A presentation, developed by Roop & Co. marketing communcations, that explains how social media can support sales in the insurance industry. It includes statistical data, examples, and quick tips for getting started.

1. Monday • March 29 • 2010
Leveraging Social Media
to Support Sales
in the Insurance Industry
PRESENTED BY:
Brad W. Kostka
Senior Vice President
Kelly M. McGlumphy
Account Supervisor

2. Overview
What is Social Media?
How Social Media Supports Sales
Making the Case
Getting Started

3. What is Social Media?
Internet- and mobile-based
tools for sharing and
discussing information
A category of sites based on user participation
and user-generated content
• Social networking sites like LinkedIn or Facebook
• Social bookmarking sites like Del.icio.us
• Social news sites like Digg or Reddit
• Other sites centered on user interaction

4. How Social Media Supports Sales
1. Build/maintain relationships
2. Broadens network
3. Compliments current sales efforts
4. Engages customers/prospects
5. Provides insight on customers/prospects
6. Social media = social networking

5. How Social Media Supports Sales
Engaging potential customers

6. Your Customers Are Utilizing
Social Networks
More than 65% of business
professionals use social networks
• This number is growing
In 2009, use of Facebook and
Twitter outpaced all other social
network usage in the U.S.
(Nielsen Wire, 2010) 65+%
• Facebook increased by 200%
• Twitter increased by 368%
79% of Fortune 100 companies
use Twitter, Facebook, YouTube
and corporate blogs

7. Your Customers Are Utilizing
Social Networks
More than 65% of business
professionals use social networks
• This number is growing
In 2009, use of Facebook and
Twitter outpaced all other social
network usage in the U.S.
(Nielsen Wire, 2010)
• Facebook increased by 200%
• Twitter increased by 368%
79% of Fortune 100 companies
use Twitter, Facebook, YouTube
and corporate blogs

8. Your Customers Are Utilizing
Social Networks
More than 65% of business
professionals use social networks
• This number is growing
In 2009, use of Facebook and
Twitter outpaced all other social
network usage in the U.S.
(Nielsen Wire, 2010)
• Facebook increased by 200%
• Twitter increased by 368%
79% of Fortune 100 companies
use Twitter, Facebook, YouTube
and corporate blogs

9. Your Customers Are Utilizing
Social Networks
More than 65% of business
professionals use social networks
• This number is growing
In 2009, use of Facebook and
Twitter outpaced all other social
network usage in the U.S.
(Nielsen Wire, 2010)
• Facebook increased by 200%
• Twitter increased by 368%
79% of Fortune 100 companies 79%
use Twitter, Facebook, YouTube
and corporate blogs

10. Your Customers Are Utilizing
Social Networks – For Referrals
Professionals have always used third-party assessments to
make business decisions
• now they are turning to social media
Those who follow a brand are more likely to buy products
and services and recommend them to a friend
• (Chadwick, Martin & Bailey, 2010)
67% 79%
67% more likely to 79% more likely to
buy a brand they recommend a brand they
follow on Twitter follow on Twitter

11. Your Customers Expect Your Participation
93% of Americans believe a company should
have a presence on social media sites
• Cone Business in Social Media Study, 2009
85% believe these companies should use these
services to interact with consumers
• Cone Business in Social Media Study, 2009

12. Social Media and Insurance Industry
According to Deliotte, insurance firms that are
successful will master technology and social
media to interact better with customers
• Necessary to do this in order to compete
and standout
Insurance companies began using social media
as early as 2007

13. Social Media and the Insurance Industry
Reasons why the insurance industry needs to
embrace social media:
• Huge workforce
• A demanding client base of various ages, financial
background
• Dependence on paper and people
• Operational areas working in silos
• A constant need to liaise with various partners
• A large variety and amount of information to share
with its internal and external constituents

14. Getting Started
1
Build
3
Participate
2
Listen

15. Build
1 2 3
Who
Who do
Where
Where
What
What
I want are they are my
to reach? online? resources?

16. Build
1 2 3
Who
Who do
Where
Where
What
What
I want are they are my
to reach? online? resources?

17. Build

18. Build
1 2 3
Who
Who do
Where
Where
What
What
I want are they are my
to reach? online? resources?

19. Listen
Industry news/trends
• Trade news
• RSS feeds
• Google alerts
Your own network
• Your friends and followers in the industry
• Industry thought leaders

20. Participate
Add value
• Consult, educate, help
• Provide useful content
that will be shared
• Create discussions
Build relationships
• Be honest, trusted
• Engage in
conversations
Be interesting
• Show passion
• Have an opinion

21. Participate – Drive Conversation

22. Participate
Create a
process/schedule
Aim for real,
in-person
interaction
Don’t be
“that guy”

23. Contact
Brad Kostka Kelly McGlumphy
bkostka@roopco.com kmcglumphy@roopco.com
PHONE 216.902.3800
WEB www.roopco.com
FACEBOOK www.facebook.com/roopco
TWITTER www.twitter.com/roopco