eDay2011 - German Ramirez - Zurich Insurance Company

Transformers Rotterdam, 15th September 2011 German Ramirez Global Head of Online & Member of the Executive Staff [email_address] +41 – 789 424 767

We will talk about two things First I will share with you the magic recipe for Social Media Then I will share with you a few (hopefully) inspiring thoughts And all of that in 20 mins (including Questions!) Fasten your seatbelts!

PART 1 >> The magic roadmap for success

Your magic roadmap in a few steps Step 0 >> Own the game
Identify allies and experts (not always the same)
Define a steering committee, and do all the dancing shows that your particular organization political landscape requires
Define a working group with which you will actually DO stuff
Make sure you are officially crowned and recognized as master of the social media space

Your magic roadmap in a few steps Step 1 >> Do your homework
Formulate & release Social Media Guidelines
Listen & Monitor the social media space in your core
Audit what you have out there
Clean the mess
Educate the organization about Social Media
Breath and feel good about it. If you are here, you are ahead of most of the world…

Wherever there is a contact with a customer today, make sure to integrate the possibility of social media interaction in there
Customer care Hotline? Enable twitter, facebook & co
Sales reps in contact with customers? Coordinate the establishment of individual social media sites if relevant
Educate all stakeholders and especially the contributors
Do NOT go and invent a new topic, a new team, a new set of everything. Stick to socializing what you have today, and doing it right.
Your magic roadmap in a few steps Step 2 >> Socialize existing touchpoints

If you have done all prior steps and if you have done them all right and thoroughly, you are ready to play
Your magic roadmap in a few steps Step 3 >> Go crazy

PART 2 >> A few (hopefully) inspiring thoughts

Brand Management is dead. You no longer own your brand Your new brand manager is your customer

The consumer is no longer the King The consumer is now Mr. President

The problem with Social Media & Web 2.0 is that we think in platforms It doesn‘t matter HOW facebook & co work The key is WHY facebook & co work

Your key principles
You want to be heard? >> Listen yourself! >> Translate!
You want to enter a conversation? >> Do it right! >> Dare!
You want to win? >> Experiment, risk something! >> Break the rules!

You want to be heard? >> Listen Yourself!
Talk less
Listen to what I have to say
Stop teaching and educating me
Learn from ME
Take me serious

You want to be heard? >> Translate! We need to write asap an executive summary of the briefing on how to measure the direct response and conversion rate, the two KPIs of our ATL and BTL Campaigns, in comparison to the ROI Benchmarks of our Competitive set...

You want to be heard? >> Translate! WHAT?

You want to be heard? >> Translate! We want to know in a few words, if our advertising is better than that of our competitors and if it is helping us actually make more money

We speak most of the time to ourselves. And then we act surprise when we are referred to as distant or komplex?
Lets get out on the streats and actually TALK to our target
Lets stop being Snobs: Lets try and live on the minimum salary for a month, lets drink cheaper wine, drive cheaper cars…
You want to be heard? >> Translate!

Your key principles

You want to enter a conversation? >> Do it right!
Do NOT be one more
Do NOT be boring
Do NOT be a brown-noser
Do NOT be a nerd
Do NOT be grey
Do NOT be a Snob
These are the type of guys we used to beat up back in school days. Today, we don‘t, but they wont get the business

You want to enter a conversation? >> Dare!
Get out of your Ivory Tower
Be humble
Take consumer serious
Talk WITH me, not TO me
Be transparent and honest
Be patient & consistant
Open yourself, be authentic
I know you want my money. And thats OK, but please don‘t pretend anything you‘re not

Your key principles

You want to win? >> Experiment, risk something!
Absolut Vodka
It is not about „no risk no fun“…
Forget "no risk no fun". We are not here for the fun.
If you want fun, get a hobby.
The real question is: "What risk = what cash?".
What is the line you will be standing on?

You want to win? >> Break the rules! Dirk Fosbury Carlo Rossi

PART 3 >> Bonus Round

Last But Not Least >> 3 key recommendations Focus on the OUT-dustry

Last But Not Least >> 3 key recommendations It is time to learn, not to earn

Last But Not Least >> 3 key recommendations And what about politics? f… politics

Muchas Gracias! German Ramirez Global Head of Online & Member of the Executive Staff [email_address] +41 – 789 424 767

Key questions to ask yourself before diving into social media space
How do we set OBJECTIVES for Social Media?
What should be the FOCUS of our Social Media efforts?
What is the STYLE & STRATEGY to reach engagement in Social Media?
What are the INTERNAL CHALLENGES & PROCESSES on the way to success?

The worst think about digital is… It makes you feel old FASTER rechter Rand right margin marge droite margine destra rechter Rand right margin marge droite margine destra

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eDay2011 - German Ramirez - Zurich Insurance Company

by Emerce on Sep 15, 2011

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eDay2011 - German Ramirez - Zurich Insurance Company — Presentation Transcript