At a glance
- Insider has changed to become a genuine online resource, putting you in control
Insider has changed. From a monthly communication that updated the broker community with the latest product news and Zurich thinking, the new Insider is an online resource that’s tailored to you, providing the information you want as and when you want it.
The UK is a growing nation of tweeters, which is one factor prompting organisations to change how they get their message across. Research by Twitter and Compete found that 66% of mobile users used Twitter while watching TV, with one in three using Twitter on their commute.
Events, in particular, are providing a new opportunity and platform for businesses.
- Over 150 million tweets were posted in 16 days about the 2012 Olympics, dubbed the ‘social media games’ due to the boom in the number of people on social platforms since the 2008 Beijing Olympics
- London 2012 sponsors contributed an estimated £1bn to the Games and wanted to make sure they didn’t miss out, from Adidas’ Take the Stage and Samsung’s Hope Relay campaigns to the EDF-sponsored London Eye lightshow, changing colour to reflect the positive and negative comments about London 2012 on Twitter
- In March the Cheltenham Festival had the official hashtag #CheltFest for followers on Twitter, and in February British brand Burberry streamed their London Fashion Week catwalk show via Twitter, for the first time
Taking advantage of recent technology developments to create a more responsive way of communicating, you are now able to choose the information you receive from Zurich and access it across desktop, tablet and smartphone. Insider will provide reaction, comment and analysis on industry developments and issues affecting the sectors your customers operate in.
This adoption of technology, and the development of mobile devices and web platforms, has changed the way people consume data, news and views.
Businesses now often need to react to events in real time and prove their relevance, not just through campaigns planned well in advance. Instead, there is a need to connect those campaigns to relevant opinions that can help clients and customers in that moment.
For companies, the rise of social media in particular has transformed traditional methods of communication. As Gary Andrews, Digital Campaign and Communities Manager at public relations consultancy Ruder Finn told Insider: “Communication for companies can no longer be a one-way process.
“Previously many brands would just broadcast their message, send it out into the ether and congratulate themselves on a job well done. Now all those conversations around a company, both good and bad, are being taken online and brands have had to react to this.”
Our commitment to brokers extends to providing the latest thinking and information from us in the most accessible way
The new Insider shares information in a new way, providing more access points, choice over when you receive email updates, and the option to personalise the information you receive.
Kay Martin, Chief Marketing Officer at Zurich, said: “Our commitment to brokers extends to providing the latest thinking and information from us in the most accessible way, to support them in their drive to understand the depth of the challenges their customers face. We are introducing the ability to set preferences, to improve the relevance of the information we provide, and making this accessible across mobile devices and social media channels.”