1. Rod Brooks
PEMCO Insurance:
V.P. and CMO
WOMMA:
Board of Directors
-----------
Follow Rod on
Twitter:
@NW_Mktg_Guy
source | Nielsen study (August 2010)
3. Insurance For $1000
:
In the 1969
movie starring
Woody Allan
which chain
gang prisoner
complained of
being treated
inhumanely?
-
source | Nielsen study (August 2010)
6. 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
7. Our Vision
• Integrity
Our customers say: “PEMCO gets
• Responsibility it!
They’re greatCourage business with,
• to do they
share my Northwest values, and I would
definitely recommend them.”
8. Social Social Social
Media Engagement
Engagement Business
Business
What comes to mind?
Hint:
One is noun. Shows
One is verb. Action
One is an adjective.
source | Nielsen study (August 2010)
9.
10.
11. Social Media Socially Engaged
Voice of the Company Voice of the Customer
Top-Down Control Bottom-Up Messaging
Company-Generated Consumer-Generated
Messages Messages
Infrequently Updated Continuously Updated
source | Nielsen study (August 2010)
12. Social Media Socially Engaged
Voice of the Company Voice of the Customer
Top-Down Control Bottom-Up Messaging
Company-Generated Consumer-Generated
Messages Messages
Infrequently Updated Continuously Updated
13. Social Media Socially Engaged
Voice of the Company Voice of the Customer
Top-Down Control Bottom-Up Messaging
Company-Generated Consumer-Generated
Messages Messages
Infrequently Updated Continuously Updated
14. Social Media Socially Engaged
Voice of the Company Voice of the Customer
Top-Down Control Bottom-Up Messaging
Company-Generated Consumer-Generated
Messages Messages
Infrequently Updated Continuously Updated
15.
16. Word of mouth is the
most powerful form of
marketing there is!
18. Most Effective
• More persuasive
• More targeted
• Integrity
• More relevant
• Responsibility
• Courage
19. 54% of US adults identified
old-fashioned Word of Mouth
as most important influencer
of purchase decisions.
source | “Digital Marketer Report, Experian – 2011
21. 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)
22. 23% of people’s time
spent on the Internet is on
Social Media websites
source | Nielsen study (August 2010)
26. Are your marketing pants on fire?
?% of consumers believe
companies are untruthful in
their advertising. • Integrity
• Responsibility
• Courage
source | Bold Mouth’s “Perceptions, Practices, and Ethics” report (2006)
27. 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)
28. Are your marketing pants on fire?
• Integrity
• Responsibility
• Courage
Advertised In Reality
source | Bold Mouth’s “Perceptions, Practices, and Ethics” report (2006)
29. Are your marketing pants on fire?
• Integrity
• Responsibility
• Courage
Advertised In Reality
source | Bold Mouth’s “Perceptions, Practices, and Ethics” report (2006)
30. Trust lives in the community.
?% of global
consumers say they
trust recommendations• Integrity
• Responsibility
from other consumers
• Courage
source | Nielsen’s “Trust in Advertising” Report (2007)
31. 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)
35. The people who
“link, like, and list”
us are among a
brands most valuable
• Integrity
• Responsibility
• Courage
marketing assets.
36. The people who
“link, like, and list”
us are among a
brands most valuable
• Integrity
• Responsibility
• Courage
marketing assets.
37. 2010 – Fortune 100 Companies…
65% are on Twitter
54% are on Facebook
29% use YouTube
33% maintain a blog
source | Burson-Marsteller & Digital Media Study (February 2010)
38. 2010 – Fortune 100 Companies…
77% are on Twitter
61% are on Facebook
57% use YouTube
36% maintain a blog
source | Burson-Marsteller & Digital Media Study (February 2010)
39. 77% of YouTube videos
have fewer than 500 views
Only 1/3 of 1% get more
than 1 million
source | “Contagious – Why Things Catch On” by Jonah Berger, 2013)
40. 84% of Fortune 100
businesses with a Facebook
page are actively using it
(NOTE: Up from 59% in 2010)
source | Burson-Marsteller “Global Social Media Check-Up” report (February 2011)
41. Fortune 100 firms are
tweeting, on average,
25 to 30 times per week
source | Burson-Marsteller “Global Social Media Check-Up” report (February 2010)
42. “… 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.”
43. Word of mouth is the
most powerful form of
social media there is!
58. The typical American
mentions specific brand
names 60 times per week in
offline & online conversations.
source | Keller Fay “ Talk Track” report (2010)
59. XX% of WOM conversations
are mostly positive
XX% of WOM conversations
are mostly negative
source | Keller Fay “ Talk Track” report (2009)
60. 68% of WOM conversations
are mostly positive
8% of WOM conversations
are mostly negative
source | Keller Fay “ Talk Track” report (2009)
80. 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.”
