This document provides guidance for marcom professionals on using social media. It recommends starting with measurable marketing objectives and business cases. It discusses listening to the marketplace, using free and paid monitoring tools, developing editorial calendars and message maps, and integrating social media with traditional advertising. The document emphasizes having a digital strategy across multiple channels to support objectives. It also cautions that social media is one part of communications and should be used alongside, not instead of, other channels. Speakers emphasize having a plan and strategy in place before selecting specific social media tactics and technologies.

1. Social Media for Marcom Professionals Chris Kovac @chriskovacRamsey Mohsen @ramseymJoe Cox - @joenormal

2. Dining Room Table Example

3. (We need to be on the Twitter!! But, why?) Social Media Integration: Start with marketing objectives (measurable) and business cases.

5. Dunkin’ Donuts KC

6. Lead/Sales

7. Retention/Up-sell

8. Customer Service (sCSR)

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

10. Community Relations

11. Track ROI

13. 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

14. Social Media = Real-time Focus Group

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

17. Social Mention.com

18. Multi-channel

19. Topsy.com

20. Tweets/photos

21. Trackur

22. Email alerts

23. Kurrently

24. Twitter/Facebook

25. MonitorThis.com

26. Multi-channel

28. Please Don’t Shout!!

29. Limit broadcasting

30. Don’t SPAM

31. (DM/@replies)

32. Listen to marketplace

33. Alerts (dining room table)

34. Be a thought leader (1st)

35. Make it easy to share…

37. Audiences need slightly different messages

38. Staff, media, customers

39. Message development

40. Blueprint

41. Objective

42. Measureable

43. Role-playing different scenarios

44. Measure & analyze

46. Events/Meet-ups

47. Ask! (What did you think of______?)

48. Retweets/Reposts

49. Culture

50. Tips

51. Encourage Sharing!

53. Web/Social as a Call-to-Action (CTA) w/ Traditional Advertising- Phone #- Website- Social Profiles (new opps)- Integration

54. Recap Start with measureable objective Listen to the marketplace Free tools Relevance Message Map & editorial calendar Integrate w/ traditional media Call-to-action

55. Let’s Connect! ChrisKovac.com NicholsonKovac.com @chriskovac (twitter) ckovac@nicholsonkovac.com http://www.linkedin.com/in/chriskovac MoblieLocalSocial.com

56. Joe Cox@joenormalCoca-Cola Companies

57. Online Influencer Engagement @joenormal

58. Field Marketing

59. Influencer 1.0 Events are tough We aren’t that cool Find someone who is We are Connectors

60. Influencer 2.0 Social Media is tough We still aren’t that cool Find someone (online) who is Still connectors

61. What it’s not $ Macro Celebrity =

62. Or this….

63. Who it is leaders communicators niche Passionate real people

66. Discover Free Stuff Paid Stuff Influencer Tools Google Alerts Twitter Search Meetup.com Social Mention People Browsr IceRocket uberVu (freemium) BoardTracker Alterian SM2 Lithium Radian6 Sysomos Trackur Alltop Listorious Twitalyzer Postrank Klout BlogDash mBlast Traackr

67. Manage IRM = INFLUENCER RELATIONSHIP MANAGMENT

68. Measure

69. Thank You @joenormal joe@joecox.me

70. Ramsey Mohsen@ramseymDigital Evolution Group

71. Is social media the answer?

72. No.

73. No. Social Media isn’t replacing anything. It’s 1 part of the spectrum of communication. It should be “with” not “instead of”.

74. "Your website isn't a destination. Get over yourself."

75. 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).

78. Email

79. Google Search

80. Facebook

81. YouTube

82. Twitter

84. Corporate Website & Newsroom

85. Social Aggregation & Online Community

86. Facebook

87. youtube.com/Hallmark

88. blog.hallmark.com

89. 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.

90. 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?

92. What to do next? You need a plan… that considers your objectives and your targets… before you select your strategies and technologies.

93. Ramsey Mohsen www.ramseymohsen.com mohsenr@digitalev.com @ramseym SlideShare: Will Post Soon Questions?