Discussed the Why,How,and what of Social and Digital Buisiness

1. Understanding the tools
of social and Digital Media
so you can
Social and Digitally
market your agency today

2. Jason Cass story
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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. 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. “If I could only get the whole
town to know me”

5. • The Why
• The How
• The What

6. 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

7. 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

8. 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

9. The Why

10. It’s no longer about
young or old….
It’s about connected
or unconnected.

11. This Is The Connected Generation

12. This Is The Connected Generation

13. This Is The Connected Generation

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. 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

16. What does this mean for you?

17. 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

18. Consumerization
one cares how much you know,
until they know how much you care”…
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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.

19. The How

20. How are you
marketing today?

21. 93% of businesses are NOT
going online for growth…
they are going online
to SURVIVE

23. Social Marketing
&
Digital Media

24. Social Marketing
“To be first in the mind of the consumer when
they realize they have a problem and
need to find a solution”

26. Impact and Numbers
Socialnomics

27. Digital Media
“Is being where the consumer is when they
search for a solution to a problem”

30. OK..I get it…

31. But…

32. Why?....

33. What’s the R.O.I?

34. Social marketing and digital media
is not a sales tool…
It is for…
Branding
Marketing
Communication
but…

35. Do the others and you can
Center for Blackhawks
PTC Oil & Gas Company

36. 4 Case studies

37. Case Study #1
Facebook iPad2 Referral Contest
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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.

38. 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
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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
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2

39. 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.

40. 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)

41. 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)

42. Case Study #2
FB R.O.I Fan review app
• Contest conducted April 13th – April 31st
• Contest Results
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28 reviews Facebook & LinkedIn
11 referrals
3 quotes
9 clients (62% CR)
26 fans gained from friends

43. 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!

44. Case Study #4
• Quote & Referral Promotion
• May 6th -16th Drawing on 17th
• Promotion results
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23 inbound actions
9 referrals
14 quotes
19 proposals given
14 clients (73% CR)
• Financials
• Expenses $850ish
• Income $5,700ish

45. Numbers as of 45 months
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As of 01.02.2014 (45 months)
Thousands of fans, followers, and connections
$261,000
NB social premium
$39,000
NB Personal revenue
$9,000
Life revenue
$81,000
Total revenue PL NB & RN & Life
$15,000
Commercial revenue NB & RN
$105,000
Total revenue NB & RNPL/CL/Life
99% retention – Rest of book is about 92%

46. FB expenses

47. Need to go where the people
are.

48. Social sites
• Stay connected with others instantly
• Broadcast to a large select audience

49. Social sites
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Broadcast myself on the jdcins channel
Coverages and FAQ
Market through email and website
Tell a story
Drawings

50. Social sites
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Prospecting -Business
Discussions
Content sharing
Resume

51. Social sites
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Biggest thing moving forward
Content
Authorship and publisher tag
Communities
Google authority
Tools like Google hangout

52. 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

53. 5 post types that get engagement
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Caption this
Fill in the blank
Questions
Pictures / infographics
Quotes

54. 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

55. Some things I do with Facebook
• Ads auger
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Get friends
Run ads ( sponsored stories )
Get fans
Run FB ads to:
Get their email /contact information ( giveaways)
Run contest & sweepstakes
• Like & Interest ads
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Get your message out to the exact person
Niche and target marketing at it’s best
• Generic branding ads
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Happy Birthday
Thank you
Holiday ads
Specials or current events
*Mobile*

56. 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

57. Proper FB dimensions

58. Photo Page Post / Sponsored Stories
• Tip: Images scaled down look better

59. Pictures w/text
Text & Link posted with photo may over lay photo in
newsfeed

60. 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

61. 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

62. 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

63. 11 days of promotion

64. 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

65. Promotion 101 cont.
5. Developed a new FB site
1.
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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

66. 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

67. 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

68. Promotion 101 cont.
11. Day 12
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Hold drawing at 3pm
Put all names in bowl
Find a unique place / person
Video tape the drawing
Upload video to FB page
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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

69. Marketing Ideas

70. Promotion 101 cont.

71. 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

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JDC Insurance Olympic trial
Snow Challenge
GEO Tracking
Video for clients
Share contest
Friend to fan auger
QR Code

73. Blogging
• Blogging
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Increases engagement
Increases fans/connections/followers/circles
Increases email subscribers
Increases agency value
• Tracking
• Everything is trackable
• Google analytics
• Crazyegg

74. Other places I use
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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

75. 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

76. Jason Cass & Brian Appleton
“The GROW mission is to provide every business the
confidence, tools, and knowledge to transform your
business into a social and digital business”
www.growprogram.com

77. 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.

78. GROWinbound

79. Contact info
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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