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Integrated Marketing Summit Denver - Integrated Social Media

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  • 1.
  • 2. Integrated Social Media - IMS
    7/20/10
  • 3. 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
  • 4. Shameless Self-Pub
    Integrated Marketing Communications (agency)
    Full service
    Located in Kansas City, MO
    45/55 B2C vs. B2B
    Process
    Strategic-driven creative
    Integration
  • 5. Utica, New York
    Des Moines, Iowa
    Harrison, Arkansas
    Toledo, Ohio
    Philadelphia, Pennsylvania
    St. Paul, Minnesota
    20 Clients
    100 Brands
    Omaha, Nebraska
  • 6. Nicholson Kovac and Social Media
    NK New Media Studies
    Agriculture
    Veterinarian & Pet Owner
    Health Care Professionals
    Interesting insights
  • 7. Dining Room Table Example
  • 8. “Consumers are the new media”
    Tim Williams – Ignition Group
  • 9. How Users Consume Social Media
  • 10. 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
  • 11. 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
  • 12. NK Social Influence Model
    Listen
    Powerful Market Research Tool
    Strategy
    Engagement (Tactics)
    Integration
    ROI
  • 13. Business Cases – Social Media
    • Awareness
    • 14. Lead/Sales
    • 15. Retention/Up-sell
    • 16. Customer Service (sCSR)
    • 17. Overlay Other Data (Web, Sales, SEM, Media)
    • 18. Community Relations
    • 19. Track ROI
    • 20. Integration with Marketing
  • Where to Start
    This all sounds good, but
    where do I start?
  • 21. 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”
  • 22. Social Media = Real-time Focus Group
  • 23. Social Media Monitoring
    Brands
    Competitive Landscape
    Marketplace Issues
    Identify Key Influencers (KOLs)
    Social Media Channels
    Alerts
  • 24. Free Monitoring Tools
    Google Alerts
    Social Mention.com
    Multi-channel
    Topsy.com
    Tweets/photos
    Trackur
    Email alerts
    Kurrently
    Twitter/Facebook
    MonitorThis.com
    Multi-channel
  • 25. Paid Monitoring Tools
    Out-of-box vs. Enterprise
    PRNewswire
    Social Media Metrics
    Nielsen BuzzMetrics
    SocialRadar by Infegy
    Other
  • 26. Good tips to remember
    Best Practices at the Macro Level
  • 27. “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
  • 28. 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
  • 29. Make it Viral
    "Share This”
    Social sharing
    Digg, Deliecios, StumbleUpon
    Seed content
    Solicit feedback
    Listen to channel
    Tactics:
    Blog
    SNR
    Web
    Offline (leave behind)
  • 30. “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
  • 31.
  • 32. Multi-Media
    Audio (Podcasts)
    Social News Release
    Video (YouTube)
    Trade Shows
    Photo-sharing (Flickr)
    User Generated Content
  • 33. Social Media Integration
  • 34. Corporate Communications
    Social Media Policy
    Corporate
    Online Reputation Management
    Employees
    Community Relations
    Key Executives
    Brand Hijacks
    HR
  • 35. Walled Garden
  • 36. Internal Communications
    Increase awareness internally (it’s still new)
    Website
    E-newsletters
    Biz Cards
    Email signature
    Intranet
    Signage
  • 37. Public Relations
    A Natural Fit…
    Social News Release
    Blogging/tweeting
    Online Reputation Management
    Trade Shows
    Events (radio remotes)
    SEO
    Word of Mouth
  • 38. 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
  • 39.
  • 40. 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”
  • 41. 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
  • 42. Market Research
    Ask your audience about their social media habits
    Online surveys
    Focus groups
    Social media monitoring
    Deliver needs-based communications
  • 43. 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
  • 44. 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
  • 45. Evolution of Social Media
    B2B vs. B2C
    (Health Care, Aerospace)
  • 46. Soapbox
    Dunbar’s Law (150)
    Corporate Communications
    Remember Engagement Best Practices
    It’s About Building Real Relationships
    Closing Thoughts
    Thanks!
  • 47. My Influencers
    @garyvee
    @prsarahevans
    @jowyang
    @briansolis
    @unmarketing
  • 48. Chris Kovac
    ChrisKovac.com
    @chriskovac
    ckovac@nicholsonkovac.com
    MoblieLocalSocial.com
    Marketing Elements Podcast
    @TimGoleman
  • 49. Thank You for Attending!
    Q & A