are slowly decreasing. In fact, the national homeownership rate slid for the 10th consecutive year in 2014 to 64.5 percent, and therefore, these statistics convey the difficulties in attracting new customers of homeowner’s insurance.2 However, the decreasing trend will be reversed in years to come. The Joint Center for Housing Studies projects that demographics will support household growth of just under 1.2 million annually in 2015–25, with the Millennial driving much of this growth.3 Instead of disregarding this insight, we think there is a great opportunity to maintain their current market, in addition to exploiting the untapped market of renters. According to an analysis provided by the Insurance Information Institution, 95% of homeowners in America had homeowner’s insurance and only 37% of renters had renter’s insurance in 2013.3 Using this data, we think it would be more effective to target potential renters, instead of convincing homeowners to buy a new policy or switch their current one.
Competitive Review Top Three Competitors 1. State Farm 2. Liberty Mutual 3. Farmers Insurance 2
Their YouTube features and commercials stayed consistent within the tone they presented in their creative brief. Many of them focused on the same tone as presented in the brief, genuine, real, positive and motivating.10
All three rank higher than American Family in number of direct premiums written annually, and each holds more market share in comparison with American Family.4 Although American Family may not have the resources to surpass each of their competitors in market share or premiums written, it is important to understand that these insurance companies are excelling in particular ways.
American Family first released their Dreams campaign in 2011 during the Super Bowl, featuring Jennifer Hudson.11 American Family added Russell Wilson to its list of celebrity “brand ambassadors”16 and eventually swapped him with their newest “brand ambassadors” J.J. Watt and Kevin Durant.12,13
State Farm is dominant in terms of market share and ranks highly in digital standings like online reach and resonance Liberty Mutual and Farmers Insurance have grown rapidly in the past 3 years.4,5 Farmers and State Farm both rank slightly above American Family on social monitoring sites such as social mention, tweet reach and Klout.6
SWOT Strengths
This being said, according to socialmention.com, American Family did rank highly in sentiment and passion, meaning that despite not reaching as large of audiences like State Farm and Farmers, American Family is talked about frequently by loyal customers and in a very positive frame.5 This can be leveraged by American Family, because they can improve their reach and influence by expanding their social media presence, but what presence they already hold is in a positive place.
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Millennials are connected to their families, which is something that American Family prioritizes.14,15 Millennials still have dreams, even if they are achieving them later in life or through non traditional paths.15 Millennials are connected and invested in digital devices and online activity, which American Family has the tools to harness and leverage.14
Weaknesses
Corporate Review
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Products
American Family offers a variety of insurance plans, including “Auto, Home, Umbrella, Health, Life, Business, Farm and Ranch, and Travel.” 7
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Review of Services
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According to American Family’s creative brief, in addition to main insurance coverage’s, they also offer features and associated services.8 For homeowners specifically, this includes DreamVault, a service that allows you to create and protect an online inventory of your processions, accompanied by a mobile and web application.9
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There is a confusion between the multiple websites that American Family hosts. Since Millennials depend on instant gratification and smooth access, they may be dismayed from interacting with a platform that is undeveloped or results in confusion.14 Homeowners insurance and renter’s insurance quotes cannot be finalized online. 15 According to socialmention.com, Millennials do not associate dreams with American Family.5 Social Media platforms are weaker in some areas compared to our competition.5
Opportunities •
Insight
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This application is used on a digital platform, which gives it potential to be used or leveraged by our digital campaign. However, it is not particularly easy to find on the website unless you know what you are looking for. In addition, according to multiple screenshots located in the folder, all of their social media links as well as links to download their app are located on the bottom of their website which requires a lot of scrolling. This app could be utilized in a more advantageous manner, as well as simply changing its location and labeling on their website for easier access.
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There is a huge untapped market for renters who do not currently have renter’s insurance.14 There is potential for client growth and client loyalty when renters transition from renting to home owning.14 American Family understands and is choosing to invest in improving their social media and digital presence.15
Threats • • •
Creative Brief
In addition to the videos and creative brief that we were presented with by the American Family representatives, we investigated past commercials, slogans and celebrity sponsors. 3
Zero Sum Game Industry.15 Low Consumer involvement. The insurance marketplace is currently cluttered due to an abundance of advertising.15
Primary Target
Secondary Target
New Homeowners Homeowners New 30 -- 34 34 30
Renters 25 - 29
Demographics: Demographics: • 75.7% white
Demographics: • • • • •
68% white 67.5% employed 52% have children in the household 47.4% are married $44,723 is the median household income
• • • • • • • • •
75.7% white 75% employed 75% employed 67.4% have children in the household 67.4% have children in the household 64.6% are married 64.6% are married $83,227 is the median household income $83,227 is the median household income
What Do They Value Most Family & Friends
76.3% say that family is the most important thing. 93% have purchased a product after hearing about it from a family member.
Technology
43% say that technology brings them closer to family and friends.
Their Behavior
They want to engage with brands on social. They are ususally using two or three technology devices per day. They put off big life decisions such as getting a credit card, marriage, having children, living on their own, buying a home.
Where Do They Connect
20 - 21 hours is the average time they spend each month on social sites. 54% say Facebook is the social network with the most influence on their spending habits. 72% are on Facebook.
Where Do They Go Online
When they are online they are often on the following: blogs, message boards, chat forums, digital imaging websites. When they are onling they are usually doing the following: downloading music and movies, searching for employment and listening to the radio.
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We will implement this into our campaign by including these influencers in our advertisements and social media messaging.
American Family Insurance’s current consumer for both renter’s and homeowner’s insurance is roughly middle aged. The median age of a renter with American Family is 47 years old while the median age of a homeowner with American family is 56 years old.14 American Family Insurance presented an interest in targeting the Millennial generation, ages 25-34, and based on our research and analysis, this generation holds a great deal of opportunity.
Key Issues & Opportunities We believe that if implemented correctly, a digital media campaign will help Millennials associate American Family with their renter’s insurance needs. Because family and humor has proven effectiveness towards the millennial generation, we plan to capitalize our efforts by focusing on family and humor over multiple digital mediums to engage Millennials on their preferred platforms. By synthesizing American Family’s digital platforms, we can attract Millennials who do not have renters insurance and compete with other brands digitally.
Using the information we know about the gap in renters insurance coverage in the industry, along with the findings we covered on the demographics, behaviors and attitudes of Millennials, we have a unique opportunity to create a digital media ad campaign catered to this audience’s specific wants and needs.
Influencer Targets and Other Publics
According to Simmons, we found parents, friends, celebrities, spouses, sports teams and events, and strangers are influencers among our target demographic.14 As noted above, AdWeek showed that 93% of millennials have “purchased a product after hearing about it from a family member or friend.” That same study also found that “89% of millennials trust these recommendations more than claims by the brand.” 17
Objectives & Strategies Business Objectives
Increase new policies of renter’s insurance amongst renters aged from 25-29 years old.
Marketing Objectives
According to our research, American Family has a low brand awareness and social networking presence in the digital landscape.18 So we think it is beneficial to raise American Family’s brand awareness and generate social engagement among our target audience. Here are our marketing objectives provided by our client: 1. Recognize the AFI brand and its advertising 2. Go to amfam.com and receive an auto insurance quote
When asked to name the type of people who influence their purchasing decisions, “59 percent of Millennials listed friends. Of the Millennials, 52 percent cited spouses and partners, 51 percent cited parents, 33 percent listed strangers and 23 percent cited celebrities.”17 Millennials are dependent on outsider opinions, and if American Family can harness this by leveraging the most salient opinion leaders to Millennials. If American Family uses family and friends in advertisements directed towards Millennials, American Family can begin to associate themselves with the opinion leaders that Millennials care about. It is also important to investigate the role of strangers within these influencers. According to Simmons, renters ages 25-34 are 89% more likely to agree with the statement, “I pay attention to ratings and reviews posted online by other consumers.” 14 Because of this, American Family needs to preserve positive associations within the influencers of Millennials. Cloud Capitol recognizes family, spouses and partners, friends, and strangers as American Family’s top influencers towards Millennials.
Advertising Objectives & Strategies Instead of doing both in one campaign, we decided to raise American Family’s brand awareness by increasing American Family website traffic and enhancing social networking presence. On the other hand, we want to generate engagement on social media via social topics. 1. Raise 25% brand awareness and social networking presence of American Family among renters aged 25-29 from June 2016 to June 2017. 2. Generate 2.5 millions engagements in total on social 5 5
campaign will generate buzz, awareness and excitement amongst our target.
media among renters aged 25-29 from June 2016 to June 2017. 3. By raising 25% brand awareness and generate 2.5 million engagements, American Family could raise its rank from 30-20 to 15-10 among the websites and social medias of insurance category.18
However, while we are running a national campaign, we do want to customize our content and advertise more heavily in locations that American Family operates in. We decided to develop our localized strategy according to two criteria: the states that American Family operates in and the number of renters within each state. 20,3 These are our findings:
Digital Media KPI’s With similar budget, some insurance corporations like Travelers Insurance approached top 15 among insurance websites and top 15 of followers on social media. So we set up all the targets to reach the top 15 for KPIs for our one-year digital campaign. It is highly recommended to keep this campaign for 3 years to surpass our competitors, Farmers and Liberty Mutual, and make it into top 10. 18, 19
The darker blue zones on the map indicate the states where the most renters reside in, compared to the lighter states that have less renters. According to the map, Washington, Oregon, Nevada, Arizona, Colorado, Nebraska, North Dakota, Illinois and Georgia are the states we plan to expend the most of our budget and the greatest of our media efforts in. Idaho, Utah, Kansas, Iowa, Missouri, Wisconsin, South Dakota, Minnesota, Indiana and Ohio are our secondary geographic focus in the U.S.
In order to raise American Family’s ranking into top 15 among insurance websites, we have to maintain 100k unique visits increasing per month for a year to achieve this. Brand mentions on social medias and the numbers of American Family followers on social medias are two important indicators of social networking presence. Based on the research from SocialEyes, we decide to sustain a 5% increasing during our one-year campaign for brand mentions and social media followers. 18 To track the engagement on social media, we are going to measure interactions with American Family social accounts and completions of certain task on social medias. We want to generate 25% interactions divided by total fan each month, including likes, shares and comments. Similarly, we want motivate people to get involved in our social campaign and post their family story while @AmFam and using the social topic. We are expecting 30,000 task completions each month.
Seasonality
We plan to launch our campaign in June 2016 and run until June 2017. We decided that June is an optimal month because according to US News, most Americans move between May and September.21 Moving times are an optimal time to acquire new clientele because people are aware of new opportunities and have to do an extensive amount of research for their move.
Media Objectives Geography
We decided that it was important for our campaign to engage with a national audience because everyone either has a family or can relate to the concept of family. Individuals can define the word “family” in a number of ways, whether biological, social or otherwise. Engaging with a nationwide audience allows for increased exposure and participation, especially because a digital campaign allows for greater accessibility. We hope that people in every state will feel compelled to take part in our hands on campaign, regardless of their geographical location. In addition, we believe that a nationwide
However we do not plan to focus on specific seasons, because our research showed that there aren’t any major seasonal shifts in regards to smartphone and tablet usage.22 Instead of focusing only particular seasons, we plan to devote our marketing resources around family oriented holidays. When we refer to family oriented holidays we are referring to the following: New Years, Valentines Day, Easter, Mother’s Day & Father’s Day, Independence Day, Labor Day, Thanksgiving, Black Friday, Chanukah and Christmas. 6
We chose these holidays because we think they are often tied to major milestone events as well as being associated with family and traditions.
Our consumer audience, both primary and secondary, of millennials, appreciate and remember humorous advertisements. Additionally, 80% of Millennials say they are more likely to remember an ad if it includes humor.55
The Role of Advertising
Theme & Supporting Messages
A theme that will be integrated throughout our entire campaign is family and remaining in touch with your family through technology. We understand that Millennials value their families as well as technology, therefore we want to combine those two important aspects of their lives. Digital technology allows millennials to connect to their families and share their dreams, milestones, and special moments with them even when they’re not physically present.
The role of advertising is to increase brand awareness and generate social engagement by creating positive and salient associations within our target market. Cloud Capitol can achieve this by converging our strengths and opportunities to combat our competitors.
Creative “Big Idea”
Tone & Manner
Based on our findings, we know Millennials love family, and we also know that they value technology since it brings them closer to friends and family.14 With these key insights in mind, our big idea is to create a digital media ad campaign that integrates these two ideas using the slogan, “you can’t always choose your family, but you can choose your insurance.”
Our Tone: We want to remain consistent with American Family as spirited inspiration, authentic, positive emotion, relatable, believable. Our tone incorporates compassion, support, humor, and warmth. Our Manner: Imagery conveys pursuit and/ or achievement of dreams across a variety of demographics, appropriate to AFI’s target audience, while incorporating family values.
This campaign will run ads demonstrating the quirky, funny and embarrassing families we can all relate to, complimenting our social media campaign, #AmFamAmbush. What exactly do we mean by “ambush”? We want to use the element of surprise to bring families together during their Millennials major milestone moments. For example, you’ve just moved into your first apartment, and you can’t make it home for Thanksgiving to celebrate with your family. You were planning on spending your holiday on your couch eating Ramen and watching Netflix when we #AmFamAmbush you. This major milestone should be one that is spent with your family, that’s why we bring them to you! Now, you get to enjoy Thanksgiving with 15 of your closest relatives, crammed in your one bedroom apartment, but it is a moment that should be shared. Using outlets such as Twitter, Snapchat, Instagram, Facebook and other social media platforms, Millennials will have the chance to showcase their crazy families coming together at important and meaningful life events. At the end of our campaign, the top three craziest families will be posted on the American Family Insurance website where the public will get to choose which family had the best #AmFamAmbush. The winning family will appear on an ad for American Family Insurance that will run nationwide. This big idea will show advantageous results because it is easily adaptable across different digital mediums and social platforms, requires participation from the audience throughout the entirety of the campaign, and instills the key beliefs and values of American Family into the campaign from the beginning until the end. According to research from Mintel, if done correctly, and well received, Millennials appreciate the use of humor.23 7
Digital
Footprint Digital Footprint Analysis American Family can be found on many different spaces online, and their overall control of their brand is strong compared to their competitors. American Family is present among a variety of different digital platforms. However, each platform needs to be refined and used in a more effectively. Their consistency across digital spaces falters.24 Using a variety of social media platforms, Millennials will have the chance to showcase their crazy families coming together at important and meaningful life events. American Family’s current digital arcitecture, although strong, can better provide systems to help achieve their goal of directing users towards amfam.com and interacting with the brand. On a majority of platforms, they provide a link to amfam.com. Their spaces are somewhat interconnected, but American Family could grow their interconnectivity by linking their pages more clearly and providing the tools to link their campaign site, dreamfearlessly. com and their corporate site, amfam.com to each other. For example, their twitter homepage lists their dreamfearlessly website.25 Lastly, they have a strong social media presence, which holds a lot of interesting and appealing content but none of it is featured on their corporate pages except in the lower corners which doesn’t receive much attention. While acknowledging that social media content is unique and should not be distributed over all their platforms, they can provide a more consistent brand presence by interconnecting their social sites onto their corporate and campaign platforms. American Family runs into a “cybersquatting” issue with their “Dream Fearlessly” campaign. The term is not exclusively theirs. According to knowem.com, American Family does not own extentions for their dreamfearlessly.com website.26 Currently on Instagram and other social media sites, a shoe company called Haute Sole is also using #dreamfearlessly and is clogging American Family’s content.27 While this content is not inherently negative, it could confuse consumers and those looking to interact with the brand.
State Farm
State Farm has a similar architecture to American Family, but has a step by step approach to their online quotes.28 They also have a corporate blog called their “learning center” and a campaign website called celebratemydrive.com to draw attention to safe driving for teens.29 Their presence goes a step further because 8
of their large following from their character “Jake from State Farm”.30 They also do not interconnect these sites together as cohesively as they should.
and billing. On the other hand, Farmers is doing a great job to integrate all the traffic to its homepage.36 Also, the traffic decrease significantly during weekends, and over 70% of visitors are female. Also, among all the four websites, the visitors of American Family are younger and have lower income.19
Farmers
Farmers Insurance architectures and design highlights getting a quote.31 Their site is more cluttered, but they have a similar architecture to both State Farm and American Family. They also have a corporate blog called farmers-cares.com and a campaign site for careers called Farmers University. 32
Strategic Recommendations
1. Improve the interconnectivity among American Family website, their campaign site, and their social medias. 2. Make sure “dream fearlessly” and #AmFamAmbush are owned by American Family on every social media. 3. To raise the external traffic from referral links and Google search, we should improve the display ads and optimize the keywords on Google search. 4. Consolidate American Family’s owned digital websites to achieve marketing objectives of driving traffic back to AmFam.com 5. Leverage visits from existing American Family customers by motivating them to participate our social campaign on the account page, or improve it by providing more service to the loyal customers.
Implications
It may be because of the particular nature of the industry, but the sites that American Family and their competitors have lack in interconnectivity. One insight that proved interesting was the presence of negative consumer blogs dedicated to Farmers and State Farm that American Family did not have.33 This insight is key to understanding that American Family is excelling in controlling their online spaces and brand name. 34
Web Traffic Analysis According to multiple website analytics, American Family can enhance their web design. Compared to State Farm, Liberty Mutual, Farmers, American Family ranks very low for monthly unique visitors, visits and page views in total.35 In terms of loyalty and engagement on the website, every visitor of American Family visits one more time than other websites’ visitors, and the bounce rate of AmFam.com is almost the same with Farmers, which is 4 percent lower than Liberty Mutual and only 2 percent higher than State Farm’s.19 State Farm ranks #1 for page views per visit and average visit duration, while American Family only ranks #2.
The Branded Website & UEX Fundamentals Amfam.com’s current information architecture is satisfactory. The website utilizes boxes and bold headings well, and is organized in a way consistent with most websites.7 Amfam.com excels by adapting their information to a “scanning” focused audience.37 They place headers in bold, and on the left side of the screen.7 They have clearly separated boxes for different content, and provide links for common questions.7 These characteristics enable the user to browse by subject and need. Currently, when you are on the dreamfearlessly.com website, they do not have a clear way to access amfam.com until the very bottom of the page.38
American Family isn’t driving much traffic from referral links. Only 7.8% of AmFam.com traffic comes from referral links, while Liberty Mutual receives 9% more. All of these websites received little visits from social media.36, 19 Except for the home page, the account page and billing page of AmFam.com receive the most traffic, which means most of the visitors of AmFam.com have already purchased American Family’s insurance. State Farm also has a high ratio of visiting on the account pages, but these pages provide other services other than paying
Dreamfearlessly also excels in design because it adapts to window sizing on a computer, where amfam. com does not.38 This is especially important for dreamfearlessly.com because of the large amount of visual content they have that would otherwise be cut off. 9
outwardly target a younger nor an older audience.
Amfam.com’s Information Architecture Principles 1. Inform using clear headlines and sub 2. Give control to the user37 3. Reducing user questions37
Relevant Content that is Fresh, Unique, Creative and Appealing 39 Current content differs among social media platforms, but overall lacks relevancy. This is best seen in the company’s Instagram account. Since the launch of every dream needs a champion, the content has included posts of people who have accomplished their dreams. While this embodies the campaign at large, the medium is not being used efficiently to share a coherent message and tell a story. Each post has received very few likes and most have not received any comments. The content is not relevant to the audience, and once again it is not clear who that audience is.
headers37
Dreamfearlessly.com’s Information Architecture Principles 1. 2. 3. 4.
Attract the user37 Focusing their attention37 Providing clear navigation37 Reducing user questions37
Dreamfearlessly.com provides visually appealing content38. By presenting images in large picture and video sections, it creates an appealing backdrop for large and clear headings. This captures the user’s attention and “orients” them to explore the website more.37
Promote Engagement with Your Target Audience39 Content on American Family’s various social media platforms does not allow for conversation between the brand and the consumer, nor does it provide content that promotes or encourages sharing.40 American Family needs to make sure that every platform delivers appealing content both visually and contextually.41 Having more user friendly websites that are linked to the various social media platforms with relevant and appealing content will promote engagement among consumers.42
Information Architecture Recommendation
1. Build better information architecture by restructuring links to help the user navigate the site. 2. Simplify the Information Architecture of AmFam. com. 3. Optimize the process of getting a quote.
Consistent Message Across All Platforms 39 The content displayed on American Family’s Instagram account differs drastically from what is displayed on their Pinterest and Facebook account. While each platform offers its own unique ability to deliver content differently, the different content needs to carry the same message. Another key issue with consistency is an unclear audience that is being targeted across the company’s various social media accounts.
Information Design Recommendation
1. Coordinate all the information design principles of different websites of American Family, and keep some design principles consistent across all channel. 2. Highlight important information like “get a quote” with visual appealing and effective writing to increase the feature exposure, and use a more integrated visual hierarchy to navigate the visitors. 3. Since we have data about the demographics of our visitors, we should make our design more appealing to the younger generation.
Strategic Recommendation
1. Know your audience, and create relevant content that promotes your brand. 2. Optimize the opportunities and capabilities that each social platform provides. 3. Create more appealing and engaging content on social platforms that will encourage conversation among consumers as well as between consumers and the company. 4. Establish consistent content across all platforms. Every website should link back to American Family’s home website which should be remodeled to be more cohesive and user friendly.
Content Marketing Analysis Key Principles
Know Your Audience and Target Your Content Accordingly 39 The brand lacks a clear target audience. The company utilizes a large number of social media platforms, most of which are geared towards a younger audience, however American Family’s content does not seem to
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Social
Media
particular audiences to generate buzz.
Why Social Media?
Follow Up With Your Fans Involvement and interaction on your page gives a personal touch.
Social media is an essential tool that allows for a unique and targeted way to communicate with our main demographic – Millennials. Perhaps the biggest role social media plays is enabling dialogue among the brand and the consumer, as well as allowing for a larger reach by promoting, sharing and linking content through various platforms.43
Maintain An Entertaining Ratio Your ratio content within posts should be about 80% and 20% sales message.
#AmFamAmbush
Facebook We recommend American Family leverage the social medium, Facebook, to succeed in this upcoming campaign. There are currently two million businesses using Facebook advertising and about 1.5 billion monthly access users44. Facebook is such a prominent social network that is increasingly growing and helping connect friends, family, and co-workers.45,46 We have found that 84% of Facebook users are ages 18-29, while 79% of users are ages 30-49. According to eMarketer, Facebook is the highest used social network by US Social Network Users.47 Users can connect with others, share content, look through pictures, get updates etc. American Family can use Facebook to engage users with exciting content and connect them with other American Family users. Facebook helps businesses find people similar to their customer through “Lookalike Audiences.” With this feature, a business can find more people on Facebook who share traits such as location, age, gender and interest.48,49
Our Campaign will allow our fans to share pictures and stories of their families by adding #AmFamAmbush. This campaign will occur through the month of November. By hashtagging #AmFamAmbush on Facebook or Instagram you will become part of the competition. On December 1st, the post with the most amount of likes, will be chosen to be featured in an advertisement for American Family. This advertisement will be played at the Superbowl. By using a hashtag, it will allow all photos, videos, and stories to be shared, viewed, and searched effectively. American Family will also create a video of their silly, loveable, families to promote our image and help fans understand the platform of what #AmFamAmbush is. Similarly, we will continue to update our page, add videos, links and photos that incorporate our big idea. We want our presence on Facebook to be known to our users.
Facebook Timing
According to eMarketer, Facebook posts shared worldwide, sorted by content, from June 2014-2015, was link: 45.2%, Photo 43.6%, Status 7.5% Video 3.2% and Other 4% (58). That being said, we will post links that will directly correlate to our campaign as well as pictures most frequently.
Principles for Success 50
Understand How Social Fits Within Your Campaign Facebook will be a central platform because it has high reach and involvement.
American Family will make the conscious effort to respond to people’s posts, like and share them. Our posts will maintain our campaigns theme of humor, and support as well as making American Family relatable to our users.
Create Shareable and Interactive Content This will help to engage the target audience and make them much more interactive. Stay Consistent With Your Brand Each post has to reflect the same theme and share a central message.
From previous data we have found, the optimal time to post on Facebook is early afternoon. Engagement peaks Thursday and Friday and 86% of people post during the workweek (59). Due to this information, we will engage with our target market during this time. We will begin posting from 9 AM- 7 PM. These two times are popular commuting hours, and Millennials are at work in between this time frame.
Adapt Alter posts accordingly to the feedback provided. Promote Your Posts and Events By using the Facebook Power Editor, American Family can manage multiple advertisements and adjust them to
The optimal time to post is early afternoon, 1 p.m. 11
12
gets the most shares, whereas 3 p.m. gets the most clicks.51,52 American Family will take advantage of this information and post accordingly.
Snapchat Campaign
Since our Facebook campaign of #AmFamAmbush is only throughout the month of November, we will post frequently to create as much engagement as possible. We want users to have the opportunity to become involved and have the chance to be featured in an American Family advertisement.
Ever have a sport event where your mom is the one on the sidelines obnoxiously cheering you on? Has your grandma ever written on your Facebook wall asking who the boy is in your new picture?
Our goal is to create a live story where people send in pictures and videos of their crazy, loveable, families.
Family is crazy, but that’s why we, and millennials, love them. No matter how much they embarrass you at times, they’re the ones that are always there for you and that will be there through every step and important event in your life. Our live story feed on Snapchat is going to encompass funny family stories and events that Millennials find important and entertaining throughout the month of July. We want to create a live feed of American Family where people will personally send in snapchats/videos, for example during family 4th of July barbeques. New stories will be updated throughout the day. Whether people are personally sharing their stories or not, it will be on the Snapchat live feed which will allow users of snapchat’s, who are Millenials, to see a positive association of American Family.55
Snapchat Snapchat’s features are frequently updated and, it is a young, current and evolving social medium. This is an untapped market for American Family that we believe will attract Millennial users. Snapchats secondary demographic are people ages 25-34 who represent 26% of its users. This is higher than all other social media accounts for this demographic.53 Millennials also spend more time a day on Snapchat than any other age group. eMarketer shows that those ages 18 to 29 allocated nearly 20 minutes per day to snapchat on average.47 Snapchat is an app that encourages casual and quick communication, it is a fun and casual way to gauge your audience.53
We will also use our other social mediums to promote that we’re active on Snapchat and to add us as a friend, @AmericanFamilyInsurance. We will snap daily, adding to “My Story”, using our influencers J.J Watt and Kevin Durant to regularly be featured.
Our campaign will be featured on the “Live” section of Snapchat. Live stories allow snapchatters to contribute their own snaps to the same story. Audiences can see snaps from around the world.
Snapchat Principles For Success 54
Understand your Audience We want to help American Family create a tone of voice that Snapchat users will appreciate and be interested in. Embrace the Time Limit Sometimes, less is more to make something memorable. Provide Access to Live Events By showing live access events it makes users feel much more connected. Deliver Private Content By showcasing American Family’s new products or events it will drive brand excitement. Offer Contents, Perks or Promotions By offering contests, perks, and promotions people will become interested. Portray Your Personality The use of Snapchat can show the audience who American Family is and the company’s personality. Partner With Influencers American Family can use influencers their advantage to connect to Millennial users. 13
What to Snapchat and When to Use It
images that do not.48 By creating your own hashtag it will help to make your brand more searchable.
A study that polled 127 snapchat users found that 60% say they use snapchat to send/receive funny content.56 Snaps should be of humorous, light hearted content. A brand must engage their audience, it is not the right medium for extensive information or words to be posted.
Showcase Authentic and Beautiful Experiences Showing your brand is unique and has positive associations, will help to inspire users. Leverage Video In 15 seconds Instagram allows brands to tell their story in a concise way.49
PM.47
There is a spike in snapchat activity from 9 AM- 3 Snapchat is popular year round because they’re constantly updating themselves adding new features and geotags. Since Snapchat has the maximum 10 second time limit it is okay to snap many times a day when creating a story or live feed.
Contests and Campaigns 60 Contests can drive interest toward a brand as well as attract more follower because it helps to create exposure and excitement.
Embrace Social Integration American Family should ensure that content can be easily transmitted from one social platform to another.
Instagram’s online mobile photo-sharing, video-sharing, and social networking service has expanded rapidly. Today, in 2015, there are over 400 million users on Instagram.57 Instagram is aesthetically pleasing and American Family will have the opportunity to highlight beautiful and engaging photos that relate to the brand’s personality.
#AmFamJam on Instagram
American Family’s instagram has to be able to target millennials in an effective way that will make them “like” and “comment” to show their engagement. Through our AmFam Jam Concert, on Saturday June 25th, we have created the hashtag, #AmFamJam. This will allow concert attendees to post images of the concert, bringing it to life to those who could not attend. American Family will be instagramming leading up to the event as well as during the event with the hashtag to connect people and spread awareness about the concert.
American Family should utilize the use of Instagram because millennials account for 66.1% of this medium’s demographics. According to eMarketer, the largest consumer group using Instagram are people ages 25-34.47
Instagram Principles For Success
Engage Your Audience Through Storytelling and Creativity By including real life situations, people and objects that audiences will find relatable and inspiring.
Using our social media outlets, as well as sending letters to all current clients, and residents in Madison, we will notify them about the concert. We will state that our spokespeople will be in attendance, there will be food from local restaurants and our performers will consist of Aerosmith, Willow Smith, Miley Cyrus and Luke Bryan.
Relevant and Actionable Hashtags Imagines that include hashtags get more likes than
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This eclectic array of artists have one thing in common, they value their families. Their own kids, siblings, parents etc. have played an integral part in their careers and molding them into the artists that they are through their constant love and support.
According to the American Press Institute, 77% of social media users keep up with the news. Amongst, Twitter users, 81% said they keep up with the news on a daily basis which means that relaying news information is even more important for this particular target audience.63
Prior to the concert we will post that Instagram photos including #AmFamJam posts will be turned into physical postcards that can be picked up at the end of the concert. This is a fun way to have concertgoers be engaged in the event and provides memorabilia for them.
Twitter users not only engage with news content, but they also love the social aspect of Twitter. In a survey by the American Press Institute, 31% of users said they use Twitter to “tell others what I am doing and thinking.” 24% of users said they use Twitter to “keep in touch with people they know” and 20% of users said they use Twitter to “follow famous people.”63
We will change American Family’s presence on instagram by including relevant photos to our campaign, as well as engage with other users by liking, reposting and commenting on their photos.
A key takeaway from this survey is that, “Twitter is more than just a real-time service, but also a way of staying in touch.”63 American Family can leverage this concept by not only generating content that is informative, but also content that is engaging and will spark conversation amongst users.
When to Use Instagram
Brands should update their Instagrams regularly with quality content.61 However, you should also remember that followers become annoyed when there is too much content on their timeline. According to TrackMaven, Instagram stays consistent through the week. There is a slight spike on Mondays and a slight dip on Sunday.62 This information is imperative to us as it helps us to know when to post more frequently.
According to Sprout Social, 37% of adults 18-29 use Twitter, and 25% of adults 30-49 use Twitter, which align with our current demographic.64 As well, Millennials will account for 44% of Twitter’s US audience this year.47 Twitter users reside in all cities, suburbs or rural areas; they are all equally important.65,66 Our digital campaign is statewide, so we can leverage Twitter to reach all consumers.
During work hours, an average of 22.5 per 1000 instagram followers interacted with videos posted by Fortune 500 companies. During off-hours, 33.4 per 1,000 followers interacted with content.62 From this information we have gathered that Millennials are more likely to be engaged on Instagram during off work hours. We will post most frequently around 12-2 during lunch breaks and after work hours starting at 7 PM.
Twitter Principles For Success67
Decide Your Purpose We will create engagement-worthy content, and use hashtags, to directs users to the website.
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Focus on Your Passion (87 It’s important to create content that is relevant to best engage and attract your target audience. Define Your Brand (88) We suggest your brand have a light and humorous tone that is consistent on other social platforms.
Twitter Takeover
Every few months American Family Insurance is planning on having a Twitter takeover. For 24 hours a popular and influential celebrity will “takeover” AmFam’s Twitter account in order to engage with its audience and generate buzz. Two candidates we’ve selected for the Twitter takeover are Lena Dunham and Aziz Ansari. In a 2013 poll by Time Magazine, Dunham was ranked the most influential millennial and Ansari followed in second place. For this reason we believe both celebrities are excellent candidates for our Twitter takeover since they are highly respected by our target audience and they are also both comedians. We believe that their Twitter tone will match AmFam’s light and humorous digital media campaign.
When to Use Twitter
According to Twitter, users are 181% more likely to be on Twitter during their commute and are more engaged on Wednesdays and weekends. Therefore, we plan to tweet on Wednesdays during commuting hours and on weekends. On weekends we will especially focus on posting between 4:30 p.m. and 6:30 p.m. because this is when there are the highest amount of retweets and click through rate (CTR).68
YouTube
YouTube allows individuals to explore, view and share videos, while acting as a distribution and marketing platform.69 YouTube reaches 81.2% of all internet users and has over one billion followers.71 Also, most of YouTube consumers are caucasian Millennials between the ages of 25-34, who have graduated college or received some college education.14 These statistics suggest that using YouTube will be extremely valuable in promoting the purchase of Renter’s and Homeowner’s Insurance for American Family. YouTube is significant in terms of advertising; every single firm in Ad Age’s Top 100 Brands uses the site for its advertising campaigns.72 Therefore, if used properly the site has great potential to successfully create buzz around a marketing campaign. We suggest that American Family abides by these principles in order to achieve the greatest return:
YouTube Principles For Success
Brand Your Channel 73 It is important to your customize your channel that 16
attracts future subscribers and is visually appealing.
used to give consumers a sneak peek at what they can look forward too, while building suspense and curiosity.
Use a Call to Action Whether it is to comment, subscribe, share, buy the product, etc. American Family wants to give viewers the next step, instead of watching the video and moving on.74
Additionally, YouTube can act as an extension of a commercial or promotion. We want to use YouTube as a social platform that individuals can go to in order to view more content that was withheld from consumers via other forms of media.
Update75 You should update your channel with relevant and time sensitive material to increase buzz and virality.
Lastly, we want to use YouTube as a platform where we can showcase past events, such as the AmFam Jam Concert, where we can bring the experience to individuals who were unable to attend.
Tap Into Emotion According to data, most videos showing humor and joy are likely to get forwarded and shared.76
When to Use YouTube
Use Descriptive and Relevant Tags74 Using descriptive and relevant tags is important to use because American Family wants to appear on the most screens and maximize their SEO. Additionally, research shows that the best days of the week to post are Friday and Saturday as most individuals are using YouTube on these days.79
Social Sharing74 American Family should ensure that videos are easily embedded and posted from one website to another. Engage77 It is especially important to engage with consumers and respond to comments as often as possible. We can help consumers create their own sense of connection with the posts. Analyze Data 78 American Family should monitor their channel and video posts with the variety of analytic resources YouTube provides.
YouTube Campaign
We plan to use YouTube as a way to engage consumers using the #AmFamAmbush hashtag. We will look to our fans to share emotional moments spent with their families through video. We will take submissions between November through the end of January due to the focus of family related events during this time. Then we plan to choose the top 3 videos, which America will then vote on to determine the winner. The winner will receive a family vacation on American Family to a US destination of their choice. We hope that this promotion will stimulate engagement, brand buzz and virality. We also plan on using YouTube to tease and or act as an extension of commercials and promotions aired on television and other social media sites. We believe using YouTube as a teaser is a great way to increase traffic from one medium to another. In addition, we believe that this teaser could be
For more information on our media and social media content, please view our content calendar located in the appendix. 17
Paid Media Display Advertising Media Analysis and Buy Role of Display Advertising
Online display advertising is a “form of advertising where an advertiser’s message is shown on a destination web page.” 80 Display advertising takes advantage of webpages as advertising platforms to generate awareness or engagement with a consumer. Display advertising can provide a broad reach, add frequency, provide multiple touch points, and encourage engagement.” 80 It is effective today because there are multiple tools you can use to target consumers due to its digital nature and therefore is a very efficient form of advertising.
Millennials and Display Advertising
According to Simmons, our primary target is over 50% more likely to agree with statements “I am doing more of my shopping on the internet than before”, “I tend to trust the information on websites that I have heard about”, “I like websites that provide suggestions based on what I have looked at or purchased in the past”, and “when I need information the first place I look is the internet”.14 With these statements, American Family can take advantage of this online platform and use digital tools to harness Millenials constant search for information online as well as Millennial’s trust in websites and the information they see online. (See Apendix for charts. Recommendations are below.) Websites like Buzzfeed, EliteDaily, Vice and other social news websites are promoted often on social media networks and can provide extra interactive buzz with the campaign. 47 It is clear our target is interested in family websites, family planning, etc. However, other leisure sites may include creative sites like blogging on wordpress.com or blogger.com. According to Simmons they are also present on other creative sites like Vimeo and Adobe.14
Online Advertising Creative Unit Recommendations
American Family should utilize both rich display ads, take over ads, video ads and standard banner display ads depending on the season within the campaign. Because American Family’s objectives are to increase brand awareness and drive people to amfam.com, American Family can utilize cheaper banner ads during 18
times when they are not promoting an event like AmFamJam or AmFamAmbush to generate awareness and to say relevant. However, because AmFamJam and AmFamAmbush rely on being interactive with their digital consumer audience, their display advertisements should include rich ads in order to promote their digital content and encourage the audience to engage with the brand and visit amfam.com. Not to mention, a take-over ad aligns with the theme of AmFamAmbush. Because the campaign runs from May until the following February, it is more efficient to include rich ads, video ads and take-over ads during promotional times which can align with our social media and content calendars. During the “revamp” months, where evaluations will be made after AmFamJam and before beginning promotions for AmFamAmbush, less expensive banner ads can continue brand awareness without the higher cost.
and reader’s interests.80 According to EMarketer, American Family’s Target Audience is most receptive to advertisements based off of their interests, so it is also advantageous to relate interests in other online endeavors.47 American Family knows that family is very important to its target, and its target frequently visits family focused websites. By placing its content on these sites, they show that their brand prioritizes family just like its target does, all while using their money efficiently, because they know that their target already visits these sites. American Family can place rich display ads in spaces on websites like babycenter.com to encourage the audience to connect with American Family through that site’s particular context. 2) Demographics Demographic targeting relies on consumer-supplied information to target websites where you know the target will see the advertisements.80 Although limited to larger sites that collect this information, it is very efficient because American Family will have its target directly reached. In its demographic ads, American Family can target male and females aged 25-34, who have children, who live in states where American Family Insurance is offered, and more.
According to Simmons, our target audience showed peaks of using social networking sites between 8am and 11am, as well as in between Noon and 1pm.14 Their peak times for purchasing something online or gathering information online was from 8-9am and 5-6pm. Our target was much less likely to purchase products online past the hours of 8pm. With these times in mind, we can reach a target audience during times they are most open to engaging and acting towards a point of purchase.
3) Behavioral Targeting Behavioral targeting helps advertisers connect the Target audience with particular behaviors and the likelihood of buying their product.80 American Family knows their target is more likely to visit parenting websites as well as other websites categorized by behaviors. By tracking which website the primary and secondary target visits, for example; they visit babycenter.com and also search for a new home or relators, American Family can generate very targeted impressions that can lead to visits to amfam.com. This is efficient because it can help the audience create a schema between the sites they visit and trust when they see American Family advertisements.
Also found on Simmons was the positive effect of rich display advertisements and when they were most effective. Floating ads were found most often leading to purchases on Thursdays and Fridays.14 Full motion video ads very often lead to purchases on Mondays and Thursdays. And pop up window advertisements were most likely to lead to purchases on Sundays and Tuesdays. These insights mean that Millennials do take action of purchasing or engaging with advertisements if they are rich media and there are particular days of the week where their actions are more likely to occur.
4) Re-Targeting Re-targeting happens when a cookie is “dropped on a users machine when they see an ad, or visit a particular website” then they will have advertisements placed for them individually American Family can use this strategy in two ways.80 First, they can place cookies to target those who have visited sites that their target has a tendency to visit. Second they can place cookies when someone goes to their website or interacts with an ad, yet doesn’t convert all the way to purchasing a quote. For example, if a user visits American Family’s Facebook page or website, but doesn’t register for an amfamambush promotion or doesn’t investigate getting a quote, they can be targeted with ads that can help them return to the site.
Why Should They Run Them?
According to Simmons, the Millennial target audience is over 50% “more likely to purchase a product online than in a store” and agree with the statement, “when I see something interesting on TV, I often go online to find out more about it.” Millennials take action online, learn about products online and provide marketers with treasured consumer information by being online. Online display ads provide efficiency in gaining awareness and engagement because they are on the platform that Millennials trust and use consistently.14
Online Advertising Targeting 5 different ways of targeting: 1) Content Content Marketing focuses on targeting audiences based on the editorial content of the website. 80 American Family can utilize this targeting strategy by picking websites they know their target visits as well as related websites with similar content to the brand
5) Sequential Targeting Sequential Targeting can “detect that a consumer has viewed one message, so it can deliver the next message in the cue.”80 This could be particularly beneficial to American Family’s AmFamAmbush campaign, because 19
it can help tell the promoted stories of the families and their recorded AmFamAmbush stoies. For example, a user could be shown a video or display ad that would record “meeting” one of the family members of an AmFamAmbush, while the next banner ads would walk through the actions of the AmBush. This would be effective because it would continue awareness while telling the stories that American Family has collected.
composition. 14. huffingtonpost.com: 72% composition, 10% reach and 130 index These websites showcase a variety of advantages to American Family. Those websites that have high indexes provide very targeted niche audiences for American Family to associate themselves with and invite to connect on subjects like family; subjects that the target already prioritizes. The list includes news websites like cnn.com and huffingtonpost.com that provide a lot of reach and awareness. The list also includes higher composition rated websites, which means that of the total visitors to the site, they are more likely to fall within the American Family target. This creates effectiveness within display ads because the target interest aligns with the website’s content.
Specific Display Advertising Recommendation Due to these considerations, American Family should advertise on these particular sites. 1. Babycenter.com: 43% reach, 15% composition and a 638 Index. • This website aligns with a family theme, holds a high reach with also a very high composition of visitors who meet the primary target. The states who visit this website the most also correlate heavily with states American Family is located in. Overall this site would one of the most efficient websites for the cost. 2. Carters.com: 18% reach, 15% composition and 642 index. 3. Monster.com: 26% coverage, 5% composition and 201 index. 4. Goodreads.com: 22% coverage, 4% 351 index. • Not only does it have a high coverage to help bring awareness toAmerican Family, but of its top 15 most concentrated visitorslisted by state, 10 of them are American Family occupied states. 5. Fandango.com: 12% coverage, 5% composition and 221 index. 6. Okmagazine.com: coverage 10%, Composition 8% and 363index. 7. msn.com: 78% overage, 4% composition, 161 index.This was one of the highest news/search rated websites acrossthe board. 8. Baby2see.com: composition 17%, index 725 9. Parenting.com: 16% index 706 10. Families.com: 9% composition 369 index. 11. Allrecipies.com: 22% reach, 133 index. 12. cnn.com: 16% reach, 138 index, 76% composition 13. livingsocial.com: 13% reach, 148 index, 85%
American Family should utilize rich media ads because it will generate visits to amfam.com and engagement with the brand, one of the main objectives of the campaign. These advertisements will vary between rich and simple banner ads to work more efficiently with our content calendar and generate clicks to amfam.com or simply grow brand name awareness during less promotionheavy months. The campaign will target their primary audiences through content, demographic, behavioral, re-targeting and sequential targeting techniques to ensure their efficiency within their display ads.
“Paid” Social Media Facebook
American Family can utilize paid advertisements on Facebook most effectively by purchasing cost-perclick advertisements. Cost-per-click ads help grow engagement with the consumer.81 American Family should encourage its audience to engage with its advertisements and by using cost per click it can send more people to amfam.com and participation within the AmFamAmbush campaign. American Family can also target its customers on Facebook through location, demographics, behaviors, interests and connections.82 Facebook advertising can be used in a variety of unique ways for American Family. First it leverages its large amount of data to create “Look-alike” Audiences.82 This
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SEM Keywords
looks at American Family’s current customer and fan base on Facebook and targets similar audiences. Look A Like audiences give specific targeting access that would be difficult to generate on other websites through digital or other techniques. Facebook also has connections of apps like Instagram, Atlas, and LiveRail that can increase their reach and help gain engagement by specific targets.83
Broad Match Family/ Home/ Dream/ Milestones/ Insurance/ Moving/ Christmas/ Compare/ insurance/ Quote/ Insurance/ Insurance company reviews/ Five star insurance company/ Insurance/ Home insurance Disaster/ Theft/ Fire/ Insurance claim/ Mortgage/ Insurance/ Apartment
Search Engine Marketing (SEM) What is SEM?
SEM, Search Engine Marketing, is a form of paid advertising used by companies to directly target their consumers through search engine. Companies use SEM to promote their visibility on search engines when consumers search specific keywords or phrases.84
Broad Match Modifier Thanksgiving recipes/ Christmas tree decorations/ Thanksgiving dinner/ Home inventory/ Insurance reviews/Best insurance companies/ Home insurance Company/ Home insurance quote/ Insurance (Washington/ Oregon/ Nevada/ Arizona/ Colorado/ Nebraska/ North Dakota/ Illinois/ Georgia/ Idaho/ Utah/ Kansas/ Iowa/ Missouri/ Wisconsin/ South Dakota/ Minnesota/ Indiana/ Ohio/ Wisconsin)/ Insurance products
Role of SEM in Media Plan
Our social media campaign will raise our brand awareness and increase engagement. Then, using SEM, we will target those consumers with paid ads and enhance the digital presence of our social media campaign.
Phrase Match
First, SEM is a great tool to raise our recognition and visibility of AmFam brand and the social campaign. Relating our brand name to more search terms on search engine makes our brand stand out from the crowd and makes sure our message is accessible to all of the target audience all of the time.
Protect family/ New homeowners/ Moving to a new home/ First thanksgiving/ Holidays with my family/ Family reunion/ Birthday party/ Family moments/ How to change your life/ How to achieve your dreams/ Why choose us/ Get a quote/ State Farm/ Liberty Mutual/ Farmers/ Insurance agency/ Insurance quotes/ Family quotes/ Liability insurance/ Personal liability insurance/ Property insurance/ Auto insurance/ Life insurance/ Car insurance/ Buying first home/ How to get insurance should I get renters insurance/ should I get homeowners insurance/ How do I get insurance/ Do I need insurance/ House robbery/ House alarm/ Fire alarm/ What is insurance
Second, we will to use SEM to integrate all of the messages across different channels. AmFam will launch their social campaign in different channels with different goals. The YouTube and Facebook pages are designed to reinforce the brand and achieves the objectives of the campaign, while our SEM should be used to help integrate all of the messages in search engine, and drive different people to the right page.
Objectives
Exact Match
15. Increase the visits on our landing page to gain awareness of the social media campaign. 16. Enhance the connection between AmFam and our social media campaign. 17. Strengthen AmFam brand.
AmFam Ambush/ AmFam Jam/ American Family/ Crazy families/ Funny families/ Dream Fearlessly/ AmFam/ American family insurance/ JJ Watt/ Kevin Durant/ The best insurance companies/ Renters insurance/ Home Insurance/ Homeowners insurance/ Apartment Insurance/ New home/ New apartment/ Insurance agent
Strategies 1. SEM ads are more customizable allowing us to target consumers based on their specific searches84 2. Manage our media budget through pay per click ads. 3. Know our consumers and their search habits84 4. Tracking our customers, testing keywords and landing pages, and fine-tuning our website84 5. Highlight our social media campaign and create buzz.
Negative Match Competition Category/ The worst insurance companies/ Unreliable insurance/ Cheap insurance/ Bad insurance/ Bad insurance agents/ Worst insurance companies/ The worst insurance companies
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Competitive SEM Review
leveraging their brand name. It also shows that AmFam failed to attract general consumers who are interested
Search traffic is incredibly important for insurance companies and is commonly optimized by our competitors. If we take a closer look at the search traffic of our competitors including Liberty Mutual and State Farm, it’s evident that there are some trends and patterns. In terms of paid search, Liberty Mutual is the only company to invest a big ratio of their budget and successfully drive traffic through the keyword “renters insurance” from Google search. Since this keyword is already highly competitive, we suggest finding a better strategy to standout. State Farm also has a unique strategy in terms of search. They’ve successfully linked “mortgage calculator” and “auto insurance calculator” with State Farm on Google and as a result have become one of the top sources for search traffic without a ton of competition. Most of the keywords in AmFam’s paid search are highly competitive which should be optimized. For organic search, a majority of keywords that drive traffic are related to “AmFam”. This means that AmFam has not done a great job successfully
in buying insurance without preference. In contrast, Liberty Mutual, Farmers and State Farm are more successfully relating keywords like “auto insurance” and “life insurance” with their brands. In addition, keywords like “dream” and “protect” did not appear on the radar for AmFam. The reasoning behind the compilation of the 100 words and catchphrases we chose is our effort to drive awareness to the American Family brand and more specifically our social campaign. The end goal of each SEM ad is to direct our consumers to Facebook, our main social media page for our campaign, where consumers will then be able to follow along with the campaign every step of the way. Of the 100 words, we picked these specific 20 words to buy because they have higher search frequencies on Google and they are more related to our social campaign and American Family Insurance brand. We then divided the words
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into categories to ensure our SEM ads will appear from a broad range of searches. We separated the words according to Google’s AdWords Match Types: broad match, broad match modifier, phrase match, exact match, and negative match.
valuable information will help us define a content strategy and prioritize important information. Categorized Keyword Research Provide content and and tools that are relevant to our target audience. We will want to do a targeted keyword discovery on what the audience wants as well as content that links directly to the site.
SEM Ads
Every ad will run nationally to try and drive attention to our social media campaign. The first ad will be bought in the weeks leading up to Thanksgiving. Similarly, the second ad will be bought prior to Christmas when families are just beginning to think about preparations for the holidays. The third ad will be bought towards the end of August since moving in during fall typically occurs during the end of August into the beginning of September. This ad will be strategically bought during this hectic time to encourage people to go to our landing page when they need a much deserved break from the chaos and clutter of moving. The last two ads are general ads that will be bought during downtimes throughout our campaign to keep #AmFamAmbush relevant in people’s minds’.
Finding Gaps and Opportunities Highlight initial prioritizations that have high search volume. Opportunities reside where there is significant search volume for something relevant to the target market but there is no content on the site to attract those users. Define Competitors, and Learn From Them See what keywords have a high volume for the competitors and try those words to see if they work. Compare features and content, and look for sentiment for American Family’s product as well as the competitors. By looking at the SEO on competitors, American Family can find valuable insight.
Search Engine Optimization (SEO)
Customized SEO Strategy and Recommendations Take important data that was found in previous steps and give AmFam something that they will not only understand but will be interested in. Now that the target audience is set, it is possible to customize SEO to grab their attention.
What is SEO?
SEO is the art and science of trying to get your site as high as possible on the natural or organic search results. In simpler terms, it’s the search engine’s unpaid results that help to increase traffic to your website. SEO can be measured by the number of hits a website recieves, length of time on side, number of leads generated and percent conversion of leads to actual sales. The number one organic listing gets majority, 33 percent, of clicks, so it is imperative for our keywords and searches to have high results.85
Strategy for Effective SEO:
Create Recommendations in your strategy document Provide as much data and reasoning as possible for why we recommend this content. Include why this content will appeal to the audience. Be as specific with recommendations. Analyze Watch to see if the SEO has led to traffic to American Family’s website and has resonated with the target audience of Millennials.
86
Define your target audience and their interest Know what our consumers are looking for, what are their needs and are they being met? Knowing this
According to COX Media Group, a recent report shows
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that approximately 70% of all ad spending will remain in traditional media through 2017.87
are Progressive, Geico, State Farm, Nationwide, and Farmers. Other insurance companies that appear on the first page of searches consist of USAA, Liberty Mutual and Esurance as well. On the second page of searches American Family was an SEM advertisement as well as the second SEO search on the page. While being on the second page may not seem horrible, there are so many other sites that users searching for Homeowners Insurance will gravitate towards first. The further down you are in organic results, the more likely you are to not get clicked. As a result, people will shift to the advertised version, not the free.
Analysis of AmFam SEO Performance Keywords
American Family Insurance When performing a natural search for American Family Insurance it is the top link that comes up. On the side of google it links you to its available social profiles as well as a quick synopsis of the company, its headquarters, CEO, founder and customer service number. The next link that appears is American Family’s Facebook page followed by the Dream Fearlessly website.
Renters Insurance Once again, American Family with Renter’s Insurance does not have high volume. It is the second link on the third for this keyword. This is not a high result for our keyword and the target we’re focusing on. We want to ensure that renters insurance is linked to American Family to help our target associate the two.
Insurance For SEO searches the top links when searching for insurance were Progressive, Nationwide, Geico, AllState, Farmers, Esurance and State Farm. American Family was 8th on the first page. However, this link was not American Family’s homepage, it was about the company information. This is not as important for customers who want to learn about insurance and available options because this page has addresses on it.
In order to have a good SEO our searches would need to be a relevant keyword that our target audience would be inclined to search. We want our keywords to related to our big idea and that idea behind AmFam AmBush. Our keywords will be relatable to the company as a whole and will help consumers to find information on homeowner’s/renter’s insurance from American Family as well as help to learn about our campaign.
Dreams It was not until page 8 on google searches that American Family had any association to the keyword Dreams. The last link on this page showed DreamFearlessly.com. Similarly, as you see in the picture below there are no related searches to dreams that have any relationship to American Family.
• • • • • • • • • • • • • •
Dream Fearlessly The unpaid result of this ranked extremely high. Dreamfearlessly.com was the first result. The second result was Dream Fearlessly’s video of Jennifer Hudson. The entire first page of Google Search was either ads pertaining to Dream Fearlessly, contests, or articles. Images also appear on the search page and the first image is #DreamFearlessly. Homeowners Insurance The top five searches under homeowners insurance
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family home dream moving compare/insurance/quote insurance/apartment home insurance company home insurance quote AmFam AmBush AmFam Jam American Family JJ Watt/Kevin Durant crazy families/funny families renters insurance
• • • • • •
to the protect your dreams page. This page not only emphasizes the message American Family wants to portray of protecting dreams but it also leads to finding an agent and getting a direct quote.
homeowners insurance apartment insurance holidays/christmas protect family family moments dream fearlessly
When searching for “Homeowners Insurance” the top paid ads are Esurance, State Farm and Farmers. American Family is not an option as a paid ad, nor is it on the first page of organic searches. Similarly, when searching “American Family” the first paid advertisement is for American Insurance. This is an issue because another company is buying that space when it would be valuable for American Family Insurance to be a paid advertisement.
Landing Pages What is a landing page?
A landing page can be any page that someone lands on after clicking on an online marketing call to action. In simpler terms, this is when a consumer clicks on the URL Link once they do a paid or natural search. (while they can be directed to the homepage, )This is not the same as the homepage, it is the website page that allows you to capture a visitors information through what they specifically search for. 88
Upon doing a search for “American Family Insurance Get A Quote,” the first advertisement was from American Insurance. This is confusing for the consumer and will also take away from potential customers, and interest of the site.
It is important to think of the landing page as a conversion experience to create a relevant path form the click through to the conversion. Make sure your landing page is simple and easy to navigate so that consumers will want to interact, buy something or learn valuable information about your company.
In regards to SEO, consistent evidence would say that the landing site for American Family is the homepage. The landing pages are not very directional or effective. When looking up American Family Insurance it takes you to amfam.com but instead they should take you to a direct quote or a specific type of insurance depending on the search.
One message that American Family strives to relay is protecting your dreams. When conducting a search for “Protecting Your Dreams” there are no paid advertisements, and Dream Fearlessly’s website is on the second search page. American Family wants dreams to be alive, well, and protected. This is a huge branding miss on behalf of American Family because they’re not creating the association of protecting their dreams with their company. It would be efficient for a paid landing page to be available and help a user be brought directly
When searching “American Family Home Insurance” the SEO landing page listed all of the insurance product options, highlighting homeowner’s insurance. It would be more effective if the page opened up directly to the section of homeowner’s insurance where you can learn more about what you can protect, contacting an agent and getting a quote. Rather than opening up to http:// www.amfam.com/products/home/ when searching for homeowner’s insurance, it would be more effective if American Family’s landing page was http://www.amfam. 25
Streaming Video Platforms
com/products/home/homeowners-insurance.asp. On this page, it has a multitude of options available for homeowner’s insurance in the left hand column and can help a user navigate the site more effectively.
47,89,90,91
Youtube • • •
•
Highest in streaming video 170 million views Format: full length movies and shows -most viewing is short-form Some subscription channels available
Taking a look at one of our competitors, Farmers Insurance, we searched “Farmers Home Insurance” to see the landing page. The landing page was very effective and direct because in bold letters the main image said “Get a quote online and work with a Farmers agent to find the right coverage for your property and unique needs.” The landing page is specific to homeowner’s insurance and finding applicable information needed when either renting, buying, or looking for information on homeowner’s insurance.
Netflix • • •
•
This is our landing page for AmFam AmBush. Not only is it aesthetically pleasing but it is very direct and takes you exactly where you need to go. Under the events page there will be different tabs leading you to upcoming events such as, AmFamJam. The top left of the page has each social media outlet, upon clicking a user will be taken to the desired social media outlet on a separate page. There will also be continuous controlling on the homepage incase the user does not want to click on the tabs. On the contact page there will be direct access to amfam.com as well as how to get a quote.
Second highest in streaming video 114 million users Pricing ($7.99$11.99 per month) includes no ads, subscription based Full seasons available at once of old and new content
Streaming Video
Amazon • • •
•
Third highest in streaming video Charged for each transaction/rental Amazon instant streaming prime: become a member for $79/ year Can stream on unlimited devices
Streaming video is extremely relevant to our target market, Millennials, because its content is displayed by the viewer in real time, it is a continuous stream of data. Since it is a continuous stream, a user does not have to download a file and wait to play it, it is instant. 70% of all internet users in the US watch video streaming, a majority of this is subscription based. An advantage of streaming video is that not only is it much more interactive, but it is more enjoyable than reading text full on information, it is a way to engage your audience in a more current and enjoyable manner.
Pros of Streaming Video are: 92
Hulu • • • • •
1. Access to a vast amount of content, often times for just one subscription price 2. It is legal and users do not have to worry about illegally downloading something to their desktop 3. It is flexible, it lets you listen and access content on your own time and schedule 4. Consistent and high quality content
Fourth highest in streaming video Subscription tiers and services Without ads: $11.99 per month With ads: $7.99 per month Completion rate of watching ads is high, fewer ads per hour
Cons of Streaming Videos are: 1. Streaming video is limited to what agreements allow for, meaning that the content that is provided can be up to date but might be old 2. There is a reliance on connection and if WiFi or Internet is accessible 3. Streaming can be expensive, without realizing your phone or home bill might be higher than you expected it to be. 26
YouTube
We will run this advertisement from July to August. Since the concert is at the end of June, it will still be relevant in the next month and there will still be buzz about it from attendees, fans, and customers who were either at the concert or mentioned it on a social media platform.
Millennials spend a vast amount of time on YouTube because they find it to be entertaining, instantaneous, shareable, informative, at portable. Over 6 billion hours of video is watched on YouTube every month, and 40% of that view time comes from mobile devices, demonstrating that YouTube’s portability is not lost on millennials.93 According to Business Insider, 81% of Millennials select streaming services from YouTube, which is more than any other website. Of these respondents, 85% state they use the service, YouTube, to stream videos.94
Netflix
In a recent study it was shown that when compared to the average U.S. Adult, 37% of recent Netflix subscribers are Millennials ages 18-34. Netflix subscriptions are more valuable to Millennials than broadcast and cable subscriptions.98 Netflix has something for everyone whether they want to binge watch an entire Netflix exclusive series, watch reruns from the 90’s or start a new show that everyone can’t stop talking about. A consumer is able to tailor Netflix to their own personal wants and needs and watch at the best time for them. Netflix is interactive because it recommends other shows based on your taste preference of shows you’re currently watching.98
Millennials aren’t just streaming videos for their own enjoyment, they’re relying on YouTube to inform their purchase decisions. 62% of smartphone purchasers indicated that YouTube influenced their purchase with how-to videos and reviews. It was also found that when Millennials find content they like, they interact with it. More than 9% of 18- to 34-year-olds reported sharing or commenting on a YouTube video each month.95 This is important for American Family because we want to influence the behaviors of consumers, as well as make them interested, and lead them to our website. YouTube’s reach is extremely large and valuable as well. This platform reaches almost 50% of the 18- to 34-yearold population—more than any cable network.
Streaming Audio Streaming audio is a fantastic way to engage our target audience through advertisements. More than half of the entire US population listens to Internet radio and the average American spends almost 45 minutes per day on digital radio.99 Although digital radio is not as large as other forms of digital there is great potential for growth.99 This makes streaming audio advertising an effective and lucrative way to engage consumers.
The goal of advertising on YouTube is to drive traffic to American Family’s website, increase brand awareness, generate sales and conversions, and relate to our target audience of Millennials. Display and in-display ads, overlay in-video ads, and pre-roll/skippable ads are all advertising formats available on YouTube. Display and in-display ads are effective if you’re promoting existing video content on your own YouTube channel. These ads appear to the right of the feature video and above the video suggestions list. This also can generate awareness for a product or a service offering. Overly in-video ads include a call to action to drive viewers to click on the ad to visit the website. Pre-roll/skippable ads generate awareness about your latest services or promotions. it facilitates in telling viewers what action you’d like them to take after watching the video, such as viewing another video on YouTube pertaining to what was seen. 96
Three key competitors in streaming audio are Pandora, iHeartRadio and Spotify.99 In terms of Digital Radio apps downloaded by US Smartphone Owners, Pandora trumped its competitors. 50% of US Smartphone owners downloaded Pandora in 2015, while iHeartRadio came at 17% and Spotify followed at 15%.99
Pandora100
Pros: 1. Personalization: Users can refine their channels based on preference. They can select “thumbs up” if they enjoy a song or “thumbs down” for songs they don’t want to listen to again. 2. Cost: the basic mobile app version is free with advertisements. 3. Engagement: Pandora’s “suggested-song” algorithm engages consumers by offering them new and unique music they might enjoy based off their channels.
It would be optimal for American Family to do a preroll. This type of advertising raises awareness and is not intrusive because it occurs before your selected video. You see an advertisement five seconds before you can hit “Skip Ad,” or you can watch through the entire ad.97 YouTube pre-roll not only raises awareness but it helps to position yourself, and intrigues the prospect. It can also lead to website traffic because people are becoming more aware of your brand. It is important to be relevant, engaging, and catch the viewer’s attention in a pre-roll ad or else they will choose to skip it. American Family is looking to amaze YouTube viewers so in those five seconds they do not click skip, but instead remain engaged. We’re confident that our “AmFamJam” preroll video will keep viewers engaged because it will be footage from a live concert with well known artists.
Cons: 1. No rewind/repeat feature 2. Limited music selection. Only 1/20th songs available on Spotify. 3. Only one track per album can be played at a time because of licensing restrictions. 4. Only get 6 song skips on Pandora.
Spotify 27
Pros: 101
The advertising options Pandora offers are: Audio105 Pandora emphasizes that audio advertisements are one of the greatest ways to stay “relevant in the mobile, multi-tasking world.” Pandora’s audio ads are great for reaching our target audience, especially when they’re on the move.
1. Access: Users can search for specific songs, artists and albums and add them to playlists. 2. Integration: Users can connect their Spotify accounts with Facebook so they can see what songs their Facebook friends are listening to and follow their friends playlists. 3. Customization: Users can create playlists based on song they enjoy. Cons: 102 1. Users are limited 10 hours per month of listening after 6 months of free services. 2. Mobile Ad-Free version costs 3x as much as Pandora’s mobile Ad-Free Version.
Display Pandora prides itself in only delivering display ads when the consumer is engaging with their product - when the consumer is listening to music. Pandora explains that, “whether it’s a rich media experience or direct response campaign, we know when someone is leaning in and looking at their screen.”
iHeartRadio
Pros: 1. Access: iHeartRadio allows users to stream preexisting radio stations right from the app. As well, iHeartRadio has an incredible music library (11 million songs).103 2. Personalization: Like Pandora, users can refine their channels based on preference. They can select “thumbs up” if they enjoy a song or “thumbs down” for songs they don’t want to listen to again.100 3. Customization: the “Perfect For” section allows users to seamlessly categorize what event the song they’re listening to is “perfect for.” An example would be tailgating, a road trip, kids, etc.100
Motion (Video) Pandora also offers video advertisements that take up the entire page and organically flow into the consumer’s experience. This full screen experience creates a “clean, clutter-free environment,” and allows the advertiser to effectively reach the consumer.
Cons: 1. Some users complain that iHeartRadio’s music recommendations is much more “all over the map” than Pandora’s.103 2. Only get 6 skips on iHeartRadio.103
Pandora users tend to celebrate holidays earlier every year. Between November and December more than 25 million Pandora listeners tune in every day. Therefore American Family will focus its Pandora advertisements during holidays and major Millennial moments (such as moving into your first apartment). American Family will run a year long campaign starting in October and ending mid August. American Family will increase advertisements during the months of November and December as well as major moving months such as May and June.
We believe American Family can best leverage Pandora through audio advertisements. On average the typical Pandora user will listen to less than 4 minutes of audio advertisements. With fewer advertisements and more music, audio ads are the perfect way to organically connect with American Family’s consumer.
According to Simmons, of people who are 25, renters and consider themselves optimists there is a 21% greater likelihood that they will be on Pandora.14 Pandora also provides data that states that Millennials make up their largest and most engaged audience. As well, Millennials in our particular target age segment (ages 25-34) have the highest amount of “thumb interactions” per month compared to younger Millennials. 104 • 217 M thumb interactions per month for for males (25-34) • 160M thumb interactions per month for females (25-34)
American Family will focus its advertising during commuting hours and hours when Millennials will most likely be at work. American Family will heavily advertise on Pandora in the morning (7 AM - 9 AM) as well as the evening (4:30 PM - 6 PM).
Mobile
Therefore we believe Pandora is the best streaming audio platform to leverage our digital media campaign and connect with our target consumer effectively.
We believe mobile advertisements will be incredibly beneficial in reaching American Family’s target consumers. According to Pew Research, 90% of people own a cell-phone and more than half of those cellphones are smartphones. As well, 1/3 of consumers also own an e-reader and almost half own a tablet.99
Pandora provides precision target marketing through a variety of advertising options including audio, display and video ads.105 Through Pandora, American Family can accurately engage its target audiences through a platform that provides appealing advertising options and is incredibly relevant with the consumer.
Advertising on mobile is incredibly important because there’s no exclusive target demographic that uses 28
a cell-phone. Virtually all cell-phone users are men and women, and come from a variety of races, ethnic groups, socio-economic statuses and geographies.99
Display Advertisement
Mobile’s on the rise!106 Research suggests that next year will mobile spending will surpass desktop spending.
However, Smartphone users tend to be slightly more skewed in that they are considered: • Slightly more Male • College Educated • Higher Income • Living in Urban Areas99
Mobile programmatic display ad spending will account for 60.5% of total U.S. programmatic display ad spending this year.
Social Advertisement
American Family can leverage this data based off our target demographic since both our primary audience and secondary audience have median household incomes ranging from about $45,000 to $84,000 and 67.5% of both demographics are employed.29
Advertising on Snapchat is very effective. Up to 9x completion rate compared to horizontal mobile video, and the application is 100% Viewable, Full-Screen and requires Full Attention. In addtion, Snapchat is always user friendly and made for mobile.107
As well, the Millennial generation spends a significant amount of time with technology and values it’s importance. On average, Millennials in the 25-34 age range spend 20-21 hours each month on social sites and 72% of this target demographic is on Facebook.29
In August 2015, Snapchat was ranked the third most popular social app amongst Millennials.47 In addition, Millennials account for 70% of all Snapchat users.108 To compliment our #1 Fam Campaign, American Family Insurance will host a month-long live story feed on Snapchat encouraging Millennials to share their wonderfully funny families.
The key implication is that we live in a world dominated by technology that’s increasingly getting more and more mobile. Both target demographics in our digital campaign are also incredibly passionate about technology and use it on a regular basis. We suggest that American Family leverages this opportunity through unique mobile advertisements including mobile display advertisements, social advertisements and search advertisements.
Search Advertisements (Google)
Effectiveness of Advertising on Google with click-to-call: CTR for Google’s click-to-call mobile ads do 6-8 % better than other search ads. Also, Campaigns click-to-call do 6% better than mobile advertisements without them.99
29
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