View Larger ImageAmerican Family Facebook: connecting with customers 
American Family Insurance has taken a bold move in one of the most conservative and highly-regulated industries: It has committed to putting 4,000+ local agents on Facebook in less than 12 months.
American Family Insurance agents are local business leaders and prominent sponsors of community events, athletics and local celebrations. They are trusted local advisors with strong community ties and local relationships. Their activity in local communities is vast.
Their activities within online communities? Absent.
As the personal relationships of American Family Insurance customers and prospects went online, our agents remained offline. This gap drove our company to redefine our corporate culture across 19 states, 8,000+ employees, 4,000 local agents and 3,000 local communities.
This entry describes how we energized employees; launched a corporate Facebook page; developed custom Facebook applications; and launched Facebook pages to reconnect our local agents with their online community.
Growth in the insurance industry is dominated by large online competitors, with large budgets. Traditional local selling tactics (cold calling, local ads, directory listing) have proven ineffective for local agents.
The most effective marketing tool for agents? The referral of a friends, family member, or informed stranger. The best source of new business for local agents is a pre-existing relationship.
Enter Facebook.
According to research, 65% of our target market uses social media more than news sites (51%) to stay informed. Powered by local agents, we believe this provides American Family Insurance with a competitive advantage on social networks.
Our business goals: empower local agents by making them available to customers, prospects and each other using Facebook; engage customers in conversations on Facebook and build advocacy among influencers; and to provide social tools on Facebook that enhance marketing information and improve the success of traditional prospecting tactics.
June 1, 2009, to present
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Wow. 65% using social media instead...
Reviewed September 23, 2009 by sharon
Wow. 65% using social media instead of news sites to stay informed.
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Will this be available as a case...
Reviewed September 19, 2009 by Jim B
Will this be available as a case study? Where can I read more specifics about this?
Report Inappropriate Review Great effort! Way to reach out...
Reviewed September 18, 2009 by Peg
Great effort! Way to reach out to people in new and unexpected ways!
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I think it will contribute to the...
Reviewed September 15, 2009 by CBJ
I think it will contribute to the Facebook community to have more local business owners represented. When I think of insurance, I think of my agent first.
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It is nice to see AFI meeting customers...
Reviewed September 14, 2009 by Matt Inman
It is nice to see AFI meeting customers where they are at
Report Inappropriate Review 4,000 agents? That's a ton of talking.
Reviewed September 12, 2009 by TRK
4,000 agents? That's a ton of talking.
Report Inappropriate Review Plan looks good - it depends on...
Reviewed September 10, 2009 by Terry Golesworthy
Plan looks good - it depends on the actual results. Referrals are they way to go
Report Inappropriate Review Great effort, American Family....
Reviewed September 7, 2009 by Paul
Great effort, American Family. I look forward to continuing to see results.
Report Inappropriate Review Definitely leading the way among...
Reviewed September 4, 2009 by TK
Definitely leading the way among insurance companies. Great stuff.
Report Inappropriate Review This is breakthrough thinking for...
Reviewed September 3, 2009 by Dawn
This is breakthrough thinking for such a traditional segment.
Report Inappropriate Review Great to see a company connecting...
Reviewed September 3, 2009 by Chad
Great to see a company connecting with the customer
Report Inappropriate Review Lofty and worthy goal! Excellent...
Reviewed September 3, 2009 by Jeanne
Lofty and worthy goal! Excellent -
Report Inappropriate Review I would like to find out more
Reviewed September 3, 2009 by Jennifer
I would like to find out more
Report Inappropriate Review Great Insight!
Reviewed September 3, 2009 by Lisa Severson
Great Insight!
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