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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)

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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.

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  • 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.

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) Presentation Transcript

  • Rod BrooksVice President & Chief Marketing Officer,PEMCO Mutual Insurance CompanyImmediate Past Chairman - 2011Word of Mouth Marketing Association
  • Content intended to reflect brand Passionate Edgy • Integrity Timely • Responsibility Curious • Courage Helpful Engaging
  • 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.
  • “What do you see” • Integrity • Responsibility • Courage "The Lesson"
  • So what’s new? Stay focused! Keep the main thing, the main thing! Health & fitness Writing & sharing Meaningful connections
  • Health and fitness I’m resolved to remain standing on the scale until I lose weight! • Integrity • Responsibility • Courage
  • Passion and metrics aren’t enough I’m resolved to change what I do NOW in order lose weight! • Integrity • Responsibility • Courage
  • Embrace continuous learning • Integrity • Responsibility • Courage
  • Five Principals: Word of Mouth Marketing • Integrity • Responsibility • Courage
  • Creating content • Integrity • Responsibility • Courage
  • Creating content • Integrity • Responsibility • Courage
  • Cogs of “content excellence”InformativeInteresting Positive Entertaining Thought Engaged Listen Listen Listen • Integrity • Responsibility Motivating Timely • Courage Language Relevant
  • Human approach • Integrity • Responsibility • Courage
  • 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
  • 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
  • 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.”
  • The content continuum Selfless+ Inspiring + Compassionate = HUMAN • Integrity • Responsibility • Courage
  • 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)
  • Are your marketing pants on fire? • Integrity • Responsibility • Courage Advertised In Realitysource | Bold Mouth’s “Perceptions, Practices, and Ethics” report (2006)
  • Are your marketing pants on fire? • Integrity • Responsibility • Courage Advertised In Realitysource | Bold Mouth’s “Perceptions, Practices, and Ethics” report (2006)
  • 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)
  • 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”
  • Making meaningful connections • Integrity • Responsibility • Courage
  • 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.
  • Dream big! • Integrity • Responsibility • Courage BIG HAIRY AUDACIOUS GOAL
  • Dream big! • Integrity • Responsibility • Courage BIG HAIRY AUDACIOUS GOAL
  • Awareness to Advocacy Filling The Gap With ContentTouch points to talking points.
  • “I know you”Initial: “I Know You” – Low Engagement1) Familiar 2) Assessing & Evaluating 3) Consideration
  • “I like you”Transaction: “I Like You” – Moderate Engagement1) Functional 2) Transactional 3) Expectations met
  • “I like you”Transaction: “I Like You” – Moderate Engagement1) Functional 2) Transactional 3) Expectations met
  • “I love you”Mature: “I Love You” – Active Engagement1) Loyal 2) Relationship based 3) Recommendation behavior
  • “I defend you”Mature: “I Defend You” – Active Engagement1) Affinity 2) Proactive defender 3) Collaborative
  • Awareness To Advocacy Fuel the Advocacy Engine with timely and relevant content and conversations consistently and regularly.
  • And remember… • Integrity • Responsibility • Courage
  • Let’s connect! Twitter: @NW_Mktg_Guy Facebook: Rod Brooks Linked In: • Integrity Rod Brooks • Responsibility • Courage Blog: www.rodbrooks.com