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Instagram and Twitter . In doing so , the company makes up for its relatively smaller footprint in some markets with an amplified voice online . “ Sun Life uses social media to reach out to people who don ’ t know the brand or understand the insurance need ,” says Gollogley . “ We ’ re using it for education and a lot of creative engagement supporting brand awareness and sponsorship . Social media and digital marketing in general is a way in which we can present who we are , and what our purpose is – and in equal measure , it is how we will be perceived by prospect and client alike .”
Though Facebook isn ’ t advertised as a customer service function , Asia ’ s well-known thirst for omnichannel and choice is reflected in the way many users engage with Sun Life via the platform . “ Our clients are saying that ’ s the way they want to engage so we have to cater for this ,” says Gollogley . “ It ’ s the same with chatbot technology . We have a chatbot sitting in our Philippines Facebook page – but we also understand that ’ s not a channel of choice
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