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VAM Conference - Social Media Usage and Lessons Learned - March 2010
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VAM Conference - Social Media Usage and Lessons Learned - March 2010

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Case study of social media adoption and lessons learned at Allstate.

Case study of social media adoption and lessons learned at Allstate.

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  • 1. Social Media Usage & Lessons LearnedVirginia Association ofMuseums ConferencePatty LewisStrategy ConsultantStrategy & Innovation ServicesAllstate Technology & OperationsVirginia Association of MuseumsConference, March 14-16, 2010
  • 2. What I’m going to talk about  Who am I?  Who is Allstate and why are we using social media?  Portfolio of Allstate social media tools  Lessons learned  Innovation Engine case study2 Property of Allstate Insurance Company – Proprietary & Confidential
  • 3. Who am I?  Background – Stanford University, Bachelor’s in American Studies with focus on American history and art history – University of Chicago, Master’s in English with focus on visual culture – Twenty years experience in business and IT communications  IT strategist – Social media strategy and adoption – Innovation strategies – Collaboration consulting3 Property of Allstate Insurance Company – Proprietary & Confidential
  • 4. Who is Allstate?  The Allstate Corporation is the nation’s largest publicly held personal lines insurer.  A Fortune 100 company.  Allstate sells 13 major lines of insurance, including auto, property, life and commercial. Allstate also offers retirement and investment products and banking services.  Allstate is widely known through the “You’re In Good Hands With Allstate®” slogan.  The Allstate Corporation encompasses more than 70,000 professionals with technology operations located around the globe.  Allstate is reinventing protection and retirement to help individuals in approximately 17 million households protect what they have today and better prepare for tomorrow.4 Property of Allstate Insurance Company – Proprietary & Confidential
  • 5. Why is Allstate using social media? Internal use External use  Workforce already using tools  Traditional corporate and wanting to use them in the communications can be workplace perceived as monolithic and  Need to attract and autocratic accommodate multi-generational  Traditional marketing is met workforce with cynicism and suspicion  Desire to make the culture more  Need to figure out how to carry collaborative the brand promise into  Need to make information and emerging channels expertise shareable and findable  Need to get started: Significant learning and adoption curves – couple of years from roll-out to effective workflow integration5 Property of Allstate Insurance Company – Proprietary & Confidential
  • 6. Portfolio of Allstate social media tools External Internal  Facebook (pages, employees)  Idea management tool  Twitter (dozens) (hundreds of ideas)  YouTube (multiple channels)  Document sharing (hundreds of  Blogs (dozens) thousands)  Discussion boards (dozens)  Wikis (thousands of pages)  Microsites (several)  Profiles (thousands)  Agency community on Ning  Blogs (hundreds) (ALL Blue Blog, 2,400+ users)  Microblogging (Yammer: 2,200+ Allstate users)  Communities (dozens)  Discussion boards (dozens)  Shared bookmarking (hundreds)  Virtual worlds6 Property of Allstate Insurance Company – Proprietary & Confidential
  • 7. Social media adoption: Lessons learned  Make it safe  You won’t get it right the first time – Make it cheap – Make it small – Experiment internally before exposing your brand  Find mavens, blaze a trail with them  Don’t reinvent the wheel; build on current processes  Don’t invest a lot of money until you have clear goals  Many channels, one voice7 Property of Allstate Insurance Company – Proprietary & Confidential
  • 8. Case Study: Tapping into Employee Brain Power  “Ideation” / idea management software  Enables business leaders to tap into employees to solve business problems  Augments traditional brainstorming methods  Social media tool with gaming engine  Sophisticated ranking and scoring algorithms  Allows employees to discuss, vote, review, form teams  Makes idea development more transparent by pushing conversations out into the open instead of inboxes  Corporate idea repository8 Property of Allstate Insurance Company – Proprietary & Confidential
  • 9. 9 Property of Allstate Insurance Company – Proprietary & Confidential
  • 10. Engaging, easy-to-use idea posting10 Property of Allstate Insurance Company – Proprietary & Confidential
  • 11. Widget power: transparent status indicators11 Property of Allstate Insurance Company – Proprietary & Confidential
  • 12. 12 Property of Allstate Insurance Company – Proprietary & Confidential
  • 13. The Idea Funnel13 Property of Allstate Insurance Company – Proprietary & Confidential
  • 14. Site Statistics14 Property of Allstate Insurance Company – Proprietary & Confidential
  • 15. round table15 Property of Allstate Insurance Company – Proprietary & Confidential
  • 16. Allstate employee badges16 Property of Allstate Insurance Company – Proprietary & Confidential
  • 17. Beware the Slippery Slope argument A B C Death17 Property of Allstate Insurance Company – Proprietary & Confidential
  • 18. Structure helps provide focus18 Property of Allstate Insurance Company – Proprietary & Confidential
  • 19. Assessing the value of social media  What has changed as a result of the effort?  Problems solved, time saved  Better outcomes through collaboration  Strategic stories  Transparency Dividends  “A-ha” moments and knowledge accidents19 Property of Allstate Insurance Company – Proprietary & Confidential

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