This presentation focuses on the steps that PEMCO Insurance has used to progress through the journey to an engaged enterprise.

1. Rod Brooks
VP & Chief Marketing Officer, PEMCO Insurance
President: Word of Mouth Marketing Association

2. 2

4. The journeyhasan engaged enterprise
A Journey to Stages…
Stage 4
Stage 3 Real Results
Stage 2 Operationalizing
Stage 1 Dabbling in Silos • Central team still exists,
Traditional • Empowered team run but more work pushed
• Mavericks break by a proven leader to business units
• Functions are through, but still no • Focusing the channels, • Channels yielding
disconnected – in silos formal teams in place editing to amplify impactful results
• Marketing only through • Lots of dabbling in • Listening yields • Employees engaged
traditional channels social channels implications, but crisis and competent
• Customer support • Monitoring causes confusion • Rigor in dashboards is
delivered through conversations in silos • Focused effort on moving executive
traditional channels • Fractured tools, but training and education numbers
• Ambivalent to online proliferating • Baseline framework for • Systems and tools are
conversations about the • Advocate engagement metrics optimized
brand in pockets • Tools consolidation • Execs are bought in
• Social not on executive • Lots of customer data
radar with no connection
Accelerators
Decelerators

5. The journey to an engaged enterprise
The Destination: The Fully Engaged Enterprise
Stage 5: The Fully Engaged Enterprise
Business Organizational Customer
Outcomes Impact Evidence
• Faster to market with • Customer engagement Advocacy Scales:
product improvements equally distributed
• “I trust you”
• In depth customer • Breakthrough business
• “I recommend you”
knowledge results
• “I’m valued & heard”
• Better risk management • Brand dashboard ties to
revenue and loyalty • “You anticipate my
• Less requirement for needs”
price differentiation • 360 view of the
customer • “You get me”
• Operate with best talent
• Ideal mix of brand • “No reason to guess”
• Increased efficiency advocates • “I’ll be loyal to you”
• Change customer’s • Senior executives • “My life, my family,
lives and lifestyles leading with customer my hobby’s are
engagement better because of
you”
Deep Customer Insights and
Empowered Engaged Employees 5

6. PEMCO’s Playbook:
The Journey to an Engaged Enterprise

7. Who is PEMCO?
• Personal-lines mutual insurance
company founded in 1949
• Serves niche market of
preferred risk policyholders
• Provides coverage to ~200k
Washington households
• Historically conservative and
legacy oriented
• Leads with relationship

8. The BHAG: Our Big Hairy Audacious Goal
“Never have to advertise
for a lead again”
PEMCO customers
can’t stand the thought
of friends & family
doing business with
anyone else.
8

9. Challenges: Old and New.
1
Industry
• Highly regulated industry
• Product perceived as a commodity
• Insurance is an unsought product
2
Environment
• Consumers heavily influenced by peers, friends, even
strangers online
• New & unfamiliar channels are sustaining brand
conversations

10. BHAG Sounds Great: But How?
Build engagement opportunities by enabling
audiences to:
1 2 3
Do Something Share Something Get Something

11. BHAG Sounds Great: But How?
Build engagement opportunities by enabling
audiences to:
1 2 3
Do Something Share Something Get Something

12. Awareness To Advocacy
Transaction Stage
Identify, Engage, Enable, Encourage Advocates

13. PEMCO’s Winning Strategy
Different because we live, work,
Differentiate on learn and play in the same
hyper local
communities.
Invest in long-term
Deliver world class
customer experience relationships with consumers
through consistent engagement
Extend responsibility to build
Drive improvement through
service innovation customer relationships & heed
VOC across organization

14. PEMCO’s success depends on the positive opinion of people like me.
They listen, participate, encourage and enable me to share with others.
Listen
Enable
+ Participate
Partnership
Encourage
14

15. Develop A Game Plan:
Social Media Guidelines
Boot Camps
Yammer
Ratings and Reviews
Leadership Summits
Pilot Projects

16. Social Media Guidelines
Appease reluctant stakeholders
and empower employees
• Clear statement of purpose
• Inform and reassure
reluctant stakeholders
• Establish engagement
expectations
• Educate employees on
best practices
16

17. Boot Camp
Increase familiarity & comfort of employees
• Explain guidelines
• Tutorials provide a step-by-step
how-to approach
• Examples demonstrate
consumer use
• Case studies explore social
media engagement and
suggested responses

18. Finding The Right Tools
Reduce communication barriers with
employee networking tools
1
Share Voice of the Customer

19. Empowering Employees
Reduce communication barriers with
employee networking tools
2
Share Business Ideas

20. Real Time News Updates
Reduce communication barriers with
employee networking tools
3
Share News and Updates

21. It’s Not ALL Business
Reduce communication barriers with
employee networking tools
4
Foster Employee Community

22. Measuring Success
When employees have the right tools…
…they will engage.

23. Ratings and Reviews
Increase customer-focus through direct
access to Voice of the Customer
• Give back office employees
access to customer voice
• Celebrate & share your
success stories
• Learn from mistakes and
consistently improve
• Own the results • Start every meeting with a
customer story!

24. When Paul learned that his dream home had been
burglarized and stripped of $10,000 of new hardware, he
didn’t know where to turn. Though a unfortunate setback to
the project, Shelly from PEMCO helped make a quick
decision and the project moved forward on time.

25. Getting hit by another driver is never a pleasant experience,
but when it’s Memorial Day weekend, during rush hour traffic while
you’re on your way to a job interview the experience can be downright
traumatic. Though Carole hopes to never be involved in accident like this
again, she knows if she is, PEMCO has her covered.

26. Pulling into a parking spot, a passenger
in the car next to Jack opened their door. Both
cars were damaged – but Denise, Jack’s PEMCO claims
adjuster, was friendly, efficient, and made the customer feel like
taking care of his claim was her top priority!

27. Social Media Leadership Summits
1 2 3
Do Something Share Something Get Something

28. Social Media Leadership Summits
1 2 3
Do Something Share Something Get Something

29. Social Media Leadership Summits:

30. Pilot Projects:
Empower employees & encourage innovation
• Decentralize ownership
• Enrich social media team
• Decrease concentrated
demand
• Experiment with new
channels
• Facilitate idea sharing

31. Social Media Partner:
Facilitates the journey
• Inspire, define & defend
business opportunity
• Implement social listening
& gather insights
• Help brainstorm, create,
deploy engagement programs
• Define & measure analytics

32. Journey Highlights
Social Media guidelines drafted Launch DIA Social Business Pilot
10% of employees attend Boot Camp
70% of employees use Facebook
2009 2010 2011
Instant messaging pilot deployed
72% of employees registered on Yammer
17% of employees register for SM 101
Cross-functional team develops curriculum

33. The Engaged Enterprise
1. Establish guidelines Convert reluctant audiences
2. Educate employees Build comfort & familiarity
3. Empower employees Foster engagement, and
break down barriers
4. Decentralize ownership Capitalize on departmental
expertise
5. Share Voice of Customer Increase accountability &
customer focus
6. Innovate – Test – Learn – Repeat Evolve to reach & serve
customers

34. Listen
Teach Practice
Invite Learn
Participate Monitor
Engaged Employee
Engage Join .

36. A Shameless Plug
“To advance and advocate the discipline of credible
word of mouth marketing both online and offline.”
Credible word of mouth marketing and use of social media.
Ethical Leadership - Best Practices – Measurable ROI
Community: Enthusiasts – Brands – Service Providers
School of WOM – May 9 thru 11
Chicago
www.womma.org

37. Let’s Connect
Twitter: @NW_Mktg_Guy
Facebook: Rod Brooks
e-mail: Rod.Brooks@PEMCO.com
Blog: www.rodbrooks.com