Content Marketing - A CMO's View (w/o speakers notes due to PDF upload)
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Transcript of Content Marketing - A CMO's View (w/o speakers notes due to PDF upload)
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Rod BrooksVice President & Chief Marketing Officer, PEMCO Mutual Insurance Company
Immediate Past Chairman - 2011Word of Mouth Marketing Association
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• Integrity• Responsibility• Courage
Content intended to reflect brand
Helpful
Timely
Passionate Edgy
Curious
Engaging
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• 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
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• Integrity• Responsibility• Courage
What do you see?
“What do you see”
"The Lesson"
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So what’s new?
Stay focused!
Keep the main thing, the main
thing!NEW
Health & fitnessWriting & sharing
Meaningful connections
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• Integrity• Responsibility• Courage
Health and fitness
I’m resolved to remain
standing on the scale until I lose weight!
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• Integrity• Responsibility• Courage
Passion and metrics aren’t enough
I’m resolved to change what I
do NOW in order lose
weight!
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• Integrity• Responsibility• Courage
Embrace continuous learning
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• Integrity• Responsibility• Courage
Five Principals: Word of Mouth Marketing
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• Integrity• Responsibility• Courage
Creating content
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• Integrity• Responsibility• Courage
Creating content
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• Integrity• Responsibility• Courage
Cogs of “content excellence”
Motivating
Language
Listen
Listen
Listen
Positive Thought
InformativeInteresting
TimelyRelevant
Entertaining
Engaged
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• Integrity• Responsibility• Courage
Human approach
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• 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
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• 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
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• 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.”
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• Integrity• Responsibility• Courage
The content continuum
Received
ValuedUtilized
Share
dU
ndersto
o
d
Selfless+Inspiring +
Compassionate=HUMAN
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• Integrity• Responsibility• Courage
Are your marketing pants on fire?
76% of consumers believe companies are
untruthful intheir advertising.
source | Bold Mouth’s “Perceptions, Practices, and Ethics” report (2006)
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• Integrity• Responsibility• Courage
Are your marketing pants on fire?
source | Bold Mouth’s “Perceptions, Practices, and Ethics” report (2006)
Advertised In Reality
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• Integrity• Responsibility• Courage
Are your marketing pants on fire?
source | Bold Mouth’s “Perceptions, Practices, and Ethics” report (2006)
Advertised In Reality
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• Integrity• Responsibility• Courage
Trust lives in the community.
78% of global consumers say they
trust recommendations from other consumers
source | Nielsen’s “Trust in Advertising” Report (2007)
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• Integrity• Responsibility• Courage
Moving from money to mouth
source | PEMCO Mutual Insurance Co, “Market Metrics – 2010”
Reason 2001 2002 2005 2007 2008 2009 2010
Price60% 62% 50% 50% 36% 40% 33%
Referral and/or
Recommend10% 12% 17% 20% 22% 22% 32%
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• Integrity• Responsibility• Courage
Making meaningful connections
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• Integrity• Responsibility• Courage
We are what they say we are!
The people who“link, like, and list”
us are among abrands most valuable
marketing assets.
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• Integrity• Responsibility• Courage
Dream big!
BHAG
BIG HAIRY AUDACIOUS GOAL
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• Integrity• Responsibility• Courage
Dream big!
BHAG
BIG HAIRY AUDACIOUS GOAL
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Aw
are
ness
Advoca
cy
Awareness to Advocacy
Filling The Gap With ContentTouch points to talking
points.
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Aw
are
ness
Perc
epti
on
Pre
fere
nce
Sele
ctio
n
Renew
al
Refe
rral
Advoca
cy
“I know you”
Initial: “I Know You” – Low Engagement 1) Familiar 2) Assessing & Evaluating 3) Consideration
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Aw
are
ness
Perc
epti
on
Pre
fere
nce
Sele
ctio
n
Renew
al
Refe
rral
Advoca
cy
“I like you”
Transaction: “I Like You” – Moderate Engagement 1) Functional 2) Transactional 3) Expectations met
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Aw
are
ness
Perc
epti
on
Pre
fere
nce
Sele
ctio
n
Renew
al
Refe
rral
Advoca
cy
“I like you”
Transaction: “I Like You” – Moderate Engagement 1) Functional 2) Transactional 3) Expectations met
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Aw
are
ness
Perc
epti
on
Pre
fere
nce
Sele
ctio
n
Renew
al
Refe
rral
Advoca
cy
“I love you”
Mature: “I Love You” – Active Engagement 1) Loyal 2) Relationship based 3) Recommendation behavior
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Aw
are
ness
Perc
epti
on
Pre
fere
nce
Sele
ctio
n
Renew
al
Refe
rral
Advoca
cy
“I defend you”
Mature: “I Defend You” – Active Engagement 1) Affinity 2) Proactive defender 3) Collaborative
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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 consistently
and regularly.
Awareness To Advocacy
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• Integrity• Responsibility• Courage
And remember…
BORING
“Advertising is the
price companies pay for
products and services!”
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• Integrity• Responsibility• Courage
Let’s connect!
Twitter: @NW_Mktg_Guy
Facebook:Rod Brooks
Linked In: Rod Brooks
Blog: www.rodbrooks.com
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