Grange Insurance – Social media & online reputation
“Marketing Works approaches everything they do like they are an actual employee of your company. If I had to narrow it down to a few words I would say…. Invested, Genuine, Big Picture Thinkers, Strategic, Invaluable, Partner.”
— Michelle Woods, AVP, Marketing Strategy & Research
Every second, 6,000 tweets are distributed; 35 million people update their statuses each day; 187 million people visit LinkedIn each month. This can make it difficult for companies, including major insurance carriers, to cut through the online noise to reach online audiences.
To increase its thought leadership in the industry and strengthening its online presence, Grange needed to put a social strategy in place that would engage current and attract new social followers.
Marketing Works leverages its 360° Process to help Grange assess its current social media presence. Because the ultimate success of Grange depends on its reputation, and the support of its independent agents, Marketing Works first examined the impact of the company’s social media presence in comparison to its national and regional competitors. The assessment indicated that Grange had an opportunity to differentiate itself from competitors by both proactively and reactively engaging with its audience and defining a unique persona on each channel.
Marketing Works leveraged its deep understanding of strategy to develop a comprehensive social media content calendar. Through a variety of content, Marketing Works developed an online persona that Grange’s followers could relate to and saw as a trusted advisor.
Marketing Works and Grange collaborated to distribute content on a consistent, frequent basis and actively engage with its social audience.
At the end of each month, Marketing Works compiled and reviewed the data against benchmarks to adjust, realign and refocus efforts to match the strategy and objectives. Through the support of our strategic planning, counsel and implementation, Grange experienced the following 2014 results across their social channels:
- 129% increase in Facebook likes
- 186% increase in Facebook engagement (likes, shares and comments)
- Initiated engagement on Twitter and LinkedIn channels
- 361% increase in Twitter followers
- 38% increase in LinkedIn followers