Introduction to Social Networking — A New Way

Introduction to Social Networking - A New Way to Connect ACT Webinar Presented By: Ryan Hanley, Guilderland Agency Jason Hoeppner, B. H. Burke & Co. , Inc. Chris Jordan, Atlanta Insurance Live Rick Morgan, Chair ACT Social Web WG Jeff Yates, ACT Executive Director

Introduction to Social Networking - A New Way to Connect ACT Webinar Presented By: Ryan Hanley, Guilderland Agency Jason Hoeppner, B. H. Burke & Co. , Inc. Chris Jordan, Atlanta Insurance Live Rick Morgan, Chair ACT Social Web WG Jeff Yates, ACT Executive Director

Rick Morgan o Contact Rick at: n n n linkedin. com/in/rickmorganconsulting facebook. com/rickmorganconsulting Twitter. com/rickjmiv Rickmorganconsulting. com/blog rick@rickmorganconsulting. com

Introduction Familiar with the Social Web?

What is it? A virtual community where people with common interests can gather and connect, to share stories, ideas, thoughts, and opinions

Hot Yes - New No o o You have done it most of your life. So did you parents and grandparents. Have you ever: n n n asked or given advice? given or received a recommendation? shared an experience? collaborated on a project? interacted with a group? It isn’t new only the tools are.

Are You Saying This? o o o It’s a Fad. I don’t have time. It’s not for business. What is the ROI? I don’t want my staff wasting company time on this. What about E&0?

It is not about the Technology it is about the Sociology o Outbound and/or interruption marketing n n o Telemarketing Direct Mail Email Blasts Print Ads Inbound or Permission Based n n n Blogging Social Media RSS

Opening Up New Opportunities o o o o Essential tool for communication Customer engagement Lead generation Immediate customer contact Customer service Customer interaction Relationship building

Jason Hoeppner, CIC o o Technology, workflow, & social media consultant – B. H. Burke & Co. , Inc. , Westbrook, CT Contact Jason at: n n n jason@bhbco. com twitter. com/Jason. Hoeppner linkedin. com/in/Jason. Hoeppner facebook. com/Jason. Hoeppner (860) 830 -4080

How Do I Get Started? o o Define your agency strategy. Define your agency image or what you want to portray through these channels. Decide what platforms you will use, and who will lead this effort. Based on all the above — set up an agency policy that outlines this strategy & ensure that everyone understands it!

Agency Strategy – side note q q Do you have a current marketing plan or strategy? What are your goals for using social media? q q q q Make sales, acquire leads Expand your market Provide service, follow up Test the water Where can you afford to fail? Client/Prospect demographics − Are they on these platforms? Can you support the engagement on social media? Additional concerns (management, mergers, new systems, etc. )

The Tools to get Started o Blogs - A Blog, is a website with regular entries of commentary, news, opinion or other material such as links, photographs or video. n Create an editorial calendar n OK to have multiple authors n Consistency is more important the frequency n Keep posts short n Let personality show through - speak in first person n A mix of personal and professional foundersgrp. wordpress. com Vaughn Insurance

The Tools to get Started - Con’t o Facebook - Facebook’s popularity means that many of your prospects and customers already use Facebook to keep in touch not only with family and friends but also companies. n Fan Pages n Ads www. facebook. com/pages/Sleepy-Hollow-NY/The-Rey-Insurance. Agency-Inc/97009721545 Agency Fan Pages

The Tools to get Started - Con’t o Linked. In - Linked. In is a social network for business professionals. n Groups n Q&A http: //www. linkedin. com

The Tools to get Started - Con’t o Twitter - Twitter asks the question, "What are you doing? ” Agencies can tweet company announcements, ask for feedback, answer customer questions or share relevant website page links. n Real-Time n Search n Lists n Manage with tools like Tweet. Deck and Hootsuite http: //business. twitter. com/twitter 101 Insurance people on Twitter

The Tools to get Started - Con’t You. Tube Video can be a very effective way for an agency to deliver its message and strengthen its on-line brand. www. reyinsurance. com Crecenta Valley Insurance

Ryan Hanley o o o Account Executive, Guilderland Agency, Inc – Albany, NY Creator and Author of Albany Insurance Professional Contact Ryan at: n n o rhanley@guilderlandagency. com (518) 456 -6688 Links n n n www. ryanhanley. com Twitter. com/Albany. Insurance Linked. In/Ryan. Hanley

Why Did I Start a Blog o Conversations were taking place without me n o Powerful low cost advertising, I could control n o Prospects could become comfortable with me before we spoke about business Constantly keep up to date with clients n o Valued added resource for everyone who visits Earn respect of clients before I meet them n o My message, produced and distributed the way I want Information Hub for clients and prospects n o Prospects & Professionals were discussing their online relationships Email & RSS subscriptions keep me top of mind Media source that is constantly working

How To Succeed With a Written Blog o o o Consistency is Key (Builds Trust) Create Conversations (Not Broadcasts) Build Relationships (Not Transactions) Be Personal (Not Corporate) Have a Message n o o o Social Media thrives on Niche Markets Be Relatable (Use Real Life Examples) Be Relevant (Use Local, 21 st Century Topics) Do Not Preach Your Brand!

Real Life Example of Internet’s Power Recently, I was contacted through Linked. In by a woman who reads my blog and was interested in a quote on her personal insurance, (Home, Auto, Boat, Rental, Umbrella). We wrote her account at ~$3, 000 in premium which equates to ~$500 in commission to the Agency. o My new client then wrote a recommendation for me on Linked. In expressing her gratitude for my quality of service and professionalism. o Two days later I received another message on Linked. In from my new client’s friend referencing the recommendation stating that she would also be interested in a quote. We made ~$350 from her account. o $850 in Revenue in 3 days without a Phone Call o

Chris Jordan o o o Chris is an Independent Agent in Atlanta. His Virtual Agency at: Atlanta Insurance Live Contact Chris at: n n facebook. com/achrisjordan twitter. com/thechrisjordan linkedin. com/in/cljordan youtube. com/mrthechrisjordan

Today’s Internet… o The heightened popularity of Social Media is an obvious indication that the Internet has changed. o We used to logon to get information. Now, we are logging on to communicate. o Google & Social Search o Mobile Technology o Nielsen estimates that smart phones will overtake feature phones by 2011 http: //bit. ly/c. EJmo 2 o CTIA finds that 91% of Americans use cell phones!

How I Leverage the Web: o Atlanta Insurance Live! n Video Blog: The Media n n n Fun & Light Hearted! Educational Meet people virtually & duplicate myself Communicate using a web cam & chat Social Media: The Social n n Twitter Facebook Linkedin You. Tube

Setting Expectations o Fact n n n You will find new customers! You will find new networking opportunities! You will even increase the likelihood that someone will buy from you! o o Fact vs. Fiction Over 50% say they are more likely to do business with a brand they follow online according to Consumer Pulse Fiction n This happens Overnight! - wrong… o The truth is that this takes time and consistency!

Setting Expectations o Have a goal each time you log on n n o Connect: Send a message or add a friend Respond: To messages or interesting status updates Update your status! *But minimize talking shop! Consistency over frequency Don’t overanalyze n o Tips & Advice Don’t get caught up in the #’s game Have FUN!

Results & ROI o Relationships are the ‘Return’! n o $5, 082 in premium sold in March just from my online presence n o Who do you know? Consider that this is just from my individual efforts Intangibles n n INC. Magazine, IA Magazine, Insurance Journal Testimonials x 100! o o o Selling Insurance from the Bathtub Choose a new Insurance Agent ‘Invest’ in your agency’s future!

Summary o o Listen
 Build a Team n o Community Manager Have a Plan - Create Goals n n Goal Objectives Strategy Tactics

Summary o Have Rules, But Trust People n o ACT Policy Guide Creativity & Personality Trump Big Budget No One Size Fits All

ACT & Industry Websites o o o www. iiaba. net/act, at “Websites & Social Media” Quick Link facebook. com/independentagent Jeff Yates, ACT Executive Director – jeff. yates@iiaba. net