Social Media Marketing for Insurance Professionals - AgencyONE


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  • Asked by Deborah Reinhardt YoumansRecruited Deb DarlingSecret Weapon – Sameer KasargodThat’s a little bit about us, let’s find out a little about you:name, organization and experience with analytic techniques
  • Social Media Marketing for Insurance Professionals - AgencyONE

    1. 1. SOCIAL MEDIA STRATEGY FORINSURANCE PROFESSIONALS<br />Presented by: Beth J. Bates, Social Media Strategist<br />Web Strategies Internet Solutions, LLC<br /><br />
    2. 2. Why Social Media?<br />While every business has different reasoning for engaging in social media marketing, here are a few rationales for getting your feet wet.<br /><ul><li>Builds personal trust in your agency and brand.
    3. 3. Encourages personal engagement between you and your customers
    4. 4. Adds value to your customers’ experience.
    5. 5. Creates a buzz about your business.
    6. 6. Increases traffic to your website and improves search engine optimization.</li></li></ul><li>The Importance of Listening<br />All successful initiatives begin with listening. Before you can be a part of the conversation, you need to know what people are saying so you can determine how you can best contribute. Listening is an integral part of developing a plan to reach and engage your audience. <br />
    7. 7. The Importance of Listening<br />Here are a few questions to ask yourself as you listen:<br /><ul><li>What are people saying about your business?
    8. 8. How do they view your brand and products? Is it positive or negative?
    9. 9. Who are the influential voices that are covering your industry?
    10. 10. Where is your audience communicating? Facebook? LinkedIn?</li></li></ul><li>The Importance of Listening<br />Here are a few questions to ask yourself as you listen:<br /><ul><li>Based upon research, are they blogging?
    11. 11. Are they participating in social networking communities?
    12. 12. Are they on Twitter?
    13. 13. What are people saying about your competitors?</li></li></ul><li>Resources and Time Management<br />Engagement requires two primary resources: people and time.<br />People<br /><ul><li>Customers want to have conversations with people; not businesses.
    14. 14. Communications should have a consistent tone and be warm, personal and genuine.
    15. 15. Consider empowering your staff to contribute as voices in your firm.</li></li></ul><li>Resources and Time Management<br />Time<br /><ul><li>Time management is largely dependent on the amount of time you can put toward your campaign.
    16. 16. Your campaign will grow as you spend more time (and add resources) toyour efforts.
    17. 17. If campaigns stop growing, it’s time to focus more effort on those areas.
    18. 18. The more time you spend in the social media arena, the more effective your campaign will be.</li></li></ul><li>Determine Goals, Audience & Success<br />What are your goals?<br /><ul><li>Why are you developing this plan?
    19. 19. What do you hope to accomplish?
    20. 20. How will you know if your campaign is successful?
    21. 21. Are these goals measurable?</li></li></ul><li>Determine Goals, Audience & Success<br />A critical factor to successful social media marketing is determining your target market.<br /><ul><li>Who is your target audience?
    22. 22. What is their demographic?
    23. 23. Where are they conversing online?
    24. 24. One point of success = conversion: turning your audience into customers.</li></li></ul><li>Determine Goals, Audience & Success<br />While social media isn’t a numbers game, there are several ways to gauge whether your campaign is working.<br /><ul><li>Are you connecting with the right people and having productive conversations?
    25. 25. Has your web traffic increased and if so, how much has come from social media properties?
    26. 26. Is your social media community growing?</li></li></ul><li>Define Your Strategic Points<br />What are your business goals? What do you expect to get from your campaign?<br />Who is your target audience?<br />How will you measure success?<br />
    27. 27. Listening Tactics<br />There are a variety of tools that can be used for “listening” to chatter.<br /><ul><li>Google Alerts –
    28. 28. Twitter Search –
    29. 29. Social Mention –</li></li></ul><li>Listening Tactics<br />What three search terms will you be listening<br />for? (ex. Your brand, competitor brands, your<br />name, etc.)<br />
    30. 30. LinkedIn Tactics<br />LinkedIn Tactics<br /><ul><li>Set-up an effective profile
    31. 31. Join a group and share information
    32. 32. Update your status bar to share valuable information about your business
    33. 33. Find and connect with prospects – build your contact list
    34. 34. Questions and Answers – share your expertise
    35. 35. Sync Twitter and Your Blog to LinkedIn</li></li></ul><li>
    36. 36.
    37. 37. Example of Effective LinkedIn Use for Business<br />Good interaction within the community.<br />Active membership with increase in member base<br />
    38. 38. LinkedIn Tactics to Avoid<br />Lack of participation within the community<br />Incomplete profile<br />Failing to optimize your profile for SEO<br />Failing to promote your LinkedIn profile on your website, blog or signature line of your email<br />Excessive self-promotion<br />
    39. 39. LinkedIn Tactics<br />Define Three LinkedIn<br />Tactics<br />
    40. 40. Facebook Demographics<br />Data Source iStrategyLabs, January 2011<br /> <br />According to e-Marketer, there are 206.2 million US internet users. That means 71.2% of the US web audienceis on Facebook.<br />Notice the 58.9% growth in the 55+ community from 2010 to 2011.<br />
    41. 41. Facebook Tactics<br />Consistent engagement<br />Update your status often<br />Tell a story through photos and video<br />Create a welcome page<br />Make it easy for people to contact you<br />Syndication<br />
    42. 42. Example of an Effective Facebook Page for Business<br />Welcome page has clean design.<br />Includes clear instructions for obtaining more information and next steps.<br />
    43. 43. Facebook Tactics<br />Define Three Facebook<br />Tactics<br />
    44. 44. Blogging Tactics<br />Guest blogging<br />Commenting on complimentary blogs<br />Reacting to negative commentary<br />Blogging etiquette<br />Committing time to blogging<br />
    45. 45. Blogging Tactics<br />Define Three Blogging<br />Tactics<br />
    46. 46. Compliance Issues<br />Develop a Social Media Policy<br />How will social media be used and by whom?<br />What specific tools and platforms will you be using?<br />What approvals are needed for use?<br />How and when will approvals be granted?<br />How will your firm manage and enforce these policies overall?<br />
    47. 47. Compliance Issues<br />Basic Guidelines<br />Don’t make recommendations to invest in a particular product. <br />Consider whether you are posting advertisements that require regulatory approval. If so, be sure to enforce you procedures in this area and keep documentation.<br />
    48. 48. Compliance Issues<br />Archiving Social Media Posts<br />The SEC and FINRA rules require that for record retention purposes, the content of the communication is determinative and a broker-dealer must retain those electronic communications that relate to its “business as such.”<br />
    49. 49. Compliance Issues<br />FINRA Regulatory Notice 10-06 <br />(Social Media Websites)<br /><br />
    50. 50. Putting it All Together<br />Social media marketing should be an integrated part of your overall marketing plan.<br /> Keep messaging consistent on all marketing materials.<br /> Include calls-to-action to your social media profiles on advertising and print materials. (ex. “Find us on Facebook”)<br /> Include calls-to-action to your social media profiles on all digital materials, like email. (remember, these people are already online!)<br /> Use social media tools to elevate your audience’s experience.<br />
    51. 51. How We Can Help<br />We can help you navigate the sometimes overwhelming world of social media by:<br />Understanding your business and goals.<br />Creating a strategy with measureable goals that helps you connect with audience.<br />Executing a manageable tactical plan that will enhance your social media presence and generate new business for your firm.<br />
    52. 52. Meet the Speaker<br />Meet the Speaker<br />Beth J. Bates is the owner of Web Strategies Internet Solutions, LLC, and a jack of all trades in the web world. She consults with small businesses on web and social media strategy and digital marketing. She advises her clients on finding effective ways to leverage these emerging technologies to connect with customers and meet overall business/marketing goals. With over 16 years experience in web development and digital marketing, Beth enjoys putting a new twist on traditional web technology.<br /> <br />Connect with Us<br /> <br /> Email:<br /> Website:<br /> Blog:<br /> LinkedIn:<br /> Twitter:<br />Facebook:<br /> Phone: 703-972-9121 / 540-869-5991<br />
    53. 53. Wealth Identification<br />It’s What We Do.<br />Jon C. Biegel<br />Insurance & Financial Services<br /> Client Sales<br /><br />
    54. 54. Today’s Discussion<br />Brief background on WealthEngine<br />How we help Brokers increase the ROI of their business development efforts<br />Profile wealth characteristics of current clients (a great opportunity to cross-sell and create additional advanced planning opportunities)<br />Find and leverage their “Circle of Friends” for qualified referrals<br />Identify “Money in Motion” from insider stock holdings<br />Generate more qualified prospects<br />Provide access points to LinkedIn & Facebook sites for each profile and organization<br />
    55. 55. Wealth Identification * It’s What We Do<br />Based in Bethesda, MD<br />20 years developing the largest HNW database<br />Data on hard assets, businesses, interests, and philanthropy<br />Unique social mapping defining “who knows who”<br />Backed by two of DC’s leading venture capital companies<br />Industry leading prospect tool to generate HNW prospects<br />Advanced analytics team developing custom client models<br />
    56. 56. Our Legacy: Over 2,000 Nonprofit Clients Identifying Largest Potential Donors<br />
    57. 57. Diverse Luxury Client BaseCatering to HNW individuals<br />
    58. 58. Blue-Chip Wealth Management ClientsWealth Management * Private Banks * Multi-Family Offices<br />
    59. 59. WealthEngine Model: Aggregating Data<br />Personal Demographics<br />Business & Organizations<br /><ul><li> Acxiom Household Profiles
    60. 60. Dun & Bradstreet
    61. 61. Hoovers Business Information
    62. 62. Marquis Who’s Who
    63. 63. Reuter’s Market Guide
    64. 64. Airmen Certificate – Pilot license
    65. 65. Physicians Profiles
    66. 66. SSA Master Death Index
    67. 67. Do Not Mail Registry
    68. 68. D&B – Business Profiles
    69. 69. D&B – State Business Registrations
    70. 70. GuideStar Directors
    71. 71. GuideStar Foundations
    72. 72. Section 527 Political Organizations
    73. 73. Foundation Trustees</li></ul>Philanthropic / Giving<br />Asset & Income<br /><ul><li> Acxiom Household Profiles
    74. 74. DataQuick Real Estate
    75. 75. LexisNexis Real Estate
    76. 76. Aircraft Registration – FAA
    77. 77. Boat Owners – Coast Guard & State Reg’s
    78. 78. IRS Pension Holders
    79. 79. Reuter’s Market Guide
    80. 80. SEC – Insider Stock (WealthID)
    81. 81. Federal Election Contributions
    82. 82. State Political Donations
    83. 83. Section 527 Organization Donations
    84. 84. Charitable Donations</li></li></ul><li>The Result: Increased Effectiveness<br />Asking for Qualified Referrals<br />Generate Qualified Prospects<br />Information Drives Productive Conversations<br /><ul><li> Direct Mail
    85. 85. Cold-Calling
    86. 86. Email
    87. 87. Seminars
    88. 88. Association</li></ul> Memberships<br /><ul><li> Speaking Opportunities
    89. 89. Client Requests
    90. 90. Personal </li></ul> Meetings<br /><ul><li> Networking</li></li></ul><li>WealthEngine Data and Tools DeliverActionable Information at your Fingertips<br />Perform deeper research <br />on your prospects<br />Leverage business and social circles of clients<br />FindWealth Online<br />Comprehensive online database tool gives you immediate access to individual custom wealth profiles<br />Find new clients with the right characteristics<br />Circle of Friends<br />Identify business and personal associates of your clients to increase referrals<br />Prospect Generator<br />Systematically build customized prospect lists based on geography and wealth attributes<br />
    91. 91. Comprehensive Profiles<br />Perform deeper research <br />on your prospects<br />FindWealth Online<br />
    92. 92. Real Estate Holdings and Values<br />Perform deeper research <br />on your prospects<br />FindWealth Online<br />
    93. 93. Business Interests<br />Perform deeper research <br />on your prospects<br />FindWealth Online<br />
    94. 94. Charitable & Political Donations<br />Perform deeper research <br />on your prospects<br />FindWealth Online<br />
    95. 95. Insider Stock Holdings and Value<br />Perform deeper research <br />on your prospects<br />FindWealth Online<br />
    96. 96. Circle of Friends Connections<br />Leverage business and social circles of clients<br />Circle of Friends<br />
    97. 97. Find Similar Prospects<br />Find new clients with the right characteristics<br />Prospect Generator<br />
    98. 98. Finding “New Money” through Insider Holdings<br />
    99. 99. Receive Alerts to “Money in Motion”<br />
    100. 100. WealthEngine Delivers ROI<br />Brokers have a competitive edge in …<br />Developing wealth profiles of clients and prospects<br />Identifying client and prospect “Circle of Friends”<br />Finding target prospects by wealth, lifestyle, location<br />Finding “new money” and “money in motion”<br />… resulting in more referrals, qualified prospects and better Information Under Management<br />
    101. 101. Sail to Success with AgencyOne & WealthEngine!<br />Jon C. Biegel<br />Insurance & Financial Services<br /> Client Sales<br />240-722-4393<br />