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Client Ready Social Media Subtitle text Products, Platforms and the Phenomenon Ben McDermott July, 2012

Š 2012 Towers Watson. All rights reserved.

Web 1.0 Web 2.0

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The Web Transformation

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Social Media Explained

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Social Media: The Bad

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Social Media: The Good

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Stepping Stone Approach to Social Media Adoption 1. Locate, Listen & Learn 2. Join The Conversation: Get Engaged 3. Creating Advocacy: Fans and Followers 4. Monetisation: From Fans To Customers 5. Using Metrics: Measure In Order To Manage

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To Get It Right – Some Thoughts?

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Screen Culture Young

Control

The Trend Shows Less Listening (and thinking?) towerswatson.com

The World is Connected Differently – Screen Culture How does a 10 year old spend his/her time between?

A.Being In Class B.Being With Family C.In Front of a Screen

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The World Is Connected Differently – Screen Culture

Implications of Screen Culture Screen Culture is a world of constant flux, of endless sound bites, quick cuts and half baked ideas. It is a flow of gossip tidbits, headlines and floating first impressions.

Notions don’t stand alone but are massively interlinked to everything else; truth is not delivered by authors and authorities… … but is assembled by the audience.

- Kevin Kelly, Journalist

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Where Does This Leave Insurance?

Top 10 Advertisers using Digital Media China

Hong Kong

Singapore

Taiwan

Thailand

1

KFC

McDonald's

SingTel

7-Eleven

Nokia

2

Nokia

Disney

StarHub

Yahoo Shopping

One-2-Call

3

China Mobile

HSBC

Nokia

McDonald's

Dtac

4

McDonald's

Octopus Holdings

Singapore Airlines

Chunghwa Telecom

KFC

5

Coca-Cola

Nike

McDonald's

Taiwan Mobile

Honda

6

Nestle

Coca-Cola

DBS

KFC

TRUE

7

Alibaba

Ocean Park

M1

Coca-Cola

Samsung

8

Pepsi

MTR Corp

Nike

Nike

Toyota

9

Nike

Cathay Pacific

Coca-Cola

FamilyMart

Pepsi

10

Samsung

Pizza Hut

Citibank

Pizza Hut

Pizza Hut

Source: TNS, Digital Media Usage Study 2011

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Insurance & Social Media – What Could it Look Like?

• The first integrated Health and Wellness programme by an Insurance Company in the region • Rewarding customers with exclusive health and wellness privileges • Providing 13 health and wellness tools (also available on Facebook) to help customers live a healthier, better and longer life • Working with specialized partners to provide health and wellness content via mobile apps and internet blogs

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Key Takeaway “Social Media is everywhere. Pick up almost any newspaper or magazine and you will undoubtedly find a story referencing social media. The person sitting next to you on the bus or train or plane, is probably checking their wall on Facebook for the latest posts or tweeting about some interesting happening via their mobile phone.

Even at work, you may catch a glimpse of someone posting a status update, blogging about some topic of interest, or even watching an entertaining video on YouTube. In just the last few years, it is quite evident that this thing we call social media has turned from an interesting curiosity into a full-blown phenomenon.�

Rob Hernandez towerswatson.com

THANK YOU

Ben McDermott Regional Director, Head Insurance Management Consultancy Asia Pacific, Towers Watson Suites 2106-8, Central Plaza, 18 Harbour Road, Hong Kong +852 2593 4588 Ben.McDermott@towerswatson.com