Allstate Insurance’s Social Media Case Study at BDI Event

Continuing the coverage of BDI’s Social Consumer: B2C Case Studies, Allstate Insurance’s Marcia Hansen, responsible for direct marketing, talked about Allstate’s social media program. More at @marciahansen and @allstate, (For more coverage, see the tweet recap from the McDonald’s case study)

Approach:

• Provide educational and entertaining content, largely focused on Vehicle Vibes
  • Video series: Vehicle Vibes – http://www.vehiclevibes.com/car-maintenance-video-series/
    • 5 month period: syndicated videos. 6.4 million impressions, 4.9% of people who viewed the video clicked.
    • Car Smarts Challenge Videos – www.youtube.com/vehiclevibes
  • Allstate games on Vehicle Vibes – reskins popular games
  • Friender Benders – choose a character, play a game where you try to avoid bad video habits
  • Blog Talk Radio – Vehicle Vibes weekly radio show focusing on women

Summary of Approach: Give People a Reason to Talk

1. Write entertaining, educational content
2. Take informal video and post widely
3. Make content easy to share by people and search engines
4. Sponsor conferences and give away promotional items

Content Tips

1. Shoot for remarkable Content
2. Define categories, tips for SEO
3. Add popular topics to your content mix
4. When it comes to videos, new tools make it easy… but a professional touch helps polish it

Tweet Highlights
prnewswire: Marcia, @Allstate , says she’s not allowed to talk about insurance online (bc of dif laws in def states). Interesting! #bdi
FlightpathNY: #bdi @allstate: repackage same content in various mediums. Video, games, blogs, podcasts. Making it easier to access.
sparklingruby: Write remarkable content, but don’t underestimate the amount of time it takes to get one piece of regular content published @allstate #bdi
theonswitch: Who knew insurance marketing could be so much fun? Thanks Marci Hansen @Allstate #BDI
sirmichael: Who knew?! RT @thenotoriousmeg: It is illegal to push a moose out of your car in Alaska, sez @Allstate (I Googled it #bdi peeps)