Ims minneapolis integrated social media pres 5 25-10


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Integrated social media program from Integrated Marketing Summit Minneapolis

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Ims minneapolis integrated social media pres 5 25-10

  1. 1.
  2. 2. IMS – Minneapolis<br />Integrated Social Media <br />
  3. 3. Agenda<br /> - (@chriskovac)<br />Nicholson Kovac<br />Theory of Social (Media) Influence <br />Where to Start?<br />Objective, Blueprint, Strategy, Listening<br />Social Media Integration & Engagement<br />Best Practices<br />Content<br />Integration<br />Soapbox<br />Dunbar’s law (150 connections)<br />Q&A<br />
  4. 4. Shameless Self-Pub<br />Integrated Marketing Communications (agency)<br />Full service<br />Located in Kansas City, MO<br />45/55 B2C vs. B2B<br />Process<br />Strategic-driven creative<br />Integration<br />
  5. 5. Nicholson Kovac and Social Media<br />NK New Media Studies<br />Agriculture<br />Veterinarian & Pet Owner<br />Health Care Professionals<br />Interesting insights<br />
  6. 6. Utica, New York<br />Des Moines, Iowa<br />Harrison, Arkansas<br />Toledo, Ohio<br />Philadelphia, Pennsylvania<br />St. Paul, Minnesota<br />20 Clients<br />100 Brands<br />Omaha, Nebraska<br />
  7. 7. “Consumers are the new media”<br />Tim Williams – Ignition Group<br />
  8. 8.
  9. 9.
  10. 10. Social Influence Marketing (Fluent)<br />Why Social Influence?<br />Trade show<br />Online and offline WOM<br />Razorfish fluent whitepaper<br />(progressive)<br />True Relationship Marketing (1:1)<br />scalable<br />Measurable<br />
  11. 11. NK Social Influence Model<br />Listen<br />Powerful Market Research Tool<br />Strategy<br />Engagement (Tactics)<br />Integration<br />ROI<br />
  12. 12. Theory of Influence<br />Second-order Influence<br />Offline vs. Online<br />Trade Show<br />1740 followers on Twitter = Influence of Nearly 12.3M<br />Dan 1170 Followers = 16.9M<br />Quality vs. Quantity<br />How do We Find the Key Influencers?<br /><br />
  13. 13. Theory of Influence - Clusters<br />
  14. 14. Theory of Influence<br />50 “followers” vs. 10k<br />What if?<br />Don’t underestimate the power of 1:1!<br />Your friend's friends<br />Talk within their channel<br />We need to be on Twitter?<br />Why?<br />Forums, Blogs, Video<br />
  15. 15. Evolution of Social Media<br />B2B vs. B2C<br />(Health Care, Aerospace)<br />
  16. 16. Business Cases – Social Media<br /><ul><li>Awareness
  17. 17. Lead/Sales
  18. 18. Retention/Up-sell
  19. 19. Customer Service (sCSR)
  20. 20. Overlay Other Data (Web, Sales, SEM, Media)
  21. 21. Community Relations
  22. 22. Track ROI
  23. 23. Integration with Marketing</li></li></ul><li>How Users Consume Social Media<br />
  24. 24. Where to Start<br />This all sounds good, but<br /> where do I start?<br />
  25. 25. Where to Start?<br />Listen<br />Define objectives (measureable)<br />Audience segmentation<br />Develop strategies<br />Existing Marcom integration<br />Message Roadmap<br />Who, what, when<br />“One thing”<br />Resource management<br />“Content is King”<br />
  26. 26. Social Media = Real-time Focus Group<br />
  27. 27. Social Media Monitoring<br />Brands<br />Competitive Landscape<br />Marketplace Issues<br />Identify Key Influencers (KOLs)<br />Social Media Channels<br />Alerts<br />
  28. 28. Free Monitoring Tools<br />Google Alerts<br />Social<br />Multi-channel<br /><br />Tweets/photos<br />Trackur<br />Email alerts<br />Kurrently<br />Twitter/Facebook<br /><br />Multi-channel<br />
  29. 29. Paid Monitoring Tools<br />Out-of-box vs. Enterprise<br />PRNewswire<br />Social Media Metrics<br />Nielsen BuzzMetrics<br />SocialRadar by Infegy<br />Other<br />
  30. 30. Good tips to remember<br />Best Practices at the Macro Level<br />
  31. 31. “Rules” of Engagement<br />Please Don’t Shout!!<br />Limit broadcasting<br />Don’t SPAM<br />(DM/@replies)<br /> Listen to marketplace<br />Alerts (dining room table)<br />Be a thought leader<br />Interact & participate<br />Integrate<br />
  32. 32. Macro Best Practices<br />Strategy: Test & Refine<br />SEO (own the serp)<br />Needs-based comms<br />Ask your audience<br />Polls<br />E-research<br />Cause marketing<br />Social CRM (sCRM)<br />Open hours<br />Response time<br />Resource management<br />Promote<br />Blogs, forums, SNR<br />
  33. 33. Make it Viral<br />"Share This”<br />Social sharing<br />Digg, Deliecios, StumbleUpon<br />Seed content<br />Solicit feedback<br />Listen to channel<br />Tactics:<br />Blog<br />SNR<br />Web<br />Offline (leave behind)<br />
  34. 34. “Content is King”<br />Tell a story!<br />(you have one)<br />Think multi-channel<br />Content Development<br />Product Demos<br />Testimonials<br />Key Execs/Staff<br />Community<br />Repurpose Content<br />UGC<br />More<br />
  35. 35. Multi-Media<br />Audio (Podcasts)<br />Social News Release<br />Video (YouTube)<br />Trade Shows<br />Photo-sharing (Flickr)<br />User Generated Content<br />
  36. 36. Social Media Integration<br />
  37. 37.
  38. 38. Corporate Communications<br />Social Media Policy<br />Corporate<br />Online Reputation Management<br />Employees<br />Community Relations<br />Key Executives<br />Brand Hijacks<br />HR <br />
  39. 39. Walled Garden<br />
  40. 40. Internal Communications<br />Increase awareness internally (it’s still new)<br />Website<br />E-newsletters<br />Biz Cards<br />Email signature<br />Intranet<br />Signage<br />
  41. 41. Public Relations<br />A Natural Fit…<br />Social News Release<br />Blogging/tweeting<br />Online Reputation Management<br />Trade Shows<br />Events (radio remotes)<br />SEO<br />Word of Mouth <br />
  42. 42. What is a Social News Release (SNR)?<br />Search engine friendly (SEO)<br />Also journo friendly<br />News aggregators<br />Multi-format<br />Audio/video/photos<br />Embedded links<br />Measureable<br />Drive qualified traffic<br />Test and Refine<br />
  43. 43.
  44. 44. Trade Shows<br />Meet in person, continue relationship via social media<br />Lots of opportunity<br />Meet-ups<br />Product demo or testimonial (video)<br />Live blogging/tweeting<br />Live Video<br />(John Deere)<br />Ask target audiences “How do you use social media” <br />
  45. 45. Traditional Advertising<br />It’s time to integrate!<br />Promote social media profiles<br />Twitter, Facebook, LinkedIn, YouTube, Flickr<br />Social media messaging<br />We want to engage with you!<br />Drive Web and social media traffic<br />
  46. 46. Market Research<br />Ask your audience about their social media habits<br />Online surveys<br />Focus groups<br />Social media monitoring<br />Deliver needs-based communications<br />
  47. 47. Creative – Augmented Reality<br />
  48. 48. Measurement and ROI<br />Web Analytics<br />Unique visitors<br />Page Views<br />Time on site<br />Referring URLs<br />Twitter<br />Facebook<br />YouTube<br />Social Media Metrics<br /><br />Followers/posts/RTs<br /># of conversations<br />Monitoring <br />
  49. 49. Business Cases – Social Media<br />Awareness<br />Lead/Sales<br />Retention/Up-sell<br />Customer Service (CSR)<br />Overlay Other Data (Web, Sales, SEM, Media<br />Track ROI<br />Integration with Marketing<br />
  50. 50. Soapbox<br />Dunbar’s Law (150)<br />Corporate Communications<br />Remember Engagement Best Practices<br />It’s About Building Real Relationships<br />Closing Thoughts<br /> Thanks!<br />
  51. 51. My Influencers<br />@garyvee<br />@prsarahevans<br />@jowyang<br />@bsolis<br />@unmarketing<br />
  52. 52. Chris Kovac<br /><br />@chriskovac<br /><br /><br />Marketing Elements Podcast <br />@TimGoleman<br />
  53. 53. Mobile – Local – Social<br />
  54. 54. Thank You for Attending!<br />Q & A<br />