A Quick-guide on how to

TURN STRANGERS
INTO CUSTOMERS AND
FANS IN DIGITAL.
FOR Insurance Companies
TOP-PERFORMING INSURANCE
COMPANIES (IN THE US) DO THE
FOLLOWING THINGS TO TURN
STRANGERS INTO CUSTOMERS AND
FANS.
THEY ALL HAVE A WELL DEFINED STRATEGY
SYNCHED WITH marketing, sales AND service,
AND WELL-INFORMED BY CUSTOMER INSIGHTS.
 THEY BET ON A digital future* AND
INVEST TO RAPIDLY BUILD THOSE
CAPABILITIES.

*SUCH AS MOBILE
THEY integrate DIGITAL
FUNCTIONS INTO BROADER
BUSINESS UNIT ACTIVITIES.
THEY HIRE GOOD TALENT WITH experience IN
DIGITAL, AND EDUCATE THEIR STAFF.
THEY TEST-AND-LEARN.
THEY REWARD risk-taking AS PART
OF THE LEARNING PROCESS.
THEY EMPHASISE analytics
AND ROI.
ALL THESE ACTIVITIES ARE PART
OF WHAT CAN BE CALLED A
DIGITIZATION PROGRAM.
ACCORDING TO HARVARD BUSINESS REVIEW
(2014)*, A THOUGHTFUL DIGITIZATION PROGRAM CAN
RESULT IN A 65 percent COST REDUCTION, 90
percent REDUCTION IN TURNAROUND TIME ON KEY
INSURANCE PROCESSES AND IMPROVE
CONVERSION RATES BY MORE THAN 20 percent.

*http://blogs.hbr.org/2014/03/insurance-companies-untapped-digital-opportunity/
WHERE TO START?
FIRST, GAIN A DEEP UNDERSTANDING
OF CONSUMERS AND THEIR
SHOPPING JOURNEY'S, BOTH WHAT
CHANNELS AND THROUGH WHAT devices.
DO THIS BY INVESTIGATING THE
websites THEY VISIT, THE WORDS THEY
SEARCH, AND THE social media posts
THEY MAKE.
AND LET THIS INFORM WHAT
battles ARE MOST CRITICAL
FOR SUCCESS.
THE battlefield IS THE CUSTOMER JOURNEY AND IT'S VARIOUS TOUCH-
POINTS.
AWARENESS → CONSIDERATION →
PURCHASE → LOYALTY → ADVOCACY
AWARENESS → CONSIDERATION → PURCHASE → LOYALTY → ADVOCACY

STARTING WITH awareness, GIVE PEOPLE A GOOD REASON

TO BUY WHAT YOU OFFER.

AND DO SO MAINLY THROUGH PAID

MEDIA (ATL, SEARCH ADS, ONLINE
AND FACEBOOK ADS).
AWARENESS → CONSIDERATION → PURCHASE → LOYALTY → ADVOCACY

ONCE YOU HAVE THE ATTENTION OF YOUR AUDIENCE, GIVE THEM

A GOOD REASON WHY TO BUY FROM YOU AND WHY NOW?

AND DO SO MAINLY ON OWNED MEDIA (FACEBOOK

PAGE AND WEBSITE THROUGH A/B TESTING
AND UX / CONVERSION OPTIMISATION).
AWARENESS → CONSIDERATION → PURCHASE → LOYALTY → ADVOCACY

BANG!
AWARENESS → CONSIDERATION → PURCHASE → LOYALTY → ADVOCACY

MAKE SURE CUSTOMERS HAVE A REASON TO STAY

AND BUY AGAIN.

DO SO BY INNOVATING AND SERVING

EXISTING CUSTOMERS DIGITALLY* PLUS
GREAT CUSTOMER SERVICE, EMAIL
MARKETING AND NEWSLETTERS..
*EXACTLY WHAT SERVICES AND PRODUCTS, YOU KNOW
BETTER THAN US.
AWARENESS → CONSIDERATION → PURCHASE → LOYALTY → ADVOCACY

GIVE YOUR CUSTOMERS THE MEANS TO SPREAD THE

WORD.

THIS HAPPENS NATURALLY BY GREAT

PAID AND EARNED MEDIA, ALSO BY
PROVIDING GREAT, USEFUL CONTENT
THROUGH SOCIAL CHANNELS (CRM).
ONCE YOU HAVE COVERED THE ENTIRE FUNNEL WITH DIGITAL ACTIVITIES,
YOU HAVE AN ecosystem LOOKING SOMETHING LIKE THIS:

STRANGERS CUSTOMERS FANS

PAID OWNED EARNED

Banners, Mail, SEM/ Website, microsite, Word of mouth, social

Paid Search, community, platform, channels, blogs, forums,
facebook ads etc facebook page, twitter articles etc.
profile, Instagram,
mobile apps etc.
CONGRATULATIONS.
YOU ARE NOW
TURNING strangers
INTO customers AND
fans.
OH, AND..
MEASURE AND EVALUATE.
Paid

HOW MUCH AD EXPOSURES THE CAMPAIGN

ADS HAD AND TRAFFIC DID IT GET?
(Reach, Impressions, Open rate etc.)
!
HOW MUCH OF THIS TRANSLATED INTO
PROSPECTS, LEADS, CONVERSIONS, ETC.
(CTR, Cost per lead etc.)
!
DID YOU MEET THE EXPECTED ROI OR
SALES THROUGH THE CAMPAIGN PERIOD?
(ROI etc.)
Owned

DID YOUR OWNED MEDIA GET ENOUGH

TRAFFIC AS EXPECTED?
(Traffic Sources, Visits, Unique visitors, Time on site,
Pageviews, Keyword performance etc.)
!
DID YOUR OWNED MEDIA DO ITS JOB IN
EFFECTIVELY DRIVING CONVERSIONS?
(Conversion Rate etc.)
Earned

HOW MANY POSTS OR MENTIONS DID YOUR

BRAND HAVE?
(Fans, fan growth, PTAT, Engagement Rate, Back-links,
etc.)
!
DID THE CONVERSATIONS THROUGH EARNED
MEDIA YIELD POSITIVE GROWTH IN POSITIVE
SENTIMENTS OF YOUR BRAND?
(Sentiment Analysis)
MEASURE AND EVALUATE.
DEPENDING ON THE TIMING OF
PAID MEDIA CAMPAIGNS.
!
HOWEVER, IT IS RECOMMENDED
TO MEASURE MONTHLY, AND REPORT
AT 1, 3 AND 6 MONTH
INTERVALS.
SOME
EXAMPLES OF INNOVATIONS
THAT SERVE EXISTING CUSTOMERS
DIGITALLY FROM INSURANCE
COMPANIES IN THE US.
AN APP, WHICH MAKES BUYING INSURANCE
SIMPLE BY GENERATING QUOTES FOR AUTO
INSURANCE FROM JUST A PHOTO OF THE
APPLICANT’S LICENCE. (PROGRESSIVE
USA)
PROGRESSIVE “SNAPSHOT” WHICH monitors
DRIVING BEHAVIOUR, AND OFFERS UP TO A
30% REDUCTION IN PREMIUMS.
!
(ALREADY 1 MILION SOLD IN THE US)
APPS THAT ALLOW PEOPLE WHO'VE BEEN IN
AN ACCIDENT TO FILE CLAIMS VIA THEIR PHONES
DIRECTLY FROM THE SCENE OF THE ACCIDENT,
OFTEN ELIMINATING THE NEED FOR AN
APPRAISER.
USE SOCIAL MEDIA DATA TO PROVIDE YOUR
AGENTS WITH REAL TIME INFORMATION ABOUT
THEIR POLICYHOLDERS’ LIFE EVENTS (MOVES, JOB
CHANGES, NEW BABIES) FOR SALES, AND SIMILARLY
USING DATA TO PREVENT FRAUDULENT CLAIMS.
A FINAL THOUGHT FROM THE
HBR STUDY..
MOST INSURERS FOCUS THEIR EFFORTS
IN MARKETING (83 PERCENT) AND SALES
(78 percent), AND LAG IN THEIR POST-
PURCHASE ABILITY TO SERVE EXISTING
CUSTOMERS DIGITALLY.
WE CAN HELP YOU IN ALL OF THESE AREAS.

symbiodigital.com/work
THANK YOU.
!
NICOLAS MAKELBERGE
Digital Strategy
nicolas.makelberge@symbiodigital.com
~   
SYMBIO | Digital Creative Agency    
SYMBIO Digital, s.r.o., Na Maninách 14, Prague 7, Czech Republic   
[web] http://www.symbiodigital.com  
[tel] +420 233 370 509  [fax] +420 233 374 555