by Stephanie Weg
When the large US insurance provider State Farm decided to start using Social Media, they had to realise that someone else was already there: The name “State Farm” was used on Twitter and someone else hat put a State Farm movie (albeit with no real content) on YouTube. The insurance company did the best possible thing and negotiated for the rights of the name and the content. Lesson learned#1: If you don’t do Social Media, someone else will do it for you.
Today, the company’s corporate following on Social Media is respectable: about 9,000 followers on Twitter and 61,000 fans on the State Farm Facebook page make it one of the most popular US insurance companies in the Social Web.
The real kicker, however, are the fan numbers of “State Farm Nation”, the community platform where “our fans can get helpful tips, be inspired and have fun connecting with others”. Opposed to the corporate Twitter and Facebook page, the State Farm Nation presences boasts 22,000 followers on Twitter and just short of 400,000 fans on Facebook.
Lesson learned#2: Social Media is not about your company. It is about the people your company deals with.
The real kicker, however, are the fan numbers of “State Farm Nation”, the community platform where “our fans can get helpful tips, be inspired and have fun connecting with others”. Opposed to the corporate Twitter and Facebook page, the State Farm Nation presences boasts 22,000 followers on Twitter and just short of 400,000 fans on Facebook.Lesson learned#2: Social Media is not about your company. It is about the people your company deals with.
So what about the risk of being out in the Social Web as insurance company which at times has tough negotiations with their clients?
Kelly Thul, in charge of Social Media at State Farm puts it like this: “For someone who is upset with your brand, there is no greater treasure for them than honest outreach and an open mind from people within the company who care.”
He sees the opportunity to prove State Farm’s customer focus rather than feeling the need to suppress “bad press”. Also, remember lesson #1 – if you don’t do Social Media, someone else will do it for you.
A good example is this YouTube video:
http://www.youtube.com/watch?v=NYD8zRT5OJg
A client complains about State Farm, but comments by other customers make clear that they are on the side of the insurance, not the dissatisfied customer. What stronger brand advocacy is there than that?
Lesson learned #3: Negative buzz is an opportunity.
Kelly Thul, in charge of Social Media at State Farm puts it like this: “For someone who is upset with your brand, there is no greater treasure for them than honest outreach and an open mind from people within the company who care.”
He sees the opportunity to prove State Farm’s customer focus rather than feeling the need to suppress “bad press”. Also, remember lesson #1 – if you don’t do Social Media, someone else will do it for you.
A good example is this YouTube video:
http://www.youtube.com/watch?v=NYD8zRT5OJg
A client complains about State Farm, but comments by other customers make clear that they are on the side of the insurance, not the dissatisfied customer. What stronger brand advocacy is there than that?
Lesson learned #3: Negative buzz is an opportunity.
To recap: Social Media is not optional. The conversation about your brand will happen, the only choice you have is whether to join.
Your Social Media campaign will be successful when you choose a customer-centric, not a company-centric approach.
And lastly, don’t fear critics – it is an opportunity to reveal the real strength of your business. If you are not positive that the strength is there, rethink your value proposition.
On a final note, check out the must-see video State Farm sponsored: OK Go’s song “This too shall pass” and a giant Rube Goldberg machine. THIS is the stuff buzz is made of.
Your Social Media campaign will be successful when you choose a customer-centric, not a company-centric approach.
And lastly, don’t fear critics – it is an opportunity to reveal the real strength of your business. If you are not positive that the strength is there, rethink your value proposition.
On a final note, check out the must-see video State Farm sponsored: OK Go’s song “This too shall pass” and a giant Rube Goldberg machine. THIS is the stuff buzz is made of.
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