Integrated social media program from Integrated Marketing Summit Minneapolis

2. IMS – Minneapolis Integrated Social Media

3. 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

4. Shameless Self-Pub Integrated Marketing Communications (agency) Full service Located in Kansas City, MO 45/55 B2C vs. B2B Process Strategic-driven creative Integration

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

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

7. “Consumers are the new media” Tim Williams – Ignition Group

10. Social Influence Marketing (Fluent) Why Social Influence? Trade show Online and offline WOM Razorfish fluent whitepaper (progressive) True Relationship Marketing (1:1) scalable Measurable

11. NK Social Influence Model Listen Powerful Market Research Tool Strategy Engagement (Tactics) Integration ROI

12. 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

13. Theory of Influence - Clusters

14. 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

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

17. Lead/Sales

18. Retention/Up-sell

19. Customer Service (sCSR)

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

21. Community Relations

22. Track ROI

24. Where to Start This all sounds good, but where do I start?

25. 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”

26. Social Media = Real-time Focus Group

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

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

29. Paid Monitoring Tools Out-of-box vs. Enterprise PRNewswire Social Media Metrics Nielsen BuzzMetrics SocialRadar by Infegy Other

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

31. “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

32. 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

33. Make it Viral "Share This” Social sharing Digg, Deliecios, StumbleUpon Seed content Solicit feedback Listen to channel Tactics: Blog SNR Web Offline (leave behind)

34. “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

35. Multi-Media Audio (Podcasts) Social News Release Video (YouTube) Trade Shows Photo-sharing (Flickr) User Generated Content

36. Social Media Integration

38. Corporate Communications Social Media Policy Corporate Online Reputation Management Employees Community Relations Key Executives Brand Hijacks HR

39. Walled Garden

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

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

42. 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

44. 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”

45. 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

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

47. Creative – Augmented Reality

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

49. 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

50. Soapbox Dunbar’s Law (150) Corporate Communications Remember Engagement Best Practices It’s About Building Real Relationships Closing Thoughts Thanks!

51. My Influencers @garyvee @prsarahevans @jowyang @bsolis @unmarketing

52. Chris Kovac ChrisKovac.com @chriskovac ckovac@nicholsonkovac.com MoblieLocalSocial.com Marketing Elements Podcast @TimGoleman

53. Mobile – Local – Social

54. Thank You for Attending! Q & A