KPS3 Nphic Presentation Fnl

© KPS3 Marketing 2009 Not to be reproduced without permission.

New media: What else should go into your mix to make it actually work

New media: What else should go into your mix to make it actually work

© KPS3 Marketing 2009 Not to be reproduced without permission.

On Twitter:

1. Follow @KPS32. Send a tweet with #nphic

for chance to win a new iPod nano.

On Twitter:

1. Follow @KPS32. Send a tweet with #nphic

for chance to win a new iPod nano.

© KPS3 Marketing 2009 Not to be reproduced without permission.

See www.kps3.com/nphic for more goodies referenced today.See www.kps3.com/nphic for

more goodies referenced today.

© KPS3 Marketing 2009 Not to be reproduced without permission.

What I’m going to cover today.What I’m going to cover today.What’s yer point

Mixing it up

Living in your skin

© KPS3 Marketing 2009 Not to be reproduced without permission.

© KPS3 Marketing 2009 Not to be reproduced without permission.

Engaging with, not broadcasting at.Engaging with, not broadcasting at.New media techniques are interactive, engaging, participatory

Research indicates that a subject that participates or DOES something connects better to a brand or idea, than just being TOLD about it

Research also says that new media sources, peer to peer, are the most trusted

New media techniques are interactive, engaging, participatory

Research indicates that a subject that participates or DOES something connects better to a brand or idea, than just being TOLD about it

Research also says that new media sources, peer to peer, are the most trusted

© KPS3 Marketing 2009 Not to be reproduced without permission.

Broadcast Style

Your Brand Or Message

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Many-to-Many Style

Your Brand Or Message

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This shift is an opportunity for marketers/communicators to listen to consumers and their unfiltered

conversations.

We can also engage in the conversation.

This shift is an opportunity for marketers/communicators to listen to consumers and their unfiltered

conversations.

We can also engage in the conversation.

© KPS3 Marketing 2009 Not to be reproduced without permission.

Some examples of these tools:

Blogs/Vlogs

Text Messaging (Mobile Marketing)

Podcast/Videocast

RSS Feeds

Widgets

Social Networks (Facebook, Twitter, Plaxo, MySpace, LinkedIn, NING sites)

Blogs/Vlogs

Text Messaging (Mobile Marketing)

Podcast/Videocast

RSS Feeds

Widgets

Social Networks (Facebook, Twitter, Plaxo, MySpace, LinkedIn, NING sites)

© KPS3 Marketing 2009 Not to be reproduced without permission.

Some examples of these tools:

© KPS3 Marketing 2009 Not to be reproduced without permission.

© KPS3 Marketing 2009 Not to be reproduced without permission.

So… what’s yer pointSo… what’s yer point

What’s the goal – point at it on the continuum

Who are your primary (and secondary) markets

Do your research: what do they know, understand, believe, intend, etc. and what best engages them and influences their decision making

What’s the goal – point at it on the continuum

Who are your primary (and secondary) markets

Do your research: what do they know, understand, believe, intend, etc. and what best engages them and influences their decision making

© KPS3 Marketing 2009 Not to be reproduced without permission.

So… what’s yer pointSo… what’s yer point

Research – secondary, primary if you’ve time & $

Develop a strategic brief with research dictating your approach: concept, message and channel plan

Declare your matrix of intended measurements of success

Research – secondary, primary if you’ve time & $

Develop a strategic brief with research dictating your approach: concept, message and channel plan

Declare your matrix of intended measurements of success

© KPS3 Marketing 2009 Not to be reproduced without permission.

Measuring New MediaNew media tends to be easier to measure because of the tie to technology. We can typically tell how many people are viewing and interacting with our media or how we are performing with key search engines.

Measuring Blog Activity about You

Free:• Bloglines, Technorati, Blogpulse

Paid:• Umbria, Nielson BuzzMetrics, BuzzLogic

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Possible metrics for your matrixPossible metrics for your matrix

New data members collected

Blog mentions (amount, placement, tone, action)

Share of voice, market, mind (research)

Conversion rates

Responses to specific campaign CTAs –mobile coupons, redemption, requests for info

New data members collected

Blog mentions (amount, placement, tone, action)

Share of voice, market, mind (research)

Conversion rates

Responses to specific campaign CTAs –mobile coupons, redemption, requests for info

© KPS3 Marketing 2009 Not to be reproduced without permission.

Possible metrics for your matrixPossible metrics for your matrix

Population, recruits for social media sites

Media coverage (amount, placement, tone, acquired vs. response)

Search engine results

Click throughs, opens, pass alongs

Intent to buy, act

Changed behavior

Population, recruits for social media sites

Media coverage (amount, placement, tone, acquired vs. response)

Search engine results

Click throughs, opens, pass alongs

Intent to buy, act

Changed behavior

© KPS3 Marketing 2009 Not to be reproduced without permission.

© KPS3 Marketing 2009 Not to be reproduced without permission.

Mixing it up.Mixing it up.

A Facebook page does not a campaign make

Creating a social media presence without promoting it elsewhere is like printing a direct mail and not mailing it

Channel planning is an art but your strategic brief is a great place to start

Roster and muster your AEMs (all existing means)

A Facebook page does not a campaign make

Creating a social media presence without promoting it elsewhere is like printing a direct mail and not mailing it

Channel planning is an art but your strategic brief is a great place to start

Roster and muster your AEMs (all existing means)

© KPS3 Marketing 2009 Not to be reproduced without permission.

Mixing it up.Mixing it up.

Don’t get too thin – relative share of voice – probably 3 to 4 optimum

Multi channel has more success than single (65% to 58%)

Most industries increasingly wary of mass media, difficult to track ROI

Direct and technology based marketing adds measurability

Don’t get too thin – relative share of voice – probably 3 to 4 optimum

Multi channel has more success than single (65% to 58%)

Most industries increasingly wary of mass media, difficult to track ROI

Direct and technology based marketing adds measurability

© KPS3 Marketing 2009 Not to be reproduced without permission.

Channels: brand growers.Channels: brand growers.

Affinity partners

Events (engage, activate)

Mobile content to drive traffic and activate prospects

Created consumption occasions

Better, more creative on-premise signage, messaging & theater

Affinity partners

Events (engage, activate)

Mobile content to drive traffic and activate prospects

Created consumption occasions

Better, more creative on-premise signage, messaging & theater

© KPS3 Marketing 2009 Not to be reproduced without permission.

© KPS3 Marketing 2009 Not to be reproduced without permission.

Living in your skin.Living in your skin.

FYI and CYA: Make sure research backs your strategy, approach, use of new media in channel plan (sign off on your strategic brief)

Educate proactively & develop policies on Internet/Intranet use, social network use, official social media use (cover advertising, comment posting, multimedia use and copyrights, how to request posts, permitted admins, your policy on freedom of speech issue)

Get legal and IT involved early in education, discussion, gather best practices for ammo

FYI and CYA: Make sure research backs your strategy, approach, use of new media in channel plan (sign off on your strategic brief)

Educate proactively & develop policies on Internet/Intranet use, social network use, official social media use (cover advertising, comment posting, multimedia use and copyrights, how to request posts, permitted admins, your policy on freedom of speech issue)

Get legal and IT involved early in education, discussion, gather best practices for ammo

© KPS3 Marketing 2009 Not to be reproduced without permission.

Living in your skin.Living in your skin.

Ways to mitigate: do a blind campaign (may be more appropriate from a marketing perspective as well – i.e. with groups distrustful of government or public agencies) or find a partner to be the apparent host of the campaign as well as further the promotion of it

Ways to mitigate: do a blind campaign (may be more appropriate from a marketing perspective as well – i.e. with groups distrustful of government or public agencies) or find a partner to be the apparent host of the campaign as well as further the promotion of it

© KPS3 Marketing 2009 Not to be reproduced without permission.

© KPS3 Marketing 2009 Not to be reproduced without permission.

Free speech, attorneys & posts.Free speech, attorneys & posts.Government entities vary in opinion about monitoring and controlling posts – 50/50?

If your counsel allows, state your policy clearly, include relevance to the topic/thread

Set up social sites with filters, permissions and groups

Pros and cons of allowing posts

Don’t over-censor

Government entities vary in opinion about monitoring and controlling posts – 50/50?

If your counsel allows, state your policy clearly, include relevance to the topic/thread

Set up social sites with filters, permissions and groups

Pros and cons of allowing posts

Don’t over-censor

© KPS3 Marketing 2009 Not to be reproduced without permission.

Why should we care?Why should we care?Helps humanize your organization

Feedback from customers and stakeholders

Create sense of community around your organization and services

Adds content to site/user generated content

Drives traffic to site/gives customers a reason to return

Improves SEO

Allows you to detect customer dissatisfaction early on/monitor needs

It’s where many market segments get the information they trust

Helps humanize your organization

Feedback from customers and stakeholders

Create sense of community around your organization and services

Adds content to site/user generated content

Drives traffic to site/gives customers a reason to return

Improves SEO

Allows you to detect customer dissatisfaction early on/monitor needs

It’s where many market segments get the information they trust

© KPS3 Marketing 2009 Not to be reproduced without permission.

How to get more stuff.How to get more stuff.

[email protected]

www.kps3.com/nphic

www.kps3blog.com

[email protected]

www.kps3.com/nphic

www.kps3blog.com

© KPS3 Marketing 2009 Not to be reproduced without permission.