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Integrating Marcom and Social Media C21 3 2010


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Intergrating Marcom and Social Media - c21's presentation to FPRA in Pensacola, Fl., March 18, 2010

Intergrating Marcom and Social Media - c21's presentation to FPRA in Pensacola, Fl., March 18, 2010

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  • Show of hands, how many of you are using social media? FB Twitter Anything else? Do you have a strategy around social media? How many sm applications do you think exist?
  • At the turn of the century, marketing communication began to become more complex. We realized that we needed to cut through the clutter and reach target audiences through multiple channels in order to get them to engage. To do this, we integrated our communication tools so that they heard about us over a radio campaign, saw an expert talking about us on the local news, received a newsletter in their home or work mailboxes, etc. If done correctly, these touchpoints drove behavior change---that ultimately caused sales to increase…
  • More than 200 applications out on the internet in which to connect with others. Of these – many fall under the term social media.
  • Engage Audience by asking their definition, then provide these terms… Social media is an umbrella term that: Defines the various activities that integrate technology, social interaction and the use of words, images and audio Communication has shifted from one to many – or broadcasting to a true dialogue and conversation (many to many) People have transformed from content consumers into content producers Interactions can include chat, e-mail, video, file sharing, blogging and discussion groups Information sharing is immediate and viral by asking questions of the audience
  • Folks were tweeting 5,000 times a day in 2007. By 2008, that number was 300,000, and by 2009 it had grown to 2.5 million per day. Tweets grew 1,400% last year to 35 million per day. Today, we are seeing 50 million tweets per day—that's an average of 600 tweets per second. People are watching hundreds of millions of videos a day on YouTube and uploading hundreds of thousands of videos daily. In fact, every minute, 20 hours of video is uploaded to YouTube Facebook users are sharing five billion pieces of content a week , or five times as much as they were in July , according to new statistics the company released this month. As of Feb 2010
  • Here are some great reasons why you should use social media. 3 out of 4 Americans use social technology – Forrester, The Growth of Social Technology Adoptions, 2008 2/3 of the global internet population visit social networks – Nielsen, Global Faces & Networked Places, 2009 Visiting social sites is now the 4 th most popular online activity – ahead of personal e-mail – Nielsen, Global Faces & Networked Places, 2009 If Facebook were a country, it would be the 3rd largest – between India and the U.S. In 2010, Gen Yers will outnumber Baby Boomers, and 96% have joined social networks
  • Does anyone ever feel like this? Your lost in the tactical maize of great opportunities and not sure which way to go… We found ourselves feeling EXACTLY like this when we began integrating marketing PR and social media for our clients back in 2007. We did some research and found that the Public Relations Society of America had an awesome planning tool we could use.
  • On your table, you’ll find copies for every attendee on PRSA’s official 10 step planning process. We’ve shortened the process to 8 steps that serve as a compass to help us navigate the maize. Once you have defined what your organization wants to be via a goal, established target audiences you need to reach with your message, agree upon objectives that are measurable for benchmarking your progress and success/failure, creating behavoiral strategies that cause the target audiences to take action, then you can list the tactics that your marketing plan will implement in order to reach the outcomes you desire. We are visual people back at c21, and looking at this long list of to-do’s made great sense, but it seemed a little – well, sterile. So….
  • …We created a marketing dashboard---that depicts an integrated marketing program in action. Here you’ll see goals, objectives, strategies and tactics---all on one page, and coupled with quarterly deadlines and who’s responsible for what. The tactics include marketing, PR and social media initiatives all integrated to ultimately reach our client’s goal. This is the compass that we use to get us out of the maize --- and we highly recommend you use the 10-step plan handout to navigate your own jungle.
  • So, now what? Using your 10-step process, you’ve defined your target audiences and you know the measurable objectives your boss is expecting you to achieve…but which social media platforms do you integrate into your plan?
  • Of the more than 200 social media options available worldwide today, these are the top seven we’re going to focus on Blogs, Facebook and Twitter today and hope we can help you think through some decisions about what platforms might work best for your nonprofit, government, healthcare or business to business environment.
  • How many of you have personal blogs? How many of you work for firms who have a blog? How many of you are in charge of your employer’s blog? Well, its obvious from the hands that were raised that we don’t need to review its definition, but let’s look at these amazing stats on why its important. Through blogging we are transforming what people know about companies, celebrities, sports teams and more. Blogs are read by more than 3/4ths of all Internet users. They are influencing purchase decisions, volunteer opportunities, lifestyle decisions, etc., and are establishing organizations as experts in their niche.
  • How many of you are familiar with Technorati? Well—no worries if its new to you, but check it out when you leave today, if your not already on your I-phone… Technorati began in 2002 and currently indexes 133 million blogs worldwide. Remember the old white and yellow pages? Well, Technorati is the white pages of the blogs. On Technorati’s space, you can search for blogs by vertical industry, sector, etc., to find blogs that are currently influencing your target audiences today, whether you realize it or not…
  • How many of you are on Facebook? What started in a Brown University dorm room has come a long way…. On March 1, a couple weeks back, Facebook announced they’d reached another milestone ---400M active users. But with the fastest growing segment being 35+ demographic, we’re all wondering what new social media application the young guns might move to next. The stats for Facebook are all phenom---3 billion photos, 8 billion traffic minutes on the site daily, and all this happens because each user inputs seven pieces content which creates 200 data points per profile.
  • If you are new to Facebook, or considering it for your business, you have to have a personal profile for yourself before you create a page for your employer. You become the administrator for the business page site. And, what’s awesome about Facebook pages for businesses is that Facebook offers analytics, integrated advertisement programs that you see on the right hand side of the screen and even extensions into third party creations.
  • Our challenge with the Garden was to drive about 160,000 folks to fork up the $12 admission fee to see the exhibition in the first six months. In order to do this on an extremely limited budget, we needed media relations efforts that would inundate every target market with the messages explaining WHY the Moore in America exhibit was a not-to-be-missed opportunity. Our integrated solution was to have a totally branded campaign---every element of collateral, every press release, even the tickets had the same look and feel. We launched a social media program focused on Facebook and a blog --- The FB page ran photo contest, mommy/child promotions, and more; the blog posted commentary from horticulturists, botanists, bronze sculpture experts, etc. And the visual aspect of these monumental Moore sculptures provided a great vehicle for us to create a comprehensive media relations program. The results---we exceeded the visitation goal, knocked media impressions out of the garden (so-to-speak) and the FB page boasts over 4,000 engaged fans. In the midst of a financial recession, the Garden dug its way to great success, and a major factor in that success was social media.
  • Emory Healthcare is the third largest business enterprise in the state of Georgia. Its so huge, its hard for the executives to cut through the clutter to understand niche markets like a facial plastic surgery Center. We were retained to launch this new specialty Center that used Emory’s brand for excellence, but reached a targeted audience of men and women who could afford top-shelf plastic surgery services. Our integrated solution included a web site that was easy to navigate, full of before and after photos of happy clients, content that engaged the readers on former client’s issues and what the Center did to solve them. After we launched the site, we pitched reporter exclusives and rounded out the program with e-mail marketing campaigns and an extremely targeted PPC campaign. The results---I won’t read them, but they were awesome, and the interesting tidbit about this program was that the PPC campaign converted 20 clients in two weeks---a volume that the Center couldn’t manage effectively. So we turned it off while they staffed up.
  • So, you’ve heard these great case studies from Sharon and me about how integrated marketing programs including social media can work really well, but how do you begin??
  • Well if you go back to your 10 step plan, the first thing they ask you to do is define your goal and then determine who your audiences are. Once the audiences are defined, you need to find out what platforms your audiences hang out on---maybe you do a Survey Monkey or Zoomerang survey to understand where they go for information. Definitely set up Google alerts and use all the free tools that are available to you. We want you to listen to your audiences and what they are trying to tell you.
  • How do you listen? Join groups on FB and on blogs, begin to comment within the group – or tag content and stories to share. It will spark conversations that will share and spread virally. When you begin, it may be that you share a picture of your son at a baseball game, and friends comment about it from all over the nation. Before you know it, you’ll ask a customer service question on your company’s fan page, and you’ll get multiple wall posts from customers providing insight into the issue you raised. Through sharing your company stories and engaging one-on-one with conversations, your company’s message will move from one-to-one to many-to-many.
  • When you are ready---just dive in, but here are a few tips we recommend: Ensure you have a company social media policy in place. There are lots of great ones out on the web for you to read, but you need to set expectations for employee behavior and engagement. Do the easiest first---take advantage of the low hanging fruit and build some confidence with your organizational leadership. For example, if you are looking to reach 35+ female demographic, the FB stats are pretty compelling that it’s a platform you want to use. Those measurable objectives---like tracking media coverage, sales and web site traffic will keep you going in the right direction. And---be flexible about new technology. Sharon met with Carol Kruse, who leads social media for Coke recently. She told a story about building an app for Facebook to run a promotion---and the app became obsolete in 30 days. It was great while it lasted, but technology is constantly changing and we must be prepared to embrace the change.
  • Remember these tips too: Social media is a conversation that never stops, not a campaign. That means that we need to be great collectors and curators of our products and services. An art gallery owner may receive 60 paintings for a show, but only display 10. You have the same right as the artist of your firm’s brand. Social media is going to require constant work. Because its not a campaign that can be paused like television and radio ads, social media requires care and feeding, just like this precious puppy. But---the results are definitely worth the effort. You can reap great people-to-people engagement for a small cost with monumental return on investment.
  • This slide wraps it up. We want you to integrate, engage and go be social!
  • Transcript

    • 1. Integrating Marcom & Social Media: It’s a Jungle Out There!
    • 2. In 2000, Integrated Marcom Was…
      • Marketing
        • Marketing plans, direct mail, tele-marketing, printed newsletters, etc.
      • Advertising
      • Public relations
        • Media relations, speaking, special events, community relations, etc.
      • Public affairs
    • 3. In 2010, It’s a Digital Party
      • Blogs
      • E-mail marketing
      • Mobile marketing
        • Apps
        • Coupons
        • Shopping
      • Social media
        • Facebook, Twitter, YouTube
      • Web-TV convergence
    • 4. Conversation Prism
    • 5. What is Social Media?
      • Some say “social media is like teen sex. Everyone wants to do it. Nobody knows how. When it’s finally done, there is a surprise it’s not better.” - Avinash Kaushik, Analytics Evangelist
    • 6. Social Media Use
      • According to Cone’s Business in Social Media Study:
        • 60% of Americans are using social media and interacting with companies online
          • 93% believe companies should have a social media presence
      • Fortune 500’s use of blogs, video, and podcasts has increased, but Twitter was the ‘09 social media channel of choice
        • 22% of the ‘09 Fortune 500 have a public corporate blog
        • 86% of these blogs link directly to a corporate twitter account, a 300% increase over the 2008 study
    • 7. Mind Blowing Stats
      • 20,000,000
        • People who become fans of Facebook pages per day.
      • 50,000,000
        • The average number of Tweets per day on Twitter.
      • 100,000,000
        • The number of YouTube videos viewed per day.
      • 100,000,000
        • Active users accessing Facebook through their mobile devices
      • 4,000,000,000
        • The number of photos archived on Flickr (10/09).
      • 5,000,000,000
        • The amount of content shared each week on FB.
    • 8. Why Use Social Media?
    • 9. Navigating the Maze
    • 10. 8-Step Marketing PR Plan
      • Define goal
      • Identify target audiences
      • Declare measurable objectives
      • Create behavioral strategies
      • List tactics
      • Create 90-day plans listing tactics and specific activities
      • Evaluate and measure constantly
      • Establish budget
    • 11. Marketing Dashboard
    • 12. Which social media platforms should I integrate?
    • 13. Select The Best Platforms
      • Blogs
      • Facebook
      • LinkedIn/Plaxo
      • Ning
      • RSS
      • Twitter
      • Wikis
    • 14. Blog
      • What it is:
      • An online journal, short for “Web log”
      • Can be open to comments or closed
      • Can be customized with widgets and link to corporate Web sites and/or social media
      • Why it’s important:
      • 77% of all Internet users read blogs
      • Almost half (45%) of all Internet users have started their own blogs
      • 36% of Internet users think more positively about companies that use blogs
      • 32% of Internet users trust bloggers' opinions on products and services (Source: PRNews, March 2008)
      • Frequent blog posts can increase search engine rankings
      • Positions the blogger (and the organization) as an expert
    • 15. Blog Technorati is a leading blog aggregator and search engine and has indexed 133M blogs since 2002
    • 16. Facebook
      • What it is:
      • The largest social networking site, with more than 340M unique visits, August 2009
      • Users create a profile and share photos, videos, events, messages and more
      • Why it’s important:
      • 400M active users
      • Fastest growing segment is 35 years old+
      • 35 million users update their status each day
      • More than 3 billion photos uploaded to the site each month
      • Global visitors spend 8 billion minutes on the site each day
      • Drives added traffic to organization sites
      • Frequent changes improve search engine optimization
    • 17. Facebook
      • Personal Profile vs. Business Page:
      • Create a Personal Profile first, then create a Business Page that you administer
      • Personal Profiles have friends (mutual acceptance) and Business Pages have fans (one-way opt-in)
      • Business Pages offer rich customization/integration tools:
        • Analytics
        • Integrated advertising
        • Can be extended with custom 3 rd party applications
      • Profiles are for people, not companies
    • 18. Twitter
      • What it is:
      • A microblogging platform that allows users to post short, 140-character updates
      • Why it’s important:
      • Twitter had 23.5 million unique visitors in August 2009 (Source:
      • Marketers can create a community of followers to which they push information while developing a corporate personality
        • Follow, Retweet, Respond, DM
    • 19. Twitter
    • 20. Twitter
      • Tweets are permanent (cannot be deleted)
      • The content is so easily digestible that users can follow hundreds of micro-bloggers
      • Like other social media, the proof is in more nebulous measures
        • Number of followers
        • Re-tweets
        • Changes in opt-in rates or visits
      • Provides a window into a company’s culture, personality
      • Improves SEO by using keywords in posts
    • 21. Case Studies
    • 22. Imagine It! Children’s Museum
      • Challenge
        • Grow FB fans from 300 to 1,000
        • Raise awareness of next big exhibit, Curious George: Let’s Get Curious
      • Integrated Solution
        • Created a six-week series of contests to engage fans
        • Contest-focused media relations
        • Engaged mommy bloggers
        • Posted contest on media Web sites
    • 23.
      • Contests
        • Curious George trivia and invitations to post photos of favorite Curious George memorabilia
        • List ways kids are curious
        • Pictures of kid-constructed, rainy-day forts (an activity that was part of the Curious George exhibit)
          • Museum posted the questions/c21 monitored, captured images and facilitated winner selection
      • Results
        • More than 700 new fans – for a total of 1,002
        • Secured17 million impressions on more than 35 blogs and online event listings
      Imagine It! Children’s Museum
    • 24. Atlanta Botanical Garden
      • Challenge
        • Drive 158,000 visitors through exhibition in six months
        • Obtain 10 million media impressions in three months
      • Integrated Solution
        • Branded, integrated campaign
        • Launched social media platforms
        • Produced comprehensive media relations program
      • Results
        • Exceeded visitation goal
        • Media impressions = 28 million in 6 months, a $370,000 ad value
        • FB page boasts 4,300 fans
    • 25. Emory Healthcare
      • Challenge
        • Launch specialty center separate but related to hospital brand
      • Integrated Solution
        • Web site with SEO, photos, easy navigation, robust content and forms
        • Pitched reporter exclusives
        • E-mail marketing and pay-per-click
      • Results
        • Media impressions = 2.6 Million in 6 months, a $130,000 ad value
        • PPC converted 20 clients in two weeks, $23.81 cost-per-click
        • Web site hits doubled, call volume increased 40%
    • 26. How Do You Begin?
    • 27. Know Your Audiences
      • Now you know about all these cool platforms, but which ones are important to your organization and its audiences?
      • Use tools to find out where your audience is…
        • Survey your audience
        • Set up Google alerts
        • Use free services like Twitter Search, Tweet Deck and more
        • Listen
    • 28. Start by Listening Connect Influence Listen Spark Conversations: Share the stories behind the work and help educate others: Tag Community content Upload shareable content: videos/photos/ podcasts Create Opportunities: Trial small events of interest and invite the community Engage Conversations: Analyze the mood and drivers behind the conversation Participate in the Activity: Attend and join in other people’s events and happenings Monitor Conversations: Blog monitoring Tag watching Conversation tracking Create an Individual Presence: Join the communities to learn who’s out there
    • 29. Dive In
      • Determine the tools to use
      • Set employee policies
        • Set expectations for behavior, educate your team, keep rules simple/focus on transparency
        • Interactive agencies can help to draft policies for HR review
      • Adapt traditional metrics
        • Set sights on low-hanging fruit
      • Track the impact on other channels
        • Web traffic, media coverage, sales
      • Be flexible to change tactics with new technology
    • 30. Social Media
      • Is not a panacea
      • Think in conversations not campaigns
      • Be good collectors and curators
      • Requires regular care and feeding
      • Can result in people-to-people engagement for small cost and big results
    • 31. Don’t Be Anti-Social, Integrate
    • 32. Contact Us
      • Sharon Goldmacher, President & CEO [email_address]
      • Elyse Hammett, APR, VP, Client Services [email_address]
      • 404. 814.1330