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Social Media
for Insurance Brokers
TBW Ontario User Group
October 19, 2010
What is Social Media?
Web Content generated and distributed online
through social connections and relationships
Social Media enables…
Individuals, organizations and business to create
and distribute…
Information
Opinions
Images
Video/...
Some Numbers
Facebook
• More than 500 million users
• Over 16 million Canadian users
Twitter
• Over 160 million users worl...
Blog
Blog
Benefits:
• Easy to publish news, articles and commentary
• Many hosting options
• Can be linked to other social media
Blog
Limitations:
• Requires continuous updating to be effective
• Hard to produce consistently engaging content
YouTube
YouTube
Limitations:
• Can be difficult to create high quality content
• Poor quality content can lead viewers to draw
neg...
Twitter
Twitter
Benefits:
• Easy to use
• Smartphone friendly
• Link to and promote other content (blogs)
• Link to Facebook statu...
Twitter
Limitations:
• Like blogs, it can be difficult to produce
continuous quality content
LinkedIn
LinkedIn
Benefits:
• Good for professional networking
• Ideal for connecting to commercial clients and
prospects.
LinkedIn
Limitations
• Smaller user base
• Limited number of “valuable” connections in
some regions and industries
Facebook
Facebook
Benefits:
• Largest user base - 500,000,000 and growing!
• Broad demographic
• Build visibility and connections t...
Facebook
Limitations:
• Privacy issues
• Not all exposure is good
• Can be difficult to achieve “engagement”
Facebook Privacy
Make no assumptions
You control what information is shared
And with whom
Facebook Privacy
Facebook Privacy
1. Set Privacy for all Options and Albums
2. Use Friend Lists and Customize Sharing to
Include or Exclude...
Facebook Pages
• Represents your business or brand on
Facebook
• Facebook users can “Like” your page
• “Like” is shared th...
Creating a Page for Your Business
1. Click Advertising at bottom of website
2. Select Pages from left sidebar
3. Click Cre...
Creating a Page for Your Business
1. Edit your page, add content – link to website,
quote request form
2. Promote your pag...
Facebook Ads
Facebook ads can be used to promote your page
and drive traffic to it
Ads can be targeted geographically and
...
Strategies for Social Media Success
1. Develop an engagement strategy
What type of content will attract your target audien...
Strategies for Social Media Success
2. Use multiple channels
• Link to Twitter
• Import Blog to Facebook
• YouTube content
Strategies for Social Media Success
3. Evaluate Results
• Facebook Analytics
• Google Analytics
Small Business Internship Program
• Federal program to help fund e-business projects
• Provides financial support to hire ...
Thank You
Brian Hitchlock, CIP, CAIB
Email: brian@hitchlock.ca
Web: www.hitchlock.ca
Twitter: @bhitchlock
Facebook Page: H...
Social Media for Insurance Brokers
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Social Media for 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 of "Social Media for Insurance Brokers"

    1. 1. Social Media for Insurance Brokers TBW Ontario User Group October 19, 2010
    2. 2. What is Social Media? Web Content generated and distributed online through social connections and relationships
    3. 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. 4. Some Numbers Facebook • More than 500 million users • Over 16 million Canadian users Twitter • Over 160 million users worldwide
    5. 5. Blog
    6. 6. Blog Benefits: • Easy to publish news, articles and commentary • Many hosting options • Can be linked to other social media
    7. 7. Blog Limitations: • Requires continuous updating to be effective • Hard to produce consistently engaging content
    8. 8. YouTube
    9. 9. YouTube Benefits: • High engagement potential • Easy to share and view • Embed in other websites • Reuse content from other sources (IBAO)
    10. 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. 11. Twitter
    12. 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. 13. Twitter Limitations: • Like blogs, it can be difficult to produce continuous quality content
    14. 14. LinkedIn
    15. 15. LinkedIn Benefits: • Good for professional networking • Ideal for connecting to commercial clients and prospects.
    16. 16. LinkedIn Limitations • Smaller user base • Limited number of “valuable” connections in some regions and industries
    17. 17. Facebook
    18. 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. 19. Facebook Limitations: • Privacy issues • Not all exposure is good • Can be difficult to achieve “engagement”
    20. 20. Facebook Privacy Make no assumptions You control what information is shared And with whom
    21. 21. Facebook Privacy
    22. 22. Facebook Privacy 1. Set Privacy for all Options and Albums 2. Use Friend Lists and Customize Sharing to Include or Exclude Lists 3. Edit Application & Website Settings to control what information they can access 4. Moderate your behaviour as if you were in a public place
    23. 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. 24. Creating a Page for Your Business 1. Click Advertising at bottom of website 2. Select Pages from left sidebar 3. Click Create Page 4. Select type of page and give it a name
    25. 25. Creating a Page for Your Business 1. Edit your page, add content – link to website, quote request form 2. Promote your page 3. Create a custom URL once you have 25 fans
    26. 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. 27. Strategies for Social Media Success 1. 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. 28. Strategies for Social Media Success 2. Use multiple channels • Link to Twitter • Import Blog to Facebook • YouTube content
    29. 29. Strategies for Social Media Success 3. Evaluate Results • Facebook Analytics • Google Analytics
    30. 30. Small Business Internship Program • Federal program to help fund e-business projects • Provides financial support to hire a post-secondary student to work on e-business projects • Covers 75% of wages up to $10,000 for 12 weeks http://www.ic.gc.ca/eic/site/sbip-pspe.nsf/eng/home
    31. 31. Thank You Brian Hitchlock, CIP, CAIB Email: brian@hitchlock.ca Web: www.hitchlock.ca Twitter: @bhitchlock Facebook Page: Hitchlock Training & Consulting

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