Business Model Canvas (BMC)- A new venture concept
Social Media Snohomish County
1.
2.
3. Rod Brooks
PEMCO
Insurance:
V.P. and CMO
WOMMA:
Chairman – 2011
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Follow Rod on
Twitter:
@NW_Mktg_Guy
source | Nielsen study (August 2010)
4. PEMCO Mutual Insurance Company
• Customer centric
• Relationship led
• Values based
• Challenger brand
• Hyper-local
• Integrity
• Responsibility
• Courage
9. “… 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.”
10. Word of mouth is the
most powerful form of
marketing there is!
11. 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)
12. Human approach
Social Media Socially Engaged
Voice of the Company Voice of the Customer
Top-Down Control Bottom-Up Messaging
• Integrity
Company-Generated Consumer-Generated
• Responsibility
Messages
• Courage
Messages
Infrequently Updated Continuously Updated
13. Human approach
Social Media Socially Engaged
Voice of the Company Voice of the Customer
Top-Down Control Bottom-Up Messaging
• Integrity
Company-Generated Consumer-Generated
• Responsibility
Messages
• Courage
Messages
Infrequently Updated Continuously Updated
20. Challenges: Both old and new
Consumer
• 100 In-home Ethnographic Interviews
Research
Internal • Cross Functional and Multi-level
Reviews Conversations
• Integrity
• Responsibility
Competitive
• Courage
• Studied Top 12 Companies – S.W.O.T.
Assessment
21. Voice of the customer
• Integrity
• Responsibility
• Courage
22. LOVE THE LOCAL GUY!
Hometown Heros
Local Trumps Large
Personal Trumps Price
23. Building social strategy
Company “PEMCO Gets It”
Vision
Social Listen, Participate,
Mantra Encourage & Enable
Social
Fierce Advocates
Goal
24. Our Vision
• Integrity
PEMCO is the Northwest insurance company
• Responsibility
that “gets it.” An organization that’s great to do
• Courage
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.
25. 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.”
26. Six Social Strategies - 2007
360
Content Is Internal
Degree
Critical Alignment
View
Engaging Operational Platform
Experience Excellence for Success