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Integrated marketing summit   st louis 2010
 

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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    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