Presentation on theme: "A Case Study & Course in Success Online How to generate revenue through Facebook."— Presentation transcript:
A Case Study & Course in Success Online How to generate revenue through Facebook
Agenda Why – Consumerization Who – Me & My Agency What – Case Studies How – Facebook basics – FB ads – Promotion tour When – Social Sooner
My agency JDC Insurance Group LLP est Centralia, IL ,000 population 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 Specialty Auto
Case Study #1 Started Social Media Built a social presence Started working with CAP Facebook iPad2 Referral Contest Refer friend, family, co-worker, or yourself Present a quote Didnt 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 results Generated 19 Referrals in 6 Weeks! Social & digital referrals only, had others not related to contest Didnt 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 1004 Moved 2 of those to 100/300 Moved 2 of those to 250/500 1 took UMB 100/300/50 or 1005 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 results Auto/Home Packages All EFT10 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 31 st 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.
Other contest / promotion JDC Olympic swim challenge Motorcycle Birthday ads Friend to Fan promotion
Numbers as of 36 months As of (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
Inbound vs Outbound
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 Holidays – 10% about your products and services
Edgerank Affinity – Affinity is the prior interaction with a pages posts. If a user engages with a lot of content from a particular page, they will see the pages content more often. This also includes other peoples reactions to a content piece. If many people engage with a content piece, it is more likely to show up in another users timeline. Weight – Weight is based on previous interaction with posts of the same type. For instance, if a person usually engages with photos, they will be shown more photos. Time Decay – Time decay is how recent the content is. Facebook always wants to provide users with the most recent and relevant content, so an older content piece is less likely to be shown.
Negative feedback When your posts show up in someones news feed they have the option to like it or comment on it. They also have the option to hide the story, report the story as spam or to hide all stories from your agency. If they choose one of those latter options, it is considered negative feedback Effects your Edgerank score
Optimizing your FB page Search Keywords – Page name is huge Vanity URL – – Graph search is going to be huge Google using pages / FB uses people to link others to info. About section (short description) Pictures have the power – Alt text for pictures is important – Use proper dimensions Picmonkey
Proper FB dimensions Photo Page Post / Sponsored Stories Tip: Images scaled down look better
Pictures w/text Text & Link posted with photo may over lay photo in newsfeed
Cover Photos In a like story in the news feed only the top half is shown New facebook rules allow for calls to action ex. Contact info, price purchase info..but…on ly 20% text
Profile Pic Always use a square photo Pictures larger than 180*180 are perfect as well as long as they are square Dont change often, change cover photo
Link preview image Just like your profile pic this is cropped down to a square When linking back to your page or site include at least one square photo for each shareable page or blog post
Like preview page
Facebook tips Follow others – Comment, like, and share what they post Create other pages – STL Cardinal squirrels STL Cardinal squirrels – Local viral – Acuity Trucking Acuity Trucking Like your clients and showcase them Create a URL for your fan page –
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 1.Understand who youre targeting 2.Create ad per precise interest 3.Run it for three days 4.Look at CTR 5.Bundle these and attack!
Lets create some ads!
Facebook tab Photos Likes Videos Custom – Landing pages – Website Use for your agency information Use for promotions
Promotion/Contest 11 days of promotion
Promotion Wrote down what and goals I want to achieve 1.Get NB quotes 2.Get referrals 2.Set the rules 1.Auto & Home quote/ minimum liability limits 2.Set and wrote out FB rules 3.Set a time period -11 days / 12 th day drawing 4.Created videos (2) / s(4) for call to actions
Promotion 101 cont. 5. Developed a new FB site 1.Cover photo 2.Profile Pic 3.Tabs 4.Landing page 5.Rules page 6. Created links to be able to track actions taken 1.FB analytics 2.Bitly links 7. Create FB ads and schedule them
Promotion Start on Day 1 1.Upload video to Youtube / FB 1.Social proof if FB 2.Make status updates 1.Use video as update in the morning before 8 am 2.Share video on profile in the evening about 7pm 9.Day 2 1.Share a storys about what happened the day before 1.About a quote/referral 2.The excitement you have felt or heard about 2. your list with earlier created
Promotion Going forward till day 11 1.Keep doing status updates 1.Shares / likes 2.Referrals 3.People you helped 4.The talk and excitement 2.Send s created earlier 1.Tuesday (Day 2) 2.Friday (Day 5) 3.Tuesday (Day 9) 4.Thursday (Day 11) 3.Promotion ends Day 11 at 5pm
Promotion Day 12 1.Hold drawing at 3pm 2.Put all names in bowl 3.Find a unique place / person 4.Video tape the drawing 5.Upload video to FB page 1.Dont announce winner, make them watch the video 6.Announce for the next few days the winner with status updates 7.Have winner take a picture with prize and to you 8.Post to your page – validation for future promotions 9.Encourage them to upload to their profile and tag your agency
My Kindle Fire promotion As of Day 9 – 15 inbound actions 6 quotes – 5 proposals 9 referrals – 6 proposals – 8 proposals -3 quotes still being done 6 are now clients (75% CR) – $3,650 muffler shop, policy fee of $300 – $4,785 A/H/U – $2,789 A/H – $1,960 A/H, BOR 6 rentals premium (?) – $2,854 A/H/U/B – $1,459 A/H
My Kindle Fire promotion As of Day 9 – Total premium of $17,496 – Total Com. $2,624 – Total expenses - $815 FB ads - $90 FB items(LP,CP,PP) - $150 Kindle fire - $150 Referral fee - $ 425(17) – Profit -$1,809 – Gained 37 fans – Ton of social status!
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..
G enerating R evenue O nline W orkshop Presented by Jason Cass, CIC & Ryan Hanley, CIC The GROW mission is to provide every Independent Insurance Agent with the tools and knowledge to generate revenue from their online activities
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