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Enterprise Case Study with Cover-More Insurance

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Information about Enterprise Case Study with Cover-More Insurance
Business & Mgmt

Published on September 12, 2013

Author: hootsuite

Source: slideshare.net

Description

Cover-More Group, an Australian-owned travel insurance provider with an active presence on multiple social networks, wanted to make data-driven decisions about its social media campaigns. At the board level, Cover-More needed to be able to show a snapshot of how the company’s social strategy was progressing, particularly in comparison with competitors. However, the Social Media and eCommerce teams also wanted to know how their activities were tracking on a day-to-day basis. Reconciling the reporting needs of executives and practitioners was proving difficult.

Lynton Manuel, Cover-More’s Social Media Manager, decided that a Social Media Command Center could meet his operational demands as well as the strategic requirements of executive leaders. He was right.

Read this case study to find out how Cover-More’s Social Media Command Center has:
Demonstrated the impact of Cover-More’s social media strategy to the company’s executives.
Informed decision-making with real-time data from social media and e-commerce.
Motivated the social media team and boosted moral for the entire workforce.
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1 Case Study: Cover-More Case Study produced with HootSuite Solution Partner, KINSHIP digital About Cover-More Cover-More Group is an Australian-owned travel insurance and assistance group of companies with a global footprint that includes offices in Australia, the United Kingdom, China, India, New Zealand and Malaysia. Each year, Cover-More provides insurance policies for over 1.6 million travellers, manages more than 70,000 insurance claims and helps more than 42,000 customers with emergency assistance. The Challenge To automate the delivery of data that provides value to both social media managers and executives. At the board level, Cover-More needed to be able to show a snapshot of how the company’s social strategy was progressing, particularly in comparison with competitors. They were also keen to show executives how social media could benefit the business and not just be seen as a risk. However, the Social Media and eCommerce teams also wanted to know how their activities were tracking on a day-to-day basis. Reconciling the reporting needs of executives and practitioners was proving difficult. Once a month, Lynton Manuel, Cover-More’s Social Media Manager, would populate a spreadsheet with data from each of the company’s social network profiles, in an attempt to put the various channels and results in context with one another. The process was exceedingly labour intensive: dedicating half a day each month to compile a “pseudo dashboard” became the norm. Manuel presented an overview of status, successes and challenges to the Board of Directors monthly, but the Board was most interested in a visual snapshot. “Real time data from our Command Center made social media relevant to executive decisions.” Lynton Manuel, Social Media Manager at Cover-More Insurance Services Limited

2 Case Study: Cover-More Case Study produced with HootSuite Solution Partner, KINSHIP digital The Vision Transform how Cover-More’s social media activities are measured and perceived. Cover-More had three main objectives in building a Social Media Command Center: • To provide a snapshot of Cover-More’s social media presence to the board of directors. With executives having little or no experience in social media, the team wanted a visual space where they could display messages sent out on Twitter as well as feedback from customers. They also wanted to provide the board with a quick graphical comparison on how Cover-More sat in the social arena when compared to online competitors. • To give a real-time feel to reporting and automate much of the reporting process. Cover-More’s social media team wanted to spend less time building spreadsheets and more time building online communities. Their Social Media Command Center needed to show data that was still actionable, not weeks old. • To ‘Wow’ people and to impress clients and prospects. The Command Center had to attract the attention of office guests, while clearly demonstrating Cover-More’s position as a leader in the eCommerce and social media space. Implementation Bringing social media intelligence into the company’s nerve center. The Cover-More Social Media team decided their Command Center needed a large display in order to inform and impress viewers. With the help of the IT department, they set up a 60” television in a prominent location on the executive level, where employees, executives and potential clients could see it. Their graphic designer created a custom background image and fine-tuned other style elements to make sure that the Command Center was visually appealing and on-brand. “With a Command Center in the office, every employee can hear from our customers. It reminds us why we do what we do.” Lynton Manuel, Social Media Manager at Cover-More Insurance Services Limited

3 Case Study: Cover-More Case Study produced with HootSuite Solution Partner, KINSHIP digital Results An immediate impact on perceptions and Cover-More’s bottom line. In its first few weeks of operation, the Social Media Command Center has: • Wowed executives. A senior executive noticed the Social Media Command Center within 30 minutes and liked what he saw. After a quick read of the most recent Tweets, the executive remarked, “I didn’t know we had people saying thanks on Twitter. This looks fantastic.” • Helped secure a client. Prospective clients are interested in the data and impressed by the sophistication of Cover-More’s social presence. The Command Center helped secure a client within two weeks (the prospective client walked past the screen, noticed his brand mentioned, and was convinced to get on board). • Increased employee engagement and morale. The Command Center has elevated Cover-More’s brand perception within the workforce by highlighting the company’s leadership position in social media. It has also become a focal point for employees to quickly understand the real-time data provided by Social Media and eCommerce. • Motivated the Social Media Team. “When you can see visual data and comparisons to competitors on a 60 inch screen, it can be surprisingly motivating,” says Manuel.

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