integrated marketing summit - chicago august 2010
DESCRIPTION
Integrated Social Media presentation from Chicago's Integrated Marketing Summit, August 24th, 2010.TRANSCRIPT
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