This presentation was developed for members of the Insurance Institute of Ontario – Southwestern Chapter as part of their "National Education Month" celebration in February 2017. The goal was to demonstrate how to build a professional (insurance) career via social networking for mentorship and education. Members were encouraged to create a respected brand online and help mentor the industry via tips, tools and resources to continue success in the industry. Note: Hyperlinks have been added for to most of the images and some text further details on specific topics such as social media landscape, cheat sheets, internet trolls.

1. How to Build Your Career via Social Networking
Social Media
for Insurance
Professionals
Presented by:
Colleen G. McCauley, HonsBA
Earth to Business Marketing
February 23, 2017

2. Agenda
• Social Media
• LinkedIn, Twitter, Facebook, Google+, etc.
• Professional Use
• Profile Elements, Content, Sharing
• Social Networking
• Personal vs Professional, Etiquette, Trolls, Build Your Network
2

3. SOCIAL
» an informal social
gathering, especially
one organized by the
members of a
particular club or
group.
MEDIA
» the means of commun
ication (radio, TV,
newspaper, magazine)
that reach or
influence people
widely
3

4. Social Media (Web 2.0)
»Websites and other online means
of communication that are used
by large groups of people to share
information and to develop
social and professional contacts.
4

5. Social Media is a
real-time, two-way
social gathering for
EVERYONE!
5

6. 2-6
Social Media Landscape 2016
• Pictures
• Videos
• Music
• Links
• Slideshows
• Blogs
• Wikis

7. Which social
media platform(s)
should you use?
How to use them?
7

8. Platform Features are Blurring
8

9. Social Media Cheat Sheet (for Brands)
9

10. LinkedIn
» Digital Resume
» Headline &
Summary
» Featured Skills &
Endorsements
» Recommendations
 Give/Receive
» Accomplishments
» Volunteer Work
10
No special lingo

11. LinkedIn – What to Do
1. Write Article/Status (Twitter)
2. Join Groups (Discussion)
3. Search Alumni & Jobs
4. Connections-Connections
5. Search – Filters
11
New Features?

12. Twitter
» Source for news/events
 Build/connect
» 140 characters or less
 photos/videos excluded
 Shortform/Abbreviations such
as TY (Thank You)
12

13. Twitter Lingo
» @ = REPLY to user
 Direct except when
characters e.g. period
in front of “@”
» RT = RETWEET
 Post from another user
» DM = Direct Message
 Message a follower
» # = Hashtag
 Categorize/Group
tweets
13

14. Twitter – What to Do
1. Follow profiles (individual/organization/business)
2. Thank followers for Following & Retweets
3. Join a Group Chat via hashtag
 Tweetchats or Tweetups
 Offline events
4. Trends (tailored) & Moments
14

15. Facebook & Google+
15
• Like/Follow profiles
(individual), and pages
(organization/business)
• Join Groups/Communities
• Notes Fb
• Collections G+
• Events
• Sharing

16. Pinterest & Instagram
» Primarily Photos and Infographics
 Aesthetics
» Lack engagement and interaction
 IG Mobile
» Inspiration source
16
Source: http://wersm.com/who-what-why-social-media-cheat-sheet-for-users/

17. Other
» WordPress: blog
» YouTube: videos
» Behance: portfolio
» Skype: videoconferencing
» Industry-Specific (e.g. GreenITers Mobile)
17

18. Other Cont’d
» Bitly: link (short URL) management platform
» Klout/Kred: measure your online impact
» Storify: create stories using social media
» DropBox or Box: document sharing
» Eventbrite: events
» Webinars
18

19. 2-19
Social Media Landscape 2016
• Pictures
• Videos
• Music
• Links
• Slideshows
• Blogs
• Wikis

20. What should
you share on
social media?
20

21. Key Profile Elements - Photos
» Professional, career-
appropriate headshot
» Background/Cover
 Interest, profession,
business, industry, etc.
If it’s NOT a
photo you’d
display on your
work desk,
don’t display it
online!
21

22. Key Profile Elements - Words
» About, Summary, and Headline(s)
 Keywords
 Highlight Skills, Knowledge &
Experience
» Update periodically
22

23. Create or Curate Content
»Story of your product/services,
personal, business, industry, etc.
»Something interesting you’ve read
or seen
 Always mention your source(s)
23

24. Content Examples
» Questions
» Witty anecdotes
» Quotes
» Memes
» Videos
» Animated GIFs
» Infographics
» Presentations
24
Be Visual & Human; Inform & Entertain

25. Find/Get Content Ideas
» Hashtag Search
 Twitter, Facebook,
Instagram, etc.
» Google Alerts
» Klout & Kred
» LinkedIn Pulse
» Twitter #Discover
» Information
Databases
 Magazine
 Newspaper
 Encyclopedia
 Academic Journal
Articles
25

26. Digital Sharecropping
26
Anyone can create
and share free
content, but it
effectively belongs
to the platform.
~Nicholas Carr
© Innogage

27. How can you
network (build
relationships)
on social media?
27

28. Build Your Network
28
Who to connect?
What purpose?
The Tipping Point is that
magic moment when idea,
trend, or social behaviour
crosses a threshold, tips,
and spreads like wildfire.

29. BE SOCIAL!
» Talk, laugh, learn and
make positive
connections.
» Listen, respond
thoughtfully, and ask
questions or make
statements
» Use social cues you’ve
learned from real-life
socializing.
» Be polite, pay a
compliment, or tell
something they would
find interesting.
29

30. 30
SELLING
~ Colleen G. McCauley

31. 31

32. Etiquette
» What you post will impact how others see you
 You are your brand!
» People connect with people!
 Personalize direct messages
» Too Professional = lower interaction
» 2 personal accounts may be against use terms
32

33. Etiquette cont’d
» Use privacy settings and lists to manage who can
view personal versus professional content
» Keep really personal issues offline: Anyone can
see it eventually
» Respectfully share your positions on certain
topics and beliefs without appearing
confrontational and exclusive
33

34. Don’t Feed or Be Internet Trolls!
» Use Humour Tactfully (light)
» Counter Fiction with Fact
» Don’t Join the Trolls
 i.e. poke fun at them
Troll-Free Community
1. Actively monitor
2. Set Boundaries
3. Be Nice/Kind
34

35. Learn to Love Networking
It's whether you feel dirty or clean
morally about networking or not
that matters more than how you are
feeling about it. - Tiziana Casciaro
Associate Professor of Organizational Behaviour and HR Management
at the Rotman School of Management at the University of Toronto
35

36. A New Mantra For Networking...
"I'VE GOT A LOT
TO OFFER SO
BRING IT ON!"
36
https://hbr.org/2016/05/learn-to-love-networking

37. Colleen G. McCauley
Personal Business
37
company/earth-to-business-marketing
@Earth2BizMrktg
info@earthtobusinessmarketing.com
(519) 870-9979
earthtobusinessmarketing
www.earthtobusinessmarketing.com
http://ca.linkedin.com/in/colleengmccauley
@CGMcCauley
colleen.g.mccauley
+EarthtoBusinessMarketingLondon/+colleengmccauley
BOARD: earth-to-business-marketingcolleengmccaule
colleengmccauley.wordpress.com
www.behance.net/ColleenGMcCauley

38. 38
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