Integrated Marketing Summit - KC - Social Media Panel
•Download as PPTX, PDF•
1 like•2,174 views
This document summarizes a panel discussion on social media best practices. The panelists discussed establishing social media policies and guidelines, reserving social media profiles to prevent brand hijacking, using free and paid tools to monitor social media conversations, training staff to effectively engage on social media, and how companies like Sprint and H&R Block nurture customer advocates on social media platforms. The discussion focused on listening to customers, responding to resolve issues, building trust through expert content before directly promoting products or services.
Recommended
Recommended
More Related Content
What's hot
What's hot (20)
Similar to Integrated Marketing Summit - KC - Social Media Panel
Similar to Integrated Marketing Summit - KC - Social Media Panel (20)
Integrated Marketing Summit - KC - Social Media Panel
- 1. Integrated Marketing Summit KC – Social Media Panel#IMSKC @zenaweist@JonathanDMast@shellykramer@jginkc@chriskovac
- 2. Start with the Basics Social Media Policy Best Practices Establish “ground rules” Education L&L, Webinars Who Manages? PR Marketing Web/IT HR
- 3. Social Media Profiles Reserve your profiles (even if you don’t plan to use…) Twitter, Facebook YouTube Flickr “Point” to website Search-friendly (SEO) Company/brands Prevent Brand “Hijacks” Issues
- 4. Social Media = Real-time Focus Group
- 5. Free Monitoring Tools Google Alerts Social Mention.com Multi-channel Topsy.com Tweets/photos Trackur Email alerts Kurrently Twitter/Facebook MonitorThis.com Multi-channel
- 6. Paid Monitoring Tools As low as $100/mo to monitor a company or brand Facilitates engagement Crisis management Out-of-box vs. Enterprise PRNewswire Social Media Metrics Nielsen BuzzMetrics SocialRadar by Infegy
- 7. Resources & Training Start with savvy volunteers Small committed team Multi-discipline PR, MTKG, HR, etc On-call (be ready!) Crisis management plan 6:30pm on a Friday Role-play Respond via channel (Twitter, YouTube, etc) Domino’s (pizza) mistake
- 8. Use Technology to Manage! Tweetdeck CoTweet HootSuite More…
- 9. Let’s Connect! ChrisKovac.com NicholsonKovac.com @chriskovac (twitter) ckovac@nicholsonkovac.com http://www.linkedin.com/in/chriskovac MoblieLocalSocial.com
- 10. Jonathan Mast@jonathandmastBlack & Veatch 10/12/10
- 12. January 2009 Black & Veatch had no official presence.
- 13. 1st priority create a social media policy.
- 14. Listen
- 15. Pick something you can do well for your organization and begin to change the culture.
- 16. Externally we picked Facebook &Youtube.
- 17. Internally our CEO begin blogging!- 11 October 1, 2010
- 18. October 1, 2010 B&V - 2 Facebook Recruiting Fan Page Launched September 09
- 19. February 4, 2010 B&V - 2
- 20. Next StepsOur mission: To explore strange new worlds, to seek out new life forms and new civilizations, to boldly go where no man has gone before.Star Trek - 14 October 1, 2010 JDM
- 21. Questions? Contact Information Jonathan Mast Emerging Media ManagerBlack & Veatch Corporation 11401 Lamar Ave. Overland Park, KS 66211 USA Tel: (913) 458-8418 M: (913) 579-6794 mastjd@bv.comhttp://twitter.com/black_veatchhttp://www.facebook.com/BVCareershttp://twitter.com/JonathanDMasthttp://www.linkedin.com/in/jonathanmasthttp://www.facebook.com/jonathand.mast May 5-7, 2010 - 15 JDM(1)
- 22. Shelly Kramer@shellykramerV3 Integrated Marketing 10/12/10
- 23. Influence + CrediblityHow Do I Learn + Measure - http://twitalyzer.com
- 24. Influence + CrediblityHow Do I Learn + Measure - http://twittergrader.com
- 25. Influence + CrediblityHow Do I Learn + Measure - http://tweetlevel.edelman.com/
- 26. Influence + CrediblityHow Do I Learn + Measure - http://klout.com
- 27. Influence + CrediblityHow Measure + Show Value - http://peerindex.com
- 28. Influence + CrediblityHow Do I Measure + Show Value - http://tweetreach.com
- 29. Influence + CrediblityHow Do I Measure + Show Value - http://tweetreach.com
- 31. How Sprint nurtures customer advocates & Social Media Ninjas Jason Gertzen, Social Media Manager @jginkc Integrated Marketing Summit- Kansas City Oct. 12, 2010
- 32. Customers expect us to meet them where they are
- 33. Sprint’s Reputation We help customers – solve problems, increase loyalty Influence others about what experience they – or their friends – would have with Sprint
- 34. Sprint Social Media Ninjas Voluntary program for Sprint employees Help monitor social networking sites, blogs Engage with customers Workshops to share best practices Communicate about hot issues
- 35. The Five Basic Principles of a Ninja Gradual Continuity Moderation Self-Control and Self-Restraint Courtesy
- 36. Many types of Sprint Social Media Ninjas Individual employees serving as Sprint advocates Programs, communicators within Sprint providing info to Ninjas – extending reach of their message Social Care teams
- 37. @sprintcare“Thanks for the quick response”
- 38. “I am now part of the ‘Now Network’”
- 40. Are you ready to connect with your customers? Jason Gertzen Manager, Social Media jason.gertzen@sprint.com Follow me on Twitter @jginkc Follow Sprint: @sprint, @sprintnews, @sprintgreennews, @sprintcare Facebook.com/Sprint Sprint “Buzz About Wireless” Community at community.sprint.com
- 41. Zena Weist@zenaweistH&R Block 10/12/10
- 42. Our Response Process David Armano, Edelman 2010. Repurposed with permission by H&R Block.
- 43. Being There Before The Ask Listening Respond & Resolve through Conversation Engaging through Expert Content Building Trust Then… The Ask connection + conversation + conversion
- 44. Thanks and Q&A!! @zenaweist@JonathanDMast@shellykramer@jginkc@chriskovac
Editor's Notes
- Discuss actual blog campaign in two slides. Here you can see where the summer intern blog automatically posts to the daily news stream alerting fans of a new post. We used a tool called Posterous to host our blogs that automatically published to all our channels reducing time spent promoting in as many areas as possible.
- Video demand is growing for us at Black & Veatch. We have built our on site studio at very low cost to produce high quality in house video productions. These are used both internally and externally. Externally we use to feature marketing and community events primarily at this time. In the near future looking as a way to promote thought leadership examples.