“We’re a lot like you. A little different.” That’s the tagline for PEMCO Insurance’s marketing campaign where they celebrate our region by profiling the eclectic and sometimes quarky bunch of folks that make up our diverse community. From the “Goat Renter Guy” to the “Relentless Recycler,” PEMCO has done an incredible job of nailing the many Northwest types that make our community here uniquely Seattle.
Recently, I got to speak with the VP and CMO of PEMCO Insurance, Rod Brooks, at the premiere of PEMCO’s new “4-Way Stop, You Go. No You Go. No You Go. Guy” commercial. In many ways, the event was a tweetup, as Rod invited about 30 guests via Twitter, many of who are highly active in Seattle’s social media community. As a self-described “student of social media,” Rod is leading PEMCO’s charge into the land of social media, so having the opportunity to pick his brain about this was something I couldn’t pass up.
If you have the opportunity to speak with Rod in the future, I highly recommend that you take it up. Beyond being highly successful in marketing, he’s also an extremely personable guy with a great sense of humor.
Thanks again, Rod!
The Basics:
1. What is your name?
Rod Brooks… also known as Northwest Marketing Guy.
2. E-mail?
My e-mail is rod.brooks@pemco.com, but most people contact me by using Twitter these days; it makes communication more to the point. My handle is @NW_Mktg_Guy.
3. What is your occupation/company?
I am the Chief Marketing Officer of PEMCO Insurance, Washington state’s largest locally owned and homegrown insurance company.
4. Originally from? When and how did you end up in the Greater Seattle area? (if applicable )
Giving that information would reveal my age… suffice it to say, I have been in the Seattle area since before the Space Needle. And I rode the Kalakala. I was born in Everett, raised in Lake Stevens, and found out what Huskies don’t know by attending WSU in Pullman. My first job out of college was selling advertising space for the Snohomish Tribune. After that, the variety and changes of my career path moved me nearer to the city and, with the exception of a few years in Phoenix and Salt Lake City, I’ve lived on the east side of Lake Washington between Redmond and Renton ever since.
5. How can people find you on the web?
Check out PEMCO.com first, and then have a look at my personal blog: web.me.com/rodbrooks/Rods_Record/Home.html
Warning: This blog is all about family and friends. It’s only as current as I have time for it.
Social Media:
6. Why do you like social media?
At PEMCO, we’re constantly trying to find new ways to operate our insurance company with our customers in mind. The concept of Voice of Customer means organizing our operations around our customers’ wants and needs. We’ve found that our customers want a way to engage with us directly and join in conversation. Social media is a perfect way to foster that conversation and build meaningful relationships.
On a personal level, I truly enjoy using social media as a way to connect directly with those we serve as well as friends and colleagues. Its asynchronous nature and informal tenor allows for a fluid, open exchange of ideas and thoughts that other forms of communication (aside from talking) can’t deliver.
I should also share with you that after discovering social media and the power of word of mouth marketing, I became a member of the Word of Mouth Marketing Association (WOMMA) and have had several opportunities to learn from the experience of my fellow members. Last year, I was encouraged to join the WOMMA board of directors and I am now a member of the executive committee for that fine organization.
7. How do you utilize social media?
We’ve been using social media at PEMCO on both a personal and business level for some time now. At the root, we believe our success depends on the opinions of the customers we serve, and social media provides truthful, real-time feedback on our industry, our company, our products, and our campaigns. This isn’t new to us; we’ve always strived to be a little different, and it’s gratifying to see the conversations we’ve been able to inspire.
As a brand that distinguishes itself as a local company, social media gives PEMCO an opportunity to explore “local” from an entirely new perspective. We’re involved on Twitter and will soon launch a new blog focused on our involvement in local Northwest events (stay tuned!).
On a personal basis, I’m learning and using social media tools and techniques in real time. Most of my activity is with LinkedIn, Facebook, and Twitter. It’s been a blast reconnecting with family members, business colleagues, and friends that, in many cases, I haven’t seen or talked to in over a decade or two.
8. What is one thing that mainstream population should know about social media?
At times, I think we’ve made this topic of social media seem more complicated than it really is—social media is all about the small conversations we have every day. If we’re active listeners, these conversations give us opportunities to learn, share, and connect with people in ways that can benefit us personally as well as in our respective businesses.
So, what does active listening mean in social media? I’d offer it’s many of the same characteristics—you have to actively acknowledge and engage—like any conversation; it takes proactive effort on the part of both parties. Now, to be fair, these mediums are drastically different from traditional conversations in terms of exposure, so you do have to remember that in every conversation in social media, you’re putting a big “carbon copy” to the world on the message, so don’t forget the golden rule!
9. If people follow you on Twitter, what can they expect?
Like PEMCO’s marketing campaign, I’m “A lot like you. A little different.” I’m an ardent Cougar fan and a happy family man. I love kicking back, going to a Mariners game on a sunny day and spending time with my family. I tweet about life, learnings, and new ideas. I don’t separate my profile on Twitter, just like I don’t separate my life into buckets when I go to work or visit with friends. Wherever I go, I bring my whole self. And that’s what you’ll experience on Twitter from me, too.
10. How would you describe the social media scene in Seattle?
Vibrant! It’s one part of how we got into social media in the first place. There’s a great network of experts, participants, and enthusiasts around every corner.
We see bloggers and tweeters pick up our conversations and invite us to participate all the time. We’ve had people from our team join events put on by the local Social Media Club. This sort of networking with the enthusiasts is not only great fun, it’s also a constant source of new inspiration that actually motivates us to do even better.
11. Do you have a good social media success story or “wow” moment?
Seems like these “wow” moments come more and more often! The most recent moment was around a tweetup we hosted based off a campaign we’ve been running on Northwest Profiles.
Just recently, we debuted our newest television spot, “4-Way Stop. You go. No, you go. No, you go. Guy.” The local television show Evening Magazine took an interest in our campaign and did a story on the behind-the-scenes making of the TV spot.
We decided to host a tweetup-based launch party for the story and debut of the commercial, using Twitter as an invitation tool. With only a few days to plan the event, we wondered if we’d be the only ones there, but the social media medium surprised us again!
We ended up with about 80 people in attendance; it was a little more than just a “wow!” moment for me—it worked! People were interested and, internally, this was a great demonstration of the power of this new medium.
Oh… and boy, would I hear about it at home if I didn’t mention another “wow” moment. Back in the late ’90s, I met Cindy, who is now my wife, in a chatroom on AOL. Things are “a little different” now and that sort of thing is fairly common. When we met, we weren’t even sure we could tell anyone without them thinking we were totally crazy. Well, it worked out great for us, and we’ve been married for eight years this August. Wow!
12. Are there any social media events or conferences in the future you would like to let people know about? Please include dates, locations, etc. Where can more information be found?
Word of Mouth Marketing Summit and Research Symposium
- November 18-20, 2009
- Paris Hotel, Las Vegas
- womma.org/education/events/summit
WOMMA Learn it – Do it
- Date TBD: September 2009
- Seattle, Washington
Just For Fun:
13. What are your hobbies?
What free time I have, I love to spend hanging out with my kids, grandkids, and my wife, and tweeting about it all! I’m an avid sports fan, have season tickets to Mariners and Seahawks games, play a little golf (or try), and even read a book now and then. Although some may not understand it, one of my favorite hobbies is my vocation… my work. I’m fortunate that for most of my career, I’ve gone to fun. How good is that!
14. Favorite vacation spot? Thing to do there?
We have a little summer house on Lake Chelan. It’s my little slice of heaven. Last weekend, for example, I spent a lot of time sitting in the sun, reading, and enjoying the views. When the water rises, you’ll find me out on the lake in my boat or on my wave runner.
15. Favorite restaurant in Seattle? Favorite food?
This sounds like a cop-out, but I eat most of my meals in the PEMCO cafeteria. The folks there do a great job providing fantastic food, exceeding the expectations of amateur food critics, myself included. When I do get out I can often be found at one of our area’s many great seafood restaurants. Love ‘em all!
16. Favorite things to do in Seattle in the summer?
See #14. When I can’t get to #14, see #13.
17. Most embarrassing CD you own?
I would say it’s my collection of Northwest music, designed to match the profiles in our ad campaign. I also have a CD of Stan Boreson’s greatest hits. If you remember Stan, Captain Puget, Brakeman Bill, and (my favorite) J.P. Patches, you might just understand.
18. Any hidden talents?
I think in a previous life, I was a jet-ski racer, and some of that talent remains. I love karaoke, but I still haven’t found anyone who thinks I’m any good. Even the people who work for me won’t say I’m any good!
19. What would you like everyone to know about you?
That I am passionate about social media, and I want to be an evangelist for its thoughtful application in business.
Rod Brooks Links
- Rod Brooks on Twitter
- Rod Brooks on Facebook
- Rod Brooks on LinkedIn
- Rod Brooks’s Blog
- REUTERS: PEMCO Insurance Recognized for Creative Commercials
