How to use the  Internet and Social Networking  sites to increase your DI sales DI: Exploring a New Dimension Boston - Oct...
About Me
 
About Me <ul><li>14 years in marketing communications & branding </li></ul><ul><ul><li>Fortune 250 to small privately held...
About Me
My Goals <ul><li>Down-to-earth understanding of social media and internet marketing </li></ul><ul><li>2.  Five  easy and s...
I will be your Reuben
 
 
<ul><li>baby llama steps </li></ul>
 
 
Social Media Marketing ?
 
QUIZ #1 what is the  best  type of  lead?
Social Media Marketing
 
Marketing Arenas <ul><li>Blogs/Forums </li></ul><ul><li>Social networking </li></ul><ul><li>Image/video sharing </li></ul>...
“ Fads” of the past…
Beyond  a fad
2,151,880,018 monthly visits
 
<ul><li>In 2009, more people were on social networking  </li></ul><ul><li>Communities than were using email </li></ul>more...
 
QUIZ #2 what is the  largest  population on Facebook today?
social networking use ages 50-64  88%  growth from 25% to 47%. ages 65+ 100% growth from 13% to 26%
DI Agent/Broker Target Audience <ul><li>Between age 30 and age 55 </li></ul><ul><li>Both males and females </li></ul><ul><...
Social media vs. social networking <ul><li>vs. </li></ul>
Social media vs. social networking <ul><li>Social media  </li></ul><ul><ul><li>Youtube (video sharing) </li></ul></ul><ul>...
What are DI agents/brokers  top three  challenges?” <ul><li>Finding and getting in front of a good prospect </li></ul><ul>...
 
Focus on You create content, current events, info, articles, new DI products, video (you post on  ) DISTRIBUTED THROUGH
Content is King.
^ good Useful. Relevent. Current. Engaging. + Links to your web site. + Keywords. ^ good
Anatomy of a tweet or a post <ul><li>Helps you connect with your audience </li></ul><ul><li>Inject your personality </li><...
Tips to Optimize Social Content <ul><li>Optimize social media profiles </li></ul><ul><ul><li>Social profiles will be in in...
Linked in
Linked in
Twitter
+ tag
#hashtags & other tweetin’ tips <ul><li>Tracks a conversation </li></ul><ul><li>Conferences, contests, etc.. </li></ul><ul...
Facebook
 
WordPress Blog STOP & THINK
 
 
MVT #1 of blogging… blog what you know
MVT #2 of blogging… include your  keywords
The beauty of social networking <ul><li>If you have limited content and limited time, because of sharing nature of social ...
ROI  vs.  ROYT
ROYT   measurement <ul><li>More presence </li></ul><ul><li>More search engine-friendly content (SEO) </li></ul><ul><li>Mor...
Negatives <ul><li>If you can’t execute well,  or it’s not updated regularly or looks poor, it could devalue your business ...
Your DI site & mobile devices <ul><ul><li>The average mobile user has their mobile device within arms reach for up to 22 h...
Mobile Marketing <ul><li>Enables you to communicate & engage with your audience in an interactive and relevant manner thro...
Welcome to Canon Mobile! About Canon Booth Location New Product Images ImageRUNNER Video Tell us for a chance to win Reque...
Answer the following questions for a chance to win a $25 itune gift card. Welcome to Canon Mobile! About Canon Booth Locat...
 
Mobile marketing ideas <ul><li>Create a mobile site – text campaigns for a free DI evaluation </li></ul><ul><li>In your di...
Search Engine Optimization <ul><li>Definitions: </li></ul><ul><ul><li>The process of improving the volume or quality of tr...
Search Engine Optimization
Effectiveness of Search & Social
 
Internet & SN to Increase DI Sales <ul><li>Social Networking/Media sites </li></ul><ul><ul><li>Facebook </li></ul></ul><ul...
 
Questions?
Resources <ul><li>Free Social Monitoring Tools:  </li></ul><ul><li>SocialMention, Twitter Search, facebook Insights, Googl...
Thank you.  <ul><li>Stephanie Simmons </li></ul><ul><li>Ph  800.499.8020 </li></ul><ul><li>em  [email_address] </li></ul><...
Interested in selling Eldercare?  <ul><li>If you are interested in adding My Health Care Manager’s Eldercare to your benef...
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How to Drive Sales through Search and Social Media - Annual DI Conf, Boston 2010

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Easy, simple do-it-yourself tools and tips to use the Internet and social media and networking sites to increase your insurance sales.

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  • Which one is the right one? And why do we care?
  • To some its just about people, to others it’s a new frontier, an entire way of life. And to some it’s abstract, its just distracting and say “id rather have one meaningful conversation instead of all this chaos. To simplify or compromise people interacting with technology interacting with people. Difference between social
  • Wasn’t until the late 90’s of many to many areas – it’s unique (97-98) napsters myspace, etc… over past 5 years we’ve had the ability to now interact with my piers at more than just one to one. It’s many to many … a medium of entertainment which permits millions of people to listen to the same joke at the same time and yet still remain lonesome. - TS Eliot
  • Can get your message across to people who are interested BUT Think of strategy first – platform (twitter, whatever.. Is secondary). It must fit in with your overall strategy.
  • 30 years ago – 2 guys in a garage putting it in a “cigar box” so that it looks more attractive. Look at iphone – let that sink in.
  • Who’s on Facebook – Actually Largest population today on facebook - is baby boomers According to Pew Internet Research, between April 2009 and May 2010 social networking use among internet users ages 50-64 nearly doubled - in other words, grew by 88% --from 25% to 47%. During the same period use among those ages 65 and older grew 100% - from 13% to 26% By comparison, social networking use among users age 18-29 grew by only 13% from 76% to 86% Even email – 90% of those 50+ read or send email.
  • Very non scientific for individual DI, group DI plans or selling multi life DI plans (selling individual plans to 3 or more employees at a company, to get the employees DI at a lower cost or with very little medical questions asked). According to Council for Disability Awareness (CDA) - About 100 million workers have no private disability insurance.
  • Because consumers are generally cutting down on their spending and sticking to smaller budgets, it may seem difficult right now to ask them to protect their income in the event of a disability.
  • Best part – is it’s free….
  • First, find out what your target audience is using Based on my experience, Importance in this order (twitter is red headed stepchild which I will get into why later) According to Council for Disability Awareness (CDA) - About 100 million workers have no private disability insurance. Starting a facebook account is just a TACTIC - it’s not the campaign. Some people get enamored with twitter and they throw out the other forms of marketing and it’s hurt them Business space vs personal space – how far can you go into facebook without having clients feel bombarded Most success stories for social media come from -movies -music -retail Its not the same as DI but its simply an arena for people to find you. TWITTER REASONING Only 10% of the Twitter users generate more than 90% of the content (a Harvard study of 3000,000 users) so LESS of an engagement community Most people post a tweet once only 74 days
  • THE best sources of new business is your client base. A technique is to stay in contact with my clients one the phone. It&apos;s about them. Maybe it&apos;s a birthday, graduation, etc. that we discuss. But it&apos;s not about insurance, and it&apos;s not about asking for referrals. – APPLY THIS TO SNS Use other sites – calculators like Personal Disability Quotient or Disability Awareness Quiz at Council for Disability Awareness at www.disabilitycanhappen.org/
  • Smart tip – repurpose without spending extra time
  • Helps with search engine optimization
  • Professional community – pure networking for business – but being DI agent is also about personal Be aware of competitive risks of divulging to much info – big group health prospect…be aware To create a new account, open a new email account (facebook, linked in)
  • Tips on using Linked in Start by asking/answering questions Recommend Colleagues – like currency of social networking Great to use for background info – read before going into prospect meeting. Connect after Linked In email signature Reach out regularly, not just when you lose a job and are asking for something Don’ts Lie Spam Gossip Oversell Yourself Leave negative feedback
  • (look for DI agent or DI society) You can write a micro blogs. And when someone follows him, then it shows up in THEIR twitter page. One person (geriatric care manager)used it to pose questions to people in her community to volunteer services or estate sales or garage sales. She used it to get volunteers and to tell others about the yard sale for the adult children of parents that have moved into a nursing home. Twitter is fully searchable if you don’t make it private – GOOD THING if you are careful. Hash tags
  • Personal community – years ago it was MySpace – Facebook has far surpassed. GREAT FOR REFERRALS. Place for being personal, community highlights, main street parade with family planned &amp; mention of fireworks hazards, or “my clients child one little league trophy” or “Hail storm just hit..” Largest demographic on facebook is baby boomers – more people 50 and over using facebook than teenager Keep in mind you are giving up some of your privacy (13 page privacy policy no one reads). Database shuts down, you can’t access it. Face book in particular. Friend A and Friend C are connected. If friend A and B conversation (depending on privacy setting) there is a chance that Friend C knows. Check your privacy controls. We aware. Images – skelatons are out of closet (ie crazy haired photo in grade school) your friend posts it and its out there for the world to see. Also, “crazy uncle Bob” if friend is politically charged or distasteful, you may not want to be associated.
  • Blogs give you better rankings in search engine searches then your social networking site would Idea- if you don’t have a web site, start here. It’s free. And if you have a web site, supplement.
  • Idea- if you don’t have a web site, start here. It’s free. And if you have a web site, supplement. Blog topic ideas (soft-sales, FAQ’s, informational): -DI Insurance and Pre-existing conditions -If your disabled, does Social security pay
  • Tip to track it- Create a page on your web site that is a prospect form. Link your social media sites to that form
  • Don’t be fooled - Largest demographic on facebook is baby boomers – more people 50 and over using facebook than teenagers
  • Components: SMS Texting Image Recognition/ 2D Barcode Mobile website Campaign specific micro site Advertising App Development This is a unique medium. It’s micro content – consumed in small pieces. Users will not navigate 7 levels. Define your strategy Make it part of your marketing mix Targeted to the user – don’t over communicate Hire someone who knows the boundaries and how to customize to all platforms It’s unique – treat it that way Give users a choice – ask and obtain consent via opt in for all messaging programs – always give ability to opt out Keep it secure to protect their info
  • Think you have most of it thought out but just think of any marketing and advertising initiative you may have and how mobile will be a component of it.  If it is a direct mail piece, radio, internet etc, give the consumer the ability to interact with your product/service/brand via mobile. 
  • Search engine optimization (SEO) is the process of improving the volume or quality of traffic to a web site from search engines via &amp;quot;natural&amp;quot; or un-paid (&amp;quot;organic&amp;quot; or &amp;quot;algorithmic&amp;quot;) search results as opposed to search engine marketing (SEM) which deals with paid inclusion. ... SEO is the process of editing a web site&apos;s content and code in order to improve visibility within one or more search engines.
  • Search engine optimization (SEO) is the process of improving the volume or quality of traffic to a web site from search engines via &amp;quot;natural&amp;quot; or un-paid (&amp;quot;organic&amp;quot; or &amp;quot;algorithmic&amp;quot;) search results as opposed to search engine marketing (SEM) which deals with paid inclusion. ...
  • Cardio alone (search) Weights (social) Integrate them both to maximize your results
  • Google Alerts are email updates of the latest relevant Google results (web, news, ... You can also sign in to manage your alerts. Google Alert for today ...
  • How to Drive Sales through Search and Social Media - Annual DI Conf, Boston 2010

    1. 1. How to use the Internet and Social Networking sites to increase your DI sales DI: Exploring a New Dimension Boston - October 12, 2010 Stephanie Simmons
    2. 2. About Me
    3. 4. About Me <ul><li>14 years in marketing communications & branding </li></ul><ul><ul><li>Fortune 250 to small privately held companies </li></ul></ul><ul><ul><li>Freelance designer and brand strategy </li></ul></ul><ul><ul><li>Ads in Broker World, IA, Insurance Journal, Life Insurance Selling, HIU, Agent Sales Journal </li></ul></ul><ul><ul><li>Guest columnist & blogger for Producers Web, HIU.com, Latin Agents.com </li></ul></ul><ul><ul><li>Management & hands-on </li></ul></ul><ul><ul><li>“ One-man-band” </li></ul></ul><ul><ul><li>Previous: VP, Sales & Marketing for TWG Capital </li></ul></ul><ul><ul><ul><li>Financial solutions company for independent insurance agents </li></ul></ul></ul><ul><ul><li>Current: VP of Marketing for My Health Care Manager </li></ul></ul><ul><li>Older Adult Care Benefit or “Eldercare” provider </li></ul><ul><li>In health care plans, EAP’s and as an employee benefit provided by employers. </li></ul><ul><li>Distributed by brokers and directly by our company </li></ul>I Branding
    4. 5. About Me
    5. 6. My Goals <ul><li>Down-to-earth understanding of social media and internet marketing </li></ul><ul><li>2. Five easy and simple tools you can use as soon as you leave this room </li></ul><ul><li>and 3… </li></ul>
    6. 7. I will be your Reuben
    7. 10. <ul><li>baby llama steps </li></ul>
    8. 13. Social Media Marketing ?
    9. 15. QUIZ #1 what is the best type of lead?
    10. 16. Social Media Marketing
    11. 18. Marketing Arenas <ul><li>Blogs/Forums </li></ul><ul><li>Social networking </li></ul><ul><li>Image/video sharing </li></ul><ul><li>Targeted search advertising </li></ul><ul><li>Virtual Product Placement </li></ul>
    12. 19. “ Fads” of the past…
    13. 20. Beyond a fad
    14. 21. 2,151,880,018 monthly visits
    15. 23. <ul><li>In 2009, more people were on social networking </li></ul><ul><li>Communities than were using email </li></ul>more on social sites than email.
    16. 25. QUIZ #2 what is the largest population on Facebook today?
    17. 26. social networking use ages 50-64 88% growth from 25% to 47%. ages 65+ 100% growth from 13% to 26%
    18. 27. DI Agent/Broker Target Audience <ul><li>Between age 30 and age 55 </li></ul><ul><li>Both males and females </li></ul><ul><li>White-collar professional </li></ul>Source: “Craig” –Intl DI Member & DI Broker in San Diego, Auerbach & Gussin Insurance and Financial Services, Inc. & LifeInsuranceSelling.com Source Collection Resource: Stephanie Simmons’ very non-scientific test analysis and fact-finding initiative.
    19. 28. Social media vs. social networking <ul><li>vs. </li></ul>
    20. 29. Social media vs. social networking <ul><li>Social media </li></ul><ul><ul><li>Youtube (video sharing) </li></ul></ul><ul><ul><li>Flickr (photo sharing) </li></ul></ul><ul><ul><li>Picassa </li></ul></ul><ul><ul><li>Social networking </li></ul></ul><ul><ul><li>Facebook </li></ul></ul><ul><ul><li>Linked In </li></ul></ul><ul><ul><li>Twitter </li></ul></ul>
    21. 30. What are DI agents/brokers top three challenges?” <ul><li>Finding and getting in front of a good prospect </li></ul><ul><li>How to get the attention of Gen X and Y </li></ul><ul><li>The cost of a DI policy </li></ul>Craig of San Diego www.auerbachandgussin.com “ ” -
    22. 32. Focus on You create content, current events, info, articles, new DI products, video (you post on ) DISTRIBUTED THROUGH
    23. 33. Content is King.
    24. 34. ^ good Useful. Relevent. Current. Engaging. + Links to your web site. + Keywords. ^ good
    25. 35. Anatomy of a tweet or a post <ul><li>Helps you connect with your audience </li></ul><ul><li>Inject your personality </li></ul><ul><li>What would they want to know on a regular basis </li></ul><ul><li>Providing: </li></ul><ul><li>-resources on web </li></ul><ul><li>-tips? </li></ul><ul><li>SMART TIP #1 Feeds can be plugged into your web site onto the home page. Also lets you make your web site look more dynamic and active. </li></ul><ul><li>SMART TIP #2 DO AS MANY YOU TUBE VIDEOS AS YOU CAN! </li></ul>
    26. 36. Tips to Optimize Social Content <ul><li>Optimize social media profiles </li></ul><ul><ul><li>Social profiles will be in indexed in search results </li></ul></ul><ul><ul><li>Describe your company using brand keywords </li></ul></ul><ul><ul><li>Use your brand name for your account name whenever possible </li></ul></ul><ul><li>Optimize social media communications </li></ul><ul><ul><li>-Optimize tweets, status, updates, blog posts, etc. with keywords </li></ul></ul>
    27. 37. Linked in
    28. 38. Linked in
    29. 39. Twitter
    30. 40. + tag
    31. 41. #hashtags & other tweetin’ tips <ul><li>Tracks a conversation </li></ul><ul><li>Conferences, contests, etc.. </li></ul><ul><li>Write it like: #topic </li></ul><ul><li>No more than1 per tweet </li></ul><ul><li>Check out hashtag.org </li></ul><ul><li>And more twitter tips… </li></ul><ul><li>Shorten urls at: </li></ul><ul><li>http://bit.ly </li></ul><ul><li>http://tinyurl.com </li></ul><ul><li>use119 characters </li></ul><ul><li>instead of 140 so you </li></ul><ul><li>can be “retweet!” </li></ul><ul><li>Connect to with @username </li></ul>
    32. 42. Facebook
    33. 44. WordPress Blog STOP & THINK
    34. 47. MVT #1 of blogging… blog what you know
    35. 48. MVT #2 of blogging… include your keywords
    36. 49. The beauty of social networking <ul><li>If you have limited content and limited time, because of sharing nature of social media, the content you do develop, it will be shared across the sites </li></ul><ul><li>If you are effectively developing social media, you will end up with brand advocates so they will end up publishing SEO friendly content on behalf of you </li></ul><ul><li>Pushes your competition to bottom of page. You will be perceived as owner, plus with the social media activity, may have heard things through peers, so improves your reputation = improves your traffic </li></ul>
    37. 50. ROI vs. ROYT
    38. 51. ROYT measurement <ul><li>More presence </li></ul><ul><li>More search engine-friendly content (SEO) </li></ul><ul><li>More inbound links </li></ul><ul><li>Better reputation as DI industry leader </li></ul><ul><li>More leads </li></ul><ul><li>More introductions </li></ul><ul><li>More referrals </li></ul><ul><li>More relationship-building </li></ul><ul><li>More traffic to your web site (& better quality) </li></ul><ul><li>Additional forum to converse with prospect/clients </li></ul><ul><li>More closed deals </li></ul>
    39. 52. Negatives <ul><li>If you can’t execute well, or it’s not updated regularly or looks poor, it could devalue your business </li></ul><ul><li>Could provide a public forum to complain </li></ul>
    40. 53. Your DI site & mobile devices <ul><ul><li>The average mobile user has their mobile device within arms reach for up to 22 hours a day </li></ul></ul><ul><ul><li>Over 80% of US mobile subscribers use text messaging, with over 50% texting daily </li></ul></ul><ul><ul><li>94% of text messages are read within 4 minutes versus 48 hours for e-mail. </li></ul></ul>!
    41. 54. Mobile Marketing <ul><li>Enables you to communicate & engage with your audience in an interactive and relevant manner through any mobile device or network. </li></ul>
    42. 55. Welcome to Canon Mobile! About Canon Booth Location New Product Images ImageRUNNER Video Tell us for a chance to win Request Follow Up Locate Store Forward to a friend’s mobile Ca non U.S.A., Inc., headquartered in Lake Success, New York, is a leader in professional business, consumer and industrial imaging equipment. Our extensive product line and digital solutions enable businesses and consumers worldwide to capture, store, and distribute information. More about products. Watch video from CEO.
    43. 56. Answer the following questions for a chance to win a $25 itune gift card. Welcome to Canon Mobile! About Canon Booth Location New Product Images ImageRUNNER Video Tell us for a chance to win Request Follow Up Locate Store Forward to a friend’s mobile
    44. 58. Mobile marketing ideas <ul><li>Create a mobile site – text campaigns for a free DI evaluation </li></ul><ul><li>In your direct mail, add “text XYZ for more info”, they fill out form. This generates an automatic email that includes their appt time, name and info. </li></ul><ul><li>Make your web site mobile – 30% of all web traffic is done on mobile devices </li></ul>Final tip…
    45. 59. Search Engine Optimization <ul><li>Definitions: </li></ul><ul><ul><li>The process of improving the volume or quality of traffic to a web site from search engines via &quot;natural&quot; or un-paid (&quot;organic“) search results as opposed to search engine marketing (SEM) which deals with paid inclusion... </li></ul></ul><ul><ul><li>Editing a web site's content and code in order to improve visibility within one or more search engines. </li></ul></ul>
    46. 60. Search Engine Optimization
    47. 61. Effectiveness of Search & Social
    48. 63. Internet & SN to Increase DI Sales <ul><li>Social Networking/Media sites </li></ul><ul><ul><li>Facebook </li></ul></ul><ul><ul><li>Linked in </li></ul></ul><ul><ul><li>Twitter </li></ul></ul><ul><ul><li>WordPress </li></ul></ul><ul><ul><li>You Tube </li></ul></ul><ul><ul><li>Mobile Marketing </li></ul></ul><ul><ul><li>Search Engine Optimization </li></ul></ul>
    49. 65. Questions?
    50. 66. Resources <ul><li>Free Social Monitoring Tools: </li></ul><ul><li>SocialMention, Twitter Search, facebook Insights, Google Alerts & Real Time Search </li></ul><ul><li>Help to easily manage/dashboard for your sites: </li></ul><ul><li>Personal portal – myyahoo or igoogle </li></ul><ul><li>Companies with SEO or Mobile services: </li></ul><ul><ul><li>Marketing Sherpa </li></ul></ul><ul><ul><li>Compendium </li></ul></ul><ul><ul><li>Salesgenie.com </li></ul></ul><ul><ul><li>Connect Venture (mobile media) – David Miller </li></ul></ul><ul><li>Google alerts: </li></ul><ul><li>Log in – free trial </li></ul>
    51. 67. Thank you. <ul><li>Stephanie Simmons </li></ul><ul><li>Ph 800.499.8020 </li></ul><ul><li>em [email_address] </li></ul><ul><li>url www.myhealthcaremanager.com </li></ul><ul><li>Presentation will be posted on Slide Share </li></ul><ul><li>http://www.slideshare.net/stephgirl1/newsfeed </li></ul>
    52. 68. Interested in selling Eldercare? <ul><li>If you are interested in adding My Health Care Manager’s Eldercare to your benefit portfolio, drop your card off to me. </li></ul><ul><li>Features: </li></ul><ul><li>Robust, value-add benefit, answering a much needed demand for the “sandwich generation”.  </li></ul><ul><li>May be embedded into a plan or EAP or sold directly to employer groups.  </li></ul><ul><li>This unique benefit manages upwards, starting with the employed adult caregiver and moving up to senior loved ones. </li></ul>www.myhealthcaremanager.com/benefit 800-499-8020

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