Social Media Intelligence in Insurance: Don’t Listen to Everything If You Want to Hear Something

by Nicolas Michellod, April 15, 2016
Case Studies


The insurance industry is faced with the difficulty of understanding how external data sources can be used as part of their daily operations and complementing their internal data with these sources of information.

The insurance industry is about evaluating risks and buying them at a price that can generate positive margin. The insurance value chain is highly dependent on data, and external data has become more important over the past decade.

This report defines the concept of social media intelligence and provides three case studies on the use of social media intelligence with one specific example of an insurance company. It also provides Celent recommendations on how to apply social media intelligence technology to the insurance value chain.

“The social media intelligence examples described in this report, as well as our attempt to identify social media intelligence applications to insurers, should help them better capture the potential of this approach and the related technology,” says Michellod. “While social media intelligence has been mainly used in sales and marketing, we think it can deliver value in many insurance business areas beside communication and marketing.”

Celent is a research and advisory firm dedicated to helping financial institutions formulate comprehensive business and technology strategies. Celent publishes reports identifying trends and best practices in financial services technology and conducts consulting engagements for financial institutions looking to use technology to enhance existing business processes or launch new business strategies. With a team of internationally based analysts, Celent is uniquely positioned to offer strategic advice and market insights on a global basis. Celent is a member of the Oliver Wyman Group, which is a wholly-owned operating unit of Marsh & McLennan Companies [NYSE: MMC].

Media Contacts

North America
Michele Pace
Tel: +1 212 345 1366

Europe (London)
Chris Williams
Tel: +44 (0)782 448 3336

Asia (Tokyo)
Yumi Nagaoka
Tel.: +81 3 3500 3023

Table of Contents

Executive Summary



Key Research Questions


Setting Up the Scene



Changing Data Sources and Data Collection Patterns



Defining Social Media Intelligence


Short Case Studies



Gedeon Richter: Listening to Patients, Families, Caregivers, and Influencers



McDonald’s France: Capturing the Value of Web Communities



Generali Switzerland: Identifying Relevant Communication Vehicles and Influencers


Social Media Intelligence Applied to Insurance



Current Perception of Social Network Data



Potential of Social Media Intelligence Use in Insurance



Insurers’ Top Priority Analyses



Potential of Social Media Data in Pricing, Underwriting, and Claims Fraud Detection


Celent Recommendations


Leveraging Celent’s Expertise



Support for Financial Institutions



Support for Vendors


Related Celent Research


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