You Want Help with Social Media!
October 3, 2009 by Peter van Aartrijk · Leave a Comment
Aartrijk Brand Camp—held in Chicago Sept. 28-30, 2009 and continuing on the virtual calendar of online conversation—was all about the risk and opportunity of social media in our Wonderful World of Insurance.
We had pre-surveyed attendees at Aartrijk Brand Camp. These were agents, brokers, carriers, association executives, media reps, and business partners such as technology firms.
In sum, you have genuine concerns and questions around the impact and application of social media. You are being cautious about stepping into fray.
Here are some top issues you are having with all the excitement behind Linkedin, Twitter, Facebook, etc.:
Social media appears to be a time vampire. How do you manage the time you and your people spend with it?
How do you show a return on the effort? One survey respondent said: “While time spent on informing/communicating with fans helps build relationships, does that turn into referrals?” And sales?
We don’t know where or how to start with social media. We need a plan and a budget and somebody in charge—who is that going to be?
The internal battles are brutal. How do we get our management on board? And our legal beagles are putting the kybosh on us branding folks—the IT department isn’t helpful either. One of you said, “The current rule is to run all printed copy past the marketing and legal departments. Social [media] requires a more relaxed, conversational tone to be authentic and trustworthy…[But] it is viewed as more of a risk than an opportunity.”
We’re not sure when we should start! One of you said: “Maybe it’s better not to put a toe in the water until this new frontier matures.”
Who in insurance has gone before us? What are the best practices around building brand awareness with social media? “We need success stories.”
Who is this for? Is social media best for business-to-business? Business-to-consumer? Both? Neither?
Finally, do insurance and financial services play a role at all in social media? Do consumers care about us? We’re not worthy! We’re just not cool enough!
Ah, yes, great questions. Stay tuned for some solutions offered up by Brand Camp attendees.
– Peter van Aartrijk
Follow Aartrijk on Twitter: @Aartrijk. Follow Brand Camp conversation on Twitter using hashtag #ABC09.
On Point with Peter van Aartrijk and Rick Morgan, Episode 1: Social Media
June 25, 2009 by Charles Wasilewski · Leave a Comment
On Point with Peter van Aartrijk and Rick Morgan is an audio conversation with insurance industry leaders who champion change and challenge all of us to think.
In this first episode, Insurance Journal’s Mitch Dunford and Julie Tinney introduce the new “On Point” podcast with hosts Rick and Peter, and discuss Insurance Journal’s adoption of technology, including social media.
The podcast was published Thursday, June 25, 2009. Run time is 29 minutes 2 seconds.
Hotel Sax, Liz Strauss Just Right for Brand Camp
May 22, 2009 by Rick Morgan · 1 Comment
Earlier this week I spent some time at Chicago’s Hotel Sax—site of Aartrijk Brand Camp Sept. 28-30, 2009. If you like those Austin Powers movies, you’ll love this place. Cool, smart feel about the place, a bit of old and new mixed. The décor is almost sinfully fun and funky. Great staff. Wine shop on one side; bowling alley on the other; House of Blues 10 yards away. And what’s not to love about Chicago, people?
Also met with blogger extraordinaire Liz Strauss, one of our guest speakers at Brand Camp. (She has 28,000 followers on Twitter.) I can’t wait for our attendees to hear her ideas and interact with our other speakers and attendees—you are sure to come away with an action plan for your marketing and branding!
- Peter van Aartrijk