Slides from the Integrated Marketing Conference in St. Louis 2010 - "Integrated Social Media + Best Approaches"

1. Integrated Marketing Summit “Integrated Social Media” 10/21/10

3. Nicholson Kovac

4. Theory of Social (Media) Influence

5. Where to Start?

6. Social Media Engagement & Integration

7. Closing Thoughts

8. Dunbar’s law (150 connections)

10. Shameless Self-Pub Integrated Marketing Communications (agency) Full service Located in Kansas City, MO 45/55 B2C vs. B2B Past B2B Agency of Year (2x) Strategic-driven creative Integration New website & blog

11. Utica, New York Des Moines, Iowa Harrison, Arkansas Toledo, Ohio Philadelphia, Pennsylvania St. Paul, Minnesota 20 Clients 100 Brands Omaha, Nebraska

12. Nicholson Kovac and Social Media NK New Media Studies Agriculture Veterinarian & Pet Owner Health Care Professionals Interesting insights

13. Dining Room Table Example

16. Theory of Influence Second-order Influence is very powerful 1810 followers on Twitter = Influence of Nearly 12.7M Dan 1170 Followers = 16.9M Peer Influence (esp. B2B) How do We Find the Key Influencers? Technology!

17. 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

19. Dunkin’ Donuts KC

20. Lead/Sales

21. Retention/Up-sell

22. Customer Service (sCSR)

23. Overlay Other Data (Web, Sales, SEM, Media)

24. Community Relations

25. Track ROI

27. Social Media = Real-time Focus Group

28. Social Media Monitoring Brands Competitive Landscape Marketplace Issues Identify Key Influencers (KOLs) Social Media Channels Alerts

30. Social Mention.com

31. Multi-channel

32. Topsy.com

33. Tweets/photos

34. Trackur

35. Email alerts

36. Kurrently

37. Twitter/Facebook

38. MonitorThis.com

40. Good tips to remember Best Practices at the Macro Level

41. Race to Urgency

42. Social Clutter

43. Resources & Training Start with savvy volunteers Small committed team Multi-discipline PR, MTKG, HR, etc On-call (be ready!) “Think roles, not people” @CraigMeurer Crisis management plan 6:30pm on a Friday Respond via channel (Twitter, YouTube, etc) Domino’s (pizza) mistake

45. Profile, tags, URL

46. Reserve your profiles (even if you don’t plan to use)

47. Blogs

48. Wordpress, Tumblr

49. YouTube

50. Twitter

51. Flickr

52. Facebook

53. “Point” to website

54. Company/brands

56. Please Don’t Shout!!

57. Limit broadcasting

58. Don’t SPAM

59. (DM/@replies)

60. Listen to marketplace

61. Alerts (dining room table)

62. Be a thought leader (1st)

63. Make it easy to share…

66. (you have one)

67. Think multi-channel

68. Content Development

69. Product Demos

70. Testimonials

71. Key Execs/Staff

72. Community

73. Repurpose Content

74. UGC

77. Events/Meet-ups

78. Ask! (What did you think of______?)

79. Retweets/Reposts

80. Culture

81. Tips

82. Encourage Sharing!

85. Audiences need slightly different messages

86. Staff, media, customers

87. Message development

88. Blueprint

89. Objective

90. Measureable

91. Role-playing different scenarios

92. Measure & analyze

94. Social Media Integration Integrating Social Media into Traditional Marketing

95. Corporate Communications Social Media Policy Best Practices Establish “ground rules” Continuing Education Who Manages? PR Marketing Web Team

96. Market Research Ask your audience about their social media habits Online surveys Focus groups Social media monitoring Deliver needs-based communications

97. Internal Communications Increase awareness internally (it’s still new) Website E-newsletters Biz Cards Email signature Intranet Signage

99. Social News Release

100. Blogging/tweeting

101. Online Reputation Management

102. Trade Shows

103. Events (radio remotes)

104. SEO-friendly

106. Also journo friendly

107. News aggregators

108. Multi-format

109. Audio/video/photos

110. Embedded links

111. Measureable

112. Drive qualified traffic

116. Lots of opportunity

117. Meet-ups

118. Product demo or testimonial (video)

119. Live blogging/tweeting

120. Live Video

121. (John Deere)

123. Use full URLs

124. Twitter.com/yourprofile

125. Twitter, Facebook, LinkedIn, YouTube, Flickr

126. Social media messaging

127. We want to engage with you!

128. Drive Web and social media traffic

130. Unique visitors

131. Page Views

132. Time on site

133. Referring URLs

134. Twitter

135. Facebook

136. YouTube

137. Social Media Metrics

138. Bit.ly

139. Followers/posts/RTs

140. # of conversations

142. Lead/Sales

143. Retention/Up-sell

144. Customer Service (sCSR)

146. Integration with Marketing

147. Closing Thoughts Dunbar’s Law (150) 5 things to remember Listen/Monitor What’s the objective? Test & refine Engage via real relationships Integrate!

148. Social Media Whitepaper

149. Let’s Connect! ChrisKovac.com @chriskovac (twitter) ckovac@nicholsonkovac.com http://www.linkedin.com/in/chriskovac

150. Thank You for Attending! Q & A