TENCon2011 Social Media

transcript

Jason HoeppnerB. H. Burke & Co., Inc.

Implementing Social Implementing Social Media in Your AgencyMedia in Your Agency

The topic of Social Media is at the forefront of discussions at a number of agencies. What is it? How can it be of use to your agency? And should you really care?

These questions are what insurance professionals are asking – and what we will answer today.

Introduction

To become aware of emerging opportunities presented by Social Media.

To recognize and evaluate tools available to promote your agency on the Internet.

To identify safeguards and practices to reducing agency E&O exposure.

To recognize the importance of planning your use of Social Media.

To understand ways that Social Media can be used effectively at your agency. (Page 3)

Learning Objectives

Future Trends Tools To Use Managing the Time Involved 10 Reasons To Use Social Media More Help Social Media Policies Social Media and E&O Considerations Social Media Strategy Effective Use of Social Media What Else Should You Think About?

(Page 3)

Implementing Social MediaAgenda

Future TrendsFuture Trends• The cost of Social Media

– Monetarily it is generally free.– Time and resources are costs…

but what are you spending on networking and building relationships already? Might your effort cost less for similar results through social media?

• How do agents traditionally conduct business? – Print media– Traditional advertising– Face to face

(Page 4)

Future TrendsFuture Trends• Successful Agents of Tomorrow

– Rely heavily on the online tools that are available.– The agency has an integrated website and online

presence to tell a large part of their story.– Agency brand and online image are consistent and

presented to potential clients in their preferred method of interaction/communication.

• Networking– What will change?– What will be the same?

(Page 4)

Future TrendsFuture Trends

The bottom line is that regardless of the tools or Social Media platforms that are “in fashion”, there has been a dramatic paradigm shift in how consumers shop, in their expectations and a new view of interactions in the online world.

This represents a fundamental shift in the way we (need to) communicate, connect

with people, and build relationships!(Page 4)

Typical Agency Relationship Progression – Without Social Media

RELATIONSHIP SPECTRUM

“Hav

?”“I

ber.”

“Oh,

“Ok,

al tim

“Service is great, and I trust him.”

…The relationship is solid.

Service Life

Could last months … or years! Could last years … or only months!

Typical Agency Relationship Progression – With Social Media

RELATIONSHIP SPECTRUM

“Hav

?”“I

ber.”

“Oh,

“Ok,

“Service is great, and I trust him.”

…The relationship is solid.

Service Life

Connect online & Connect online & shareshare

Oh, you’re a person,Oh, you’re a person,not just an not just an insurance geek!insurance geek!

al tim

Better service, enhanced relationship.

Tools To UseTools To Use

• Website reporting: – www.google.com/analytics

• Website effectiveness:– www.websitegrader.com

• Geographic challenges:– www.google.com/local/add– http://edit2.ls.sp2.yahoo.com/csubmit/

(Page 5)

Managing the Time InvolvedManaging the Time Involved• How much time should be spent on Social Media?

– How much time do you spend on networking now?

– Can you make more contacts, or build on existing ones, in the same amount of time online?

• Coordinate efforts among:– Facebook Page

– LinkedIn

– Twitter

– Blog

– Newsletters

– Website(Page 5)

Reasons To Use Social MediaReasons To Use Social Media1. For Brand Recognition

2. For Brand Monitoring

3. To Be Forward Thinking

4. To Find New Prospects Through Friends

5. To Find New Prospects Through Company Profile

6. To Generate Site Traffic

7. To Establish Links for SEO

8. To Increase Search Engine Rankings

9. To Benefit from the Fact That Integrated Social Media Results Rank Highly in Search Engines (SEO, results)

10. For Niche Marketing(Page 6)

More HelpMore Help

• Agents Council for Technology (ACT):– www.independentagent.com/act– Social media policy template– Webinars

(Page 5)

Social Media PoliciesSocial Media Policies• Purpose & Philosophy

– The why of what you are doing.

• Statement of Scope– It covers every agency employee!

• Definitions– Social Media Site, Social Networking Site.

• Statement of the Overall Agency Policy– Covers the future unknowns.

(Page 6-7)

• Social Networking/Media Procedure– The specifics – what the agency will do with Social

Media and online marketing.– Online opinions and personal use.– Code of Conduct & Confidentiality policy.– Attribution and permissions. Privacy!– Purpose:

• Why and how you add value, share and inform.• Honesty and transparency; the personal side of insurance.

– Productivity impact.

Social Media PoliciesSocial Media Policies

(Page 8)

Social Media and E&OSocial Media and E&O• How do you minimize E&O risk through other

media: Email, voicemail, print?

• How can you do the same online?– Different platforms may have different capabilities.– Privacy, privacy, privacy.– When it crosses from the general to the specific or is

a unique insurance topic take it to another medium!

• Sabrena Sally’s article: see ACT website.(Page 8)

Social Media StrategySocial Media Strategy• Think a bit before jumping in.

• Put together a plan.– Formal or informal.– Who is the lead?– How do you measure results?

• This should actually be done before instituting the agency policy on Social Media.

• Train employees and set expectations!(Page 9)

What’s Out There

• MySpace• Flickr/Tumblr• Facebook• Google+• YouTube• Twitter• LinkedIn• Blogs• Website

Your great articleon how to prepare your vacation home for winter…

Your friends, contacts or followerslike and share your article…

Effective Use of Social MediaEffective Use of Social Media• Facebook

– Facebook Pages– Facebook Ads (http://www.facebook.com/ads/best_practices.php)

– Functionality – Security

• LinkedIn– Profile– Connections– Groups– Q&A– Companies!

(Page 10)

Effective Use of Social MediaEffective Use of Social Media• Twitter

– Your profile setup– Following & being followed– Sharing value and useful links– Promoting agency blogs or Facebook Pages– Searching– Lists– Advanced searches (

http://search.twitter.com.advanced)

(Page 11)

What Else Should I Think About?What Else Should I Think About?• Don’t think of Social Media as a panacea.• Social Media will not make you any more

charismatic, interesting or engaging!• It may take longer than you think…• You may need to adjust goals along the way.• Your agency will (and probably should) approach

the use of Social Media differently than other agencies do.

• E&O and privacy concerns are the same as they are everywhere else.

(Page 11)

Additional ToolsAdditional Tools• Aggregators

– TweetDeck (http://www.tweetdeck.com)– HootSuite (http://hootsuite.com)– Seesmic: (http://seesmic.com)

• URL Shorteners – make it fit!– See the above aggregators, Bit.ly, TinyURL.com

• Mashable– http://mashable.com/social-media/

(Page 12)

Summary

Jason Hoeppner, CICB. H. Burke & Co., Inc.

Jason@bhbco.com(860) 399-8288

http://twitter.com/JasonHoeppnerhttp://www.linkedin.com/in/JasonHoeppnerhttp://www.facebook.com/JasonHoeppner

Info@asnet.org407-869-0404

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TENCon2011 Social Media

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