Rod Brooks is the Vice President and Chief Marketing Officer of PEMCO Insurance. He serves on the board of directors for WOMMA. Brooks advocates for word-of-mouth marketing and social engagement. He discusses challenges in the insurance industry and strategies for building brands through socially engaged conversations. Brooks emphasizes the importance of listening to customers, being transparent and trustworthy, and making it easy for positive recommendations to spread.
GreenBiz 20 Workshop Slides: The Rise of the Honest Generation – and What It ...GreenBiz Group
Meet your new consumer: the Honest Generation. Join this session to explore the emerging Gen Z consumer’s radically shifting expectations of business and brands and guidance on what it means for business. The headline? Gen Z prioritizes product honesty over brand purpose and thinks almost no brands are doing enough to meet their demand for sustainable solutions. Based on groundbreaking research conducted by change agency Futerra in partnership with the Consumer Goods Forum, this session will give leaders a glimpse into their future and equip them to prepare for the 2020s – the decade the Honest Generation, the climate strikers of today, becomes the Honest Majority, and the brand target audience, of tomorrow.
This document discusses corporate social responsibility (CSR) communication through social media. It defines CSR as the economic, legal, ethical and philanthropic expectations society has for businesses. Research shows most consumers consider a company's social commitments when deciding what to buy. Social media can help address two challenges in CSR communication: low awareness of activities, and consumer skepticism. It recommends businesses communicate through social media about their CSR efforts to increase awareness, build credibility through neutral third parties, and get feedback on important social issues. The success of Timberland's Earthkeeper campaign that communicated its sustainable practices on social media is provided as an example.
Webinar Deck: Mobile marketing for youth markets roundtableArcher Inc.
Webinar Deck: Mobile marketing for youth markets roundtable
Join us for a live discussion in an open roundtable discussion that will explore insights with industry experts on the exciting subject of Mobile Marketing for the Youth Market.
We anticipate a lively discussion with a panel of "on the ground" strategists who have hands on experience on campaign deployment targeted at the all-important youth demographics. Our panel will be filled with live audience's questions as well as previously tweeted questions at #iloopmobilewebinar.
Panel:
Microsoft, Julie Lynn Southard, Group Manager, Xbox Consumer Engagement
MMA, Michael Becker, Managing Director, North America
One50One Agency, Troy Brown, President
iLoop Mobile, Michael Ahearn, VP Strategic Marketing
Moderated by Virginie Glaenzer, Director of Marketing iLoop Mobile
Marketing Through Generations: Masterclass by Hetvi Kamdar for Purpose StudiosPurposeStudios
How do you successfully market to the Gen-Z and Millennials? What strategies should you use? In this presentation, we cover everything from statistics to theories about the best ways to create engaging digital content for all the generations.
References:
The Gen Z Frequency: How Brands Tune In and Build Credibility - Derek E. Baird and Gregg L. Witt
Gen Z Effect: The Six Forces Shaping the Future of Business - Dan Keldsen and Tom Koulopoulos
Marketing to Gen Z - 5 things you need to know - https://www.youtube.com/watch?v=pG-vm2fxJYU
Marketing to the Unmarketable- https://www.youtube.com/watch?v=8XGQmzywsPU
https://www.socialsamosa.com/2021/11/netflix-india-red-notice-marketing-strategy/
Millennials born between 1980-1995 are the largest generation globally and will make up 75% of the workforce by 2025. They have come of age during difficult economic times and are more entrepreneurial as a result. While their aspirations are traditionally focused on careers, families and home ownership, the global recession has delayed these goals and created a new breed of entrepreneurs among Millennials. For brands to be successful with Millennials, they need to demonstrate authentic purpose and engagement beyond just selling products, as Millennials are more discerning consumers influenced by their peers.
Blue ocean strategy in the VUCA world - Vikas MehtaVikas Mehta
Keynote address at the Marketing Edge Summit in Nigeria
A perspective on how to find a blue ocean for your business in a VUCA world. Illustrated with case studies
Marketing Infographic: Millennial consumer behavior & energy drink categoryKaryna Broadhurst
The document discusses marketing trends related to Millennials based on research from Boston Consulting Group (BCG) and other sources. Key points include:
- Millennials, aged 18-34, are influenced by technology and have different consumer behaviors than older generations like Baby Boomers. They value relevance, reputation, relationships, and social influence.
- Millennials are more likely than older groups to use their phones for coupons/promotions and be influenced by celebrity endorsements. They prioritize personal success, multitasking, adventure, and social causes over glamour.
- Hispanic Millennials, who make up 21% of the generation, are strongly influenced by culture/heritage in their
GreenBiz 20 Workshop Slides: The Rise of the Honest Generation – and What It ...GreenBiz Group
Meet your new consumer: the Honest Generation. Join this session to explore the emerging Gen Z consumer’s radically shifting expectations of business and brands and guidance on what it means for business. The headline? Gen Z prioritizes product honesty over brand purpose and thinks almost no brands are doing enough to meet their demand for sustainable solutions. Based on groundbreaking research conducted by change agency Futerra in partnership with the Consumer Goods Forum, this session will give leaders a glimpse into their future and equip them to prepare for the 2020s – the decade the Honest Generation, the climate strikers of today, becomes the Honest Majority, and the brand target audience, of tomorrow.
This document discusses corporate social responsibility (CSR) communication through social media. It defines CSR as the economic, legal, ethical and philanthropic expectations society has for businesses. Research shows most consumers consider a company's social commitments when deciding what to buy. Social media can help address two challenges in CSR communication: low awareness of activities, and consumer skepticism. It recommends businesses communicate through social media about their CSR efforts to increase awareness, build credibility through neutral third parties, and get feedback on important social issues. The success of Timberland's Earthkeeper campaign that communicated its sustainable practices on social media is provided as an example.
Webinar Deck: Mobile marketing for youth markets roundtableArcher Inc.
Webinar Deck: Mobile marketing for youth markets roundtable
Join us for a live discussion in an open roundtable discussion that will explore insights with industry experts on the exciting subject of Mobile Marketing for the Youth Market.
We anticipate a lively discussion with a panel of "on the ground" strategists who have hands on experience on campaign deployment targeted at the all-important youth demographics. Our panel will be filled with live audience's questions as well as previously tweeted questions at #iloopmobilewebinar.
Panel:
Microsoft, Julie Lynn Southard, Group Manager, Xbox Consumer Engagement
MMA, Michael Becker, Managing Director, North America
One50One Agency, Troy Brown, President
iLoop Mobile, Michael Ahearn, VP Strategic Marketing
Moderated by Virginie Glaenzer, Director of Marketing iLoop Mobile
Marketing Through Generations: Masterclass by Hetvi Kamdar for Purpose StudiosPurposeStudios
How do you successfully market to the Gen-Z and Millennials? What strategies should you use? In this presentation, we cover everything from statistics to theories about the best ways to create engaging digital content for all the generations.
References:
The Gen Z Frequency: How Brands Tune In and Build Credibility - Derek E. Baird and Gregg L. Witt
Gen Z Effect: The Six Forces Shaping the Future of Business - Dan Keldsen and Tom Koulopoulos
Marketing to Gen Z - 5 things you need to know - https://www.youtube.com/watch?v=pG-vm2fxJYU
Marketing to the Unmarketable- https://www.youtube.com/watch?v=8XGQmzywsPU
https://www.socialsamosa.com/2021/11/netflix-india-red-notice-marketing-strategy/
Millennials born between 1980-1995 are the largest generation globally and will make up 75% of the workforce by 2025. They have come of age during difficult economic times and are more entrepreneurial as a result. While their aspirations are traditionally focused on careers, families and home ownership, the global recession has delayed these goals and created a new breed of entrepreneurs among Millennials. For brands to be successful with Millennials, they need to demonstrate authentic purpose and engagement beyond just selling products, as Millennials are more discerning consumers influenced by their peers.
Blue ocean strategy in the VUCA world - Vikas MehtaVikas Mehta
Keynote address at the Marketing Edge Summit in Nigeria
A perspective on how to find a blue ocean for your business in a VUCA world. Illustrated with case studies
Marketing Infographic: Millennial consumer behavior & energy drink categoryKaryna Broadhurst
The document discusses marketing trends related to Millennials based on research from Boston Consulting Group (BCG) and other sources. Key points include:
- Millennials, aged 18-34, are influenced by technology and have different consumer behaviors than older generations like Baby Boomers. They value relevance, reputation, relationships, and social influence.
- Millennials are more likely than older groups to use their phones for coupons/promotions and be influenced by celebrity endorsements. They prioritize personal success, multitasking, adventure, and social causes over glamour.
- Hispanic Millennials, who make up 21% of the generation, are strongly influenced by culture/heritage in their
Social Business - Why Change is Imperative, Who’s Getting It Right, How They...Sean Moffitt
The document discusses social business and the importance of change. It outlines four laws of the connected internet: awesomeness, socialness, authenticity, and being customer-driven. Great engaged brands connect through visual content, communities, and transparency. To succeed, companies must strategize engagement through a FLIRT model, maintain wikibrands, and avoid digital deafness. The future will be shaped by trends in personalization and thought leadership.
Intrepid Millennial Explorers: Changing The Face Of Modern Consumerism (Webin...Influence Central
Millennials research products extensively online, relying heavily on peer recommendations from friends and family over traditional advertising or brand engagement. They seek out new experiences and share their unique perspectives on social media not to establish expertise but to connect with others. While technology immersed, Millennials trust in-person recommendations most of all and make contextual decisions based on crowdsourced opinions from their close-knit social networks.
The document discusses word-of-mouth marketing and how brands can create buzz and engage influencers through various tactics like building online communities, leveraging influencers on social media, hosting events, providing rewards and incentives, and ensuring authentic customer experiences. It also emphasizes the importance of focusing on creating awesome content and experiences, being social and authentic, and putting customers first in order to succeed with word-of-mouth marketing in today's digital world.
This document summarizes a social media training company called Comply Socially. It explains that the company provides specialized social media training courses to help employers manage risk and maximize opportunities related to social media in the workplace. It notes the large market opportunity, as most companies offer little training on appropriate social media usage, despite widespread access and advantages. The company's courses cover platform-specific, role-based, and compliance-focused social media training using an online learning platform. It projects strong revenue growth over the next 5 years as it capitalizes on the large and growing market for social media training in businesses.
Social Commerce - is the next big thing. Supercharged word-of-mouth makes
'the conversation around content king'.
The lure of social commerce is rapidly attracting more and varied competitors.
10 point summary.
By Antony Hing
The document discusses 5 lessons that businesses have learned that will affect them going forward.
1. The app economy in Africa has risen and apps, business, and marketing can no longer be seen as mutually exclusive.
2. Social issues are no longer spectator sports for businesses and customers want to engage with purpose-driven companies.
3. Supporting communities is no longer optional, especially in difficult times.
4. Influencers have become their own marketing channel, with 96% of consumers trusting influencer content and 80% having made purchases based on influencer recommendations.
5. Brand purpose now trumps strategy.
Cancel culture describes boycotting individuals or brands online and in person for actions or statements deemed offensive. Recent examples include Ellen DeGeneres' show being canceled due to reports of toxicity behind the scenes and Aunt Jemima being removed for offensive racial stereotyping. Brands can avoid cancel culture by carefully considering diverse audiences, sticking to consistent values, and listening to respectful feedback to improve. Nike withstood initial backlash for supporting Colin Kaepernick by refusing to change their pro-equality stance.
Matt Gault, VP, Channel Strategy at Yesmail Interactive, discusses how to bridge the gap between the way consumers want to be marketed to in the digital space and the way brands actually market to them. Matt also illustrates the importance of digital data and its strategic implications on multi-channel digital campaigns using insights from a group of 20 leading retailers. Lastly, Matt highlights some major trends ranging from preferred time and day of deployment, to most successful formats and most engaging campaign topics. Based on insights shared in this presentation, marketers will be able to gain a better understanding of the evolved consumer and take clearly defined steps to cater to consumer preferences.
Social - A PEMCO story in under 20 minutesRod Brooks
A twenty minute hole appeared in the 2011 Social 301 Conference agenda and I got the call. This short story includes a video case and an example of how PEMCO has entered into social engagement with an integrated, online and offline approach.
Differentiating In An Undifferentiated IndustryRod Brooks
This document discusses the marketing strategy and initiatives of PEMCO Insurance. It notes that PEMCO aims to differentiate itself in an undifferentiated industry by focusing on building strong local community relationships and empowering customers and agents to promote the brand through word-of-mouth marketing. Some key tactics mentioned include sponsoring numerous local events, empowering employees to support local causes, leveraging local retailers and services to promote shared community interests, and facilitating customer and agent engagement through service-oriented initiatives to generate positive conversations about the brand.
It All Starts With A Story (Focus On Farming)Rod Brooks
This keynote address that was given during the Snohomish County Focus On Farming event in November, 2013 stresses the value of differentiation and storytelling.
Journey to an engaged enterprise with Speakers NotesRod Brooks
Rod Brooks is the Vice President and Chief Marketing Officer of PEMCO Insurance. He oversees PEMCO's marketing strategy, including their "We're A Lot Like You" campaign which uses humor and relatability to differentiate PEMCO and show they understand Northwest customers. PEMCO also focuses on world-class customer experience and driving improvement through service innovation and listening to customer feedback. Brooks' vision is for PEMCO to listen to customers, participate in conversations, encourage sharing, and enable customers to spread positive word of mouth about the company.
These are links to a variety of resources regarding personal brand and social media. Some were used in the development of my presentation to Eastlake DECA Founding 54.
Anatomy of Twitter - Establishing YourselfRod Brooks
The document provides 15 steps to optimize a Twitter profile and account for business purposes. It discusses setting up the profile name, photo, bio, location and website link. It also covers engaging with others on Twitter by following people, favoriting tweets, direct messaging and blocking users if needed. The document emphasizes providing value to followers through regular updates and participating in conversations.
The document discusses word of mouth marketing and social media engagement. It provides statistics on consumer brand conversations, both offline and online. It also outlines strategies for companies to listen to customer conversations, engage with customers, and empower customer advocacy. The goal is for companies to harness the power of word of mouth by facilitating positive consumer-generated conversations.
Branding Playbook: Your Company Or Your AgenciesRod Brooks
Insights from CMO of NW challenger brand, PEMCO Mutual Insurance Company, on topic of branding your company while working closely with partner agency brands.
Includes discussion of brand ladder, brand advocacy, and effective collaboration techniques. Presented at NAMIC Personal Lines Seminar, April 2011 by CMO Rod Brooks
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.
Content Marketing - A CMO's View (w/o speakers notes due to PDF upload)Rod Brooks
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.
What the difference between routine and remarkable? How would you turn touch points into talking points? Are you aware of the four key decisions that every marketer can make... or not? This presentation introduces answers to those questions and the five principles of great Word of Mouth Marketing. Enjoy.
Social Business - Why Change is Imperative, Who’s Getting It Right, How They...Sean Moffitt
The document discusses social business and the importance of change. It outlines four laws of the connected internet: awesomeness, socialness, authenticity, and being customer-driven. Great engaged brands connect through visual content, communities, and transparency. To succeed, companies must strategize engagement through a FLIRT model, maintain wikibrands, and avoid digital deafness. The future will be shaped by trends in personalization and thought leadership.
Intrepid Millennial Explorers: Changing The Face Of Modern Consumerism (Webin...Influence Central
Millennials research products extensively online, relying heavily on peer recommendations from friends and family over traditional advertising or brand engagement. They seek out new experiences and share their unique perspectives on social media not to establish expertise but to connect with others. While technology immersed, Millennials trust in-person recommendations most of all and make contextual decisions based on crowdsourced opinions from their close-knit social networks.
The document discusses word-of-mouth marketing and how brands can create buzz and engage influencers through various tactics like building online communities, leveraging influencers on social media, hosting events, providing rewards and incentives, and ensuring authentic customer experiences. It also emphasizes the importance of focusing on creating awesome content and experiences, being social and authentic, and putting customers first in order to succeed with word-of-mouth marketing in today's digital world.
This document summarizes a social media training company called Comply Socially. It explains that the company provides specialized social media training courses to help employers manage risk and maximize opportunities related to social media in the workplace. It notes the large market opportunity, as most companies offer little training on appropriate social media usage, despite widespread access and advantages. The company's courses cover platform-specific, role-based, and compliance-focused social media training using an online learning platform. It projects strong revenue growth over the next 5 years as it capitalizes on the large and growing market for social media training in businesses.
Social Commerce - is the next big thing. Supercharged word-of-mouth makes
'the conversation around content king'.
The lure of social commerce is rapidly attracting more and varied competitors.
10 point summary.
By Antony Hing
The document discusses 5 lessons that businesses have learned that will affect them going forward.
1. The app economy in Africa has risen and apps, business, and marketing can no longer be seen as mutually exclusive.
2. Social issues are no longer spectator sports for businesses and customers want to engage with purpose-driven companies.
3. Supporting communities is no longer optional, especially in difficult times.
4. Influencers have become their own marketing channel, with 96% of consumers trusting influencer content and 80% having made purchases based on influencer recommendations.
5. Brand purpose now trumps strategy.
Cancel culture describes boycotting individuals or brands online and in person for actions or statements deemed offensive. Recent examples include Ellen DeGeneres' show being canceled due to reports of toxicity behind the scenes and Aunt Jemima being removed for offensive racial stereotyping. Brands can avoid cancel culture by carefully considering diverse audiences, sticking to consistent values, and listening to respectful feedback to improve. Nike withstood initial backlash for supporting Colin Kaepernick by refusing to change their pro-equality stance.
Matt Gault, VP, Channel Strategy at Yesmail Interactive, discusses how to bridge the gap between the way consumers want to be marketed to in the digital space and the way brands actually market to them. Matt also illustrates the importance of digital data and its strategic implications on multi-channel digital campaigns using insights from a group of 20 leading retailers. Lastly, Matt highlights some major trends ranging from preferred time and day of deployment, to most successful formats and most engaging campaign topics. Based on insights shared in this presentation, marketers will be able to gain a better understanding of the evolved consumer and take clearly defined steps to cater to consumer preferences.
Social - A PEMCO story in under 20 minutesRod Brooks
A twenty minute hole appeared in the 2011 Social 301 Conference agenda and I got the call. This short story includes a video case and an example of how PEMCO has entered into social engagement with an integrated, online and offline approach.
Differentiating In An Undifferentiated IndustryRod Brooks
This document discusses the marketing strategy and initiatives of PEMCO Insurance. It notes that PEMCO aims to differentiate itself in an undifferentiated industry by focusing on building strong local community relationships and empowering customers and agents to promote the brand through word-of-mouth marketing. Some key tactics mentioned include sponsoring numerous local events, empowering employees to support local causes, leveraging local retailers and services to promote shared community interests, and facilitating customer and agent engagement through service-oriented initiatives to generate positive conversations about the brand.
It All Starts With A Story (Focus On Farming)Rod Brooks
This keynote address that was given during the Snohomish County Focus On Farming event in November, 2013 stresses the value of differentiation and storytelling.
Journey to an engaged enterprise with Speakers NotesRod Brooks
Rod Brooks is the Vice President and Chief Marketing Officer of PEMCO Insurance. He oversees PEMCO's marketing strategy, including their "We're A Lot Like You" campaign which uses humor and relatability to differentiate PEMCO and show they understand Northwest customers. PEMCO also focuses on world-class customer experience and driving improvement through service innovation and listening to customer feedback. Brooks' vision is for PEMCO to listen to customers, participate in conversations, encourage sharing, and enable customers to spread positive word of mouth about the company.
These are links to a variety of resources regarding personal brand and social media. Some were used in the development of my presentation to Eastlake DECA Founding 54.
Anatomy of Twitter - Establishing YourselfRod Brooks
The document provides 15 steps to optimize a Twitter profile and account for business purposes. It discusses setting up the profile name, photo, bio, location and website link. It also covers engaging with others on Twitter by following people, favoriting tweets, direct messaging and blocking users if needed. The document emphasizes providing value to followers through regular updates and participating in conversations.
The document discusses word of mouth marketing and social media engagement. It provides statistics on consumer brand conversations, both offline and online. It also outlines strategies for companies to listen to customer conversations, engage with customers, and empower customer advocacy. The goal is for companies to harness the power of word of mouth by facilitating positive consumer-generated conversations.
Branding Playbook: Your Company Or Your AgenciesRod Brooks
Insights from CMO of NW challenger brand, PEMCO Mutual Insurance Company, on topic of branding your company while working closely with partner agency brands.
Includes discussion of brand ladder, brand advocacy, and effective collaboration techniques. Presented at NAMIC Personal Lines Seminar, April 2011 by CMO Rod Brooks
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.
Content Marketing - A CMO's View (w/o speakers notes due to PDF upload)Rod Brooks
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.
What the difference between routine and remarkable? How would you turn touch points into talking points? Are you aware of the four key decisions that every marketer can make... or not? This presentation introduces answers to those questions and the five principles of great Word of Mouth Marketing. Enjoy.
How did this conservative brand reverse declining trends in sales and marketing and experience double digit growth within six months? They dared to be different and found new and meaningful ways to engage with customers. PEMCO's "We're A Lot Like You. A Little Different" campaign has been one of the companies most successful campaigns moving them into first place for brands most likely to be shopped in their category. In this session you'll hear how PEMCO developed a detailed branding strategy rooted in a series of decisions all brands can (and the smart ones do) make, which have helped pave the way for their brands success.
The document discusses word of mouth marketing and social media engagement. It provides statistics on consumer brand conversations and social media usage among Fortune 100 companies. It emphasizes the importance of listening to consumers, responding authentically to feedback, and empowering advocates. The goal is to make word of mouth and customer relationships the center of marketing strategy.
Word of mouth marketing - Taking it offlineRod Brooks
This PEMCO case study showing how a hyper-local Northwest insurance company took word of mouth marketing offline was chosen to be a featured presentation at the 2011 WOMMA School of WOM.
P&G is a global consumer goods leader known for iconic brands. It conducts extensive consumer research through over 20,000 annual studies and neuromarketing techniques. This research helps develop category-killing products through relentless innovation and informs their evolving marketing strategy. P&G focuses on innovation, a customer-centric approach, and measuring return on marketing investments to build strong brand loyalty. Their advertising, sponsorship, digital and social media marketing effectively promotes products to consumers around the world.
How to get started on your social media strategyTom Voirol
This document provides an overview of developing a social media strategy. It discusses listening to conversations on social media to understand what audiences are saying, responding to build relationships and provide value, and driving traffic through campaigns and content sharing. Key aspects covered include using tools to monitor conversations, being human in tone when responding, setting policies for employee participation, measuring objectives, and overcoming objections to social media from management. The overall message is that an effective social media strategy starts with listening to understand audiences and then responding to and driving engagement in a way that provides value.
Social media for social good charlotte beckett - the good agencyiof_events
Social media and integrated communications can be used for social good by influencing key individuals. Influencers who are trusted and have large networks can help spread important messages. It is important to understand audiences, measure results, and tell compelling stories across both online and offline channels to engage supporters and create real world impact.
This document discusses how financial services companies can better understand and target millennial customers. It notes that millennials are the largest generation, spend over $2.45 trillion annually, and will inherit wealth from baby boomers. The document discusses how millennials connect to brands, make purchasing decisions, and are influenced by others. It provides recommendations for financial services companies, such as understanding millennials' life stages and values, improving customer experience channels, marketing through education rather than advertising, and making products simple. Examples are given of banks engaging millennials through social media, education, and community involvement.
Engaging millenials for financial servicesJason Dea
Webinar sponsored by Empathica discussing how the financial services industry can leverage great experiences to better engage with the Millennial generation
Find a great Infographic summary of some of the research here http://forewardsapp.com/blog/influence-millenials-drive-customer-referrals/
This document discusses social media and provides a social media action plan. It defines social media as "open conversations that encourage participation and connect people." It explains that social media matters because consumer recommendations are highly credible, conversations influence offline behavior, and brands' reputations are impacted. The social media action plan involves listening to conversations, engaging with audiences, and influencing discussions. It provides examples and guidelines for each step of the plan.
This document discusses social media trends in Australia and provides advice on how businesses can leverage social media. Some key points:
- Social media platforms like Facebook and Twitter have high user numbers in Australia, with Facebook being the most popular.
- Many Australian businesses have a social media presence but are not using social media as effectively as international counterparts. Reluctance comes from concerns about measuring value and return on investment.
- Building an engaged online community around a brand is important for social media success. Content, listening, and facilitating conversations can help foster awareness and loyalty.
- Risks include rushing into social media without a plan, poor measurement, lack of engaging content, and limited reach. Proper resources,
Thomas Tudehope discusses the importance of social media for businesses. He notes that if businesses are not active on social media, their competitors likely are. He outlines some key trends in social media usage in Australia, including the popularity of Facebook, Twitter, and Pinterest. Tudehope also discusses potential risks of social media for businesses if not properly managed, such as rushing online without a plan or failing to engage audiences. He provides tips on how businesses can effectively use social media to connect with customers, manage crises, and handle criticism.
Social Media - What is it, why it matters, and a 3 step action plan for business
Presentation made to the KM round table at Melbourne Zoo, August 19th, 2009
PR101 - Media Relations, Social Media, Crisis Management - PRecious Communica...Lars Voedisch
1. Precious Communications is a boutique PR agency that provides services such as press releases, social media, events and interviews to clients across various industries including startups, healthcare, finance and technology.
2. The document discusses best practices for public relations, including understanding client needs, proposing relevant ideas, gaining trust through transparency and engaging audiences through compelling storytelling across multiple channels.
3. It also covers crisis communications, noting that the majority of crises originate internally and advising that when a crisis occurs, organizations must address it quickly, honestly and transparently.
Acxiom presentation to Forrester Marketing Forum Nov 2009Tim Suther
The document discusses how marketers can optimize customer value at every interaction in the buying cycle. It recommends four steps: 1) Using data to understand customers, 2) Creating a 360-degree view of each customer, 3) Leveraging insights about customers to inform media spending and engagement, and 4) Ensuring accountability and execution. The document provides examples of how major brands have increased revenue and profits by millions of dollars by taking these steps to concentrate spending on higher value customers through an integrated multichannel approach.
The document discusses how companies can improve marketing performance through better use of customer data and a more personalized, multi-channel approach. It argues that (1) data provides insights into customer value that allow targeting high-value customers, (2) creating a 360-degree view of each customer enables understanding their full relationship, and (3) combining insights with optimized media spending across channels can improve returns significantly. The key is accountability to measure the impact on customer value at each interaction.
Similar a Social Trends and Word of Mouth - PCEA 2013 (20)
The Grandpa Project aims to promote generational love and connected families by celebrating the role of grandfathers. It was started by Rod Brooks after a conversation with his son made him realize he didn't want his grandchildren to not know him like the past three generations. The project informs and inspires about the importance of the grandpa role through sharing stories from grandfathers and children. It also creates experiences like Grandpa Camp to bring generations together and volunteer opportunities for grandfathers to spend time with children. The goal is for every child to have the benefit of experiencing a grandpa.
The Seahawks went to Super Bowl XLVIII and the team at PEMCO Insurance went to work. We created a highly engaging and visible social experience in just 12 days from start to finish and joined the conversation of the Supercharged 12th Man. Supercharged Seahawk Fans... You're One Of Us!
Good morning snohomish county 2014 preso pdfRod Brooks
It all starts with a story! Today's most trusted marketing isn't delivered as you might expect. Today's best marketing are the stories that are shared between friends and neighbors. What are your stories? Who tells them on your behalf? Let's examine "why" stories really matter.
The document discusses the importance of word-of-mouth marketing and creating remarkable customer touchpoints. It provides statistics on daily brand discussions and emphasizes focusing on customers who will talk about the brand. Businesses are encouraged to give these customers something noteworthy to share and make it easy for them to spread the word. The goal is to convert routine interactions into memorable experiences throughout the customer experience.
This document contains slides from a presentation given by Rod Brooks, VP and CMO of PEMCO Insurance. The presentation focuses on word-of-mouth marketing and customer engagement. It discusses the power of word-of-mouth recommendations, highlights key decisions and strategies for businesses to implement more effective word-of-mouth marketing, and emphasizes the importance of converting routine customer touchpoints into remarkable experiences.
PEMCO Insurance (where I am the CMO) ran a contest to generate consumer auditions to be the next NW Profile. Many of the submissions were outstanding. This is a deck that I used when share the case study at the Word of Mouth Marketing Association's annual summit meeting in Las Vegas. (11/2012)
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.
Recognizing the importance of the "personal brand" image we project is a critical first step in developing and growing our careers. But conventional thinking on the topic is beginning to shift and the importance of our "personality brand" has become an increasingly important dimension. That, and the rapidly escalating use of social media tools makes the art of presenting ourselves a whole new ballgame!
"Taking It Offline" (With Speaker's Notes)Rod Brooks
PDF With Speaker Notes
This PEMCO case study showing how a hyper-local Northwest insurance company took word of mouth marketing offline was chosen to be a featured presentation at the 2011 WOMMA School of WOM.
How a regional challenger brand in the uninteresting insurance business has been repositioned into one of the Northwest's most talked about brands. PEMCO's Playbook.
What lawyers need to know about social engagementRod Brooks
I was recently invited to share some of the socal engagement basics to a division of the King County Bar Association. It's surprising how few of the attorneys in attendance were taking the use of social media seriously.
Getting Social. A vision. A commitment. A plan.Rod Brooks
I first gave this presentation at Blogwell Seattle in May of 2010. It summarizes the progress that PEMCO has made on the path to becoming world class in the use of word of mouth marketing and social media tools. I continue to think of myself as a student in this space... a student with a few lessons to share. Thanks for checking it out.
Having your corporate logo, your product merchandising, your marketing materials, and your advertising is just the beginning when it comes to brand management today. At the most fundamental level our corporate brand positioning comes to life at the touchpoint between employees and customers. After all, your brand isn't what you say it is, it's what your customers say it is. This presentation was originally created and shared by Watson Wyatt. It has been shared several times with audiences ranging from PEMCO Insurance's board members to front line staff. Hope you enjoy it.
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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.”