This presentation was developed for members of the Insurance Institute of Ontario – Southwestern Chapter as part of their "National Education Month" celebration in February 2017. The goal was to demonstrate how to build a professional (insurance) career via social networking for mentorship and education. Members were encouraged to create a respected brand online and help mentor the industry via tips, tools and resources to continue success in the industry.
Note: Hyperlinks have been added for to most of the images and some text further details on specific topics such as social media landscape, cheat sheets, internet trolls.
1. How to Build Your Career via Social Networking
Social Media
for Insurance
Professionals
Presented by:
Colleen G. McCauley, HonsBA
Earth to Business Marketing
February 23, 2017
2. Agenda
• Social Media
• LinkedIn, Twitter, Facebook, Google+, etc.
• Professional Use
• Profile Elements, Content, Sharing
• Social Networking
• Personal vs Professional, Etiquette, Trolls, Build Your Network
2
3. SOCIAL
» an informal social
gathering, especially
one organized by the
members of a
particular club or
group.
MEDIA
» the means of commun
ication (radio, TV,
newspaper, magazine)
that reach or
influence people
widely
3
4. Social Media (Web 2.0)
»Websites and other online means
of communication that are used
by large groups of people to share
information and to develop
social and professional contacts.
4
5. Social Media is a
real-time, two-way
social gathering for
EVERYONE!
5
10. LinkedIn
» Digital Resume
» Headline &
Summary
» Featured Skills &
Endorsements
» Recommendations
Give/Receive
» Accomplishments
» Volunteer Work
10
No special lingo
11. LinkedIn – What to Do
1. Write Article/Status (Twitter)
2. Join Groups (Discussion)
3. Search Alumni & Jobs
4. Connections-Connections
5. Search – Filters
11
New Features?
12. Twitter
» Source for news/events
Build/connect
» 140 characters or less
photos/videos excluded
Shortform/Abbreviations such
as TY (Thank You)
12
13. Twitter Lingo
» @ = REPLY to user
Direct except when
characters e.g. period
in front of “@”
» RT = RETWEET
Post from another user
» DM = Direct Message
Message a follower
» # = Hashtag
Categorize/Group
tweets
13
14. Twitter – What to Do
1. Follow profiles (individual/organization/business)
2. Thank followers for Following & Retweets
3. Join a Group Chat via hashtag
Tweetchats or Tweetups
Offline events
4. Trends (tailored) & Moments
14
16. Pinterest & Instagram
» Primarily Photos and Infographics
Aesthetics
» Lack engagement and interaction
IG Mobile
» Inspiration source
16
Source: http://wersm.com/who-what-why-social-media-cheat-sheet-for-users/
17. Other
» WordPress: blog
» YouTube: videos
» Behance: portfolio
» Skype: videoconferencing
» Industry-Specific (e.g. GreenITers Mobile)
17
18. Other Cont’d
» Bitly: link (short URL) management platform
» Klout/Kred: measure your online impact
» Storify: create stories using social media
» DropBox or Box: document sharing
» Eventbrite: events
» Webinars
18
21. Key Profile Elements - Photos
» Professional, career-
appropriate headshot
» Background/Cover
Interest, profession,
business, industry, etc.
If it’s NOT a
photo you’d
display on your
work desk,
don’t display it
online!
21
22. Key Profile Elements - Words
» About, Summary, and Headline(s)
Keywords
Highlight Skills, Knowledge &
Experience
» Update periodically
22
23. Create or Curate Content
»Story of your product/services,
personal, business, industry, etc.
»Something interesting you’ve read
or seen
Always mention your source(s)
23
28. Build Your Network
28
Who to connect?
What purpose?
The Tipping Point is that
magic moment when idea,
trend, or social behaviour
crosses a threshold, tips,
and spreads like wildfire.
29. BE SOCIAL!
» Talk, laugh, learn and
make positive
connections.
» Listen, respond
thoughtfully, and ask
questions or make
statements
» Use social cues you’ve
learned from real-life
socializing.
» Be polite, pay a
compliment, or tell
something they would
find interesting.
29
32. Etiquette
» What you post will impact how others see you
You are your brand!
» People connect with people!
Personalize direct messages
» Too Professional = lower interaction
» 2 personal accounts may be against use terms
32
33. Etiquette cont’d
» Use privacy settings and lists to manage who can
view personal versus professional content
» Keep really personal issues offline: Anyone can
see it eventually
» Respectfully share your positions on certain
topics and beliefs without appearing
confrontational and exclusive
33
34. Don’t Feed or Be Internet Trolls!
» Use Humour Tactfully (light)
» Counter Fiction with Fact
» Don’t Join the Trolls
i.e. poke fun at them
Troll-Free Community
1. Actively monitor
2. Set Boundaries
3. Be Nice/Kind
34
35. Learn to Love Networking
It's whether you feel dirty or clean
morally about networking or not
that matters more than how you are
feeling about it. - Tiziana Casciaro
Associate Professor of Organizational Behaviour and HR Management
at the Rotman School of Management at the University of Toronto
35
36. A New Mantra For Networking...
"I'VE GOT A LOT
TO OFFER SO
BRING IT ON!"
36
https://hbr.org/2016/05/learn-to-love-networking
37. Colleen G. McCauley
Personal Business
37
company/earth-to-business-marketing
@Earth2BizMrktg
info@earthtobusinessmarketing.com
(519) 870-9979
earthtobusinessmarketing
www.earthtobusinessmarketing.com
http://ca.linkedin.com/in/colleengmccauley
@CGMcCauley
colleen.g.mccauley
+EarthtoBusinessMarketingLondon/+colleengmccauley
BOARD: earth-to-business-marketingcolleengmccaule
colleengmccauley.wordpress.com
www.behance.net/ColleenGMcCauley
38. 38
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Editor's Notes
Colleen G. McCauley
Owner, Earth to Business Marketing
Part-time Marketing Professor, Fanshawe College
Bachelor of Arts degree in Honours Geography: Environment and Resources Management program from the University of Western Ontario
Business – Marketing diploma from Fanshawe College
“Learn how to:
build a professional brand and career network using social media platforms,
sync offline networking skills into the online (digital) world, and
decide which social media platform(s) including Twitter, LinkedIn, Facebook, etc. would be most beneficial to your goals.”
multi-purpose service; feature-creep; Duplicate campaigns across social networks (Image size)
Pros and Cons
Be Visual & Human; Inform & Entertain
YOUR GOAL is to talk with people or doing something that will get people talking.
How do you keep Personal vs Professional, Private vs Public separate on social media?
83.09 million fake accounts on Facebook
Online or offline we all need to learn to love networking.
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