About Lucy Dawson
Lucy has over eight years’ experience in B2B digital communications specialising in content strategy, community building and integrated search. A trained journalist, she currently works as Digital Content Executive at Lloyd’s of London where she has led the 300-year-old insurance market’s first forays into social media. She is also responsible the brand online, content management and growth of the corporation’s multiple digital channels. In her three years at Lloyd’s she has driven forward several high profile digital projects – including the launch of their current website and Lloyd’s Facebook Timeline. Prior to joining Lloyd’s, Lucy ran her own digital copywriting agency, Bespoke News.
About Combining social media and content to develop longer lasting relationships
For over 300 years, Lloyd’s of London has served as the world’s specialist insurance market - where building lasting relationships is at the very heart of its success and longevity. Today, as the web shifts from a promotional tool to a place where business relationships are established and maintained, how has Lloyd’s embraced online communities to build on this enduring model? As a financial B2B with a niche and a complex offering, Lloyd’s faces a challenging environment with which to communicate its messages. Here, we share the highs and lows of our journey to find a ‘social’ solution - from platform analysis to stakeholder management, engagement, content creation, distribution and reporting.