Effective Marketing Strategies for Selling Insurance  in the Web 2.0 Era Mike Wise VP – Insurance Technologies IdeaStar In...
Engage the New Client Demographic <ul><li>How much business are you getting from the Web?  Meanwhile, are your traditional...
How much  do you know?
<ul><li>What is the most used navigational element of a Web browser? </li></ul><ul><li>What is the definition of “Twipsy”?...
Current Landscape  Your Peers
ACT Web 2.0 Social Media Agent Survey Option Personal Agency Blog 17 7 Social Networking Sites 33 15 Wiki 19 7 Shared Medi...
ACT Web 2.0 Social Media Agent Survey
Engage the New Agent Demographic <ul><li>Agents are looking for useful information </li></ul><ul><ul><li>and share helpful...
Background, statistics on consumer Web utilization versus traditional advertising
<ul><li>With the proliferation of broadband penetration, and growing ubiquity of the Web at work and at home,  the Interne...
Common myths about insurance agents,  Web traffic, and  closing business
<ul><li>Insurance is face-to-face </li></ul><ul><li>Insurance agents will suffer the same fate as…  travel agents </li></u...
Best Practices Agent-driven   Web-enabled  insurance sales strategies   http://www.govaughn.com
<ul><li>Right place, right time, right message </li></ul><ul><li>Consumer-driven Channel of Choice </li></ul><ul><ul><li>P...
Web sites  “  The 8-second Rule” design and usability
<ul><li>Professional Design </li></ul><ul><li>Content Management </li></ul><ul><li>Current Content </li></ul><ul><li>Usefu...
Driving traffic buzz, content  email, referrals social networks
<ul><li>Main Site: News & Events (monthly) </li></ul><ul><li>Blog: Weekly Story, keywords, links </li></ul><ul><li>Twitter...
Best Practices Agents using  Facebook and Twitter
<ul><li>Hometown Quotes </li></ul><ul><li>Founders Insurance Group </li></ul><ul><li>Anyone in the audience? </li></ul>
The RAW  POWER   of BLOGS
The Raw Power of Blogs <ul><li>Written by Agents and for Agents </li></ul><ul><li>Reward Top Producers with Authorship </l...
The Raw Power of Blogs
Integrated Strategies with Social Networks   According to a social media study by Michael Stelzner for the Social Media Su...
Integrated Strategies with Social Networks
Why Integrated  Strategies with  Social Networks?  http://www.youtube.com/watch?v=sIFYPQjYhv8
Final Exam
<ul><li>How often should you Blog? </li></ul><ul><li>Where can you buy a Web 2.0? </li></ul><ul><li>When was the last time...
Helpful tools & Next Steps
<ul><li>GoodBarry - $39/mo </li></ul><ul><li>Tweetdeck - free </li></ul><ul><li>Bloglines - free </li></ul><ul><li>Audacit...
<ul><li>Take a day a week next month and do this: </li></ul><ul><li>Set up a Blog and start Blogging </li></ul><ul><ul><li...
Q & A Mike Wise Vice President – Insurance Technologies 216-674-1600 ext. 116 [email_address] http://blog.insurance-techno...
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2009 Kaia Midwest Tech Conf Web Sites And Sm V08 21 09

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Presentation at the KAIA Midwest Tech Conference, KC, August 2009

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2009 Kaia Midwest Tech Conf Web Sites And Sm V08 21 09

  1. 1. Effective Marketing Strategies for Selling Insurance in the Web 2.0 Era Mike Wise VP – Insurance Technologies IdeaStar Incorporated [email_address]
  2. 2. Engage the New Client Demographic <ul><li>How much business are you getting from the Web? Meanwhile, are your traditional selling strategies showing declining results? </li></ul><ul><li>Are you engaged with your targeted prospects and get timely referrals from clients via email, messaging, twitter? </li></ul><ul><li>What are other agents doing to be at the right place, at the right time, with the right message? </li></ul>How to Use Web sites, Social Networking E-Mail Marketing, And Blogs
  3. 3. How much do you know?
  4. 4. <ul><li>What is the most used navigational element of a Web browser? </li></ul><ul><li>What is the definition of “Twipsy”? </li></ul><ul><li>What is User-generated Content? </li></ul><ul><li>Is the Web more about the top of the funnel or the bottom? </li></ul><ul><li>What is ‘viral marketing’? </li></ul>
  5. 5. Current Landscape Your Peers
  6. 6. ACT Web 2.0 Social Media Agent Survey Option Personal Agency Blog 17 7 Social Networking Sites 33 15 Wiki 19 7 Shared Media 25 1 Micro blogs 8 4 Virtual Gaming 3 1 Instant Messaging 26 15 Text Messaging 37 16
  7. 7. ACT Web 2.0 Social Media Agent Survey
  8. 8. Engage the New Agent Demographic <ul><li>Agents are looking for useful information </li></ul><ul><ul><li>and share helpful information </li></ul></ul><ul><li>Provide ways to connect with each other </li></ul><ul><ul><li>Share best practices </li></ul></ul><ul><ul><li>Share war stories </li></ul></ul><ul><li>Train them on social media and referrals </li></ul><ul><li>USER-GENERATED CONTENT is critical </li></ul><ul><li>No fear… Moderate </li></ul>Engaging Agents
  9. 9. Background, statistics on consumer Web utilization versus traditional advertising
  10. 10. <ul><li>With the proliferation of broadband penetration, and growing ubiquity of the Web at work and at home, the Internet garners one third of today’s consumer share of media consumption. http://tinyurl.com/pocec7 </li></ul><ul><li>The share of adult internet users who have a profile on an online social network site has more than quadrupled in the past four years -- from 8% in 2005 to 35% at the end of 2008 . http://www.pewinternet.org </li></ul><ul><li>Almost half (49%) of internet users say they have used online classified sites, up from 22% who had done so in 2005. http://www.pewinternet.org </li></ul>
  11. 11. Common myths about insurance agents, Web traffic, and closing business
  12. 12. <ul><li>Insurance is face-to-face </li></ul><ul><li>Insurance agents will suffer the same fate as… travel agents </li></ul><ul><li>Insurance is too complicated to be sold online through Web sites </li></ul>
  13. 13. Best Practices Agent-driven Web-enabled insurance sales strategies http://www.govaughn.com
  14. 14. <ul><li>Right place, right time, right message </li></ul><ul><li>Consumer-driven Channel of Choice </li></ul><ul><ul><li>Primary Web site ( www.GoVaughn.com ) </li></ul></ul><ul><ul><li>Blog ( blog.GoVaughn.com ) </li></ul></ul><ul><ul><li>Facebook Fan page </li></ul></ul><ul><ul><li>Twitter @NibbyP </li></ul></ul><ul><ul><li>Linkedin </li></ul></ul><ul><ul><li>Email engine </li></ul></ul>Referrals Referrals Referrals
  15. 15. Web sites “ The 8-second Rule” design and usability
  16. 16. <ul><li>Professional Design </li></ul><ul><li>Content Management </li></ul><ul><li>Current Content </li></ul><ul><li>Useful Content </li></ul><ul><li>Low cost </li></ul><ul><li>Simple </li></ul><ul><li>Viral </li></ul>8 seconds before BACK
  17. 17. Driving traffic buzz, content email, referrals social networks
  18. 18. <ul><li>Main Site: News & Events (monthly) </li></ul><ul><li>Blog: Weekly Story, keywords, links </li></ul><ul><li>Twitter: Tweet both, RT others (daily) </li></ul><ul><li>Facebook: Share Tips, Ask Questions </li></ul><ul><li>Linkedin: Status, Reading, Trips, Network </li></ul><ul><li>Email: Weekly or Bi-weekly </li></ul><ul><li>Hire a Social Media Director?? </li></ul>
  19. 19. Best Practices Agents using Facebook and Twitter
  20. 20. <ul><li>Hometown Quotes </li></ul><ul><li>Founders Insurance Group </li></ul><ul><li>Anyone in the audience? </li></ul>
  21. 21. The RAW POWER of BLOGS
  22. 22. The Raw Power of Blogs <ul><li>Written by Agents and for Agents </li></ul><ul><li>Reward Top Producers with Authorship </li></ul><ul><ul><ul><li>OK… with editorial help as needed!  </li></ul></ul></ul><ul><li>Small, steady doses of engaging content </li></ul><ul><li>Pictures, podcasts, video, music video </li></ul><ul><li>Searchable for new agents coming on </li></ul><ul><li>Private or public </li></ul><ul><li>Clever search engine optimization </li></ul><ul><li>Social media integration </li></ul><ul><li>Email integration </li></ul><ul><li>Share-able </li></ul>Why Blogs? Example………
  23. 23. The Raw Power of Blogs
  24. 24. Integrated Strategies with Social Networks According to a social media study by Michael Stelzner for the Social Media Success Summit 2009, 88% of marketers in a recent survey say they are now using some form of social media to market their business… Source: Social Media Marketing Industry Report, March 2009 18 FriendFeed 26 Digg, Reddit or similar 28 StumbleUpon 38 Forums 38 Social bookmark sites 41 YouTube or other video 77 Facebook 78 Linkedin 79 Blogs 86% Twitter % Respondents Using Social Media Marketer's Use of Social Media Tools
  25. 25. Integrated Strategies with Social Networks
  26. 26. Why Integrated Strategies with Social Networks? http://www.youtube.com/watch?v=sIFYPQjYhv8
  27. 27. Final Exam
  28. 28. <ul><li>How often should you Blog? </li></ul><ul><li>Where can you buy a Web 2.0? </li></ul><ul><li>When was the last time you used the old paper-based ‘Yellow Pages”? </li></ul><ul><li>How do Social Networks drive traffic? </li></ul><ul><li>What do you use the back of the business card for? </li></ul>
  29. 29. Helpful tools & Next Steps
  30. 30. <ul><li>GoodBarry - $39/mo </li></ul><ul><li>Tweetdeck - free </li></ul><ul><li>Bloglines - free </li></ul><ul><li>Audacity - free </li></ul><ul><li>Sony Vegas - $50 license </li></ul><ul><li>CamStudio – free </li></ul><ul><li>FreeConference - free </li></ul><ul><li>ShareItNow - $39/mo </li></ul><ul><li>Others from the audience? </li></ul>
  31. 31. <ul><li>Take a day a week next month and do this: </li></ul><ul><li>Set up a Blog and start Blogging </li></ul><ul><ul><li>Write, Podcast, Vidcast, Tweet </li></ul></ul><ul><ul><li>Show your prospects who you are and what you know </li></ul></ul><ul><li>Set up a simple Web site </li></ul><ul><ul><li>P1: About, Contact, News, Events, Carriers, Products, Viral </li></ul></ul><ul><ul><li>P2: Links to Quote Engines and e-Applications </li></ul></ul><ul><li>Set up Facebook and Linkedin pages </li></ul><ul><li>Continue to share and learn: </li></ul><ul><ul><li>http://www.linkedin.com/groups?about=&gid=2212210 </li></ul></ul><ul><ul><li>Big I Midwest Tech Conference 2009 Linkedin Group </li></ul></ul>
  32. 32. Q & A Mike Wise Vice President – Insurance Technologies 216-674-1600 ext. 116 [email_address] http://blog.insurance-technologies.com / http://twitter.com/mikewise07 http://www.linkedin.com/in/mikewise07 Keeping the conversation going… KAIA Linkedin Group

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