AMA Influencer Marketing Deck

Social Media for Marcom Professionals

Chris Kovac @chriskovacRamsey Mohsen @ramseym

Joe Cox - @joenormal

Dining Room Table Example

(We need to be on the Twitter!! But, why?)

Social Media Integration: Start with marketing objectives (measurable) and business cases.

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

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

Social Media Profiles• Reserve your profiles (even

if you don’t plan to use…)– Twitter, Facebook (networks)– YouTube (video)– Flickr (photos)

• “Point” to website– Search-friendly (SEO)

• Company/brands– Prevent Brand “Hijacks”

• Issues

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

“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!

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

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)

Use Technology to Manage!• Tweetdeck• CoTweet• HootSuite• More…

Web/Social as a Call-to-Action (CTA) w/ Traditional Advertising

- Phone #- Website

- Social Profiles (new opps)- Integration

Recap• Start with measureable

objective• Listen to the marketplace

– Free tools– Relevance

• Message Map & editorial calendar

• Integrate w/ traditional media– Call-to-action

Let’s Connect!• ChrisKovac.com• NicholsonKovac.com• @chriskovac (twitter)• ckovac@nicholsonkovac.com• http://www.linkedin.com/in/

chriskovac

• MoblieLocalSocial.com

Joe Cox@joenormal

Coca-Cola Companies

@joenormal

Online Influencer

Engagement

Field Marketing

Influencer 1.0

• Events are tough• We aren’t that cool• Find someone who is• We are Connectors

Influencer 2.0

• Social Media is tough• We still aren’t that cool• Find someone (online) who is• Still connectors

What it’s not

$Macro Celebrity =

Or this….

Who it is

Passionate

leaders

niche

real people

communicators

14

What do Influencers find Valuable?….How can you foster the relationship

People like to be recognized. Ask for their Point of View. Link to their accounts or posts. Re-tweet or even offer guest posts. Ask for their feedback.

Link to their accounts or posts to help increase traffic to their sites/pages. Retweet, or include them in any events (virtual or physical) that will help increase their profile & traffic c.

Influencers have their own events & agendas. Support them with the appropriate behaviors such as linking, re-tweeting to or even free product.

Being an influencer can be tough. They need great content to keep their followers interested. Provide them with a source of content that has been curated by your brands and/or original content provided by the brand that has value to them AND their community.

RECOGNITION

TRAFFIC

SUPPORT

CONTENT

What it looks like

13

Field Marketing vs. PR Outreach

RELATIONSHIPS TRAFFIC

Announcements

Attendance

Events/Advocacy

Ongoing Relationship

News

Media

Big Blogs

National Events

Engaging for Different Reasons

Local Relationships (FM)• Inviting them• Local Sponsorship • Ongoing conversation• Mutual Support

Media Relationships (PR)• Agreements • National Sponsorships• Planned Appearances• Brand Event Promotions

Opportunities

• Scalable- National/Local• Leverage Social Media big or small• Cost Efficient

Challenges

• Time • Control

The FLOW

Discover

Google AlertsTwitter SearchMeetup.comSocial MentionPeople BrowsrIceRocketuberVu (freemium)BoardTracker

Alterian SM2Lithium Radian6SysomosTrackur

AlltopListoriousTwitalyzerPostrankKloutBlogDashmBlastTraackr

Free Stuff Paid StuffInfluencer Tools

HowTips for meaningful outreach

Remember, it’s probably NOT their Day JobRecognize that they are probably juggling a lot of other things. Be respectful of their time. Keep your messaging and outreach clear and concise.

Tell them WHY you are reaching outWhat was it about them or their content/network that makes them relevant and tell them what you have in mind.

Tell them what the VALUE is for themThis is about building a relationship, so express the value that they’ll receive by coming on board.

Respond QuicklyBe respectful of their time. If you get a response indicating that they are willing to engage, follow up right away. Send them whatever additional information they’ve requested, product, etc.

Nurture the RelationshipDon’t forget about your influencers. Think of ways that your brand can add value to your influencers interests & initiatives before, during & after your engagement with them.

Do your HomeworkGet to know your potential influencer. Do some research about them. Explore their social networking profiles (Facebook, Twitter, etc.). Read their blog. Learn about their connections “on the ground” , outside of the digital sphere. Know their interests, what makes them tick and truly understand the value you can bring to one another.

Engage. Don’t PitchThese people are real. Be real. Talk with them on a personal, human level, not like a sales pitch. Be Authentic…They’ll appreciate it.

Choose the Right MediumContact them in the place that makes the most sense for them, whether it be via email, Twitter, Facebook, their blog, etc. You’ve done your homework, you know which works best for them.

Write the Perfect Message…for THEMNo copy and paste! Think about the things you’ve learned about them from your homework and write to them in a way that is natural for you and relevant for them.

Make

Other things to be on the Lookout for…Have they posted about your initiative, brand or product in the past? What has been the tone of the post? Positive? Negative?

Have they posted about being “pitched” in the past and been turned off?

Have they talked about a brand who reached out to them in an effective way? Learn from that & tailor your outreach for success.

Make

5

I’ve done my homework… now

what should I write?

How do we know each other?

What can we do together?

What’s in it for them?

Clear “call-to-action”— so what’s next?

Make

Manage

IRM = INFLUENCER RELATIONSHIP MANAGMENT

Measure

Thank You

@joenormal

joe@joecox.me

Ramsey Mohsen@ramseym

Digital Evolution Group

Is social media the answer?

No.

No. Social Media isn’t replacing anything.• It’s 1 part of the spectrum of communication.• It should be “with” not “instead of”.

"Your website isn't a destination. Get over yourself."

Your website isn’t good enough.• It’s not a destination.• A website is 1 component of a larger online strategy.• You must have “outposts” for discovery.• All roads should lead back to your website(s).

58% check email first.

• …people start their day by checking their email.

- eMarketer, July 2010

You need to have a digital strategy.The channels all support each other.• Website• Email• Google Search• Facebook• YouTube• Twitter• (...other social media tools)

Hallmark Cards – A Success Story

Corporate Website & Newsroom

Social Aggregation & Online Community

Facebook

youtube.com/Hallmark

blog.hallmark.com

Tips

• Start small, show results, and then expand.• Involve legal and HR in the beginning.• How can we distribute social media knowledge

across the entire organization, including ongoing training and knowledge sharing?

• Follow other companies regularly, and start using the tools.

Are you ready?

• Can you devote the time?• Can you sustain the effort?• Is there project ownership internally?• Is there a commitment to transparency?• Is there executive sponsorship?• Are you prepared to take action on the feedback?• Do you know what you want to accomplish?

The Cart Before the Horse

Many of you are engaging in social media (e.g. Facebook, Twitter, blogs)…

• But are you doing your social strategy backwards?

The Cart Before the Horse

80% is strategy.20% is technology.

What to do next?

You need a plan…

that considers your objectives

and your targets…

before you select your strategies

and technologies.

Questions?

Ramsey Mohsen www.ramseymohsen.com

mohsenr@digitalev.com @ramseym