1. Originally Presented at: Florida Association of Insurance Agents 2014 Convention & Education Symposium June 19, 2014 - Orlando, FL Ryan Cohn Vice President, Social/Digital Sachs Media Group SachsMedia.com

2. I RECENTLY BOOKED A FLIGHT TO HOUSTON 3. BUT I DIDNT BOOK WITH THIS GUY 4. OR THIS GUY 5. I BOOKED ONLINE VIA GOOGLE FLIGHTS 6. I ALSO BOOKED AN UPCOMING CRUISE, BUT DIDNT USE GOOGLE 7. I BOOKED WITH THIS GUY THIS IS MY CRUISE GUY. HIS NAME IS RICH TUCKER. (@RICHTUCKER OF CRUISEDEALS.COM) 8. RICH TUCKER A TRAVEL AGENT? QUESTION: WHY DID I GO THROUGH RICH? ANSWER: HE PROVIDES SO MUCH ADDED VALUE! 9. WANNA GET AWAY? 10. TRAVEL AGENTS THAT SURVIVED ARE VERY SUCCESSFUL TODAY 11. IS INSURANCE FOLLOWING TRAVEL? 12. INSURANCE AGENTS MUST EVOLVE The local agent channel is undergoing tremendous change, and not all agents will survive the transition. Those that do, however, will likely be well-adapted to thrive in the new distribution environment. - McKinsey & Company, 2013 13. INSURANCE 2.0: HOW INSURANCE EVOLVES Future of Information & Communication Insurance Trends Impacting Agents Developing an Online Media Strategy Top Digital Myths & Misconceptions 14. WHATS THE FUTURE LOOK LIKE? 15. POSITIVE: ACCESS TO INFORMATION The Internet will shift from the place we find cat videos to a background capability that will be a seamless part of how we live our everyday lives. - Joe Touch, PhD @ USC 16. POSITIVE: SEAMLESS COMMUNICATION Most customers will interact with their agents and carriers across the full range of channels: in-person, through mobile devices, and by phone, Internet & videoconference. - McKinsey & Company, 2013 17. NEGATIVE: CLUTTER & CONFUSION 18. NEGATIVE: CLUTTER & CONFUSION Winning agents will deliver tailored and relevant expertise and excel at multichannel marketing, while increasing their scale and efficiency. - McKinsey & Company, 2013 19. INSURANCE TRENDS IMPACTING AGENTS TREND: Carriers move toward direct-to-consumer marketing 20. BUT MANY SHOPPING JOURNEYS GO THROUGH DIRECT AND AGENT CHANNELS 21. WORK WITH CARRIERS TO STAY ON-MESSAGE 22. INSURANCE TRENDS IMPACTING AGENTS TREND: Move beyond the local market paradigm 23. MOVE BEYOND LOCAL BY FOCUSING ON YOUR SPECIALIZED AREAS OF EXPERTISE Agents will need to take a broader view of their market and have a clearer articulation of their target customer segments (and associated product offerings). - McKinsey & Company, 2013 24. CREATING AN ONLINE MEDIA STRATEGY ITS MORE THAN THIS 25. THE HUB AND SPOKE MARKETING MODEL Your Website = Marketing Hub Use Social/Digital Presences as Outposts Go Where Prospective Customers Are & Send Them to Your Website Get Them to Return 26. PEOPLE (MOST LIKELY) DONT VISIT YOUR WEBSITE FOR THE CUTE ANIMAL VIDEOS 27. UNDERSTANDING CONSUMER BEHAVIOR Why do prospective customers visit your website? Why do current customers visit your website? Would anyone else visit your website? Media? Prospective employees? 28. USE BOLD CALLS TO ACTION 29. GO WHERE YOUR CUSTOMERS ARE TALKING 30. GO WHERE YOUR CUSTOMERS ARE TALKING 31. WHEN MESSAGING MEETS CONVERSATION 32. SOCIAL RECOMMENDATIONS ARE KEY 33. ENCOURAGE TOP POLICYHOLDERS TO REVIEW YOUR BUSINESS ONLINE 34. SOCIAL MEDIA MYTHS & MISCONCEPTIONS MYTH: SOCIAL MEDIA IS ONLY FOR KIDS 35. SOCIAL MEDIA MYTHS & MISCONCEPTIONS FACT: Over 35m U.S. Baby Boomers use Facebook 36. SOCIAL MEDIA MYTHS & MISCONCEPTIONS MYTH: ALL MY FOLLOWERS SEE EVERY POST I MAKE 37. SOCIAL MEDIA MYTHS & MISCONCEPTIONS FACT: A SMALL % OF FOLLOWERS SEE YOUR POSTS 38. SOCIAL MEDIA MYTHS & MISCONCEPTIONS FACT: A SMALL % OF FOLLOWERS SEE YOUR POSTS 39. SOCIAL MEDIA MYTHS & MISCONCEPTIONS MYTH: WE SHOULD BE ON EVERY SOCIAL NETWORK 40. SOCIAL MEDIA MYTHS & MISCONCEPTIONS FACT: FOCUS ON QUALITY OVER QUANTITY 41. FINAL TAKEAWAYS 42. FIND THE CONVERSATION SWEET SPOT WHAT PEOPLE ARE TALKING ABOUT YOUR TOPIC RISKY RISKY SWEET SPOT 43. GIVE THE PEOPLE WHAT THEY WANT YOUR GOAL: Keep Them Happy and Engaged Without Losing Him Forever 44. FOCUS ON SMALL GROUPS & ADVOCATES TO EXTEND YOUR MESSAGES REACH 45. CONNECTING IS EASY. TRUST IS HARD. Be the Trusted Leader, Helper & Networker. Dont be the Gatekeeper. 46. Ryan Cohn Vice President, Social/Digital Sachs Media Group www.sachsmedia.com Follow on Twitter: @RyanCohn Subscribe on LinkedIn: https://www.linkedin.com/in/ryanc ohn Blog and more info at: http://sachsmedia.com/team/ryan -cohn/ INSURANCE 2.0 Using Online Media to Build Relationships and Provide Value