10 Reasons to Tweet - PRSA Memphis Chapter

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Presentation given to PRSA Memphis Chapter in June 2011 on Why Companies Need to Tweet

Presentation given to PRSA Memphis Chapter in June 2011 on Why Companies Need to Tweet

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  • 1. 10 Reasons to TweetPRSA MemphisJune 8th, 2011Sandra Fathi Email: sfathi@affect.comPresident, Affect Twier: @sandrafathiPresident, PRSA New York Chapter LinkedIn: Sandra Fathi Slideshare: Slideshare.net/sfathi PROPRIETARY & CONFIDENTIAL
  • 2. Strategic Agenda» Twier Strategies» Best Practices for Engagement» Trend Intervention» Media Engagement» Reputation Management & Crisis Communications» Customer Service» Measurement Affect Strategies PROPRIETARY & CONFIDENTIAL 6/16/11
  • 3. Technical Agenda» Hashtags Revisited » Monitoring» Coupons & Promotions » Automated Feeds» Twier Lists » Scheduled Posts» Photos & Videos » Twier Groups» Cross Pollination » Visualization» ReTweeting & The Power of Please» Follow Management» Multiple Account Management» Compliance/Disclosure Affect Strategies PROPRIETARY & CONFIDENTIAL 6/16/11
  • 4. Twier Strategies:Creating a Roadmap1.  Goals & Objectives 6.  Training Strategy 7.  Promotional Plan2.  Benchmarks for Success Development3.  Message Themes 8.  Content Identification/4.  Tool Identification/ Development Implementation 9.  Tweet Generation5.  Twier Usage Policy 10.  Twier Monitoring 11.  Engagement 12.  Measurement Affect Strategies PROPRIETARY & CONFIDENTIAL 6/16/11
  • 5. 10 Reasons to Tweet 1.  Generate Awareness 2.  Seek & Create Media Opportunities 3.  Foster Customer Loyalty 4.  Launch Viral Marketing Campaigns 5.  Manage Reputations 6.  Promote Products and Services 7.  Network with Customers 8.  Extend Event Participation 9.  Monitor Trends & Breaking News 10.  Recruiting Affect Strategies PROPRIETARY & CONFIDENTIAL 6/16/11
  • 6. 8 Ways to Tweet 1.  News & Information 2.  Branding & Awareness 3.  Customer Service & Support 4.  Promotions & Coupons 5.  Contests & Giveaways 6.  Revenue Generation 7.  Conferences & Events 8.  Crowdsourcing & Focus Groups PROPRIETARY & CONFIDENTIAL
  • 7. 10 Ways Not to Tweet 1.  All Talk, No Listen 2.  All Sales, No Value 3.  Inappropriate at the Office 4.  Hashtag Hijacking 5.  False Mentions 6.  Misleading Links 7.  Mass Follow 8.  Falsifying Tweets 9.  Twierns 10.  Lack of Disclosure Affect Strategies PROPRIETARY & CONFIDENTIAL 6/16/11
  • 8. Trend Intervention 1.  On Topic Discussions 2.  Point of View 3.  Complementary Discussion 4.  Add Value Affect Strategies PROPRIETARY & CONFIDENTIAL 6/16/11
  • 9. Media Engagement I Affect Strategies PROPRIETARY & CONFIDENTIAL 6/16/11
  • 10. Media Engagement II Affect Strategies PROPRIETARY & CONFIDENTIAL 6/16/11
  • 11. Media Engagement III Affect Strategies PROPRIETARY & CONFIDENTIAL 6/16/11
  • 12. Media Engagement IV Affect Strategies PROPRIETARY & CONFIDENTIAL 6/16/11
  • 13. Media Engagement V Affect Strategies PROPRIETARY & CONFIDENTIAL 6/16/11
  • 14. Media Engagement VI Affect Strategies PROPRIETARY & CONFIDENTIAL 6/16/11
  • 15. Media Engagement VII Affect Strategies PROPRIETARY & CONFIDENTIAL 6/16/11
  • 16. Reputation Management &Crisis Communications Affect Strategies PROPRIETARY & CONFIDENTIAL 6/16/11
  • 17. Reputation Management& Crisis Communications 1.  If you re not listening, you can t hear 2.  If you re not there, you can t respond 3.  Gather intelligence 4.  Make an informed decision – to respond or not 5.  Understand the consequences and escalation 6.  Respond in the medium of the crisis 7.  Respond directly, without filters 8.  Firestorms can start and burn out quickly, but some have long-term smoldering embers Affect Strategies PROPRIETARY & CONFIDENTIAL 6/16/11
  • 18. Reputation Management& Crisis Communications Affect Strategies PROPRIETARY & CONFIDENTIAL 6/16/11
  • 19. Customer ServiceTwier PhoneFacebook In Store ServiceLinkedIn Website Live ChatOther Affect Strategies PROPRIETARY & CONFIDENTIAL 6/16/11
  • 20. DellOutlet: Customer Service Advanced Twitter Marketing Strategies Sandra Fathi, President Affect Strategies www.ExecSense.com © ExecSense, Inc. PROPRIETARY & CONFIDENTIAL
  • 21. TD Bank Affect Strategies PROPRIETARY & CONFIDENTIAL 6/16/11
  • 22. TD Bank: CustomerService Affect Strategies PROPRIETARY & CONFIDENTIAL 6/16/11
  • 23. Customer Service &Sales Opportunities Affect Strategies PROPRIETARY & CONFIDENTIAL 6/16/11
  • 24. Measurement Measurement Objectives 1. Proving value of social media activities 2. Proving ongoing improvement in performance 3. Demonstrating ROI compared with true business metrics Affect Strategies PROPRIETARY & CONFIDENTIAL 6/16/11
  • 25. Key PerformanceIndicators I Surveys: Ask and tally results • Gather qualitative feedback from target audience segments on the utility of engagement in social media.  Scores: Create indices or scoring mechanisms to identify valuable outcomes and results • Quantity: sheer volume of hits/mentions/tweets etc. • Quantity: fans, members, views, posts etc. • Quality: score for Tier 1,2,3, score for content feature, prominence, mention Correlations: Identify correlations between outputs, outcomes and business results. Refine and redirect efforts. • Track events with lead generation (online, email, phone, events) • Track events with Web traffic Affect Strategies PROPRIETARY & CONFIDENTIAL 6/16/11
  • 26. Key PerformanceIndicators II Check Boxes: Meeting specific, finite objectives • # of positive articles/posts per month • # of tweets, followers, fans, views etc. • # of articles in target industries/vertical markets • # of members/aendees/downloads/registrations (hard numbers) Affect Strategies PROPRIETARY & CONFIDENTIAL 6/16/11
  • 27. Contact Information & Resources:On Slideshare – www.slideshare.net/sfathiSandra FathiAffect989 Avenue of the Americas, 6th FloorNew York, NY 10018sfathi@affectst.com212 398 9680Twier: @sandrafathiWeb: www.affect.comBlog: www.techaffect.com PROPRIETARY & CONFIDENTIAL