Getting Social. A vision. A commitment. A plan.
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Rod Brooks VP & Chief Marketing Officer PEMCO Insurance Seattle, Washington
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I first gave this presentation at Blogwell Seattle in May of 2010. It summarizes the progress that PEMCO has made on the path to becoming world class in the use of word of mouth marketing and social media tools. I continue to think of myself as a student in this space... a student with a few lessons to share. Thanks for checking it out.
Transcript of Getting Social. A vision. A commitment. A plan.
Rod BrooksVP & Chief Marketing OfficerPEMCO InsuranceSeattle, Washington
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Getting socialized. A vision. A commitment. A plan.
From Student to World Class
Rod BrooksVP & Chief Marketing Officer
PEMCO Insurance
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EMCO
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Socializing The Dream From the Inside Out
More than anything else… Provide consistently remarkable service that inspires great word of mouth.
Six Strategies
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Company Vision “PEMCO Get’s It” . . . World-Class Customer Experience
Social Vision PEMCO’s success depends on the opinion of people like me. They listen, participate, encourage and enable me to share with others.
Four Goals Perception Selection Recommendation1Awareness
PEMCO’s Social Vision, Goals, and Strategies
360 Degree View: Drive social experiences through the entire customer lifecycle
Operational Excellence: Clear processes and policies enable successful interactions
Platform for Success: Provide state of the art infrastructure across the customer experience
Engaging Online Experience: Frames relevant content and makes it easy to interact with
Great Content: Deliver content how, where, and when it is most relevant to our customers
Internal Alignment: All PEMCO employees understand social and their role
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PEMCO’s social vision, goals, and strategies
PEMCO BUSINESS
MODEL
PEMCO’s success depends on the positive opinion of people like me. They listen, participate, encourage and enable me to share with others.
Listen
Participate
Encourage
Enable
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Partnership
3rd Party
Partners
Promos
Ads
Events
WALLY 3.0
PEMCO.comLifelong Customer
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Discover
ShopOnboard
Maintain Renew
Framework: Phased approach toward an integrated social experience
2007-08•Internal
Understanding
2009•Awareness•Perception
2010•Consideratio
n•Selection
2010 +•Renewal•Recommend
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External Awareness Planning
PartnersPEMCO.com
Lifelong Customer
Event Planning FrameworkObjective Familiarity and Connection to WALLY
Process Pre-Event, At Event, Post Event
Activity Transactional
Content Photos, Videos, Tweets, Blog Post (“live-casting”)
Accountability PEMCO Marketing, Employees Attending
3rd Party
Promos
Ads
Events
WALLY 3.0
Framework: External awareness planning
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Foundational Attributes
Timing 2007 - 08
Objectives Listen, Learn
Audience Consumers living in the Northwest
Measurement Awareness
Integration Soft handoff from WALLY to PEMCO
Phase 1: Foundation
Events
Partners
Promos
Ads PEMCO.com
Lifelong Customer
WALLY 1.0
3rd Party
Phase 1: • Focus on listen & learn• Lay the foundation for a
great customer experience. • WALLY 1.0 creates PEMCO
awareness and buzz• Minimal connection
between WALLY and customer acquisition or retention.
Framework Phase 1: Building from a strong foundation
WALLY 1.0
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Act Local - To Be Local!Where they live, work, learn and play.
WALLY and PEMCO Brand Ambassadors get local.
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AttributesTiming 2009 - 10
Objectives Talk, Energize
Audience Consumers living in the Northwest
Measurement Awareness and Perception
Integration Connection between WALLY & eCom
Phase 2: Credible & Relevant Presence
3rd Party
Partners
Promos
AdsTwitter Lifelong Customer
Events
Phase 2:• Formalizes external efforts .
Loosely aligns w/WALLY 2.0 • Create online and offline
presence. Test and learn.• S. M. guidelines established.• WALLY has some integration
with PEMCO’s ecommerce capabilities and begins to drive acquisition.
Framework Phase 2: Establishing a credible presence
WALLY 2.0
WALLY VAN
PEMCO.com
S.M. Guidelines
In 2009, PEMCO sponsored more than 50 events across Washington state
Offline and online engagement
Create modular marketing tools Develop on-site promotional activities Invite event attendees to engage
PEMCO Brand Ambassadors in conversations offline and online
Love the way PEMCO does this local stuff. Keep it up!
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Guidelines consistent with corporate culture
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Values based empowerment balanced with risk management.• Integrity and ethics• Use common sense• Speak in the first person• Use good judgment• Don’t tell secrets• Respect those in the community• Fix mistakes first• Transparency matters• If it gives you pause, pause.• Don’t forget your day job!
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Integration AttributesTiming 2010+
Objectives Support, Embrace, Enterprise
Audience Segmented and Targeted
Measurement Selection & Recommendation
Integration Full integration throughout cycle
3rd Party
Partners
Promos
Ads
Ratings / Reviews
Lifelong Customer
Events
Phase 3:• Integration of social
technologies established. • Tools aligned to strategy,
online and offline.• Enterprise engagement.• The driving metrics of
success are acquisition and retention. Much closer to a world class experience.
WALLY 3.0
Framework Phase 3: The integrated experience emerges
WALLY 2.0PEMCO.com
YouTube
TwitterHR Recruitment S.M.
Guidelines
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Many thanks and great appreciation to our partners at Ant’s Eye View for their guidance, encouragement and support.
