reputational return of community engagement vicky dinges vice president - public social...
TRANSCRIPT
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Reputational Return of Community EngagementVicky DingesVice President - Public Social Responsibility and Enterprise Communications
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“Allstate is a part of society, not apart from society”
– Tom Wilson, Allstate CEO
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Agenda
• Allstate Corporate Relations Overview
• Building Our Reputation Strategy – The Katrina Story
• Importance of Reputational Leadership
• Discussion Topics
• Questions
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CORPORATE RELATIONS AT ALLSTATE
Media
Public Social Responsibility
The Allstate Foundation
Enterprise Communications
Reputation
CEO SupportRegional Support
Advocacy
Strategy
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ALLSTATE’S CORPORATE RELATIONS PRIORITIES
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COMMUNITY ENGAGEMENT EARNS ALMOST 200M IMPRESSIONS FOR 2012
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Importance of Reputational Leadership – Katrina Story
2005 – Worst Natural Catastrophe in Allstate’s 80 Year History
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KATRINA RESPONSE
• First to reach downtown New Orleans
• Within two weeks, had 4,000 claims adjusters helping 200,000 customers
• Employees personally devastated devoted significant time to help customers
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KATRINA RESPONSE
• Focused on rebuilding New Orleans’ non-profit community
Established $700,000 Hurricane Recovery Fund
Employees / company contributed $4M to Red Cross
Partnered with Urban Institute and LANO
Launched Little Hands playground initiative
Committed to long term
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KATRINA STORY
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“This needs to be said. Thank goodness Allstate stepped up – with money and volunteers – when others wouldn’t.
We need 10 more Allstate Foundations working in our city…”
- Babs Johnson, New Orleans, January 2008
KATRINA RESPONSE
Unsolicited Letter-to-the-Editor in Allstate’s Favor
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The Importance of Reputational Leadership
Companies identified as most admired by their peers and consumers benefit from direct financial returns
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• It is no longer enough for companies to offer attractive products or services
• Consumer trust must be earned through an emotional connection
• Moving from average to strong reputation increases Consideration 11%
11%
The Importance of Reputational Leadership
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Reputation Leadership Strategy
Phase I – Develop Basic Reputation Program
Phase II – Build Comprehensive Reputation System
Phase III – Increase Awareness and Engagement
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Copyright © 2010 Reputation Institute. All rights reserved.
17.7%12.7%
13.5%13.1%
12.9%14.3%
15.8%
18.1%12.7%
13.2%12.8%
13.3%14.2%
15.7%
20102011
OUR REPUTATION MODEL: 7 DIMENSIONS TO DRIVE ESTEEM, ADMIRATION, FEELING and TRUST IN THE ALLSTATE BRAND
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Proprietary & Confidential
Reputation By Stakeholder
Agency OwnersCustomers
Opinion Leaders
Employees
Consumers
Policy Makers
Investors
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Proprietary & Confidential
Excellent
Weak
Average /Moderate
Strong
8484
Create Advocates
Build Credibility & Trust
Increase Awareness & Demonstrate Consumer Expectations
Build Alignment & Engagement
Stakeholder Scores
Reputation Priorities
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Introduce Branded Theme
Focused on internal audience first
Drive Awareness, Participation and Demand
CAMPAIGN STRATEGIES
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Internal Communication Blitz
• Launch ongoing “surround sound” communications
• Leverage national and regional communication channels
• Actively involve employee network groups
• Increased scale of Allstate Ambassador program
BUILD INTERNAL VISIBILITY
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Community Involvement e-Newsletter
Officer Board Participation
National Volunteerism
Social Media Outreach
Singer Taylor Swift presents award during The Allstate Foundation Teen Safe Driving Program Contest
BUILD EXTERNAL VISIBILITY
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• Increase agency owner awareness: 4%
• Increase employee awareness: 3%
• Fortune’s Most Admired Companies
RETURN ON REPUTATION (ROR vs ROI)
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Katrina Story Today – Catalyst for Positive Change
• Non-profit community redevelopment became national model
• Community leader partnership
• Rebuilding efforts
Sugar Bowl
Seven new playgrounds
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vBE HANDS ON!GIVING BACK IS GOOD FOR BUSINESS