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."

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)

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

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