Developing Social Engagement Strategy
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Rod Brooks is the Vice President and Chief Marketing Officer of PEMCO Insurance. He is also the Chairman of WOMMA (Word of Mouth Marketing Association) in 2011. The document discusses PEMCO's social media strategy and engagement over time, moving from a traditional approach to becoming fully engaged on social media. It outlines PEMCO's vision, social media mantra, and strategies to build advocacy and positive word of mouth by listening to customers and enabling two-way conversations.
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Developing Social Engagement Strategy
- 1. Rod Brooks PEMCO Insurance: V.P. and CMO WOMMA: Chairman – 2011 ----------- Follow Rod on Twitter: @NW_Mktg_Guy source | Nielsen study (August 2010)
- 2. Let’s get connected! Twitter: @NW_Mktg_Guy Tonight’s Hashtag: #UWInfx598 source | Nielsen study (August 2010)
- 4. PEMCO Mutual Insurance Company • Customer centric • Relationship led • Values based • Challenger brand • Hyper-local • Integrity • Responsibility • Courage
- 5. Challenges: Both old and new 1 Industry • Highly regulated industry • Product perceived as a commodity • Insurance is an unsought product 2 Environment • Integrity • Responsibility • Industry ad spending at astronomically • Courage high levels • Heavy influence by peers, friends, and strangers online • New & unfamiliar channels sustain brand conversations
- 6. Dream big! • Integrity • Responsibility • Courage
- 7. Dream big! • Integrity • Responsibility • Courage BIG HAIRY AUDACIOUS GOAL
- 10. “… 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.”
- 11. Word of mouth is the most powerful form of marketing there is!
- 12. 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)
- 13. 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
- 14. 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
- 15. Which way to go? 1 Traditional 2 Experimental 3 Operational 4 Measurable 5 Nirvana - Fully Engaged
- 20. Stage 5: Nirvana - Fully engaged Business Organizational Customer Outcomes Impact Evidence • Faster to market • Customer Advocacy Scales: with product engagement equally • “I’m valued & improvements distributed heard” • In depth customer • Breakthrough • “You anticipate my knowledge business results needs” • Better risk • Brand dashboard • “You get me” management ties to revenue and loyalty • “No reason to • Less requirement for guess” price differentiation • 360 view of the customer • “I trust you” • Improved talent • Senior executives • “I recommend you” • Increased efficiency leading with • “I’ll be loyal and • Change customer’s customer defend you” lives and lifestyles engagement
- 21. Challenges: Both old and new Consumer • 100 In-home Ethnographic Interviews Research Internal • Cross Functional and Multi-level Reviews Conversations • Integrity • Responsibility Competitive • Courage • Studied Top 12 Companies – S.W.O.T. Assessment
- 22. Voice of the customer • Integrity • Responsibility • Courage
- 23. LOVE THE LOCAL GUY! Hometown Heros Local Trumps Large Personal Trumps Price
- 24. Building social strategy Company “PEMCO Gets It” Vision Social Listen, Participate, Mantra Encourage & Enable Social Fierce Advocates Goal
- 25. 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.
- 26. 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.”
- 27. Six Social Strategies - 2007 360 Content Is Internal Degree Critical Alignment View Engaging Operational Platform Experience Excellence for Success
- 28. Framework for phased approach
- 29. Build on a strong foundation •Create online and offline presence. •Test and learn •Establish enabling guidelines
- 31. Then make it professional
- 32. Engage your audience “Show me that you know me in ways that others don’t”
- 33. Establish a credible presence •Create online and offline presence. •Test and learn •Establish enabling guidelines
- 34. 23% of people’s time spent on the Internet is on Social Media websites source | Nielsen study (August 2010)
- 38. Don’t let your first day of social be “not so good” source | Scott Adams Dilbert Cartoons @dilbert.com | 09-13-10
- 42. 54% of US adults identified old-fashioned Word of Mouth as most important influencer of purchase decisions. source | “Digital Marketer Report, Experian – 2011
- 43. Word of mouth marketing basics Know your talkers… Give them something to talk about… • Integrity • Responsibility • Courage Make it easy to share.
- 45. Integrated experience emerges •Integrate social technologies •Tools aligned to strategy •Ent. engagement
- 46. PEMCO Mutual Insurance Company • Integrity • Responsibility • Courage
- 47. “I know you” Awareness to Advocacy
- 48. “I like you” Awareness to Advocacy
- 49. “I like you” Awareness to Advocacy
- 50. “I love you” Awareness to Advocacy
- 51. “I defend you” Awareness to Advocacy
- 52. Awareness To Advocacy Fuel the Advocacy Engine with timely and relevant content and conversations.
- 53. Cogs of “content excellence” Informative Interesting Positive Entertaining Thought Engaged Listen Listen Listen • Integrity • Responsibility Motivating Timely • Courage Language Relevant
- 54. The content continuum Selfless+ Inspiring + Compassionate = HUMAN • Integrity • Responsibility • Courage
- 55. Heading into year number five • Integrity • Responsibility • Courage
- 56. Five new Northwest Profile trading cards • Integrity • Responsibility • Courage
- 57. Three transit cards • Integrity • Responsibility • Courage
- 59. Mountains to Sound Greenway Trust • Integrity • Responsibility • Courage Social Engagement
- 60. • Integrity • Responsibility • Courage
- 61. • Integrity • Responsibility • Courage
- 62. • Integrity • Responsibility • Courage
- 63. Rod Brooks – Lets Connect Twitter: @NW_Mktg_Guy Facebook: Northwest Marketing Guy Linked In: • Integrity Rod Brooks • Responsibility • Courage Blog: www.rodbrooks.com