Jenna Lebel serves as AVP and Head of Digital Marketing at Liberty Mutual Insurance. At Liberty, Jenna has led numerous successful social media campaigns, including the social marketing activation of the company’s Team USA sponsorship for the 2014 Winter Olympic Games. Her campaign work has been covered in AdAge, AdWeek, USA Today, Boston Globe, Sports Business Journal and more. Jenna has also helped Liberty Mutual establish a Social Media Center of Excellence, acting as an internal consultancy for all stakeholders across the organization who wish to implement social media programs.
We’re checking in with Jenna, a panelist for our June 7 program, Immersive Storytelling: Transforming Brand Experiences Online, on her career inspiration and the latest trends in social media.
Q: What inspired you to pursue a career in digital and social media?
A: I always knew I wanted to be a marketer. When Facebook opened their platform beyond the college market, I was inspired by the unique opportunity it presented for brands to meaningfully connect with consumers in new and unexpected ways. The emergence and evolution of Facebook and other social platforms only reinforced that I had made the right decision career wise, and it’s even more rewarding to leverage this daily at Liberty Mutual.
Q. How are you leveraging social media to engage with current customers of Liberty Mutual Insurance?
A: About two years ago, we launched Social Care to offer service and solutions to our customers via social media. We have customer service reps available seven days a week across Facebook, Twitter, and Instagram, answering questions ranging from claims to coverage. We also look for opportunities to surprise customers who share their positive Liberty Mutual experiences across social media. We’re committed to providing our customers quick and quality service in the channels they choose.
Q. What tools do you use to analyze the impact and value of your social media efforts?
A: The short answer is that we measure a lot. As an insurance company, it’s probably no surprise that we love data. We run various brand studies on our social campaigns to measure lifts across brand metrics like awareness, consideration, likeability, as well as social listening on things like sentiment, engagement and share of voice.
Q. Brands are using various media tools to create immersive storytelling experiences. How is Liberty Mutual using AR and VR in its immersive storytelling initiatives?
A: We’ve experimented in this space several times. Our first foray was working directly with Facebook to create a 360° video for the platform. We were trying to promote our 24/7 roadside assistance benefit in a compelling and disruptive way. Together with Facebook, we created a choose-your-own adventure style 360° video that allows the viewer to explore different scenes of the same story– which is a girl stranded on the side of the road in the middle of nowhere. Of course, one of the scenes included Liberty Mutual’s roadside assistance coming to her rescue. We learned a lot about the technology and how consumers were viewing and interacting with it. We took those learnings and applied them to other executions including a partnership with The Ellen DeGeneres Show to create another 360° video featuring Ellen and friends. We’ll continue to look for ways to leverage these emerging visual technologies to tell stories in compelling and disruptive ways.
Q. What is Liberty Mutual doing to attract and retain top Social and Digital talent?
A: Liberty Mutual is really invested in attracting and developing top talent. Our new CMO has a strong vision to build a world-class marketing organization focused on developing highly skilled, cross-trained marketing talent through meticulous hires, robust training and talent development and continuing to showcase the innovative and breakthrough marketing initiatives we are doing as a brand.
To attend the Immersive Storytelling event, click on the following link to purchase tickets.
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