This document discusses how insurance agencies can leverage digital marketing and social media to grow their business. It provides examples of social media marketing campaigns run by independent insurance agents that generated new customers and significant revenue. Specifically, the document discusses how agents can create branded content, partner with third parties, and use tools like contests and reviews on Facebook and LinkedIn to find new leads and convert them into clients. Case studies show campaigns achieving customer acquisition costs as low as $76 and return on investment as high as 309%. The document advocates that 30-50% of an agency's business could come from digital marketing within the next 5-10 years.

1. NAMIC
2014

21. Digital Media
Social Marketing

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

25. “Is being where the consumer is when they
search online for a solution to a problem”

40. 1. Marketing
Finding the audience

41. Need to partner with 3rd party
companies that know how to help
agents
1. Many offer traffic to website.
1. This is not good for great clients
2. Locate agents willing and able to learn
and give those agents subsidized
packages
3. The agency needs strategy
4. They need to be able to connect the
dots
5. Trustedchoice.com , GROW, and others

42. Create content that is branded for
agency
1.Tying the brand of the company into
the audience of the agency, while
helping the brand of the agency reach
that audience
2. hancocknext.com

43. 2. Technical
Providing tools and process

44. Consumerization
Is an term used to describe emergence of info.
technology
1. First in the consumer market or behaviors
2. The into business, products, and behaviors
In years past many technology-based products
have had their beginning in the defense & business
markets
1. Fax machines
2. Calculators
3. Mobile Phone
4. Desktop computers

46. Consumerization
First, products that were designed for
the consumer, are now appealing in the
workplace and demand of the products
are increasing .

47. Consumerization
1. Second, “No one cares how much you
know, until they know how much you
care”…
2. Getting employees to share & use
productive and enhancing consumer
technology at and away from work will be a
wise strategy.
3. Creates a window that shows
transparency, builds trust, and your
brand.

49. Tools needed
1. Content
1. Sharable material
1. Apps
2. Graphics
2. Blogs
1. Agents to end consumer
1. Blog writers to copy and customize
2. Company to agents
1. Education from underwriters or assistance to agents
2. Direction and guidance – company & agents
1. Starts at top down
1. It has to be buy-in from the CEO all the way down.
1. Territory Reps. have to be educated
2. It has to become part of your culture
2. Put together an action plan for agents to take.
3. Keep it simple

50. Technical staff
1. Technical staff I have never in 13 years had a
company technical person come visit my agency
2. Need a team of IT
1. You need a team of personal tech people who
connect with agents and understand the
agency
1. Do they or know about :
1. Management systems
2. Download PL/CL
3. Real-time
4. Bridging
5. Scanning

51. 1. Companies have to create committee:
1. Share technical workflow success and
failures
1. ACT is doing this but a hand full of companies can't do it vs
the directs and captives
1. Rising tide raises all ships
Technical staff

52. 3. Sales
sell and retain policies

53. 1. Quoting has to be uniform
1. Raters today are a good start
2. 15 minutes vs 7.5 minutes
3. These are the expectation of the consumer
1. They set the bar
3. 12%-16% expectation of quotes
1. A ton of business is to be had in the other 85%
2. About 24-30 sold policy packages a year
2. Squeeze out companies to gain more share.
1. This helps agents and companies

54. Cools tools

57. Case Study #1
Facebook iPad or Kindle Fire 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/Kindle (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

58. 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

59. 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

60. 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

61. 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 ($5,100 SY) ($7650 BY)
• Return on Investment 154% FY ($309% SY)

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

63. • 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 –
• 58reviews FB & LinkedIn
• 28referrals
• 19quote opportunities
• Generated a total of 47 inbound actions!
Case Study #3

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

65. Case Study #5
• Quote & Referral Promotion
• Feb. 3rd – 14th 2014
• Jonesboro, AR
• Results
– 38 People contacted agency
– 27 Quotes & referrals (27 inbound actions)
– 17 NB clients
– 15 PL & 2 CL commercial accounts (Dr. & Garage)
– $10,210 in revenue

66. Numbers
• As of 09.12.2014 (53 months)
• Thousands of fans, followers, and connections
• $394,000 NB social premium
• $42,000 NB Personal revenue
• $11,000 Life revenue
• $131,000 Total revenue PL NB & RN & Life
• $29,000 Commercial revenue NB & RN
• $191,000 Total revenue NB & RN PL/CL/Life
• 98% retention – Rest of book is about 92%

70. 30%
in the next 5 years
40-50%
In the next 10

72. Transformation

77. Jason D Cass
618.532.2277 ext 2
jason@growprogram.com
www.growprogram.com
Facebook facebook.com/thegrowprogram
Twitter @jason_grow
LinkedIn www.linkedin.com/in/jdcins
YouTube www.youtube.com/growprogram
Google plus google.com/+Growprogram