This document discusses how an insurance agency used social media, specifically Facebook, to generate new business leads and increase revenue. It provides three case studies of campaigns the agency ran on Facebook that resulted in new customer referrals, quotes, and policies sold. The first case study discusses a contest held in 2011 that generated 19 referrals and led to $28,000 in written premium. Subsequent campaigns and the agency's social media presence overall helped increase annual premiums written from $35,000 to $110,000 over two years, exceeding original goals.

1. A Case Study in
Success Online
How to generate revenue through
Facebook

2. Agenda
• Me & My Agency
• Socialnomics
• What / How I do social media
• Results I obtained on my own
• Three case study’s with ProjectCAP
• Social Sooner
• G.R.O.W

3. My agency
• JDC Insurance Group LLP est. 1.1.2010
• 80% Commercial
• 15% Personal (agency owners told me this was important)
• 5% 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
• *Hotels*

4. How big is this?
Socialnomics

5. The beginning
• What I wanted:
• People to know that I had started my own agency
• People to know that I was a different type of agency.
• Wanted to brand and market where the people are of my niches
• To attract the families with homes, two or more cars, and have average to good credit
• What I had:
• Budget of $500.00 for advertising for the year!
• Very limited technology & social media skills
• Goals:
• In the next two years I wanted to derive 51% or more of my leads from online
• In my first year I wanted to write at least $20,000 in premium from being online
• By my second year I wanted to write at least $50,000
• Do it by being different….and…...being where the people are

6. What I did
Being involved in my state and national association enabled me
to meet and network with highly successful marketing agents of technology.
Like you, I kept hearing about social media and occasionally heard great stories of
agents being successful marketing their agencies online….so…
I started my social sites for JDC on April 11th, 2010.
• Facebook
• Twitter
• LinkedIn
YouTube came about a month later
Brand and market through:
• Post
• Ads
• Discussions
• Videos
• Comments
• Likes
• Share
I can show you how I market and brand but I can’t show you how I sell

7. Some things I do with Facebook
• Ads auger
• Get friends
• Run ads ( sponsored stories )
• Get fans
• Get their email or contact information ( giveaways)
• Run contest & sweepstakes
• Like & Interest ads
• 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 ads
• Happy Birthday
• Thank you
• Holiday ads
• Specials or current events
• *Mobile*

8. 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!

9. Case studies

10. 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.

11. 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 5
• Auto/Home
• Low limits, etc.
• Prospects given a proposal 14
• NB clients from those proposals 11 (78% CR)
Prior Insurance of 11 NB Clients
• State Farm 4
• Independent Companies 3
• Allstate 2
• Country companies 2
CONFIDENTIAL & PROPRIETARY. Exclusively for use and distribution
by Consumer Agent Portal, LLC. All rights reserved.

12. 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.

13. My results
Auto/Home Packages All
• EFT 10 of 11
• Total Policies Written 38 (3.4/Client)
• Auto – 11
• Home – 11
• UMB- 5
• Dwelling fire-4
• Motorcycle - 3
• Boat- 4
• Total Written Premium $28,000
• Total Annual Commission $4,200
• Total Expense $1,650 (cost inc. CAP, Adv., iPad2)
• Total Profit $2,550
• Return on Investment 154% First Year
CONFIDENTIAL & PROPRIETARY. Exclusively for use and distribution
by Consumer Agent Portal, LLC. All rights reserved.

14. 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)
CONFIDENTIAL & PROPRIETARY. Exclusively for use and distribution
by Consumer Agent Portal, LLC. All rights reserved.
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 6,000 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)

15. Case Study #2
FB R.O.I Fan review app
• 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.

16. Case Study #3
• Ryan Hanley, Independent Agent, Blogger
• Blogger / content creator of digital media
• The Murray Group Insurance Services, Inc., Albany, NY
• Contest conducted April 23th – May 7th
• New Business Results –
• 59 reviews FB & LinkedIn
• 25 referrals
• 16 quote opportunities
• Generated a total of 47 inbound actions!
CONFIDENTIAL & PROPRIETARY. Exclusively for use and distribution
by Consumer Agent Portal, LLC. All rights reserved.

17. 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.
So if you are ready to mount up and claim you land..

18. Generating Revenue Online
Workshop
Presented by
Jason Cass, CIC & Ryan Hanley, CIC
“The GROW mission is to provide every Independent Insurance Agent with the
tools and knowledge to generate revenue from their online activities”
www.growprogram.com

19. 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