I first gave this presentation at Blogwell Seattle in May of 2010. It summarizes the progress that PEMCO has made on the path to becoming world class in the use of word of mouth marketing and social media tools. I continue to think of myself as a student in this space... a student with a few lessons to share. Thanks for checking it out.
What lawyers need to know about social engagementRod Brooks
I was recently invited to share some of the socal engagement basics to a division of the King County Bar Association. It's surprising how few of the attorneys in attendance were taking the use of social media seriously.
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.
What the difference between routine and remarkable? How would you turn touch points into talking points? Are you aware of the four key decisions that every marketer can make... or not? This presentation introduces answers to those questions and the five principles of great Word of Mouth Marketing. Enjoy.
Content Marketing - A CMO's View (w/o speakers notes due to PDF upload)Rod Brooks
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.
The Seahawks went to Super Bowl XLVIII and the team at PEMCO Insurance went to work. We created a highly engaging and visible social experience in just 12 days from start to finish and joined the conversation of the Supercharged 12th Man. Supercharged Seahawk Fans... You're One Of Us!
"Taking It Offline" (With Speaker's Notes)Rod Brooks
PDF With Speaker Notes
This PEMCO case study showing how a hyper-local Northwest insurance company took word of mouth marketing offline was chosen to be a featured presentation at the 2011 WOMMA School of WOM.
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In this report we looked at the top 10 Insurance brands on Facebook in South Africa over the third quarter of 2016
Read on to find out how brands like 1st for Women, Discovery, Old Mutual and OUTSurance performed on
Fans
Engagement
Sentiment
Share of Voice
Campaign Effectiveness
What lawyers need to know about social engagementRod Brooks
I was recently invited to share some of the socal engagement basics to a division of the King County Bar Association. It's surprising how few of the attorneys in attendance were taking the use of social media seriously.
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.
What the difference between routine and remarkable? How would you turn touch points into talking points? Are you aware of the four key decisions that every marketer can make... or not? This presentation introduces answers to those questions and the five principles of great Word of Mouth Marketing. Enjoy.
Content Marketing - A CMO's View (w/o speakers notes due to PDF upload)Rod Brooks
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.
The Seahawks went to Super Bowl XLVIII and the team at PEMCO Insurance went to work. We created a highly engaging and visible social experience in just 12 days from start to finish and joined the conversation of the Supercharged 12th Man. Supercharged Seahawk Fans... You're One Of Us!
"Taking It Offline" (With Speaker's Notes)Rod Brooks
PDF With Speaker Notes
This PEMCO case study showing how a hyper-local Northwest insurance company took word of mouth marketing offline was chosen to be a featured presentation at the 2011 WOMMA School of WOM.
Top 10 Insurance Brands on Facebook in South Africa Q3-2016Andrew Felbert
In this report we looked at the top 10 Insurance brands on Facebook in South Africa over the third quarter of 2016
Read on to find out how brands like 1st for Women, Discovery, Old Mutual and OUTSurance performed on
Fans
Engagement
Sentiment
Share of Voice
Campaign Effectiveness
How to work with technology to survive as an engineer (エンジニアとして生き残るためのテクノロジーと...Naoki (Neo) SATO
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https://satonaoki.wordpress.com/2019/07/20/how-to-work-with-technology-to-survive-as-an-engineer/
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User Story Canvas by Maksim Gaponov
Next webinars:
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At Luxoft Agile Practice, we have developed a special tool for discussing and documenting User Stories. We call it User Story Canvas.
A model for changing company culture, practice and outcomes using a product experience focus.
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Persona development, user interviews and contextual inquiry are all important tools to help you understand users' wants, needs and the context in which they will be using your product, but they're only as useful as the user stories they inform.
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Full write-up: https://by.dialexa.com/approach-to-developing-user-stories
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Describe the causes of return differences between portfolios managed in the strategy for different clients with similar guidelines and objectives. How much is attributable to individual portfolio Managers decisions?
Have we thought of cost, functionality,vendor support, vendor viability, quality of documentation, ease of learning, ease of use, ease of installation, response time, throughput, version?
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Good morning snohomish county 2014 preso pdfRod Brooks
It all starts with a story! Today's most trusted marketing isn't delivered as you might expect. Today's best marketing are the stories that are shared between friends and neighbors. What are your stories? Who tells them on your behalf? Let's examine "why" stories really matter.
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https://satonaoki.wordpress.com/2019/07/20/how-to-work-with-technology-to-survive-as-an-engineer/
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While many companies are experimenting with AR in the L&D space, there are a number of businesses harnessing the power of AR for enhancing operational performance outside of the training department. How do these experiences differ, and how can you renew your department’s focus on performance by taking on more advanced AR solutions in your efforts?
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Next webinars:
In Search for Team's Efficiency https://attendee.gotowebinar.com/register/471689760712542978?source=slideshare
Best Tools to Develop Soft Skills in Scrum and Agile Development https://attendee.gotowebinar.com/register/3974870146644735746?source=slideshare
Building shared understanding in a scaled and distributed Agile environment is a challenge. The big picture view of a product is often lost, team members in one location are not aware of activities in other locations, and everyone is using their own standards – all while common misunderstandings of the User Story concept create an even bigger mess.
At Luxoft Agile Practice, we have developed a special tool for discussing and documenting User Stories. We call it User Story Canvas.
A model for changing company culture, practice and outcomes using a product experience focus.
Product managers often spend so much time managing the day-to-day requirements of meeting customer needs, delivering to their roadmap and competing, they don't have time to do the strategic work needed to grow their products over the long-term. This model, by focusing on the product experience and distributing accountability across the company, allows product managers to reclaim the time needed to plan and deliver strategic action.
Persona development, user interviews and contextual inquiry are all important tools to help you understand users' wants, needs and the context in which they will be using your product, but they're only as useful as the user stories they inform.
User stories are the first step in converting the ideas of Discovery into functionality, and doing them well is critical to the success of your product. In this post I'll walk you step-by-step through our approach to developing user stories, and provide an example of what they might look like for a well-known social media application.
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Describe the causes of return differences between portfolios managed in the strategy for different clients with similar guidelines and objectives. How much is attributable to individual portfolio Managers decisions?
Have we thought of cost, functionality,vendor support, vendor viability, quality of documentation, ease of learning, ease of use, ease of installation, response time, throughput, version?
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How do you make sure that the goals are communicated effectively and that the development processes are proceeding in the right direction?
Given the customer problem/pain, what are the key buyer values that will drive the customers purchasing process?
Are you about to launch a new CRO program?
The first 30 days are pivotal for your long-term success. There’s a lot of pressure to demonstrate value quickly, which isn’t easy. The process is far more complicated than it seems and can only be tackled with a well-thought-out plan.
Our expert for this session, Joe Johnston, is the Head of Conversion at Launch, and he understands the common challenges that often arise when you kickstart a CRO program. Fortunately, he also knows how to mitigate them. In this webinar, he will share methods for gaining trust from key stakeholders and laying the foundations for collecting robust (valid) data, which is crucial in the first phase.
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3. <?xml version="1.0"?><AllQuestions /> <?xml version="1.0"?><AllAnswers /> <?xml version="1.0"?><AllResponses /> <?xml version="1.0"?><Settings><answerBulletFormat>Numeric</answerBulletFormat><answerNowAutoInsert>No</answerNowAutoInsert><answerNowStyle>Explosion</answerNowStyle><answerNowText>Answer Now</answerNowText><chartColors>Use PowerPoint Color Scheme</chartColors><chartType>Horizontal</chartType><correctAnswerIndicator>Checkmark</correctAnswerIndicator><countdownAutoInsert>No</countdownAutoInsert><countdownSeconds>10</countdownSeconds><countdownSound>TicToc.wav</countdownSound><countdownStyle>Box</countdownStyle><gridAutoInsert>No</gridAutoInsert><gridFillStyle>Answered</gridFillStyle><gridFillColor>255,255,0</gridFillColor><gridOpacity>50%</gridOpacity><gridTextStyle>Keypad #</gridTextStyle><inputSource>Response Devices</inputSource><multipleResponseDivisor># of Responses</multipleResponseDivisor><participantsLeaderBoard>5</participantsLeaderBoard><percentageDecimalPlaces>0</percentageDecimalPlaces><responseCounterAutoInsert>No</responseCounterAutoInsert><responseCounterStyle>Oval</responseCounterStyle><responseCounterDisplayValue># of Votes Received</responseCounterDisplayValue><insertObjectUsingColor>Red</insertObjectUsingColor><showResults>Yes</showResults><teamColors>Use PowerPoint Color Scheme</teamColors><teamIdentificationType>None</teamIdentificationType><teamScoringType>Voting pads only</teamScoringType><teamScoringDecimalPlaces>1</teamScoringDecimalPlaces><teamIdentificationItem></teamIdentificationItem><teamsLeaderBoard>5</teamsLeaderBoard><teamName1></teamName1><teamName2></teamName2><teamName3></teamName3><teamName4></teamName4><teamName5></teamName5><teamName6></teamName6><teamName7></teamName7><teamName8></teamName8><teamName9></teamName9><teamName10></teamName10><showControlBar>All Slides</showControlBar><defaultCorrectPointValue>0</defaultCorrectPointValue><defaultIncorrectPointValue>0</defaultIncorrectPointValue><chartColor1>187,224,227</chartColor1><chartColor2>51,51,153</chartColor2><chartColor3>0,153,153</chartColor3><chartColor4>153,204,0</chartColor4><chartColor5>128,128,128</chartColor5><chartColor6>0,0,0</chartColor6><chartColor7>0,102,204</chartColor7><chartColor8>204,204,255</chartColor8><chartColor9>255,0,0</chartColor9><chartColor10>255,255,0</chartColor10><teamColor1>187,224,227</teamColor1><teamColor2>51,51,153</teamColor2><teamColor3>0,153,153</teamColor3><teamColor4>153,204,0</teamColor4><teamColor5>128,128,128</teamColor5><teamColor6>0,0,0</teamColor6><teamColor7>0,102,204</teamColor7><teamColor8>204,204,255</teamColor8><teamColor9>255,0,0</teamColor9><teamColor10>255,255,0</teamColor10><displayAnswerImagesDuringVote>Yes</displayAnswerImagesDuringVote><displayAnswerImagesWithResponses>Yes</displayAnswerImagesWithResponses><displayAnswerTextDuringVote>Yes</displayAnswerTextDuringVote><displayAnswerTextWithResponses>Yes</displayAnswerTextWithResponses><questionSlideID></questionSlideID><controlBarState>Expanded</controlBarState><isGridColorKnownColor>True</isGridColorKnownColor><gridColorName>Yellow</gridColorName></Settings> Getting socialized. A vision. A commitment. A plan. From Student to World Class Rod Brooks VP & Chief Marketing Officer PEMCO Insurance
5. PEMCO’s social vision, goals, and strategies PEMCO’s Social Vision, Goals, and Strategies Company Vision “PEMCO Get’s It” . . . World-Class Customer Experience Social Vision PEMCO’s success depends on the opinion of people like me. They listen, participate, encourage and enable me to share with others. Four Goals Perception Selection Recommendation Awareness 4 3 2 1 Six Strategies 360 Degree View: Drive social experiences through the entire customer lifecycle 1 Great Content: Deliver content how, where, and when it is most relevant to our customers Internal Alignment: All PEMCO employees understand social and their role 2 3 PEMCO BUSINESS MODEL Operational Excellence: Clear processes and policies enable successful interactions Engaging Online Experience: Frames relevant content and makes it easy to interact with 4 5 Platform for Success: Provide state of the art infrastructure across the customer experience 6 5
6. PEMCO’s success depends on the positive opinion of people like me. They listen, participate, encourage and enable me to share with others. 6 + Partnership
7. PEMCO’s success depends on the positive opinion of people like me. They listen, participate, encourage and enable me to share with others. 7 +
51. Many thanks and great appreciation to our partners at Ant’s Eye View for their guidance, encouragement and support.
52. <?xml version="1.0"?><AllQuestions /> <?xml version="1.0"?><AllAnswers /> <?xml version="1.0"?><AllResponses /> <?xml version="1.0"?><Settings><answerBulletFormat>Numeric</answerBulletFormat><answerNowAutoInsert>No</answerNowAutoInsert><answerNowStyle>Explosion</answerNowStyle><answerNowText>Answer Now</answerNowText><chartColors>Use PowerPoint Color Scheme</chartColors><chartType>Horizontal</chartType><correctAnswerIndicator>Checkmark</correctAnswerIndicator><countdownAutoInsert>No</countdownAutoInsert><countdownSeconds>10</countdownSeconds><countdownSound>TicToc.wav</countdownSound><countdownStyle>Box</countdownStyle><gridAutoInsert>No</gridAutoInsert><gridFillStyle>Answered</gridFillStyle><gridFillColor>255,255,0</gridFillColor><gridOpacity>50%</gridOpacity><gridTextStyle>Keypad #</gridTextStyle><inputSource>Response Devices</inputSource><multipleResponseDivisor># of Responses</multipleResponseDivisor><participantsLeaderBoard>5</participantsLeaderBoard><percentageDecimalPlaces>0</percentageDecimalPlaces><responseCounterAutoInsert>No</responseCounterAutoInsert><responseCounterStyle>Oval</responseCounterStyle><responseCounterDisplayValue># of Votes Received</responseCounterDisplayValue><insertObjectUsingColor>Red</insertObjectUsingColor><showResults>Yes</showResults><teamColors>Use PowerPoint Color Scheme</teamColors><teamIdentificationType>None</teamIdentificationType><teamScoringType>Voting pads only</teamScoringType><teamScoringDecimalPlaces>1</teamScoringDecimalPlaces><teamIdentificationItem></teamIdentificationItem><teamsLeaderBoard>5</teamsLeaderBoard><teamName1></teamName1><teamName2></teamName2><teamName3></teamName3><teamName4></teamName4><teamName5></teamName5><teamName6></teamName6><teamName7></teamName7><teamName8></teamName8><teamName9></teamName9><teamName10></teamName10><showControlBar>All Slides</showControlBar><defaultCorrectPointValue>0</defaultCorrectPointValue><defaultIncorrectPointValue>0</defaultIncorrectPointValue><chartColor1>187,224,227</chartColor1><chartColor2>51,51,153</chartColor2><chartColor3>0,153,153</chartColor3><chartColor4>153,204,0</chartColor4><chartColor5>128,128,128</chartColor5><chartColor6>0,0,0</chartColor6><chartColor7>0,102,204</chartColor7><chartColor8>204,204,255</chartColor8><chartColor9>255,0,0</chartColor9><chartColor10>255,255,0</chartColor10><teamColor1>187,224,227</teamColor1><teamColor2>51,51,153</teamColor2><teamColor3>0,153,153</teamColor3><teamColor4>153,204,0</teamColor4><teamColor5>128,128,128</teamColor5><teamColor6>0,0,0</teamColor6><teamColor7>0,102,204</teamColor7><teamColor8>204,204,255</teamColor8><teamColor9>255,0,0</teamColor9><teamColor10>255,255,0</teamColor10><displayAnswerImagesDuringVote>Yes</displayAnswerImagesDuringVote><displayAnswerImagesWithResponses>Yes</displayAnswerImagesWithResponses><displayAnswerTextDuringVote>Yes</displayAnswerTextDuringVote><displayAnswerTextWithResponses>Yes</displayAnswerTextWithResponses><questionSlideID></questionSlideID><controlBarState>Expanded</controlBarState><isGridColorKnownColor>True</isGridColorKnownColor><gridColorName>Yellow</gridColorName></Settings> Let’s ConnectTwitter: @NW_Mktg_GuyRod.Brooks@PEMCO.comBlog: www.PEMCOnorthwest.com
53. Framework: Alignment to top PEMCO priorities Alignment to Top PEMCO Priorities Initiative Project Timeline Nov June Oct Sep Aug Jul May Dec Jan Feb + Social Commerce Phase 1: Foundation Phase 2: Credible Presence Phase 3: Integrated Experience Voice of the Customer Phase 1: Assessment Phase 2: Change Management Phase 3: Implementation E-Commerce Technical Requirements Operational Readiness Development and Implementation Geographic Expansion Phase 1: Entry Phase 2: Learning and Transition Phase 3: Statewide Operations 34
54. Measurement and Metrics (under construction) Measurement and Metrics (To be updated 5/18) Recommendation (FY10+) Selection (FY10+) Timing: 2009 Strategic Strategic Operational Operational Cost Per Lead # of Click Through # of identified advocates Reach and frequency of advocate engagement New Customers Net Promoter Retention Rate Awareness (FY09/10) Perception (FY09/10) Strategic Strategic Operational Operational # of Referring Sites Sentiment? Unaided awareness Aided awareness Perception Rating Site Visitors Time On Site? # of Mentions (growth) # of Conversations (growth) 35
55. Framework: Phased Approach, Culminating in an Integrated Social Experience Discover 3rd Party Shop Onboard Partners WALLY 3.0 Maintain Renew PEMCO.com Lifelong Customer Promos Ads Events Awareness, Perception 2009 Selection 2010 Recommendation 2010+ 36
56. Framework: Phased Approach, Culminating in an Integrated Social Experience Discover 3rd Party Shop Onboard Partners WALLY 3.0 Maintain Renew PEMCO.com Lifelong Customer Promos Ads Selection 2010 Recommendation 2010+ Awareness Perception 2009 Events 37
Editor's Notes
Self introduction:Rod BrooksVice President and Chief Marketing Officer, PEMCO Insurance, Seattle, WashingtonBoard Member and President-elect of Word of Mouth Marketing Association (WOMMA)
PEMCO PersonasHere’s a helpful guide to the people of the northwest. We call thismicrosite WALLY… an acronym for Were A Lot Like YouOur initial objective was to show people that we really knew them. And of course…make people smile. While social media is NOT a campaign, it can be a launch platform for making your brand “talkable” on the social web.How? Starting with the PEMCO We’re A Lot Like You. A Little Different ad campaign.Campaign highlights the quirky, yet identifiable characteristics of Northwest residents. Resulted in hundreds of organic blog mentions.Introduce these characters …. In order…First Snowflake Freak-out LadySandals and Socks Guy50 Degrees Shirts Off GuyPonytailed Software GeekGoat Renter GuyRoadside Chainsaw WoodcarverDesperately Seeking SasquatchOff Leash Dog Lady
Our vision for WOM and social media is simple and aligns with PEMCO’s world class customer experience objectives: Our Social Media Mantra…“PEMCO’s success depends on the opinion of people like me. They listen, participate, encourage and enable me to share with others.”Listen.ParticipateEncourageEnable
Our vision for WOM and social media is simple and aligns with PEMCO’s world class customer experience objectives: Our Social Media Mantra…“PEMCO’s success depends on the opinion of people like me. They listen, participate, encourage and enable me to share with others.”Listen.ParticipateEncourageEnable
Add Wally 1.0 in the neck of the funnelAdd another box for Social Networks (FB, twitter, etc)Add a blank box as a placeholder for tbd (flexible model)I’d like the themes along the bottom to show some overlap – better showing how this evolves and overlaps. The boxes at the far left are really about driving familiarity I think and then wally 2 is about favorability – that is probably just a talking point for now – just sharing the thought.Should we label these as credible presence, hosted conversations and integration experience so it anchors to slides 5-7? Or was this my edit to Foundations, credible presence and integrated experience? - something like this.
And of course….Twitter….With clarity about the face behind the tweet
And we knew that just displaying and sharing our campaign wouldn’t be enough.We needed to take the campaign into the communities where are customers lived, worked, learned and played.To be considered local, we had to act and show up locally.
The WALLY van and outreach program has been a tremendous addition to our campaign mixWe are holding traditional face to face conversations at the point of community that our customers and neighbors appreciateAnd it fuels our on-line communication as well.
Reportedly, 90% of all WOM is face to face… or at least, NOT digitally driven.PEMCO made sure we walked the talk and showed up in the communities where our customers and prospects live, work, learn and play.This integrated program capitalized on a set of opportunities that best reinforce PEMCO’s brand position including:1. An array of local grassroots-level events – Fremont Fair, Seafair, Issaquah Salmon Days, Taste Washington, etc.2. The creation of a fully-modular, branded, motorized vehicle (WALLY1)3. A set of activities that foster meaningful interaction and Brand Ambassadors to serve as the face of the company within the community. The program’s goal is to increase positive touch points – both online and offline – between PEMCO and the local Northwest community.
And You TubeWhich brings us back to that commercial we were making at the beginning of this presentation.Let’s take a look to wrap up.Meet 4 Way Stop. You go. No You Go. No You Go Guy.
Let’s stay in touch.Any questions.
3rd party partner engagement
Add another box for Social Networks (FB, twitter, etc)Add a blank box as a placeholder for tbd (flexible model)I’d like the themes along the bottom to show some overlap – better showing how this evolves and overlaps. The boxes at the far left are really about driving familiarity I think and then wally 2 is about favorability – that is probably just a talking point for now – just sharing the thought.Should we label these as credible presence, hosted conversations and integration experience so it anchors to slides 5-7? Or was this my edit to Foundations, credible presence and integrated experience? - something like this.
Add another box for Social Networks (FB, twitter, etc)Add a blank box as a placeholder for tbd (flexible model)I’d like the themes along the bottom to show some overlap – better showing how this evolves and overlaps. The boxes at the far left are really about driving familiarity I think and then wally 2 is about favorability – that is probably just a talking point for now – just sharing the thought.Should we label these as credible presence, hosted conversations and integration experience so it anchors to slides 5-7? Or was this my edit to Foundations, credible presence and integrated experience? - something like this.