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Twitter: Now What? -  Web 2.0 Conf. OCT, 2011, NYC
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Twitter: Now What? - Web 2.0 Conf. OCT, 2011, NYC

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October 2011 presentation at Web 2.0 Conference in New York City. #w2e

October 2011 presentation at Web 2.0 Conference in New York City. #w2e

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  • (Ummm)...I think the title of this presentation should be: ’you’ve successfully attracted a SLIDESHARE following’

    I was absolutely unimpressed with this presentation.

    The ONLY reason I clicked on it was because I saw it had an astronomical amount of views…so I followed the crowd of popularity.

    Hot topics generally generate a lot of comments. Or people download them, so they can use them later.

    But I must say, “Thank you for the lesson.” I learned the hard lesson of being a follower :(
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  • The early days are when you need to find the voice of the brand. You need to find the balance of business and human voice.
  • Be prepared for executive interest building and the question of ROI.
  • Consider the growing needs of the growing number of followers, and be careful not to tweet with stranger. Read bios and know who you’re talking to.
  • Personality has replaced the brand logo. Humanizing the brand is the true opportunity of Twitter.
  • 2011 Fortune 100 Companies Twitter List http://twitter.com/#!/PRNewswire/fortune-100-2011
  • So how do you take what was very successful for a smaller number of people and one person manning the company Twitter account and scale that to serve the needs of a growing following: Editorial guidelines, Content strategy, Team strategy, Engagement strategy, Schedules and roles
  • Marketing / PR (Promotion of organization) = < 10% Conversation (Humanizing conversation) = 10% Social media (Effects on your industry) =15% Your industry (News & tips) = 15% Engagement (@’s and RT’s) = 50% Opinion on politics and religion = 0% …unless your business is politics or religion
  • Your corporate Twitter account is your front line. Make sure those on the front line are well prepared for the types of questions or concerns clients may have. Don’t keep them in the dark.
  • Give the team ownership over their content and give your followers the transparency they deserve.
  • Make your content strategy very simple and clear.
  • It’s not always a big crisis, but they can be just as important.
  • Look at yourself in the mirror often. I use Flipboard on the iPad.
  • Inspect your audience frequently and know who they are. Your audience will evolve as it grows. You need to know who you’re talking to.

Transcript

  • 1. You’ve Successfully Attracted a Twitter Following Now What? @VictoriaHarres #w2e #prnewswire
  • 2. #w2e #prnewswire @VictoriaHarres Where are the followers?
  • 3. “ The Twitter account is starting to get a following, Mitch. A few clients, a journalist and a couple of PR people.”
  • 4. #w2e #prnewswire @VictoriaHarres We need a plan!
  • 5. Personality has replaced the brand logo.
  • 6. Avg Klout 52
  • 7. 2011 Fortune 100
    • Top 10 by Revenue
    • Walmart
    • Exxon Mobile
    • Chevron
    • ConocoPhillips
    • Fannie Mae
    • General Electric
    • Berkshire Hathaway
    • General Motors
    • Bank of America Corp.
    • Ford Motor
    • Top 10 by Klout
    • Amazon.com ( Fortune 78)
    • Google ( Fortune 92)
    • Walt Disney (Fortune 65)
    • Target (Fortune 33)
    • Coca Cola (Fortune 70)
    • AT&T (Fortune 12)
    • PepsiCo (Fortune 43)
    • Walmart (Fortune 1)
    • Microsoft (Fortune 38)
    • American Exp. (Fortune 91)
    http://twitter.com/#!/PRNewswire/ fortune-100-2011
  • 8. Scaling For a Growing Audience #w2e #prnewswire @VictoriaHarres
  • 9. Editorial Pyramid PR MKTG CONVERSATION SOCIAL MEDIA YOUR INDUSTRY @REPLIES & RETWEETS
  • 10. Self Promotion < 10 %
  • 11. Building a Twitter Team #w2e #prnewswire @VictoriaHarres
  • 12. The Many Hats of a Brand Twitterer
    • Publisher
    • Editor
    • Copywriter
    • Customer Service Rep
    • Community Manager
    • Promoter
    • Marketer
    • Crisis Communicator
    • PR
    • IR
    • CSR
    • Sales
    • Teacher
    • Humble Servant
    #w2e #prnewswire @VictoriaHarres
  • 13. ^cc
  • 14. Sharing Responsibilities
    • * Who is the twitter voice/lead?
    • * Who monitors for @replies and when?
    • * Who responds and when?
    • * Who schedules promotional tweets?
    • * Who contributes what to the total content?
    • * Who makes the final call?
    • * What are the tools?
  • 15. The Tools oneforty.com/PRNewswire/pr-toolkit
  • 16.  
  • 17. Elements of a Team Strategy Guidelines for team members * Engagement plan * Team schedule * Content strategy * Assignments
  • 18. Content Strategy
  • 19.
    • Crisis Plan
  • 20. A welcome customer tweet and the challenging road that got us there…
  • 21. Connecting The Dots Within The Organization PRODUCTS HR CUSTOMER SERVICE SALES EXECUTIVE SUITE MARKETING PR TWITTER
  • 22. Connecting The Dots Within The Organization @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ PRODUCTS HR CUSTOMER SERVICE SALES EXECUTIVE SUITE MARKETING PR TWITTER
  • 23. The Internal Rolodex * Who are your key contacts in each department or division? * Who can make the really big decisions? * Who holds the passwords? * Who in senior management will pick up a phone and call a client when needed?...after hours? * Who are your champions in the boardroom?
  • 24. Flipboard #w2e #prnewswire @VictoriaHarres
  • 25.  
  • 26. @Audience_w2e THANKS for your time today. #yourock! Victoria Harres @PRNewswire @VictoriaHarres [email_address] Many thanks to Alfred Hitchcock and Universal Pictures for filming one of my favorite movies, The Birds and for many of the images in this presentation.