social media and insurance
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SOCIAL MEDIA FOR THE INSURANCE AGENT
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
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 your organization be more
valuable for having started the campaign?
HAVE A PLAN
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”
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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, trolling, you can get “blackballed”
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!!! You can get
blackballed 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
KSWZ Insurance ServicesFive Rings Financial
Katherine Wichmann ZachariasI can refer you to social media
experts if needed619.208.7717