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BlogWell San Francisco Case Study: Farmers Insurance Group, presented by Ryon Harms

In his presentation, Farmers Insurance Group's Director of Social Media, Ryon Harms, shares how they measure ROI in the social media space. Ryon talks about how they are increasing revenue by leading with their local insurance agents on Facebook instead of their logo. Watch the video of this presentation here: https://vimeo.com/42228478

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SocialMedia.org
                                     Video Case Studies



   SocialMedia.org
         This video is from
    Case Studies
           BlogWell
            San Francisco
            June 20, 2011
This presentation is from
         socialmedia.org/blogwell



BlogWell                                  Ryon Harms
    San Francisco
    March 27, 2012
                                    Journey to Social Media ROI
   socialmedia.org/blogwell
Journey to Social
   Media ROI
Ryon Harms, Director of Social Media
     Farmers Insurance Group

             #blogwell
#blogwell
Joel McKinnon, OH
             “I use Facebook to show people who I am,
                     not to talk about what I sell.”




#blogwell
What if?
        Your marketing efforts focused more on the people who
          deliver your product and less on the product itself.




#blogwell
#blogwell

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BlogWell San Francisco Case Study: Farmers Insurance Group, presented by Ryon Harms

  • 1. SocialMedia.org Video Case Studies SocialMedia.org This video is from Case Studies BlogWell San Francisco June 20, 2011 This presentation is from socialmedia.org/blogwell BlogWell Ryon Harms San Francisco March 27, 2012 Journey to Social Media ROI socialmedia.org/blogwell
  • 2. Journey to Social Media ROI Ryon Harms, Director of Social Media Farmers Insurance Group #blogwell
  • 4. Joel McKinnon, OH “I use Facebook to show people who I am, not to talk about what I sell.” #blogwell
  • 5. What if? Your marketing efforts focused more on the people who deliver your product and less on the product itself. #blogwell
  • 10. Fish for them or teach them how to fish? 9
  • 11. Checking In With Agents #blogwell
  • 12. James Peregrino, CA “I sold over 200 policies from my marketing efforts on Facebook.” #blogwell
  • 13. What if? Instead of marketing the features and benefits of your products, you focused on why your company exists? #blogwell
  • 19. To Achieve ROI: • Move towards a human-centric brand message • Find the answers inside the people at the edges of your org • Open up the lines of communications • Provide them with the tools to scale • Let go a little bit! #blogwell
  • 20. Renee Corwin-Rey, WA “I encourage my staff to be on Facebook throughout the day.” #blogwell
  • 21. What if? Social media could help you scale the reach of your marketing by 100, 1,000, or 10,000 fold. #blogwell
  • 22. Commodity | Agents| Community #blogwell
  • 23. Farmers Insurance Mass Early Adoption Adopters Agents Best Helping Practices Agents #blogwell
  • 25. Lessons Learned • Don’t give up on using social media to generate revenues • Do reach out to your stakeholders, especially out in the field • Don’t be afraid of your own people, let them show you the way • To achieve social media ROI, lead with people, not your logos • Don’t get stuck on what the marketing department thinks #blogwell
  • 26. Mike Schmisek, CO “I’ve never lost a customer that was also a Fan of my Facebook Page.” #blogwell
  • 27. Ryon Harms Director of Social Media Farmers Insurance @thesocialexec
  • 28. SocialMedia.org This video is from Case Studies Learn more about past and BlogWell San Francisco June 20, 2011 upcoming BlogWells This presentation is from socialmedia.org/blogwell BlogWell socialmedia.org/blogwell San Fracisco March 27, 2012 socialmedia.org/blogwell