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Nicholson Kovac Webinar - Integrated Social Media


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Nicholson Kovac's "Integrated Social Media" Webinar presentation. The presentation called “Integrated Social Media” will cover the theory of social media influence and the importance of social media monitoring, and will provide best practices on social media engagement and integrating social media into traditional marketing communications. The Webcast will last for about 50 minutes with 10 minutes for Q&A.

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Nicholson Kovac Webinar - Integrated Social Media

  1. 1. Welcome to Nicholson Kovac’s “Integrated Social Media” <br />9/22/10<br />
  2. 2. Introduction by Kerstin Deppe (@kayhaswings)<br />Submit Questions:KDeppe@NicholsonKovac.comor via the Chat Feature <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. Meeting Objective<br />
  5. 5. 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 />New website & blog<br />
  6. 6. Dining Room Table Example<br />
  7. 7.
  8. 8. Evolution of Social Media<br />B2B vs. B2C<br />(Pizza, Health Care, Aerospace)<br />
  9. 9. Theory of Influence<br />Second-order Influence is very powerful<br />1810 followers on Twitter = Influence of Nearly 12.7M<br />Dan 1170 Followers = 16.9M<br />Peer Influence (esp. B2B)<br />How do We Find the Key Influencers?<br />Technology!<br />
  10. 10. Theory of Influence<br />50 “followers” vs. 10k<br />What if?<br />CEOs<br />Quality vs. quantity<br />Don’t underestimate the power of 1:1!<br />Your friends’ friends<br />Talk (influence) within their channel<br />
  11. 11. Business Cases – Social Media<br /><ul><li>Awareness
  12. 12. Dunkin’ Donuts KC
  13. 13. Lead/Sales
  14. 14. Retention/Up-sell
  15. 15. Customer Service (sCSR)
  16. 16. Overlay Other Data (Web, Sales, SEM, Media)
  17. 17. Community Relations
  18. 18. Track ROI
  19. 19. Integration with Marketing</li></li></ul><li>NK Social Influence Model<br />Listen<br />Powerful Market Research Tool<br />Strategy<br />Engagement (Tactics)<br />Integration<br />ROI<br />
  20. 20. 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 />
  21. 21. Social Media = Real-time Focus Group<br />
  22. 22. Social Media Monitoring<br />Brands<br />Competitive Landscape<br />Marketplace Issues<br />Identify Key Influencers (KOLs)<br />Social Media Channels<br />Alerts<br />
  23. 23. 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 />
  24. 24. Paid Monitoring Tools<br />As low as $100/mo<br />Companies, brands, competitors, issues<br />Facilitates engagement<br />Crisis management<br />Out-of-box vs. Enterprise<br />Making sense of the data…<br />
  25. 25. Good tips to remember<br />Best Practices at the Macro Level<br />
  26. 26. Race to Urgency<br />
  27. 27. Resources & Training<br />Start with savvy volunteers <br />Small committed team<br />Multi-discipline<br />PR, MTKG, HR, etc<br />On-call (be ready!)<br />Crisis management plan<br />6:30pm on a Friday<br />Respond via channel (Twitter, YouTube, etc)<br />Domino’s (pizza) mistake<br />
  28. 28. Social Media Profiles<br />SEO gold!<br />Profile, tags, URL<br />Reserve your profiles (even if you don’t plan to use)<br />Blogs<br />Wordpress, Tumblr<br />YouTube<br />Twitter<br />Flickr<br />Facebook<br />“Point” to website<br />Company/brands<br />Issues <br />
  29. 29. “Rules” of Engagement<br />Test & Refine<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 (1st)<br />Make it easy to share…<br />Follow Back!<br />
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  31. 31. “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 />
  32. 32. Old Spice Case Study = 107% Gain<br />
  33. 33. 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 />
  34. 34. Cause Marketing<br />+<br />
  35. 35. Build “Message Map”<br />Audience segmentation<br />Audiences need slightly different messages<br />Staff, media, customers<br />Message development<br />Blueprint<br />Objective<br />Measureable<br />Role-playing different scenarios<br />Measure & analyze<br />Monitor sentiment <br />
  36. 36. Use Technology to Manage!<br />Tweetdeck<br />CoTweet<br />HootSuite<br />More…<br />
  37. 37. Social Media Integration<br />Integrating Social Media into Traditional Marketing<br />
  38. 38. 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 />
  39. 39. Walled Garden<br />
  40. 40. 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 />
  41. 41. 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 />
  42. 42. 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 />
  43. 43. 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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  46. 46. 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 />
  47. 47. Traditional Advertising<br />Promote social media profiles<br />Use full URLs<br /><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 />Track ROI<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 /><ul><li>Awareness
  50. 50. Lead/Sales
  51. 51. Retention/Up-sell
  52. 52. Customer Service (sCSR)
  53. 53. Overlay Other Data (Web,</li></ul> Sales, SEM, Media)<br /><ul><li>Track ROI
  54. 54. Integration with </li></ul> Marketing<br />
  55. 55. Closing Thoughts<br />Dunbar’s Law (150)<br />Corporate Communications<br />Remember Engagement Best Practices<br />It’s About Building Real Relationships<br />Closing Thoughts<br />Q&A<br />
  56. 56. Social Media Whitepaper<br />
  57. 57. Let’s Connect!<br /><br />@chriskovac (twitter)<br /><br /><br />
  58. 58. Thank You for Attending!<br />Q & A<br />