AAMI insures social media marketing with real-time content

Brand manager for personal insurance business says structured approach and working with internal teams including legal to gain sign-off rights were vital to its content marketing plan

Insurance brand, AAMI, claims its decision to up the content marketing ante with a real-time social media approach is already driving more positive digital engagement.

Speaking at the inaugural Ad:Tech Content Collective event in Sydney, AAMI Personal Insurance brand manager, Claire Whish-Wilson, and content agency partner, Edge Custom, shared how the Suncorp-owned brand has built out its social media strategy with a growing mix of planned, proactive and real-time content.

Whish-Wilson told attendees AAMI initially saw social as a customer service channel, before shifting the focus onto fan growth.

“However, we quickly realised engagement wasn’t following suit,” she said. “We were also running everything in-house and all content was campaign driven. This meant we were talking at customers, not to them.

“We had a content strategy but needed an editorial lens on it.”

Edge Custom group account director, Andie Tickner, said the content marketing plan is based on three pillars: The AAMI brand; its ‘lucky’ proposition and what that stood for; and relating content back to core product areas such as home, auto and travel. Content created is educational, inspirational or entertaining.

Having made initial inroads with this approach, AAMI moved to a real-time social engagement model three months ago. This was partly driven by changes to Facebook’s algorithm, but Tickner and Whish-Wilson suggested it was also inevitable given the dynamic nature of social exchanges.

Tickner explained the new social model revolves around a four-pronged content model: Planned, proactive, reactive and unplanned. Rather than always be interacting in real-time, AAMI’s content strategy is about having a mix of posts so engagement is consistent, she claimed.

Planned real-time content, for example, is used to leverage upcoming events AAMI is sponsoring, such as Derby Day. Unplanned content, meanwhile, is both about customer service, as well as discussing current events trends and breaking news that complements AAMI’s brand values and audience, Tickner said. Scheduled content might then tap into more product and campaign activity.

AAMI operates across Facebook, Twitter and Instagram and is looking to launch on Vine. Each channel gets a different mix of content, Tickner continued. For instance, 45 per cent of the AAMI content posted on Facebook is “planned, real-time” posts, while the figure is upwards of 80 per cent on Twitter.

Tickner also outlined successful types of content for AAMI on certain social channels. For example, AAMI has moved to more image, text and external URL posts on Facebook, while activity on Instagram tends to be more “test and learn” and campaign driven, she said.

“Everyone realises that the goal posts are changing every six months in social media, so while we had already decided to invest in content, it’s a continual evolution in terms of where we’re headed,” Whish-Wilson commented.

Related: 7 brands share their content marketing dos and don’ts

To support AAMI’s social content strategy, Edge created a ‘brand newsroom’ with an analyst and editor providing written, video, PR and design-led content. The two work closely together, as well as with AAMI’s community manager on devising the daily and long-term content plan.

Vital to making the whole thing work was not only having a structured approach to social engagement, but also one sign-off point in the social team, Whish-Wilson said.

“We have spent a lot of time getting internal support and working with our stakeholders including legal teams and corporate affairs so they’re all on-board the journey and so that we can have one sign-off point,” she said.

“That has been critical. Working with the legal teams to understand the risks, we are then empowered and can flag anything that’s an issue. But it also means we can be very nimble. We have a set time in the day when we can provide feedback and we’re accountable for that.”

Read more: Optus claims world-first with Facebook trending campaign launching pre-paid offer

Since its real-time content launch in July, AAMI has seen Facebook engagement rates lift 53 per cent, while new page likes have increased 191 per cent. On Twitter, the group has attracted 2500 new followers.

“We have been able to foster some positive conversations on the social pages,” Whish-Wilson said. “A lot of the channel conversations before were customer service, so there were many negative posts. This has given us the opportunity to create a more positive experience.”

Whish-Wilson said an ongoing challenge was staying true to the brand. Given its mass market audience base, it was important to identify trends and territories where AAMI had a legitimate voice and currency.

“We can’t be distracted by the shiny new post that comes in every day that might be fun but not right for our brand,” she said.

Whish-Wilson’s other piece of advice for brands investing in content marketing is to be patient. “This is a long-term game. Set your measures of success early, be realistic about those, and be patient about achieving them.”

More on Suncorp: Insurance group appoints Edge to deliver a new Business Insurance Hub

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, or join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu

Signup to CMO’s email newsletter to receive your weekly dose of targeted content for the modern marketing chief.

Join the newsletter!

Error: Please check your email address.
Show Comments

Blog Posts

To DMP or not to DMP?

There are plenty of brands that can benefit from plugging into a data management platform. But should you engage an agency to run one or bring it in-house?

Ben Willee and Richard Taylor

Spinach Advertising

Innovations in retail will bring creative and technology closer than ever

While approaching a customer in a shop and asking what you can help them with is Retail 101, how many of us actually enjoy being approached? Generally, you have to give the forced, fake smile and say, “Just browsing, thanks,” while screaming on the inside, “just leave me alone!” Maybe it’s just me?

Jason Dooris

CEO and founder, Atomic 212

There’s a brand in my digital soup

Not a day passes by in the life of business executives where digital innovation or the prospect of disruption is not front of mind. This in turn, drives an unrelenting flow of questioning, discussion and strategy papers.

Jean-Luc Ambrosi

Author, marketer

I need to be reborn before i can grow up & become a contestent.

Kaye Peterkin

Channel Nine's content now streamed digitally on 9Now

Read more

I hope The Block, will continue for many many more seasons.When i die, & grow up, I want yo come back as a contestent.

Kaye Peterkin

Channel Nine's content now streamed digitally on 9Now

Read more

Sounds a bit confusing, but also like there're quite a few benefits. So, it's a good idea to link it with crm and marketing automation? D...

Kirsten

To DMP or not to DMP? - Marketing automation - CMO Australia

Read more

cc

Marjorie Campbell

Talk to me, Facebook! Social net buys speech recognition company

Read more

This would have the be the worst company to ever use. They never get back to you, they over promise and under deliver and when you questi...

Samantha Colbert

Aussie entrepreneur Nick Bell sells WME Group to Melbourne IT

Read more

Latest Podcast

More podcasts

Sign in