Arthur J. Gallagher International (AJG), operates in 30 countries, through a network of brokers and consultants. It delivers a wide range of customised and cost-effective insurance and risk management programmes. Previously, parts of the organisation were actively using social media, but the approach was fragmented and messaging was disjointed. So it turned to bda for a new, improved and cohesive approach to social media.
Initial activity: ‘listening’, research and strategy
We initially spent one month listening to relevant conversations on social media platforms and finding out where the client’s target audience was spending time. We looked at tweets, blogs, forums and news in a number of different countries. After one month we delivered a detailed strategy document to AJG about its clients’ activity in the social media arena. This included proposals about next steps: what should be posted, where and when.