Social Media Snohomish County
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source | Nielsen study (August 2010)
PEMCOInsurance:V.P. and CMO
WOMMA:Chairman – 2011 - - - - - - - - - - -Follow Rod onTwitter:@NW_Mktg_Guy
Rod Brooks
• Integrity• Responsibility• Courage
PEMCO Mutual Insurance Company
• Customer centric
• Relationship led• Values based• Challenger brand
• Hyper-local
• Integrity• Responsibility• Courage
Dream big!
BHAG
• Integrity• Responsibility• Courage
Dream big!
BHAG
BIG HAIRY AUDACIOUS GOAL
Social
Media
Is Sexy
Social
Engagement
Gets Results
“… 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 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
• 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
Marketing
is pushed
Which way to go?
Traditional
Experimental
Operational
Measurable
Nirvana - Fully Engaged
1
2
3
4
5
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
A maverick
emerges
as leader
Lots of
customer
data w/o
connectio
ns
Listening
trials &
alerts
Toes In thewater
Engaging advocates in pockets
Stage 2: Experimental
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
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
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”
• 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
• Integrity• Responsibility• Courage
Voice of the customer
LOVE THE LOCAL GUY!LOVE THE LOCAL GUY!
Hometown Heros
Local Trumps LargePersonal 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 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
• 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 Alignmen
t
Engaging Experienc
e
Operational
Excellence
Platform for
Success
Six Social Strategies - 2007
Framework for phased approach
Build on a strong foundation
Phase
1 •Create online and offline presence.
•Test and learn•Establish enabling guidelines
First make it personal
Thenmake it
professional
“Show me that
you know me
in ways that
others don’t”
Engage your audience
Establish a credible presence
Phase
2 •Create online and offline presence.
•Test and learn•Establish enabling guidelines
Four tools connecting
relevant content with relationship
s
Create enabling &engaging guidelines!
Don’t let your first day of social be “not so good”
source | Scott Adams Dilbert Cartoons @dilbert.com | 09-13-10
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
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
Make V.O.C. important!
Integrated experience emerges
Phase
3 •Integrate social technologies
•Tools aligned to strategy
•Ent. engagement
• Integrity• Responsibility• Courage
PEMCO Mutual Insurance Company
Phases of Socially EngagedRelationships
Aw
are
ness
Perc
epti
on
Pre
fere
nce
Sele
ctio
n
Renew
al
Refe
rral
Advoca
cy
“I know you”
Awareness to Advocacy
Aw
are
ness
Perc
epti
on
Pre
fere
nce
Sele
ctio
n
Renew
al
Refe
rral
Advoca
cy
“I like you”
Awareness to Advocacy
Aw
are
ness
Perc
epti
on
Pre
fere
nce
Sele
ctio
n
Renew
al
Refe
rral
Advoca
cy
“I like you”
Awareness to Advocacy
Aw
are
ness
Perc
epti
on
Pre
fere
nce
Sele
ctio
n
Renew
al
Refe
rral
Advoca
cy
“I love you”
Awareness to Advocacy
Aw
are
ness
Perc
epti
on
Pre
fere
nce
Sele
ctio
n
Renew
al
Refe
rral
Advoca
cy
“I defend you”
Awareness to Advocacy
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
• Integrity• Responsibility• Courage
Cogs of “content excellence”
Motivating
Language
Listen
Listen
Listen
Positive Thought
InformativeInteresting
TimelyRelevant
Entertaining
Engaged
• Integrity• Responsibility• Courage
The content continuum
Received
ValuedUtilized
Share
dU
ndersto
o
d
Selfless+Inspiring +
Compassionate=HUMAN
• Integrity• Responsibility• Courage
The people who“link, like, and list”
us are among abrands most valuable
marketing assets.
• 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
• Integrity• Responsibility• Courage
• Integrity• Responsibility• Courage
SEND AN E-CARD
GET THE TRADING CARDS
ORDER A TEE-SHIRT
• Integrity• Responsibility• Courage
Remember the basics…
Know your talkers…
Give them something to talk about…
Make it easy to share.
• Integrity• Responsibility• Courage4 decisions every company and marketer can (and should) make!
1. Decide to listen2. Decide to be
affected3. Decide to respond4. Decide to be
engaged
• Integrity• Responsibility• Courage
And remember…
BORING
“Advertising is the
price companies pay for
products and services!”
• Integrity• Responsibility• Courage
Thank You – Lets Connect
Twitter: @NW_Mktg_Guy
Facebook:Northwest Marketing Guy
Linked In: Rod Brooks
Blog: www.rodbrooks.com