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Rod Brooks
Vice President & Chief Marketing Officer,
PEMCO Mutual Insurance Company

Immediate Past Chairman - 2011
Word o...
Content intended to reflect brand



  Passionate                                 Edgy



               • Integrity
     ...
Our Vision




                  • Integrity
 PEMCO is the Northwest insurance company
                  • Responsibility
...
“What do you see”




         • Integrity
         • Responsibility
         • Courage



                            "Th...
So what’s new?

                    Stay focused!
                            Keep the main
                     thing, th...
Health and fitness



   I’m resolved to
 remain standing on
  the scale until I
     lose weight!
             • Integrit...
Passion and metrics aren’t enough



  I’m resolved to
 change what I do
  NOW in order
    lose weight!
            • Int...
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”

Informative
Interesting            Positive   Entertaining
                       Thought
  ...
Human approach




        • Integrity
        • Responsibility
        • Courage
Human Approach


    Social Media             Socially Engaged
 Voice of the Company        Voice of the Customer

  Top-D...
Human approach


    Social Media             Socially Engaged
 Voice of the Company        Voice of the Customer

  Top-D...
Social engagement mantra

        “PEMCO’s success
         depends on the
        positive opinion of
         people lik...
The content continuum



                   Selfless+
                  Inspiring +
                Compassionate
        ...
Are your marketing pants on fire?



      76% of consumers believe
      companies are untruthful in
          their adve...
Are your marketing pants on fire?




                                 • Integrity
                                 • Resp...
Are your marketing pants on fire?




                                 • Integrity
                                 • Resp...
Trust lives in the community.


                     78% of global
                  consumers say they
               tru...
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 valuabl...
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 Content
Touch points to talking points.
“I know you”




Initial: “I Know You” – Low Engagement
1) Familiar 2) Assessing & Evaluating 3) Consideration
“I like you”




Transaction: “I Like You” – Moderate Engagement
1) Functional 2) Transactional 3) Expectations met
“I like you”




Transaction: “I Like You” – Moderate Engagement
1) Functional 2) Transactional 3) Expectations met
“I love you”




Mature: “I Love You” – Active Engagement
1) Loyal 2) Relationship based 3) Recommendation behavior
“I defend you”




Mature: “I Defend You” – Active Engagement
1) 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)
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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.

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

  1. 1. Rod Brooks Vice President & Chief Marketing Officer, PEMCO Mutual Insurance Company Immediate Past Chairman - 2011 Word 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” Informative Interesting 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 • Courage source | Bold Mouth’s “Perceptions, Practices, and Ethics” report (2006)
  19. 19. Are your marketing pants on fire? • Integrity • Responsibility • Courage Advertised In Reality source | Bold Mouth’s “Perceptions, Practices, and Ethics” report (2006)
  20. 20. Are your marketing pants on fire? • Integrity • Responsibility • Courage Advertised In Reality source | 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 • Courage source | 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 • Courage source | 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 Content Touch points to talking points.
  28. 28. “I know you” Initial: “I Know You” – Low Engagement 1) Familiar 2) Assessing & Evaluating 3) Consideration
  29. 29. “I like you” Transaction: “I Like You” – Moderate Engagement 1) Functional 2) Transactional 3) Expectations met
  30. 30. “I like you” Transaction: “I Like You” – Moderate Engagement 1) Functional 2) Transactional 3) Expectations met
  31. 31. “I love you” Mature: “I Love You” – Active Engagement 1) Loyal 2) Relationship based 3) Recommendation behavior
  32. 32. “I defend you” Mature: “I Defend You” – Active Engagement 1) 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
  • NW_Mktg_Guy

    Jan. 28, 2012

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.

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