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Social & Digital Business

Social & Digital Business

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  • 1. Text 773-770-4377 “growprogram”
  • 2. Transformation Text 773-770-4377 “growprogram”
  • 3. Jason Cass story • • • • • • • Married with two children (8) &(14) Became an agent 2001 Chairman of National Young Agents for Big I Started my own agency 2010 Got S&D on April 12, 2010 Started GROW to help agents Rest is history.. Text 773-770-4377 “growprogram”
  • 4. My agency • JDC Insurance Group LLP est. 1.1.2010 • Centralia, IL 13,000 population • 70% Commercial • 29% Personal (agency owners told me this was important) • 1% Life • Completely mobile agency • 98.9% paperless • Niche agency Text 773-770-4377 “growprogram”
  • 5. Jason Cass & Brian Appleton “The GROW mission is to provide business the confidence to transform your business into a social and digital business” www.growprogram.com Text 773-770-4377 “growprogram”
  • 6. Text 773-770-4377 “growprogram”
  • 7. • The Why • The How • The What Text 773-770-4377 “growprogram”
  • 8. Why Text 773-770-4377 “growprogram”
  • 9. “If I could only get the whole town to know me” Text 773-770-4377 “growprogram”
  • 10. Ground Rules • Ask lots of questions… – Even dumb questions • I don’t expect you to be an expert – Be prepared for my honest opinion – You can always follow up with me • I may go on a tangent – It will always be relevant • I don’t care if you email or send texts • You don’t have to ask me to go the bathroom Text 773-770-4377 “growprogram”
  • 11. Common Objections to Social Media • We work on referrals… • So does the Internet • It takes too much time… • You don’t have time for to generate revenue? • I don’t know anything about computers… • Hire someone that does • I don’t like the Internet… • But your clients do Text 773-770-4377 “growprogram”
  • 12. Myths About Selling Online • Internet Shoppers Buy on Price – If we don’t treat our product like a commodity they won’t buy it like a commodity • We Need To Be On Every Social Media Site to be Successful – Success online is about becoming a valuable resource • Consumers Need Our Expertise – The information gates to our knowledge have been unlocked • Only young people use the internet and buy online Text 773-770-4377 “growprogram”
  • 13. It’s no longer about young or old…. It’s about connected or unconnected. Text 773-770-4377 “growprogram”
  • 14. This Is The Connected Generation Text 773-770-4377 “growprogram”
  • 15. This Is The Connected Generation Text 773-770-4377 “growprogram”
  • 16. This Is The Connected Generation
  • 17. The Connected Generation chooses you... ...on their own time line ...based on their own research and ...their own belief in your story of value The Connected generation communicates, builds relationships and makes buying decisions using digital and social media.
  • 18. Consumerization Is an term used to describe emergence of info. technology: •First in the consumer market •Then spread into business •In years past, many technology-based products have had their beginnings in the defense & business markets: •Facsimile machines •Calculators •Mobile phone •Personal computers Text 773-770-4377 “growprogram”
  • 19. What does this mean for you? Text 773-770-4377 “growprogram”
  • 20. Consumerization • First, products that were designed for individual consumers, are now appealing in the workplace and demand of these products are increasing in the workplace Text 773-770-4377 “growprogram”
  • 21. Consumerization one cares how much you know, until they know how much you care”… • Second, “No • Getting your employees to share & use productive and enhancing consumer technology at and away from work will be a wise strategy. • Creates a window that shows transparency, builds trust, and your brand. Text 773-770-4377 “growprogram”
  • 22. The How Text 773-770-4377 “growprogram”
  • 23. How are you marketing today? Text 773-770-4377 “growprogram”
  • 24. Text 773-770-4377 “growprogram”
  • 25. Social Marketing & Digital Media
  • 26. Social Marketing “To be first in the mind of the consumer when they realize they have a problem and need to find a solution”
  • 27. Impact and Numbers Socialnomics Text 773-770-4377 “growprogram”
  • 28. Digital Media “Is being where the consumer is when they search for a solution to a problem”
  • 29. Text 773-770-4377 “growprogram”
  • 30. Text 773-770-4377 “growprogram”
  • 31. But what’s the… Text 773-770-4377 “growprogram”
  • 32. Text 773-770-4377 “growprogram”
  • 33. Social marketing and digital media is not a sales tool… It is for… Branding Marketing Communication but… Text 773-770-4377 “growprogram”
  • 34. Do the others and you can Center for Blackhawks PTC Oil & Gas Company Text 773-770-4377 “growprogram”
  • 35. Text 773-770-4377 “growprogram”
  • 36. Case Study #1 Facebook iPad2 Referral Contest • • • • Refer friend, family, co-worker, or yourself Present a quote Didn’t have to buy, just allow me to present a quote proposal Entered into a contest to win an iPad2 (Can use Make-A-Wish or other non-financial incentives depending on state regulations) • The referrer and the referee Contest Period Nov 14 – Dec 31 • Drawing January 1st at 12:01am by Video Upload to All Social Sites Text 773-770-4377 “growprogram”
  • 37. My results Generated 19 Referrals in 6 Weeks! Social & digital referrals only, had others not related to contest • Didn’t fit agency philosophy of agency • • 5 Auto/Home Low limits, etc. • Prospects given a proposal • NB clients from those proposals 14 11 (78% CR) Prior Insurance of 11 NB Clients • State Farm • Independent Companies • Allstate • Country companies Text 773-770-4377 “growprogram” 4 3 2 2
  • 38. My results Prior Limits of 11 NB Clients • 50/100/50 or 100 4 • Moved 2 of those to 100/300 • Moved 2 of those to 250/500 • 1 took UMB • 100/300/50 or 100 5 • Moved 2 of those to 250/500 • 1 took UMB • 250/500/ 250 Both had UMB 2 • Moved one to 500/500 because of underlying limits due to UMB Text 773-770-4377 “growprogram”
  • 39. My results • Auto/Home Packages • EFT • Total Policies Written • Auto – 11 • Home – 11 • UMB- 5 • Dwelling fire-4 • Motorcycle - 3 • Boat- 4 Text 773-770-4377 “growprogram” All 10 of 11 38 (3.4/Client)
  • 40. R.O.I • Total Written Premium $28,000 FY (34,000 SY) • Annual Commission $4,200 FY ($5,100 SY) • Total Expense $1,650 (cost inc. CAP, Adv., iPad2) • Total Profit $2,550 • Return on Investment 154% FY Text 773-770-4377 “growprogram” ($5,100 SY) ($7650 BY) ($309% SY)
  • 41. Case Study #2 FB R.O.I Fan review app • Contest conducted April 13th – April 31st • Contest Results • • • • • 28 reviews Facebook & LinkedIn 11 referrals 3 quotes 9 clients (62% CR) 26 fans gained from friends Text 773-770-4377 “growprogram”
  • 42. Case Study #3 • Ryan Hanley, Independent Agent, Blogger • Agent/Blogger of digital media (Director of Marketing) • The Murray Group Insurance Services, Inc., Albany, NY • Contest conducted April 23th – May 7th • New Business Results – • 58 reviews FB & LinkedIn • 28 referrals • 19 quote opportunities • Generated a total of 47 inbound actions! Text 773-770-4377 “growprogram”
  • 43. Case Study #4 • Quote & Referral Promotion • May 6th -16th Drawing on 17th • Promotion results • • • • • 23 inbound actions 9 referrals 14 quotes 19 proposals given 14 clients (73% CR) • Financials • Expenses $850ish • Income $5,700ish Text 773-770-4377 “growprogram”
  • 44. Case Study #5 • • • • Quote & Referral Promotion Feb. 3rd – 14th 2014 Jonesboro, AR Results – 24 quotes & referrals (24 inbound actions) – Sold 13 at last report – 2 commercial accounts (Dr. & Garage) Text 773-770-4377 “growprogram”
  • 45. Numbers as of 45 months • • • • • • • • • As of 01.02.2014 (45 months) Thousands of fans, followers, and connections $261,000 NB social premium $39,000 NB Personal revenue $9,000 Life revenue $81,000 Total revenue PL NB & RN & Life $15,000 Commercial revenue NB & RN $105,000 Total revenue NB & RNPL/CL/Life 99% retention – Rest of book is about 92% Text 773-770-4377 “growprogram”
  • 46. FB expenses Text 773-770-4377 “growprogram”
  • 47. Need to go where the people are. Text 773-770-4377 “growprogram”
  • 48. Social sites • Stay connected with others instantly • Broadcast to a large select audience Text 773-770-4377 “growprogram”
  • 49. Social sites • • • • • Broadcast myself on the jdcins channel Coverages and FAQ Market through email and website Tell a story Drawings Text 773-770-4377 “growprogram”
  • 50. Social sites • • • • Prospecting -Business Discussions Content sharing Resume Text 773-770-4377 “growprogram”
  • 51. Social sites • • • • • • Biggest thing moving forward Content Authorship and publisher tag Communities Google authority Tools like Google hangout Text 773-770-4377 “growprogram”
  • 52. So… We talked about what businesses are wanting to hear. Text 773-770-4377 “growprogram”
  • 53. Now let’s talk about what they need to know. Text 773-770-4377 “growprogram”
  • 54. “The Blueprint” Text 773-770-4377 “growprogram”
  • 55. Text 773-770-4377 “growprogram”
  • 56. Social & Digital Business Text 773-770-4377 “growprogram” Blueprint
  • 57. 1. 2. 3. 4. 5. 6. 7. 8. Marketing/Advertising/Networking Prospecting The business cycle Communication Sales process i. Evaluating ii. Quoting iii. Submitting iv. Proposing v. Finalizing After the sale Servicing Retention Cross selling Text 773-770-4377 “growprogram”
  • 58. Marketing & Advertising & Networking • • • • • • Social platforms Blog Search Email FB ads Re-targeting Text 773-770-4377 “growprogram”
  • 59. Prospecting • • • • • Social platforms YouTube videos Connections of LinkedIn Social content Digital search content Text 773-770-4377 “growprogram”
  • 60. Communication • • • • • • Social Platforms Email Texting Digital search content Video G+ hangouts Text 773-770-4377 “growprogram”
  • 61. Sales Process- Evaluating • • • • Knowing the risk Seeing the risk Details of the risk Records of the risk • Business Intelligence Text 773-770-4377 “growprogram”
  • 62. Sales Process - Quoting • Company online raters • Agency raters • Online website raters Text 773-770-4377 “growprogram”
  • 63. Sales- Submitting to carrier • • • • AMS AMS bridging Fillable PDF’s Secure transactions Text 773-770-4377 “growprogram”
  • 64. Sales - Proposing • • • • Ipads Online proposals Email proposals Video conferencing Text 773-770-4377 “growprogram”
  • 65. Sales - Finalizing • Email applications • E signatures • Electronic policy delivery Text 773-770-4377 “growprogram”
  • 66. After the sale • Welcome kit – Electronic – Email • App Text 773-770-4377 “growprogram”
  • 67. Servicing • Real-time • Self service • Online • App • Online chat • Video conferencing Text 773-770-4377 “growprogram”
  • 68. Retention • Social platforms – Touches – Following – Cross selling Text 773-770-4377 “growprogram”
  • 69. Cross-selling • Getting info at contact • Email • FB Text 773-770-4377 “growprogram”
  • 70. Let’s get Facebook Practical… Shall we? Text 773-770-4377 “growprogram”
  • 71. 6 ways to get fans immediately • Invite your friends – Have staff invite friends • Use email list • At time of service – Like Fan page – Check-in – Write a review • Sign on front desk • Website • Email signature Text 773-770-4377 “growprogram”
  • 72. 5 post types that get engagement • • • • • • Caption this Fill in the blank Questions Pictures / infographics Quotes Motivation pics Text 773-770-4377 “growprogram”
  • 73. Optimizing your FB page • Search • Keywords – Page name is huge • Vanity URL – www.facebook.com/jdcinsurance – Graph search is going to be huge • Google using pages / FB uses people to link others to info. • About section (short description) • Pictures have the power – Alt text for pictures is important Text 773-770-4377 “growprogram” – Use proper dimensions
  • 74. Some things I do with Facebook • Ads auger • • • • • • Get friends Run ads ( sponsored stories ) Get fans Run FB ads to: Get their email /contact information ( giveaways) Run contest & sweepstakes • Like & Interest ads • • Get your message out to the exact person Niche and target marketing at it’s best • Generic branding ads • • • • • Happy Birthday Thank you Holiday ads Specials or current events *Mobile* Text 773-770-4377 “growprogram”
  • 75. Facebook tips • Follow others – Comment, like, and share what they post • Create other pages – STL Cardinal squirrels – Local viral – Acuity Trucking • Like your clients and showcase them • Create a URL for your fan page – www.jdcfanpage.com Text 773-770-4377 “growprogram”
  • 76. Proper FB dimensions Text 773-770-4377 “growprogram”
  • 77. Photo Page Post / Sponsored Stories • Tip: Images scaled down look better Text 773-770-4377 “growprogram”
  • 78. Pictures w/text Text & Link posted with photo may over lay photo in Text 773-770-4377 “growprogram” newsfeed
  • 79. Cover Photos In a “like story” in the news feed only the top half is shown New Facebook rules allow for calls to action ex. Contact info, price purchase info..but…only 20% text Text 773-770-4377 “growprogram”
  • 80. Profile Pic •Always use a square photo •Pictures larger than 180*180 are perfect as well as long as they are square •Don’t change often, change cover photo Text 773-770-4377 “growprogram”
  • 81. Link preview image •Just like your profile pic this is cropped down to a square •When linking back to your page or site include at least one square photo for each shareable page or blog post Text 773-770-4377 “growprogram”
  • 82. 12 days of promotion Text 773-770-4377 “growprogram”
  • 83. Promotion 101 1. Wrote down what and goals I want to achieve 1. Get NB quotes 2. Get referrals 3. Etc. 2. Set the rules 1. Auto & Home quote/ minimum liability limits 2. Set and wrote out FB rules 3. Set a time period -11 days / 12th day drawing 4. Created videos (2) / emails(4) for call to actions Text 773-770-4377 “growprogram”
  • 84. Promotion 101 cont. 5. Developed a new FB site 1. 2. 3. 4. 5. Cover photo Profile Pic Tabs Landing page Rules page 6. Created links to be able to track actions taken 1. FB analytics 2. Bitly links 7. Create FB ads and schedule them Text 773-770-4377 “growprogram”
  • 85. Promotion 101 cont. 8. Start on Day 1 1. Upload video to Youtube / FB 1. Social proof if FB 2. Make status updates 1. Use video as update in the morning before 8 am 2. Share video on profile in the evening about 7pm 9. Day 2 1. Share a story’s about what happened the day before 1. About a quote/referral 2. The excitement you have felt or heard about 2. Email your list with earlier created email Text 773-770-4377 “growprogram”
  • 86. Promotion 101 cont. 10. Going forward till day 11 1. Keep doing status updates 1. Shares / likes 2. Referrals 3. People you helped 4. The talk and excitement 2. Send emails created earlier 1. Tuesday (Day 2) 2. Friday (Day 5) 3. Tuesday (Day 9) 4. Thursday (Day 11) 3. Promotion ends Day 11 at 5pm Text 773-770-4377 “growprogram”
  • 87. Promotion 101 cont. 11. Day 12 1. 2. 3. 4. 5. Hold drawing at 3pm Put all names in bowl Find a unique place / person Video tape the drawing Upload video to FB page 1. 6. 7. 8. 9. Don’t announce winner, make them watch the video Announce for the next few days the winner with status updates Have winner take a picture with prize and email to you Post to your page – validation for future promotions Encourage them to upload to their profile and tag your agency Text 773-770-4377 “growprogram”
  • 88. Marketing Ideas Text 773-770-4377 “growprogram”
  • 89. Other promotions • Friend to Fan • $25 once a month • Fan Referral Program • Drawing once a month big prize at the end • Donate to Charity for every new fan • Promote other business • This month get 10% off • If you shop there • Check in Text 773-770-4377 “growprogram”
  • 90. Promotion 101 cont. Text 773-770-4377 “growprogram”
  • 91. Promotion 101 cont. • • • • • • • • JDC Insurance Olympic trial Snow Challenge No shave Movember GEO Tracking Video for clients Share contest Friend to fan auger QR Code Text 773-770-4377 “growprogram”
  • 92. Blogging • Blogging • • • • Increases engagement Increases fans/connections/followers/circles Increases email subscribers Increases agency value • Tracking • Everything is trackable • Google analytics • Crazyegg Text 773-770-4377 “growprogram”
  • 93. Other places I use • • • • • • • • Dropbox- file sharing Elance- Outsourcing ProjectCAP- Online portal, Trusted Choice Hootsuite- manage multiple social profiles Wordpress-Website Northsocial-promotion help and design Wildfire-Same as north social Animoto-Create videos Text 773-770-4377 “growprogram”
  • 94. Other places I use • Google Analytics- track hits and engagement online • Bitly- link shortener and tracker • Picmonkey- picture software • Abweber / Mailchimp /iContact- Email list • Lastpass- password management • ASANA – task organization • Wistia- host video • Crowdbase- content storage Text 773-770-4377 “growprogram”
  • 95. Social Sooner • Similar to an Oklahoma sooner • Get on your digital horse and claim your virtual Land • First to claim your land is the trailblazer and ruler • Late to the game has to borrow or buy land • Personal lines market share • Cannons all in the same direction • 34 % • Commission per county • Commercial lines Market share • We dominate this market So if you are ready to mount up and claim you land.. Text 773-770-4377 “growprogram”
  • 96. Jason Cass & Brian Appleton “The GROW mission is to provide business the confidence to transform your business into a social and digital business” www.growprogram.com Text 773-770-4377 “growprogram”
  • 97. Text 773-770-4377 “growprogram”
  • 98. Text 773-770-4377 “growprogram”
  • 99. Contact info • • • • • • • • Jason Cass 618.532.2277 jason@jdcins.com www.jdcins.com Facebook www.facebook.com/jdcinsurance Twitter @jdcins LinkedIn www.linkedin.com/in/jdcins YouTube www.youtube.com/jdcins Text 773-770-4377 “growprogram”