2015 Asia-Pacific Gold Winner - Allianz Ayudhya Assurance Pcl

Company: Allianz Ayudhya Assurance Pcl., Bangkok, Thailand
Category:Online Marketing Campaign of the Year

Entry Title: Social Media for Sales

Background

Allianz Ayudhya Assurance PCL is the leading Life Insurance Company in Thailand. Social Media is part of our digital strategy which is to grow digital relationship with our end customers across multi distribution channels with frequency and quality of customer contact through website, mobile, and Social Media. The Social Media for Sales is an integral part of the digital / multi-access strategy which transforms sales agents and builds customers engagement via social media.

Creative Idea & Execution

We introduce Facebook business page to individual digital savvy agents with our comprehensive Page management tool which ensure the consistency and integrity of corporate information and appearance to customers. Starting with 30 qualified agents participating in this program, we setup their Facebook business page and grant the permission to use corporate Page management tool individually. Digital Marketing team provides variety of content and corporate digital media (i.e. Banner, Profile Photo, VDO and etc.) regularly through Content Library for agents to pick the ones that match to their target customers. We also provide agents’ activation and training to the members regularly to enhance them as skillful and professional Social Agents. This allows them to provide frequency and quality of customer contact which result in the increasing of customer satisfaction (NPS) as well as sales volume and new recruits accordingly.

Communication & Support

We are utilizing Facebook Closed Group as main communication tool to reach all members as it gives privacy and flexibility to the members. By providing performance update, what’s new, meeting agenda, knowledge sharing, reward & recognition, and other project related information, all 30 members are able to maintain as part of the group with up-to-date information.

Key Results

By end of December 2014, the key achievements are;

* Increasing in customer satisfaction -- +12% NPS over the first survey result in July 2014 (from 46% to 58%)
* Increasing in number of fans -- +460% over the first launch (from 6k to 31k)
* Increasing in Engagement Ratio -- +42% over the first launch (from 5.1 to 7.2)
* THB 1.12M sales volume through this program
* 18 new tie-agents recruited through this program

Comparing to other implemented countries in this region, which are Malaysia and Indonesia, we are the leader of overall performance for this program and recognized as “Hero” country for next year expansion.