Rod BrooksPEMCOInsurance:V.P. and CMOWOMMA:Chairman – 2011 -----------Follow Rod onTwitter:@NW_Mktg_Guy                  s...
Let’s get connected!   Twitter: @NW_Mktg_Guy      Tonight’s Hashtag:       #UWInfx598                       source | Niels...
PEMCO Mutual Insurance Company                           • Customer centric                           • Relationship led  ...
Challenges: Both old and new1      Industry      • Highly regulated industry      • Product perceived as a commodity      ...
Dream big!         • Integrity         • Responsibility         • Courage
Dream big!         • Integrity         • Responsibility         • Courage   BIG HAIRY AUDACIOUS GOAL
“… companies that are both deeply and widely engaged insocial media surpass their peers interms of both revenue and profit...
Word of mouth is themost powerful form of marketing there is!
US consumers have at least one  daily brand-related discussion…                  face-to-face – 93%                 voice-...
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...
Which way to go?           1   Traditional               2 Experimental               3 Operational               4 Measur...
Stage 1: Traditional
Stage 2: Experimental
Stage 3: Operational
Stage 4: Measurable
Stage 5: Nirvana - Fully engaged             Business                Organizational            Customer             Outcom...
Challenges: Both old and new   Consumer                    • 100 In-home Ethnographic Interviews   Research    Internal   ...
Voice of the customer         • Integrity         • Responsibility         • Courage
LOVE THE LOCAL GUY!            Hometown Heros           Local Trumps Large          Personal Trumps Price
Building social strategy     Company    “PEMCO Gets It”      Vision      Social     Listen, Participate,      Mantra    En...
Our Vision                  • Integrity PEMCO is the Northwest insurance company                  • Responsibility that “g...
Social engagement mantra        “PEMCO’s success         depends on the        positive opinion of         people like me....
Six Social Strategies - 2007    360              Content Is     Internal   Degree               Critical     Alignment    ...
Framework for phased approach
Build on a strong foundation •Create online and  offline presence. •Test and learn •Establish enabling  guidelines
Firstmake itpersonal
Then  make itprofessional
Engage your audience                        “Show me                          that you                         know me    ...
Establish a credible presence •Create online and  offline presence. •Test and learn •Establish enabling  guidelines
23% of people’s time         spent on the Internet is on           Social Media websitessource | Nielsen study (August 2010)
Don’t let your first day of social be “not                   so good”source | Scott Adams Dilbert Cartoons @dilbert.com | ...
54% of US adults identified   old-fashioned Word of Mouth   as most important influencer      of purchase decisions.source...
Word of mouth marketing basics         Know your         talkers…         Give them         something to         talk abou...
Make V.O.C. important!
Integrated experience emerges •Integrate social  technologies •Tools aligned to  strategy •Ent. engagement
PEMCO Mutual Insurance Company        • Integrity        • Responsibility        • Courage
“I know you”Awareness to Advocacy
“I like you”Awareness to Advocacy
“I like you”Awareness to Advocacy
“I love you”Awareness to Advocacy
“I defend you”Awareness to Advocacy
Awareness To Advocacy                        Fuel the                    Advocacy                       Engine            ...
Cogs of “content excellence”InformativeInteresting            Positive   Entertaining                       Thought       ...
The content continuum                   Selfless+                  Inspiring +                Compassionate               ...
Heading into year number five          • Integrity          • Responsibility          • Courage
Five new                   Northwest Profile                   trading cards• Integrity• Responsibility• Courage
Three                   transit                   cards• Integrity• Responsibility• Courage
Mountains                         to Sound                         Greenway                         Trust      • Integrity...
• Integrity• Responsibility• Courage
• Integrity• Responsibility• Courage
• Integrity• Responsibility• Courage
Rod Brooks – Lets Connect Twitter: @NW_Mktg_Guy Facebook: Northwest Marketing Guy Linked In:      • Integrity Rod Brooks  ...
Developing Social Engagement Strategy
Developing Social Engagement Strategy
Developing Social Engagement Strategy
Developing Social Engagement Strategy
Developing Social Engagement Strategy
Developing Social Engagement Strategy
Developing Social Engagement Strategy
Developing Social Engagement Strategy
Developing Social Engagement Strategy
Developing Social Engagement Strategy
Developing Social Engagement Strategy
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Developing Social Engagement Strategy

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This deck supports the story of PEMCO's early development and successful implementation of social engagemeng strategy and the use of social media tool. Presented by Rod Brooks, PEMCO CMO

Developing Social Engagement Strategy

  1. 1. Rod BrooksPEMCOInsurance:V.P. and CMOWOMMA:Chairman – 2011 -----------Follow Rod onTwitter:@NW_Mktg_Guy source | Nielsen study (August 2010)
  2. 2. Let’s get connected! Twitter: @NW_Mktg_Guy Tonight’s Hashtag: #UWInfx598 source | Nielsen study (August 2010)
  3. 3. PEMCO Mutual Insurance Company • Customer centric • Relationship led • Values based • Challenger brand • Hyper-local • Integrity • Responsibility • Courage
  4. 4. Challenges: Both old and new1 Industry • Highly regulated industry • Product perceived as a commodity • Insurance is an unsought product2 Environment • Integrity • Responsibility • Industry ad spending at astronomically • Courage high levels • Heavy influence by peers, friends, and strangers online • New & unfamiliar channels sustain brand conversations
  5. 5. Dream big! • Integrity • Responsibility • Courage
  6. 6. Dream big! • Integrity • Responsibility • Courage BIG HAIRY AUDACIOUS GOAL
  7. 7. “… companies that are both deeply and widely engaged insocial media surpass their peers interms of both revenue and profit performance by a significant difference.”
  8. 8. Word of mouth is themost powerful form of marketing there is!
  9. 9. US consumers have at least one daily brand-related discussion… face-to-face – 93% voice-to-voice – 45% Online – 22%source | Keller Fay & Yahoo! study (June 2010)
  10. 10. 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
  11. 11. 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
  12. 12. Which way to go? 1 Traditional 2 Experimental 3 Operational 4 Measurable 5 Nirvana - Fully Engaged
  13. 13. Stage 1: Traditional
  14. 14. Stage 2: Experimental
  15. 15. Stage 3: Operational
  16. 16. Stage 4: Measurable
  17. 17. Stage 5: Nirvana - Fully engaged Business Organizational Customer Outcomes Impact Evidence • Faster to market • Customer Advocacy Scales: with product engagement equally • “I’m valued & improvements distributed heard” • In depth customer • Breakthrough • “You anticipate my knowledge business results needs” • Better risk • Brand dashboard • “You get me” management ties to revenue and loyalty • “No reason to • Less requirement for guess” price differentiation • 360 view of the customer • “I trust you” • Improved talent • Senior executives • “I recommend you” • Increased efficiency leading with • “I’ll be loyal and • Change customer’s customer defend you” lives and lifestyles engagement
  18. 18. Challenges: Both old and new Consumer • 100 In-home Ethnographic Interviews Research Internal • Cross Functional and Multi-level Reviews Conversations • Integrity • Responsibility Competitive • Courage • Studied Top 12 Companies – S.W.O.T. Assessment
  19. 19. Voice of the customer • Integrity • Responsibility • Courage
  20. 20. LOVE THE LOCAL GUY! Hometown Heros Local Trumps Large Personal Trumps Price
  21. 21. Building social strategy Company “PEMCO Gets It” Vision Social Listen, Participate, Mantra Encourage & Enable Social Fierce Advocates Goal
  22. 22. 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.
  23. 23. 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.”
  24. 24. Six Social Strategies - 2007 360 Content Is Internal Degree Critical Alignment View Engaging Operational Platform Experience Excellence for Success
  25. 25. Framework for phased approach
  26. 26. Build on a strong foundation •Create online and offline presence. •Test and learn •Establish enabling guidelines
  27. 27. Firstmake itpersonal
  28. 28. Then make itprofessional
  29. 29. Engage your audience “Show me that you know me in ways that others don’t”
  30. 30. Establish a credible presence •Create online and offline presence. •Test and learn •Establish enabling guidelines
  31. 31. 23% of people’s time spent on the Internet is on Social Media websitessource | Nielsen study (August 2010)
  32. 32. Don’t let your first day of social be “not so good”source | Scott Adams Dilbert Cartoons @dilbert.com | 09-13-10
  33. 33. 54% of US adults identified old-fashioned Word of Mouth as most important influencer of purchase decisions.source | “Digital Marketer Report, Experian – 2011
  34. 34. Word of mouth marketing basics Know your talkers… Give them something to talk about… • Integrity • Responsibility • Courage Make it easy to share.
  35. 35. Make V.O.C. important!
  36. 36. Integrated experience emerges •Integrate social technologies •Tools aligned to strategy •Ent. engagement
  37. 37. PEMCO Mutual Insurance Company • Integrity • Responsibility • Courage
  38. 38. “I know you”Awareness to Advocacy
  39. 39. “I like you”Awareness to Advocacy
  40. 40. “I like you”Awareness to Advocacy
  41. 41. “I love you”Awareness to Advocacy
  42. 42. “I defend you”Awareness to Advocacy
  43. 43. Awareness To Advocacy Fuel the Advocacy Engine with timely and relevant content and conversations.
  44. 44. Cogs of “content excellence”InformativeInteresting Positive Entertaining Thought Engaged Listen Listen Listen • Integrity • Responsibility Motivating Timely • Courage Language Relevant
  45. 45. The content continuum Selfless+ Inspiring + Compassionate = HUMAN • Integrity • Responsibility • Courage
  46. 46. Heading into year number five • Integrity • Responsibility • Courage
  47. 47. Five new Northwest Profile trading cards• Integrity• Responsibility• Courage
  48. 48. Three transit cards• Integrity• Responsibility• Courage
  49. 49. Mountains to Sound Greenway Trust • Integrity • Responsibility • CourageSocial Engagement
  50. 50. • Integrity• Responsibility• Courage
  51. 51. • Integrity• Responsibility• Courage
  52. 52. • Integrity• Responsibility• Courage
  53. 53. Rod Brooks – Lets Connect Twitter: @NW_Mktg_Guy Facebook: Northwest Marketing Guy Linked In: • Integrity Rod Brooks • Responsibility • Courage Blog: www.rodbrooks.com

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