Social Snapshot: Insurance

Transcription

1 Social Snapshot: Insurance - Mutual Of Omaha - - In this industry snapshot, we re taking a closer look at the insurance industry on social media to see what we can learn from four of the biggest players:, Mutual Of Omaha, and. By comparing key social metrics like mentions, sentiment, and more for each brand from a two-week time period, we uncovered key insights into each brand and important takeaways for other brands and companies in the insurance industry. The social data in this report came from the 26 social platforms and more than 100 million data sources the ubervu via Hootsuite platform monitors, including (but not limited to) Twitter, Facebook, LinkedIn, Google+, Reddit, Flickr, blog posts, blog comments, premium news sources (like the New York Times) and many others.* Anyone in the insurance industry from HR to Marketing, from a sales rep to the CEO can learn important takeaways from these analytics behind social conversations around, Mutual Of Omaha, and. And other insurance brands can use the data and insights to benchmark their success against these top brands. * Search expressions included variations in spelling for each brand, relevant hashtags, Twitter handles, excluded spam and isolated for mentions relevant to the brands as insurance companies. OR metlife OR met life ; mutual of omaha OR mutualofomaha OR mutual-of-omaha ; prudential OR prudentialnews OR prudentialbyc OR pruspirit - #srudukfollow ; johnhancockusa OR john hancock company OR johnhancockjobs OR johnhancock.com OR work at john hancock OR john hancock insurance OR john hancock life insurance OR john hancock financial OR johnhancock OR jhboston26 OR johnhancockchannel OR john hancock mutual OR john hancock 401k ) 1

2 Volume of Mentions Mentions measure the size of a social conversation around a specific search term or phrase in this case, Mutual Of Omaha, and. Mentions are simply the number of times the term or phrase you re tracking was used across social media, helping you understand just how much (or little) attention the subject NUMBER is OF receiving. MENTIONS 30K 15K 0 26 Oct 28 Oct 30 Oct 1 Nov 3 Nov 5 Nov 7 Nov 9 Nov Mutual of Omaha Sponsorships Spike Mentions Volume for Each Brand A Pop Star s Concert = Mentions Spike for Demi Lovato held a concert at Newark s Center, resulting in major mentions from concert goers and the press. An NFL Great Scores a Touchdown in Brand Mentions Michael Strahan, a former New York Giants stand out, was inducted into the Pro Football Hall of Fame and received his ring during a ceremony at Stadium (home to the Giants). Press around the event as well tweets from Strahan and other celebs in attendance led to increased mentions for. THE INTERNET LOVES ONE DIRECTION.and Stadium Online ticket site StubHub, a partner of Stadium, ran several social contests for concert tickets, asking fans to nominate their favorite place to watch concerts and their favorite bands. Stadium was discussed when feverish One Direction fans begged StubHub for tickets, increasing mentions for the insurance brand. Mutual of Omaha Social Reminisces About Mutual of Omaha s Wild Kingdom The Discovery channel recently came under scrutiny for airing a man being eaten alive by an anaconda (seriously). Taken aback by the stunt, social reminisced about Mutual of Omaha s Wild Kingdom, a show about animals that the brand co-created and produced from 1963 to This led to some increased chatter about the brand s latest webisode version of the show. Marathon Tweets Go the Distance on Social, the flagship sponsor of the Boston Marathon, hyped up the race interacting with runners who were accepted as well as helping charities announce and promote their bibs. ADMIT ONE 2

3 Share of Voice Share of Voice helps you understand how you are performing on social in comparison to your competitors. The metric details what percentage of mentions within your industry or space are about you and what percentage is about the competition. SHARE OF VOICE 58% 58% Mutual of Omaha 40% Successful Sponsorships Earn and the Edge in Insurance had the highest Share of Voice with 58% of the total social conversations about these four insurance brands revolving around its brand. wasn t far behind with 40%. The sheer amount of social mentions of these two brands prove sponsorships can pay off big time in terms of brand awareness. Share of Voice is an important metric for Mutual of Omaha, and other competitors to benchmark, helping each brand evaluate brand awareness and market share. Exposure Exposure is the size of a brand s potential audience. Exposure is based on the total number of impressions a mention receives, which is based on the number of followers that are in the networks of the author that generated the mention. EXPOSURE 20M 10M 0 26 Oct 28 Oct 30 Oct 1 Nov 3 Nov 5 Nov 7 Nov 9 Nov Mutual of Omaha Stadium s Newsworthy Events Spiked Brand Exposure News sites like Sports Illustrated covered the Michael Strahan event and other football celebrities and sports anchors took to social to congratulate Strahan and check in at the stadium. Since these online news sites and celebs have so many followers it added exponential growth to the exposure for. 3

4 Boston Marathon Winner Spikes Exposure for had a lower number of mentions but the reach of those mentions was pretty impressive. After the brand took to Twitter to congratulate runner Meb Keflezighi the most-recent winner of the Boston Marathon and the first American to win the race since 1983 on his nomination for Sports Illustrated s Sportsman Of Year, it was retweeted by Meb himself, who has over 65 thousand followers. Sentiment Sentiment refers to the emotion behind a social media mention. It s a way to measure the tone of a conversation without SENTIMENT having to dive into individual mentions. Sentiment adds important context to social conversations without it, measurement of mentions alone could be misleading. Mutual of Omaha Positive 3 Negative Positive 3 Negative Positive 28% Negative Positive 17% Negative and Mutual of Omaha Keep it Positive Each brand saw a pretty high percentage of positive mentions and low numbers in negativity, all posting or lower. Mutual of Omaha has the edge with the highest percentage of positive mentions with 3 AND one of the lowest percentages of negative mentions. Measuring the sentiment of top competitors in addition to your own brand provides important competitive intelligence and industry benchmarking, helping you create a broader and more complete picture of the social conversations that matter most. 4

5 Conversation Mapping Common Keywords, a feature offered in some social media monitoring platforms, are often presented in words clouds the ubervu via Hootsuite platform has Conversation Maps. These maps display the most-talked about topics in relation to a specific keyword or phrase, giving you an inside look into the social conversations that are evolving around a specific topic in real time. stadium tickets % 1 Steelers 9% game Jets fans team 8% 4 8% Sportsmanseats 10% marathon win floor August Giants join 6% at Stadium love Apply 6% Boston 6% win love commercials save Excited Women Fun Nov Top stories from Stadium ranked for as did check-ins at the stadium on social. The best news for? Love is used enough in social conversations around the brand to rank as a hot topic. visor Professional Job disini 7% 2 consultant 2 surance Mutual of Omaha 7% at Mutual of Omaha Bank Kerja PT Services Entry-level level Mutual of Omaha s sponsorship of Wild Kingdom accounts for a large portion of conversations. But contrary to, Mutual of Omaha also sees great brand, product and service recognition as well as buzz around employment opportunities. The Boston Marathon sponsorship again proves valuable on social. And like, also sees love on its conversation map. Women represents the brand s recent efforts to create content geared towards women as well as sponsor female-focused events. Kingdom Wild Senior1 alert apply Center Bank Financial 2014 prudential syariah Insurance New ark asuransi company investment also sees a lot of social buzz around Financial its < stadium sponsorship and events at its Center Center Demi venue. And like Mutual of Omaha, saw < Demi a lot of < social conversations around Lovato employment opportunities with several job-related phrases in Indonesian appearing. Sponsorships Dominated Brand Conversations All four insurance brands saw their sponsorship and partnerships rank as hot topics on their conversation map. Common Keywords are important for your brand to monitor on a regular basis to understand the topics people commonly associate with the brand, company, product or service so you can easily spot new keywords or phrases that may indicate emerging stories you will need to address or amplify. Measure the appearance of these news stories or potential issues on your map over time to measure their acceleration or diffusion. 5

6 Engagement Engagement metrics represent how much and how often people interact with content on social media. A subset of engagement metrics are sharing metrics, which represent when people amplify content. The ubervu via Hootsuite platform pulls in mentions from across the social web and not just from a company s owned channels, letting you see how often mentions of a brand or company were RTed, Liked or Shared. RETWEETS LIKES SHARES Retweets Likes Shares 30K 3K K 2K 1K Mutual of Omaha s and s Sponsorships Prove Popular and Highly Shareable on social and are the clear winners in engagement as posts and mentions of the brands brought in more RTs, Likes and Shares than posts about Mutual Of Omaha and. With popular events happening at each of the brand s namesake stadiums, it s easy to see why mentions of and would earn high engagement levels across Facebook and Twitter. Gender Distribution of Mentions Gender Distribution is the percentage or number of mentions made by men or women, showing which gender is responsible GENDER DISTRIBUTION for generating the majority of the social conversations around a brand. Mutual of Omaha Male 48% Male 7 Male 59% Male 6 Female 5 Female 27% Female 4 Female 36% and Keep it (Almost) Even With Social Conversations The brands partnerships had a major affect on generating social buzz from women, helping extend and brand recognition to an audience it may not have reached on its own. With Mutual of Omaha posting about a 70% male to 30% female ratio and posting a 60% male to 40% female ratio, there is clearly a big opportunity for insurance brands to do some catching up with women on social especially since they re the more active gender on most social platforms. 6

7 Key Industry Takeaways For Insurance Companies Explore Sponsorships and Partnerships All four insurance brands saw social traction with sponsorships and partnerships. The sheer amount of social mentions and large percentages of Share of Voice for and alone prove sponsorships can pay off big time in terms of brand awareness. And though the mentions volume was smaller, Mutual of Omaha and also saw great results from event sponsorships. Take a page from these top brands book and consider sponsorship opportunities. Don t fret if sponsorships of major events or stadiums are outside your realm of brand possibilities. There are plenty of other ways to earn positive traction with sponsorships. Think local and sponsor an event that s important to your community. Or considering partnering with another brand on a larger sponsorship. Partnerships can be a great way to earn attention on social and extend your brand s reach. Whether you undertake a sponsorship or partnership, make sure all parties involved are very clear on strategy, messaging and deciding how each will handle any potential issues and promotion. As these insurance brands have proven, the right sponsorship or partnership can help your brand secure an increase in brand mentions, positive brand awareness, plus, extended brand recognition with an audience you may not have reached on your own. Aim for a Gender-Balanced Conversation on Social Several research studies have shown that women control the majority of purchase decisions as much as 8 including decisions on big-ticket items like insurance. And it s also a well-documented fact that more women use social media than men. Clearly, there are benefits for any brand that can effectively engage women on social. While saw a mentions ratio of about 60/40 male to female, it did see women rank on its conversation map which we found was due to the brand s increased efforts to create content geared towards women as well as sponsor female-focused events. Though these efforts haven t led to an increase in brand conversations from women, we don t doubt that they soon will. There is clearly a big opportunity for insurance brands to do some catching up with their female audience. It s incredibly important that your brand creates marketing strategies that can resonate with women so you can start to create a more gender-balanced brand conversation that could eventually lead to increased sales from that demographic. Your Human Resources Team Needs Access to Social Data Both Mutual of Omaha and saw a large percentage of social conversations revolving around employment opportunities. Since these large, global brands are huge job sources, employment practices and employment opportunities are often a cause of conversation on social. This is why it is vital that your brand s HR team has access to social data. Monitoring the conversations around the brand or company on a regular basis will help the Human Resources team understand the awareness levels and the overall reputation, helping them tailor candidate outreach and recruitment conversations. Social data can also help HR evaluate social recruitment efforts by monitoring what positions are mentioned most, how they re discussed and where in the world brand and employment opportunities are seeing traction. Don t Underestimate the Value in Long-Form Content on social Media Blogs were high-performing platforms for brand mentions of,, Mutual of Omaha and John Hancock. Blogs can be a great platform for companies with products that aren t always easy to understand like insurance! for educating consumers. Consider utilizing blogs for your own content and to address any common questions or concerns. Be sure to monitor coverage of your brand in various blogs and commenting platforms and include blogger outreach as part of your social strategy. Help ensure the information being shared around your brand is correct and help promote any new offerings. 7

8 Social Snapshot: Insurance Social Metrics Breakdown Your Brand vs. The Competition Below is a breakdown of key social media metrics for, Mutual Of Omaha,, and from a two-week time period, giving you an inside look into how these top players in the insurance industry are performing on social. Any brand in the financial services industry can use this data to gather actionable competitive intelligence and perform market benchmarking. Compare these metrics to social data for your own brand for insight into how your brand is performing and being perceived on social versus the competition. Mentions 61,646 42,556 Mutual of Omaha 1, Retweets 27,279 17, Mutual of Omaha 102 Exposure Likes 81M 21M 5M 2,258 1,443 Mutual of Omaha 79 Mutual of Omaha 1.9M 13 Sentiment Mutual of Omaha 3+, 3 +, - 28% +, - 17% +, - Shares Mutual of Omaha 3 0 8

9 About ubervu via Hootsuite Better Business Decisions Through Social Data Experience Deep Social Listening Perform Market Benchmarking Discover Real-Time Marketing Opportunities Monitor Important Discussions Social data can empower everyone. With our intuitive, easy-to-use social analytics platform, you don t have to be a data scientist to see the value of social media analytics. ubervu via Hootsuite s exclusive technology synthesizes results from across the social web (not just your owned channels!) into a user-friendly dashboard offering the broadest possible overview of the social conversations that matter most, in real time. Hootsuite and ubervu via Hootsuite were built for business. Featuring the most advanced tools and services available for security, collaboration, engagement, and social media analytics, we re the trusted solution for 744 of the Fortune 1000, and for more than 1300 enterprise clients worldwide. Request a custom demo today by visiting ubervu.com/demo Trusted by 744 of the Fortune 1000