eMetrics: Business Optimization - A Study in Change Management
Lizzie Schreier, Allstate Insurance
- 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"
- Showing Video to Mission Impossible theme. Started with 90% abandonment rate...
- Allstate is a very siloed organization. -Schreier #emetricsby destinationCRM via twitter 10/21/2009 9:13:19 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).
- Lizzie from allstate is busting up the room at #emetrics. Bravoby johnlovett via twitter 10/21/2009 9:16:52 PM
- RT @destinationCRM: Allstate is a very siloed organization. -Schreier #emetrics (Any company is not?)by ed_wu via twitter 10/21/2009 9:16:58 PM
- Shouldn't be "vendor," should be "partner," otherwise, you're just another "customer" -Schreier #emetricsby destinationCRM via twitter 10/21/2009 9:17:01 PM
- Lizzie Schreier Allstate partnered groups internally and CMS vendor to bring site into 21st C #emetrics http://myloc.me/188eRby soozantf via twitter 10/21/2009 9:17:08 PM
- Mission Accomplished: Impressive SEO improvement results. Moved from 9th page to 2nd position ranking for key phrases. Conversion increased from 20 to 90%.
- You're never really done with something. If you walk away, ppl forget about it, rather than enhancing what you've built -Schreier #emetricsby destinationCRM via twitter 10/21/2009 9:19:17 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
- AllState from 75 percent abandon from Home to 95 percent conversion #emetrics http://myloc.me/188i1by soozantf via twitter 10/21/2009 9:20:48 PM
- SEO improved from 9th page to #2 position; Conversion jumped from 20% to 90%; fought for biz to own 90% of site -Shreier #emetricsby destinationCRM via twitter 10/21/2009 9:20:57 PM
- Other than global header and footer, biz completely manages site: Can deploy in real-time, and enhance brand consistency -Schreier #emetricsby destinationCRM via twitter 10/21/2009 9:21:07 PM
- "[Schreier] laughed for a long -perhaps disrespectful- amt of time" at the idea of having to wait 18 mos to launch refreshed site #emetricsby destinationCRM via twitter 10/21/2009 9:25:33 PM
- Lizzie Schreier - the Kathy Griffin of Web Analytics! Great preso on change management at #allstate! #measure #emetricsby widgetgirl via twitter 10/21/2009 9:26:52 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)
- Neat - insurance site until you click on media and then top banner flips to become corp brand. Lizzie Schreier @Allstate Insurance #emetricsby EricaStAngel via twitter 10/21/2009 9:28:18 PM
- RT @soozantf: AllState from 75 percent abandon from Home to 95 percent conversion #emetrics (I think she meant "clickthru" by "conversion")by ed_wu via twitter 10/21/2009 9:28:26 PM
- "We started with writing a biz case - bc you have to write a biz case to even go to the bathroom - which I got approved!"-Schreier #emetricsby destinationCRM via twitter 10/21/2009 9:30:14 PM
- Lessons learned 1: People have long memories
- Lessons learned 2: Understand the culture. Respect it. But it doesn't mean you have to be part of it.
- Lessons learned 3: Pick your battles carefully. Make sure when you give it up, the 'winner' knows it's a big deal.
- This #emetrics keynote is kind of an Optimost commercial but the presenter is a scream. At least she's telling a story about real value!by erictpeterson via twitter 10/21/2009 9:34:58 PM
- Lessons learned 4: Pick partners carefully
- Lessons learned 5: Select people with care
- It's v. impt to understand & respect the culture, but by no means am I implying that U need to FOLLOW it. Work THRU it -Schreier #emetricsby destinationCRM via twitter 10/21/2009 9:36:40 PM
- Battle picking, partner picking, people picking [Be picky!] -Schreier #emetricsby destinationCRM via twitter 10/21/2009 9:36:41 PM
- "Understand the culture, respect the culture, but doesn't mean follow the culture. Work through the culture." Schreier @allstate #emetricsby EricaStAngel via twitter 10/21/2009 9:36:42 PM
- Next challenge - Social Media. Up next: Top 5 tips for getting Legal Support (these are also applicable for getting Leadership support)
- 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.
- Schreier shares tips for getting legal (leadership) support #emetricsby destinationCRM via twitter 10/21/2009 9:40:00 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.
- Legal Tip 2: Educate (a 2-way street, all need to learn, not a one-way sell)
- Legal tip 2) Educate: I have to help these guys, educate them, now that they've educated me on their issues. #emetricsby destinationCRM via twitter 10/21/2009 9:42:52 PM
- AllState Understand issues culture have with new feature like soc media before say what want to do #emetrics http://myloc.me/188Eyby soozantf via twitter 10/21/2009 9:42:54 PM
- Fact finding: Do your homework: Started by asking them ?s to learn more about why there are barriers/obstacles #emetricsby destinationCRM via twitter 10/21/2009 9:42:56 PM
- Legal Tip #3: Customize your language for the audience
- Legal tip for social media green light: Call social media "content syndication for organic search" - Schreier @allstate #emetrics [me: wow]by EricaStAngel via twitter 10/21/2009 9:44:28 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..."
- Schreier avoids the term "social media" bc they freak out. Calls it "content syndication for organic search." That's what it is! #emetricsby destinationCRM via twitter 10/21/2009 9:45:10 PM
- In a couple of months, Schreier brought up Twitter. Then Facebook, then videos...
- Social Media is just "syndicated content for organic search" - tip for getting your legal team to approve social media program. #emetricsby widgetgirl via twitter 10/21/2009 9:45:31 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"
- Tip 4) Walk before U run. Baby steps. Start w. topic forums, then Twitter, then Facebook, the podcasts (26 total outlets w/in yr) #emetricsby destinationCRM via twitter 10/21/2009 9:46:28 PM
- Tip 5) Prove, Communicate, Enhance, Repeat: Walk together every step of the way. -Schreier #emetricsby destinationCRM via twitter 10/21/2009 9:47:39 PM
- describing social media to lawyers: "content syndication for organic search" they were less scared. #allstate #emetrics speak their lang.by johnlovett via twitter 10/21/2009 9:47:40 PM
- Next, Schreier showed how 5 Legal tips can be distilled to 3 Leadership tips.
- @jimsterne pls invite #allstate Lizzie back to #emetrics again and again. Highly entertaining keynote.by johnlovett via twitter 10/21/2009 9:49:23 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)
- The longest tail for Allstate's social media was signing up msg board with vendor (6 mos) #emetricsby destinationCRM via twitter 10/21/2009 9:49:35 PM
- Jim Sterne: "Holy Crap" - On to Q&A...
- lesson learned? "If you really want to rock and roll, go work for a company that doesn't know what it's doing" #emetricsby destinationCRM via twitter 10/21/2009 9:51:07 PM
- "If you really want to rock-n-roll, go work for a company that doesn't know what its doing." @jimsterne on #emetrics career adviceby EricaStAngel via twitter 10/21/2009 9:51:08 PM
- Just to clarify: Allstate's conversion is getting a quote. Schreier needs to "fill the funnels" - not get people to buy #emetricsby destinationCRM via twitter 10/21/2009 9:51:58 PM
- #eMetrics folks: what's the #1 thing you'll change when you go back? Here is mine: "customize language for audience" via Allstate Lizzieby ed_wu via twitter 10/21/2009 9:53:36 PM
- RT @ johnlovett @jimsterne pls invite #allstate Lizzie back to #emetrics again & again. Highly entertaining keynote - 2ND!by arkley68 via twitter 10/21/2009 9:54:03 PM
- End keynote. Memorable, entertaining, and with measurable results.
- RT @tweetesa: Call social media "content syndication for organic search" #emetrics [me:not sure it works for other companies than Allstate]by ed_wu via twitter 10/21/2009 9:57:31 PM
- RT @johnlovett: @jimsterne pls invite #allstate Lizzie back to #emetrics again and again. Highly entertaining keynote.by Joel_Wright via twitter 10/21/2009 9:57:32 PM
- Lizzy from Allstate was one of the most engaging #emetrics keynotes ever! Nice job @JimSterneby erictpeterson via twitter 10/21/2009 9:57:33 PM
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