2012 IASA Advanced Boot Camp: Mastering the Art of Marketing & Selling to Insurance Companies! Thursday, March 15 th & Friday, March 16 th Omni Amelia Island Plantation Resort Amelia Island, Florida

Progress Though Sharing Knowledge Marketing Strategy in the 21 st Century: Not Your Mother’s Marketing Campaign Presented by: Ruth Estrich, Chief Strategy Officer – MedRisk, Inc.

Progress Though Sharing Knowledge Ruth Estrich  25 years as an insurance company buyer  10 years as a vendor in the WC space  4 years as the CMO  Now the Chief Strategy Officer Marketing Strategy in the 21 st Century

Progress Though Sharing Knowledge  If your buyers look like me, they won’t for long, but don’t count us out yet  New generation of decision makers are not just younger, they behave differently (although we older folk are learning)  This is not a fad – it is a trend and there is no indication that it is going to change direction Marketing Strategy in the 21 st Century

Progress Though Sharing Knowledge  What I like  Interesting, engaging speeches at conferences  Catchy, unique exhibits  Crisp, on-point collateral  What I hate  Unsolicited phone calls  Unsolicited s that make it sound like you know me Marketing Strategy in the 21 st Century

Progress Though Sharing Knowledge  What I love:  Introductions through colleagues  Social media connections and content value  Informational blogs Marketing Strategy in the 21 st Century

Progress Though Sharing Knowledge Marketing Strategy in the 21 st Century

Progress Though Sharing Knowledge Consider this: To reach 50 million users… Marketing Strategy in the 21 st Century

Progress Though Sharing Knowledge It took radio 38 yearsIt took television 13 years Marketing Strategy in the 21 st Century

Progress Though Sharing Knowledge Facebook did it in 3 years, and today has over 600 million users Marketing Strategy in the 21 st Century

Progress Though Sharing Knowledge This form of communication is powered by the people. Think dialogue, not monologue. The way companies communicate with their customers needs to reflect this shift. Marketing Strategy in the 21 st Century

Progress Though Sharing Knowledge  Social networking use among internet users ages grew by 88% last year  1 in 10 users 50 and older use Twitter or another service to share updates  Fastest growing Facebook segment is year old women Marketing Strategy in the 21 st Century

Progress Though Sharing Knowledge Social Media empowers everyone, young and old to have a voice Social Media can change corporate behavior in a day Marketing Strategy in the 21 st Century

Progress Though Sharing Knowledge  You have to join the conversation. Your customers want you to talk to them, not at them  Recognize that this is where your customers are. -You should want to be where they are  If you don’t invest in social media, you give the competition a chance to jump in and say, “We understand your needs. We’re more connected with you than the other guys.” Marketing Strategy in the 21 st Century

Progress Though Sharing Knowledge  What should you be doing with social networking?  Create corporate pages  Encourage/support key employee pages  Monitor your competition  Monitor your customers  Monitor your prospects  Monitor social media sites to learn what your customers are saying. Be responsive; incorporate feedback quickly and effectively. Marketing Strategy in the 21 st Century

Progress Though Sharing Knowledge 16 © MedRisk, Inc.Confidential Facebook’s Mission: Giving People the Power to Share  Facebook is the 2nd most popular website in the world and continues to gain on #1 Google  There are over 600 million users on Facebook, spending over 700 billion minutes per month on the site  If Facebook were a country it would be the third largest on Earth Marketing Strategy in the 21 st Century

Progress Though Sharing Knowledge  Use Facebook as a business tool:  Connect with customers - this is a direct line of communication with the end user  Attract new customers virally through friend recommendations, News Feed stories, etc.  Branding. Reinforce your brand  Mass marketing – deliver message to a large audience instant ly Marketing Strategy in the 21 st Century

Progress Though Sharing Knowledge  Add your Facebook URL link to signatures  Integrate the FB icon on your website  Include a “Connect with us on Facebook” call-to-action in newsletters  Target FB users: online resources can reveal all the social networks a person participates in based on address Build a Fan Base Marketing Strategy in the 21 st Century

Progress Though Sharing Knowledge  Transparency is key: allowing fans to post comments shows willingness to participate in honest conversation  You can’t control the conversations but we can control how we respond to them  Forrester Research group found 80% of FB comments about products and companies are positive Marketing Strategy in the 21 st Century

Progress Though Sharing Knowledge Dealing with comments on your page – criticisms and praise: Marketing Strategy in the 21 st Century

Progress Though Sharing Knowledge Marketing Strategy in the 21 st Century

Progress Though Sharing Knowledge 22 © MedRisk, Inc.Confidential Marketing Strategy in the 21 st Century

Progress Though Sharing Knowledge Marketing Strategy in the 21 st Century

Progress Though Sharing Knowledge Marketing Strategy in the 21 st Century

Progress Though Sharing Knowledge 25 © MedRisk, Inc.Confidential LinkedIn’s Mission: Connect the World’s Professionals  Over 90 million members in over 200 countries  Executives from all Fortune 500 companies are LinkedIn members  Communicating through LinkedIn makes you 30 times more likely to get a response Marketing Strategy in the 21 st Century

Progress Though Sharing Knowledge  Use LinkedIn as a business tool:  Manage the information that is publically available about you and your company  View profiles of Raven / Eel / BFF to gain insight: background, contacts, etc.  Use a common connection to ask for or to make an introduction  Increase brand recognition and position your company as an expert in the industry by contributing to group discussions Marketing Strategy in the 21 st Century

Progress Though Sharing Knowledge Linked In – A key social networking business strategy Marketing Strategy in the 21 st Century

Progress Though Sharing Knowledge  Participating in discussions and demonstrating expertise makes people interested in you and your company  Business opportunities will come to you this way  Before the web, industry insiders would meet at conferences to network, share ideas, ask and answer questions, etc. This discussion group is the conference show floor, 24/7!! Marketing Strategy in the 21 st Century

Progress Though Sharing Knowledge Founded by Mark Walls, Assistant VP Claims for Safety National in 2008  7,600 Members  21% Employers  14% Carriers  7% TPAs  63% experience > 15 yrs  55% access daily s or visit 3+ days/week  Quality discussions  The more contributions you make, the more “influential” you become Work Comp Analysis Group Marketing Strategy in the 21 st Century

Progress Though Sharing Knowledge  On Twitter, anyone can read, write and share messages of up to 140 characters.  These “tweets” are public and available to anyone interested in them.  Twitter users subscribe to your messages by “following” your account. Twitter’s Mission: Instantly Connect People Everywhere to What’s Most Important to Them Marketing Strategy in the 21 st Century

Progress Though Sharing Knowledge  Mention: Reference specific Twitter users in your tweet by preceding it with symbol, i.e., “We’re glad you had a positive thanks for the kind words!”  Retweet: When you see a Tweet by another user that you want to share, click Retweet below it to forward it to your followers instantly.  Hashtag: Attach a #hashtag to words in your Tweets to categorize them for others. Users can then click on a hashtag to see other similarly-themed tweets and find yours in search, i.e., “Attending #FWCI? Visit MedRisk, booth 314!” Marketing Strategy in the 21 st Century

Progress Though Sharing Knowledge  Ways to use Twitter for Marketing:  Monitor to see what customers are saying about your company and respond quickly  Consider a campaign to attract “followers” prior to busy trade shows  Post timely updates during trade shows to draw attendees to your booth Marketing Strategy in the 21 st Century

Progress Though Sharing Knowledge Marketing Strategy in the 21 st Century

Progress Though Sharing Knowledge  Private and secure social network for internal use  Give and receive status updates across multiple departments  Customize information feeds to monitor current projects and issues  Share and work on documents with team members from a secure, centralized platform  Managers can “follow” items most important to them and gain insight into opportunities and obstacles Marketing Strategy in the 21 st Century

Progress Though Sharing Knowledge Marketing Strategy in the 21 st Century

Progress Though Sharing Knowledge  Search Engine Optimization (SEO): Content will trump craftiness  Google’s search algorithm changed in 2011 – game changer  More results linked to timely and social relevance – less to esoteric thinking  You need to focus on timely and relevant content on social platforms and in the media Digital Marketing Trends to Watch in 2012 Marketing Strategy in the 21 st Century

Progress Though Sharing Knowledge  Influencer Management: Who wields the power  Forget segmentation and think Klout  Web users are being assigned influencer scores  Youcast, Klout, more coming  Some Las Vegas casinos already upgrading patrons with high Klout scores Digital Marketing Trends to Watch in 2012 Marketing Strategy in the 21 st Century

Progress Though Sharing Knowledge  Mobile and Tablet: New Marketing opportunities  Tablet sales are greater than laptop sales  Think “there’s an app for that”  Think QR codes  Think about customers being untethered Digital Marketing Trends to Watch in 2012 Marketing Strategy in the 21 st Century

Progress Though Sharing Knowledge  Facebook for Marketing  90% of social media time is spent on Facebook  Marketing $s will start to move from traditional media  Expect Facebook to evolve as well Digital Marketing Trends to Watch in 2012 Marketing Strategy in the 21 st Century

Progress Though Sharing Knowledge  Think Video  85% of Americans watch videos on-line  1.5 billion videos a day!!!  Studies show more customer engagement with brands that use videos on their sites  YouTube etal Digital Marketing Trends to Watch in 2012 Marketing Strategy in the 21 st Century

Progress Though Sharing Knowledge  Measuring ROI is challenging  Control: losing it is nerve-wracking  Resources: Once you establish a presence you need to maintain it, keep the conversations going, add valuable content, listen and respond in real time  Other concerns: Legal / HR / Privacy / Reputation Challenges Marketing Strategy in the 21 st Century

Progress Though Sharing Knowledge Marketing Strategy in the 21 st Century If you have questions specific to this presentation, please feel free to Ruth Estrich Chief Strategy Officer MedRisk Inc. Thank you for your time and attention. Now, I want to bring up the panelists for our next session, “Getting Your Marketing ROI,” Michael Erickson of MedRisk and Todd Veale of Salesforce.com