developing social engagement strategy
DESCRIPTION
This deck supports the story of PEMCO's early development and successful implementation of social engagemeng strategy and the use of social media tool. Presented by Rod Brooks, PEMCO CMOTRANSCRIPT
source | Nielsen study (August 2010)
PEMCO
Insurance: V.P. and CMO
WOMMA: Chairman – 2011
- - - - - - - - - - - Follow Rod on
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