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Integrating Social Media and Best Practices

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From the Integrated Marketing Summit 2010 in Atlanta. Includes social media marketing and engagement best practices and traditional marketing integration. …

From the Integrated Marketing Summit 2010 in Atlanta. Includes social media marketing and engagement best practices and traditional marketing integration.

@chriskovac


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Transcript

  • 1.
  • 2. Social Media Integration and Best Practices
    With Chris Kovac of Nicholson Kovac
  • 3. Agenda
    Quick Bio (@chriskovac)
    • Nicholson Kovac
    Objective for today
    Theory of Influence (Razorfish – Fluent)
    Where to Start?
    • Objective, Blueprint, Strategy, Listening
    Social Media Integration & Engagement
    • Corporate Policy, PR, Trade Shows, Advertising
    • 4. Business Cases
    Soapbox
    • Dunbar’s law (150 connections)
    Q&A
  • 5. Mobile – Local – Social
  • 6. Shameless Self-Pub
    Integrated Marketing Communications (agency)
    Full service
    Located in Kansas City, MO
    45/55 B2C vs. B2B
    Strategic-driven creative
    Integration
  • 7. Nicholson Kovac and Social Media
    NK New Media Studies
    Ag
    Animal Health
    Health Care Professionals
    Interesting insights
  • 8.
  • 9. “Consumers are the new media”
    Tim Williams – Ignition Group
  • 10. Social Influence Marketing (Fluent)
    • Why Social Influence?
    • 11. Trade Show
    • 12. Online and Offline WOM
    • 13. Razorfish fluent Whitepaper
    (progressive)
    • True Relationship Marketing (1:1)
    • 14. Measurable
  • NK Social Influence Model
  • Theory of Influence
    Second-order Influence
    • Offline vs. Online
    • 20. Trade Show
    • 21. 1580 followers on Twitter = Influence of Nearly 15.5M
    • 22. Dan 1170 Followers = 16.9M
    • 23. Quality vs. Quantity
    • 24. How do We Find the Key Influencers?
    • 25. Listen and Analyze
    • 26. Technology
  • Evolution of Social Media
    • Evolving quickly
    • 27. Rule of 3
    • 28. From general to specific
    • 29. 2008: General Issues (news)
    • 30. MRSA/HAIs
    Aviation
    • Early 2009: Users “talking” about issues
    • 31. Late 2009/2010: Users begin
    to mention brands in the context
    of a specific issues
    • Implications
  • Where to Start
    This all sounds good, but
    where do I start?
  • 32. Where to Start?
  • Social Media Strategy
    • Before “Jumping” Into Social Media
    • 42. Listen to stream of communications
    Qualitative and Quantitative
    • Gather marketplace
    Intelligence
  • Social Media = Real-time Focus Group
  • 46. Social Media Monitoring
    • Brands
    • 47. Competitive Landscape
    • 48. Marketplace Issues
    • 49. Identify Key Influencers
    (KOLs)
    • Social Media Channels
    • 50. Alerts
  • Good tips to remember
    Best Practices at the Macro Level
  • 51. “Rules” of Engagement
    • Please Don’t Shout!!
    • 52. Limit broadcasting
    • 53. Don’t SPAM
    • 54. (DM/@replies)
    • 55. Listen to marketplace
    • 56. Alerts (dining room table)
    • 57. Be a thought leader
    • 58. Interact & participate
    • 59. Integrate
  • Social Media Integration & Engagement
    “The Good Stuff”
  • 60.
  • 61.
  • 62. Corporate Communications
  • Walled Garden
  • 70. Internal Communications
  • Public Relations
  • 84. Trade Shows
    • Meet in person, continue relationship via social media
    • 85. Lots of opportunity
    • 86. Meet-ups
    • 87. Product demo or testimonial (video)
    • 88. Live blogging/tweeting
    • 89. Live Video
    • 90. (John Deere)
    • 91. Ask target audiences “How do you use social media”
  • Traditional Advertising
    • It’s time to integrate!
    • 92. Promote social media profiles
    • 93. Twitter, Facebook, LinkedIn, YouTube, Flickr
    • 94. Social media messaging
    • 95. We want to engage with you!
    • 96. Drive Web and social media traffic
  • Market Research
    • Ask your audience about their social media habits
    • 97. Online surveys
    • 98. Focus groups
    • 99. Social media monitoring
    • 100. Deliver needs-based communications
  • Creative – Augmented Reality
  • 101. Other Ideas
    SEO
    SEM
    Direct Mail
    Database Marketing
    Lead Scoring/Demand Generation
  • 102. Measurement and ROI
  • Business Cases – Social Media
    Sales, SEM, Media
    • Track ROI
    • 119. Integration with
    Marketing
  • 120. Soapbox
    • Dunbar’s Law (150)
    • 121. Corporate Communications
    • 122. Remember Engagement Best Practices
    • 123. It’s About Building Real Relationships
    • 124. Closing Thoughts
    • 125. Thanks!
  • Thank You for Attending!
    Q & A

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