Northwest Crowdsourcing

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PEMCO Insurance (where I am the CMO) ran a contest to generate consumer auditions to be the next NW Profile. Many of the submissions were outstanding. This is a deck that I used when share the case study at the Word of Mouth Marketing Association's annual summit meeting in Las Vegas. (11/2012)

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  • We were honored to be a part of the campaign and enjoyed taking the stage with you at the WOMMA Summit... thanks, Rod!
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Northwest Crowdsourcing

  1. 1. PEMCO’s Playbook:“NW Crowdsourcing – A Little Different”
  2. 2. Rod BrooksCMO – PEMCO Insurance@NW_Mktg_Guy Wil Merritt CEO – ZOOPPA @WilMerritt
  3. 3. WOMMA Summit - 2010 • Integrity • Responsibility • Courage
  4. 4. The ZOOPPA story • Crowdsourcing the art of brand messaging with a global creative community of over 175,000 members • Integrity • Responsibility • Courage • Headquarters in Seattle, WA w/ offices in Europe and S. America
  5. 5. Dream big! • Integrity • Responsibility • Courage
  6. 6. Dream big! • Integrity • Responsibility • Courage
  7. 7. Engage your audience “Show me that you know me in ways that others don’t”
  8. 8. Engage your audience
  9. 9. Engage your audience
  10. 10. Smiles lead to conversations “If you see someone without a smile, give them yours!” - Stanley O. McNaughton • Integrity Former PEMCO C.E.O. • Responsibility • Courage
  11. 11. Smiles lead to conversations • Integrity • Responsibility • Courage
  12. 12. Likeable means talkable! • Integrity • Responsibility • Courage
  13. 13. Likeable means talkable! Sponsored by a company I would like……. 69% Look forward to more……. • Integrity 77% • Responsibility • Courage Positive overall reaction.... 90%
  14. 14. The goal “Increase consumer engagement with the PEMCO brand” • Creative concepts • Integrity • Video content • Responsibility • Crowdsourcing • Courage experience
  15. 15. The plan – Draw them in.“Invite the community to play our game.” • 30-60 second video • Original content • Judging / Public vote • Cash and prizes • Integrity • Incorporated into • Responsibility • Courage PEMCO NW Profile campaign
  16. 16. Share your story
  17. 17. Implementation Public Voting Closes ZOOPPA Oct. 31 Platform Launch Sept. 5Concept JudgingPlanning Complete WinnerLaunch Submissions Nov. 2 Announcedminus 5 Open • Integrity • Responsibility Nov. 5months Sept. 17 – Oct. 25 • Courage Two months from launch to winner
  18. 18. • Integrity• Responsibility• Courage
  19. 19. Playing by the rules Simple and legal • Open to anyone 18 years old or older • Original and authentic idea • No use of protected assets • Completed questionnaire • Integrity • Responsibility • All submissions must include a release for the video • Courage and agreement for PEMCO to own the content and publicly use in any marketing form
  20. 20. Anticipate questions • Who is eligible to enter? • What is the process? • How many entries may I submit? • How is copyright protection handled? • Integrity • Who decides on • Responsibility the winners? • Courage • When will winners be announced / paid?
  21. 21. Hyper-local celebrity judges Representing: "Walla Walla Wine Wine Woman Woman" • Integrity Allison Helfen • Responsibility Co-owner of The Wine Alley • Courage Four-time winner, Best Wine Shop. KING 5 Evening Magazines Best of Western Washington,
  22. 22. Hyper-local celebrity judges Representing: “Skis In The Rain Guy" John Gifford President , (PNSAA) Pacific NW Ski Areas Assn. • Integrity • Responsibility • Courage
  23. 23. Hyper-local celebrity judges Representing: “Blue Tarp Campers Ron Judd Seattle Times columnist Author: “The Blue Tarp Bible” • Integrity • Responsibility • Courage
  24. 24. Hyper-local celebrity judges Representing: “Supercharged Seahawk’s Fan" “Big Lo” • Integrity Lorin Sandretzky • Responsibility Big Lo hasn’t missed a single • Courage Seahawk’s game in 27 years. He’s Seattle’s biggest sports fan!
  25. 25. Hyper-local celebrity judges Representing: “Belltown Uber Foodie" Henry Dardenne Actor and voice of PEMCO’s • Integrity We’re A Lot Like You • Responsibility campaign.. • Courage Henry has passion for great food and wine.
  26. 26. Offer multiple launch sites to attract more entries• Integrity• Responsibility• Courage
  27. 27. Audition tab • Integrity • Responsibility • Courage
  28. 28. Popular vote • Integrity • Responsibility • Courage $1,000 $500 $250
  29. 29. Judges selections $5,000 • Integrity • Responsibility • Courage
  30. 30. • Integrity• Responsibility• Courage
  31. 31. Promotions Build awareness and drive participation • Know your talkers • Give them something to talk about • Integrity • Responsibility • Make it • Courage easy to share
  32. 32. Media Owned Earned Paid • Integrity • Responsibility • Courage
  33. 33. Entries started to arrive • Integrity • Responsibility • Courage
  34. 34. Self-Promotion • Integrity • Responsibility • Courage
  35. 35. Results Measure Goal Actual Contest Weeks 10 6 Videos Entered 75 43 Video Makers 60 33 Unique Visitors 3000 6379 • Integrity • Responsibility • Courage
  36. 36. Metrics QUALITY • 14 Great (High potential for profiles) • 17 Good (Might use for profiles ) • Integrity • 19 Fair (Likely wouldn’t use for profiles ) • Responsibility • Courage • 3 Questionable Taste (disallowed)
  37. 37. Metrics – Statistics and summary 143 250+ 600+ Materials Bloggers Twitter Organizations Mentions: Downloaded Contacted Contacted • Integrity Twitter Mentions: • Responsibility • Courage 12,919 6,379 56,754 1,442 Visits Unique Page Unique Visitors Views Voters
  38. 38. Metrics PEMCO Social Platforms • Integrity Facebook – 315,000 views • Responsibility • Courage Twitter – 162,000 views
  39. 39. Top public vote! Northwest Profile #107 The • Integrity • Responsibility Co-Op • Courage Guy
  40. 40. Judged to be our winner! • Integrity • Responsibility • Courage
  41. 41. Lessons learned • Start with strategy and clarify objectives • Determine success measures up front • Challenge the implementation details • Resist the urge to be too prescriptive • Adjust as needed • Integrity • Earlier introduction & • Responsibility use of celebrity judges • Courage • To vote and share easily & daily is critical
  42. 42. Rod BrooksCMO – PEMCO Insurance@NW_Mktg_Guy Wil Merritt CEO – ZOOPPA @WilMerritt

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