Date post: | 16-May-2015 |
Category: |
Technology |
Upload: | summit-professional-networks |
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#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