Integrated Marketing Summit - Chicago August 2010
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Integrated Marketing Summit - Chicago August 2010

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Integrated Social Media presentation from Chicago's Integrated Marketing Summit, August 24th, 2010.

Integrated Social Media presentation from Chicago's Integrated Marketing Summit, August 24th, 2010.

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    Integrated Marketing Summit - Chicago August 2010 Integrated Marketing Summit - Chicago August 2010 Presentation 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
    • Utica, New York
      Des Moines, Iowa
      Harrison, Arkansas
      Toledo, Ohio
      Philadelphia, Pennsylvania
      St. Paul, Minnesota
      20 Clients
      100 Brands
      Omaha, Nebraska
    • 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 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
      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.com/in/chriskovac
      MoblieLocalSocial.com
      Marketing Elements Podcast
      @TimGoleman