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Presentation at the KAIA Midwest Tech Conference, KC, August 2009
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Effective Marketing Strategies for Selling Insurance
in the Web 2.0 Era
Mike WiseVP – Insurance Technologies
IdeaStar [email protected]
Engage the New Client Demographic
• How much business are you getting from the Web? Meanwhile, are your traditional selling strategies showing declining results?
• Are you engaged with your targeted prospects and get timely referrals from clients via email, messaging, twitter?
• What are other agents doing to be at the right place, at the right time, with the right message?
How to Use Web sites, Social Networking
E-Mail Marketing, And Blogs
How much do you know?
1. What is the most used navigational element of a Web browser?
2. What is the definition of “Twipsy”?3. What is User-generated Content?4. Is the Web more about the top of the
funnel or the bottom?5. What is ‘viral marketing’?
Current Landscape
Your Peers
ACT Web 2.0 Social Media Agent Survey
Option Personal Agency
Blog 17 7
Social Networking Sites 33 15
Wiki 19 7
Shared Media 25 1
Micro blogs 8 4
Virtual Gaming 3 1
Instant Messaging 26 15
Text Messaging 37 16
ACT Web 2.0 Social Media Agent Survey
Engage the New Agent Demographic
• Agents are looking for useful informationand share helpful information
• Provide ways to connect with each otherShare best practicesShare war stories
• Train them on social media and referrals• USER-GENERATED CONTENT is critical• No fear… Moderate
Engaging Agents
Background, statistics on consumer Web utilization versus
traditional advertising
• With the proliferation of broadband penetration, and growing
ubiquity of the Web at work and at home, the Internet garners one third of today’s consumer share of media consumption. http://tinyurl.com/pocec7
• The share of adult internet users who have a profile on an online social network site has more than quadrupled in the past four
years -- from 8% in 2005 to 35% at the end of 2008. http://www.pewinternet.org
• Almost half (49%) of internet users say they have used online classified sites, up from 22% who had done so in 2005. http://www.pewinternet.org
Common myths about insurance agents, Web traffic, and
closing business
• Insurance is face-to-face
• Insurance agents will suffer the same fate as… travel agents
• Insurance is too complicated to be sold online through Web sites
Best PracticesAgent-driven Web-enabled
insurance sales strategies
http://www.govaughn.com
• Right place, right time, right message• Consumer-driven Channel of Choice
–Primary Web site (www.GoVaughn.com)
–Blog (blog.GoVaughn.com)
–Facebook Fan page–Twitter @NibbyP–Linkedin–Email engine
Web sites “ The 8-second Rule”design and usability
• Professional Design• Content Management• Current Content• Useful Content• Low cost• Simple• Viral
Driving trafficbuzz, content email, referrals
social networks
• Main Site: News & Events (monthly)• Blog: Weekly Story, keywords, links• Twitter: Tweet both, RT others (daily)• Facebook: Share Tips, Ask Questions• Linkedin: Status, Reading, Trips, Network• Email: Weekly or Bi-weekly
Hire a Social Media Director??
Best PracticesAgents using
Facebook and Twitter
• Hometown Quotes
• Founders Insurance Group
• Anyone in the audience?
The RAW
POWER of BLOGS
The Raw Power of Blogs
• Written by Agents and for Agents• Reward Top Producers with Authorship
OK… with editorial help as needed! • Small, steady doses of engaging content• Pictures, podcasts, video, music video• Searchable for new agents coming on• Private or public• Clever search engine optimization• Social media integration• Email integration• Share-able
Why Blogs?
Example………
The Raw Power of Blogs
Integrated Strategies with Social Networks
According to a social media study by Michael Stelzner for the Social Media Success Summit 2009, 88% of marketers in a recent survey say they are now using some form of social media to market their business…
Marketer's Use of Social Media Tools
Social Media % Respondents Using
Twitter 86%
Blogs 79
Linkedin 78
Facebook 77
YouTube or other video 41
Social bookmark sites 38
Forums 38
StumbleUpon 28
Digg, Reddit or similar 26
FriendFeed 18Source: Social Media Marketing Industry Report, March 2009
Integrated Strategies with Social Networks
Why Integrated Strategies with
Social Networks?
http://www.youtube.com/watch?v=sIFYPQjYhv8
FinalExam
1. How often should you Blog?2. Where can you buy a Web 2.0?3. When was the last time you used the
old paper-based ‘Yellow Pages”?4. How do Social Networks drive traffic?5. What do you use the back of the
business card for?
Helpful tools&
Next Steps
• GoodBarry - $39/mo• Tweetdeck - free• Bloglines - free• Audacity - free• Sony Vegas - $50 license• CamStudio – free• FreeConference - free• ShareItNow - $39/mo• Others from the audience?
1. Take a day a week next month and do this:2. Set up a Blog and start Blogging
– Write, Podcast, Vidcast, Tweet– Show your prospects who you are and what you know
3. Set up a simple Web site– P1: About, Contact, News, Events, Carriers, Products, Viral– P2: Links to Quote Engines and e-Applications
4. Set up Facebook and Linkedin pages5. Continue to share and learn:
– http://www.linkedin.com/groups?about=&gid=2212210 – Big I Midwest Tech Conference 2009 Linkedin Group
Q & A
Mike WiseVice President – Insurance Technologies
216-674-1600 ext. [email protected]
http://blog.insurance-technologies.com/http://twitter.com/mikewise07
http://www.linkedin.com/in/mikewise07
Keeping the conversation going…
KAIA Linkedin Group