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