Social media and insurance

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Social media and insurance

  1. 1. SOCIAL MEDIA FOR THE INSURANCE AGENT
  2. 2. A COMMUNICATIONS OPPORTUNITY  Communication has been democratized  The Lifestream Age  Consumer generated content  Age of the digital camera  Wifi & broadband  Facebook – Doubled since 9/08  Twitter – Doubled since 3/09
  3. 3. WHY USE SOCIAL MEDIA?  More messages in more places  Attract rather than detract  Build communities not databases  Communicate “with” instead of “at”  Economy of a million niche markets
  4. 4. WHY USE SOCIAL MEDIA  Google loves social media  24/7 access  Connect directly with decision makers  Build frequency more efficiently and dynamically
  5. 5. BUT HOW CAN I USE IT?  Be interesting  Build awareness  Generate relationships  Show passion  Demonstrate honesty  Create discussions  Listen, listen, listen
  6. 6. MAIN CONTENT TYPES  Social networking (Facebook)  Blogs (Wordpress)  Microblogs (Twitter)  Reference tools (Wikipedia)  Peer to Peer Sharing (YouTube)  Research (Google Alerts)  Peer to Peer Reviews (Yelp)
  7. 7. WHAT DO YOU USE IT FOR?  Recruiting  Branding  Call to action  Market research  Entertainment  Networking
  8. 8. PEOPLE  Who is your audience?  What do they like and dislike?  What motivates them?  What do they talk about? Obsess over?  What are their demographics?
  9. 9. OBJECTIVE  Who are the stake holders?  What is the end goal?  What will your audience do if you’re successful?  Will your organization be more valuable for having started the campaign?  HAVE A PLAN
  10. 10. STRATEGY  Which analytics and data will show you reached your objective?  What resources (time, labor, financial) are available?  Who will have ownership?  What are competitors doing?
  11. 11. TECHNOLOGY  Which technologies are important?  Video, picture, audio sharing  Per-to-peer networks vs. Blogging  When and how will content be generated?  Who is the caretaker and observer?
  12. 12. ROI Not everything that can be counted counts, and not everything that counts can be counted. - Albert Einstein
  13. 13. ROI  Measure Awareness (Web Traffic)  Measure Acquisition (Conversion rates)  Measure Retention (Reputation management)  Qualities (Trust, Influence, Coolness factor)
  14. 14. TIPS  Have a personality, a perspective and passion  Define your audience  Listen more than you talk  Have a plan and keep the end in mind  Make a schedule and budget time
  15. 15. TIPS  Engage in conversations by being helpful and by giving more than you take  Consumers will share their opinions whether or not you want to hear them  Concentrate on building word of mouth by delivering interesting and relevant content  Build trust and add value first. “Bring wine to the picnic”
  16. 16. WHO IS USING SOCIAL MEDIA?AllstateBlog forums.allstate.com
  17. 17. WHO IS USING SOCIAL MEDIA?
  18. 18. WHO IS USING SOCIAL MEDIA?LifeHappensYouTube youtube.com
  19. 19. WHO IS USING SOCIAL MEDIA?
  20. 20. WHO IS USING SOCIAL MEDIA?StateFarmAgents linkedin.com
  21. 21. WHAT ARE THEY DOING?  Toe dipping  Educational content  Video, links  Staying top of mind  Branding as the experts  Developing relationships  Retweeting, replying, interacting
  22. 22. BEST TACTICS  Focus on relationship building between people  Twitter search conversations  Interject value into conversation  Use social media tools to be a catalyst for real, in person interaction
  23. 23. BEST TACTICS  Create an internal platform facilitate sharing of information and creativity  Comment, reply, retweet, forward information that adds real value to people  Don’t be that guy, trolling, you can get “blackballed”
  24. 24. MEASURING EFFECTIVENESS  Number of new relationships  Traffic to website  Increased revenue  Decreased expenses  Conversion rates
  25. 25. TIPS  Focus on consultative selling  Be educational!!!  Watch what you say!!! You can get blackballed  Walk before running!!!  Prove communicate enhance repeat
  26. 26. NEXT ACTIONS  Develop content and distribute  Teach three agents to be experts  Evaluate, find successes, repeat
  27. 27. NEED HELP KSWZ Insurance Services Five Rings Financial Katherine Wichmann Zacharias I can refer you to social media experts if needed 619.208.7717 thewic@sbcglobal.net

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