Social Networking Survey: Insurance Agents vs. General Population


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View recent survey results which compare how insurance agents are using social networking compared to the general population. Topics covered include popular sources, frequency, information sharing, lead generation, and more.

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Social Networking Survey: Insurance Agents vs. General Population

  1. 1. Benepath, Inc Social Networking Survey: A Measure of Insurance Agents Usage<br />May, 20,2011<br />
  2. 2. Survey Overview<br />The objective of our recent survey was to determine the current usage of social networking by insurance agents and provide agents with information about general trends in social media. <br />The sites agents are actively using<br />How they are primarily using social networking<br />Which sites are more suited for business vs. personal<br />How agents are leveraging social networking in their business<br />Agents from over 41 states participated in the survey. <br />Respondents spanned from newly licensed to experienced agents.<br />
  3. 3. Social Networking is Where Its At<br />All Americans and agents are beginning to use social networking sites on a widespread basis. <br />Presently 75% of all Americans are using one of the main social networking sites. <br />It is anticipated that the percentage of Americans using social networking will continue to grow for several years, albeit at a slower pace.<br />As a group, agents appear to be using Facebook, Twitter and LinkedIn at higher rates than the overall population.<br />Did You Know?<br /><ul><li>25% of Americans vs. 28% of Agents Do Not Use Social Media
  4. 4. 25% follow a company or brand through Facebook
  5. 5. 44% of social networking participants use social networking while watching TV</li></ul>Arbitron and Edison Research Report 2011, <br />Ericsson Report May 2011<br />Benepath, Inc Research May 2011<br />Sources:<br />
  6. 6. We are Using Social Media More and More<br />We have witnessed surprising growth in the use of social media. In 2008 only 8% of the US population was using social networking.<br /><ul><li>75% of the country is using Social Networking
  7. 7. 50% of Americans login at least 1 time per day
  8. 8. 18% login multiple times per day
  9. 9. 18% of Americans login to Social Media before getting out of bed</li></ul>As a group Agents appear to be using these sites more than the average American.<br /><ul><li>75% of Agents are logging in at least 1 time per day
  10. 10. 26.3% are logging in multiple times per day and are spending at least 30 minutes on Facebook, Twitter and LinkedIn</li></li></ul><li>Business or Pleasure <br />Although most social networking users got started using the sites for personal reasons, there is a slow progression by respondents to start using them for business purposes. <br />Personal: <br />90.6% of respondents use Facebook to stay connected with friends while 33.4% use LinkedIn followed by Twitter with 9.4%.<br />Only 8% of participants say they will never use social networking for personal reasons.<br />What’s A FUNSie?<br /><ul><li>Stands for Frequent Users of Networking Sites
  11. 11. Their primary reason for networking is for personal use.</li></ul>Arbitron and Edison Research Report 2011, <br />Ericsson Report May 2011<br />Benepath, Inc Research May 2011<br />Sources:<br />
  12. 12. Business or Pleasure (Continued)<br />Business<br />Despite the high participation of social networking, 81.7% of agents are spending less than 20% of their networking time for business purposes.<br />Although no business category exceeds 50%, its evident that there is valuable business reasons to use social media.<br />What’s An ONE?<br /><ul><li>Not the popular basketball phrase
  13. 13. Stands for Online Networking Experts
  14. 14. They efficiently use social networking for business and personal reasons.</li></li></ul><li>Business or Pleasure (Continued)<br />Business<br />This chart depicts the percentage of respondents who said they use social media for busines and matches the corresponding sites where they are visiting for business purposes.<br />Interesting Findings:<br /><ul><li>73.7% of Agents are communicating with colleagues on LinkedIn, but shift their focus to Facebook when communicating with Customers.
  15. 15. Agents find all 4 sites as reputable sources for updated News, but primarily use LinkedIn for their Research.</li></li></ul><li>Digging a Little Deeper<br />What’s a WINner?<br /><ul><li>Specific category to Agents
  16. 16. Stands for Winning at Insurance Networking
  17. 17. They efficiently use social networking to stay connected with colleagues, stay informed and generate leads.</li></ul>WINners<br />Participants in this survey that spend at least 30 minutes networking a day & 80% of their time social networking for business reasons.<br />65% of WINners stay informed through News updates compared to 40% of overall respondents<br />57% Generate Leads compared to 26% of overall respondents<br />71% Communicate with other Agents compared to 34% of overall respondents<br />48% Research carriers and products compared to 31% of overall respondents<br />
  18. 18. Overall Summary<br />Agents are slightly ahead of the overall population with their use of Facebook, Twitter and LinkedIn.<br />Lead Generation: Agents aren’t maximizing their lead generation efforts, only using LinkedIn for colleague communication and Facebook for customer communication. If you look at what WINners are doing, we believe there will be a shift in agents using all sites more to do lead generation.<br />Future Trends:<br />LinkedIn: More agents using LinkedIn for more than just industry trends and research.<br />Facebook: Agents expanding their use to generate more referrals. With companies having more of a presence, agents will use Facebook more like they are currently using LinkedIn.<br />Twitter: Continued rise of agents using Twitter both as tweeters and followers.<br />You Tube: Agents utilizing this forum to create a more customized, branded approach to both customers and prospects.<br />
  19. 19. About Benepath<br />Founded 2004<br />Provides Insurance Leads Across the US<br />Only Provider of Exclusive Leads that Are Generated In-House<br />Clelland Green, President<br />Founder and Owner<br />Insurance Sales and Marketing Professional for 25 Years<br />