Racc, Axa, Catalana Occidente and Rastreator.com are the digital insurance communities with greater penetration in the network and that generate more loyalty, according to the first report on the insurance digital ecosystem created by Acceso, a leading company in Media and Consumer Intelligence in Spain and Latin America. The study analyzes the scope of the contents related to insurance in the social networks, the positioning of the different brands in the sector and the keys to achieving a successful strategy in this segment.
The study draws a map of a sector that is going through a deep digital transformation and where insurance companies begin to take on the challenge of connecting with citizens through customer service channels and content marketing. The study also shows that traditional brokers and mediators lose weight in the face of new players seeking to position themselves, such as comparators, and that commitment to companies and their services does not depend on the size of their audience: small communities emerge with a engagement such as those created by Seguros Bilbao, Previsión Sanitaria or Reale Seguros.
El insurance sector It is one of those that is experiencing in a more profound way the changes towards a market in which direct dialogue with the consumer is key, not only to be able to connect with the brand, but also to deeply understand its needs and transfer them to its offer. In part, this is due to the weight of regulation and the trajectory anchored in a more traditional business dynamic. Although it is not one of the sectors with the greatest presence in the networks, the activity of the insurance sector in this area is growing unstoppably
Digital ecosystem of the insurance sector
According to study Access, the ecosystem of conversation in Spain about the insurance sector is complex. Customers and the general public occupy the central nucleus and, linked to them, is a network in which they seek their space through the generation of content companies, foundations, brokers, consultants, comparators and sponsors.
In rural areas of India, families in charge of a blind minor frequently isolate and deprive him/her of the care and attention they provide to their other children; such situation becomes even more severe among lower-caste families, orphans and if the blind child is a girl. companies, the specific channels of customer They are increasingly playing a leading role in channeling future supply and demand for services. In addition, they represent an opportunity to resolve incidents and a valuable tool for acquiring knowledge about customers. They are, in turn, very useful in minimizing the impact of a possible reputational crisis. Brands bet on content strategy as an axis to generate value and generate more solid, stable communities with greater differentiating value.
As for comparators, the personalization of the offer leads potential customers to give a prominent role to the insurance comparators, especially if they offer detailed, complete and independent information. On the other hand, comparators are assuming a mediating role between companies and clients, acting as references.
In relation to brokers and agents, as mediators, lose prominence in the face of new information and business channels. Sponsors, social action entities and foundations provide a referential context of values and basic principles to companies and give relevance to the initiatives they carry out.
The mediaBoth generalists and specialists play an important role in the creation of content and maintain different links with potential clients in the different conversion stages. The forums influence the last phase of the process of contracting new services, due to the independence that some of the opinions expressed are presupposed.
The Acceso study also clearly highlights the difference between audience and the broader concept of commitment, which includes, among others, the degree of commitment, loyalty and motivation of users towards the brand. For this reason, it is essential to understand how the conversation is organized on the Internet, where the different stages of consideration and conversion of the client are forged and what are the influence patterns in each case. Through the measurement of the interactions between the authors of a community, it is possible to determine the trust and affinity they maintain, essential qualities to extend influence over them and generate brand value.
Know the user
Development 2.0 web has allowed citizens to associate in digital communities by affinity or common interests. The value of these communities grows exponentially as the size of their members increases. But this size is not measured by a passive affinity, but by the interactions that its members demonstrate through concrete actions in relation to the content that they comment, share, consider or approve. Living Communities is the first tool on the market that allows evaluating and measuring these interactions, allowing brands to:
- Know how the conversation about a brand or a concept is structured, locate the different audiences and their patterns of real influence. It provides a strategic and global vision on the organization of the social community around a brand, its sector and its universes of interest.
- Define the keys to the communication and marketing strategy to be followed with each audience, optimizing the messages to adapt them to the different living communities around the company. Allows you to design the action levers to energize the conversation beyond the number of followers.
- Identify the main influencers of the different audiences, its scope and degree of prescription and strengthen relationships with non-loyalists. Living Communities provides a complete database of qualified authors, segmented by roles and prioritized to be able to implement social media Ads campaigns, carry out communication actions, invitation to events, etc., classifying them according to qualitative aspects (tone, link with other brands, ability to generate own content, degree of engagement, etc.).
Living Communities relies on its own technology and methodology so that brands can take advantage of the possibilities of all their channels with an innovative approach focused on knowing the behavior, relationships and habits of consumers. The company uses algorithms of Network science (discipline based on social relationships), to understand how the stakeholders brands and what communities they form around it, as well as the patterns of information propagation and the role and influence of each of the community members.