The insurance industry is evolving and top independent agents are taking advantage of new online and social media strategies. From marketing to customer service, top agents using this array of online tools to build relationships and provide value.

2. Originally Presented at:
Florida Association of Insurance Agents
2014 Convention & Education Symposium
June 19, 2014 - Orlando, FL
Ryan Cohn
Vice President, Social/Digital
Sachs Media Group
SachsMedia.com

3. I RECENTLY BOOKED A FLIGHT TO HOUSTON

4. BUT I DIDN’T BOOK WITH THIS GUY…

5. OR THIS GUY…

6. I BOOKED ONLINE VIA GOOGLE FLIGHTS

7. I ALSO BOOKED AN UPCOMING CRUISE,
BUT DIDN’T USE GOOGLE…

8. I BOOKED WITH THIS GUY…
THIS IS MY “CRUISE GUY.”
HIS NAME IS RICH TUCKER.
(@RICHTUCKER OF CRUISEDEALS.COM)

9. RICH TUCKER… A TRAVEL AGENT?
QUESTION: WHY DID I GO THROUGH RICH?
ANSWER: HE PROVIDES SO MUCH ADDED VALUE!

10. WANNA GET AWAY?

11. TRAVEL AGENTS THAT SURVIVED
ARE VERY SUCCESSFUL TODAY

12. IS INSURANCE FOLLOWING TRAVEL?

13. INSURANCE AGENTS MUST EVOLVE
“The local agent channel is undergoing tremendous change, and not
all agents will survive the transition. Those that do, however, will
likely be well-adapted to thrive in the new distribution environment.”
- McKinsey & Company, 2013

14. INSURANCE 2.0: HOW INSURANCE EVOLVES
• Future of Information & Communication
• Insurance Trends Impacting Agents
• Developing an Online Media Strategy
• Top Digital Myths & Misconceptions

15. WHAT’S THE FUTURE LOOK LIKE?

16. POSITIVE: ACCESS TO INFORMATION
“The Internet will shift
from the place we find cat
videos to a background
capability that will be a
seamless part of how we
live our everyday lives.”
- Joe Touch, PhD @ USC

17. POSITIVE: SEAMLESS COMMUNICATION
“Most customers will interact
with their agents and carriers
across the full range of
channels: in-person, through
mobile devices, and by phone,
Internet & videoconference.”
- McKinsey & Company, 2013

18. NEGATIVE: CLUTTER & CONFUSION

19. NEGATIVE: CLUTTER & CONFUSION
“Winning agents will deliver tailored and relevant expertise and excel at
multichannel marketing, while increasing their scale and efficiency.”
- McKinsey & Company, 2013

20. INSURANCE TRENDS IMPACTING AGENTS
TREND: Carriers move toward direct-to-consumer marketing

21. BUT MANY SHOPPING JOURNEYS GO
THROUGH DIRECT AND AGENT CHANNELS

22. WORK WITH CARRIERS TO STAY ON-MESSAGE

23. INSURANCE TRENDS IMPACTING AGENTS
TREND: Move beyond the local market paradigm

24. MOVE BEYOND LOCAL BY FOCUSING ON
YOUR SPECIALIZED AREAS OF EXPERTISE
“Agents will need to take a
broader view of their market
and have a clearer articulation
of their target customer
segments (and associated
product offerings).”
- McKinsey & Company, 2013

25. CREATING AN ONLINE MEDIA STRATEGY
IT’S
MORE
THAN
THIS


26. THE HUB AND SPOKE MARKETING MODEL
• Your Website =
Marketing Hub
• Use Social/Digital
Presences as
“Outposts”
• Go Where
Prospective
Customers Are &
Send Them to Your
Website
• Get Them to Return

27. PEOPLE (MOST LIKELY) DON’T VISIT YOUR
WEBSITE FOR THE CUTE ANIMAL VIDEOS

28. UNDERSTANDING CONSUMER BEHAVIOR
• Why do prospective customers visit your website?
• Why do current customers visit your website?
• Would anyone else visit your website? Media?
Prospective employees?

29. USE BOLD CALLS TO ACTION

30. GO WHERE YOUR CUSTOMERS ARE TALKING

31. GO WHERE YOUR CUSTOMERS ARE TALKING

32. WHEN MESSAGING MEETS CONVERSATION

33. SOCIAL RECOMMENDATIONS ARE KEY

34. ENCOURAGE TOP POLICYHOLDERS TO
REVIEW YOUR BUSINESS ONLINE

35. SOCIAL MEDIA MYTHS & MISCONCEPTIONS
MYTH: SOCIAL MEDIA IS ONLY FOR KIDS

36. SOCIAL MEDIA MYTHS & MISCONCEPTIONS
FACT: Over 35m U.S. Baby Boomers use Facebook

37. SOCIAL MEDIA MYTHS & MISCONCEPTIONS
MYTH: ALL MY FOLLOWERS SEE EVERY POST I MAKE

38. SOCIAL MEDIA MYTHS & MISCONCEPTIONS
FACT: A SMALL % OF FOLLOWERS SEE YOUR POSTS

39. SOCIAL MEDIA MYTHS & MISCONCEPTIONS
FACT: A SMALL % OF FOLLOWERS SEE YOUR POSTS

40. SOCIAL MEDIA MYTHS & MISCONCEPTIONS
MYTH: WE SHOULD BE ON EVERY SOCIAL NETWORK

41. SOCIAL MEDIA MYTHS & MISCONCEPTIONS
FACT: FOCUS ON QUALITY OVER QUANTITY

42. FINAL
TAKEAWAYS

43. FIND THE CONVERSATION SWEET SPOT
WHAT PEOPLE ARE
TALKING ABOUT YOUR TOPIC
RISKY RISKY
SWEET SPOT

44. GIVE THE PEOPLE WHAT THEY WANT
YOUR GOAL: Keep Them Happy and Engaged…
…Without Losing
Him Forever

45. FOCUS ON SMALL GROUPS & ADVOCATES
TO EXTEND YOUR MESSAGE’S REACH

46. CONNECTING IS EASY. TRUST IS HARD.
Be the Trusted Leader, Helper & Networker.
Don’t be the
Gatekeeper.

47. Ryan Cohn
Vice President, Social/Digital
Sachs Media Group
www.sachsmedia.com
Follow on Twitter:
@RyanCohn
Subscribe on LinkedIn:
https://www.linkedin.com/in/ryanc
ohn
Blog and more info at:
http://sachsmedia.com/team/ryan
-cohn/
INSURANCE 2.0
Using Online Media to Build
Relationships and Provide Value