E-Business 2010 - Conference News: Social networking game reaps rewards for RSA

Speaking to delegates last week, Roberto Hortal, e-business director at RSA said that when his counterpart in Poland came to him and said he wanted to do something with social media, he was unsure as to how it would add value.

Mr Hortal commented: "We had a target for a 100 000 contacts in two months. But we got the 100 000 contacts and a number of sales within a week, and we are still running this and getting contacts and the sales now."

The social networking site in Poland, Nasza-Klasa, launched the game, which is a national driving test, on the 9 February this year. The test consists of 10 questions about driving habits and familiarity with motor insurance. The answers earn each member a profile from a list of six different driver types and they are then offered benefits relevant to them from the RSA suite of insurance products.

Mr Hortal said of the initiative: "What we did was very simple. We have now got a way to engage with customers that recognises we know which driving styles are more conducive to them getting a better price for their insurance because they are less likely to claim.

"Each participant receives an instant gift of a 5% discount in their insurance price and they have the opportunity to take part in a contest where they can win a sat nav kit for their car."

Mr Hortal said that social networking is an area where businesses are normally shy in generating sales.

However, RSA offers participants in the game the chance to receive a call to discuss their quote and an opportunity to buy if they want to.

He concluded: "We are able to measure every day the value of this social media. So don't be shy to go for it, but make sure that you have got the targets set from the beginning and you are measuring them on a daily basis."