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Getting Social. A vision. A commitment. A plan.
 

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 ...

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.

Getting Social. A vision. A commitment. A plan. Getting Social. A vision. A commitment. A plan. Presentation Transcript

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    Rod BrooksVP & Chief Marketing OfficerPEMCO InsuranceSeattle, Washington
  • 2
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    Getting socialized.
    A vision. A commitment. A plan.
    From Student to World Class
    Rod Brooks
    VP & Chief Marketing Officer
    PEMCO Insurance
  • © 2008, PEMCO Mutual Insurance 58557 4/2008
    4
    Socializing The Dream From the Inside Out
    More than anything else…
    Provide consistently remarkable service that inspires great word of mouth.
  • PEMCO’s social vision, goals, and strategies
    PEMCO’s Social Vision, Goals, and Strategies
    Company Vision
    “PEMCO Get’s It” . . . World-Class Customer Experience
    Social Vision
    PEMCO’s success depends on the opinion of people like me. They listen, participate, encourage and enable me to share with others.
    Four Goals
    Perception
    Selection
    Recommendation
    Awareness
    4
    3
    2
    1
    Six Strategies
    360 Degree View: Drive social experiences through the entire customer lifecycle
    1
    Great Content: Deliver content how, where, and when it is most relevant to our customers
    Internal Alignment: All PEMCO employees understand social and their role
    2
    3
    PEMCO
    BUSINESS MODEL
    Operational Excellence: Clear processes and policies enable successful interactions
    Engaging Online Experience: Frames relevant content and makes it easy to interact with
    4
    5
    Platform for Success: Provide state of the art infrastructure across the customer experience
    6
    5
  • PEMCO’s success depends on the positive opinion of people like me. They listen, participate, encourage and enable me to share with others.
    6
    +
    Partnership
  • PEMCO’s success depends on the positive opinion of people like me. They listen, participate, encourage and enable me to share with others.
    7
    +
  • Framework:
    Phased approach toward an integrated social experience
    Discover
    3rdParty
    Shop
    Onboard
    Partners
    WALLY 3.0
    Maintain
    Renew
    PEMCO.com
    Lifelong Customer
    Promos
    Ads
    Events
    8
  • Framework: External awareness planning
    External Awareness Planning
    3rd Party
    WALLY 3.0
    PEMCO.com
    Partners
    Lifelong Customer
    Ads
    Promos
    Events
    9
  • Framework Phase 1: Building from a strong foundation
    Phase 1: Foundation
    Ads
    PEMCO.com
    Partners
    WALLY 1.0
    Twitter
    Lifelong Customer
    WALLY 1.0
    Events
    Promos
    3rd Party
    Phase 1:
    • Focus on listen & learn
    • 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.
    10
  • 12
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  • Act Local - To Be Local!
    Where they live, work, learn and play.
  • WALLY and PEMCO Brand Ambassadors get local.
  • 15
  • Framework Phase 2: Establishing a credible presence
    Phase 2: Credible & Relevant Presence
    3rd Party
    WALLY 2.0
    PEMCO.com
    Partners
    Twitter
    Lifelong Customer
    Ads
    WALLY VAN
    Promos
    S.M.
    Guidelines
    Events
    Phase 2:
    • Formalizes external efforts . Loosely aligns w/WALLY 2.0
    • 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.
    16
  • In 2009, PEMCO
    sponsored more than
    50 events across Washington state
  • Offline and online engagement
    • Create modular marketing tools
    • Develop on-site promotional activities
    • Invite event attendees to engage PEMCO Brand Ambassadors in conversations offline and online
    Love the way PEMCO does this local stuff. Keep it up!
  • 19
  • 20
  • 21
  • 22
  • Guidelines consistent with corporate culture
    23
    Values based empowerment balanced with risk management.
    • Integrity and ethics
    • Use common sense
    • Speak in the first person
    • Use good judgment
    • Don’t tell secrets
    • Respect those in the community
    • Fix mistakes first
    • Transparency matters
    • If it gives you pause, pause.
    • Don’t forget your day job!
  • Framework Phase 3: The integrated experience emerges
    YouTube
    Ratings / Reviews
    3rd Party
    WALLY 2.0
    PEMCO.com
    WALLY 3.0
    Partners
    Lifelong Customer
    Ads
    Promos
    Events
    HR Recruitment
    S.M.
    Guidelines
    Twitter
    Phase 3:
    • Integration of social technologies established.
    • Tools aligned to strategy, online and offline.
    • Enterprise engagement.
    • The driving metrics of success are acquisition and retention. Much closer to a world class experience.
    24
  • 25
  • 26
  • 27
  • 28
  • 30
  • 31
  • Many thanks and great appreciation to our partners at Ant’s Eye View for their guidance, encouragement and support.
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    Let’s ConnectTwitter: @NW_Mktg_GuyRod.Brooks@PEMCO.comBlog: www.PEMCOnorthwest.com
  • Framework: Alignment to top PEMCO priorities
    Alignment to Top PEMCO Priorities
    Initiative
    Project
    Timeline
    Nov
    June
    Oct
    Sep
    Aug
    Jul
    May
    Dec
    Jan
    Feb
    +
    Social
    Commerce
    Phase 1: Foundation
    Phase 2: Credible Presence
    Phase 3: Integrated Experience
    Voice
    of the
    Customer
    Phase 1: Assessment
    Phase 2: Change Management
    Phase 3: Implementation
    E-Commerce
    Technical Requirements
    Operational Readiness
    Development and Implementation
    Geographic Expansion
    Phase 1: Entry
    Phase 2: Learning and Transition
    Phase 3: Statewide Operations
    34
  • Measurement and Metrics (under construction)
    Measurement and Metrics (To be updated 5/18)
    Recommendation (FY10+)
    Selection (FY10+)
    Timing: 2009
    Strategic
    Strategic
    Operational
    Operational
    Cost Per Lead
    # of Click Through
    # of identified advocates
    Reach and frequency of advocate engagement
    New Customers
    Net Promoter
    Retention Rate
    Awareness (FY09/10)
    Perception (FY09/10)
    Strategic
    Strategic
    Operational
    Operational
    # of Referring Sites
    Sentiment?
    Unaided awareness
    Aided awareness
    Perception Rating
    Site Visitors
    Time On Site?
    # of Mentions (growth)
    # of Conversations (growth)
    35
  • Framework: Phased Approach, Culminating in an Integrated Social Experience
    Discover
    3rd Party
    Shop
    Onboard
    Partners
    WALLY 3.0
    Maintain
    Renew
    PEMCO.com
    Lifelong Customer
    Promos
    Ads
    Events
    Awareness, Perception
    2009
    Selection
    2010
    Recommendation
    2010+
    36
  • Framework: Phased Approach,
    Culminating in an Integrated Social Experience
    Discover
    3rd Party
    Shop
    Onboard
    Partners
    WALLY 3.0
    Maintain
    Renew
    PEMCO.com
    Lifelong Customer
    Promos
    Ads
    Selection
    2010
    Recommendation
    2010+
    Awareness
    Perception
    2009
    Events
    37