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Integrated Marketing Summit - Chicago August 2010
Integrated Social Media – Chicago IMS,[object Object],8/24/10,[object Object]
Agenda,[object Object],ChrisKovac.com - (@chriskovac),[object Object],Nicholson Kovac,[object Object],Theory of Social (Media) Influence ,[object Object],Where to Start?,[object Object],Social Media Engagement & Integration,[object Object],Soapbox,[object Object],Dunbar’s law (150 connections),[object Object],Q&A,[object Object]
Shameless Self-Pub,[object Object],Integrated Marketing Communications (agency),[object Object],Full service,[object Object],Located in Kansas City, MO,[object Object],45/55 B2C vs. B2B,[object Object],Past B2B Agency of Year (2x),[object Object],Strategic-driven creative,[object Object],Integration,[object Object],Blog,[object Object]
Utica, New York,[object Object],Des Moines, Iowa,[object Object],Harrison, Arkansas,[object Object],Toledo, Ohio,[object Object],Philadelphia, Pennsylvania,[object Object],St. Paul, Minnesota,[object Object],20 Clients,[object Object],100 Brands,[object Object],Omaha, Nebraska,[object Object]
Nicholson Kovac and Social Media,[object Object],NK New Media Studies,[object Object],Agriculture,[object Object],Veterinarian & Pet Owner,[object Object],Health Care Professionals,[object Object],Interesting insights,[object Object]
Dining Room Table Example,[object Object]
“Consumers are the new media”,[object Object],Tim Williams – Ignition Group,[object Object]
How Users Consume Social Media,[object Object]
Theory of Influence,[object Object],Second-order Influence,[object Object],Offline vs. Online,[object Object],Trade Show,[object Object],1810 followers on Twitter = Influence of Nearly 12.7M,[object Object],Dan 1170 Followers = 16.9M,[object Object],How do We Find the Key Influencers?,[object Object],Technology,[object Object],Twinfluence.com,[object Object]
Theory of Influence,[object Object],50 “followers” vs. 10k,[object Object],What if?,[object Object],Quality vs. Quantity,[object Object],Don’t underestimate the power of 1:1!,[object Object],Your friends’ friends,[object Object],Talk within their channel,[object Object],Online to Offline,[object Object]
NK Social Influence Model,[object Object],Listen,[object Object],Powerful Market Research Tool,[object Object],Strategy,[object Object],Engagement (Tactics),[object Object],Integration,[object Object],ROI,[object Object]
Business Cases – Social Media,[object Object],[object Object]
Lead/Sales
Retention/Up-sell
Customer Service (sCSR)
Overlay Other Data (Web, Sales, SEM, Media)
Community Relations
Track ROI
Integration with Marketing,[object Object]
Where to Start?,[object Object],Listen,[object Object],Define objectives (measureable),[object Object],Audience segmentation,[object Object],Develop strategies,[object Object],Existing Marcom integration,[object Object],Message Roadmap,[object Object],Who, what, when,[object Object],“One thing”,[object Object],Resource management,[object Object],“Content is King”,[object Object]
Social Media = Real-time Focus Group,[object Object]
Social Media Monitoring,[object Object],Brands,[object Object],Competitive Landscape,[object Object],Marketplace Issues,[object Object],Identify Key Influencers (KOLs),[object Object],Social Media Channels,[object Object],Alerts,[object Object]
Free Monitoring Tools,[object Object],Google Alerts,[object Object],Social Mention.com,[object Object],Multi-channel,[object Object],Topsy.com,[object Object],Tweets/photos,[object Object],Trackur,[object Object],Email alerts,[object Object],Kurrently,[object Object],Twitter/Facebook,[object Object],MonitorThis.com,[object Object],Multi-channel,[object Object]
Paid Monitoring Tools,[object Object],Out-of-box vs. Enterprise,[object Object],PRNewswire,[object Object],Social Media Metrics,[object Object],Nielsen BuzzMetrics,[object Object],SocialRadar by Infegy,[object Object],Other,[object Object]
Good tips to remember,[object Object],Best Practices at the Macro Level,[object Object]
“Rules” of Engagement,[object Object],Please Don’t Shout!!,[object Object],Limit broadcasting,[object Object],Follow Back!,[object Object],Don’t SPAM,[object Object],(DM/@replies),[object Object], Listen to marketplace,[object Object],Alerts (dining room table),[object Object],Be a thought leader (1st),[object Object],Interact & participate,[object Object]
Use Technology to Manage!,[object Object],Tweetdeck,[object Object],CoTweet,[object Object],HootSuite,[object Object],More…,[object Object]
“Content is King”,[object Object],Tell a story!,[object Object],(you have one),[object Object],Think multi-channel,[object Object],Content Development,[object Object],Product Demos,[object Object],Testimonials,[object Object],Key Execs/Staff,[object Object],Community,[object Object],Repurpose Content,[object Object],UGC,[object Object],More,[object Object]
Old Spice Case Study = 107% Gain,[object Object]
Editorial Calendar,[object Object],News (try to limit),[object Object],Events/Meet-ups,[object Object],Ask! (What did you think of______?),[object Object],Retweets/Reposts,[object Object],Culture,[object Object],Tips,[object Object],Encourage Sharing!,[object Object],More Sharing = More Engagement , Followers(@MackCollier),[object Object]
Social Media Profiles,[object Object],Reserve your profiles (even if you don’t plan to use),[object Object],YouTube,[object Object],Twitter,[object Object],Flickr,[object Object],Facebook,[object Object],“Point” to Website,[object Object],Company,[object Object],Brands,[object Object],Issues ,[object Object]
Make it Viral,[object Object],"Share This”,[object Object],Social sharing,[object Object],Digg, Deliecios, StumbleUpon,[object Object],Seed content,[object Object],Solicit feedback,[object Object],Listen to channel,[object Object],Tactics:,[object Object],Blog,[object Object],SNR,[object Object],Web,[object Object],Offline (leave behind),[object Object]
Social Media Integration,[object Object],Integrating Social Media into Traditional Marketing,[object Object]
Corporate Communications,[object Object],Social Media Policy,[object Object],Best Practices,[object Object],Establish “ground rules”,[object Object],Continuing Education,[object Object],Who Manages?,[object Object],PR,[object Object],Marketing,[object Object],Web Team,[object Object]
Walled Garden,[object Object]
Market Research,[object Object],Ask your audience about their social media habits,[object Object],Online surveys,[object Object],Focus groups,[object Object],Social media monitoring,[object Object],Deliver needs-based communications,[object Object]
Internal Communications,[object Object],Increase awareness internally (it’s still new),[object Object],Website,[object Object],E-newsletters,[object Object],Biz Cards,[object Object],Email signature,[object Object],Intranet,[object Object],Signage,[object Object]
Public Relations,[object Object],A Natural Fit…,[object Object],Social News Release,[object Object],Blogging/tweeting,[object Object],Online Reputation Management,[object Object],Trade Shows,[object Object],Events (radio remotes),[object Object],SEO-friendly,[object Object],Word of Mouth ,[object Object]
What is a Social News Release (SNR)?,[object Object],Search engine friendly (SEO),[object Object],Also journo friendly,[object Object],News aggregators,[object Object],Multi-format,[object Object],Audio/video/photos,[object Object],Embedded links,[object Object],Measureable,[object Object],Drive qualified traffic,[object Object],Test and Refine,[object Object]
Integrated Marketing Summit - Chicago August 2010
Trade Shows,[object Object],Meet in person, continue relationship via social media,[object Object],Lots of opportunity,[object Object],Meet-ups,[object Object],Product demo or testimonial (video),[object Object],Live blogging/tweeting,[object Object],Live Video,[object Object],(John Deere),[object Object],Ask target audiences “How do you use social media” ,[object Object]

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Integrated Marketing Summit - Chicago August 2010