Social Media, The Technology Communication Gap, and the ... · Social Media, The Technology...
Transcript of Social Media, The Technology Communication Gap, and the ... · Social Media, The Technology...
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Social Media,
The Technology Communication Gap,
and the
Next Generation of Insurance Professionals
Martin J. Frappolli, CPCU, FIDM Senior Director of Knowledge Resources
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AGENDA
1. Social Media and
CPCU
2. The Technology
Gap
3. Engaging the Next
Generation
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1. Social Media and CPCU
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Has time sped up?
38 years to reach
50 million users
13 years to reach
50 million users
4 years to reach
50 million users
100 million users in
9 months
1 billion downloaded in
9 months
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Stats about the major social networks
Number of
Users
500 million
total, 215
million
active
238 million 343 million 1.15 billion
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What’s the value of social media for
businesses?
• Social media multiplies and
amplifies word of mouth billions
of times over:
• 78% of consumers trust peer
recommendations; 14% trust
advertisements
• Social media used for
purchase decisions
• Recommendations from
friends on Facebook = up to
33% more sales
• Facebook presence = 33%
more sales with millennial
consumers
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The Institutes Community
Twitter LinkedIn
The Community
LinkedIn Twitter
85,000+ Members
2,662
followers
13,766
group
members
4,014
likes
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The Institutes’ Social Users
Social
Platform
The
Institutes
CPCU
Society Griffith CEU.com
The Community 85,672
LinkedIn 8,837 5,470
Facebook 1,780 2,026 81 184
Twitter 615 1,073 1068
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Leverage CPCU for a Professional Network
• CPCU Society
volunteer leader
• The Institutes
Community
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Professionalism in Social Media
• Easy to sound off
• Permanent record
• “Never send a
letter”
• The mom/CEO rule
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Professionalism: Best Practices
• Keep your
audience in
mind
• Keep your
medium in
mind
• Tone – civility
• Stay positive
• TMI danger
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2. The Technology Gap
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“Suits and Geeks”
The Language Barrier • English
• Business
• Technology
The Culture Barrier
Each sees their own function
as both core and
irreplaceable
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Costs of the Technology Gap
• Failed projects
• Cost and time overruns
• Lost opportunities
• Workplace morale
• Turnover
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Business Professionals, Technology Professionals
Tech staff want education – on technology, not insurance
Business staff want education – on insurance, not technology
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CPCU Actions to Bridge the Technology Gap
• Acknowledge the Gap
• Encourage IT /
Business cross-
functional teams
• Agile Development
• Learn Technology
• SHARE Business
Knowledge
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Tech Actions to Bridge the Technology Gap
• Acknowledge the
source of your
paycheck
• Embrace the industry
• AIT program (new!)
• AINS24
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3. Engaging the Next Generation
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Problem:
• Impending workforce talent shortage
across all sectors of the insurance industry
Challenge
• Connecting with and overcoming industry
perception and awareness challenges of
the Millennial
Engaging the Next Generation
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Vision:
• Educate and excite Millennials with the
many opportunities and prospects of
working in insurance
Engaging the Next Generation
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Value Propositions:
• Millennial
– Increased understanding of the full spectrum
of insurance career options; communicated
how I want
• Industry
– Unified industry voice increases impact,
content reach and workforce prospects
Engaging the Next Generation
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Engaging the Next Generation
Platform Concept
Awareness Consideration Decision
Intern
Insurance focusedCollege studies
Educated on Insurance opportunities
Insurance Job Seeker
Parents
Educators
Other
MillennialBrand Activation
OnlineSocial
TraditionalExperiential
Industry & Education Partners
Content Aggregation & Collaboration
Internships
Scholarships
Collegiate Studies
Career Assessment
Career Videos
Career Simulation
Infl
uen
cers
Consider
Digital Platform
Brand
Mu
lti-
Ch
an
nel
En
ga
gem
ent
BenefitsMarketing Efforts
Unified Industry Message
BRAND.COM
BRAND.COM
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• Understand the full career timeline
• Reaching out to high school and college
students
• Education doesn’t end at CPCU
• Lifelong learning concept
Engaging the Next Generation
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The Institutes
Thank you!