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Ims minneapolis integrated social media pres 5 25-10
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Transcript of Ims minneapolis integrated social media pres 5 25-10
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IMS – Minneapolis
Integrated Social Media
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Agenda• ChrisKovac.com - (@chriskovac)
– Nicholson Kovac• Theory of Social (Media) Influence • Where to Start?
– Objective, Blueprint, Strategy, Listening• Social Media Integration & Engagement
– Best Practices– Content– Integration
• Soapbox– Dunbar’s law (150 connections)
• Q&A
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Shameless Self-Pub• Integrated Marketing
Communications (agency)– Full service
• Located in Kansas City, MO• 45/55 B2C vs. B2B• Process• Strategic-driven creative• Integration
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Nicholson Kovac and Social Media• NK New Media Studies– Agriculture– Veterinarian & Pet Owner– Health Care Professionals
• Interesting insights
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20 Clients100 Brands
Philadelphia, Pennsylvania
Utica, New York
Harrison, ArkansasDes Moines, Iowa
Toledo, Ohio Omaha, Nebraska
St. Paul, Minnesota
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“Consumers are the new media”
Tim Williams – Ignition Group
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Social Influence Marketing (Fluent)
• Why Social Influence?– Trade show
• Online and offline WOM• Razorfish fluent whitepaper– (progressive)
• True Relationship Marketing (1:1)– scalable
• Measurable
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NK Social Influence Model• Listen– Powerful Market Research
Tool
• Strategy• Engagement (Tactics)• Integration• ROI
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Theory of Influence• Second-order Influence• Offline vs. Online
– Trade Show
• 1740 followers on Twitter = Influence of Nearly 12.3M
• Dan 1170 Followers = 16.9M– Quality vs. Quantity
• How do We Find the Key Influencers?– Twinfluence.com
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Theory of Influence - Clusters
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Theory of Influence• 50 “followers” vs. 10k– What if?
• Don’t underestimate the power of 1:1!– Your friend's friends
• Talk within their channel– We need to be on Twitter?– Why?– Forums, Blogs, Video
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Evolution of Social Media
B2B vs. B2C(Health Care, Aerospace)
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Business Cases – Social Media• Awareness• Lead/Sales• Retention/Up-sell• Customer Service (sCSR)• Overlay Other Data (Web,
Sales, SEM, Media)• Community Relations• Track ROI• Integration with Marketing
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How Users Consume Social Media
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Where to StartThis all sounds good, but
where do I start?
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Where to Start?• Listen• Define objectives (measureable)• Audience segmentation• Develop strategies
– Existing Marcom integration
• Message Roadmap– Who, what, when– “One thing”– Resource management
• “Content is King”
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Social Media = Real-time Focus Group
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Social Media Monitoring• Brands• Competitive Landscape• Marketplace Issues• Identify Key Influencers
(KOLs)• Social Media Channels• Alerts
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Free Monitoring Tools• Google Alerts• Social Mention.com
– Multi-channel
• Topsy.com– Tweets/photos
• Trackur– Email alerts
• Kurrently– Twitter/Facebook
• MonitorThis.com– Multi-channel
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Paid Monitoring Tools• Out-of-box vs. Enterprise– PRNewswire
• Social Media Metrics
– Nielsen BuzzMetrics– SocialRadar by Infegy
• Other
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Good tips to remember
Best Practices at the Macro Level
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“Rules” of Engagement• Please Don’t Shout!!– Limit broadcasting
• Don’t SPAM– (DM/@replies)
• Listen to marketplace– Alerts (dining room
table)
• Be a thought leader• Interact & participate• Integrate
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Macro Best Practices• Strategy: Test & Refine• SEO (own the serp)• Needs-based comms
– Ask your audience– Polls– E-research– Cause marketing
• Social CRM (sCRM)– Open hours– Response time– Resource management
• Promote– Blogs, forums, SNR
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Make it Viral• "Share This”• Social sharing
– Digg, Deliecios, StumbleUpon
• Seed content– Solicit feedback– Listen to channel
• Tactics:– Blog– SNR– Web– Offline (leave behind)
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“Content is King”• Tell a story!
– (you have one)
• Think multi-channel• Content Development
– Product Demos– Testimonials– Key Execs/Staff– Community– Repurpose Content– UGC– More
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Multi-Media• Audio (Podcasts)– Social News Release
• Video (YouTube)– Trade Shows
• Photo-sharing (Flickr)– User Generated Content
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Social Media Integration
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Corporate Communications• Social Media Policy• Corporate– Online Reputation
Management– Employees– Community Relations– Key Executives– Brand Hijacks– HR
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Walled Garden
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Internal Communications
• Increase awareness internally (it’s still new)– Website– E-newsletters– Biz Cards– Email signature– Intranet– Signage
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Public Relations• A Natural Fit…– Social News Release– Blogging/tweeting– Online Reputation Management– Trade Shows– Events (radio remotes)– SEO– Word of Mouth
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What is a Social News Release (SNR)?
• Search engine friendly (SEO)– Also journo friendly– News aggregators
• Multi-format– Audio/video/photos– Embedded links
• Measureable– Drive qualified traffic
• Test and Refine
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Trade Shows• Meet in person, continue
relationship via social media• Lots of opportunity
– Meet-ups– Product demo or testimonial
(video)– Live blogging/tweeting– Live Video
• (John Deere)
– Ask target audiences “How do you use social media”
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Traditional Advertising• It’s time to integrate!• Promote social media
profiles– Twitter, Facebook,
LinkedIn, YouTube, Flickr
• Social media messaging– We want to engage with
you!
• Drive Web and social media traffic
•
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Market Research• Ask your audience about
their social media habits– Online surveys– Focus groups– Social media monitoring
• Deliver needs-based communications
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Creative – Augmented Reality
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Measurement and ROI• Web Analytics
– Unique visitors– Page Views– Time on site– Referring URLs
• Twitter• Facebook• YouTube
• Social Media Metrics– Bit.ly– Followers/posts/RTs– # of conversations
• Monitoring
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Business Cases – Social Media• Awareness• Lead/Sales• Retention/Up-sell• Customer Service (CSR)• Overlay Other Data (Web,
Sales, SEM, Media• Track ROI• Integration with
Marketing
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Soapbox• Dunbar’s Law (150)– Corporate Communications
• Remember Engagement Best Practices
• It’s About Building Real Relationships
• Closing Thoughts• Thanks!
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My Influencers• @garyvee • @prsarahevans • @jowyang • @bsolis • @unmarketing
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Chris Kovac• ChrisKovac.com• @chriskovac• ckovac@nicholsonkovac
.com• MoblieLocalSocial.com• Marketing Elements
Podcast – @TimGoleman
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Mobile – Local – Social
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Thank You for Attending!Q & A