Nicholson Kovac's "Integrated Social Media" Webinar presentation. The presentation called “Integrated Social Media” will cover the theory of social media influence and the importance of social media monitoring, and will provide best practices on social media engagement and integrating social media into traditional marketing communications. The Webcast will last for about 50 minutes with 10 minutes for Q&A.

1. Welcome to Nicholson Kovac’s “Integrated Social Media” 9/22/10

2. Introduction by Kerstin Deppe (@kayhaswings) Submit Questions:KDeppe@NicholsonKovac.comor via the Chat Feature

3. Agenda ChrisKovac.com - (@chriskovac) Nicholson Kovac Theory of Social (Media) Influence Where to Start? Social Media Engagement & Integration Soapbox Dunbar’s law (150 connections) Q&A

4. Meeting Objective

5. 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

6. Dining Room Table Example

8. Evolution of Social Media B2B vs. B2C (Pizza, Health Care, Aerospace)

9. 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!

10. 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

12. Dunkin’ Donuts KC

13. Lead/Sales

14. Retention/Up-sell

15. Customer Service (sCSR)

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

17. Community Relations

18. Track ROI

20. 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”

21. Social Media = Real-time Focus Group

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

23. Free Monitoring Tools Google Alerts Social Mention.com Multi-channel Topsy.com Tweets/photos Trackur Email alerts Kurrently Twitter/Facebook MonitorThis.com Multi-channel

24. Paid Monitoring Tools As low as $100/mo Companies, brands, competitors, issues Facilitates engagement Crisis management Out-of-box vs. Enterprise Making sense of the data…

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

26. Race to Urgency

27. 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 Respond via channel (Twitter, YouTube, etc) Domino’s (pizza) mistake

28. Social Media Profiles SEO gold! Profile, tags, URL Reserve your profiles (even if you don’t plan to use) Blogs Wordpress, Tumblr YouTube Twitter Flickr Facebook “Point” to website Company/brands Issues

29. “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!

31. “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

32. Old Spice Case Study = 107% Gain

33. 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)

34. Cause Marketing +

35. 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

36. Use Technology to Manage! Tweetdeck CoTweet HootSuite More…

37. Social Media Integration Integrating Social Media into Traditional Marketing

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

39. Walled Garden

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

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

42. Public Relations A Natural Fit… Social News Release Blogging/tweeting Online Reputation Management Trade Shows Events (radio remotes) SEO-friendly Word of Mouth

43. 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

46. 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”

47. Traditional Advertising Promote social media profiles Use full URLs Twitter.com/yourprofile Twitter, Facebook, LinkedIn, YouTube, Flickr Social media messaging We want to engage with you! Drive Web and social media traffic Track ROI

48. 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

50. Lead/Sales

51. Retention/Up-sell

52. Customer Service (sCSR)

54. Integration with Marketing

55. Closing Thoughts Dunbar’s Law (150) Corporate Communications Remember Engagement Best Practices It’s About Building Real Relationships Closing Thoughts Q&A

56. Social Media Whitepaper

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

58. Thank You for Attending! Q & A