Originally Presented at:
Florida Association of Insurance Agents
2014 Convention & Education Symposium
June 19, 2014 - Orl...
I RECENTLY BOOKED A FLIGHT TO HOUSTON
BUT I DIDN’T BOOK WITH THIS GUY…
OR THIS GUY…
I BOOKED ONLINE VIA GOOGLE FLIGHTS
I ALSO BOOKED AN UPCOMING CRUISE,
BUT DIDN’T USE GOOGLE…
I BOOKED WITH THIS GUY…
THIS IS MY “CRUISE GUY.”
HIS NAME IS RICH TUCKER.
(@RICHTUCKER OF CRUISEDEALS.COM)
RICH TUCKER… A TRAVEL AGENT?
QUESTION: WHY DID I GO THROUGH RICH?
ANSWER: HE PROVIDES SO MUCH ADDED VALUE!
WANNA GET AWAY?
TRAVEL AGENTS THAT SURVIVED
ARE VERY SUCCESSFUL TODAY
IS INSURANCE FOLLOWING TRAVEL?
INSURANCE AGENTS MUST EVOLVE
“The local agent channel is undergoing tremendous change, and not
all agents will survive the...
INSURANCE 2.0: HOW INSURANCE EVOLVES
• Future of Information & Communication
• Insurance Trends Impacting Agents
• Develop...
WHAT’S THE FUTURE LOOK LIKE?
POSITIVE: ACCESS TO INFORMATION
“The Internet will shift
from the place we find cat
videos to a background
capability that...
POSITIVE: SEAMLESS COMMUNICATION
“Most customers will interact
with their agents and carriers
across the full range of
cha...
NEGATIVE: CLUTTER & CONFUSION
NEGATIVE: CLUTTER & CONFUSION
“Winning agents will deliver tailored and relevant expertise and excel at
multichannel marke...
INSURANCE TRENDS IMPACTING AGENTS
TREND: Carriers move toward direct-to-consumer marketing
BUT MANY SHOPPING JOURNEYS GO
THROUGH DIRECT AND AGENT CHANNELS
WORK WITH CARRIERS TO STAY ON-MESSAGE
INSURANCE TRENDS IMPACTING AGENTS
TREND: Move beyond the local market paradigm
MOVE BEYOND LOCAL BY FOCUSING ON
YOUR SPECIALIZED AREAS OF EXPERTISE
“Agents will need to take a
broader view of their mar...
CREATING AN ONLINE MEDIA STRATEGY
IT’S
MORE
THAN
THIS

THE HUB AND SPOKE MARKETING MODEL
• Your Website =
Marketing Hub
• Use Social/Digital
Presences as
“Outposts”
• Go Where
P...
PEOPLE (MOST LIKELY) DON’T VISIT YOUR
WEBSITE FOR THE CUTE ANIMAL VIDEOS
UNDERSTANDING CONSUMER BEHAVIOR
• Why do prospective customers visit your website?
• Why do current customers visit your w...
USE BOLD CALLS TO ACTION
GO WHERE YOUR CUSTOMERS ARE TALKING
GO WHERE YOUR CUSTOMERS ARE TALKING
WHEN MESSAGING MEETS CONVERSATION
SOCIAL RECOMMENDATIONS ARE KEY
ENCOURAGE TOP POLICYHOLDERS TO
REVIEW YOUR BUSINESS ONLINE
SOCIAL MEDIA MYTHS & MISCONCEPTIONS
MYTH: SOCIAL MEDIA IS ONLY FOR KIDS
SOCIAL MEDIA MYTHS & MISCONCEPTIONS
FACT: Over 35m U.S. Baby Boomers use Facebook
SOCIAL MEDIA MYTHS & MISCONCEPTIONS
MYTH: ALL MY FOLLOWERS SEE EVERY POST I MAKE
SOCIAL MEDIA MYTHS & MISCONCEPTIONS
FACT: A SMALL % OF FOLLOWERS SEE YOUR POSTS
SOCIAL MEDIA MYTHS & MISCONCEPTIONS
FACT: A SMALL % OF FOLLOWERS SEE YOUR POSTS
SOCIAL MEDIA MYTHS & MISCONCEPTIONS
MYTH: WE SHOULD BE ON EVERY SOCIAL NETWORK
SOCIAL MEDIA MYTHS & MISCONCEPTIONS
FACT: FOCUS ON QUALITY OVER QUANTITY
FINAL
TAKEAWAYS
FIND THE CONVERSATION SWEET SPOT
WHAT PEOPLE ARE
TALKING ABOUT YOUR TOPIC
RISKY RISKY
SWEET SPOT
GIVE THE PEOPLE WHAT THEY WANT
YOUR GOAL: Keep Them Happy and Engaged…
…Without Losing
Him Forever
FOCUS ON SMALL GROUPS & ADVOCATES
TO EXTEND YOUR MESSAGE’S REACH
CONNECTING IS EASY. TRUST IS HARD.
Be the Trusted Leader, Helper & Networker.
Don’t be the
Gatekeeper.
Ryan Cohn
Vice President, Social/Digital
Sachs Media Group
www.sachsmedia.com
Follow on Twitter:
@RyanCohn
Subscribe on Li...
Insurance 2.0: How Top Independent Agents Use Online / Social Media
Insurance 2.0: How Top Independent Agents Use Online / Social Media
Upcoming SlideShare
Loading in …5
×

Insurance 2.0: How Top Independent Agents Use Online / Social Media

561 views

Published on

The insurance industry is evolving and top independent agents are taking advantage of new online and social media strategies. From marketing to customer service, top agents using this array of online tools to build relationships and provide value.

Published in: Business
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
561
On SlideShare
0
From Embeds
0
Number of Embeds
3
Actions
Shares
0
Downloads
30
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

Insurance 2.0: How Top Independent Agents Use Online / Social Media

  1. 1. Originally Presented at: Florida Association of Insurance Agents 2014 Convention & Education Symposium June 19, 2014 - Orlando, FL Ryan Cohn Vice President, Social/Digital Sachs Media Group SachsMedia.com
  2. 2. I RECENTLY BOOKED A FLIGHT TO HOUSTON
  3. 3. BUT I DIDN’T BOOK WITH THIS GUY…
  4. 4. OR THIS GUY…
  5. 5. I BOOKED ONLINE VIA GOOGLE FLIGHTS
  6. 6. I ALSO BOOKED AN UPCOMING CRUISE, BUT DIDN’T USE GOOGLE…
  7. 7. I BOOKED WITH THIS GUY… THIS IS MY “CRUISE GUY.” HIS NAME IS RICH TUCKER. (@RICHTUCKER OF CRUISEDEALS.COM)
  8. 8. RICH TUCKER… A TRAVEL AGENT? QUESTION: WHY DID I GO THROUGH RICH? ANSWER: HE PROVIDES SO MUCH ADDED VALUE!
  9. 9. WANNA GET AWAY?
  10. 10. TRAVEL AGENTS THAT SURVIVED ARE VERY SUCCESSFUL TODAY
  11. 11. IS INSURANCE FOLLOWING TRAVEL?
  12. 12. INSURANCE AGENTS MUST EVOLVE “The local agent channel is undergoing tremendous change, and not all agents will survive the transition. Those that do, however, will likely be well-adapted to thrive in the new distribution environment.” - McKinsey & Company, 2013
  13. 13. INSURANCE 2.0: HOW INSURANCE EVOLVES • Future of Information & Communication • Insurance Trends Impacting Agents • Developing an Online Media Strategy • Top Digital Myths & Misconceptions
  14. 14. WHAT’S THE FUTURE LOOK LIKE?
  15. 15. POSITIVE: ACCESS TO INFORMATION “The Internet will shift from the place we find cat videos to a background capability that will be a seamless part of how we live our everyday lives.” - Joe Touch, PhD @ USC
  16. 16. POSITIVE: SEAMLESS COMMUNICATION “Most customers will interact with their agents and carriers across the full range of channels: in-person, through mobile devices, and by phone, Internet & videoconference.” - McKinsey & Company, 2013
  17. 17. NEGATIVE: CLUTTER & CONFUSION
  18. 18. NEGATIVE: CLUTTER & CONFUSION “Winning agents will deliver tailored and relevant expertise and excel at multichannel marketing, while increasing their scale and efficiency.” - McKinsey & Company, 2013
  19. 19. INSURANCE TRENDS IMPACTING AGENTS TREND: Carriers move toward direct-to-consumer marketing
  20. 20. BUT MANY SHOPPING JOURNEYS GO THROUGH DIRECT AND AGENT CHANNELS
  21. 21. WORK WITH CARRIERS TO STAY ON-MESSAGE
  22. 22. INSURANCE TRENDS IMPACTING AGENTS TREND: Move beyond the local market paradigm
  23. 23. MOVE BEYOND LOCAL BY FOCUSING ON YOUR SPECIALIZED AREAS OF EXPERTISE “Agents will need to take a broader view of their market and have a clearer articulation of their target customer segments (and associated product offerings).” - McKinsey & Company, 2013
  24. 24. CREATING AN ONLINE MEDIA STRATEGY IT’S MORE THAN THIS 
  25. 25. THE HUB AND SPOKE MARKETING MODEL • Your Website = Marketing Hub • Use Social/Digital Presences as “Outposts” • Go Where Prospective Customers Are & Send Them to Your Website • Get Them to Return
  26. 26. PEOPLE (MOST LIKELY) DON’T VISIT YOUR WEBSITE FOR THE CUTE ANIMAL VIDEOS
  27. 27. UNDERSTANDING CONSUMER BEHAVIOR • Why do prospective customers visit your website? • Why do current customers visit your website? • Would anyone else visit your website? Media? Prospective employees?
  28. 28. USE BOLD CALLS TO ACTION
  29. 29. GO WHERE YOUR CUSTOMERS ARE TALKING
  30. 30. GO WHERE YOUR CUSTOMERS ARE TALKING
  31. 31. WHEN MESSAGING MEETS CONVERSATION
  32. 32. SOCIAL RECOMMENDATIONS ARE KEY
  33. 33. ENCOURAGE TOP POLICYHOLDERS TO REVIEW YOUR BUSINESS ONLINE
  34. 34. SOCIAL MEDIA MYTHS & MISCONCEPTIONS MYTH: SOCIAL MEDIA IS ONLY FOR KIDS
  35. 35. SOCIAL MEDIA MYTHS & MISCONCEPTIONS FACT: Over 35m U.S. Baby Boomers use Facebook
  36. 36. SOCIAL MEDIA MYTHS & MISCONCEPTIONS MYTH: ALL MY FOLLOWERS SEE EVERY POST I MAKE
  37. 37. SOCIAL MEDIA MYTHS & MISCONCEPTIONS FACT: A SMALL % OF FOLLOWERS SEE YOUR POSTS
  38. 38. SOCIAL MEDIA MYTHS & MISCONCEPTIONS FACT: A SMALL % OF FOLLOWERS SEE YOUR POSTS
  39. 39. SOCIAL MEDIA MYTHS & MISCONCEPTIONS MYTH: WE SHOULD BE ON EVERY SOCIAL NETWORK
  40. 40. SOCIAL MEDIA MYTHS & MISCONCEPTIONS FACT: FOCUS ON QUALITY OVER QUANTITY
  41. 41. FINAL TAKEAWAYS
  42. 42. FIND THE CONVERSATION SWEET SPOT WHAT PEOPLE ARE TALKING ABOUT YOUR TOPIC RISKY RISKY SWEET SPOT
  43. 43. GIVE THE PEOPLE WHAT THEY WANT YOUR GOAL: Keep Them Happy and Engaged… …Without Losing Him Forever
  44. 44. FOCUS ON SMALL GROUPS & ADVOCATES TO EXTEND YOUR MESSAGE’S REACH
  45. 45. CONNECTING IS EASY. TRUST IS HARD. Be the Trusted Leader, Helper & Networker. Don’t be the Gatekeeper.
  46. 46. Ryan Cohn Vice President, Social/Digital Sachs Media Group www.sachsmedia.com Follow on Twitter: @RyanCohn Subscribe on LinkedIn: https://www.linkedin.com/in/ryanc ohn Blog and more info at: http://sachsmedia.com/team/ryan -cohn/ INSURANCE 2.0 Using Online Media to Build Relationships and Provide Value

×