Social Media Integration and Best Practices<br />With Chris Kovac of Nicholson Kovac<br />
Agenda<br />Quick Bio (@chriskovac)<br /><ul><li>Nicholson Kovac</li></ul>Objective for today<br />Theory of Influence (Ra...
Business Cases</li></ul>Soapbox<br /><ul><li>Dunbar’s law (150 connections)</li></ul>Q&A<br />
Mobile – Local – Social<br />
Shameless Self-Pub<br />Integrated Marketing Communications (agency)<br />Full service<br />Located in Kansas City, MO<br ...
Nicholson Kovac and Social Media<br />NK New Media Studies<br />Ag<br />Animal Health<br />Health Care Professionals<br />...
“Consumers are the new media”<br />Tim Williams – Ignition Group<br />
Social Influence Marketing (Fluent)<br /><ul><li>Why Social Influence?
Trade Show
Online and Offline WOM
Razorfish fluent Whitepaper</li></ul>(progressive)<br /><ul><li>True Relationship Marketing (1:1)
Measurable</li></li></ul><li>NK Social Influence Model<br /><ul><li>Listen
Powerful Market Research Tool
Strategy
Engagement (Tactics)
Integration
ROI</li></li></ul><li>Theory of Influence<br />Second-order Influence<br /><ul><li>Offline vs. Online
Trade Show
1580 followers on Twitter = Influence of Nearly 15.5M
Dan 1170 Followers = 16.9M
Quality vs. Quantity
How do We Find the Key Influencers?
Listen and Analyze
Technology</li></li></ul><li>Evolution of Social Media<br /><ul><li>Evolving quickly
Rule of 3
From general to specific
2008: General Issues (news)
MRSA/HAIs</li></ul>Aviation <br /><ul><li>Early 2009:  Users  “talking” about issues
Late 2009/2010:  Users begin</li></ul>to mention brands in the context<br />of a specific issues<br /><ul><li>Implications...
Where to Start?<br /><ul><li>Define objectives
Measurable
Develop Strategies
Existing MarCom Integration
Roadmap (Blueprint)
Who, What, When
Resource Management
“One thing”
Listen First
Then Engage!</li></li></ul><li>Social Media Strategy<br /><ul><li>Before “Jumping” Into Social Media
Listen to stream of communications</li></ul>Qualitative and Quantitative<br /><ul><li>Gather marketplace</li></ul>Intellig...
Strategy
Integration
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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.

@chriskovac

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Transcript of "Integrating Social Media and Best Practices"

  1. 1.
  2. 2. Social Media Integration and Best Practices<br />With Chris Kovac of Nicholson Kovac<br />
  3. 3. Agenda<br />Quick Bio (@chriskovac)<br /><ul><li>Nicholson Kovac</li></ul>Objective for today<br />Theory of Influence (Razorfish – Fluent)<br />Where to Start?<br /><ul><li>Objective, Blueprint, Strategy, Listening</li></ul>Social Media Integration & Engagement<br /><ul><li>Corporate Policy, PR, Trade Shows, Advertising
  4. 4. Business Cases</li></ul>Soapbox<br /><ul><li>Dunbar’s law (150 connections)</li></ul>Q&A<br />
  5. 5. Mobile – Local – Social<br />
  6. 6. Shameless Self-Pub<br />Integrated Marketing Communications (agency)<br />Full service<br />Located in Kansas City, MO<br />45/55 B2C vs. B2B<br />Strategic-driven creative<br />Integration<br />
  7. 7. Nicholson Kovac and Social Media<br />NK New Media Studies<br />Ag<br />Animal Health<br />Health Care Professionals<br />Interesting insights<br />
  8. 8.
  9. 9. “Consumers are the new media”<br />Tim Williams – Ignition Group<br />
  10. 10. Social Influence Marketing (Fluent)<br /><ul><li>Why Social Influence?
  11. 11. Trade Show
  12. 12. Online and Offline WOM
  13. 13. Razorfish fluent Whitepaper</li></ul>(progressive)<br /><ul><li>True Relationship Marketing (1:1)
  14. 14. Measurable</li></li></ul><li>NK Social Influence Model<br /><ul><li>Listen
  15. 15. Powerful Market Research Tool
  16. 16. Strategy
  17. 17. Engagement (Tactics)
  18. 18. Integration
  19. 19. ROI</li></li></ul><li>Theory of Influence<br />Second-order Influence<br /><ul><li>Offline vs. Online
  20. 20. Trade Show
  21. 21. 1580 followers on Twitter = Influence of Nearly 15.5M
  22. 22. Dan 1170 Followers = 16.9M
  23. 23. Quality vs. Quantity
  24. 24. How do We Find the Key Influencers?
  25. 25. Listen and Analyze
  26. 26. Technology</li></li></ul><li>Evolution of Social Media<br /><ul><li>Evolving quickly
  27. 27. Rule of 3
  28. 28. From general to specific
  29. 29. 2008: General Issues (news)
  30. 30. MRSA/HAIs</li></ul>Aviation <br /><ul><li>Early 2009: Users “talking” about issues
  31. 31. Late 2009/2010: Users begin</li></ul>to mention brands in the context<br />of a specific issues<br /><ul><li>Implications</li></li></ul><li>Where to Start<br />This all sounds good, but<br /> where do I start?<br />
  32. 32. Where to Start?<br /><ul><li>Define objectives
  33. 33. Measurable
  34. 34. Develop Strategies
  35. 35. Existing MarCom Integration
  36. 36. Roadmap (Blueprint)
  37. 37. Who, What, When
  38. 38. Resource Management
  39. 39. “One thing”
  40. 40. Listen First
  41. 41. Then Engage!</li></li></ul><li>Social Media Strategy<br /><ul><li>Before “Jumping” Into Social Media
  42. 42. Listen to stream of communications</li></ul>Qualitative and Quantitative<br /><ul><li>Gather marketplace</li></ul>Intelligence<br /><ul><li>Engagement Begins
  43. 43. Strategy
  44. 44. Integration
  45. 45. Message Map</li></li></ul><li>Social Media = Real-time Focus Group<br />
  46. 46. Social Media Monitoring<br /><ul><li>Brands
  47. 47. Competitive Landscape
  48. 48. Marketplace Issues
  49. 49. Identify Key Influencers</li></ul> (KOLs)<br /><ul><li>Social Media Channels
  50. 50. Alerts</li></li></ul><li>Good tips to remember<br />Best Practices at the Macro Level<br />
  51. 51. “Rules” of Engagement<br /><ul><li>Please Don’t Shout!!
  52. 52. Limit broadcasting
  53. 53. Don’t SPAM
  54. 54. (DM/@replies)
  55. 55. Listen to marketplace
  56. 56. Alerts (dining room table)
  57. 57. Be a thought leader
  58. 58. Interact & participate
  59. 59. Integrate</li></li></ul><li>Social Media Integration & Engagement<br />“The Good Stuff”<br />
  60. 60.
  61. 61.
  62. 62. Corporate Communications<br /><ul><li>Social Media Policy
  63. 63. Corporate
  64. 64. Online Reputation Management
  65. 65. Employees
  66. 66. Community Relations
  67. 67. Key Executives
  68. 68. Brand Hijacks
  69. 69. HR </li></li></ul><li>Walled Garden<br />
  70. 70. Internal Communications<br /><ul><li>Increase awareness internally (it’s still new)
  71. 71. Web Site
  72. 72. E-newsletters
  73. 73. Biz Cards
  74. 74. Email signature
  75. 75. Intranet
  76. 76. Digital signage</li></li></ul><li>Public Relations<br /><ul><li>A Natural Fit…
  77. 77. Social News Release
  78. 78. Blogging/tweeting
  79. 79. Online Reputation Management
  80. 80. Trade Shows
  81. 81. Events (radio remotes)
  82. 82. SEO
  83. 83. Word of Mouth</li></li></ul><li>
  84. 84. Trade Shows<br /><ul><li>Meet in person, continue relationship via social media
  85. 85. Lots of opportunity
  86. 86. Meet-ups
  87. 87. Product demo or testimonial (video)
  88. 88. Live blogging/tweeting
  89. 89. Live Video
  90. 90. (John Deere)
  91. 91. Ask target audiences “How do you use social media”</li></li></ul><li>Traditional Advertising<br /><ul><li>It’s time to integrate!
  92. 92. Promote social media profiles
  93. 93. Twitter, Facebook, LinkedIn, YouTube, Flickr
  94. 94. Social media messaging
  95. 95. We want to engage with you!
  96. 96. Drive Web and social media traffic</li></li></ul><li>Market Research<br /><ul><li>Ask your audience about their social media habits
  97. 97. Online surveys
  98. 98. Focus groups
  99. 99. Social media monitoring
  100. 100. Deliver needs-based communications</li></li></ul><li>Creative – Augmented Reality<br />
  101. 101. Other Ideas<br />SEO<br />SEM<br />Direct Mail<br />Database Marketing<br />Lead Scoring/Demand Generation<br />
  102. 102. Measurement and ROI<br /><ul><li>Web Analytics
  103. 103. Unique visitors
  104. 104. Page Views
  105. 105. Time on site
  106. 106. Referring URLs
  107. 107. Twitter
  108. 108. Facebook
  109. 109. Youtube
  110. 110. Social Media Metrics
  111. 111. Bit.ly
  112. 112. Followers/posts/RTs
  113. 113. # of conversations
  114. 114. Monitoring </li></li></ul><li>Business Cases – Social Media<br /><ul><li>Awareness
  115. 115. Lead/Sales
  116. 116. Retention/Up-sell
  117. 117. Customer Service (CSR)
  118. 118. Overlay Other Data (Web,</li></ul> Sales, SEM, Media<br /><ul><li>Track ROI
  119. 119. Integration with </li></ul>Marketing<br />
  120. 120. Soapbox<br /><ul><li>Dunbar’s Law (150)
  121. 121. Corporate Communications
  122. 122. Remember Engagement Best Practices
  123. 123. It’s About Building Real Relationships
  124. 124. Closing Thoughts
  125. 125. Thanks!</li></li></ul><li>Thank You for Attending!<br />Q & A<br />

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