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This presentation, given at the I.F.C.A. annual conference, was designed to provide you with a better understanding of how you can utilize various social media and social networking tools to engage ...

This presentation, given at the I.F.C.A. annual conference, was designed to provide you with a better understanding of how you can utilize various social media and social networking tools to engage your audiences. In it, we share thoughts and ideas on ways to incorporate social media and networking elements into comprehensive integrated marketing and communication plans.

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    IIG_IFCA_Presentation-0909 IIG_IFCA_Presentation-0909 Presentation Transcript

    • 1
      Leveraging Social Media and Networking in Your Marketing and Communications
      Presented by: Mark T. Stone
    • 2
      A Little Info About Me
      Principal and Marketing Strategist for Insurance Insight Group
      I own the company with two other partners
      Over 20 years of experience in the insurance industry
      Served in executive leadership positions at a major insurance carrier and a national marketing organization
      Licensed insurance agent
      Expertise includes all aspects of the marketing communications and online functions performed by insurance organizations
    • 3
      A Little Info About Insurance Insight Group
      We are creative, experienced insurance marketing people
      A full spectrum of product development, distribution, marketing communications, and policy processing expertise
      www.InsuranceInsightGroup.com
      2008 & 2009 I.F.C.A. award winner
    • 4
      What made you attend this breakout session today?
    • 5
      What does social media mean to you and how do you approach the use of it?
    • 6
      “When marketing is continuous and targeted rather than occasional and shotgun, business gets easier.”
      Joanna Krotz
      Co-author, Microsoft Small Business Kit
    • Today’s Webinar
      7
    • 8
    • 9
      When marketing tools are used independently of one another they do very little to engage our audience when it comes to meeting our long-term goals
    • 10
      The primary goal many of us want from our sales & marketing initiatives:
      Goal: Reach our audience and to build a relationship with them
      Spur Sales & Long-term growth
    • 11
      Who is our audience?
      Independent Marketing Organizations
      Individual Producers
      Broker Dealers
      Consumers
      2 Key Things to Remember
    • 12
    • 13
      How are your messages going to break through that clutter?
    • 14
    • 15
      How do you get your audience to focus and absorb your message?
    • 16
      Leveraging Social Media and Networking in Your Marketing and Communications
    • 17
      When Creating Marketing and Sales Initiatives
      Two Important Questions:
      Who is my audience?
      How well do I know my audience?
      Technology should play a vital in how we answer those questions.
    • 18
      You Need to Utilize Information You Gather on Your Audience to Create The Most Targeted Campaign Possible
    • 19
      Understanding the data you’ll collect on your audience and how you’ll store it should always be at the start of any initiative
      Have a plan for the information you gather and how it will be utilized in the next steps
      Better information will trigger better campaigns – this will drive sales and reduce acquisition costs
    • groundswell.forrester.com
    • The Social Technographics™ Ladder
      Social Technographics classifies people according to how they use social technologies.
      Forrester can quantify the number of online consumers within these groups using our consumer surveys.
      Creators
      Critics
      Collectors
      Joiners
      Spectators
      Inactives
    • The Social Technographics ™ Ladder
      Publish a blog
      Publish your own Web pages
      Upload video you created
      Upload audio/music you created
      Write articles or stories and post them
      Creators make social content go. They write blogs or upload video, music, or text.
      Creators
      Groups include people participating in at least one of the activities monthly.
    • The Social Technographics ™ Ladder
      Publish a blog
      Publish your own Web pages
      Upload video you created
      Upload audio/music you created
      Write articles or stories and post them
      Creators
      Critics respond to content from others. They post reviews, comment on blogs, participate in forums, and edit wiki articles.
      Post ratings/reviews of products/services
      Comment on someone else’s blog
      Contribute to online forums
      Contribute to/edit articles in a wiki
      Critics
      Groups include people participating in at least one of the activities monthly.
    • The Social Technographics ™ Ladder
      Publish a blog
      Publish your own Web pages
      Upload video you created
      Upload audio/music you created
      Write articles or stories and post them
      Creators
      Post ratings/reviews of products/services
      Comment on someone else’s blog
      Contribute to online forums
      Contribute to/edit articles in a wiki
      Critics
      Collectors organize content for themselves or others using RSS feeds, tags, and voting sites like Digg.com
      Use RSS feeds
      Add “tags” to Web pages or photos
      “Vote” for Web sites online
      Collectors
      Groups include people participating in at least one of the activities monthly.
    • The Social Technographics ™ Ladder
      Publish a blog
      Publish your own Web pages
      Upload video you created
      Upload audio/music you created
      Write articles or stories and post them
      Creators
      Post ratings/reviews of products/services
      Comment on someone else’s blog
      Contribute to online forums
      Contribute to/edit articles in a wiki
      Critics
      Use RSS feeds
      Add “tags” to Web pages or photos
      “Vote” for Web sites online
      Collectors
      Joiners connect in social networks like MySpace and Facebook
      Maintain profile on a social networking site
      Visit social networking sites
      Joiners
      Groups include people participating in at least one of the activities monthly.
    • The Social Technographics ™ Ladder
      Publish a blog
      Publish your own Web pages
      Upload video you created
      Upload audio/music you created
      Write articles or stories and post them
      Creators
      Post ratings/reviews of products/services
      Comment on someone else’s blog
      Contribute to online forums
      Contribute to/edit articles in a wiki
      Critics
      Use RSS feeds
      Add “tags” to Web pages or photos
      “Vote” for Web sites online
      Collectors
      Maintain profile on a social networking site
      Visit social networking sites
      Joiners
      Spectators consumer social content including blogs, user-generated video, podcasts, forums, or reviews
      Read blogs
      Watch video from other users
      Listen to podcasts
      Read online forums
      Read customer ratings/reviews
      Spectators
      Groups include people participating in at least one of the activities monthly.
    • Publish a blog
      Publish your own Web pages
      Upload video you created
      Upload audio/music you created
      Write articles or stories and post them
      Creators
      Post ratings/reviews of products/services
      Comment on someone else’s blog
      Contribute to online forums
      Contribute to/edit articles in a wiki
      Critics
      Use RSS feeds
      Add “tags” to Web pages or photos
      “Vote” for Web sites online
      Collectors
      Maintain profile on a social networking site
      Visit social networking sites
      Joiners
      Read blogs
      Watch video from other users
      Listen to podcasts
      Read online forums
      Read customer ratings/reviews
      Spectators
      None of the above
      Inactives
      The Social Technographics ™ Ladder
      Inactives neither create nor consumer social content of any kind
      Groups include people participating in at least one of the activities monthly.
    • Publish a blog
      Publish your own Web pages
      Upload video you created
      Upload audio/music you created
      Write articles or stories and post them
      Creators
      Post ratings/reviews of products/services
      Comment on someone else’s blog
      Contribute to online forums
      Contribute to/edit articles in a wiki
      Critics
      Use RSS feeds
      Add “tags” to Web pages or photos
      “Vote” for Web sites online
      Collectors
      Maintain profile on a social networking site
      Visit social networking sites
      Joiners
      Read blogs
      Watch video from other users
      Listen to podcasts
      Read online forums
      Read customer ratings/reviews
      Spectators
      None of the above
      Inactives
      The Social Technographics ™ Ladder
      Taken together, these groups make up the ecosystem that forms the groundswell.
      By examining how they are represented in any subgroup, strategists can determine which sorts of strategies make sense to reach their customers.
      Groups include people participating in at least one of the activities monthly.
    • 29
      Data from Forrester Research Technographics® surveys, 2009. For further details on the Social Technographics profile, see groundswell.forrester.com.
    • 30
      Data from Forrester Research Technographics® surveys, 2009. For further details on the Social Technographics profile, see groundswell.forrester.com.
    • 31
      Data from Forrester Research Technographics® surveys, 2009. For further details on the Social Technographics profile, see groundswell.forrester.com.
    • 32
      28%
      6%
      26%
      25%
      49%
    • 33
      12%
      12%
      34%
      32%
      35%
    • 34
    • 35
      1,781 members
    • 36
      You Need to Utilize Information You Gather on Your Audience to Create The Most Targeted Social Media Strategy Possible
    • 37
      Move to the next level of engagement
      Give your audience a chance to display their level of expertise with the subject matter
      Questions
      Incentives
      Games
      Quizzes
    • 38
      Get your audience’s attention by also giving them a voice
      Most communication initiatives are one-way
      Use technology to open two-way communications
    • 39
    • 40
      Gather opinions and ideas from your audience
      Once your customers feel they are part of the process and that their opinions and ideas count, they are more likely to do business with you versus those that just send one of the many “me too” communications with which they are inundated every day
    • 41
      Everyone not only wants to be listened to, they also want to heard
      Acknowledge / Honor / Connect
    • 42
      You have their attention, now how do you keep them coming back for more?
      You need to keep your audience interested and also balance initiatives with your audience’s attention span and schedule
    • 43
      You have their attention, now how do you keep them coming back for more?
      Social media can help
      Sales and marketing initiatives that were once old can be new again
      You can reinforce a message without appearing repetitious
    • 44
      Many of us are guilty of trying to provide information all at once
      Our audience doesn’t have the time to digest all of the information we provide them
      Use small bites and schedule a series of communications over time
    • 45
      Messages that are Portable,
      Flexible and Consistent
    • 46
    • 47
    • 48
      Why is the usage so high?
      Because the programming is available to consumers when they want to watch it
      Why can’t your messages be available the same way?
      The “On Demand” approach can provide you with a steady stream of leads that can be followed up on in a timely fashion – and sometimes immediately
    • 49
      Thoughts and ideas on ways to incorporate social media elements into comprehensive integrated marketing and communication plans
    • 50
      Social Media Tools
      I like to look at the individual tools and see how they fit with my:
      Audience(s)
      Communication plans
      Traditional communications
      “…as the marketing mix moved from a “monologue” model to one of dialog and conversation…”
      - MarketingSavant, MarketTech 08
    • 51
    • 52
    • 53
      Identify compliance issues and concerns with the various methods of communicating via social media
    • 54
      Compliance Issues
      Going to be different form company to company
      Important for legal and compliance to be involved at the very beginning
      Strategy sessions
      Planning
      Establish clear Do’s / Dont’s and rules for each tool
      Monitoring is important
    • 55
      5 Steps to Benefiting From Social Media
    • 56
      Step 1 - Explore
      Get online and see what’s out there
      No need to reinvent the wheel
      Discover a void that you can fill
      Discover a void your sales force can fill
      Get comfortable with the various tools
    • 57
      Step 2 - Participate
      Start to get involved
      Start by building relationships with groups or communities you’ve identified as a fit for your business
      Offer to post advise about insurance solutions
      Guest blog posts
      Online articles
      Podcasts
      Post comments to blog posts where you can provide good advice or information
      Join networks that relate to your business or the products you offer
    • 58
      Step 3 – Create A Strategy
      At this point you should feel comfortable creating an online strategy that includes using social media and marketing
      The best results are had by those with a plan
      Decide on which tools to use and set goals that can be measured
      Map out an integrated project that incorporates social and traditional medias
      Like traditional media, some tools may be good for creating awareness and others may be good for driving sales
      Identify how much of your effort should be for prospecting and how much for existing audience
    • 59
      Step 4 – Pick The Right Tools
      Which are the best for your business and audience?
      Make a list of the tools you’ve encountered and participated in
      Decide on whether to keep participating or build your own
      Provide useful and succinct information
    • 60
      Step 5 – Promotion
      Lots of opportunities for promotion
      Cross promotion with existing tools will more than likely get you the best results
      Make sure you mention your online tools when utilizing more traditional forms of communication
      Give your audience an opportunity to contribute
      Utilize the relationships you built in the earlier stages to generate links and awareness
      Be patient and stay focused
    • 61
    • 62
      Mark StoneInsurance Insight Group801-290-3333mark.stone@iigsolutions.com