Being a burgeoning 'master' scholar of digital brand opportunities, I have naturally been pouring over the logical and seemingly unstoppable urge to create "something Facebook". Be it a Facebook page, group or even (gulp) an app for our lovely insurance brand.
Despite the fact that home insurance is by nature very social, people don't really like to talk about insurance, do they? (it may just be my mission in life to break this taboo)
Yes, we could dive in and see a neat little insurance4everyone logo online, with a neat pack of copy bespoke to the Web 2.0 generation, but I worry particularly about the value of creating a brand group on social networks.
I haven't seen enough success from others and i have also noted the poor reactions members have to advertisement. I would only enter the area, if i thought our brand could add a social value to every member. Cue a whole bunch of social media agency's emailing me to pitch...
Seriously, for us, i think it would be a foolish and blind step into the abyss. I use Facebook and i don't think i can see any reason why i myself would join just a brand group. That isn't to say i don't believe our brand, because of course, i do.
This highlights the glaringly obvious; i do not have the audacity to interrupt other peoples conversations by mumbling the word 'insurance' as an incentive, it would be a joke without a punch line.
Whilst i can clearly see the appeal, to this day i have still only seen one big brand truly nail a campaign, Burger King. The campaign was also shut down rather unceremoniously after it robbed Facebook of a measly 250k users (0.001% of their formed masses??).
So where do we go? Sure we want to tap into and generate relative conversations, but i don't think the best way to do it is by forcing it. I would relate that a little to finding true love or having a good time at a party... when you want it, it goes away too fast.
Our product is intangible, we sell security which acts as a blanket to smother and protect shoppers against their own relevant insecurities. For home insurance, this includes fire, theft and the works.
The progression becomes simple, we work on a lateral presence. I have my heart set on building an application for Facebook that focuses on the intangible nature of our product and industry.
Why shy away from that fact?
This isn't a vague decision either, i do believe i also have the very nuts and bolts of the app and indeed a campaign URL in the pipeline. Its been bubbling away here for some time, it takes a while for the dots to join once you get past a certain age!
If you know any worthwhile developers, or would like to pitch in to help shape the 'first' insurance brand app on Facebook (do you know i might even try the iPhone too), get in touch.
We use our ears to listen and our eyes to read.
James*
Marketing & Branding
marketing@insurance4everyone.co.uk
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