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The document provides an agenda for a presentation on using social media for insurance marketing. It introduces the speaker, Jason Cass, and his agency. It discusses key concepts like socialnomics and consumerization. Cass describes his social media activities including Facebook, Twitter, YouTube and LinkedIn. The presentation includes three case studies where Cass used a referral contest through ProjectCAP to generate new business leads. One case study resulted in 9 new clients from 11 referrals. The presentation encourages agents to get involved in digital marketing sooner rather than later to gain market share.
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- 1. DIGITAL WOW NOW IN IOWA!
- 2. AGENDA Me & My Agency Socialnomics Consumerization Window What / How I do social media Results I obtained on my own ProjectCAP Three case study’s with ProjectCAP Social Sooner
- 3. ME Jason D. Cass, CIC •34 years old •Married with two sons, age 13 & 7 •Owner / producer •10 years in the business •Chairman of National YAC for the Big I •Original CAP Task Force member •ACT liaison to the National YAC •IIA of IL YAC member
- 4. MY AGENCY JDC Insurance Group LLP est. 1.1.2010 • • • 80% 15% 5% Commercial Personal Life Completely mobile agency Desk Laptop / Extra monitor All in one printer No fax, phone, or filing cabinets 98.9% paperless Niche agency: • • • Railroad contractors, warehouses, manufacturing Social services Specialty auto
- 5. HOW BIG IS THIS? Socialnomics
- 6. 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
- 7. 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
- 8. CONSUMERIZATION “No one cares how much you know, until they know how much you care”… Second, 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.
- 9. SOME THINGS I DO Like & Interest impressions •Get your message out to the exact person •Direct them to what you want them to see •Niche and target marketing at it’s best Generic branding impressions •Happy Birthday •Thank you •Holiday ads •Specials or current events
- 10. OTHER SOCIAL SITES Twitter is a media outlet I use to: • • Stay connected with others instantly Broadcast to a large select audience Learn from companies YouTube is the future and I use to: • • Broadcast myself on the jdcins channel Use video to market through email and website Content that is real LinkedIn I use to: • • Prospecting Discussions Facebook allows you to link with other social sites • Twitter LinkedIn YouTube *Now Pinterest is the next thing to help you! • • • •
- 12. CASE STUDY’S
- 13. CASE STUDY #1 Started Social Media 4.11.2010 Built a social presence Started working with CAP 6.24.2011 Facebook iPad2 Referral Contest 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.
- 14. MY RESULTS Generated 19 Referrals in 6 Weeks! Didn’t fit agency philosophy of agency • • 5 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 2 2
- 15. MY RESULTS Prior Limits of 11 NB Clients • 50/100/50 or 100 • Moved 2 of those to 100/300 Moved 2 of those to 250/500 • 1 took UMB 100/300/50 or 100 1 took UMB 250/500/ 250 Both had UMB 5 Moved 2 of those to 250/500 • • 4 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.
- 16. MY RESULTS Auto/Home Packages EFT Total Policies Written Auto - 11 • • • • • All 10 of 11 38 (3.4/Client) Home - 11 UMB- 5 Dwelling fire-4 Motorcycle - 3 Boat- 4 Total Written Premium Total Annual Commission Total Expense Total Profit Return on Investment CONFIDENTIAL & PROPRIETARY. Exclusively for use and distribution by Consumer Agent Portal, LLC. All rights reserved. $28,000 $4,200 $1,650 (cost inc. CAP, Adv., iPad2) $2,550 154% First Year
- 17. MEASURE As of 4.11.10 - 4.11.11 (12 months) 420 fans Wrote approx $35,000 in A/H premium • Goal was $20,000 • Almost wrote my second year goal ($50,000) my first year • Earned about $6,500 in commission (not including life) From 6.24.2011 – 4.11.2012 (10 months) •More than 4,000 fans •Written approx $70,000 in A/H premium ($35,000 by myself) •Earned about $11,000 in commission ($6,500) As of 4.11.10 – 4.11.12 ( 24 months ) • More than 6,0000 fans (13x increase since 6.24.11 Project CAP ) • Written approx $110,000 in A/H premium (3x increase since CAP) • Original goal was 50,000 • Earn about $16,500 in commission (not including life) CONFIDENTIAL & PROPRIETARY. Exclusively for use and distribution by Consumer Agent Portal, LLC. All rights reserved.
- 18. CASE STUDY #2 • ProjectCAP social media program for JDC Insurance Group • Contest conducted April 13th – April 31st • Contest Results • • • • • 28 reviews Facebook & LinkedIn 11 referrals 3 quotes 9 clients (62% CR) 26 fans gained from friends CONFIDENTIAL & PROPRIETARY. Exclusively for use and distribution by Consumer Agent Portal, LLC. All rights reserved.
- 19. CASE STUDY #3 • Ryan Hanley, Independent Agent, Blogger • • Blogger of digital media The Murray Group Insurance Services, Inc., Albany, NY • Contest conducted April 23th – May 7th • New Business Results – As of 5.7.2012 • 58 reviews FB & LinkedIn 28 referrals 19 quote opportunities • Generated a total of 47 inbound actions • • CONFIDENTIAL & PROPRIETARY. Exclusively for use and distribution by Consumer Agent Portal, LLC. All rights reserved.
- 20. 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 CONFIDENTIAL & PROPRIETARY. Exclusively for use and distribution by Consumer Agent Portal, LLC. All rights reserved.
- 21. CONTACT INFO 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