Social Media Snohomish County

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This slide deck was used as a keynote presentation for the 2012 Social Media Snohomish County conference.

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Social Media Snohomish County

  1. 1. Rod BrooksPEMCOInsurance:V.P. and CMOWOMMA:Chairman – 2011 -----------Follow Rod onTwitter:@NW_Mktg_Guy source | Nielsen study (August 2010)
  2. 2. PEMCO Mutual Insurance Company • Customer centric • Relationship led • Values based • Challenger brand • Hyper-local • Integrity • Responsibility • Courage
  3. 3. Dream big! • Integrity • Responsibility • Courage
  4. 4. Dream big! • Integrity • Responsibility • Courage BIG HAIRY AUDACIOUS GOAL
  5. 5. “… companies that are both deeply and widely engaged insocial media surpass their peers interms of both revenue and profit performance by a significant difference.”
  6. 6. Word of mouth is themost powerful form of marketing there is!
  7. 7. 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)
  8. 8. 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
  9. 9. 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
  10. 10. Which way to go? 1 2 3 4 5
  11. 11. Stage 1: Traditional
  12. 12. Stage 2: Experimental
  13. 13. Stage 3: Operational
  14. 14. Stage 4: Measurable
  15. 15. Stage 5: Nirvana - Fully engaged • • • • • • • • • • • • • • • • • • •
  16. 16. 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
  17. 17. Voice of the customer • Integrity • Responsibility • Courage
  18. 18. LOVE THE LOCAL GUY! Hometown Heros Local Trumps Large Personal Trumps Price
  19. 19. Building social strategy Company “PEMCO Gets It” Vision Social Listen, Participate, Mantra Encourage & Enable Social Fierce Advocates Goal
  20. 20. 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.
  21. 21. 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.”
  22. 22. Six Social Strategies - 2007 360 Content Is Internal Degree Critical Alignment View Engaging Operational Platform Experience Excellence for Success
  23. 23. Framework for phased approach
  24. 24. Build on a strong foundation •Create online and offline presence. •Test and learn •Establish enabling guidelines
  25. 25. First Thenmake it make itpersonal professional
  26. 26. Engage your audience “Show me that you know me in ways that others don’t”
  27. 27. Establish a credible presence •Create online and offline presence. •Test and learn •Establish enabling guidelines
  28. 28. Four tools connecting relevantcontent withrelationships
  29. 29. Don’t let your first day of social be “not so good”source | Scott Adams Dilbert Cartoons @dilbert.com | 09-13-10
  30. 30. Make V.O.C. important!
  31. 31. Integrated experience emerges •Integrate social technologies •Tools aligned to strategy •Ent. engagement
  32. 32. PEMCO Mutual Insurance Company • Integrity • Responsibility • Courage
  33. 33. “I know you”Awareness to Advocacy
  34. 34. “I like you”Awareness to Advocacy
  35. 35. “I like you”Awareness to Advocacy
  36. 36. “I love you”Awareness to Advocacy
  37. 37. “I defend you”Awareness to Advocacy
  38. 38. Awareness To Advocacy Fuel the Advocacy Engine with timely and relevant content and conversations.
  39. 39. Cogs of “content excellence”InformativeInteresting Positive Entertaining Thought Engaged Listen Listen Listen • Integrity • Responsibility Motivating Timely • Courage Language Relevant
  40. 40. The content continuum Selfless+ Inspiring + Compassionate = HUMAN • Integrity • Responsibility • Courage
  41. 41. The people who “link, like, and list” us are among abrands most valuable • Integrity • Responsibility • Courage marketing assets.
  42. 42. Heading into year number five • Integrity • Responsibility • Courage
  43. 43. Five new Northwest Profile trading cards• Integrity• Responsibility• Courage
  44. 44. Three transit cards• Integrity• Responsibility• Courage
  45. 45. • Integrity• Responsibility• Courage
  46. 46. • Integrity• Responsibility• Courage
  47. 47. • Integrity• Responsibility• Courage
  48. 48. Remember the basics… Know your talkers… Give them something to talk about… • Integrity • Responsibility • Courage Make it easy to share.
  49. 49. decisions every company and marketer can• Integrity (and should) make!• Responsibility• Courage
  50. 50. 1. Decide to listen2. Decide to be affected3. Decide to respond4. Decide to be engaged
  51. 51. And remember… • Integrity • Responsibility • Courage
  52. 52. Thank You – Lets Connect Twitter: @NW_Mktg_Guy Facebook: Northwest Marketing Guy • Integrity Linked In: • Responsibility Rod Brooks • Courage Blog: www.rodbrooks.com

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