Social Media Overview& Best PracticesChapter 1, Social Media for Agents
Why use it?✤   It’s built for relationship building✤   Meet your customers where they    are✤   Monitor/learn from what   ...
Risks vs. Benefitsof Engaging Online✤   Open yourself to commentary -    positive or negative✤   What you say online lives...
Risks vs. Benefitsof Engaging Online               ✤   Turn a negative experience into a                   positive one by...
How Agents are Using Social✤   Connecting with potential clients at the time of an important life    event✤   Share news, ...
Social Media Landscape
Top Contenders,by Size Market Share of Visits [August 2012] for the top 5:  •   Facebook 62.62% (+)  •   Youtube 20.16% (-...
Notable Differences inDemographics LinkedIn     Facebook   Twitter
General Guidelines✤   Be authentic and transparent✤   Be consistent and frequent✤   Consider all potential audiences✤   Mi...
General Guidelines✤   Legal & Compliance    Considerations -    the same rules apply.
Unique to Facebook✤   Relaxed atmosphere where    people come to connect with    friends and family✤   Ability to create a...
Unique to LinkedIn                ✤   Conversations are professional                    in nature and posts require more  ...
Unique to Twitter✤   Mixed formal and informal✤   Only have 140 characters to say what you    want - resulting in Twitter ...
Social Enhancements✤   YouTube✤   Pinterest✤   Instagram✤   SlideShare
Next in this series...✤   Chapter 2: LinkedIn for Agents✤   Chapter 3: Facebook for Agents✤   Chapter 4: Twitter for Agent...
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Chapter 1: Social Media Overview & Best Practices

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  • Time consuming - that’s why it’s so important to decide what it is you’d like to accomplish, and define measurable goals before beginning social outreach, so that time is spent judiciously and receives maximum return\n
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  • http://www.dreamgrow.com/top-10-social-networking-sites-by-market-share-of-visits-august-2012/\n
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  • Be authentic and transparent - disclose your affiliations when discussing work topics - this can be as simple as listing your employer in your bio\n Be consistent and frequent - if you start something, continue it. It shows you have the commitment and resources to follow-through on things. You also don’t want someone finding your page later on and everything to be outdated.\n Consider all potential audiences - Don’t write anything that could be considered offensive, politically charged or unprofessional, regardless of how you’ve set your privacy settings. Rule of thumb - don’t post anything online you wouldn’t want your grandmother to read or see.\n Mind the medium - every social site has its own personality and tone of voice set by the users. Listen before you start posting so you can decide what the best mix of professional yet engaging and personal is for you.\n
  • The same laws that apply to insurance company and agent marketing materials also apply to social media usage, the agents should keep this in mind as they use social media, check with the insurance carriers with which they are appointed to confirm what the carriers specific guidelines are regarding use of social media.  Insurer requirements may include insurer home office pre use compliance review of all social media materials. Carriers may differ with regards to their guidelines so be sure to check w/ each carrier.  Note that different products may have different guidelines.\n
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  • how do you talk about life insurance every day -- consider life events, current events, articles, expert resources\n
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  • Chapter 1: Social Media Overview & Best Practices

    1. 1. Social Media Overview& Best PracticesChapter 1, Social Media for Agents
    2. 2. Why use it?✤ It’s built for relationship building✤ Meet your customers where they are✤ Monitor/learn from what competitors are doing✤ Build your personal brand✤ Create positive word-of-mouth
    3. 3. Risks vs. Benefitsof Engaging Online✤ Open yourself to commentary - positive or negative✤ What you say online lives forever and can be seen by anyone✤ Can be time consuming
    4. 4. Risks vs. Benefitsof Engaging Online ✤ Turn a negative experience into a positive one by addressing comments in real-time ✤ Find and leverage your advocates ✤ Share information easily with potential customers in a method that feels less intrusive
    5. 5. How Agents are Using Social✤ Connecting with potential clients at the time of an important life event✤ Share news, information, resources with current clients to show you’re looking out for them✤ Keep in touch and follow up - use the opportunity to discuss changes, enhancements to their plans✤ Increase searchability online and control the message/what people see when Googled
    6. 6. Social Media Landscape
    7. 7. Top Contenders,by Size Market Share of Visits [August 2012] for the top 5: • Facebook 62.62% (+) • Youtube 20.16% (-) • Twitter 2.03% (-) • Pinterest 1.08% (+) • Google+ 1.03% (+)
    8. 8. Notable Differences inDemographics LinkedIn Facebook Twitter
    9. 9. General Guidelines✤ Be authentic and transparent✤ Be consistent and frequent✤ Consider all potential audiences✤ Mind the medium
    10. 10. General Guidelines✤ Legal & Compliance Considerations - the same rules apply.
    11. 11. Unique to Facebook✤ Relaxed atmosphere where people come to connect with friends and family✤ Ability to create a fan page separate from a personal page, with robust analytics✤ Limited exposure (must proactively find potential fans)✤ Proven advertising option
    12. 12. Unique to LinkedIn ✤ Conversations are professional in nature and posts require more formal tone than Facebook ✤ Users have the ability to join discussion groups, answer questions and be recognized as subject-matter experts, and post status updates similar to those on Facebook ✤ Ability to target advertising by job function and title
    13. 13. Unique to Twitter✤ Mixed formal and informal✤ Only have 140 characters to say what you want - resulting in Twitter user shorthand✤ Greater frequency is required to break through the clutter✤ Ability to tag someone in your tweet for easy exposure✤ Ability to easily search user content and find people talking about subjects relevant to you
    14. 14. Social Enhancements✤ YouTube✤ Pinterest✤ Instagram✤ SlideShare
    15. 15. Next in this series...✤ Chapter 2: LinkedIn for Agents✤ Chapter 3: Facebook for Agents✤ Chapter 4: Twitter for Agents✤ Chapter 5: Social Media Enhancements (Pinterest, Instragram, YouTube, Slide Share)

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