bozeman, mt presentation

Text 773-770-4377 “growprogram”


Transformation


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• 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


Jason Cass & Brian Appleton

“The GROW mission is to provide business the confidence to transform your business into a social and digital

business”

www.growprogram.com


• The Why• The How• The What


Why


“If I could only get the whole town to know me”


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….

Text 773-770-4377 “growprogram” 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.


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.


The How


How are you marketing today?

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”


Impact and Numbers

Socialnomics

http://youtu.be/TXD-Uqx6_Wk

Digital Media

“Is being where the consumer is when they search for a solution to a problem”


But what’s the…


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


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


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


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


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


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

https://www.facebook.com/jdcinsurance


• 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


Case Study #5• Quote & Referral Promotion• Feb. 3rd – 14th 2014• Jonesboro, AR• Results– 24 quotes & referrals (24 inbound actions)– Sold 13 at last report– 2 commercial accounts (Dr. & Garage)


Numbers as of 45 months• As of 01.02.2014 (45 months)• Thousands of fans, followers, and connections• $261,000 NB social premium• $39,000 NB Personal revenue• $9,000 Life revenue • $81,000 Total revenue PL NB & RN & Life• $15,000 Commercial revenue NB & RN• $105,000 Total revenue NB & RNPL/CL/Life• 99% retention – Rest of book is about 92%


FB expenses


Need to go where the people are.


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


So…We talked about what

businesses are wanting to hear.


Now let’s talk about what they need to know.


“The Blueprint”

Text 773-770-4377 “growprogram” Blueprint

Social & Digital Business


1. Marketing/Advertising/Networking2. Prospecting3. Communication4. Sales process

i. Evaluatingii. Quotingiii. Submittingiv. Proposingv. Finalizing

5. After the sale6. Servicing7. Retention8. Cross selling

The business cycle


Marketing & Advertising & Networking

• Social platforms• Blog• Search• Email• FB ads• Re-targeting


Prospecting

• Social platforms• YouTube videos• Connections of LinkedIn• Social content• Digital search content


Communication

• Social Platforms• Email• Texting• Digital search content• Video• G+ hangouts


Sales Process- Evaluating

• Knowing the risk• Seeing the risk• Details of the risk• Records of the risk

• Business Intelligence


Sales Process - Quoting

• Company online raters• Agency raters• Online website raters


Sales- Submitting to carrier

• AMS• AMS bridging• Fillable PDF’s• Secure transactions


Sales - Proposing

• Ipads• Online proposals• Email proposals• Video conferencing


Sales - Finalizing

• Email applications• E signatures• Electronic policy delivery


After the sale

• Welcome kit– Electronic– Email

• App


Servicing

• Real-time• Self service

• Online • App

• Online chat• Video conferencing


Retention

• Social platforms– Touches– Following– Cross selling


Cross-selling

• Getting info at contact• Email • FB


Let’s get FacebookPractical…

Shall we?


6 ways to get fans immediately• Invite your friends– Have staff invite friends

• Use email list• At time of service– Like Fan 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• Motivation pics


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

http://www.facebook.com/jdcinsurance


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

https://www.facebook.com/stlsquirrels

https://www.facebook.com/acuityingear

http://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


12 days of promotion


Promotion 1011. Wrote down what and goals I want to achieve

1. Get NB quotes2. Get referrals3. Etc.

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

https://www.facebook.com/photo.php?v=4960869744860&set=vb.116672458343916&type=3&theater


Marketing Ideas


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


Promotion 101 cont.


• JDC Insurance Olympic trial• Snow Challenge• No shave Movember• GEO Tracking• Video for clients• Share contest• Friend to fan auger• QR Code

Promotion 101 cont.


Blogging

• Blogging • Increases engagement• Increases fans/connections/followers/circles• Increases email subscribers• Increases agency value

• Tracking• Everything is trackable• Google analytics• Crazyegg

https://www.google.com/analytics/web/?hl=en&pli=1

http://www.crazyegg.com/


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• ASANA – task organization• Wistia- host video• Crowdbase- content storage


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

So if you are ready to mount up and claim you land..


Jason Cass & Brian Appleton

“The GROW mission is to provide business the confidence to transform your business into a social and digital

business”

www.growprogram.com


Contact info• Jason Cass• 618.532.2277• [email protected]• www.jdcins.com • Facebook

www.facebook.com/jdcinsurance • Twitter @jdcins• LinkedIn www.linkedin.com/in/jdcins• YouTube www.youtube.com/jdcins

http://www.jdcins.com/

http://www.facebook.com/jdcinsurance

http://www.linkedin.com/in/jdcins

http://www.youtube.com/jdcins

bozeman, mt presentation

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