Wired Pursuits

Posts Tagged ‘Aflac

duck“Aflac!” We’ve all heard it and we all know it’s the Aflac duck. As a brand symbol, the Aflac duck has been one of the most successful in terms of recognition. Not so good in terms of people knowing what the company does, but certainly an excellent tool for building initial awareness. Well now the duck has turned to social media and is doing a pretty good job.

Duck, duck, Facebook.

The Aflac duck is now on Facebook. But what the duck is doing right that other aren’t is this…

  1. He, I’m assuming it’s a he, doesn’t just talk about himself and his company. He brings humor and personality to his posts with a lot of duck references and photos of his workplace.
  2. He shows a softer, more personal side of the company by uses his page to raise money for the Aflac Cancer Center charity. (They raised over $1M). He posts videos of the children who receive these donations.
  3. He uses contest to draw people into participation.
  4. He’s current – linking to popular videos on YouTube and icanhascheezburger.com.

As of this post he has over 160,000 fans. But we all know that just having fans doesn’t mean engagement. According to Alfac, their fan page receives more interaction per fan than any of the other top 10 fan pages (iMedia). Just check out his photo page and you can see all the people uploading photos of ducks and commenting on them.

A duck that quacks and tweets.

Aflac is also using Twitter to reach out to customers and extend their brand awareness. As with Facebook, they are talking about more than just themselves. From a Twitter perspective they are also doing some things right:

  • The writing is light and witty.
  • They cross-promote their charities (and fun videos) here as well as on Facebook.
  • They have a combination of just simple tweets, RTs, and links to other sites. Mimics what real “tweeple” do.
  • And again humor, personality, and references to current events abound. Just cracked some Skittles, then Kanye came out of nowhere and grabbed them. I guess Beyonce deserved them more.” How do you not smile?

The duck is also active on Twibe for popular shows like LOST and The Office, and uses twitpic.

Extending the Aflac brand.

Alfac is a great example of how to extend your brand using social media. The company also seems to be just trying things out and feeling their way through – another great lesson.  They understand that it doesn’t have to be all or nothing. They can walk before they run. (OK, I’m down with the cheesy clichés.)

Will it create more business? We’ll have to wait and see But awareness and connection to the brand is the first step to getting new customers. The duck connects you to the company and that trickles down for many into a feeling that the company is more than just a corporate entity, that it’s personal.  Exactly what you’d want in an insurance company.

Kudos to Alfac.

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