Twitter
Andrew Davidson 
Susan Menke 
Susan Wolfe 
Lisa Hronek Posts Tagged ‘Insurance’
Next up, Allstate…
- @Allstate – 4,206 Followers & 5,060 Tweets
- @GHCommunity – 1,913 Followers & 1,747 Tweets
I was not impressed with Allstate’s Twitter pages due to the lack of interesting topics to follow. The corporate page is standard, but the Good Hands Community needs some work. I understand Allstate goes after an older demographic, but its tweets come off as boring to someone of my demographic. Family safety, saving money, and preparing for what’s next are the main themes on its page. All are important topics, but here is an obvious lack pop culture tweets on both sites. How about hot topics, ideas, perspectives, and attitudes that are currently relevant?
State Farm has set the bar with its State Farm Nation, and unfortunately GHCommunity just doesn’t compare. There are important issues discussed, however, there is nothing that sets Allstate above the competition.
Twitter Grade: D+
- Mayhem – 1,035,830 “Likes”
- X the TXT – 122,914 “Likes”
- Save 11 – 100,821 “Likes”
- Soy La Mala Suerte – 53,878 “Likes”
- Allstate – 34,979 “Likes”
Allstate runs multiple Facebook pages, with the most popular being Mayhem and a corporate page. The Mayhem personality is more popular, which has seen constant growth with updated commercial stream. Mayhem recently joined State Farm Nation, Flo The Progressive Girl, and Farmers as the only insurance pages to surpass the 1 million fan mark. Many fans comment on actor, Dean Winters, who has become a popular fictional character in the insurance. Fans are even able to post their own personal “mayhem” videos.
The corporate page is currently running an EA Sports sweepstakes, with the chance to win NCAA 2012 every day until September 30th. Allstate has done a good job of incorporating its traditional “Good Hands” embedded within the net in-between the goal post.
X the Text and Save 11 support great causes by promoting awareness of texting while driving and Graduated Driver Licensing laws. X the Text page lacks depth, however, Save 11 engages individuals by encouraging them to write to congress in support of Graduated Driver Licensing laws. The number 11 reflects the average number of teens that are killed in car crashes every day, totaling 4,000 deaths per year.
Companies are beginning to build Spanish based pages for Latino customers, with Allstate and State Farm leading the way by recruiting fans at a fast rate.
Overall, Allstate seems to have relevant content and entertaining media, which has kept its audience engaged. Farmers and State Farm have exceeded the 1 million mark, without the popular figures such as Flo and Mayhem. Think of what Allstate and Progressive could be if they took its other pages to the next level.
Facebook Grade: A-
YouTube
- Allstate Insurance Channel – 5,309 Subscribers & 12,736,697 Million Uploads
- Allstate News Channel – 20,940 Uploads
The main focus on Allstate’s YouTube cannel centers on the Mayhem commercial series. In my opinion, this series of commercials are some of my favorite on television. With nearly 13 million uploads, it’s apparent that I’m not the only one who feels this way. 13 million uploads crushes progressive’s 4 million; however, it’s a long way from GEICO’s 34 million. Though Allstate airs other commercials featuring, Denis Haysberg, Mayhem driving the traffic. Allstate News touches on different safety issues, but the site has not received a lot of traffic.
Mayhem alone puts Allstate near the top of the YouTube insurance community.
YouTube Grade: A-
Overall Grade
Allstate has road the momentum that Mayhem has brought them since the end of last year. This alone puts them near the top of the social networking insurance communities. Twitter needs work and there is still room to growth, but Allstate will need to go beyond traditional models and think outside of the box. So far so good…
Social Media Grade: B
Next up, Farmers…
- @FarmersGroup – 4,782 Followers & 1,050 Tweets
I was somewhat impressed with Farmers’ attempt on Twitter due to its mix of topics, which included themes of both business and pleasure. There were tweets of complaints on service; however, Famers had various positive tweets on promotions for the March of Dimes, its Food Truck Event, a Farmers Jingle Contest, and a Rascal Flats Concert for Agents. They also did a nice job of incorporating product promotion without overwhelming its audience. One noticeable flaw was seen in tweets posted by Farmers, which included dead, outdated, and incorrect links to other twitter sites.
No question that Farmers has touched on some important causes, but my concern is the significance of the tweets on @FarmersGroup to your average Tweeter. Unlike @StateFarmNation, the relevance of these promotions pertains to only a small portion of followers. This opinion may differ depending on the eye of the beholder, but it just doesn’t do it for me.
Twitter Grade: C+
- Farmers Insurance – 2,248,247 “Likes”
Farmers has been the center of attention in the world of Facebook over the past couple of months. Last year, Farmers had a partnership with the social game, Farmville, which increased the number of fans by over 100,000. In June 2011, Farmers added 2.1 million fans, as they entered a new partnership with Farmville and concurrently ran an airship ride promotion on agencies Facebook pages. Farmers now has the second largest Facebook following for an auto insurer, with Flo, The Progressive Girl fan page ranking first with over 3 million fans.
Farmers is currently promoting a Las Vegas Getaway with the opportunity to spend two nights at Bugsy Siegel’s recently renovated Flamingo Hotel, dinner at Sinatra at the Wynn, tickets to the Las Vegas Mob Experience and a fun-packed “The Rat Pack is Back” show.
Facebook Grade: A+
YouTube
- Farmers Insurance Channel – 347 Subscribers & 459,504 Million Uploads
The main focus on Famers’ YouTube cannel centers around the University of Farmers commercial series, which stars Professor Nathaniel Burke. I do find these commercials entertaining on television and there are a number of them on the Farmers Insurance Channel that I have never seen live. Where the channel lacks is in other relevant content. There seems to be a high focus on the University of Farmers, but there are very few other helpful or intriguing topics. So it comes down to whether or not I find the commercials amusing enough to subscribe to the channel? As of now, I think not.
YouTube Grade: C
Overall Grade
Farmers has done a tremendous job with its Facebook partnerships and contest, however, they have only been average on Twitter and YouTube. If their other social media platforms step up their game, Farmers can compete with State Farm Nation, which is currently number 1 in my rankings.
Social Media Grade: B-
P&C Insurance TV Commercial Blog I
Recorded and OnDemand TV shows have made watching television more satisfying, but being an avid sports enthusiast , I am forced to watch commercials during live broadcasts. For the most part it’s the same old commercial on repeat…A car commercial followed by a jewelry store advertisement next to a P&C insurance plug finally rounded out with the stations primetime show promotion. Although some of these I suffer through, I do get a kick out of most P&C insurance commercials – working in the insurance industry definitely makes my eyes and ears pay a little more attention than the norm.
With all of the competitiveness circulating around the insurance sector, companies are always trying to outwit and out-market their competitors. So here is my attempt to breakdown and rate some of the more popular P&C commercials that are currently circulating the homes of insurance consumers.
Even before my days in the insurance field, I noticed GEICO’s edgy advertisements. GEICO has always been in the forefront of humorous commercials by introducing us to the Gecko, Cavemen and Googly Eyes. Progressive entered the comedic commercial scene with their quirky insurance specialist Flo, while Allstate remained professional with spokesman Dennis Haysbert’s trusting persona.
Over the past year, I noticed a few changes and/or additions to some of the major insurance carriers’ ads. The most prominent addition was from Allstate. I worked for Allstate when “Project Mayhem” was introduced earlier this year and since my departure I have noticed many more variations of “Mayhem,” all of which make me crack up and say “I’ve seen/done that before.” This year Farmers introduced us to The University of Farmers with the witty Professor Burke and Esurance went from comic book characters to real life actors. Another notable change was with State Farm. State Farm is promoting the value of an agent, but this time with a twist…fictional customer wishes are being granted after the saying “like a good neighbor, state farm is there.”
I understand that my demographics may be targeted by certain companies and others may not, but when critiquing, I try to keep an open mind to who these commercials are targeted too. Some commercials have me laughing out loud, however, some become annoyingly repetitive. I have more to come on this topic, so please stay tuned and don’t change the channel.