Social media in the insurance industry web presentation
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Transcript of Social media in the insurance industry web presentation
Social Media in the Insurance IndustryTim Hurley
“Do They Have a Twitter for That?”
SOCIAL MEDIA IN THE INSURANCE INDUSTRY
Famous Last Words? • It’s a fad• I don’t have time• It’s not for business• It’s not for our industry• It’s not for our company•What is the ROI?•Not on Company time!!!!!•What about E&O?
Think this was about social media?
These are real quotes about agency automation (circa 1982) and email (circa 1997)!
Why Should You Care?
• Social media gains traction ..even in insurance!
• Customers migrating here in droves
• Agencies, brokers, and carriers believe these platforms open up new opportunities.
• We’ve witnessed “Main Street” acceptance of social networking as a powerful and persuasive communications tool.
• It’s not that complicated
April 8, 20236
The Social Media Ocean
Social Networking By The Numbers
•135 million users
•35% of users access LinkedIn daily
•81% of users belong to at least one group
•More than 2 million companies have LinkedIn Company Pages
•225 million users
•50 million active users log in every day
•100 million active users log in once a month
•More than 800 million active users
•More than 50% of users log on to Facebook on any given day
•More than 350 million users currently access Facebook through their mobile devices
Social Media Stagnation? Fortune 500 Snapshot
• 31 percent of the 2011 F500 still have neither a Twitter account nor a Facebook presence, at all.
Blogs– Only 23 percent of the 2011 F500 have corporate
public-facing blogs with a post in the past 12 months
Twitter– 62 percent of the 2011 F500 have corporate Twitter
accounts with a tweet in the past thirty days an increase of 2 percent from last year
– All the top ten companies in the 2011 F500 are tweeting
Facebook– 58 percent of the 2011 F500 have Facebook pages
Dialogue
Pillars of A Social Media Strategy
Technology Relationships
Content
Getting Started
• Have a clear objective– What do we want to accomplish?– Is it measurable?
• Google is your friend (for targeting) – What shows up in top ten results?– Does it provide a door opener?
• Start monitoring, listening– Set up Twitter account, listen to industry– Use RSS, Google blog search, alerts
• Find influencers– Who is most visible? Are they widely followed, read? – Are they conversation starters or industry experts?
Getting Started: LinkedIn
• Complete profile• Be active!
– Join relevant industry groups– Post updates (link to Twitter)– Conduct a survey; share results– Link to company blog(s)
Getting Smarter: Lead Gen with LinkedIn
• Develop an Inbound Marketing campaign– Provide information, content, expertise– Start conversations, drive traffic to landing pages
• Find people
• Go mobile
• Download apps
• Create, participate in dialogue
Create Strategic Links
Getting Started: Twitter
• Start following industry publications, influencers, customers, partners• Use a validation service: TrueTwit
• Have two-way conversations • Share articles, reports, PoV• Twitter etiquette: “re-tweets” • Use “hash tags” or “#” with tweets• Forge relationships, then use to tools to be a catalyst for
real, in-person interaction
April 8, 202315
Getting Smarter: Twitter TV
CASE STUDIES
Best Practices: YouTube/AllstateA
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Best Practices: Facebook/Atlantic Insurance Agency
Best Practices: Yammer/Sword Insurance
Best Practices: LinkedIn/State FarmS
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What are “Early Adopters” Doing?
• Toe dipping•Educational content– Video, links
• Staying top of mind•Branding as the experts•Retweeting, replying, interacting
•Building/strengthening relationships and pipeline!
On The Horizon
•Real-time goes big time •Greater accountability by CXOs•Google+ for businesses• Social media•All businesses are social businesses
Final Thoughts
Social Media …
• Is a proven business tool• Is not a full time job• Is not that complicated • Is not going the way of the fax machine•Can strengthen your lead generation and awareness building efforts
Thanks, Any Questions?