Crafting an insurance social media strategy : P&C and life insurance are getting social with customers and agents

<?xml version="1.0" encoding="UTF-8"?><collection xmlns="http://www.loc.gov/MARC21/slim" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance" xsi:schemaLocation="http://www.loc.gov/MARC21/slim http://www.loc.gov/standards/marcxml/schema/MARC21slim.xsd">
  <record>
    <leader>00000nam a22000004b 4500</leader>
    <controlfield tag="001">MAP20090104280</controlfield>
    <controlfield tag="003">MAP</controlfield>
    <controlfield tag="005">20191202111909.0</controlfield>
    <controlfield tag="008">091210s2009    usa||||       ||| ||eng d</controlfield>
    <datafield tag="040" ind1=" " ind2=" ">
      <subfield code="a">MAP</subfield>
      <subfield code="b">spa</subfield>
    </datafield>
    <datafield tag="084" ind1=" " ind2=" ">
      <subfield code="a">217</subfield>
    </datafield>
    <datafield tag="100" ind1="1" ind2=" ">
      <subfield code="0">MAPA20080662745</subfield>
      <subfield code="a">Mitchell, Chad</subfield>
    </datafield>
    <datafield tag="245" ind1="0" ind2="0">
      <subfield code="a">Crafting an insurance social media strategy</subfield>
      <subfield code="b"> : P&C and life insurance are getting social with customers and agents</subfield>
      <subfield code="c">by Chad Mitchell with Benjamin Ensor and Courtney Tincher</subfield>
    </datafield>
    <datafield tag="260" ind1=" " ind2=" ">
      <subfield code="a">Cambridge</subfield>
      <subfield code="b">Forrester Research</subfield>
      <subfield code="c">2009</subfield>
    </datafield>
    <datafield tag="490" ind1="0" ind2=" ">
      <subfield code="a">For eBusiness & channel strategy professionals</subfield>
    </datafield>
    <datafield tag="520" ind1=" " ind2=" ">
      <subfield code="a">Property and casualty and life insurers market some of the most boring consumer products and brands. Times are changing, though, as emerging direct brands like Esurance and traditional agent based insurers like Liberty Mutual Insurance are developing their social media strategies and trying to change brand perceptions. Auto and life insurance customers continue to flock online to research and buy insurance. And insurance agents are using social networks for training and recruiting. Insurance eBusiness executives should build a social strategy that addresses customers and agents problems, prepare for risks, and measure what matters</subfield>
    </datafield>
    <datafield tag="650" ind1=" " ind2="1">
      <subfield code="0">MAPA20080586294</subfield>
      <subfield code="a">Mercado de seguros</subfield>
    </datafield>
    <datafield tag="650" ind1=" " ind2="1">
      <subfield code="0">MAPA20080602406</subfield>
      <subfield code="a">Marketing estratégico</subfield>
    </datafield>
    <datafield tag="650" ind1=" " ind2="1">
      <subfield code="0">MAPA20080570286</subfield>
      <subfield code="a">Redes sociales</subfield>
    </datafield>
    <datafield tag="650" ind1=" " ind2="1">
      <subfield code="0">MAPA20080601706</subfield>
      <subfield code="a">Formación electrónica</subfield>
    </datafield>
    <datafield tag="650" ind1=" " ind2="1">
      <subfield code="0">MAPA20080583415</subfield>
      <subfield code="a">Agentes de seguros</subfield>
    </datafield>
    <datafield tag="650" ind1=" " ind2="1">
      <subfield code="0">MAPA20080600167</subfield>
      <subfield code="a">Captación de clientes</subfield>
    </datafield>
    <datafield tag="650" ind1=" " ind2=" ">
      <subfield code="0">MAPA20190001328</subfield>
      <subfield code="a">Márketing de la empresa de seguros</subfield>
    </datafield>
    <datafield tag="700" ind1="1" ind2=" ">
      <subfield code="0">MAPA20080130077</subfield>
      <subfield code="a">Ensor, Benjamin</subfield>
    </datafield>
    <datafield tag="700" ind1="1" ind2=" ">
      <subfield code="0">MAPA20080655785</subfield>
      <subfield code="a">Tincher, Courtney</subfield>
    </datafield>
    <datafield tag="710" ind1="2" ind2=" ">
      <subfield code="0">MAPA20080436582</subfield>
      <subfield code="a">Forrester</subfield>
    </datafield>
    <datafield tag="830" ind1=" " ind2="4">
      <subfield code="0">MAPA20080655792</subfield>
      <subfield code="a">For eBusiness & channel strategy professionals</subfield>
    </datafield>
  </record>
</collection>