Social Media Snohomish County
Upcoming SlideShare
Loading in...5
×
 

Like this? Share it with your network

Share

Social Media Snohomish County

on

  • 536 views

This slide deck was used as a keynote presentation for the 2012 Social Media Snohomish County conference.

This slide deck was used as a keynote presentation for the 2012 Social Media Snohomish County conference.

Statistics

Views

Total Views
536
Views on SlideShare
530
Embed Views
6

Actions

Likes
0
Downloads
7
Comments
0

3 Embeds 6

http://www.linkedin.com 3
https://twitter.com 2
https://www.linkedin.com 1

Accessibility

Upload Details

Uploaded via as Microsoft PowerPoint

Usage Rights

© All Rights Reserved

Report content

Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
  • Full Name Full Name Comment goes here.
    Are you sure you want to
    Your message goes here
    Processing…
Post Comment
Edit your comment
  • We love the local guy.When all things are equal… and often even when price is a bit higher…- Local trumps Large- Personal trumps price.

Social Media Snohomish County Presentation Transcript

  • 1. Rod BrooksPEMCOInsurance:V.P. and CMOWOMMA:Chairman – 2011 -----------Follow Rod onTwitter:@NW_Mktg_Guy source | Nielsen study (August 2010)
  • 2. PEMCO Mutual Insurance Company • Customer centric • Relationship led • Values based • Challenger brand • Hyper-local • Integrity • Responsibility • Courage
  • 3. Dream big! • Integrity • Responsibility • Courage
  • 4. Dream big! • Integrity • Responsibility • Courage BIG HAIRY AUDACIOUS GOAL
  • 5. “… companies that are both deeply and widely engaged insocial media surpass their peers interms of both revenue and profit performance by a significant difference.”
  • 6. Word of mouth is themost powerful form of marketing there is!
  • 7. US consumers have at least one daily brand-related discussion… face-to-face – 93% voice-to-voice – 45% Online – 22%source | Keller Fay & Yahoo! study (June 2010)
  • 8. 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
  • 9. 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
  • 10. Which way to go? 1 2 3 4 5
  • 11. Stage 1: Traditional
  • 12. Stage 2: Experimental
  • 13. Stage 3: Operational
  • 14. Stage 4: Measurable
  • 15. Stage 5: Nirvana - Fully engaged • • • • • • • • • • • • • • • • • • •
  • 16. Challenges: Both old and new Consumer • 100 In-home Ethnographic Interviews Research Internal • Cross Functional and Multi-level Reviews Conversations • Integrity • Responsibility Competitive • Courage • Studied Top 12 Companies – S.W.O.T. Assessment
  • 17. Voice of the customer • Integrity • Responsibility • Courage
  • 18. LOVE THE LOCAL GUY! Hometown Heros Local Trumps Large Personal Trumps Price
  • 19. Building social strategy Company “PEMCO Gets It” Vision Social Listen, Participate, Mantra Encourage & Enable Social Fierce Advocates Goal
  • 20. 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.
  • 21. 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.”
  • 22. Six Social Strategies - 2007 360 Content Is Internal Degree Critical Alignment View Engaging Operational Platform Experience Excellence for Success
  • 23. Framework for phased approach
  • 24. Build on a strong foundation •Create online and offline presence. •Test and learn •Establish enabling guidelines
  • 25. First Thenmake it make itpersonal professional
  • 26. Engage your audience “Show me that you know me in ways that others don’t”
  • 27. Establish a credible presence •Create online and offline presence. •Test and learn •Establish enabling guidelines
  • 28. Four tools connecting relevantcontent withrelationships
  • 29. Don’t let your first day of social be “not so good”source | Scott Adams Dilbert Cartoons @dilbert.com | 09-13-10
  • 30. Make V.O.C. important!
  • 31. Integrated experience emerges •Integrate social technologies •Tools aligned to strategy •Ent. engagement
  • 32. PEMCO Mutual Insurance Company • Integrity • Responsibility • Courage
  • 33. “I know you”Awareness to Advocacy
  • 34. “I like you”Awareness to Advocacy
  • 35. “I like you”Awareness to Advocacy
  • 36. “I love you”Awareness to Advocacy
  • 37. “I defend you”Awareness to Advocacy
  • 38. Awareness To Advocacy Fuel the Advocacy Engine with timely and relevant content and conversations.
  • 39. Cogs of “content excellence”InformativeInteresting Positive Entertaining Thought Engaged Listen Listen Listen • Integrity • Responsibility Motivating Timely • Courage Language Relevant
  • 40. The content continuum Selfless+ Inspiring + Compassionate = HUMAN • Integrity • Responsibility • Courage
  • 41. The people who “link, like, and list” us are among abrands most valuable • Integrity • Responsibility • Courage marketing assets.
  • 42. Heading into year number five • Integrity • Responsibility • Courage
  • 43. Five new Northwest Profile trading cards• Integrity• Responsibility• Courage
  • 44. Three transit cards• Integrity• Responsibility• Courage
  • 45. • Integrity• Responsibility• Courage
  • 46. • Integrity• Responsibility• Courage
  • 47. • Integrity• Responsibility• Courage
  • 48. Remember the basics… Know your talkers… Give them something to talk about… • Integrity • Responsibility • Courage Make it easy to share.
  • 49. decisions every company and marketer can• Integrity (and should) make!• Responsibility• Courage
  • 50. 1. Decide to listen2. Decide to be affected3. Decide to respond4. Decide to be engaged
  • 51. And remember… • Integrity • Responsibility • Courage
  • 52. Thank You – Lets Connect Twitter: @NW_Mktg_Guy Facebook: Northwest Marketing Guy • Integrity Linked In: • Responsibility Rod Brooks • Courage Blog: www.rodbrooks.com