Welcome to Nicholson Kovac’s “Integrated Social Media”

9/22/10

Introduction by Kerstin Deppe (@kayhaswings)

Submit Questions:KDeppe@NicholsonKovac.comor 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