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© 2008, PEMCO Mutual Insurance      58557  4/2008<br />4<br />Socializing The Dream From the Inside Out<br />More than any...
PEMCO’s social vision, goals, and strategies<br />PEMCO’s Social Vision, Goals, and Strategies<br />Company Vision<br />“P...
PEMCO’s success depends on the positive opinion of people like me.  They listen, participate, encourage and enable me to s...
PEMCO’s success depends on the positive opinion of people like me.  They listen, participate, encourage and enable me to s...
Framework:  <br />Phased approach toward an integrated social experience<br />Discover<br />3rdParty<br />Shop<br />Onboar...
Framework:  External awareness planning<br />External Awareness Planning<br />3rd Party<br />WALLY 3.0<br />PEMCO.com<br /...
Framework Phase 1: Building from a strong foundation <br />Phase 1: Foundation<br />Ads<br />PEMCO.com<br />Partners<br />...
Lay the foundation for a great customer experience.
WALLY 1.0 creates PEMCO awareness and buzz
Minimal connection between WALLY and customer acquisition or retention.</li></ul>10<br />
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Act Local - To Be Local!<br />Where they live, work, learn and play.<br />
WALLY and PEMCO Brand Ambassadors get local.<br />
15<br />
Framework Phase 2: Establishing a credible presence<br />Phase 2: Credible  & Relevant Presence<br />3rd Party<br />WALLY ...
Create online and offline presence. Test and learn.
S. M. guidelines established.
WALLY has some integration with PEMCO’s ecommerce capabilities and begins to drive acquisition. </li></ul>16<br />
In 2009, PEMCO <br />sponsored more than <br />50 events across Washington state<br />
Offline and online engagement<br /><ul><li>Create modular marketing tools
Develop on-site promotional activities
Invite event attendees to engage PEMCO Brand Ambassadors in conversations offline and online</li></ul>Love the way PEMCO d...
19<br />
20<br />
21<br />
22<br />
Guidelines consistent with corporate culture <br />23<br />Values based empowerment balanced with risk management.<br /><u...
Use common sense
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Getting Social. A vision. A commitment. A plan.

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I first gave this presentation at Blogwell Seattle in May of 2010. It summarizes the progress that PEMCO has made on the path to becoming world class in the use of word of mouth marketing and social media tools. I continue to think of myself as a student in this space... a student with a few lessons to share. Thanks for checking it out.

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  • Self introduction:Rod BrooksVice President and Chief Marketing Officer, PEMCO Insurance, Seattle, WashingtonBoard Member and President-elect of Word of Mouth Marketing Association (WOMMA)
  • PEMCO PersonasHere’s a helpful guide to the people of the northwest. We call thismicrosite WALLY… an acronym for Were A Lot Like YouOur initial objective was to show people that we really knew them. And of course…make people smile. While social media is NOT a campaign, it can be a launch platform for making your brand “talkable” on the social web.How? Starting with the PEMCO We’re A Lot Like You. A Little Different ad campaign.Campaign highlights the quirky, yet identifiable characteristics of Northwest residents. Resulted in hundreds of organic blog mentions.Introduce these characters …. In order…First Snowflake Freak-out LadySandals and Socks Guy50 Degrees Shirts Off GuyPonytailed Software GeekGoat Renter GuyRoadside Chainsaw WoodcarverDesperately Seeking SasquatchOff Leash Dog Lady
  • Our vision for WOM and social media is simple and aligns with PEMCO’s world class customer experience objectives: Our Social Media Mantra…“PEMCO’s success depends on the opinion of people like me. They listen, participate, encourage and enable me to share with others.”Listen.ParticipateEncourageEnable
  • Our vision for WOM and social media is simple and aligns with PEMCO’s world class customer experience objectives: Our Social Media Mantra…“PEMCO’s success depends on the opinion of people like me. They listen, participate, encourage and enable me to share with others.”Listen.ParticipateEncourageEnable
  • Add Wally 1.0 in the neck of the funnelAdd another box for Social Networks (FB, twitter, etc)Add a blank box as a placeholder for tbd (flexible model)I’d like the themes along the bottom to show some overlap – better showing how this evolves and overlaps. The boxes at the far left are really about driving familiarity I think and then wally 2 is about favorability – that is probably just a talking point for now – just sharing the thought.Should we label these as credible presence, hosted conversations and integration experience so it anchors to slides 5-7? Or was this my edit to Foundations, credible presence and integrated experience? - something like this.
  • And of course….Twitter….With clarity about the face behind the tweet
  • And we knew that just displaying and sharing our campaign wouldn’t be enough.We needed to take the campaign into the communities where are customers lived, worked, learned and played.To be considered local, we had to act and show up locally.
  • The WALLY van and outreach program has been a tremendous addition to our campaign mixWe are holding traditional face to face conversations at the point of community that our customers and neighbors appreciateAnd it fuels our on-line communication as well.
  • Reportedly, 90% of all WOM is face to face… or at least, NOT digitally driven.PEMCO made sure we walked the talk and showed up in the communities where our customers and prospects live, work, learn and play.This integrated program capitalized on a set of opportunities that best reinforce PEMCO’s brand position including:1. An array of local grassroots-level events – Fremont Fair, Seafair, Issaquah Salmon Days, Taste Washington, etc.2. The creation of a fully-modular, branded, motorized vehicle (WALLY1)3. A set of activities that foster meaningful interaction and Brand Ambassadors to serve as the face of the company within the community. The program’s goal is to increase positive touch points – both online and offline – between PEMCO and the local Northwest community.
  • And You TubeWhich brings us back to that commercial we were making at the beginning of this presentation.Let’s take a look to wrap up.Meet 4 Way Stop. You go. No You Go. No You Go Guy.
  • Let’s stay in touch.Any questions.
  • 3rd party partner engagement
  • Add another box for Social Networks (FB, twitter, etc)Add a blank box as a placeholder for tbd (flexible model)I’d like the themes along the bottom to show some overlap – better showing how this evolves and overlaps. The boxes at the far left are really about driving familiarity I think and then wally 2 is about favorability – that is probably just a talking point for now – just sharing the thought.Should we label these as credible presence, hosted conversations and integration experience so it anchors to slides 5-7? Or was this my edit to Foundations, credible presence and integrated experience? - something like this.
  • Add another box for Social Networks (FB, twitter, etc)Add a blank box as a placeholder for tbd (flexible model)I’d like the themes along the bottom to show some overlap – better showing how this evolves and overlaps. The boxes at the far left are really about driving familiarity I think and then wally 2 is about favorability – that is probably just a talking point for now – just sharing the thought.Should we label these as credible presence, hosted conversations and integration experience so it anchors to slides 5-7? Or was this my edit to Foundations, credible presence and integrated experience? - something like this.
  • Transcript of "Getting Social. A vision. A commitment. A plan."

    1. 1. <?xml version="1.0"?><AllQuestions /><br /><?xml version="1.0"?><AllAnswers /><br /><?xml version="1.0"?><AllResponses /><br /><?xml version="1.0"?><Settings><answerBulletFormat>Numeric</answerBulletFormat><answerNowAutoInsert>No</answerNowAutoInsert><answerNowStyle>Explosion</answerNowStyle><answerNowText>Answer Now</answerNowText><chartColors>Use PowerPoint Color Scheme</chartColors><chartType>Horizontal</chartType><correctAnswerIndicator>Checkmark</correctAnswerIndicator><countdownAutoInsert>No</countdownAutoInsert><countdownSeconds>10</countdownSeconds><countdownSound>TicToc.wav</countdownSound><countdownStyle>Box</countdownStyle><gridAutoInsert>No</gridAutoInsert><gridFillStyle>Answered</gridFillStyle><gridFillColor>255,255,0</gridFillColor><gridOpacity>50%</gridOpacity><gridTextStyle>Keypad #</gridTextStyle><inputSource>Response Devices</inputSource><multipleResponseDivisor># of Responses</multipleResponseDivisor><participantsLeaderBoard>5</participantsLeaderBoard><percentageDecimalPlaces>0</percentageDecimalPlaces><responseCounterAutoInsert>No</responseCounterAutoInsert><responseCounterStyle>Oval</responseCounterStyle><responseCounterDisplayValue># of Votes Received</responseCounterDisplayValue><insertObjectUsingColor>Red</insertObjectUsingColor><showResults>Yes</showResults><teamColors>Use PowerPoint Color Scheme</teamColors><teamIdentificationType>None</teamIdentificationType><teamScoringType>Voting pads only</teamScoringType><teamScoringDecimalPlaces>1</teamScoringDecimalPlaces><teamIdentificationItem></teamIdentificationItem><teamsLeaderBoard>5</teamsLeaderBoard><teamName1></teamName1><teamName2></teamName2><teamName3></teamName3><teamName4></teamName4><teamName5></teamName5><teamName6></teamName6><teamName7></teamName7><teamName8></teamName8><teamName9></teamName9><teamName10></teamName10><showControlBar>All Slides</showControlBar><defaultCorrectPointValue>0</defaultCorrectPointValue><defaultIncorrectPointValue>0</defaultIncorrectPointValue><chartColor1>187,224,227</chartColor1><chartColor2>51,51,153</chartColor2><chartColor3>0,153,153</chartColor3><chartColor4>153,204,0</chartColor4><chartColor5>128,128,128</chartColor5><chartColor6>0,0,0</chartColor6><chartColor7>0,102,204</chartColor7><chartColor8>204,204,255</chartColor8><chartColor9>255,0,0</chartColor9><chartColor10>255,255,0</chartColor10><teamColor1>187,224,227</teamColor1><teamColor2>51,51,153</teamColor2><teamColor3>0,153,153</teamColor3><teamColor4>153,204,0</teamColor4><teamColor5>128,128,128</teamColor5><teamColor6>0,0,0</teamColor6><teamColor7>0,102,204</teamColor7><teamColor8>204,204,255</teamColor8><teamColor9>255,0,0</teamColor9><teamColor10>255,255,0</teamColor10><displayAnswerImagesDuringVote>Yes</displayAnswerImagesDuringVote><displayAnswerImagesWithResponses>Yes</displayAnswerImagesWithResponses><displayAnswerTextDuringVote>Yes</displayAnswerTextDuringVote><displayAnswerTextWithResponses>Yes</displayAnswerTextWithResponses><questionSlideID></questionSlideID><controlBarState>Expanded</controlBarState><isGridColorKnownColor>True</isGridColorKnownColor><gridColorName>Yellow</gridColorName></Settings><br />Rod BrooksVP & Chief Marketing OfficerPEMCO InsuranceSeattle, Washington <br />
    2. 2. 2<br />
    3. 3. <?xml version="1.0"?><AllQuestions /><br /><?xml version="1.0"?><AllAnswers /><br /><?xml version="1.0"?><AllResponses /><br /><?xml version="1.0"?><Settings><answerBulletFormat>Numeric</answerBulletFormat><answerNowAutoInsert>No</answerNowAutoInsert><answerNowStyle>Explosion</answerNowStyle><answerNowText>Answer Now</answerNowText><chartColors>Use PowerPoint Color Scheme</chartColors><chartType>Horizontal</chartType><correctAnswerIndicator>Checkmark</correctAnswerIndicator><countdownAutoInsert>No</countdownAutoInsert><countdownSeconds>10</countdownSeconds><countdownSound>TicToc.wav</countdownSound><countdownStyle>Box</countdownStyle><gridAutoInsert>No</gridAutoInsert><gridFillStyle>Answered</gridFillStyle><gridFillColor>255,255,0</gridFillColor><gridOpacity>50%</gridOpacity><gridTextStyle>Keypad #</gridTextStyle><inputSource>Response Devices</inputSource><multipleResponseDivisor># of Responses</multipleResponseDivisor><participantsLeaderBoard>5</participantsLeaderBoard><percentageDecimalPlaces>0</percentageDecimalPlaces><responseCounterAutoInsert>No</responseCounterAutoInsert><responseCounterStyle>Oval</responseCounterStyle><responseCounterDisplayValue># of Votes Received</responseCounterDisplayValue><insertObjectUsingColor>Red</insertObjectUsingColor><showResults>Yes</showResults><teamColors>Use PowerPoint Color Scheme</teamColors><teamIdentificationType>None</teamIdentificationType><teamScoringType>Voting pads only</teamScoringType><teamScoringDecimalPlaces>1</teamScoringDecimalPlaces><teamIdentificationItem></teamIdentificationItem><teamsLeaderBoard>5</teamsLeaderBoard><teamName1></teamName1><teamName2></teamName2><teamName3></teamName3><teamName4></teamName4><teamName5></teamName5><teamName6></teamName6><teamName7></teamName7><teamName8></teamName8><teamName9></teamName9><teamName10></teamName10><showControlBar>All Slides</showControlBar><defaultCorrectPointValue>0</defaultCorrectPointValue><defaultIncorrectPointValue>0</defaultIncorrectPointValue><chartColor1>187,224,227</chartColor1><chartColor2>51,51,153</chartColor2><chartColor3>0,153,153</chartColor3><chartColor4>153,204,0</chartColor4><chartColor5>128,128,128</chartColor5><chartColor6>0,0,0</chartColor6><chartColor7>0,102,204</chartColor7><chartColor8>204,204,255</chartColor8><chartColor9>255,0,0</chartColor9><chartColor10>255,255,0</chartColor10><teamColor1>187,224,227</teamColor1><teamColor2>51,51,153</teamColor2><teamColor3>0,153,153</teamColor3><teamColor4>153,204,0</teamColor4><teamColor5>128,128,128</teamColor5><teamColor6>0,0,0</teamColor6><teamColor7>0,102,204</teamColor7><teamColor8>204,204,255</teamColor8><teamColor9>255,0,0</teamColor9><teamColor10>255,255,0</teamColor10><displayAnswerImagesDuringVote>Yes</displayAnswerImagesDuringVote><displayAnswerImagesWithResponses>Yes</displayAnswerImagesWithResponses><displayAnswerTextDuringVote>Yes</displayAnswerTextDuringVote><displayAnswerTextWithResponses>Yes</displayAnswerTextWithResponses><questionSlideID></questionSlideID><controlBarState>Expanded</controlBarState><isGridColorKnownColor>True</isGridColorKnownColor><gridColorName>Yellow</gridColorName></Settings><br />Getting socialized. <br />A vision. A commitment. A plan.<br />From Student to World Class<br />Rod Brooks<br />VP & Chief Marketing Officer<br />PEMCO Insurance<br />
    4. 4. © 2008, PEMCO Mutual Insurance 58557 4/2008<br />4<br />Socializing The Dream From the Inside Out<br />More than anything else… <br />Provide consistently remarkable service that inspires great word of mouth.<br />
    5. 5. PEMCO’s social vision, goals, and strategies<br />PEMCO’s Social Vision, Goals, and Strategies<br />Company Vision<br />“PEMCO Get’s It” . . . World-Class Customer Experience<br />Social Vision<br />PEMCO’s success depends on the opinion of people like me. They listen, participate, encourage and enable me to share with others. <br />Four Goals<br />Perception<br />Selection<br />Recommendation<br />Awareness<br />4<br />3<br />2<br />1<br />Six Strategies<br />360 Degree View: Drive social experiences through the entire customer lifecycle<br />1<br />Great Content: Deliver content how, where, and when it is most relevant to our customers<br />Internal Alignment: All PEMCO employees understand social and their role <br />2<br />3<br />PEMCO <br />BUSINESS MODEL<br />Operational Excellence: Clear processes and policies enable successful interactions<br />Engaging Online Experience: Frames relevant content and makes it easy to interact with<br />4<br />5<br />Platform for Success: Provide state of the art infrastructure across the customer experience<br />6<br />5<br />
    6. 6. PEMCO’s success depends on the positive opinion of people like me. They listen, participate, encourage and enable me to share with others.<br />6<br />+<br />Partnership<br />
    7. 7. PEMCO’s success depends on the positive opinion of people like me. They listen, participate, encourage and enable me to share with others.<br />7<br />+<br />
    8. 8. Framework: <br />Phased approach toward an integrated social experience<br />Discover<br />3rdParty<br />Shop<br />Onboard<br />Partners<br />WALLY 3.0<br />Maintain<br />Renew<br />PEMCO.com<br />Lifelong Customer<br />Promos<br />Ads<br />Events<br />8<br />
    9. 9. Framework: External awareness planning<br />External Awareness Planning<br />3rd Party<br />WALLY 3.0<br />PEMCO.com<br />Partners<br />Lifelong Customer<br />Ads<br />Promos<br />Events<br />9<br />
    10. 10. Framework Phase 1: Building from a strong foundation <br />Phase 1: Foundation<br />Ads<br />PEMCO.com<br />Partners<br />WALLY 1.0<br />Twitter<br />Lifelong Customer<br />WALLY 1.0<br />Events<br />Promos<br />3rd Party<br />Phase 1: <br /><ul><li>Focus on listen & learn
    11. 11. Lay the foundation for a great customer experience.
    12. 12. WALLY 1.0 creates PEMCO awareness and buzz
    13. 13. Minimal connection between WALLY and customer acquisition or retention.</li></ul>10<br />
    14. 14.
    15. 15. 12<br /><?xml version="1.0"?><AllQuestions /><br /><?xml version="1.0"?><AllAnswers /><br /><?xml version="1.0"?><AllResponses /><br /><?xml version="1.0"?><Settings><answerBulletFormat>Numeric</answerBulletFormat><answerNowAutoInsert>No</answerNowAutoInsert><answerNowStyle>Explosion</answerNowStyle><answerNowText>Answer Now</answerNowText><chartColors>Use PowerPoint Color Scheme</chartColors><chartType>Horizontal</chartType><correctAnswerIndicator>Checkmark</correctAnswerIndicator><countdownAutoInsert>No</countdownAutoInsert><countdownSeconds>10</countdownSeconds><countdownSound>TicToc.wav</countdownSound><countdownStyle>Box</countdownStyle><gridAutoInsert>No</gridAutoInsert><gridFillStyle>Answered</gridFillStyle><gridFillColor>255,255,0</gridFillColor><gridOpacity>50%</gridOpacity><gridTextStyle>Keypad #</gridTextStyle><inputSource>Response Devices</inputSource><multipleResponseDivisor># of Responses</multipleResponseDivisor><participantsLeaderBoard>5</participantsLeaderBoard><percentageDecimalPlaces>0</percentageDecimalPlaces><responseCounterAutoInsert>No</responseCounterAutoInsert><responseCounterStyle>Oval</responseCounterStyle><responseCounterDisplayValue># of Votes Received</responseCounterDisplayValue><insertObjectUsingColor>Red</insertObjectUsingColor><showResults>Yes</showResults><teamColors>Use PowerPoint Color Scheme</teamColors><teamIdentificationType>None</teamIdentificationType><teamScoringType>Voting pads only</teamScoringType><teamScoringDecimalPlaces>1</teamScoringDecimalPlaces><teamIdentificationItem></teamIdentificationItem><teamsLeaderBoard>5</teamsLeaderBoard><teamName1></teamName1><teamName2></teamName2><teamName3></teamName3><teamName4></teamName4><teamName5></teamName5><teamName6></teamName6><teamName7></teamName7><teamName8></teamName8><teamName9></teamName9><teamName10></teamName10><showControlBar>All Slides</showControlBar><defaultCorrectPointValue>0</defaultCorrectPointValue><defaultIncorrectPointValue>0</defaultIncorrectPointValue><chartColor1>187,224,227</chartColor1><chartColor2>51,51,153</chartColor2><chartColor3>0,153,153</chartColor3><chartColor4>153,204,0</chartColor4><chartColor5>128,128,128</chartColor5><chartColor6>0,0,0</chartColor6><chartColor7>0,102,204</chartColor7><chartColor8>204,204,255</chartColor8><chartColor9>255,0,0</chartColor9><chartColor10>255,255,0</chartColor10><teamColor1>187,224,227</teamColor1><teamColor2>51,51,153</teamColor2><teamColor3>0,153,153</teamColor3><teamColor4>153,204,0</teamColor4><teamColor5>128,128,128</teamColor5><teamColor6>0,0,0</teamColor6><teamColor7>0,102,204</teamColor7><teamColor8>204,204,255</teamColor8><teamColor9>255,0,0</teamColor9><teamColor10>255,255,0</teamColor10><displayAnswerImagesDuringVote>Yes</displayAnswerImagesDuringVote><displayAnswerImagesWithResponses>Yes</displayAnswerImagesWithResponses><displayAnswerTextDuringVote>Yes</displayAnswerTextDuringVote><displayAnswerTextWithResponses>Yes</displayAnswerTextWithResponses><questionSlideID></questionSlideID><controlBarState>Expanded</controlBarState><isGridColorKnownColor>True</isGridColorKnownColor><gridColorName>Yellow</gridColorName></Settings><br />
    16. 16. Act Local - To Be Local!<br />Where they live, work, learn and play.<br />
    17. 17. WALLY and PEMCO Brand Ambassadors get local.<br />
    18. 18. 15<br />
    19. 19. Framework Phase 2: Establishing a credible presence<br />Phase 2: Credible & Relevant Presence<br />3rd Party<br />WALLY 2.0<br />PEMCO.com<br />Partners<br />Twitter<br />Lifelong Customer<br />Ads<br />WALLY VAN<br />Promos<br />S.M. <br />Guidelines<br />Events<br />Phase 2:<br /><ul><li>Formalizes external efforts . Loosely aligns w/WALLY 2.0
    20. 20. Create online and offline presence. Test and learn.
    21. 21. S. M. guidelines established.
    22. 22. WALLY has some integration with PEMCO’s ecommerce capabilities and begins to drive acquisition. </li></ul>16<br />
    23. 23. In 2009, PEMCO <br />sponsored more than <br />50 events across Washington state<br />
    24. 24. Offline and online engagement<br /><ul><li>Create modular marketing tools
    25. 25. Develop on-site promotional activities
    26. 26. Invite event attendees to engage PEMCO Brand Ambassadors in conversations offline and online</li></ul>Love the way PEMCO does this local stuff. Keep it up!<br />
    27. 27. 19<br />
    28. 28. 20<br />
    29. 29. 21<br />
    30. 30. 22<br />
    31. 31. Guidelines consistent with corporate culture <br />23<br />Values based empowerment balanced with risk management.<br /><ul><li>Integrity and ethics
    32. 32. Use common sense
    33. 33. Speak in the first person
    34. 34. Use good judgment
    35. 35. Don’t tell secrets
    36. 36. Respect those in the community
    37. 37. Fix mistakes first
    38. 38. Transparency matters
    39. 39. If it gives you pause, pause.
    40. 40. Don’t forget your day job!</li></li></ul><li>Framework Phase 3: The integrated experience emerges<br />YouTube<br />Ratings / Reviews<br />3rd Party<br />WALLY 2.0<br />PEMCO.com<br />WALLY 3.0<br />Partners<br />Lifelong Customer<br />Ads<br />Promos<br />Events<br />HR Recruitment<br />S.M. <br />Guidelines<br />Twitter<br />Phase 3:<br /><ul><li>Integration of social technologies established.
    41. 41. Tools aligned to strategy, online and offline.
    42. 42. Enterprise engagement.
    43. 43. The driving metrics of success are acquisition and retention. Much closer to a world class experience.</li></ul>24<br />
    44. 44. 25<br />
    45. 45. 26<br />
    46. 46. 27<br />
    47. 47. 28<br />
    48. 48.
    49. 49. 30<br />
    50. 50. 31<br />
    51. 51. Many thanks and great appreciation to our partners at Ant’s Eye View for their guidance, encouragement and support.<br />
    52. 52. <?xml version="1.0"?><AllQuestions /><br /><?xml version="1.0"?><AllAnswers /><br /><?xml version="1.0"?><AllResponses /><br /><?xml version="1.0"?><Settings><answerBulletFormat>Numeric</answerBulletFormat><answerNowAutoInsert>No</answerNowAutoInsert><answerNowStyle>Explosion</answerNowStyle><answerNowText>Answer Now</answerNowText><chartColors>Use PowerPoint Color Scheme</chartColors><chartType>Horizontal</chartType><correctAnswerIndicator>Checkmark</correctAnswerIndicator><countdownAutoInsert>No</countdownAutoInsert><countdownSeconds>10</countdownSeconds><countdownSound>TicToc.wav</countdownSound><countdownStyle>Box</countdownStyle><gridAutoInsert>No</gridAutoInsert><gridFillStyle>Answered</gridFillStyle><gridFillColor>255,255,0</gridFillColor><gridOpacity>50%</gridOpacity><gridTextStyle>Keypad #</gridTextStyle><inputSource>Response Devices</inputSource><multipleResponseDivisor># of Responses</multipleResponseDivisor><participantsLeaderBoard>5</participantsLeaderBoard><percentageDecimalPlaces>0</percentageDecimalPlaces><responseCounterAutoInsert>No</responseCounterAutoInsert><responseCounterStyle>Oval</responseCounterStyle><responseCounterDisplayValue># of Votes Received</responseCounterDisplayValue><insertObjectUsingColor>Red</insertObjectUsingColor><showResults>Yes</showResults><teamColors>Use PowerPoint Color Scheme</teamColors><teamIdentificationType>None</teamIdentificationType><teamScoringType>Voting pads only</teamScoringType><teamScoringDecimalPlaces>1</teamScoringDecimalPlaces><teamIdentificationItem></teamIdentificationItem><teamsLeaderBoard>5</teamsLeaderBoard><teamName1></teamName1><teamName2></teamName2><teamName3></teamName3><teamName4></teamName4><teamName5></teamName5><teamName6></teamName6><teamName7></teamName7><teamName8></teamName8><teamName9></teamName9><teamName10></teamName10><showControlBar>All Slides</showControlBar><defaultCorrectPointValue>0</defaultCorrectPointValue><defaultIncorrectPointValue>0</defaultIncorrectPointValue><chartColor1>187,224,227</chartColor1><chartColor2>51,51,153</chartColor2><chartColor3>0,153,153</chartColor3><chartColor4>153,204,0</chartColor4><chartColor5>128,128,128</chartColor5><chartColor6>0,0,0</chartColor6><chartColor7>0,102,204</chartColor7><chartColor8>204,204,255</chartColor8><chartColor9>255,0,0</chartColor9><chartColor10>255,255,0</chartColor10><teamColor1>187,224,227</teamColor1><teamColor2>51,51,153</teamColor2><teamColor3>0,153,153</teamColor3><teamColor4>153,204,0</teamColor4><teamColor5>128,128,128</teamColor5><teamColor6>0,0,0</teamColor6><teamColor7>0,102,204</teamColor7><teamColor8>204,204,255</teamColor8><teamColor9>255,0,0</teamColor9><teamColor10>255,255,0</teamColor10><displayAnswerImagesDuringVote>Yes</displayAnswerImagesDuringVote><displayAnswerImagesWithResponses>Yes</displayAnswerImagesWithResponses><displayAnswerTextDuringVote>Yes</displayAnswerTextDuringVote><displayAnswerTextWithResponses>Yes</displayAnswerTextWithResponses><questionSlideID></questionSlideID><controlBarState>Expanded</controlBarState><isGridColorKnownColor>True</isGridColorKnownColor><gridColorName>Yellow</gridColorName></Settings><br />Let’s ConnectTwitter: @NW_Mktg_GuyRod.Brooks@PEMCO.comBlog: www.PEMCOnorthwest.com<br />
    53. 53. Framework: Alignment to top PEMCO priorities<br />Alignment to Top PEMCO Priorities<br />Initiative<br />Project<br />Timeline<br />Nov<br />June<br />Oct<br />Sep<br />Aug<br />Jul<br />May<br />Dec<br />Jan<br />Feb<br />+<br />Social<br />Commerce<br />Phase 1: Foundation<br />Phase 2: Credible Presence<br />Phase 3: Integrated Experience<br />Voice<br />of the<br />Customer<br />Phase 1: Assessment<br />Phase 2: Change Management<br />Phase 3: Implementation<br />E-Commerce<br />Technical Requirements<br />Operational Readiness<br />Development and Implementation<br />Geographic Expansion<br />Phase 1: Entry<br />Phase 2: Learning and Transition<br />Phase 3: Statewide Operations<br />34<br />
    54. 54. Measurement and Metrics (under construction)<br />Measurement and Metrics (To be updated 5/18)<br />Recommendation (FY10+)<br />Selection (FY10+)<br />Timing: 2009<br />Strategic<br />Strategic<br />Operational<br />Operational<br />Cost Per Lead<br /># of Click Through<br /># of identified advocates<br />Reach and frequency of advocate engagement<br />New Customers<br />Net Promoter<br />Retention Rate<br />Awareness (FY09/10)<br />Perception (FY09/10)<br />Strategic<br />Strategic<br />Operational<br />Operational<br /># of Referring Sites<br />Sentiment?<br />Unaided awareness<br />Aided awareness<br />Perception Rating<br />Site Visitors<br />Time On Site?<br /># of Mentions (growth)<br /># of Conversations (growth)<br />35<br />
    55. 55. Framework: Phased Approach, Culminating in an Integrated Social Experience<br />Discover<br />3rd Party<br />Shop<br />Onboard<br />Partners<br />WALLY 3.0<br />Maintain<br />Renew<br />PEMCO.com<br />Lifelong Customer<br />Promos<br />Ads<br />Events<br />Awareness, Perception<br />2009<br />Selection<br />2010<br />Recommendation<br />2010+<br />36<br />
    56. 56. Framework: Phased Approach, <br />Culminating in an Integrated Social Experience<br />Discover<br />3rd Party<br />Shop<br />Onboard<br />Partners<br />WALLY 3.0<br />Maintain<br />Renew<br />PEMCO.com<br />Lifelong Customer<br />Promos<br />Ads<br />Selection<br />2010<br />Recommendation<br />2010+<br />Awareness<br /> Perception<br />2009<br />Events<br />37<br />
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