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Understanding the toolsof social and Digital Media
so you canSocial and Digitally
market your agency today
Jason Cass story• Married with two children (8) &(14)• Became an agent 2001• Chairman of National Young Agents for Big I• Started my own agency 2010• Got S&D on April 12, 2010• Project C.A.P. June 2011• Started GROW to help agents• Rest is history..
My agency• JDC Insurance Group LLP est. 1.1.2010
• Centralia, IL 13,000 population• 70% Commercial• 29% Personal (agency owners told me this was important)• 1% Life
• Completely mobile agency
• 98.9% paperless
• Niche agency
Where do you start the process of making a buying decision?
“If I could only get the whole town to know me”
• Hour 1Why and Case studies
• Hour 2Media sites and content
• Hour 3Facebook in-depth
• Hour 4Facebook in-depth cont.
Tools & Q&A
Ground Rules• Ask lots of questions… – Even dumb questions• I don’t expect you to be an expert
– Be prepared for my honest opinion– You can always follow up with me
• I may go on a tangent – It will always be relevant
• I don’t care if you email or send texts
• You don’t have to ask me to go the bathroom
Common Objections to Social Media
• We work on referrals…• So does the Internet
• It takes too much time…• You don’t have time for to generate revenue?
• I don’t know anything about computers…• Hire someone that does
• I don’t like the Internet…• But your clients do
Myths About Selling Online• Internet Shoppers Buy on Price– If we don’t treat our product like a commodity they
won’t buy it like a commodity• We Need To Be On Every Social Media Site to be
Successful– Success online is about becoming a valuable resource
• Consumers Need Our Expertise– The information gates to our knowledge have been
unlocked• Only young people use the internet and buy
online
It’s about connected or unconnected.
It’s no longer about young or old….
This Is The Connected Generation
This Is The Connected Generation
This Is The Connected Generation
The Connected Generation chooses you...
...on their own time line...based on their own research and
...their own belief in your story of value
The Connected generation communicates, buildsrelationships and makes buying decisions usingdigital and social media.
Social Marketing&
Digital Media
Social Marketing
“To be first in the mind of the consumer when they realize they have a problem and
need to find a solution”
Digital Media
“Is being where the consumer is when they search for a solution to a problem”
ConsumerizationIs an term used to describe emergence of info. technology:
•First in the consumer market •Then spread into business
•In years past, many technology-based products have had their beginnings in the defense & business markets:
•Facsimile machines•Calculators •Mobile phone•Personal computers
What does this mean for you?
Consumerization
• First, products that were designed for individual consumers, are now appealing in the workplace and demand of these products are increasing in the workplace
Consumerization
•Second, “No one cares how much you know, until they know how much you care”…
• Getting your employees to share & use productive and enhancing consumer technology at and away from work will be a wise strategy.
• Creates a window that shows transparency, builds trust, and your brand.
OK..I get it…
But…
What’s the R.O.I?
Social marketing and digital media is not a sales tool…
It is for…Branding
MarketingCommunication
but…
Do the others and you can
Center for Blackhawks
PTC Oil & Gas Company
4 Case studies
Case Study #1
Facebook iPad2 Referral Contest• Refer friend, family, co-worker, or yourself• Present a quote• Didn’t have to buy, just allow me to present a quote proposal• Entered into a contest to win an iPad2 (Can use Make-A-Wish or
other non-financial incentives depending on state regulations)• The referrer and the referee
Contest Period Nov 14 – Dec 31• Drawing January 1st at 12:01am by Video
Upload to All Social Sites
CONFIDENTIAL & PROPRIETARY. Exclusively for use and distribution by Consumer Agent Portal, LLC. All rights reserved.
My resultsGenerated 19 Referrals in 6 Weeks!Social & digital referrals only, had others not related to contest
• Didn’t fit agency philosophy of agency 5• Auto/Home• Low limits, etc.
• Prospects given a proposal 14• NB clients from those proposals 11 (78% CR)
Prior Insurance of 11 NB Clients• State Farm 4• Independent Companies 3• Allstate 2• Country companies 2
CONFIDENTIAL & PROPRIETARY. Exclusively for use and distribution by Consumer Agent Portal, LLC. All rights reserved.
My resultsPrior Limits of 11 NB Clients
• 50/100/50 or 100 4• Moved 2 of those to 100/300• Moved 2 of those to 250/500
• 1 took UMB
• 100/300/50 or 100 5• Moved 2 of those to 250/500
• 1 took UMB
• 250/500/ 250 Both had UMB 2• Moved one to 500/500 because of underlying limits due to UMB
CONFIDENTIAL & PROPRIETARY. Exclusively for use and distribution by Consumer Agent Portal, LLC. All rights reserved.
My results
• Auto/Home Packages All• EFT 10 of 11• Total Policies Written 38 (3.4/Client)• Auto – 11 • Home – 11 • UMB- 5• Dwelling fire-4• Motorcycle - 3• Boat- 4
CONFIDENTIAL & PROPRIETARY. Exclusively for use and distribution by Consumer Agent Portal, LLC. All rights reserved.
R.O.I
• Total Written Premium $28,000 FY (34,000 SY)
• Annual Commission $4,200 FY ($5,100 SY)
• Total Expense $1,650 (cost inc. CAP, Adv., iPad2)
• Total Profit $2,550 ($5,100 SY) ($7650 BY)
• Return on Investment 154% FY ($309% SY)
Case Study #2
FB R.O.I Fan review app
• Contest conducted April 13th – April 31st
• Contest Results• 28 reviews Facebook & LinkedIn• 11 referrals• 3 quotes• 9 clients (62% CR)• 26 fans gained from friends
• Ryan Hanley, Independent Agent, Blogger• Agent/Blogger of digital media (Director of Marketing)• The Murray Group Insurance Services, Inc., Albany, NY
• Contest conducted April 23th – May 7th
• New Business Results – • 58 reviews FB & LinkedIn• 28 referrals• 19 quote opportunities• Generated a total of 47 inbound actions!
Case Study #3
Case Study #4• Quote & Referral Promotion• May 6th -16th Drawing on 17th
• Promotion results• 23 inbound actions• 9 referrals• 14 quotes• 19 proposals given• 14 clients (73% CR)
• Financials• Expenses $850ish• Income $5,700ish
Numbers as of 42 months• As of 10.15.2013 (42 months)• Thousands of fans, followers, and connections• $251,000 NB social premium• $37,000 NB Personal revenue• $9,000 Life revenue • $77,000 Total revenue PL NB & RN & Life• $14,000 Commercial revenue NB & RN• $91,000 Total revenue NB & RN PL/CL/Life• 99% retention
FB expenses
How are you marketing today?
Need to go where the people are.
93% of businesses are NOT going online for growth…
they are going online to SURVIVE
Social sites
• Stay connected with others instantly• Broadcast to a large select audience
Social sites
• Broadcast myself on the jdcins channel• Coverages and FAQ• Market through email and website• Tell a story• Drawings
Social sites
• Prospecting -Business• Discussions• Content sharing• Resume
Social sites
• Biggest thing moving forward• Content • Authorship and publisher tag• Communities• Google authority• Tools like Google hangout
Website
Types of Content• Stories and Current Events• Blogging• Social media• Video• Podcasting• Slideshows• Images• Ebooks• Infographs• What papers
Where do I find or make Content?
• Current events (neutral)
• Newsfeed
• Other pages like Trusted Choice
• Other blogs or trade communications– Give credit
Content examples
Q&A
Mobile
• 60% of traffic on FB is mobile use
• iPads not chalkboards
• 50% of kids under 8 use mobile devices
• 25% of kids under 3 use mobile devices
FB profile vs. FB fan page
• FB profile is your personal profile • Friends• Newsfeed (friends)• Status Updates• Share pictures/videos/events• All can be shared on personal or fan pages• 90% you/friends • 10% your business or businesses
FB profile vs. FB fan page
• Fan Page• Fans• Page Newsfeed (friends)• Status Updates• Share pictures/videos/events• All can be shared on personal or fan pages
FB profile vs. FB fan page
• FB fan page– 90% is content about them(fans/community) and their
lives• Blogs• Infographics• Your clients• Video• Pictures• Celebrations• Holiday’s
– 10% about your products and services
Edgerank• Affinity – Affinity is the prior interaction with a page’s
posts. If a user engages with a lot of content from a particular page, they will see the page’s content more often.
• Weight – Weight is based on previous interaction with posts of the same type. For instance, if a person usually engages with photos, they will be shown more photos.
• Time Decay – Time decay is how recent the content is. Facebook always wants to provide users with the most recent and relevant content, so an older content piece is less likely to be shown.
Negative feedback
• When your posts show up in someone’s news feed they have the option to like it or comment on it. They also have the option to hide the story, report the story as spam or to hide all stories from your agency. If they choose one of those latter options, it is considered ‘negative feedback’
• Effects your EdgeRank score
6 ways to get fans immediately
• Invite your friends– Have staff invite friends
• Use email list• At time of service– LikeFan page – Check-in– Write a review
• Sign on front desk• Website• Email signature
5 post types that get engagement
• Caption this• Fill in the blank• Questions• Pictures / infographics• Quotes
Facebook tour
Optimizing your FB page• Search• Keywords– Page name is huge
• Vanity URL – www.facebook.com/jdcinsurance – Graph search is going to be huge
• Google using pages / FB uses people to link others to info.
• About section (short description)• Pictures have the power– Alt text for pictures is important– Use proper dimensions
Some things I do with Facebook
• Ads auger• Get friends • Run ads ( sponsored stories )• Get fans• Run FB ads to:• Get their email /contact information ( giveaways)• Run contest & sweepstakes
• Like & Interest ads• Get your message out to the exact person• Niche and target marketing at it’s best
• Generic branding ads• Happy Birthday• Thank you• Holiday ads• Specials or current events• *Mobile*
Facebook tips
• Follow others– Comment, like, and share what they post
• Create other pages– STL Cardinal squirrels
– Local viral
– Acuity Trucking• Like your clients and showcase them• Create a URL for your fan page – www.jdcfanpage.com
Proper FB dimensions
Photo Page Post / Sponsored Stories
• Tip: Images scaled down look better
Pictures w/text
Text & Link posted with photo may over lay photo in newsfeed
Cover PhotosIn a “like story” in the news feed only the top half is shown
New Facebook rules allow for calls to action ex. Contact info, price purchase info..but…only 20% text
Profile Pic•Always use a square photo•Pictures larger than 180*180 are perfect as well as long as they are square•Don’t change often, change cover photo
Link preview image•Just like your profile pic this is cropped down to a square•When linking back to your page or site include at least one square photo for each shareable page or blog post
11 days of promotion
Promotion 1011. Wrote down what and goals I want to achieve
1. Get NB quotes2. Get referrals
2. Set the rules1. Auto & Home quote/ minimum liability limits2. Set and wrote out FB rules
3. Set a time period -11 days / 12th day drawing4. Created videos (2) / emails(4) for call to actions
Promotion 101 cont.5. Developed a new FB site
1. Cover photo2. Profile Pic3. Tabs4. Landing page5. Rules page
6. Created links to be able to track actions taken6. FB analytics7. Bitly links
7. Create FB ads and schedule them
Promotion 101 cont.8. Start on Day 1
1. Upload video to Youtube / FB1. Social proof if FB
2. Make status updates1. Use video as update in the morning before 8 am2. Share video on profile in the evening about 7pm
9. Day 2 1. Share a story’s about what happened the day before
1. About a quote/referral 2. The excitement you have felt or heard about
2. Email your list with earlier created email
Promotion 101 cont.10. Going forward till day 11
1. Keep doing status updates 1. Shares / likes2. Referrals 3. People you helped4. The talk and excitement
2. Send emails created earlier1. Tuesday (Day 2)2. Friday (Day 5)3. Tuesday (Day 9)4. Thursday (Day 11)
3. Promotion ends Day 11 at 5pm
Promotion 101 cont.11. Day 12
1. Hold drawing at 3pm2. Put all names in bowl3. Find a unique place / person4. Video tape the drawing5. Upload video to FB page
1. Don’t announce winner, make them watch the video
6. Announce for the next few days the winner with status updates
7. Have winner take a picture with prize and email to you8. Post to your page – validation for future promotions9. Encourage them to upload to their profile and tag your agency
Marketing Ideas
Promotion 101 cont.
• JDC Insurance Olympic trial• GEO Tracking• Video for clients• Share contest• Friend to fan auger• QR Code
Other promotions
• Friend to Fan• $25 once a month
• Fan Referral Program• Drawing once a month big prize at the end
• Donate to Charity for every new fan• Promote other business
• This month get 10% off • If you shop there• Check in
Blogging
• Blogging • Increases engagement• Increases fans/connections/followers/circles• Increases email subscribers• Increases agency value
• Tracking• Everything is trackable• Google analytics• Crazyegg
Other places I use• Dropbox- file sharing• Elance- Outsourcing• ProjectCAP- Online portal, Trusted Choice• Hootsuite- manage multiple social profiles• Wordpress-Website • Northsocial-promotion help and design• Wildfire-Same as north social• Animoto-Create videos
Other places I use• Google Analytics- track hits and engagement
online• Bitly- link shortener and tracker• Picmonkey- picture software• Abweber / Mailchimp /iContact- Email list• Lastpass- password management
Jason Cass & Brian Appleton
“The GROW mission is to provide every business the tools and knowledge to generate revenue from their online
activities”
www.growprogram.com
Social Sooner• Similar to an Oklahoma sooner• Get on your digital horse and claim your virtual
Land• First to claim your land is the trailblazer and ruler• Late to the game has to borrow or buy land
• Personal lines market share• Cannons all in the same direction• 34 %
• Commission per county
• Commercial lines Market share• We dominate this market
CONFIDENTIAL & PROPRIETARY. Exclusively for use and distribution by Consumer Agent Portal, LLC. All rights reserved.
So if you are ready to mount up and claim you land..
AgencyInbound
AssociationInbound
Contact info• Jason Cass• 618.532.2277• jason@jdcins.com• www.jdcins.com • Facebook
www.facebook.com/jdcinsurance • Twitter @jdcins• LinkedIn www.linkedin.com/in/jdcins• YouTube www.youtube.com/jdcins
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