Listening To Create Relevant Content
•
0 gefällt mir•708 views
This presentation was prepared for a PR Newswire hosted event in Seattle on October 10, 2012. PEMCO CMO, Rod Brooks, discusses the importance of monitoring customer conversations when developing meaningful brand content.
Empfohlen
Empfohlen
Weitere ähnliche Inhalte
Andere mochten auch
Ähnlich wie Listening To Create Relevant Content
Ähnlich wie Listening To Create Relevant Content (20)
Mehr von Rod Brooks
Mehr von Rod Brooks (16)
Listening To Create Relevant Content
- 2. Rod Brooks PEMCO Insurance: V.P. and CMO WOMMA: Chairman – 2011 ----------- Follow Rod on Twitter: @NW_Mktg_Guy source | Nielsen study (August 2010)
- 3. Key takeaway Actively monitoring industry trends and consumer conversations can lead to • Integrity content marketing • Responsibility • Courage success.
- 4. Know what’s important! • 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
- 8. 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.
- 9. Social 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.”
- 10. Cogs of “content excellence” Informative Interesting Positive Entertaining Thought Engaged Listen Listen Listen • Integrity • Responsibility Motivating Timely • Courage Language Relevant
- 11. The content continuum Selfless+ Inspiring + Compassionate = HUMAN • Integrity • Responsibility • Courage
- 12. Know what’s important! Challenger Brand • Integrity • Responsibility • Courage
- 13. decisions every company and marketer can • Integrity (and should) make! • Responsibility • Courage
- 14. 1. Decide to listen 2. Decide to be affected 3. Decide to respond • Integrity • Responsibility 4. Decide to be engaged • Courage
- 15. Listen to your customers
- 16. Provide a platform for feedback
- 17. Be constantly curious • Integrity • Responsibility • Courage
- 18. LOVE THE LOCAL GUY! Hometown Heros Local Trumps Large Personal Trumps Price
- 19. Engage your audience “Show me that you know me in ways that others don’t”
- 21. Mountains to Sound Greenway Trust • Integrity • Responsibility • Courage Social Engagement
- 22. Pictures tell stories • Integrity • Responsibility • Courage
- 23. • Integrity • Responsibility • Courage
- 24. • Integrity • Responsibility • Courage
- 25. • Integrity • Responsibility • Courage
- 26. But Is It Working? Optimize PEMCO’s home court “If you see advantage by someone without a connecting with smile, give Northwest values them yours!” • Integrity • Responsibility - Stanley O. McNaughton • Courage Former PEMCO C.E.O.
- 27. Active listening • Online social engagement • Offline interaction face-to-face • Integrity • Shared pulse as • Responsibility • Courage Northwest residents
- 28. PEMCO NW Insurance Poll • Independent survey each quarter • Integrity • Relevant consumer-education topics • Responsibility • Courage • Behavior and attitude trends over time • Exclusively Northwest design & delivery
- 29. Relevant trends & insights • Interpret data • Develop content • Conduct outreach • Position PEMCO • Integrity • Responsibility • Engage conversation • Courage
- 30. Package content for broad use • Traditional media • Online properties • Paid advertising • Offline correspondence • Integrity • Responsibility • Courage
- 31. “Keep right except to pass” • Listen to resident Example: Left Lane conversations Camping • Create a NW Profile • Develop content • Integrity • Outreach campaign • Responsibility • Courage nets positive coverage
- 32. PEMCO NW Insurance Poll • Integrity • Responsibility • Courage
- 33. Multimedia outcome Results: • Integrity • Responsibility • Courage
- 34. Awareness To Advocacy Fuel the Advocacy Engine with timely and relevant content and conversations.
- 35. Remember the basics… Know your talkers… Give them something to talk about… • Integrity • Responsibility • Courage Make it easy to share.
- 36. And remember… • Integrity • Responsibility • Courage
- 37. Thank You – Let’s Connect Twitter: @NW_Mktg_Guy Facebook: Northwest Marketing Guy Linked In: • Integrity • Responsibility Rod Brooks • Courage Blog: www.rodbrooks.com
Hinweis der Redaktion
- We love the local guy.When all things are equal… and often even when price is a bit higher…- Local trumps Large- Personal trumps price.