from apps to tweets insurance agents and the social web 040310

From Apps to Tweets: Social Media and Insurance

By

Rick Morgan

Using Social Media to build trusted relationships and increase sales

Crescenta Valley Insurance Rick Dinger

Familiar with the Social Web?

A virtual community where people with common interests can gather and connect, to share stories, ideas, thoughts, and opinions.

Flickr: superaleja

You have done it most of your life. So did you parents and

grandparents.

flickr: cynthiacloskey's

Have you ever:asked or given advice?given or received a

recommendation?shared an experience?collaborated on a project?interacted with a group?

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?

Opening Up New Opportunities

Essential tool for communicationCustomer engagement Lead generation Immediate customer contactCustomer serviceCustomer interactionRelationship building

Rapid rise in the popularity of social networking

“Main Street” acceptance of social networking

Social Media Revolution

Consumers Increasingly Rely on the Internet for Auto Insurance, with 73% of Consumers Researching the Topic Online Last Year

Compared to 67% in 2008.

Source: 2009 comScore Online Auto Insurance Report

Of Those Online Shoppers Who Don’t Bind Online, 73% Purchase Offline After Quoting Online.

The most common way of purchasing offline after quoting online is through a local agent in person.

Source: 2009 comScore Online Auto Insurance Report

Curiosity Marketing

Inbound vs. Outbound Marketing

Diagram Curtesy of David Armano http://darmano.typepad.com/logic_emotion/2009/04/why-marketing-in-

a-post-consumer-era-wont-look-like-marketing.html

“A brand is a person’s gut feeling about a product, service, or organization.”

- Matty

Neumeier

Flickr: jimsk

“Soon, being the loudest and broadest messenger in a medium consumers don't trust simply won't count as much as being the most authentic, available, and accessible brand in the media consumers do trust”. - Experience: The Blog by Augie Ray

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

Tools for Getting Started

Facebook - Facebook’s popularity means that many of your prospects and customers already use to keep in touch not only with family and friends but also companies.

Fan Pages Ads

The Rey Insurance Agency Agency Fan Pages


LinkedIn - LinkedIn is a social network for business professionals.

Groups Q&A

http://www.linkedin.com

QuickTime™ and aTIFF (Uncompressed) decompressor

are needed to see this picture.


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/twitter101Insurance people on Twitter


YouTube - Video can be a very effective way for an agency to deliver its message and strengthen its on-line brand.

Flip Video Creative


Building a Team

Why a Team Members Roles and Responsibilities

Community Manager Getting Everyone in the Game

Flickr Seattle Municipal Archives

Creating Objectives

Goal Objectives Strategy Tactics

flickr amber-rae

Creating a Social Web Policy Guide

Company culture and management philosophyavoid the social web altogetheract intelligently

Transparency Personal vs. company brand There is no one size fits all

Flickr racatumba

10 things you should cover in your social networking policy

- Debra Littlejohn Shinder

1. A clear company philosophy 2. The definition of social networking3. Identifying oneself as a employee of the company4. Recommending others5. Referring to client, customers, or partners6. Proprietary of confidential information7. Terms of service8. Copyright and other legal issues9. Productivity impact10. Disciplinary action

http://blogs.techrepublic.com.com/10things/?p=875

Common themes

Speak in the first person and be yourself Be thoughtful and respectful of employees and others –

respond to ideas not people. Add value – be interesting, innovative and informative. Listen – listen to what others are saying, what they mean

and what they like and dislike

Design for Possibility – Then Design for RiskJuly 30th 2009 - Joshua- Michele Social Media Guidelines – The Sequel

http://www.opposableplanets.com/method/2009/07/social-media-guidelines-the-sequel/

Measure

ROI Google Analytics Google Alerts

Flickr biking nikon pdx

1. Provide the forum for discussion of social, business and family issues

Founders Group Insurance uses their Blog and Twitter to engage their followers in both cultural and insurance-related topics.

http://foundersgrp.wordpress.com/

2. Help customers through with disaster preparedness and disaster recovery

Nibby Priest, an agent in Henderson, KY used Facebook and Twitter to communicate with customers during an ice storm. Claims were actually submitted over Facebook.

http://blog.govaughn.com/

3. Educate customers on insurance and allow them to share feedback

Agent Chris Jordan, uses his Atlanta Insurance Live site and use of video to help customers and prospects understand the world of insurance. http://www.atlantainsurancelive.com

4. Develop communities for targeting customer segments

Irwin Siegel Agency, Inc. Irwin Siegel Agency, Inc. uses social networking to help generate interest with target customer segments. http://www.siegelagency.com/default.htm

Enhance your brand and marketing message. Rick Dinger of Crescenta Valley Insurance has used YouTube and Facebook to attract a new audience.Cresenta Valley InsuranceThe Rey Insurance Agency

Listen Listen Listen Pay Attention to the Metrics Have Rules, But Trust

People Creativity & Personality

Trump Big Budget

Source SlideShare 5 Social Media Secrets for 2010Photo MacAllenBrothers

Be UbiquitousBe SocialBe InterestingBe RemarkableBe Yourself

Agents Council on Technology - ACTMisc. Articles and Links - DeliciousAmber Naslund - AltitudeChris BroganDavid Armano - Logic + EmotionThis Presentation -

www.Slideshare.net/rickjmiv

Resources