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.)
