State Farm Insurance Co.

Social Commerce

State Farm's customer service

Target Audience

Instant gratification

Social Media Zones

Social Communities

User-generated content

Ages 18 to 34

Use social media to attract target audience

Consumers trust consumers

Agents utilizing social media

Specific guidelines to communicating on

their social media platforms

Characteristics

• 89% of people ages 18-29 yr's old use social media
• 82% of people ages 30-49 use social media
• 67% of people ages 18-29 use cell phones
• 50% of people ages 30-49 use cell phones

Social Publishing

Share positive experiences

Promote the value of their products

Social media statistics

Behaviors

• Facebook users get the most support from social ties
• 62% of millennials want brands to engage with them on social media

Mobile Apps

Training tools

Social media platform plug-ins

Manage & Measure

Experience Strategy

As a Licensed Sales Representative I:

• Online data is tracked to monitor effectiveness of social media investments

• Every follower, subscriber, like, re-tweet, and comment helps build the brand

• All social media sites have links to the official web page, further increasing their site traffic!

Activation Plan

• Utilize personal social media

The Group's Recommendation

We recommend that State Farm utilizes:

• Facebook- most used social media site, easier to connect to consumers
• Tumblr- more ways for State Farm to share their ideas creatively
• Twitter- Short and clever way to get ideas across

• Stay connected with online interactions (Comments, Status Updates, Videos, Etc.)

• Agents are encouraged to post positive content or experiences

• State Farm can measure their success on pure traffic volume!

• Help value and benefit the company

• Facebook used almost exclusively

• Encourage customer engagement

1. How did the plan start off?

2. Implementing the plan

3. Scheduling social media actions

4. Budget for 2013

5. Consistency

Situation Analysis

Marketing Objectives

SWOT Analysis

• State Farm's current business plan is to be the leader in insurance products.
• State Farm does not utilize Social media as much as it could
• State Farm's competitors are Allstate, Geico, and Progessive

Weaknesses

• Recent revenue gains have been

based on investments rather

than underwriting

Strengths

• Strong Net Worth &
• Brand Recognition

• Agents strategy is to achieve sales growth and community exposure by using social media.
• Through social media utilization, state farm wants to connect with the current policy holder and increase their exposure to potential clients.
• Building a more interactive customer relationship via campaigns, giveaways, contests, etc.

Threats

• Americans are driving less and making use of car sharing apps more.
• As miles driven continues to plateau, there will be less demand for car insurance

Opportunities

• The largest demographic cohort is 20 to 24-year olds, this will soon by demanding State Farm's core products

State Farm Insurance Co.