Terry Golesworthy

A Review of Social Media in The Banking Sector

The Role for Social Media in Banking Industry What purpose does social media serve and how can it contribute to the business of banks? Despite the corporate presence of social media for more than 6 years, there remains uncertainty about how best to use the...

Content Marketing in Insurance – The Solution or Part of the Problem

Social media promised a direct and less formal route to customers, but it has created mixed results. The are many issues to address, but one specific problem is the significant increase in the demand for content. Content marketing and road signs in Boston – both...

What Can The Amazon Dash Button Teach an Insurer?

Recently, Amazon unveiled “Dash” buttons, which you attach to a household appliance or kitchen surface and then connect to the Internet (and the Amazon store) via the home Wi-Fi. For example, one of Amazon’s partners is Procter & Gamble, so when you run low...

The Auto Insurance Experience

My son recently moved to North Carolina and needed to buy a new (used) car and his first insurance policy. “I can help with the insurance,” I suggested, eager to be helpful but also to experience the process through the eyes of a millennial. I...

Insurers are Losing the Customer Satisfaction Battle – Can Social Media Help or Hurt?

The American Customer Satisfaction Index (ACSI) is an independent benchmark of customer satisfaction grounded in annual customer surveys. In the most recent insurance industry report, satisfaction in Property and Casualty insurers is down 3% and life insurers down 4%. David VanAmburg ACSI’s managing director...

Insurance is a Commodity if the Customer Say it Is

Insurance is not a commodity, insurance is not a commodity. If we keep saying that, is it true. Among the latest deluge of GEICO ads is a series entitled, “Did You Know…”, in which one character absent mindedly says “hmmm, 15 minutes can save...

Social Media Turns the Funnel Upside Down

Attend any presentations about social media at an insurance conference and you will undoubtedly see a slide that displays the latest data on the incredible number and variety of people active on social networks. I do not question the numbers but do question the...

SocialMedia for Insurers – Stop Counting and Start Measuring

Gathering a myriad of metrics for social media has always been easy – because we count, not measure. What’s the difference? Counting includes the number of fans, followers, pins, clicks, reach, shares, retweets and likes. These are vanity numbers which platform vendors and digital...

Social Media – Outlier posts and what that tells us about strategy?

No one knows how long it will be before the social media bubble bursts or, more likely, new platforms come along and steal the pot of gold. It is logical therefore that the current leading social platforms monetize as fast as possible. Insurers like...

Social Media is for Sharers not Advertisers

Social media is used by millions of consumers and businesses every day with more frequency and with more time spent than any other single online activity. So it goes without saying that insurers must have a social media strategy. However, reviewing the social media...

Esurance and Social Media Etiquette Faux Pas or a Brilliant Campaign

“Esurance Wins the Twitter Bowl” claimed The Wall Street Journal while others felt the company drove social media back six years to the early and naïve days of judging success by the number of fans. For those that missed the fun, Esurance purchased the...

Social Media Tweeting Tips for Brands for the Super Bowl

According to Mashable, a lot of brands are desperately setting up war rooms and even have celebrities on hand to make the most out of events during the Super Bowl. It was a timely tweet by Oreos now known as the “blackout tweet” that...

Insurers and Social Media – Where are We? – A Snapshot

Insurance is not as uniform as most people outside of the industry think it is. When people ask, “What insurance companies are performing best with social media?” it’s as if they’re asking, “How long is a piece of string?” The problem is that too...

Trust Is the Real Battleground for Insurers

Channel is not the Game Changer, Trust and Customer Experience Are. The debate within the insurance industry about changes to the sales channel is white-hot. What impact will the growth of direct, multichannel, and even non-traditional providers (think Costco, Walmart, and Amazon) have? Are forecasts...

Social Media – Anyone for Tea?

Social media channels are, more often than not, touted as a way to connect with younger consumers who otherwise are outside the sphere of influence of traditional sales and marketing channels. That is indeed true. But social media channels is just as much about...

“Where’s the ROI?” is The Wrong Question – Social Media is Bigger than That

Social networking discussions tend to focus on technology, as in "What is our Facebook strategy?" "How should we use Amazon was once wrongly dismissed as a fad. Wiil some insurers makes the same mistake with social media Twitter?" and "Who should own the company's LinkedIn…

Social Media for Insurers – The Fork in the Road

Social media is this newfangled communication gizmo that comes with lots of bells, whistles and even kazoos – but what's it for? Simple answer – to communicate but with a few wrinkles. What are the Wrinkles? It is two-way conversation. So is the telephone, you…

Social Media – Brings Carriers and Agencies Together – or Tears them Apart?

I recently attended an insurance industry conference with the usual mix of attendees from agencies and carriers, two groups that can be described as frenemies. There are deep-seated suspicions on both sides, even though they profess undying love for each other. Culturally they are...

Social Media – Too Big to Fail?

We cannot ignore that our customers, prospects, business partners, employees – well, pretty much everyone – are now using social media to some degree, but creating a simple catchall term – "social media" might be deceiving. The general goal for businesses embracing social media is...

Social Media – Too Much Style, Too Little Substance?

of the obligatory company Facebook page. Success metrics have not progressed very far from the early usage however and dominated by easy-to-measure interim metrics such as followers, fans, and likes. To be sure, insurance is not an especially interesting subject and many insurers hardly mention...

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