Social Media,

The Technology Communication Gap,

and the

Next Generation of Insurance Professionals

Martin J. Frappolli, CPCU, FIDM Senior Director of Knowledge Resources

AGENDA

1. Social Media and

CPCU

2. The Technology

Gap

3. Engaging the Next

Generation

1. Social Media and CPCU

Has time sped up?

38 years to reach

50 million users

13 years to reach

50 million users

4 years to reach

50 million users

100 million users in

9 months

1 billion downloaded in

9 months

Stats about the major social networks

Number of

Users

500 million

total, 215

million

active

238 million 343 million 1.15 billion

What’s the value of social media for

businesses?

• Social media multiplies and

amplifies word of mouth billions

of times over:

• 78% of consumers trust peer

recommendations; 14% trust

advertisements

• Social media used for

purchase decisions

• Recommendations from

friends on Facebook = up to

33% more sales

• Facebook presence = 33%

more sales with millennial

consumers

The Institutes Community

Twitter LinkedIn

The Community

Facebook

LinkedIn Twitter

85,000+ Members

2,662

followers

13,766

group

members

4,014

likes

The Institutes’ Social Users

Social

Platform

The

Institutes

CPCU

Society Griffith CEU.com

The Community 85,672

LinkedIn 8,837 5,470

Facebook 1,780 2,026 81 184

Twitter 615 1,073 1068

Community Tour

The Institutes Community

Leverage CPCU for a Professional Network

• CPCU Society

volunteer leader

• LinkedIn

• The Institutes

Community

Professionalism in Social Media

• Easy to sound off

• Permanent record

• “Never send a

letter”

• The mom/CEO rule

Professionalism: Best Practices

• Keep your

audience in

mind

• Keep your

medium in

mind

• Tone – civility

• Stay positive

• TMI danger

2. The Technology Gap

“Suits and Geeks”

The Language Barrier • English

• Business

• Technology

The Culture Barrier

Each sees their own function

as both core and

irreplaceable

Costs of the Technology Gap

• Failed projects

• Cost and time overruns

• Lost opportunities

• Workplace morale

• Turnover

Business Professionals, Technology Professionals

Tech staff want education – on technology, not insurance

Business staff want education – on insurance, not technology

CPCU Actions to Bridge the Technology Gap

• Acknowledge the Gap

• Encourage IT /

Business cross-

functional teams

• Agile Development

• Learn Technology

• SHARE Business

Knowledge

Tech Actions to Bridge the Technology Gap

• Acknowledge the

source of your

paycheck

• Embrace the industry

• AIT program (new!)

• AINS24

3. Engaging the Next Generation

Problem:

• Impending workforce talent shortage

across all sectors of the insurance industry

Challenge

• Connecting with and overcoming industry

perception and awareness challenges of

the Millennial

Engaging the Next Generation

Vision:

• Educate and excite Millennials with the

many opportunities and prospects of

working in insurance

Engaging the Next Generation

Value Propositions:

• Millennial

– Increased understanding of the full spectrum

of insurance career options; communicated

how I want

• Industry

– Unified industry voice increases impact,

content reach and workforce prospects

Engaging the Next Generation

Engaging the Next Generation

Platform Concept

Awareness Consideration Decision

Intern

Insurance focusedCollege studies

Educated on Insurance opportunities

Insurance Job Seeker

Parents

Educators

Other

MillennialBrand Activation

OnlineSocial

TraditionalExperiential

Industry & Education Partners

Content Aggregation & Collaboration

Internships

Scholarships

Collegiate Studies

Career Assessment

Career Videos

Career Simulation

Infl

uen

cers

Consider

Digital Platform

Brand

Mu

lti-

Ch

an

nel

En

ga

gem

ent

BenefitsMarketing Efforts

Unified Industry Message

BRAND.COM

BRAND.COM

• Understand the full career timeline

• Reaching out to high school and college

students

• Education doesn’t end at CPCU

• Lifelong learning concept

Engaging the Next Generation

The Institutes

Thank you!