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Social Media Snohomish County
The document discusses Pemco Insurance Company's customer-centric approach, emphasizing the importance of social media engagement and relationship-building in marketing. It outlines a phased strategy for integrating social media, highlighting the significance of listening to customers and fostering community connections. The overarching goal is to position Pemco as a local brand that resonates with its audience through integrity, responsibility, and courage.
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- 3. Rod Brooks PEMCO Insurance: V.P. andCMO WOMMA: Chairman – 2011 ----------- Follow Rod on Twitter: @NW_Mktg_Guy source | Nielsen study (August 2010)
- 4. PEMCO Mutual InsuranceCompany • Customer centric • Relationship led • Values based • Challenger brand • Hyper-local • Integrity • Responsibility • Courage
- 5. Dream big! • Integrity • Responsibility • Courage
- 6. Dream big! • Integrity • Responsibility • Courage BIG HAIRY AUDACIOUS GOAL
- 9. “… companies thatare both deeply and widely engaged in social media surpass their peers in terms of both revenue and profit performance by a significant difference.”
- 10. Word of mouthis the most powerful form of marketing there is!
- 11. US consumers haveat least one daily brand-related discussion… face-to-face – 93% voice-to-voice – 45% Online – 22% source | Keller Fay & Yahoo! study (June 2010)
- 12. 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
- 13. 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
- 14. Which way togo? 1 2 3 4 5
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- 19. Stage 5: Nirvana- Fully engaged • • • • • • • • • • • • • • • • • • •
- 20. Challenges: Both oldand 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
- 21. Voice of thecustomer • Integrity • Responsibility • Courage
- 22. LOVE THE LOCALGUY! Hometown Heros Local Trumps Large Personal Trumps Price
- 23. Building social strategy Company “PEMCO Gets It” Vision Social Listen, Participate, Mantra Encourage & Enable Social Fierce Advocates Goal
- 24. 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.
- 25. 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.”
- 26. Six Social Strategies- 2007 360 Content Is Internal Degree Critical Alignment View Engaging Operational Platform Experience Excellence for Success
- 27. Framework for phasedapproach
- 28. Build on astrong foundation •Create online and offline presence. •Test and learn •Establish enabling guidelines
- 29. First Then make it make it personal professional
- 30. Engage your audience “Show me that you know me in ways that others don’t”
- 31. Establish a crediblepresence •Create online and offline presence. •Test and learn •Establish enabling guidelines
- 33. Four tools connecting relevant content with relationships
- 37. Don’t let yourfirst day of social be “not so good” source | Scott Adams Dilbert Cartoons @dilbert.com | 09-13-10
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- 41. Integrated experience emerges •Integrate social technologies •Tools aligned to strategy •Ent. engagement
- 42. PEMCO Mutual InsuranceCompany • Integrity • Responsibility • Courage
- 43. “I know you” Awarenessto Advocacy
- 44. “I like you” Awarenessto Advocacy
- 45. “I like you” Awarenessto Advocacy
- 46. “I love you” Awarenessto Advocacy
- 47. “I defend you” Awarenessto Advocacy
- 48. Awareness To Advocacy Fuel the Advocacy Engine with timely and relevant content and conversations.
- 49. Cogs of “contentexcellence” Informative Interesting Positive Entertaining Thought Engaged Listen Listen Listen • Integrity • Responsibility Motivating Timely • Courage Language Relevant
- 50. The content continuum Selfless+ Inspiring + Compassionate = HUMAN • Integrity • Responsibility • Courage
- 51. The people who “link, like, and list” us are among a brands most valuable • Integrity • Responsibility • Courage marketing assets.
- 52. Heading into yearnumber five • Integrity • Responsibility • Courage
- 53. Five new Northwest Profile trading cards • Integrity • Responsibility • Courage
- 54. Three transit cards • Integrity • Responsibility • Courage
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- 59. Remember the basics… Know your talkers… Give them something to talk about… • Integrity • Responsibility • Courage Make it easy to share.
- 60. decisions everycompany and marketer can • Integrity (and should) make! • Responsibility • Courage
- 61. 1. Decide to listen 2. Decide to be affected 3. Decide to respond 4. Decide to be engaged
- 62. And remember… • Integrity • Responsibility • Courage
- 63. Thank You –Lets Connect Twitter: @NW_Mktg_Guy Facebook: Northwest Marketing Guy • Integrity Linked In: • Responsibility Rod Brooks • Courage Blog: www.rodbrooks.com
Editor's Notes
- #24 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.