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Slides from the Integrated Marketing Conference in St. Louis 2010 - "Integrated Social Media + Best Approaches"
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Integrated Marketing Summit “Integrated Social Media”
10/21/10
Agenda
• ChrisKovac.com - (@chriskovac)– Nicholson Kovac
• Theory of Social (Media) Influence • Where to Start?• Social Media Engagement & Integration• Closing Thoughts– 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
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
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
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
Social Clutter
Resources & Training
• Start with savvy volunteers – Small committed team– Multi-discipline
• PR, MTKG, HR, etc– On-call (be ready!)
• “Think roles, not people”– @CraigMeurer
• 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
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)• 5 things to remember– Listen/Monitor– What’s the objective?– Test & refine– Engage via real relationships– Integrate!
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