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Integrated social media program from Integrated Marketing Summit Minneapolis

Integrated social media program from Integrated Marketing Summit Minneapolis

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    Ims minneapolis integrated social media pres 5 25-10 Ims minneapolis integrated social media pres 5 25-10 Presentation Transcript

    • IMS – Minneapolis
      Integrated Social Media
    • Agenda
      ChrisKovac.com - (@chriskovac)
      Nicholson Kovac
      Theory of Social (Media) Influence
      Where to Start?
      Objective, Blueprint, Strategy, Listening
      Social Media Integration & Engagement
      Best Practices
      Content
      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
      Process
      Strategic-driven creative
      Integration
    • Nicholson Kovac and Social Media
      NK New Media Studies
      Agriculture
      Veterinarian & Pet Owner
      Health Care Professionals
      Interesting insights
    • Utica, New York
      Des Moines, Iowa
      Harrison, Arkansas
      Toledo, Ohio
      Philadelphia, Pennsylvania
      St. Paul, Minnesota
      20 Clients
      100 Brands
      Omaha, Nebraska
    • “Consumers are the new media”
      Tim Williams – Ignition Group
    • Social Influence Marketing (Fluent)
      Why Social Influence?
      Trade show
      Online and offline WOM
      Razorfish fluent whitepaper
      (progressive)
      True Relationship Marketing (1:1)
      scalable
      Measurable
    • NK Social Influence Model
      Listen
      Powerful Market Research Tool
      Strategy
      Engagement (Tactics)
      Integration
      ROI
    • Theory of Influence
      Second-order Influence
      Offline vs. Online
      Trade Show
      1740 followers on Twitter = Influence of Nearly 12.3M
      Dan 1170 Followers = 16.9M
      Quality vs. Quantity
      How do We Find the Key Influencers?
      Twinfluence.com
    • Theory of Influence - Clusters
    • Theory of Influence
      50 “followers” vs. 10k
      What if?
      Don’t underestimate the power of 1:1!
      Your friend's friends
      Talk within their channel
      We need to be on Twitter?
      Why?
      Forums, Blogs, Video
    • Evolution of Social Media
      B2B vs. B2C
      (Health Care, Aerospace)
    • 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
    • How Users Consume Social Media
    • Where to Start
      This 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
      Don’t SPAM
      (DM/@replies)
      Listen to marketplace
      Alerts (dining room table)
      Be a thought leader
      Interact & participate
      Integrate
    • Macro Best Practices
      Strategy: Test & Refine
      SEO (own the serp)
      Needs-based comms
      Ask your audience
      Polls
      E-research
      Cause marketing
      Social CRM (sCRM)
      Open hours
      Response time
      Resource management
      Promote
      Blogs, forums, SNR
    • Make it Viral
      "Share This”
      Social sharing
      Digg, Deliecios, StumbleUpon
      Seed content
      Solicit feedback
      Listen to channel
      Tactics:
      Blog
      SNR
      Web
      Offline (leave behind)
    • “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
    • Multi-Media
      Audio (Podcasts)
      Social News Release
      Video (YouTube)
      Trade Shows
      Photo-sharing (Flickr)
      User Generated Content
    • Social Media Integration
    • Corporate Communications
      Social Media Policy
      Corporate
      Online Reputation Management
      Employees
      Community Relations
      Key Executives
      Brand Hijacks
      HR
    • Walled Garden
    • 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
      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
    • Market Research
      Ask your audience about their social media habits
      Online surveys
      Focus groups
      Social media monitoring
      Deliver needs-based communications
    • Creative – Augmented Reality
    • 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
      @bsolis
      @unmarketing
    • Chris Kovac
      ChrisKovac.com
      @chriskovac
      ckovac@nicholsonkovac.com
      MoblieLocalSocial.com
      Marketing Elements Podcast
      @TimGoleman
    • Mobile – Local – Social
    • Thank You for Attending!
      Q & A