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How To Use Social Media In The Insurance Industry

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How To Use Social Media In The Insurance Industry How To Use Social Media In The Insurance Industry Presentation Transcript

  • The Insurance Industry & The Social Web How To Market To Maybe’s Presented by Russ Henneberry [email_address] 800-605-4160
  • 1) Businesses Are Talking To Customers/Prospects [email_address] 800-605-4160 Three Conversations On The Social Web
  • 2) Customers/Prospects Are Talking To Businesses [email_address] 800-605-4160
  • 3) Customers/Prospects Are Talking To Customers/Prospects [email_address] 800-605-4160
  • Marketing To The Maybe’s [email_address] 800-605-4160 Most people are a “maybe” on buying insurance. They are not a “no” and not a “yes.” How does your marketing start and continue conversations with “maybes?”
  • It’s About Sustaining Conversations… [email_address] 800-605-4160 Your marketing must sustain a conversation with a “maybe” until they become a “yes.” You can continue conversations very cheaply using the Internet.
  • [email_address] 800-605-4160 “ You can have sustained conversations with maybe’s by providing value in your marketing.”
  • [email_address] 800-605-4160
    • If you create REAL value for the “maybe’s”, they will raise their hands and ask to continue the conversation --- they will give you PERMISSION to market to them.
    • They will subscribe to your email list
    • They will “follow” you on Twitter
    • They will “friend” you on Facebook
    • They will subscribe to your blog
    • Etc.
  • [email_address] 800-605-4160
    • But if you stop providing value to the “maybe’s”, they will “turn you off”
    • They will unsubscribe to your email list
    • They will “unfollow” you on Twitter
    • They will “unfriend” you on Facebook
    • They will unsubscribe to your blog
    • Etc.
  • [email_address] 800-605-4160 If you provide value to the maybe’s… they will not only give you PERMISSION to market to them, but they will also tell other people about you.
  • [email_address] 800-605-4160 It all starts with the “hub” of your online marketing strategy --- your website/blog.
  • [email_address] 800-605-4160
    • Case Study:
    • Jones Insurance Group is targeting motorcycle insurance as the weather warms up in the Midwest. They create a series of articles on their blog targeting motorcyclists including:
    • “ 6 Things You Must Know Before Insuring Your Motorcycle”
    • “ Motorcycle Safety: Helmet Vs. No Helmet”
    • “ Does The Color Of Your Motorcycle Effect Your Insurance Premiums?”
    • “ Top 10 Midwest Roads You Must Ride Before You Die”
    • “ 15 Things To Consider Before Purchasing Your Dream Motorcycle”
    • They also create a Free 10 page PDF report available for download from the website and blog called:
    • “ The Ultimate Guide To Insuring and Protecting Your Motorcycle”
    • Jones Insurance Group broadcasts this content from their website/blog to very powerful websites like Facebook, Twitter, and Linked In. They ask for an email address from the prospect when they download the free report from the website.
    • Each time a prospect becomes a Twitter follower, a Facebook Friend, connects with them on Linked In or subscribes via email they are giving Jones Insurance permission to market to them while they are a “maybe” on buying Motorcycle insurance.
    • This creates a sales pipeline of Maybe’s, some of which become Yes’s.
  • [email_address] 800-605-4160
  • Tough Questions To Ask Yourself About Your Website
    • Your website needs the following characteristics to compete today.
      • Discoverability - Can Google see your website? How well does your site cater to search engines like Google?
      • Flexibility - Can you add marketing content to your website easily? Can you edit your website easily?
      • Interactivity – Can your website visitors easily comment on, “like”, vote on the content of your website?
      • Shareability – Is it easy for your website visitors to share content via the social web?
      • Automation – Can you push marketing out to those that want it automatically?
    [email_address] 800-605-4160
  • [email_address] 800-605-4160 About Terrakon Marketing
    • Terrakon Marketing is a St. Louis-based internet marketing firm specializing in custom online services in the areas of social media marketing, search engine optimization, website development/optimization and pay per click advertising. Terrakon offers internet marketing services to both small and medium-sized businesses in a variety of industries, both B-to-C and B-to-B, locally and nationally.
    • Terrakon is a member of the Eastern Missouri/Southern Illinois Better Business Bureau, Fenton Chamber of Commerce, and Kirkwood Area Chamber of Commerce, as well as a Google Certified Company and a Yahoo Search Marketing Ambassador. Terrakon is a United States (St. Louis, MO) based company (LLC) and all company resources are physically located in the U.S.
  • Free Internet Marketing Audit
    • We are offering a complimentary, basic Internet Marketing audit to anyone that requests (Limit: 20)
    • Email [email_address] with the word “Audit” in the subject line by Close Of Business today (June 8 th , 2010.)
    • We will be evaluating your website platform and its ability to compete on the social web.
    [email_address] 800-605-4160