Social Media Networking for the insurance industry

1. Social Marketing
Strategy+
This is how we do...
Chris Hamby w/ @Rob Bertholf

2. A little history on Chris
Started working on the first pizzahut.com
project in 1996
Strategist for the launch of cars.com in 1999
Have started and ran over 5 different
successful businesses, including the largest
interactive agency in Hawaii……..

3. @Rob’s Geek Cred

4. Overview
● What is Social Media?
● What is Networking?
● What is Social Media Networking?
● How to build a referral network?

5. What is
“Social Media”?

6. Definition via Wikipedia
“Social media is an umbrella term that defines
the various activities that integrate technology,
social interaction, and the construction of words
and pictures.”

9. Tools
Always
Change

10. Social Media is mainstream...

11. • 65% of U.S. adults use social media
• If Facebook were a country, it would be the world’s 3rd
largest. (750 million active users 50% login daily)
• Two hours of video are uploaded to YouTube every
second.
• 200 Million tweets sent per day (up from 65M last year)
• 180 million unique visits a month to LinkedIn
• YouTube is the second largest search engine in the world
more than 100 million videos.
Social Media Stats

12. Social Media is NOT the
conversation
...its where the conversation takes place

13. How to Join the
Conversation?

14. Social Media is NOT a new language

15. “I dont understand this stuff”

16. Business Cocktail Party Advice

17. Ok, lets “DO” social

18. Lets plan to “BE” social and
engage with a purpose

19. What is “Social
Media
Networking”?

20. Definition via Wikipedia
Social media networking refers to the process
of gaining traffic or attention through social
media sites.

21. Traditional Networking
vs.
Social Media
Networking

22. Traditional vs Social
1. What is the goal?
2. Who is the audience?
3. What does the audience know?
4. Where is the audience?
5. How can I connect with my audience?
6. How do I extend the conversation?
7. How can I get introduced to others?

23. +Social: Extending the Conversation
How do I extend the conversation?
Once you’ve made that initial contact and gained
permission to have an ongoing conversation,
what do you plan to do next?

24. +Social: Gaining Recommendations
How can I get my audience to introduce me to others?
When was the last time you saw this section in a marketing
plan overview? Don’t let that be a reason to leave it out of
your plan. If you’re going to do something truly integrated,
you have to think beyond the conversation to the
recommendation. Recommendation is where the real ROI
comes, so think about how you can get your customer to
give you one.

25. Integrated Marketing Efforts
Traditional
+ Social Networking
= Success

26. Effort & Time Spent (Flip the Funnel)
Find
Convert
Keep
Find
Convert
Keep
Traditional Social
W
ord
of M
outh

27. Social Media Networking
Goals Strategy Tactics

28. Define your
purpose and goals
What are your objectives?
What do you hope to achieve?

29. What is the purpose?

30. Goals & Objectives
• Post cat & rainbow photos
• Because Management Says So
• Brand awareness & loyalty
• Generate top of mind awareness
• Drive traffic to your agency
• Build a community of followers
• Drive leads and sales
• Encourage & reward brand
advocacy
• Reputation management
• Support Public Relations
• Be a thought leader in your industry
• Support customer service
• HR, recruiting

31. Understand your
audience
Who do you want to reach/engage?
What do they know about you?

32. Who is your target audience?

33. What does your audience know?

34. Social Technographics
http://forrester.com

35. Give Appropriate Assignments

36. Determine what
success looks like
… and how to measure success

37. Social Analytics & Measurement
Only through metrics can you answer:
• Is your community growing and at what rate?
• Who in your community is engaged and who
do you need to approach differently?
• What online activities and strategies are
working?

38. Key Performance Indicator (KPI)
A KPI is a type of performance measurement
used to evaluate the success of a particular
activity in which it is engaged.
It is critical that success be determined by
fulfilling pre-identified KPI’s rather than looking
for random trends after the fact.

39. Progressive KPI’s
Authority
Action
Engagement/Interest
Advocacy
Exposure/Awareness

40. What is a “Social
Media Marketing
Strategy”?

41. Definition
Social Media Marketing Strategy is the
framework for engaging with results oriented
social media marketing focused on business or
communication goals.

42. Sample Strategic Plan Includes
● Goals & Objectives
● Social Media Audit
● Content Workflow
● Social Media
Campaigns
● Monitoring Schedule
● Content Marketing Plan
● Engagement Schedule
● Outreach Schedule
● KPI Measurement Base
● Staff Training
● Advocate Education
● Asset Development

43. Networking
How to do it offline and online

44. Referrals are the Holy Grail of Sales
● NY Times study: 65% new business comes
from referrals
● Nielsen study: people are 400% more likely
to buy through a referral if available!
● Nielsen: 43% of consumers more likely to
buy a product they have connected with
through social media!

45. More than just engagement!
Monitoring Engagement Outreach
Content Development
& Marketing
Advocacy Building Measurement

46. Listen & Learn
Social Media Monitoring, Trending
Topics & Keyword Research

47. Who? What are they saying?

48. Craft Great Headlines
Present with information readers are interested in (via Convince & Convert):
● If you’re providing an answer to an important question, ask the question in the
headline. “Which is the most fragrant flower lei?”
● If you’re sharing important news that will affect a number of people, start
sharing it in the headline. “Over 40 Million Target Credit Card Accounts
Compromised: How to Protect Yourself.”
● If you want readers to be interested in your product, show them benefits they’ll
like, not features you like. “New Gas Additive Saves up to 3 mpg, $200 per
Year.”
● If you want people to care about your topic, give them something to care about.
“27 Elvis impersonators Save Christmas for This Tiny Nebraska Town.”

49. Tools for Automation

50. Step 1: Have a Routine

51. Step 2: Be Consistent
If + = follow & reply
If comment = reply & +1
If post on Facebook =

52. Tools for Social Monitoring

53. Engagement Tips
● Ask Questions
● 80% focus on audience, 20% focus on you
● Be Human (& authentic)
● Be Consistent/Timely

54. Preaching to the choir

55. In Summary:
-Social Media is a Conversation
-Listening is the essential ingredient to
conversing
-Humanize your posts
-Establish yourself as an authority in