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AMAKC - Social Media for Marcom Pros
 

AMAKC - Social Media for Marcom Pros

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Social Media Panel for 2-22-11 "Social Media for Marcom Pros" for the American Marketing Association of Kansas City.

Social Media Panel for 2-22-11 "Social Media for Marcom Pros" for the American Marketing Association of Kansas City.

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    AMAKC - Social Media for Marcom Pros AMAKC - Social Media for Marcom Pros Presentation Transcript

    • Social Media for Marcom Professionals Chris Kovac @chriskovacRamsey Mohsen @ramseymJoe Cox - @joenormal
    • Dining Room Table Example
    • (We need to be on the Twitter!! But, why?) Social Media Integration: Start with marketing objectives (measurable) and business cases.
    • 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
    • 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
    • Social Media Profiles
      Reserve your profiles (even if you don’t plan to use…)
      Twitter, Facebook (networks)
      YouTube (video)
      Flickr (photos)
      “Point” to website
      Search-friendly (SEO)
      Company/brands
      Prevent Brand “Hijacks”
      Issues
    • 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 tools…(advanced)
    • “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!
    • 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
    • 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)
    • Use Technology to Manage!
      Tweetdeck
      CoTweet
      HootSuite
      More…
    • Web/Social as a Call-to-Action (CTA) w/ Traditional Advertising- Phone #- Website- Social Profiles (new opps)- Integration
    • Recap
      Start with measureable objective
      Listen to the marketplace
      Free tools
      Relevance
      Message Map & editorial calendar
      Integrate w/ traditional media
      Call-to-action
    • Let’s Connect!
      ChrisKovac.com
      NicholsonKovac.com
      @chriskovac (twitter)
      ckovac@nicholsonkovac.com
      http://www.linkedin.com/in/chriskovac
      MoblieLocalSocial.com
    • Joe Cox@joenormalCoca-Cola Companies
    • Online Influencer Engagement
      @joenormal
    • Field Marketing
    • Influencer 1.0
      Events are tough
      We aren’t that cool
      Find someone who is
      We are Connectors
    • Influencer 2.0
      Social Media is tough
      We still aren’t that cool
      Find someone (online) who is
      Still connectors
    • What it’s not
      $
      Macro Celebrity =
    • Or this….
    • Who it is
      leaders
      communicators
      niche
      Passionate
      real people
    • What do Influencers find Valuable?
      ….How can you foster the relationship
      People like to be recognized. Ask for their Point of View. Link to their accounts or posts. Re-tweet or even offer guest posts. Ask for their feedback.
      RECOGNITION
      Link to their accounts or posts to help increase traffic to their sites/pages. Retweet, or include them in any events (virtual or physical) that will help increase their profile & traffic c.
      TRAFFIC
      Influencers have their own events & agendas. Support them with the appropriate behaviors such as linking, re-tweeting to or even free product.
      SUPPORT
      Being an influencer can be tough. They need great content to keep their followers interested. Provide them with a source of content that has been curated by your brands and/or original content provided by the brand that has value to them AND their community.
      CONTENT
      14
    • What it looks like
      Field Marketing vs. PR Outreach
      RELATIONSHIPS
      TRAFFIC
      Announcements
      News
      Attendance
      Media
      Events/Advocacy
      Big Blogs
      Ongoing Relationship
      National Events
      Engaging for Different Reasons
      Media Relationships (PR)
      • Agreements
      • National Sponsorships
      • Planned Appearances
      • Brand Event Promotions
      Local Relationships (FM)
      • Inviting them
      • Local Sponsorship
      • Ongoing conversation
      • Mutual Support
      13
    • Opportunities
      Scalable- National/Local
      Leverage Social Media big or small
      Cost Efficient
      Challenges
      • Time
      • Control
    • The FLOW
    • Discover
      Free Stuff
      Paid Stuff
      Influencer Tools
      Google Alerts
      Twitter Search
      Meetup.com
      Social Mention
      People Browsr
      IceRocket
      uberVu (freemium)
      BoardTracker
      Alterian SM2
      Lithium
      Radian6
      Sysomos
      Trackur
      Alltop
      Listorious
      Twitalyzer
      Postrank
      Klout
      BlogDash
      mBlast
      Traackr
    • How
      Make
      Tips for meaningful outreach
      Do your Homework
      Get to know your potential influencer. Do some research about them. Explore their social networking profiles (Facebook, Twitter, etc.). Read their blog. Learn about their connections “on the ground” , outside of the digital sphere. Know their interests, what makes them tick and truly understand the value you can bring to one another.
      Engage. Don’t Pitch
      These people are real. Be real. Talk with them on a personal, human level, not like a sales pitch. Be Authentic…They’ll appreciate it.
      Choose the Right Medium
      Contact them in the place that makes the most sense for them, whether it be via email, Twitter, Facebook, their blog, etc. You’ve done your homework, you know which works best for them.
      Write the Perfect Message…for THEM
      No copy and paste! Think about the things you’ve learned about them from your homework and write to them in a way that is natural for you and relevant for them.
      Remember, it’s probably NOT their Day Job
      Recognize that they are probably juggling a lot of other things. Be respectful of their time. Keep your messaging and outreach clear and concise.
      Tell them WHY you are reaching out
      What was it about them or their content/network that makes them relevant and tell them what you have in mind.
      Tell them what the VALUE is for them
      This is about building a relationship, so express the value that they’ll receive by coming on board.
      Respond Quickly
      Be respectful of their time. If you get a response indicating that they are willing to engage, follow up right away. Send them whatever additional information they’ve requested, product, etc.
      Nurture the Relationship
      Don’t forget about your influencers. Think of ways that your brand can add value to your influencers interests & initiatives before, during & after your engagement with them.
    • Make
      Other things to be on the Lookout for…
      Have they posted about your initiative, brand or product in the past? What has been the tone of the post? Positive? Negative?
      Have they posted about being “pitched” in the past and been turned off?
      Have they talked about a brand who reached out to them in an effective way? Learn from that & tailor your outreach for success.
    • Make
      I’ve done my homework… now what should I write?
      How do we know each other?
      What can we do together?
      What’s in it for them?
      Clear “call-to-action”—
      so what’s next?
      5
    • Manage
      IRM = INFLUENCER
      RELATIONSHIP
      MANAGMENT
    • Measure
    • Thank You
      @joenormal
      joe@joecox.me
    • Ramsey Mohsen@ramseymDigital Evolution Group
    • Is social media the answer?
    • No.
    • No. Social Media isn’t replacing anything.
      It’s 1 part of the spectrum of communication.
      It should be “with” not “instead of”.
    • "Your website isn't a destination. Get over yourself."
    • Your website isn’t good enough.
      It’s not a destination.
      A website is 1 component of a larger online strategy.
      You must have “outposts” for discovery.
      All roads should lead back to your website(s).
    • 58% check email first.
      • …people start their day by checking their email.
      - eMarketer, July 2010
    • You need to have a digital strategy.
      The channels all support each other.
      • Website
      • Email
      • Google Search
      • Facebook
      • YouTube
      • Twitter
      • (...other social media tools)
    • Hallmark Cards – A Success Story
    • Corporate Website & Newsroom
    • Social Aggregation & Online Community
    • Facebook
    • youtube.com/Hallmark
    • blog.hallmark.com
    • Tips
      Start small, show results, and then expand.
      Involve legal and HR in the beginning.
      How can we distribute social media knowledge across the entire organization, including ongoing training and knowledge sharing?
      Follow other companies regularly, and start using the tools.
    • Are you ready?
      Can you devote the time?
      Can you sustain the effort?
      Is there project ownership internally?
      Is there a commitment to transparency?
      Is there executive sponsorship?
      Are you prepared to take action on the feedback?
      Do you know what you want to accomplish?
    • The Cart Before the Horse
      Many of you are engaging in social media (e.g. Facebook, Twitter, blogs)…
      • But are you doing your social strategy backwards?
    • The Cart Before the Horse
      80% is strategy.
      20% is technology.
    • What to do next?
      You need a plan…
      that considers your objectives
      and your targets…
      before you select your strategies
      and technologies.
    • Ramsey Mohsen
      www.ramseymohsen.com
      mohsenr@digitalev.com
      @ramseym
      Questions?