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Integratingsocialmedia Kw+Gl


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Kami Watson Huyse and Geoff Livingston's powerpoint on Integration Social Media into a larger marketing plan. Presented on April 22 at NewComm Forum 2008.

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Integratingsocialmedia Kw+Gl

  1. 1. Augmenting Your Brand The Integration of Social Media Kami Watson Huyse, APR and Geoff Livingston “ Building Blocks” by Redroom Studios, Flickr
  2. 2. Defining Brand <ul><li>&quot;A collection of perceptions in the mind of the consumer.&quot; </li></ul>Definition from Building Brands
  3. 3. How Brands Are Defined <ul><li>A brand represents a commitment, a promise from an entity to a stakeholder: </li></ul><ul><li>Verbally (orally and in print) </li></ul><ul><li>Visually (logo, ads, presentation) </li></ul><ul><li>Experience </li></ul>
  4. 4. Integration
  5. 5. The Big Picture <ul><li>Strategy drives all corporate communications </li></ul><ul><ul><li>What are the objectives? </li></ul></ul><ul><ul><li>How can the company achieve its objectives? </li></ul></ul><ul><ul><li>Which tools will best address those needs? </li></ul></ul><ul><ul><li>Does social media fit into the plan? </li></ul></ul>
  6. 6. Social Media: Why all the hype? <ul><li>Powerful tools + Easy to use = </li></ul><ul><li>Everyone can create content </li></ul>
  7. 7. With Social Media Brand Defined by… <ul><li>Search engines </li></ul><ul><li>New influentials </li></ul><ul><li>Customer conversations </li></ul><ul><li>Real product experiences </li></ul>
  8. 8. Social Media’s Impact on Branding <ul><li>Can convey the three aspects of brands </li></ul><ul><li>Conversations lead to engagement </li></ul><ul><li>Viral component </li></ul><ul><li>Customer experience (Reputation) </li></ul><ul><li>Community relations </li></ul><ul><li>Crisis PR </li></ul>
  9. 9. Social Media In a Larger Communications Plan <ul><li>Outstanding PR tool for third party credibility </li></ul><ul><ul><li>Thought leadership </li></ul></ul><ul><ul><li>Earned media throughout the long tail </li></ul></ul><ul><ul><li>Media influence </li></ul></ul><ul><ul><li>Intangibles like speaking engagements </li></ul></ul><ul><ul><li>User generated case studies </li></ul></ul><ul><ul><li>Crisis tool </li></ul></ul>
  10. 10. Social Media In a Larger Communications Plan <ul><li>A nice shot in the arm for marketing, too </li></ul><ul><ul><li>SEO </li></ul></ul><ul><ul><li>Word-of-mouth customer referrals </li></ul></ul><ul><ul><li>Product marketing through crowd-sourcing, user-generated feedback </li></ul></ul><ul><ul><li>Conversations provide “live” brochures </li></ul></ul><ul><ul><li>Feedback mechanism to adjust strategy </li></ul></ul><ul><ul><li>Sales leads </li></ul></ul><ul><ul><li>Brand loyalty </li></ul></ul>
  11. 11. Breakout Session <ul><li>How can social media augment my campaign? </li></ul>
  12. 12. Before Integrating: When in Rome… <ul><ul><li>Social Anthropology </li></ul></ul><ul><ul><li>Community defines the medium </li></ul></ul><ul><ul><li>Build it and they might not come </li></ul></ul>
  13. 13. Common Corporate Mistakes <ul><li>Control </li></ul><ul><li>New shiny object syndrome </li></ul><ul><li>Ignoring stakeholders </li></ul><ul><li>Dismissing the medium </li></ul><ul><li>Failing to understand symbiotic relationship between fourth and fifth estates (Integration!) </li></ul>
  14. 14. Corporate Control is a Myth <ul><li>“ You can’t take something off of the Internet. That’s like trying to take pee out of a swimming pool.” </li></ul><ul><li>Joe Ragan, Newsradio </li></ul><ul><li>As quoted in “Groundswell” by Charlene Li and Josh Bernoff </li></ul>
  15. 15. Sleeping on the job… <ul><li> </li></ul>
  16. 16. Changing Face of Communications <ul><li>Flattened Hierarchy </li></ul><ul><li>Time Shifting </li></ul><ul><li>Virtual Connections </li></ul><ul><li>Digital Tools </li></ul><ul><li>Convergence </li></ul>Institute of Public Relations , paper ( pdf ) by John V. Pavlik , Ph.D., chair of the Department of Journalism and Media Studies, Rutgers, N.J.
  17. 17. 09 f9 11 02 Song by Keith Burgmun, Liscense:
  18. 18. Dead Blogs
  19. 19. Souless Social Media <ul><li>Controlled messaging </li></ul><ul><li>+ Completely company centric </li></ul><ul><li>= Uninspiring content </li></ul><ul><li>Social media creates a means to engage stakeholders and larger communities. The e-version of a corporate newsletter doesn’t work. Participation does. </li></ul>
  20. 21. <ul><li>“ This Target ad is senselessly subversive on so many levels that it begs pointing out this article in the U.K. Telegraph headlined, Girls Being Brainwashed to Be Promiscuous featuring Carol Platt Liebau’s new book about how our sex-obsessed culture damages girls.” </li></ul><ul><li>Amy Jussel, Founder Executive Director, Shaping Youth </li></ul>
  21. 22. Off Target <ul><li>Target’s e-mail response: </li></ul><ul><li>“ Unfortunately we are unable to respond to your inquiry because Target does not participate with nontraditional media outlets. This practice is in place to allow us to focus on publications that reach our core guest.” </li></ul>
  22. 24. Off Target <ul><li>Target’s response to the New York Times: </li></ul>“ We do not work with bloggers currently,” said a company spokeswoman, Amy von Walter, who agreed to speak with this traditional media outlet. “But we have made exceptions,” Ms. von Walter said. “And we are reviewing the policy and may adjust it.”
  23. 25. Four Stages of Engagement I. Listen IV. Evaluate III. Contribute II. Participate
  24. 26. Listen <ul><li>Conversations are happening </li></ul><ul><li>Find the new influentials </li></ul><ul><li>Define your business objectives </li></ul><ul><li>Know your stakeholders </li></ul><ul><li>What issues drive the market </li></ul><ul><li>Where do they hang out </li></ul>
  25. 28. Participate <ul><li>Engage influential voices </li></ul><ul><ul><li>Ask their opinions </li></ul></ul><ul><ul><li>Meet them at conferences </li></ul></ul><ul><ul><li>Invite them to events </li></ul></ul><ul><ul><li>Expand their conversation, cross link to them </li></ul></ul><ul><li>Join the community </li></ul><ul><ul><li>Join the back channel </li></ul></ul><ul><ul><li>Leave comments </li></ul></ul><ul><ul><li>Be available </li></ul></ul>
  26. 30. Contribute <ul><li>Set relational objectives </li></ul><ul><li>Determine strategy </li></ul><ul><li>Look at community needs </li></ul><ul><li>Build an editorial mission </li></ul><ul><li>Provide resources: Critical component!!! </li></ul><ul><li>Determine which tools </li></ul>
  27. 32. Pick a Social Media Tool <ul><li>Publishing platforms , Blogs, podcasts, vlogs </li></ul><ul><li>Social networking sites , Facebook, Twitter </li></ul><ul><li>Democratized networks , Digg, StumbleUpon </li></ul><ul><li>Virtual networking , Second Life </li></ul><ul><li>Aggregators , Techmeme </li></ul><ul><li>Edited social news , Fark, Spin Thicket </li></ul><ul><li>Content distribution , </li></ul>
  28. 36. Breakout Session <ul><li>Social Media Planning Exercise </li></ul>
  29. 37. Evaluate <ul><li>Desired outcomes </li></ul><ul><li>Interest </li></ul><ul><li>Attitude </li></ul><ul><li>Action </li></ul><ul><li>Results </li></ul>
  30. 38. Choose a Tool <ul><li>Analytics – Google Analytics, Web Trends </li></ul><ul><li>Mentions – Technorati, Google blogs, blogs </li></ul><ul><li>Paid tools for analysis – Radian6, Do-It-Yourself Dashboard </li></ul><ul><li>Jeremiah’s list of tools </li></ul><ul><li>Traditional Tools - Surveys, polls, focus group research </li></ul><ul><li>Grunig Relationship Survey </li></ul><ul><li>Free and Low-Cost Ways to Measure </li></ul>
  31. 39. Benchmarking
  32. 40. JTA Objectives <ul><li>Build relationships with the online coaster community </li></ul><ul><li>Build awareness for the early opening of Journey to Atlantis </li></ul><ul><li>Drive visitation to the SeaWorld Coaster Website </li></ul><ul><li>Drive views of the Journey to Atlantis video and photo assets </li></ul>
  33. 41.
  34. 45. JTA Results <ul><li>Interest </li></ul><ul><li>The Website received 78,264 visits and 170,644 page views from May through August 2007. </li></ul><ul><li>The YouTube videos have received 165,335 to date with the favorite being the virtual ride video with 74,748 views to date. </li></ul><ul><li>  Flickr photos have been viewed 102,101 times to date. </li></ul><ul><li>Of the initial 22 sites identified, 12 covered the ride, including Theme Park Insider, which was a high-value profile. </li></ul><ul><li>The campaign received 50 links from unique Web sites, 30 of which were from coaster enthusiast sites. It is unknown how many people heard this way, but Theme Park Insider reports 2.5 million unique users a year </li></ul><ul><li>Attitude </li></ul><ul><li>The coverage was largely positive in tone, with some expected negativity about ride intensity </li></ul><ul><li>The American Coaster Enthusiasts group brought 30 of its members to ride Journey to Atlantis on media day. </li></ul><ul><li>These riders later left positive comments on YouTube videos </li></ul><ul><li>ACE invited SeaWorld San Antonio to attend its annual meeting in 2008. </li></ul><ul><li>Action </li></ul><ul><li>In guest exit surveys, more said they were made aware of the new coaster from the Internet than from television. </li></ul><ul><li>With a budget of $44,000, the overall cost per impression for the social media campaign was $0.22 versus $1.00 for television. </li></ul><ul><li>Using the survey to determine who came to ride Journey to Atlantis and also heard about it on the Internet, it was estimated that the visitors who were impacted by the project represented over $2.6 million in revenue. </li></ul>
  35. 46. Goodwill Fashionista <ul><li>“ It wasn’t until I started developing our 2007 strategic marketing plan that I finally figured out my problem: I was trying too hard to develop a social networking strategy instead of incorporating social networking into my marketing strategy.” </li></ul><ul><li>Brendan Hurley , Senior Vice President of Marketing & Communications, Goodwill of Greater Washington </li></ul>
  36. 47. Goodwill Fashionista <ul><li>Objective: Build awareness and drive traffic to the site as well as our brick & mortar stores. </li></ul><ul><li>Marketing Segment: young professional women who love vintage and inexpensive fashion. </li></ul><ul><li>Tactics: online store through eBay and Fashionista Blog and persona </li></ul>
  37. 49. A Media Darling <ul><li>Key Result: Widespread Media Hits </li></ul><ul><li>National: CNN, NPR, Dow Jones, American Public Radio, PR Week, Chronicle of Philanthropy </li></ul><ul><li>Local: Washington Post, NBC, ABC, CBS, Washington Business Journal, WTOP </li></ul><ul><li>Speaking/Events: Fashion Week, BlogHER Business, Atlanta Interactive Marketing Association, DMAW </li></ul>
  38. 50. Integration <ul><li>Content: How does the overall participation and effort coincide with other communication initiatives? </li></ul><ul><li>Can social media expand the corporate objectives with further discussion? </li></ul><ul><li>Can PR, blogs and blogger relations integrate? </li></ul><ul><li>Can advertising and badges cross promote? </li></ul><ul><li>What are the social calls to action? </li></ul>
  39. 51. Integration Discussion <ul><li>Based on our workshop, how do your original ideas on integration work? </li></ul><ul><li>What will you do next? </li></ul>
  40. 52. Resources <ul><li> </li></ul>
  41. 53. <ul><li>Kami Watson Huyse, APR </li></ul><ul><li>Phone: (210) 467-5092 </li></ul><ul><li>E-mail: [email_address] </li></ul><ul><li>Blog: Communication Overtones </li></ul><ul><li>Web site: </li></ul>Geoff Livingston Phone: (703) 647-7513 E-mail: Blog: The Buzz Bin Web site: