February 14th, 2009 | 
Author: Very interesting conference. A few datapoints:
- Only 56% of agents have Web sites
- Only 50% have agency management systems
- Only 29% of agents use the Web for marketing and attracting business
One of the concepts that seem to come up often is interactive communications. So agents interacting with customers, insureds interacting with insurance companies, agents interacting with companies, associations, each other, etc. The concept has implications for marketing, operations, certainly sales and referrals, financials, CRM, and people. Agents and agencies need to get on board with this – URGENT-, but do they have the technical expertise to do these things? In my opinion, IIABA and the ACT 2.0 Work Group could really serve the industry by hosting a (recorded) series of Webinars on how to leverage the Web to
- drive revenue and
- reduce costs and
- improve customer satisfaction
Perhaps now more than ever is the time to do this?
I was impressed with the passion for these things within the ACT Group. Btw, if you’re an agent out there, and you want to learn more about technology, this would be a great group to get involved in. It seems to be geared to mostly P&C lines, but perhaps the L&H agents can add value as well. Very bright people with a lot of passion for keeping the business healthy.
Heard… “So Mike… taking pictures? Like being on a safari!” “Huh” “Ya..taking pictures of insurance people in their native habitat!!!”
Rick Morgan leading the session
Ideas on why the industry needs to MAKE TIME for the social Web.
Grab my PPT deck here
Two attendees Tweeting the conference – young and …mature
See more pictures here.
Also might post a podcast shortly called “U Snooze U Lose – Why agents need to engage in social media.”
Posted in Insurance-Technologies
Mike,
This is a great post about the ACT meeting. I always leave with a list of new ideas and on a bit of a technology overload. I benefit most from the ideas that I can apply to my work with independent agencies. Thanks for changing the description on the “Two attendees Tweeting” to mature from old. Old is a state of mind and while I am a boomer, my state of mind is certainly not old. Great to meet you.
Mike, great summary and review of the conference. Thank you for your participation your contribution was very much appreciated.
Mike, you did an excellent job at the conference. There is great interest by technology leading agents in harnessing Web 2.0 tools to build their online brand, and they are looking to ACT’s Web 2.0 WG to help them as to how to do it.
A few clarifications on the data you cited. 82% of the independent agencies have agency management systems. It is only in the smallest category of agencies ($150,000 or less in revenue) where the percentage is 50%. The percentage rises rapidly as agents get larger, because the agency management system is the backbone of a fully electronic agency adding significant efficiency and electronic connectivity options with their trading partners (such as Real Time and data download).
Another clarification. 29% of the agencies currently do not see the Web site as a very important (a 6 or 7 on a 7 point scale) tool for marketing the agency and attracting prospects. They probably conclude this because they are not getting a lot of prospects from their Web site because consumers cannot find them. This points to the opportunity we have to help agencies use search more effectively and employ Web 2.0 tools (such as blogs) to improve their search engine positioning. The one great thing about independent agents however as small businesses is that they can adapt rapidly when they see the business payback from taking a particular action.
Mike, thanks again for all of your insights during the meeting.
Jeff Yates, ACT Executive Director
I wonder what the 27% difference between agents who have web sites and agents who use the web for marketing and attracting business means. How could you have a web site that was not meant to attract business? What would that website be for?
I can accept that they might be pretty poor websites that are not effective. They might even seem to be abandoned. Still, they have to be doing something.
My own experience is I cannot acheive a dialogue with a company to rev up my web site. Either they do not follow through or I get a huge homework assignment that is impossible to complete with business activity the way it is. I am hip deep in Web 2.0 telling my story on face book and pulling in articles I write and my agency web site.
Every time i come here I am not dissapointed, nice post
The answer to my problem ended up being an intern. He interviewed everyone i the office, looked up URLs and generally relayed information to the web guy that actually did the work. It is still not artistic but we got functional.
Also, we started advertising on Facebook. I’ve spent about $15 and picked up my first opportunity after three weeks. The demographic power is amazing. My ad only appears on the screen if you are married, over 35, college educated and live within 10 miles of the town where my business is located.