Intro to Social Media - Home
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Transcript Intro to Social Media - Home
Introduction to Social Networking A New Way to Connect
ACT Webinar Presented By:
Ryan Hanley, Guilderland Agency
Jason Hoeppner, B.H. Burke & Co., Inc.
Chris Jordan, Atlanta Insurance Live
Rick Morgan, Chair ACT Social Web WG
Jeff Yates, ACT Executive Director
Introduction to Social Networking A New Way to Connect
ACT Webinar Presented By:
Ryan Hanley, Guilderland Agency
Jason Hoeppner, B.H. Burke & Co., Inc.
Chris Jordan, Atlanta Insurance Live
Rick Morgan, Chair ACT Social Web WG
Jeff Yates, ACT Executive Director
Rick Morgan
Contact Rick at:
linkedin.com/in/rickmorganconsulting
facebook.com/rickmorganconsulting
Twitter.com/rickjmiv
Rickmorganconsulting.com/blog
[email protected]
Introduction
Familiar with the Social Web?
What is it?
A virtual community where people with
common interests can gather and
connect, to share stories, ideas, thoughts,
and opinions
Hot Yes - New No
You have done it most of your life. So did you
parents and grandparents.
Have you ever:
asked or given advice?
given or received a recommendation?
shared an experience?
collaborated on a project?
interacted with a group?
It isn’t new only the tools are.
Are You Saying This?
It’s a Fad.
I don’t have time.
It’s not for business.
What is the ROI?
I don’t want my staff wasting company time on
this.
What about E&0?
It is not about the Technology it is about the Sociology
Outbound and/or interruption marketing
Telemarketing
Direct Mail
Email Blasts
Print Ads
Inbound or Permission Based
Blogging
Social Media
RSS
Opening Up New Opportunities
Essential tool for communication
Customer engagement
Lead generation
Immediate customer contact
Customer service
Customer interaction
Relationship building
Jason Hoeppner, CIC
Technology, workflow, & social media consultant –
B. H. Burke & Co., Inc., Westbrook, CT
Contact Jason at:
[email protected]
twitter.com/JasonHoeppner
linkedin.com/in/JasonHoeppner
facebook.com/JasonHoeppner
(860) 830-4080
How Do I Get Started?
Define your agency strategy.
Define your agency image or what you want to
portray through these channels.
Decide what platforms you will use, and who will
lead this effort.
Based on all the above — set up an agency
policy that outlines this strategy & ensure that
everyone understands it!
Agency Strategy – side note
Do you have a current marketing plan or strategy?
What are your goals for using social media?
Make sales, acquire leads
Expand your market
Provide service, follow up
Test the water
Where can you afford to fail?
Client/Prospect demographics − Are they on these
platforms?
Can you support the engagement on social media?
Additional concerns (management, mergers, new
systems, etc.)
The Tools to get Started
Blogs - A Blog, is a website with regular entries of
commentary, news, opinion or other material such
as links, photographs or video.
Create an editorial calendar
OK to have multiple authors
Consistency is more important the frequency
Keep posts short
Let personality show through - speak in first person
A mix of personal and professional
The Founders Group
Vaughn Insurance
The Tools to get Started - Con’t
Facebook - Facebook’s popularity means that many of
your prospects and customers already use Facebook to
keep in touch not only with family and friends but also
companies.
Fan Pages
Ads
The Rey Insurance Agency Agency Fan Pages
The Tools to get Started - Con’t
LinkedIn - LinkedIn is a social network for business
professionals.
Groups
Q&A
http://www.linkedin.com
The Tools to get Started - Con’t
Twitter - Twitter asks the question, "What are you doing?”
Agencies can tweet company announcements, ask for
feedback, answer customer questions or share relevant
website page links.
Real-Time
Search
Lists
Manage with tools like TweetDeck and Hootsuite
http://business.twitter.com/twitter101
Insurance people on Twitter
The Tools to get Started - Con’t
YouTube
Video can be a very effective way for an agency to deliver
its message and strengthen its on-line brand.
The Rey Insurance Agency
Crecenta Valley Insurance
Ryan Hanley
Account Executive, Guilderland Agency, Inc – Albany, NY
Creator and Author of Albany Insurance Professional
Contact Ryan at:
[email protected]
(518) 456-6688
Links
www.RyanHanley.com
Twitter.com/AlbanyInsurance
LinkedIn/RyanHanley
Why Did I Start a Blog
Conversations were taking place without me
Prospects & Professionals were discussing their online relationships
Powerful low cost advertising, I could control
My message, produced and distributed the way I want
Information Hub for clients and prospects
Valued added resource for everyone who visits
Earn respect of clients before I meet them
Prospects could become comfortable with me before we spoke
about business
Constantly keep up to date with clients
Email & RSS subscriptions keep me top of mind
Media source that is constantly working
How To Succeed With a Written Blog
Consistency is Key (Builds Trust)
Create Conversations (Not Broadcasts)
Build Relationships (Not Transactions)
Be Personal (Not Corporate)
Have a Message
Social Media thrives on Niche Markets
Be Relatable (Use Real Life Examples)
Be Relevant (Use Local, 21st Century Topics)
Do Not Preach Your Brand!
Real Life Example of Internet’s Power
Recently, I was contacted through LinkedIn by a woman
who reads my blog and was interested in a quote on her
personal insurance, (Home, Auto, Boat, Rental, Umbrella).
We wrote her account at ~$3,000 in premium which
equates to ~$500 in commission to the Agency.
My new client then wrote a recommendation for me on
LinkedIn expressing her gratitude for my quality of service
and professionalism.
Two days later I received another message on LinkedIn
from my new client’s friend referencing the recommendation
stating that she would also be interested in a quote. We
made ~$350 from her account.
$850 in Revenue in 3 days without a Phone Call
Chris Jordan
Chris is an Independent Agent in Atlanta.
His Virtual Agency at: Atlanta Insurance Live
Contact Chris at:
facebook.com/achrisjordan
twitter.com/thechrisjordan
linkedin.com/in/cljordan
youtube.com/mrthechrisjordan
Today’s Internet…
The heightened popularity of Social Media is an
obvious indication that the Internet has
changed.
We used to logon to get information. Now, we
are logging on to communicate.
Google & Social Search
Mobile Technology
Nielsen estimates that smart phones will overtake feature
phones by 2011 http://bit.ly/cEJmo2
CTIA finds that 91% of Americans use cell phones!
How I Leverage the Web:
Atlanta Insurance Live!
Video Blog: The Media
Fun & Light Hearted!
Educational
Meet people virtually & duplicate myself
Communicate using a web cam & chat
Social Media: The Social
Twitter
Facebook
Linkedin
YouTube
Setting Expectations
Fact vs. Fiction
Fact
You will find new customers!
You will find new networking opportunities!
You will even increase the likelihood that
someone will buy from you!
Over 50% say they are more likely to do business with a
brand they follow online according to Consumer Pulse
Fiction
This happens Overnight! - wrong…
The truth is that this takes time and consistency!
Setting Expectations
Tips & Advice
Have a goal each time you log on
Connect: Send a message or add a friend
Respond: To messages or interesting status
updates
Update your status! *But minimize talking shop!
Consistency over frequency
Don’t overanalyze
Don’t get caught up in the #’s game
Have FUN!
Results & ROI
Relationships are the ‘Return’!
Who do you know?
$5,082 in premium sold in March just from my
online presence
Consider that this is just from my individual efforts
Intangibles
INC. Magazine, IA Magazine, Insurance Journal
Testimonials x100!
Selling Insurance from the Bathtub
Choose a new Insurance Agent
‘Invest’ in your agency’s future!
Summary
Listen Listen Listen
Build a Team
Community Manager
Have a Plan - Create Goals
Goal
Objectives
Strategy
Tactics
Summary
Have Rules, But Trust People
ACT Policy Guide
Creativity & Personality Trump Big Budget
No One Size Fits All
ACT & Industry Websites
www.iiaba.net/act, at “Websites &
Social Media” Quick Link
facebook.com/independentagent
Jeff Yates, ACT Executive Director –
[email protected]