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AMA Influencer Marketing Deck
This document provides guidance on using social media for marketing purposes. It begins by emphasizing the importance of starting with clear marketing objectives and business cases. It then discusses various business uses of social media including awareness, lead generation, customer service, and community building. It provides tips on social media profiles, monitoring, engagement, messaging, and integration with other marketing channels. Key recommendations include starting small, having measurable objectives, listening to customers, developing content calendars, and using tools to manage multiple social profiles. The document stresses that social media should complement an overall online strategy with other channels like websites, email, and search working together.
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AMA Influencer Marketing Deck
- 1. Social Media forMarcom Professionals Chris Kovac @chriskovac Ramsey Mohsen @ramseym Joe Cox - @joenormal
- 2. Dining Room TableExample
- 3. (We need tobe on the Twitter!! But, why?) Social Media Integration: Start with marketing objectives (measurable) and business cases.
- 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. 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. 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. Social Media =Real-time Focus Group
- 8. Social Media Monitoring • • • • Brands CompetitiveLandscape Marketplace Issues Identify Key Influencers (KOLs) • Social Media Channels • Alerts
- 9. Free Monitoring Tools •Google Alerts • Social Mention.com – Multi-channel • Topsy.com – Tweets/photos • Trackur – Email alerts • Kurrently – Twitter/Facebook • MonitorThis.com – Multi-channel
- 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. 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. 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. Use Technology toManage! • • • • Tweetdeck CoTweet HootSuite More…
- 14. Web/Social as aCall-to-Action (CTA) w/ Traditional Advertising - Phone # - Website - Social Profiles (new opps) - Integration
- 15. Recap • Start withmeasureable objective • Listen to the marketplace – Free tools – Relevance • Message Map & editorial calendar • Integrate w/ traditional media – Call-to-action
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- 20. Influencer 1.0 • • • • Events aretough We aren’t that cool Find someone who is We are Connectors
- 21. Influencer 2.0 • • • • Social Mediais tough We still aren’t that cool Find someone (online) who is Still connectors
- 22. What it’s not MacroCelebrity = $
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- 25. What do Influencersfind 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. What it looksOutreach 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. Opportunities • Scalable- National/Local •Leverage Social Media big or small • Cost Efficient Challenges • Time • Control
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- 29. Discover Free Stuff Google Alerts TwitterSearch Meetup.com 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. How Make Tips for meaningfuloutreach 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. Make Other things to beon 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. 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
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- 37. Is social mediathe answer?
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- 39. No. Social Mediaisn’t replacing anything. • It’s 1 part of the spectrum of communication. • It should be “with” not “instead of”.
- 40. "Your website isn'ta destination. Get over yourself."
- 41. Your website isn’tgood 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. 58% check emailfirst. • …people start their day by checking their email. - eMarketer, July 2010
- 43. You need tohave a digital strategy. The channels all support each other. • Website • Email • Google Search • Facebook • YouTube • Twitter • (...other social media tools)
- 44. Hallmark Cards –A Success Story
- 45. Corporate Website &Newsroom
- 46. Social Aggregation &Online Community
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- 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. Are you ready? • • • • • • • Canyou 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. The Cart Beforethe Horse Many of you are engaging in social media (e.g. Facebook, Twitter, blogs)… • But are you doing your social strategy backwards?
- 53. The Cart Beforethe Horse 80% is strategy. 20% is technology.
- 54. What to donext? You need a plan… that considers your objectives and your targets… before you select your strategies and technologies.
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