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
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
WHY USE SOCIAL MEDIA
Google loves social media
Connect directly with decision makers
Build frequency more efficiently and
BUT HOW CAN I USE IT?
Listen, listen, listen
MAIN CONTENT TYPES
Social networking (Facebook)
Reference tools (Wikipedia)
Peer to Peer Sharing (YouTube)
Research (Google Alerts)
Peer to Peer Reviews (Yelp)
WHAT DO YOU USE IT FOR?
Call to action
Who is your audience?
What do they like and dislike?
What motivates them?
What do they talk about? Obsess over?
What are their demographics?
Who are the stake holders?
What is the end goal?
What will your audience do if you’re
Will your organization be more valuable
for having started the campaign?
HAVE A PLAN
Which analytics and data will show you
reached your objective?
What resources (time, labor, financial) are
Who will have ownership?
What are competitors doing?
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?
Not everything that
can be counted
counts, and not
counts can be
- Albert Einstein
Have a personality, a perspective and
Define your audience
Listen more than you talk
Have a plan and keep the end in mind
Make a schedule and budget time
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
Build trust and add value first. “Bring
wine to the picnic”
WHO IS USING SOCIAL MEDIA?AllstateBlog
WHO IS USING SOCIAL MEDIA?StateFarmAgents
WHAT ARE THEY DOING?
Staying top of mind
Branding as the experts
Retweeting, replying, interacting
Focus on relationship building between
Twitter search conversations
Interject value into conversation
Use social media tools to be a catalyst for
real, in person interaction
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
Number of new relationships
Traffic to website
Focus on consultative selling
Watch what you say!!! You can get
Walk before running!!!
Prove communicate enhance repeat
Develop content and distribute
Teach three agents to be experts
Evaluate, find successes, repeat
KSWZ Insurance Services
Five Rings Financial
Katherine Wichmann Zacharias
I can refer you to social media experts if