Client: Leading global

insurance company
Industry: Financial Services
Business Impact:
Brand conversaton
Engagement
Lead identfcaton
www.blueoceanmi.com
Harnessing social media marketing and social intelligence
to drive brand awareness and online visibility
Business Challenge
A US-based leading global insurance company was looking to harness social media
to engage with a niche market segment- the classic car owners, local Insurance
agents and the classic car insurance industry at large. The company wanted to build
a smarter social media eco-system for measuring, atributng, and amplifying the
classic and collector car insurance product and services, driving brand awareness,
online visibility and generate sales leads.
Soluton
Blueocean Market Intelligence adopted a three-stage approach to achieve
maximum efciency in the Social Media Engagement Strategy:
Case
Study
Social Intelligence and Analytics
Using enterprise-class listening & text mining tools,
conducted an extensive research and analysis of social
media data.
The data was analyzed to understand advocacy, social
conversations and trends.
Outcome
Brand Conversatons on Facebook and Twiter: 63% increase in overall brand conversatons on Facebook and Twiter
Engagement: 5X engagement on Twiter (17%) and Facebook (59% ) compared to the compettor (Twiter: 3% and
Facebook: 8%)
Registratons: 40% increase in registratons for the Charity Car Show from last year
Leads identfed: 300 leads identfed from social channels out which 12% were sales ready leads
Conversatons on forums and blogs: 5% increase in product related conversatons on forums and blogs
Website Trafc: 26% of the trafc to the website was referred from Facebook and Internet Banner ads
Formulate a comprehensive
data-driven social media
Strategic Approach to Social
Media and Customer
Engagement
Social Media Channel
Selection
Social Media Content &
Message Mapping
Chrome Marketing Funnel
Pain Points - Brand Awareness, Online
Visibility, Inuence Purchase Decision
Build awareness and brand
familiarity with target audience
1
Drive engagement with
traget audience
2 3
Alignment
with goals
Marketing
Positioning
Industry Expected
Reach
Cost / Beneft
Customer Technical
Risk
Resources - Financial
Resources - People
Selection Criteria
Strategic Fit Impact Feasibility
Blueocean
Solution
Drive Trafc
TOP FUNNEL EFFECT
(Brand Awareness)
Extend Reach
MIDDLE FUNNEL EFFECT
(Engagement)
Convert Leads
BOTTOM FUNNEL EFFECT
(Lead Generation
and Conversion)
Brand Equity Revenue Growth
Customer value
Discovery Stage Consideration Stage Purchase Stage
Bubble Size = Impact
Future Poten tials Top Priorities
YouTube
Potential Cuts Low High
F
e
a
s
i
b
i
l
i
t
y
Strategic Fit
Back Burners
Twitter Facebook
Forums
Blog/publications
Communities
ROI
Consideraton
Provide product/service informaton
Build thought leadership opinions and reviews
Community engagement answer to user queries and
provide recommendatons
Promote authority-industry body associaton and
partnerships
CHROME demo solutons and key benets
Purchase
Inuence purchase and build trust
Customer testmonials
Pricing sheets and product availability brand promise
and USP
Product comparison
Discovery
Build brand visibility for CHROME
Product features
Initate conversatons on idented forums and
communites
Infographics and visual content to create brand experience
Run micro campaigns on Facebook and Twiter and drive
trac
Social Media Marketing
Activate: established Social Media Governance Policy &
activated the relevant Social
Connect: used a mix of Facebook ads, Sponsored Stories
& Promoted posts to drive awareness about the
insurance products.
Engage: with a focus on community growth, specifc
goals and tactics were deployed to help cultivate user
engagement and interest.
Monitor and Measure
Monthly reports that measured and demonstrated
social media campaign efectiveness and ROI were
shared with the client.
About Blueocean Market Intelligence
Blueocean Market Intelligence is a global analytcs
and insights provider that helps corporatons realize
a 360-degree view of their customers through data
integraton and a mult-disciplinary approach that
enables sound, data-driven business decisions.
Since we live in a highly dynamic and mult-
dimensional world, we believe the most efectve
business decisions come from a synthesis of data
streams and not from one-dimensional sources.
Using our 360 Discovery approach, we ensure the
comprehensive use of all available structured and
unstructured data sources, enabling us to bring
the best to bear against each engagement. Strong
decision support is enabled through a combinaton
of analytcs, domain expertse, engineering and
visualizaton skills brought together in harmony.
Leading companies have benefted from our
partnership with fnancial growth, 360 views of their
markets and competton, and improved customer
acquisiton, satsfacton and retenton.
Seatle | Phoenix | Denver | Chicago
Cincinnat | Bangalore | Dubai | London
For more informaton or to request a consultaton,
please email info@blueoceanmi.com or visit us
online at www.blueoceanmi.com.
2014 Blueocean Market Intelligence. All Rights Reserved.