Presentation delivered on August 26, 2010 at the LIMRA/LOMA Social Media in Financial Services Seminar in Windsor, CT. Kip addressed an audience of marketing, distribution, IT, and compliance/risk management professionals from more than 50 companies across the insurance industry about the impact of social media on traditional distribution of life insurance. Gregory’s remarks focused on how and why current social networking sites such as LinkedIn represent a significant breakthrough in the way insurance agents manage relationships, identify business development opportunities, and control the referral process—and what management at forward-thinking life companies should be doing right now to support and lead their organizations on the compliant adoption of this new technology. Kip's contact information is included in the slide file. Please feel welcome to contact him with questions about this material or to discuss how The Gregory Group can help your organization successfully incorporate social networking into your distribution strategy.

1. Advisor Best Practices in Social Media Marketing
presented by
Kip Gregory, Principal of The Gregory Group
LIMRA/LOMA Social Media in Financial Services Seminar
August 26, 2010
Windsor, CT

2. © 2010 Kip Gregory. All Rights Reserved.
The following presentation was delivered at the LIMRA/LOMA Social Media in Financial
Services Seminar in Windsor, CT in August 2010.
Kip Gregory addressed an audience of marketing, distribution, IT, and compliance/risk
management professionals from more than 50 companies across the insurance industry about
the impact of social media on traditional distribution of life insurance.
Kip’s remarks focused on how and why current social networking sites such as LinkedIn
represent a significant breakthrough in the way insurance agents manage relationships,
The Gregory Group
identify business development opportunities, and control the referral process—and what
management at forward‐thinking life companies should be doing right now to support and
lead their organizations on the compliant adoption of this new technology.
This material has been provided to attendees of the seminar solely for personal review of its
content. The slides may not be altered in any way, republished or excerpted without the prior
expressed written consent of Kip Gregory.
Please contact Kip via phone or email (below) with questions about this material or to discuss
how LIMRA and The Gregory Group can help your organization successfully incorporate social
networking into your existing distribution efforts.
(202) 364‐6913
kip@gregory‐group.com
August 30, 2010
© 2010, Kip Gregory—The Gregory Group. All Rights Reserved. 2

3. A Little Background
• 13 years teaching organizations how to
harness existing resources to increase sales
productivity and profitability
The Gregory Group
• Author of Winning Clients in a Wired World
• Consultant and speaker
• Launched GE Capital’s life insurance
business
• http://www.kipgregory.com
© 2010, Kip Gregory—The Gregory Group. All Rights Reserved. 3

4. Hierarchy of Issues
Utilization Education
The Gregory Group
Supervision Systems
Regulation Rules
© 2010, Kip Gregory—The Gregory Group. All Rights Reserved. 4

5. The Gregory Group
© 2010, Kip Gregory—The Gregory Group. All Rights Reserved. 5

6. The Gregory Group
© 2010, Kip Gregory—The Gregory Group. All Rights Reserved. 6

7. 3 Ways Social Networking Accelerates Selling Success
• Puts you in control of the referral process
• Improves your branding
The Gregory Group
• Helps uncover hidden connections to prospects
© 2010, Kip Gregory—The Gregory Group. All Rights Reserved. 7

8. What Drives Sales?
• An agent/advisor’s best source of new business is…
– Advertising
– Cold calls
The Gregory Group
– Direct mail
– The Internet
– Referrals
– Seminars
– Other
© 2010, Kip Gregory—The Gregory Group. All Rights Reserved. 8

9. What Drives Referrals?
• Most referrals and introductions start with…
The Gregory Group
© 2010, Kip Gregory—The Gregory Group. All Rights Reserved. 9

10. The Pipeline Paradox
• Referrals drive growth
• Asking feels awkward
The Gregory Group
• Opportunities missed
• Business goes elsewhere
© 2010, Kip Gregory—The Gregory Group. All Rights Reserved. 10

11. The Gregory Group
11

12. Who do you
know…?
The Gregory Group
© 2010, Kip Gregory—The Gregory Group. All Rights Reserved. 12

13. Who do you
Hmm… who
DO I know? know…?
The Gregory Group
© 2010, Kip Gregory—The Gregory Group. All Rights Reserved. 13

14. The Gregory Group
© 2010, Kip Gregory—The Gregory Group. All Rights Reserved. 14

15. I wonder who
he knows…
The Gregory Group
© 2010, Kip Gregory—The Gregory Group. All Rights Reserved. 15

16. X
X X
X
The Gregory Group
X X
© 2010, Kip Gregory—The Gregory Group. All Rights Reserved. 16

17. “I’ve put together a short list of folks I think you
The Gregory Group
know and wondered if you’d help me identify who
might be worth talking to first?”
© 2010, Kip Gregory—The Gregory Group. All Rights Reserved. 17

18. The Gregory Group
© 2010, Kip Gregory—The Gregory Group. All Rights Reserved. 18

19. The Gregory Group
© 2010, Kip Gregory—The Gregory Group. All Rights Reserved. 19

20. The Gregory Group
© 2010, Kip Gregory—The Gregory Group. All Rights Reserved. 20

21. Improve Your Branding
How easy is it for others to find the “you” that you want them to see?
The Gregory Group
kip gregory
© 2010, Kip Gregory—The Gregory Group. All Rights Reserved. 21

22. Improve Your Branding
The Gregory Group
© 2010, Kip Gregory—The Gregory Group. All Rights Reserved. 22

23. The Gregory Group
© 2010, Kip Gregory—The Gregory Group. All Rights Reserved. 23

24. Uncover Hidden Connections to Prospects
The Gregory Group
© 2010, Kip Gregory—The Gregory Group. All Rights Reserved. 24

25. An Easy, Free Research Assistant
• Google News
– Specialty search engine
– 25,000+ sources
The Gregory Group
– From real‐time results to 100 years of history
– Scan complete articles… or only headlines
– Pinpoint by geography or publication
http://news.google.com
© 2010, Kip Gregory—The Gregory Group. All Rights Reserved. 25

26. type your search terms here
The Gregory Group
© 2010, Kip Gregory—The Gregory Group. All Rights Reserved. 26

27. Key Words & Phrases for Flagging Opportunities
acquired expanding promoted
announced funded published
appoints hiring purchased
The Gregory Group
awarded joined reported
contracted laying off relocating
donating merging retiring
downsizing meeting selling
elected named surveyed
opened
© 2010, Kip Gregory—The Gregory Group. All Rights Reserved. 27

28. Key Words & Phrases for Flagging Opportunities
• “has been appointed” • “will lay off”
• “plans to hire” • “has stepped down”
• “intent to acquire” • “spinning off”
The Gregory Group
• contract “has been awarded” • “will be joining the”
• announced “has acquired” • “will be relocating”
• “has been promoted” • “opened a new office”
• “has been named” • “report released”
• “elected to the” • announce merger
© 2010, Kip Gregory—The Gregory Group. All Rights Reserved. 28

29. Key Words & Phrases for Flagging Opportunities
• “million in (cash OR stock)” • sold shares stock
• reported earnings • “plans to sell”
• “record earnings” • “recently named”
The Gregory Group
• “assumed responsibility for”
• “plans to open”
• “plans to restructure” • issued “request for proposal”
• “will be responsible for” • “to cut * jobs”
• “personnel changes”
• awarded contract
© 2010, Kip Gregory—The Gregory Group. All Rights Reserved. 29

30. Papers that Publish Changes Routinely
• Albany Times Union • Philadelphia Inquirer
• Buffalo News • Saint Louis Post Dispatch
• Charlotte Observer • Salt Lake City Tribune
The Gregory Group
• Cincinnati Enquirer
• San Diego Union Tribune
• Daily Record (NJ) • Seattle Times
• Denver Post • Tampa Tribune
• Des Moines Register • Tennessean (Nashville)
• Detroit News • Washington Post
• Long Island Newsday
© 2010, Kip Gregory—The Gregory Group. All Rights Reserved. 30

31. S M T W T F S
The Gregory Group
© 2010, Kip Gregory—The Gregory Group. All Rights Reserved. 31

32. The Gregory Group
© 2010, Kip Gregory—The Gregory Group. All Rights Reserved. 32

33. The Gregory Group
© 2010, Kip Gregory—The Gregory Group. All Rights Reserved. 33

34. The Gregory Group

35. The Gregory Group

36. The Gregory Group
© 2010, Kip Gregory—The Gregory Group. All Rights Reserved. 36

37. The Gregory Group
http://news.google.com/news/advanced_news_search
© 2010, Kip Gregory—The Gregory Group. All Rights Reserved. 37

38. The Gregory Group
http://news.google.com/news/advanced_news_search
© 2010, Kip Gregory—The Gregory Group. All Rights Reserved. 38

39. The Gregory Group
http://news.google.com/archivesearch
© 2010, Kip Gregory—The Gregory Group. All Rights Reserved. 39

40. What’s Newsworthy to You?
• People & Organizations
– You – Referral sources
– Clients – Centers of influence
The Gregory Group
– Prospects – Competitors
• Topics
– Industry – Legislation
– Occupation – Community
– Special interests – Events
© 2010, Kip Gregory—The Gregory Group. All Rights Reserved. 40

41. Track Your Search Terms Automatically
• Google Alerts
– Free digital clipping service News
– Tracks news & other categories of content Blogs
The Gregory Group
Video
– Delivers information automatically Discussions
Everything
– Easy to set up and edit
– Perfect complement to Google News
http://www.google.com/alerts
© 2010, Kip Gregory—The Gregory Group. All Rights Reserved. 41

42. The Gregory Group
http://www.google.com/alerts
© 2010, Kip Gregory—The Gregory Group. All Rights Reserved. 42

43. The Social Media are Here. Are You Ready?
Gregory Group
presented by
Kip Gregory, Principal of The Gregory Group
LIMRA/LOMA 2010 Compliance & Market Conduct Exchange
March 25, 2010
Orlando, FL
© 2010, Kip Gregory—The Gregory Group. All Rights Reserved. 43

44. The Gregory Group
© 2010, Kip Gregory—The Gregory Group. All Rights Reserved. 44

45. The Gregory Group
© 2010, Kip Gregory—The Gregory Group. All Rights Reserved. 45

46. The Gregory Group
© 2010, Kip Gregory—The Gregory Group. All Rights Reserved. 46

47. The Gregory Group
© 2010, Kip Gregory—The Gregory Group. All Rights Reserved. 47

48. The Gregory Group
© 2010, Kip Gregory—The Gregory Group. All Rights Reserved. 48

49. P
The Gregory Group
© 2010, Kip Gregory—The Gregory Group. All Rights Reserved. 49

50. http://www.linkedin.com
The Gregory Group
© 2010, Kip Gregory—The Gregory Group. All Rights Reserved. 50

51. The Gregory Group
© 2010, Kip Gregory—The Gregory Group. All Rights Reserved. 51

52. david cole orlando
The Gregory Group
© 2010, Kip Gregory—The Gregory Group. All Rights Reserved. 52

53. The Gregory Group
© 2010, Kip Gregory—The Gregory Group. All Rights Reserved. 53

54. P
?
The Gregory Group
C
© 2010, Kip Gregory—The Gregory Group. All Rights Reserved. 54

55. Gain Insight through People You Know
“I just read an article about someone I think you’re
The Gregory Group
acquainted with and wanted to get your advice on
the best way to approach them…”
© 2010, Kip Gregory—The Gregory Group. All Rights Reserved. 55

56. The Gregory Group
© 2010, Kip Gregory—The Gregory Group. All Rights Reserved. 56

57. The Gregory Group
© 2010, Kip Gregory—The Gregory Group. All Rights Reserved. 57

58. Connecticut’s Fastest Growing Private Companies
• Easy Seat • Higher One
• Tangoe • Oakleaf
The Gregory Group
• Open Solutions • Premier E‐Security
• FM Facility Maintenance • SS&C Technologies Holdings
• Ticket Software • Affinion Group Holdings
© 2010, Kip Gregory—The Gregory Group. All Rights Reserved. 58

59. tangoe
The Gregory Group
© 2010, Kip Gregory—The Gregory Group. All Rights Reserved. 59

60. The Gregory Group
© 2010, Kip Gregory—The Gregory Group. All Rights Reserved. 60

61. The Gregory Group
© 2010, Kip Gregory—The Gregory Group. All Rights Reserved. 61

62. Develop Your Pipeline
The Gregory Group
Who owns—or runs—a company that employs 50 or
more people and is within 25 miles of Hartford?
© 2010, Kip Gregory—The Gregory Group. All Rights Reserved. 62

63. The Gregory Group
© 2010, Kip Gregory—The Gregory Group. All Rights Reserved. 63

64. Develop Your Pipeline
• Search criteria
– Title: ceo (current)
– Location: United States
The Gregory Group
– Postal Code: 06103 (Hartford, CT)
– Within: 25 miles
– Company Size: 50+ employees
© 2010, Kip Gregory—The Gregory Group. All Rights Reserved. 64

65. The Gregory Group
© 2010, Kip Gregory—The Gregory Group. All Rights Reserved. 65

66. The Gregory Group
© 2010, Kip Gregory—The Gregory Group. All Rights Reserved. 66

67. The Gregory Group
© 2010, Kip Gregory—The Gregory Group. All Rights Reserved. 67

68. The Gregory Group
© 2010, Kip Gregory—The Gregory Group. All Rights Reserved. 68

69. The Gregory Group
© 2010, Kip Gregory—The Gregory Group. All Rights Reserved. 69

70. Climb the Learning Curve
The Gregory Group
How do you get from here… to there?
© 2010, Kip Gregory—The Gregory Group. All Rights Reserved. 70

71. Climb the Learning Curve
Apply
Knowledge
Develop
The Gregory Group
Become
Skills
Aware
How do you get from here… to there?
© 2010, Kip Gregory—The Gregory Group. All Rights Reserved. 71

72. Climb the Learning Curve
1. Profile(s)
2. Network
3. Usage
The Gregory Group
4. Knowledge
5. Benefit
6. Credibility
7. Leadership
© 2010, Kip Gregory—The Gregory Group. All Rights Reserved. 72

73. The Gregory Group
© 2010, Kip Gregory—The Gregory Group. All Rights Reserved. 73

74. The Gregory Group
© 2010, Kip Gregory—The Gregory Group. All Rights Reserved. 74

75. The Gregory Group
© 2010, Kip Gregory—The Gregory Group. All Rights Reserved. 75

76. Ways The Gregory Group Can Help
• Facilitate dialogue
• Formulate and implement strategy
The Gregory Group
• Educate and train
• Coach and mentor
• Design and deliver value‐added content
© 2010, Kip Gregory—The Gregory Group. All Rights Reserved. 76

77. To Learn More…
Contact us:
Kip Gregory
The Gregory Group
Principal, The Gregory Group
4425 Warren St NW
Washington, DC 20016
202‐364‐6913
kip@gregory‐group.com
www.kipgregory.com
© 2010, Kip Gregory—The Gregory Group. All Rights Reserved. 77