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Mount Saint Vincent University *

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Marketing

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Feb 20, 2024

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The role of Social Media - An interview with Focused Insurance 1 The role of Social Media - An interview with Focused Insurance Simarjot Kamboj MSVU Introduction The following paper elaborates on an interview that was conducted via a telephone call with Loveleen Kaur, a manager in a company called Focused insurance that is based in Winnipeg. Focused insurance specializes in travel insurance, snowbird insurance etc and provide their services in major provinces such as British Columbia, Nova Scotia, Ontario etc. Interview Q 1. What percentage is social media as part of your marketing mix? A 1. Social media has been at the forefront of our marketing plan for this quarter. Speaking strictly in numbers, I would say social media makes up 70% of our marketing plan. We specialize in travel insurance and snowbird insurance. Hence with our particular business model, it is imperative for us to always have our pipelines full with prospective clients. Social media has proven to be a very effective tool for our business and has increased our reach to many varied clients. Q 2. Do you have a dedicated social media person in the company?

The role of Social Media - An interview with Focused Insurance 2 A 2. We employ a third party company that specializes in SEO ( Search engine optimization). They are tasked with posting regularly on our social media pages and increasing engagement on them. However, I develop and oversee our social media marketing plan in collaboration with my internal team and the third party company. Q 3. How many hours a week does your company spend on social media? (Planning/content creation/implementation). A 3. We spend roughly 5 to 6 hours at the end of every week on social media marketing. We hold a meeting and discuss the focal points for next week's social media posts and determine the themes and concepts based on any major public event, our product offers etc. Once we agree on a concept, we create a couple posts and videos and send them to the company that handles our social media which in turn creates a schedule to post them over a span of a week or so. Q 4. What social media channels are you currently using? A 4. We are currently using Facebook, instagram, tiktok and Youtube to reach out to our potential clients. These platforms have allowed us to reach many potential clients of varied backgrounds. Q 5. What social media channels are you currently using? A 5. Our target audience can be described as anyone between the ages of 18 to 70 years. As we mainly provide travel insurances and some other personal insurance such as life insurance etc , people in this age group fall under our potential client list.

The role of Social Media - An interview with Focused Insurance 3 Q 6. What type of content does your audience respond to best? A 6. Analysis of data from our social media feed shows that our audience responds best to narrative videos on relevant topics that span about 60 seconds or less. This is for platforms such as instagram, tiktok etc. For Facebook, posts that have a poll or survey work best to generate a good response from the audience. For Youtube, videos that are about 2 mins or less and talk elaborately about topics relevant to insurance or claims have worked best for our purposes. Q 7. Do you have any formal training regarding social media? A7. I do not currently have any formal training in regards to social media but I have managed social media campaigns for companies I have worked in past and my current job. I have a good amount of experience in managing and creating social media campaigns. Q 8. Are you using a social media management platform? such as (Hootsuite/Sprout o/Social Pilot/Buffer etc) A 8. Yes, we use Hootsuite to manage our social media pages. It enables us to manage all our social media pages from one platform. It also supports us in scheduling posts, measuring our social media metrics, running social media ads, and such. Q 9. How does social media fit into your growth plan? A 9. As I mentioned earlier, social media is an integral part of our growth plan. We want to branch our business to other provinces and social media has given us a pathway to tap into these various markets that otherwise would have been indifferent to us. Social media has proven to be a very effective tool for our business,

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The role of Social Media - An interview with Focused Insurance 4 Q 10. What are some of the challenges that you are finding regarding utilizing social media? A 10. The year that we first started posting on social media, we did face a lot of challenges. We had to grow our metrics on our social media pages to reach our potential audience. This took a lot of our time for that initial year. However since then we have developed a really effective social media plan which has decreased such challenges for us. Currently,we only have few minimal challenges in regards to social media such as finding appropriate keywords every week to increase engagement etc. Conclusion After interviewing Loveleen from Focused insurance, a company based in Winnipeg about their social media plan, it became apparent that the company relies heavily on their social media campaign for lead generation. Social media proved to be an effective marketing tool for the business model of Focused insurance, according to Loveleen. It can also be deduced that the company views social media platforms as an investment as they employ a third party company to regulate their social media pages. Loveleen also mentioned that they invest in setting up advertisements to generate leads through their social platforms. Furthermore, it is apparent how the company values tools such as Hootsuite to properly manage their social media plans etc. Loveleen pointed out that SEO had been a major challenge for the company in the initial year when they started posting on social media. However, Hootsuite has helped the company navigate these challenges in an optimal way.

The role of Social Media - An interview with Focused Insurance 5 To reiterate, Social media is the top marketing tool for coming age. The reach of social media has surpassed its predecessors such as newspapers, radio talks etc. Social media has become an imperative part of marketing plans of companies such as Focused insurance.

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