IMC 462IMC 462Integrated Marketing Communications via Social Integrated Marketing Communications via Social

MediaMediaSummer 2011Summer 2011

Class Session 2Class Session 2Influence and CommunicationsInfluence and Communications

June 13June 13thth 2011 2011

Key TerminologyKey Terminology

Corporate Blog- An online soapbox generally residing within a corporate An online soapbox generally residing within a corporate website- can include contributions from executives and/or employees- website- can include contributions from executives and/or employees- serves to humanize the company.serves to humanize the company.

New Influencer- New Influencer- Channelers of information- they exert influence by Channelers of information- they exert influence by disseminating the thoughts of those they trust.disseminating the thoughts of those they trust.

Credibility- Credibility- Blogger currency- the earned trust and respect from peers Blogger currency- the earned trust and respect from peers that manifests in increased influence or clout.that manifests in increased influence or clout.

Open Source- Technology development process that harnesses the Technology development process that harnesses the power of peer review and transparency of process.power of peer review and transparency of process.

Groundswell- Groundswell- A social trend where people utilize technologies to obtain A social trend where people utilize technologies to obtain information from peers vs traditional resources.information from peers vs traditional resources.

Jujitsu- Jujitsu- In social marketing this term is used to describe the act of In social marketing this term is used to describe the act of harnessing a critic’s momentum for your advantage.harnessing a critic’s momentum for your advantage.

MoreMore Key TerminologyKey Terminology

Wikis- Sites with multiple contributors who share the responsibility of Sites with multiple contributors who share the responsibility of curating and maintaining information- accuracy is ensured via ideals of curating and maintaining information- accuracy is ensured via ideals of the community.the community.

RSS-RSS- Really Simple Syndication- feeds blog and/or site updates into a Really Simple Syndication- feeds blog and/or site updates into a central location. central location.

Feed- Feed- Transmitted list of all new content from a site.Transmitted list of all new content from a site.

Reader- Organizes multiple site feeds into a single user interface Organizes multiple site feeds into a single user interface allowing for broader media consumption.allowing for broader media consumption.

Social Technographics Profile Tool- FromFrom Forrester Research- an Forrester Research- an interactive tool to assess technology utilization behaviors of a demo so interactive tool to assess technology utilization behaviors of a demo so as to accurately asses marketing strategies.as to accurately asses marketing strategies.

Blogging For BusinessBlogging For Business

Businesses across industries have turned to officially Businesses across industries have turned to officially sanctioned blogging platforms to humanize their sanctioned blogging platforms to humanize their organizations. Here are some other compelling reasons for organizations. Here are some other compelling reasons for businesses to create and host blogs:businesses to create and host blogs:

Brand Monitoring or Sentiment Analysis- what is being said about your brand, and direction on shaping that conversation.Audience Engagement- Offering customers meaningful insight into issues important to them can increase brand awareness and attributes.Thought Leadership- Utilizing custom content to produce insight (not a sales pitch) that’s publicly available highlights expertise and a solutions focused orientation- as well as builds SEO results.Customer Service- Proactive issue resolution and a channel to address service issues.Reputation Management- Understand and address issues in the channel where they were voiced.

For For Discussion:Discussion:

When should When should a company a company

not blog? Or not blog? Or never blog in never blog in

the first the first place?place?

Groundswell IdentifiedGroundswell Identified

We’ve defined the Groundswell as peer based, technology We’ve defined the Groundswell as peer based, technology powered, exchanges of insight and information outside of powered, exchanges of insight and information outside of the traditional marketing channels. It has disrupted the traditional marketing channels. It has disrupted traditional Marketing Communications, and here’s how it traditional Marketing Communications, and here’s how it works:works:

Free, open source Free, open source technology becomes technology becomes

readily availablereadily availableandand

Ubiquitous internet Ubiquitous internet accessaccessandand

Economics of Scale: Economics of Scale: Traffic = $$Traffic = $$

Unique Challenges:Unique Challenges:•Consumers can Consumers can change behavior change behavior quicklyquickly•Behavior changes en Behavior changes en massmass•Force of internet Force of internet evolutionevolution

For marketers this is a new challenge For marketers this is a new challenge requiring new strategies and tactics!requiring new strategies and tactics!

Addressing the Groundswell:Addressing the Groundswell:Insight and Technology!Insight and Technology!

Savvy marketers do have resources to meet the challenges of the Savvy marketers do have resources to meet the challenges of the Groundswell. Generally, they can be divided into two categories- Insight Groundswell. Generally, they can be divided into two categories- Insight and Technology. Consider:and Technology. Consider:

Insight:Insight:•Know your customersKnow your customers•Leverage customer insightsLeverage customer insights•Utilize tools and resourcesUtilize tools and resources•Identify audience attributes:Identify audience attributes:

CreatorsCreatorsCriticsCriticsCollectorsCollectorsJoinersJoinersSpectatorsSpectatorsInactivesInactives

•Where do you fall on this Where do you fall on this spectrum?spectrum?

Technology!Technology!• JujitsuJujitsu• Relationship focusRelationship focus• Connections matter!Connections matter!

Criteria for tech:Criteria for tech:• Enable connections?Enable connections?• Seamless sign-up?Seamless sign-up?• Xfer power to users?Xfer power to users?• Self sustaining?Self sustaining?• Open platform = Open platform = partnershipspartnerships

Engagement Exercise-Engagement Exercise-Twitter ClientsTwitter Clients

We’ve established that Twitter is essential to creating a brand We’ve established that Twitter is essential to creating a brand persona in the social space. Since marketers are often challenged persona in the social space. Since marketers are often challenged with managing promotions, building ‘influence’ and tracking stats with managing promotions, building ‘influence’ and tracking stats utilizing a ‘Twitter Client’ is essential. Those include:utilizing a ‘Twitter Client’ is essential. Those include:TweetDeckTweetDeckHootsuite*Hootsuite*TweetieTweetie

Which one to Which one to choose? They all choose? They all have their merits, have their merits, but I recommend but I recommend

Hootsuite for ease of Hootsuite for ease of use.use.

For our in-class exercise, lets get registered with Hootsuite, and For our in-class exercise, lets get registered with Hootsuite, and incorporate your feeds and networks. Then we can do some sample incorporate your feeds and networks. Then we can do some sample

tweeting using the hash tag #socialmediamarketing.tweeting using the hash tag #socialmediamarketing.

The Client Selection ProcessThe Client Selection Process

Assignment feedback- where are we in this process?Assignment feedback- where are we in this process? Feedback on first assignmentFeedback on first assignment Insights to share with the classInsights to share with the class Considering a closed community? (handout)Considering a closed community? (handout) Additional reading material- how one organization is using Additional reading material- how one organization is using thought leadership to drive new business (handout)thought leadership to drive new business (handout)