Social Media Progress Report – Cigna – Unmetric Social Media Analytics Blog Site
Social network is an excellent way for insurance coverage providers to reach their potential clients. Considering that insurance is a repeating investment, social media aids in consistent persuasion. The best part is that everything from reach to conversion is quantifiable.
Still skeptical about insurance coverage brand names being on social media? Take a look at the efficiency of Cigna on social media throughout the month of October 2016.
At a look, Cigna has
Typically, Cigna released 4 Tweets every day. The majority of these are proactive tweets.
The frequency with which they tweet is more than the average for Insurance brands in The United States and Canada.
Out of the 134 Proactive Tweets, 5 were Advertisements. Of these, the Ad below was the most interesting: What’s on your to-do-list? Do not miss the most important thing– your health screenings. #KnowYourBenefits pic.twitter.com/RCtG60NreV– Cigna( @Cigna) October 21, 2016 In basic, all their advertisements concentrate on brand-new deals and strategies run by Cigna.
All the other sponsored Tweets had a direct link to their site. These led to pages that offered customers more details about various advantages and encouraged them to choose Cigna. The most engaging Tweet, promoted a worldwide office wellness summit. This got 47 Likes and 9 Retweets. The engagement came mostly from the participantsof the top. We’re honored to provide the 4th yearly International Office Wellness Summit. #CignaFoundation https://t.co/ei2gOnHca6 pic.twitter.com/rCWMNym825– Cigna(@Cigna) October 5, 2016 One of Cigna’s most interesting Tweets from September highlighted TV physicians from shows like Home, Scrubs and Grey’s Anatomy. This got 828 Likes and 256 Retweets. But such high levels of engagement comes at the cost of high production values etc. A great way to utilize such high one-time expenditure would be to produce more durable content that can be reused later on. Stills with these influencers can be used later with various copy to combat dry spells in engagement. Take a glance at the hashtags that appear the most in discussions that include the brand: You’ll see that in discussions initiated by brand names, the most pre-owned hashtags are ‘#teamcigna’and ‘#knowyourbenefits’.
The’ #teamcigna’hashtag was used by the brand to let their audience satisfy their different workers
. This is a terrific method to display your business as a community. The individuals associated with their employees on Twitter get to hear about the company. The ‘#knowyourbenefits’series offered info about the different strategies and the benefits that come under each. The a lot of user tweets included the hashtag ‘goknowcontrol ‘. This was the campaign that trapped TV personalities. There were a lot of tweets from the celebs themselves, spreading out word about the campaign in addition to enthusiastic actions from fans.
Based on the feasibility of doing such videos, Cigna ought to think about something comparable on a routine basis or a minimum of spread out content across a period of time. The chart listed below programs the variety of tweets and the engagement received on Cigna’s tweets during numerous hours: According to the chart, tweets published in between 9PM to 12AM gets one of the most engagement. However, considered that a really small number of tweets were published during this time,
it is safe to state that the brand name’s most engaging Tweets are between 9AM and 12M. Facebook To get a clearer picture of
Cigna social media performance, let us take a better take a look at their material. Post Types On average, video material was most appealing. See the split of engagement below: Out of the 7 videos put out by the brand name during this period, 4 became part of the #KnowYourBenefits campaign. By getting experts to weigh in on health concerns, these videos have a high degree of trustworthiness. The other videos focused on the events
that the insurance business performed. The video above was the most appealing video content put out by the brand. It
contains details that is appropriate to their consumer base. It establishes the brand name as a thought-leader in the field. Including clearer calls to action will add to social networks conversions. This would genuine the expense involved in creating videos as well. Leading Posts This Post got the most number of Likes and Shares: Social network audiences expressed their approval of this charitable gesture as part of the #GoKnowControlTour. Cigna promises totally free health screenings and health training. Regardless of the absence of promo, the Post got an approximated
reach of over 15,000. The only other Post to take pleasure in a greater Reach was promoted: Simply like the most interesting Tweet, this too called attention to the worldwide health summit. This was the only Post promoted by the brand.
If you look at the graph that shows the approximated reach that Cigna’s Facebook Posts receive, you will discover that there is a marked spike that accompanies the Promoted Post. It makes sense for Cigna to promote more of their material, especially videos. Because they require a fair bit of expense, promotion
can guarantee that they get the reach they are worthy of. Here’s the TL; DR version