integrated marketing summit denver - integrated social media
TRANSCRIPT
Integrated Social Media - IMS
7/20/10
Agenda• ChrisKovac.com - (@chriskovac)
– Nicholson Kovac• Theory of Social (Media) Influence • Where to Start?
– Objective, Blueprint, Strategy, Listening• Social Media Integration & Engagement
– Best Practices– Content– Integration
• Soapbox– Dunbar’s law (150 connections)
• Q&A
Shameless Self-Pub• Integrated Marketing
Communications (agency)– Full service
• Located in Kansas City, MO• 45/55 B2C vs. B2B• Process• Strategic-driven creative• Integration
20 Clients100 Brands
Philadelphia, Pennsylvania
Utica, New York
Harrison, ArkansasDes Moines, Iowa
Toledo, Ohio Omaha, Nebraska
St. Paul, Minnesota
Nicholson Kovac and Social Media• NK New Media Studies– Agriculture– Veterinarian & Pet Owner– Health Care Professionals
• Interesting insights
Dining Room Table Example
“Consumers are the new media”
Tim Williams – Ignition Group
How Users Consume Social Media
Theory of Influence• Second-order Influence• Offline vs. Online
– Trade Show
• 1740 followers on Twitter = Influence of Nearly 12.3M
• Dan 1170 Followers = 16.9M– Quality vs. Quantity
• How do We Find the Key Influencers?– Twinfluence.com
Theory of Influence• 50 “followers” vs. 10k– What if?
• Don’t underestimate the power of 1:1!– Your friend's friends
• Talk within their channel– We need to be on Twitter?– Why?– Forums, Blogs, Video
NK Social Influence Model• Listen– Powerful Market Research
Tool
• Strategy• Engagement (Tactics)• Integration• ROI
Business Cases – Social Media• Awareness• Lead/Sales• Retention/Up-sell• Customer Service (sCSR)• Overlay Other Data (Web,
Sales, SEM, Media)• Community Relations• Track ROI• Integration with Marketing
Where to StartThis all sounds good, but
where do I start?
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• Out-of-box vs. Enterprise– PRNewswire
• Social Media Metrics
– Nielsen BuzzMetrics– SocialRadar by Infegy
• Other
Good tips to remember
Best Practices at the Macro Level
“Rules” of Engagement• Please Don’t Shout!!– Limit broadcasting
• Don’t SPAM– (DM/@replies)
• Listen to marketplace– Alerts (dining room
table)
• Be a thought leader• Interact & participate• Integrate
Macro Best Practices• Strategy: Test & Refine• SEO (own the serp)• Needs-based comms
– Ask your audience– Polls– E-research– Cause marketing
• Social CRM (sCRM)– Open hours– Response time– Resource management
• Promote
Make it Viral• "Share This”• Social sharing
– Digg, Deliecios, StumbleUpon
• Seed content– Solicit feedback– Listen to channel
• Tactics:– Blog– SNR– Web– Offline (leave behind)
“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
Multi-Media• Audio (Podcasts)– Social News Release
• Video (YouTube)– Trade Shows
• Photo-sharing (Flickr)– User Generated Content
Social Media Integration
Corporate Communications• Social Media Policy• Corporate– Online Reputation
Management– Employees– Community Relations– Key Executives– Brand Hijacks– HR
Walled Garden
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– 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• It’s time to integrate!• Promote social media
profiles– Twitter, Facebook,
LinkedIn, YouTube, Flickr
• Social media messaging– We want to engage with
you!
• Drive Web and social media traffic
•
Market Research• Ask your audience about
their social media habits– Online surveys– Focus groups– Social media monitoring
• Deliver needs-based communications
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 (CSR)• Overlay Other Data (Web,
Sales, SEM, Media• Track ROI• Integration with
Marketing
Evolution of Social Media
B2B vs. B2C(Health Care, Aerospace)
Soapbox• Dunbar’s Law (150)– Corporate Communications
• Remember Engagement Best Practices
• It’s About Building Real Relationships
• Closing Thoughts• Thanks!
My Influencers• @garyvee • @prsarahevans • @jowyang • @briansolis • @unmarketing
Chris Kovac• ChrisKovac.com• @chriskovac• ckovac@nicholsonkovac
.com• MoblieLocalSocial.com• Marketing Elements
Podcast – @TimGoleman
Thank You for Attending!Q & A