AMA Influencer Marketing Deck


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A deck I presented in 2011 at an AMA meeting along w/ Ramsey Mohsen & Chris Kovac. Social media, influencer relationship management, American Marketing Association

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AMA Influencer Marketing Deck

  1. 1. Social Media for Marcom Professionals Chris Kovac @chriskovac Ramsey Mohsen @ramseym Joe Cox - @joenormal
  2. 2. Dining Room Table Example
  3. 3. (We need to be on the Twitter!! But, why?) Social Media Integration: Start with marketing objectives (measurable) and business cases.
  4. 4. Business Cases – Social Media • Awareness • Dunkin’ Donuts KC • Lead/Sales • Retention/Up-sell • Customer Service (sCSR) • Overlay Other Data (Web, Sales, SEM, Media) • Community Relations • Track ROI • Integration with Marketing
  5. 5. Theory of Influence • 50 “followers” vs. 10k – What if? – CEOs • Quality vs. quantity • Don’t underestimate the power of 1:1! – Your friends’ friends • Talk (influence) within their channel
  6. 6. Social Media Profiles • Reserve your profiles (even if you don’t plan to use…) – Twitter, Facebook (networks) – YouTube (video) – Flickr (photos) • “Point” to website – Search-friendly (SEO) • Company/brands – Prevent Brand “Hijacks” • Issues
  7. 7. Social Media = Real-time Focus Group
  8. 8. Social Media Monitoring • • • • Brands Competitive Landscape Marketplace Issues Identify Key Influencers (KOLs) • Social Media Channels • Alerts
  9. 9. Free Monitoring Tools • Google Alerts • Social – Multi-channel • – Tweets/photos • Trackur – Email alerts • Kurrently – Twitter/Facebook • – Multi-channel
  10. 10. “Rules” of Engagement • Test & Refine • Please Don’t Shout!! – Limit broadcasting • Don’t SPAM – (DM/@replies) • Listen to marketplace – Alerts (dining room table) • Be a thought leader (1st) • Make it easy to share… • Follow Back!
  11. 11. Build “Message Map” • Audience segmentation – Audiences need slightly different messages – Staff, media, customers • Message development – Blueprint – Objective – Measureable • Role-playing different scenarios • Measure & analyze – Monitor sentiment
  12. 12. Editorial Calendar • News (try to limit) • Events/Meet-ups • Ask! (What did you think of______?) • Retweets/Reposts • Culture • Tips • Encourage Sharing! • More Sharing = More Engagement , Followers(@MackCollier )
  13. 13. Use Technology to Manage! • • • • Tweetdeck CoTweet HootSuite More…
  14. 14. Web/Social as a Call-to-Action (CTA) w/ Traditional Advertising - Phone # - Website - Social Profiles (new opps) - Integration
  15. 15. Recap • Start with measureable objective • Listen to the marketplace – Free tools – Relevance • Message Map & editorial calendar • Integrate w/ traditional media – Call-to-action
  16. 16. Let’s Connect! • • • • • @chriskovac (twitter) chriskovac •
  17. 17. Joe Cox @joenormal Coca-Cola Companies
  18. 18. Online Influencer Engagement @joenormal
  19. 19. Field Marketing
  20. 20. Influencer 1.0 • • • • Events are tough We aren’t that cool Find someone who is We are Connectors
  21. 21. Influencer 2.0 • • • • Social Media is tough We still aren’t that cool Find someone (online) who is Still connectors
  22. 22. What it’s not Macro Celebrity = $
  23. 23. Or this….
  24. 24. Who it is leaders Passionate communicators niche real people
  25. 25. What do Influencers find Valuable? ….How can you foster the relationship RECOGNITION People like to be recognized. Ask for their Point of View. Link to their accounts or posts. Re-tweet or even offer guest posts. Ask for their feedback. TRAFFIC Link to their accounts or posts to help increase traffic to their sites/pages. Retweet, or include them in any events (virtual or physical) that will help increase their profile & traffic c. SUPPORT Influencers have their own events & agendas. Support them with the appropriate behaviors such as linking, re-tweeting to or even free product. CONTENT Being an influencer can be tough. They need great content to keep their followers interested. Provide them with a source of content that has been curated by your brands and/or original content provided by the brand that has value to them AND their community. 14
  26. 26. What it looks Outreach like Field Marketing vs. PR RELATIONSHIPS TRAFFIC Announcements News Attendance FM Events/Advocacy PR Ongoing Relationship Media Big Blogs National Events Engaging for Different Reasons Local Relationships (FM) •Inviting them •Local Sponsorship •Ongoing conversation •Mutual Support Media Relationships (PR) •Agreements •National Sponsorships •Planned Appearances •Brand Event Promotions 13
  27. 27. Opportunities • Scalable- National/Local • Leverage Social Media big or small • Cost Efficient Challenges • Time • Control
  28. 28. The FLOW
  29. 29. Discover Free Stuff Google Alerts Twitter Search Social Mention People Browsr IceRocket uberVu (freemium) BoardTracker Paid Stuff Alterian SM2 Lithium Radian6 Sysomos Trackur Influencer Tools Alltop Listorious Twitalyzer Postrank Klout BlogDash mBlast Traackr
  30. 30. How Make Tips for meaningful outreach Do your Homework Get to know your potential influencer. Do some research about them. Explore their social networking profiles (Facebook, Twitter, etc.). Read their blog. Learn about their connections “on the ground” , outside of the digital sphere. Know their interests, what makes them tick and truly understand the value you can bring to one another. Remember, it’s probably NOT their Day Job Recognize that they are probably juggling a lot of other things. Be respectful of their time. Keep your messaging and outreach clear and concise. Tell them WHY you are reaching out What was it about them or their content/network that makes them relevant and tell them what you have in mind. Engage. Don’t Pitch These people are real. Be real. Talk with them on a personal, human level, not like a sales pitch. Be Authentic…They’ll appreciate it. Tell them what the VALUE is for them This is about building a relationship, so express the value that they’ll receive by coming on board. Choose the Right Medium Contact them in the place that makes the most sense for them, whether it be via email, Twitter, Facebook, their blog, etc. You’ve done your homework, you know which works best for them. Respond Quickly Be respectful of their time. If you get a response indicating that they are willing to engage, follow up right away. Send them whatever additional information they’ve requested, product, etc. Write the Perfect Message…for THEM No copy and paste! Think about the things you’ve learned about them from your homework and write to them in a way that is natural for you and relevant for them. Nurture the Relationship Don’t forget about your influencers. Think of ways that your brand can add value to your influencers interests & initiatives before, during & after your engagement with them.
  31. 31. Make Other things to be on the Lookout for… Have they posted about your initiative, brand or product in the past? What has been the tone of the post? Positive? Negative? Have they posted about being “pitched” in the past and been turned off? Have they talked about a brand who reached out to them in an effective way? Learn from that & tailor your outreach for success.
  32. 32. Make I’ve done my homework… now what should I write? How do we know each other? What can we do together? What’s in it for them? Clear “call-to-action”— so what’s next? 5
  34. 34. Measure
  35. 35. Thank You @joenormal
  36. 36. Ramsey Mohsen @ramseym Digital Evolution Group
  37. 37. Is social media the answer?
  38. 38. No.
  39. 39. No. Social Media isn’t replacing anything. • It’s 1 part of the spectrum of communication. • It should be “with” not “instead of”.
  40. 40. "Your website isn't a destination. Get over yourself."
  41. 41. Your website isn’t good enough. • • • • It’s not a destination. A website is 1 component of a larger online strategy. You must have “outposts” for discovery. All roads should lead back to your website(s).
  42. 42. 58% check email first. • …people start their day by checking their email. - eMarketer, July 2010
  43. 43. You need to have a digital strategy. The channels all support each other. • Website • Email • Google Search • Facebook • YouTube • Twitter • (...other social media tools)
  44. 44. Hallmark Cards – A Success Story
  45. 45. Corporate Website & Newsroom
  46. 46. Social Aggregation & Online Community
  47. 47. Facebook
  48. 48.
  49. 49.
  50. 50. Tips • Start small, show results, and then expand. • Involve legal and HR in the beginning. • How can we distribute social media knowledge across the entire organization, including ongoing training and knowledge sharing? • Follow other companies regularly, and start using the tools.
  51. 51. Are you ready? • • • • • • • Can you devote the time? Can you sustain the effort? Is there project ownership internally? Is there a commitment to transparency? Is there executive sponsorship? Are you prepared to take action on the feedback? Do you know what you want to accomplish?
  52. 52. The Cart Before the Horse Many of you are engaging in social media (e.g. Facebook, Twitter, blogs)… • But are you doing your social strategy backwards?
  53. 53. The Cart Before the Horse 80% is strategy. 20% is technology.
  54. 54. What to do next? You need a plan… that considers your objectives and your targets… before you select your strategies and technologies.
  55. 55. Questions? Ramsey Mohsen @ramseym