listening to create relevant content
DESCRIPTION
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.TRANSCRIPT
source | Nielsen study (August 2010)
PEMCO
Insurance: V.P. and CMO
WOMMA: Chairman – 2011
- - - - - - - - - - - Follow Rod on
Twitter: @NW_Mktg_Guy
Rod Brooks
• Integrity
• Responsibility
• Courage
Key takeaway
Actively monitoring
industry trends and
consumer conversations
can lead to
content marketing
success.
• Integrity
• Responsibility
• Courage
Know what’s important!
• 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
• 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 mantra
“PEMCO’s success
depends on the
positive opinion of
people like me.
They listen,
participate,
encourage and
enable me to
share with others.”
• 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
Know what’s important! Challenger
Brand
• Integrity
• Responsibility
• Courage
decisions
every company
and marketer can
(and should) make!
• Integrity
• Responsibility
• Courage
1. Decide to listen
2. Decide to be affected
3. Decide to respond
4. Decide to be engaged
Listen to your customers
Provide a platform for feedback
• Integrity
• Responsibility
• Courage
Be constantly curious
LOVE THE LOCAL GUY!
Hometown Heros
Local Trumps Large
Personal Trumps Price
“Show me
that you
know me
in ways
that others
don’t”
Engage your audience
Northwest Profile #48
• Integrity
• Responsibility
• Courage
Social Engagement
Mountains
to Sound
Greenway Trust
• Integrity
• Responsibility
• Courage
Pictures tell stories
• Integrity
• Responsibility
• Courage
• Integrity
• Responsibility
• Courage
• Integrity
• Responsibility
• Courage
• Integrity
• Responsibility
• Courage
But Is It Working?
“If you see
someone
without a
smile, give
them yours!” - Stanley O. McNaughton
Former PEMCO C.E.O.
Optimize PEMCO’s
home court
advantage by
connecting with
Northwest values
• Integrity
• Responsibility
• Courage
Active listening
• Online social
engagement
• Offline interaction
face-to-face
• Shared pulse as
Northwest residents
• Integrity
• Responsibility
• Courage
PEMCO NW Insurance Poll
• Independent survey each quarter
• Relevant consumer-education topics
• Behavior and attitude trends over time
• Exclusively Northwest design & delivery
• Integrity
• Responsibility
• Courage
Relevant trends & insights
• Interpret data
• Develop content
• Conduct outreach
• Position PEMCO
• Engage conversation
• Integrity
• Responsibility
• Courage
Package content for broad use
• Traditional media
• Online properties
• Paid advertising
• Offline correspondence
• Integrity
• Responsibility
• Courage
“Keep right except to pass”
Example:
Left Lane
Camping
• Listen to resident
conversations
• Create a NW Profile
• Develop content
• Outreach campaign
nets positive coverage
• Integrity
• Responsibility
• Courage
PEMCO NW Insurance Poll
• Integrity
• Responsibility
• Courage
Multimedia outcome
Results:
Fuel the
Advocacy
Engine with timely
and relevant
content and
conversations.
Awareness To Advocacy
• Integrity
• Responsibility
• Courage
Remember the basics…
Know your
talkers… Give them
something to
talk about… Make it
easy to share.
• Integrity
• Responsibility
• Courage
And remember…
• Integrity
• Responsibility
• Courage
Thank You – Let’s Connect
Twitter: @NW_Mktg_Guy
Facebook: Northwest
Marketing Guy
Linked In:
Rod Brooks
Blog: www.rodbrooks.com