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It’s Hard Living in the Stone Age

When it comes to social media, I freely admit I’m a relic.  I don’t spend hours (or even minutes or seconds) on Facebook because a) I place an extremely high value on my privacy and b) I don’t really care what folks with whom I have a tangential relationship did on their last vacation.  The only thing I “tweet” are links to these blog posts because a) I just can’t fathom why people who barely know me would care about what I have to say about anything and b) I can’t figure out how to say anything in 140 characters or less.

2 dinos

But my being stuck in the “Land that Time Forgot” doesn’t mean I think that social media is irrelevant or a flash-in-the-pan trend.  On the contrary, I think the billions (that’s billions with a “b”) of people who rely almost exclusively on social media to obtain and share information with their friends and families pretty much guarantee that that this whole electronic communication thing is here to stay.  And considering that the primary users of social media (that would be folks 45 and younger who are making big decisions about how best to secure their financial futures) are the folks that readers of this blog want to communicate with, I’d say it’s time we brought in some talented young professionals to show us how these tools can help us group our societies.

And at least one fraternal – Teachers Life in Toronto – is doing just that.

Teachers Life launched a new social initiative at the end of 2014 to engage educators online. The purpose was to increase awareness and understanding of the Teachers Life brand, showcase advantages to being a member with Teachers Life and being an active participant in the online education community. Whenever appropriate, the society took the opportunity to articulate the benefits of having an insurer who understands the teaching community better than any other insurance provider.

Teachers Life had been inactive on Facebook since 2011, so their page was revitalized with new content, imagery and ways to engage. The society’s Facebook page has grown from 503 likes to 1,787 in just a couple of months. twitter
Twitter, however, was new territory for the brand. According to Teachers Life CEO Doug Baker, society executives quickly noticed that teachers were unlike any other tweeters – they were special. Supportive of Teachers Life Twitter feed, their followers were immediately active and engaged, and the society saw potential to reach a larger group of educators to begin a social ripple effect and grow their community.  Teachers Life decided to host its first ever Twitter Chat to gather teachers online and ask questions, tweet answers and ultimately get to know this new online audience. The tweets (and retweets!) were encouraging.  People wanted to know more about Teachers Life and they were impressed by the organization’s rich history.

Throughout the chat, society executives were tracking real-time traffic to the Teachers Life website. During the few hours tracked, there were always 10-20 people on the site at any given time looking for more information. Driving traffic wasn’t the primary objective, so this was an added bonus and one that worked seamlessly without feeling pushy or “salesy.”  At the peak of the chat, Teachers Life was trending on Twitter in both Toronto and across Canada. The society awarded those who participated with a chance at winning a grand prize of a kobo, gift cards and a pizza party for their class.

Here’s a breakdown of the success:

• 4.3 million impressions
• 144,694 reach
• 1,245 tweets
• 50+ contributors

• Trending on Twitter topic in Toronto  (currently most popular)
• Trending on Twitter topic in Canada  (currently most popular)

• Followers 403 (pre party)
• Followers 541 (post party)
• Net Gain of 138 followers

Want to learn more about the Teachers’ Life social medial program? Email Doug Baker at dbaker@teacherslife.com.

Got your own social media success story?  Share it by posting a comment here or email it to me at jannotti@fraternalalliance.org so that I can feature it in a future posting.

2 Responses

  1. Our success story is ‘tangentially’ related to social media. Last October, the Alliance invited us to participate in a technology webinar…something we have never done before. Our team was hesitant, but I felt we could rise to the challenge and create a meaning contribution to the session. The day-long presentation of Alliance webinars was promoted via email and social media.

    That was nearly four months ago, and to date, we’ve received two serious inquiries from webinar attendees. Our only goal to raise brand and product awareness and educate an audience who we are what we do. That they remembered us four months later was incredibly gratifying!

    • That’s terrific! Thanks for letting us know that you found the program valuable and that it delivered results…jja

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