social media workshop - north american health...

Social Media WorkshopShanda Harris

NALP Health Plan Conference | July 2018

For Agent Use Only | Copyright 2018

Agenda

Facebook• Privacy• Company Page• Advertising• Prospecting

LinkedIn• Why LinkedIn• Profile Page

Prospecting

Twitter• Why LinkedIn• Profile Page• Prospecting

Instagram• Why Instagram• Business Page• Marketing to

Millennials

Social Media Tools:For Agent Use Only | Copyright 2018

Facebook


Facebook Privacy Changes & the Impact

• Greater user visibility and control over data and privacy settings• Limited data sharing with 3rd parties• Priority given to posts that spark meaningful engagement• Updated ad targeting options

• Facebook eliminated partner categories• 3rd party data matches to Facebook users

• (e.g. income, home ownership)

• Recommendations• Use Facebook’s algorithms that use 1st party data to find the

best audience• Create engaging content


Best Practices for Company Page

• Create a Facebook page that stands out• Encourage followers to turn on the “See First”

option• Schedule & plan posts • Post more content that generates discussion

• Reply to comments• Start conversations• Messengers• Reviews• Appointments


Best Practices for Advertising

• Posting only will not help you grow your customer base or business• Boosting posts is optimized to get Likes• Facebook will give preference to Objectives

• Reach, Traffic, and Lead Install a Facebook pixel on your website

• Run campaigns with lookalike audience• Make it personal• Test, Test, Test


Best Practices for Prospecting

• Search keywords and comment on posts from friends• Join groups and share advice• Small business owners• Neighborhood groups

• Create an event• Share it on your personal page


Why LinkedIn

• Total number of users: 550 million

• Percentage of users that use LinkedIn daily: 40%

• Percentage of users who earn more than $75,000 in a year: 44%

• Members who have never worked at a company with more than 200

employees: 59%


Best Practices for Profile Page

• Headline• Create a catchy headline, not your title

• Summary• A brief, meaty to the point summary• Include a CTA: Contact me for a free, no obligation quote

• Photo• Approachable but not too casual photo

• Customize your profile URL• https://www.linkedin.com/in/shandaharris/

• Contact Information• Website, phone number, email address



• Connections• Write a short message• Import customer emails or email marketing lists

• Recommendations• Share content prospects need to know• Shows you are an expert

• Monitor notifications for special occasions to celebrate• Acknowledged and congratulate



• Best practices in previous slides• Join groups• Post comments, advice and tips • No direct selling

• Search function• Search titles • Business owner• Owner• CEO

• Select location• Select a commonality• School, Group, Person



• Connect with via InMail• Explain your connection• Create a video and share the link within InMail

• Make a list of 5-10 people to connect with each week• Comment on the prospect’s posts


Twitter


Why Twitter

• Total number of users: 330 million

• Percentage of users that use Twitter daily: 42%

• Percentage of users who earn more than $75,000 in a year: 30%

• Age Breakdown• 18-29: 36%

• 30-49: 22%• 50-64: 18%• 65+: 6%



1. Twitter @name- Up to 15 characters

2. Profile Photo- Image size: 400x400 pixels

3. Bio- 160 characters to share your specialty and

why they should follow you4. Header Image

- Visually represents your business- Image size: 1500x500 pixels

5. Pinned Tweet- Current offer


Marketing to Millennials

• Find influencers and connect with them• Consider short videos• Biteable video creator

• Show personality• Use hashtags• Tweets with hashtags receive 2 times more engagement than those without

hashtags.• Choose a relevant hashtag• Less is more• Understand Twitter algorithm



• Twitter search function• Search titles

• Owner, entrepreneur • Request to follow• Comment on their posts

• Hashtags and keywords• Make comments on keywords (health insurance)

• Upload your email database


Instagram


Why Instagram

• Total number of users: 800 million• Percentage of users that use Instagram daily: 62% • Percentage of users who follow a business: 80%• Percentage of users who earn more than $75,000 in a year: 31%• Age Breakdown• 18-29: 59% • 30-49: 33%• 50-64: 18%• 65+: 8%


Business Page

• Link your Facebook page• Photo• High quality photo that communicates who you

are and what you do• Include a keyword with your name• Incorporate target keywords in your description• Add a CTA • Use Emojis



• Create stories with videos and images• Short (30 second) videos• Biteable video creator• Why health insurance? Why NAHP?

• Show your personality• Post pictures with clients, family, crazy events, quotes

• Create hashtags for your campaign• #Contenthashtags (#healthinsurance) • #Industryhashtags (#healthinsurance, #medicare,

#lifeinsurance,#longtermcare)• #Nichehashtags (#affordablehealthinsurance,)• #Brandedhashtags (#NALPValueprop)


Social Media Tools


Social Media Schedulers

• Buffer• Free Plan

• Connect up to 3 social accounts

• Pro Plan ($15/month)• Connect up to 8 social accounts

• Manage with the social media calendar• Hootsuite• Free Trial 14-day trial• $19/month• Connect up to 10 social accounts• Bulk scheduling


Graphics Tools

• Canva• Create professional graphics • Designs:

• Logos• Invitations• Posters• Facebook posts• Facebook ads• Customize designs

• Subscription Options: Free, $12/month


Graphics Tools

• Ripl• Create animated videos for social media• Over 200+ • Subscriptions options:

• Free (watermark)• $9.99 month

• Link to example


https://www.facebook.com/dalleymarketingservices/videos/163691747588090/?t=4

Thank You!Social Media Workshop

NALP Health Plan Conference | July 2018


social media workshop - north american health...

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