Rod BrooksVP & Chief Marketing Officer, PEMCO InsurancePresident: Word of Mouth Marketing Association

Social Engagement:What Every Professional Needs to Know[Especially lawyers that want to be successful]

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

The BHAG: Our Big Hairy Audacious Goal

4

PEMCO customers can’t stand the thought of friends & family doing business with anyone else.

“Never have to advertise

for a lead again”

Challenges: Old and New.

• Highly regulated industry • Viewed as an unsought commodity-like product • Orientation is conservative, cautious, risk adverse

Industry1

Environment2

• Dynamic, open, engaged, and on the move • Consumers influenced by peers, friends, and strangers• Unfamiliar channels are sustaining

brand conversations

BHAG Sounds Great: But How?

Build engagement opportunities by enabling

audiences to:

Do Something1

Share Something2

Get Something3

BHAG Sounds Great: But How?

Build engagement opportunities by enabling

audiences to:

Do Something1

Share Something2

Get Something3

SOCIAL MEDIA

Awareness To AdvocacyAw

aren

ess

Perc

eptio

n

Pref

eren

ce

Sele

ctio

n

Rene

wal

Refe

rral

Advo

cacy

Identify, Engage, Enable, Encourage Advocates

Transaction Stage

PEMCO’s success depends on the positive opinion of people like me. They listen, participate, encourage and enable me to share with others.

Listen

Participate

Encourage

Enable

10

+

Partnership

My clients success depends on the positive opinions of people like me. We listen, participate, encourage and enable them to engage via S.M.

Listen

Participate

Encourage

Enable

11

Partnership

Develop A Game Plan:

Establish the rules

Select the teams

Practice safely

Listen to the fans

Inform stakeholders

Enter the game

Develop A Game Plan:

Social Media Guidelines

Boot Camps

Yammer

Ratings and Reviews

Leadership Summits

Pilot Projects

Social Media Guidelines

• Clear statement of purpose• Inform and reassure

reluctant stakeholders• Establish engagement

expectations • Educate employees on

best practices

14

Appease reluctant stakeholders and empower employees

Be consistent with corporate culture

15

Values based empowerment balanced with risk management.

• Integrity and ethics• Use common sense• Speak in the first person• Use good judgment• Don’t tell secrets• Respect those in the community• Fix mistakes first• Transparency matters• If it gives you pause, pause.• Don’t forget your day job!

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

Finding The Right Tools

Reduce communication barriers with employee networking tools

Share Voice of the Customer 1

Empowering Employees

Reduce communication barriers with employee networking tools

Share Business Ideas2

Real Time News Updates

Reduce communication barriers with employee networking tools

Share News and Updates3

It’s Not ALL Business

Reduce communication barriers with employee networking tools

Foster Employee Community4

Ratings and Reviews

• Give back office employees

access to customer voice• Celebrate & share your

success stories • Learn from mistakes and

consistently improve• Own the results

Increase customer-focus through direct access to Voice of the Customer

• Start every meeting with a customer story!

Customer comes

first!“In my business, I

understand and

appreciate the

importance of customer

service, and everyone I

have dealt with at

PEMCO has been

terrific.”

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.

Appreciate

PEMCO!“I wanted to show you my

appreciation for the

awesome job you’ve been

doing… I’ve never had

customer service as

professional and

thorough as what you

have provided.

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!

Social Media Leadership Summits

Do Something1

Share Something2

Get Something3

Social Media Leadership Summits

Do Something1

Share Something2

Get Something3

Engagement

Pilot Projects:

• Decentralize ownership • Enrich social media team• Decrease concentrated

demand • Experiment with new

channels • Facilitate idea sharing

Empower employees & encourage innovation

Social Media Partner:

• Inspire, define & defend business opportunity.

• Encourage participation and effective use of social tools

• Implement social listening & gathers/shares insights

• Help brainstorm, create, deploy engagement programs

• Define & measure analytics

Facilitates the journey

Social Media Partner: A lawyer?

• Protecting the client / business from the social media maverick.

• Slowing things down, avoiding personal use of the new tools

• In search of clear evidence and the rule book

The Lawyer that Gets It and Facilitates It!

Or are you viewed as hoping it will just go away?

• Paranoid – Controlling – Lacking trust

Looking for the lawyer that gets it

Where are YOU?

“Lawyers that get social media”

Less than 15 seconds to think of, type, and return

21,800,000 results

The big three… a place to start:

• No one knows more about your opinion than you do. Blog about it!

• Build your brand, expand network, grow reputation. Tweet about it!

• Leverage contacts, share insights, get valuable referrals. Link others to it!

You can’t learn to swim on the beach!

The big three… a place to start:

• No one knows more about your opinion than you do. Blog about it!

• Build your brand, expand network, grow reputation. Tweet about it!

• Leverage contacts, share insights, get valuable referrals. Link others to it!

You can’t learn to swim on the beach!

I’m a lawyer not a writer. Why blog?

• Communicates your passion, philosophy, reasoning and skills.

• Builds credibility for you and your practice. Positions you/your firm in thought leadership role.

• Makes you easy to find when people are searching.• Makes you a local, regional, national news source.• Allows for engagement with your readers. • Makes you human, less intimidating, one of us.

I’m a lawyer not a writer. Why blog?

Blogs weekly Three years 10,000 visitors Six figure client Makes him real

140 characters just aren’t enough!

• King of learning, brand building, network expanding, reputation enhancing tools.

• “The most powerful branding tool since television.”• You become the media providing the relevant news.• Provides easy access to information from others.• Easy to balance between expertise & personality.• Makes you human, less intimidating, one of us.

140 characters just aren’t enough!

Shares the best tech articles weekly

Not legal advice After 3 months, added

2 new clients Shows that “he gets it”

3 degrees: Link in or be locked out.

• Game over! Linked In has won the social networking directory space.

• The power is in the quality of the YOUR network… and THEIR networks.

• Connect to people you know / answers you don’t.• Activate discussions and relevant groups.• Potential clients can’t hire you if they can’t find you.• Makes you human, less intimidating, one of us.

3 degrees: Link in or be locked out.

Local - Seattleite 17 recommendations 500+ connections Website, Blog, FB Human / Nice smile 2 degrees to 8 friends

3 degrees: Link in or be locked out.

Family man Married to a

saint Smart (Lawyer) Relevant Gets it!

3 degrees: Link in or be locked out.

Relevant tweets Webinar Credibility Speaking schedule Someone I’d like

Listen

Practice

Learn

MonitorParticipate

JoinEngage

Invite

Teach

Are You Engaged?

Listen

Practice

Learn

MonitorParticipate

JoinEngage

Invite

Teach

QUESTIONS?

•Credible word of mouth marketing and use of social media.

•Ethical Leadership: Protect consumers. Protect your brand.

•Best Practices: Helping you become a better WOM marketer.

•Measurable ROI: Standards that improve impact and

accountability.

•Community: Enthusiasts – Brands – Service Providers

A Shameless Plug “To advance and advocate the discipline of credibleword of mouth marketing both online and offline.”

www.womma.org

Let’s ConnectTwitter: @NW_Mktg_GuyFacebook: Rod Brookse-mail: Rod.Brooks@PEMCO.comNEW - Blog: www.rodbrooks.com