Professional Documents
Culture Documents
SBI General Insurance is seeking a Social Media Agency to support its online social media
initiatives. The agency will be expected to work directly with the company’s Marketing
Department to create and manage SBI General’s social media profiles, content and
campaigns.
Company Overview
SBI General Insurance Company Limited is a joint venture between the State Bank of
India and Insurance Australia Group (IAG). SBI owns 74% of the total capital and IAG the
remaining 26%.
SBI currently serves 3 key customer segments i.e. Retail Segment (catering to Individual
& Families), Corporate Segment (catering mid to large size Companies) and SME
Segment. In a short span, SBI General has emerged as one of the few General Insurance
companies in India to have a dedicated SME Team catering exclusively to the needs of
SME Segment. Current Policy offering of SBI General covers Motor, Health & Home
Insurance for Individuals and Fire, Marine, Package, Construction & Engineering, Group
Health, Group Personal Accident & Miscellaneous Insurance for Businesses.
Agency Scope
The objective of the Agency is to create and manage digital engagement for SBI General
on various social platforms. SBI General would like to see the following established as
part of its Social media Strategy:
Create profiles for SBI General on Facebook, Twitter, LinkedIn and YouTube
Create a Social media marketing strategy to drive qualified visits to SBI General
corporate website.
Increasing the level of content engagement on social media mediums. Plan on
social campaigns to keep user based engaged and increase number of followers
Assist in consolidating weekly and monthly content plans based on SBI General
inputs and advise on its placement on relevant social media platforms
Identify and advise on new opportunities to continually improve the social media
presence. Provide reports on the amount and quality of content created and
provide recommendations for improvement of the on-line presence
Keep track of competitors, their initiatives on social and other stakeholders that
may be relevant to SBI General.
Advise on matters related to content and overall user experience of social media
sites
Utilise blogging as a medium to reach out to customers and to create awareness
on General insurance. Reach out to influencers to network within their followers
on general Insurance
SBI General would like to measure the number of people using the Social Media
platform, the number of posts or conversations engaged in and the number of
keywords tracked
Agency is expected to monitor and manage online reputation. It is expected to
track negative sentiment and respond to negative opinions, complaints etc in real
time with appropriate responses.
The agency is expected to present both content and campaign calendar for 12-18
months. The plan should include strategies for linking content via an integrated
ecosystem e.g., connections between website, content and Social media channels. The
agency will provide analysis of metrics and recommendations for improvement on an
ongoing basis. On a frequent basis, the following is expected:
An agency with experience in working for the BFSI sector. We seek an agency that is
savvy in brand management, strategic in utilizing social media to improve
communications, and marketing.
Please make sure each proposal responds to the above questions through a power-
point presentation and also includes information on:
Agency Profile
Experience and role of staff members who will work on this account
Process for managing account, including day-to-day interaction with client
Reports, reviews and measurements that will keep program on track and help
justify investment to management
Examples of strategic value that can be delivered through agency – beyond
simple program execution
Agency’s social media management philosophy and approach
Additional resources that the agency offers
Suggested budget which includes billing and expense practices.
Timeline and/or Project Plan
Agency will be evaluated as below:
Reference Accounts
Three client references should be provided at the time of your presentation, including:
Current contact name, address, phone number and email.
For use by selection committee in evaluating presentations
Final submissions:
2. Address
Corporate Communications
SBI General Insurance Company Ltd.
1st Floor, ‘Natraj’,
At the junction of Western Express Highway and Andheri-Kurla Road,
Andheri East, Mumbai – 400 069