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 &

Google

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