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Social Media for Insurance Brokers

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Presentation delivered to users of The Broker's Workstation on social media and its application to insurance brokers.

Presentation delivered to users of The Broker's Workstation on social media and its application to insurance brokers.

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  • Social media refers to web based content (the media) which is created and/or distributed online through social connections and interactions.
  • Social Media enables individuals, business and organizations
  • Self publish content using one of many free and low cost systems available. Not a newsletter, successful blogs invite comment and sharing of information.
  • Create a publish video, YouTube videos can be embedded in other websites. Example IBAO videos on Auto Reforms
  • Individual status/newsfeed. Has evolved to include the ability to distribute links and images. Individuals follow other twitter users, content can be aggregated using search tools and #tags. Users can have public or private conversations and retweet posts.
  • Individual status/newsfeed. Has evolved to include the ability to distribute links and images. Individuals follow other twitter users, content can be aggregated using search tools and #tags. Users can have public or private conversations and retweet posts.
  • Individual status/newsfeed. Has evolved to include the ability to distribute links and images. Individuals follow other twitter users, content can be aggregated using search tools and #tags. Users can have public or private conversations and retweet posts.
  • Professional networking, business users. Messaging, Groups
  • Professional networking, business users.
  • Professional networking, business users.
  • The monster of them all
  • The monster of them all
  • The monster of them all
  • Privacy Settings Demo
  • Show Page examples
  • Demo pages
  • Demo pages
  • Demo ads
  • Open link

Transcript

  • 1. Social Mediafor Insurance Brokers
    TBW Ontario User Group
    October 19, 2010
  • 2. What is Social Media?
    Web Content generated and distributed online through social connections and relationships
  • 3. Social Media enables…
    Individuals, organizations and business to create and distribute…
    Information
    Opinions
    Images
    Video/Audio
    … to anyone they are connected to and potentially to their connections’ connections.
  • 4. Some Numbers
    Facebook
    More than 500 million users
    Over 16 million Canadian users
    Twitter
    Over 160 million users worldwide
  • 5. Blog
  • 6. Blog
    Benefits:
    Easy to publish news, articles and commentary
    Many hosting options
    Can be linked to other social media
  • 7. Blog
    Limitations:
    Requires continuous updating to be effective
    Hard to produce consistently engaging content
  • 8. YouTube
  • 9. YouTube
    Benefits:
    High engagement potential
    Easy to share and view
    Embed in other websites
    Reuse content from other sources (IBAO)
  • 10. YouTube
    Limitations:
    Can be difficult to create high quality content
    Poor quality content can lead viewers to draw negative conclusions about your company.
  • 11. Twitter
  • 12. Twitter
    Benefits:
    Easy to use
    Smartphone friendly
    Link to and promote other content (blogs)
    Link to Facebook status
    Retweet other users tweets
    Search capabilities
  • 13. Twitter
    Limitations:
    Like blogs, it can be difficult to produce continuous quality content
  • 14. LinkedIn
  • 15. LinkedIn
    Benefits:
    Good for professional networking
    Ideal for connecting to commercial clients and prospects.
  • 16. LinkedIn
    Limitations
    Smaller user base
    Limited number of “valuable” connections in some regions and industries
  • 17. Facebook
  • 18. Facebook
    Benefits:
    Largest user base - 500,000,000 and growing!
    Broad demographic
    Build visibility and connections through relationships “Like”
    Extensive content support
    Inexpensive targeted advertising
  • 19. Facebook
    Limitations:
    Privacy issues
    Not all exposure is good
    Can be difficult to achieve “engagement”
  • 20. Facebook Privacy
    Make no assumptions
    You control what information is shared
    And with whom
  • 21. Facebook Privacy
  • 22. Facebook Privacy
    Set Privacy for all Options and Albums
    Use Friend Lists and Customize Sharing to Include or Exclude Lists
    Edit Application & Website Settings to control what information they can access
    Moderate your behaviour as if you were in a public place
  • 23. Facebook Pages
    Represents your business or brand on Facebook
    Facebook users can “Like” your page
    “Like” is shared through their newsfeed
    You can communicate with fans
    You can promote your page with Facebook ads
  • 24. Creating a Page for Your Business
    Click Advertising at bottom of website
    Select Pages from left sidebar
    Click Create Page
    Select type of page and give it a name
  • 25. Creating a Page for Your Business
    Edit your page, add content – link to website, quote request form
    Promote your page
    Create a custom URL once you have 25 fans
  • 26. Facebook Ads
    Facebook ads can be used to promote your page and drive traffic to it
    Ads can be targeted geographically and demographically
    Ad costs are based on an auction/bid system and determined by demand
  • 27. Strategies for Social Media Success
    Develop an engagement strategy
    What type of content will attract your target audience?
    What type of content will keep them coming back?
    How will you generate this content?
  • 28. Strategies for Social Media Success
    2. Use multiple channels
    Link to Twitter
    Import Blog to Facebook
    YouTube content
  • 29. Strategies for Social Media Success
    3. Evaluate Results
    Facebook Analytics
    Google Analytics
  • 30. Small Business Internship Program
    • Federal program to help fund e-business projects
    • 31. Provides financial support to hire a post-secondary student to work on e-business projects
    • 32. Covers 75% of wages up to $10,000 for 12 weeks
    http://www.ic.gc.ca/eic/site/sbip-pspe.nsf/eng/home
  • 33. Thank You
    Brian Hitchlock, CIP, CAIB
    Email: brian@hitchlock.ca
    Web: www.hitchlock.ca
    Twitter: @bhitchlock
    Facebook Page: Hitchlock Training & Consulting