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Green
We looked at State Farm’s efforts with the cultural and musical force OK Go and the exploits of Nationwide’s Greatest Spokesperson in the World Ever, today we explore the social media efforts of another insurance provider, The Hartford.
At 200 years young, The Hartford recently celebrated its bicentennial anniversary with good news from the Change Sciences Group who awarded the insurer it’s top auto insurance website rating for: ease-of-use, content quality and persuasiveness. With a clear understanding of website design and functionality, would the social media stand up?
The company behind the stag currently manages corporate Facebook, Twitter, LinkedIn and Youtube accounts (although the Youtube link isn’t shown on the website home page, hint hint). Without a marquee spokesperson or marketing icon to build a campaign around, The Hartford runs a balanced social media program focused on charitable endeavors, company announcements, education and company history.
The closest thing to a figurehead would have to be Dr. Bob Froehlich, senior managing director of The Hartford Mutual Funds who dishes out “Market Commentary” on a blog-like page housed on the main website and promoted on Facebook and elsewhere. Surprisingly, I couldn’t find an official company blog.
One area that gets considerable social media attention is The Hartford’s eco-conscious efforts. In pushing for paperless billing, the company forged a relationship with the Arbor Day Foundation, planting 200 trees at eight different offices on Arbor Day 2010. More than just a one-day campaign, the company issued a press release in April stating the following
“Through The Hartford’s Project Re-Leaf, the company will make a donation to the Arbor Day Foundation to plant a tree for each customer who opts for paperless delivery of their group benefits bill or mutual fund statement…The Hartford has pledged a minimum donation of $10,000 to the Arbor Day Foundation, which will plant 10,000 trees in our nation’s forests. These trees will be planted in a forest that has been devastated recently by wildfire, insects or disease.”
Overall, The Hartford is still playing catching up with other industry players in terms of social media following and presences, but their sense of corporate responsibility, commitment to education and a rich history of serving customers for two centuries drive their program forward as a strong branding tool.
Insurance agencies should leverage the efforts of their providers for content ideas and community building. If you don’t have $100K to donate to a charity, talk about the fact that you represent a company that does. And if there are no social media efforts being made, encourage the provider’s insurance marketing representatives to get cracking on some sort of social media agenda.
(For more information on The Hartford and their 200th birthday, check out this post offered by Laura Toops, Editor of American Agent and Broker, Hartford at 200 and the importance of agents.)
Our last post presented some ideas on how to properly honor Earth Day whether it’s the tried and true planting of a tree or something more ambitious, like organizing a neighborhood clean-up. The insurance industry doesn’t have a strong connection with the environment, nor is it overly motivated to establish eco-conscious awareness, unless the awareness boosts the bottom line. If being green means earning more green, it’s on the table.
Insurance marketing takes many forms, and one way insurance providers are endearing themselves with eco-conscious consumers, is to offer “Green” related insurance policies and endorsements. Just buying a hybrid vehicle or building a LEED-certified home can provide a 5-10% saving on policies, more when they’re grouped together.
Some companies are even getting creative with their solutions, including Traveler’s Insurance. According to a CBS Moneywatch article by Ilyce Glink, How To Save Money On Insurance? Go Green For Earth Day,
“Travelers is introducing green endorsements that you can add to an existing homeowners insurance policy. How does it work? If your house burns down, the policy will pay to do a green rebuild, Meehan explained. While having that green rebuild endorsement will add a few percentage points to your policy, consumers feel it’s worth the money in case they have to rebuild.”
What makes these programs all the more sensible is the fact that, in general, people who value a green lifestyle tend to be lower risk because of better eating habits and less risky behavior.
Outside of personal insurance lines, commercial insurance providers are also dangling carrots for businesses to go green. According to a March 2010 article in Sustainable Cities Collective, 22 companies currently offer 39 specific policies, endorsements, coverage extensions or services for green buildings and/or equipment. Not sure about your own insurers? Just ask and spread the word to clients via your insurance website, social media, newsletter, town crier, carrier pigeon, whatever gets the word out.
Not only will you be showing your green heart by stumping for mother earth, you may actually save someone a handful of green. Still not convinced? Consider this list of reasons from Patricia-Anne Tom of Sustainable Cities Collective, Insurance Agents: get Ready for Green Building Exposures, which states,
“Building owners often may choose to build green buildings because they can enhance the occupants’ health and well-being; have higher occupant productivity; increase sales and leasing potential; and provide a higher return on investment, with lower utility bills and reduced operating and maintenance costs. Additionally, green buildings enhance the community and local economy; provide public health benefits; and often help to protect threatened and endangered species, support sustainable resources and have an enhanced public perception.”
This certainly paints a rosy picture, but green policy options are by no means set in stone since claims precedence has not been determined across the board. That said, it makes sense for agencies, especially those is rural or eco-conscious communities, to educate themselves and their clients about the options available. It’s not going away so becoming the expert now will position you for future trends.
Lastly, since we began and ended the post with some simple ideas for honoring Earth Day, I encourage you to: buy a piece of hemp clothing, plant some tomato seeds, take a short shower, build a yurt, grow a beard, insulate your windows, buy something from a farm, avoid plastic bags for a month (or life), recycle old electronics at Best Buy, inflate your tires, re-use stuff, avoid pointless driving and if you can do nothing else, teach a child about the importance of Earth Day.