Creating a Social Media Strategy

in Insurance Markets

#eisocialmedia

@tiffanystjames

Governance

@TiffanyStJames

Code of conduct

A behavioural wish list for your organisation:

• Be credible

• Be consistent

• Be transparent

• Be relevant

• Be an ambassador for your organisation

@TiffanyStJames

Social media policy

Leave staff in no doubt what they are allowed and aren’t allowed to do

• Purpose

• Principles

• Statement of ethics

• Context for organisation

• Professional and personal use

Give your people ‘How to’ guidance @TiffanyStJames

Have social media staff guidance

Give your people ‘How to’ guidance @TiffanyStJames

Rebuttal

Have a process for what

happens when someone posts

something negative about the

organisation or brand.

Have a social media crisis plan:

Strategy

@TiffanyStJames

There are only 6 uses of social media

1 • PR

2 • HR

3 • Direct Sales

4 • Customer Service

5 • Business Intelligence

6 • Internal Comms

@TiffanyStJames

Objectives

Audit

Listening

Audiences Channels

Activity

Measure

What’s different about social media strategy?

Optimise

@TiffanyStJames

Digital and social audit

• Bench

• mark

• Best Practice

• What works

• Audit

Your Organisation

Competition

Similar Industry

Other Industries

@TiffanyStJames

Set an objective (for audience engagement)

Listening

Audience insight,

understanding views

Buzz generation

Stimulating discussion,

encouraging sharing

Discussion & Response

Driving take-up,

asking for feedback

Co-production

Working with a community

to produce a resource

Source: Helpfultechnology.com

People capabilities

@TiffanyStJames

• Attitude

• Aptitude

• Capability

• Capacity

• New talent vs. training

• Culture

• Profession

Understand your current talent and their aspirations:

train, develop or hire people for objective-led purposes

Get the right tools for the job

@TiffanyStJames

Define the tools you use by

your objectives

Good practice

@Tiffany St James

Live events and twitter Q and A’s

@TiffanyStJames

Aggregating news

@TiffanyStJames

Video is the most engaging mechanism

@TiffanyStJames

Innovation: outside of mainstream social

@TiffanyStJames

This presentation is available on:

http://slideshare.net/tiffanystjames

@Tiffany St James

Thank you, let’s keep talking…

Social Media Strategist

Tiffany St James

@TiffanyStJames

bit.ly/tiffanybio

slideshare.net/tiffanystjames

tiffany@stimulationltd.co.uk

@tiffanystjames

bit.ly/tiffanyshowreel

tiffanystjames

Embedding digital and social media capability in organisations