utilizing i.i.i. resources: present and potential tools for state associations state insurance trade...
TRANSCRIPT
UTILIZING I.I.I. RESOURCES: PRESENT AND POTENTIAL TOOLS
FOR STATE ASSOCIATIONS
State Insurance Trade Associations2010 Annual Conference
Austin, Texas - October 5, 2010
Cary Schneider, Executive Vice PresidentAndréa C. Basora, Vice President – Digital Communications
Insurance Information Institute 110 William Street New York, NY 10038Tel: 212.346.5558 [email protected] www.iii.org
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Presentation Outline
Introduction: Who We Are and What We Do
Resources and Website Overview
The I.I.I. and SITA
General Discussion: What Would You Like Us to Do for You?
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Who We Are and What We Do
Mission
To improve the public’s understanding of insurance—what it does and how it works.
Inclusive – represent diversity of the industry: insurers, reinsurers, agents and brokers
Proactive – develop and execute strategic communications
Aggressive – challenge industry critics, refute misrepresentations, close knowledge gaps
Essential – Primary source of information, analysis and referral to media, academia, industry and policymakers
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Resources and Website Overview
I.I.I. Daily
Research Support
I.I.I. Public Website
Dynamically Shared Content
Videos
Publications
Specialized Websites
Home and Business Inventory Applications
Social Media Outreach
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Video section has been upgraded, and organized by topic for easier access; now also includes downloadable
b-roll footage
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Videos can be embedded and/or downloaded directly
from the site; broadcast quality files of VNRs are
available for download also
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Resources and Website OverviewInsurance Handbook
The new I.I.I. Insurance Handbook released in 2010 provides vital information for a wide variety of audiences:
•Public Policymakers
•Reporters
•Regulators
•Students
•Insurance Company Employees
•Academics
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Resources and Website OverviewA Firm Foundation
Insurers Don’t Just Pay Claims They Are
Employers Income Providers Taxpayers Investors Engines of Growth & Recovery PhilanthropistsA Firm Foundation provides details on
the impact and importance of the insurance industry on national and state
economies
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All online versions of publications allow user to create a customized PDF, which includes only the
desired sections, for download
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Resources and Website OverviewInsuring Your Business
Site for small and middle market commercial risks; has been highlighted
by major media, including the WSJ
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Content is arranged so that material most important to policymakers is just one or
two clicks away
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ResourcesKnow Your Stuff® - Home Inventory
Know Your Stuff is a free, online home inventory application that is highly regarded by the public and media, and represents the type of outreach by the industry that generates great PR; it is also available for cobranding
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Following the success of the Know Your Stuff home inventory application, the I.I.I. recently released a version for small businesses; it is also available for cobranding
Social Media and InsuranceA Few General Facts + Statistics
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In March 2010 it was reported that Facebook was the most visited website in the U.S., having more visits than Google for the first time.
YouTube gets a greater level of search traffic than Yahoo, and is the go-to site for research among young people. -The NYT and my 12-year-old son
1 in every 3 online Americans is a conversationalist, someone who updates their status on a social networking site such as Facebook or posts updates on Twitter at least once weekly. - Forrester Research
31 million U.S. Internet users will write blogs in 2010, more than 104 million will read them. - eMarketer, April 2010
Social Media and InsuranceAnother Communications Outlet
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Aside from subscribing to RSS feeds, and following our content on the I.I.I. website, our social media feeds provide another possible matrix of communication and interaction with SITA
New ways to spread the message:
- Following Twitter feeds and retweeting posts of interest to specific audiences - Liking and commenting on organization Facebook pages - Linking to and commenting on blogs - Embedding and distributing YouTube videos
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Social Media Users/Traffic
Facebook: +/- 300 likes Twitter: 1,560 followers YouTube: 392,224 total views T&C Blog: 4,045 page views in
August 2010 Insuring Florida blog: 159 page
views in August 2010
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Social Media Outreach: YouTube
I.I.I. Video Channel
Over 125 I.I.I. videos posted on YouTube
Most viewed: “Road Rage” (181,142 views)
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Social Media Outreach: Facebook
I.I.I. Facebook Page
Over 290 people Like this page
Over 190 links to I.I.I. content posted
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Social Media Outreach: Twitter
I.I.I. Website Twitter Page
Over 500 followers
All other feeds combined: 1,560 followers
The I.I.I. and SITAPartnership Overview
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The I.I.I. has no regional offices or staff with state-specific responsibilities (with one exception)
We recognize that the state trades play an essential role in the industry communications network
Locally based associations have state-specific expertise and media contacts that cannot be matched by a national organization
We are committed to providing state associations with resources to help them attain their communications goals
And to creating synergies between the I.I.I. and the state trades, as well as between state associations
The I.I.I. and SITAServices
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The I.I.I. currently provides the following services to SITA:
Manage STIX information exchange
Facilitate periodic conference calls
Host SITA Online website
Maintain a directory of state associations