Covid-19 has accelerated on-line purchasing and buyer comfort has change into crucial. However even earlier than COVID, Wolt, Zoom, and present client habits, all of the indicators had been there, approach earlier than the race for digitalization. Actually, shortly after the emergence of social media in 2003-2004, companies realized its potential and began using it for advertising and marketing and enterprise functions.
Since then, social media has taken over conventional media to some extent the place immediately 90% of companies use it as their core advertising and marketing and buyer engagement platform. However immediately we’re so consumed with digitalization that we forgot the fundamentals behind ‘social’.
Social media and digitalization have a typical aim – to allow participating and sharing data on a private degree. As insurance coverage carriers, we will present a holistic expertise for all stakeholders, stepping again from options, purposes, centricity, insights, and all that jazz. As an alternative, we must always concentrate on the worth prospects search for when interacting on a social platform.
The Social Wants behind Social Media
Understanding, empathy, relatedness, consolation, and a way of belonging are a few of what we search for in social media. And the extra time we spend on screens, the extra time we spend alone, and the larger our want for social interplay and a way of belonging.
For this reason social media communities flourish. They fill a social void, permitting us to precise ourselves, and obtain and supply help wherever, anytime. Social media communities have come to switch native bodily communities, uniting folks from the world over round values, experiences, opinions, and beliefs.
Digitalization as A part of Social Media
Social media is usually outlined as a collective time period for web sites and purposes that target communication, community-based enter, interplay, content-sharing, and collaboration. We use social media to interact via screens, and digitalization creates a buyer engagement platform that focuses on services. Simply as in social media, the aim is to interact with prospects and share related data on a private degree.
Opposite to conventional media the place communication is a ‘one-way road’ from the insurance coverage firm to its prospects, social media has opened up two-way communication channels. Right now we will contact firms publicly and simply entry service suppliers, insurance coverage firms, retailers, and any entity with an internet presence. Accessibility is not a one-on-one telephone name, however a public type of communication the place a buyer’s overview or grievance could make or break. In some ways, social media has handed management over to the shoppers, and buyer interplay advanced to an ‘eye-level’ engagement the place each events share not simply data and knowledge however opinions, wants, and experiences.
Understanding by Glocalizing
We’re obsessive about personalization, however what about glocalization? That is when a model makes use of not simply customized content material, but in addition localizes it based mostly on the client’s location, neighborhood, or native tradition. Glocalizing permits a worldwide insurance coverage firm to enhance customized content material with referrals to their native department, consultant, or neighborhood drugstore that has the related insurance coverage protection. The results of a very good glocal technique is that prospects really feel their insurance coverage service understands them, is conversant in their environment, and is there for them.
Why Social Media for Insurance coverage?
Increasingly insurance coverage social media communities and teams are gaining momentum. Whether or not on Fb, LinkedIn, or particular social communities for insurance coverage brokers for insurance coverage professionals, or shoppers, virtually everyone seems to be participating in an insurance coverage social media group the place frequent dilemmas, ideas, and wishes are shared. That is the place we achieve a broader perspective on points and be taught from others’ experiences. Collaborating on this larger collective supplies a way of energy and belonging, particularly when going through cumbersome and complicated insurance coverage points.
Utilizing social media, the insurance coverage market which is perceived as outdated and sophisticated can re-invent itself, breaking many conventional guidelines and behaviors. As an insurance coverage service, don’t anticipate prospects to stick to your brokers, web site, or language. Moderately, meet your prospects the place they spend most of their time. Present them with new capabilities akin to straightforward localization, dialogue, gamification, and even the creation of sub-communities and permit them to positively have interaction in consuming insurance coverage choices. Doing so removes obstacles between vendor and client, making certain partnership, higher buyer expertise and retention, and improved gross sales.
Ilan Buganim is the chief expertise and knowledge officer at Sapiens