Social Media And The Ia
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Social Media and the Independent Agency
By:
Aubie W. Knight, CIC
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Familiar with the Social Web?
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What is “Social Media”
It is a virtual community where people with common interests can gather and connect, to share stories, ideas, thoughts, and opinions.
Social media is a shift in how we get and share information online. It allows the people all over the world to communicate and contribute content in our personal, business and political worlds.
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What is “Social Media”
Is it a revolution?
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What is “Social Media”
While many consider this to be a revolution, the ideas behind it are not new at all.
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The Tools Are New – Not The Ideas
Have you ever:– asked or given advice?– given or received a recommendation?– shared an experience?– collaborated on a project?– interacted with a group?
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Who Said 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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Who Said it About These Things??
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What Can Be Accomplished?
Opening Up New Opportunities
Essential tool for communication Customer engagement Lead generation Immediate customer contact Customer service Customer interaction Relationship building
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How To Establish a Social Media Presence?
Social Networks (Where the People Are)
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How To Establish a Social Media Presence?
Blogs (What’s on your mind?)
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How To Establish a Social Media Presence?
Videos Tools
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Why Is All of This Important?
Source: 2009 comScore Online Auto Insurance Report
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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.
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Why Is All of This Important?
Source: 2009 comScore Online Auto Insurance Report
Every 1% decrease in personal lines market share means $200,000,000 out of independent agents pockets.
Independent Agents are loosing market share…..not because of the value we bring to the table, but because we are being out marketed.
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Who’s winning the marketing war?
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Can Social Media Be the Equalizer?
Only 14% of people trust the messages they receive from advertising*
78% of people trust the recommendations of other consumers*
*iNielsen “Trust in Advertising” Report, October 2007
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What Now????
Were are you?– Who’s on Facebook?– Who’s Agency is on Facebook?– Who’s doing videos on YouTube?– Who is using Twitter?– Who is doing an agency blog?– What else are you doing?
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Curiosity Marketing
Inbound vs. Outbound Marketing
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How to Use the Basic Social Tools?
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Facts
More than 300 million active users** Average user has 120 friends More than 1 billion pieces of content are created each week More than 2.5 million events created each month More than 45 million active user groups exist on the site More than 8 million (4 million in July, nearly double) users become fans of Pages
each day* More than 120 million people check their Facebook page daily** (20 million more
than when I last did this presentation in July) Total amount of time spent on Facebook increased by 566% between Dec. 07-Dec.
08* More than 5 billion minutes (3.5 in July) are spent on Facebook each day (worldwide) More than 30 million (20 million in July) users update their status at least once each
day
*insidefacebook.com
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How to Use
Create your own page
Create your agency’s page
Promote your agency’s page– Organic– Ad buys
Provide valuable content on your page
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How to use
Create YouTube account
Think of valuable content (FAQ’s, common exclusions, little known insurance facts)
Shoot video (editing optional)
Upload video (promotion optional)
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Is for you?
Twitter is a “micro-blog”, limited to 160 characters
Mostly sent and received on mobile devices Timely information…….a lot of it can be
“questionable” How can you use it?
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Is logging right for you?
The future of the “newsletter” Allows for an interactive newsletter. Search engines LOVE blogs Timely content gives impression of constant
updates on websites Easy
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All of this creates your agency’s Brand!
Do your customers feel like they know you?
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How to Move Forward From Here
Do it yourself – 300 million people have figured out. You can too!
Ask someone younger than you. They can help you.
Hire it out.– www.georgiasocialmedia.com
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What is your Plan?
What are your objectives/goal What value can you provide Involve your staff Find champions Protect your brand
http://usernamecheck.com/ Measure
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How to Measure?
Number of participants Growth of new contacts Activity-- number of responses Quality of information gathered in responses Web site traffic Sales of products Participation of events
Examples of Social Media ROI
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Once You are Active, Then What?
Stay that way Respond and recognize contributors Be genuine, don’t over edit Challenge your readers
– Polls, questions, quizzes.
Use the information Don’t forget your Web site
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Remember, it’s all about RELATIONSHIPS!
People are people Do unto others Be real, but not too real In most online communities, 90% of users are lurkers
who never contribute, 9% of users contribute little and 1% of users account for almost all of the activity.*
*Jakob Nielsen, web usability guru and principal, Nielsen Norman Group
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Creating a Social Media Policy
Company culture and management philosophy
avoid the social web altogether
act intelligently Transparency Personal vs. company brand There is no one size fits all
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10 Things Needed in a Social Media Policy
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
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More on Social Media Policies
Sample Policies Available from IIABA’s ACT
In general– 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
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Social Media and E&O
Google search
Social Media and E&O
For Westport Insurance article
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Resources
Rick Morgan, www.rickmorganconsulting.com Agents Council on Technology – ACT Sussie Bonner, IIABA Misc. Articles and Links - Delicious Amber Naslund - Altitude Chris Brogan David Armano - Logic + Emotion