Social Business & AEBStrategic use of social media for marketing & customer advocacy

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What is Social Media?

NAIC: A group of Internet-based

applications that create and exchange

user-generated content.

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Why Social Media?

The way companies interact with customers is changing.

256% increase predicted*

*1600 CEOs predict their customer interactions on social media will increase 256% in next 3-5 years

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Why Invest in Social Media?

Using social technologies to engage with customers, suppliers and employees will enable the organization to be more adaptive and agile.

IBM Study“Social media isn’t just a bit of fun, it’s a vital way to communicate, keep your ear to the ground and improve your business.”

Richard Branson

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RAS Social Media Audit – May 2014• 4 business

segments, corporate & PYB

• Scope:– Governance/strategy– Policies & procedures– Opportunities for use– Expense

management– Customer service– Reputation

management– Information security

How do we protect, build and leverage the Assurant brand via Social Media?

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RAS Audit – Key Observations/Findings1. Formalize strategy2. Conduct formal social media risk

assessment3. Consistently respond to/log customer

complaints4. Training for employees/associates5. Hootsuite & authorizations/security6. Claims investigations

AEB Social Media UpdateAudit to Execution

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AEB Social Media Objectives

•Increase awareness•Position AEB as thought leader

•Gather leads, impact sales

Profitable Growth

Customer Experience

People

Superior Execution •Increase awareness of AEB as a good corporate citizen & employer of choice

•Gain & retain customers•Give customers another avenue to communicate with us & vice versa (part of reducing customer effort initiative)

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Our Platform - Twitter• Twitter

– Microblog– 140 characters

• Sharing news, industry updates, community

• Audience: connecting with customers, prospects & influencers

• 1,833 followers• Links from

AEB.com

@AssurantEmpBene

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Our Platform - Facebook

• Sharing news, industry updates, community

• Audience: connecting with customers, prospects & employees

• 340 likes• Links from

AEB.com

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Our Platform - LinkedIn

• AEB company overview & products listing

• Audience: brokers, employers/customers, prospective employees

• News integration

• Job postings

• 3,644 followers

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Our Platform – Google+

• SEO

• AEB company overview

• Ongoing posts

• Photos

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Our Team

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Our Tools

Hootsuite• Social Media Team/Task

Force• Authorized individuals for

responding/triaging issues• Monitor virtually 24/7

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Our Monitoring

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Our Process

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History• Channels & processes built in 2011• Customer service begins 2012• Branding and follower building in 2013+

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Outcomes

• Diffuse approx. 5 unhappy customers quarterly

• Promoting dental posts with State of TN• Finding decision makers for proposals in

Canada• Gaining 20-50 followers a month on FB & LI• Followed by 3,800 HR heads and brokers on

LI• Monitoring industry trends and competitors• Mentions by community partners