social media & insurance

SOCIAL MEDIA & INSURANCE

Following customers into social media

A COMMUNICATIONS OPPORTUNITY

Communication has been democratized

The Lifestream Age

Consumer generated content

Age of the digital camera

Wifi & broadband

Facebook – Doubled since 9/08

Twitter – Doubled since 3/09

WHY USE SOCIAL MEDIA?

More messages in more places

Attract rather than detract

Build communities not databases

Communicate “with” instead of “at”

Economy of a million niche markets

WHY USE SOCIAL MEDIA

Google loves social media

24/7 access

Connect directly with decision makers

Build frequency more efficiently and

dynamically

BUT HOW CAN I USE IT?

Be interesting

Build awareness

Generate relationships

Show passion

Demonstrate honesty

Create discussions

Listen, listen, listen

MAIN CONTENT TYPES

Social networking (Facebook)

Blogs (Wordpress)

Microblogs (Twitter)

Reference tools (Wikipedia)

Peer to Peer Sharing (YouTube)

Research (Google Alerts)

Peer to Peer Reviews (Yelp)

WHAT DO YOU USE IT FOR?

Recruiting

Branding

Call to action

Market research

Entertainment

Networking

BUILDING A PLAN

P.O.S.T. Method

People

Objective

Strategy

Technology

PEOPLE

Who is your audience?

What do they like and dislike?

What motivates them?

What do they talk about? Obsess over?

What are their demographics?

OBJECTIVE

Who are the stake holders?

What is the end goal?

What will your audience do if you’re

successful?

Will you organization be more valuable for

having started the campaign?

Which verbs are important?

STRATEGY

Which analytics and data will show you

reached your objective?

What resources (time, labor, financial) are

available?

Who will have ownership?

What are competitors doing?

TECHNOLOGY

Which technologies are important?

Video, picture, audio sharing

Per-to-peer networks vs. Blogging

When and how will content be generated?

Who is the caretaker and observer?

ROI

Not everything that

can be counted

counts, and not

everything that

counts can be

counted.

- Albert Einstein

ROI

Measure Awareness (Web Traffic)

Measure Acquisition (Conversion rates)

Measure Retention (Reputation

management)

Qualities (Trust, Influence, Coolness

factor)

TIPS

Have a personality, a perspective and

passion

Define your audience

Listen more than you talk

Have a plan and keep the end in mind

Make a schedule and budget time

TIPS

Engage in conversations by being helpful

and by giving more than you take

Consumers will share their opinions

whether or not you want to hear them

Concentrate on building word of mouth

by delivering interesting and relevant

content

Build trust and add value first. “Bring

wine to the picnic”

SOCIAL MEDIA FOR INSURANCE

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WHAT ARE THEY DOING?

Toe dipping

Educational content

Video, links

Staying top of mind

Branding as the experts

Developing relationships

Retweeting, replying, interacting

BEST TACTICS

Focus on relationship building between

people

Twitter search conversations

Interject value into conversation

Use social media tools to be a catalyst for

real, in person interaction

BEST TACTICS

Create an internal platform facilitate sharing

of information and creativity

Comment, reply, retweet, forward information

that adds real value to people

Don’t be that guy

MEASURING EFFECTIVENESS

Number of new relationships

Traffic to website

Increased revenue

Decreased expenses

Conversion rates

TIPS

Focus on consultative selling

Be educational

Watch what you say

Walk before running

Prove communicate enhance repeat

NEXT ACTIONS

Develop content and distribute

Teach three agents to be experts

Evaluate, find successes, repeat

NEED HELP

William Crozer

702.339.3002

clutchmediagroup@gmail.com