social media marketing for insurance professionals - agencyone

SOCIAL MEDIA STRATEGY FORINSURANCE PROFESSIONALS

Presented by: Beth J. Bates, Social Media StrategistWeb Strategies Internet Solutions, LLC

http://www.webstrategies.com

Why Social Media?

While every business has different reasoning for engaging in social media marketing, here are a few rationales for getting your feet wet.

• Builds personal trust in your agency and brand.• Encourages personal engagement between you

and your customers• Adds value to your customers’ experience.• Creates a buzz about your business.• Increases traffic to your website and improves

search engine optimization.

The Importance of Listening

All successful initiatives begin with listening. Before you can be a part of the conversation, you need to know what people are saying so you can determine how you can best contribute. Listening is an integral part of developing a plan to reach and engage your audience.

The Importance of Listening

Here are a few questions to ask yourself as you listen:

• What are people saying about your business?• How do they view your brand and products? Is it positive or

negative?• Who are the influential voices that are covering your

industry?• Where is your audience communicating? Facebook?

LinkedIn?

The Importance of Listening

Here are a few questions to ask yourself as you listen:

• Based upon research, are they blogging?• Are they participating in social networking communities?• Are they on Twitter?• What are people saying about your competitors?

Resources and Time Management

Engagement requires two primary resources: people and time.People

• Customers want to have conversations with people; not businesses.

• Communications should have a consistent tone and be warm, personal and genuine.

• Consider empowering your staff to contribute as voices in your firm.

Resources and Time Management

Time• Time management is largely dependent on the amount of

time you can put toward your campaign.• Your campaign will grow as you spend more time (and add

resources) to your efforts.• If campaigns stop growing, it’s time to focus more effort on

those areas. • The more time you spend in the social media arena, the

more effective your campaign will be.

Determine Goals, Audience & Success

What are your goals?

• Why are you developing this plan? • What do you hope to accomplish? • How will you know if your campaign is successful?• Are these goals measurable?

Determine Goals, Audience & Success

A critical factor to successful social media marketing is determining your target market.

• Who is your target audience? • What is their demographic?• Where are they conversing online?• One point of success = conversion: turning your audience

into customers.

Determine Goals, Audience & Success

While social media isn’t a numbers game, there are several ways to gauge whether your campaign is working.

• Are you connecting with the right people and having productive conversations?

• Has your web traffic increased and if so, how much has come from social media properties?

• Is your social media community growing?

Define Your Strategic Points

1. What are your business goals? What do you expect to get from your campaign?

2. Who is your target audience?

3. How will you measure success?

Listening Tactics

There are a variety of tools that can be used for “listening” to chatter.

• Google Alerts – http://www.google.com/alerts• Twitter Search – http://search.twitter.com/• Social Mention – http://www.socialmention.com/

Listening Tactics

What three search terms will you be listeningfor? (ex. Your brand, competitor brands, yourname, etc.)

LinkedIn Tactics

LinkedIn Tactics• Set-up an effective profile• Join a group and share information• Update your status bar to share valuable information about

your business• Find and connect with prospects – build your contact list• Questions and Answers – share your expertise• Sync Twitter and Your Blog to LinkedIn

Example of Effective LinkedIn Use for Business

Good interaction within the community. Active membership with

increase in member base

LinkedIn Tactics to Avoid

• Lack of participation within the community• Incomplete profile• Failing to optimize your profile for SEO• Failing to promote your LinkedIn profile on your

website, blog or signature line of your email• Excessive self-promotion

LinkedIn Tactics

Define Three LinkedInTactics

Facebook Demographics

Data Source iStrategyLabs, January 2011

According to e-Marketer, there are 206.2 million US internet users. That means 71.2% of the US web audienceis on Facebook.

Notice the 58.9% growth in the 55+ community from 2010 to 2011.

Facebook Tactics

• Consistent engagement• Update your status often• Tell a story through photos and video• Create a welcome page• Make it easy for people to contact you• Syndication

Example of an Effective Facebook Page for Business

Welcome page has clean design.

Includes clear instructions for obtaining more information and next steps.

Facebook Tactics

Define Three FacebookTactics

Blogging Tactics

• Guest blogging• Commenting on complimentary blogs• Reacting to negative commentary• Blogging etiquette• Committing time to blogging

Blogging Tactics

Define Three BloggingTactics

Compliance Issues

Develop a Social Media Policy• How will social media be used and by whom?• What specific tools and platforms will you be

using?• What approvals are needed for use?• How and when will approvals be granted?• How will your firm manage and enforce these

policies overall?

Compliance Issues

Basic Guidelines• Don’t make recommendations to invest in a

particular product. • Consider whether you are posting advertisements

that require regulatory approval. If so, be sure to enforce you procedures in this area and keep documentation.

Compliance IssuesArchiving Social Media PostsThe SEC and FINRA rules require that

for record retention purposes, the content of the communication is determinative and a broker-dealer must retain those electronic communications that relate to its “business as such.”

Compliance Issues

FINRA Regulatory Notice 10-06 (Social Media Websites)http://www.finra.org/web/groups/industry/@ip/@reg/@notice/documents/notices/p120779.pdf

Putting it All TogetherSocial media marketing should be an integrated part of your overall marketing plan.• Keep messaging consistent on all marketing materials.• Include calls-to-action to your social media profiles on advertising and print materials. (ex. “Find us on Facebook”)• Include calls-to-action to your social media profiles on all digital materials, like email. (remember, these people are already online!)• Use social media tools to elevate your audience’s experience.

How We Can Help

We can help you navigate the sometimes overwhelming world of social media by:

• Understanding your business and goals.• Creating a strategy with measureable goals

that helps you connect with audience.• Executing a manageable tactical plan that will

enhance your social media presence and generate new business for your firm.

Meet the SpeakerMeet the SpeakerBeth J. Bates is the owner of Web Strategies Internet Solutions, LLC, and a jack of all

trades in the web world. She consults with small businesses on web and social media strategy and digital marketing. She advises her clients on finding effective ways to leverage these emerging technologies to connect with customers and meet overall business/marketing goals. With over 16 years experience in web development and digital marketing, Beth enjoys putting a new twist on traditional web technology.

Connect with Us

Email: beth@webstrategies.comWebsite: webstrategies.comBlog: bethjbates.comLinkedIn: linkedin.com/in/bethjbatesTwitter: twitter.com/bethjbatesFacebook: facebook.com/webstrategiesllcPhone: 703-972-9121 / 540-869-5991

Wealth IdentificationIt’s What We Do.

Jon C. BiegelInsurance & Financial Services

Client Sales240-722-4393 jbiegel@wealthengine.com

Today’s Discussion

• Brief background on WealthEngine

• How we help Brokers increase the ROI of their business development efforts– Profile wealth characteristics of current clients (a great

opportunity to cross-sell and create additional advanced planning opportunities)

– Find and leverage their “Circle of Friends” for qualified referrals

– Identify “Money in Motion” from insider stock holdings– Generate more qualified prospects– Provide access points to LinkedIn & Facebook sites for each

profile and organization

Wealth Identification * It’s What We Do

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• Advanced analytics team developing custom client models

Our Legacy: Over 2,000 Nonprofit Clients Identifying Largest Potential

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Diverse Luxury Client BaseCatering to HNW individuals

Blue-Chip Wealth Management Clients

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WealthEngine Model: Aggregating Data

Personal Demographics

Philanthropic / GivingAsset & Income

Business & Organizations

• Acxiom Household Profiles• Dun & Bradstreet• Hoovers Business Information• Marquis Who’s Who• Reuter’s Market Guide• Airmen Certificate – Pilot license• Physicians Profiles • SSA Master Death Index• Do Not Mail Registry

• Acxiom Household Profiles• Dun & Bradstreet• Hoovers Business Information• Marquis Who’s Who• Reuter’s Market Guide• Airmen Certificate – Pilot license• Physicians Profiles • SSA Master Death Index• Do Not Mail Registry

• Acxiom Household Profiles• DataQuick Real Estate• LexisNexis Real Estate• Aircraft Registration – FAA• Boat Owners – Coast Guard & State

Reg’s• IRS Pension Holders• Reuter’s Market Guide• SEC – Insider Stock (WealthID)

• Acxiom Household Profiles• DataQuick Real Estate• LexisNexis Real Estate• Aircraft Registration – FAA• Boat Owners – Coast Guard & State

Reg’s• IRS Pension Holders• Reuter’s Market Guide• SEC – Insider Stock (WealthID)

• D&B – Business Profiles• D&B – State Business Registrations• GuideStar Directors• GuideStar Foundations• Section 527 Political Organizations• Foundation Trustees

• D&B – Business Profiles• D&B – State Business Registrations• GuideStar Directors• GuideStar Foundations• Section 527 Political Organizations• Foundation Trustees

• Federal Election Contributions• State Political Donations• Section 527 Organization Donations• Charitable Donations

• Federal Election Contributions• State Political Donations• Section 527 Organization Donations• Charitable Donations

The Result: Increased Effectiveness

• Direct Mail

• Cold-Calling

• Email

• Seminars• Association Memberships• Speaking

Opportunities

Asking for Qualified Referrals

Generate Qualified Prospects

Information Drives

Productive Conversations

• Client Requests

• Personal Meetings• Networking

WealthEngine Data and Tools DeliverActionable Information at your

Fingertips

FindWealth Online

Comprehensive online database tool gives you

immediate access to individual custom wealth

profiles

Circle of Friends

Identify business and personal associates of your clients to increase referrals

Prospect Generator

Systematically build customized prospect lists based on geography and

wealth attributes

Perform deeper research

on your prospects Leverage business and social circles of

clients Find new clients with the right

characteristics

Comprehensive Profiles

FindWealth Online

Perform deeper research

on your prospects

Real Estate Holdings and Values

FindWealth Online

Perform deeper research

on your prospects

Business Interests

FindWealth Online

Perform deeper research

on your prospects

Charitable & Political Donations

FindWealth Online

Perform deeper research

on your prospects

Insider Stock Holdings and Value

FindWealth Online

Perform deeper research

on your prospects

Circle of Friends Connections

Circle of Friends

Leverage business and social circles of

clients

Find Similar Prospects

Find new clients with the right characteristics

Prospect Generator

Finding “New Money” through Insider Holdings

Receive Alerts to “Money in Motion”

WealthEngine Delivers ROI

Brokers have a competitive edge in …

• Developing wealth profiles of clients and prospects

• Identifying client and prospect “Circle of Friends”

• Finding target prospects by wealth, lifestyle,

location

• Finding “new money” and “money in motion”

… resulting in more referrals, qualified

prospects and better Information Under

Management

Sail to Success with AgencyOne & WealthEngine!

Jon C. BiegelInsurance & Financial Services

Client Sales240-722-4393 jbiegel@wealthengine.com