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