Social Media And The Insurance Broker are You Kidding 0210

The Social Web and the Insurance Broker “You’ve Got to Be Kidding”

By

Rick Morgan

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

• 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 communication

• customer engagement

• lead generation

• immediate customer contact

• customer service

• customer interaction

• relationship building

The Social Web and the Broker

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 this Year

Compared to 67% Last Year.

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

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?

• 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

BlogsA Blog, is a website with regular entries of commentary, news, opinion or other material such as links, photographs or video. Blogs should be a mix of information.

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

http://www.facebook.com

LinkedIn is a social network for business professionals. http://www.linkedin.com

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.

http://business.twitter.com/twitter101http://twitter.com

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are needed to see this picture.

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

1. Provide the forum for discussion of social 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/

Broker inspired examples

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

5. Enhance your brand and marketing message. Cory Young of Rhodes & Williams Insurance Brokerts has used social web tools to expand his reach and build an on-line community. http://twitter.com/ottawainsurance

• 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 Ubiquitous

• Be Social

• Be Interesting

• Be Remarkable

• Be Yourself

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

www.Slideshare.net/rickjmiv

Resources

Social Media And The Insurance Broker are You Kidding 0210

Technology

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