Integrated Marketing Summit - Chicago August 2010


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Integrated Social Media presentation from Chicago's Integrated Marketing Summit, August 24th, 2010.

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Integrated Marketing Summit - Chicago August 2010

  1. 1.
  2. 2. Integrated Social Media – Chicago IMS<br />8/24/10<br />
  3. 3. Agenda<br /> - (@chriskovac)<br />Nicholson Kovac<br />Theory of Social (Media) Influence <br />Where to Start?<br />Social Media Engagement & 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 />Past B2B Agency of Year (2x)<br />Strategic-driven creative<br />Integration<br />Blog<br />
  5. 5. 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 />
  6. 6. Nicholson Kovac and Social Media<br />NK New Media Studies<br />Agriculture<br />Veterinarian & Pet Owner<br />Health Care Professionals<br />Interesting insights<br />
  7. 7. Dining Room Table Example<br />
  8. 8. “Consumers are the new media”<br />Tim Williams – Ignition Group<br />
  9. 9. How Users Consume Social Media<br />
  10. 10. Theory of Influence<br />Second-order Influence<br />Offline vs. Online<br />Trade Show<br />1810 followers on Twitter = Influence of Nearly 12.7M<br />Dan 1170 Followers = 16.9M<br />How do We Find the Key Influencers?<br />Technology<br /><br />
  11. 11. Theory of Influence<br />50 “followers” vs. 10k<br />What if?<br />Quality vs. Quantity<br />Don’t underestimate the power of 1:1!<br />Your friends’ friends<br />Talk within their channel<br />Online to Offline<br />
  12. 12. NK Social Influence Model<br />Listen<br />Powerful Market Research Tool<br />Strategy<br />Engagement (Tactics)<br />Integration<br />ROI<br />
  13. 13. Business Cases – Social Media<br /><ul><li>Awareness
  14. 14. Lead/Sales
  15. 15. Retention/Up-sell
  16. 16. Customer Service (sCSR)
  17. 17. Overlay Other Data (Web, Sales, SEM, Media)
  18. 18. Community Relations
  19. 19. Track ROI
  20. 20. Integration with Marketing</li></li></ul><li>Where to Start<br />This all sounds good, but<br /> where do I start?<br />
  21. 21. 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 />
  22. 22. Social Media = Real-time Focus Group<br />
  23. 23. Social Media Monitoring<br />Brands<br />Competitive Landscape<br />Marketplace Issues<br />Identify Key Influencers (KOLs)<br />Social Media Channels<br />Alerts<br />
  24. 24. 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 />
  25. 25. 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 />
  26. 26. Good tips to remember<br />Best Practices at the Macro Level<br />
  27. 27. “Rules” of Engagement<br />Please Don’t Shout!!<br />Limit broadcasting<br />Follow Back!<br />Don’t SPAM<br />(DM/@replies)<br /> Listen to marketplace<br />Alerts (dining room table)<br />Be a thought leader (1st)<br />Interact & participate<br />
  28. 28. Use Technology to Manage!<br />Tweetdeck<br />CoTweet<br />HootSuite<br />More…<br />
  29. 29. “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 />
  30. 30. Old Spice Case Study = 107% Gain<br />
  31. 31. Editorial Calendar<br />News (try to limit)<br />Events/Meet-ups<br />Ask! (What did you think of______?)<br />Retweets/Reposts<br />Culture<br />Tips<br />Encourage Sharing!<br />More Sharing = More Engagement , Followers(@MackCollier)<br />
  32. 32. Social Media Profiles<br />Reserve your profiles (even if you don’t plan to use)<br />YouTube<br />Twitter<br />Flickr<br />Facebook<br />“Point” to Website<br />Company<br />Brands<br />Issues <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. Social Media Integration<br />Integrating Social Media into Traditional Marketing<br />
  35. 35. Corporate Communications<br />Social Media Policy<br />Best Practices<br />Establish “ground rules”<br />Continuing Education<br />Who Manages?<br />PR<br />Marketing<br />Web Team<br />
  36. 36. Walled Garden<br />
  37. 37. 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 />
  38. 38. 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 />
  39. 39. 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-friendly<br />Word of Mouth <br />
  40. 40. 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 />
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  42. 42. 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 />
  43. 43. 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 /> Store signage<br />
  44. 44. 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 />
  45. 45. 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 />
  46. 46. 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 />
  47. 47. My Influencers<br />@garyvee<br />@prsarahevans<br />@jowyang<br />@briansolis<br />@unmarketing<br />
  48. 48. Let’s Connect!<br /><br />@chriskovac (twitter)<br /><br /><br /><br />Marketing Elements Podcast <br />@TimGoleman<br />