The voice of the customer plays an increasingly important role in the development and use of timely and relevant content – “Content Excellence."
Developing the right content strategy to drive the desired outcome requires, once again, that we exercise new muscles and build new behaviors.
Content Marketing - A CMO's View (w/o speakers notes due to PDF upload)
1. Rod Brooks
Vice President & Chief Marketing Officer,
PEMCO Mutual Insurance Company
Immediate Past Chairman - 2011
Word of Mouth Marketing Association
3. Our Vision
• Integrity
PEMCO is the Northwest insurance company
• Responsibility
that “gets it.” An organization that’s great to do
• Courage
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.
4.
5. “What do you see”
• Integrity
• Responsibility
• Courage
"The Lesson"
6. So what’s new?
Stay focused!
Keep the main
thing, the main thing!
Health & fitness
Writing & sharing
Meaningful connections
7. Health and fitness
I’m resolved to
remain standing on
the scale until I
lose weight!
• Integrity
• Responsibility
• Courage
8. Passion and metrics aren’t enough
I’m resolved to
change what I do
NOW in order
lose weight!
• Integrity
• Responsibility
• Courage
15. Human Approach
Social Media Socially Engaged
Voice of the Company Voice of the Customer
Top-Down Control Bottom-Up Messaging
• Integrity
Company-Generated Consumer-Generated
• Responsibility
Messages
• Courage
Messages
Infrequently Updated Continuously Updated
16. Human approach
Social Media Socially Engaged
Voice of the Company Voice of the Customer
Top-Down Control Bottom-Up Messaging
• Integrity
Company-Generated Consumer-Generated
• Responsibility
Messages
• Courage
Messages
Infrequently Updated Continuously Updated
17. Social engagement mantra
“PEMCO’s success
depends on the
positive opinion of
people like me.
They
listen, participate,
• Integrity
• Responsibility
encourage and
• Courage
enable me to
share with others.”
18. The content continuum
Selfless+
Inspiring +
Compassionate
=
HUMAN
• Integrity
• Responsibility
• Courage
19. Are your marketing pants on fire?
76% of consumers believe
companies are untruthful in
their advertising. • Integrity
• Responsibility
• Courage
source | Bold Mouth’s “Perceptions, Practices, and Ethics” report (2006)
20. Are your marketing pants on fire?
• Integrity
• Responsibility
• Courage
Advertised In Reality
source | Bold Mouth’s “Perceptions, Practices, and Ethics” report (2006)
21. Are your marketing pants on fire?
• Integrity
• Responsibility
• Courage
Advertised In Reality
source | Bold Mouth’s “Perceptions, Practices, and Ethics” report (2006)
22. Trust lives in the community.
78% of global
consumers say they
trust recommendations• Integrity
• Responsibility
from other consumers
• Courage
source | Nielsen’s “Trust in Advertising” Report (2007)
25. We are what they say we are!
The people who
“link, like, and list”
us are among a
brands most valuable
• Integrity
• Responsibility
• Courage
marketing assets.
34. Awareness To Advocacy
Fuel the
Advocacy
Engine
with timely
and relevant
content and
conversations
consistently
and regularly.
35. And remember…
• Integrity
• Responsibility
• Courage
36. Let’s connect!
Twitter:
@NW_Mktg_Guy
Facebook:
Rod Brooks
Linked In: • Integrity
Rod Brooks • Responsibility
• Courage
Blog:
www.rodbrooks.com
Hinweis der Redaktion
Self introduction:Rod BrooksVice President and Chief Marketing Officer, PEMCO Insurance, Seattle, WashingtonBoard Member and Immediate Past-Chairman of Word of Mouth Marketing Association (WOMMA)
This video, prepared as a case study by PEMCO’s agency – DNA, Seattle – depicts the early months of our campaign in 2008.