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IASA2014 Session Slides - Building Your Brand Via Social Media
IASA2014 Session Slides - Building Your Brand Via Social Media
IASA2014 Session Slides - Building Your Brand Via Social Media
IASA2014 Session Slides - Building Your Brand Via Social Media
IASA2014 Session Slides - Building Your Brand Via Social Media
IASA2014 Session Slides - Building Your Brand Via Social Media
IASA2014 Session Slides - Building Your Brand Via Social Media
IASA2014 Session Slides - Building Your Brand Via Social Media
IASA2014 Session Slides - Building Your Brand Via Social Media
IASA2014 Session Slides - Building Your Brand Via Social Media
IASA2014 Session Slides - Building Your Brand Via Social Media
IASA2014 Session Slides - Building Your Brand Via Social Media
IASA2014 Session Slides - Building Your Brand Via Social Media
IASA2014 Session Slides - Building Your Brand Via Social Media
IASA2014 Session Slides - Building Your Brand Via Social Media
IASA2014 Session Slides - Building Your Brand Via Social Media
IASA2014 Session Slides - Building Your Brand Via Social Media
IASA2014 Session Slides - Building Your Brand Via Social Media
IASA2014 Session Slides - Building Your Brand Via Social Media
IASA2014 Session Slides - Building Your Brand Via Social Media
IASA2014 Session Slides - Building Your Brand Via Social Media
IASA2014 Session Slides - Building Your Brand Via Social Media
IASA2014 Session Slides - Building Your Brand Via Social Media
IASA2014 Session Slides - Building Your Brand Via Social Media
IASA2014 Session Slides - Building Your Brand Via Social Media
IASA2014 Session Slides - Building Your Brand Via Social Media
IASA2014 Session Slides - Building Your Brand Via Social Media
IASA2014 Session Slides - Building Your Brand Via Social Media
IASA2014 Session Slides - Building Your Brand Via Social Media
IASA2014 Session Slides - Building Your Brand Via Social Media
IASA2014 Session Slides - Building Your Brand Via Social Media
IASA2014 Session Slides - Building Your Brand Via Social Media
IASA2014 Session Slides - Building Your Brand Via Social Media
IASA2014 Session Slides - Building Your Brand Via Social Media
IASA2014 Session Slides - Building Your Brand Via Social Media
IASA2014 Session Slides - Building Your Brand Via Social Media
IASA2014 Session Slides - Building Your Brand Via Social Media
IASA2014 Session Slides - Building Your Brand Via Social Media
IASA2014 Session Slides - Building Your Brand Via Social Media
IASA2014 Session Slides - Building Your Brand Via Social Media
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IASA2014 Session Slides - Building Your Brand Via Social Media

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Session slides from the IASA Educational Conference and Business Show. Co-Presented with Jennifer Overhulse of St. Nick Media, this session focused on why you need to be on Social Media to enhance …

Session slides from the IASA Educational Conference and Business Show. Co-Presented with Jennifer Overhulse of St. Nick Media, this session focused on why you need to be on Social Media to enhance your career, how to build a professional image socially, tips and tricks for protecting yourself, and practical first steps.

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  • 1. IASA 86TH ANNUAL EDUCATIONAL CONFERENCE & BUSINESS SHOW Beyond LinkedIn: Leveraging Social Media to Build Your Professional Brand Session Number 421
  • 2. Today’s Speakers Jennifer Overhulse, Principal Owner – St. Nick Media Services Jennifer Overhulse is the principal owner and founder of St. Nick Media Services. She is a writer, as well as a marketing and public relations expert, with more than 20 years of journalism background and expertise. As principal owner of St. Nick Media Services, Jennifer works with companies to tailor marketing, PR, advertising and sales messages/efforts for specific target audience groups. She has recently published expert articles in leading trade publications. Additionally, Jennifer is a member of the Insurance Marketing Communications Association (IMCA), the Insurance Accounting & Systems Association (IASA) and is editor of IASA’s Interpreter. Darin M Reffitt, Director, EIS Group @dmreffitt on Twitter Darin Reffitt is Director of Demand Generation and Campaign Management with EIS Group (formerly Exigen Insurance Solutions.) Bringing over 17 years of experience in marketing and communications, his focus at EIS Group is on lead generation and management in marketing core system software to insurance companies of all sizes. He is also a volunteer with the IASA and chairs the Social Media Subcommittee, leading the efforts of the IASA to better engage with carriers, vendors, and individual members across social media platforms. He volunteers with the United Way of Delaware, is passionate about social media, and golfs, poorly.
  • 3. “Power is a lot like real estate. It’s all about location, location, location. The closer you are to the source, the higher your property value.”
  • 4. Today, more than 1/3 of all married couples in the U.S. meet online.
  • 5. Canadians spend more time online than anybody else in the world – an average of 45 hours per month!
  • 6.  48% of social media users check Facebook or Twitter if they wake up in the middle of the night  23% of iPhone owners primarily get their morning news from Twitter and Facebook  49% of social media users under 25 don’t mind being interrupted for an electronic message during a meal Source: Retrevo survey via Mashable 6% of social media users over the age of 25 will even acknowledge messages during sex…
  • 7. Connectivity creates industry & career opportunities…  66% of CEOs say a lack of necessary skills is their biggest talent challenge1  83% say they are changing recruiting strategies to address that1  Recruiting firms are searching not only LinkedIn, Facebook, and Twitter, but aggregating from other professional social sites  Example: Proformative, a professional social site for accountants 1 Source: PwC global CEO Study
  • 8. …but it also comes with a price.  2013 CareerBuilder Study revealed that: - 39% of employers screen candidates on social media, and rising - 43% of those have found information on social media that factored into decisions to not hire a candidate  Provocative photos  Inappropriate photos  Discriminatory comments - 19% of those have found information on social media that factored into decisions TO hire a candidate  Displaying good communication skills  Professional profiles
  • 9. • 757 million active users as of December 2013 • Over 1 BILLION monthly mobile active users as of March 2014 • Average user: Professional woman in her mid 40s with at least a college degree and more than 130 friends • In a single year, FB user listened to 62.6 million songs on the site, equating to more than 210,000 YEARS of listening time • Lost more than 10% of audience between ages 16 and 34 in 2013 • 555 million active users as of December 2013 • Only 241 million monthly “active” users • Approximately 500 million tweets are sent each day • Average user: Woman under 30 years old with no professional or college degree • 250 million active users as of March 2014 • Average user: Upwardly mobile men and women over 40 with college and/or graduate degrees who use social media for professional reasons • More than 277% more effective than FB or Twitter for lead gen Primary Social Channels
  • 10. • 50 million active users upload more than 5 million photos each day • These photos generate more than 575 “likes” and 81 “comments” every SECOND • Over 6 months, average daily Instagram visitor numbers increased by 724% • 375 million active monthly users • More than 925,000 NEW users on G+ each DAY • Average user: Single, college-age student, typically male, pursuing degrees in engineering, computer science, or graphic design • 70 million active users • Average user: Woman with some college between the ages of 25 and 44 who lives in the Midwest and loves cooking and crafting • But the average Pinterest user spends approximately 1 HOUR AND 17 MINUTES on the site PER VISIT Primary Social Channels
  • 11. • Nearly 4.5 million hours of video uploaded each month • Viewers are watching more than 6 BILLION hours of home videos, educational tutorials, TV shows, comedy routines and CAT VIDEOS each month • YouTube now reaches more 18-34 year olds than ANY cable network • Launched in January of 2013, Vine now has more than 40 million active users • 6 second loopable videos • Record set on 4/15/13 when more than 19,667 vines were uploaded during the Boston Marathon bombing tragedy • Launched in September of 2011 by Evan Spiegel • Spiegel turned down a $3 BILLION buyout offer from Facebook founder Mark Zuckerberg in February of 2013 • Approximately 30 million active US users – 70% are woman and 32% are teens (13-17) on mobile phones Primary Social Channels
  • 12. Insurance Social Media Sites • Old • Sexy Insurance • New • Agency Tsunami • Market Luminary • Magazines • Insurance & Technology • Insurance Networking News • ITA Pro Magazine
  • 13. Who are you online? Photos & Art Music Social Videos Review Selling Communication ProductivityCraft EntertainmentDating/Meeting Professional Presentations News FoodSports Shopping/Fashion Medical TravelCauses Blogging Fitness Automotive Education
  • 14. • Name • Sex • Relationship Status • Family Members • Hobbies/Interests • Address • Phone Number • Zodiacal Sign • Favorite Movies • Books You’ve Read • Vacation Spots You Love • Kids • Favorite Sports Teams • Potential Medical Conditions • Past Injuries/Illnesses • Family Medical History • Birthday • Buying Habits • Elementary School • Middle School • High School • College(s) You Attended • Degrees You Hold • Professional Designations • Association/Club Affiliations • Friends’ Names • Hair Color • Eye Color • Favorite Color • Age • Political Affiliation • Sexual Orientation • Religion • Pets Names & Numbers • Medical Alerts • Things You Collect • Talents • Current Employer • Job History • Criminal Record • Restaurants You Like • Foods You Hate • Preferred Airline • People You Recommend • Pet Peeves • Superstitions • Allergies • Car You Drive Social Data may include intimate details about a person’s life, including: And, most of this information is shared willingly. What insurance applications do you see for this information?
  • 15. The Social Impact: Insurance 2015
  • 16. Source: Ivans Carrier Study The Social Impact: Insurance 2015
  • 17. Ignorance is NOT Bliss “Social media is like teen sex. Everyone wants to do it. Nobody knows how. When it’s finally done, there is surprise it’s not better.” Avinash Kaushik Analytics Evangelist
  • 18. If you “legalize” it…you can regulate it!
  • 19. Begin at the Beginning…  Understand your company’s social media policy - What you may post - Company time - Disclaiming your posts - Topics to avoid - Profile requirements Source: leadershipcloseup.com
  • 20. General Strategies  Social media has become—digitally—a combination of what chamber of commerce mixers, class reunions, and conferences used to be in person  Networking via social channels can lead to career and professional opportunities not only directly, but via referrals from clients, former classmates, distant relatives, and digital influencers  Include your social media links on business cards and email signatures as allowed to make it easier to find you via various channels  Crosslink your social media accounts to each other
  • 21. General Strategies  Set up Google alerts for key names and topics to listen proactively for news: - Your Name - Company Name - Competitor/Influencer Names - Client Names - Key Unique Terms
  • 22. General Strategies  Develop a daily routine  10/10/10 rule: Spend: each day connecting with industry contacts each day gathering intelligence about industry issues and events each day establishing professional credibility
  • 23. LinkedIn  LinkedIn is “the world’s best business networking database”  Your profile is your online resume - Professional photo - Complete background and experience - All relevant skills and expertise  Ask for professional recommendations from collegues  Join relevant groups - You may join up to 50 groups - Groups give you a place to answer questions and demonstrate knowledge - You can contact people in your groups even if they aren’t direct contacts
  • 24. LinkedIn Profile Professional picture Professional name Attention-grabbing heading Vanity URL for links Contact info Other social media Summary demonstrating expertise Experience
  • 25. Twitter  If new, start by following key companies and industry associations – Look at who is following them  Search and monitor key hashtags – follow the people posting about those topics  Use your profile space strategically – Use hashtags and key info in a very limited space  Use the same photo across all social sites for easy confirmation  “Stakehold” your handle on new sites to protect it  Search industry influencers geographically – use Twellow
  • 26. Twitter Profile Same profile picture Describe your value Cross-linked sites Distinctive header photo
  • 27. Facebook  Consider separate accounts for personal and business purposes  Join public & private groups related to your field  Be cautious with privacies and photos - Remember that your profile photo and your cover photos are public  If connecting with business colleagues in a personal account, use the List feature to organize and ensure you’re sharing appropriately.
  • 28. Google+  Google+ ties directly to SEO for your website and for social media  Enables a link into YouTube, for video blogging  An alternative to using two Facebook accounts - Facebook for Personal, Google+ for Business  Allows organization by “circles” - Circles are like Facebook Lists - If not already on Google+, you can start fresh with ideal groupings - Control who sees various posts and who you see in your feed Google+ leader Vic Gundotra left Google in April, leading to speculation that Google+ was being phased out. So far, this doesn’t appear to be true…
  • 29. Blogging  If allowed, blog about industry trends, challenges, etc.  Blogs can be written or video  Platforms: - WordPress - Blogger - YouTube
  • 30. SlideShare  Upload presentations on general educational topics to SlideShare as a PowerPoint or PDF  Link them to your LinkedIn and publish them via Twitter/Facebook/Google+  Ensure you include an author biography within your presentation and link it to your other social media accounts  Be strategic with keywords to reach your target market Searching “Insurance Accounting”: Searching “Insurance Systems”: Searching “Insurance Technology”:
  • 31. Other Sites to Consider  Quora: a question and answer site that enables experts to share their expertise, and which is tied to your Twitter/Facebook/G+ account  Pinterest serves as a great way to network around key themes and ideas; and is moving in a B2B direction  Instagram and YouTube can serve as ideal content generators for other sites - Video and photos tend to gain traction over other types of content A study by Simply Measured showed that Instagram photos shared by brands to Facebook resulted in 274 engagement actions, and to Twitter resulted in 22 retweets per photo37
  • 32. Lessons Learned
  • 33. Tools  Hootsuite: social media dashboard that enables organization of social media accounts, keywords, posts, hashtags, etc. Within Hootsuite you can form followers into groups4 Prospects Customers Competitors (private twitter list) Influencers Partners  Twellow: Twitter directory  Topsy.com: Twitter Search Engine  Twitonomy: Twitter Analytics Followers Retweets Mentions  Twiangulate Finds accounts using multiple variables
  • 34. Tools  RSS Readers37: - Feedly - NetVibes - Newsblur  Twitter Automation/Schedulers37: - HootSuite - Sprout Social - MarketMeSuite - TweetDeck (now owned by Twitter)  Tools to Measure Social Influence37: - Klout - Kred - PeerIndex
  • 35. Final Thoughts  Start by listening and learning the rules of engagement - Figure out what your audience is doing and what your opportunity is  Voice matters - Building a personal brand requires a personal voice - On social media, organizational voices are less trusted than the voices of real people, which carry more weight and seem more real  The 4-1-1 Rule - Published in 2009 and popularized by content marketing guru Joe Pulizzi - For every 6 posts: should be original posts to interesting content may be self-serving to your own content or campaign should be a retweet/repost of someone you’re following
  • 36. IASA 86TH ANNUAL EDUCATIONAL CONFERENCE & BUSINESS SHOW Please Complete the Session Evaluation Form on the Conference App and Include Your Conference Registration ID# to be Included in a Drawing for a Free Conference Registration for the 2014 Annual Conference! NOTE: Your Conference Registration ID# is Located at the Bottom Left Hand Corner of Your Badge.

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