IMS – Minneapolis

Integrated Social Media

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

Nicholson Kovac and Social Media• NK New Media Studies– Agriculture– Veterinarian & Pet Owner– Health Care Professionals

• Interesting insights

20 Clients100 Brands

Philadelphia, Pennsylvania

Utica, New York

Harrison, ArkansasDes Moines, Iowa

Toledo, Ohio Omaha, Nebraska

St. Paul, Minnesota

“Consumers are the new media”

Tim Williams – Ignition Group

Social Influence Marketing (Fluent)

• Why Social Influence?– Trade show

• Online and offline WOM• Razorfish fluent whitepaper– (progressive)

• True Relationship Marketing (1:1)– scalable

• Measurable

NK Social Influence Model• Listen– Powerful Market Research

Tool

• Strategy• Engagement (Tactics)• Integration• ROI

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 - Clusters

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

Evolution of Social Media

B2B vs. B2C(Health Care, Aerospace)

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

How Users Consume Social Media

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– Blogs, forums, SNR

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

Creative – Augmented Reality

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

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 • @bsolis • @unmarketing

Chris Kovac• ChrisKovac.com• @chriskovac• ckovac@nicholsonkovac

.com• MoblieLocalSocial.com• Marketing Elements

Podcast – @TimGoleman

Mobile – Local – Social

Thank You for Attending!Q & A