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IIG_IFCA_Presentation-0909
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IIG_IFCA_Presentation-0909

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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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  • 1. 1 Leveraging Social Media and Networking in Your Marketing and Communications Presented by: Mark T. Stone
  • 2. ©2009 Insurance Insight Group. All rights reserved.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. ©2009 Insurance Insight Group. All rights reserved.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. ©2009 Insurance Insight Group. All rights reserved.4 What made you attend this breakout session today?
  • 5. ©2009 Insurance Insight Group. All rights reserved.5 What does social media mean to you and how do you approach the use of it?
  • 6. ©2009 Insurance Insight Group. All rights reserved.6 “When marketing is continuous and targeted rather than occasional and shotgun, business gets easier.” Joanna Krotz Co-author, Microsoft Small Business Kit
  • 7. ©2009 Insurance Insight Group. All rights reserved. Today’s Webinar 7
  • 8. ©2009 Insurance Insight Group. All rights reserved.8
  • 9. ©2009 Insurance Insight Group. All rights reserved.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. ©2009 Insurance Insight Group. All rights reserved.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. ©2009 Insurance Insight Group. All rights reserved.11 Who is our audience? Independent Marketing Organizations Individual Producers Consumers 2 Key Things to Remember Broker Dealers
  • 12. ©2009 Insurance Insight Group. All rights reserved.12
  • 13. ©2009 Insurance Insight Group. All rights reserved.13 How are your messages going to break through that clutter?
  • 14. ©2009 Insurance Insight Group. All rights reserved.14
  • 15. ©2009 Insurance Insight Group. All rights reserved.15 How do you get your audience to focus and absorb your message?
  • 16. ©2009 Insurance Insight Group. All rights reserved.16 Leveraging Social Media and Networking in Your Marketing and Communications
  • 17. ©2009 Insurance Insight Group. All rights reserved.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. ©2009 Insurance Insight Group. All rights reserved.18 You Need to Utilize Information You Gather on Your Audience to Create The Most Targeted Campaign Possible
  • 19. ©2009 Insurance Insight Group. All rights reserved.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
  • 20. 20 Entire contents © 2008 Forrester Research, Inc. All rights reserved. groundswell.forrester.com
  • 21. 21 Entire contents © 2008 Forrester Research, Inc. All rights reserved. Creators Critics Collectors Joiners Spectators Inactives 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.
  • 22. 22 Entire contents © 2008 Forrester Research, Inc. All rights reserved. Creators Publish a blog Publish your own Web pages Upload video you created Upload audio/music you created Write articles or stories and post them The Social Technographics ™ Ladder Creators make social content go. They write blogs or upload video, music, or text. Groups include people participating in at least one of the activities monthly.
  • 23. 23 Entire contents © 2008 Forrester Research, Inc. All rights reserved. Creators Critics Publish a blog Publish your own Web pages Upload video you created Upload audio/music you created Write articles or stories and post them Post ratings/reviews of products/services Comment on someone else’s blog Contribute to online forums Contribute to/edit articles in a wiki The Social Technographics ™ Ladder Critics respond to content from others. They post reviews, comment on blogs, participate in forums, and edit wiki articles. Groups include people participating in at least one of the activities monthly.
  • 24. 24 Entire contents © 2008 Forrester Research, Inc. All rights reserved. Creators Critics Collectors Publish a blog Publish your own Web pages Upload video you created Upload audio/music you created Write articles or stories and post them Post ratings/reviews of products/services Comment on someone else’s blog Contribute to online forums Contribute to/edit articles in a wiki Use RSS feeds Add “tags” to Web pages or photos “Vote” for Web sites online The Social Technographics ™ Ladder Collectors organize content for themselves or others using RSS feeds, tags, and voting sites like Digg.com Groups include people participating in at least one of the activities monthly.
  • 25. 25 Entire contents © 2008 Forrester Research, Inc. All rights reserved. Creators Critics Collectors Joiners Publish a blog Publish your own Web pages Upload video you created Upload audio/music you created Write articles or stories and post them Post ratings/reviews of products/services Comment on someone else’s blog Contribute to online forums Contribute to/edit articles in a wiki Use RSS feeds Add “tags” to Web pages or photos “Vote” for Web sites online Maintain profile on a social networking site Visit social networking sites The Social Technographics ™ Ladder Joiners connect in social networks like MySpace and Facebook Groups include people participating in at least one of the activities monthly.
  • 26. 26 Entire contents © 2008 Forrester Research, Inc. All rights reserved. Creators Critics Collectors Joiners Spectators Publish a blog Publish your own Web pages Upload video you created Upload audio/music you created Write articles or stories and post them Post ratings/reviews of products/services Comment on someone else’s blog Contribute to online forums Contribute to/edit articles in a wiki Use RSS feeds Add “tags” to Web pages or photos “Vote” for Web sites online Maintain profile on a social networking site Visit social networking sites Read blogs Watch video from other users Listen to podcasts Read online forums Read customer ratings/reviews The Social Technographics ™ Ladder Spectators consumer social content including blogs, user- generated video, podcasts, forums, or reviews Groups include people participating in at least one of the activities monthly.
  • 27. 27 Entire contents © 2008 Forrester Research, Inc. All rights reserved. Creators Critics Collectors Joiners Spectators Inactives Publish a blog Publish your own Web pages Upload video you created Upload audio/music you created Write articles or stories and post them Post ratings/reviews of products/services Comment on someone else’s blog Contribute to online forums Contribute to/edit articles in a wiki Use RSS feeds Add “tags” to Web pages or photos “Vote” for Web sites online Maintain profile on a social networking site Visit social networking sites Read blogs Watch video from other users Listen to podcasts Read online forums Read customer ratings/reviews None of the above 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.
  • 28. 28 Entire contents © 2008 Forrester Research, Inc. All rights reserved. Creators Critics Collectors Joiners Spectators Inactives Publish a blog Publish your own Web pages Upload video you created Upload audio/music you created Write articles or stories and post them Post ratings/reviews of products/services Comment on someone else’s blog Contribute to online forums Contribute to/edit articles in a wiki Use RSS feeds Add “tags” to Web pages or photos “Vote” for Web sites online Maintain profile on a social networking site Visit social networking sites Read blogs Watch video from other users Listen to podcasts Read online forums Read customer ratings/reviews None of the above The Social Technographics ™ Ladder Groups include people participating in at least one of the activities monthly. 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.
  • 29. ©2009 Insurance Insight Group. All rights reserved.29 Data from Forrester Research Technographics® surveys, 2009. For further details on the Social Technographics profile, see groundswell.forrester.com.
  • 30. ©2009 Insurance Insight Group. All rights reserved.30 Data from Forrester Research Technographics® surveys, 2009. For further details on the Social Technographics profile, see groundswell.forrester.com.
  • 31. ©2009 Insurance Insight Group. All rights reserved.31 Data from Forrester Research Technographics® surveys, 2009. For further details on the Social Technographics profile, see groundswell.forrester.com.
  • 32. ©2009 Insurance Insight Group. All rights reserved.32 49% 25% 26% 6% 28%
  • 33. ©2009 Insurance Insight Group. All rights reserved.33 35% 32% 34% 12% 12%
  • 34. ©2009 Insurance Insight Group. All rights reserved.34
  • 35. ©2009 Insurance Insight Group. All rights reserved.35 1,781 members
  • 36. ©2009 Insurance Insight Group. All rights reserved.36 You Need to Utilize Information You Gather on Your Audience to Create The Most Targeted Social Media Strategy Possible
  • 37. ©2009 Insurance Insight Group. All rights reserved.37 Move to the next level of engagement Give your audience a chance to display their level of expertise with the subject matter Questions Games Quizzes Incentives
  • 38. ©2009 Insurance Insight Group. All rights reserved.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. ©2009 Insurance Insight Group. All rights reserved.39
  • 40. ©2009 Insurance Insight Group. All rights reserved.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. ©2009 Insurance Insight Group. All rights reserved.41 Everyone not only wants to be listened to, they also want to heard Acknowledge / Honor / Connect
  • 42. ©2009 Insurance Insight Group. All rights reserved.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. ©2009 Insurance Insight Group. All rights reserved.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. ©2009 Insurance Insight Group. All rights reserved.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. ©2009 Insurance Insight Group. All rights reserved.45 Messages that are Portable, Flexible and Consistent
  • 46. ©2009 Insurance Insight Group. All rights reserved.46
  • 47. ©2009 Insurance Insight Group. All rights reserved.47
  • 48. ©2009 Insurance Insight Group. All rights reserved.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. ©2009 Insurance Insight Group. All rights reserved.49 Thoughts and ideas on ways to incorporate social media elements into comprehensive integrated marketing and communication plans
  • 50. ©2009 Insurance Insight Group. All rights reserved.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. ©2009 Insurance Insight Group. All rights reserved.51
  • 52. ©2009 Insurance Insight Group. All rights reserved.52
  • 53. ©2009 Insurance Insight Group. All rights reserved.53 Identify compliance issues and concerns with the various methods of communicating via social media
  • 54. ©2009 Insurance Insight Group. All rights reserved.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. ©2009 Insurance Insight Group. All rights reserved.55 5 Steps to Benefiting From Social Media
  • 56. ©2009 Insurance Insight Group. All rights reserved.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. ©2009 Insurance Insight Group. All rights reserved.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. ©2009 Insurance Insight Group. All rights reserved.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. ©2009 Insurance Insight Group. All rights reserved.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. ©2009 Insurance Insight Group. All rights reserved.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. ©2009 Insurance Insight Group. All rights reserved.61
  • 62. ©2009 Insurance Insight Group. All rights reserved.62 Mark Stone Insurance Insight Group 801-290-3333 mark.stone@iigsolutions.com

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