0
Social Media for Marcom
Professionals

Chris Kovac @chriskovac
Ramsey Mohsen @ramseym
Joe Cox - @joenormal
Dining Room Table Example
(We need to be on the Twitter!!
But, why?)
Social Media Integration: Start
with marketing objectives
(measurable) and busi...
Business Cases – Social Media
• Awareness
• Dunkin’ Donuts KC
• Lead/Sales
• Retention/Up-sell
• Customer Service (sCSR)
•...
Theory of Influence
• 50 “followers” vs. 10k
– What if?
– CEOs
• Quality vs. quantity
• Don’t underestimate the
power of 1...
Social Media Profiles
• Reserve your profiles (even if
you don’t plan to use…)
– Twitter, Facebook (networks)
– YouTube (v...
Social Media = Real-time Focus Group
Social Media Monitoring
•
•
•
•

Brands
Competitive Landscape
Marketplace Issues
Identify Key Influencers
(KOLs)
• Social ...
Free Monitoring Tools
• Google Alerts
• Social Mention.com
– Multi-channel

• Topsy.com
– Tweets/photos

• Trackur
– Email...
“Rules” of Engagement
• Test & Refine
• Please Don’t Shout!!
– Limit broadcasting

• Don’t SPAM
– (DM/@replies)

• Listen ...
Build “Message Map”
• Audience segmentation
– Audiences need slightly different
messages
– Staff, media, customers

• Mess...
Editorial Calendar
• News (try to limit)
• Events/Meet-ups
• Ask! (What did you think
of______?)
• Retweets/Reposts
• Cult...
Use Technology to Manage!
•
•
•
•

Tweetdeck
CoTweet
HootSuite
More…
Web/Social as a Call-to-Action (CTA)
w/ Traditional Advertising
- Phone #
- Website
- Social Profiles (new opps)
- Integra...
Recap
• Start with measureable
objective
• Listen to the marketplace
– Free tools
– Relevance

• Message Map & editorial
c...
Let’s Connect!
•
•
•
•
•

ChrisKovac.com
NicholsonKovac.com
@chriskovac (twitter)
ckovac@nicholsonkovac.com
http://www.lin...
Joe Cox
@joenormal
Coca-Cola Companies
Online
Influencer
Engagement
@joenormal
Field Marketing
Influencer 1.0
•
•
•
•

Events are tough
We aren’t that cool
Find someone who is
We are Connectors
Influencer 2.0
•
•
•
•

Social Media is tough
We still aren’t that cool
Find someone (online) who is
Still connectors
What it’s not

Macro Celebrity =

$
Or this….
Who it is
leaders

Passionate

communicators
niche
real people
What do Influencers find Valuable?
….How can you foster the relationship

RECOGNITION

People like to be recognized. Ask f...
What it looks Outreach
like
Field Marketing vs. PR
RELATIONSHIPS

TRAFFIC

Announcements

News

Attendance

FM

Events/Adv...
Opportunities
• Scalable- National/Local
• Leverage Social Media big or small
• Cost Efficient

Challenges
• Time
• Contro...
The FLOW
Discover
Free Stuff

Google Alerts
Twitter Search
Meetup.com
Social Mention
People Browsr
IceRocket
uberVu (freemium)
Boar...
How

Make

Tips for meaningful outreach
Do your Homework
Get to know your potential influencer. Do some research
about the...
Make
Other things
to be on the
Lookout for…
Have they posted about your initiative, brand or product in the past?
What has...
Make
I’ve done my
homework… now
what should I write?
How do we know each other?

What can we do together?

What’s in it fo...
Manage
IRM = INFLUENCER
RELATIONSHIP
MANAGMENT
Measure
Thank You

@joenormal
joe@joecox.me
Ramsey Mohsen
@ramseym
Digital Evolution Group
Is social media the answer?
No.
No. Social Media isn’t replacing anything.
• It’s 1 part of the spectrum of communication.
• It should be “with” not “inst...
"Your website isn't a
destination. Get over
yourself."
Your website isn’t good enough.
•
•
•
•

It’s not a destination.
A website is 1 component of a larger online strategy.
You...
58% check email first.
• …people start their day by checking their email.
- eMarketer, July 2010
You need to have a digital strategy.
The channels all support each other.
• Website
• Email
• Google Search
• Facebook
• Y...
Hallmark Cards – A Success Story
Corporate Website & Newsroom
Social Aggregation & Online Community
Facebook
youtube.com/Hallmark
blog.hallmark.com
Tips
• Start small, show results, and then expand.
• Involve legal and HR in the beginning.
• How can we distribute social...
Are you ready?
•
•
•
•
•
•
•

Can you devote the time?
Can you sustain the effort?
Is there project ownership internally?
...
The Cart Before the Horse
Many of you are engaging in social media (e.g.
Facebook, Twitter, blogs)…

• But are you doing y...
The Cart Before the Horse

80% is strategy.
20% is technology.
What to do next?
You need a plan…
that considers your objectives
and your targets…

before you select your strategies
and ...
Questions?

Ramsey Mohsen
www.ramseymohsen.com
mohsenr@digitalev.com
@ramseym
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AMA Influencer Marketing Deck

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A deck I presented in 2011 at an AMA meeting along w/ Ramsey Mohsen & Chris Kovac. Social media, influencer relationship management, American Marketing Association

Published in: Business, Technology
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Transcript of "AMA Influencer Marketing Deck"

  1. 1. Social Media for Marcom Professionals Chris Kovac @chriskovac Ramsey Mohsen @ramseym Joe Cox - @joenormal
  2. 2. Dining Room Table Example
  3. 3. (We need to be on the Twitter!! But, why?) Social Media Integration: Start with marketing objectives (measurable) and business cases.
  4. 4. 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
  5. 5. 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
  6. 6. Social Media Profiles • Reserve your profiles (even if you don’t plan to use…) – Twitter, Facebook (networks) – YouTube (video) – Flickr (photos) • “Point” to website – Search-friendly (SEO) • Company/brands – Prevent Brand “Hijacks” • Issues
  7. 7. Social Media = Real-time Focus Group
  8. 8. Social Media Monitoring • • • • Brands Competitive Landscape Marketplace Issues Identify Key Influencers (KOLs) • Social Media Channels • Alerts
  9. 9. Free Monitoring Tools • Google Alerts • Social Mention.com – Multi-channel • Topsy.com – Tweets/photos • Trackur – Email alerts • Kurrently – Twitter/Facebook • MonitorThis.com – Multi-channel
  10. 10. “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!
  11. 11. 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
  12. 12. 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 )
  13. 13. Use Technology to Manage! • • • • Tweetdeck CoTweet HootSuite More…
  14. 14. Web/Social as a Call-to-Action (CTA) w/ Traditional Advertising - Phone # - Website - Social Profiles (new opps) - Integration
  15. 15. Recap • Start with measureable objective • Listen to the marketplace – Free tools – Relevance • Message Map & editorial calendar • Integrate w/ traditional media – Call-to-action
  16. 16. Let’s Connect! • • • • • ChrisKovac.com NicholsonKovac.com @chriskovac (twitter) ckovac@nicholsonkovac.com http://www.linkedin.com/in/ chriskovac • MoblieLocalSocial.com
  17. 17. Joe Cox @joenormal Coca-Cola Companies
  18. 18. Online Influencer Engagement @joenormal
  19. 19. Field Marketing
  20. 20. Influencer 1.0 • • • • Events are tough We aren’t that cool Find someone who is We are Connectors
  21. 21. Influencer 2.0 • • • • Social Media is tough We still aren’t that cool Find someone (online) who is Still connectors
  22. 22. What it’s not Macro Celebrity = $
  23. 23. Or this….
  24. 24. Who it is leaders Passionate communicators niche real people
  25. 25. What do Influencers find Valuable? ….How can you foster the relationship RECOGNITION People like to be recognized. Ask for their Point of View. Link to their accounts or posts. Re-tweet or even offer guest posts. Ask for their feedback. TRAFFIC Link to their accounts or posts to help increase traffic to their sites/pages. Retweet, or include them in any events (virtual or physical) that will help increase their profile & traffic c. SUPPORT Influencers have their own events & agendas. Support them with the appropriate behaviors such as linking, re-tweeting to or even free product. CONTENT Being an influencer can be tough. They need great content to keep their followers interested. Provide them with a source of content that has been curated by your brands and/or original content provided by the brand that has value to them AND their community. 14
  26. 26. What it looks Outreach like Field Marketing vs. PR RELATIONSHIPS TRAFFIC Announcements News Attendance FM Events/Advocacy PR Ongoing Relationship Media Big Blogs National Events Engaging for Different Reasons Local Relationships (FM) •Inviting them •Local Sponsorship •Ongoing conversation •Mutual Support Media Relationships (PR) •Agreements •National Sponsorships •Planned Appearances •Brand Event Promotions 13
  27. 27. Opportunities • Scalable- National/Local • Leverage Social Media big or small • Cost Efficient Challenges • Time • Control
  28. 28. The FLOW
  29. 29. Discover Free Stuff Google Alerts Twitter Search Meetup.com Social Mention People Browsr IceRocket uberVu (freemium) BoardTracker Paid Stuff Alterian SM2 Lithium Radian6 Sysomos Trackur Influencer Tools Alltop Listorious Twitalyzer Postrank Klout BlogDash mBlast Traackr
  30. 30. How Make Tips for meaningful outreach Do your Homework Get to know your potential influencer. Do some research about them. Explore their social networking profiles (Facebook, Twitter, etc.). Read their blog. Learn about their connections “on the ground” , outside of the digital sphere. Know their interests, what makes them tick and truly understand the value you can bring to one another. Remember, it’s probably NOT their Day Job Recognize that they are probably juggling a lot of other things. Be respectful of their time. Keep your messaging and outreach clear and concise. Tell them WHY you are reaching out What was it about them or their content/network that makes them relevant and tell them what you have in mind. Engage. Don’t Pitch These people are real. Be real. Talk with them on a personal, human level, not like a sales pitch. Be Authentic…They’ll appreciate it. Tell them what the VALUE is for them This is about building a relationship, so express the value that they’ll receive by coming on board. Choose the Right Medium Contact them in the place that makes the most sense for them, whether it be via email, Twitter, Facebook, their blog, etc. You’ve done your homework, you know which works best for them. Respond Quickly Be respectful of their time. If you get a response indicating that they are willing to engage, follow up right away. Send them whatever additional information they’ve requested, product, etc. Write the Perfect Message…for THEM No copy and paste! Think about the things you’ve learned about them from your homework and write to them in a way that is natural for you and relevant for them. Nurture the Relationship Don’t forget about your influencers. Think of ways that your brand can add value to your influencers interests & initiatives before, during & after your engagement with them.
  31. 31. Make Other things to be on the Lookout for… Have they posted about your initiative, brand or product in the past? What has been the tone of the post? Positive? Negative? Have they posted about being “pitched” in the past and been turned off? Have they talked about a brand who reached out to them in an effective way? Learn from that & tailor your outreach for success.
  32. 32. Make I’ve done my homework… now what should I write? How do we know each other? What can we do together? What’s in it for them? Clear “call-to-action”— so what’s next? 5
  33. 33. Manage IRM = INFLUENCER RELATIONSHIP MANAGMENT
  34. 34. Measure
  35. 35. Thank You @joenormal joe@joecox.me
  36. 36. Ramsey Mohsen @ramseym Digital Evolution Group
  37. 37. Is social media the answer?
  38. 38. No.
  39. 39. No. Social Media isn’t replacing anything. • It’s 1 part of the spectrum of communication. • It should be “with” not “instead of”.
  40. 40. "Your website isn't a destination. Get over yourself."
  41. 41. Your website isn’t good enough. • • • • It’s not a destination. A website is 1 component of a larger online strategy. You must have “outposts” for discovery. All roads should lead back to your website(s).
  42. 42. 58% check email first. • …people start their day by checking their email. - eMarketer, July 2010
  43. 43. You need to have a digital strategy. The channels all support each other. • Website • Email • Google Search • Facebook • YouTube • Twitter • (...other social media tools)
  44. 44. Hallmark Cards – A Success Story
  45. 45. Corporate Website & Newsroom
  46. 46. Social Aggregation & Online Community
  47. 47. Facebook
  48. 48. youtube.com/Hallmark
  49. 49. blog.hallmark.com
  50. 50. Tips • Start small, show results, and then expand. • Involve legal and HR in the beginning. • How can we distribute social media knowledge across the entire organization, including ongoing training and knowledge sharing? • Follow other companies regularly, and start using the tools.
  51. 51. Are you ready? • • • • • • • Can you devote the time? Can you sustain the effort? Is there project ownership internally? Is there a commitment to transparency? Is there executive sponsorship? Are you prepared to take action on the feedback? Do you know what you want to accomplish?
  52. 52. The Cart Before the Horse Many of you are engaging in social media (e.g. Facebook, Twitter, blogs)… • But are you doing your social strategy backwards?
  53. 53. The Cart Before the Horse 80% is strategy. 20% is technology.
  54. 54. What to do next? You need a plan… that considers your objectives and your targets… before you select your strategies and technologies.
  55. 55. Questions? Ramsey Mohsen www.ramseymohsen.com mohsenr@digitalev.com @ramseym
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