Generating
Revenue
Online
With
Facebook
and other S&D tools
Agenda
• Why
– Consumerization
• Who
– Me & My Agency
• What
– Case Studies
• How
– Facebook basics
– FB ads
– Promotion t...
Ground Rules
• Ask lots of questions…
– Even dumb questions
• I don’t expect you to be an expert
– Be prepared for my hone...
Myths About Selling Online
• Internet Shoppers Buy on Price
– If we don’t treat our product like a commodity they
won’t bu...
Common Objections
to Social Media
• We work on referrals…
• So does the Internet
• It takes too much time…
• You don’t hav...
Group analytics
• Who is an Owner / Producer /CSR
• What type of social is being used and how
– Personal vs. business
• FB...
I Am Jason Cass
• Married w/two sons
• Owner of
– JDC Insurance Group
– Agentsinfleunce.com
– Growprogram.com
• Chairman o...
How big is this?
Socialnomics
Consumerization
Is an term used to describe emergence of info.
technology:
First in the consumer market
Then spread into b...
Consumerization
• First, products that were
designed for individual
consumers, are now appealing
in the workplace and dema...
Consumerization
• Second, “No one cares how much you know,
until they know how much you care”…
• Getting employees to shar...
My agency
• JDC Insurance Group LLP est. 1.1.2010
• Centralia, IL 62801 13,000 population
• 75% Commercial
• 20% Personal ...
The beginning
• What I wanted:
• People to know that I had started my own agency
• People to know that I was a different t...
What I did
Being involved in my state and national association enabled me
to meet and network with highly successful marke...
Some things I do with Facebook
• Ads auger
• Get friends
• Run ads ( sponsored stories )
• Get fans
• Run FB ads to:
• Get...
Other social sites
• YouTube is the future and I use to:
• Broadcast myself on the jdcins channel
• Use video to market th...
Outbound vs.
Inbound
4 Case studies
Case Study #1
Started Social Media 4.11.2010
• Built a social presence
• Started working with CAP 6.24.2011
Facebook iPad2...
My results
Generated 19 Referrals in 6 Weeks!
Social & digital referrals only, had others not related to contest
• Didn’t ...
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
...
My results
Auto/Home Packages All
• EFT 10 of 11
• Total Policies Written 38 (3.4/Client)
• Auto – 11
• Home – 11
• UMB- 5...
Case Study #2
FB R.O.I Fan review app
• Contest conducted April 13th – April 31st
• Contest Results
• 28 reviews Facebook ...
• Ryan Hanley, Independent Agent, Blogger
• Agent/Blogger of digital media (Director of Marketing)
• The Murray Group Insu...
Case Study #4
• Quote & Referral Promotion
• May 6th -16th Drawing on 17th @ 3pm
• Promotion results
• 23 inbound actions
...
Numbers as of 39 months
• As of 7.15.2013 (39 months)
• 4,100 fans
• $195,000 NB social premium
• Earned about $29,000 NB!...
FB expenses
Facebook basics
Mobile
• 60% of traffic on FB is mobile use
• Ipads not chalkboards
• 50% of kids under 8 use mobile devices
• 25% of kids...
FB profile vs. FB fan page
• FB profile is your personal profile
– Friends
– Newsfeed (friends)
– Status Updates
– Share p...
FB profile vs. FB fan page
• Fans
– Page Newsfeed (friends)
– Status Updates
– Share pictures/videos/events
– All can be s...
FB profile vs. FB fan page
• FB fan page
– 90% is content about them(fans) and their lives
• Blogs
• Infographics
• Your c...
Edgerank
• Affinity – Affinity is the prior interaction with a page’s
posts. If a user engages with a lot of content from ...
Negative feedback
• When your posts show up in someone’s news
feed they have the option to like it or comment
on it. They ...
Facebook Likes
• How to get Fans/likes
– Invite your friends
• Have your employees invite their friends
– Check-ins
– Sign...
Optimizing your FB page
• Search
• Keywords
– Page name is huge
• Vanity URL
– www.facebook.com/jdcinsurance
– Graph searc...
Proper FB
dimensions
Photo Page Post / Sponsored
Stories
• Tip: Images scaled down look better
Pictures w/text
Text & Link posted with photo may over lay photo in
newsfeed
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...
Profile Pic
•Always use a square photo
•Pictures larger than 180*180 are perfect as well as long
as they are square
•Don’t...
Link preview image
•Just like your profile pic this is cropped down to a
square
•When linking back to your page or site in...
Facebook tips
• Follow others
– Comment, like, and share what they post
• Create other pages
– STL Cardinal squirrels
– Lo...
Facebook Ads /
Impressions
Basics
• What I have learned
– Who is your prospect
– Who is your competition
– Other online business who share your same ...
Basics
• Who is your prospects
– Line of business
• Motorcycle, Auto, Home, Boat, commercial
• Demographics
– Age/sex/ethn...
Basics
• Who are your competitors?
– What are they doing that is working?
• Pictures and post that work for them, will wor...
Basics
• My Mistakes
– Need good bait
• Promotion
• Campaign
• Coupons
– Not getting “social proof”
• External sites are n...
Facebook Ads / Impressions
• How to get started
– Top right of your screen, gear icon
1. Understand who you’re targeting
2...
Power editor
• FB ads 102
• Allows you to control more
• Reports are awesome
• Customize your audience
Let’s create some ads!
Facebook tab
• Photos
• Likes
• Videos
• Custom
– Landing pages
– Website
• Use for your agency information
• Use for prom...
Promotion/Contest
11 days of promotion
Promotion 101
1. Wrote down what and goals I want to achieve
1. Get NB quotes
2. Get referrals
2. Set the rules
1. Auto & ...
Promotion 101 cont.
5. Developed a new FB site
1. Cover photo
2. Profile Pic
3. Tabs
4. Landing page
5. Rules page
6. Crea...
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 ...
Promotion 101 cont.
10.Going forward till day 11
1. Keep doing status updates
1. Shares / likes
2. Referrals
3. People you...
Promotion 101 cont.
11. Day 12
1. Hold drawing at 3pm
2. Put all names in bowl
3. Find a unique place / person
4. Video ta...
Promotion 101 cont.
Other promotions
• Friend to Fan
• $25 once a month
• Fan Referral Program
• Drawing once a month big prize at the end
• D...
Blogging
• Blogging
– Increases engagement
– Increases fans/connections/followers/circles
– Increases email subscribers
– ...
Other places I use
• Google Analytics
• Heyo
• Minilytics
• Bitly
• Picmonkey
• Abweber / Mailchimp /iContact
• Pic resize...
Social Sooner
• Similar to an Oklahoma sooner
• Get on your digital horse and claim your virtual Land
• First to claim you...
Generating Revenue Online
Workshop
Presented by
Jason Cass, CIC & Ryan Hanley, CIC
“The GROW mission is to provide every I...
Contact info
• Jason Cass
• 618.532.2277
• jason@jdcins.com
• www.jdcins.com
• Facebook www.facebook.com/jdcinsurance
• Tw...
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Presentation given 8.4 - 8.5 2013 in Couer D' Alene, ID

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  1. 1. Generating Revenue Online With Facebook and other S&D tools
  2. 2. Agenda • Why – Consumerization • Who – Me & My Agency • What – Case Studies • How – Facebook basics – FB ads – Promotion tour • When – Social Sooner
  3. 3. 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
  4. 4. 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 – There is only the connected & unconnected generation
  5. 5. 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
  6. 6. Group analytics • Who is an Owner / Producer /CSR • What type of social is being used and how – Personal vs. business • FB ( who has a fan page?) (Who doesn’t know?) • LinkedIn • Twitter • G+ • Others? • How long have you been using?
  7. 7. I Am Jason Cass • Married w/two sons • Owner of – JDC Insurance Group – Agentsinfleunce.com – Growprogram.com • Chairman of National YAC for Big I till (8.31.2013) • Original CAP Task Force member • ACT liaison to the National YAC
  8. 8. How big is this? Socialnomics
  9. 9. 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
  10. 10. 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
  11. 11. Consumerization • Second, “No one cares how much you know, until they know how much you care”… • Getting 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.
  12. 12. My agency • JDC Insurance Group LLP est. 1.1.2010 • Centralia, IL 62801 13,000 population • 75% Commercial • 20% Personal (agency owners told me this was important) • 5% Life • Completely mobile agency – Desk – Laptop / Extra monitor – All in one printer – No fax, phone, or filing cabinets • 98.9% paperless • Niche agency: • Railroad contractors, warehouses, manufacturing • Social services • Specialty Auto
  13. 13. The beginning • What I wanted: • People to know that I had started my own agency • People to know that I was a different type of agency. • Wanted to brand and market where the people are of my niches • To attract the families with homes, two or more cars, and have average to good credit • What I had: • Budget of $500.00 for advertising for the year! • Very limited technology & social media skills • Goals: • In the next two years I wanted to derive 51% or more of my leads from online • In my first year I wanted to write at least $20,000 in premium from being online • By my second year I wanted to write at least $50,000 • Do it by being different….and…...being where the people are
  14. 14. What I did Being involved in my state and national association enabled me to meet and network with highly successful marketing agents of technology. Like you, I kept hearing about social media and occasionally heard great stories of agents being successful marketing their agencies online….so… I started my social sites for JDC on April 12th, 2010. • Facebook • Twitter • LinkedIn YouTube came about a month later Brand and market through: • Post • Ads • Discussions • Videos • Comments • Likes • Share I can show you how I market and brand but I can’t show you how I sell
  15. 15. 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*
  16. 16. Other social sites • YouTube is the future and I use to: • Broadcast myself on the jdcins channel • Use video to market through email and website • Content that is real • LinkedIn I use to: • Prospecting • Discussions • Google plus is the future and.. • It’s Google • Search • Google Local & Places • Authorship / Publisher tags • Twitter is a media outlet I use to: • Stay connected with others instantly • Broadcast to a large select audience • Learn from companies
  17. 17. Outbound vs. Inbound
  18. 18. 4 Case studies
  19. 19. Case Study #1 Started Social Media 4.11.2010 • Built a social presence • Started working with CAP 6.24.2011 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 CONFIDENTIAL & PROPRIETARY. Exclusively for use and distribution by Consumer Agent Portal, LLC. All rights reserved.
  20. 20. 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 14 • NB clients from those proposals 11 (78% CR) Prior Insurance of 11 NB Clients • State Farm 4 • Independent Companies 3 • Allstate 2 • Country companies 2 CONFIDENTIAL & PROPRIETARY. Exclusively for use and distribution by Consumer Agent Portal, LLC. All rights reserved.
  21. 21. 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 CONFIDENTIAL & PROPRIETARY. Exclusively for use and distribution by Consumer Agent Portal, LLC. All rights reserved.
  22. 22. My results Auto/Home Packages All • EFT 10 of 11 • Total Policies Written 38 (3.4/Client) • Auto – 11 • Home – 11 • UMB- 5 • Dwelling fire-4 • Motorcycle - 3 • Boat- 4 • Total Written Premium $28,000 FY (34,000 SY) • Total Annual Commission $4,200 FY ($5,100 SY) • Total Expense $1,650 (cost inc. CAP, Adv., iPad2) • Total Profit $2,550 ($5,100 SY) ($7650 BY) • Return on Investment 154% FY ($309% SY) CONFIDENTIAL & PROPRIETARY. Exclusively for use and distribution by Consumer Agent Portal, LLC. All rights reserved.
  23. 23. 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 CONFIDENTIAL & PROPRIETARY. Exclusively for use and distribution by Consumer Agent Portal, LLC. All rights reserved.
  24. 24. • 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! Case Study #3 CONFIDENTIAL & PROPRIETARY. Exclusively for use and distribution by Consumer Agent Portal, LLC. All rights reserved.
  25. 25. Case Study #4 • Quote & Referral Promotion • May 6th -16th Drawing on 17th @ 3pm • Promotion results • 23 inbound actions • 9 referrals • 14 quotes • 19 proposals given • 14 clients (73% CR) • Financials • Expenses $850ish • Income $5,700ish
  26. 26. Numbers as of 39 months • As of 7.15.2013 (39 months) • 4,100 fans • $195,000 NB social premium • Earned about $29,000 NB! • Life $9,000 • Total personal lines NB & RN & Life $65,000 • Total commercial NB & RN $14,000 • Total NB & RN PL/CL/Life $79,000
  27. 27. FB expenses
  28. 28. Facebook basics
  29. 29. Mobile • 60% of traffic on FB is mobile use • Ipads not chalkboards • 50% of kids under 8 use mobile devices • 25% of kids under 3 use mobile devices
  30. 30. FB profile vs. FB fan page • FB profile is your personal profile – Friends – Newsfeed (friends) – Status Updates – Share pictures/videos/events – All can be shared on personal or fan pages – 90% you/friends – 10% your business or businesses
  31. 31. FB profile vs. FB fan page • Fans – Page Newsfeed (friends) – Status Updates – Share pictures/videos/events – All can be shared on personal or fan pages
  32. 32. FB profile vs. FB fan page • FB fan page – 90% is content about them(fans) and their lives • Blogs • Infographics • Your clients • Video • Pictures • Celebrations • Holiday’s – 10% about your products and services
  33. 33. Edgerank • Affinity – Affinity is the prior interaction with a page’s posts. If a user engages with a lot of content from a particular page, they will see the page’s content more often. • Weight – Weight is based on previous interaction with posts of the same type. For instance, if a person usually engages with photos, they will be shown more photos. • Time Decay – Time decay is how recent the content is. Facebook always wants to provide users with the most recent and relevant content, so an older content piece is less likely to be shown.
  34. 34. Negative feedback • When your posts show up in someone’s news feed they have the option to like it or comment on it. They also have the option to hide the story, report the story as spam or to hide all stories from your agency. If they choose one of those latter options, it is considered ‘negative feedback’ • Effects your EdgeRank score
  35. 35. Facebook Likes • How to get Fans/likes – Invite your friends • Have your employees invite their friends – Check-ins – Sign that says find us on FB – Website icons – Link in email signatures
  36. 36. 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 – Use proper dimensions • Picmonkey
  37. 37. Proper FB dimensions
  38. 38. Photo Page Post / Sponsored Stories • Tip: Images scaled down look better
  39. 39. Pictures w/text Text & Link posted with photo may over lay photo in newsfeed
  40. 40. 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…on ly 20% text
  41. 41. 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
  42. 42. 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
  43. 43. 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
  44. 44. Facebook Ads / Impressions
  45. 45. Basics • What I have learned – Who is your prospect – Who is your competition – Other online business who share your same prospect – My Mistakes
  46. 46. Basics • Who is your prospects – Line of business • Motorcycle, Auto, Home, Boat, commercial • Demographics – Age/sex/ethnic • What are their gaps/needs/wants – Follow them – What are their hot buttons – Married, having a baby, buying a car • Where do they hangout / like – Other pages
  47. 47. Basics • Who are your competitors? – What are they doing that is working? • Pictures and post that work for them, will work for you! – Run ads to their fans • Other online business who share your fans – Realtors, Mortgagee, Bankers, Financial – Create an alliance – Who is commenting on their page
  48. 48. Basics • My Mistakes – Need good bait • Promotion • Campaign • Coupons – Not getting “social proof” • External sites are not the best – Run them to a page you create and you do get social proof – Use Facebook guidelines • Negative feedback – Stop selling • Google pay per click is selling • FB is a branding/marketing/creating relationship tool – Sending without tracking
  49. 49. Facebook Ads / Impressions • How to get started – Top right of your screen, gear icon 1. Understand who you’re targeting 2. Create ad per precise interest 3. Run it for three days 4. Look at CTR 5. Bundle these and attack!
  50. 50. Power editor • FB ads 102 • Allows you to control more • Reports are awesome • Customize your audience
  51. 51. Let’s create some ads!
  52. 52. Facebook tab • Photos • Likes • Videos • Custom – Landing pages – Website • Use for your agency information • Use for promotions
  53. 53. Promotion/Contest 11 days of promotion
  54. 54. Promotion 101 1. Wrote down what and goals I want to achieve 1. Get NB quotes 2. Get referrals 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
  55. 55. Promotion 101 cont. 5. Developed a new FB site 1. Cover photo 2. Profile Pic 3. Tabs 4. Landing page 5. 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
  56. 56. 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
  57. 57. 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
  58. 58. Promotion 101 cont. 11. Day 12 1. Hold drawing at 3pm 2. Put all names in bowl 3. Find a unique place / person 4. Video tape the drawing 5. Upload video to FB page 1. Don’t announce winner, make them watch the video 6. Announce for the next few days the winner with status updates 7. Have winner take a picture with prize and email to you 8. Post to your page – validation for future promotions 9. Encourage them to upload to their profile and tag your agency
  59. 59. Promotion 101 cont.
  60. 60. 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
  61. 61. Blogging • Blogging – Increases engagement – Increases fans/connections/followers/circles – Increases email subscribers – Increases agency value • Tracking – Everything is trackable • Google analytics • Crazyegg
  62. 62. Other places I use • Google Analytics • Heyo • Minilytics • Bitly • Picmonkey • Abweber / Mailchimp /iContact • Pic resize • Elance • ProjectCAP • Hootsuite • Wordpress • Northsocial • Wildfire • Animoto
  63. 63. 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 CONFIDENTIAL & PROPRIETARY. Exclusively for use and distribution by Consumer Agent Portal, LLC. All rights reserved. So if you are ready to mount up and claim you land..
  64. 64. Generating Revenue Online Workshop Presented by Jason Cass, CIC & Ryan Hanley, CIC “The GROW mission is to provide every Independent Insurance Agent with the tools and knowledge to generate revenue from their online activities” www.growprogram.com
  65. 65. 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

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