Three Lessons Point to What Social Is (and Isn’t)
May 15, 2012 by Rick Morgan · Leave a Comment
Thousands of main street insurance agents have now joined the early adopters in our industry’s foray into social networking. Social networking is working for some, but not so much for others. Users continue to better understand the significance and impact social networking is having on the way insurance firms connect and interact with customers and prospects. They also are taking advantages of the new opportunities an effective social networking initiative can offer.
The following three key concepts are foundational lessons that have emerged in the past couple years – that must be recognized and incorporated into any successful social networking initiative:
1. It’s not about the technology. Success with social networking isn’t just about the latest technology. Technology is transitory. It is the means to an end: Connecting with people. Social networking represents a permanent cultural transformation and a market disruption.
Many of the old ways of doing business are no longer effective. For example, traditional Yellow Page advertising is no longer effective in reaching most consumers. Read more
Learning to Adapt
March 20, 2012 by Rick Morgan · Leave a Comment
“Digital Darwinism – The evolution of consumer behavior when society and technology evolve faster than the ability to exploit it.” – Brian Solis
What a great term—Digital Darwinism—to describe the fear many agencies and carriers feel as they struggle at make sense of the many challenges they face in today’s rapidly evolving environment.
Mobile, cloud, and social technologies are evolving faster than ever. These technologies are also transforming our society and giving rise to a new empowered and connected consumer. The reference to Darwin suggests that failure to adapt eventually will lead to the demise of the business of insurance, as we know it.
I believe that the challenge facing our industry is not just about making sure agents have blogs, Facebook pages, Twitter accounts and are using Pinterest to curate relevant business information. Yes, it is important to learn how to effectively use new technology.
Social Networking – Its Impact on Your Brand
June 21, 2011 by Rick Morgan · Leave a Comment
While it is common for people to think of their logo as their brand – it is so much more than that. Brand is everything and everything is brand. Your brand is the impression or feeling someone has about your firm and is formed and evolves from every customer touch point or interaction with your company. Brand is your storefront, your reception area, your employees, and your voicemail system. Brand includes all of your communication tools. In the digital age your brand is the user interface, content, and functionality of your website. Brand is also your Linkedin profile, your Twitter activity, and your Facebook page.
Today more than ever brand is being defined by consumers and what they think is more important or has more influence than your brand messaging. Interestingly enough, even if you are not engaged in social networking it is having an impact on your brand. In fact, not engaging in social networking may be doing great harm to your brand. Read more
We’ve Seen the Sizzle. Now Give Us the Steak.
February 1, 2011 by Rick Morgan · 2 Comments
As insurance firms jump into the social fray by becoming active on Twitter, LinkedIn, YouTube, and other channels, some get caught up in the hype and flash, the bright lights of the social Web. Some make a mad dash to get as many friends, fans and likes as possible. A flurry of blog posts, tweets and status updates fly off the keyboard, many of them talking about you or your company.
If this sounds familiar, maybe it is time to slow down and reconsider:
- Are you providing substance?
- Are you engaged in the conversation?
- What is the right balance between quality and quantity of contacts?
After you begin to engage in social networking for your business, it is the quality of the contant that will keep your followers coming back. Substance can come in many flavors. But any way it comes, it should be good, interesting, valuable content. And that content should come from the heart, mind and soul of you and your company. Read more
Social Media: Open for Business
December 14, 2010 by Rick Morgan · 1 Comment
Many continue to doubt the effectiveness of social media in the B2B space. My experience and instinct tell me this is a big mistake. Social networking can and does work in business-to-business situations..
Clearly the tools of the social Web work well with individual consumers. But they also can work and they are relevant to communicating with, marketing to, or servicing business clients.
The all-too-common excuse (‘what works in personal lines won’t work in commercial lines’) is an argument that is not only wrong–but it’s an excuse that is denying many companies the opportunity to reap the benefits of the social Web.
The truth of the matter is that whether creating a relationship with a personal lines or commercial lines customer you are doing so with individuals. All consumers want to “feel” that they know their business partners and want a relationship built on trust. Social media allows you to humanize and personalize your corporate brand.