Insurance Marketing & Advertising Podcast Interviews Swiss Re’s Alayna Francis on Viral Video, Social Media

OLDWICK, N.J.--(BUSINESS WIRE)--The latest episode of A.M. Best Co.’s Insurance Marketing & Advertising Podcast features an interview with Alayna Francis, vice president at Swiss Re, on how B2B companies can leverage social media for critical issues. Francis is also a speaker at the 2010 Insurance Marketing & Advertising Summit. Listen to the full interview at feeds.feedburner.com/insurancemarketing or www.bestdayaudio.com.

In the interview, Francis discusses an advocacy video that Swiss Re was instrumental in helping to launch that gathered more than 22,000 views on YouTube. The video is an argument against the Neal Bill (HR 3424), proposed legislation that addresses U.S. companies’ use of affiliated offshore reinsurers. The video sparked a countervideo and triggered press coverage of the issue.

Francis discusses how the video originated, how it was supported with a combination of traditional publicity and social media and what lessons were learned for future efforts. Swiss Re is a global reinsurer active in the property/casualty, life and other markets.

Francis will join James C. Courtovich of Kearsarge Global Advisors for a presentation titled, “Case Study: Getting to Viral.” The topic is part of A.M. Best’s 5th Annual Insurance Marketing & Advertising Summit, set for November 4, 2010, at the Hyatt Regency Jersey City.

The Insurance Marketing & Advertising Summit, an all-day event sponsored by Best’s Review magazine, includes presentations on how insurers and related organizations can conduct branding and image campaigns and how marketers can lead the way in communicating about insurance products and services. Learn more and register to attend the summit at www.bestreview.com/imas2010.

Full coverage of the 2010 Insurance Marketing & Advertising Summit will appear in the January 2011 edition of Best’s Review.

Founded in 1899, A.M. Best Company is a global full-service credit rating organization dedicated to serving the financial and health care service industries, including insurance companies, banks, hospitals and health care system providers. For more information, visit www.ambest.com.