West bend presentation

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Presentation at West Bend Insurance Companies on 12.3.2013.

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West bend presentation

  1. 1. Understanding the tools of social and Digital Media so you can Social and Digitally market your agency today
  2. 2. Jason Cass story • • • • • • • • 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 Project C.A.P. June 2011 Started GROW to help agents Rest is history..
  3. 3. 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
  4. 4. Where do you start the process of making a buying decision?
  5. 5. “If I could only get the whole town to know me”
  6. 6. • Hour 1 Why and Case studies • Hour 2 Media sites and content • Hour 3 Facebook in-depth • Hour 4 Facebook in-depth cont. Tools & Q&A
  7. 7. 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
  8. 8. 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
  9. 9. 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
  10. 10. It’s no longer about young or old…. It’s about connected or unconnected.
  11. 11. This Is The Connected Generation
  12. 12. This Is The Connected Generation
  13. 13. This Is The Connected Generation
  14. 14. 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.
  15. 15. Social Marketing & Digital Media
  16. 16. Social Marketing “To be first in the mind of the consumer when they realize they have a problem and need to find a solution”
  17. 17. Impact and Numbers Socialnomics
  18. 18. Digital Media “Is being where the consumer is when they search for a solution to a problem”
  19. 19. 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
  20. 20. What does this mean for you?
  21. 21. 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
  22. 22. Consumerization one cares how much you know, until they know how much you care”… • 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.
  23. 23. OK..I get it…
  24. 24. But…
  25. 25. What’s the R.O.I?
  26. 26. Social marketing and digital media is not a sales tool… It is for… Branding Marketing Communication but…
  27. 27. Do the others and you can Center for Blackhawks PTC Oil & Gas Company
  28. 28. 4 Case studies
  29. 29. Case Study #1 Facebook iPad2 Referral Contest • • • • 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 CONFIDENTIAL & PROPRIETARY. Exclusively for use and distribution by Consumer Agent Portal, LLC. All rights reserved.
  30. 30. 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 • • 5 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 CONFIDENTIAL & PROPRIETARY. Exclusively for use and distribution by Consumer Agent Portal, LLC. All rights reserved. 4 3 2 2
  31. 31. 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 CONFIDENTIAL & PROPRIETARY. Exclusively for use and distribution by Consumer Agent Portal, LLC. All rights reserved.
  32. 32. My results • Auto/Home Packages • EFT • Total Policies Written • Auto – 11 • Home – 11 • UMB- 5 • Dwelling fire-4 • Motorcycle - 3 • Boat- 4 CONFIDENTIAL & PROPRIETARY. Exclusively for use and distribution by Consumer Agent Portal, LLC. All rights reserved. All 10 of 11 38 (3.4/Client)
  33. 33. 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 ($5,100 SY) ($7650 BY) ($309% SY)
  34. 34. Case Study #2 FB R.O.I Fan review app • Contest conducted April 13th – April 31st • Contest Results • • • • • 28 reviews Facebook & LinkedIn 11 referrals 3 quotes 9 clients (62% CR) 26 fans gained from friends
  35. 35. 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!
  36. 36. Case Study #4 • Quote & Referral Promotion • May 6th -16th Drawing on 17th • Promotion results • • • • • 23 inbound actions 9 referrals 14 quotes 19 proposals given 14 clients (73% CR) • Financials • Expenses $850ish • Income $5,700ish
  37. 37. Numbers as of 42 months • • • • • • • • • As of 10.15.2013 (42 months) Thousands of fans, followers, and connections $251,000 NB social premium $37,000 NB Personal revenue $9,000 Life revenue $77,000 Total revenue PL NB & RN & Life $14,000 Commercial revenue NB & RN $91,000 Total revenue NB & RN PL/CL/Life 99% retention
  38. 38. FB expenses
  39. 39. How are you marketing today?
  40. 40. Need to go where the people are.
  41. 41. 93% of businesses are NOT going online for growth… they are going online to SURVIVE
  42. 42. Social sites • Stay connected with others instantly • Broadcast to a large select audience
  43. 43. Social sites • • • • • Broadcast myself on the jdcins channel Coverages and FAQ Market through email and website Tell a story Drawings
  44. 44. Social sites • • • • Prospecting -Business Discussions Content sharing Resume
  45. 45. Social sites • • • • • • Biggest thing moving forward Content Authorship and publisher tag Communities Google authority Tools like Google hangout
  46. 46. Website
  47. 47. Types of Content • • • • • • • • • • Stories and Current Events Blogging Social media Video Podcasting Slideshows Images Ebooks Infographs What papers
  48. 48. Where do I find or make Content? • Current events (neutral) • Newsfeed • Other pages like Trusted Choice • Other blogs or trade communications – Give credit
  49. 49. Content examples
  50. 50. Q&A
  51. 51. Mobile • 60% of traffic on FB is mobile use • iPads not chalkboards • 50% of kids under 8 use mobile devices • 25% of kids under 3 use mobile devices
  52. 52. Facebook
  53. 53. FB profile vs. FB fan page • FB profile is your personal profile • • • • • • • Friends Newsfeed (friends) Status Updates Share pictures/videos/events All can be shared on personal or fan pages 90% you/friends 10% your business or businesses
  54. 54. FB profile vs. FB fan page • Fan Page • • • • • Fans Page Newsfeed (friends) Status Updates Share pictures/videos/events All can be shared on personal or fan pages
  55. 55. FB profile vs. FB fan page • FB fan page – 90% is content about them(fans/community) and their lives • • • • • • • Blogs Infographics Your clients Video Pictures Celebrations Holiday’s – 10% about your products and services
  56. 56. Edgerank • Affinity – Affinity is the prior interaction with a page’s posts. If a user engages with a lot of content from a particular page, they will see the page’s content more often. • Weight – Weight is based on previous interaction with posts of the same type. For instance, if a person usually engages with photos, they will be shown more photos. • Time Decay – Time decay is how recent the content is. Facebook always wants to provide users with the most recent and relevant content, so an older content piece is less likely to be shown.
  57. 57. Negative feedback • When your posts show up in someone’s news feed they have the option to like it or comment on it. They also have the option to hide the story, report the story as spam or to hide all stories from your agency. If they choose one of those latter options, it is considered ‘negative feedback’ • Effects your EdgeRank score
  58. 58. 6 ways to get fans immediately • Invite your friends – Have staff invite friends • Use email list • At time of service – LikeFan page – Check-in – Write a review • Sign on front desk • Website • Email signature
  59. 59. 5 post types that get engagement • • • • • Caption this Fill in the blank Questions Pictures / infographics Quotes
  60. 60. Facebook tour
  61. 61. 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 – Use proper dimensions
  62. 62. Some things I do with Facebook • Ads auger • • • • • • Get friends Run ads ( sponsored stories ) Get fans Run FB ads to: Get their email /contact information ( giveaways) Run contest & sweepstakes • Like & Interest ads • • Get your message out to the exact person Niche and target marketing at it’s best • Generic branding ads • • • • • Happy Birthday Thank you Holiday ads Specials or current events *Mobile*
  63. 63. 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
  64. 64. Proper FB dimensions
  65. 65. Photo Page Post / Sponsored Stories • Tip: Images scaled down look better
  66. 66. Pictures w/text Text & Link posted with photo may over lay photo in newsfeed
  67. 67. 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
  68. 68. 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
  69. 69. 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
  70. 70. 11 days of promotion
  71. 71. Promotion 101 1. Wrote down what and goals I want to achieve 1. Get NB quotes 2. Get referrals 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
  72. 72. Promotion 101 cont. 5. Developed a new FB site 1. 2. 3. 4. 5. 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
  73. 73. 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
  74. 74. 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
  75. 75. Promotion 101 cont. 11. Day 12 1. 2. 3. 4. 5. Hold drawing at 3pm Put all names in bowl Find a unique place / person Video tape the drawing Upload video to FB page 1. 6. 7. 8. 9. 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
  76. 76. Marketing Ideas
  77. 77. Promotion 101 cont.
  78. 78. • • • • • • JDC Insurance Olympic trial GEO Tracking Video for clients Share contest Friend to fan auger QR Code
  79. 79. 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
  80. 80. Blogging • Blogging • • • • Increases engagement Increases fans/connections/followers/circles Increases email subscribers Increases agency value • Tracking • Everything is trackable • Google analytics • Crazyegg
  81. 81. Other places I use • • • • • • • • 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
  82. 82. 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
  83. 83. Jason Cass & Brian Appleton “The GROW mission is to provide every business the tools and knowledge to generate revenue from their online activities” www.growprogram.com
  84. 84. 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.. CONFIDENTIAL & PROPRIETARY. Exclusively for use and distribution by Consumer Agent Portal, LLC. All rights reserved.
  85. 85. AssociationInbound AgencyInbound
  86. 86. Contact info • • • • • • • • Jason Cass 618.532.2277 jason@jdcins.com www.jdcins.com Facebook www.facebook.com/jdcinsurance Twitter @jdcins LinkedIn www.linkedin.com/in/jdcins YouTube www.youtube.com/jdcins

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