integrated marketing summit st louis 2010

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