tips to change towards a social business
Posted: Thu Feb 13, 2025 5:00 am
Social readiness model from Jungle Minds
Intermediary insurers often belong to the category 'Social Junior'. They have a product-oriented business mentality and are still very immature in their organization of social media activities. The 'sense of urgency' is high. They must connect with the advisors and the end customer in order to build valuable relationships, because with the generic insurance product alone it is hardly possible to achieve sustainable competitive advantage.
As a practical approach for this article, I will sketch a fictional insurance organization 'JM Insurance' that wants to involve its customers and advisors more in its business operations. The fictional case is based on our experiences with various organizations.
The 'Power of the Network' is the driver behind social business, I explained this extensively in my previous article . Based on this and based on the fictitious case 'JM Insurance' I will give you 20 tips or steps below, which help laos telegram data the organization to change towards a social business, the so-called 'Social Guru'. Of course, 'Social Guru' is not the end goal for every organization to strive for. After all, that is very ambitious and the path to it is different for everyone, depending on the company objectives and culture.
1. Identify opportunities by listening
Start by gathering insights into the opportunities for the organization. In which networks is the target group? Which contact moments are conversation-worthy? What are the developments in the market? At what time are people working on the brand?
“ By listening on social networks, our marketing department has identified many opportunities. We have also actually sat down with customers and this has revealed, among other things, that there is a need for access to the forum in the My environment. We also now offer webcare on the weekend, because that is the day on which many people arrange their insurance”. Thomas, Marketing Director of 'JM Verzekeringen'
2. Determine social readiness
Next, determine the current social readiness of the organization using the social readiness model.
“ Our marketing and corporate communications department has started with social media and they have jointly performed the social readiness scan. The outcome is that we are a 'Social Junior', because we have already centrally arranged some social activities in the organization, such as monitoring conversations online, but we still do not interact with customers in a targeted manner to improve our service ”. Thomas
Intermediary insurers often belong to the category 'Social Junior'. They have a product-oriented business mentality and are still very immature in their organization of social media activities. The 'sense of urgency' is high. They must connect with the advisors and the end customer in order to build valuable relationships, because with the generic insurance product alone it is hardly possible to achieve sustainable competitive advantage.
As a practical approach for this article, I will sketch a fictional insurance organization 'JM Insurance' that wants to involve its customers and advisors more in its business operations. The fictional case is based on our experiences with various organizations.
The 'Power of the Network' is the driver behind social business, I explained this extensively in my previous article . Based on this and based on the fictitious case 'JM Insurance' I will give you 20 tips or steps below, which help laos telegram data the organization to change towards a social business, the so-called 'Social Guru'. Of course, 'Social Guru' is not the end goal for every organization to strive for. After all, that is very ambitious and the path to it is different for everyone, depending on the company objectives and culture.
1. Identify opportunities by listening
Start by gathering insights into the opportunities for the organization. In which networks is the target group? Which contact moments are conversation-worthy? What are the developments in the market? At what time are people working on the brand?
“ By listening on social networks, our marketing department has identified many opportunities. We have also actually sat down with customers and this has revealed, among other things, that there is a need for access to the forum in the My environment. We also now offer webcare on the weekend, because that is the day on which many people arrange their insurance”. Thomas, Marketing Director of 'JM Verzekeringen'
2. Determine social readiness
Next, determine the current social readiness of the organization using the social readiness model.
“ Our marketing and corporate communications department has started with social media and they have jointly performed the social readiness scan. The outcome is that we are a 'Social Junior', because we have already centrally arranged some social activities in the organization, such as monitoring conversations online, but we still do not interact with customers in a targeted manner to improve our service ”. Thomas