Social media can be used as a tool by insurance agents to expand their reach, generate more leads, and build connections with clients. The foundation involves profiling typical insurance customers to develop personas, building a personal brand aligned with the insurance brand's values, and setting goals and metrics to measure success. Content should provide value to customers by solving problems, showing expertise, and promoting products and benefits. Regular posting, engagement, advertising, and analyzing metrics can help agents achieve business goals through social media.

1. Social Media Training
INSURANCE SALES AGENTS

2. What is Social Media?
Social Media is collection of online channels and platforms dedicated to interaction,
content sharing and collaboration, among users sharing a connection
What is Social Media to You As an Insurance Agent?
A tool to expand
your reach,
generate more
leads and Build a
connection with
your clients.
A way to take
your winning
process online

3. The Foundation

4. The Foundation
● The Foundation is the most important step to getting what
you want out of Social Media
● It involves:
○ Profiling of Your Typical Insurance customers
○ Building your Personal Brand
○ Aligned with the Insurance brand and core values
Integrity
Results
Orientation
Teamwork
Customer
Focus

5. Customer Profiling:
Developing Personas
5

6. Insurance’s
Buyer Personas
Insurance
CUSTOMER
PERSONAS
WORKING
MOTHER
Insurance
Female
Driver’s Plan
YOUNG
DRIVER
Insurance
First
Experience
Driver’s Plan
BUSINESS
OWNER
Insurance
Fidelity
Guarantee
SINGLE
PROFESSIO
NAL
Insurance
Personal
Computers

7. Target Personas
7
What are his/her
interests?
Health and Well being
What is he/she trying
to achieve?
Financial Security
Children’s Education
What are their views on
major issues?
Crime
The Economy
Social Issues
WORKING
MOTHER
Insurance Customer Persona

8. Connecting with Your Customers
8

9. Working
Mother
Pains
• Family Security
• Unexpected
Additional
Expenses
• Time pressures
Jobs
• Organizing Children’s
supervision
• Being efficient at Work
• Pay Mortgage
• Get Household Chores done
Gains
• Peace of Mind
• Convenience
• Save Time
WORKING
MOTHER
Insurance Customer Persona

10. Product Feature: Insurance Emergency Road Side
Assistance
Pains
Relievers
• Not having to
organize
towing
• Reduced risk
of Delays
Products and
Services (Feature)
• Emergency Roadside
Assistance
Gain Creators
• Peace of Mind
• Security
WORKING
MOTHER
Insurance Customer Persona
Value Creators
for
Insurance Customer
Personas

11. The Personal Brand

12. Consider your customer
Communications
Who or what
influenced them to
work with you?
Insurance Customer
Testimonials
Where can they find
more information
about you?
Customer Feedback,
Insurance Promotional
Material
Who/What do they
affiliate you with?
Friends, family,
Insurance
What value are you
bringing to them?
How can Insurance’s
Products and Services
be a ‘pain reliever’?
Do you manage your
online presence?
Your Social Media
Pages should be well
populated
Where have they seen
you?
Insurance Agent’s
Awards Ads, Insurance
Press Releases
How are you different and how do you let them know
about you?
Positioning
The persona you
project online aligns
with the Insurance
Brand
Communications?
Value Insurance
product features and
offerings can provide

13. How do you add value?
(Pain relievers)
For The Working Female Insurance Customer:
• Videos Giving Career Advice
• Images Of Upcoming Social Events
• Insurance Loyalty Card for Notification Of
Great Savings

14. Current Leading Social Media Platforms
Twitter Facebook Instagram YouTube LinkedIn

15. Recommended Platforms for Insurance
Agents
37,429 peopl
-Leads the platforms for number
of users in Trinidad and Tobago
-High Targeting abilities
-Supports various forms of
Content e.g. videos, live video,
text-heavy
Metrics provided are very
detailed
-High levels of engagement
-More opportunities to increase
the visibility of your posts
through hashtags
-High visual content is good for
brand building
-Opens the doors for networking
and potential clients, especially
professional level customers
-Branding yourself as a subject
expert will make prospects think
of you when they need you
-Good Place to display
accomplishments
-A great pool of quality business
connections
-Gain credibility – With the -
‘Recommendations’ feature. The
more recommendations you
have from past clients, the more
confidence prospects will have in
you.

16. What Can it do for You?
5
4
3
2
1

17. Achieving Our Goals
How do we get what we want out of it?

18. Content

19. Smart Content: What is the Content Doing for
Your Customers?
MAKES YOU
LAUGH
• Good Clean,
Not Offensively
Funny
• Deepen your
connection by
making your
prospects
and
customers
Laugh/Smile
THIS IS US
• Describes your
Bond with
Someone
• Be more than
a Sales
Agent to your
customers.
Humanize
yourself.
• Let your
personality
shine
THIS IS ME
• Helps you joke
about yourself.
Not take
yourself too
seriously
• Give
Affirmation. Let
your prospects
know they are
accepted for
who they are
HELPS ME
LEARN
SOMETHING
• Reveals
something you
may not have
known
• Help your
customers
cope
• Check out the
Insurance FB
page for
numerous
posts you can
share on this
FAITH RESTORED
• Still Good out
there
• Feel Good
• Empathize with
this
• Let your
customers
associate you
with positivity

20. Proven Lead Generation and Data Mining
Tactics
1. Share Links to Content
2. Run Contests
3. Use Social Media Advertising
○ Facebook Lead Ads
○ LinkedIn Lead Ads
○ Instagram Lead Ads
4. Use Facebook Custom Tabs
5. Use Geo-targeted Search
6. Use targeted Social Media Listening to get actionable insights
Lead forms with Customer
Contact Information are
automatically populated!!!

21. Proven Connecting and Relationship
Building Tactics
● Download your connections and build a prospects list
● Join Groups, Communities and participate. The more you engage, the more favorably
you are ranked in online polls
● Find ways to stand out in the newsfeed; be visual and creative.
● Ensure your profile uses keywords so customers can find you in searches
● Post during working hours to grab your customers attention
● Share content that matters to your clients, as well as Insurance industry content. This
will position you as a thought leader
● Follow current clients, prospects and industry influencers to build customer loyalty
● Celebrate your clients/ prospects’ accomplishments. Pay attention to new jobs and
birthdays, they matter.
● Reply to comments in a timely manner. When people are engaging you, respond.

22. Proven Trust and Confidence Building
Tactics
● Solve Your Customers’ Problems with
original articles, posts and videos
● Showcase your talents and
achievements
● Highlight Images of you interacting
with your customers
● Respond in a timely manner to all your
customers’ comments and questions
● Post valuable information on topics
that interest your customers
● For LinkedIn be sure to write a good
Customer Centric Summary Page
The Story Summary
The personal
motivations
summary
The factual
summary
The Informational
Summary
The “I feel your
pain” Summary
5 Proven
Templates
for
Sales
Agents

23. Proven Tactics for Product Promotion
● Set up nice videos and photo albums by product category to effectively showcase
Insurance products
.
Display Social
Media Posts,
showcasing the
Features,
Advantages and
Benefits of
Insurance's
Products
Let your clients
know of Insurance
promotional offers.
You can share
Insurance Facebook
Content with our
clients and
prospects.
This can move them
towards action

24. Social Media Tactical Execution Plan
Daily Estmated Resources Estimated Time
Reply to everyone Free
2hrs
Check your mentions Free
Monitor social media for keywords and phrases Free
Check out other social media profiles Free
Engage with Most Valuable Player (MVPs) Free
Follow back those who follow you Free
Connect with one new person Free
Join Groups and Send Customers Requests to Members Free
Post comments to Customers Status Updates Free
Confirm Customers Requests and post Thank You message to their wall Free
Invite Customers to become Fans Free
Weekly
Check your stats Free
3hrs
Engage with influencers Free
Engage with partners Free
Include One Update per week Free
Take part in discussions and chats Free
Update your social media ads
Various Costs (See
next slide)
Ad Creation (if Outsourced)
If done by Sales Agent themselves using online graphics help $2,000-
$4,000 $240
Post Events, Video, Photos, Notes Free
Curate content to share Free
Monthly
Set your Budget Free
Goal-setting Free
3hrs
Create your content Calendar- Plan ahead for the next month or more Free

25. Average Costs for LinkedIn and Facebook
Paid Advertising
Current LinkedIn Advertising Costs
● The average LinkedIn Ads CPM ( Cost per impression)is $8.39
● The average CPC (Cost per Send) on LinkedIn is $6.50
Current Facebook Ads Costs
● Facebook ads cost between $0.20-$0.80 per click on average
● You can get started for as little as $10-$20.
.

26. Measuring Your Success

27. Tools to keep track of Facebook Metrics
FACEBOOK
METRICS TOOLS (FACEBOOK INSIGHTS)
Level of Interest in the Social
Media Profile/Page Impressions,Likes, Followers
Reach Organic Reach,Likes, Followers
Content Engagement
Shares, Likes,
Comments,Engagement Rate,
Conversation Rate
Share of Voice
Use Social Mention to find out
strength, sentiment, passion
relative to competitor brands
ROI of Ad Campaigns
Facebook Ad Metrics-Click-through
rate (CTR) ,Ad frequency, cost per
thousand impressions (CPM) or
cost per click (CPC)

28. Tools to keep track of LinkedIn Metrics
● Use impressions, clicks and engagement rates Post Performance
● Page Reach
● Engagement Rate
● Demographic of Followers
● How You Compare

29. Return on Investment
What is the
cost of the
sale?
What results
are you
getting?

30. Cost BREAKDOWN Example
GRAPHICS/
PHOTOS/ VIDEOS
ADVERTISING: Daily
Budget
SOCIAL MEDIA
MANAGEMENT
ANALYTICS AUDIENCE
RESEARCH
$30- 40 USD to create
high quality cover
photos, professional
profile pictures and
videos.
Can utilise free tools
like Unsplashed and
Canva.
FB: $10 USD/ day
IG: $5 USD/ day
$10 USD/ month
Platforms: Buffer,
Awesome Plan
Over 6 month period:
$60 USD
• Free
Platforms: Keyhole,
Cyfe, Klout, LikeAlyze,
WolframAlpha
Facebook Analytics,
LinkedIn Analytics
• Free
Facebook Audience
insights
LinkedIn insights
Typeform (for surveys)

31. Metrics Used to Measure Instagram.
PROFILE AUDIENCE
POSTS
(PHOTOS/
VIDEOS)
IG STORIES
IG LIVE
VIDEOS
Follower count Gender Impressions Impressions Live viewers at
any given time
Impressions Age Reach Reach Viewers
Reach Top locations Likes Exits
Profile Views Followers-
Hours
Comments
Posts Followers- Days Saved
Mentions Engagement
Branded
hastags
Views

32. LEVEL- TWO PERFORMANCE METRICS INSTAGRAM
● AVERAGE
Sum of metric for a period
No. of posts in that time period
Eg: verage comment, average engagement, average
reach
● TOP
Ranks posts by the number of impressions, reach,
engagement or views they receive.

33. Results
● Policies
● Premiums
● Commissions ( Property Insurance 12.5%, Motor 10%/15% for
Champions Club)