Centro de Documentacion de Fundación MAPFRE - Crafting an insurance social media strategy : P&C and life insurance are getting social with customers and agents

MAP20090104280

Crafting an insurance social media strategy : P&C and life insurance are getting social with customers and agents / by Chad Mitchell with Benjamin Ensor and Courtney Tincher. — Cambridge : Forrester Research, 2009

(For eBusiness & channel strategy professionals)

Sumario: 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

1. Mercado de seguros . 2. Marketing estratégico . 3. Redes sociales . 4. Formación electrónica . 5. Agentes de seguros . 6. Captación de clientes . 7. Márketing de la empresa de seguros . I. Ensor, Benjamin . II. Tincher, Courtney . III. Forrester . IV. For eBusiness & channel strategy professionals .