listening to create relevant content

source | Nielsen study (August 2010)

PEMCO

Insurance: V.P. and CMO

WOMMA: Chairman – 2011

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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