Insurance Agents Not Quite Ready for Social Media Revolution
More than 1.5 million pieces of content (web links, news stories, blog posts, notes, photos, etc.) are shared on Facebook…daily.Why?? Is the growth so extremely Rapid….because the tools have exploded
When we say Social MediaMost people just think of the tools …. Facebook – Twitter - LinkedIn - YoutubeBecause there are so many and because they get so much press….Trynot to be overwhelmed by the amount of tools—Instead focus on one at a time and get comfortable with that – then progress.
Not all of Twitter is profound…but are all your conversations profound?Having Twitter account isn’t a magic bullet… its a tool…When you use several of these relatively simple tools in conjunction with each other you begin to create a digital footprint or a "web presence”…
What’s a “web presence” Or a digital footprint….Useyour homepage/website as a home base while also updating content to various 3rd party outposts/sites.1. Build reciprocal traffic …. drive traffic back to your home page and your contact info2. These outposts are where your connections are made- They are the chamber meetings, the golf course, the cocktail parties of the web…. 3. Indexed in search engines …. What are the benefits??
Rank Higher in search engines new content using key words means better search indexBroaden your reach connect w/ new market segments & new word of mouth leadsHelp Potential Clients Research You legitimize your brand – provide the info seeking customer all the positive info they desirePermission-based Marketing v. Interruption-based MarketingYou now have permission to create as many positive impressions w/ people as possibleThink about what we do w/ Direct Mailers, Do Not Call lists, TV Commercials…we toss them, delete them, and fast forward through them…..
This Miami Real Estate blog noticed that of all the videos they posted on youtube, the one getting the most hits was for their recipe for mojitos. Noticing that this was a widely used search engine term, they decided to expand on that idea. They started posting reviews, recipes, and linking to other video posts that showcase their recipe.
Sullivan Tire is a New England based brand and a good sized company.They are merging their traditional advertizing with social media and are levering the existing marketing relationships they have and buzzing about them on the social networks. They take a very human approach and associate their company with fun positive things. Most of which have nothing to do with tires.
Take too much Time – at first & then it will taper downEmployees will waste time – just like they will on the phone or in the break room…E&O – notas long as you follow the guidelines you would for any other marketingLoosecontrol of your message – who’s in control now?Security/IT/Viruses – navigatesmart and train staffThink it’s irrelevant – really? I think we just proved that wrongOver time there have been lots of fears to face w/ technologyComputers Email Internet Use
Interest & Buy In If its not you, is it someone else in the agency?Authenticity & Transparency Truthful about who you are and your motives/No faceless logosTime & Effort Requires time to foster relationships & listen/No Overnight SuccessPersonality Find your comfort level with what you share, how you share it
Now we know anyone CAN do this - HOW do we do this?1. Get Familiar – test, experiment, listen, learn the etiquette2. Create a plan – who? What tools? What’s important? Create some benchmarks3. Start slowly – be consistent – add as needed – reassess Ask yourself: What do I want to gain?What tool seems most interesting?Who is the right person in my organization to be doing this?Tread Lightly – Get an account & PLAY WITH IT! Find you comfort level Figure out the mechanicsAsk for helpCreating trust in this space adds legitimacy & search ability to your brand & gives you leverage
The leaders in this arena…
Social Media Lets Get Social for MAIA
Social Media <br />Let’s Get Social…Getting Started<br />***<br />Created & Presented by Melissa Murphy 2010<br />
Are your Ready for this?<br />The Insurance Journal says not quite…<br />An article published Monday quotes Michael LaRocco of Fireman’s Fund: <br />“Only 48 percent of independent insurance agents have Web sites, and of those, only about 20 percent keep the sites updated.”<br />"At the end of the day, insurance is a relationship business. But the relationship can be delivered in different ways." <br />…..Clearly many of you are proving them wrong.<br />http://www.insurancejournal.com/news/west/2010/04/26/109259.htm<br />
What Are we Talking About Again???<br />Social Media? Web 2.0? Web 3.0?<br />Social Networking? <br />The SHIFT that occurred in the way we use the internet and the set of TOOLS that are available to help us. <br />Goodbye Static….Hello Interactive!<br />
suddenly inundated ?<br />Compared to “old” media….<br />Years to Reach 50 millions Users: <br />Radio (38 Years) <br />TV (13 Years) <br />Internet (4 Years) <br />iPod (3 Years)<br />Facebook added 100 million users in less than 9 months<br />iPhone applications hit 1 billion in 9 months<br />Via Socialnomics.net<br />
Benefits of a Web Presence<br />Rank Higher in search engines<br />Broaden your reach<br />Help Potential Clients Research You<br />Enter Permission Based Marketing vs. Interruption Based Marketing<br />
Happy Hour to Sell Houses?<br />Miami Real Estate Blog, miamism.com, uses their love of the Mojito to connect with people. <br />http://www.miamism.com<br />Real Biz Examples<br />
The Social Tire Store?<br />Sullivan Tire uses a multi-pronged approach to tie their promotions & sponsorships in with the services they offer. <br />Homepage <br />Facebook<br />Twitter <br />YouTube <br />Jim Rice’s Blog<br />Real Biz Examples<br />
Elements of Social Media Tools<br />Digital communications that are:<br />Interactive/Two-way <br />Human – not robotic <br />Transparent/Trustworthy <br />Immediate<br />Easy to Share<br />
Irrelevant</li></li></ul><li>Projecting a Professional Image<br />Founders Group, a Connecticut Agency, was rebranding the agency after a merger. They began using social media tools as a way to create a face for the “new” agency. <br />Homepage <br />Blog <br />Twitter <br />Real Biz Examples<br />
Insurance Agent On Demand?<br />Great example of using personality, personal experience and a full web presence to run an agency while being a work at home Dad.<br />He’s been working hard no establishing his business through various tools and has been gaining National Press while doing it. <br />atlantainsurancelive.com<br />Real Biz Examples<br />
A Social Name in Insurance Publishing …<br />Insurance Journal also uses a multi-pronged approach to keeping readers informed and reading their content. <br />Home Page<br />Twitter<br />Facebook<br />Interactive - TV, Podcasts, Radio<br />Real Biz Examples<br />
The Opportunities<br />Use the web to create and maintain human to human connections<br />Create warm leads<br />Squelch customer service issues<br />Crowd-source - LISTEN to customers & competitors<br />
What It Takes<br />Interest & Buy In <br />Authenticity & Transparency <br />Time & Effort <br />Personality <br />
Insurance related Social Media Resources<br />ACT – www.iiaba.net/ACT<br /> IIABA Agents Council on Technology for Social Media Policy Guidelines, Free Webinars & Contacts….<br />Upcoming Webinar: May 20, 2:00--3:00 PM EDT <br />Agency E&O Considerations when Social Networking <br />rickmorganconsulting.com<br />Rey Insurance Agency of Sleepy Hollow, NY<br />
Social Media Resources<br />chrisbrogan.com<br />ducttapemarketing.com/blog<br />Check out his Small Business Marketing Podcast<br />garyvaynerchuk.com<br />socialmediatoday.com<br />brandimpact.wordpress.com<br />webinknow.com<br />