Or How NOT to Run a Social Networking Campaign
As you may or may not know, Esurance the automobile insurance company has been running an ad campaign based on the cartoon character Erin Esurance for a couple of years now. So I decided to take a look how they were managing the Social Networking aspect of Erin’s campaign.
I know that there is something about how they draw Erin that makes guys notice her. So I figured there must be some fans out there and I wondered how Esurance was handing it. So here is what I found:
Technorati: 10 posts tagged erin esurance
Yahoo offered these Suggestions:
So I figured if I had a hot property like this what would I do on the Social Networking side? You’re right, MySpace, Facebook, LinkedIn, etc. This is an opportunity to make a splash right? So I looked up Erin’s pages:
LinkedIn Erin profile is pitiful. Total Friends=1
Facebook Erin’s profile is terrible Total Friends =1
MySpace Erin’s profile is created by a fan. Erin Esurance has 495 friends.
Correct me if I’m wrong here but doesn’t the fan site show that there is a lot of interest and goodwill out there for Erin Esurance? I seems me that a little bit of work on the part of Esurance and they could solidify a very loyal fan base and become a cult classic.
Via the wonder of Social Networking and in the spirit of Doing It Wrong Quickly, Kristin Brewe, Director of Brand & Public Relations at Esurance pointed out the following correction:
To correct the record, there are multiple entries in MySpace that are “Erin Esurance,” and one of them is created by us:
The other Erins are friends, however.
What should Esurance do? Work the Social Network baby! Make friends, start emails, ask and answer questions, become a Subject Matter Expert on insurance on the web. Find someone who can assume the persona of Erin Esurance and engage your clients with experiential marketing. I realize that the Erin’s World site is a step in the right direction, but the Geico Cavemen should have taught you that there’s a lot more out there for you engage your clients with.
And we all know that engaged clients are more loyal clients. In the very competitive world of auto insurance I would think that an a company would jump at the chance to do something with a hot property like Erin Esurance.