3. Jason Cass story
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Married with two children (8) &(14)
Became an agent 2001
Chairman of National Young Agents for Big I
Started my own agency 2010
Got S&D on April 12, 2010
Started GROW to help agents
Rest is history..
Text 773-770-4377 “growprogram”
4. My agency
• JDC Insurance Group LLP est. 1.1.2010
• Centralia, IL 13,000 population
• 70%
Commercial
• 29%
Personal (agency owners told me this was important)
• 1%
Life
• Completely mobile agency
• 98.9% paperless
• Niche agency
Text 773-770-4377 “growprogram”
5. Jason Cass & Brian Appleton
“The GROW mission is to provide business the confidence
to transform your business into a social and digital
business”
www.growprogram.com
Text 773-770-4377 “growprogram”
9. “If I could only get the whole
town to know me”
Text 773-770-4377 “growprogram”
10. Ground Rules
• Ask lots of questions…
– Even dumb questions
• I don’t expect you to be an expert
– Be prepared for my honest opinion
– You can always follow up with me
• I may go on a tangent
– It will always be relevant
• I don’t care if you email or send texts
• You don’t have to ask me to go the bathroom
Text 773-770-4377 “growprogram”
11. Common Objections
to Social Media
• We work on referrals…
• So does the Internet
• It takes too much time…
• You don’t have time for to generate revenue?
• I don’t know anything about computers…
• Hire someone that does
• I don’t like the Internet…
• But your clients do
Text 773-770-4377 “growprogram”
12. Myths About Selling Online
• Internet Shoppers Buy on Price
– If we don’t treat our product like a commodity they
won’t buy it like a commodity
• We Need To Be On Every Social Media Site to be
Successful
– Success online is about becoming a valuable resource
• Consumers Need Our Expertise
– The information gates to our knowledge have been
unlocked
• Only young people use the internet and buy
online
Text 773-770-4377 “growprogram”
13. It’s no longer about
young or old….
It’s about connected
or unconnected.
Text 773-770-4377 “growprogram”
14. This Is The Connected Generation
Text 773-770-4377 “growprogram”
15. This Is The Connected Generation
Text 773-770-4377 “growprogram”
17. The Connected Generation chooses you...
...on their own time line
...based on their own research and
...their own belief in your story of value
The Connected generation communicates, builds
relationships and makes buying decisions using
digital and social media.
18. Consumerization
Is an term used to describe emergence of info. technology:
•First
in the consumer market
•Then spread into business
•In
years past, many technology-based products have had their
beginnings in the defense & business markets:
•Facsimile machines
•Calculators
•Mobile phone
•Personal computers
Text 773-770-4377 “growprogram”
19. What does this mean for you?
Text 773-770-4377 “growprogram”
20. Consumerization
• First, products that were designed for
individual consumers, are now appealing in
the workplace and demand of these products
are increasing in the workplace
Text 773-770-4377 “growprogram”
21. Consumerization
one cares how much you
know, until they know how much you care”…
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Second, “No
• Getting your employees to share & use productive and
enhancing consumer technology at and away from work
will be a wise strategy.
• Creates a window that shows transparency, builds
trust, and your brand.
Text 773-770-4377 “growprogram”
37. Case Study #1
Facebook iPad2 Referral Contest
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Refer friend, family, co-worker, or yourself
Present a quote
Didn’t have to buy, just allow me to present a quote proposal
Entered into a contest to win an iPad2 (Can use Make-A-Wish or
other non-financial incentives depending on state regulations)
• The referrer and the referee
Contest Period Nov 14 – Dec 31
• Drawing January 1st at 12:01am by Video
Upload to All Social Sites
Text 773-770-4377 “growprogram”
38. My results
Generated 19 Referrals in 6 Weeks!
Social & digital referrals only, had others not related to contest
• Didn’t fit agency philosophy of agency
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Auto/Home
Low limits, etc.
• Prospects given a proposal
• NB clients from those proposals
14
11 (78% CR)
Prior Insurance of 11 NB Clients
• State Farm
• Independent Companies
• Allstate
• Country companies
Text 773-770-4377 “growprogram”
4
3
2
2
39. My results
Prior Limits of 11 NB Clients
• 50/100/50 or 100
4
• Moved 2 of those to 100/300
• Moved 2 of those to 250/500
• 1 took UMB
• 100/300/50 or 100
5
• Moved 2 of those to 250/500
• 1 took UMB
• 250/500/ 250 Both had UMB
2
• Moved one to 500/500 because of underlying limits due to UMB
Text 773-770-4377 “growprogram”
40. My results
• Auto/Home Packages
• EFT
• Total Policies Written
• Auto – 11
• Home – 11
• UMB- 5
• Dwelling fire-4
• Motorcycle - 3
• Boat- 4
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All
10 of 11
38 (3.4/Client)
41. R.O.I
• Total Written Premium
$28,000 FY
(34,000 SY)
• Annual Commission
$4,200 FY
($5,100 SY)
• Total Expense
$1,650 (cost inc. CAP, Adv., iPad2)
• Total Profit
$2,550
• Return on Investment
154% FY
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($5,100 SY) ($7650 BY)
($309% SY)
42. Case Study #2
FB R.O.I Fan review app
• Contest conducted April 13th – April 31st
• Contest Results
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28 reviews Facebook & LinkedIn
11 referrals
3 quotes
9 clients (62% CR)
26 fans gained from friends
Text 773-770-4377 “growprogram”
43. Case Study #3
• Ryan Hanley, Independent Agent, Blogger
• Agent/Blogger of digital media (Director of Marketing)
• The Murray Group Insurance Services, Inc., Albany, NY
• Contest conducted April 23th – May 7th
• New Business Results –
• 58 reviews FB & LinkedIn
• 28 referrals
• 19 quote opportunities
• Generated a total of 47 inbound actions!
Text 773-770-4377 “growprogram”
44. Case Study #4
• Quote & Referral Promotion
• May 6th -16th Drawing on 17th
• Promotion results
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23 inbound actions
9 referrals
14 quotes
19 proposals given
14 clients (73% CR)
• Financials
• Expenses $850ish
• Income $5,700ish
Text 773-770-4377 “growprogram”
45. Case Study #5
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Quote & Referral Promotion
Feb. 3rd – 14th 2014
Jonesboro, AR
Results
– 24 quotes & referrals (24 inbound actions)
– Sold 13 at last report
– 2 commercial accounts (Dr. & Garage)
Text 773-770-4377 “growprogram”
46. Numbers as of 45 months
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As of 01.02.2014 (45 months)
Thousands of fans, followers, and connections
$261,000
NB social premium
$39,000
NB Personal revenue
$9,000
Life revenue
$81,000
Total revenue PL NB & RN & Life
$15,000
Commercial revenue NB & RN
$105,000
Total revenue NB & RNPL/CL/Life
99% retention – Rest of book is about 92%
Text 773-770-4377 “growprogram”
72. 6 ways to get fans immediately
• Invite your friends
– Have staff invite friends
• Use email list
• At time of service
– Like Fan page
– Check-in
– Write a review
• Sign on front desk
• Website
• Email signature
Text 773-770-4377 “growprogram”
73. 5 post types that get engagement
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Caption this
Fill in the blank
Questions
Pictures / infographics
Quotes
Motivation pics
Text 773-770-4377 “growprogram”
74. Optimizing your FB page
• Search
• Keywords
– Page name is huge
• Vanity URL
– www.facebook.com/jdcinsurance
– Graph search is going to be huge
• Google using pages / FB uses people to link others to
info.
• About section (short description)
• Pictures have the power
– Alt text for pictures is important
Text 773-770-4377 “growprogram”
– Use proper dimensions
75. Some things I do with Facebook
• Ads auger
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Get friends
Run ads ( sponsored stories )
Get fans
Run FB ads to:
Get their email /contact information ( giveaways)
Run contest & sweepstakes
• Like & Interest ads
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Get your message out to the exact person
Niche and target marketing at it’s best
• Generic branding ads
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Happy Birthday
Thank you
Holiday ads
Specials or current events
*Mobile*
Text 773-770-4377 “growprogram”
76. Facebook tips
• Follow others
– Comment, like, and share what they post
• Create other pages
– STL Cardinal squirrels
– Local viral
– Acuity Trucking
• Like your clients and showcase them
• Create a URL for your fan page
– www.jdcfanpage.com
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78. Photo Page Post / Sponsored Stories
• Tip: Images scaled down look better
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79. Pictures w/text
Text & Link posted with photo may over lay photo in
Text 773-770-4377 “growprogram”
newsfeed
80. Cover Photos
In a “like story” in the news feed only the top half is shown
New Facebook rules allow for calls to action ex.
Contact info, price purchase info..but…only 20% text
Text 773-770-4377 “growprogram”
81. Profile Pic
•Always use a square photo
•Pictures larger than 180*180 are perfect as well as long
as they are square
•Don’t change often, change cover photo
Text 773-770-4377 “growprogram”
82. Link preview image
•Just like your profile pic this is cropped down to a
square
•When linking back to your page or site include at
least one square photo for each shareable page
or blog post
Text 773-770-4377 “growprogram”
83. 12 days of promotion
Text 773-770-4377 “growprogram”
84. Promotion 101
1. Wrote down what and goals I want to achieve
1. Get NB quotes
2. Get referrals
3. Etc.
2. Set the rules
1. Auto & Home quote/ minimum liability limits
2. Set and wrote out FB rules
3. Set a time period -11 days / 12th day drawing
4. Created videos (2) / emails(4) for call to actions
Text 773-770-4377 “growprogram”
85. Promotion 101 cont.
5. Developed a new FB site
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Cover photo
Profile Pic
Tabs
Landing page
Rules page
6. Created links to be able to track actions taken
1. FB analytics
2. Bitly links
7. Create FB ads and schedule them
Text 773-770-4377 “growprogram”
86. Promotion 101 cont.
8. Start on Day 1
1. Upload video to Youtube / FB
1. Social proof if FB
2. Make status updates
1. Use video as update in the morning before 8 am
2. Share video on profile in the evening about 7pm
9. Day 2
1. Share a story’s about what happened the day before
1. About a quote/referral
2. The excitement you have felt or heard about
2. Email your list with earlier created email
Text 773-770-4377 “growprogram”
87. Promotion 101 cont.
10. Going forward till day 11
1. Keep doing status updates
1. Shares / likes
2. Referrals
3. People you helped
4. The talk and excitement
2. Send emails created earlier
1. Tuesday (Day 2)
2. Friday (Day 5)
3. Tuesday (Day 9)
4. Thursday (Day 11)
3. Promotion ends Day 11 at 5pm
Text 773-770-4377 “growprogram”
88. Promotion 101 cont.
11. Day 12
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Hold drawing at 3pm
Put all names in bowl
Find a unique place / person
Video tape the drawing
Upload video to FB page
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Don’t announce winner, make them watch the video
Announce for the next few days the winner with status updates
Have winner take a picture with prize and email to you
Post to your page – validation for future promotions
Encourage them to upload to their profile and tag your agency
Text 773-770-4377 “growprogram”
90. Other promotions
• Friend to Fan
• $25 once a month
• Fan Referral Program
• Drawing once a month big prize at the end
• Donate to Charity for every new fan
• Promote other business
• This month get 10% off
• If you shop there
• Check in
Text 773-770-4377 “growprogram”
94. Other places I use
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Dropbox- file sharing
Elance- Outsourcing
ProjectCAP- Online portal, Trusted Choice
Hootsuite- manage multiple social profiles
Wordpress-Website
Northsocial-promotion help and design
Wildfire-Same as north social
Animoto-Create videos
Text 773-770-4377 “growprogram”
95. Other places I use
• Google Analytics- track hits and engagement
online
• Bitly- link shortener and tracker
• Picmonkey- picture software
• Abweber / Mailchimp /iContact- Email list
• Lastpass- password management
• ASANA – task organization
• Wistia- host video
• Crowdbase- content storage
Text 773-770-4377 “growprogram”
96. Social Sooner
• Similar to an Oklahoma sooner
• Get on your digital horse and claim your virtual Land
• First to claim your land is the trailblazer and ruler
• Late to the game has to borrow or buy land
• Personal lines market share
• Cannons all in the same direction
• 34 %
• Commission per county
• Commercial lines Market share
• We dominate this market
So if you are ready to mount up and claim you land..
Text 773-770-4377 “growprogram”
97. Jason Cass & Brian Appleton
“The GROW mission is to provide business the confidence
to transform your business into a social and digital
business”
www.growprogram.com
Text 773-770-4377 “growprogram”