First a quick shout-out to my new client – you know who you are. You guys are off to a great start working through the 12 Step Process. And while we’re on the topic of CEO’s, your progress is in no small way a credit to your CEO, once he saw the real deal via the Boot Camp. Kudo’s all around. 2014 should be a really good year for you…

Source Article via Linkedin: Top CEO’s using Social Tech

Yes, it’s great to see two insurance executives on the list. That at least gives us something to talk about.

In digging deeper at the two profiles and their associated companies, there are several useful learnings. And I have a question for you at the end.

You will notice that I put an emphasis on Blogging as part of their CEO voice as well as their organizational voice. Blogging is the key. See the awesome book by Kipp Bodnar: The B2B Social Media Book

“It’s okay if you don’t have a blog yet. Wait, you are not going to create one? Close the book now. We are done.” Chapter 7 on Blogging “A blog is the hub of your company’s B2B social media presence.”

Let’s take a closer look the two insurance execs..and the stark contrast within their enterprise. With all due respect and admiration for getting there…

Mark Bertolini, Aetna

Good tweets. Solid effort. Weak Klout score, though. Probably not leveraging Facebook yet.

It looks like he’s doing an internal Blog. See the reference here:
http://www.aetna.com/about-aetna-insurance/aetna-corporate-profile/corporate-bios/bertolini.html

However, Aetna itself has no visible Social Tech on aetna.com
Nor on their HCR site: http://www.aetna.com/health-reform-connection/index.html?WT.svl=HCR_link

Boy, you’d think with everything going on with Obamacare, Aetna would have a vast Social Tech presence, continuously pumping out Blogs, video’s, tweets, and shares. On the contrary. So what is the average Joe Social Media User left to conclude? Talk to the hand, buddy.

No Facebook Page at all. Wow.

A bunch of negative sentiment on Twitter mentions. OK, so what do you expect? You’re not solving problems with your approach – you’re in fact making it worse. Hmm.

So, netnet, major downgrades for the organization.

On the flip side…

AmFamJack – Jack Salzwedel, American Family Insurance

Interesting tweets and mentions.

The company is one of my favorites in Social in insurance. Of course, they were one of the early adopters. (Yes, it pays off, like anything else.)

amfam.com

Social Links in the Footer – OK. (I’d rather see them in the header – or both).

186k Likes on Facebook – Wow. That’s a pretty big number. Not huge. But a solid effort.

But here’s where it gets really good.

Check out their Recent Posts by Others. Absolutely beautiful example of RPO engagement. How did they get those? By asking a few simple questions on the Facebook page. What’s the side benefit? It pushes down any negative sentiment – claims, price increases, denials, etc. Do you see how that works? And don’t insurance companies have a LOT of positive sentiment that they could be featuring across their Social graph?

Going further, if you slide down their Facebook page, they recently Featured a post by user on his motorcycle in response to “What’s your favorite way to cool off?” How great is THAT??! They also respond to almost every RPO. Excellent. Not THAT’S quite a contrast to the Aetna strategy – or lack thereof, don’t you think?

Great Twitter Profile all the way around, only 1 negative mention. Nice

I’ll tell you what. The AmFam YouTube channel is one of my favorites in insurance. Learn from them. I show the Joplin video in every Boot Camp. So brilliant on so many levels.

My one criticism: Blogs.
They are blogging, although Jack does not appear one of the bloggers, and the blog is not promoted on the Home page. So that’s a work-area.
https://blog.amfam.com/blog/emily-anhalt-continues-to-dream#comments

Here’s the thing: I’m sure both insurance companies have the same policies regarding claims payments and other potentially adverse customer situations, even though they are in different insurance categories.

So what’s the difference?

Internal Buy-in? Compliance? Fear? Indeed – poor service? or the worst: Cultural issues like Pride, Haughty, Arrogance, Invincibility, etc., etc., etc. I’ve heard them all mentioned at various times and places within the insurance industry. Yes, I know those are character issues as well. Guess what? Leadership character flaws are starting to become more visible via the social graphs of the enterprise. Wake up, people. Wake up, Boards. You better start getting very savvy about Social. It has the power to take down ANY organization.

I’ll go a step further> I think this Top30 report should have ranked the CEO’s no only by how Social THEY are, but by the Social IQ within their ORGANIZATIONS. I mean, let’s face it – Isn’t that the most important measure of their influence? How well are their operations doing Social?

Here’s one that is incredibly absent: Tony Hseih, CEO of Zappos. How about Dave Barger with @JetBlue? Both of these org’s are crushing is when many companies within their industries are suffering (Sears, United, etc. etc.).

Here’s one of my personal favorites: Brian Halligan, CEO of @HubSpot. Forget about it. He should be on the top of the list! HubSpot, via it’s tool, is probably touching more people across the world than IBM. Pound for pound, touches per employee? I’d put HubSpot on the top of that metric.

My questions for you, the reader:

What do YOU think of all this? Please don’t lurk. Take a minute to comment. I’ve left the door wide open.

Do you know any other CEO’s in the insurance space? Perhaps we could do a TOP 30 Insurance CEO’s. Nominate them in the comments. Company, Agency, Association – any CEO. I’ll then do the research and compile a list.

Side note: Curious that Facebook is not included in the CEO scoring sheet. At this point, I’m seeing substantially more (as in 10x) engagement (and thus influence) on Facebook as I am seeing on Twitter or Linkedin. That should be included as well. It is definitely a factor in the Klout score.