Lizzie Schreier, eMetrics Keynote (http://emetrics.org/washingtondc/), presenting Business Optimization - A Study in Change Management. "This is not about data... This is about how to get the crap done that you really need to get done"
by june_li at 10/21/2009 9:08:12 PM
Showing Video to Mission Impossible theme. Started with 90% abandonment rate...
by june_li at 10/21/2009 9:09:37 PM
Allstate's web tale: Very silo'd. Was primarily selling through agents channel. Have 14,000 agents on the street. Content update cycles? Content only updated when IT made a website change (approx. quarterly).
by june_li at 10/21/2009 9:13:29 PM
Mission Accomplished: Impressive SEO improvement results. Moved from 9th page to 2nd position ranking for key phrases. Conversion increased from 20 to 90%.
by june_li at 10/21/2009 9:18:59 PM
More improvements....Speed: Went from quarterly content updates to real time. Brand: From bag-of-hammers website look & feel to Consistent style and tonality
by june_li at 10/21/2009 9:20:46 PM
Phase II refresh: SEO - continued consistently high search rankings. Conversion results: Agent Locator: 44%; Quotes: 104%; Calls 207%, Auto section: 96%; Property Section: 47%. Ownership now 100% by business. Optimization is ongoing & easy. (Using Optimost)
by june_li at 10/21/2009 9:28:04 PM
Lessons learned 1: People have long memories
by june_li at 10/21/2009 9:33:34 PM
Lessons learned 2: Understand the culture. Respect it. But it doesn't mean you have to be part of it.
by june_li at 10/21/2009 9:34:01 PM
Lessons learned 3: Pick your battles carefully. Make sure when you give it up, the 'winner' knows it's a big deal.
by june_li at 10/21/2009 9:34:47 PM
Lessons learned 4: Pick partners carefully
by june_li at 10/21/2009 9:36:10 PM
Lessons learned 5: Select people with care
by june_li at 10/21/2009 9:36:36 PM
Next challenge - Social Media. Up next: Top 5 tips for getting Legal Support (these are also applicable for getting Leadership support)
by june_li at 10/21/2009 9:38:13 PM
Legal Tip 1: Do your homework. First meeting was all about fact finding; no presentation. Asked questions of the 'friendly' legal team. "Raise your hand if you're active in social media" One person did. Now her biggest supporter.
by june_li at 10/21/2009 9:39:56 PM
Schreier wanted to deploy a message board as first soc med Allstate project. Asked "Help me understand, how are we liable?" Understand their 'freakout' factors. Legal explained possible problems.
by june_li at 10/21/2009 9:41:37 PM
Legal Tip 2: Educate (a 2-way street, all need to learn, not a one-way sell)
by june_li at 10/21/2009 9:42:25 PM
Legal Tip #3: Customize your language for the audience
by june_li at 10/21/2009 9:43:03 PM
Legal Tip 4: Walk before you run. Received a lot of traffic right away. Showed content of this traffic to the Legal team. "See nothing to worry about..."
by june_li at 10/21/2009 9:44:39 PM
In a couple of months, Schreier brought up Twitter. Then Facebook, then videos...
by june_li at 10/21/2009 9:45:29 PM
Legal Tip 5: Prove. Communicate. Enhance .... and Repeat. Schreier's team are now experts in deploying soc med "go talk to Lizzie's team"
by june_li at 10/21/2009 9:46:24 PM
Next, Schreier showed how 5 Legal tips can be distilled to 3 Leadership tips.
by june_li at 10/21/2009 9:47:52 PM
Key lessons learned: Start small (keep something in your back pocket); Leverage resources (external support network of other corporate soc med practitioners...e.g. Walmart soc med contact provided advice); Get commitment (time resources, money)
by june_li at 10/21/2009 9:49:25 PM
Jim Sterne: "Holy Crap" - On to Q&A...
by june_li at 10/21/2009 9:49:46 PM
End keynote. Memorable, entertaining, and with measurable results.
by june_li at 10/21/2009 9:55:54 PM