The document discusses the importance of implementing social media within insurance agencies to enhance communication and relationships with clients. It outlines learning objectives, tools, future trends, and social media strategies while addressing potential risks and policies related to errors and omissions. The overall goal is to help agencies effectively integrate social media into their operations and marketing strategies.

2. Jason Hoeppner B. H. Burke & Co., Inc. Implementing Social Media in Your Agency

3. Introduction The topic of Social Media is at the forefront of discussions at a number of agencies. What is it? How can it be of use to your agency? And should you really care? These questions are what insurance professionals are asking – and what we will answer today.

4. Learning Objectives To become aware of emerging opportunities presented by Social Media. To recognize and evaluate tools available to promote your agency on the Internet. To identify safeguards and practices to reducing agency E&O exposure. To recognize the importance of planning your use of Social Media. To understand ways that Social Media can be used effectively at your agency. (Page 3)

5. Implementing Social Media Agenda Future Trends Tools To Use Managing the Time Involved 10 Reasons To Use Social Media More Help Social Media Policies Social Media and E&O Considerations Social Media Strategy Effective Use of Social Media What Else Should You Think About? (Page 3)

6. Implementing Social Media Agenda Future Trends Tools To Use Managing the Time Involved 10 Reasons To Use Social Media More Help Social Media Policies Social Media and E&O Considerations Social Media Strategy Effective Use of Social Media What Else Should You Think About?

7. Future Trends The cost of Social Media Monetarily it is generally free. Time and resources are costs… but what are you spending on networking and building relationships already? Might your effort cost less for similar results through social media? How do agents traditionally conduct business? Print media Traditional advertising Face to face (Page 4)

8. Future Trends Successful Agents of Tomorrow Rely heavily on the online tools that are available. The agency has an integrated website and online presence to tell a large part of their story. Agency brand and online image are consistent and presented to potential clients in their preferred method of interaction/communication. Networking What will change? What will be the same? (Page 4)

9. Future Trends The bottom line is that regardless of the tools or Social Media platforms that are “in fashion”, there has been a dramatic paradigm shift in how consumers shop, in their expectations and a new view of interactions in the online world. This represents a fundamental shift in the way we (need to) communicate, connect with people, and build relationships! (Page 4)

10. Typical Agency Relationship Progression – Without Social Media RELATIONSHIP SPECTRUM “ Have we met?” “ I know you from the Chamber.” “ Oh, you sell insurance.” “ Ok, quote me.” Renewal time… “ Am I happy? Am I paying too much?” “ Service is great, and I trust him.” … The relationship is solid. Service Life Could last months … or years! Could last years … or only months!

11. Typical Agency Relationship Progression – With Social Media RELATIONSHIP SPECTRUM “ Have we met?” “ I know you from the Chamber.” “ Oh, you sell insurance.” “ Ok, quote me.” “ Service is great, and I trust him.” … The relationship is solid. Service Life Renewal time… “ Am I happy? Am I paying too much?” Better service, enhanced relationship. Connect online & share Oh, you’re a person, not just an insurance geek!

12. Implementing Social Media Agenda Future Trends Tools To Use Managing the Time Involved 10 Reasons To Use Social Media More Help Social Media Policies Social Media and E&O Considerations Social Media Strategy Effective Use of Social Media What Else Should You Think About?

13. Tools To Use Website reporting: www.google.com/analytics Website effectiveness: www.websitegrader.com Geographic challenges: www.google.com/local/add http://edit2.ls.sp2.yahoo.com/csubmit/ (Page 5)

14. Implementing Social Media Agenda Future Trends Tools To Use Managing the Time Involved 10 Reasons To Use Social Media More Help Social Media Policies Social Media and E&O Considerations Social Media Strategy Effective Use of Social Media What Else Should You Think About?

15. Managing the Time Involved How much time should be spent on Social Media? How much time do you spend on networking now? Can you make more contacts, or build on existing ones, in the same amount of time online? Coordinate efforts among: Facebook Page LinkedIn Twitter Blog Newsletters Website (Page 5)

16. Implementing Social Media Agenda Future Trends Tools To Use Managing the Time Involved 10 Reasons To Use Social Media More Help Social Media Policies Social Media and E&O Considerations Social Media Strategy Effective Use of Social Media What Else Should You Think About?

17. Reasons To Use Social Media For Brand Recognition For Brand Monitoring To Be Forward Thinking To Find New Prospects Through Friends To Find New Prospects Through Company Profile To Generate Site Traffic To Establish Links for SEO To Increase Search Engine Rankings To Benefit from the Fact That Integrated Social Media Results Rank Highly in Search Engines (SEO, results) For Niche Marketing (Page 6)

18. Implementing Social Media Agenda Future Trends Tools To Use Managing the Time Involved 10 Reasons To Use Social Media More Help Social Media Policies Social Media and E&O Considerations Social Media Strategy Effective Use of Social Media What Else Should You Think About?

19. More Help Agents Council for Technology (ACT): www.independentagent.com/act Social media policy template Webinars (Page 5)

20. Implementing Social Media Agenda Future Trends Tools To Use Managing the Time Involved 10 Reasons To Use Social Media More Help Social Media Policies Social Media and E&O Considerations Social Media Strategy Effective Use of Social Media What Else Should You Think About?

21. Social Media Policies Purpose & Philosophy The why of what you are doing. Statement of Scope It covers every agency employee! Definitions Social Media Site, Social Networking Site. Statement of the Overall Agency Policy Covers the future unknowns. (Page 6-7)

22. Social Networking/Media Procedure The specifics – what the agency will do with Social Media and online marketing. Online opinions and personal use. Code of Conduct & Confidentiality policy. Attribution and permissions. Privacy! Purpose: Why and how you add value, share and inform. Honesty and transparency; the personal side of insurance. Productivity impact. Social Media Policies (Page 8)

23. Implementing Social Media Agenda Future Trends Tools To Use Managing the Time Involved 10 Reasons To Use Social Media More Help Social Media Policies Social Media and E&O Considerations Social Media Strategy Effective Use of Social Media What Else Should You Think About?

24. Social Media and E&O How do you minimize E&O risk through other media: Email, voicemail, print? How can you do the same online? Different platforms may have different capabilities. Privacy, privacy, privacy. When it crosses from the general to the specific or is a unique insurance topic  take it to another medium! Sabrena Sally’s article: see ACT website. (Page 8)

25. Implementing Social Media Agenda Future Trends Tools To Use Managing the Time Involved 10 Reasons To Use Social Media More Help Social Media Policies Social Media and E&O Considerations Social Media Strategy Effective Use of Social Media What Else Should You Think About?

26. Social Media Strategy Think a bit before jumping in. Put together a plan. Formal or informal. Who is the lead? How do you measure results? This should actually be done before instituting the agency policy on Social Media. Train employees and set expectations! (Page 9)

27. Implementing Social Media Agenda Future Trends Tools To Use Managing the Time Involved 10 Reasons To Use Social Media More Help Social Media Policies Social Media and E&O Considerations Social Media Strategy Effective Use of Social Media What Else Should You Think About?

28. What’s Out There MySpace Flickr/Tumblr Facebook Google+ YouTube Twitter LinkedIn Blogs Website

30. Your great article on how to prepare your vacation home for winter… Your friends, contacts or followers like and share your article…

31. Effective Use of Social Media Facebook Facebook Pages Facebook Ads ( http://www.facebook.com/ads/best_practices.php ) Functionality Security LinkedIn Profile Connections Groups Q&A Companies! (Page 10)

32. Effective Use of Social Media Twitter Your profile setup Following & being followed Sharing value and useful links Promoting agency blogs or Facebook Pages Searching Lists Advanced searches ( http://search.twitter.com.advanced ) (Page 11)

33. Implementing Social Media Agenda Future Trends Tools To Use Managing the Time Involved 10 Reasons To Use Social Media More Help Social Media Policies Social Media and E&O Considerations Social Media Strategy Effective Use of Social Media What Else Should You Think About?

34. What Else Should I Think About? Don’t think of Social Media as a panacea. Social Media will not make you any more charismatic, interesting or engaging! It may take longer than you think… You may need to adjust goals along the way. Your agency will (and probably should) approach the use of Social Media differently than other agencies do. E&O and privacy concerns are the same as they are everywhere else. (Page 11)

35. Additional Tools Aggregators TweetDeck ( http://www.tweetdeck.com ) HootSuite ( http://hootsuite.com ) Seesmic: ( http://seesmic.com ) URL Shorteners – make it fit! See the above aggregators, Bit.ly, TinyURL.com Mashable http://mashable.com/social-media/ (Page 12)

36. Summary Future Trends Tools To Use Managing the Time Involved 10 Reasons To Use Social Media More Help Social Media Policies Social Media and E&O Considerations Social Media Strategy Effective Use of Social Media What Else Should You Think About?

37. Jason Hoeppner, CIC B. H. Burke & Co., Inc. [email_address] (860) 399-8288 http://twitter.com/JasonHoeppner http://www.linkedin.com/in/JasonHoeppner http://www.facebook.com/JasonHoeppner

38. ASCnet can be reached at: [email_address] 407-869-0404 www.ASCnet.org Facebook www.facebook.com/pages/ASCnet Twitter www.twitter.com/ascnet

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