KPS3 Nphic Presentation Fnl


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KPS3s presentation to National Public Health Coalition on using New Media in public health and New Media Metrics, and Marketing Metrics.

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KPS3 Nphic Presentation Fnl

  1. 1. New media: What else should go into your mix to make it actually work
  2. 2. <ul><li>On Twitter: </li></ul><ul><li>Follow @KPS3 </li></ul><ul><li>S end a tweet with #kps3nphic for chance to win a new iPod nano. </li></ul>
  3. 3. See for more goodies referenced today.
  4. 4. What I’m going to cover today . <ul><li>What’s yer point </li></ul><ul><li>Mixing it up </li></ul><ul><li>Living in your skin </li></ul>
  5. 6. Engaging with, not broadcasting at. <ul><li>New media techniques are interactive, engaging, participatory </li></ul><ul><li>Research indicates that a subject that participates or DOES something connects better to a brand or idea, than just being TOLD about it </li></ul><ul><li>Research also says that new media sources, peer to peer, are the most trusted </li></ul>
  6. 7. Broadcast Style Your Brand Or Message
  7. 8. Many-to-Many Style Your Brand Or Message
  8. 9. This shift is an opportunity for marketers/communicators to listen to consumers and their unfiltered conversations. We can also engage in the conversation.
  9. 10. Some examples of these tools: <ul><li>Blogs/Vlogs </li></ul><ul><li>Text Messaging (Mobile Marketing) </li></ul><ul><li>Podcast/Videocast </li></ul><ul><li>RSS Feeds </li></ul><ul><li>Widgets </li></ul><ul><li>Social Networks (Facebook, Twitter, Plaxo, MySpace, LinkedIn, NING sites) </li></ul>
  10. 11. Some examples of these tools:
  11. 13. So… what’s yer point <ul><li>What’s the goal – point at it on the continuum </li></ul><ul><li>Who are your primary (and secondary) markets </li></ul><ul><li>Do your research: what do they know, understand, believe, intend, etc. and what best engages them and influences their decision making </li></ul>
  12. 14. So… what’s yer point <ul><li>Research – secondary, primary if you’ve time & $ </li></ul><ul><li>Develop a strategic brief with research dictating your approach: concept, message and channel plan </li></ul><ul><li>Declare your matrix of intended measurements of success </li></ul>
  13. 15. Measuring New Media New media tends to be easier to measure because of the tie to technology. We can typically tell how many people are viewing and interacting with our media or how we are performing with key search engines. Measuring Blog Activity about You <ul><li>Free </li></ul><ul><ul><li>Bloglines, Technorati, Blogpulse </li></ul></ul><ul><li>Paid </li></ul><ul><ul><li>Umbria, Nielson BuzzMetrics, BuzzLogic </li></ul></ul>
  14. 16. Possible metrics for your matrix <ul><li>New data members collected </li></ul><ul><li>Blog mentions (amount, placement, tone, action) </li></ul><ul><li>Share of voice, market, mind (research) </li></ul><ul><li>Conversion rates </li></ul><ul><li>Responses to specific campaign CTAs –mobile coupons, redemption, requests for info </li></ul>
  15. 17. Possible metrics for your matrix <ul><li>Population, recruits for social media sites </li></ul><ul><li>Media coverage (amount, placement, tone, acquired vs. response) </li></ul><ul><li>Search engine results </li></ul><ul><li>Click throughs, opens, pass alongs </li></ul><ul><li>Intent to buy, act </li></ul><ul><li>Changed behavior </li></ul>
  16. 19. Mixing it up. <ul><li>A Facebook page does not a campaign make </li></ul><ul><li>Creating a social media presence without promoting it elsewhere is like printing a direct mail and not mailing it </li></ul><ul><li>Channel planning is an art but your strategic brief is a great place to start </li></ul><ul><li>Roster and muster your AEMs (all existing means) </li></ul>
  17. 20. Mixing it up. <ul><li>Don’t get too thin – relative share of voice – probably 3 to 4 optimum </li></ul><ul><li>Multi channel has more success than single (65% to 58%) </li></ul><ul><li>Most industries increasingly wary of mass media, difficult to track ROI </li></ul><ul><li>Direct and technology based marketing adds measurability </li></ul>
  18. 21. Channels: brand growers. <ul><li>Affinity partners </li></ul><ul><li>Events (engage, activate) </li></ul><ul><li>Mobile content to drive traffic and activate prospects </li></ul><ul><li>Created consumption occasions </li></ul><ul><li>Better, more creative on-premise signage, messaging & theater </li></ul>
  19. 23. Living in your skin . <ul><li>FYI and CYA: Make sure research backs your strategy, approach, use of new media in channel plan (sign off on your strategic brief) </li></ul><ul><li>Educate proactively & develop policies on Internet/Intranet use, social network use, official social media use (cover advertising, comment posting, multimedia use and copyrights, how to request posts, permitted admins, your policy on freedom of speech issue) </li></ul><ul><li>Get legal and IT involved early in education, discussion, gather best practices for ammo </li></ul>
  20. 24. Living in your skin . <ul><li>Ways to mitigate: do a blind campaign (may be more appropriate from a marketing perspective as well – i.e. with groups distrustful of government or public agencies) or find a partner to be the apparent host of the campaign as well as further the promotion of it </li></ul>
  21. 26. Free speech, attorneys & posts. <ul><li>Government entities vary in opinion about monitoring and controlling posts – 50/50? </li></ul><ul><li>If your counsel allows, state your policy clearly, include relevance to the topic/thread </li></ul><ul><li>Set up social sites with filters, permissions and groups </li></ul><ul><li>Pros and cons of allowing posts </li></ul><ul><li>Don’t over-censor </li></ul>
  22. 27. Why should we care? <ul><ul><li>Helps humanize your organization </li></ul></ul><ul><ul><li>Feedback from customers and stakeholders </li></ul></ul><ul><ul><li>Create sense of community around your organization and services </li></ul></ul><ul><ul><li>Adds content to site/user generated content </li></ul></ul><ul><ul><li>Drives traffic to site/gives customers a reason to return </li></ul></ul><ul><ul><li>Improves SEO </li></ul></ul><ul><ul><li>Allows you to detect customer dissatisfaction early on/monitor needs </li></ul></ul><ul><ul><li>It’s where many market segments get the information they trust </li></ul></ul>
  23. 28. How to get more stuff. <ul><ul><li>[email_address] </li></ul></ul><ul><ul><li> </li></ul></ul><ul><ul><li> </li></ul></ul>