Integrating Marcom and Social Media C21 3 2010
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The document discusses the evolution of marketing and public relations from 2000 to 2010, with a focus on the rise of social media. It provides statistics on social media usage and outlines best practices for integrating different social media platforms like blogs, Facebook, Twitter, and LinkedIn into marketing strategies. The document also presents case studies of how organizations successfully used social media to achieve their outreach goals.
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Integrating Marcom and Social Media C21 3 2010
- 1. Integrating Marcom & Social Media: It’s a Jungle Out There!
- 8. Why Use Social Media?
- 12. Which social media platforms should I integrate?
- 15. Blog Technorati is a leading blog aggregator and search engine and has indexed 133M blogs since 2002
- 19. Twitter
- 21. Case Studies
- 26. How Do You Begin?
- 28. Start by Listening Connect Influence Listen Spark Conversations: Share the stories behind the work and help educate others: Tag Community content Upload 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 monitoring Tag watching Conversation tracking Create an Individual Presence: Join the communities to learn who’s out there
- 31. Don’t Be Anti-Social, Integrate
Notes de l'éditeur
- Show of hands, how many of you are using social media? FB Twitter Anything else? Do you have a strategy around social media? How many sm applications do you think exist?
- At the turn of the century, marketing communication began to become more complex. We realized that we needed to cut through the clutter and reach target audiences through multiple channels in order to get them to engage. To do this, we integrated our communication tools so that they heard about us over a radio campaign, saw an expert talking about us on the local news, received a newsletter in their home or work mailboxes, etc. If done correctly, these touchpoints drove behavior change---that ultimately caused sales to increase…
- More than 200 applications out on the internet in which to connect with others. Of these – many fall under the term social media.
- Engage Audience by asking their definition, then provide these terms… Social media is an umbrella term that: Defines the various activities that integrate technology, social interaction and the use of words, images and audio Communication has shifted from one to many – or broadcasting to a true dialogue and conversation (many to many) People have transformed from content consumers into content producers Interactions can include chat, e-mail, video, file sharing, blogging and discussion groups Information sharing is immediate and viral by asking questions of the audience
- Folks were tweeting 5,000 times a day in 2007. By 2008, that number was 300,000, and by 2009 it had grown to 2.5 million per day. Tweets grew 1,400% last year to 35 million per day. Today, we are seeing 50 million tweets per day—that's an average of 600 tweets per second. People are watching hundreds of millions of videos a day on YouTube and uploading hundreds of thousands of videos daily. In fact, every minute, 20 hours of video is uploaded to YouTube Facebook users are sharing five billion pieces of content a week , or five times as much as they were in July , according to new statistics the company released this month. As of Feb 2010
- Here are some great reasons why you should use social media. 3 out of 4 Americans use social technology – Forrester, The Growth of Social Technology Adoptions, 2008 2/3 of the global internet population visit social networks – Nielsen, Global Faces & Networked Places, 2009 Visiting social sites is now the 4 th most popular online activity – ahead of personal e-mail – Nielsen, Global Faces & Networked Places, 2009 If Facebook were a country, it would be the 3rd largest – between India and the U.S. In 2010, Gen Yers will outnumber Baby Boomers, and 96% have joined social networks
- Does anyone ever feel like this? Your lost in the tactical maize of great opportunities and not sure which way to go… We found ourselves feeling EXACTLY like this when we began integrating marketing PR and social media for our clients back in 2007. We did some research and found that the Public Relations Society of America had an awesome planning tool we could use.
- On your table, you’ll find copies for every attendee on PRSA’s official 10 step planning process. We’ve shortened the process to 8 steps that serve as a compass to help us navigate the maize. Once you have defined what your organization wants to be via a goal, established target audiences you need to reach with your message, agree upon objectives that are measurable for benchmarking your progress and success/failure, creating behavoiral strategies that cause the target audiences to take action, then you can list the tactics that your marketing plan will implement in order to reach the outcomes you desire. We are visual people back at c21, and looking at this long list of to-do’s made great sense, but it seemed a little – well, sterile. So….
- …We created a marketing dashboard---that depicts an integrated marketing program in action. Here you’ll see goals, objectives, strategies and tactics---all on one page, and coupled with quarterly deadlines and who’s responsible for what. The tactics include marketing, PR and social media initiatives all integrated to ultimately reach our client’s goal. This is the compass that we use to get us out of the maize --- and we highly recommend you use the 10-step plan handout to navigate your own jungle.
- So, now what? Using your 10-step process, you’ve defined your target audiences and you know the measurable objectives your boss is expecting you to achieve…but which social media platforms do you integrate into your plan?
- Of the more than 200 social media options available worldwide today, these are the top seven we’re going to focus on Blogs, Facebook and Twitter today and hope we can help you think through some decisions about what platforms might work best for your nonprofit, government, healthcare or business to business environment.
- How many of you have personal blogs? How many of you work for firms who have a blog? How many of you are in charge of your employer’s blog? Well, its obvious from the hands that were raised that we don’t need to review its definition, but let’s look at these amazing stats on why its important. Through blogging we are transforming what people know about companies, celebrities, sports teams and more. Blogs are read by more than 3/4ths of all Internet users. They are influencing purchase decisions, volunteer opportunities, lifestyle decisions, etc., and are establishing organizations as experts in their niche.
- How many of you are familiar with Technorati? Well—no worries if its new to you, but check it out when you leave today, if your not already on your I-phone… Technorati began in 2002 and currently indexes 133 million blogs worldwide. Remember the old white and yellow pages? Well, Technorati is the white pages of the blogs. On Technorati’s space, you can search for blogs by vertical industry, sector, etc., to find blogs that are currently influencing your target audiences today, whether you realize it or not…
- How many of you are on Facebook? What started in a Brown University dorm room has come a long way…. On March 1, a couple weeks back, Facebook announced they’d reached another milestone ---400M active users. But with the fastest growing segment being 35+ demographic, we’re all wondering what new social media application the young guns might move to next. The stats for Facebook are all phenom---3 billion photos, 8 billion traffic minutes on the site daily, and all this happens because each user inputs seven pieces content which creates 200 data points per profile.
- If you are new to Facebook, or considering it for your business, you have to have a personal profile for yourself before you create a page for your employer. You become the administrator for the business page site. And, what’s awesome about Facebook pages for businesses is that Facebook offers analytics, integrated advertisement programs that you see on the right hand side of the screen and even extensions into third party creations.
- Our challenge with the Garden was to drive about 160,000 folks to fork up the $12 admission fee to see the exhibition in the first six months. In order to do this on an extremely limited budget, we needed media relations efforts that would inundate every target market with the messages explaining WHY the Moore in America exhibit was a not-to-be-missed opportunity. Our integrated solution was to have a totally branded campaign---every element of collateral, every press release, even the tickets had the same look and feel. We launched a social media program focused on Facebook and a blog --- The FB page ran photo contest, mommy/child promotions, and more; the blog posted commentary from horticulturists, botanists, bronze sculpture experts, etc. And the visual aspect of these monumental Moore sculptures provided a great vehicle for us to create a comprehensive media relations program. The results---we exceeded the visitation goal, knocked media impressions out of the garden (so-to-speak) and the FB page boasts over 4,000 engaged fans. In the midst of a financial recession, the Garden dug its way to great success, and a major factor in that success was social media.
- Emory Healthcare is the third largest business enterprise in the state of Georgia. Its so huge, its hard for the executives to cut through the clutter to understand niche markets like a facial plastic surgery Center. We were retained to launch this new specialty Center that used Emory’s brand for excellence, but reached a targeted audience of men and women who could afford top-shelf plastic surgery services. Our integrated solution included a web site that was easy to navigate, full of before and after photos of happy clients, content that engaged the readers on former client’s issues and what the Center did to solve them. After we launched the site, we pitched reporter exclusives and rounded out the program with e-mail marketing campaigns and an extremely targeted PPC campaign. The results---I won’t read them, but they were awesome, and the interesting tidbit about this program was that the PPC campaign converted 20 clients in two weeks---a volume that the Center couldn’t manage effectively. So we turned it off while they staffed up.
- So, you’ve heard these great case studies from Sharon and me about how integrated marketing programs including social media can work really well, but how do you begin??
- Well if you go back to your 10 step plan, the first thing they ask you to do is define your goal and then determine who your audiences are. Once the audiences are defined, you need to find out what platforms your audiences hang out on---maybe you do a Survey Monkey or Zoomerang survey to understand where they go for information. Definitely set up Google alerts and use all the free tools that are available to you. We want you to listen to your audiences and what they are trying to tell you.
- How do you listen? Join groups on FB and on blogs, begin to comment within the group – or tag content and stories to share. It will spark conversations that will share and spread virally. When you begin, it may be that you share a picture of your son at a baseball game, and friends comment about it from all over the nation. Before you know it, you’ll ask a customer service question on your company’s fan page, and you’ll get multiple wall posts from customers providing insight into the issue you raised. Through sharing your company stories and engaging one-on-one with conversations, your company’s message will move from one-to-one to many-to-many.
- When you are ready---just dive in, but here are a few tips we recommend: Ensure you have a company social media policy in place. There are lots of great ones out on the web for you to read, but you need to set expectations for employee behavior and engagement. Do the easiest first---take advantage of the low hanging fruit and build some confidence with your organizational leadership. For example, if you are looking to reach 35+ female demographic, the FB stats are pretty compelling that it’s a platform you want to use. Those measurable objectives---like tracking media coverage, sales and web site traffic will keep you going in the right direction. And---be flexible about new technology. Sharon met with Carol Kruse, who leads social media for Coke recently. She told a story about building an app for Facebook to run a promotion---and the app became obsolete in 30 days. It was great while it lasted, but technology is constantly changing and we must be prepared to embrace the change.
- Remember these tips too: Social media is a conversation that never stops, not a campaign. That means that we need to be great collectors and curators of our products and services. An art gallery owner may receive 60 paintings for a show, but only display 10. You have the same right as the artist of your firm’s brand. Social media is going to require constant work. Because its not a campaign that can be paused like television and radio ads, social media requires care and feeding, just like this precious puppy. But---the results are definitely worth the effort. You can reap great people-to-people engagement for a small cost with monumental return on investment.
- This slide wraps it up. We want you to integrate, engage and go be social!