Social Media for Insurance

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Here is a look at the basics of social media and how insurance agents may be able to use different tools to grow relationships.

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Social Media for Insurance

  1. 1. Following customers into social media
  2. 2. <ul><li>Communication has been democratized </li></ul><ul><li>The Lifestream Age </li></ul><ul><ul><li>Consumer generated content </li></ul></ul><ul><ul><li>Age of the digital camera </li></ul></ul><ul><ul><li>Wifi & broadband </li></ul></ul><ul><li>Facebook – Doubled since 9/08 </li></ul><ul><li>Twitter – Doubled since 3/09 </li></ul>
  3. 3. <ul><li>More messages in more places </li></ul><ul><li>Attract rather than detract </li></ul><ul><li>Build communities not databases </li></ul><ul><li>Communicate “with” instead of “at” </li></ul><ul><li>Economy of a million niche markets </li></ul>
  4. 4. <ul><li>Google loves social media </li></ul><ul><li>24/7 access </li></ul><ul><li>Connect directly with decision makers </li></ul><ul><li>Build frequency more efficiently and dynamically </li></ul>
  5. 5. <ul><li>Be interesting </li></ul><ul><li>Build awareness </li></ul><ul><li>Generate relationships </li></ul><ul><li>Show passion </li></ul><ul><li>Demonstrate honesty </li></ul><ul><li>Create discussions </li></ul><ul><li>Listen, listen, listen </li></ul>
  6. 6. <ul><li>Social networking (Facebook) </li></ul><ul><li>Blogs (Wordpress) </li></ul><ul><li>Microblogs (Twitter) </li></ul><ul><li>Reference tools (Wikipedia) </li></ul><ul><li>Peer to Peer Sharing (YouTube) </li></ul><ul><li>Research (Google Alerts) </li></ul><ul><li>Peer to Peer Reviews (Yelp) </li></ul>
  7. 7. <ul><li>Recruiting </li></ul><ul><li>Branding </li></ul><ul><li>Call to action </li></ul><ul><li>Market research </li></ul><ul><li>Entertainment </li></ul><ul><li>Networking </li></ul>
  8. 8. <ul><li>P.O.S.T. Method </li></ul><ul><li>People </li></ul><ul><li>Objective </li></ul><ul><li>Strategy </li></ul><ul><li>Technology </li></ul>
  9. 9. <ul><li>Who is your audience? </li></ul><ul><li>What do they like and dislike? </li></ul><ul><li>What motivates them? </li></ul><ul><li>What do they talk about? Obsess over? </li></ul><ul><li>What are their demographics? </li></ul>
  10. 10. <ul><li>Who are the stake holders? </li></ul><ul><li>What is the end goal? </li></ul><ul><li>What will your audience do if you’re successful? </li></ul><ul><li>Will you organization be more valuable for having started the campaign? </li></ul><ul><li>Which verbs are important? </li></ul>
  11. 11. <ul><li>Which analytics and data will show you reached your objective? </li></ul><ul><li>What resources (time, labor, financial) are available? </li></ul><ul><li>Who will have ownership? </li></ul><ul><li>What are competitors doing? </li></ul>
  12. 12. <ul><li>Which technologies are important? </li></ul><ul><li>Video, picture, audio sharing </li></ul><ul><li>Per-to-peer networks vs. Blogging </li></ul><ul><li>When and how will content be generated? </li></ul><ul><li>Who is the caretaker and observer? </li></ul>
  13. 13. <ul><li>Not everything that can be counted counts, and not everything that counts can be counted. </li></ul><ul><li>- Albert Einstein </li></ul>
  14. 14. <ul><li>Measure Awareness (Web Traffic) </li></ul><ul><li>Measure Acquisition (Conversion rates) </li></ul><ul><li>Measure Retention (Reputation management) </li></ul><ul><li>Qualities (Trust, Influence, Coolness factor) </li></ul>
  15. 15. <ul><li>Have a personality, a perspective and passion </li></ul><ul><li>Define your audience </li></ul><ul><li>Listen more than you talk </li></ul><ul><li>Have a plan and keep the end in mind </li></ul><ul><li>Make a schedule and budget time </li></ul>
  16. 16. <ul><li>Engage in conversations by being helpful and by giving more than you take </li></ul><ul><li>Consumers will share their opinions whether or not you want to hear them </li></ul><ul><li>Concentrate on building word of mouth by delivering interesting and relevant content </li></ul><ul><li>Build trust and add value first. “Bring wine to the picnic” </li></ul>
  17. 18. Allstate Blog forums.allstate.com
  18. 19. Allstate Facebook facebook.com
  19. 20. Allstate YouTube youtube.com
  20. 21. Allstate Facebook facebook.com
  21. 22. Keith Wainauski, Farmers @insuranceanswers
  22. 23. State Farm Agents linkedin.com
  23. 24. <ul><li>Toe dipping </li></ul><ul><li>Educational content </li></ul><ul><ul><li>Video, links </li></ul></ul><ul><li>Staying top of mind </li></ul><ul><li>Branding as the experts </li></ul><ul><li>Developing relationships </li></ul><ul><li>Retweeting, replying, interacting </li></ul>
  24. 25. <ul><li>Focus on relationship building between people </li></ul><ul><li>Twitter search conversations </li></ul><ul><ul><li>Interject value into conversation </li></ul></ul><ul><li>Use social media tools to be a catalyst for real, in person interaction </li></ul>
  25. 26. <ul><li>Create an internal platform facilitate sharing of information and creativity </li></ul><ul><li>Comment, reply, retweet, forward information that adds real value to people </li></ul><ul><li>Don’t be that guy </li></ul>
  26. 27. <ul><li>Number of new relationships </li></ul><ul><li>Traffic to website </li></ul><ul><li>Increased revenue </li></ul><ul><li>Decreased expenses </li></ul><ul><li>Conversion rates </li></ul>
  27. 28. <ul><li>Focus on consultative selling </li></ul><ul><li>Be educational </li></ul><ul><li>Watch what you say </li></ul><ul><li>Walk before running </li></ul><ul><li>Prove communicate enhance repeat </li></ul>
  28. 29. <ul><li>Develop content and distribute </li></ul><ul><li>Teach three agents to be experts </li></ul><ul><li>Evaluate, find successes, repeat </li></ul>
  29. 30. <ul><li>William Crozer </li></ul><ul><li>702.339.3002 </li></ul><ul><li>[email_address] </li></ul>

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