Dear Insurance Brands, What Were You Doing During Ramadan in Social?

Social Media Analysis On The Insurance Industry During Ramadhan 2014

1.  Table of Contents 2.  Forward & Introduction 3.  Approach & Methodology 4.  Key Findings 5.  Overall Digital Buzz 6.  Buzz Trend 7.  Buzz Words 8.  Brand Share of Voice 9.  Most Viral Links & Content 10.  Positive Impact 11.  Negative Impact 12.  Key Influencers 13.  Most Viral Tweets 14.  Noteworthy Media & Blog Posts

Table of Contents

v  Sonar uses a keyword based approach to extract conversations containing pre-defined tracked keywords

v  Data sources include 100% Twitter Firehouse, Facebook Open Graph, 18 prominent Indonesian media sites and 5 most active forums

v  All captured conversations are limited to Bahasa Indonesia

v  For sentiment analysis, Sonar uses Natural Language Processing with positive & negative values assign to each keyword.

v  All data used during the complication of this report is open public data. No passwords or access contol was utilized

v  The data range used for this report is from June 27th 2014 to July 6th 2014 [27/06/2014 – 26/07/2014]

Forward & Introduc5on

Keywords

Language

Channels

Asuransi

Indonesia

Media, Forums, Twitter, Facebook, Blogs

Keywords and Parameters that were used to compile this report


v  The only “visible” brand with a Ramadhan digital activation was Cigna in a joint-promotion with Telkomsel subscribers

v  Social Media conversations and mentions in the insurance industry mostly talked about insurance claims and which insurance companies are the best in Indonesia

v  Prudential is the most talked about insurance company in the industry. Prudential also has several “community” accounts that generate a fair amount of buzz

v  Recent articles mostly talk about tips on choosing the right auto insurance and companies that offer free insurance to people who uses their product or brand

v @prudentual_1 is the most influential unoffical branded account on Twitter


Key Findings

Cross-platform social media activity indicates an average engagement rate of 0.4 per post.

Fun fact twitter accounts and insurance news generated the most engagements, while brand accounts, despite actively posting updates did not seem to catch on with the audience

Overall Digital Buzz

47

11

19

Posts Authors Engagements

Social Media Ac5vity

* Numbers presented in thousands

The Post-to-Author rate also underlines the fact that mostly the same accounts and sources are re-posting and regenerating existing content

Buzz Trends & Noteable Peeks in Conversa5on

Buzz Words

Prudential and accident related insurance packages we’re the most discussed. Mainly due to the “mudik” season.

Brand Share of Voice

5446

634 437 335 266

82 79 55 0

1000

2000

3000

4000

5000

6000

Pruden@al Cigna AXA Bumiputera Adira Manulife Sequis ACA

Posts

The massive edge prudential has in social media buzz was mainly attributed to the number of unofficial and community accounts circulating

Cigna’s buzz during ramadhan mas pushed by it’s partnership with Telkomsel, offering free insurance packages to subscribers travelling or ‘mudik’ during the month

Media Coverage

BeritaSatu’s coverage of the Telkomsel-Signa partnership dominated headlines in insurance, while other portal basically picked up issues such as global and claim issues

Local Online Media Portal Coverage of Insurance

92

76

69

50 47

37 33

28

18 15 13

1 0

10

20

30

40

50

60

70

80

90

100

Ar@cles

Post

Original Reach

Viral Reach

Main-main Kata yang berhubungan dengan asuransi berhadiah Jutaan Rupiah di Facebook http://t.co/3BTrMFUW83

91,772

749,425

KPPU Minta OJK Cegah Monopoli Kredit Mikro dan Penjualan Asuransi: Komisi Pengawas Persaingan Usaha (KPPU) mem... http://t.co/NCLzvWolsN

4,359

300,306

@sandiuno Pak, bole bantu RT: Tmn2 yg sdh jadi nasabah dari asuransi jiwa kiranya berkenan utk isi kuesioner ini: http://t.co/PiCp6V2v5i

115

267,994

Beli Produk GT Radial, Dapatkan Asuransi Gratis Buat Mudik http://t.co/VxIK2udprF http://t.co/9CRzNZAm9C

13,003

248,009

Perusahan asuransi TERBAIK DI INDONESIA http://t.co/h4v5CB0S0R

276

246,530

Sikap sales asuransi bank mega yg memaksa... http://t.co/pxowXmLran

276

246,485

asuransi untuk mobil anda http://t.co/eMbXpVBFMK

55

246,471

Ini BPJS ku. Mana BPJS mu? :) #bpjs #jkn #healthpromotion #asuransi #indonesia http://t.co/DvXLHK79nv

464

246,435

Penjelasan Lengkap mengenai Polis Asuransi http://t.co/n3JeCn2Siq

976

246,426

Solidaritas kami dari segenap karyawan Asuransi Bangun Askrida Cabang Makassar untuk palestina @ACTforHumanity http://t.co/XlIr8BHf7

191

217,073

Most Viral Links & Content

Posi5ve Impact Analysis

Author

Nega@f Post

Viral Reach

Risman @isco29

Main-main Kata yang berhubungan dengan asuransi berhadiah Jutaan Rupiah di Facebook http://t.co/3BTrMFUW83

749425

kabarotomotif.com @kabarotomofif

Beli Produk GT Radial, Dapatkan Asuransi Gratis Buat Mudik http://t.co/VxIK2udprF http://t.co/9CRzNZAm9C

248009

Saham Bagus @Saham_Bagus

Industri asuransi Indonesia merupakan salah satu industri yang akan mendapatkan keuntungan dari penduduk muda Indonesia 250 juta orang.

247570

Catatan Jokowi @72wi

Perusahan asuransi TERBAIK DI INDONESIA http://t.co/h4v5CB0S0R

246530

Yuninda Fajar K.H @yunindaTS

Ini BPJS ku. Mana BPJS mu? :) #bpjs #jkn #healthpromotion #asuransi #indonesia http://t.co/DvXLHK79nv

246435

Garda Oto @GardaOto

Asuransi Astra memiliki layanan Garda Siaga ERA 24jam. Apakah kepanjangan dari ERA? #GOquiz

163763

Ephra Tosadu @Efraee

Butuh informasi rumah sakit yang menerima asuransi prudential buat operasi keloid @infomalang

144809

EquityLifeIndonesia @EquityLifeInd

Kalau mampir ke @7ElevenID selama perjalanan mudik, yuk sekalian aktifkan Asuransi Mudik Nyaman, perlindungannya s/d 100 juta >>...

133657

NikoMoki @NikoMoki

ayuk sadar asuransi @apaajaIKLAN @JatengIKLAN @cumiklan @Iklan_TerUpdate @kicaupromo #manodo #bekasi #bogor #depok http://t.co/F11b74bH0e

103059

Ayo Berbagi Info @Jogjahotspot

News Update: Telkomsel Asuransi,asuransikan Semua Pelanggan - Telkomsel dan Cigna melakukan kerjasama memberikan Asuransi,asuransi k... http://t.co/Lbg4VgvDLt

87974

A post regarding Bank Mega’s “more-than-aggressive” sales style generated to most negative buzz in the form of complaints on twitter, carried also by influential accounts

Author

Posi@ve Post

Viral Reach

Catatan Jokowi @72wi

Sikap sales asuransi bank mega yg memaksa... http://t.co/pxowXmLran

246485

Faktanya Faktanya WOW @WOWFAKTA

Dahulu kala, tahun 1700an di Inggris, Anda bisa membeli asuransi jika kalau-kalau Anda nanti masuk neraka.

172939

Agung Ziaulhaq @AgungZia

Pindahin polis asuransi ke sedekah jadi 32jt KONTAN!!"@SRbergerak: Cnt keajaiban dr sedekah yg pernah sahabat alami adlh ___ #HikmahSedekah"

32846

Kopi Luwak Indonesia @KOPILUWAK_Post

#BdgNgopi Anggota DPRD Kab. Bandung Keluhkan Asuransi Kesehatan http://t.co/s0KFZpOGqO --------- @mazNot°◡°

23429

Mata Najwa @MataNajwa

Padahal setiap hari pekerjaannya berhadapan dgn kematian. Asuransi hanya pd Tuhan” AKBP Deonijiu #MN

18596

7jib! @69withKyu

SEANDAINYA ASURANSI "BPJS" BAKALAN BANTUIN FANGIRL GILA KAYA ELF .-.

12512

Ba2ng_Keren @Ba2ng_Keren

Hsl korupsi Raden Nuh dr PT. Berdikari Asuransi di pke utk mendirikan partai politik, namun gagal total tanoa kader. @TM2000Back

3650

UnitedMansion @UnitedMansion

Higuain ngolongin Kompany, Susah kalo mau kawin ama karyawan Asuransi.

3617

oelpha aja @oelpha

teman lama yang baru nongol menyapa lagi setelah bertahun lost contact itu biasanya kalo ga nawarin asuransi, MLM, ya kampanye capres

3437

Ba2ng Keren @Ba2ng_keren

5. R. Nuh S3 acc. asuransi,Asuransi prnh menjbt dir. PT. Berdikari asuransi,Asuransi (Persero), tp dpecat olh Meneg BUMN krn KORUPSI miliaran Rp. @TM2000Back

3416

Tribunnews.com @tribunnews

Klinik Foto Medis di Australia Manfaatkan Kelemahan Asuransi Kesehatan http://t.co/Bpj5U4vhZ9

3301

Nega5ve Impact Analysis

Engagement Analysis

0 2000000 4000000 6000000 8000000 10000000 12000000 14000000 16000000 18000000

pruden@al_1

Asuransii

isco29

NioMoki

acaasuransi

WOWFAKTA

GardaOto

574LK

72wi

kotamie_ID

WOWKaskus

marke@ng_adira

fc_bnilife

EquityLifeInd

kabarde@knews

BloombergTVID

KabarHariIni_ID

nurhendraa

kabarotomo@f

Viral Reach Original Reach

@prudential_1 – an unofficial account proved extremely effective in pushing insurance topics virally

No official brand presence in insurance topics within the top 20 industry influencers

@kabarotomotif – a community portal could be a potential buzzer for companies focusing on auto insurance

A personal Account belonging to a user named Risman has become a potential influence with the most viral reach and appeal regarding an insurance related quiz

Post Analysis

Post Analysis

Noteworthy Media & Blog Posts

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Dear Insurance Brands, What Were You Doing During Ramadan in Social?

Social Media

Transcript of Dear Insurance Brands, What Were You Doing During Ramadan in Social?