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How to use the Internet and Social Networking sites to increase your DI sales DI: Exploring a New Dimension Boston - October 12, 2010 Stephanie Simmons

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About Me

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About Me <ul><li>14 years in marketing communications & branding </li></ul><ul><ul><li>Fortune 250 to small privately held companies </li></ul></ul><ul><ul><li>Freelance designer and brand strategy </li></ul></ul><ul><ul><li>Ads in Broker World, IA, Insurance Journal, Life Insurance Selling, HIU, Agent Sales Journal </li></ul></ul><ul><ul><li>Guest columnist & blogger for Producers Web, HIU.com, Latin Agents.com </li></ul></ul><ul><ul><li>Management & hands-on </li></ul></ul><ul><ul><li>“ One-man-band” </li></ul></ul><ul><ul><li>Previous: VP, Sales & Marketing for TWG Capital </li></ul></ul><ul><ul><ul><li>Financial solutions company for independent insurance agents </li></ul></ul></ul><ul><ul><li>Current: VP of Marketing for My Health Care Manager </li></ul></ul><ul><li>Older Adult Care Benefit or “Eldercare” provider </li></ul><ul><li>In health care plans, EAP’s and as an employee benefit provided by employers. </li></ul><ul><li>Distributed by brokers and directly by our company </li></ul>I Branding

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About Me

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My Goals <ul><li>Down-to-earth understanding of social media and internet marketing </li></ul><ul><li>2. Five easy and simple tools you can use as soon as you leave this room </li></ul><ul><li>and 3… </li></ul>

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I will be your Reuben

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<ul><li>baby llama steps </li></ul>

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Social Media Marketing ?

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QUIZ #1 what is the best type of lead?

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Social Media Marketing

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Marketing Arenas <ul><li>Blogs/Forums </li></ul><ul><li>Social networking </li></ul><ul><li>Image/video sharing </li></ul><ul><li>Targeted search advertising </li></ul><ul><li>Virtual Product Placement </li></ul>

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“ Fads” of the past…

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Beyond a fad

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2,151,880,018 monthly visits

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<ul><li>In 2009, more people were on social networking </li></ul><ul><li>Communities than were using email </li></ul>more on social sites than email.

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QUIZ #2 what is the largest population on Facebook today?

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social networking use ages 50-64 88% growth from 25% to 47%. ages 65+ 100% growth from 13% to 26%

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DI Agent/Broker Target Audience <ul><li>Between age 30 and age 55 </li></ul><ul><li>Both males and females </li></ul><ul><li>White-collar professional </li></ul>Source: “Craig” –Intl DI Member & DI Broker in San Diego, Auerbach & Gussin Insurance and Financial Services, Inc. & LifeInsuranceSelling.com Source Collection Resource: Stephanie Simmons’ very non-scientific test analysis and fact-finding initiative.

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Social media vs. social networking <ul><li>vs. </li></ul>

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Social media vs. social networking <ul><li>Social media </li></ul><ul><ul><li>Youtube (video sharing) </li></ul></ul><ul><ul><li>Flickr (photo sharing) </li></ul></ul><ul><ul><li>Picassa </li></ul></ul><ul><ul><li>Social networking </li></ul></ul><ul><ul><li>Facebook </li></ul></ul><ul><ul><li>Linked In </li></ul></ul><ul><ul><li>Twitter </li></ul></ul>

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What are DI agents/brokers top three challenges?” <ul><li>Finding and getting in front of a good prospect </li></ul><ul><li>How to get the attention of Gen X and Y </li></ul><ul><li>The cost of a DI policy </li></ul>Craig of San Diego www.auerbachandgussin.com “ ” -

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Focus on You create content, current events, info, articles, new DI products, video (you post on ) DISTRIBUTED THROUGH

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Content is King.

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^ good Useful. Relevent. Current. Engaging. + Links to your web site. + Keywords. ^ good

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Anatomy of a tweet or a post <ul><li>Helps you connect with your audience </li></ul><ul><li>Inject your personality </li></ul><ul><li>What would they want to know on a regular basis </li></ul><ul><li>Providing: </li></ul><ul><li>-resources on web </li></ul><ul><li>-tips? </li></ul><ul><li>SMART TIP #1 Feeds can be plugged into your web site onto the home page. Also lets you make your web site look more dynamic and active. </li></ul><ul><li>SMART TIP #2 DO AS MANY YOU TUBE VIDEOS AS YOU CAN! </li></ul>

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Tips to Optimize Social Content <ul><li>Optimize social media profiles </li></ul><ul><ul><li>Social profiles will be in indexed in search results </li></ul></ul><ul><ul><li>Describe your company using brand keywords </li></ul></ul><ul><ul><li>Use your brand name for your account name whenever possible </li></ul></ul><ul><li>Optimize social media communications </li></ul><ul><ul><li>-Optimize tweets, status, updates, blog posts, etc. with keywords </li></ul></ul>

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Linked in

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Linked in

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Twitter

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+ tag

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#hashtags & other tweetin’ tips <ul><li>Tracks a conversation </li></ul><ul><li>Conferences, contests, etc.. </li></ul><ul><li>Write it like: #topic </li></ul><ul><li>No more than1 per tweet </li></ul><ul><li>Check out hashtag.org </li></ul><ul><li>And more twitter tips… </li></ul><ul><li>Shorten urls at: </li></ul><ul><li>http://bit.ly </li></ul><ul><li>http://tinyurl.com </li></ul><ul><li>use119 characters </li></ul><ul><li>instead of 140 so you </li></ul><ul><li>can be “retweet!” </li></ul><ul><li>Connect to with @username </li></ul>

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Facebook

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WordPress Blog STOP & THINK

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MVT #1 of blogging… blog what you know

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MVT #2 of blogging… include your keywords

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The beauty of social networking <ul><li>If you have limited content and limited time, because of sharing nature of social media, the content you do develop, it will be shared across the sites </li></ul><ul><li>If you are effectively developing social media, you will end up with brand advocates so they will end up publishing SEO friendly content on behalf of you </li></ul><ul><li>Pushes your competition to bottom of page. You will be perceived as owner, plus with the social media activity, may have heard things through peers, so improves your reputation = improves your traffic </li></ul>

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ROI vs. ROYT

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ROYT measurement <ul><li>More presence </li></ul><ul><li>More search engine-friendly content (SEO) </li></ul><ul><li>More inbound links </li></ul><ul><li>Better reputation as DI industry leader </li></ul><ul><li>More leads </li></ul><ul><li>More introductions </li></ul><ul><li>More referrals </li></ul><ul><li>More relationship-building </li></ul><ul><li>More traffic to your web site (& better quality) </li></ul><ul><li>Additional forum to converse with prospect/clients </li></ul><ul><li>More closed deals </li></ul>

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Negatives <ul><li>If you can’t execute well, or it’s not updated regularly or looks poor, it could devalue your business </li></ul><ul><li>Could provide a public forum to complain </li></ul>

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Your DI site & mobile devices <ul><ul><li>The average mobile user has their mobile device within arms reach for up to 22 hours a day </li></ul></ul><ul><ul><li>Over 80% of US mobile subscribers use text messaging, with over 50% texting daily </li></ul></ul><ul><ul><li>94% of text messages are read within 4 minutes versus 48 hours for e-mail. </li></ul></ul>!

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Mobile Marketing <ul><li>Enables you to communicate & engage with your audience in an interactive and relevant manner through any mobile device or network. </li></ul>

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Welcome to Canon Mobile! About Canon Booth Location New Product Images ImageRUNNER Video Tell us for a chance to win Request Follow Up Locate Store Forward to a friend’s mobile Ca non U.S.A., Inc., headquartered in Lake Success, New York, is a leader in professional business, consumer and industrial imaging equipment. Our extensive product line and digital solutions enable businesses and consumers worldwide to capture, store, and distribute information. More about products. Watch video from CEO.

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Answer the following questions for a chance to win a $25 itune gift card. Welcome to Canon Mobile! About Canon Booth Location New Product Images ImageRUNNER Video Tell us for a chance to win Request Follow Up Locate Store Forward to a friend’s mobile

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Mobile marketing ideas <ul><li>Create a mobile site – text campaigns for a free DI evaluation </li></ul><ul><li>In your direct mail, add “text XYZ for more info”, they fill out form. This generates an automatic email that includes their appt time, name and info. </li></ul><ul><li>Make your web site mobile – 30% of all web traffic is done on mobile devices </li></ul>Final tip…

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Search Engine Optimization <ul><li>Definitions: </li></ul><ul><ul><li>The process of improving the volume or quality of traffic to a web site from search engines via &quot;natural&quot; or un-paid (&quot;organic“) search results as opposed to search engine marketing (SEM) which deals with paid inclusion... </li></ul></ul><ul><ul><li>Editing a web site's content and code in order to improve visibility within one or more search engines. </li></ul></ul>

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Search Engine Optimization

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Effectiveness of Search & Social

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Internet & SN to Increase DI Sales <ul><li>Social Networking/Media sites </li></ul><ul><ul><li>Facebook </li></ul></ul><ul><ul><li>Linked in </li></ul></ul><ul><ul><li>Twitter </li></ul></ul><ul><ul><li>WordPress </li></ul></ul><ul><ul><li>You Tube </li></ul></ul><ul><ul><li>Mobile Marketing </li></ul></ul><ul><ul><li>Search Engine Optimization </li></ul></ul>

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Questions?

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Resources <ul><li>Free Social Monitoring Tools: </li></ul><ul><li>SocialMention, Twitter Search, facebook Insights, Google Alerts & Real Time Search </li></ul><ul><li>Help to easily manage/dashboard for your sites: </li></ul><ul><li>Personal portal – myyahoo or igoogle </li></ul><ul><li>Companies with SEO or Mobile services: </li></ul><ul><ul><li>Marketing Sherpa </li></ul></ul><ul><ul><li>Compendium </li></ul></ul><ul><ul><li>Salesgenie.com </li></ul></ul><ul><ul><li>Connect Venture (mobile media) – David Miller </li></ul></ul><ul><li>Google alerts: </li></ul><ul><li>Log in – free trial </li></ul>

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Thank you. <ul><li>Stephanie Simmons </li></ul><ul><li>Ph 800.499.8020 </li></ul><ul><li>em [email_address] </li></ul><ul><li>url www.myhealthcaremanager.com </li></ul><ul><li>Presentation will be posted on Slide Share </li></ul><ul><li>http://www.slideshare.net/stephgirl1/newsfeed </li></ul>

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Interested in selling Eldercare? <ul><li>If you are interested in adding My Health Care Manager’s Eldercare to your benefit portfolio, drop your card off to me. </li></ul><ul><li>Features: </li></ul><ul><li>Robust, value-add benefit, answering a much needed demand for the “sandwich generation”. </li></ul><ul><li>May be embedded into a plan or EAP or sold directly to employer groups. </li></ul><ul><li>This unique benefit manages upwards, starting with the employed adult caregiver and moving up to senior loved ones. </li></ul>www.myhealthcaremanager.com/benefit 800-499-8020