amakc - social media for marcom pros
DESCRIPTION
Social Media Panel for 2-22-11 "Social Media for Marcom Pros" for the American Marketing Association of Kansas City.TRANSCRIPT
Social Media for Marcom Professionals
Chris Kovac @chriskovacRamsey Mohsen @ramseym
Joe Cox - @joenormal
Dining Room Table Example
(We need to be on the Twitter!! But, why?)
Social Media Integration: Start with marketing objectives (measurable) and business cases.
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
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
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
Social Media = Real-time Focus Group
Social Media Monitoring• Brands• Competitive Landscape• Marketplace Issues• Identify Key Influencers
(KOLs)• Social Media Channels• Alerts
Free Monitoring Tools• Google Alerts• Social Mention.com
– Multi-channel
• Topsy.com– Tweets/photos
• Trackur– Email alerts
• Kurrently– Twitter/Facebook
• MonitorThis.com– Multi-channel
– Paid tools…(advanced)
“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!
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
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)
Use Technology to Manage!• Tweetdeck• CoTweet• HootSuite• More…
Web/Social as a Call-to-Action (CTA) w/ Traditional Advertising
- Phone #- Website
- Social Profiles (new opps)- Integration
Recap• Start with measureable
objective• Listen to the marketplace
– Free tools– Relevance
• Message Map & editorial calendar
• Integrate w/ traditional media– Call-to-action
Let’s Connect!• ChrisKovac.com• NicholsonKovac.com• @chriskovac (twitter)• [email protected]• http://www.linkedin.com/in/
chriskovac
• MoblieLocalSocial.com
Joe Cox@joenormal
Coca-Cola Companies
@joenormal
Online Influencer
Engagement
Field Marketing
Influencer 1.0
• Events are tough• We aren’t that cool• Find someone who is• We are Connectors
Influencer 2.0
• Social Media is tough• We still aren’t that cool• Find someone (online) who is• Still connectors
What it’s not
$Macro Celebrity =
Or this….
Who it is
Passionate
leaders
niche
real people
communicators
Opportunities
• Scalable- National/Local• Leverage Social Media big or small• Cost Efficient
Challenges
• Time • Control
DIS
COVE
R
MAK
E
MAN
AGE
MEA
SURE
The FLOW
Discover
Google AlertsTwitter SearchMeetup.comSocial MentionPeople BrowsrIceRocketuberVu (freemium)BoardTracker
Alterian SM2Lithium Radian6SysomosTrackur
AlltopListoriousTwitalyzerPostrankKloutBlogDashmBlastTraackr
Free Stuff Paid StuffInfluencer Tools
Manage
IRM = INFLUENCER RELATIONSHIP MANAGMENT
Measure
Ramsey Mohsen@ramseym
Digital Evolution Group
Is social media the answer?
No.
No. Social Media isn’t replacing anything.• It’s 1 part of the spectrum of communication.• It should be “with” not “instead of”.
"Your website isn't a destination. Get over yourself."
Your website isn’t good 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).
58% check email first.
• …people start their day by checking their email.
- eMarketer, July 2010
You need to have a digital strategy.The channels all support each other.• Website• Email• Google Search• Facebook• YouTube• Twitter• (...other social media tools)
Corporate Website & Newsroom
Social Aggregation & Online Community
youtube.com/Hallmark
blog.hallmark.com
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.
Are you ready?
• Can you 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?
The Cart Before the Horse
Many of you are engaging in social media (e.g. Facebook, Twitter, blogs)…
• But are you doing your social strategy backwards?
The Cart Before the Horse
80% is strategy.20% is technology.
What to do next?
You need a plan…
that considers your objectives
and your targets…
before you select your strategies
and technologies.
