it comes to click throughs, online quotes, brand awareness and so forth. The interesting thing to note about this is they were virtually nowhere at 1% awareness in 2004 and in that time since then, Geico has outspent them by a factor of almost eight to one. If you just think of those two things in comparison with each other, it’s just amazing what they’ve done.
Here’s an example of how they’re leveraging the social Web. Here’s a MySpace page where they’re doing what is called an ICER AIR Freestyle Contest where people are actually doing Erin Esurance videos. The thing is with the Web out there, people are so creative that they’re letting their customers create these ads and they’re actually doing a contest to see who wins the best ad and then that becomes their new ad. So they’re getting all this free publicity on MySpace from these commercials that people are doing.
Here’s an example of one of their ads. Again, this is obviously on MySpace . . . [AD RUNS]
So, that’s an ad that’s being produced by an Esurance customer. Just take a quick look at this. Here’s a special agent cartoon that was done by Esurance – 21,000 views of this You-Tube commercial.
You might have even seen this on TV. [AD RUNS]
So what Esurance has done is they have reached out to the online world to help them with their marketing campaigns. The online world has also solved a couple of their customer service problems with emails not getting answered and with their phone center by email feedback so they’ve actually leveraged the Web for solving internal problems which is simply amazing. So, they’re just really crushing it when it comes to leveraging and social Web. That’s the wrap up.
MCDONALD: That was an excellent presentation and we appreciate that very much. We do have some questions that came it but I’m going to turn it over to Paul now.
TINNIRELLO: Mike I thought that was great and Charles, yours was good. Let me turn the presentation around a little bit because both of you addressed the customer side of the equation and I think it’s obvious. The Web and the social networking that’s going on is really playing a positive role in getting the message out for insurers. Let’s take it from an internal point of view, from the employee point of view. Charles mentioned the fact that the Web may be out of bandwidth in a couple of years. We know that the blogging and the social networking sites draw a tremendous amount of traffic. But what does that traffic have to do with the impact of productivity during the course of a day and our employees that are working for insurers or for that fact, any company, being drawn into these sites. Is it giving way to less productivity? Is there some kind of cross-selling, cross-marketing that companies are hoping that during the day, as opposed to in the evening when most people are on the Web, are people finding that getting sucked into a blog or wanting to respond to an article, or feeling compelled to make a contribution to a wiki of some sort. Is that drawing down from the productivity or from the focus on their daily job and, if so, should people be concerned in management. I know it may be positive for those companies that are receiving the traffic . . . Charles let me start with you, what are your thoughts on that and then we’ll turn it over to Mike.
WASILEWSKI: Sure. Mike and I actually collaborated on a survey that we sent out through LinkedIn and some of our own contacts. We are them the same question. Is the Web out of control at work? They qualitative response that we got back was . . . well, yes it is. A lot of people are really not comfortable that work-time Web users related to work activities, productive activities. That’s both owners of companies and management as well as employees. I think one thing our survey showed – there are some examples of people running Longaberger Basket businesses from their cubicle, publishing a blog, and there’s some conflict between employees there as seeing time spent in non-work related activities. But I think that’s some of the extreme examples. What are results really showed – Page 1  |  Page 2  |  Page 3  |  Page 4  |  Page 5  |  Page 6  |  Page 7  |  Page 8  |  Page 9  |  Page 10