Comments on: Esurance Arouses Curiosity, Kills The Cat http://www.socialmediaexplorer.com/2008/02/07/esurance-arouses-curiosity-kills-the-cat/ Thu, 20 Nov 2008 13:16:36 +0000 http://wordpress.org/?v=2.6.3 By: Reactions to the Esurance Social Networking Post http://www.socialmediaexplorer.com/2008/02/07/esurance-arouses-curiosity-kills-the-cat/#comment-993 Reactions to the Esurance Social Networking Post Fri, 08 Feb 2008 15:08:07 +0000 http://www.socialmediaexplorer.com/2008/02/07/esurance-arouses-curiosity-kills-the-cat/#comment-993 [...] was Jason Falls with his brilliantly titled post Esurance Arouses Curiosity, Kills The Cat, in his Social Media Explorer blog. I’ll let Jason’s words speak for themselves because [...] [...] was Jason Falls with his brilliantly titled post Esurance Arouses Curiosity, Kills The Cat, in his Social Media Explorer blog. I’ll let Jason’s words speak for themselves because [...]

]]> By: Jason Falls http://www.socialmediaexplorer.com/2008/02/07/esurance-arouses-curiosity-kills-the-cat/#comment-991 Jason Falls Fri, 08 Feb 2008 04:15:36 +0000 http://www.socialmediaexplorer.com/2008/02/07/esurance-arouses-curiosity-kills-the-cat/#comment-991 Wow. I'm so sorry I haven't gotten on today to respond. Chris T: Thanks a lot. Glad you found us and hope you come back often. Chris K: Thanks for pointing me in the direction of your blog and post. It's good to point to examples, both good and bad, to frame our thinking. Nick: It could happen ... just sayin'. Rodger: Glacially is light years ahead of most. The fact that you're talking about it is significant progress. Perhaps framing the argument in the context of Esurance and above the line vs. below the line marketing costs could help. Keep us in the loop. I'd love to talk about the social media approach in the financial world with you here someday. Soniac: Right on! The problem with good marketing is that it doesn't make good sense in the traditional business model. Reaching consumers in a meaningful way can't be encapsulated in a 12 month period or the (godforsaken) quarterly report. It's not about annual or monthly. It's about personal and community. If CEOs could ever get their head's around that, CMOs might be able to keep their jobs. And Kristin, THANK YOU for speaking up and coming by to right our wrongs. My apologies for the factual errors. Sometimes we bloggers write on the fly and don't fact check. Shame on me. Still, thank you for setting the record straight. Perhaps you could use the overall point of Chris's article (and mine) and push Erin out there a bit more. Best of luck! Thanks to all for commenting (and to those yet to come.) Wow. I’m so sorry I haven’t gotten on today to respond.

Chris T: Thanks a lot. Glad you found us and hope you come back often.

Chris K: Thanks for pointing me in the direction of your blog and post. It’s good to point to examples, both good and bad, to frame our thinking.

Nick: It could happen … just sayin’.

Rodger: Glacially is light years ahead of most. The fact that you’re talking about it is significant progress. Perhaps framing the argument in the context of Esurance and above the line vs. below the line marketing costs could help. Keep us in the loop. I’d love to talk about the social media approach in the financial world with you here someday.

Soniac: Right on! The problem with good marketing is that it doesn’t make good sense in the traditional business model. Reaching consumers in a meaningful way can’t be encapsulated in a 12 month period or the (godforsaken) quarterly report. It’s not about annual or monthly. It’s about personal and community. If CEOs could ever get their head’s around that, CMOs might be able to keep their jobs.

And Kristin, THANK YOU for speaking up and coming by to right our wrongs. My apologies for the factual errors. Sometimes we bloggers write on the fly and don’t fact check. Shame on me.

Still, thank you for setting the record straight. Perhaps you could use the overall point of Chris’s article (and mine) and push Erin out there a bit more. Best of luck!

Thanks to all for commenting (and to those yet to come.)

]]> By: Kristin Brewe http://www.socialmediaexplorer.com/2008/02/07/esurance-arouses-curiosity-kills-the-cat/#comment-990 Kristin Brewe Fri, 08 Feb 2008 02:50:50 +0000 http://www.socialmediaexplorer.com/2008/02/07/esurance-arouses-curiosity-kills-the-cat/#comment-990 Hi there, I'm Kristin Brewe, Director of Brand & Public Relations at Esurance. Chris wrote to us and asked for a response, which you should be able to check out here: http://www.1goodreason.com/blog/2008/02/05/where-is-erin-esurance-or-how-not-to-run-a-social-networking-campaign/ A few corrections to your post: 1) Though flattering to imagine, we didn't have Super Bowl ads on TV. We wish! :-) 2) Linked In, Facebook, a few of the MySpace profiles you cite are all fan-created. (Thanks to the fans, as well. Keep creating!) 3) Our only activations are on our site, and our very own MySpace page, which is here: http://www.myspace.com/erin_esurance At any rate, hope the info helps. I wish you and your readers all the best. Kristin Hi there, I’m Kristin Brewe, Director of Brand & Public Relations at Esurance.

Chris wrote to us and asked for a response, which you should be able to check out here:
http://www.1goodreason.com/blog/2008/02/05/where-is-erin-esurance-or-how-not-to-run-a-social-networking-campaign/

A few corrections to your post:
1) Though flattering to imagine, we didn’t have Super Bowl ads on TV. We wish! :-)
2) Linked In, Facebook, a few of the MySpace profiles you cite are all fan-created. (Thanks to the fans, as well. Keep creating!)
3) Our only activations are on our site, and our very own MySpace page, which is here: http://www.myspace.com/erin_esurance

At any rate, hope the info helps. I wish you and your readers all the best.

Kristin

]]> By: Soniac http://www.socialmediaexplorer.com/2008/02/07/esurance-arouses-curiosity-kills-the-cat/#comment-988 Soniac Thu, 07 Feb 2008 15:45:58 +0000 http://www.socialmediaexplorer.com/2008/02/07/esurance-arouses-curiosity-kills-the-cat/#comment-988 Great post Jason! This issue starts at briefing. Both Marketing Directors and agencies fall into the trap of layering objectives as though they were finite. "Brand awareness", "Direct Response" "CRM" only etc. In over 10 years, I've only met a few clients that actually take the time to build out full online strategies. The compartmentalized mentality comes from the simplicity of budgeting I think. Traditional advertisers like blocking charts, start and end dates. They can wrap their heads around this. They can report back internally on this type of execution. Selling through interactivity through social media can be daunting for an agency. For now, they have to rely on case studies (that are quickly piling up) and the hope that the company is flexible in their approach to media. I'm sure early adopting clients are getting great benefits from social networking pre-saturation. Great post Jason! This issue starts at briefing. Both Marketing Directors and agencies fall into the trap of layering objectives as though they were finite. “Brand awareness”, “Direct Response” “CRM” only etc. In over 10 years, I’ve only met a few clients that actually take the time to build out full online strategies. The compartmentalized mentality comes from the simplicity of budgeting I think. Traditional advertisers like blocking charts, start and end dates. They can wrap their heads around this. They can report back internally on this type of execution. Selling through interactivity through social media can be daunting for an agency. For now, they have to rely on case studies (that are quickly piling up) and the hope that the company is flexible in their approach to media. I’m sure early adopting clients are getting great benefits from social networking pre-saturation.

]]> By: Engagement marketing : Strategic Messaging http://www.socialmediaexplorer.com/2008/02/07/esurance-arouses-curiosity-kills-the-cat/#comment-987 Engagement marketing : Strategic Messaging Thu, 07 Feb 2008 15:44:32 +0000 http://www.socialmediaexplorer.com/2008/02/07/esurance-arouses-curiosity-kills-the-cat/#comment-987 [...] branding is about engagement. On the Internet, you’re most likely to see references to the social media aspects. But it goes further than blogs, chat, and diggery. For example, a huge fraction of the [...] [...] branding is about engagement. On the Internet, you’re most likely to see references to the social media aspects. But it goes further than blogs, chat, and diggery. For example, a huge fraction of the [...]

]]> By: Rodger http://www.socialmediaexplorer.com/2008/02/07/esurance-arouses-curiosity-kills-the-cat/#comment-986 Rodger Thu, 07 Feb 2008 15:27:03 +0000 http://www.socialmediaexplorer.com/2008/02/07/esurance-arouses-curiosity-kills-the-cat/#comment-986 You make an interesting point. And you've given me a great idea. Independent financial advising is one industry I see social media having a tremendous impact, non-profits should be capitalizing on this technology too. While you mention that SM can create "a legion of loyal fans willing to share your [company's] story," this is true across industry sectors. Whether an organization is non-profit or for profit, whether the organization is supported by donors or customers, building relationships is important. People just expect it, I think. And if they don't expect it, but find an organization that respects and fosters relationships, they appreciate it. I know that our company, a financial advisory firm, fosters relationships with it's clients. Some have been with us for more than 20 years, the CEO tells me. But we are special, in that we look at the whole family, and the Gen Xers And Ys are online -- I don't think we need data here to prove that. To reach that population, I've been explaining to the CEO how important social media is to our overall communication plan. We're getting there, albeit glacially. You make an interesting point. And you’ve given me a great idea. Independent financial advising is one industry I see social media having a tremendous impact, non-profits should be capitalizing on this technology too. While you mention that SM can create “a legion of loyal fans willing to share your [company's] story,” this is true across industry sectors. Whether an organization is non-profit or for profit, whether the organization is supported by donors or customers, building relationships is important. People just expect it, I think. And if they don’t expect it, but find an organization that respects and fosters relationships, they appreciate it.

I know that our company, a financial advisory firm, fosters relationships with it’s clients. Some have been with us for more than 20 years, the CEO tells me. But we are special, in that we look at the whole family, and the Gen Xers And Ys are online — I don’t think we need data here to prove that.

To reach that population, I’ve been explaining to the CEO how important social media is to our overall communication plan. We’re getting there, albeit glacially.

]]> By: Nick Huhn http://www.socialmediaexplorer.com/2008/02/07/esurance-arouses-curiosity-kills-the-cat/#comment-985 Nick Huhn Thu, 07 Feb 2008 13:49:51 +0000 http://www.socialmediaexplorer.com/2008/02/07/esurance-arouses-curiosity-kills-the-cat/#comment-985 CRM and loyalty as objectives of a marketing strategy? Wow I wish we worked at the same place. CRM and loyalty as objectives of a marketing strategy?

Wow I wish we worked at the same place.

]]> By: ckieff http://www.socialmediaexplorer.com/2008/02/07/esurance-arouses-curiosity-kills-the-cat/#comment-984 ckieff Thu, 07 Feb 2008 12:54:54 +0000 http://www.socialmediaexplorer.com/2008/02/07/esurance-arouses-curiosity-kills-the-cat/#comment-984 Jason, Thanks for the compliment. You're absolutely right that more agencies/companies should be doing something with the consumer after the interest is generated. I think one of real failures here is that Esurance has LinkedIn and Facebook pages and does nothing with them. It's like buying TV time and running a radio spot. Chris Jason,
Thanks for the compliment. You’re absolutely right that more agencies/companies should be doing something with the consumer after the interest is generated.
I think one of real failures here is that Esurance has LinkedIn and Facebook pages and does nothing with them. It’s like buying TV time and running a radio spot.
Chris

]]> By: Chris Tackett http://www.socialmediaexplorer.com/2008/02/07/esurance-arouses-curiosity-kills-the-cat/#comment-982 Chris Tackett Thu, 07 Feb 2008 11:37:25 +0000 http://www.socialmediaexplorer.com/2008/02/07/esurance-arouses-curiosity-kills-the-cat/#comment-982 I found your site on technorati and read a few of your other posts. Keep up the good work. I just added your RSS feed to my Google News Reader. Looking forward to reading more from you. Chris Tackett I found your site on technorati and read a few of your other posts. Keep up the good work. I just added your RSS feed to my Google News Reader. Looking forward to reading more from you.

Chris Tackett

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