Mission Not Impossible:
How Esurance Leverages the Social Web
Kristin Brewe, Director Brand & Public Relations
PIMA MarkeTTech, November 10, 2008
Esurance Fast Facts
Headquarters: San Francisco
Office Locations: +12 regional
States Covered: 28
Associates: 1,800
Policies-in-Force: 500,000
Written Premium: $800 Million (2007)
Distribution Model: Direct - online
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Today’s Overview
How the social web produced our animated icon…and
helps drive brand awareness
Why we need to let go when we interact with the
creative commons
How we have structured campaigns to fuse the “real”
world with the virtual, social Web
Why listening to the social web can help you stay
ahead of the curve
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This portion of the presentation is brought to you by the word:
Meme
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Who’s That Girl? The Story of Erin Esurance
Developed in-house, based
on fan sites, message boards
Visual based on online
creative & employee votes
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Memes Reappear in Diverse Places
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Particularly on YouTube
http://www.youtube.com/watch?v=d1t9IghQPX8
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Memes Get You There…Faster
Share of Online Quotes Brand Awareness
(Total = Est. 31 million in 2007) (% of online shoppers who volunteer company
as a place to shop online for auto insurance)
27% GEICO 39%
Progressive
25% 35%
GEICO Progressive
14% 18%
Esurance Esurance
7% 12%
Allstate Allstate
6% 11%
AIG State Farm
Note: Slight discrepancies due to rounding; online quotes data from ComScore December 2007 study; awareness data from Abacus May 2008 field study
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This portion of the presentation is brought to you by the feeling of:
Letting Go
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Memes Quickly Adopted (Often by Others!)
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Memes Quickly Adopted (Often by Others!)
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MySpace Is Great for Sharing Memes
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Don’t You Care Who’s Using Your Meme?
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This portion of the presentation is brought to you by Esurance:
Campaigns
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“Get Animated Campaign” – Meet Paul
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“Get Animated” Campaign – Meet Kate
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“Get Animated” Campaign – Talent Search
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Music Program – Meet PWRFL Power
http://www.youtube.com/watch?v=E2GiAmWosk0
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This portion of the presentation is brought to you by customers:
Listening
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Not All Our Customers Are Happy with Us
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Many Consumers Have Special Interests
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Takeaways
Focus on memes.
Develop ideas that people want to pass around.
Use the social web for research to develop ideas.
Embrace the creative commons.
Allow others to get creative with your intellectual property.
Think of the social web as a great focus group.
Marry traditional advertising and the social web.
Maximize ROI on events by creating related digital “events.”
Develop TV whose content encourages social web activity.
Embrace the future.
Use the social web to speak directly with your customers.
Try some niche players to stay ahead of the curve.
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Thank You!
Q&A
Kristin Brewe, Director Brand & Public Relations
PIMA MarkeTTech, November 10, 2008
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