#CAT: Reaching Customers in Their Worst Moments

Katie PeetSocial Media Director

State Auto Insurance Companies

Today:

How people use social media to deal with disasters

What insurance companies are doing/can do

How to get started on Monday

People turn to social media in disasters.

76%Use social media to contact friends and family affected by a disaster

Source: American Red Cross

When phone lines are down, Twitter is there.

24%Used social media to let loved ones know they are safe

Source: American Red Cross

People turn to social for survival resources.

37%Used information on social media to buy supplies or find shelter

Source: American Red Cross

Social media may carry cries for help.

44% Asked their friends on social media to contact responders for help

Source: American Red Cross

Survivors expect to be heard on social media.

80%Expect emergency response agencies to monitor and respond to social media

Source: American Red Cross

People find out what’s happening on social.

18%Receive emergency information on Facebook

Source: American Red Cross

People share experiences …

mobilize volunteers …

… and feel more connected in their worst moments.

Insurance companies can use social for …

proactiveeducation …

spreading warnings …

just-in-timeupdates …

Correcting misinformation …

behind-the-scenes …

… and updates from the front lines.

1. Talk to your social media team.

What are they planning? What social media do they use? How do they monitor? What is the plan to respond? How can you work together?

2. Get familiar with social media.

Select one social network to begin. Schedule time to get familiar. Use social to solve a problem, answer a question, fill a need.

www.twitter.com/search

Today’s social environment Word of mouth Social proof Relationships and trust Instant feedback Total access

Hashtags

Named storms:#Sandy#Cristina#Irene

Location:#Joplin#Moore

3. Serve as the subject matter expert for the social team. You know the right topics, resources, etc. You will know who needs to know what and when. Your team knows the local areas where they live and where they are

sent to respond.

4. Be prepared to help respond.

Find the right people on your team to help.• People who know what needs to be said and can help plan in advance.• People who can keep a cool head and help respond in the moment.• Provide training (your communication team can help).

Create standard answers to common questions.• What information do customers need? • What messages do you need to get out? • What questions do you get asked that can be answered up front?

Open lines of communication between your team and the social media team.

5. Be proactive before a CAT.

Practice with smaller weather events. Always think, what does our customer need to know?

“As I read the tweets and constant flourish of updates, I realized the social media component would serve as my tool to help John Bailey Company clients and others to get started with their claims and help answer questions.”

Insurance agent @BrandonClarke