Primary Agent - February 2011 - MD Edition

MARYLAND

INTHISISSUE:______________

Social networking 101

Member success stories

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Valley Forge Service Branch: 800.333.3622 | Home Office: Des Moines, IA www.emcins.com

© Copyright Employers Mutual Casualty Company 2011 All rights reserved

I’m celebrating our 100th year by planning for our next 100 years.

Jason Bogart, CPCU, ARM, Vice President of Branch Operations

Our future will be marked by the relationships we forge with you—the independent insurance agents who represent us. You’re the reason we’ll continue to investigate new market opportunities. Why we’ll develop competitive products. Why we’ll maximize the use of new technologies. Why we’ll emphasize ongoing professional development for our staff. By helping you profitably and efficiently grow your agency, EMC Insurance Companies will continue to serve you and your customers today and well into the future.

G18129_IFC-IBC-OBC.qxp:Layout 1 1/17/11 3:13 AM Page 1

trust.

acuity.com

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While Twitter or Facebook or any other specific platform may not stand thetest of time, social networking, as a concept, will. Like it or not, Web-basedconnections and the explosion of consumer-generated media are here tostay…. Here’s how to make it work for you.

Page 12

Member profile: Connie Phillips Insurance

At Connie Phillips Insurance in Frederick, Md., online marketing is about thewhole picture: a revised website, e-newsletter, social networking presence,Google paid advertisements and process for rounding out accounts andpicking up referrals

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Member profile: Lacher & Associates Insurance Agency

For Mark Lacher, a partner with Lacher & Associates Insurance Agency, socialnetworking is about establishing brand awareness, being seen as a thoughtleader and staying relevant in the marketplace.

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ContentsP R I M A R Y A G E N T M A G A Z I N E

Copyright 2011. All rights reserved. No material may be reproduced in whole or in part without written consent of the publisher. The information in this publication is general in nature and is not intended to serve as legal, accounting, financial,insurance, investment advisory or other professional advice as to any reader’s particular situation. Users are encouraged to consult withcompetent legal, financial, insurance, investment advisory and or other professional advisors concerning specific matters before makingany decisions and we disclaim any responsibility for any decisions or actions by readers. Statements of fact and opinion in PrimaryAgent are the responsibility of the authors alone and do not imply an opinion on the part of the officers or the members of the IA&B.Participation in IA&B events, activities and/or publications is available on a non-discriminatory basis and does not reflect IA&Bendorsement of the products and/or services.

Subscriptions: Non-member price: $2.25 per copy or $15 per year.

All communications for publications, including news, features, advertising copy, cuts, etc., must reach the editor by 1st of month two monthsprior to publication. Advertising rates furnished upon request.

Address inquiries to:Primary Agent EditorPO Box 2023Mechanicsburg, PA 17055-0763Phone (800) 998-9644 or (717) 795-9100 Fax (717) 795-8347

Periodical postage paid at Mechanicsburg, Pa. and additional entry post office.

Postmaster: Send address changes to above address.Primary Agent (ISSN 1543-3110), Permit # 638-620, Issue # 2011-2) is published monthly by IA&B Service Group Inc., a subsidiary of IA&B.

4 Chair of the Board’s Message5 Member FAQ6 State News8 Preventing Errors & Omissions10 Coverage Corner

18 Glance at Events21 IA&B Partners28 Advertisers Index28 Classified Ads28 Last & Least

In every issue

Mission StatementPrimary Agent delivers ideas to helpInsurance Agents & Brokers’ membersnegotiate their unique position asguardians of trust between insuranceconsumers and companies whilefacing the challenges of maintaining a small business. Primary Agent also supports IA&B’s mission topreserve and advocate the AmericanAgency System.


Call Rick Kelley,Senior Vice President

800-877-0600www.donegalgroup.com

Donegal Insurance Group is committed to delivering a better value to an ever-expanding network of independent agents. Making the Ward’s 50 Benchmark Group for property-casualty insurance companies for the sixth consecutive year shows how we combine safety, consistency, and strong performance to provide peace of mind. But in the end, it’s our long-term stability that makes us a valuable part of the independent agency system.

Call today and find out how you can put Donegal’s stability to work for you.

Consistency Takes EffortAfter winning the Ward’s 50 for the 6th straight time we understand how


OfficersDavid Rosenkilde, CIC

Chair of the BoardReisterstown, Md.

Robert B. Hall, CPCU, CLU, ChFC, ARM, ARM-PVice Chair of the BoardWest Chester, Pa.

Kathleen M. Glattly, ChFC, CLU, CPCUImmediate Past Chair of the BoardFactoryville, Pa.

MembersJoyce M. Bailey, CIC, CRM, CPIW

Newark, Del.

Norman F. Basso, CPCUYork, Pa.

Vincent D. “Chip” Boylan Jr., CPCURockville, Md.

Henry “Butch” Bradley, Jr.Crofton, Md.

Timothy P. BurrisThompsontown, Pa.

John T. “Chip” Colwell Jr., CICCorry, Pa.

N. Lee Dotson, CIC, AAIWilmington, Del.

John L. FrankenfieldTelford, Pa.

G. Greg Gunn, CICLemoyne, Pa.

Diana M. Hornung-Momot, ACSRWilmington, Del.

Jocelyn R. Howard-Sinopoli, CIC, CISRButler, Pa.

Robert S. Klinger, LUTCFGermantown, Md.

Michael F. McGroarty Sr.Pittsburgh, Pa.

Ann Gallen Moll, CICReading, Pa.

Scott C. Rogers, CPIAYork, Pa.

Susan A. Sallada, CIC**Ft. Washington, Pa.

David B. Wasson Sr., CICState College, Pa.

James M. Watkins*Dover, Del.

King W. “Kip” White, LUTCFFallston, Md.

* IIABA National Director** PIA National Director

Board of Directors

Due diligence

Tired of hearing about the social Web? Wishing the whole crazewould go away? You’re not alone — especially within theindependent agency system, where demands are increasing onalready-stretched-too-thin staff.

Web 2.0 is a whole new world. It requires a learning curve and afresh mindset and, yes, more time.

But on the flipside, social networking is not that different than thenetworking most of us in the industry always have done well. Plusit’s free to use, which makes competing with direct writers (andtheir hefty advertising budgets) much more appealing.

This month I encourage due diligence. Read through the pages ofthis magazine, peruse the resources on www.iabgroup.com andconsider if there is an opportunity on the social Web for youragency. Perhaps even create an account or two just to see what it’s all about. Then make an educated decision on whether it’s foryou and your agency.

Happy Internet surfing!

Until next time,

Dave

[ 4 ]

David B. Rosenkilde Sr., CIC

Chair of the Board’sM E S S A G E


MemberFAQ

QUESTION: A contractor client is thinking about converting a couple of employees to

independent contractors. Could I get in trouble if I proceed with the WC policy?

ANSWER:Yes. More than ever! It is never a goodidea to attempt to cut costs bymisclassifying employees asindependent contractors. In addition,recent laws passed in our three stateshave both:

w defined new criteria to recognizean employee classified as anindependent contractor, and

w strengthened the penalties formisclassification.

Delaware’s Workplace Fraud Act of 2009 establishes definitions of anemployer-employee relationship,defines an independent contractor andan exempt person, and spells out civilpenalties for intentional infractions. Thelaw applies to the construction andlandscaping services industry.

Additionally, a person who “knowinglyconspires with, aids and abets, assists,advises, or facilitates” an employer tomisclassify employees is subject to acivil penalty of up to $20,000. There isno safe harbor provision forinsurance producers.

Maryland’s Workplace Fraud Act of2009 distinguishes between intentionaland unintentional misclassification, butprovides civil penalties for both. TheMaryland law also focuses onconstruction and landscaping services.

There also, a person who “assists,advises, or otherwise facilitates” anemployer to misclassify employees issubject to a civil penalty of up to$20,000. Again, there is no exemptionfor insurance producers.

Pennsylvania’s ConstructionWorkplace Misclassification Act of2010 spells out criteria to determine ifan individual truly is an independentcontractor and the civil and criminalpenalties for intentional violations. Not surprisingly, the constructionindustry is again the focus of this law. Those who face penalties includenot only employers, but also theirofficers and agents, and those whoknowingly contract with anotheremployer violating this law. There too, no safe harbor provision existsfor producers.

(Knowing) less is more…This is an interesting situation where itis better for your clients to know more,and for you to know less! If yourclients start confiding in you onimproper classification of employees as independent contractors, not only do they risk increased penalties, but so do you. Remember that none of the three state laws have any safeharbor provisions for producers whoknow of the misclassification and goalong with it.

In addition, your clients could also becharged a hefty audit premium, whentheir carrier revisits their criteria in lightof the new law.

Bottom line, you can give a heads-up to your affected clients that these lawsare now in place, but do not getinvolved in the classification process oryou could end up on the wrong end ofthe violation.

To read more on this topic and reviewspecific definitions and criteria, log ontowww.iabgroup.com, go to Coverages,then Workers’ Compensation and selectthe Delaware Workplace Fraud Act,Maryland Workplace Fraud Act orPennsylvania Construction WorkplaceMisclassification Law.

DO YOU HAVE AQUESTION?

E-mail it to us at [email protected] use “Primary Agent FAQ” in the subject line of your message. You can also fax your question to (717) 795-8347. We look forward toanswering your questions!


Primary Agent | January 2011

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State NewsReminder: NFIPfloats lowerpremiumsPolicyholders may qualify for — andreceive (if they haven’t already)notification of — FEMA’s extension of theNational Flood Insurance Program’s(NFIP) Preferred Risk Policy (PRP).

To qualify for the lower-cost PRP, thebuilding must have been newlydesignated in a Special Flood Hazard Area due to a map revision on or afterOct. 1, 2008. The extension lasts for twoyears following the effective date of themap change.

Agents’ to-do list:

w Understand the changes inanticipation of clients’ questions;

w Ensure the PRP extension is grantedif it is to a client’s benefit; and

w Revisit flood insurance quotes foranyone who was affected by a mapchange and rejected coverage.

Learn more:www.iabgroup.com/md/features/NFIP_floats.html

Jumpstart 2011’slegislative effortsCertificates of insurance. State healthexchange. Commission disclosure. Taxes.The issues on state legislators’ plates —and on IA&B’s priority list — are many this year.

Of course the reality of our politicalsystem (like it or not) is that money talks.AgentPAC — IA&B’s state-based politicalaction committee — is producers’ outlet toeducate and influence key decisionmakers in Annapolis.

AgentPAC has a long history of shapinglaws and regulations that impact agents(think: increasing minimum auto limits asa recent example), and this year will beno different with the continued support ofIA&B members.

The political action committee’s 2011fundraising goal is $12,500 — an increaseover the $9,210 raised last year. Onlinedonations and quarterly contributionsnow are accepted.

Learn more about AgentPAC or contribute:www.iabgroup.com/md/pol_act_ctr

AgentPACsnapshot:

In 2010,47 members

donated $9,210.

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Members to wearhearts on theirsleevesSeveral dozen IA&B members fromacross the state soon will pour theirhearts out to one another, associationstaff and board members. Welcome toMember Agent Panels (MAPs) — venuesto talk industry trends and issues, sharestruggles and accomplishments, anddrive IA&B forward.

This spring IA&B begins the 2011/2012MAP cycle. Participants will meet inthree locations throughout Marylandeach spring and fall to weigh in andprovide direction on the association’sactivities. Many member benefits, fromprivacy resources and HR tools toproducer agreements and conferences,stem from MAP feedback.

MAP meetings are more than a labor oflove though. Attendees repeatedlyshare that they take heart from sharingconcerns, learning how others handlethem and brainstorming solutions.

Look for MAP updates in upcomingissues of Agent Headlines and Primary Agent.

Learn more:www.iabgroup.com/get_involved

Read, follow or jointhe discussionThe time to dismiss socialnetworking as a passing fadhas come and gone. Thefact is, the longer you putoff joining the conversation,the more you’re missing.IA&B is facilitatingprofessional andinformative exchanges onthe social Web.

Discuss trends and networkwith colleagues by joiningIA&B’s LinkedIn group.

Read timely updates onyour association’s activitiesand breaking industry news by following IA&B on Twitter.

New to Web 2.0? There’sno better way to learn how socialnetworking works — and how it canwork for your agency — than seeinghow it’s done.

Jump onboard:www.iabgroup.com/soc_media

Have your say onCapitol HillIA&B members will storm Washington,D.C. this spring. Their goal? Voiceindependent agents’ opinions to a hostof freshman legislators and a coregroup of incumbent legislators.

The 2011 PIA Federal Legislative Summitwill be held March 31 at the WestinAlexandria in Alexandria, Va.

IA&B makes it easy for members toattend. The association will pay the wayfor several agents’ conferenceregistration and dinner. (Attendees areresponsible for their own travelexpenses and any extra meals or hotelaccommodations.)

Learn more or register:www.iabgroup.com/events/fls

Sneak peek atMarch magazineThe next issue of Primary Agent willexplore health care reform — wherethings stand and what’s to come. Look for updates on:

w 1099 provision

w High-risk pool

w Medical-loss ratios

Expect a Maryland-specific breakdownon the implementation of a state healthexchange. Plus, learn about the latestadvocacy efforts from the HealthInsurance Buyers & Brokers Coalitionand how to get involved.

[ 7 ]

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PreventingE R R O R S A N D O M I S S I O N S

[ 8 ]

PAUL E. WALTERS

Paul E. Walters is claims

manager for Utica Mutual

Insurance Company.

Insurance Agents & Brokers

Service Group Inc. is the

exclusive agent for the Utica

E&O program in Delaware,

Maryland and Pennsylvania. For

questions regarding this article

or your Errors & Omissions

coverage, contact IA&B at

(800) 998-9644 or by e-mail at

[email protected].

THE PITFALLS OF REDUCING COVERAGE

Primary Agent | February 2011

There are a lot of validreasons why an agent mayrequest reduced coverage fora client. But that doesn’t stopan E&O claim from beingmade. After an economic loss,the client’s memory may bedifferent from the agent’s, andhe or she just may not recallrequesting that reducedcoverage. Two stories emerge,leaving a jury to flip a coin.

Let’s first go back to thosereasons a client might requestlower coverage amounts. Achange in exposure maywarrant less coverage.Concerns over premium costsmay warrant a change incoverage – and in the currenteconomy, that can happenoften. A change may be madeto a law so certain types ofclaims to which a client hadpreviously been exposed areno longer legally viable. Orthe imposition of award capsfor certain types of personalinjury actions by statelegislatures may greatly lowera client’s exposure.

The reasons are all valid;however, communicationwith the client is the key.And good documentation ofsuch conversations is a must.

Take, for example, a claim byan owner of a large, six-building apartment complex.Business was slow, and theclient approached the insuredand asked that two of thebuildings be removed fromcoverage on the CommercialProperty policy to savepremium. Those buildingswere removed from thepolicy. The policy wassubsequently written byanother carrier, and only fourbuildings were listed. (In thatparticular state, there is noduty for a client to read andexamine a policy.)

After policy inception, theclient – without telling theagency – decided to rent thetwo vacant buildings out tovictims of Hurricane Katrina,at government-subsidizedrates. A fire occurred, and the

two buildings were destroyed.While the agent’s filecontained a copy of therequest to the previous carrierto remove the buildings, therewas nothing in the agent’s filedocumenting the discussionswith the client. The clientstated that he had not wantedthe buildings removed.Nothing was sent to the clientby the agency memorializingthe request to remove thebuildings. The damage to thetwo buildings wasapproximately $1,000,000.Faced with a word vs. wordscenario with nodocumentation to back up theagent, the case was eventuallysettled for $500,000.

In another example, arestaurant asked its agent toreduce the contents’ coveragemid-term from $275,000 to$150,000. The carrier loweredthe limits as requested andissued a refund which theclient cashed. The policyrenewed. And yes, a claimcame. A large one. Following


[ 9 ] [ 9 ]

a total loss to the building, the carrier paid the $150,000 limit forcontents. The client claimed he did not read the new policy and said he thought the refund check was due to a car being removed from a personal auto policy. He claimed he never asked for areduction in coverage. Again, there was no correspondence fromthe agency to the client documentingthe request for a reduction incoverage. Following a trial in thematter, the jury chose to believe theclient and awarded $125,000 plusinterest and attorney fees.

During hard economic times, clients will look for ways to savepremium. Agents will look to holdonto current clients by keepingpremiums down. Carriers will pushagents to market their products in the best economic light to avoidcompetition. And regardless of thecircumstances, agencies will bevulnerable when there is no cleardocumentation reflecting that a client has been told of the reduction and is well aware of therisks involved in the event of a loss.

Mettle you can count on.

Since 2004, we’ve ranked among the top three carriers following every IA&B Company Satisfaction Survey. You’ve tested our mettle, and we’ve proven you can count on us to listen, to care, to continually improve ease of doing business, to provide a stable market, to be consistent. Start with MBG, and you’ll fi nish with a winner.

MUTUAL BENEFIT GROUPHuntingdon, Pennsylvania

www.mutualbenefitgroup.com

ankede carriers B CompanyYou’ve

nd we’vent on us tontinuallyng business, market, to beh MBG, andinner.

When it comes toUmbrella or EquipmentBreakdown CoverageWe have fast, competitive quotesfor you, with the service you deserve.• Designed for Condos, Co-ops, Townhouses,

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[ 10 ]

JERRY MILTON, CIC

Jerry M. Milton teaches

and consults on industry

issues. The legal profession

recognizes him as an

expert on insurance

coverages. He is also the

education consultant for

IA&B, working with CISR,

CIC and continuing

education programs.


The replacement costprovisions of the CommercialProperty and Homeowners’policies agree to pay the costto repair or replace, withoutdeduction for depreciation,subject to the least of thelimit of liability, the cost toreplace with like kind andquality or the amountactually spent. The provisionsfurther stipulate that theinsurer will pay no more than

the actual cash value of thedamage until repair orreplacement is complete.Once the repair orreplacement is complete, the loss will be settled on a replacement cost basissubject to the abovelimitations.

On Oct. 28, 1993 JeffreyDavid Burton and Terri L.Burton suffered a substantialloss to their home and

personal property as a resultof a fire. Their insurer,Republic Insurance Companyestimated the cost to repairthe home at $114,924.70, andafter deducting $14,051.02 fordepreciation and thedeductible, paid the Burtons$100,219, which representedthe actual cash value of the loss.

After the Burtons completedthe repairs, Republic paid an

INSURERS’ RIGHT TO WITHHOLD DEPRECIATIONUNTIL REPAIR OR REPLACEMENT


[ 11 ]

additional $11,709.37. Since the Burtons did not repair certainitems contained in the estimate and also performed additionalconstruction, Republic retained $2,341 of the originalestimated amount of repair.

In addition, the Burtons submitted a personal property claimwhich detailed an extensive inventory of damaged property.Republic paid $49,785.25, which was the actual cash value ofthe loss. After the Burtons provided supplemental information,Republic paid an additional $4,504.11.

On Oct. 26, 1994 the Burtons filed a suit against RepublicInsurance Company asserting that they were entitled to the$2,341 balance on the damage to their home, and thatRepublic improperly withheld $979.82 for personal propertythey could not prove they replaced with like kind and quality.

On April 12, 1999 the trial court granted partial summaryjudgment in favor of Republic, dismissing two counts of theBurtons’ complaint. The remaining breach of contract claimproceeded to trial and on June 7, 2002 the trial court foundthat Republic Insurance Company was not liable for any additional benefits.

The Burtons then appealed this decision to the Superior Court of Pennsylvania. The issues before the court werewhether the terms of Republic’s insurance policy concerning replacement costs were ambiguous and whether Republic’s practice of requiring claimants to replace the damaged property with property of like kindconstituted a breach of contract.

In affirming the trial court’s decision on behalf of RepublicInsurance Company on March 16, 2004 the Superior Court of Pennsylvania issued several interesting commentsconcerning the replacement cost provisions of propertypolicies. Included among these comments were:

w We conclude that the policy clearly, explicitly andunambiguously conditions full replacement benefitsupon the actual repair or replacement of the damaged property.

w We cannot conclude that an isolated phrase (actual cash value) is ambiguous simply because Republic failed to define it specifically in the policy. Rather weexamine the policy in its entirety.

w The policy plainly sets forth the procedure for recoveringreplacement costs.

w The requirement to rebuild damaged property with likeconstruction and replace damaged property withproperty of like kind, even though not expresslyprovided in the policy, does not constitute a breach of contract.

w Mrs. Burton’s failure to identify certain items that hadbeen purchased was a consequence of her poor recordkeeping and in derogation of her duties as an insured.

w The requirement to repair or replace the damagedproperty completely before receiving the full extent ofthe replacement cost benefit is not unconscionable.

w The policy set forth the settlement proceduresadequately, and we cannot find that Republic failed todisclose these procedures.

We do win occasionally.

Y’all take care!

[ 11 ]

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TECHNOLOGY

While Twitter or Facebookor any other specificplatform may not stand thetest of time, socialnetworking, as a concept,will. Like it or not, Web-based connectionsand the explosion ofconsumer-generatedmedia are here to stay….



[ 13 ]


The state of the Web is changing quickly.w “Social network or blog sites are visited by three

quarters of global consumers who go online.” The Nielsen Company, June 2010

w “Social networking use among Internet users ages 50 and older has nearly doubled – from 22 to 42 percent —over the past year.” Pew Research Center’s Internet &American Life Project, August 2010

This shift has revolutionized consumers’ expectations.According to the latest Nielsen Global Online ConsumerSurvey, “recommendations by personal acquaintances and opinions posted by customers online” are now the most trusted advertising sources. It’s all about relationship building.

The good news: By nature, most producers are networkers,people persons, schmoozers. And so, with a little time andgiven the chance, producers excel at online socialnetworking, too.

“Social networking is not new – only thetools are,” says Rick Morgan, industryexpert on technology and marketing.

More good news: Independent insurance agents rarelyexcelled at spending extraordinary amounts on advertisingcampaigns. Instead their value always stemmed from theircustomer service, personal relationships and knowledge.Web-based social networking levels the playing field. Itallows independent agents to showcase these strengths, not their advertising budget.

So what more are you waiting for?

Heed experts’ adviceIA&B’s 2010 Executive Management Conference coveredsocial networking extensively. Insurance technology expertand presenter, Steve Anderson, offered attendees this sageadvice: Start somewhere, and give it 15 minutes per day.

Other conference takeaways

w Social networking allows for transparency. And aspeople get to know you, they’ll want to do businesswith you.

w Don’t wear yourself out. Repurpose your content onFacebook, your blog and elsewhere.

Join IA&B onlineThe longer you put off joining theconversation, the more you’remissing. IA&B is facilitatingprofessional and informativeexchanges on the social Web.

Discuss trends and network withcolleagues by joining IA&B’sLinkedIn group.

Read timely updates on yourassociation’s activities and breakingindustry news by following IA&B on Twitter.

www.iabgroup.com/soc_media


w Every producer should have a LinkedIn profile.Follow clients, particularlycommercial ones, to tracktheir business and build on relationships. Connect withacquaintances and thenbranch out to expand your network.

w Not ready to tweet (postupdates on Twitter)? Atleast create an account tostart following others and listening.

w Never have a clientconversation on a social-networking platform.Always take it offline.

w Develop a strategy beforechoosing tools. Forexample, to growcommercial lines accounts,an agency might focus on LinkedIn. While apersonal lines agencymight choose Facebook.

Make it happenReady to take the 15-minutes-per-day challenge? Thefollowing walks you through the logistics of setting up andmonitoring a Twitter accountand a blog.

The passage is an excerpt from Duke Williams’ “Thechanging insurance consumer:technologies to help youcompete.” It is reprinted withpermission from the June 2009issue of The Anderson AgencyReport (TAAR), taareport.com.Read more by visitingiabgroup.com and selectingTechnology and then Other Resources.

Create a Twitter account

To create a Twitter account, goto Twitter.com and sign up. Justlike reading blogs, Twitter canhelp you create relationships.Start by following someone onTwitter. My Twitter name iswilliduke. Steve Anderson’s is stevet. [IA&B's are IAB_PA,IAB_MD and IAB_DE.]

To find folks to follow, click on the link at the right-hand sideof your Twitter page that says["Who to Follow."] Then [reviewTwitter's suggestions, findpeople with common interestsor look for acquaintances.] Clickon anyone who appears. Thiswill take you to their profile. Theprofile generally includes a brief description of the personand a link to a website. Followthe link and see if the personlooks interesting. If so, followthat person by clicking on the “Follow” button underhis/her picture.

This brings up a point aboutyour profile. Upload a picture.Also, if you have a website,enter the link so people canlearn more about you. Otherplaces to find folks to followinclude www.wefollow.com and http://search.twitter.com.

What should you say on Twitter?

You can say anything. But Irecommend you start by doingwhat is called re-tweeting otherpeople’s tweets. When you findsomething interesting thatsomeone else has tweeted, copyit and paste it as your own post.But start with “RT” (for re-tweet)followed by the @ sign and then— with no spaces — the Twittername of the person whose tweet you are re-tweeting.People always appreciate beingre-tweeted. They will comecheck you out.

Continued on page 16

TECHNOLOGY

That’s

w

With our “A” Rated Treasury Listed bonds wec Why shopa If we can’t writet We specialize in bonding those “less than p

We’ve beenw N And by the way, we’ll even write thatb Call now and get results not excuses.

[ 14 ]

Web-based social networking

levels the playing field. It allows

independent agents to showcase

their strengths, not their

advertising budget.


“No bond, no job. No job,no commission.”

We know times in the construction business are tough andthat even the best of clientsare having problems. That’swhy when your client needs abond Commonwealth Surety should bethe first call you make. With our “A” Rated Treasury Listed bonds wecan provide the bond you never thought you could get. Why shoparound, get buried with paperwork and hear excuses? If we can’t writethe bond nobody can! We specialize in bonding those “less than perfect” clients, without cash collateral or Letters of Credit, and we’ll getyou that “YES” that you want to hear in 24 hours or less. We’ve beenwriting bonds for small and midsized companies for over 20 years. No bond is too big or too small. And by the way, we’ll even write thatbond for your perfect clients. Call now and get results not excuses.TOLL FREE: 1-800-886-7760FAX TOLL FREE: 1-800-566-7761

The place for the hard-to-place Bonds


Continued from page 14

You can also reply to interestingtweets by starting your replywith the “@” sign followed by(no spaces in between) theperson’s Twitter name to whom you are replying. This does two things: It letseveryone know you are replyingand to whom, and it shows upas a reply in the originalperson’s account.

You will need to click on thelinks near the top of your Twitterpage regularly to see if you haveanyone sending you replies. Youshould also check “DirectMessages” regularly.

Links in tweets

You will notice that many tweetshave a link in them. This lets theperson posting the tweet giveyou a way to go to a page andfind more information on thesubject. This is a great way touse Twitter. A problem can bethat the link may be too long —remember, Twitter only allows140 spaces.

There are several services thatshorten links. I usewww.idek.net. In addition togiving you a shorter link, thisservice also keeps click-throughstatistics. This helps you know ifother folks are finding yourtweets interesting. You can alsopost pictures on TwitPic(www.twitpic.com). TwitPic thencreates a link to the page withthe picture.

TECHNOLOGY

[ 16 ]

Social media primerConnecting on LinkedIn. “Friending” on Facebook. Following on Twitter.

Curious what the buzz – and the jargon that goes along with it – is all about?Here’s a brief synopsis.

LinkedIn (linkedin.com): The aim of this site is to connect professionals. Userscreate a resume-like profile and then reach out to past and present colleagues tocreate an online directory of contacts. They can also reach out to theirconnections’ connections to create new contacts.

Chamber of Commerce dinners are so yesterday. Now people rub elbowselectronically and network online.

Facebook (facebook.com): This site also encourages users to create profiles(called “walls”) and connect with acquaintances (called “friends”). The focus ismore social than professional, and users send messages, play games and postpictures, links and status updates. They join groups and become fans of (called“like”) people, products and companies.

Forget the class reunion. People reunite with old friends and share photos online.

Twitter (twitter.com): This site allows users to post text-based messages (called“tweets”), with a maximum of 140 characters, in answer to the question “Whatare you doing?” Users post status updates and links, and they track (called“follow”) other users’ posts. While the default is for public posts everyone canread, users also send private notes (called “direct messages”) to other users.

Gotta know something pronto? Twitter is where it’s at. From news to babble,information is shared at lightning speed.


Other Twitter tools

When you start following toomany people, you will want tomanage them in separategroups. I use TweetDeck(www.tweetdeck.com). Once youdownload it onto your desktop,you can follow and post withouthaving to go online to theTwitter site. If you want toinclude a location and map inyour tweets, you can useservices such aswww.brightkite.com.

Twitter mobile

About 40 percent of people usingTwitter use it primarily from theircell phones. Just like usingTweetDeck on your desktop,there are third-party apps foryour cell phone. I use Twitterrificon my iTouch and iPhone(www.twitterrific.com).

Create a blog

You can create a blog as a partof a Google account. In fact, youcan create as many as you wish.Why should you create a blog,especially if you already have awebsite? A blog is regularlyupdated. It is a conversation.

I have always thought that themost important thing about anywebsite is not why a personvisits, but why they shouldreturn. Since your blog contentwill constantly change, this gives people a reason to return. By contrast, a website isusually static.

What will you say in yourblog?

There are three types of contentfor any blog. The first is tellingfolks things like what you hadfor breakfast, etc. This is not thebest use for your blog.

The second is to provideauthoritative information on asubject in which you have someexpertise. You are an insuranceprofessional. You can certainlyprovide this type of information.But don’t make it a direct selling

[ 17 ]



type of post. Make it somethingyou would tell a friend or family member.

The third type of content is toprovide a way for others todiscover new things. You can, andshould, also do this. In fact, I thinkthis should be at least two-thirdsof your content.

Will you find enough to say?

When you read a blog that isinteresting enough for you tocomment on, create a short postabout that subject based on yourcomments. As a courtesy, alwaysinclude a link back to the original

blog post you are commenting on.The original blogger will mostlikely see you have done this andappreciate it.

When you discover somethinginteresting in Twitter posts you arereading – especially from peoplewhose links you follow – use it forthe basis of a short post.Remember to provide a link to theplace you found the interestinginformation in the first place. Beregular in your posting. It doesn’thave to be daily, but you shouldnot go a week without a post.

You can also cover the hot topicsof the day — news, weatherevents, etc. — from yourperspective. Just remember, once you post it, it will have a long life of its own. Even if you delete it, it has been indexed on search engines and still exists.

TECHNOLOGY

[ 18 ]

Date Topic Location

1 William T. Hold Seminar York, Pa.

2 William T. Hold Seminar Frederick, Md.

8 CISR-Personal Auto Course Wilkes-Barre/Scranton, Pa.

9 CISR-Personal Auto Course Mechanicsburg, Pa.

10 E&O Best Practices Seminar Mechanicsburg, Pa.

15-17 P&C Licensing Study Course Mechanicsburg, Pa.

17 CISR-Personal Auto Course Philadelphia, Pa.

22 CISR-Personal Auto Course Baltimore, Md.

23 CISR-Personal Auto Course Lehigh Valley, Pa.

William T. Hold Seminar Erie, Pa.

23-26 CIC-Commercial Property Institute Cranberry Twp., Pa.

24 E&O Best Practices Seminar Newark, Del.

Glance at EventsF E B R U A R Y C A L E N D A R


Platinum Profile

FEATURED PARTNER:Swiss Re Corporate Solutions

HEAD OF U.S. AGENTS E&O:Sabrena Sally, Senior Vice President

COMPANY LOCATIONOverland Park, Kansas

A.M. BEST RATING A (Excellent)

Insurance Agents &

Brokers proudly recognizes

Swiss Re as one of its

Platinum Partners.

IA&B Platinum Partners

dedicate the highest

level of sponsorship to

our organization.

For more than 30 years, agentsacross America have trustedSwiss Re to protect their

reputations and assets. Swiss Re isproud to be the endorsed E&O carrier of the Independent InsuranceAgents & Brokers of America. More than 12,000 agencies andbrokers place their trust in us. Inreturn, they can tap into thelongevity, financial strength andenduring market knowledge of SwissRe. Swiss Re's deep industryexpertise, disciplined underwritingand client servicing are all criticalcomponents of a strong, stable andreliable partner for our clients.

We offer errors and omissionscoverage for insurance agents andbrokers. Regardless of agency size oroperations, we have a full array ofE&O solutions for today’s agencies.All products come with theexperienced and professional claims

handling and underwriting thatpolicyholders have come to expectand value over the years.

In collaboration with the IIABAProfessional Liability Program, Swiss Re can provide limits of up to$20 million, with deductibles startingat $2,500. Coverage extensions areavailable for sales of real estate,mutual funds and some types ofinvestment products.

Our policy form is widely respected inthe marketplace. You will find that itsdefinition of ‘insured’ is tailored toyour business realities. So, too, arethe features it puts at your fingertips— a range of extended reportingperiod options, additional coverageavailable for catastrophe extraexpenses, and insurance consultingand expert witness activities. Consideralso that its coverage is supported bya claims team experienced in

handling agents professional liabilityclaims, in conjunction with anextensive panel of outside counsel.Our umbrella policy offers higherlimits of liability for premises, autoand E&O exposures, all in one.

Swiss Re protects policyholders withspecialized needs in niche markets inthe U.S. and Canada. Productsinclude property and casualtyinsurance, professional liabilityinsurance, excess medical expenseand risk management services.

Insurance products underwritten by WestportInsurance Corporation, Overland Park, Kansas,a member of the Swiss Re Group.


MEMBER PROFILE

Connie Phillips Insurance

[ 20 ]

Additional words ofwisdom from PhillipsFacebook: Set up your agency’sbusiness Facebook fan page on itsown, rather than as an offshoot of anemployee’s account. Tag employees’Facebook pages under the businessfan page.

Paid searches: Know what you’regetting into with online paid searchoptions, such as Google advertising.Narrow the scope to ensure you getthe leads you want.

Visitor experience: Emphasize thetotal visitor experience when acustomer or potential customer goesonline. It’s more than simply drivingtraffic and accumulating leads.

At Connie PhillipsInsurance inFrederick, Md., onlinemarketing is about

utilizing a social networkingsales strategy. Owner ConniePhillips began with Facebookand LinkedIn, soon addedTwitter and recently beganblogging and posting videos onYouTube.

“We experimented withdifferent things in the past,such as shared leads from the Internet,” says Phillips, “but everyone was jumping on the same lead. We wantedmore interaction with potential clients.”

It wasn’t until Phillips boughtinto the complete socialnetworking package — arevised website for roundingout accounts and solicitingreferrals, an e-newsletter,Google paid advertisementsand activity social networkingwebsites and blogs — that heragency experienced a boost.

That transition required hardwork, and still does.

A major hurdle was collectingclients’ e-mail addresses andthen updating them via theirpreferred method ofcommunication, whetherregular mail, e-mail or eventext messages.

Continued on page 22

A


WHAT IS IA&BPARTNERS?The IA&B Partners

program gives company

and allied businesses

the opportunity to

demonstrate their

commitment of support

to independent agents

and receive maximum

market exposure. As an

IA&B Partner, you will

also realize the benefits

of IA&B membership to

help you succeed in

the insurance industry.

DO YOU SEEYOUR NAME?To become an IA&B Partner,

choose the sponsorship

package that matches your

commitment of support.

Contact the Member Sales

Center at (800) 998-9644,

(717) 795-9100 or visit us

online at www.iabgroup.com

to get started.

Listed below are those companies that strongly support the independent agencysystem and Insurance Agents & Brokers.

Thank you for your continued sponsorship.

PLATINUM LEVELACUITYBerkley Mid-Atlantic GroupErie Insurance GroupHarleysville InsuranceHighmark Casualty Insurance CoInsurance Agents & BrokersService Group IncMillers Mutual GroupMillville Mutual Insurance CoMutual Benefit GroupOhio CasualtyPenn National InsuranceSelective Swiss ReThe Main Street America GroupTravelersUtica National Insurance Group

GOLD LEVELAllied InsuranceMMG InsuranceProgressive

SILVER LEVELAccess Insurance Company American Mining Insurance CoCumberland Insurance GroupDonegal Insurance GroupFrederick Mutual Insurance CoHarford Mutual Insurance CoJuniata Mutual Insurance CoPSBA Insurance TrustThe Motorists Insurance GroupWestfield InsuranceZenith Insurance

BRONZE LEVELAegis Security Insurance Co

Agency Insurance Company

Auto-Owners Insurance Company

Briar Creek Mutual Insurance Company

Builders Insurance Group

Chubb Group of Insurance Companies

Encompass Insurance

First General Services

Foremost Insurance Group

Goodville Mutual Casualty Company

Grange Insurance Companies

Guard Insurance Group

Hanover Fire & Casualty Insurance Company

Insurance Alliance of Central PA Inc

Insurance Placement Facility of PA

Keystone Insurers Group Inc

Lebanon Mutual Insurance Company

Mercer Insurance Group

Merchants Insurance Group

Mercury Casualty

Penn Millers Insurance Company

Penn PRIME Municipal Insurance

Reamstown Mutual Insurance Company

Rockwood Casualty Insurance

State Auto Mutual Insurance Company

TAPCO Underwriters Inc

The Brethren Mutual Insurance Company

The Mutual Service Office Inc

Tuscarora Wayne Insurance Company

Primary Agent February 2011


The agency uses a teamapproach to maintaining itssocial networking presences.Two staff members handleLinkedIn, Facebook and themain insurance blog. Another ischarged with the employeebenefits blog, and a fourthhandles the trucker blog. Eachperson sets aside about an hourper week to blog and approvecomments. In addition toenhancing customer relations,their blogging improves theirwebsite’s search engineoptimization, or ease of beingfound on the Internet.

“The shift has encouraged us tobe more personable,” explains

Phillips. “[At the holidays], weposted a seasonal staff photo onFacebook and created a video.Social networking offers theopportunity for reaching out toshare stories with clients andthe local community.”

For example, Phillips found thatmost of her Facebook fans, whoare in their 20s, use the platformfor prospecting and askingquestions. The agency landedseveral clients as a result of itspresence on the site. For ConniePhillips Insurance, it’s about thecomplete process. The key totheir success is to follow up onthese leads with a phone call tobuild rapport, introduce them to

the agency and learn about thepotential clients’ needs.

“You really do need to becommitted to the entireprocess,” shares Phillips.“Everyone must be on board and ready to accept theadditional training and timecommitment.”

MEMBER PROFILE

[ 22 ]

Driving members to distinction

PROTECTING INDEPENDENTAGENCIES WITH QUALITYE&O COVERAGE

With access to the strongest E&O carriers in the market and a specialized Agents Umbrellaprogram, IA&B can deliver protection that will meet your unique needs. Protect your business with the people that know E&O.

Insurance Agents & Brokers. Driving members to distinction.

FOR MORE INFORMATION, VISIT IABGROUP.COM OR CALL THE IA&B SALES CENTER AT (800) 998-9644.

That’s how we deliver distinction.

Visit Connie PhillipsInsurance on the social Web:

http://www.facebook.com/ConniePhillipsInsurance?ref=ts

http://www.linkedin.com/pub/connie-phillips/12/78a/93

http://twitter.com/cpiinc


Insurance Agents & Brokers proudly recognizes Utica National InsuranceGroup as one of its Platinum Partners. IA&B Platinum Partners dedicatethe highest level of sponsorship to our organization.

FEATURED PARTNER:Utica National Insurance Group

CHIEF EXECUTIVE OFFICER:J. Douglas Robinson, CPCU

Chairman of the Board/CEO

COMPANY LOCATION:Home Office, New Hartford, N.Y.,

with seven regional offices throughout the U.S.

A.M. BEST RATING: “A-” (Excellent)

WEB SITE:www.uticanational.com

The Utica National InsuranceGroup offers a broad range ofcommercial and personal lines

property-casualty coverages,including nationally recognizedspecial programs for the graphiccommunications trades, schools,volunteer fire departments, religiousinstitutions, child care centers andmore — as well as programs forgeneral and small commercialbusiness.

Utica National sells through anetwork of more than 1,400 agentsand brokers whose input is essentialto the company’s success, noted Larry Hart, Marketing Manager in the Group’s Richmond office which serves the states of Marylandand Delaware.

“Our agents and their clients give usdirection regularly on emergingexposures and coverage issues — ingeneral, they help us keep ourproducts contemporary and ourservice and delivery sharp.”

Utica also writes one of thenation’s foremost programs forinsurance agents’ Errors &Omissions coverage — providingcrucial professional liabilityprotection and further underscoringthe value of the company’s businesspartnership with its agent/broker-policyholders. The program offersdirect access to E&O underwritingspecialists who provide theinformation agencies need aboutE&O coverage for specific exposures.Moreover, the company’s claimsspecialists are devoted exclusively toproviding responsive, expert claimsservice to its customers.

Insurance Agents & Brokers ServiceGroup Inc. is the exclusive agent forthe Utica E&O program in Delaware,Maryland and Pennsylvania. Forquestions regarding this article oryour Errors & Omissions coverage,contact IA&B at (800) 998-9644 or by e-mail at [email protected].

J. Douglas RobinsonChairman and CEO

Utica National

Platinum Profile


MEMBER PROFILE

[ 24 ]

For Mark Lacher, apartner with Lacher &Associates InsuranceAgency, social

networking is aboutestablishing brand awareness,being seen as a thought leader and staying relevant inthe marketplace.

The Souderton, Pa.-basedagency specializes in property,casualty and life, as well asemployee benefits.Additionally, the second-generation firm provides riskmanagement, benefits, as well as business consultingservices to mid-marketbusinesses.

“We compete a lot againstlarge consulting houses andother large regional firms formid-market business on thebenefits and P/C side,” sharesLacher. “Social networking isa free way for us to compete.”

The agency began its forayinto social networking nearlytwo years ago. The dabblingbegan with LinkedIn andquickly expanded to Twitter

and Facebook. On a personallevel, Lacher migrated most ofhis activities from LinkedIn toTwitter, where he found thathe can most easilydisseminate information andshare his expertise.

When the agency’s socialnetworking initiative firstbegan, there was someconcern on the leadershipteam about effectivemanagement. But those fearshave long subsided. A part-time marketing manager,

Andrea Hackman, nowoversees the agency’s socialnetworking presence,spending approximately threehours per week maintainingonline accounts.

“We allowed her freedom,especially on Facebook andour corporate Twitteraccount,” says Lacher. “Havingher manage these accountsmaintains consistency andcontrol of messaging.”

While other staff membersdon’t have administrative

Lacher & AssociatesInsurance Agency

F


[ 25 ]

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rights to the agency’s accounts,they may access the sites duringwork hours. A social mediapolicy monitors their usage.

One step Lacher admits seniormanagement missed was gettingbuy-in from the entire staff.Leadership and the marketingcoordinator hit the groundrunning and then needed tobacktrack and explain the planand goals at an all-employeemeeting.

Lacher & Associatesmanagement is pleased with the results.

“We look at this like any othermarketing or branding

initiative,” explains Lacher. “It’sa journey, not an event. It’sanother format to engage clientsand prospective clients.”

The agency has received positiveanecdotal feedback and clientinteraction over socialnetworking platforms. But, forLacher & Associates, it’s moreabout creating energy and beinga thought leader in areas of HR,risk management, benefits, etc.

And it’s about new business aswell. The agency held a socialmedia workshop and alreadyreceived several requests fromclients for Lacher’s staff toadvise them on socialnetworking risk and strategy.

“This is another area of risk andopportunity for any company,”says Lacher. “Agents maydismiss it as a trend, but it’scritical for them to understandthe implications and know howto advise clients.”

MEMBER PROFILE

[ 26 ]

HELPING AGENCIES AVOIDCOSTLY E&O CLAIMS

IA&B HAS OVER 50 YEARS OFEXPERIENCE TRAINING AGENCY STAFF

By attending IA&B training programs, your staff willhave the skills to provide proper coverage and avoidcostly E&O claims. No one knows E&O like IA&B. Don’t trust your employee training to anyone else.

FOR MORE INFORMATION, VISIT IABGROUP.COM OR CALL THE IA&B MEMBER SERVICE CENTER AT (800) 998-9644.

That’s how we deliver distinction.

Driving members to distinction

Visit Lacher & Associateson Web 2.0:

http://twitter.com/LacherInsurance

http://facebook.com/LacherInsurance

http://www.linkedin.com/in/marklacher

http://twitter.com/marklacher


[ 27 ]

IF YOU HAVE THE TOOLS,WE HAVE THE INSURANCE.

Residential Contractors with up to 5 employeescan find great deals on liability insurance atBrokers Surplus Agency. We represent Utica First Insurance, one of the largest writers of small contracting firms in the Northeast, and we cangive you a free quote on all your coverage needs!Call or email us today!

Contact: Dennis Marsaglia, Ext. [email protected] Frisch, Ext. [email protected]

Brokers Surplus Agency, P.O. Box 2849,Warminster, PA 18974 � Call (215) 443-9900

Thursday, April 21, 2011 The Wyndham Grand Pittsburgh Hotel Downtown

(formally the Hilton Downtown)

Key Note Speaker: Deputy Insurance Commissioner

Ron Gallagher

Doors Open 8:00 A.M.

CE Credits * 80 + Exhibitors * Cocktail Reception

For More Information or to Register:

Insurance Club of Pittsburgh

412 / 489-5626 Email: [email protected]

www.insclubpgh.com

You Must Register To Attend !!You Must Register To Attend !!

85th Annual85th Annual

PittsburghPittsburgh

I Day 2011I Day 2011

Frederick Mutual Insurance Company, an AM BESTA- (Excellent), VI property/casualty insurer writing inMaryland and Pennsylvania is currently looking forexperienced property/casualty insurance agents licensedto write personal and commercial lines business inMaryland and Pennsylvania. Frederick Mutual, a nichecompany, specializes in writing Small ArtisanContractors, Mainstreet BOP Business, Homeowners,Dwelling Fire and Personal Umbrella.

Established in 1843, we pride ourselves on our qualityof service and desire to partner with equally dedicatedprofessionals.

Additional background information regarding FrederickMutual is available on our website at www.fredmut.com.

57 Thomas Johnson Drive, Frederick, MD 21702-4301301-663-9522

ecurity in Your Time of Need

nparalleled Customer Service

orporate Integrity

ompetitive Pricing

ase of Doing Business

uperior Financial Strength

ound Products

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ACUITY . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .1

Brokers Surplus Agency . . . . . . . . . . . . . .27, IBC

Commonwealth Ins Co . . . . . . . . . . . . . . . . . . .15

Donegal Insurance Group . . . . . . . . . . . . . . . . .3

EMC Insurance Cos . . . . . . . . . . . . . . . . . . . . .IFC

Frederick Mutual Ins Co . . . . . . . . . . . . . . . . . .27

Guard . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .25

IA&B Partners Program . . . . . . . . . . . . . . . . . . .21

IA&B Series Ad . . . . . . . . . . . . . . . . . . . . . .22, 26

Insurance Club of Pittsburgh . . . . . . . . . . . . . .27

Insurance Innovators . . . . . . . . . . . . . . . . . . . . .11

Interstate Insurance Mngmnt. . . . . . . . . . . . .OBC

Mutual Benefit Group . . . . . . . . . . . . . . . . . . . . .9

Penn National Insurance . . . . . . . . . . . . . . . . . .17

Preferred Property Program . . . . . . . . . . . . . . . .9

Tri-State General Ins Ag . . . . . . . . . . . . . . . . . .25

Ad Index

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Professional agency since 1926 locatedin Feasterville, Bucks County, Pa. Call for confidential information and a review of our services. Contact Ray Reinard at (215) 375-8600, Ext. 119.

If you would like to place a

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care of the rest.

[ 28 ]

Whisky and monsters:a risky comboIn 1971, Cutty Sark, the famous producer of Scotchwhisky, decided to offer a million-pound award toanyone who managed to capture the Loch NessMonster. After making the offer public (and also maybe sobering up from the decision), Cutty Sark took out an insurance policy with Lloyd’s [of London]to protect them in case the (im)possible happened.

Source: Anne Le Tran, “The Weirdest Things Ever Insured,”Insurance Networking News

----------------------------------------------------------------———————-------The Last & Least column is dedicated to the industry’s oddities —from creative claims and kooky coverages, to (tasteful) jokes andstrange stories. Submit yours to [email protected], subject line: Last & Least. The editor will happily protect sources’ anonymityupon request.


Insurance for RestaurantsFamily Style, Pizza Shops, Take-Out, Fast Food, Donut Shops,

Diners, Cafes, Bagel Stores, Franchises

Brokers Surplus Agency wants to quote your restaurants!

We have a terrific BOP program that’s packed with the coverages you need.New Ventures eligible!Liquor liability coverage available!

Contact us by phone or email today!(215) 443-9900

Brokers Surplus AgencyP.O. Box 2849

Warminster, PA 18974

Dennis Marsaglia, Ext. [email protected]

Evelyn Frisch, Ext. [email protected]


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Primary Agent - February 2011 - MD Edition

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