Mercury Insurance + Socialtyze
A SOCIAL MEDIA PARTNERSHIP
1
Introduction to Socialtyze
2
Executive Summary
As mentioned in the above video, we would like to thank you for the opportunity to become Mercury’s Social Media Agency. Over the
past few weeks we have enjoyed analyzing the insurance industry and Mercury’s place within it. In researching your core competitors,
we have found that there are some strong similarities in the way the industry players position themselves.
There is an obvious focus on saving money and better rates. In addition, while there is some attention to social media, the vast majority
of industry messaging is steeped in traditional advertising, largely in the form of TV commercials and sports.
Through our social listening efforts we have found that this advertising is making a positive difference. Many of the insurance
companies have created a strong brand identity, consumers are receptive to the savings message and there is a strong connection
between sports and insurance in social.
As such, we like your current messaging around savings, as well as your choice to sponsor the Kings, the Ducks, UCLA and other sports
programming.
The challenge, however, is that your message will get lost, particularly among millennials, unless there is a stronger connection with your
core audience and a clearer differentiation in your positioning.
In this proposal, we recommend a differentiated strategy that uses social media to capture the hearts and imaginations of consumers by
extending the savings concept to actual experiences, i.e. what are all the amazing things you can do with that extra cash.
We also noticed that social media is fertile ground for Mercury as your competitors, in large part, have neglected it and this is where
millennials live, connect and communicate.
With nearly 8 years of experience in social media and a passion to create and amplify relevant social content on behalf of brands, we are
well positioned and excited to help.
3
Socialtyze - Solving the Challenge of Social Media
4
Table of Contents
06 Industry Snapshot
09 Social Listening
17 Strategy
24 Partnerships + Interactive
28 Agent Content Hub
31 Community Management
40 Influencer Media
46 Paid Media
49 Key Performance Indicators
51 Pricing
56 What You Will Gain
59 Appendix
65 Org. Chart & Bios
5
Industry Snapshot
6
Social Snapshot
BRAND
TWITTER
INSTAGRAM
PINTEREST
YOUTUBE
LINKEDIN
KLOUT SCORE
Allstate
60.1K
4.8K
1.3K
13.8K
116K
79
Esurance
110K
1.6K
1.5K
5K
15.7K
79
Farmers
342K
1.2K
556K
3.5K
68K
62
Geico
40.9K
527K
161
253K
35K
85
Liberty Mutual
98.4K
2.2K
14
7.8K
128K
56
Progressive
40.3K
23.4K
-
9.8K
40K
81
Flo
34.4K
-
-
-
-
81
Mercury
1.4K
-
-
220
7.4K
49
Nationwide
45K
3.5K
252
6.8K
71K
83
Statefarm
71K
22K
-
19K
146K
84
Travelers
50K
-
-
1.7K
124K
64
COMPETITIVE ANALYSIS
7
7
Unique Selling Proposition
BRAND
USP/TAGLINES
CALL TO ACTION
Allstate
“You’re in Good Hands”
Switch and Save with Allstate
Esurance
“Sorta You Isn’t You”
CoverageMyWay
Farmers
“We Are Farmers
Lets Get Smarter About Insurance
Geico
“Save 15% or More on Car Insurance”
Saving People Money on More
Liberty Mutual
See Car Insurance in a Whole New Light
Expect More from Your Insurance Company
Progressive/
Flo
Flo, The Progressive Girl
Name Your Price Tool
Mobile App Helps you File Your Claim
Mercury
Low Rates and Dedicated Agents
We’re on a Mission to Save you Money
Nationwide
“Nationwide is on Your Side”
Vanishing Deductible
Coverage that Counts
Statefarm
“Like a Good Neighbor, State Farm is There”
Get to a Better State
TRAVELERS
“It’s Better Under the Umbrella”
Protecting Your Most Precious Things for Over 150 Years
COMPETITIVE ANALYSIS
8
8
Our data analysts use Crimson Hexagon’s Social Listening technology to gain insight into
the conversation surrounding brands and industries.
The following provides an analysis of the Insurance Industry and Mercury’s place in it.
9
What are People Talking About When They are Talking About Insurance?
KEY INSIGHTS:
The social conversation surrounding the insurance companies has centered
largely on the TV Commercials of the larger players, which is always about
one thing – savings.
INSURANCE
INDUSTRY
There is a connection between the humorous nature of the ads and the
social dialogue.
The brands that stand out in the crowd have created a clear message in their
marketing through personas, such as Flo and Mayhem, and they have been
very consistent with their voice, which has translated into more frequent
social dialogue and a strong brand identity.
SOCIAL LISTENING
10
10
Full Industry Sentiment Analysis
KEY INSIGHTS:
The key takeaway from the sentiment
analysis is that a core component of the
positive sentiment discussion is savings. The
challenging part is that savings is a core topic
of the industry’s marketing, and it’s difficult to
stand out.
Mercury needs to find a way to capitalize on
the positive sentiment around savings while
differentiating its messaging.
SOCIAL LISTENING
11
11
What Are People Talking About Who Are Also Talking About Insurance?
4x
2x
17x
KEY INSIGHTS:
The graph above demonstrates the conversations that people are having in social, who are also talking about insurance. For example, someone who
speaks about insurance is 17 times more likely to talk about the San Francisco 49ers.
Clearly, there is an extremely strong affinity with the sports industry, which Mercury can continue to capitalize upon by staying with a very regional,
highly focused effort, to differentiate from competitors.
SOCIAL LISTENING
12
12
What Are People Talking About When They Are Talking About Mercury?
KEY INSIGHTS:
Mercury
Insurance
Mercury’s partnership with the LA Kings, the San Diego Padres, and care
packages to the troops* stand out as big topics of conversation. The main
takeaway is that your sponsorships are working. The key now is how do
you use social to get consumers to engage more deeply and turn them into
customers.
*In a survey, 75% of millennials said that it’s either fairly or very important
that a company gives back to society instead of just making a profit.
(Source: Elite Daily Millennial Consumer Study, 2015)
SOCIAL LISTENING
13
13
Mercury Insurance - Sample Conversations
SOCIAL LISTENING
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Industry Analysis and Audience Insights - Main Takeaway
Whether it’s Flo, Mayhem, or a Gecko, the
industry’s marketing proposition is very similar—
Humorous TV ads, often aligned with sports
programming, that promise savings.
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The Challenge
In a sea of competitors shouting “savings!”, how
does Mercury stand out so that when someone
realizes “I need insurance,” they think of you?
Mercury Strategy
17
Mercury Strategy
While there is spill over to social from the TV ads, your competitors’
commitment to Facebook, Instagram, Twitter and other social networks is
low. Most of the marketing is steeped in traditional, one-way media, yet
millennials live, engage, and communicate in social.
According to a 2014 Nielsen Survey, 62% of millennials said that if a brand
engages with them on social networks, they are more likely to become
loyal customers.
Mercury has a fertile opportunity right now to evolve its “Savings”
message to a narrative that goes beyond dollars and connects with its
target audience in Social Media.
The key is to go deeper with those sponsorships and engage consumers
within Mercury-endorsed content that gets fans talking & sharing,
showcases your product offerings and generates leads.
STRATEGY
18
18
Ownable Proposition: Life With Mercury
Establish a Master Narrative such as “Life with Mercury” that can be
woven throughout as a social extension of the Mercury Mission and
speaks to your target audience, particularly your 22-34 year old demo,
who lives in social media.
Lifestyle - What’s the end game to saving money?
• What could you/would you do with hundreds of dollars more in the
bank each year?
• Show fans and prospects what life is like with Mercury: via quizzes,
trivia, giveaways for sports, trips, concerts, etc.
• Capture the imaginations of millennials with lifestyle content.
• Create content that is much more shareable.
... ALL tied to e-mail acquisition and lead generation
STRATEGY
19
19
Lifestyle Proposition: Life With Mercury
If the Mercury Mission is to Save, Serve and Protect…then Mercury
social is all about how fans reap the benefits of a “Mission
Accomplished,” showing them what life with Mercury is like.
Sure, people want to save money. Who doesn’t?
But WHY? For peace of mind, security…and to have some fun.
• They want to go to sports events
• They want to go to festivals and concerts
• They want to travel the world
• They want to wine and dine with friends
72% of Millennials would like to increase their spending on EXPERIENCES
rather than physical things in the next year, pointing to a move away from
materialism and a growing demand for real-life experiences.
(Source: Harris Interactive, 2014)
STRATEGY
20
20
Lifestyle Proposition
Nearly 90% of US millennial smartphone users admit to having their phones by their side 24/7.
All of these tactics and campaigns are highly optimized for mobile, which will allow us to connect with your
target audience most effectively.
STRATEGY
21
21
Lifestyle
Local Events & Occurrences
Promotions
• Continue to build out content around some of the
interesting events happening in your target markets
and regions that our demo is interested in. Localize the
information. Concerts, Festivals, Conventions, Foodie,
Shopping, etc.
• Build out promotions that speak to your younger consumers
to grow Mercury’s social platforms.
• Take existing partnerships to the next level with shareable,
engaging social content and lead generation.
• Build promotional calendars around the different products
to make sure each is getting their time to shine.
STRATEGY
• Promotions can be fun AND payoff on the product
proposition.
22
22
A Cohesive & Measureable Strategy
COMMUNITY MNGMT.
NEWSLETTER CRM
MEDIA
STRATEGY
INFLUENCERS
LIFE WITH MERCURY
+
Lead Generation
CONTENT HUB
PARTNERSHIPS
23
23
Partnerships + Interactive
CREATING LEAD GENERATION
24
Partnerships
• Bring Partnerships to the forefront and have fun with them.
• Look for Partners that play into the tier one segment: 22-34 year olds, as well as tier two: 35-49 year olds.
• Leverage cross promotions that will pull in your partners’ fans.
• Incorporate more of a social aspect into sponsored events.
PARTNERSHIPS + APPLICATIONS
25
25
• Leverage current sponsorships to create fun, engaging, sharable
Mercury Content in environments that extend traditional advertising
to social, collect e-mails and bring consumers down the marketing
funnel.
• Socialtyze’s Suite of Solutions includes a proprietary app platform
that includes turnkey Identity quizzes, trivia, brackets, feed galleries,
checklists and e-mail collection form. For demos of our work, click
here.
• The following slides provide recommendations for Bracketology and
Identity Quizzes. Both of these, among other options, collect opt-in
e-mails for all participants.
PARTNERSHIPS + APPLICATIONS
26
26
Bracketology
Facebook Authentication
collects opt-in emails and
FBID’s for remarketing.
*Content can be localized by market
PARTNERSHIPS + APPLICATIONS
27
27
Identity Quiz
Identity Quiz
Facebook Authentication
collects opt-in emails and
FBID’s for remarketing.
PARTNERSHIPS + APPLICATIONS
28
28
Support Mercury’s Agents
THE CONTENT HUB
29
Mercury Content Hub - Native Content for your Agents
Share:
Download
Share:
Download
Share:
Download
We recommend building a Mercury Insurance Content Hub that would allow your agents to access content to enrich their own social channels. The hub
would provide daily updates of content in the form of photos, videos and copy that are easy to share. There will also be a download feature to allow
Agents to create their own posts. Original posts receive much more engagement than shares. The content would also be sorted by social channel, date,
type of content, comedy, sports, music, etc.
SUPPORT MERCURY’S AGENTS
30
30
Community Management
31
Community Management Services
Engagement &
Promotional Strategies
All Platforms
Content Creation
Best Practices
Optimization
Data Analysis & Social
Canvas
SOCIAL CHANNELS
Posting Calendar
Community
Management
Services
Develop Editorial
Theme, Tone & Voice
Monitor & Moderation
Socialtyze will oversee Mercury’s
Facebook, Twitter, Instagram,
Youtube and LinkedIn accounts,
providing all of the services to the
left to create a solid foundation for
the brand in social.
We will help to build on Mercury’s
existing strengths and implement
a strategy that will fill in holes and
speak to the Master Narrative,
with specific, measurable goals
that lead to new business. See
Appendix for strengths and
weaknesses.
Research & Profiling
32
32
Tone and Voice
Finding a consistent tone and voice on social is critical. Who is Mercury Insurance
when you walk into a room? Socialtyze will help you develop a voice and master
narrative that fits with the brand identity and resonates with your audience.
You’re going after a younger demo that has never really planned for life events
and Mercury is here to help them make the most of it.
There is room for your tone to be more light-hearted, approachable, and
aspirational, while still being informative and simultaneously showing prospective
customers what Life With Mercury is like.
SOCIAL CHANNELS
33
33
Facebook
Twitter
Content Categories:
Content Categories:
• Blog content
• Industry news and changes
• Inspirational/Aspirational Lifestyle content
• Customer Service
• Insurance/life hacks
• Blog content + news
• Partner promotions and interactive campaigns
(quizzes, trivia, giveaways)
• Partner event news
Frequency:
Frequency:
• 4-5 days a week of posting
• 4-5 days a week of posting
• Post responses/moderation 5 days a week
• Post responses/moderation 5 days a week
SOCIAL CHANNELS
• Real-time pop culture/trending topics
34
34
Instagram
YouTube
• Socialtyze will handle the posting of new Mercury
Mission spots
Content Categories:
• Channel moderation
• Primarily lifestyle – aspirational content for
the things you can do when you save (travel,
best restaurants/foodie, behind the scenes at
entertainment events, etc.)
• Visually creative insurance/safety related posts (e.g.
Life moments/scenes made of legos)
LinkedIn
Frequency:
• Socialtyze will handle the posting of all new blogs
• 3-4 days a week of posting
• Channel moderation
• Post responses/moderation 5 days a week
SOCIAL CHANNELS
35
35
Lifestyle Content
Socialtyze can help Mercury go beyond safety and
product to capture interest and engage with a
younger audience on social, showing them what life
is like with Mercury when you save hundreds each
year on insurance.
• Travel tips, hacks, deals (e.g. when to look for flights
to save the most money)
• Round-ups on best vacation deals
• Real-time content around professional sports
playoffs
• Playlists highlighting festival lineups
• Use ongoing data analytics (in-depth monthly and
quarterly reports) to determine what fans respond
to most; adjust and strategize content accordingly
to maximize engagement
SOCIAL CHANNELS
36
36
Product-Related Content
Socialtyze will help you to deliver engaging product content to connect with your audience in
the form of Tips, Tricks and Hacks, that are infused with more of a personality:
• DIY videos for home remodeling/house flipping (new homeowners)
• Shareable infographics – e.g. tips for saving the most over the years (savings)
• Interesting research – Millennials are the true Entrepreneurial Generation (business insurance)
• Listicals – e.g. Studying hacks during finals season (good student)
• Creative videos
• Custom cartoons and comics with Secret Agent theme
• Blooper reels of Mercury Mission commercials
SOCIAL CHANNELS
37
37
Customer Service & Moderation
• Establish a level of communication that exemplifies the customer service that your target audience would
expect.
• Timely responses to questions and comments.
• Favoriting, liking and sharing posts.
• Develop an FAQ document to have standard but customizable (personal) responses prepared for any social
comments/questions.
• Ensure complete compliance with Mercury standards
• Establish escalation process and main contacts at Mercury for the handling of controversial or claim-related
questions (e.g. wegotyou@mercuryinsurance.com customer service email for all social responses)
STRATEGY
38
38
Leverage the Power of Data
Socialtyze has industry leading social listening capabilities,
mobilized by an in-house license to Crimson Hexagon.
This allows us to:
•Monitor for conversations taking place around insurance
triggers (e.g. “My insurance rate went up”, “Our new house”,
“My new car”, etc.)
•Provide in-depth audience insights
•Competitive analysis
•Crisis management – real-time monitoring and the ability to
provide timely recommendations on sentiment, scale and
response
DATA
39
39
TELLING MERCURY’S STORY THROUGH INFLUENCERS
40
Socialtyze’s sister company, StoryCafe, specializes in
developing influencer media campaigns.
StoryCafe connects brands with the right storytellers to
produce powerful, authentic content at scale and deliver it
to people they influence most.
INFLUENCERS
41
41
Millennials are highly influenced by social media celebs
largely across Instagram, Vine, and Snapchat. To build a
rapport with this young audience, StoryCafe can work
with a collection of highly talented influencers to create an
ongoing stream of content on Mercury’s behalf.
INFLUENCERS
42
42
How We Do It
END-TO-END TECH. & MANAGED SERVICES
SOCIAL LISTENING
DEVELOP STRATEGY
FIND INFLUENCERS
PRODUCE CONTENT
MEASURE RESULTS
Our five-step process provides an end-to-end technology and managed service offering that will
help us to develop the right media strategy and align the right influencers to amplify your message.
We license industry-leading technology to manage, track, optimize and report on the campaigns.
INFLUENCERS
43
43
Influencers
Carrie Underwood - Reach: 20 MM
Drew Doughty - Reach: 200K
Lucy Hale - Reach 9.8 MM
StoryCafe works with a deep database of 100,000 Influencers ranging from Top Professional
Athletes to leading Vine Comedians to highly relevant, long-tail buzz builders.
Manon Matthew - Reach 2.3 MM
INFLUENCERS
Nicholas Megalsis - Reach 5.5 MM
Teemu Selanne - Reach 250K
44
44
Influencers
WE RECOMMEND USING INFLUENCERS TO:
• Highlight and Support your current
sponsorships.
• Develop hilarious videos on Vine and
Instagram that connect with Millennials and
build your brand positioning.
• Support sweepstakes and contests to build
Mercury’s e-mail list.
• Show up at Mercury Events to build buzz and
foot traffic as well as to elevate your brand
name.
• Target & Connect with people who are in the
middle of a life-changing event such as a
marriage.
INFLUENCERS
45
45
Paid Media
46
Paid Media
Work with Palisades Media to build your fan/follower base
through paid media ads in social.
MEDIA
47
47
Paid Media
In addition, use paid
social media ads to
build awareness for
your content and bring
customers down the
purchase funnel to
conversion.
MEDIA
48
48
Key Performance Indicators
49
Key Performance Indicators
THE CORE KPIs FOR SOCIAL MEDIA ARE:
THE CORE KPIs FOR APPS ARE:
• Reach
• E-mails Acquired
• Impressions
• Total Sessions
• Engagement (Likes, Comments, Clicks, & Shares)
• Total Users
• Engagement by Reach (Determines how compelling your
content is)
• Total Installs
• Social Sentiment
• Devices
• Volume of Social Dialogue in Comparison to Competitive
Benchmarks
• Specific information based on the app, such as votes,
shares, etc.
• Time Spent
CLICK THUMBNAILS FOR SAMPLE REPORTS
THE CORE KPIs FOR CONTENT HUB ARE:
• Agent usage including Downloads, Shares, pages Viewed &
Time spent
Brand Monthly Report
Brand Quarterly Report
June, 2015
Q3 to Q4 - 2014
Post Buy
BRAND X APPLICATION
• We use Google Analytics for all Web Based Activity
socialtyze.com
KEY PERFORMANCE INDICATORS
socialtyze.com
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Pricing
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Pricing: Community Management
Socialtyze will help you to build a solid voice and presence in social in year 1 and set the opportunity for growth in years 2 and 3.
SERVICES
BUDGET
• Development of master social strategy, tone & voice
• Monthly calendars for Facebook, Twitter, Instagram, & LinkedIn
• Social Listening via Crimson Hexagon & monthly reporting
• 50-60 total original posts across Facebook, Twitter, & Instagram including image licensing
$15,000/month
• Curation & distribution of four existing content pieces for LinkedIn
• Moderation, crisis management, and guerilla social - 15 hours per month
• 15 hours of post design
• Content Aggregation for Delivery of PR Newsletter
$10,000
• Set Up Analysis & Strategy
Annual Price:
PRICING
$190,000
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Pricing: Content Creation & Lead Generation
The following is our pricing guide to create content that builds your brand image and CRM Channel in year one. We recommend focusing
primarily on existing sponsorships in the first 12 months and expanding year two and three.
SERVICES
BUDGET
• One-year license of Socialtyze App Solutions including custom design, data acquisition, & database integration
for 12 apps* (App license includes brackets, identity, trivia, e-mail form, checklist, & feed)
$60,000
• Sweepstakes rules and prize fulfillment for 12 App Campaigns **
$30,000
• Development of product related content (DiY Content, Listicles, Short Videos, Gifs, etc.) ***
$45,000
• Creation & 12-month maintenance of agent content hub
$45,000
• 4 lifestyle photo shoots for 150 images
$30,000
Annual Price:
$210,000
* Complete e-mail CRM available upon request
** Cost of Prizes is extra and fulfillment pricing assumes maximum of 5 prizes per sweepstakes/contest
*** We are happy to identify the precise amount of content with guidance on media budget allocation
PRICING
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Pricing: Influencer Marketing with Story Cafe
SERVICES
BUDGET
Creation of three influencer marketing campaigns to:
• Brand Awareness
• Establish brand equity by aligning with people that consumers know and trust
• Engage consumers in compelling content
• Acquire permission-based e-mail addresses and cookie data for retargeting
Recommended Pricing:
$100,000
The above budget will be broken down as follows: 15% for technology and influencer management, 15% agency fee, and
70% for the influencers.
PRICING
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Paid Media Recommendation
SERVICES
Through Palisades Media, we recommend running Facebook, Twitter & Instagram paid media campaigns to:
•Promote your applications for future CRM
•Build your fan/follow base
•Increase your newsletter database for CRM
Your paid social media will develop a rich database for retargeting and look-alike marketing.
RECOMMENDATIONS
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What Will You Gain?
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Social Marketing Cycle
Through the execution of this plan, Mercury will bring new customers through
the purchase cycle from awareness to conversion. It will also build loyalty
and advocacy among brand admirers and existing customers who will share
Mercury content, driving more people through the sales cycle to conversion.
Mercury will also build a significant database of potential customers for
remarking purposes through e-mails and paid media.
AWARENESS
ADVOCACY
LOYALTY
CONSIDERATION
CONVERSION
In addition, it will improve your paid media direct response efforts as users
will build a higher affinity toward Mercury, and will be more likely to request
quotes and converse with agents.
We believe that it is pre-mature to provide specific recommendations for
years 2 and 3, which will depend largely on the learnings in year 1; however,
we do feel that it should continue to focus on building the narrative
established in the first 12 months through the expansion of content, apps,
agent support, paid media, influencer media, database aggregation and
remarketing programs.
We are happy to provide estimates for more specific numbers based on the
budgets allocated to content creation and paid media.
RECOMMENDATIONS
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THANK YOU!
JOHN BOHAN
CASSY BOSS
CEO & Founder, Socialtyze
VP, Commuity Management, Socialtyze
john@socialtyze.com
cassy@storycafe.com
SOCIALTYZE.COM
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Appendix
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Strengths & Weaknesses
BRAND
STRENGTH
WEAKNESS
Allstate
• Good posting frequency
• Most content provides value to consumers through education
• Though they are using stock images, their creative additions provide a lot of value
and help to serialize the types of content their publishing.
• Lacks an original voice, and isn’t using each respective social platform to it’s full
potential.
• Their social media voice does not reflect the personality present in their
Commercials
• Very weak customer service responses (social should be a major response channel
for all insurance companies)
Esurance
• Their voice is funny, compelling, and fans definitely respond well to it.
• They have a very clear brand identity that syncs up perfectly with their traditional
media. The messaging is cohesive across the board.
• Excellent original creative, specifically designed for the respective platforms on
which it appears.
• Produces a lot of great content with the organizations they sponsor
• Though they have solid customer service responses, they could improve their
response times. Some messages were left for days before they were addressed.
• Not verified on Facebook which makes it more difficult to organically discover their
page.
Farmers
• Shareable content with interesting facts: Road trip stops posts, Did You Know
facts, Smart Hacks
• Athlete sponsorships providing content and cross promotion
• Car, life and pet insurance diversify content
• Consistent posting strategies
• Instagram specific initiatives (i.e. #ThankATeacher, #NASCAR)
• Instagram initiatives generate UGC
• Excellent customer service response/response rate
•
•
•
•
COMPETITIVE ANALYSIS
Hashtags on Facebook
Photos should be resized to 800x800 to be more eye catching in newsfeed
Instagram not verified
Lack of engagement questions to encourage comments
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Strengths & Weaknesses
BRAND
Geico
STRENGTH
•
•
•
•
•
Quick to respond to complaints/questions
They tap into fan bases through Nascar sponsorships and honoring Military
Leverages a lot of Buzzfeed content which is probably paid for
They leverage localize content but they are geo-targeting their posts
Partners with the Military
WEAKNESS
• Don’t have a lot of original creative, mostly share articles and clips they are
featured in.
• Many of their tweets don’t include images, which makes engagement low.
• They have too many Twitter Accounts they use (all verified) examples: Geico Gecko,
Geico Customer Service, Geico Racing, Geico Caveman, etc
Liberty Mutual
• Consistent: Posting 1x a day across channels
• Twitter has a separate @AskLiberty account for customer service
• Prompt in responding to negative comments, but not engaging with the positive
ones
• Tapping into trending topics such as #LoveWins
• YouTube: Love the split-video design, tons of content added every week.
• Voice: Friendly but robotic, doesn’t seem like a real person
• Content isn’t interesting enough to follow, majority of it is sales and pushing to the
website
• Photos aren’t shareable or engaging, mostly stock photos
• Not getting their “story” across, as a consumer I’m not convinced of who they are.
Progressive
• They post interesting/seasonal content that encourages engagement. (Don’t just
focus on selling insurance)
• Engage and respond quickly to complaints
• They post original creative/videos
• It seems they have a system where they can look into guest’s complaints without
having to ask for their information.
•
•
•
•
•
COMPETITIVE ANALYSIS
Though they tweet often, it’s the same content as Facebook
Flo The Progressive Girl has her own, separate FB page w/ 4.9 M likes.
Having these 2 pages takes away from the main Progressive page
Using Flo on the Progressive page would gather more fans/chatter for the brand
The brand should utilize Flo’s humor more
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Strengths & Weaknesses
BRAND
Mercury
Nationwide
STRENGTH
• Solid posting frequency
• Fairly responsive to customer service issues on FB & Twitter
• The majority of posts provide valuable information to consumers, but it could be
delivered in a more engaging way.
• The Mercury “Agents” concept is fun, and I’d like to see it fleshed out more on
social. Play up the cute “mission” aspect, while simultaneously developing them/
Mercury as thought leaders
•
•
•
•
•
•
•
•
Excellent customer service responses/response rate
Great sponsorships with athletes to create content
Timely posts regarding sporting events (i.e. World Cup)
Consistent posting across platforms
Verified account
#MakeSafeHappen Campaign provides plenty of content
#BandTogether Sweepstakes creating content and driving fans/engagement
Sweepstakes generate UGC
COMPETITIVE ANALYSIS
WEAKNESS
• Not maximizing each individual social platform to it’s full potential. (i.e., Almost
every Twitter post is a link and it has no accompanying picture)
• Relies too heavily on stock images without adding anything of creative value
• Social messaging lacks a Master Narrative, one that syncs up with the brand’s
identity.
• Overall there needs to be a clear content strategy for each social platform
•
•
•
•
•
Repeated content
Multiple posts in a row about the same athletes
Sharing posts doesn’t help engagement or edge rank
Hashtags on Facebook
Two twitter accounts @Nationwide and @OnYourSide (@OnYourSide is unused
since December)
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Strengths & Weaknesses
BRAND
STRENGTH
State Farm
• Interesting creative and cute videos interspersed throughout channels
• Find a way to relate their brand to timely events in unexpected ways and add to the
conversation. (Sharkweek - tips for your pool)
• Less salesy than other brands. Only one post a week pushing to website.
• Responsive to customer complaints, CM team seems healthful and authentic,
signing their own name on each post
• Big brand partnerships such as Inside Out allow page to seem hip and young and
provides content beyond the norm
Travelers
WEAKNESS
• Mix up content among channels. Twitter is exactly the same content and copy as
FB.
• Instagram posts are flooded with negative complaints and zero customer service.
The negativity takes away from the message.
• LinkedIn is updated daily, but with boring content and no tone of voice
• YouTube is updated a few times a week, but content is stale and not engaging
• Their Twitter page looks very Christmasy. Everything is red and green.
• Though they don’t get much engagement, they respond to complaints fairly quickly • By making their creative always red, it makes everything in the news feed blend
on their posts.
together with little diversity.
• Seem to focus on relevant topics like weather and safe traveling tips.
• They don’t have a “wall” on FB for customers to send feedback.
• Frequent in posting content
• Could tap into current events more concerning travel
• Could benefit from promos involving travel rewards
COMPETITIVE ANALYSIS
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Mercury: Strengths and Weaknesses
STRENGTHS
•Solid posting frequency
•Fairly responsive to customer service issues
on FB & Twitter
•The majority of posts provide valuable
information to consumers, but it could be
delivered in a more engaging way.
•The Mercury “Agents” concept is fun, and
I’d like to see it fleshed out more on social.
Play up the cute “mission” aspect, while
simultaneously developing them/Mercury as
thought leaders
SOCIAL CHANNELS
WEAKNESSES
•Not maximizing each individual social
platform to it’s full potential. (i.e., Almost
every Twitter post is a link and it has no
accompanying picture)
•Relies too heavily on stock images without
adding anything of creative value
•Social messaging lacks a Master Narrative,
one that syncs up with the brand’s identity.
•Overall there needs to be a clear content
strategy for each social platform
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Socialtyze Org. Chart & Bios
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Socialtyze Org Chart for Mercury Insurance
JOHN BOHAN
CEO
CASSY BOSS
KYLE DEWITT
MATT MANSON
KELLEY MCCUEN
JAKE MEYER
VP / Community Management
Lead Contact
VP - Creative Technology
Photographer
Director of Videography
Finance Manager
Associate Media Director
*SAMANTHA LEVEY
ALEX LAMB
GEOFF ROSEBOROUGH
JILLIAN WATSON
DAVEY VARELA
Social Strategist
Back End Developer
Designer/Photographer
Media Supervisor
Data Analyst
JESSICA OLIVEIRA
ADRIAN BOISCLAIR
STEVEN GUERRERO
LEIGHANN HUYNH
Copy Writer/Designer
Front End Developer
Photo Editor
Media Planner
*Samantha would fill this role
temporarily. We have a new hire
designated for this position.
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Socialtyze Biographies
John Bohan is the CEO & Founder of Socialtyze, a leading social media agency
that works with over 200 top brands including The Cheesecake Factory, Gallo
Wines, Warner Bros. and Time Inc., among many others. He also is the founder
of StoryCafe, an influencer marketing company that aligns Internet celebs with
brands to tell their stories in social. Over the course of his 20-year career, John has
founded and run several other successful digital marketing companies. John has
played hockey for 46 years and as a devoted LA Kings fan, he is a proud owner of a
Mercury mini hockey stick.
Kyle DeWitt is the Vice President of Creative Technology at Socialtyze. A
photographer, graphic and interactive designer with over 15 years experience, he
has won multiple awards for his creative work, including two Clios, two One Show
interactive awards and more than a dozen AAF Addy’s. He has also been published
three times in Communication Arts. His previous creative agency was acquired by
Hoffman and Lewis in 2010.
Alexander Lamb is the lead Software Developer at Socialtyze. He has numerous
years of experience developing and maintaining production level platforms using
backend languages like PHP and Python. He provides database and data analytics
support to every department at Socialtyze, and is co-author on five papers in peer
reviewed research journals.
Samantha Levey is an Account Manager and Social Strategist at Socialtyze. She
has more than five years of experience in the digital advertising space, overseeing
projects for an array of clientele in the entertainment and nonprofit industries, as
well as consumer brands. Account and project management skills include web
design and development, app development, social strategy, content creation and
client relations. Her deep fascination with dinosaurs makes her a rawr of a good
time.
Adrian Boisclair is a web developer and web designer at Socialtyze. He is a
passionate designer and full-stack web developer with an extensive background
using Java, JavaScript, HTML5, and CSS3. Adrian is also in the top 10 percentile for
Wordpress developers. When Adrian isn’t in front of a computer, you can find him
jamming out on his guitar.
Jake Meyer has been working at Socialtyze for four years and is the Associate
Director of Media & Analytics. His clients include Relativity, Open Road, The
Cheesecake Factory, and Gallo Wine. A Bucknell graduate, he hates the snow and
resolves to never have a real winter again.
Cassy Salyer-Boss is Vice President of Community Management at Socialtyze
and has nine years of experience in digital communications, including social
media and public relations. She joined the Socialtyze team in February 2015. Her
work experience includes consumer brands, entertainment (consumer and trade),
education, retail and fashion. At Socialtyze, she is responsible for the development
of big picture social media strategies and oversees day-to-day account
management, including content creation, project management and the ongoing
creative process. A loyal Mercury Insurance customer for seven years, she’s only
been in two accidents…and swears they weren’t her fault.
Leighann Huynh received her degree in Psychology from UCI and started her
career as a media planner at Socialtyze. She has since been promoted to Sr. Media
Planner, and has worked here for over a year. Leighann remains a loyal Lakers fan,
despite having documented a 2014-2015 worst season in franchise history. But, she
continues to remain positive and optimistic.
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Socialtyze Biographies
Jessica Oliveira is a Graphic Designer at Socialtyze. She has an M.S. in Multimedia
Journalism from the University of Southern California and a B.A. in Communication
from the University of California, Santa Barbara. Her experience has been a hybrid
of social media account management and graphic design, giving her a unique and
well-rounded perspective when it comes to the creative process. She once toured
Europe and tried gelato in every single city she visited, but has since graduated to
straight Nutella…from the jar. Help wanted.
Kelley McCuen recently joined Socialtyze as the Finance Manager. She graduated
from the University of Southern California with a B.S. in Business Administration
and a concentration in finance. She transitioned from wealth management to
being a research assistant in the entrepreneurial finance department at USC.
Kelley is enjoying putting her research to work as she begins with her journey with
Socialtyze. Prior to finance Kelley dreamed of being a marine biologist until she
realized that she wouldn’t spend her days swimming with dolphins.
Jillian Watson is a Media Supervisor at Socialtyze, with many years of ad trafficking
and planning under her belt. From California Pizza Kitchen to Open Road Films,
she’s spearheaded campaigns across a plethora of verticals which have even been
highlighted within Facebook’s business case studies. When she’s not pretending to
know big words like “plethora”, she’s playing fetch with her cat. Yes, a cat.
Geoff Roseborough is a graphic design and photographer, and is originally from
Lake Tahoe. He went through the advertising program at Reynolds School of
Journalism, and has always had a passion for making things. During his free time,
he can be found wandering aimlessly into the night taking photos of the many
nooks and crannies Los Angeles has to offer.
Jenna Doting is the Assistant Financial Manager at Socialtyze. She received her BA
in Economics with a minor in Accounting from the University of Southern California.
Although she is new to the company, she has years of experience working in
the insurance and financial industry. She has a deep loyalty to the Harry Potter
franchise, and has always wished she attended the Hogwarts School of Witchcraft
and Wizardry. She’s a true Gryffindor at heart.
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