Barometer of the use of Facebook by insurance companies in the Maghreb

The social media have entirely changed the customer-insurer relationship. In its barometer, Atlas Magazine scrutinizes the usage of Facebook by the major insurance companies in the Maghreb.

The rankings included in the following study deal with the Tunisian, Algerian and Moroccan markets. They show the number of Facebook subscribers and the major services provided by the companies’ pages on the social medium.

Macir Vie is on top of the Maghreb general ranking of subscribers, followed by Axa Assurances Maroc, Saham Assurance and Wafa Assurance. COMAR, the first Tunisian insurance company, ranks 5^th.

Maghreb general ranking
Rank	Companies	Countries	Facebook subscribers1
1	Macir Vie	Algeria	301 370
2	Axa Assurance	Morocco	292 172
3	Saham Assurance	Morocco	208 013
4	Wafa Assurances	Morocco	138 660
5	Comar Assurances	Tunisia	123 462
6	GAT Assurances	Tunisia	122 649
7	GAM Assurances	Algeria	114 317
8	Assurances BIAT	Tunisia	106 538
9	Atlanta Assurances	Morocco	102 726
10	AXA Assurances Algérie	Algeria	90 379
11	Carte Assurances	Tunisia	86 398
12	Zitouna Takaful	Tunisia	61 154
13	Assurances Hayett	Tunisia	59 485
14	Sanad Assurances	Morocco	49 431
15	Astree Assurances	Algeria	48 686
16	AMI Assurances	Tunisia	46 653
17	Assurances El Amana Takaful	Tunisia	43 902
18	Lloyd Assurances	Tunisia	30 508
19	STAR	Tunisia	28 725
20	Alliance Assurances	Algeria	27 669
Total Top 20			2 082 897

The first twenty companies of the zone cumulate approximately 2 million subscribers. They totalize 38% of the number, with Morocco being the largest supplier. Tunisia is ranked second with a 36% share followed by Algeria with a 26% share.

Tunisia

COMAR Assurances enters the ranking of the top 5 Tunisian companies in the first place with 123 462 subscribers; GAT loses one place compared to 2016 and ranks second. The group, recently distinguished for the quality of its customer service during the Awards Night held in Tunis, also provides a welcome function on Messenger to guide its customers. GAT gains nearly 70 000 subscribers over two years.

Rank	Companies	Facebook subscribers1	Fonctionalities2
1	Comar Assurances	123 462
2	GAT Assurances	122 649
3	Assurances BIAT	106 538
4	Carte Assurances	86 398
5	Zitouna Takaful	61 154

Top 5 of the most frequently used products on the companies’ pages

The “products and services” column highlights the product or service that has generated the highest interactions on Facebook for each company. The links to the relevant posts are accessible by a simple click on the chart below.

Rank	Companies	Product & Service3	Like button1
1	Lloyd Assurances	Panel Garages	1420
2	GAT Assurances	Collision damage pack	397
3	Assurances El Amana Takaful	Amanat El Hajj	348
4	Assurances Hayett	BEDIL Contract	110
5	COMAR Assurances	Overseas asssistance	91

Posted on Facebook

In this Edition, sponsorship actions are among the most notable posts of the companies. Technological events are particularly highlighted this year, especially at STAR and Assurances El Amana Takaful.

• STAR Assurances:
  • Partner of Tunisia Digital Summit for the first edition of the OPEN INNOVATION CHALLENGE
• AMI Assurances:
  • ENSIT partner for the celebration of the Independance Motor Day
  • Sponsor of "Jazz à Carthage" 2019
• COMAR Assurances:
  • COMAR Assurances, congratulates its model agencies
• Assurances El Amana Takaful:
  • Sponsor of the 1^st Fintech African Symposium

Algeria

Macir Vie maintains its first place in Algeria with 301 370 subscribers, that is a leap of 200 000 subscribers compared to 2016. It is followed by GAM which enters the ranking in the second place.

Rank	Companies	Facebook subscribers1	Fonctionalities2
1	Macir Vie	301 370
2	GAM Assurances	114 317
3	AXA Assurances Algérie	90 379
4	Alliance Assurances	27 669
5	Trust Algeria Assurances & Réassurance	26 810

Top 5 of the most frequently used products on the companies’ pages

Rank	Companies	Product & Service3	Like button1
1	SAA	Assur Max, MAX maintenance services	68
2	CAAT	Pack LAHNA Ousrati+	65
3	Salama Assurances	Travel insurance	29
4	Algérienne des Assurances-2A	Homeowners' insurance	28
5	Alliance Assurances	Homeowners' insurance	25

Posted on Facebook

• Macir Vie:
  • Promotion of the TEDx ESAA event
• Algérienne des Assurances-2A:
  • Organization of a training session dedicated to the basics of insurance techniques
• CAAT:
  • Partnership with the Algerian Road Association at the 4^th Algerian Road Congress
• SAA:
  • Participation in the international trade fair for the oil and gas industry in Africa
• AXA Assurances Algérie:
  • Partnership with the Evolution Business Challenge 2019

Morocco

For the second edition of the Facebook barometer, the Moroccan podium unsurprisingly witnesses no change with a top 5 showing 3 of the 5 largest national insurers.

Rank	Companies	Facebook subscribers1	Fonctionalities2
1	Axa Assurance Maroc	292 172
2	SAHAM Assurance	208 013
3	Wafa Assurances	138 660
4	Atlanta Assurances	102 726
5	Sanad Assurances	49 431

Posted on Facebook

The communication of Moroccan companies focuses mainly on the evolution of their distribution network. The promotional actions associated with the women's day are, nonetheless, remarkable at AXA and SANAD.

• AXA Assurances Maroc:
  • Women's day special contest
• Atlanta Assurance:
  • Offers a complementary guarantee on the occasion of the women's day
  • Signing of a partnership with the Observation de la Responsabilité Sociétale des Entreprises au Maroc (ORSEM)
• SANAD:
  • Offers gifts to all of its female employees on the occasion of the women's day
  • Official sponsor of the 2019 automobile trophies

⁽¹⁾ Figures and data ending March 31, 2019
⁽²⁾ The icon  represents the welcome message function and the icon  represents the purchase function
⁽³⁾ the products designate the insurance contracts and the facilities offered by the insurers to their customers: online quotation, e-loss notification