VIEWS: 22 PAGES: 3 CATEGORY: Business POSTED ON: 8/13/2014
To drive brand awareness and online visibility Harnessing social media marketing and social intelligence helps to engage with a market segment- the classic car owners, local Insurance agents and the classic car insurance industry at large.
Case Study Harnessing social media marketing and social intelligence to drive brand awareness and online visibility Business Challenge Client: Leading global insurance company A US-based leading global insurance company was looking to harness social media to engage with a niche market segment- the classic car owners, local Insurance agents and the classic car insurance industry at large. The company wanted to build Industry: Financial Services a smarter social media eco-system for measuring, attributing, and amplifying the classic and collector car insurance product and services, driving brand awareness, Business Impact: online visibility and generate sales leads. • Brand conversation • Engagement Solution • Lead identification Blueocean Market Intelligence adopted a three-stage approach to achieve maximum efficiency in the Social Media Engagement Strategy: Social Intelligence and Analytics Using enterprise-class listening & text mining tools, conducted an extensive research and analysis of social media data. The data was analyzed to understand advocacy, social conversations and trends. www.blueoceanmi.com Social Media Marketing Activate: established Social Media Governance Policy & activated the relevant Social Connect: used a mix of Facebook ads, Sponsored Stories & Promoted posts to drive awareness about the insurance products. Engage: with a focus on community growth, speci c goals and tactics were deployed to help cultivate user engagement and interest. Monitor and Measure Monthly reports that measured and demonstrated social media campaign e ectiveness and ROI were shared with the client. Outcome • Brand Conversations on Facebook and Twitter: 63% increase in overall brand conversations on Facebook and Twitter • Engagement: 5X engagement on Twitter (17%) and Facebook (59% ) compared to the competitor (Twitter: 3% and Facebook: 8%) • Registrations: 40% increase in registrations for the Charity Car Show from last year • Leads identified: 300 leads identified from social channels out which 12% were sales ready leads • Conversations on forums and blogs: 5% increase in product related conversations on forums and blogs • Website Traffic: 26% of the traffic to the website was referred from Facebook and Internet Banner ads Formulate a comprehensive Drive engagement with Build awareness and brand 1 2 3 data-driven social media traget audience familiarity with target audience Strategic Approach to Social Social Media Channel Social Media Content & Media and Customer Selection Message Mapping Engagement Pain Points - Brand Awareness, Online Blueocean Visibility, Inﬂuence Purchase Decision Solution Discovery Build brand visibility for CHROME • Product features Chrome Marketing Funnel Bubble Size = Impact • Initiate conversations on identiﬁed forums and communities Future Poten tials Top Priorities • Infographics and visual content to create brand experience Drive Tra c Blog/publications Facebook Twitter • Run micro campaigns on Facebook and Twitter and drive traﬃc TOP FUNNEL EFFECT Feasibility (Brand Awareness) Forums YouTube Communities Consideration Extend Reach Provide product/service information Low Potential Cuts Back Burners High MIDDLE FUNNEL EFFECT • Build thought leadership opinions and reviews • Community engagement answer to user queries and (Engagement) Strategic Fit provide recommendations • Promote authority-industry body association and partnerships • CHROME demo solutions and key beneﬁts Convert Leads BOTTOM FUNNEL EFFECT Selection Criteria (Lead Generation Strategic Fit Impact Feasibility and Conversion) Alignment Positioning Customer Technical Purchase with goals Industry Expected Risk Inﬂuence purchase and build trust Marketing Reach Resources - Financial • Customer testimonials Cost / Bene t Resources - People • Pricing sheets and product availability brand promise Revenue Growth Brand Equity and USP • Product comparison Customer value ROI Discovery Stage Consideration Stage Purchase Stage About Blueocean Market Intelligence Blueocean Market Intelligence is a global analytics and insights provider that helps corporations realize a 360-degree view of their customers through data integration and a multi-disciplinary approach that enables sound, data-driven business decisions. Since we live in a highly dynamic and multi- dimensional world, we believe the most effective business decisions come from a synthesis of data streams and not from one-dimensional sources. Using our 360 Discovery approach, we ensure the comprehensive use of all available structured and unstructured data sources, enabling us to bring the best to bear against each engagement. Strong decision support is enabled through a combination of analytics, domain expertise, engineering and visualization skills brought together in harmony. Leading companies have benefited from our partnership with financial growth, 360 views of their markets and competition, and improved customer acquisition, satisfaction and retention. Seattle | Phoenix | Denver | Chicago Cincinnati | Bangalore | Dubai | London For more information or to request a consultation, please email firstname.lastname@example.org or visit us online at www.blueoceanmi.com. © 2014 Blueocean Market Intelligence. All Rights Reserved.
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