TENCon2011 Social Media
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TENCon2011 Social Media

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The topic of social media is being discussed at many agencies. We will discuss how it can be used - and whether your agency should get into it.

The topic of social media is being discussed at many agencies. We will discuss how it can be used - and whether your agency should get into it.

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  • Go to www.google.com/profiles www.MerchantCircle.com
  • First off, I want to apologize if anyone thought this would be a presentation/interview about using social media. It IS NOT. Ok, ok, we will talk about how you can use social media a bit later, but it is much more important and critical to using all communication tools successfully to think about… NOT IN HANDOUT
  • First off, I want to apologize if anyone thought this would be a presentation/interview about using social media. It IS NOT. Ok, ok, we will talk about how you can use social media a bit later, but it is much more important and critical to using all communication tools successfully to think about…
  • This can be an extension of the agency internet use or electronic media use policies – or it can be something completely separate.
  • Agency E&O Considerations When Using Social Media
  • http://www.fredcavazza.net/2009/04/10/social-media-landscape-redux/ http://www.fredcavazza.net/2010/12/14/social-media-landscape-2011/
  • See my social media bookmarks. http://mashable.com/2010/11/02/building-social-media-team/
  • Identify ways to apply training Request feedback on training session

TENCon2011 Social Media TENCon2011 Social Media Presentation Transcript

  •  
  • Jason Hoeppner B. H. Burke & Co., Inc. Implementing Social Media in Your Agency
  • Introduction
    • The topic of Social Media is at the forefront of discussions at a number of agencies. What is it? How can it be of use to your agency? And should you really care?
    • These questions are what insurance professionals are asking – and what we will answer today.
  • Learning Objectives
      • To become aware of emerging opportunities presented by Social Media.
      • To recognize and evaluate tools available to promote your agency on the Internet.
      • To identify safeguards and practices to reducing agency E&O exposure.
      • To recognize the importance of planning your use of Social Media.
      • To understand ways that Social Media can be used effectively at your agency.
    (Page 3)
  • Implementing Social Media Agenda
    • Future Trends
    • Tools To Use
    • Managing the Time Involved
    • 10 Reasons To Use Social Media
    • More Help
    • Social Media Policies
    • Social Media and E&O Considerations
    • Social Media Strategy
    • Effective Use of Social Media
    • What Else Should You Think About?
    (Page 3)
  • Implementing Social Media Agenda
    • Future Trends
    • Tools To Use
    • Managing the Time Involved
    • 10 Reasons To Use Social Media
    • More Help
    • Social Media Policies
    • Social Media and E&O Considerations
    • Social Media Strategy
    • Effective Use of Social Media
    • What Else Should You Think About?
  • Future Trends
    • The cost of Social Media
      • Monetarily it is generally free.
      • Time and resources are costs…
      • but what are you spending on networking and building relationships already? Might your effort cost less for similar results through social media?
    • How do agents traditionally conduct business?
      • Print media
      • Traditional advertising
      • Face to face
    (Page 4)
  • Future Trends
    • Successful Agents of Tomorrow
      • Rely heavily on the online tools that are available.
      • The agency has an integrated website and online presence to tell a large part of their story.
      • Agency brand and online image are consistent and presented to potential clients in their preferred method of interaction/communication.
    • Networking
      • What will change?
      • What will be the same?
    (Page 4)
  • Future Trends
    • The bottom line is that regardless of the tools or Social Media platforms that are “in fashion”, there has been a dramatic paradigm shift in how consumers shop, in their expectations and a new view of interactions in the online world.
    • This represents a fundamental shift in the way we (need to) communicate, connect with people, and build relationships!
    (Page 4)
  • Typical Agency Relationship Progression – Without Social Media RELATIONSHIP SPECTRUM “ Have we met?” “ I know you from the Chamber.” “ Oh, you sell insurance.” “ Ok, quote me.” Renewal time… “ Am I happy? Am I paying too much?” “ Service is great, and I trust him.” … The relationship is solid. Service Life Could last months … or years! Could last years … or only months!
  • Typical Agency Relationship Progression – With Social Media RELATIONSHIP SPECTRUM “ Have we met?” “ I know you from the Chamber.” “ Oh, you sell insurance.” “ Ok, quote me.” “ Service is great, and I trust him.” … The relationship is solid. Service Life Renewal time… “ Am I happy? Am I paying too much?” Better service, enhanced relationship. Connect online & share Oh, you’re a person, not just an insurance geek!
  • Implementing Social Media Agenda
    • Future Trends
    • Tools To Use
    • Managing the Time Involved
    • 10 Reasons To Use Social Media
    • More Help
    • Social Media Policies
    • Social Media and E&O Considerations
    • Social Media Strategy
    • Effective Use of Social Media
    • What Else Should You Think About?
  • Tools To Use
    • Website reporting:
      • www.google.com/analytics
    • Website effectiveness:
      • www.websitegrader.com
    • Geographic challenges:
      • www.google.com/local/add
      • http://edit2.ls.sp2.yahoo.com/csubmit/
    (Page 5)
  • Implementing Social Media Agenda
    • Future Trends
    • Tools To Use
    • Managing the Time Involved
    • 10 Reasons To Use Social Media
    • More Help
    • Social Media Policies
    • Social Media and E&O Considerations
    • Social Media Strategy
    • Effective Use of Social Media
    • What Else Should You Think About?
  • Managing the Time Involved
    • How much time should be spent on Social Media?
      • How much time do you spend on networking now?
      • Can you make more contacts, or build on existing ones, in the same amount of time online?
    • Coordinate efforts among:
      • Facebook Page
      • LinkedIn
      • Twitter
      • Blog
      • Newsletters
      • Website
    (Page 5)
  • Implementing Social Media Agenda
    • Future Trends
    • Tools To Use
    • Managing the Time Involved
    • 10 Reasons To Use Social Media
    • More Help
    • Social Media Policies
    • Social Media and E&O Considerations
    • Social Media Strategy
    • Effective Use of Social Media
    • What Else Should You Think About?
  • Reasons To Use Social Media
    • For Brand Recognition
    • For Brand Monitoring
    • To Be Forward Thinking
    • To Find New Prospects Through Friends
    • To Find New Prospects Through Company Profile
    • To Generate Site Traffic
    • To Establish Links for SEO
    • To Increase Search Engine Rankings
    • To Benefit from the Fact That Integrated Social Media Results Rank Highly in Search Engines (SEO, results)
    • For Niche Marketing
    (Page 6)
  • Implementing Social Media Agenda
    • Future Trends
    • Tools To Use
    • Managing the Time Involved
    • 10 Reasons To Use Social Media
    • More Help
    • Social Media Policies
    • Social Media and E&O Considerations
    • Social Media Strategy
    • Effective Use of Social Media
    • What Else Should You Think About?
  • More Help
    • Agents Council for Technology (ACT):
      • www.independentagent.com/act
      • Social media policy template
      • Webinars
    (Page 5)
  • Implementing Social Media Agenda
    • Future Trends
    • Tools To Use
    • Managing the Time Involved
    • 10 Reasons To Use Social Media
    • More Help
    • Social Media Policies
    • Social Media and E&O Considerations
    • Social Media Strategy
    • Effective Use of Social Media
    • What Else Should You Think About?
  • Social Media Policies
    • Purpose & Philosophy
      • The why of what you are doing.
    • Statement of Scope
      • It covers every agency employee!
    • Definitions
      • Social Media Site, Social Networking Site.
    • Statement of the Overall Agency Policy
      • Covers the future unknowns.
    (Page 6-7)
    • Social Networking/Media Procedure
      • The specifics – what the agency will do with Social Media and online marketing.
      • Online opinions and personal use.
      • Code of Conduct & Confidentiality policy.
      • Attribution and permissions. Privacy!
      • Purpose:
        • Why and how you add value, share and inform.
        • Honesty and transparency; the personal side of insurance.
      • Productivity impact.
    Social Media Policies (Page 8)
  • Implementing Social Media Agenda
    • Future Trends
    • Tools To Use
    • Managing the Time Involved
    • 10 Reasons To Use Social Media
    • More Help
    • Social Media Policies
    • Social Media and E&O Considerations
    • Social Media Strategy
    • Effective Use of Social Media
    • What Else Should You Think About?
  • Social Media and E&O
    • How do you minimize E&O risk through other media: Email, voicemail, print?
    • How can you do the same online?
      • Different platforms may have different capabilities.
      • Privacy, privacy, privacy.
      • When it crosses from the general to the specific or is a unique insurance topic  take it to another medium!
    • Sabrena Sally’s article: see ACT website.
    (Page 8)
  • Implementing Social Media Agenda
    • Future Trends
    • Tools To Use
    • Managing the Time Involved
    • 10 Reasons To Use Social Media
    • More Help
    • Social Media Policies
    • Social Media and E&O Considerations
    • Social Media Strategy
    • Effective Use of Social Media
    • What Else Should You Think About?
  • Social Media Strategy
    • Think a bit before jumping in.
    • Put together a plan.
      • Formal or informal.
      • Who is the lead?
      • How do you measure results?
    • This should actually be done before instituting the agency policy on Social Media.
    • Train employees and set expectations!
    (Page 9)
  • Implementing Social Media Agenda
    • Future Trends
    • Tools To Use
    • Managing the Time Involved
    • 10 Reasons To Use Social Media
    • More Help
    • Social Media Policies
    • Social Media and E&O Considerations
    • Social Media Strategy
    • Effective Use of Social Media
    • What Else Should You Think About?
  • What’s Out There
    • MySpace
    • Flickr/Tumblr
    • Facebook
    • Google+
    • YouTube
    • Twitter
    • LinkedIn
    • Blogs
    • Website
  •  
  • Your great article on how to prepare your vacation home for winter… Your friends, contacts or followers like and share your article…
  • Effective Use of Social Media
    • Facebook
      • Facebook Pages
      • Facebook Ads ( http://www.facebook.com/ads/best_practices.php )
      • Functionality
      • Security
    • LinkedIn
      • Profile
      • Connections
      • Groups
      • Q&A
      • Companies!
    (Page 10)
  • Effective Use of Social Media
    • Twitter
      • Your profile setup
      • Following & being followed
      • Sharing value and useful links
      • Promoting agency blogs or Facebook Pages
      • Searching
      • Lists
      • Advanced searches ( http://search.twitter.com.advanced )
    (Page 11)
  • Implementing Social Media Agenda
    • Future Trends
    • Tools To Use
    • Managing the Time Involved
    • 10 Reasons To Use Social Media
    • More Help
    • Social Media Policies
    • Social Media and E&O Considerations
    • Social Media Strategy
    • Effective Use of Social Media
    • What Else Should You Think About?
  • What Else Should I Think About?
    • Don’t think of Social Media as a panacea.
    • Social Media will not make you any more charismatic, interesting or engaging!
    • It may take longer than you think…
    • You may need to adjust goals along the way.
    • Your agency will (and probably should) approach the use of Social Media differently than other agencies do.
    • E&O and privacy concerns are the same as they are everywhere else.
    (Page 11)
  • Additional Tools
    • Aggregators
      • TweetDeck ( http://www.tweetdeck.com )
      • HootSuite ( http://hootsuite.com )
      • Seesmic: ( http://seesmic.com )
    • URL Shorteners – make it fit!
      • See the above aggregators, Bit.ly, TinyURL.com
    • Mashable
      • http://mashable.com/social-media/
    (Page 12)
  • Summary
    • Future Trends
    • Tools To Use
    • Managing the Time Involved
    • 10 Reasons To Use Social Media
    • More Help
    • Social Media Policies
    • Social Media and E&O Considerations
    • Social Media Strategy
    • Effective Use of Social Media
    • What Else Should You Think About?
  • Jason Hoeppner, CIC B. H. Burke & Co., Inc. [email_address] (860) 399-8288 http://twitter.com/JasonHoeppner http://www.linkedin.com/in/JasonHoeppner http://www.facebook.com/JasonHoeppner
  • ASCnet can be reached at: [email_address] 407-869-0404 www.ASCnet.org Facebook www.facebook.com/pages/ASCnet Twitter www.twitter.com/ascnet
  • Principal Partner Platinum Partners 2011 Benefit Partners
  • Gold Partner Silver Partners 2011 Benefit Partners
  • Bronze Partner Gold Partner 2011 Benefit Partners