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A Little Info About Me
Principal and Marketing Strategist for
Insurance Insight Group
I own the company with two other partners
Over 20 years of experience in the insurance industry
Served in executive leadership positions at a major insurance
carrier and a national marketing organization
Licensed insurance agent
Expertise includes all aspects of the marketing communications
and online functions performed by insurance organizations
3. ©2009 Insurance Insight Group. All rights reserved.3
A Little Info About Insurance Insight Group
We are creative, experienced insurance marketing people
A full spectrum of product development, distribution,
marketing communications, and policy processing expertise
www.InsuranceInsightGroup.com
2008 & 2009 I.F.C.A. award winner
5. ©2009 Insurance Insight Group. All rights reserved.5
What does social media mean to you
and how do you approach the use of it?
6. ©2009 Insurance Insight Group. All rights reserved.6
“When marketing is continuous and targeted
rather than occasional and shotgun, business
gets easier.”
Joanna Krotz
Co-author, Microsoft Small Business Kit
9. ©2009 Insurance Insight Group. All rights reserved.9
When marketing tools are used
independently of one another they do
very little to engage our audience when
it comes to meeting our long-term goals
10. ©2009 Insurance Insight Group. All rights reserved.10
The primary goal many of us want from
our sales & marketing initiatives:
Goal: Reach our audience and to build a
relationship with them
Spur Sales & Long-term growth
11. ©2009 Insurance Insight Group. All rights reserved.11
Who is our audience?
Independent Marketing Organizations
Individual Producers
Consumers
2 Key Things to Remember
Broker Dealers
13. ©2009 Insurance Insight Group. All rights reserved.13
How are your messages going to break
through that clutter?
15. ©2009 Insurance Insight Group. All rights reserved.15
How do you get your audience to focus
and absorb your message?
16. ©2009 Insurance Insight Group. All rights reserved.16
Leveraging Social Media and
Networking in Your Marketing and
Communications
17. ©2009 Insurance Insight Group. All rights reserved.17
When Creating Marketing and Sales Initiatives
Two Important Questions:
Who is my audience?
How well do I know my audience?
Technology should play a vital in how
we answer those questions.
18. ©2009 Insurance Insight Group. All rights reserved.18
You Need to Utilize Information You Gather on
Your Audience to Create The Most Targeted
Campaign Possible
19. ©2009 Insurance Insight Group. All rights reserved.19
Understanding the data you’ll collect on your
audience and how you’ll store it should always
be at the start of any initiative
Have a plan for the information you gather
and how it will be utilized in the next steps
Better information will trigger better
campaigns – this will drive sales and reduce
acquisition costs
20. 20 Entire contents © 2008 Forrester Research, Inc. All rights reserved.
groundswell.forrester.com
21. 21 Entire contents © 2008 Forrester Research, Inc. All rights reserved.
Creators
Critics
Collectors
Joiners
Spectators
Inactives
The Social Technographics™ Ladder
Social Technographics
classifies people according to
how they use social
technologies.
Forrester can quantify the
number of online consumers
within these groups using our
consumer surveys.
22. 22 Entire contents © 2008 Forrester Research, Inc. All rights reserved.
Creators
Publish a blog
Publish your own Web pages
Upload video you created
Upload audio/music you created
Write articles or stories and post them
The Social Technographics ™ Ladder
Creators make social content
go. They write blogs or upload
video, music, or text.
Groups include people participating in at least
one of the activities monthly.
23. 23 Entire contents © 2008 Forrester Research, Inc. All rights reserved.
Creators
Critics
Publish a blog
Publish your own Web pages
Upload video you created
Upload audio/music you created
Write articles or stories and post them
Post ratings/reviews of products/services
Comment on someone else’s blog
Contribute to online forums
Contribute to/edit articles in a wiki
The Social Technographics ™ Ladder
Critics respond to content from
others. They post reviews,
comment on blogs, participate in
forums, and edit wiki articles.
Groups include people participating in at least
one of the activities monthly.
24. 24 Entire contents © 2008 Forrester Research, Inc. All rights reserved.
Creators
Critics
Collectors
Publish a blog
Publish your own Web pages
Upload video you created
Upload audio/music you created
Write articles or stories and post them
Post ratings/reviews of products/services
Comment on someone else’s blog
Contribute to online forums
Contribute to/edit articles in a wiki
Use RSS feeds
Add “tags” to Web pages or photos
“Vote” for Web sites online
The Social Technographics ™ Ladder
Collectors organize content for
themselves or others using RSS
feeds, tags, and voting sites like
Digg.com
Groups include people participating in at least
one of the activities monthly.
25. 25 Entire contents © 2008 Forrester Research, Inc. All rights reserved.
Creators
Critics
Collectors
Joiners
Publish a blog
Publish your own Web pages
Upload video you created
Upload audio/music you created
Write articles or stories and post them
Post ratings/reviews of products/services
Comment on someone else’s blog
Contribute to online forums
Contribute to/edit articles in a wiki
Use RSS feeds
Add “tags” to Web pages or photos
“Vote” for Web sites online
Maintain profile on a social networking site
Visit social networking sites
The Social Technographics ™ Ladder
Joiners connect in social
networks like MySpace and
Facebook
Groups include people participating in at least
one of the activities monthly.
26. 26 Entire contents © 2008 Forrester Research, Inc. All rights reserved.
Creators
Critics
Collectors
Joiners
Spectators
Publish a blog
Publish your own Web pages
Upload video you created
Upload audio/music you created
Write articles or stories and post them
Post ratings/reviews of products/services
Comment on someone else’s blog
Contribute to online forums
Contribute to/edit articles in a wiki
Use RSS feeds
Add “tags” to Web pages or photos
“Vote” for Web sites online
Maintain profile on a social networking site
Visit social networking sites
Read blogs
Watch video from other users
Listen to podcasts
Read online forums
Read customer ratings/reviews
The Social Technographics ™ Ladder
Spectators consumer social
content including blogs, user-
generated video, podcasts,
forums, or reviews
Groups include people participating in at least
one of the activities monthly.
27. 27 Entire contents © 2008 Forrester Research, Inc. All rights reserved.
Creators
Critics
Collectors
Joiners
Spectators
Inactives
Publish a blog
Publish your own Web pages
Upload video you created
Upload audio/music you created
Write articles or stories and post them
Post ratings/reviews of products/services
Comment on someone else’s blog
Contribute to online forums
Contribute to/edit articles in a wiki
Use RSS feeds
Add “tags” to Web pages or photos
“Vote” for Web sites online
Maintain profile on a social networking site
Visit social networking sites
Read blogs
Watch video from other users
Listen to podcasts
Read online forums
Read customer ratings/reviews
None of the above
The Social Technographics ™ Ladder
Inactives neither create nor
consumer social content of any
kind
Groups include people participating in at least
one of the activities monthly.
28. 28 Entire contents © 2008 Forrester Research, Inc. All rights reserved.
Creators
Critics
Collectors
Joiners
Spectators
Inactives
Publish a blog
Publish your own Web pages
Upload video you created
Upload audio/music you created
Write articles or stories and post them
Post ratings/reviews of products/services
Comment on someone else’s blog
Contribute to online forums
Contribute to/edit articles in a wiki
Use RSS feeds
Add “tags” to Web pages or photos
“Vote” for Web sites online
Maintain profile on a social networking site
Visit social networking sites
Read blogs
Watch video from other users
Listen to podcasts
Read online forums
Read customer ratings/reviews
None of the above
The Social Technographics ™ Ladder
Groups include people participating in at least
one of the activities monthly.
Taken together, these groups
make up the ecosystem that
forms the groundswell.
By examining how they are
represented in any subgroup,
strategists can determine
which sorts of strategies make
sense to reach their
customers.
29. ©2009 Insurance Insight Group. All rights reserved.29
Data from Forrester Research Technographics® surveys, 2009. For further details on the
Social Technographics profile, see groundswell.forrester.com.
30. ©2009 Insurance Insight Group. All rights reserved.30
Data from Forrester Research Technographics® surveys, 2009. For further details on the
Social Technographics profile, see groundswell.forrester.com.
31. ©2009 Insurance Insight Group. All rights reserved.31
Data from Forrester Research Technographics® surveys, 2009. For further details on the
Social Technographics profile, see groundswell.forrester.com.
36. ©2009 Insurance Insight Group. All rights reserved.36
You Need to Utilize Information You Gather on
Your Audience to Create The Most Targeted
Social Media Strategy Possible
37. ©2009 Insurance Insight Group. All rights reserved.37
Move to the next level of engagement
Give your audience a chance to display their
level of expertise with the subject matter
Questions
Games Quizzes
Incentives
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Get your audience’s attention by also giving
them a voice
Most communication initiatives are one-way
Use technology to open two-way
communications
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Gather opinions and ideas from your audience
Once your customers feel they are part of the
process and that their opinions and ideas
count, they are more likely to do business with
you versus those that just send one of the
many “me too” communications with which
they are inundated every day
41. ©2009 Insurance Insight Group. All rights reserved.41
Everyone not only wants to be listened to,
they also want to heard
Acknowledge / Honor / Connect
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You have their attention, now how do you
keep them coming back for more?
You need to keep your audience interested
and also balance initiatives with your
audience’s attention span and schedule
43. ©2009 Insurance Insight Group. All rights reserved.43
You have their attention, now how do you
keep them coming back for more?
Social media can help
Sales and marketing initiatives that were once
old can be new again
You can reinforce a message without
appearing repetitious
44. ©2009 Insurance Insight Group. All rights reserved.44
Many of us are guilty of trying to provide
information all at once
Our audience doesn’t have the time to digest
all of the information we provide them
Use small bites and schedule a series of
communications over time
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Why is the usage so high?
Because the programming is available to
consumers when they want to watch it
Why can’t your messages be available the
same way?
The “On Demand” approach can provide you
with a steady stream of leads that can be
followed up on in a timely fashion – and
sometimes immediately
49. ©2009 Insurance Insight Group. All rights reserved.49
Thoughts and ideas on ways to incorporate
social media elements into comprehensive
integrated marketing and communication plans
50. ©2009 Insurance Insight Group. All rights reserved.50
Social Media Tools
I like to look at the individual tools and see how they fit with
my:
Audience(s)
Communication plans
Traditional communications
“…as the marketing mix moved from a “monologue”
model to one of dialog and conversation…”
- MarketingSavant, MarketTech 08
53. ©2009 Insurance Insight Group. All rights reserved.53
Identify compliance issues and concerns with
the various methods of communicating via
social media
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Compliance Issues
Going to be different form company to company
Important for legal and compliance to be involved at the very
beginning
Strategy sessions
Planning
Establish clear Do’s / Dont’s and rules for each tool
Monitoring is important
56. ©2009 Insurance Insight Group. All rights reserved.56
Step 1 - Explore
Get online and see what’s out there
No need to reinvent the wheel
Discover a void that you can fill
Discover a void your sales force can fill
Get comfortable with the various tools
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Step 2 - Participate
Start to get involved
Start by building relationships with groups or communities
you’ve identified as a fit for your business
Offer to post advise about insurance solutions
Guest blog posts
Online articles
Podcasts
Post comments to blog posts where you can provide good
advice or information
Join networks that relate to your business or the products
you offer
58. ©2009 Insurance Insight Group. All rights reserved.58
Step 3 – Create A Strategy
At this point you should feel comfortable creating an online
strategy that includes using social media and marketing
The best results are had by those with a plan
Decide on which tools to use and set goals that can be
measured
Map out an integrated project that incorporates social and
traditional medias
Like traditional media, some tools may be good for creating
awareness and others may be good for driving sales
Identify how much of your effort should be for
prospecting and how much for existing audience
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Step 4 – Pick The Right Tools
Which are the best for your business and audience?
Make a list of the tools you’ve encountered and participated
in
Decide on whether to keep participating or build your own
Provide useful and succinct information
60. ©2009 Insurance Insight Group. All rights reserved.60
Step 5 – Promotion
Lots of opportunities for promotion
Cross promotion with existing tools will more than likely get
you the best results
Make sure you mention your online tools when utilizing more
traditional forms of communication
Give your audience an opportunity to contribute
Utilize the relationships you built in the earlier stages to
generate links and awareness
Be patient and stay focused
62. ©2009 Insurance Insight Group. All rights reserved.62
Mark Stone
Insurance Insight Group
801-290-3333
mark.stone@iigsolutions.com