Let's all admit it at once: insurance policies, claims, underwriting and technology might not be the sexiest topics, and you'd be hard-pressed to find a lot of average folks willing to admit that they'd like to see more talk of it in their social media feeds. If you're a producer, you most likely don't have the luxury of filling space with Snoopy or gecko pictures, like a lot of the big guys, and you're well aware that people usually don't feel comfortable being sold to on social media. A lot of producers seem to be scared—a study earlier this year revealed that only 34% of agencies are using Twitter and 46% are using LinkedIn. Even Facebook use by producers only sits at 65%. And for any producer who wants to be taken seriously in today's 24/7, always-on Twitter landscape, it's crucial to find the right balance — inform but don't bore, find new customers but don't bug, appear relevant but don't seem too eager, etc. Here are several key ways to find and build new relationships on social media.

1. Seven Ways to Reach
Insurance Buyers
Using Social Media
October 2013
www.rallyverse.com
@rallyverse

2. Let's all admit it at once:
insurance policies,
claims, underwriting and
technology might not be
the sexiest topics to post
about on social media.

3. Rallyverse Confidential — Do Not
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3
You probably don't have
the luxury of filling space
with gecko pictures, and
you're aware that most
people aren’t comfortable
being sold to on social
media.

4. A lot of producers seem to be
scared:
A study earlier this year
revealed that only 34% of
agencies are using Twitter and
46% are using LinkedIn.
Even Facebook use by
producers only sits at 65%.

5. And to be taken seriously in
today's 24/7, always-on Twitter
landscape, it's crucial to find the
right balance:
Inform but don't bore, find new
customers but don't bug, appear
relevant but don't seem too eager.
Here are several key ways to find
and build new relationships while
not boring your followers to tears:

6. Teach and Provide
Examples

7. Buyers are looking for an
insurance agent that can be
found, trusted and is
extremely well-versed in all
types of scenarios.

8. Showcasing knowledge on social
media could be the dealbreaker for a
customer shopping around different
agencies.
Whether commenting on a local
accident or national disaster, the
overarching theme should be: "We
understand you and your
concerns, and you can trust our
expertise."

9. Don't Be Afraid of Third-
Party Content...

10. Sharing content from a wide
range of trusted third-party
sources - whether it's
PropertyCasualty360, Insurance
Journal, The New York Times, or
the local paper – can be just as
effective as original content.

11. But make sure the human
voice doesn't disappear;
social media is all about
people.
Technology can help you find
and curate content, it can
never replace the personality
of the brand’s voice.

12. Successful marketers present
the curated article or news item
as only a piece of the big
picture…
…supplementing it with the "why"
or "how" to show that this really
means something to the reader.

13. …or Personality

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If you're just going to rattle off
different policies, promotions,
news and dry commentary,
then social media is not for
you — best of luck!

15. Make sure you and your
partners are clear on your
brand’s position...
Whichever you choose, it should
be paired with the point that your
customers need to know you're
human.

16. If you're a small-town agent
inserting occasional Tweets
congratulating the local Little
League champs, expressing
excitement about the Fleetwood
Mac show this weekend, or asking
for yoga recommendations…
…it could be just enough to
push a customer into your
corner.

17. Don't Underestimate
LinkedIn

18. LinkedIn allows producers to stay in
touch with consumers in a work-
centric setting (as opposed to the
more personal Facebook or the less
message-friendly Twitter).
It also provides an opportunity for an
account’s producer to locate the
appropriate decision-maker — a huge
time-saver on larger, more commercial
policies.

19. Additionally, LinkedIn can
serve as an effective recruiting
platform for young, up-and-
coming industry talent in your
area or nationally.

20. Be Proactive and Engage
with Potential Leads...

21. Insurance producers were
the forefathers of social
networking, always
hyperaware of potential
customers, their needs, and
any room for a professional
relationship or added word-
of-mouth.

22. So when it comes to modern social
networking in the technological
sense, it's simply not enough at the
end of the day to be complacent
with a nice set of "likes" and
followers.
These are potential leads who
need to be engaged with.

23. If you replied to a local business' post
about the best pizza place in town,
they might think of you later when in
need of a new policy.
If you see someone posting that their
company is rehauling its insurance
framework, find the appropriate
colleague on LinkedIn to contact.

24. …But Follow the Rules

25. Given the delicate nature of
the insurance industry’s
work, there is a persistent
and legitimate paranoia of
both employee misuse and
consumer misunderstanding
in regards to social media.

26. Insurance companies often lay out strict
social media guides and guidelines on
how they should and shouldn’t represent
themselves and their business.
Make sure that what you’re posting
doesn’t include confidential details or
explicit recommendations.
Just follow the rules!

27. Utilize Technology

28. Technology can help you manage
all these social media
conversations in one place!
Your agency may already have a
platform you can use – there are
plenty of tools you can explore.
But, of course….

29. Rallyverse can help
.

30. Thank You
info@rallyverse.com
@rallyverse