Integrated marketing summit st louis 2010

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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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Transcript

  • 1. Integrated Marketing Summit “Integrated Social Media”
    10/21/10
  • 2. Agenda
    • ChrisKovac.com - (@chriskovac)
    • 3. Nicholson Kovac
    • 4. Theory of Social (Media) Influence
    • 5. Where to Start?
    • 6. Social Media Engagement & Integration
    • 7. Closing Thoughts
    • 8. Dunbar’s law (150 connections)
    • 9. Q&A
  • Meeting Objective
  • 10. 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
  • 11. Utica, New York
    Des Moines, Iowa
    Harrison, Arkansas
    Toledo, Ohio
    Philadelphia, Pennsylvania
    St. Paul, Minnesota
    20 Clients
    100 Brands
    Omaha, Nebraska
  • 12. Nicholson Kovac and Social Media
    NK New Media Studies
    Agriculture
    Veterinarian & Pet Owner
    Health Care Professionals
    Interesting insights
  • 13. Dining Room Table Example
  • 14.
  • 15.
  • 16. 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!
  • 17. 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
  • 18. Business Cases – Social Media
    • Awareness
    • 19. Dunkin’ Donuts KC
    • 20. Lead/Sales
    • 21. Retention/Up-sell
    • 22. Customer Service (sCSR)
    • 23. Overlay Other Data (Web, Sales, SEM, Media)
    • 24. Community Relations
    • 25. Track ROI
    • 26. Integration with Marketing
  • NK Social Influence Model
    Listen
    Powerful Market Research Tool
    Strategy
    Engagement (Tactics)
    Integration
    ROI
  • 27. Social Media = Real-time Focus Group
  • 28. Social Media Monitoring
    Brands
    Competitive Landscape
    Marketplace Issues
    Identify Key Influencers (KOLs)
    Social Media Channels
    Alerts
  • 29. Free Monitoring Tools
  • 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…
  • 40. Good tips to remember
    Best Practices at the Macro Level
  • 41. Race to Urgency
  • 42. Social Clutter
  • 43. 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
  • 44. Social Media Profiles
  • “Rules” of Engagement
    • Test & Refine
    • 56. Please Don’t Shout!!
    • 57. Limit broadcasting
    • 58. Don’t SPAM
    • 59. (DM/@replies)
    • 60. Listen to marketplace
    • 61. Alerts (dining room table)
    • 62. Be a thought leader (1st)
    • 63. Make it easy to share…
    • 64. Follow Back!
  • 65. “Content is King”
  • Old Spice Case Study = 107% Gain
  • 76. Editorial Calendar
    • News (try to limit)
    • 77. Events/Meet-ups
    • 78. Ask! (What did you think of______?)
    • 79. Retweets/Reposts
    • 80. Culture
    • 81. Tips
    • 82. Encourage Sharing!
    • 83. More Sharing = More Engagement , Followers(@MackCollier)
  • Cause Marketing
    +
  • 84. Build “Message Map”
    • Audience segmentation
    • 85. Audiences need slightly different messages
    • 86. Staff, media, customers
    • 87. Message development
    • 88. Blueprint
    • 89. Objective
    • 90. Measureable
    • 91. Role-playing different scenarios
    • 92. Measure & analyze
    • 93. Monitor sentiment
  • Use Technology to Manage!
    Tweetdeck
    CoTweet
    HootSuite
    More…
  • 94. Social Media Integration
    Integrating Social Media into Traditional Marketing
  • 95. Corporate Communications
    Social Media Policy
    Best Practices
    Establish “ground rules”
    Continuing Education
    Who Manages?
    PR
    Marketing
    Web Team
  • 96. Market Research
    Ask your audience about their social media habits
    Online surveys
    Focus groups
    Social media monitoring
    Deliver needs-based communications
  • 97. Internal Communications
    Increase awareness internally (it’s still new)
    Website
    E-newsletters
    Biz Cards
    Email signature
    Intranet
    Signage
  • 98. Public Relations
  • What is a Social News Release (SNR)?
  • 114.
  • 115. Trade Shows
    • Meet in person, continue relationship via social media
    • 116. Lots of opportunity
    • 117. Meet-ups
    • 118. Product demo or testimonial (video)
    • 119. Live blogging/tweeting
    • 120. Live Video
    • 121. (John Deere)
    • 122. Ask target audiences “How do you use social media”
  • Traditional Advertising
    • Promote social media profiles
    • 123. Use full URLs
    • 124. Twitter.com/yourprofile
    • 125. Twitter, Facebook, LinkedIn, YouTube, Flickr
    • 126. Social media messaging
    • 127. We want to engage with you!
    • 128. Drive Web and social media traffic
    • 129. Track ROI
  • Measurement and ROI
  • Business Cases – Social Media
    Sales, SEM, Media)
    • Track ROI
    • 146. Integration with
    Marketing
  • 147. Closing Thoughts
    Dunbar’s Law (150)
    5 things to remember
    Listen/Monitor
    What’s the objective?
    Test & refine
    Engage via real relationships
    Integrate!
  • 148. Social Media Whitepaper
  • 149. Let’s Connect!
    ChrisKovac.com
    @chriskovac (twitter)
    ckovac@nicholsonkovac.com
    http://www.linkedin.com/in/chriskovac
  • 150. Thank You for Attending!
    Q & A