2. 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
3. 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
4. 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
5. 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
6. 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
7. 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
8. 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*
11. 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
12. 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
13. 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.
14. 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
15. What I did
Being 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 of
agents being successful marketing their agencies online….so…
I started my social sites for JDC on April 11th, 2010.
• Facebook
• Twitter
• LinkedIn
YouTube came about a month later
Brand and market through:
• Post
• Ads
• Discussions
• Videos
• Comments
• Likes
• Share
I can show you how I market and brand but I can’t show you how I sell
16. 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
17. 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
18. 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
19. 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*
20. 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
21. 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
23. Case Study #1
Started 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.
24. My results
Generated 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.
25. 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.
26. My results
Auto/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.
27. 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.
28. 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.
29. 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)
30. 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)
31. 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)
32. 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
35. Basics
• What I have learned
– Who is your prospect
– Who is your competition
– Other online business who share your same
prospect
– My Mistakes
36. 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
37. 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
38. 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
39. 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!
43. Examples of campaigns
• Write a review
• Referral
• Get a quote
• Share / Like
– Give to a local charity
44. Other places I use
• Google Analytics
• Heyo
• Minilytics
• Bitly
• Picmonkey
• Abweber / Mailchimp /iContact
• Pic resize
• Elance
• ProjectCAP
• Hootsuite
• Wordpress
• Northsocial
• Wildfire
• Animoto
45. 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..
46. 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
