Generating Revenue

Online

With

Facebookand other S&D tools

Agenda• Why– Consumerization

• Who– Me & My Agency

• What– Case Studies

• How– Facebook basics– FB ads– Promotion tour

• When– Social Sooner

Ground Rules• Ask lots of questions… – Even dumb questions• I don’t expect you to be an expert

– Be prepared for my honest opinion– You can always follow up with me

• I may go on a tangent – It will always be relevant

• I don’t care if you email or send texts

• You don’t have to ask me to go the bathroom

Myths About Selling Online

• Internet Shoppers Buy on Price– If we don’t treat our product like a commodity they

won’t buy it like a commodity

• We Need To Be On Every Social Media Site to be Successful– Success online is about becoming a valuable resource

• Consumers Need Our Expertise– The information gates to our knowledge have been

unlocked

• Only young people use the internet and buy online– There is only the connected & unconnected generation

Common Objections to Social Media

• We work on referrals…• So does the Internet

• It takes too much time…• You don’t have time for to generate

revenue?

• I don’t know anything about computers…

• Hire someone that does

• I don’t like the Internet…• But your clients do

Group analytics

• Who is an Owner / Producer /CSR• What type of social is being used and

how– Personal vs. business• FB ( who has a fan page?) (Who doesn’t

know?)• LinkedIn• Twitter• G+• Others?

• How long have you been using?

I Am Jason Cass• Married w/two sons• Owner of

– JDC Insurance Group– Agentsinfleunce.com– Growprogram.com

• Chairman of National YAC for Big I till (8.31.2013)

• Original CAP Task Force member

• ACT liaison to the National YAC

How big is this?

Socialnomics

ConsumerizationIs an term used to describe emergence of info. technology:

First in the consumer market Then spread into business

In years past, many technology-based products have had their beginnings in the defense & business markets:

• Facsimile machines• Calculators • Mobile phone• Personal computers

Consumerization

• First, products that were designed for individual consumers, are now appealing in the workplace and demand of these products are increasing in the workplace

Consumerization

• Second, “No one cares how much you know, until they know how much you care”…

• Getting employees to share & use productive and enhancing consumer technology at and away from work will be a wise strategy.

• Creates a window that shows transparency, builds trust, and your brand.

My agency• JDC Insurance Group LLP est. 1.1.2010• Centralia, IL 62801 13,000 population

• 75% Commercial• 20% Personal (agency owners told me this was important)• 5% Life

• Completely mobile agency– Desk– Laptop / Extra monitor– All in one printer– No fax, phone, or filing cabinets

• 98.9% paperless• Niche agency:

• Railroad contractors, warehouses, manufacturing• Social services• Specialty Auto

The beginning• What I wanted:• People to know that I had started my own agency• People to know that I was a different type of agency. • Wanted to brand and market where the people are of my niches• To attract the families with homes, two or more cars, and have average to

good credit

• What I had:• Budget of $500.00 for advertising for the year!• Very limited technology & social media skills

• Goals:• In the next two years I wanted to derive 51% or more of my leads from

online• In my first year I wanted to write at least $20,000 in premium from being

online• By my second year I wanted to write at least $50,000• Do it by being different….and…...being where the people are

What I didBeing involved in my state and national association enabled me to meet and network with highly successful marketing agents of technology.Like you, I kept hearing about social media and occasionally heard great

stories ofagents being successful marketing their agencies online….so…

I started my social sites for JDC on April 12th, 2010.• Facebook• Twitter• LinkedInYouTube came about a month later

Brand and market through:• Post• Ads• Discussions• Videos• Comments• Likes• ShareI can show you how I market and brand but I can’t show you how I sell

Some things I do with Facebook

• Ads auger• Get friends • Run ads ( sponsored stories )• Get fans• Run FB ads to:• Get their email /contact information ( giveaways)• Run contest & sweepstakes

• Like & Interest ads• Get your message out to the exact person• Niche and target marketing at it’s best

• Generic branding ads• Happy Birthday• Thank you• Holiday ads• Specials or current events• *Mobile*

Other social sites• YouTube is the future and I use to:• Broadcast myself on the jdcins channel• Use video to market through email and website• Content that is real

• LinkedIn I use to:• Prospecting• Discussions

• Google plus is the future and..• It’s Google• Search• Google Local & Places• Authorship / Publisher tags

• Twitter is a media outlet I use to:• Stay connected with others instantly• Broadcast to a large select audience• Learn from companies

Outbound vs. Inbound

4 Case studies

Case Study #1Started Social Media 4.11.2010

• Built a social presence• Started working with CAP 6.24.2011

Facebook iPad2 Referral Contest• Refer friend, family, co-worker, or yourself• Present a quote• Didn’t have to buy, just allow me to present a quote proposal• Entered into a contest to win an iPad2 (Can use Make-A-

Wish or other non-financial incentives depending on state regulations)

• The referrer and the referee

Contest Period Nov 14 – Dec 31• Drawing January 1st at 12:01am by Video

Upload to All Social Sites

CONFIDENTIAL & PROPRIETARY. Exclusively for use and distribution by Consumer Agent Portal, LLC. All rights reserved.

My resultsGenerated 19 Referrals in 6 Weeks!Social & digital referrals only, had others not related to contest

• Didn’t fit agency philosophy of agency 5• Auto/Home• Low limits, etc.

• Prospects given a proposal 14• NB clients from those proposals 11 (78%

CR)

Prior Insurance of 11 NB Clients• State Farm 4• Independent Companies 3• Allstate 2• Country companies 2

CONFIDENTIAL & PROPRIETARY. Exclusively for use and distribution by Consumer Agent Portal, LLC. All rights reserved.

My results

Prior Limits of 11 NB Clients • 50/100/50 or 100 4

• Moved 2 of those to 100/300• Moved 2 of those to 250/500

• 1 took UMB

• 100/300/50 or 100 5• Moved 2 of those to 250/500

• 1 took UMB

• 250/500/ 250 Both had UMB 2• Moved one to 500/500 because of underlying limits

due to UMB

CONFIDENTIAL & PROPRIETARY. Exclusively for use and distribution by Consumer Agent Portal, LLC. All rights reserved.

My resultsAuto/Home Packages All

• EFT 10 of 11• Total Policies Written 38 (3.4/Client)

• Auto – 11 • Home – 11 • UMB- 5• Dwelling fire-4• Motorcycle - 3• Boat- 4

• Total Written Premium $28,000 FY (34,000 SY)

• Total Annual Commission $4,200 FY ($5,100 SY)

• Total Expense $1,650 (cost inc. CAP, Adv., iPad2)

• Total Profit $2,550 ($5,100 SY) ($7650 BY)

• Return on Investment 154% FY ($309% SY)CONFIDENTIAL & PROPRIETARY. Exclusively for use and distribution by Consumer Agent Portal, LLC. All rights reserved.

Case Study #2

FB R.O.I Fan review app

• Contest conducted April 13th – April 31st

• Contest Results• 28 reviews Facebook & LinkedIn• 11 referrals• 3 quotes• 9 clients (62% CR)• 26 fans gained from friends

CONFIDENTIAL & PROPRIETARY. Exclusively for use and distribution by Consumer Agent Portal, LLC. All rights reserved.

• Ryan Hanley, Independent Agent, Blogger• Agent/Blogger of digital media (Director of Marketing)• The Murray Group Insurance Services, Inc., Albany,

NY

• Contest conducted April 23th – May 7th

• New Business Results – • 58 reviews FB & LinkedIn• 28 referrals• 19 quote opportunities• Generated a total of 47 inbound actions!

Case Study #3

CONFIDENTIAL & PROPRIETARY. Exclusively for use and distribution by Consumer Agent Portal, LLC. All rights reserved.

Case Study #4• Quote & Referral Promotion• May 6th -16th Drawing on 17th @ 3pm• Promotion results• 23 inbound actions• 9 referrals• 14 quotes• 19 proposals given• 14 clients (73% CR)

• Financials• Expenses $850ish• Income $5,700ish

Numbers as of 39 months

• As of 7.15.2013 (39 months)• 4,100 fans • $195,000 NB social premium• Earned about $29,000 NB!• Life $9,000• Total personal lines NB & RN & Life

$65,000• Total commercial NB & RN $14,000• Total NB & RN PL/CL/Life $79,000

FB expenses

Facebook basics

Mobile

• 60% of traffic on FB is mobile use• Ipads not chalkboards• 50% of kids under 8 use mobile devices• 25% of kids under 3 use mobile devices

FB profile vs. FB fan page

• FB profile is your personal profile – Friends–Newsfeed (friends)– Status Updates– Share pictures/videos/events– All can be shared on personal or fan

pages– 90% you/friends – 10% your business or businesses

FB profile vs. FB fan page

• Fans– Page Newsfeed (friends)– Status Updates– Share pictures/videos/events– All can be shared on personal or fan

pages

FB profile vs. FB fan page

• FB fan page– 90% is content about them(fans) and their

lives• Blogs• Infographics• Your clients• Video• Pictures• Celebrations• Holiday’s

– 10% about your products and services

Edgerank• Affinity – Affinity is the prior interaction with a

page’s posts. If a user engages with a lot of content from a particular page, they will see the page’s content more often. 

• Weight – Weight is based on previous interaction with posts of the same type. For instance, if a person usually engages with photos, they will be shown more photos.

• Time Decay – Time decay is how recent the content is. Facebook always wants to provide users with the most recent and relevant content, so an older content piece is less likely to be shown.

Negative feedback

• When your posts show up in someone’s news feed they have the option to like it or comment on it. They also have the option to hide the story, report the story as spam or to hide all stories from your agency. If they choose one of those latter options, it is considered ‘negative feedback’

• Effects your EdgeRank score

Facebook Likes

• How to get Fans/likes– Invite your friends• Have your employees invite their friends

– Check-ins – Sign that says find us on FB– Website icons– Link in email signatures

Optimizing your FB page• Search• Keywords– Page name is huge

• Vanity URL – www.facebook.com/jdcinsurance – Graph search is going to be huge

• Google using pages / FB uses people to link others to info.

• About section (short description)• Pictures have the power– Alt text for pictures is important– Use proper dimensions

• Picmonkey

Proper FB dimensions

Photo Page Post / Sponsored Stories

• Tip: Images scaled down look better

Pictures w/text

Text & Link posted with photo may over lay photo in newsfeed

Cover PhotosIn a “like story” in the news feed only the top half is shown

New Facebook rules allow for calls to action ex. Contact info, price purchase info..but…on ly 20% text

Profile Pic•Always use a square photo•Pictures larger than 180*180 are perfect as well as long as they are square•Don’t change often, change cover photo

Link preview image•Just like your profile pic this is cropped down to a square•When linking back to your page or site include at least one square photo for each shareable page or blog post

Facebook tips

• Follow others– Comment, like, and share what they post

• Create other pages– STL Cardinal squirrels

– Local viral

– Acuity Trucking• Like your clients and showcase them• Create a URL for your fan page – www.jdcfanpage.com

Facebook Ads / Impressions

Basics

• What I have learned–Who is your prospect–Who is your competition– Other online business who share your

same prospect–My Mistakes

Basics

• Who is your prospects– Line of business• Motorcycle, Auto, Home, Boat, commercial• Demographics

– Age/sex/ethnic

• What are their gaps/needs/wants– Follow them– What are their hot buttons– Married, having a baby, buying a car

• Where do they hangout / like– Other pages

Basics

• Who are your competitors?– What are they doing that is working?• Pictures and post that work for them, will work for you!

– Run ads to their fans• Other online business who share your fans– Realtors, Mortgagee, Bankers, Financial– Create an alliance– Who is commenting on their page

Basics• My Mistakes– Need good bait

• Promotion• Campaign• Coupons

– Not getting “social proof”• External sites are not the best

– Run them to a page you create and you do get social proof

– Use Facebook guidelines• Negative feedback

– Stop selling• Google pay per click is selling• FB is a branding/marketing/creating relationship tool

– Sending without tracking

Facebook Ads / Impressions

• How to get started– Top right of your screen, gear icon

1. Understand who you’re targeting2. Create ad per precise interest3. Run it for three days4. Look at CTR5. Bundle these and attack!

Power editor

• FB ads 102• Allows you to control more• Reports are awesome• Customize your audience

Let’s create some ads!

Facebook tab

• Photos• Likes• Videos• Custom– Landing pages– Website

• Use for your agency information• Use for promotions

Promotion/Contest

11 days of promotion

Promotion 1011. Wrote down what and goals I want to achieve

1. Get NB quotes2. Get referrals

2. Set the rules1. Auto & Home quote/ minimum liability limits2. Set and wrote out FB rules

3. Set a time period -11 days / 12th day drawing4. Created videos (2) / emails(4) for call to actions

Promotion 101 cont.5. Developed a new FB site

1. Cover photo2. Profile Pic3. Tabs4. Landing page5. Rules page

6. Created links to be able to track actions taken6. FB analytics7. Bitly links

7. Create FB ads and schedule them

Promotion 101 cont.

8. Start on Day 11. Upload video to Youtube / FB

1. Social proof if FB

2. Make status updates1. Use video as update in the morning before 8 am2. Share video on profile in the evening about 7pm

9. Day 2 1. Share a story’s about what happened the day before

1. About a quote/referral 2. The excitement you have felt or heard about

2. Email your list with earlier created email

Promotion 101 cont.10.Going forward till day 11

1. Keep doing status updates 1. Shares / likes2. Referrals 3. People you helped4. The talk and excitement

2. Send emails created earlier1. Tuesday (Day 2)2. Friday (Day 5)3. Tuesday (Day 9)4. Thursday (Day 11)

3. Promotion ends Day 11 at 5pm

Promotion 101 cont.

11. Day 121. Hold drawing at 3pm2. Put all names in bowl3. Find a unique place / person4. Video tape the drawing5. Upload video to FB page

1. Don’t announce winner, make them watch the video

6. Announce for the next few days the winner with status updates

7. Have winner take a picture with prize and email to you8. Post to your page – validation for future promotions9. Encourage them to upload to their profile and tag your agency

Promotion 101 cont.

Other promotions

• Friend to Fan• $25 once a month

• Fan Referral Program• Drawing once a month big prize at the end

• Donate to Charity for every new fan• Promote other business

• This month get 10% off – If you shop there– Check in

Blogging

• Blogging – Increases engagement– Increases fans/connections/followers/circles– Increases email subscribers– Increases agency value

• Tracking– Everything is trackable• Google analytics• Crazyegg

Other places I use• Google Analytics• Heyo• Minilytics• Bitly• Picmonkey• Abweber / Mailchimp /iContact• Pic resize• Elance• ProjectCAP• Hootsuite• Wordpress• Northsocial• Wildfire• Animoto

Social Sooner• Similar to an Oklahoma sooner• Get on your digital horse and claim your virtual

Land• First to claim your land is the trailblazer and ruler• Late to the game has to borrow or buy land

• Personal lines market share• Cannons all in the same direction• 34 %

• Commission per county

• Commercial lines Market share• We dominate this market

CONFIDENTIAL & PROPRIETARY. Exclusively for use and distribution by Consumer Agent Portal, LLC. All rights reserved.

So if you are ready to mount up and claim you land..

Generating Revenue Online Workshop

Presented by

Jason Cass, CIC & Ryan Hanley, CIC“The GROW mission is to provide every Independent Insurance Agent with the

tools and knowledge to generate revenue from their online activities”

www.growprogram.com

Contact info

• Jason Cass• 618.532.2277• jason@jdcins.com• www.jdcins.com • Facebook

www.facebook.com/jdcinsurance • Twitter @jdcins• LinkedIn www.linkedin.com/in/jdcins• YouTube www.youtube.com/jdcins