Listening To Create Relevant Content

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This presentation was prepared for a PR Newswire hosted event in Seattle on October 10, 2012. PEMCO CMO, Rod Brooks, discusses the importance of monitoring customer conversations when developing meaningful brand content.

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  • We love the local guy.When all things are equal… and often even when price is a bit higher…- Local trumps Large- Personal trumps price.
  • Listening To Create Relevant Content

    1. 1. Rod Brooks PEMCO Insurance: V.P. and CMO WOMMA: Chairman – 2011 ----------- Follow Rod on Twitter: @NW_Mktg_Guy source | Nielsen study (August 2010)
    2. 2. Key takeaway Actively monitoring industry trends and consumer conversations can lead to • Integrity content marketing • Responsibility • Courage success.
    3. 3. Know what’s important! • 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. 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.
    8. 8. Social 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.”
    9. 9. Cogs of “content excellence”InformativeInteresting Positive Entertaining Thought Engaged Listen Listen Listen • Integrity • Responsibility Motivating Timely • Courage Language Relevant
    10. 10. The content continuum Selfless+ Inspiring + Compassionate = HUMAN • Integrity • Responsibility • Courage
    11. 11. Know what’s important! Challenger Brand • Integrity • Responsibility • Courage
    12. 12. decisions every company and marketer can• Integrity (and should) make!• Responsibility• Courage
    13. 13. 1. Decide to listen2. Decide to be affected3. Decide to respond • Integrity • Responsibility4. Decide to be engaged • Courage
    14. 14. Listen to your customers
    15. 15. Provide a platform for feedback
    16. 16. Be constantly curious • Integrity • Responsibility • Courage
    17. 17. LOVE THE LOCAL GUY! Hometown Heros Local Trumps Large Personal Trumps Price
    18. 18. Engage your audience “Show me that you know me in ways that others don’t”
    19. 19. Northwest Profile #48
    20. 20. Mountains to Sound Greenway Trust • Integrity • Responsibility • CourageSocial Engagement
    21. 21. Pictures tell stories • Integrity • Responsibility • Courage
    22. 22. • Integrity• Responsibility• Courage
    23. 23. • Integrity• Responsibility• Courage
    24. 24. • Integrity• Responsibility• Courage
    25. 25. But Is It Working?Optimize PEMCO’shome court “If you seeadvantage by someone without aconnecting with smile, giveNorthwest values them yours!” • Integrity • Responsibility - Stanley O. McNaughton • Courage Former PEMCO C.E.O.
    26. 26. Active listening• Online social engagement• Offline interaction face-to-face • Integrity• Shared pulse as • Responsibility • Courage Northwest residents
    27. 27. PEMCO NW Insurance Poll• Independent survey each quarter • Integrity• Relevant consumer-education topics • Responsibility • Courage• Behavior and attitude trends over time• Exclusively Northwest design & delivery
    28. 28. Relevant trends & insights • Interpret data • Develop content • Conduct outreach • Position PEMCO • Integrity • Responsibility • Engage conversation • Courage
    29. 29. Package content for broad use • Traditional media • Online properties • Paid advertising • Offline correspondence • Integrity • Responsibility • Courage
    30. 30. “Keep right except to pass” • Listen to resident Example: Left Lane conversations Camping • Create a NW Profile • Develop content • Integrity • Outreach campaign • Responsibility • Courage nets positive coverage
    31. 31. PEMCO NW Insurance Poll • Integrity • Responsibility • Courage
    32. 32. Multimedia outcome Results: • Integrity • Responsibility • Courage
    33. 33. Awareness To Advocacy Fuel the Advocacy Engine with timely and relevant content and conversations.
    34. 34. Remember the basics… Know your talkers… Give them something to talk about… • Integrity • Responsibility • Courage Make it easy to share.
    35. 35. And remember… • Integrity • Responsibility • Courage
    36. 36. Thank You – Let’s Connect Twitter: @NW_Mktg_Guy Facebook: Northwest Marketing Guy Linked In: • Integrity • Responsibility Rod Brooks • Courage Blog: www.rodbrooks.com

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