Advice Made Social – Cognizant White Paper
Article Synopsis :
As more customers turn to social media to search, share and buy products, more insurance producers are ‘going social.’ No longer a new phenomenon, the integration of social media technologies and strategies into day-to-day business offers producers a wealth of benefits in terms of client engagement, acquisition, loyalty and repeat business.
In the white paper “Advice Made Social”, the Cognizant team reveals how producers can enter the social realm with full regulatory compliance utilizing social business tactics for competitive advantage through purposeful blogging, tweeting and professional networking. The Cognizant team suggests the following steps to help insurers build and scale their brands socially to generate leads, stay in touch with clients and leverage networks:
- Blog with a purpose
- Pair Twitter and your blog
- Network with influencers via Twitter and LinkedIn
- Cross-promote your blog
- Add video to your cross-promotional strategies
- Develop social CRM muscle
Per the white paper, being social can help producers:
- Create more frequent dialogues with customers through an expanded number of channels
- Improve the engagement, ownership and understanding from customers of insurance and retirement solutions — creating additional leverage for the producer to serve more customers
- Improve the relevance of advice and proposed solutions
- Leverage the “wisdom of crowds” to accelerate and scale business results and impact of the producer (as Amazon does)
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Digital Insurer's CommentsOne of the reasons insurance is so price-competitive is brand differentiation is inherently difficult. Social media is emerging – for better or worse – as a true brand differentiator.
Happy policyholders espouse the virtues and unhappy policyholders complain – often about the same carrier. Word spreads on Facebook, Pinterest, Instagram, Twitter and impressions are formed, perceptions changed. The benefits of a fantastic television commercial go up in smoke if a friend of a friend says a carrier’s salespeople are pushy or their claims service skimpy and combative.
For whatever reason, insurers have been slow to embrace the power and potential of social media. For carriers willing to get serious about social this white paper provides actionable insights on using social media to build brand as well as online communities.
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