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Social Media And Insurance Are You Kidding 1009

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    Today? NO 1997 in response to using email in an agency and 1980 in response to Agency Automation

    The growing popularity of social networking has attracted the attention of agencies, brokers, and carriers that believe these platforms open up new business opportunities.

    Insurance customers continue to migrate online and adopt social networking and a growing numbers customers turn to the Web to research and buy insurance.

    Curiosity Marketing – creating a presence that leaves the customer wanting more Viral Marketing – on-line spider like distribution of your message Personal vs. Professional Brand – differentiation Transparency – building trusted relationships Inbound vs. Outbound Marketing

    It is not about whom you know or who knows you but who “Feels” they know you

    The business of being insurance agent or broker relies on building trusted relationships. The era of mass marketing was a threatening and scary time for insurance agents.   The impersonal era of 澱 ig � everything, mass mailings, cold calling and blast email all had the effect of   disenfranchising the independent agent and broker.   They had a hard time standing out, differentiating themselves and competing in a marketing world filled with clutter. There has been a transformation and societal shift. Consumers have had it with the impersonal 菟 ush � marketing of yesterday.   Spam filters, do-not-call lists, DVRs, and the like give the public the power to say, 的 have had enough � . Social networking is fostering fundamental changes to the way people communicate, gather information, form opinions, and build relationships. Social networking is all about listening, building community, engaging in a conversation, sharing an experience, being transparent, engaging, being interesting, and adding value. In short, Social networking is all about building and strengthening relationships. This is encouraging news for independent agents and brokers. The meteoric rise of tools like Facebook, Linkedin and Twitter are all telling us that customers want to do business with people who they feel like they know and trust. This should be reason enough for agents and brokers to get in the game and implement a social networking strategy. Further, support for the role social networking plays in facilitating trusted relationships and the importance of those relationships in consumer behavior can be found in the Nielsen Global Online Consumer Survey . Social networks offer more substance and value than the familiar 努 hat are you doing � status updates. Building and maintaining relationships is core to sales, promoting organic messages and m onitoring customer trends are part of an agencies overall marketing effort and s ocial networks serve a variety of public relations functions.

    Where to begin? Often getting started – just jumping in – is the hardest part. There are an infinite number of online networks available. Listed below are a few that can assist you in getting started in your social networking journey. It ’ s not enough for a website to be a static brochure anymore. Your customers want to do things, find things, share things, and participate in things. Invest in making your website a resource and destination for people, and a conduit to information and interaction with you. Unlike traditional and typically static websites, a blog enriched or blog forward site can easily be kept current and relevant. A Blog can add a level of credibility and a sense of accessibility to an agency brand. They can be used to explain products and services, promote an agency sponsored team or event, as well as, offer opinion or topics of general interest. Blogs posted with valuable and relevant content is an essential aspect of a successful social networking strategy.

    Linkedin - Members create detailed personal profiles much like a resume. LinkedIn also offers online groups for individuals who share common interests and goals. Participation in these groups through discussion forums can serve as a means to deliver news about your products and services.

    Agents should use their blogs, Facebook, Twitter and Linkedin to start and facilitate discussion to enable customers to engage in dialogues around important and relevant social and family issues. Agents can use social networks to respond and help customers involved in catastrophes like floods, tornadoes, and hurricanes with a wealth of helpful information.

    Learn Tools and Services Start the conversation Inform, publish, announce Assess What strategy makes sense Which methods are best suited to achieve goals Staff Community Manager Start Slowly Measure

    Social networking is quickly evolving. The landscape changes constantly and the issues which seem most pressing today will most likely be replaced by new ones in the near future. It is important to remember that it is the sociology not the technology that is key. Therefore, while the technology will change, it is the societal transformations that represent the hard trends and the challenges for our profession. Yes, today’s business environment presents many challenges but also offers many opportunities. There are a myriad conversations taking place on the web and our industry and even your agency is more than likely being discussed. Social networking provides agencies and brokers with an opportunity to be an active and trusted participant in that dialogue. Being a company that people trust and want to interact with is undeniably good for business There are no hard and fast rules for organizations wishing to use social networking. and Yet, openness and transparency are key elements with the end goal of building and strengthening trusted relationships. Social networking isn’t about you - it’s about your on-line community of friends, fans and followers and connecting with them so that when they have a need for insurance, they remember they have an agent friend on the social web who specializes in that.

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    Social Media And Insurance Are You Kidding 1009 - Presentation Transcript

    1. The Social Web and The Independent Agent “ You ’ ve Got to Be Kidding ” By Rick Morgan
    2. Familiar with the Social Web?
      • A virtual community where people with common interests can gather and connect, to share stories, ideas, thoughts, and opinions .
      Flickr: superaleja
      • It’s a Fad.
      • I don’t have time.
      • It’s not for business.
      • What is the ROI?
      • I don’t want my staff wasting company time on this.
      • What about E&0?
      • Opening Up New Opportunities
      • essential tool for communication
      • customer engagement
      • lead generation
      • immediate customer contact
      • customer service
      • customer interaction
      • relationship building
      • Rapid rise in the popularity of social networking
      • “ Main Street” acceptance of social networking
      • Social Media Revolution
    7. Consumers Increasingly Rely on the Internet for Auto Insurance, with 73% of Consumers Researching the Topic Online this Year Compared to 67% Last Year.
      • Source: 2009 comScore Online Auto Insurance Report
    8. Of Those Online Shoppers Who Don’t Bind Online, 73% Purchase Offline After Quoting Online.
      • The most common way of purchasing offline after quoting online is through a local agent in person .
      • Source: 2009 comScore Online Auto Insurance Report
      • You have done it most of your life. So did you parents and grandparents.
      flickr: cynthiacloskey's
      • Have you ever:
        • asked or given advice?
        • given or received a recommendation?
        • shared an experience?
        • collaborated on a project?
        • interacted with a group?
      • Curiosity Marketing
      • Inbound vs. Outbound Marketing
    12. Diagram Curtesy of David Armano http://darmano.typepad.com/logic_emotion/2009/04/why-marketing-in-a-post-consumer-era-wont-look-like-marketing.html
      • “ A brand is a person’s gut feeling about a product, service, or organization.”
      • - Matty Neumeier
      Flickr: jimsk
      • “ Soon, being the loudest and broadest messenger in a medium consumers don't trust simply won't count as much as being the most authentic, available, and accessible brand in the media consumers do trust”. - Experience: The Blog by Augie Ray
      • Blogs
      • A Blog, is a website with regular entries of commentary, news, opinion or other material such as links, photographs or video.
      • Blogs should be a mix of information.
      • Facebook’s popularity means that many of your prospects and customers already use Facebook to keep in touch not only with family and friends but also companies.
      • http://www. facebook .com
      • LinkedIn is a social network for business professionals.
      • http://www. linkedin .com
      • Twitter asks the question, "What are you doing?” Agencies can tweet company announcements, ask for feedback, answer customer questions or share relevant website page links.
      • http://business.twitter.com/twitter101
      • http://twitter.com
      • 1. Provide the forum for discussion of social and family issues
      • Founders Group Insurance uses their Blog and Twitter to engage their followers in both cultural and insurance-related topics.
      • http: //foundersgrp . wordpress .com/
      • 2. Help customers through with disaster preparedness and disaster recovery
      • Nibby Priest, an agent in Henderson, KY used Facebook and Twitter to communicate with customers during an ice storm. Claims were actually submitted over Facebook.
      • http://blog. govaughn .com/
      • 3. Educate customers on insurance and allow them to share feedback
      • Agent Dennis Volz, uses his San Diego Insurance Blog to help customers and prospects understand the world of insurance. http://dennis-insurance.blogspot.com/
      • 4. Develop communities for targeting customer segments
      • Irwin Siegel Agency, Inc. Irwin Siegel Agency, Inc. uses social networking to help generate interest with target customer segments. http://www.siegelagency.com/default.htm
      • Enhance your brand and marketing message.
      • Rick Dinger of Creseda Valley Insurance has used YouTube and Facebook to attract a new audience. http://www.youtube.com/watch?v=BU6JrRrsyk0 . http://cvins.com/
      • Learn - Listen - Connect
      • Assess
      • Start the conversation
      • Manage
      • Measure
      Photo MacAllenBrothers
      • Be Ubiquitous
      • Be Social
      • Be Interesting
      • Be Remarkable
      • Be Yourself
        • Google Voice: 720.255.1645
      • Visit me at: Web Site | LinkedIn | Facebook | Twitter | FriendFeed | Blog

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