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This program is designed for insurance producers, insurance agency principals and managers, insurance company managers & staff, and anyone else who needs to understand how the insurance industry can attract the future generations as both clients and employees. This presentation explains the different buying and communication expectations of each of the generations with special attention on younger adults. Specific examples are provided to illustrate how any size and type of agency can leverage technology to attract and retain these new customers.
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Age MattersAge Matters
Steve AndersonExecutive Editor
The Anderson Agency Report
Steve AndersonExecutive Editor
The Anderson Agency Report
Age MattersAge Matters● Seniors – born prior to 1946
– Population: 53,000,000
● Baby Boomers – born 1946-1964– Population: 78,000,000
● Generation X – born 1965-1979– Population: 48,000,000
● Generation Y – born 1980-Present– Population: 80,000,000
● Seniors – born prior to 1946– Population: 53,000,000
● Baby Boomers – born 1946-1964– Population: 78,000,000
● Generation X – born 1965-1979– Population: 48,000,000
● Generation Y – born 1980-Present– Population: 80,000,000
SeniorsSeniors● Shaped by hardship, national unity and
duty
● Young Seniors were children during WWII
● Military background
● Cold War and the threat of communism
● Tend to be hard workers
● Many current agency owners & clients
● Prone to use computers, but . . .
● Shaped by hardship, national unity and duty
● Young Seniors were children during WWII
● Military background
● Cold War and the threat of communism
● Tend to be hard workers
● Many current agency owners & clients
● Prone to use computers, but . . .
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Baby BoomersBaby Boomers● Largest generation
● Focus on personal growth
● Despite harsh events they are incurable optimists
● If you want something go after it
● Live to work
● Work defines them
● Learned Technology
● Largest generation
● Focus on personal growth
● Despite harsh events they are incurable optimists
● If you want something go after it
● Live to work
● Work defines them
● Learned Technology
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Generation X (Xers)Generation X (Xers)● 1st “latch-key kids”
● Family redefined
● Extended adolescence
● Highly ambitious
● Company loyalty is a myth
● Work to live
● Marry at later ages
● Grew up with technology
● 1st “latch-key kids”
● Family redefined
● Extended adolescence
● Highly ambitious
● Company loyalty is a myth
● Work to live
● Marry at later ages
● Grew up with technology
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Generation Y (Millennials)Generation Y (Millennials)● Last children of Boomers, 1st of Xers
● Largest generation ever
● Much in common with Seniors
● Happy & sure of themselves
● Adhere to the rules
● Joiners
● Passion for service
● Entrepreneurial
● Team focused – as long as everyone gets a trophy
● Very structured lives
● Technology is invisible
● Last children of Boomers, 1st of Xers
● Largest generation ever
● Much in common with Seniors
● Happy & sure of themselves
● Adhere to the rules
● Joiners
● Passion for service
● Entrepreneurial
● Team focused – as long as everyone gets a trophy
● Very structured lives
● Technology is invisible
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Why Focus on Gen X and Y?Why Focus on Gen X and Y?● Seniors are moving into retirement
● Current Agency Principals (and thus their clients) are predominantly Boomers
● The Immediate Future lies in the Xers
● The Millennials (Gen Y) are entering the workplace
● Seniors are moving into retirement
● Current Agency Principals (and thus their clients) are predominantly Boomers
● The Immediate Future lies in the Xers
● The Millennials (Gen Y) are entering the workplace
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GenY as ConsumersGenY as Consumers● Take the honest approach
● Treat them as important
● Use technology
● Be comfortable with diversity
● Realize they are highly educated
● Recognize they may have significant assets
● Xers are focused on self-sufficiency
● Treat men and women equally
● Savvy financial consumers
● Like to make own decisions quickly
● They are entrepreneurial
● Take the honest approach
● Treat them as important
● Use technology
● Be comfortable with diversity
● Realize they are highly educated
● Recognize they may have significant assets
● Xers are focused on self-sufficiency
● Treat men and women equally
● Savvy financial consumers
● Like to make own decisions quickly
● They are entrepreneurial
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Millennials as ConsumersMillennials as Consumers● Savvy consumers
● Are (overly?) confident
● Can roll with change
● Born fact-checkers
● Don’t use authoritarian tactics
● Think concierge service
● Deeply interested in financial products & services
● Don’t overlook the power of Mom & Dad
● Savvy consumers
● Are (overly?) confident
● Can roll with change
● Born fact-checkers
● Don’t use authoritarian tactics
● Think concierge service
● Deeply interested in financial products & services
● Don’t overlook the power of Mom & Dad
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Managing MillennialsManaging Millennials
“They're easily bored and have a history of being coddled by overprotective parents. Yet they're open-minded, highly collaborative, and extremely adept at multi-tasking. We're talking about Generation Y employees (also know as millennials), those workers between the ages of 15 and 28. This skilled, yet at times, high-maintenance group demands a different set of management skills so businesses can make the most of their many talents.”
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Managing MillennialsManaging Millennials
● Let them work in teams
● Leverage their tech-savvy
● Listen to them
● Give feedback
● Strike a balance
● Let them work in teams
● Leverage their tech-savvy
● Listen to them
● Give feedback
● Strike a balance
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Go For It!!!Go For It!!!
You cannot discover new oceans unless you have the courage to lose sight of the shore.
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“There are only two places to be with a wave – on it or under it!”
- Chris Amrhein
“There are only two places to be with a wave – on it or under it!”
- Chris Amrhein
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“Your continuing mission – to explore new generations; to seek out younger life forms and new markets; to boldly send your young producers where no Boomer has gone before!”
Star Trek Had it Right…Star Trek Had it Right…
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An ExampleAn Example
Sending her Mom a picture of a dress she is thinking of buying to get her opinion.
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Where do you surf?Where do you surf?
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My GoalMy Goal
Explain and help you understand the new tools available that help people communicate, collaborate
and connect.
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Driving ForcesDriving Forces
● Demographic shifts
● Generational expectations
● Marketing is changing
● Declining advertising
● Technology developments
● Customer preference
● Low costs
● Demographic shifts
● Generational expectations
● Marketing is changing
● Declining advertising
● Technology developments
● Customer preference
● Low costs
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Marketing GoalsMarketing Goals
● Today: Ad skipping and time shifting
● Today: shrinking circulation of print media
● Social Networking: New eyes, new ears, new brains – friends & fans
● Today: Ad skipping and time shifting
● Today: shrinking circulation of print media
● Social Networking: New eyes, new ears, new brains – friends & fans
14,000,000,000
Number of searches Americans conducted in
June
14,000,000,000
Number of searches Americans conducted in
June
16,800,000,000
Videos viewed on YouTube in April
16,800,000,000
Videos viewed on YouTube in April
300,000,000+ Worldwide
76,000,000 in US
Active users on Facebook
42,000,000
LinkedIn members
10,000,000
Twitter users
300,000,000+ Worldwide
76,000,000 in US
Active users on Facebook
42,000,000
LinkedIn members
10,000,000
Twitter users
513.7%
increase in the number of 55+ Facebook users over
the last six months
513.7%
increase in the number of 55+ Facebook users over
the last six months
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Why the Social Web?Why the Social Web?
Wikipedia
Microsoft
YouTube
Apple
Fox
MSN
Yahoo
AOL
0.00 1.00 2.00 3.00 4.00 5.00 6.00 7.00 8.00
For January 2010
Time on Site
25
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Social Media used by Small BusinessSocial Media used by Small Business
Company Social Page
Post Status Updates
Build OwnSocial Network
Monitor Company
Have a Blog
Tweet
Twitter CS
Other
0 10 20 30 40 50 60 70 80
75
69
57
54
39
26
16
8
Percent That Use
Percent That Use
Source: University of Maryland Smith School of Business “State of Small Business Report” 2/2010
Origins of the term “Web 2.0”Origins of the term “Web 2.0”
● First defined in a seminal article by Tim O’Reilly in 2005
● Chosen as Time Magazine’s “Person of the Year 2006”
● Other interchangeable terms include “Read/Write Web”
● First defined in a seminal article by Tim O’Reilly in 2005
● Chosen as Time Magazine’s “Person of the Year 2006”
● Other interchangeable terms include “Read/Write Web”
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
What social media tools are you using in your personal life and/or agency?
ACT Web 2.0 Social Media Agent Survey
How familiar are you with the terms Web 2.0 or Social Media?
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Social Network OverviewSocial Network Overview
● Online community of mutual interest
● Not about publishing or broadcasting
● All about Interactivity
● Multi-media heavy
● Online community of mutual interest
● Not about publishing or broadcasting
● All about Interactivity
● Multi-media heavy
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Why experiment?Why experiment?
● Low trial cost
● Low risk of failure
● High potential
● Building image, reputation, presence, branding
● Establish expertise or your organization
● Improves search engine rankings
● Makes your organization easier to find
● Generate leads
● Low trial cost
● Low risk of failure
● High potential
● Building image, reputation, presence, branding
● Establish expertise or your organization
● Improves search engine rankings
● Makes your organization easier to find
● Generate leads
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The “Secret” Trick?The “Secret” Trick?
● Turn Interactivity into promotion
● Hard to do right all the time
● Find a hot topic
● Offer value
● Get in and get out
● Shift from “broadcast” to “interactive”
● Become part of many to many stream
● Friendly force with brand name helping people
● Turn Interactivity into promotion
● Hard to do right all the time
● Find a hot topic
● Offer value
● Get in and get out
● Shift from “broadcast” to “interactive”
● Become part of many to many stream
● Friendly force with brand name helping people
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How to get startedHow to get started
● Use it
● It’s not expensive
● What’s the risk?
● It’s easy
● Learn how to use multi-media
● Repurpose everything
● Use it
● It’s not expensive
● What’s the risk?
● It’s easy
● Learn how to use multi-media
● Repurpose everything
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RememberRemember
● Think “Friends” & “Fans” instead of buyers and clients
● It takes time and persistence
● Use multimedia
● Think “Friends” & “Fans” instead of buyers and clients
● It takes time and persistence
● Use multimedia
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Progressive.comProgressive.com
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ResourcesResources
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What are we talking about? What are we talking about? ● Blogs
● Wiki
● E-Communities– WebMD
– eBay
● Social Networks– Facebook
– MySpace
– YouTube
● Blogs
● Wiki
● E-Communities– WebMD
– eBay
● Social Networks– Facebook
– MySpace
– YouTube
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DefinitionsDefinitions● Blog
– Blogs are online journals where people can post ideas, images, and links to other web pages or sites.
● E-Communities– E-communities are sites where people aggregate around
content focused on a common interest area.
● Social Networks– Social networks are places where people with a common
interest or concern come together to meet people with similar interests, express themselves, and vent. Marketers can use social networks to start a dialogue.
● Blog– Blogs are online journals where people can post ideas,
images, and links to other web pages or sites.
● E-Communities– E-communities are sites where people aggregate around
content focused on a common interest area.
● Social Networks– Social networks are places where people with a common
interest or concern come together to meet people with similar interests, express themselves, and vent. Marketers can use social networks to start a dialogue.
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Blogs - WhatBlogs - What
● An online diary
● Many short posts
● Consistently updated
● Millions available – most are bad
● An online diary
● Many short posts
● Consistently updated
● Millions available – most are bad
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Blogs – WhyBlogs – Why
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Blogs – BenefitsBlogs – Benefits
● Internal & external communication
● Client communication
● Client feedback
● Build relationships
● Become an expert
● Transparency
● Better search engine ranking
● Internal & external communication
● Client communication
● Client feedback
● Build relationships
● Become an expert
● Transparency
● Better search engine ranking
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Blogs – Questions Blogs – Questions
● Do you value transparency?
● Are you good communicators?
● Can you live with the commitment?
● Do you believe small markets are important?
● Are you ready for a wild ride?
● Do you value transparency?
● Are you good communicators?
● Can you live with the commitment?
● Do you believe small markets are important?
● Are you ready for a wild ride?
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Blogs – HowBlogs – How● Creating
– Blogger.com
– WordPress.com
– Typepad.com
● Who– Owner/Manager
– Employee
– Fan
● Maintaining– Content
– Consistency
– Collaboration
● Creating– Blogger.com
– WordPress.com
– Typepad.com
● Who– Owner/Manager
– Employee
– Fan
● Maintaining– Content
– Consistency
– Collaboration
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Blogs -- ExamplesBlogs -- Examples
● Greg Maciag – ACORDCEO.org
● Shane Tatum - http://igagent.typepad.com/shanes_blog/
● Pat Alexander - http://patalexander.typepad.com/my_weblog/
● From the Press Box -- property-casualty.com
● Duke Williams – DukeThinkingOnline.blogspot.com/
● Insurance Scrawl -- insurancescrawl.com
● Insurance Buzzer -- insurancebuzzer.com
● MichaelHyatt.com – www.michaelhyatt.com
● Greg Maciag – ACORDCEO.org
● Shane Tatum - http://igagent.typepad.com/shanes_blog/
● Pat Alexander - http://patalexander.typepad.com/my_weblog/
● From the Press Box -- property-casualty.com
● Duke Williams – DukeThinkingOnline.blogspot.com/
● Insurance Scrawl -- insurancescrawl.com
● Insurance Buzzer -- insurancebuzzer.com
● MichaelHyatt.com – www.michaelhyatt.com
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Blog – Your TurnBlog – Your Turn
● Create a strategy
● Create a title
● Create a personality
● Create the first post
● Create a strategy
● Create a title
● Create a personality
● Create the first post
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Twitter – WhatTwitter – What
“Twitter is a service for friends, family, and co–workers to communicate and stay connected through the exchange of quick, frequent answers to one simple question: What are you doing?”
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Twitter – WhatTwitter – What
● Micro blog
● 140 characters or less
● Web or SMS
● Micro blog
● 140 characters or less
● Web or SMS
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Twitter – WhyTwitter – Why
● Keep in touch
● Learn the cutting edge of technology
● Experience social networking first hand
● Connect with (a few) clients
● Keep in touch
● Learn the cutting edge of technology
● Experience social networking first hand
● Connect with (a few) clients
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Twitter – ExamplesTwitter – Examples
● Dowingstreet – Prime Minister, Great Britain
● Johnculberson – TX Congressman
● Comcastcares - Comcast
● SouthwestAir – Southwest Airlines
● Scobleizer - Blogger, former Microsoft employee
● Michaelhyatt – CEO Thomas Nelson Publishers
● Nibbyp – Insurance Agent
● AllianceIns – Insurance Agent
● ForAgentsOnly – Progressive Insurance
● iJournal – Insurance Journal
● Dowingstreet – Prime Minister, Great Britain
● Johnculberson – TX Congressman
● Comcastcares - Comcast
● SouthwestAir – Southwest Airlines
● Scobleizer - Blogger, former Microsoft employee
● Michaelhyatt – CEO Thomas Nelson Publishers
● Nibbyp – Insurance Agent
● AllianceIns – Insurance Agent
● ForAgentsOnly – Progressive Insurance
● iJournal – Insurance Journal
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ProgressiveProgressive
“We are registering key names (e.g. ForAgentsOnly) on social networking sites to protect Progressive Brand equity. At this time we don't have plans for using Twitter. However, we are discussing the overall impact of social networking from an enterprise perspective. As we dig into current Progressive usage we are finding more instances than we would have expected. Some areas have been creative in how they have deployed social networking capability.
Alvito Vaz - Progressive
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John Culberson – TX CongressmanJohn Culberson – TX Congressman
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Michael Hyatt – CEO Thomas NelsonMichael Hyatt – CEO Thomas Nelson
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CraigslistCraigslist
● Founded in 1995 by Craig Newmark
● Displays classified ads
● Originally: Jobs, stuff for sale, and apartments
● Currently has 328 separate US city sites
● Founded in 1995 by Craig Newmark
● Displays classified ads
● Originally: Jobs, stuff for sale, and apartments
● Currently has 328 separate US city sites
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ExampleExample
● Hiring new CSR
● Ed Higgins – Thousand Island Agency, Clayton, NY
● Hiring new CSR
● Ed Higgins – Thousand Island Agency, Clayton, NY
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Traditional AdTraditional Ad
CLAYTON – Customer Service Representative. Paperless insurance agency has opportunity for candidate willing to pursue continuous course of insurance education fully paid by employer. Experience not required; Mirosoft Word, Excel & Quickbooks familiarility desired but not essential. Candidates should submit resume to Ad #___, Watertown Daily Times.
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Gen XY Focused AdGen XY Focused Ad
CLAYTON CUSTOMER SRVICE REPHigh Tech nat'l award winning Insurance agency with no file cabinets is a fun place to work with alternate three day week-ends six months of the year. Free snacks and drinks and fully employer paid benefits of-health-dental-vision. For the right person willing to commit to the long term, this is a rare career opportunity. Candidates must be computer literate and adaptable to technology change with track record of achievement. Insurance experience not required. Send resume and cover letter to Fun Career P O Box #456 Clayton NY 13624.
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Craigslist - WatertownCraigslist - Watertown
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ResultsResults
● Ran 7 day “conventional newspaper ad” – 3 responses
● Ran new Gen XY friendly ad – 10 responses
● Total Cost: $500
● Posted ad on Craigslist Watertown – 10 responses
● Total Cost: $0
● Ran 7 day “conventional newspaper ad” – 3 responses
● Ran new Gen XY friendly ad – 10 responses
● Total Cost: $500
● Posted ad on Craigslist Watertown – 10 responses
● Total Cost: $0
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MySpaceMySpace
● Lots of video
● Many ads
● “Younger” orientation
● Lots of video
● Many ads
● “Younger” orientation
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FacebookFacebook
● More than 80 million users
● 85% market share in 4 year schools
● More than half outside of college
● #1 Photo sharing application
● More than 20,000 applications
● Applications spread “virally”
● Applications can promote services, products, fan clubs, many-to-many help
● More than 80 million users
● 85% market share in 4 year schools
● More than half outside of college
● #1 Photo sharing application
● More than 20,000 applications
● Applications spread “virally”
● Applications can promote services, products, fan clubs, many-to-many help
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Facebook – ExamplesFacebook – Examples● Dell
● Ikea
● Sony Music
● Amazon
● AIR Insurance: http://www.facebook.com/group.php?gid=16768871470
● AVIVA: http://www.facebook.com/group.php?gid=2257796587
● Amazon
● Dell
● Ikea
● Sony Music
● Amazon
● AIR Insurance: http://www.facebook.com/group.php?gid=16768871470
● AVIVA: http://www.facebook.com/group.php?gid=2257796587
● Amazon
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LinkedInLinkedIn
● Professional to professional network
● Display & demonstrate expertise
● References and direct communication
● Professional to professional network
● Display & demonstrate expertise
● References and direct communication
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Second LifeSecond Life
Second Life® is a 3-D virtual world created by its Residents. Since opening to the public in 2003, it has grown explosively and today is inhabited by millions of Residents from around the globe.
http://www.insurancetech.com/blog/archives/2008/07/video_a_tour_of.html?cid=RSS_it_blog
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YouTubeYouTube
● More about the shows than friends, but relationships are growing
● Create channels
● Can use to host video clips
● More about the shows than friends, but relationships are growing
● Create channels
● Can use to host video clips
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Creating a YouTube VideoCreating a YouTube Video
● Create a topic
● Capture video content
● Edit video
● Upload to YouTube
● Copy link to your web page
● Create a topic
● Capture video content
● Edit video
● Upload to YouTube
● Copy link to your web page
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Flip VideoFlip Video
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How to useHow to use
● Build a profile page
● Make your organization human
● Tell people about your organization
● Start your own groups and applications
● Be a brand friendly facilitator of interaction
● Upload Content
● Treat them as friends and fans
● Tell inside stories – trivia
● Make it personal
● Build a profile page
● Make your organization human
● Tell people about your organization
● Start your own groups and applications
● Be a brand friendly facilitator of interaction
● Upload Content
● Treat them as friends and fans
● Tell inside stories – trivia
● Make it personal
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What not to doWhat not to do
● Get seduced by the bells & whistles
● Put marketing person in charge
● Measure success by site visits
● Get seduced by the bells & whistles
● Put marketing person in charge
● Measure success by site visits
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SummarySummary
● Find the best sites for you
● Make your organization human
● Facilitate and motivate interaction
● Invest some time
● Create Friends & Fans
● Find the best sites for you
● Make your organization human
● Facilitate and motivate interaction
● Invest some time
● Create Friends & Fans
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