NAILBA Perspectives - July/August 2014 - (Page 13)

WANT TO BOOST YOUR AGENCY'S BRAND? IT'S TIME TO JOIN THE SOCIAL MEDIA REVOLUTION. BY AMY BELL IF the mere mention of Twitter, Facebook, and LinkedIn causes you to break out in a cold sweat, you might be suffering from social anxiety. But in this day and age, businesses simply cannot afford to be anti-social. Unless you want your agency to get left behind, it's time to embrace social media as a viable marketing tool. In fact, 84% of B2B marketers already use social media in some form according to Aberdeen, a business research group. And according to Social Media Examiner, 83% of marketers say social media is important for their business. "We are barely seeing the tip of the iceberg when it comes to opportunities in insurance marketing," says Amy McIlwain, President of Financial Social Media and author of "The Social Advisor: Social Media Secrets of the Financial Industry" (CreateSpace Independent Publishing Platform, 2012). "Technology is fundamentally changing the way we communicate, and with social media you become the media. Not getting on TV? Start your own TV show and launch a YouTube channel. Can't afford a radio show? Start your own radio show and distribute for free on iTunes. The world is literally at your fingertips, and content is the currency." Ray Phillips, President of The Brokers Source, Ltd., says his agency is extremely active in social media. Not only does he blog, but he also maintains a presence on Twitter, LinkedIn, and YouTube. Phillips compares social media marketing to a brand campaign or an image ad, such as a billboard for Coca Cola. "You don't see a billboard for Coca Cola and immediately get off at the next exit to buy a Coke, but you're constantly bludgeoned with the image of Coca Cola," he explains. While he believes there isn't a direct or measurable business reward, social media does help BGAs keep their brand in front of producers. "Social media enables BGAs to establish an identity, develop a voice, and establish and grow a presence within a community of their making," says Frank Gencarelli, Senior Vice President of Distribution and Marketing with Legal and General America. "By choosing connections made up of centers of influence, companies and providers, or brokers and prospective brokers (or all of the above), BGAs can network, be constantly and consistently visible, and be alerted to events that might represent opportunities for their business." Are you ready to morph into a social media butterfly? Read on to learn how to tap into social media to promote your agency brand and boost your business. The Perks of NOT Being a Wallflower There are no ifs, ands, or buts about it: If you want to stay relevant in the 21st century, you have to join the social media conversation. "The rise of social networks that store the information people share are generating immense quantities of data allowing businesses to send exactly the right message to exactly the right person at exactly the right time," McIlwain remarks. "A company's ability to navigate this data and fine tune their messaging will be critical to their success over the next 10 years." "It's all about creating a memorable identity," says Gencarelli, who hosts a blog called "Frank Matters." In his popular blog, Gencarelli presents entertaining and thought-provoking views for Legal and General America's BGAs. "There are dozens of companies that do what we do, but the blog gives me an opportunity to assert a presence with a distinctive voice, one characterized by a fair amount of edge, humor, and the occasional 'calling out' of a competitor or our industry at large." In fact, Frank's blog has made him www.nailba.org 13 http://www.nailba.org

Table of Contents for the Digital Edition of NAILBA Perspectives - July/August 2014

NAILBA Perspectives - July/August 2014
Contents
Chairman’s Corner
CEO Insights
Social Skills
NAILBA 33 Preview
NAILBA Charitable Foundation
Life Happens
The Remote or Virtual Office
Member Profiles
Mooers Award Nominations
Agency Successor Networking Group
Agency Resources
BGAs Leading Technology Through Connections
Reading Ahead
Calendar of Events
Index of Advertisers

NAILBA Perspectives - July/August 2014