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:
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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:
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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?
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It is not about the Technology it is about the Sociology
 Outbound and/or interruption marketing
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Telemarketing
Direct Mail
Email Blasts
Print Ads
 Inbound or Permission Based
 Blogging
 Social Media
 RSS
Opening Up New Opportunities
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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:
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[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?
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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
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Account Executive, Guilderland Agency, Inc – Albany, NY
Creator and Author of Albany Insurance Professional
Contact Ryan at:
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[email protected]
(518) 456-6688
Links
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www.RyanHanley.com
Twitter.com/AlbanyInsurance
LinkedIn/RyanHanley
Why Did I Start a Blog
 Conversations were taking place without me
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Prospects & Professionals were discussing their online relationships
 Powerful low cost advertising, I could control
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My message, produced and distributed the way I want
 Information Hub for clients and prospects
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Valued added resource for everyone who visits
 Earn respect of clients before I meet them
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Prospects could become comfortable with me before we spoke
about business
 Constantly keep up to date with clients
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Email & RSS subscriptions keep me top of mind
 Media source that is constantly working
How To Succeed With a Written Blog
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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:
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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
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 Social Media: The Social
Twitter
 Facebook
 Linkedin
 YouTube
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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’!
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Who do you know?
 $5,082 in premium sold in March just from my
online presence
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Consider that this is just from my individual efforts
 Intangibles
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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
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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]