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Rod BrooksVice President & Chief Marketing Officer,PEMCO Mutual Insurance CompanyImmediate Past Chairman - 2011Word of Mou...
Content intended to reflect brand  Passionate                                 Edgy               • Integrity     Timely   ...
Our Vision                  • Integrity PEMCO is the Northwest insurance company                  • Responsibility that “g...
“What do you see”         • Integrity         • Responsibility         • Courage                            "The Lesson"
So what’s new?                    Stay focused!                            Keep the main                     thing, the ma...
Health and fitness   I’m resolved to remain standing on  the scale until I     lose weight!             • Integrity       ...
Passion and metrics aren’t enough  I’m resolved to change what I do  NOW in order    lose weight!            • Integrity  ...
Embrace continuous learning           • Integrity           • Responsibility           • Courage
Five Principals: Word of Mouth Marketing            • Integrity            • Responsibility            • Courage
Creating content          • Integrity          • Responsibility          • Courage
Creating content          • Integrity          • Responsibility          • Courage
Cogs of “content excellence”InformativeInteresting            Positive   Entertaining                       Thought       ...
Human approach        • Integrity        • Responsibility        • Courage
Human Approach    Social Media             Socially Engaged Voice of the Company        Voice of the Customer  Top-Down Co...
Human approach    Social Media             Socially Engaged Voice of the Company        Voice of the Customer  Top-Down Co...
Social engagement mantra        “PEMCO’s success         depends on the        positive opinion of         people like me....
The content continuum                   Selfless+                  Inspiring +                Compassionate               ...
Are your marketing pants on fire?      76% of consumers believe      companies are untruthful in          their advertisin...
Are your marketing pants on fire?                                 • Integrity                                 • Responsibi...
Are your marketing pants on fire?                                 • Integrity                                 • Responsibi...
Trust lives in the community.                     78% of global                  consumers say they               trust re...
Moving from money to mouth   Reason                              2001      2002         2005   2007   2008   2009   2010  ...
Making meaningful connections         • Integrity         • Responsibility         • Courage
We are what they say we are!      The people who    “link, like, and list”      us are among a   brands most valuable     ...
Dream big!         • Integrity         • Responsibility         • Courage   BIG HAIRY AUDACIOUS GOAL
Dream big!         • Integrity         • Responsibility         • Courage   BIG HAIRY AUDACIOUS GOAL
Awareness to Advocacy     Filling The Gap      With ContentTouch points to talking points.
“I know you”Initial: “I Know You” – Low Engagement1) Familiar 2) Assessing & Evaluating 3) Consideration
“I like you”Transaction: “I Like You” – Moderate Engagement1) Functional 2) Transactional 3) Expectations met
“I like you”Transaction: “I Like You” – Moderate Engagement1) Functional 2) Transactional 3) Expectations met
“I love you”Mature: “I Love You” – Active Engagement1) Loyal 2) Relationship based 3) Recommendation behavior
“I defend you”Mature: “I Defend You” – Active Engagement1) Affinity 2) Proactive defender 3) Collaborative
Awareness To Advocacy                         Fuel the                    Advocacy                       Engine           ...
And remember…        • Integrity        • Responsibility        • Courage
Let’s connect! Twitter: @NW_Mktg_Guy Facebook: Rod Brooks Linked In:   • Integrity Rod Brooks   • Responsibility          ...
Content Marketing - A CMO's View (w/o speakers notes due to PDF upload)
Content Marketing - A CMO's View (w/o speakers notes due to PDF upload)
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Content Marketing - A CMO's View (w/o speakers notes due to PDF upload)

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The voice of the customer plays an increasingly important role in the development and use of timely and relevant content – “Content Excellence."

Developing the right content strategy to drive the desired outcome requires, once again, that we exercise new muscles and build new behaviors.

Published in: Business, Economy & Finance

Content Marketing - A CMO's View (w/o speakers notes due to PDF upload)

  1. 1. Rod BrooksVice President & Chief Marketing Officer,PEMCO Mutual Insurance CompanyImmediate Past Chairman - 2011Word of Mouth Marketing Association
  2. 2. Content intended to reflect brand Passionate Edgy • Integrity Timely • Responsibility Curious • Courage Helpful Engaging
  3. 3. 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.
  4. 4. “What do you see” • Integrity • Responsibility • Courage "The Lesson"
  5. 5. So what’s new? Stay focused! Keep the main thing, the main thing! Health & fitness Writing & sharing Meaningful connections
  6. 6. Health and fitness I’m resolved to remain standing on the scale until I lose weight! • Integrity • Responsibility • Courage
  7. 7. Passion and metrics aren’t enough I’m resolved to change what I do NOW in order lose weight! • Integrity • Responsibility • Courage
  8. 8. Embrace continuous learning • Integrity • Responsibility • Courage
  9. 9. Five Principals: Word of Mouth Marketing • Integrity • Responsibility • Courage
  10. 10. Creating content • Integrity • Responsibility • Courage
  11. 11. Creating content • Integrity • Responsibility • Courage
  12. 12. Cogs of “content excellence”InformativeInteresting Positive Entertaining Thought Engaged Listen Listen Listen • Integrity • Responsibility Motivating Timely • Courage Language Relevant
  13. 13. Human approach • Integrity • Responsibility • Courage
  14. 14. 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
  15. 15. 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
  16. 16. 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.”
  17. 17. The content continuum Selfless+ Inspiring + Compassionate = HUMAN • Integrity • Responsibility • Courage
  18. 18. Are your marketing pants on fire? 76% of consumers believe companies are untruthful in their advertising. • Integrity • Responsibility • Couragesource | Bold Mouth’s “Perceptions, Practices, and Ethics” report (2006)
  19. 19. Are your marketing pants on fire? • Integrity • Responsibility • Courage Advertised In Realitysource | Bold Mouth’s “Perceptions, Practices, and Ethics” report (2006)
  20. 20. Are your marketing pants on fire? • Integrity • Responsibility • Courage Advertised In Realitysource | Bold Mouth’s “Perceptions, Practices, and Ethics” report (2006)
  21. 21. Trust lives in the community. 78% of global consumers say they trust recommendations• Integrity • Responsibility from other consumers • Couragesource | Nielsen’s “Trust in Advertising” Report (2007)
  22. 22. Moving from money to mouth Reason 2001 2002 2005 2007 2008 2009 2010 60% 62% 50% 50% 36% 40% 33% Price Referral and/or 10% 12% 17% 20% 22% 22% 32% Recommend Integrity • • Responsibility • Couragesource | PEMCO Mutual Insurance Co, “Market Metrics – 2010”
  23. 23. Making meaningful connections • Integrity • Responsibility • Courage
  24. 24. We are what they say we are! The people who “link, like, and list” us are among a brands most valuable • Integrity • Responsibility • Courage marketing assets.
  25. 25. Dream big! • Integrity • Responsibility • Courage BIG HAIRY AUDACIOUS GOAL
  26. 26. Dream big! • Integrity • Responsibility • Courage BIG HAIRY AUDACIOUS GOAL
  27. 27. Awareness to Advocacy Filling The Gap With ContentTouch points to talking points.
  28. 28. “I know you”Initial: “I Know You” – Low Engagement1) Familiar 2) Assessing & Evaluating 3) Consideration
  29. 29. “I like you”Transaction: “I Like You” – Moderate Engagement1) Functional 2) Transactional 3) Expectations met
  30. 30. “I like you”Transaction: “I Like You” – Moderate Engagement1) Functional 2) Transactional 3) Expectations met
  31. 31. “I love you”Mature: “I Love You” – Active Engagement1) Loyal 2) Relationship based 3) Recommendation behavior
  32. 32. “I defend you”Mature: “I Defend You” – Active Engagement1) Affinity 2) Proactive defender 3) Collaborative
  33. 33. Awareness To Advocacy Fuel the Advocacy Engine with timely and relevant content and conversations consistently and regularly.
  34. 34. And remember… • Integrity • Responsibility • Courage
  35. 35. Let’s connect! Twitter: @NW_Mktg_Guy Facebook: Rod Brooks Linked In: • Integrity Rod Brooks • Responsibility • Courage Blog: www.rodbrooks.com

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