social media, financial services and you! get connected! · social media, financial services and...
TRANSCRIPT
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Social Media, Financial Services
and YOU! Get Connected!
Marvin Jones Senior Associate, Management Solutions
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What is Social Media ?
• Social Media …. “an umbrella term that defines the various activities that integrate technology, social interaction and the construction of words, pictures, video and audio”
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How many ways are there to communicate ?
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The Impact of Social Media in 2012
http://www.youtube.com/watch_popup?v=3SuNx0UrnEo&vq=medium
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It is here to stay….
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In June 2011….
• 65 million tweets per day
• 650 million Facebook users
• 100 million LinkedIn members
Today….( in less than one year )
• 200 million tweets per day (source: )
• 845 million Facebook users (source: )
• 150 million LinkedIn members (source: )
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In the Caribbean Nations…
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Top Social Networks in the Caribbean
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Ranking is based on number of members, mentions in news and social
media channels and Alexa rank.
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Most Active Nations
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Haiti
Trinidad and Tobago
Jamaica
Dominican Republic
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Who Uses Social Media?
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Your company
here
Consumers
Competitors
Policyowners
Producers
Increased Pressure to Use Social Media
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Social Media Adoption Up 30% in just a year…
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Nearly 8 in 10 insurance
companies currently
engage in social media.
Another 18 percent plan to use social media
within the next 12 months.
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Insurers Adopting Mobile Technology
13 Source: LIMRA, U.S. Individual Annuities survey.
9 in 10 life insurers in the United States and Canada
have current mobile initiatives or are planning them.
Keep pace with producer demand
Provide better service for producers
Keep pace with competitors
Drive to increase sales
WHY?
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Social Media Use is Becoming Standard
14 Source: 2011 Social Media Study, LIMRA
20%
40% 40%
25%
54%
18%
4%
Active Tentative Planning* No plans
2010 2011
More companies are using social media, with very few not at least planning to do so within the next 12 months.
* Option not offered in 2010
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Areas Involved in Social Media Programs
15 Source: 2011 Social Media Study, LIMRA
71%
86% 86% 86%
57% 64%
32% 39%
81%
94%
23%
48%
Customer service HR Marketing Compliance eBusiness Technology
Areas Involved in Social Media
Active Tentative
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The Current Environment
How are financial services companies currently
using social media?
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ACTIVE USERS
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PASSIVE USERS
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NONUSERS
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Which category are you in?
If Passive or a Non User….Can you afford to stay there?
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Primary Objectives for Social Media
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Expand brand awareness/ consideration (56%)
Source: 2011 Social Media Study, LIMRA
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Engaging with the Public
22 Source: 2011 Social Media Study, LIMRA
85%
65%
54%
65%
98%
95%
81%
88%
45%
15%
YouTube
Google+
Tumblr
Presence on Social Media Sites Current or Planned
2010 2011
65% 56% 59%
47% 43%
Facebook LinkedIn pages
LinkedIn groups
Twitter YouTube
Companies Increasing Presence on Social Networks
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Top Objectives by Platform
23
23%
3%
13%
17%
13%
10%
7%
3%
10%
Expand brand awareness …
Recruit staff
Drive traffic to your website
Build community
Communicate brand position/personality
Maintain relationships
Generate word of mouth
Enhance customer service
Enhance product awareness
All others
52%
10%
10%
10%
19%
11%
5%
16%
11%
5%
16%
11%
11%
11%
Source: 2011 Social Media Study, LIMRA
*YouTube not included due to insufficient response
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24 Source: 2011 Social Media Study, LIMRA
81%
100%
77%
All companies Active Tentative
Facebook Presence
15%
85%
7% 15% 11%
56%
11%
Unobserved Listening Responding Participating Storytelling
Facebook Engagement
Active Tentative
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Facebook Strategies
25 Source: 2011 Social Media Study, LIMRA
•Brand awareness
•Public relations Tentative
•Engagement
•Communities
•Customer service Active
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26 Source: 2011 Social Media Study, LIMRA
23%
62%
15% 8%
31%
8%
54%
Unobserved Listening Responding Participating Storytelling
LinkedIn Engagement
Active Tentative
90% 92% 96%
All companies Active Tentative
LinkedIn Presence
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LinkedIn Strategies
27 Source: 2011 Social Media Study, LIMRA
Producer-centered •Supporting producers •Recruiting talent
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28 Source: 2011 Social Media Study, LIMRA
15%
38% 46%
4%
41%
11%
37%
7%
Unobserved Listening Responding Participating Storytelling
Twitter Engagement
Active Tentative
79% 92%
81%
All companies Active Tentative
Twitter Presence
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Twitter Strategies
29 Source: 2011 Social Media Study, LIMRA
•Distributing information •Brand awareness
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YouTube
30 Source: 2011 Social Media Study, LIMRA
15% 8%
46%
31%
19% 22%
4%
44%
11%
Unobserved Listening Responding Participating Storytelling
YouTube Engagement
Active Tentative
74%
92%
65%
All companies Active Tentative
YouTube Presence
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YouTube Strategies
31 Source: 2011 Social Media Study, LIMRA
•Brand awareness •Search leverage
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Social Media use by Producers
32 Source: 2011 Social Media Study, LIMRA
19% 17%
10%
20%
4%
10% 17%
50%
70%
58%
12% 10% 4%
All companies Active Tentative
Social Media Policy for Producers
Forbidden
Guidelines
Minimal control
Multiple policies
No policy
73% 79% 77%
All companies Active Tentative
Producer Initiatives
Forbidden — Producers are forbidden to establish a social media presence for business/professional use
Guidelines — Producers are permitted to use select social sites with specific guidelines governing use
Minimal control — Producers are encouraged to have a social media presence, with minimal control from company
Multiple policies — Policies vary based on type of producer
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Companies are Supporting Producer Use of Social Media
33 Source: 2011 Social Media Study, LIMRA
58%
67%
67%
25%
33%
75%
24%
38%
28%
10%
21%
38%
Compliance training
Social Media training
Pre-appoved content
HO Content
3rd party monitoring
HO monitoring
Activities to Mitigate Risk
Active Tentative 73% 64%
33%
5%
52%
19%
3rd party tools
Custom tools HO monitoring
3rd party monitoring
Do not monitor
Monitoring Tools
Active Tentative
100%
91%
73%
45%
64%
36%
73% 81%
57%
38% 29%
19% 19%
52%
Policies Best practices
Soc/compl training
Other social training
Templates Soc mgmt tools
Content
Producer Support Active Tentative
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Why do I need to get connected?
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The Old Way of “Telling and Selling” is Dead….there is a new way in town!!!
You must Demonstrate, Involve, and Empower
Create Virtual Trust
Your Prospects are Researching Online for Information….
Just having a website is not enough…people buy from people they like, trust and respect
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Why do I need to get connected?
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Create your own Brand… over 80 million names are Goggled every day…
Increase your Viability as a Professional and Expert….
Create a Blog….Demonstrating your knowledge builds credibility and trust… it defines who you are and how you will be perceived
An important takeaway…
The sale is still offline, but the communication is moving online
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The Challenges of Social Media
• The risks are real and should not be taken lightly.
• Taking the wrong path or a misstep using social media can have many negative repercussions.
• Consult with your General Counsel to make sure that you are in compliance with all Federal Regulations…
FINRA Regulatory Notices 10-6 and 11-39
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Top Challenges to Using Social Media
37 Source: 2011 Social Media Study, LIMRA
88%
31%
42%
38%
35%
19%
80%
49%
27%
2%
18%
7%
Compliance concerns
Lack of human resources
Branding and public affairs concerns
Don't know enough about it
Issues getting executive buy-in
Lack of financial resources
2010 2011
FTEs Dedicated to
Social Media (mean)
3.7 1.7 0.7
Active Tentative Planned
FTEs
=3.7 =1.7
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An example of how Social
Media can hurt your brand..
• United Breaks Guitars
• http://www.youtube.com/watch_popup?v=5YGc4zOqozo&vq=medium
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Best Practices
1. Develop high-level strategies
2. Build a better mousetrap…but don’t reinvent the wheel
3. Social Media is collaborative… be sure your approach is also
4. Think “Relate” rather than “Convince”
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Some Final Thoughts…
Stop thinking about:
“How I can sell” and start thinking about “How I can help?”
Your Future depends on it……
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