Case Studies, SM & DM 101

How to generate revenue through Facebook

What we are going to do• The Who

– Me & My Agency

• The Why– Socialnomics/Mobilenomics– Consumerization

• The What– I do social media– Three case studies– Results I obtained

• How– Fan page tour– Facebook ads / impressions– Landing pages / FB tabs– Campaigns

• Social Sooner• G.R.O.W can help

Generating Revenue Online Workshop

Presented by

Jason Cass, CIC , Ryan Hanley, CIC& Brian Appleton

“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

Ground Rules

• Ask lots of questions… – Even dumb questions

• We don’t expect you to be an expert– Be prepared for our honest opinion– You can always follow up with us

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

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

• You don’t have to ask us 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

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

I Am Jason Cass

• Married w/ two sons• Owner of JDC Insurance• Chairman of National YAC

for Big I• Original CAP Task Force

member• ACT liaison to the

National YAC• IIA of IL YAC member

My agency• JDC Insurance Group LLP est. 1.1.2010

• 80% Commercial• 15% 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• *Hotels*

How big is social?

Socialnomics

How big is mobile

Mobilenomics

Consumerization

•Is 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 your 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.

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 11th, 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

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 and their lives• Blogs• Infographs• Your clients• Video• Pictures• Celebrations• Holiday’s

– 10% about your products and services

Some things I do with Facebook

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

• Like & Interest ads• Get your message out to the exact person• Direct them to what you want them to see• Niche and target marketing at it’s best

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

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

Other social sites• Twitter- is a media outlet I use to:

• Stay connected with others instantly• Broadcast to a large select audience

• YouTube- is the future and I use to:• Broadcast myself on the jdcins channel• Use video to market through email and website

• LinkedIn I use to:• Prospecting -Business• Discussions

• Google plus • Biggest thing moving forward• Content

• Pintrest• Share pictures

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.

Case Study #3

• Ryan Hanley, Independent Agent, Blogger• Blogger / content creator of digital media• The Murray Group Insurance Services, Inc., Albany, NY

• Contest conducted April 23th – May 7th

• New Business Results – • 59 reviews FB & LinkedIn• 25 referrals• 16 quote opportunities• Generated a total of 47 inbound actions!

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

Number after 12 months

• As of 4.11.10 - 4.11.11 (12 months)• 420 fans• Wrote approx $35,000 in A/H premium • Goal was $20,000• Almost wrote my second year goal ($50,000)

my first year Earned about $5,500 in commission (not including life)

Number of 10 months (CAP)

• From 6.24.2011 – 4.11.2012 (10 months)• More than 4,000 fans • Written approx $70,000 in A/H premium

($35,000 by myself) • Earned about $11,000 in commission ($5,500)

Number after 24 months

• As of 4.11.10 – 4.11.12 ( 24 months )• More than 4,0000 fans• Written approx $110,000 in A/H premium • Original goal was 50,000• Earn about $16,500 NB in commission (not

including life)

Numbers as of 36 months

• As of 4.11.2013 (36 months)• 4,700 fans• $170,000• Earned about $26,000 NB!• Life $9,000• Total personal lines NB & RN & Life $62,000• Total commercial NB & RN $14,000

FB report of 36 months

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• Understand who you’re targeting• Create ad per precise interest• Run it for three days• Look at CTR• Bundle these and attack!

Let’s create some ads!

Creating a landing page & ap

The How

Social Campaigns

Examples of campaigns

• Write a review• Referral• Get a quote• Share / Like– Give to a local charity

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& Brian Appleton

“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

Agents Influence

Contact info

• Jason Cass• 618.532.2277• jason@jdcins.com• www.jdcins.com • Facebook www.myjdcfanpage.com • Twitter @jdcins• LinkedIn www.linkedin.com/in/jdcins• YouTube www.youtube.com/jdcins• Google Plus

Thank youon behalf GROW