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- Herausgeber: John Wiley & Sons
- Kategorie: Fachliteratur
- Sprache: Englisch
A guide for insurance and other industries to staying on customers' radars Attention Hacking: The Power of Social Media Selling in Insurance and Finance shows how you can make insurance go viral on social media. It might sound too good to be true, but think about it--products that enhance wealth accumulation, health, and family protection should be as in-demand as the latest iPhone. People may never stand in line overnight to purchase the latest insurance products, but the tools and strategies in this book will help you get significantly closer--without pouring millions into marketing. In this book, Dr. Robin Kiera teaches tactics that global insurers and intermediaries have already used to position themselves successfully on social media. He explains, step by step, how you too can reach millions of people through the relevant channels. Before you can make a sale, you need to get the customer's attention. Attention Hacking leads you straight to that goal. * Learn how to position yourself and your company as influencers among your target market * Sell insurance through savvy social media strategy and online marketing * Get customers' attention with strategic content on LinkedIn, TikTok, Facebook, and more * Recognize and abandon outdated strategies and marketing channels For CEOs and other decision makers in insurance and finance, Attention Hacking: The Power of Social Media Selling in Insurance and Finance is a revelation, showing that any industry--even the ones no one wants to hear about--can reach customers online. The basic principles of this book can also be applied to other financial products and to business generally. It's time to get social media savvy.
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Seitenzahl: 211
Veröffentlichungsjahr: 2023
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Table of Contents
Cover
Table of Contents
Title Page
Copyright
Dedication
Foreword by Julian Teicke
Foreword by Dr Stefan Knoll
Introduction
Part I: Introducing Attention Hacking
Chapter 1: Leading You Through the Digital Jungle Like Crocodile Dundee
Why Me and Why This Book?
Four Themes Throughout This Book
Read This Book in Four Days or Less
Trust Is Key
Everything Is Changing All the Time
Attention Hacking: Getting on the Customer's Radar
Chapter 2: ‘It's the Mindset, Stupid.’*
From Strollers to a New Business Model
Identify Drivers of Growth
Set Unrealistic Goals
You Want New Problems
Fight Normalcy
Note
Chapter 3: Sales Is Broken, and Operations Has Seen Better Times
Need for a Fresh Outlook
Trends Among Agents
Note
Chapter 4: Imagine It's the End‐of‐the‐Year Selling Season and No One Is Listening
Take a Hard Look at Social Media
Mobile First
Offline Is Not Dead (It Just Doesn't Play a Central Role Anymore)
Why You Need to Give Speeches
You Don't Need Expensive Equipment
Chapter 5: How Attention Hacking Works
How to Reach Your Target Groups
Social Media Changes and Simplifying Your Work
How to Be Heard as a Decision‐Maker – Bypass Middle Management
Meta‐Strategy for Marketing Managers
Chapter 6: Knowledge Is Not in Short Supply
Those Who Help Will Be Helped
Attention Hacking Works
Financial Freedom: An Opportunity for the Industry
Part II: Implementing Attention Hacking
Chapter 7: Set (Unrealistic) Goals
Attention Hacking Fires Up Sales
How to Define Goals
Chapter 8: Get Started on the Right Foot
Don’t Waste Time!
Mark It Red in the Calendar
Chapter 9: Engage Your Community
Tips for Insurers and Marketing Managers
Tips for Agents
Tips for Employed Sales Managers
Tips for Board Members and Decision‐Makers
Chapter 10: Use Suitable Formats
Choose the Right Format
Think About the Target Group
The Problem of Superstars
Leveraging ChatGPT and Other AI Tools for Content Creation in Social Media Marketing
Chapter 11: Digitally Scale Offline Events
Selfie or Recruitment Ad?
Forget Direct Viewers
Who Needs Phone Books Anymore?
Chapter 12: Be Where the Customer Is
YouTube
WhatsApp Messenger
TikTok
Other Channels
Chapter 13: Become a Content Machine
Don't Get Fleeced
Being a Content Machine
How to Achieve a High Click Rate
Chapter 14: Identify Your Relevant Influencers
Identify People Who Are Important to You
Be Kind to Others
Help Others and You Will Receive Help
Chapter 15: Build Social Media into Your Daily Routine
Chapter 16: Build an Effective Sales Funnel
Get Experts
Now Is Your Chance!
Chapter 17: Summing Up Attention Hacking
Two Scenarios for the Future of Insurers
Chapter 18: Digitalscouting: We Make Your Customer Come to You
Get Started – With Us
Just Drop Me a Line
Index
End User License Agreement
Guide
Cover Page
Attention Hacking
Title Page
Copyright
Dedication
Foreword by Julian Teicke
Foreword by Dr Stefan Knoll
Introduction
Table of Contents
Begin Reading
Index
Wiley End User License Agreement
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Kamesh Goyal, Chairman Digit Insurance
I recommend this book by Robin if you want to learn how insurers can keep up with the changing customer preferences as customers go digital. It offers practical advice for insurance offerings to meet the needs of tomorrow's customers.
Brett King, Bestselling Author of The Rise of Technosocialism and Host of The Futurists podcast
In Attention Hacking, Robin takes inside the mind of a successful influencer applying his skillsets to the corporate and retail environments. From Crocodile Dundee analogies to Digital Scaling methodologies, this book is a trove of great case studies and hacks that will enhance your brand and engagement in the emerging 21st century marketplace
Rob Galbraith, CEO of Forestview Insights, Insurtech Influencer
“Breaking through is hard to do ‐ unless you read Attention Hacking by noted expert Dr. Robin Kiera! The practical ideas and techniques Robin shares in this book will save you thousands on promotions and help you reach your intended audience in the most impactful way possible.”
Sabine VanderLinden, “The Insurtech Queen”
I remember a quote I read on LinkedIn over five years ago, which I still use today when explaining the power of social media engagement. Commercial organizations are paying great attention to new B2B sales and marketing trends. Indeed, today over 75% of those commercial buyers use social media to be more informed about suppliers. They also complete 57% of their due diligence process before reaching out to a vendor for the very first time.
In this book, Dr. Robin Kiera dives into an important topic that many of our analytical and rational colleagues within insurance and finance forget. People buy from people. They buy from people they like. Likeness today is achieved through social proofing, commending authority, and applying the rule of scarcity. This means that bringing attention to a brand's values is more than necessary. It is a pre‐requisite. Robin unveils the practical tools and techniques businesses must master to build authentic brand advocacy in the digital age. A must‐read!
Eric Fulwiler, CEO of Rival
“The hardest and most important skill for any modern marketer is understanding how to find and earn the attention of their audience. This book is the BIBLE for making that happen in FS.”
“Anyone looking to grow a brand and business in digital needs to read this book. The tips and advice will change the way you think about modern marketing.”
“Robin is one of our generation's most brilliant marketing minds. Attention Hacking gives away all his secrets!”
“If you think digital marketing could be doing more to grow your business, this book is a MUST read.”
Kobi Bendelak, CEO at InsurTech Israel
Great book and great author, Dr Robin Kira succeeds in providing professionals in the insurance and finance industry with the means and tools to increase contact points with customers and leads by using digital content on relevant channels.
Besides technical tips and advice the book is designed to provide also motivation for people and companies for whom Social and Digital Media does not come naturally.
Richard Sachar, CEO Investor Networks & Director Fintech Global
“This book is full of essential insights for senior insurance executives from one of the industry's leading digital insurance experts”.
Richard Sachar, CEO, FinTech Global
“Robin's insights are a must‐read for anyone who wants to know what creates marketing success in the insurance industry”
“Robin is one of the sharpest and most compelling thinkers in the insurance industry. This book is essential reading for industry professionals”
“Essential insights for insurance professionals written in Robin's inimitable clear, compelling and inspiring style”
“Robin Kiera explains clearly how attention hacking can outperform traditional approaches to marketing and customer experience as digital transformation redefines the insurance industry”
“In the new world of digital insurance, old approaches don't work. Robin Kiera analyses and explains what's required to reach customers much more effectively”
Denise Garth, Chief Strategy Officer at Majesco
In today's market there is so much noise to fight through and uncertainty on where the insurance market is heading, that influencer and content marketing through attention hacking can cut through the noise to educate, engage and develop a level of trust through a multi‐channel approach. But it takes forward‐thinking and thought‐provoking content that is valued, consumed and establishes trust that by working with you and using your products they will see value both today and in the future. Robin's book synthesizes these concepts to help companies plan and execute relevant initiatives that can drive long‐term value, engagement and results. As a fellow InsurTech influencer, I see the postive positive impact of these ideas each and every day!
Attention Hacking
The Power of Social Media Selling in Insurance and Finance
Dr Robin Kiera
This edition first published 2024
© 2024 John Wiley & Sons Ltd
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The right of Robin Kiera to be identified as the author of this work has been asserted in accordance with law.
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Library of Congress Cataloging‐in‐Publication Data
Hardback: 9781394189052
ePDF: 9781394189069
epub: 9781394189076
Cover Design: PAUL MCCARTHY
Cover Image: GETTY IMAGES: © TUOMAS LEHTINEN
For Katja, Klara‐Elisabeth, Karl‐Hendrik, and Johanna
Foreword by Julian Teicke
In extreme situations, you really get to know someone. I first got to know Robin when he initiated mediation in the legal dispute between Wefox and Lemonade, which was critical to Wefox's existence. With his help, we settled all the disputes without the need for lawyers. Robin, as an internationally renowned insurance expert and influencer, did not have a hidden agenda. His perspective was that a dispute like that only harms innovation in the industry and must be settled. As if it was the most obvious thing, he mediated for weeks and then finally led a marathon meeting between me and the Lemonade CEO. Together, the three of us were able to achieve the minor miracle of resolving the dispute.
While one cannot accuse Robin's keynote speeches or articles of shying away from provocative theses, one must see them – like this book – in light of the motivation to positively impact the insurance industry and push it toward innovation. You need to embrace innovation and be prepared to change to move with the times.
We also put this into practice at Wefox. In addition to direct sales, we rely on physical agents (brokers, tied agents, untied agents, underwriting agents) to ensure customer satisfaction. We believe that many things are possible through technology, but it is no substitute for interpersonal communication. As a digital full‐stack insurance company, we see the innovation potential of the industry, in particular in risk avoidance through technology.
Board members, marketing and sales managers, and agents can learn three things from this book:
Changes in communication and buying behaviour are unstoppable. We are not at the tail end of digitalisation; on the contrary, we are at the beginning. Now is the latest time for starting.
Customers' attention is limited, whereas the supply of information is almost unlimited. Those who do not manage to establish themselves in the day‐to‐day world of their customers will lose their customer interface.
The digital communication revolution has led to a collapse of the entry barriers for the production of content for customers. On the one hand, this has meant intense competition for customers' attention. On the other hand, however, it has led to enormous opportunities for new, smaller and medium‐sized players. Today, smaller organisations can gain a disproportionate presence in the market.
Robin's book, Attention Hacking, is an abstract guideline for the actions of insurers in the digital world. It also contains many concrete recommendations and tips for beginners and professionals.
Julian Teicke
Founder and CEO of Wefox Berlin
May 2023
Foreword by Dr Stefan Knoll
Robin Kiera is an impressive character. First of all, he is an academic and wrote his 500‐page doctorate thesis on German military officer and politician Otto Philipp Braun.
I chose this introduction to highlight that Dr Kiera did not need to be entrepreneurial from an educational point of view alone. The latter, in particular, inspires me. Becoming an entrepreneur is a question of attitude, and if one is also successful, it is proof of one's personal ability to perform.
I met Dr Kiera when we converted Deutsche Familienversicherung into an Insurtech and wanted to list it publicly. Dr Kiera assisted me in this process and was also at my side during several appearances, including in the United States.
When we founded Deutsche Family Insurance in 2007, digitalisation was not yet an issue, at least not like it is today and certainly not in the insurance industry. However, recently with the coronavirus pandemic, it has become clear that entrepreneurs who do not master online sales as an alternative or supplementary distribution channel have substantial challenges in selling their products or services. Before the coronavirus pandemic, customer behaviour changed gradually, and once the pandemic started, customer behaviour changed rapidly. Customers appreciate the ease of ordering online and the convenience of getting information on the Internet, and this needs to be considered by businesses.
With Dr Kiera, we utilised Alexa as a distribution channel. Even though sales results to date with Alexa are still relatively modest in scope, using Alexa for sales purposes implies the requirement of a somewhat superficial level of expertise: insurance products can be so simple that they can be sold via a voice assistant.
If state regulation – the unchecked urge for bureaucracy as a stop‐gap solution for continuation of state failure at the national and European level – did not continue to inhibit us almost daily in the use of digitalisation, then we Germans with our engineers and entrepreneurs could once again take a leading position in progress following the examples of Krupp and Thyssen.
To keep up with this development meaningfully, however gradual it may be, we need entrepreneurial spirits like Robin Kiera. It is, therefore, rewarding to have been part of his entrepreneurial development, and I look forward to continuing this productive collaboration.
Dr Stefan Knoll
CEO of Deutsche Familienversicherung
May 2021
Introduction
Why do people camp out for several nights outside Apple Stores for the chance to buy an iPhone or other new gadget? How does Tesla sell its cars when the company does not advertise and does not have any conventional car dealerships? You may know the answer: customers flock to those products because Apple and Tesla have managed to generate ‘hype’ around the products they sell. There is hardly a need for a sales campaign – and seemingly no pressure for those companies when entering the market with a new product.
What a difference this is compared to most companies and industries! In fact, it is almost ridiculous that people will queue up to buy fancy mobile phones and luxury products yet products that promote and protect a family's health, like insurance, have to be pushed heavy‐handedly into the market. Insurers and agents like us help people in their darkest hours, so people should be queuing up for our products, right?
Unfortunately, they are not – despite the billions invested in sales and marketing. Something isn't working!
In my opinion, it's our own fault. Imagine an agent complaining about a lack of customers who then drives to the customer's old address rather than their new address. Or think of an insurer phoning an old phone number of an insured person – despite being aware of the changed number. That is to say, we are using outdated methods to interface with our customers. The arguments ‘This has worked for years' or ‘We have always done it this way’ are unreasonable. Yet many in our industry still think this way.
Fundamentally, the problem is that we are not where the customer is. The industry is spending billions frantically clinging to outdated communication strategies and content formats and channels, despite the fact that the customer is clearly no longer to be found there.
My company, Digitalscouting, is a marketing agency and consulting company, and its mission is to enable insurers, banks, and all companies with complex products and potentially physical sales forces to use the newest digital strategies, tactics, and hacks. We are here to support the good, the brave, and the rebels in these industries. And that's what this book is all about.
Let me ask you some hard questions about our industry:
Why do insurance companies spend vast sums of money on TV advertising even though viewers check their mobile phones during the commercials?
Why do agents call their customers on the phone when the customer is not interested and then wonder why they are not selling new products?
Why do we invest in new communication, marketing, and sales channels when it is far too late?
Why do we resist new trends and technologies instead of using them to our advantage?
The answers to these questions are often that it has ‘always been this way’. But you'll come to realise that this is not a valid argument after reading this book.
This book is divided into two parts. The chapters in Part I cover some of the problems of the industry and what attention hacking is, and the chapters in Part II lay out the 10 practical steps, strategies, tactics, and tools that will help you sell insurance as successfully as Apple sells iPhones.
This book was written for entrepreneurs, marketers, intermediaries, and insurers seeking to invigorate their sales and marketing strategies. It is especially tailored for those in industries who struggle to attract customer interest, despite offering essential products and services. The book will also appeal to individuals seeking to understand the secrets behind the success of industry giants like Apple and how to apply these strategies to their own businesses.
Upon finishing the book, you will understand why conventional strategies fail to engage today's customers, who are largely found on digital and social media platforms. You'll learn how attention hacking can be employed to effectively capture and retain customer attention, leading to increased sales. You will gain insights from my personal journey of becoming a successful industry influencer and will be equipped with practical strategies to navigate the ‘social media jungle’. The book underscores the importance of evolving with changing customer habits and needs and emphasises the power of innovation in dominating the marketplace.
Part IIntroducing Attention Hacking
In this part, I'll talk about the problems facing the insurance industry and what attention hacking is all about.
Chapter 1Leading You Through the Digital Jungle Like Crocodile Dundee
In this chapter, you will learn:
What's going wrong in the insurance industry
Why we should talk plainly about what's going wrong
That you can easily change course
Strategies that will help you be successful in the future
That attention is an important currency
How this book will assist you
Are your customers interested in whether insurance comes from Allianz, Amazon, or a large comparison site? Usually not, because they decide to purchase insurance based on personal preferences such as cost, convenience, and urgency. Although there has not yet been a disruptive Uber‐like moment in most insurance industries, the current dominance of your traditional insurance company is not assured. Think of Kodak, Polaroid, or Toys ‘R’ Us. They were once dominant in their industries, too. Then, at some point, digital cameras and online shopping became easier and cooler than a heavy analogue camera or driving to a shop. However, I don't want the insurance industry to suffer the same fate as the German mail‐order companies, especially as there are good strategies available to prevent this fate.
If you're old enough, think back to the blockbuster movie Crocodile Dundee: A Crocodile to Kiss from 1986 – a comedy where the hero (named Crocodile Dundee) uses unconventional and rugged yet charming methods to survive in the wilderness. (If you haven't seen it, go check it out on a streaming service since we'll use it as a metaphor here!) Now ask yourself the following question: Would you want to have Crocodile Dundee or a qualified zookeeper as a partner if you were released into the wild?
Although Dundee would probably not fit in at a board of directors' dinner with his rugged manner, he is more likely to ensure your survival in the wild than the zookeeper. Nothing against zookeepers! They may have observed wild animals at close range, but Crocodile Dundee has evaded hungry crocodiles and starvation umpteen times. Because of his experience, he knows every trick in the book, and he will find a way through the jungle with you.
Consider this book as a survival guide for the digital jungle. It contains insights from dozens of campaigns with thousands of posts, videos, graphics, and millions of views. However, I apologise in advance, where, figuratively speaking, I bring out a machete to cut through the dense jungle undergrowth – meaning the traditional ways to market insurance.
