2009 kaia midwest tech conf web sites and sm v08 21 09
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Presentation at the KAIA Midwest Tech Conference, KC, August 2009TRANSCRIPT
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Effective Marketing Strategies for Selling Insurance
in the Web 2.0 Era
Mike WiseVP – Insurance Technologies
IdeaStar [email protected]
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Engage the New Client Demographic
• How much business are you getting from the Web? Meanwhile, are your traditional selling strategies showing declining results?
• Are you engaged with your targeted prospects and get timely referrals from clients via email, messaging, twitter?
• What are other agents doing to be at the right place, at the right time, with the right message?
How to Use Web sites, Social Networking
E-Mail Marketing, And Blogs
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How much do you know?
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1. What is the most used navigational element of a Web browser?
2. What is the definition of “Twipsy”?3. What is User-generated Content?4. Is the Web more about the top of the
funnel or the bottom?5. What is ‘viral marketing’?
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Current Landscape
Your Peers
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ACT Web 2.0 Social Media Agent Survey
Option Personal Agency
Blog 17 7
Social Networking Sites 33 15
Wiki 19 7
Shared Media 25 1
Micro blogs 8 4
Virtual Gaming 3 1
Instant Messaging 26 15
Text Messaging 37 16
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ACT Web 2.0 Social Media Agent Survey
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Engage the New Agent Demographic
• Agents are looking for useful informationand share helpful information
• Provide ways to connect with each otherShare best practicesShare war stories
• Train them on social media and referrals• USER-GENERATED CONTENT is critical• No fear… Moderate
Engaging Agents
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Background, statistics on consumer Web utilization versus
traditional advertising
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• With the proliferation of broadband penetration, and growing
ubiquity of the Web at work and at home, the Internet garners one third of today’s consumer share of media consumption. http://tinyurl.com/pocec7
• The share of adult internet users who have a profile on an online social network site has more than quadrupled in the past four
years -- from 8% in 2005 to 35% at the end of 2008. http://www.pewinternet.org
• Almost half (49%) of internet users say they have used online classified sites, up from 22% who had done so in 2005. http://www.pewinternet.org
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Common myths about insurance agents, Web traffic, and
closing business
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• Insurance is face-to-face
• Insurance agents will suffer the same fate as… travel agents
• Insurance is too complicated to be sold online through Web sites
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Best PracticesAgent-driven Web-enabled
insurance sales strategies
http://www.govaughn.com
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• Right place, right time, right message• Consumer-driven Channel of Choice
–Primary Web site (www.GoVaughn.com)
–Blog (blog.GoVaughn.com)
–Facebook Fan page–Twitter @NibbyP–Linkedin–Email engine
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Web sites “ The 8-second Rule”design and usability
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• Professional Design• Content Management• Current Content• Useful Content• Low cost• Simple• Viral
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Driving trafficbuzz, content email, referrals
social networks
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• Main Site: News & Events (monthly)• Blog: Weekly Story, keywords, links• Twitter: Tweet both, RT others (daily)• Facebook: Share Tips, Ask Questions• Linkedin: Status, Reading, Trips, Network• Email: Weekly or Bi-weekly
Hire a Social Media Director??
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Best PracticesAgents using
Facebook and Twitter
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• Hometown Quotes
• Founders Insurance Group
• Anyone in the audience?
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The RAW
POWER of BLOGS
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The Raw Power of Blogs
• Written by Agents and for Agents• Reward Top Producers with Authorship
OK… with editorial help as needed! • Small, steady doses of engaging content• Pictures, podcasts, video, music video• Searchable for new agents coming on• Private or public• Clever search engine optimization• Social media integration• Email integration• Share-able
Why Blogs?
Example………
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The Raw Power of Blogs
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Integrated Strategies with Social Networks
According to a social media study by Michael Stelzner for the Social Media Success Summit 2009, 88% of marketers in a recent survey say they are now using some form of social media to market their business…
Marketer's Use of Social Media Tools
Social Media % Respondents Using
Twitter 86%
Blogs 79
Linkedin 78
Facebook 77
YouTube or other video 41
Social bookmark sites 38
Forums 38
StumbleUpon 28
Digg, Reddit or similar 26
FriendFeed 18Source: Social Media Marketing Industry Report, March 2009
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Integrated Strategies with Social Networks
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Why Integrated Strategies with
Social Networks?
http://www.youtube.com/watch?v=sIFYPQjYhv8
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FinalExam
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1. How often should you Blog?2. Where can you buy a Web 2.0?3. When was the last time you used the
old paper-based ‘Yellow Pages”?4. How do Social Networks drive traffic?5. What do you use the back of the
business card for?
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Helpful tools&
Next Steps
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• GoodBarry - $39/mo• Tweetdeck - free• Bloglines - free• Audacity - free• Sony Vegas - $50 license• CamStudio – free• FreeConference - free• ShareItNow - $39/mo• Others from the audience?
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1. Take a day a week next month and do this:2. Set up a Blog and start Blogging
– Write, Podcast, Vidcast, Tweet– Show your prospects who you are and what you know
3. Set up a simple Web site– P1: About, Contact, News, Events, Carriers, Products, Viral– P2: Links to Quote Engines and e-Applications
4. Set up Facebook and Linkedin pages5. Continue to share and learn:
– http://www.linkedin.com/groups?about=&gid=2212210 – Big I Midwest Tech Conference 2009 Linkedin Group
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Q & A
Mike WiseVice President – Insurance Technologies
216-674-1600 ext. [email protected]
http://blog.insurance-technologies.com/http://twitter.com/mikewise07
http://www.linkedin.com/in/mikewise07
Keeping the conversation going…
KAIA Linkedin Group