Broadroots Consulting was contacted by an insurance company who had already been organically involved with social media within various business silos. The client wanted to add structure to its social media efforts, and allocate resources to areas where social media assets would have the greatest impact. While competitor organizations were pursuing strategies around the 20 to 30 year old market, the insurance company was not entirely convinced that this demographic was ready to engage on social media.
Conducting interviews within the organization, the Broadroots Consulting team put together a comprehensive listening study to understand who was talking about the organization, and what each of the major groups were looking for when conducting these conversations online.
After analyzing the existing posts around the company and its competitors, the team was able to uncover topic areas that could benefit from a more sustained social media effort. In addition, the team confirmed what the organization has suspected. The 20 to 30 year old demographic not actively interested in the client or product offerings from similar insurance companies across social media.
The Broadroots team outlined the main conversations that were already occurring and helped the client focus on developing social media assets around target groups that were most likely to be receptive to them. With a thorough understanding of the channels, influencers and topic trends around their services, our client could confidently make decisions to allocate budgets for marketing and engagement across social media.