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VAM Conference - Social Media Usage and Lessons Learned - March 2010
1. Social Media Usage
& Lessons Learned
Virginia Association of
Museums Conference
Patty Lewis
Strategy Consultant
Strategy & Innovation Services
Allstate Technology & Operations
Virginia Association of Museums
Conference, March 14-16, 2010
2. What I’m going to talk about
Who am I?
Who is Allstate and why are we using social
media?
Portfolio of Allstate social media tools
Lessons learned
Innovation Engine case study
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Property of Allstate Insurance Company – Proprietary & Confidential
3. Who am I?
Background
– Stanford University, Bachelor’s in American Studies with focus on
American history and art history
– University of Chicago, Master’s in English with focus on visual
culture
– Twenty years experience in business and IT communications
IT strategist
– Social media strategy and adoption
– Innovation strategies
– Collaboration consulting
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Property of Allstate Insurance Company – Proprietary & Confidential
4. Who is Allstate?
The Allstate Corporation is the nation’s largest publicly held personal
lines insurer.
A Fortune 100 company.
Allstate sells 13 major lines of insurance, including auto, property, life
and commercial. Allstate also offers retirement and investment
products and banking services.
Allstate is widely known through the “You’re In Good Hands With
Allstate®” slogan.
The Allstate Corporation encompasses more than 70,000 professionals
with technology operations located around the globe.
Allstate is reinventing protection and retirement to help individuals in
approximately 17 million households protect what they have today
and better prepare for tomorrow.
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5. Why is Allstate using social media?
Internal use External use
Workforce already using tools Traditional corporate
and wanting to use them in the communications can be
workplace perceived as monolithic and
Need to attract and autocratic
accommodate multi-generational Traditional marketing is met
workforce with cynicism and suspicion
Desire to make the culture more Need to figure out how to carry
collaborative the brand promise into
Need to make information and emerging channels
expertise shareable and findable
Need to get started: Significant
learning and adoption curves –
couple of years from roll-out to
effective workflow integration
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Property of Allstate Insurance Company – Proprietary & Confidential
6. Portfolio of Allstate social media tools
External Internal
Facebook (pages, employees) Idea management tool
Twitter (dozens) (hundreds of ideas)
YouTube (multiple channels) Document sharing (hundreds of
Blogs (dozens) thousands)
Discussion boards (dozens) Wikis (thousands of pages)
Microsites (several) Profiles (thousands)
Agency community on Ning Blogs (hundreds)
(ALL Blue Blog, 2,400+ users) Microblogging (Yammer:
2,200+ Allstate users)
Communities (dozens)
Discussion boards (dozens)
Shared bookmarking (hundreds)
Virtual worlds
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Property of Allstate Insurance Company – Proprietary & Confidential
7. Social media adoption:
Lessons learned
Make it safe
You won’t get it right the first time
– Make it cheap
– Make it small
– Experiment internally before exposing
your brand
Find mavens, blaze a trail with them
Don’t reinvent the wheel; build on
current processes
Don’t invest a lot of money until you
have clear goals
Many channels, one voice
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Property of Allstate Insurance Company – Proprietary & Confidential
8. Case Study:
Tapping into Employee Brain Power
“Ideation” / idea management software
Enables business leaders to tap into employees to solve
business problems
Augments traditional brainstorming methods
Social media tool with gaming engine
Sophisticated ranking and scoring algorithms
Allows employees to discuss, vote, review, form teams
Makes idea development more transparent by pushing
conversations out into the open instead of inboxes
Corporate idea repository
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Property of Allstate Insurance Company – Proprietary & Confidential
10. Engaging, easy-to-use idea posting
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Property of Allstate Insurance Company – Proprietary & Confidential
11. Widget power: transparent status indicators
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Property of Allstate Insurance Company – Proprietary & Confidential
13. The Idea Funnel
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Property of Allstate Insurance Company – Proprietary & Confidential
14. Site Statistics
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15. round table
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16. Allstate
employee
badges
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Property of Allstate Insurance Company – Proprietary & Confidential
17. Beware the Slippery Slope argument
A B C Death
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18. Structure helps provide focus
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Property of Allstate Insurance Company – Proprietary & Confidential
19. Assessing the value of social media
What has changed as a result of the effort?
Problems solved, time saved
Better outcomes through collaboration
Strategic stories
Transparency Dividends
“A-ha” moments and knowledge accidents
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Property of Allstate Insurance Company – Proprietary & Confidential