Thoughts, real-world observations, and anonymous examples – good and bad – regarding the use of Web/Social/Mobile technology in the insurance industry. Follow Mike Wise, President WebWisedom LLC, for the latest in Social Technologies.
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We are in the middle of a conversation on Social Networks and insurance marketing. Again, I could be all crossed up, but from an affinity marketing point of view, Social Networks seem to show promise as insurance direct mail response rates decline and keyword inflation enters stage-left on the search engine marketing scene.
Someone asked me yesterday, “What’s a social network, anyway?” My answer… Have you ever been to an industry conference? Sure. There’s people you want to meet there, right? Do some business, make some contacts, get some ideas, share stories. That’s a social network… on the professional side.
But how do you keep the relationship going in between the face-to-face events? Phone calls, now emails, newsletters, etc. Well, now we have online social networks — same thing, just a different medium, a little easier to keep people in your network connected to you.
Just to kind of lay the foundation, here are what seem to be the most visible social networks. (Btw, if anyone has a contact at anyone of these companies, I’m looking for a speaker for PIMA MarkeTTech next November. Need to lock them in by the end of May.)
Here’s a link to my Profile in Linkedin. Linkedin provided this widget. Cool. If you’re not on, do. The sooner you get started, the better. Seriously.
Some general common-sense stuff:
That’s it for now. Next week: Private Networks. Careful now, especially with independent agents.
Hey, I’m in Omaha right now. I felt the earthquake in the midwest last night/this morning. It also sounded like thunder. Man, all I gotta’ say is… Glad I know where I’m going when the you-know-what hits the fan.
Check out the shot of the week from last Sunday. My weekend gig – Cleveland City Stars pro soccer photog. Got lucky on this one….click to enlarge.
Click here to see more….
Over the next couple weeks, let’s consider Social Networks and insurance marketing. I could be way out in left field, but from an affinity marketing point of view, as I’ve said in the past, I think Social Networks show promise as insurance direct mail response rates decline. There’s a lot to cover, so I’m going to break it up into a few parts.
Part One: I’m catching a similarity to Affinity Groups and Associations. The concept first caught my attention when I saw my son’s Facebook page. As a graduating senior from High School, he had joined a group for his high school class year — CVCA2007. He had then joined a group for his college class year – before he had even started!!! (By the way, this was at the promotion of the college orientation team.) So apparently while the school will continue to support the traditional Alumni Association, his class has an informal Alumni Association that might have even more relevance over time. Then there’s the phenomenon of Classmates.com…
Next… We all know the power of search engines like Google, but what about networking? However, keyword inflation is rampant, it’s impossible to compete against mega-branding budgets, and rising in the natural listing for competitive keywords like health insurance is played out, literally. And yet Networking has been around forever and will always be around as long as we continue to do business the way we do. no doubt Affinity groups are a significant force in networking – trusted sources of information to help overcome “stranger danger” (something that is programmed deep into our cultural make-up). I go to conferences every year to connect with peers, share ideas, find experts in areas I’m not, etc. Works great!
Now it seems that online networks are forming not to replace but to add value, to keep the conversation going between events, etc… But we still want face time –- reunions, gatherings, meetings, conferences, symposiums. And once we are embedded in the conversation, as insurance marketers, the point is to be at the right place with the right message at the right time. The concepts in play seem to be:
Here’s a novel idea perhaps: What about leveraging home office employees, creating informal advocates, generating and directing subsequent leads, perhaps sharing commissions and bonuses — call ‘em TIPS, and staying in touch with new clients more locally. hmmmm.
Some pictures from vacation (click to enlarge): Click here to see more…
Pictures from a business trip this week: Click here to see more….
Life is good!