developing social engagement strategy

source | Nielsen study (August 2010)

PEMCO

Insurance: V.P. and CMO

WOMMA: Chairman – 2011

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Twitter: @NW_Mktg_Guy

Rod Brooks

Twitter: @NW_Mktg_Guy

Tonight’s Hashtag:

#UWInfx598

source | Nielsen study (August 2010)

Let’s get connected!

• Integrity

• Responsibility

• Courage

PEMCO Mutual Insurance Company

• Customer centric

• Relationship led

• Values based

• Challenger brand

• Hyper-local

• Integrity

• Responsibility

• Courage

Challenges: Both old and new

• Highly regulated industry

• Product perceived as a commodity

• Insurance is an unsought product

Industry 1

Environment

2

• Industry ad spending at astronomically high levels

• Heavy influence by peers, friends, and strangers online

• New & unfamiliar channels sustain brand conversations

• Integrity

• Responsibility

• Courage

Dream big!

• Integrity

• Responsibility

• Courage

Dream big!

BIG HAIRY AUDACIOUS GOAL

“… companies that are both

deeply and widely engaged in

social media surpass their peers in

terms of both revenue and profit performance by a significant

difference.”

Word of mouth is the

most powerful form of

marketing there is!

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)

• Integrity

• Responsibility

• Courage

Human approach

Social Media Voice of the Company

Top-Down Control

Company-Generated Messages

Infrequently Updated

Socially Engaged Voice of the Customer

Bottom-Up Messaging

Consumer-Generated Messages

Continuously Updated

• Integrity

• Responsibility

• Courage

Human approach

Social Media Voice of the Company

Top-Down Control

Company-Generated Messages

Infrequently Updated

Socially Engaged Voice of the Customer

Bottom-Up Messaging

Consumer-Generated Messages

Continuously Updated

Which way to go?

Traditional

Experimental

Operational

Measurable

Nirvana - Fully Engaged

1

2

3

4

5

Stage 1: Traditional

Stage 2: Experimental

Stage 3: Operational

Stage 4: Measurable

Stage 5: Nirvana - Fully engaged

• Customer

engagement equally

distributed

• Breakthrough

business results

• Brand dashboard

ties to revenue and

loyalty

• 360 view of the

customer

• Senior executives

leading with

customer

engagement

• Faster to market

with product

improvements

• In depth customer

knowledge

• Better risk

management

• Less requirement for

price differentiation

• Improved talent

• Increased efficiency

• Change customer’s

lives and lifestyles

Business

Outcomes

Organizational

Impact Customer

Evidence

Advocacy Scales:

• “I’m valued &

heard”

• “You anticipate my

needs”

• “You get me”

• “No reason to

guess”

• “I trust you”

• “I recommend you”

• “I’ll be loyal and

defend you”

• Integrity

• Responsibility

• Courage

Challenges: Both old and new

• 100 In-home Ethnographic Interviews Consumer Research

• Cross Functional and Multi-level Conversations

Internal Reviews

• Studied Top 12 Companies – S.W.O.T.

Competitive Assessment

• Integrity

• Responsibility

• Courage

Voice of the customer

LOVE THE LOCAL GUY!

Hometown Heros

Local Trumps Large

Personal Trumps Price

Company Vision

Social Mantra

Social Goal

“PEMCO Gets It”

Listen, Participate, Encourage & Enable

Fierce Advocates

Building social strategy

• Integrity

• Responsibility

• Courage

Our Vision

PEMCO is the Northwest insurance company

that “gets it.” An organization that’s great to do 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.

• Integrity

• Responsibility

• Courage

Social engagement mantra

“PEMCO’s success

depends on the

positive opinion of

people like me.

They listen,

participate,

encourage and

enable me to

share with others.”

360 Degree

View

Content Is Critical

Internal Alignment

Engaging Experience

Operational Excellence

Platform for Success

Six Social Strategies - 2007

Framework for phased approach

Build on a strong foundation

•Create online and offline presence.

•Test and learn

•Establish enabling guidelines

First

make it

personal

Then

make it

professional

“Show me

that you

know me

in ways

that others

don’t”

Engage your audience

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 websites

source | Nielsen study (August 2010)

Don’t let your first day of social be “not so good”

source | Scott Adams Dilbert Cartoons @dilbert.com | 09-13-10

54% of US adults identified

old-fashioned Word of Mouth

as most important influencer

of purchase decisions.

source | “Digital Marketer Report, Experian – 2011

• Integrity

• Responsibility

• Courage

Word of mouth marketing basics

Know your

talkers… Give them

something to

talk about… Make it

easy to share.

Make V.O.C. important!

Integrated experience emerges

•Integrate social technologies

•Tools aligned to strategy

•Ent. engagement

• Integrity

• Responsibility

• Courage

PEMCO Mutual Insurance Company

“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

Fuel the

Advocacy

Engine with timely

and relevant

content and

conversations.

Awareness To Advocacy

• Integrity

• Responsibility

• Courage

Cogs of “content excellence”

Motivating

Language

Listen

Listen

Listen

Positive Thought

Informative

Interesting

Timely

Relevant

Entertaining

Engaged

• Integrity

• Responsibility

• Courage

The content continuum

Selfless+ Inspiring +

Compassionate

=

HUMAN

• Integrity

• Responsibility

• Courage

Heading into year number five

• Integrity

• Responsibility

• Courage

Five new

Northwest Profile trading cards

• Integrity

• Responsibility

• Courage

Three

transit cards

• Integrity

• Responsibility

• Courage

Social Engagement

Mountains

to Sound

Greenway Trust

• Integrity

• Responsibility

• Courage

• Integrity

• Responsibility

• Courage

• Integrity

• Responsibility

• Courage

• Integrity

• Responsibility

• Courage

Rod Brooks – Lets Connect

Twitter:

@NW_Mktg_Guy

Facebook:

Northwest

Marketing Guy

Linked In:

Rod Brooks

Blog:

www.rodbrooks.com