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Integrated Marketing Summit “Integrated Social Media” <br />10/21/10<br />
Agenda<br /><ul><li>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</li></li></ul><li>Meeting Objective<br />
Shameless Self-Pub<br />Integrated Marketing Communications (agency)<br />Full service<br />Located in Kansas City, MO<br ...
Utica, New York<br />Des Moines, Iowa<br />Harrison, Arkansas<br />Toledo, Ohio<br />Philadelphia, Pennsylvania<br />St. P...
Nicholson Kovac and Social Media<br />NK New Media Studies<br />Agriculture<br />Veterinarian & Pet Owner<br />Health Care...
Dining Room Table Example<br />
Theory of Influence<br />Second-order Influence is very powerful<br />1810 followers on Twitter = Influence of Nearly 12.7...
Theory of Influence<br />50 “followers” vs. 10k<br />What if?<br />CEOs<br />Quality vs. quantity<br />Don’t underestimate...
Business Cases – Social Media<br /><ul><li>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</li></li></ul><li>NK Social Influence Model<br />Listen<br />Powerful Market Research Tool<br /...
Social Media = Real-time Focus Group<br />
Social Media Monitoring<br />Brands<br />Competitive Landscape<br />Marketplace Issues<br />Identify Key Influencers (KOLs...
Free Monitoring Tools<br /><ul><li>Google Alerts
Social Mention.com
Multi-channel
Topsy.com
Tweets/photos
Trackur
Email alerts
Kurrently
Twitter/Facebook
MonitorThis.com
Multi-channel</li></li></ul><li>Paid Monitoring Tools<br />As low as $100/mo<br />Companies, brands, competitors, issues<b...
Good tips to remember<br />Best Practices at the Macro Level<br />
Race to Urgency<br />
Social Clutter<br />
Resources & Training<br />Start with savvy volunteers <br />Small committed team<br />Multi-discipline<br />PR, MTKG, HR, ...
Social Media Profiles<br /><ul><li>SEO gold!
Profile, tags, URL
Reserve your profiles (even if you don’t plan to use)
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Integrated marketing summit st louis 2010

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  1. 1. Integrated Marketing Summit “Integrated Social Media” <br />10/21/10<br />
  2. 2. Agenda<br /><ul><li>ChrisKovac.com - (@chriskovac)
  3. 3. Nicholson Kovac
  4. 4. Theory of Social (Media) Influence
  5. 5. Where to Start?
  6. 6. Social Media Engagement & Integration
  7. 7. Closing Thoughts
  8. 8. Dunbar’s law (150 connections)
  9. 9. Q&A</li></li></ul><li>Meeting Objective<br />
  10. 10. Shameless Self-Pub<br />Integrated Marketing Communications (agency)<br />Full service<br />Located in Kansas City, MO<br />45/55 B2C vs. B2B<br />Past B2B Agency of Year (2x)<br />Strategic-driven creative<br />Integration<br />New website & blog<br />
  11. 11. Utica, New York<br />Des Moines, Iowa<br />Harrison, Arkansas<br />Toledo, Ohio<br />Philadelphia, Pennsylvania<br />St. Paul, Minnesota<br />20 Clients<br />100 Brands<br />Omaha, Nebraska<br />
  12. 12. Nicholson Kovac and Social Media<br />NK New Media Studies<br />Agriculture<br />Veterinarian & Pet Owner<br />Health Care Professionals<br />Interesting insights<br />
  13. 13. Dining Room Table Example<br />
  14. 14.
  15. 15.
  16. 16. Theory of Influence<br />Second-order Influence is very powerful<br />1810 followers on Twitter = Influence of Nearly 12.7M<br />Dan 1170 Followers = 16.9M<br />Peer Influence (esp. B2B)<br />How do We Find the Key Influencers?<br />Technology!<br />
  17. 17. Theory of Influence<br />50 “followers” vs. 10k<br />What if?<br />CEOs<br />Quality vs. quantity<br />Don’t underestimate the power of 1:1!<br />Your friends’ friends<br />Talk (influence) within their channel<br />
  18. 18. Business Cases – Social Media<br /><ul><li>Awareness
  19. 19. Dunkin’ Donuts KC
  20. 20. Lead/Sales
  21. 21. Retention/Up-sell
  22. 22. Customer Service (sCSR)
  23. 23. Overlay Other Data (Web, Sales, SEM, Media)
  24. 24. Community Relations
  25. 25. Track ROI
  26. 26. Integration with Marketing</li></li></ul><li>NK Social Influence Model<br />Listen<br />Powerful Market Research Tool<br />Strategy<br />Engagement (Tactics)<br />Integration<br />ROI<br />
  27. 27. Social Media = Real-time Focus Group<br />
  28. 28. Social Media Monitoring<br />Brands<br />Competitive Landscape<br />Marketplace Issues<br />Identify Key Influencers (KOLs)<br />Social Media Channels<br />Alerts<br />
  29. 29. Free Monitoring Tools<br /><ul><li>Google Alerts
  30. 30. Social Mention.com
  31. 31. Multi-channel
  32. 32. Topsy.com
  33. 33. Tweets/photos
  34. 34. Trackur
  35. 35. Email alerts
  36. 36. Kurrently
  37. 37. Twitter/Facebook
  38. 38. MonitorThis.com
  39. 39. Multi-channel</li></li></ul><li>Paid Monitoring Tools<br />As low as $100/mo<br />Companies, brands, competitors, issues<br />Facilitates engagement<br />Crisis management<br />Out-of-box vs. Enterprise<br />Making sense of the data…<br />
  40. 40. Good tips to remember<br />Best Practices at the Macro Level<br />
  41. 41. Race to Urgency<br />
  42. 42. Social Clutter<br />
  43. 43. Resources & Training<br />Start with savvy volunteers <br />Small committed team<br />Multi-discipline<br />PR, MTKG, HR, etc<br />On-call (be ready!)<br />“Think roles, not people”<br />@CraigMeurer<br />Crisis management plan<br />6:30pm on a Friday<br />Respond via channel (Twitter, YouTube, etc)<br />Domino’s (pizza) mistake<br />
  44. 44. Social Media Profiles<br /><ul><li>SEO gold!
  45. 45. Profile, tags, URL
  46. 46. Reserve your profiles (even if you don’t plan to use)
  47. 47. Blogs
  48. 48. Wordpress, Tumblr
  49. 49. YouTube
  50. 50. Twitter
  51. 51. Flickr
  52. 52. Facebook
  53. 53. “Point” to website
  54. 54. Company/brands
  55. 55. Issues </li></li></ul><li>“Rules” of Engagement<br /><ul><li>Test & Refine
  56. 56. Please Don’t Shout!!
  57. 57. Limit broadcasting
  58. 58. Don’t SPAM
  59. 59. (DM/@replies)
  60. 60. Listen to marketplace
  61. 61. Alerts (dining room table)
  62. 62. Be a thought leader (1st)
  63. 63. Make it easy to share…
  64. 64. Follow Back!</li></li></ul><li>
  65. 65. “Content is King”<br /><ul><li>Tell a story!
  66. 66. (you have one)
  67. 67. Think multi-channel
  68. 68. Content Development
  69. 69. Product Demos
  70. 70. Testimonials
  71. 71. Key Execs/Staff
  72. 72. Community
  73. 73. Repurpose Content
  74. 74. UGC
  75. 75. More</li></li></ul><li>Old Spice Case Study = 107% Gain<br />
  76. 76. Editorial Calendar<br /><ul><li>News (try to limit)
  77. 77. Events/Meet-ups
  78. 78. Ask! (What did you think of______?)
  79. 79. Retweets/Reposts
  80. 80. Culture
  81. 81. Tips
  82. 82. Encourage Sharing!
  83. 83. More Sharing = More Engagement , Followers(@MackCollier)</li></li></ul><li>Cause Marketing<br />+<br />
  84. 84. Build “Message Map”<br /><ul><li>Audience segmentation
  85. 85. Audiences need slightly different messages
  86. 86. Staff, media, customers
  87. 87. Message development
  88. 88. Blueprint
  89. 89. Objective
  90. 90. Measureable
  91. 91. Role-playing different scenarios
  92. 92. Measure & analyze
  93. 93. Monitor sentiment </li></li></ul><li>Use Technology to Manage!<br />Tweetdeck<br />CoTweet<br />HootSuite<br />More…<br />
  94. 94. Social Media Integration<br />Integrating Social Media into Traditional Marketing<br />
  95. 95. Corporate Communications<br />Social Media Policy<br />Best Practices<br />Establish “ground rules”<br />Continuing Education<br />Who Manages?<br />PR<br />Marketing<br />Web Team<br />
  96. 96. Market Research<br />Ask your audience about their social media habits<br />Online surveys<br />Focus groups<br />Social media monitoring<br />Deliver needs-based communications<br />
  97. 97. Internal Communications<br />Increase awareness internally (it’s still new)<br />Website<br />E-newsletters<br />Biz Cards<br />Email signature<br />Intranet<br />Signage<br />
  98. 98. Public Relations<br /><ul><li>A Natural Fit…
  99. 99. Social News Release
  100. 100. Blogging/tweeting
  101. 101. Online Reputation Management
  102. 102. Trade Shows
  103. 103. Events (radio remotes)
  104. 104. SEO-friendly
  105. 105. Word of Mouth </li></li></ul><li>What is a Social News Release (SNR)?<br /><ul><li>Search engine friendly (SEO)
  106. 106. Also journo friendly
  107. 107. News aggregators
  108. 108. Multi-format
  109. 109. Audio/video/photos
  110. 110. Embedded links
  111. 111. Measureable
  112. 112. Drive qualified traffic
  113. 113. Test and Refine</li></li></ul><li>
  114. 114.
  115. 115. Trade Shows<br /><ul><li>Meet in person, continue relationship via social media
  116. 116. Lots of opportunity
  117. 117. Meet-ups
  118. 118. Product demo or testimonial (video)
  119. 119. Live blogging/tweeting
  120. 120. Live Video
  121. 121. (John Deere)
  122. 122. Ask target audiences “How do you use social media” </li></li></ul><li>Traditional Advertising<br /><ul><li>Promote social media profiles
  123. 123. Use full URLs
  124. 124. Twitter.com/yourprofile
  125. 125. Twitter, Facebook, LinkedIn, YouTube, Flickr
  126. 126. Social media messaging
  127. 127. We want to engage with you!
  128. 128. Drive Web and social media traffic
  129. 129. Track ROI</li></li></ul><li>Measurement and ROI<br /><ul><li>Web Analytics
  130. 130. Unique visitors
  131. 131. Page Views
  132. 132. Time on site
  133. 133. Referring URLs
  134. 134. Twitter
  135. 135. Facebook
  136. 136. YouTube
  137. 137. Social Media Metrics
  138. 138. Bit.ly
  139. 139. Followers/posts/RTs
  140. 140. # of conversations
  141. 141. Monitoring </li></li></ul><li>Business Cases – Social Media<br /><ul><li>Awareness
  142. 142. Lead/Sales
  143. 143. Retention/Up-sell
  144. 144. Customer Service (sCSR)
  145. 145. Overlay Other Data (Web,</li></ul> Sales, SEM, Media)<br /><ul><li>Track ROI
  146. 146. Integration with </li></ul> Marketing<br />
  147. 147. Closing Thoughts<br />Dunbar’s Law (150)<br />5 things to remember<br />Listen/Monitor<br />What’s the objective?<br />Test & refine<br />Engage via real relationships<br />Integrate!<br />
  148. 148. Social Media Whitepaper<br />
  149. 149. Let’s Connect!<br />ChrisKovac.com<br />@chriskovac (twitter)<br />ckovac@nicholsonkovac.com<br />http://www.linkedin.com/in/chriskovac<br />
  150. 150. Thank You for Attending!<br />Q & A<br />
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