Social Media

Case: insurance company ALOHA ALOHA is a new brand in insurance. The BackOffice is arranged by a reputable, existing company. This brand has been specially launched to appeal to the younger target group. ALOHA profiles itself completely as a stand-alone insurer. Only in the fine print can it be seen that it concerns the daughter of an existing large insurer. Target group and products The target population is about 500,000 Dutch people. ALOHA focuses on young people, but on top educated people. Young people from the age of 18, so students. Recruitment will no longer take place over the 28 years. The objective is to to "catch" this target group as early as possible and transfer it at a later stage to the brand behind it with a proposition that also focuses more on other phases of life (family). For example, ALOHA fits in the lifecycle of the products in the first line. Marketing communications This approach is also reflected in the marketing communication approach. Only and exclusively advertised on "modern" media with the aim to attract visitors to the website. Through the website visitors must be convinced to take action and take out insurance. Only for the introduction campaign is a grand one at that time RTV campaign launched with the pay-off: "ALOHA, why? That's why!" This pay-off has now been released. All activities now focus on the burden of proof and the content. This has to be reflected in excellent service and original, creative, but not over the top communication via especially social media. Recruitment campaigns therefore only take place there. Products The products of ALOHA are limited for the time being and are aimed at the target group. For the time being there are four products: • the student health insurance • the students ongoing travel insurance • the student emergency assistance insurance • the student gadget insurance. Organization and culture The organization is simple. Every product has a product manager. This person is both responsible for the objectives and the brand image. The four product managers report to the CEO, Jan Oudekerken, who is financially responsible and reports to the head office. Jan mainly focuses on the brand image and the substantive management of the product managers. Every product manager has a modest staff who are mainly involved in the implementation of marketing, communication and PR policy. This staff is also available when it comes to webcar activities. There is also a manager call center, responsible for the front-end center. The entire back office is handled by the head office, ALOHA is not responsible for this. The call center is therefore exclusively focused on complaints handling and the conclusion of policies. Culture At ALOHA, only people who are 100% fit in the target group work. Only the students work in the call centers. The profile that ALOHA is recruiting here: student and social media-oriented. Oat means: at least a face book account and active on it. The culture is further characterized by a flat self-reliant structure. The management is relatively young, the oldest coworker is the CEO: he is 37 years old. Oak for the management and the staff applies: social media active. So Facebook or Twitter, Linkedin and preferably your own youtube and flick account. It is true that the CEO Jan Oudekerken is a bit skeptical. He sees the social media activity in this culture as a moral obligation, but is critical. He only believes in it when there is a result. His tweets are therefore only about business things. Jan is a social media skeptic and will be hard to convince of a strategic plan in which explicit use is made of social media, unless demonstrable results can be expected. Brand development The development of the ALOHA brand uses the method of the brand essence of J. Walter Thomson. What this method involves is already explained. The brand essence of ALOHA is "KISS", keep it simple stupid. This is used as a frame of reference in all statements: • the organization is simple • the products easily • the policies are short but powerful • the price is simple and unambiguous. For example, no product is offered for example € 94.95, but always in rounded amounts with an O at the end. For example, the health insurance policy costs € 100, - per month. There are a number of additions to that policy. These are also always sold in units of € 10, -. With this consistent brand approach, a transparent brand is created. Proposition The insurances are therefore characterized by KISS, but they are also very advantageous, why pay more? The KISS model together with the 0% profit target is also the rationale why this is possible. Transparency is paramount. The tractor is of course the gadget insurance: a low-cost insurance for laptop, iPhone and the like. The latter also has home contents insurance as part. Goals The targets are more focused on the number of policies sold and brand perception than on profit. In fact, ALOHA only makes revenue to be cost-effective. So it is especially for numbers of sold policies. That is why market prices are low. Given the attractiveness of the products and the first mover advantage, the aim is to have 60% of the target group as a customer for one of the products within 3 years. The introduction campaign was successful: after the campaign 42,000 policies were sold. After a year of existence, the number of customers already amounted to 68,000. This was all emal 14% above target. The objective is also that the concept can be moved to other European countries within three years. "Write the social media strategy for ALOHA. Please write a report that you present to the management to convince them of the strategy you have devised, taking due account of the CEO, who will be the most difficult to convince of the strategy. Enter the POST model Start the social media strategy on the basis of the POST model as explained in the chapter Corporate communication and social media and indicate the social media objectives of ALOHA. Describe for each letter of the POST model how you work. The POST model is the heart of the social media strategy. The POST model covers a minimum of two and a maximum of three pages of text. The POST model for ALOHA must contain the following components: P, people Which people do we want to reach? Make good use of the social technographics from the relevant chapter. Explain to which target groups the priorities lie. O, objectives Which goals do we want to achieve? Describe at least three KPIs (key performance indicators) that are clearly measurable, ie three measurable numbers. S, strategy Remember that the "how" is just as important as the "result itself". Make a description of how ALOHA should proceed. Describe how and why the most important social media should be used, both in the long term (PR and at brand awareness level) and in the campaign moments. T, tools Describe the social media tools to be used. Make a clear distinction in social media and applications social media, as described in the chapter "Definition of social media".