Your SlideShare is downloading. ×
0
Content Marketing - A CMO's View (w/o speakers notes due to PDF upload)
Content Marketing - A CMO's View (w/o speakers notes due to PDF upload)
Content Marketing - A CMO's View (w/o speakers notes due to PDF upload)
Content Marketing - A CMO's View (w/o speakers notes due to PDF upload)
Content Marketing - A CMO's View (w/o speakers notes due to PDF upload)
Content Marketing - A CMO's View (w/o speakers notes due to PDF upload)
Content Marketing - A CMO's View (w/o speakers notes due to PDF upload)
Content Marketing - A CMO's View (w/o speakers notes due to PDF upload)
Content Marketing - A CMO's View (w/o speakers notes due to PDF upload)
Content Marketing - A CMO's View (w/o speakers notes due to PDF upload)
Content Marketing - A CMO's View (w/o speakers notes due to PDF upload)
Content Marketing - A CMO's View (w/o speakers notes due to PDF upload)
Content Marketing - A CMO's View (w/o speakers notes due to PDF upload)
Content Marketing - A CMO's View (w/o speakers notes due to PDF upload)
Content Marketing - A CMO's View (w/o speakers notes due to PDF upload)
Content Marketing - A CMO's View (w/o speakers notes due to PDF upload)
Content Marketing - A CMO's View (w/o speakers notes due to PDF upload)
Content Marketing - A CMO's View (w/o speakers notes due to PDF upload)
Content Marketing - A CMO's View (w/o speakers notes due to PDF upload)
Content Marketing - A CMO's View (w/o speakers notes due to PDF upload)
Content Marketing - A CMO's View (w/o speakers notes due to PDF upload)
Content Marketing - A CMO's View (w/o speakers notes due to PDF upload)
Content Marketing - A CMO's View (w/o speakers notes due to PDF upload)
Content Marketing - A CMO's View (w/o speakers notes due to PDF upload)
Content Marketing - A CMO's View (w/o speakers notes due to PDF upload)
Content Marketing - A CMO's View (w/o speakers notes due to PDF upload)
Content Marketing - A CMO's View (w/o speakers notes due to PDF upload)
Content Marketing - A CMO's View (w/o speakers notes due to PDF upload)
Content Marketing - A CMO's View (w/o speakers notes due to PDF upload)
Content Marketing - A CMO's View (w/o speakers notes due to PDF upload)
Content Marketing - A CMO's View (w/o speakers notes due to PDF upload)
Content Marketing - A CMO's View (w/o speakers notes due to PDF upload)
Content Marketing - A CMO's View (w/o speakers notes due to PDF upload)
Content Marketing - A CMO's View (w/o speakers notes due to PDF upload)
Content Marketing - A CMO's View (w/o speakers notes due to PDF upload)
Content Marketing - A CMO's View (w/o speakers notes due to PDF upload)
Content Marketing - A CMO's View (w/o speakers notes due to PDF upload)
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Content Marketing - A CMO's View (w/o speakers notes due to PDF upload)

3,885

Published on

The voice of the customer plays an increasingly important role in the development and use of timely and relevant content – “Content Excellence." …

The voice of the customer plays an increasingly important role in the development and use of timely and relevant content – “Content Excellence."

Developing the right content strategy to drive the desired outcome requires, once again, that we exercise new muscles and build new behaviors.

Published in: Business, Economy & Finance
1 Comment
1 Like
Statistics
Notes
No Downloads
Views
Total Views
3,885
On Slideshare
0
From Embeds
0
Number of Embeds
4
Actions
Shares
0
Downloads
6
Comments
1
Likes
1
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide
  • Self introduction:Rod BrooksVice President and Chief Marketing Officer, PEMCO Insurance, Seattle, WashingtonBoard Member and Immediate Past-Chairman of Word of Mouth Marketing Association (WOMMA)
  • This video, prepared as a case study by PEMCO’s agency – DNA, Seattle – depicts the early months of our campaign in 2008.
  • Transcript

    • 1. Rod BrooksVice President & Chief Marketing Officer,PEMCO Mutual Insurance CompanyImmediate Past Chairman - 2011Word of Mouth Marketing Association
    • 2. Content intended to reflect brand Passionate Edgy • Integrity Timely • Responsibility Curious • Courage Helpful Engaging
    • 3. Our Vision • Integrity PEMCO is the Northwest insurance company • Responsibility that “gets it.” An organization that’s great to do • Courage business with, one that shares the values of those who live here, one that’s genuinely likeable. It’s the first choice of responsible people.
    • 4. “What do you see” • Integrity • Responsibility • Courage "The Lesson"
    • 5. So what’s new? Stay focused! Keep the main thing, the main thing! Health & fitness Writing & sharing Meaningful connections
    • 6. Health and fitness I’m resolved to remain standing on the scale until I lose weight! • Integrity • Responsibility • Courage
    • 7. Passion and metrics aren’t enough I’m resolved to change what I do NOW in order lose weight! • Integrity • Responsibility • Courage
    • 8. Embrace continuous learning • Integrity • Responsibility • Courage
    • 9. Five Principals: Word of Mouth Marketing • Integrity • Responsibility • Courage
    • 10. Creating content • Integrity • Responsibility • Courage
    • 11. Creating content • Integrity • Responsibility • Courage
    • 12. Cogs of “content excellence”InformativeInteresting Positive Entertaining Thought Engaged Listen Listen Listen • Integrity • Responsibility Motivating Timely • Courage Language Relevant
    • 13. Human approach • Integrity • Responsibility • Courage
    • 14. Human Approach Social Media Socially Engaged Voice of the Company Voice of the Customer Top-Down Control Bottom-Up Messaging • Integrity Company-Generated Consumer-Generated • Responsibility Messages • Courage Messages Infrequently Updated Continuously Updated
    • 15. Human approach Social Media Socially Engaged Voice of the Company Voice of the Customer Top-Down Control Bottom-Up Messaging • Integrity Company-Generated Consumer-Generated • Responsibility Messages • Courage Messages Infrequently Updated Continuously Updated
    • 16. Social engagement mantra “PEMCO’s success depends on the positive opinion of people like me. They listen, participate, • Integrity • Responsibility encourage and • Courage enable me to share with others.”
    • 17. The content continuum Selfless+ Inspiring + Compassionate = HUMAN • Integrity • Responsibility • Courage
    • 18. Are your marketing pants on fire? 76% of consumers believe companies are untruthful in their advertising. • Integrity • Responsibility • Couragesource | Bold Mouth’s “Perceptions, Practices, and Ethics” report (2006)
    • 19. Are your marketing pants on fire? • Integrity • Responsibility • Courage Advertised In Realitysource | Bold Mouth’s “Perceptions, Practices, and Ethics” report (2006)
    • 20. Are your marketing pants on fire? • Integrity • Responsibility • Courage Advertised In Realitysource | Bold Mouth’s “Perceptions, Practices, and Ethics” report (2006)
    • 21. Trust lives in the community. 78% of global consumers say they trust recommendations• Integrity • Responsibility from other consumers • Couragesource | Nielsen’s “Trust in Advertising” Report (2007)
    • 22. Moving from money to mouth Reason 2001 2002 2005 2007 2008 2009 2010 60% 62% 50% 50% 36% 40% 33% Price Referral and/or 10% 12% 17% 20% 22% 22% 32% Recommend Integrity • • Responsibility • Couragesource | PEMCO Mutual Insurance Co, “Market Metrics – 2010”
    • 23. Making meaningful connections • Integrity • Responsibility • Courage
    • 24. We are what they say we are! The people who “link, like, and list” us are among a brands most valuable • Integrity • Responsibility • Courage marketing assets.
    • 25. Dream big! • Integrity • Responsibility • Courage BIG HAIRY AUDACIOUS GOAL
    • 26. Dream big! • Integrity • Responsibility • Courage BIG HAIRY AUDACIOUS GOAL
    • 27. Awareness to Advocacy Filling The Gap With ContentTouch points to talking points.
    • 28. “I know you”Initial: “I Know You” – Low Engagement1) Familiar 2) Assessing & Evaluating 3) Consideration
    • 29. “I like you”Transaction: “I Like You” – Moderate Engagement1) Functional 2) Transactional 3) Expectations met
    • 30. “I like you”Transaction: “I Like You” – Moderate Engagement1) Functional 2) Transactional 3) Expectations met
    • 31. “I love you”Mature: “I Love You” – Active Engagement1) Loyal 2) Relationship based 3) Recommendation behavior
    • 32. “I defend you”Mature: “I Defend You” – Active Engagement1) Affinity 2) Proactive defender 3) Collaborative
    • 33. Awareness To Advocacy Fuel the Advocacy Engine with timely and relevant content and conversations consistently and regularly.
    • 34. And remember… • Integrity • Responsibility • Courage
    • 35. Let’s connect! Twitter: @NW_Mktg_Guy Facebook: Rod Brooks Linked In: • Integrity Rod Brooks • Responsibility • Courage Blog: www.rodbrooks.com

    ×