Social MediaSocial MediaPresented by Sandy Masters, CPCU, ITPPresented by Sandy Masters, CPCU, ITP

for AAMGA University West for AAMGA University West August 19, 2011August 19, 2011

Let’s Play a Game

• Who Wants to be a Social Media Superstar?• Tables are TEAMS• Come up with a team name• Appoint a leader• Team with the highest points wins a prize

Quick Survey

• How many use Facebook (personal vs. business)• How many use LinkedIn (personal vs. business)• How many use Twitter• Disclaimer – this is not a class on how to set up a

profile• Class structure• This presentation can be found on Slideshare• Video: Social Media ROI: Socialnomics

Please remember

• Social media is about:– Connecting– Communicating– Collaborating– It’s about creating and nurturing your community

both personally and professionally

A short history lesson

•Media develops from innovation•Computers – Internet – Google – Social Media•Power shifting from Technology (search) to People (social)

Content DistributionMedia

Value of Media Today

People Influence

The World Wide Web TodayApps that facilitate information

sharing, interoperability, user-centered design

and collaboration on the world wide web

Cumulative changes in the way developers and end users use the web

Transforming people from content consumers

to content producers

Social Networking: LinkedIn, FaceBook

Micro-blogging: Twitter

Blogs: Technorati, WordPress, Blogger, Blogspot

Photos & Images: Flickr, Picasa

RSS & Newsreaders, GoogleReader

Wikis: Wikipedia

Podcasts: Podcast.com

Videos: Audacity, YouTube, Hulu

Avatars: Second Life

Bookmark storage: Digg, Diigo, Delicious, StumbleUpon

Browsers: FireFox, Safari, Chrome

Video Conferencing: Skype

Presentation sharing: Slideshare

Social Platform: Ning

Polling: Survey Monkey, PollDaddy

Synchronous webinar tools: GoToMeeting, Eluminate

Course Management Systems: Moodle

E-Learning development tools: Camtasia, Articulate

The Social Web Today

Social Media and Insurance

Social Media and Insurance

Social Media and Insurance

Social Media and Insurance

Social Media and Insurance

Social Media and Insurance

Social Considerations

• Current Case Law (copyright, defamation, employment)

Social Considerations

• Current Case Law (copyright, defamation, employment)

• Social Media Policy (what to include?)

Social Considerations

• Current Case Law (copyright, defamation, employment)

• Social Media Policy (what to include?)• Personal Web Presence & Reputation

“A reputation that took decades to build can be threatened by a single event”

Social Considerations

• Current Case Law (copyright, defamation, employment)

• Social Media Policy (what to include?)• Personal Web Presence & Reputation• Social Media Strategy (Personal vs.

Professional)

Strategy

Poking Fun at Facebook Video

FACTS: Launched February 2004 More than 750 million active users 50% of active users log on to Facebook daily Average user has 130 friends Average user is connected to 80 community

pages, groups and events “Like” buttons spreading across internet More than 30 billion pieces of content (web

links, news stories, blog posts, notes, photo albums, etc.) shared each month.

ISSUES: User privacy Intellectual property rights Terms of use Data mining Inability to voluntarily terminate accounts

http://www.facebook.com/press/info.php?statistics

Facebook Facts & Issues

http://www.facebook.com/press/info.php?statistics

Facebook Privacy Settings / Lists / Facebook EdgeRank Personal “Vanity” URL Fan / “Like” Pages Etiquette / Posting Do’s & Don’ts Insurance Entities – How are they using it? BranchOut – Connecting professionally in

Facebook

Facebook – Privacy Settings

Facebook – Privacy Settings

Facebook Personal URL

Get your own personal Facebook URL now! First-come, first-served basis Once you pick your name, it’s yours for life Don’t have to use your real name Can’t use generic words At least 5 characters Current privacy settings apply

Facebook “Like” Pages

“Like” button replaced “Become a Fan” on April 21, 2010 Included on “Fan Pages” - 2 million web sites using it now Lets user share your content with Friends on FB User clicks “Like” button – then hits user’s friends News Feed All over the web now – look for it on Yahoo, CNN, others You will also see “Recommend” and “Share” buttons on websites

Facebook EtiquetteDo’s & Don’ts

• Cryptic or mundane status updates• Keep on poking away• Sharing your quiz results• Invite your friends to some sort of battle• Reply to broadcast messages• Post awful pictures of your friends and tagging them• Friend people you hated in High School• Friending a friend’s friend (creepy) • Chain statuses asking you to post whatever it is in YOUR status

to “spread the word”• Dissing your workplace / coworkers / boss while forgetting that

they are part of your network (oops)• Carrying out personal conversations only you and a friend are in

on

Facebook and Insurance

• Interact with fans and clients regarding real-life experiences on how they saved money on their insurance

• Post tips, reminders, cautionary tales

• Recruiting• Product research

BranchOut

Poking Fun at LinkedIn Video

LinkedIn Facts & Issues

FACTS: Business-oriented social networking site Launched in May 2003 Over 100 million registered users More than 200 countries / territories

worldwide A new member joins LinkedIn every second 50% of members are outside the U.S. Executives from all Fortune 500 companies are

LinkedIn members

ISSUES: Recommendations – how should companies use

them for applicants Authentication of users To be or not to be a LION

LinkedIn Mining your connections - advanced search

(research companies and individuals) – Should you connect with prospects and customers?

Status updates linked to Facebook and Twitter Building reputation by answering questions Recommendations Groups (RSS feeds) Applications (Trip-it / Slideshare / What are you

reading / YouTube Channel) Need a pro-account? Jobs

Strong Ties – Dunbar’s Number

150• Theoretical cognitive limit of number of

people we can maintain stable social relationships with

• Relationships where one knows who each person is, and how each person relates to every other person

Mining Your ConnectionsHow to mine them?Advanced search (research companies and individuals)Should you connect with clients and prospects?

LinkedIn Status Updates Why? How often? Connect to

Twitter? Both ways?

Asking Questions

Answering questions

• Become an expert

Recommendations

• Ask the people you know best to endorse you on LinkedIn

• Manage your recommendations• Make recommendations• Manage the recommendations you sent

GroupsCan join up to 50 groupsSearch to find a group that interests youYou can start a group (best practice is to start a group by

topic and not company name)Great way to find expertise and share your expertise

Applications

PollsReading ListTripItSlideshareWordpressEventsCompany BuzzAnd many more!

Need a Pro Account?

Business - $25 - 100 per month Job Seeker - $20 - $50 per monthFree account limited on search results, InMail, 3rd

degree connections

Twitter FactsFascinating real-time

insight into hot topics of the day

Huge conversation on any topic imaginable

200

Ultimate Convergent Tool

Apparel

Twitter Issues

ISSUES: System Stability Breaking news stories by

eyewitnesses Freedom of speech Tweet ups Twitter imposters Character limits for handle and

profile name Delay in updating – hard to find

accounts Self-help customer service Will #hashtags prompt keyword-

like trademark infringement lawsuits?

TwitaholicsHow many of the top 10 Twitterholics can you name (based on followers)?

How I Heard About UBL

CNN (Wolf Blitzer) vs. FoxNews (Geraldo Rivera) vs. Twitter (Trending topics)

This is a true story

Twitter Lists Search Hashtags # / @ (mentions) Direct messages Related Twitter Apps (Tweetdeck) Integrating Twitter with Facebook and LinkedIn Real world examples of how insurance

professionals are using it

Lists

Search

Hash tags# and Mentions@The hashtag symbol helps categorize Tweets by keyword – words preceded by the # symbol are grouped with other Tweets containing that same #word. Clicking on a hashtagged word in any message shows you all other Tweets in that category.

Direct Messages

Related Twitter Apps

Related Twitter Apps

Link Twitter with LI & FB?

• Connect FB updates to Twitter• Connect LI updates to Twitter• Not sure if you want to connect all your

tweets back to FB and LI – TMI!

Twitter and Insurance

• Search Twellow• Do a search on Twitter for latest real time

tweets

Strategy Exercise

Work with your teams to develop your Social Media

Strategy

Scenario

• You are an influential leader at your organization (Wholesale Agency or E&S Company). Sandy, the CEO has asked you and your team to develop a social media strategy that will contribute to positive business results.

• Where do you start?• Hint: Your team will use appendix A to develop a

strategy.• Appoint your team leader who will report back to the

CEO at the end of this exercise.

What’s Next?

Resources for Further Study

• MarketingProfs Social Media Tool• SmartBrief on Social Media• Mashable• Help guides• Charlene Kingston“Social Media DIY Workshop For Small Business”

“You can’t take something off

the Internet. That’s like

trying to take pee out of a

swimming pool.”

NewsRadio, the 1990s TV show