Harnessing social media marketing and social intelligence to drive brand awareness and online visibility by alibey6


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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.

                                                                                                                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.

•   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
                                                                                           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
                             TOP FUNNEL EFFECT

                              (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
                                                                                                                                                                     • 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
                 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.

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                                                             For more information or to request a consultation,
                                                             please email info@blueoceanmi.com or visit us
                                                             online at www.blueoceanmi.com.

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