So, how does a large independent agency with multiple offices approach new marketing and communications opportunities on the social Web? They apply it first inside their own firm.

Peter and Rick spoke with two representatives in IT and communications at a forward-thinking independent agency, Holmes Murphy Insurance. Based in Des Moines, Holmes Murphy has 13 offices in 11 states, 500 employees, and 77 years in the market.

Cindy Adams and Lori Tapscott have taken the agency on a “very deliberate path” with social media. Lori and Cindy were part of a team that looked at social media and educated each other and established a policy.

The pair wanted Holmes Murphy to maintain a culture of collaboration on the agency’s Intranet. Each division in this large firm has specialty groups, and the key was to allow the communities to get together. The agency also uses an RSS feed and monthly newsletter, and keeps a presence on Facebook and Twitter. It also hosts video for testimonials and niche marketing.

Cindy was a contributor to the Agents Council for Technology policy guide for her fellow independent agencies as they go down the social media path.

The podcast was published Tuesday, April 13, 2010. Run time is 21 minutes 17 seconds.

Excellent questions. I attend many industry conferences so I’m sensitive about offering another one.

I can assure you that Brand Camp won’t be yet another meeting.

This event is the only one designed to put in context the impact of social media/social networking on marketing and branding in insurance and financial services. So if you are responsible for formulating and articulating your brand in our industry—agency, broker, carrier, trade association, services provider—then you should come to Brand Camp.

At most conferences, speakers present in a one-way format. Like social networking itself, Brand Camp will be much more engaging, where attendees truly will get involved. We hope to imagine—even create—some new ways our industry can communicate with customers and prospects. This engagement is a more fun way to learn anyway.

You will return home with a solid plan to introduce or enhance your brand in this new social networking world. Brand Camp will be educational, engaging, entertaining and rewarding for the group as well as for individual participants.

Go on, jump into the fray! Check out the Brand Camp Web page.

– Peter van Aartrijk