Integrating Marcom and Social Media C21 3 2010
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Integrating Marcom & Social Media: It’s a Jungle Out There!
In 2000, Integrated Marcom Was…
• Marketing– Marketing plans, direct
mail, tele-marketing, printed newsletters, etc.
• Advertising• Public relations
– Media relations, speaking, special events, community relations, etc.
• Public affairs
In 2010, It’s a Digital Party
• Blogs• E-mail marketing• Mobile marketing
– Apps– Coupons– Shopping
• Social media– Facebook, Twitter,
YouTube
• Web-TV convergence
Conversation Prism
What is Social Media?
• Some say “social media is like teen sex. Everyone wants to do it. Nobody knows how. When it’s finally done, there is a surprise it’s not better.” - Avinash Kaushik, Analytics Evangelist
Social Media Use• According to Cone’s Business in Social Media
Study:– 60% of Americans are using social media and
interacting with companies online• 93% believe companies should have a social media
presence
• Fortune 500’s use of blogs, video, and podcasts has increased, but Twitter was the ‘09 social media channel of choice– 22% of the ‘09 Fortune 500 have a public corporate blog– 86% of these blogs link directly to a corporate twitter
account, a 300% increase over the 2008 study
Mind Blowing Stats• 20,000,000
• People who become fans of Facebook pages per day.
• 50,000,000• The average number of Tweets per day on Twitter.
• 100,000,000• The number of YouTube videos viewed per day.
• 100,000,000• Active users accessing Facebook through their mobile devices
• 4,000,000,000• The number of photos archived on Flickr (10/09).
• 5,000,000,000 • The amount of content shared each week on FB.
Why Use Social Media?
Navigating the Maze
8-Step Marketing PR Plan
1. Define goal2. Identify target audiences3. Declare measurable objectives4. Create behavioral strategies5. List tactics6. Create 90-day plans listing tactics and
specific activities7. Evaluate and measure constantly8. Establish budget
Marketing Dashboard
Which social media platforms should I integrate?
Select The Best Platforms
• Blogs• Facebook• LinkedIn/Plaxo• Ning• RSS• Twitter• Wikis
BlogWhat it is:• An online journal, short for “Web log”• Can be open to comments or closed• Can be customized with widgets and link to corporate Web
sites and/or social media
Why it’s important: • 77% of all Internet users read blogs• Almost half (45%) of all Internet users have started their own
blogs• 36% of Internet users think more positively about companies
that use blogs• 32% of Internet users trust bloggers' opinions on products and
services (Source: PRNews, March 2008)• Frequent blog posts can increase search engine rankings• Positions the blogger (and the organization) as an expert
Blog
Technorati is a leading blog aggregator and search engine and has indexed 133M blogs
since 2002
What it is:• The largest social networking site, with more than 340M
unique visits, August 2009• Users create a profile and share photos, videos, events,
messages and more
Why it’s important: • 400M active users • Fastest growing segment is 35 years old+• 35 million users update their status each day• More than 3 billion photos uploaded to the site each month• Global visitors spend 8 billion minutes on the site each day• Drives added traffic to organization sites• Frequent changes improve search engine optimization
Personal Profile vs. Business Page:• Create a Personal Profile first, then create a Business Page
that you administer• Personal Profiles have friends (mutual acceptance) and
Business Pages have fans (one-way opt-in)• Business Pages offer rich customization/integration tools:
• Analytics• Integrated advertising• Can be extended with custom 3rd party applications
Profiles are for people, not companies
TwitterWhat it is:• A microblogging platform that
allows users to post short, 140-character updates
Why it’s important: • Twitter had 23.5 million unique
visitors in August 2009 (Source: Compete.com)
• Marketers can create a community of followers to which they push information while developing a corporate personality– Follow, Retweet, Respond, DM
• Tweets are permanent (cannot be deleted)• The content is so easily digestible that users can
follow hundreds of micro-bloggers• Like other social media, the proof is in more
nebulous measures– Number of followers– Re-tweets– Changes in opt-in rates or visits
• Provides a window into a company’s culture, personality
• Improves SEO by using keywords in posts
Case Studies
Imagine It! Children’s Museum
• Challenge– Grow FB fans from 300 to 1,000– Raise awareness of next big
exhibit, Curious George: Let’s Get Curious
• Integrated Solution– Created a six-week series of
contests to engage fans– Contest-focused media relations – Engaged mommy bloggers– Posted contest on media Web
sites
• Contests– Curious George trivia and invitations to post
photos of favorite Curious George memorabilia– List ways kids are curious– Pictures of kid-constructed, rainy-day forts (an
activity that was part of the Curious George exhibit) • Museum posted the questions/c21 monitored,
captured images and facilitated winner selection
• Results– More than 700 new fans – for a total of 1,002– Secured17 million impressions on more than
35 blogs and online event listings
Imagine It! Children’s Museum
Atlanta Botanical Garden• Challenge
– Drive 158,000 visitors through exhibition in six months
– Obtain 10 million media impressions in three months
• Integrated Solution– Branded, integrated campaign– Launched social media platforms– Produced comprehensive media
relations program• Results
– Exceeded visitation goal – Media impressions = 28 million in
6 months, a $370,000 ad value– FB page boasts 4,300 fans
How Do You Begin?
Know Your Audiences
• Now you know about all these cool platforms, but which ones are important to your organization and its audiences?
• Use tools to find out where your audience is…– Survey your audience– Set up Google alerts– Use free services like Twitter Search, Tweet
Deck and more– Listen
Start by Listening
Connect InfluenceListen
Spark Conversations:Share the stories behind the work and help educate others:Tag Community contentUpload shareable content: videos/photos/ podcasts
Create Opportunities:Trial small events of interest and invite the community
Engage Conversations: Analyze the mood and drivers behind the conversation
Participate in the Activity:Attend and join in other people’s events and happenings
Monitor Conversations: Blog monitoringTag watchingConversation tracking
Create an Individual Presence:Join the communities to learn who’s out there
Dive In• Determine the tools to use• Set employee policies
– Set expectations for behavior, educate your team, keep rules simple/focus on transparency
– Interactive agencies can help to draft policies for HR review
• Adapt traditional metrics– Set sights on low-hanging fruit
• Track the impact on other channels– Web traffic, media coverage, sales
• Be flexible to change tactics with new technology
Social Media
• Is not a panacea• Think in conversations not
campaigns• Be good collectors and
curators• Requires regular care and
feeding• Can result in people-to-
people engagement for small cost and big results
Don’t Be Anti-Social, Integrate
Contact Us
Sharon Goldmacher, President & [email protected]
Elyse Hammett, APR, VP, Client [email protected]
www.c21pr.com http://cwordblog.wordpress.com/
www.facebook.com/c21pr404. 814.1330