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Focusing on sales may be hindering your social media strategy Canadian Underwriter

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Most brokers see social media as a way to increase sales and generate leads, according to a new study by Aviva Canada, but social media are more effective for brand awareness, building an online community and retaining customers, according to social media practitioners in the insurance space.

“While many brokers see social media as a way to increase sales and want to jump directly to generating leads, it’s more important to start by nurturing and building relationships with followers,” says the Aviva study, The Social Media Landscape and How to Navigate It.

Conducted in the spring of 2018, the survey found that 78% of almost 250 brokers said lead generation is a “very or extremely important” social media goal. But that’s not necessarily the first step for brokers wishing to build an online community.

“If a broker said, ‘Exactly how many leads am I going to get if I go on social media?’ I would challenge that, because that’s not always the goal you should be striving for all the time,” says Jennifer Kim, a member of Aviva Canada’s Digital Marketing Consultancy (DRC) team. “Social media isn’t just for building leads. It’s also for building a community, getting your customers engaged, providing an extra level of customer service, and to be another entry point for people to get into contact with their brokers.”

Focusing on lead generation may in fact be holding back your results. In Aviva’s social media survey, of the brokers who reported that lead generation was their main goal, only 35% said they were meeting their targets.

“Brands who are successful in social media focus first on social networking — being social and building communities,” Aviva’s report says. “Once you’ve formed strong bonds with your audience, then you can add ‘lead generation’ to your goals.”

Having a strategy before entering the social media terrain is critical. About 93% of brokers in the survey said they were either using social media already or planning to use social media. But out of that, 83% of them do not know how to use it effectively. This suggests brokers aren’t always clear about their social media goals before they dip their toe in the waters.

“A lot of people would just join social because they think they need to be there, but they may not necessarily say they did it because it would be a channel that would help them in terms of conversion, or because that’s where their clients are,” Charlene Ramdeo, a member of Aviva’s DRC team, commented.

Before using social media to enter a market, brokers are advised to plan their social media goals or objectives in advance. To help, Aviva Canada has produced a social media guide highlighting five steps for seizing social media opportunities. They are:

  • Identify your goals and audiences
  • Identify which social media that your target audiences use. Will using these channels further your goals?
  • Establish what kinds of resources — time and budget, for example — will be required to reach your goals (more than half the brokers in the survey said they did not spend any money at all on social media (30%) or less than $1,000 (25%). On the other end of the scale, 19% of brokers said they spent more than $5,000. “The more that brokers invest in social media, the higher perceived value of social media they had,” Kim reported.
  • Measure your progress against objectives. Although this is critical, only half the brokers in the survey understand whether their content is working
  • Introduce small, meaningful campaigns, test their success, and learn from what happened.

Cheep Insurance started up online three years ago; it now has a presence mainly on Facebook and Twitter. While LinkedIn is another popular choice for brokers (particularly commercial brokers), Cheep Insurance is a personal lines insurance brokerage only; consequently, Cheep uses LinkedIn mainly for recruiting purposes or communicating with other brokerages. Once on Facebook and Twitter, Cheep Insurance started building up a following, and then worked on engaging the audience with relevant content.

Perhaps most importantly, brokers need to remember why people are on Facebook in the first place, says Jennifer Jackson, director of digital experience and business development at Cheep Insurance. They are not there to buy insurance, for the most part. (If they were, they would be plugging search terms into online search engines.) So, brokerages may need to reconsider a hard-sell Facebook strategy.

“There are many theories about what percentage of your content should be self-promoting, what should be value-add content created by you, and the content that’s curated by you,” said Jackson. For example, one popular formula suggests 30% of the content should be owned by the brokerage brand; 60% should be curated by the brokerage brand; and 10% should be self-promotional. “You need to find a rule, or a version of that 60-30-10 rule, that works for you,” Jackson advises.

It helps if the content is funny, or edgy, or stands out in the crowd. Jackson recalled a Facebook campaign in which Cheep was trying to explain liability insurance. Facebook followers were told liability insurance would cover damages caused by a friend at a party, for example. The brokerage asked its Facebook followers to tag a friend who they felt would be the reason why the follower would have to buy liability insurance. The brokerage then re-targeted the tagged friends with content.

 

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Multiple trucking violations by Humboldt semi driver noted in government report Canadian Underwriter

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MELFORT, Sask. – A Saskatchewan government report says the driver of a semi-truck should not have been on the road the day he flew through a stop sign and caused a crash with the Humboldt Broncos team bus.

The report filed during the sentencing hearing for Jaskirat Singh Sidhu notes 51 violations of federal trucking regulations on drivers’ hours and 19 violations of Saskatchewan trip inspection rules.

It includes the 11 days prior to the April 6, 2018, crash at a rural intersection that killed 16 people and injured 13 others.

The wreckage of a fatal collision, involving a bus carrying the Humboldt Broncos junior hockey team, outside of Tisdale, Sask., is seen Saturday, April, 7, 2018. THE CANADIAN PRESS/Jonathan Hayward

“If Jaskirat Singh Sidhu had been stopped and inspected on April 6, 2018, prior to the incident he would have been placed under a 72-hour out-of-service declaration … preventing him from operating a commercial vehicle,” says the report.

The document is signed by two senior Saskatchewan government officials and is included in the RCMP’s forensic collision reconstruction report.

It expresses concerns about the distances Singh was driving as well as the amount of time he took off to rest.

The report notes that if Singh had accurately documented his time at work on April 1 it ‘would have resulted in the driver being in violation of the maximum on-duty time of 14 hours for the day.”

The report says questions remain about what happened the day of the crash.

“We have strong concerns regarding the timelines of Jaskirat Singh Sidhu’s day on April 6, 2018, as there are unanswered questions as a result of the incomplete log on that day,” it says.

“The identified mileage and distances required to travel to the locations identified in the log and known locations also cause concerns.”

Sidhu had been driving for about a month before the crash occurred.

The owner of the Calgary-based trucking company, Sukhmander Singh of Adesh Deol Trucking, faces eight charges relating to non-compliance with federal and provincial safety regulations in the months before the crash.

They include seven charges under the federal Motor Vehicle Transport Act: two counts of failing to maintain logs for drivers’ hours, three counts of failing to monitor the compliance of a driver under safety regulations, and two counts of having more than one daily log for any day.

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Signs of progress on national flood program for Canada Canadian Underwriter

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Canada is making good progress on a national flood program, pending a final decision by federal, provincial and territorial (FPT) ministers responsible for emergency management.

“What they are looking at is one national insurance solution to improve outcomes for high-risk Canadians across the country,” Craig Stewart, vice president of federal affairs at Insurance Bureau of Canada (IBC) told Canadian Underwriter in an interview Tuesday. “There may be regional insurance pools adapted to local conditions, but it would be nationally coordinated.”

FPT ministers responsible for emergency management have mandated IBC to lead a national working group to take a look at options and what they would look like. IBC provided three options:

  • A pure market approach (like in Germany and Australia) where governments exit disaster assistance
  • A broadened version of the status quo, but with better-coordinated insurance and disaster assistance
  • Deployment of a high-risk pool analogous to Flood Re in the United Kingdom.

The next step is for the working group, which Stewart chairs, to cost out the pool. “The pool needs to be capitalized as it was in Flood Re,” Stewart said. “So, we need to figure out where that money is going to come from. Is it going to come from governments? Is it going to come from insurers? Where is it going to come from?”

A final decision will be made by ministers after the high-risk pool is costed, which Stewart expects to be completed by June. Decisions on eligibility, how to capitalize the pool, and on any cross-subsidization await the results of that costing analysis.

In addition, this spring, the ministers will hold a technical summit on flood data and science. “Our view of the risk many not align with the government’s view of the risk,” Stewart said. “We need to bridge the gap. This symposium is going to focus on essentially the data and science of flood modelling.”

In early 2020, there will be the launch of a consumer-facing flood risk portal. IBC has been working with the federal government to develop the authoritative flood portal, where consumers can discover their risks and what to do about them.

“Elevating consumer awareness of flood risk is key,” Stewart said. “Consumers aren’t going to be incented to protect themselves or to buy insurance unless they know their risk.”

In May 2018, FPT ministers responsible for emergency management tasked IBC to lead the development of options to improve financial outcomes of those Canadians at highest risk of flooding. IBC worked with a wide range of insurers, government experts, academics and non-governmental organizations to produce the three options, which were tabled with ministers last week.

The ministers released the first-ever Emergency Management Strategy for Canada: Toward a Resilient 2030 on Jan. 25. The document provides a road map to strengthen Canada’s ability to better prevent, prepare for, respond to, and recover from disasters.

“In less than two years, Canadian insurers have secured a mandate with every province and territory to finalize development of a national flood insurance solution, have successfully catalyzed a national approach to flood risk information, have secured over two billion dollars in funding for flood mitigation, and have succeeded in securing a funded commitment for a national flood risk portal,” Stewart said.

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Insurers disagree over meaning of ‘household’ in policy language Canadian Underwriter

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A dispute over what exactly constitutes a “household” in a home insurance policy has reached the Court of Appeal for Ontario.

Several members of the Weiner family were sued after a person drowned in 2010 in a vacation home on Lake Eugenia, about 70 kilometres west of Barrie.

The homeowner was Enid Weiner, who had moved to a nursing home in 2008 or 2009 and has since passed away.

The home was insured by Intact. Enid Weiner was the only named insured, but the policy provided liability coverage for relatives of the named insured while those relatives were “living in the same household” as the named insured.

Whether this means Intact is also providing liability coverage for Enid Weiner’s adult son, Scott Weiner, was a source of disagreement among judges and insurers alike.

Scott Weiner, along with his wife and daughter, were named defendants in the drowning-related lawsuit. Also named was the estate of Enid Weiner. Scott Weiner used his mother’s house as a cottage but did not live there permanently.

Scott Weiner’s own insurer, TD Insurance, settled the lawsuit. TD Insurance took Intact to court arguing Intact has a duty to defend the lawsuit.

As it stands, TD has lost its case.

“The mere fact of co-residence is not enough to constitute membership in a household,” wrote Ontario Court of Appeal Justice Bradley Miller in Ferro v. Weiner, released Jan. 28, 2019.

Initially, Ontario Superior Court of Justice Pamela Hebner ruled in favour of TD. In her ruling, released Apr. 12, 2018, she ordered Intact to pay $62,500, or half the cost of settling the lawsuit.

Justice Hebner found that Scott Weiner was in the same household as his mother. He came to the cottage when he wished and took care of it as if it were his own place.

But Justice Miller of the appellate court countered that, at the time of the accident, Enid was living in a nursing home.

“Scott lived with his family in the city and had organized his life around his urban household. Prior to entering the nursing home, Enid lived with Scott’s brother, and not with Scott and his family,” added Miller, citing several court rulings, including Wawanesa Mutual Insurance Co. v. Bell, released in 1957 by the Supreme Court of Canada.

Wawanesa v. Bell arose after Murley Miller was killed in 1955 while driving a Vauxhall car owned by his brother, John Milley.  Other victims of that accident sued Miller’s estate. Murley lived at John’s home in Sarnia.

The court in the 1957 case defined the term “household” in the following way:

“The ‘household,’ in the broad sense of a family, is a collective group living in a home, acknowledging the authority of a head, the members of which, with few exceptions, are bound by marriage, blood, affinity or other bond, between whom there is an intimacy and by whom there is felt a concern with and an interest in the life of all that gives it a unity.”

Members of a household could include domestic servants and distant relatives living there permanently, the court found in 1957.

“Although a household is not synonymous with a family, the existence of a household is evidenced by the extent to which its members share the intimacy, stability, and common purpose characteristic of a functioning family unit,” Judge Miller of the Court of Appeal for Ontario wrote in 2019 in Ferro v. Weiner.

Members of a household “typically share a residence and resources, and integrate their actions and choices on an ongoing and open-ended basis,” added Miller.

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