How a global insurance provider uses social media to drive $76 million in annual business impact
Hootsuite’s social performance engine powers customer acquisition, brand performance, operational efficiency, and risk mitigation.
Challenge
This global insurer saw social media as a powerful tool for customer acquisition and brand performance, but managing content creation on a global scale proved highly complex.
Lacking a formal process to engage prospects and customers online, agents missed critical business opportunities.
Bound by the constraints of strict brand governance guidelines and a heavily regulated industry, the provider needed to ensure that content shared by all agents was on-brand and compliant — while still enabling them to personalize content to suit their audience and goals.
Solution
Using Hootsuite, this insurer centralized social media management, automated reporting, and implemented predictive compliance features across the organization. They built a social selling program to drive massive financial impact across its global workforce.
The result? Enhanced lead generation, streamlined workflows, and a significantly reduced risk of regulatory breaches.
Results
Boosting brand performance and customer acquisition with social selling
This provider saw social as a key driver for brand performance and customer acquisition, but needed a scalable solution to optimize content creation and maximize engagement.
However, their agents lacked the training and insights needed to effectively target and engage potential customers, leading to missed business opportunities and reliance on paid advertising.
A structured approach was needed to turn HQ and agents’ profiles into performance channels.
With Hootsuite Academy and Hootsuite Enterprise, the insurer:
Delivered social media education and training to thousands of agents via Hootsuite Academy, improving social literacy across its network.
Streamlined processes for creating and sharing content across multiple social channels, helping agents more effectively target and engage clients and prospects across social.
Optimized the content strategy across its network of agents to reduce the need for paid advertising and drive engagement.
Streamlining workflows to drive operational efficiencies
Managing social media at scale placed significant strain on the provider’s HQ staff and network of nearly 20,000 agents.
A disconnected, manual process created inefficiencies, making it difficult to manage social selling and measure impact.
And without a centralized system, the company lacked real-time visibility into performance, slowing decision-making and limiting opportunities for optimization.
Working with Hootsuite’s Premier Services team, the insurer:
Streamlined workflows and centralized organization-wide social media efforts in one dashboard, reducing manual processes and eliminating the need for multiple software tools.
Automated key aspects of social media management, including content approvals, publishing, and reporting.
Improved operational visibility, enabling HQ staff to oversee social media activity across thousands of agent accounts.
Accelerated decision-making through real-time performance tracking, allowing HQ staff to optimize content strategies and equip agents with collateral that drives maximum engagement.
Mitigating financial and reputational risk with predictive compliance
Operating in a highly regulated industry with strict brand governance rules, the provider struggled to maintain compliant, on-brand messaging across thousands of agent accounts.
Their agents needed flexibility to tailor content to their local markets, but manual reviews proved slow and error-prone.
And without a more efficient system, the risk of FINRA fines and other penalties remained high.
Leveraging Hootsuite Amplify and Proofpoint and UpContent integrations, the company:
Equipped agents with pre-approved content, ensuring all content shared was on-brand and compliant.
Leveraged predictive compliance capabilities, reducing manual reviews and mitigating the risk of regulatory breaches.
Empowered agents to safely personalize social content, driving greater engagement and business impact.
Products used in this study
