This insight from Gracechurch highlights the opportunity for London Insurers to take advantage of marginal gains through social media marketing. 

Whilst typical marketing is still extremely valuable to ensure brand awareness the major opportunity of utilising social is to reach a larger volume of the right people in a timely, relevant and expert-led manner. 

Although there are cultural challenges, corporates should see the opportunity of leveraging the independent networks of their employees to communicate. With LinkedIn alone the average number of connections is 930 per user and therefore a firm with 1000 fee earners could potentially be broadcasting too an additional 930,000 individuals, far more than their corporate reach. The personal message also carries more weight than another corporate message.

With 73% of Londoners using social media at work for 1hour+/day and 90% connect on LinkedIn after an event, social media really is an untapped resource.

We will be looking at the online presence and dissemination of content further as part of our RankMyFirm studies.