Social Media And The Insurance Broker are You Kidding 0210

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My presentation at Insurance Canada 2010 Technology Conference on Feb 22.

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  • Social Media And The Insurance Broker are You Kidding 0210

    1. 1. The Social Web and the Insurance Broker “ You ’ ve Got to Be Kidding ” By Rick Morgan
    2. 2. Crescenta Valley Insurance Rick Dinger
    3. 3. Familiar with the Social Web?
    4. 4. <ul><li>A virtual community where people with common interests can gather and connect, to share stories, ideas, thoughts, and opinions . </li></ul>Flickr: superaleja
    5. 5. <ul><li>It’s a Fad. </li></ul><ul><li>I don’t have time. </li></ul><ul><li>It’s not for business. </li></ul><ul><li>What is the ROI ? </li></ul><ul><li>I don’t want my staff wasting company time on this. </li></ul><ul><li>What about E&0? </li></ul>
    6. 6. <ul><li>Opening Up New Opportunities </li></ul><ul><li>essential tool for communication </li></ul><ul><li>customer engagement </li></ul><ul><li>lead generation </li></ul><ul><li>immediate customer contact </li></ul><ul><li>customer service </li></ul><ul><li>customer interaction </li></ul><ul><li>relationship building </li></ul>The Social Web and the Broker
    7. 7. <ul><li>Rapid rise in the popularity of social networking </li></ul><ul><li>“ Main Street” acceptance of social networking </li></ul><ul><li>Social Media Revolution </li></ul>
    8. 8. Consumers Increasingly Rely on the Internet for Auto Insurance, with 73% of Consumers Researching the Topic Online this Year Compared to 67% Last Year. <ul><li>Source: 2009 comScore Online Auto Insurance Report </li></ul>
    9. 9. Of Those Online Shoppers Who Don’t Bind Online, 73% Purchase Offline After Quoting Online. <ul><li>The most common way of purchasing offline after quoting online is through a local agent in person . </li></ul><ul><li>Source: 2009 comScore Online Auto Insurance Report </li></ul>
    10. 10. <ul><li>You have done it most of your life. So did you parents and grandparents. </li></ul>flickr: cynthiacloskey's
    11. 11. <ul><li>Have you ever: </li></ul><ul><ul><li>asked or given advice? </li></ul></ul><ul><ul><li>given or received a recommendation? </li></ul></ul><ul><ul><li>shared an experience? </li></ul></ul><ul><ul><li>collaborated on a project? </li></ul></ul><ul><ul><li>interacted with a group? </li></ul></ul>
    12. 12. <ul><li>Curiosity Marketing </li></ul><ul><li>Inbound vs. Outbound Marketing </li></ul>
    13. 13. Diagram Curtesy of David Armano http://darmano.typepad.com/logic_emotion/2009/04/why-marketing-in-a-post-consumer-era-wont-look-like-marketing.html
    14. 14. <ul><li>“ A brand is a person’s gut feeling about a product, service, or organization.” </li></ul><ul><li>- Matty Neumeier </li></ul>Flickr: jimsk
    15. 15. <ul><li>“ Soon, being the loudest and broadest messenger in a medium consumers don't trust simply won't count as much as being the most authentic, available, and accessible brand in the media consumers do trust”. - Experience: The Blog by Augie Ray </li></ul>
    16. 16. <ul><li>Blogs </li></ul><ul><li>A Blog, is a website with regular entries of commentary, news, opinion or other material such as links, photographs or video. </li></ul><ul><li>Blogs should be a mix of information. </li></ul><ul><li>Facebook’s popularity means that many of your prospects and customers already use Facebook to keep in touch not only with family and friends but also companies. </li></ul><ul><li> http://www. facebook .com </li></ul>
    17. 17. <ul><li>LinkedIn is a social network for business professionals. </li></ul><ul><li> http://www. linkedin .com </li></ul><ul><li>Twitter asks the question, &quot;What are you doing?” Agencies can tweet company announcements, ask for feedback, answer customer questions or share relevant website page links. </li></ul><ul><li> http://business.twitter.com/twitter101 </li></ul><ul><li> http://twitter.com </li></ul>
    18. 18. <ul><ul><ul><li>Creating Objectives </li></ul></ul></ul><ul><li>Goal </li></ul><ul><li>Objectives </li></ul><ul><li>Strategy </li></ul><ul><li>Tactics </li></ul>flickr amber-rae
    19. 19. <ul><li>Creating a Social Web Policy Guide </li></ul><ul><li>Company culture and management philosophy </li></ul><ul><li>  avoid the social web altogether </li></ul><ul><li>  ac t intelligently </li></ul><ul><li>Transparency </li></ul><ul><li>Personal vs. company brand </li></ul><ul><li>There is no one size fits all </li></ul>Flickr racatumba
    20. 20. <ul><li>1. Provide the forum for discussion of social and family issues </li></ul><ul><li>Founders Group Insurance uses their Blog and Twitter to engage their followers in both cultural and insurance-related topics. </li></ul><ul><li> http: //foundersgrp . wordpress .com/ </li></ul><ul><li>2. Help customers through with disaster preparedness and disaster recovery </li></ul><ul><li>Nibby Priest, an agent in Henderson, KY used Facebook and Twitter to communicate with customers during an ice storm. Claims were actually submitted over Facebook. </li></ul><ul><li> http://blog. govaughn .com/ </li></ul>Broker inspired examples
    21. 21. <ul><li>3. Educate customers on insurance and allow them to share feedback </li></ul><ul><li>Agent Chris Jordan, uses his Atlanta Insurance Live site and use of video to help customers and prospects understand the world of insurance. http://www. atlantainsurancelive .com </li></ul><ul><li>4. Develop communities for targeting customer segments </li></ul><ul><li>Irwin Siegel Agency, Inc. Irwin Siegel Agency, Inc. uses social networking to help generate interest with target customer segments. http://www. siegelagency .com/default. htm </li></ul><ul><li>Enhance your brand and marketing message. </li></ul><ul><li>Cory Young of Rhodes & Williams Insurance Brokerts has used social web tools to expand his reach and build an on-line community. http://twitter. com/ottawainsurance </li></ul>
    22. 22. <ul><li>Listen Listen Listen
 </li></ul><ul><li>Pay Attention to the Metrics
 </li></ul><ul><li>Have Rules, But Trust People </li></ul><ul><li>Creativity & Personality Trump Big Budget </li></ul><ul><li>Source SlideShare 5 Social Media Secrets for 2010 </li></ul>Photo MacAllenBrothers
    23. 23. <ul><li>Be Ubiquitous </li></ul><ul><li>Be Social </li></ul><ul><li>Be Interesting </li></ul><ul><li>Be Remarkable </li></ul><ul><li>Be Yourself </li></ul>
    24. 24. <ul><li>Agents Council on Technology - ACT </li></ul><ul><li>Misc. Articles and Links - Delicious </li></ul><ul><li>Amber Naslund - Altitude </li></ul><ul><li>Chris Brogan </li></ul><ul><li>David Armano - Logic + Emotion </li></ul><ul><li>This Presentation - www.Slideshare.net/rickjmiv </li></ul>Resources
    25. 25. <ul><ul><li>Google Voice: 720.255.1645 </li></ul></ul><ul><li>Visit me at: Web Site | LinkedIn | Facebook | Twitter | FriendFeed | Blog </li></ul>

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