VAM Conference - Social Media Usage and Lessons Learned - March 2010
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The document discusses a presentation by Patty Lewis on Allstate's use of social media. [1] Lewis provides background on herself and Allstate before detailing Allstate's large portfolio of internal and external social media tools. [2] Lewis then discusses lessons learned from Allstate's social media usage, including making efforts safe, experimenting internally first, and having one unified voice across channels. [3] Lewis also presents a case study on an idea management tool that taps into employees' ideas in a transparent and gamified way.
VAM Conference - Social Media Usage and Lessons Learned - March 2010
- 1. Social Media Usage & Lessons Learned Virginia Association of Museums Conference Patty Lewis Strategy Consultant Strategy & Innovation Services Allstate Technology & Operations Virginia Association of Museums Conference, March 14-16, 2010
- 2. What Im going to talk about Who am I? Who is Allstate and why are we using social media? Portfolio of Allstate social media tools Lessons learned Innovation Engine case study 2 Property of Allstate Insurance Company Proprietary & Confidential
- 3. Who am I? Background Stanford University, Bachelors in American Studies with focus on American history and art history University of Chicago, Masters in English with focus on visual culture Twenty years experience in business and IT communications IT strategist Social media strategy and adoption Innovation strategies Collaboration consulting 3 Property of Allstate Insurance Company Proprietary & Confidential
- 4. Who is Allstate? The Allstate Corporation is the nations largest publicly held personal lines insurer. A Fortune 100 company. Allstate sells 13 major lines of insurance, including auto, property, life and commercial. Allstate also offers retirement and investment products and banking services. Allstate is widely known through the Youre In Good Hands With Allstate速 slogan. The Allstate Corporation encompasses more than 70,000 professionals with technology operations located around the globe. Allstate is reinventing protection and retirement to help individuals in approximately 17 million households protect what they have today and better prepare for tomorrow. 4 Property of Allstate Insurance Company Proprietary & Confidential
- 5. Why is Allstate using social media? Internal use External use Workforce already using tools Traditional corporate and wanting to use them in the communications can be workplace perceived as monolithic and Need to attract and autocratic accommodate multi-generational Traditional marketing is met workforce with cynicism and suspicion Desire to make the culture more Need to figure out how to carry collaborative the brand promise into Need to make information and emerging channels expertise shareable and findable Need to get started: Significant learning and adoption curves couple of years from roll-out to effective workflow integration 5 Property of Allstate Insurance Company Proprietary & Confidential
- 6. Portfolio of Allstate social media tools External Internal Facebook (pages, employees) Idea management tool Twitter (dozens) (hundreds of ideas) YouTube (multiple channels) Document sharing (hundreds of Blogs (dozens) thousands) Discussion boards (dozens) Wikis (thousands of pages) Microsites (several) Profiles (thousands) Agency community on Ning Blogs (hundreds) (ALL Blue Blog, 2,400+ users) Microblogging (Yammer: 2,200+ Allstate users) Communities (dozens) Discussion boards (dozens) Shared bookmarking (hundreds) Virtual worlds 6 Property of Allstate Insurance Company Proprietary & Confidential
- 7. Social media adoption: Lessons learned Make it safe You wont get it right the first time Make it cheap Make it small Experiment internally before exposing your brand Find mavens, blaze a trail with them Dont reinvent the wheel; build on current processes Dont invest a lot of money until you have clear goals Many channels, one voice 7 Property of Allstate Insurance Company Proprietary & Confidential
- 8. Case Study: Tapping into Employee Brain Power Ideation / idea management software Enables business leaders to tap into employees to solve business problems Augments traditional brainstorming methods Social media tool with gaming engine Sophisticated ranking and scoring algorithms Allows employees to discuss, vote, review, form teams Makes idea development more transparent by pushing conversations out into the open instead of inboxes Corporate idea repository 8 Property of Allstate Insurance Company Proprietary & Confidential
- 9. 9 Property of Allstate Insurance Company Proprietary & Confidential
- 10. Engaging, easy-to-use idea posting 10 Property of Allstate Insurance Company Proprietary & Confidential
- 11. Widget power: transparent status indicators 11 Property of Allstate Insurance Company Proprietary & Confidential
- 12. 12 Property of Allstate Insurance Company Proprietary & Confidential
- 13. The Idea Funnel 13 Property of Allstate Insurance Company Proprietary & Confidential
- 14. Site Statistics 14 Property of Allstate Insurance Company Proprietary & Confidential
- 15. round table 15 Property of Allstate Insurance Company Proprietary & Confidential
- 16. Allstate employee badges 16 Property of Allstate Insurance Company Proprietary & Confidential
- 17. Beware the Slippery Slope argument A B C Death 17 Property of Allstate Insurance Company Proprietary & Confidential
- 18. Structure helps provide focus 18 Property of Allstate Insurance Company Proprietary & Confidential
- 19. Assessing the value of social media What has changed as a result of the effort? Problems solved, time saved Better outcomes through collaboration Strategic stories Transparency Dividends A-ha moments and knowledge accidents 19 Property of Allstate Insurance Company Proprietary & Confidential