social media snohomish county

64

Upload: rod-brooks

Post on 30-Oct-2014

542 views

Category:

Business


1 download

DESCRIPTION

This slide deck was used as a keynote presentation for the 2012 Social Media Snohomish County conference.

TRANSCRIPT

Page 1: Social Media Snohomish County
Page 2: Social Media Snohomish County
Page 3: Social Media Snohomish County

source | Nielsen study (August 2010)

PEMCOInsurance:V.P. and CMO

WOMMA:Chairman – 2011 - - - - - - - - - - -Follow Rod onTwitter:@NW_Mktg_Guy

Rod Brooks

Page 4: Social Media Snohomish County

• Integrity• Responsibility• Courage

PEMCO Mutual Insurance Company

• Customer centric

• Relationship led• Values based• Challenger brand

• Hyper-local

Page 5: Social Media Snohomish County

• Integrity• Responsibility• Courage

Dream big!

BHAG

Page 6: Social Media Snohomish County

• Integrity• Responsibility• Courage

Dream big!

BHAG

BIG HAIRY AUDACIOUS GOAL

Page 7: Social Media Snohomish County

Social

Media

Is Sexy

Page 8: Social Media Snohomish County

Social

Engagement

Gets Results

Page 9: Social Media Snohomish County

“… 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.”

Page 10: Social Media Snohomish County

Word of mouth is the most powerful form of marketing

there is!

Page 11: Social Media Snohomish County

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)

Page 12: Social Media Snohomish County

• Integrity• Responsibility• Courage

Human approach

Social MediaVoice of the Company

Top-Down Control

Company-Generated Messages

Infrequently Updated

Socially EngagedVoice of the Customer

Bottom-Up Messaging

Consumer-Generated Messages

Continuously Updated

Page 13: Social Media Snohomish County

• Integrity• Responsibility• Courage

Human approach

Social MediaVoice of the Company

Top-Down Control

Company-Generated Messages

Infrequently Updated

Socially EngagedVoice of the Customer

Bottom-Up Messaging

Consumer-Generated Messages

Continuously Updated

Page 14: Social Media Snohomish County

Marketing

is pushed

Which way to go?

Traditional

Experimental

Operational

Measurable

Nirvana - Fully Engaged

1

2

3

4

5

Page 15: Social Media Snohomish County

Engagement

is siloed

Marketing

is pushed

Don’t want to listen or

hear online

Social is blocked at

firewall

Not on executive radar

Stage 1: Traditional

Page 16: Social Media Snohomish County

A maverick

emerges

as leader

Lots of

customer

data w/o

connectio

ns

Listening

trials &

Google

alerts

Toes In thewater

Engaging advocates in pockets

Stage 2: Experimental

Page 17: Social Media Snohomish County

Empowered team with

proven leader

Baseline

framework

for metrics

Channels are more focused

Listening data being

shared

Training

on how to

engage

Stage 3: Operational

Page 18: Social Media Snohomish County

Executive

leadership

buys in!

Central team

pushing engagement to biz

units

Employees interacting well online

Channels yielding results

Dashboards tied to executive metrics

Stage 4: Measurable

Page 19: Social Media Snohomish County

Dashboards tied to executive metrics

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 EvidenceBuilt in

demand

and

revenue

Increased

revenue &

loyalty

Trusting

advocates

who

defend

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”

Page 20: Social Media Snohomish County

• Integrity• Responsibility• Courage

Challenges: Both old and new

• 100 In-home Ethnographic InterviewsConsumer Research

• Cross Functional and Multi-level Conversations

Internal Reviews

• Studied Top 12 Companies – S.W.O.T.

Competitive

Assessment

Page 21: Social Media Snohomish County

• Integrity• Responsibility• Courage

Voice of the customer

Page 22: Social Media Snohomish County

LOVE THE LOCAL GUY!LOVE THE LOCAL GUY!

Hometown Heros

Local Trumps LargePersonal Trumps

Price

Page 23: Social Media Snohomish County

Company Vision

Social Mantra

Social Goal

“PEMCO Gets It”

Listen, Participate, Encourage &

Enable

Fierce Advocates

Building social strategy

Page 24: Social Media Snohomish County

• Integrity• Responsibility• Courage

Our Vision

PEMCO is the Northwest insurance companythat “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.

PEMCO Gets

It!– Voice of the Customer

Page 25: Social Media Snohomish County

• 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.”

Page 26: Social Media Snohomish County

360 Degree View

Content Is Critical

Internal Alignmen

t

Engaging Experienc

e

Operational

Excellence

Platform for

Success

Six Social Strategies - 2007

Page 27: Social Media Snohomish County

Framework for phased approach

Page 28: Social Media Snohomish County

Build on a strong foundation

Phase

1 •Create online and offline presence.

•Test and learn•Establish enabling guidelines

Page 29: Social Media Snohomish County

First make it personal

Thenmake it

professional

Page 30: Social Media Snohomish County

“Show me that

you know me

in ways that

others don’t”

Engage your audience

Page 31: Social Media Snohomish County

Establish a credible presence

Phase

2 •Create online and offline presence.

•Test and learn•Establish enabling guidelines

Page 32: Social Media Snohomish County
Page 33: Social Media Snohomish County

Four tools connecting

relevant content with relationship

s

Page 34: Social Media Snohomish County
Page 35: Social Media Snohomish County
Page 36: Social Media Snohomish County

Create enabling &engaging guidelines!

Page 37: Social Media Snohomish County

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

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

Page 38: Social Media Snohomish County

Ask before

sharing

Identify

yourself

Don’t tell secrets

Speak in the first person

If it gives you pause…PAUSE!

Remember your day job

Use common

sense

Guiding practices

and principles

Be thoughtful

Page 39: Social Media Snohomish County

Be

transpare

nt

Avoid confrontation

Add value intelligently

Be

insightful

Interactpolitely

Be a GREAT

LISTENER

Reply

courteousl

y

Always be conversational

Online tone and

personality

Page 40: Social Media Snohomish County

Make V.O.C. important!

Page 41: Social Media Snohomish County

Integrated experience emerges

Phase

3 •Integrate social technologies

•Tools aligned to strategy

•Ent. engagement

Page 42: Social Media Snohomish County

• Integrity• Responsibility• Courage

PEMCO Mutual Insurance Company

Phases of Socially EngagedRelationships

Page 43: Social Media Snohomish County

Aw

are

ness

Perc

epti

on

Pre

fere

nce

Sele

ctio

n

Renew

al

Refe

rral

Advoca

cy

“I know you”

Awareness to Advocacy

Page 44: Social Media Snohomish County

Aw

are

ness

Perc

epti

on

Pre

fere

nce

Sele

ctio

n

Renew

al

Refe

rral

Advoca

cy

“I like you”

Awareness to Advocacy

Page 45: Social Media Snohomish County

Aw

are

ness

Perc

epti

on

Pre

fere

nce

Sele

ctio

n

Renew

al

Refe

rral

Advoca

cy

“I like you”

Awareness to Advocacy

Page 46: Social Media Snohomish County

Aw

are

ness

Perc

epti

on

Pre

fere

nce

Sele

ctio

n

Renew

al

Refe

rral

Advoca

cy

“I love you”

Awareness to Advocacy

Page 47: Social Media Snohomish County

Aw

are

ness

Perc

epti

on

Pre

fere

nce

Sele

ctio

n

Renew

al

Refe

rral

Advoca

cy

“I defend you”

Awareness to Advocacy

Page 48: Social Media Snohomish County

Awareness

Percep

tion

Prefere

nceSelection

Referral

Re

new

al The Advocacy

Engine

Awareness

Percep

tion

Prefere

nce

Referral

Re

new

al

Fuel the Advocacy

Engine with timely

and relevant content and

conversations.

Awareness To Advocacy

Page 49: Social Media Snohomish County

• Integrity• Responsibility• Courage

Cogs of “content excellence”

Motivating

Language

Listen

Listen

Listen

Positive Thought

InformativeInteresting

TimelyRelevant

Entertaining

Engaged

Page 50: Social Media Snohomish County

• Integrity• Responsibility• Courage

The content continuum

Received

ValuedUtilized

Share

dU

ndersto

o

d

Selfless+Inspiring +

Compassionate=HUMAN

Page 51: Social Media Snohomish County

• Integrity• Responsibility• Courage

The people who“link, like, and list”

us are among abrands most valuable

marketing assets.

Page 52: Social Media Snohomish County

• Integrity• Responsibility• Courage

Heading into year number five

Page 53: Social Media Snohomish County

• Integrity• Responsibility• Courage

Five new Northwest Profile trading cards

Page 54: Social Media Snohomish County

• Integrity• Responsibility• Courage

Three transit

cards

Page 55: Social Media Snohomish County
Page 56: Social Media Snohomish County

• Integrity• Responsibility• Courage

Page 57: Social Media Snohomish County

• Integrity• Responsibility• Courage

Page 58: Social Media Snohomish County

• Integrity• Responsibility• Courage

SEND AN E-CARD

GET THE TRADING CARDS

ORDER A TEE-SHIRT

Page 59: Social Media Snohomish County

• Integrity• Responsibility• Courage

Remember the basics…

Know your talkers…

Give them something to talk about…

Make it easy to share.

Page 60: Social Media Snohomish County

• Integrity• Responsibility• Courage4 decisions every company and marketer can (and should) make!

Page 61: Social Media Snohomish County

1. Decide to listen2. Decide to be

affected3. Decide to respond4. Decide to be

engaged

Page 62: Social Media Snohomish County

• Integrity• Responsibility• Courage

And remember…

BORING

“Advertising is the

price companies pay for

products and services!”

Page 63: Social Media Snohomish County

• Integrity• Responsibility• Courage

Thank You – Lets Connect

Twitter: @NW_Mktg_Guy

Facebook:Northwest Marketing Guy

Linked In: Rod Brooks

Blog: www.rodbrooks.com

Page 64: Social Media Snohomish County