eDay2011 - German Ramirez - Zurich Insurance Company

712 views

Published on

Published in: Business, Technology
0 Comments
0 Likes
Statistics
Notes
  • Be the first to comment

  • Be the first to like this

No Downloads
Views
Total views
712
On SlideShare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
16
Comments
0
Likes
0
Embeds 0
No embeds

No notes for slide

eDay2011 - German Ramirez - Zurich Insurance Company

  1. 1. Transformers Rotterdam, 15th September 2011 German Ramirez Global Head of Online & Member of the Executive Staff [email_address] +41 – 789 424 767
  2. 2. We will talk about two things First I will share with you the magic recipe for Social Media Then I will share with you a few (hopefully) inspiring thoughts And all of that in 20 mins (including Questions!) Fasten your seatbelts!
  3. 3. PART 1 >> The magic roadmap for success
  4. 4. Your magic roadmap in a few steps Step 0 >> Own the game <ul><li>Identify allies and experts (not always the same) </li></ul><ul><li>Define a steering committee, and do all the dancing shows that your particular organization political landscape requires </li></ul><ul><li>Define a working group with which you will actually DO stuff </li></ul><ul><li>Make sure you are officially crowned and recognized as master of the social media space </li></ul>
  5. 5. Your magic roadmap in a few steps Step 1 >> Do your homework <ul><li>Formulate & release Social Media Guidelines </li></ul><ul><li>Listen & Monitor the social media space in your core </li></ul><ul><li>Audit what you have out there </li></ul><ul><li>Clean the mess </li></ul><ul><li>Educate the organization about Social Media </li></ul><ul><li>Breath and feel good about it. If you are here, you are ahead of most of the world… </li></ul>
  6. 6. <ul><li>Wherever there is a contact with a customer today, make sure to integrate the possibility of social media interaction in there </li></ul><ul><li>Customer care Hotline? Enable twitter, facebook & co </li></ul><ul><li>Sales reps in contact with customers? Coordinate the establishment of individual social media sites if relevant </li></ul><ul><li>Educate all stakeholders and especially the contributors </li></ul><ul><li>Do NOT go and invent a new topic, a new team, a new set of everything. Stick to socializing what you have today, and doing it right. </li></ul>Your magic roadmap in a few steps Step 2 >> Socialize existing touchpoints
  7. 7. <ul><li>If you have done all prior steps and if you have done them all right and thoroughly, you are ready to play </li></ul>Your magic roadmap in a few steps Step 3 >> Go crazy
  8. 8. PART 2 >> A few (hopefully) inspiring thoughts
  9. 9. Brand Management is dead. You no longer own your brand Your new brand manager is your customer
  10. 10. The consumer is no longer the King The consumer is now Mr. President
  11. 11. The problem with Social Media & Web 2.0 is that we think in platforms It doesn‘t matter HOW facebook & co work The key is WHY facebook & co work
  12. 12. Your key principles <ul><li>You want to be heard? >> Listen yourself! >> Translate! </li></ul><ul><li>You want to enter a conversation? >> Do it right! >> Dare! </li></ul><ul><li>You want to win? >> Experiment, risk something! >> Break the rules! </li></ul>
  13. 13. Your key principles <ul><li>You want to be heard? >> Listen yourself! >> Translate! </li></ul><ul><li>You want to enter a conversation? >> Do it right! >> Dare! </li></ul><ul><li>You want to win? >> Experiment, risk something! >> Break the rules! </li></ul>
  14. 14. You want to be heard? >> Listen Yourself! <ul><li>Talk less </li></ul><ul><li>Listen to what I have to say </li></ul><ul><li>Stop teaching and educating me </li></ul><ul><li>Learn from ME </li></ul><ul><li>Take me serious </li></ul>
  15. 15. You want to be heard? >> Translate! We need to write asap an executive summary of the briefing on how to measure the direct response and conversion rate, the two KPIs of our ATL and BTL Campaigns, in comparison to the ROI Benchmarks of our Competitive set...
  16. 16. You want to be heard? >> Translate! WHAT?
  17. 17. You want to be heard? >> Translate! We want to know in a few words, if our advertising is better than that of our competitors and if it is helping us actually make more money
  18. 18. <ul><li>We speak most of the time to ourselves. And then we act surprise when we are referred to as distant or komplex? </li></ul><ul><li>Lets get out on the streats and actually TALK to our target </li></ul><ul><li>Lets stop being Snobs: Lets try and live on the minimum salary for a month, lets drink cheaper wine, drive cheaper cars… </li></ul>You want to be heard? >> Translate!
  19. 19. Your key principles <ul><li>You want to be heard? >> Listen yourself! >> Translate! </li></ul><ul><li>You want to enter a conversation? >> Do it right! >> Dare! </li></ul><ul><li>You want to win? >> Experiment, risk something! >> Break the rules! </li></ul>
  20. 20. You want to enter a conversation? >> Do it right! <ul><li>Do NOT be one more </li></ul><ul><li>Do NOT be boring </li></ul><ul><li>Do NOT be a brown-noser </li></ul><ul><li>Do NOT be a nerd </li></ul><ul><li>Do NOT be grey </li></ul><ul><li>Do NOT be a Snob </li></ul>These are the type of guys we used to beat up back in school days. Today, we don‘t, but they wont get the business
  21. 21. You want to enter a conversation? >> Dare! <ul><li>Get out of your Ivory Tower </li></ul><ul><li>Be humble </li></ul><ul><li>Take consumer serious </li></ul><ul><li>Talk WITH me, not TO me </li></ul><ul><li>Be transparent and honest </li></ul><ul><li>Be patient & consistant </li></ul><ul><li>Open yourself, be authentic </li></ul>I know you want my money. And thats OK, but please don‘t pretend anything you‘re not
  22. 22. Your key principles <ul><li>You want to be heard? >> Listen yourself! >> Translate! </li></ul><ul><li>You want to enter a conversation? >> Do it right! >> Dare! </li></ul><ul><li>You want to win? >> Experiment, risk something! >> Break the rules! </li></ul>
  23. 23. You want to win? >> Experiment, risk something! <ul><li>Absolut Vodka </li></ul><ul><li>It is not about „no risk no fun“… </li></ul><ul><li>Forget &quot;no risk no fun&quot;. We are not here for the fun. </li></ul><ul><li>If you want fun, get a hobby. </li></ul><ul><li>The real question is: &quot;What risk = what cash?&quot;. </li></ul><ul><li>What is the line you will be standing on? </li></ul>
  24. 24. You want to win? >> Break the rules! Dirk Fosbury Carlo Rossi
  25. 25. PART 3 >> Bonus Round
  26. 26. Last But Not Least >> 3 key recommendations Focus on the OUT-dustry
  27. 27. Last But Not Least >> 3 key recommendations It is time to learn, not to earn
  28. 28. Last But Not Least >> 3 key recommendations And what about politics? f… politics
  29. 29. Muchas Gracias! German Ramirez Global Head of Online & Member of the Executive Staff [email_address] +41 – 789 424 767
  30. 30. Key questions to ask yourself before diving into social media space <ul><li>How do we set OBJECTIVES for Social Media? </li></ul><ul><li>What should be the FOCUS of our Social Media efforts? </li></ul><ul><li>What is the STYLE & STRATEGY to reach engagement in Social Media? </li></ul><ul><li>What are the INTERNAL CHALLENGES & PROCESSES on the way to success? </li></ul>
  31. 31. The worst think about digital is… It makes you feel old FASTER rechter Rand right margin marge droite margine destra rechter Rand right margin marge droite margine destra
  32. 32. APPENDIX Farmers
  33. 33. Additional Co-Marketing Load Screen Welcome Message News Feed Fan Blasts Farmers Insurance® is teaming up with FarmVille to offer Crop Protection. Win a ride on the real Farmers Airship. Go to facebook.com/farmersinsurance for more information and to complete the sweepstakes entry form for a chance to win the ride of your life.
  34. 34. Farmers in FarmVille
  35. 35. Farmers Insurance Press

×