integrated marketing summit - chicago august 2010

Integrated Social Media – Chicago IMS

8/24/10

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

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• 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

“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

• 1810 followers on Twitter = Influence of Nearly 12.7M

• Dan 1170 Followers = 16.9M• How do We Find the Key

Influencers?– Technology– Twinfluence.com

Theory of Influence• 50 “followers” vs. 10k– What if?

• Quality vs. Quantity• Don’t underestimate the

power of 1:1!– Your friends’ friends

• Talk within their channel• Online to Offline

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

• Follow Back!• Don’t SPAM– (DM/@replies)

• Listen to marketplace– Alerts (dining room

table)

• Be a thought leader (1st)• Interact & participate

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

“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)

Social Media Profiles• Reserve your profiles (even

if you don’t plan to use)– YouTube– Twitter– Flickr– Facebook

• “Point” to Website• Company• Brands• Issues

Make it Viral• "Share This”• Social sharing

– Digg, Deliecios, StumbleUpon

• Seed content– Solicit feedback– Listen to channel

• Tactics:– Blog– SNR– Web– Offline (leave behind)

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• 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

• Store signage

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 • @briansolis • @unmarketing

Let’s Connect!• ChrisKovac.com• @chriskovac (twitter)• ckovac@nicholsonkovac

.com• http://www.linkedin.co

m/in/chriskovac

• MoblieLocalSocial.com• Marketing Elements

Podcast – @TimGoleman