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B.H. Burke's 2012 Social Media & Marketing Survey Results

Jason Hoeppner and his firm B.H. Burke & Co. conducted this social media and marketing survey in late 2012 and customized the results for ACT so that it focuses on just the agent and broker results.  See BHBCo 2012 Social Media and Online Marketing Survey_AgencyResults (Final-022513).pdfBHBCo 2012 Social Media and Online Marketing Survey_AgencyResults (Final-022513).pdf for the survey customized for ACT showing the agency results.
 
SeeBHBCo 2012 Social Media and Online Marketing Survey - All Orgs.pdfBHBCo 2012 Social Media and Online Marketing Survey - All Orgs.pdf for the complete survey, showing the results for agencies, carriers, GAs, vendors and various industry groups.
 
There were 268 qualified responses (after duplicates from the same organizations were removed).  Retail agents represented 76% of the respondents; carriers 10%; GAs & brokers, 6%; and vendors, consultants and industry groups together roughly 10%. 
 
The results are encouraging because they show a clear forward progression in agency usage of social media.  
 
The survey does reveal one huge opportunity area for the industry and that is to convince more agencies to measure which of their marketing dollars are bringing a return for them.  As Chuck Blondino, Safeco Insurance, pointed out in his excellent ACT article, Grow Your Agency & Improve Your Marketing by Tracking Key Metrics, those agencies which are growing the fastest track exactly where every piece of business comes from.
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​phone: 800.221.7917
fax: 703.683.7556
email: info@iiaba.net

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