Thursday, October 2, 2014

9 ways to unleash the power of social media in insurance

Fifty-five percent of insurance consumers say they would use one or more of a variety of insurance services offered through social media. That's too big a number to ignore.

Think about how you surf the Internet and what you do on your personal social media profiles. If you’re considering a purchase, maybe you look up the product online to get its specifications, pricing and, most importantly, to read the user-generated reviews before going to the brick-and-mortar store. Or you might look for the Facebook, Twitter or Yelp pages of the product or the company that makes it before making a buying decision.

At a very early stage, your opinion is being formed about the product you’re going to purchase. This is one of the many ways the Internet has changed the way we shop.

For us in insurance — an industry built on both products and services — Internet reviews and social media word-of-mouth play an integral part in credibility, too. Potential clients, especially millennials, trust advice from friends, family and even strangers on social media about the best insurance products or carriers, according to Accenture’s latest report, “The digital insurer: Unleashing the potential of social media in insurance.”

“Nearly half (48 percent) of the 6,000 insurance customers from 11 countries participating in Accenture’s 2013 Consumer-Driven Innovation Survey said they would consider comments on social media in making their insurance-buying decisions,” states the report. This is reason enough to pursue a social presence. In addition, social media is also a great place to find information about consumers, including their behaviors and possessions.

Here are other findings from the survey, along with some recommendations on how to launch a successful social media campaign and keep innovating in the digital world. read entire article >> 

Peter Zinnen, CLTC 


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