Emily Friedman
Senior Research Consultant
LinkedIn
Innovative Marketing in Commercial Insurance:
How Rising Adoption of Digital and Social Resources Is Impacting Business

Elliott Bundy
Chief Communications
and Marketing Officer,
XL Group
Michael Lock
President,
Hearsay Social
David May
Chief Marketing Officer,
AIG
Panelists

1
To what extent do agents, brokers and clients rely on digital and social
resources for discovery, consideration and validation of information?
2
How does industry adoption of digital and social resources impact the
traditional intermediary relationship model for agents and brokers?
3
What opportunities exist for producers to build their brand, deliver
influential value, and drive key results through social networks?
Questions to Answer

76%
77%
82%
86%
88%
91%
Online Insurance Trade Publications
Professional Networks
Insurance Carrier Domains
Agents/Brokers
Clients
27%
42%
30%
32%
59%
32%
Agents, brokers & clients use select digital sources for
discovery, consideration & validation of information
Significant increases in digital reliance are expected over the next year
Source: 2014 study of commercial insurance agents, brokers and clients on LinkedIn

Clients primarily turn to social networks for industry
perspectives and to assess potential agents/brokers
Stay up-to-date with
company risks
45%
42%
Identify prospective
agents/brokers
47%
45%
Check credentials of
prospective agent/broker
56%
54%
Commentary/perspectives
on industry topics
61%
57%
Source: 2014 study of commercial insurance agents, brokers and clients on LinkedIn
Use at least 1 networkUse LinkedInTop use cases for social networks:

Beyond staying informed, agents & brokers leverage
social networks for prospecting and engaging clients
Identify
prospects
59%
57%
Due diligence on
potential clients
62%
61%
Stay up-to-date on
companies / executives
78%
77%
List my credentials
and/or expertise
89%
89%
Use at least 1 networkUse LinkedIn
Source: 2014 study of commercial insurance agents, brokers and clients on LinkedIn
Top use cases for social networks:

in
Agents/brokers who prospect on
LinkedIn have found a potential
client through the network
Clients who use LinkedIn to identify
potential agents/brokers have been
influenced to work with one
in
Commercial insurance professionals drive tangible
results through strategic use of LinkedIn
Source: 2014 study of commercial insurance agents, brokers and clients on LinkedIn

“LinkedIn is…instrumental in my
ability to leverage my network
to find the best carriers and
brokers for my needs.”
— Commercial insurance client DM on LinkedIn
Source: 2014 study of commercial insurance agents, brokers and clients on LinkedIn

“LinkedIn has afforded the chance
for warm introductions.
I had a prospect that would have
been a cold call, however, I
discovered they were linked to
two of my connections.”
— Commercial insurance agent on LinkedIn
Source: 2014 study of commercial insurance agents, brokers and clients on LinkedIn

1
Rising reliance on digital & social resources for discovery, consideration &
validation of information is transforming the commercial buying/selling process.
2
Clients are maintaining traditional intermediary relationships but will
increasingly turn to social networks for supplementary insight & due diligence.
3
Agents and brokers have key opportunities to effectively drive results
through prospecting and providing valuable perspectives on LinkedIn.
What’s Next?

Elliott Bundy
Chief Communications
and Marketing Officer,
XL Group
Michael Lock
President,
Hearsay Social
David May
Chief Marketing Officer,
AIG
Panelists

Q&A