Get best travel insurance

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Social Media Insurance
Following customers into social media
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A communications opportunity

• Communication has been democratized
• The Lifestream Age
• Consumer generated content
• Age of the digital camera
• Wifi broadband
• Facebook Doubled since 9/08
• Twitter Doubled since 3/09

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Why use social media?

• More messages in more places
• Attract rather than detract
• Build communities not databases
• Communicate with instead of at
• Economy of a million niche markets

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Why use social media

• Google loves social media
• 24/7 access
• Connect directly with decision makers
• Build frequency more efficiently and dynamically

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But how can I use it?

• Be interesting
• Build awareness
• Generate relationships
• Show passion
• Demonstrate honesty
• Create discussions
• Listen, listen, listen

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Main content types

• Social networking (Facebook)
• Blogs (Wordpress)
• Microblogs (Twitter)
• Reference tools (Wikipedia)
• Peer to Peer Sharing (YouTube)
• Research (Google Alerts)
• Peer to Peer Reviews (Yelp)

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What do you use it for?

• Recruiting
• Branding
• Call to action
• Market research
• Entertainment
• Networking

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Building a plan

• P.O.S.T. Method
• People
• Objective
• Strategy
• Technology

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People

• Who is your audience?
• What do they like and dislike?
• What motivates them?
• What do they talk about? Obsess over?
• What are their demographics?

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Objective

• Who are the stake holders?
• What is the end goal?
• What will your audience do if youre successful?
• Will you organization be more valuable for having
  started the campaign?
• Which verbs are important?

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Strategy

• Which analytics and data will show you reached
  your objective?
• What resources (time, labor, financial) are
  available?
• Who will have ownership?
• What are competitors doing?

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Technology

• Which technologies are important?
• Video, picture, audio sharing
• Per-to-peer networks vs. Blogging
• When and how will content be generated?
• Who is the caretaker and observer?

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ROI

• Not everything that can be counted counts, and
  not everything that counts can be counted.
• - Albert Einstein

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roi

• Measure Awareness (Web Traffic)
• Measure Acquisition (Conversion rates)
• Measure Retention (Reputation management)
• Qualities (Trust, Influence, Coolness factor)

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Tips

• Have a personality, a perspective and passion
• Define your audience
• Listen more than you talk
• Have a plan and keep the end in mind
• Make a schedule and budget time

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Tips

• Engage in conversations by being helpful and by
  giving more than you take
• Consumers will share their opinions whether or
  not you want to hear them
• Concentrate on building word of mouth by
  delivering interesting and relevant content
• Build trust and add value first. Bring wine to
  the picnic

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Social Media for insurance
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Who is using social media?
Allstate Blog forums.allstate.com
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Who is using social media?
Allstate Facebook facebook.com
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Who is using social media?
Allstate YouTube youtube.com
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Who is using social media?
Allstate Facebook facebook.com
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Who is using social media?
Keith Wainauski, Farmers _at_insuranceanswers
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Who is using social media?
State Farm Agents linkedin.com
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What are they doing?

• Toe dipping
• Educational content
• Video, links
• Staying top of mind
• Branding as the experts
• Developing relationships
• Retweeting, replying, interacting

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Best Tactics

• Focus on relationship building between people
• Twitter search conversations
• Interject value into conversation
• Use social media tools to be a catalyst for
  real, in person interaction

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Best Tactics

• Create an internal platform facilitate sharing of
  information and creativity
• Comment, reply, retweet, forward information that
  adds real value to people
• Dont be that guy

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Measuring effectiveness

• Number of new relationships
• Traffic to website
• Increased revenue
• Decreased expenses
• Conversion rates

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Tips

• Focus on consultative selling
• Be educational
• Watch what you say
• Walk before running
• Prove communicate enhance repeat

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Next actions

• Develop content and distribute
• Teach three agents to be experts
• Evaluate, find successes, repeat

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Need help

• William Crozer
• 702.339.3002
• clutchmediagroup_at_gmail.com