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.

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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

    1. 2. Jason Hoeppner B. H. Burke & Co., Inc. Implementing Social Media in Your Agency
    2. 3. Introduction <ul><li>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? </li></ul><ul><li>These questions are what insurance professionals are asking – and what we will answer today. </li></ul>
    3. 4. Learning Objectives <ul><ul><li>To become aware of emerging opportunities presented by Social Media. </li></ul></ul><ul><ul><li>To recognize and evaluate tools available to promote your agency on the Internet. </li></ul></ul><ul><ul><li>To identify safeguards and practices to reducing agency E&O exposure. </li></ul></ul><ul><ul><li>To recognize the importance of planning your use of Social Media. </li></ul></ul><ul><ul><li>To understand ways that Social Media can be used effectively at your agency. </li></ul></ul>(Page 3)
    4. 5. Implementing Social Media Agenda <ul><li>Future Trends </li></ul><ul><li>Tools To Use </li></ul><ul><li>Managing the Time Involved </li></ul><ul><li>10 Reasons To Use Social Media </li></ul><ul><li>More Help </li></ul><ul><li>Social Media Policies </li></ul><ul><li>Social Media and E&O Considerations </li></ul><ul><li>Social Media Strategy </li></ul><ul><li>Effective Use of Social Media </li></ul><ul><li>What Else Should You Think About? </li></ul>(Page 3)
    5. 6. Implementing Social Media Agenda <ul><li>Future Trends </li></ul><ul><li>Tools To Use </li></ul><ul><li>Managing the Time Involved </li></ul><ul><li>10 Reasons To Use Social Media </li></ul><ul><li>More Help </li></ul><ul><li>Social Media Policies </li></ul><ul><li>Social Media and E&O Considerations </li></ul><ul><li>Social Media Strategy </li></ul><ul><li>Effective Use of Social Media </li></ul><ul><li>What Else Should You Think About? </li></ul>
    6. 7. Future Trends <ul><li>The cost of Social Media </li></ul><ul><ul><li>Monetarily it is generally free. </li></ul></ul><ul><ul><li>Time and resources are costs… </li></ul></ul><ul><ul><li>but what are you spending on networking and building relationships already? Might your effort cost less for similar results through social media? </li></ul></ul><ul><li>How do agents traditionally conduct business? </li></ul><ul><ul><li>Print media </li></ul></ul><ul><ul><li>Traditional advertising </li></ul></ul><ul><ul><li>Face to face </li></ul></ul>(Page 4)
    7. 8. Future Trends <ul><li>Successful Agents of Tomorrow </li></ul><ul><ul><li>Rely heavily on the online tools that are available. </li></ul></ul><ul><ul><li>The agency has an integrated website and online presence to tell a large part of their story. </li></ul></ul><ul><ul><li>Agency brand and online image are consistent and presented to potential clients in their preferred method of interaction/communication. </li></ul></ul><ul><li>Networking </li></ul><ul><ul><li>What will change? </li></ul></ul><ul><ul><li>What will be the same? </li></ul></ul>(Page 4)
    8. 9. Future Trends <ul><li>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. </li></ul><ul><li>This represents a fundamental shift in the way we (need to) communicate, connect with people, and build relationships! </li></ul>(Page 4)
    9. 10. 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!
    10. 11. 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!
    11. 12. Implementing Social Media Agenda <ul><li>Future Trends </li></ul><ul><li>Tools To Use </li></ul><ul><li>Managing the Time Involved </li></ul><ul><li>10 Reasons To Use Social Media </li></ul><ul><li>More Help </li></ul><ul><li>Social Media Policies </li></ul><ul><li>Social Media and E&O Considerations </li></ul><ul><li>Social Media Strategy </li></ul><ul><li>Effective Use of Social Media </li></ul><ul><li>What Else Should You Think About? </li></ul>
    12. 13. Tools To Use <ul><li>Website reporting: </li></ul><ul><ul><li>www.google.com/analytics </li></ul></ul><ul><li>Website effectiveness: </li></ul><ul><ul><li>www.websitegrader.com </li></ul></ul><ul><li>Geographic challenges: </li></ul><ul><ul><li>www.google.com/local/add </li></ul></ul><ul><ul><li>http://edit2.ls.sp2.yahoo.com/csubmit/ </li></ul></ul>(Page 5)
    13. 14. Implementing Social Media Agenda <ul><li>Future Trends </li></ul><ul><li>Tools To Use </li></ul><ul><li>Managing the Time Involved </li></ul><ul><li>10 Reasons To Use Social Media </li></ul><ul><li>More Help </li></ul><ul><li>Social Media Policies </li></ul><ul><li>Social Media and E&O Considerations </li></ul><ul><li>Social Media Strategy </li></ul><ul><li>Effective Use of Social Media </li></ul><ul><li>What Else Should You Think About? </li></ul>
    14. 15. Managing the Time Involved <ul><li>How much time should be spent on Social Media? </li></ul><ul><ul><li>How much time do you spend on networking now? </li></ul></ul><ul><ul><li>Can you make more contacts, or build on existing ones, in the same amount of time online? </li></ul></ul><ul><li>Coordinate efforts among: </li></ul><ul><ul><li>Facebook Page </li></ul></ul><ul><ul><li>LinkedIn </li></ul></ul><ul><ul><li>Twitter </li></ul></ul><ul><ul><li>Blog </li></ul></ul><ul><ul><li>Newsletters </li></ul></ul><ul><ul><li>Website </li></ul></ul>(Page 5)
    15. 16. Implementing Social Media Agenda <ul><li>Future Trends </li></ul><ul><li>Tools To Use </li></ul><ul><li>Managing the Time Involved </li></ul><ul><li>10 Reasons To Use Social Media </li></ul><ul><li>More Help </li></ul><ul><li>Social Media Policies </li></ul><ul><li>Social Media and E&O Considerations </li></ul><ul><li>Social Media Strategy </li></ul><ul><li>Effective Use of Social Media </li></ul><ul><li>What Else Should You Think About? </li></ul>
    16. 17. Reasons To Use Social Media <ul><li>For Brand Recognition </li></ul><ul><li>For Brand Monitoring </li></ul><ul><li>To Be Forward Thinking </li></ul><ul><li>To Find New Prospects Through Friends </li></ul><ul><li>To Find New Prospects Through Company Profile </li></ul><ul><li>To Generate Site Traffic </li></ul><ul><li>To Establish Links for SEO </li></ul><ul><li>To Increase Search Engine Rankings </li></ul><ul><li>To Benefit from the Fact That Integrated Social Media Results Rank Highly in Search Engines (SEO, results) </li></ul><ul><li>For Niche Marketing </li></ul>(Page 6)
    17. 18. Implementing Social Media Agenda <ul><li>Future Trends </li></ul><ul><li>Tools To Use </li></ul><ul><li>Managing the Time Involved </li></ul><ul><li>10 Reasons To Use Social Media </li></ul><ul><li>More Help </li></ul><ul><li>Social Media Policies </li></ul><ul><li>Social Media and E&O Considerations </li></ul><ul><li>Social Media Strategy </li></ul><ul><li>Effective Use of Social Media </li></ul><ul><li>What Else Should You Think About? </li></ul>
    18. 19. More Help <ul><li>Agents Council for Technology (ACT): </li></ul><ul><ul><li>www.independentagent.com/act </li></ul></ul><ul><ul><li>Social media policy template </li></ul></ul><ul><ul><li>Webinars </li></ul></ul>(Page 5)
    19. 20. Implementing Social Media Agenda <ul><li>Future Trends </li></ul><ul><li>Tools To Use </li></ul><ul><li>Managing the Time Involved </li></ul><ul><li>10 Reasons To Use Social Media </li></ul><ul><li>More Help </li></ul><ul><li>Social Media Policies </li></ul><ul><li>Social Media and E&O Considerations </li></ul><ul><li>Social Media Strategy </li></ul><ul><li>Effective Use of Social Media </li></ul><ul><li>What Else Should You Think About? </li></ul>
    20. 21. Social Media Policies <ul><li>Purpose & Philosophy </li></ul><ul><ul><li>The why of what you are doing. </li></ul></ul><ul><li>Statement of Scope </li></ul><ul><ul><li>It covers every agency employee! </li></ul></ul><ul><li>Definitions </li></ul><ul><ul><li>Social Media Site, Social Networking Site. </li></ul></ul><ul><li>Statement of the Overall Agency Policy </li></ul><ul><ul><li>Covers the future unknowns. </li></ul></ul>(Page 6-7)
    21. 22. <ul><li>Social Networking/Media Procedure </li></ul><ul><ul><li>The specifics – what the agency will do with Social Media and online marketing. </li></ul></ul><ul><ul><li>Online opinions and personal use. </li></ul></ul><ul><ul><li>Code of Conduct & Confidentiality policy. </li></ul></ul><ul><ul><li>Attribution and permissions. Privacy! </li></ul></ul><ul><ul><li>Purpose: </li></ul></ul><ul><ul><ul><li>Why and how you add value, share and inform. </li></ul></ul></ul><ul><ul><ul><li>Honesty and transparency; the personal side of insurance. </li></ul></ul></ul><ul><ul><li>Productivity impact. </li></ul></ul>Social Media Policies (Page 8)
    22. 23. Implementing Social Media Agenda <ul><li>Future Trends </li></ul><ul><li>Tools To Use </li></ul><ul><li>Managing the Time Involved </li></ul><ul><li>10 Reasons To Use Social Media </li></ul><ul><li>More Help </li></ul><ul><li>Social Media Policies </li></ul><ul><li>Social Media and E&O Considerations </li></ul><ul><li>Social Media Strategy </li></ul><ul><li>Effective Use of Social Media </li></ul><ul><li>What Else Should You Think About? </li></ul>
    23. 24. Social Media and E&O <ul><li>How do you minimize E&O risk through other media: Email, voicemail, print? </li></ul><ul><li>How can you do the same online? </li></ul><ul><ul><li>Different platforms may have different capabilities. </li></ul></ul><ul><ul><li>Privacy, privacy, privacy. </li></ul></ul><ul><ul><li>When it crosses from the general to the specific or is a unique insurance topic  take it to another medium! </li></ul></ul><ul><li>Sabrena Sally’s article: see ACT website. </li></ul>(Page 8)
    24. 25. Implementing Social Media Agenda <ul><li>Future Trends </li></ul><ul><li>Tools To Use </li></ul><ul><li>Managing the Time Involved </li></ul><ul><li>10 Reasons To Use Social Media </li></ul><ul><li>More Help </li></ul><ul><li>Social Media Policies </li></ul><ul><li>Social Media and E&O Considerations </li></ul><ul><li>Social Media Strategy </li></ul><ul><li>Effective Use of Social Media </li></ul><ul><li>What Else Should You Think About? </li></ul>
    25. 26. Social Media Strategy <ul><li>Think a bit before jumping in. </li></ul><ul><li>Put together a plan. </li></ul><ul><ul><li>Formal or informal. </li></ul></ul><ul><ul><li>Who is the lead? </li></ul></ul><ul><ul><li>How do you measure results? </li></ul></ul><ul><li>This should actually be done before instituting the agency policy on Social Media. </li></ul><ul><li>Train employees and set expectations! </li></ul>(Page 9)
    26. 27. Implementing Social Media Agenda <ul><li>Future Trends </li></ul><ul><li>Tools To Use </li></ul><ul><li>Managing the Time Involved </li></ul><ul><li>10 Reasons To Use Social Media </li></ul><ul><li>More Help </li></ul><ul><li>Social Media Policies </li></ul><ul><li>Social Media and E&O Considerations </li></ul><ul><li>Social Media Strategy </li></ul><ul><li>Effective Use of Social Media </li></ul><ul><li>What Else Should You Think About? </li></ul>
    27. 28. What’s Out There <ul><li>MySpace </li></ul><ul><li>Flickr/Tumblr </li></ul><ul><li>Facebook </li></ul><ul><li>Google+ </li></ul><ul><li>YouTube </li></ul><ul><li>Twitter </li></ul><ul><li>LinkedIn </li></ul><ul><li>Blogs </li></ul><ul><li>Website </li></ul>
    28. 30. Your great article on how to prepare your vacation home for winter… Your friends, contacts or followers like and share your article…
    29. 31. Effective Use of Social Media <ul><li>Facebook </li></ul><ul><ul><li>Facebook Pages </li></ul></ul><ul><ul><li>Facebook Ads ( http://www.facebook.com/ads/best_practices.php ) </li></ul></ul><ul><ul><li>Functionality </li></ul></ul><ul><ul><li>Security </li></ul></ul><ul><li>LinkedIn </li></ul><ul><ul><li>Profile </li></ul></ul><ul><ul><li>Connections </li></ul></ul><ul><ul><li>Groups </li></ul></ul><ul><ul><li>Q&A </li></ul></ul><ul><ul><li>Companies! </li></ul></ul>(Page 10)
    30. 32. Effective Use of Social Media <ul><li>Twitter </li></ul><ul><ul><li>Your profile setup </li></ul></ul><ul><ul><li>Following & being followed </li></ul></ul><ul><ul><li>Sharing value and useful links </li></ul></ul><ul><ul><li>Promoting agency blogs or Facebook Pages </li></ul></ul><ul><ul><li>Searching </li></ul></ul><ul><ul><li>Lists </li></ul></ul><ul><ul><li>Advanced searches ( http://search.twitter.com.advanced ) </li></ul></ul>(Page 11)
    31. 33. Implementing Social Media Agenda <ul><li>Future Trends </li></ul><ul><li>Tools To Use </li></ul><ul><li>Managing the Time Involved </li></ul><ul><li>10 Reasons To Use Social Media </li></ul><ul><li>More Help </li></ul><ul><li>Social Media Policies </li></ul><ul><li>Social Media and E&O Considerations </li></ul><ul><li>Social Media Strategy </li></ul><ul><li>Effective Use of Social Media </li></ul><ul><li>What Else Should You Think About? </li></ul>
    32. 34. What Else Should I Think About? <ul><li>Don’t think of Social Media as a panacea. </li></ul><ul><li>Social Media will not make you any more charismatic, interesting or engaging! </li></ul><ul><li>It may take longer than you think… </li></ul><ul><li>You may need to adjust goals along the way. </li></ul><ul><li>Your agency will (and probably should) approach the use of Social Media differently than other agencies do. </li></ul><ul><li>E&O and privacy concerns are the same as they are everywhere else. </li></ul>(Page 11)
    33. 35. Additional Tools <ul><li>Aggregators </li></ul><ul><ul><li>TweetDeck ( http://www.tweetdeck.com ) </li></ul></ul><ul><ul><li>HootSuite ( http://hootsuite.com ) </li></ul></ul><ul><ul><li>Seesmic: ( http://seesmic.com ) </li></ul></ul><ul><li>URL Shorteners – make it fit! </li></ul><ul><ul><li>See the above aggregators, Bit.ly, TinyURL.com </li></ul></ul><ul><li>Mashable </li></ul><ul><ul><li>http://mashable.com/social-media/ </li></ul></ul>(Page 12)
    34. 36. Summary <ul><li>Future Trends </li></ul><ul><li>Tools To Use </li></ul><ul><li>Managing the Time Involved </li></ul><ul><li>10 Reasons To Use Social Media </li></ul><ul><li>More Help </li></ul><ul><li>Social Media Policies </li></ul><ul><li>Social Media and E&O Considerations </li></ul><ul><li>Social Media Strategy </li></ul><ul><li>Effective Use of Social Media </li></ul><ul><li>What Else Should You Think About? </li></ul>
    35. 37. 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
    36. 38. ASCnet can be reached at: [email_address] 407-869-0404 www.ASCnet.org Facebook www.facebook.com/pages/ASCnet Twitter www.twitter.com/ascnet
    37. 39. Principal Partner Platinum Partners 2011 Benefit Partners
    38. 40. Gold Partner Silver Partners 2011 Benefit Partners
    39. 41. Bronze Partner Gold Partner 2011 Benefit Partners

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