Welcome to Nicholson Kovac’s “Integrated Social Media”
9/22/10
Introduction by Kerstin Deppe (@kayhaswings)
Submit Questions:[email protected] via the Chat Feature
Agenda
• ChrisKovac.com - (@chriskovac)– Nicholson Kovac
• Theory of Social (Media) Influence • Where to Start?• Social Media Engagement & Integration• Soapbox– Dunbar’s law (150 connections)
• Q&A
Meeting Objective
Shameless Self-Pub• Integrated Marketing
Communications (agency)– Full service– Located in Kansas City, MO
• 45/55 B2C vs. B2B• Past B2B Agency of Year (2x)• Strategic-driven creative• Integration• New website & blog
Dining Room Table Example
Evolution of Social Media
B2B vs. B2C(Pizza, Health Care,
Aerospace)
Theory of Influence• Second-order Influence is
very powerful– 1810 followers on Twitter =
Influence of Nearly 12.7M– Dan 1170 Followers = 16.9M
• Peer Influence (esp. B2B)• How do We Find the Key
Influencers?– Technology!
Theory of Influence• 50 “followers” vs. 10k– What if?– CEOs
• Quality vs. quantity• Don’t underestimate the
power of 1:1!– Your friends’ friends
• Talk (influence) within their channel
Business Cases – Social Media• Awareness
• Dunkin’ Donuts KC• Lead/Sales• Retention/Up-sell• Customer Service (sCSR)• Overlay Other Data (Web,
Sales, SEM, Media)• Community Relations• Track ROI• Integration with Marketing
NK Social Influence Model• Listen– Powerful Market Research
Tool
• Strategy• Engagement (Tactics)• Integration• ROI
Where to Start?• Listen• Define objectives (measureable)• Audience segmentation• Develop strategies
– Existing Marcom integration
• Message Roadmap– Who, what, when– “One thing”– Resource management
• “Content is King”
Social Media = Real-time Focus Group
Social Media Monitoring• Brands• Competitive Landscape• Marketplace Issues• Identify Key Influencers
(KOLs)• Social Media Channels• Alerts
Free Monitoring Tools• Google Alerts• Social Mention.com
– Multi-channel
• Topsy.com– Tweets/photos
• Trackur– Email alerts
• Kurrently– Twitter/Facebook
• MonitorThis.com– Multi-channel
Paid Monitoring Tools• As low as $100/mo– Companies, brands,
competitors, issues– Facilitates
engagement– Crisis management
• Out-of-box vs. Enterprise
• Making sense of the data…
Good tips to remember
Best Practices at the Macro Level
Race to Urgency
Resources & Training
• Start with savvy volunteers – Small committed team– Multi-discipline
• PR, MTKG, HR, etc– On-call (be ready!)
• Crisis management plan– 6:30pm on a Friday
• Respond via channel (Twitter, YouTube, etc)– Domino’s (pizza) mistake
Social Media Profiles• SEO gold!
– Profile, tags, URL
• Reserve your profiles (even if you don’t plan to use)– Blogs
• Wordpress, Tumblr
– YouTube– Twitter– Flickr– Facebook
• “Point” to website• Company/brands• Issues
“Rules” of Engagement• Test & Refine• Please Don’t Shout!!
– Limit broadcasting
• Don’t SPAM– (DM/@replies)
• Listen to marketplace– Alerts (dining room table)
• Be a thought leader (1st)• Make it easy to share…• Follow Back!
“Content is King”• Tell a story!
– (you have one)
• Think multi-channel• Content Development
– Product Demos– Testimonials– Key Execs/Staff– Community– Repurpose Content– UGC– More
Old Spice Case Study = 107% Gain
Editorial Calendar• News (try to limit)• Events/Meet-ups• Ask! (What did you think
of______?)• Retweets/Reposts• Culture• Tips• Encourage Sharing!• More Sharing = More
Engagement , Followers(@MackCollier)
Cause Marketing
+
Build “Message Map”
• Audience segmentation– Audiences need slightly different
messages– Staff, media, customers
• Message development– Blueprint– Objective– Measureable
• Role-playing different scenarios
• Measure & analyze– Monitor sentiment
Use Technology to Manage!• Tweetdeck• CoTweet• HootSuite• More…
Social Media Integration
Integrating Social Media into Traditional Marketing
Corporate Communications• Social Media Policy• Best Practices– Establish “ground rules”
• Continuing Education• Who Manages?– PR– Marketing– Web Team
Walled Garden
Market Research• Ask your audience about
their social media habits– Online surveys– Focus groups– Social media monitoring
• Deliver needs-based communications
Internal Communications
• Increase awareness internally (it’s still new)– Website– E-newsletters– Biz Cards– Email signature– Intranet– Signage
Public Relations• A Natural Fit…– Social News Release– Blogging/tweeting– Online Reputation
Management– Trade Shows– Events (radio remotes)– SEO-friendly– Word of Mouth
What is a Social News Release (SNR)?
• Search engine friendly (SEO)– Also journo friendly– News aggregators
• Multi-format– Audio/video/photos– Embedded links
• Measureable– Drive qualified traffic
• Test and Refine
Trade Shows• Meet in person, continue
relationship via social media• Lots of opportunity
– Meet-ups– Product demo or testimonial
(video)– Live blogging/tweeting– Live Video
• (John Deere)
– Ask target audiences “How do you use social media”
Traditional Advertising• Promote social media
profiles– Use full URLs– Twitter.com/yourprofile– Twitter, Facebook, LinkedIn,
YouTube, Flickr
• Social media messaging– We want to engage with
you!
• Drive Web and social media traffic
• Track ROI
Measurement and ROI• Web Analytics
– Unique visitors– Page Views– Time on site– Referring URLs
• Twitter• Facebook• YouTube
• Social Media Metrics– Bit.ly– Followers/posts/RTs– # of conversations
• Monitoring
Business Cases – Social Media
• Awareness• Lead/Sales• Retention/Up-sell• Customer Service (sCSR)• Overlay Other Data
(Web,Sales, SEM, Media)
• Track ROI• Integration with Marketing
Closing Thoughts• Dunbar’s Law (150)– Corporate Communications
• Remember Engagement Best Practices
• It’s About Building Real Relationships
• Closing Thoughts• Q&A
Social Media Whitepaper
Let’s Connect!• ChrisKovac.com• @chriskovac (twitter)• ckovac@nicholsonkovac
.com• http://www.linkedin.co
m/in/chriskovac
Thank You for Attending!Q & A
