Working with public relations at Europeiska

Johanna Snickars

• 2 million leisure travellers

• Over 15 000 expatriots in 100 countries

• 1,5 million corporate travellers

• 7 900 business customers

• +700 000 school children

• Over 2,4 million credit cards

• Special insurances for watches, jewlerry, hearing aids

• 16 service offices, Euro Centers, around the globe

Every year we insure:About Europeiska

Europeiska Försäkrings AB

Founded in 1920

Offices in Sundbyberg

100 employees

Our challenge

• 91% of Swedish customers searches the web for information on products and services. The decision to buy occurs on the web. (Konsumentverket, 2009).

• Result: Europeiska loses the personal connection with the customer. A retail salesman could explain the differences and advantages with our travel insurance.

• By being present in channels where the potential customers are we can have a personal dialogue and recreate the customer connection.

Where it all started - Resdagboken.se

• Founded in 2000

• 240 000 users

• Sweden’s biggest travel community

• 14 million pictures

• Sold to Schibstedt 2009

Resdagboken live event

• Live broadcast from a concertin Thailand in 2009 via Bambuser

• Aimed at target group

• Success – more than2 000 Swedish participants

• Help travellers communicatetheir experiences via chat

• Present where the customersare

Our social media

Twitter

• Aim: communicate travel safety, provide rapid information, strengthen our brand

• Launched in april 2009

• 650 followers

• Good feedback: personal, quick replies, relevant information

• Twitter feed on website, intranet and blog

Twitter followers are more inclined to buy and recommend your brand• More than half (51%) of Facebook fans and 67 percent of Twitter followers

are more likely to buy the brands they follow or are a fan of. • 60 percent of Facebook fans and 79 percent of Twitter followers are more

likely to recommend those brands since becoming a fan or follower.

Twitter followers are more inclined to buy and recommend than those who subscribe to newsletters and are Facebook

• Source: ExaktTarget/eMarketer

Linkedin

• Strengthen brand knowledge

• Strengthen employer branding

• Activate employees

• Recruitment tool

• Statistics

Measure and evaluate

Policies, guidelines and follow-up

Social media policy

• A collected policy for all social media contains:• Purpose• Sender• Target group• Frequency• Language• Images• Do’s & Don’ts• Copyright, laws• Content• Links

How do we measure our presence in social media?

• Blog posts where Europeiska are mentioned• Tweets where Europeiska are mentioned• Links• Twitter followers/Facebook fans/RSS subscribers• Traditional media analysis• Social Media analysis • Customer service• Mentions in press• Google Analytics/Trends• MyNewsdesk

Social media in a crisis

April 14th, volcano eruption in Iceland

Tweets

vulkanaska.wordpress.com

vulkanaska.wordpress.com

• The pressure on customer service increased and we collected all FAQ in a seperate blog

• With the search term ”vulkanaska” in the URL we reached the top of search terms for the ashcloud

• We collected all important information from us, travel agencies, airlines and media

• The blog allows comments – fast replies

• We collected links and Tweets from relevant sources

Lessons learned

• Crisis communications happens in real time

• Customers can help with crisis communication – RT:s, sms, links, input, press releases

• Straight communication saves time

• There are no ”opening hours” in a crisis

• Action and openness is rewarded

Evaluation

• In a month from April 16th we had 5030 unique visitors on the vulkanaska-blog, on April 17th 1007 unique visitors

• Compared to week 14 (the week prior to the ashcloud) and week 16 (the week after):  

• +200% mobile devices using the homepage•  SIS-index week 15: Europeiska in top 10 fastest growing

webpages in Sweden, +48% unique visitors • +200% unique visits on europeiska.se

Integrating social media with intern communication

Our internal challenge

• Increase efficency – decrease e-mails• Increase transparency, commitment and communication• Create a common platform and forum for debate• Collect the knowledge in an information database

• Increase awareness about external communication

• Meet the needs of individuals with usable applications

Intranet

Wikis

Functions in our Wiki

Status updatesStatisticsBambuser broadcasts

Subscribe by RSS

Instant Messaging

MSN Messenger, Yammer or Office Communicator?

Press conference

• Debate with the foreign ministry and the Swedish Church

• 15 journalists on location, 44 watched the broadcast live

• Comments and questions live

Our experiences and advice

Keys to success• Find conversations about travel safety and contribute with

knowledge in a personal manner

• Build and tend to your digital embassies and early adopters

• Be quick to reply to questions, comments, tweets

• Listen more than you speak. Be generous, create and share relevant and fun content

• Learn about SEO, your users and common words

• Educate the entire staff, spread out the workload

Thank you!

Twitter: @europeiskaFacebook: Facebook.com/Europeiska

www.europeiska.se