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Slides from the Integrated Marketing Conference in St. Louis 2010 - "Integrated Social Media + Best Approaches"

Slides from the Integrated Marketing Conference in St. Louis 2010 - "Integrated Social Media + Best Approaches"

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Integrated marketing summit   st louis 2010 Integrated marketing summit st louis 2010 Presentation Transcript

  • Integrated Marketing Summit “Integrated Social Media”
    10/21/10
  • Agenda
    • ChrisKovac.com - (@chriskovac)
    • Nicholson Kovac
    • Theory of Social (Media) Influence
    • Where to Start?
    • Social Media Engagement & Integration
    • Closing Thoughts
    • Dunbar’s law (150 connections)
    • Q&A
  • Meeting Objective
  • 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
    New website & 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
  • Theory of Influence
    Second-order Influence is very powerful
    1810 followers on Twitter = Influence of Nearly 12.7M
    Dan 1170 Followers = 16.9M
    Peer Influence (esp. B2B)
    How do We Find the Key Influencers?
    Technology!
  • Theory of Influence
    50 “followers” vs. 10k
    What if?
    CEOs
    Quality vs. quantity
    Don’t underestimate the power of 1:1!
    Your friends’ friends
    Talk (influence) within their channel
  • Business Cases – Social Media
    • Awareness
    • Dunkin’ Donuts KC
    • Lead/Sales
    • Retention/Up-sell
    • Customer Service (sCSR)
    • Overlay Other Data (Web, Sales, SEM, Media)
    • Community Relations
    • Track ROI
    • Integration with Marketing
  • NK Social Influence Model
    Listen
    Powerful Market Research Tool
    Strategy
    Engagement (Tactics)
    Integration
    ROI
  • 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
    As low as $100/mo
    Companies, brands, competitors, issues
    Facilitates engagement
    Crisis management
    Out-of-box vs. Enterprise
    Making sense of the data…
  • Good tips to remember
    Best Practices at the Macro Level
  • Race to Urgency
  • Social Clutter
  • Resources & Training
    Start with savvy volunteers
    Small committed team
    Multi-discipline
    PR, MTKG, HR, etc
    On-call (be ready!)
    “Think roles, not people”
    @CraigMeurer
    Crisis management plan
    6:30pm on a Friday
    Respond via channel (Twitter, YouTube, etc)
    Domino’s (pizza) mistake
  • Social Media Profiles
    • SEO gold!
    • Profile, tags, URL
    • Reserve your profiles (even if you don’t plan to use)
    • Blogs
    • Wordpress, Tumblr
    • YouTube
    • Twitter
    • Flickr
    • Facebook
    • “Point” to website
    • Company/brands
    • Issues
  • “Rules” of Engagement
    • Test & Refine
    • Please Don’t Shout!!
    • Limit broadcasting
    • Don’t SPAM
    • (DM/@replies)
    • Listen to marketplace
    • Alerts (dining room table)
    • Be a thought leader (1st)
    • Make it easy to share…
    • Follow Back!
  • “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)
  • Cause Marketing
    +
  • Build “Message Map”
    • Audience segmentation
    • Audiences need slightly different messages
    • Staff, media, customers
    • Message development
    • Blueprint
    • Objective
    • Measureable
    • Role-playing different scenarios
    • Measure & analyze
    • Monitor sentiment
  • Use Technology to Manage!
    Tweetdeck
    CoTweet
    HootSuite
    More…
  • 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
  • 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
    • Promote social media profiles
    • Use full URLs
    • Twitter.com/yourprofile
    • Twitter, Facebook, LinkedIn, YouTube, Flickr
    • Social media messaging
    • We want to engage with you!
    • Drive Web and social media traffic
    • Track ROI
  • 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 (sCSR)
    • Overlay Other Data (Web,
    Sales, SEM, Media)
    • Track ROI
    • Integration with
    Marketing
  • Closing Thoughts
    Dunbar’s Law (150)
    5 things to remember
    Listen/Monitor
    What’s the objective?
    Test & refine
    Engage via real relationships
    Integrate!
  • Social Media Whitepaper
  • Let’s Connect!
    ChrisKovac.com
    @chriskovac (twitter)
    ckovac@nicholsonkovac.com
    http://www.linkedin.com/in/chriskovac
  • Thank You for Attending!
    Q & A