Posts Tagged ‘twitter’
GEICO’s Twitter pages, @TheGEICOGecko and @GEICO, were so-so. The number of followers was about a third of @StateFarm and @StateFarmNation, which is surprising because of the large Gecko following. GEICO does tweet almost every business day, mostly touching on popular marketing characters. GEICO does a nice job of intertwining their other social media pages with noticeable links that redirect followers to the GEICO Facebook and YouTube pages. As for the tweets…There is a nice mix of Gecko and recent events such as: Halloween, Thanksgiving, and shopping on Black Friday. However, they do a poor job of tweeting about current pop-culture events that connect with the average twitter demographic.
Overall, GEICO puts forth the effort on Twitter…just not to the level of State Farm Nation.
Twitter Grade: C+
- The GEICO Gecko – 201,080 “Likes”
- GEICO – 198,666 “Likes”
- GEICO Motorcycle – 5,002 “Likes”
- GEICO Military – 952 “Likes”
GEICO has numerous Facebook pages, many more than the four I listed above (RV, Local Office, Nascar, Careers, Caveman, Kash, and Skytyperse to name a few). Not to mention Warren Buffet has a large following of over 200K. Character appeal is overly apparent with pages dedicated to each of GEICO’s marketing personalities, with the Gecko getting the most love.
GEICO does a great job of bringing the Gecko to life. You’ll notice a lot of pictures and videos of him on Trips to New York and Buffalo. Shots of the Gecko sightseeing at Niagara Falls…Hanging out with the Bills WR David Nelson at the Buffalo Zoo …Getting a self-portrait in Central Park…Even dancing with the Naked Cowboy in Time Square.
GEICO has a great thing going on Facebook, but again, they haven’t reach their max potential. Relying on the Gecko is working, but there is room for more.
Facebook Grade: B
- GEICO Channel – 16,705 Subscribers & 37,118,819 Million Uploads
GEICO has set the bar for the YouTube standard in the insurance industry. The number of video uploads and page subscribers far exceed GEICO’s competition. The abundance of activity is a result of successful advertising through various popular characters that star in the GEICO commercials. The Gecko is the most prominent TV personality on the YouTube page; however, Guinea Pigs, Mr. Butters and the Cockatoo, and the GEICO Question Guy make appearances.
On the top of the webpage, the Gecko is featured, in which consumers can “Follow the Gecko’s Journey.” This feature includes links to the Gecko Facebook page, the Gecko Twitter page, and GEICO.com.
The number of subscribers, views, and uploads says it all.
YouTube Grade: A
GEICO has done a great job of leveraging the popularity of its television marketing. The Gecko is an obvious staple in GEICO marketing, but social media efforts need to be pushed further if they hope to connect with consumers on Facebook and Twitter. GEICO is one of the best in this space…I just think they can do better.
Social Media Grade: B+
• @aflacduck – 12,0385 Followers & 2,539 Tweets
My primary focus has been grading P&C insurance company social media pages, but today I am switching my focus towards Aflac.
Aflac’s Twitter page, @aflacduck, was impressive. Similar to @StateFarmNation, the number of followers was notable, considering it’s an insurance page, and the content was more appealing to the average Twitter demographic. Recent tweets touched on the Saturday Night Live, College Football, Nascar, US Navy, and Cancer Research.
Aflac’s customer service Twitter page is not up to date and only has one tweet which states “contact Aflac HQ customer service at 800-99-aflac and we will be glad to assist you.” Very odd that they do not have a forum in which customers can share personal experience regarding Aflac’s products and services.
Twitter Grade: B
Aflac Duck – 285,863 “Likes” • Aflac – 13,529 “Likes”
The content on the Aflac Duck Facebook page is similar to what was tweeted on its Twitter page. The main focus was on the Fight Against Childhood Cancer, in which individuals could donate money towards Aflac’s 2 million dollar goal. Video streaming was the main difference, offering the ability to watch various Aflac commercials. A list of the Aflac Duck’s “greatest hits” was available for viewing. The corporate page was nearly identical to the Aflac Duck page, minus the focus on the Duck.
Facebook Grade: C+YouTube
Aflac Insurance Channel – 761 Subscribers & 1,263,469 Million Uploads
The main focus on Aflac’s YouTube cannel centers on the Aflac Duck commercial series. In my opinion, this series of commercials are funny, but not funny enough to stream on YouTube. With over 1 million uploads, it’s apparent that the Duck does in fact have a following, however, not nearly as big as GEICO (34 Million), Allstate’s Mayhem (13 Million), and Progressive’s Flo (4 Million).
YouTube Grade: C+
Overall Grade When comparing to other Life insurance companies social media pages, Aflac is definetly the top performer, but I feel like there is room to take it to the next level.
Social Media Grade: B-
- @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+
- 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
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-