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Social Media Marketing for Insurance Agents (and what to do about it)
The document emphasizes the significance of social media for insurance agencies, highlighting that engaged brands are more successful and that consumers prefer to interact with brands online. It offers statistics on user behavior and engagement on platforms like Facebook and Twitter, noting that many consumers are influenced by friends and family while making purchasing decisions. Additionally, it provides guidance on establishing and maintaining a social media presence to enhance brand trust and retention.
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Social Media Marketing for Insurance Agents (and what to do about it)
- 1. Why is socialmedia important for your insurance agency? ...and what to do about it
- 2. Jim Culp Director, BPO Make Me Social Kevin McDonald Confluency Solutions
- 3.
- 4. But now marketingis about…
- 5.
- 11. Facebook and Twitter visitors spend 1.5X MORE TIME online than other internet users
- 12. 14% of Twitterusers use the stream to FIND AND SHARE products and opinions
- 13. 25% of customers CONNECTwith brands on Facebook to RECEIVE DISCOUNTS
- 14. WHAT WOULD MAKEYOU RECONSIDER SWITCHING YOUR INSURANCE? 54% - PRICE 39% - LOYAL REWARD TY
- 15. More than 50%of Facebook fans and 67% of Twitter users are more likely to MAKE A PURCHASE from the BRANDS THEY FOLLOW
- 16. Insurance Facebook friendfacts About 4,000 insurance agencies have Facebook links or buttons on their website The average number of agency Facebook fans is about 100 Classic car insurance specialist Hagerty has almost 42,000 likes; Heacock Classic has over 45,000
- 20. What is yourrelationship based on? Unless you engage in conversation, you will never know.
- 21. Brand is.... The sumof all conversations happening about your agency.
- 23. Flo takes ahit...
- 24. “It’s much harderto sue someone you like.” Anonymous risk manager’s advice to a physician regarding malpractice lawsuit exposure.
- 25. Seth Godin’s advice “IfProgressive is proud of their tactics, they should say so. ‘We fight against claims to keep our costs low, saving you money.’ But if they're not proud, they should tell the truth, learn from it and apologize.”
- 26. Good vs. BadReviews
- 29. 5 reasons why social media engagement is crucial
- 30. #1 Engaged brandsare winning
- 31. #2 social touchesmany segments Retention Leads via referrals Search Close rates (brand confidence)
- 32. #3 it’s whereyour audience lives
- 33. #4 SOCIAL willcontinue to grow
- 34. #5 consumers expectto engage with you
- 36. Where do youngconsumers start? “They are far more influenced by their friends and family when it comes to buying insurance than by professional sales people.” source: Voice Of The Personal Lines Insurance Consumer Surveys, Deloitte Research, June/July 2011
- 38. Brand is.... The sumof all conversations happening about your agency.
- 40.
- 41. Largest user base Lots of activity Opportunities for advertising
- 42. Business to business Groupsspecific to interests Opportunities for advertising
- 43. Large user base Tweetsabout deals
- 44. Social in search Growthpotential (Reviews)
- 45. Shoppers have moretools than ever to compare prices, purchase online, share information and influence brands
- 46. Enough evidence isin to assert that social media will have a positive impact on sales
- 47. Getting started Set upFacebook, LinkedIn, G+, Twitter Individual and Personal Accounts Identify LinkedIn Groups Determine content editorial schedule
- 48. Set Goals Network growth Engagement likes comments shares
- 49. Relate goals totraditional results Retention Referrals Account development Close ratios
- 50. Build a network Contests Email to Customers Interact Advertising
- 51. Best Practices Know youraudience Frequency - don’t become a ghost town Relevance Temper the sales pitch
- 52. Build Trust “Trustwas a big factor for a significant number of respondents, with four out of 10 auto and homeowners (consumers) surveyed indicating they use an agent because they don’t trust insurers to deal with them fairly.” source: Voice Of The Personal Lines Insurance Consumer Surveys, Deloitte Research, June/July 2011
- 53. Make it easyto connect
- 56.
- 57. Summary Set objectives in traditional areas Choose and set up platforms Post (editorial schedule) Build your network Measure engagement and network health
- 58. Resources Guide: SocialMedia Marketing for Insurance Agents Recording Slide set Marketing Worth Concierge Social Worth a la carte
- 59. Thanks for joining! Questions?