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.

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AMAKC - Social Media for Marcom Pros

  1. 1. Social Media for Marcom Professionals Chris Kovac @chriskovacRamsey Mohsen @ramseymJoe Cox - @joenormal<br />
  2. 2. Dining Room Table Example<br />
  3. 3. (We need to be on the Twitter!! But, why?) Social Media Integration: Start with marketing objectives (measurable) and business cases.<br />
  4. 4. Business Cases – Social Media<br /><ul><li>Awareness
  5. 5. Dunkin’ Donuts KC
  6. 6. Lead/Sales
  7. 7. Retention/Up-sell
  8. 8. Customer Service (sCSR)
  9. 9. Overlay Other Data (Web, Sales, SEM, Media)
  10. 10. Community Relations
  11. 11. Track ROI
  12. 12. Integration with Marketing</li></li></ul><li>Theory of Influence<br />50 “followers” vs. 10k<br />What if?<br />CEOs<br />Quality vs. quantity<br />Don’t underestimate the power of 1:1!<br />Your friends’ friends<br />Talk (influence) within their channel<br />
  13. 13. Social Media Profiles<br />Reserve your profiles (even if you don’t plan to use…)<br />Twitter, Facebook (networks)<br />YouTube (video)<br />Flickr (photos)<br />“Point” to website<br />Search-friendly (SEO)<br />Company/brands<br />Prevent Brand “Hijacks” <br />Issues <br />
  14. 14. Social Media = Real-time Focus Group<br />
  15. 15. Social Media Monitoring<br />Brands<br />Competitive Landscape<br />Marketplace Issues<br />Identify Key Influencers (KOLs)<br />Social Media Channels<br />Alerts<br />
  16. 16. Free Monitoring Tools<br /><ul><li>Google Alerts
  17. 17. Social
  18. 18. Multi-channel
  19. 19.
  20. 20. Tweets/photos
  21. 21. Trackur
  22. 22. Email alerts
  23. 23. Kurrently
  24. 24. Twitter/Facebook
  25. 25.
  26. 26. Multi-channel
  27. 27. Paid tools…(advanced)</li></li></ul><li>“Rules” of Engagement<br /><ul><li>Test & Refine
  28. 28. Please Don’t Shout!!
  29. 29. Limit broadcasting
  30. 30. Don’t SPAM
  31. 31. (DM/@replies)
  32. 32. Listen to marketplace
  33. 33. Alerts (dining room table)
  34. 34. Be a thought leader (1st)
  35. 35. Make it easy to share…
  36. 36. Follow Back!</li></li></ul><li>Build “Message Map”<br /><ul><li>Audience segmentation
  37. 37. Audiences need slightly different messages
  38. 38. Staff, media, customers
  39. 39. Message development
  40. 40. Blueprint
  41. 41. Objective
  42. 42. Measureable
  43. 43. Role-playing different scenarios
  44. 44. Measure & analyze
  45. 45. Monitor sentiment </li></li></ul><li>Editorial Calendar<br /><ul><li>News (try to limit)
  46. 46. Events/Meet-ups
  47. 47. Ask! (What did you think of______?)
  48. 48. Retweets/Reposts
  49. 49. Culture
  50. 50. Tips
  51. 51. Encourage Sharing!
  52. 52. More Sharing = More Engagement , Followers(@MackCollier)</li></li></ul><li>Use Technology to Manage!<br />Tweetdeck<br />CoTweet<br />HootSuite<br />More…<br />
  53. 53. Web/Social as a Call-to-Action (CTA) w/ Traditional Advertising- Phone #- Website- Social Profiles (new opps)- Integration<br />
  54. 54. Recap<br />Start with measureable objective<br />Listen to the marketplace<br />Free tools<br />Relevance<br />Message Map & editorial calendar<br />Integrate w/ traditional media<br />Call-to-action<br />
  55. 55. Let’s Connect!<br /><br /><br />@chriskovac (twitter)<br /><br /><br /><br />
  56. 56. Joe Cox@joenormalCoca-Cola Companies<br />
  57. 57. Online Influencer Engagement<br />@joenormal<br />
  58. 58. Field Marketing<br />
  59. 59. Influencer 1.0<br />Events are tough<br />We aren’t that cool<br />Find someone who is<br />We are Connectors<br />
  60. 60. Influencer 2.0<br />Social Media is tough<br />We still aren’t that cool<br />Find someone (online) who is<br />Still connectors<br />
  61. 61. What it’s not<br />$<br />Macro Celebrity =<br />
  62. 62. Or this….<br />
  63. 63. Who it is<br />leaders<br />communicators<br />niche<br />Passionate<br />real people<br />
  64. 64. What do Influencers find Valuable?<br />….How can you foster the relationship<br />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. <br />RECOGNITION<br />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.<br />TRAFFIC<br />Influencers have their own events & agendas. Support them with the appropriate behaviors such as linking, re-tweeting to or even free product. <br />SUPPORT<br />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.<br />CONTENT<br />14<br />
  65. 65. What it looks like<br />Field Marketing vs. PR Outreach<br />RELATIONSHIPS<br />TRAFFIC<br />Announcements<br />News<br />Attendance<br />Media<br />Events/Advocacy<br />Big Blogs<br />Ongoing Relationship<br />National Events<br />Engaging for Different Reasons<br />Media Relationships (PR)<br /><ul><li>Agreements
  66. 66. National Sponsorships
  67. 67. Planned Appearances
  68. 68. Brand Event Promotions</li></ul>Local Relationships (FM)<br /><ul><li>Inviting them
  69. 69. Local Sponsorship
  70. 70. Ongoing conversation
  71. 71. Mutual Support</li></ul>13<br />
  72. 72. Opportunities<br />Scalable- National/Local<br />Leverage Social Media big or small<br />Cost Efficient<br />Challenges<br /><ul><li> Time
  73. 73. Control</li></li></ul><li>The FLOW<br />
  74. 74. Discover<br />Free Stuff<br />Paid Stuff<br />Influencer Tools<br />Google Alerts<br />Twitter Search<br /><br />Social Mention<br />People Browsr<br />IceRocket<br />uberVu (freemium)<br />BoardTracker<br />Alterian SM2<br />Lithium <br />Radian6<br />Sysomos<br />Trackur<br />Alltop<br />Listorious<br />Twitalyzer<br />Postrank<br />Klout<br />BlogDash<br />mBlast<br />Traackr<br />
  75. 75. How<br />Make<br />Tips for meaningful outreach<br />Do your Homework<br />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. <br />Engage. Don’t Pitch<br />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.<br />Choose the Right Medium<br />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.<br />Write the Perfect Message…for THEM<br />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.<br />Remember, it’s probably NOT their Day Job<br />Recognize that they are probably juggling a lot of other things. Be respectful of their time. Keep your messaging and outreach clear and concise. <br />Tell them WHY you are reaching out<br />What was it about them or their content/network that makes them relevant and tell them what you have in mind.<br />Tell them what the VALUE is for them<br />This is about building a relationship, so express the value that they’ll receive by coming on board. <br />Respond Quickly<br />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. <br />Nurture the Relationship<br />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.<br />
  76. 76. Make<br />Other things to be on the Lookout for…<br />Have they posted about your initiative, brand or product in the past? What has been the tone of the post? Positive? Negative?<br />Have they posted about being “pitched” in the past and been turned off? <br />Have they talked about a brand who reached out to them in an effective way? Learn from that & tailor your outreach for success.<br />
  77. 77. Make<br />I’ve done my homework… now what should I write?<br />How do we know each other?<br />What can we do together? <br />What’s in it for them?<br />Clear “call-to-action”— <br />so what’s next?<br />5<br />
  78. 78. Manage<br />IRM = INFLUENCER<br /> RELATIONSHIP<br /> MANAGMENT<br />
  79. 79. Measure<br />
  80. 80. Thank You<br />@joenormal<br /><br />
  81. 81. Ramsey Mohsen@ramseymDigital Evolution Group<br />
  82. 82. Is social media the answer?<br />
  83. 83. No.<br />
  84. 84. No. Social Media isn’t replacing anything.<br />It’s 1 part of the spectrum of communication.<br />It should be “with” not “instead of”.<br />
  85. 85. "Your website isn't a destination. Get over yourself."<br />
  86. 86. Your website isn’t good enough.<br />It’s not a destination.<br />A website is 1 component of a larger online strategy.<br />You must have “outposts” for discovery.<br />All roads should lead back to your website(s).<br />
  87. 87. 58% check email first.<br /><ul><li>…people start their day by checking their email.</li></ul>- eMarketer, July 2010<br />
  88. 88. You need to have a digital strategy.<br />The channels all support each other.<br /><ul><li>Website
  89. 89. Email
  90. 90. Google Search
  91. 91. Facebook
  92. 92. YouTube
  93. 93. Twitter
  94. 94. (...other social media tools)</li></li></ul><li>Hallmark Cards – A Success Story<br />
  95. 95. Corporate Website & Newsroom<br />
  96. 96. Social Aggregation & Online Community<br />
  97. 97. Facebook<br />
  98. 98.<br />
  99. 99.<br />
  100. 100. Tips<br />Start small, show results, and then expand.<br />Involve legal and HR in the beginning.<br />How can we distribute social media knowledge across the entire organization, including ongoing training and knowledge sharing?<br />Follow other companies regularly, and start using the tools.<br />
  101. 101. Are you ready?<br />Can you devote the time?<br />Can you sustain the effort?<br />Is there project ownership internally?<br />Is there a commitment to transparency?<br />Is there executive sponsorship?<br />Are you prepared to take action on the feedback?<br />Do you know what you want to accomplish?<br />
  102. 102. The Cart Before the Horse<br />Many of you are engaging in social media (e.g. Facebook, Twitter, blogs)…<br /><ul><li>But are you doing your social strategy backwards?</li></li></ul><li>The Cart Before the Horse<br />80% is strategy.<br />20% is technology.<br />
  103. 103. What to do next?<br />You need a plan…<br /> that considers your objectives<br /> and your targets…<br /> before you select your strategies<br /> and technologies.<br />
  104. 104. Ramsey Mohsen <br /><br /> <br />@ramseym<br />Questions?<br />