Waggener Edstrom Harnessing The Power Of Twitter

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IABC/Seattle Morning Manager at Waggener Edstrom Worldwide, Jan. 12, 2010. Nathan Misner shares practical wisdom on Harnessing the Power of Twitter.

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Waggener Edstrom Harnessing The Power Of Twitter

  1. 1.  Who is using Twitter personally?  Who is using Twitter professionally?  Any overlap?  Company’s attitudes about Social Media?
  2. 2. Are you on an equal playing field? Media Internal External Comms Comms Customers
  3. 3. Developing a Social Influence System New Channels Processes Foundation Analysis + Business Goals + _______ = Content Existing Processes Execution / Management
  4. 4. One size does not fit all Buzz Influence Support Brand Influential Customer Management Engagement Loyalty Reach of Conversation One on One Message Drivers Targeted Evolution of the Data Intensive Approach call center
  5. 5. What are you prepared to commit to? Broadcast Amplify Nurture Curate and News/Updates Build Support Correct Easy 1st Step Elevate Internal Face Detractors Engage w/ Push Only All Inclusive Influencers
  6. 6. The Nuts & Bolts Internal Work Social Real Time CMS Tools Flow Content Customers & Influentials Yammer Listen Twitter Publish Blogs Blogs Respond Facebook Aggregate Facebook Employees Life Wiki Process Measure YouTube Streams Share Tools News Room Point Social Networks
  7. 7.  Where are you today?  What are your goals/needs?  Why are you listening?  How will you engage?  Who are your new influencers?  What does success mean?
  8. 8. Our Vision To be the pre-eminent leader in giving a powerful voice to innovations that influence markets, inspire people and improve lives. Waggener Edstrom Worldwide has partnered with many of the world’s leading brands - including GE Healthcare, MasterCard International, Microsoft and T-Mobile USA. We’ve helped to drive world- changing ideas and life-changing visions. We’ve won the trust of our clients by developing a deep knowledge of their businesses, thinking strategically and helping shape influence through our broad range of talent, knowledge and 25 years of experience. As one of the largest independent public relations firms in the world, we have a global team of highly seasoned, highly motivated, and extremely skilled experts. That, combined with our worldwide capability and renowned Innovation Communications℠ methodology, ensures that our clients enjoy unparalleled expertise, incredible day-to-day service and seamless execution.
  9. 9. Nathan Misner joined Waggener Edstrom Worldwide in 2005 as vice president of Waggener Edstrom’s digital solutions group (Studio D). In his role, Nathan helps the agency and clients take advantage of new trends in emerging media. WE Studio D plans and executes the full spectrum of digital communications initiatives. Nathan has deep knowledge of digital entertainment, new media and brand marketing, and has created and managed media partnerships across online, print, mobile, event, television and radio platforms. With more than 15 years of media experience, he has extensive background in the music and film businesses, online and traditional advertising, media metrics, and viral and buzz marketing for such companies as Vibe/SPIN Ventures, Barnes & Noble, San Francisco magazine and ICED Media, where he managed accounts for such top companies as Motorola, Reebok, ESPN and Sprint. @nathanmisner Before joining Waggener Edstrom Worldwide, Nathan was the brand development director for VNU’s Billboard Information Group, which 425.638.7431 created new marketing and promotion extensions across all media for the esteemed entertainment industry publication. nathanm@wagged.com Nathan holds a bachelor’s degree in history from Santa Clara University.
  10. 10. Michael Lazer has worked at Waggener Edstrom since 2003 and brings a vast amount of research and analytical experience to IMM. He manages the teams’ digital measurement, quality and analytics initiatives. Mike has been the lead manager on a wide range of measurement programs including the consumer, sales & marketing, operating systems, online services, and cloud computing industries. Prior to joining the agency, Mike worked as a market research analyst at Amazon.com focused on primary and secondary research techniques. Previous to Mike’s entry into high tech, he worked in the academic sector as an analyst at the University of Minnesota - School @mlazer of Public Health and Harvard University - School of Public Health. Mike graduated from the University of Kansas with a B.A. in Sociology 425.638.7126 and went to graduate school at the University of Illinois-Chicago where he studied Criminology. michaell@wagged.com
  11. 11. Monica Lin-Meyer joined Waggener Edstrom in 2008 to lead the agency’s internal communications capability area. This includes all aspects of internal communications – from change implementation to corporate reputation management, executive messaging, internal publications and communicating with a dispersed workforce. Before joining Waggener Edstrom, Monica led employee communications for REI, an outdoor sporting goods retailer. Previously, she oversaw internal communications at Cendant Corporation, and was a communications consultant with Towers Watson (formerly Towers Perrin). An active leader in her field, Monica has served on the board of @monicalinmeyer directors for IABC/Seattle for five years. She is also the associate chair for the Executive Development Institute’s 2010 Leadership Navigation program for Asian and Pacific Islander professionals. 425.638.7840 Monica holds bachelor degrees in journalism/public relations and mlinmeyer@wagged.com English from the University of Texas at Austin.

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