AMA Influencer Marketing Deck
55
Social Media for Marcom Professionals Chris Kovac @chriskovac Ramsey Mohsen @ramseym Joe Cox - @joenormal
description
A deck I presented in 2011 at an AMA meeting along w/ Ramsey Mohsen & Chris Kovac. Social media, influencer relationship management, American Marketing Association
Transcript of AMA Influencer Marketing Deck
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
“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
14
What do Influencers find Valuable?….How can you foster the relationship
People like to be recognized. Ask for their Point of View. Link to their accounts or posts. Re-tweet or even offer guest posts. Ask for their feedback.
Link to their accounts or posts to help increase traffic to their sites/pages. Retweet, or include them in any events (virtual or physical) that will help increase their profile & traffic c.
Influencers have their own events & agendas. Support them with the appropriate behaviors such as linking, re-tweeting to or even free product.
Being an influencer can be tough. They need great content to keep their followers interested. Provide them with a source of content that has been curated by your brands and/or original content provided by the brand that has value to them AND their community.
RECOGNITION
TRAFFIC
SUPPORT
CONTENT
What it looks like
13
Field Marketing vs. PR Outreach
RELATIONSHIPS TRAFFIC
Announcements
Attendance
Events/Advocacy
Ongoing Relationship
News
Media
Big Blogs
National Events
Engaging for Different Reasons
Local Relationships (FM)• Inviting them• Local Sponsorship • Ongoing conversation• Mutual Support
Media Relationships (PR)• Agreements • National Sponsorships• Planned Appearances• Brand Event Promotions
Opportunities
• Scalable- National/Local• Leverage Social Media big or small• Cost Efficient
Challenges
• Time • Control
The FLOW
Discover
Google AlertsTwitter SearchMeetup.comSocial MentionPeople BrowsrIceRocketuberVu (freemium)BoardTracker
Alterian SM2Lithium Radian6SysomosTrackur
AlltopListoriousTwitalyzerPostrankKloutBlogDashmBlastTraackr
Free Stuff Paid StuffInfluencer Tools
HowTips for meaningful outreach
Remember, it’s probably NOT their Day JobRecognize that they are probably juggling a lot of other things. Be respectful of their time. Keep your messaging and outreach clear and concise.
Tell them WHY you are reaching outWhat was it about them or their content/network that makes them relevant and tell them what you have in mind.
Tell them what the VALUE is for themThis is about building a relationship, so express the value that they’ll receive by coming on board.
Respond QuicklyBe respectful of their time. If you get a response indicating that they are willing to engage, follow up right away. Send them whatever additional information they’ve requested, product, etc.
Nurture the RelationshipDon’t forget about your influencers. Think of ways that your brand can add value to your influencers interests & initiatives before, during & after your engagement with them.
Do your HomeworkGet to know your potential influencer. Do some research about them. Explore their social networking profiles (Facebook, Twitter, etc.). Read their blog. Learn about their connections “on the ground” , outside of the digital sphere. Know their interests, what makes them tick and truly understand the value you can bring to one another.
Engage. Don’t PitchThese people are real. Be real. Talk with them on a personal, human level, not like a sales pitch. Be Authentic…They’ll appreciate it.
Choose the Right MediumContact them in the place that makes the most sense for them, whether it be via email, Twitter, Facebook, their blog, etc. You’ve done your homework, you know which works best for them.
Write the Perfect Message…for THEMNo copy and paste! Think about the things you’ve learned about them from your homework and write to them in a way that is natural for you and relevant for them.
Make
Other things to be on the Lookout for…Have they posted about your initiative, brand or product in the past? What has been the tone of the post? Positive? Negative?
Have they posted about being “pitched” in the past and been turned off?
Have they talked about a brand who reached out to them in an effective way? Learn from that & tailor your outreach for success.
Make
5
I’ve done my homework… now
what should I write?
How do we know each other?
What can we do together?
What’s in it for them?
Clear “call-to-action”— so what’s next?
Make
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.
