1 April 2014 | Team Tamar

Battle of the insurance brands – Who has the most engaged fans?

When it comes to social media measurement, there’s a lot of confusion over what measurement constitutes ‘success’ – and which metrics are just fluff. Raw and easy-to-compare numbers likes ‘Fans’ and ‘Followers’ are all well and good, but relying on them can hide a multitude of sins:

  • Engagement – You might have a lot of people following you, but how many of them are actually responding and engaging with you?
  • Relevancy – How many of your followers are actually in your target audience or demographic?
  • Intent – Why did those people fan/follow you? Buying fans can often produce vastly inflated numbers which lure you into a false sense of security.
  • Commitment – How many of the people following you are also following your direct competitors?

 
In response to this conundrum, there are a number of measurement benchmarking tools you can use – one of which is our own TouchScore Tool.

However, one of the quickest ways to narrow down how useful your social audience actually are is through engagement – and Facebook’s ‘Talking About This‘ number is an easy way to find out what percentage of your audience is engaged.

Here at Tamar, we have produced a series of infographics looking at and comparing brands in different fields. Called the ‘BrandLove‘ series, previous reports have looked in detail at Sporting Brands, Fashion Brands as well as our annual ‘BrandLove 25’ league table.

For this latest version of BrandLove, we’ve taken a detailed look at the country’s biggest Insurance brands. But rather than just ranking them in order of their community size, we’ve used their Facebook ‘Talking About This’ number to work out what percentage of their total audience is likely to be engaged with them – and we have seen some surprising results.

brandlove-blog

Whilst a lot of the ‘big boys’ see reasonably good engagement levels, the top spots are filled with smaller (often more niche) brands.

Clearly all the metrics used for this research are snap-shots – the ‘Talking About This’ number for instance changes on a daily basis. But as an indication of how well these brands are doing, the results reflect their long-term engagement rather accurately.

Having worked with a plethora of finance brands over the years, we at Tamar know all too well that creating conversation around the topic of insurance is a tricky challenge for finance brands – but as this infographic clearly demonstrates, some of them appear to have cracked the code pretty well. Compare the engagement levels for a brand like MCE or Bennetts to global brands like Coca Cola and you’ll see that they are clearly creating very good ways for their customers to engage with them.

What do you think – is it possible for insurance brands to engage with their customers in meaningful ways? Let us know in the comments.

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