Twitter d Y T b
T itt and YouTube
How to Use Them to Reach Customers and Media
A Presentation for The Food Marketing Institute
9/14/2009

“They want to participate in the
conversations going on b hi d th
ti i behind the
corporate firewall. …
We want to talk to you.”
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3 RTC Relationship Marketing
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Hi, Martha! What are you doing?
It’s really not a new idea.
Creating community in a modern mobile societ
comm nit modern, society
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Twitter in a Nutshell
140 Character messages
Time-based “stream” of information
stream
Bite-sized nuggets of information
100% permission based
Service, not a website
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“Everyone else is ”
Everyone is,
isn’t a good answer.
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Profile of Twitter Users
Age: 31
Location: NYC
Occupation: Media Planner
Follows: 250
Followers 100
Posts: 4/
P t 4/week k
Source: http://www.pewinternet.org/~/media/Files/Reports/2009/PIP%20Twitter%20Memo%20FINAL.pdf
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A few goals to consider
Goals Brand Store
Connecting with Customers X X
Promoting Sales X X
Promoting Corporate News or Special Events X X
Customer Service X X
Connecting with Media & Bloggers X X
Communicating in an Emergency (e.g. recalls) X X
Gathering Feedback
G th i F db k X X
Sharing Information X X
Communicating with Employees X X
Promoting Store Features & Expertise X X
Connecting with Community X X
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Measuring Success
Leading Indicators Lagging Indicators
“ReTweets” Increased Sales
Followers Coupon Codes
Replies
R li Surveys
S
Tracking links Increased Media
Bit.ly
Bit ly Attention
Ow.ly Increased Event
Attendance
Friday Follows
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10 RTC Relationship Marketing
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Exploring Brands on Twitter
Want More http //mashable com/2009/01/21/best t itter brands/
More: http://mashable.com/2009/01/21/best-twitter-brands/
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Whole Foods Market
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Dell Outlet
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Southwest Air
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Zappos
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Getting People to Follow You
Follow other people you think are interesting or your
target audience
Promote your Twitter account EVERYWHERE:
Website
Email signature lines
In-store
Business card
Tradeshow booths
Press releases
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Twitter Scams
Don’t fall for these types of scams.
Note: The examples provided are intended as illustrative only.
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Tools for Professionals
Enterprise Twitter Management
Combined Twitter & Facebook Management
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Time Management
Start with your goals – how much time you NEED to
spend?
Start with 15 minutes, twice a day & stick to it.
Don’t try to catch up on everything
y y g
Don’t look back more than a few hours
Don’t respond to everyone
Expand as needed
Always check your @ replies
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Want to See Our Home Movie?
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Alternative Broadcasting Channel
Repurpose existing video (e.g. commercials)
Create new longer form videos
Support a community
Illustrate your expertise
Engage viewers in ways not possible with broadcast
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Who Watches Video on Sites Like YouTube
80%
70%
60%
50%
40%
30%
20%
10%
0%
18-29yrs 30-49yrs 50-64 yrs 65+
Source: http://www pewinternet org/Reports/2009/13--The-Audience-for-Online-VideoSharing-
http://www.pewinternet.org/Reports/2009/13--The-Audience-for-Online-VideoSharing-
Sites-Shoots-Up/2-Demographics.aspx?r=1
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Your Brand is Probably Already There
Safeway: 4,580
7-Eleven: 2 690
2,690
Wegman’s: 1,200
Stop and Shop: 577
Price Chopper: 440
Big Y: 226
g
Star Market: 117
Hannafords: 39
Pic-N-Save: 15
Peapod: 10
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A few goals to consider
Goals Brand Store
Establishing brand
E t bli hi b d as t t d expert
trusted t X X
Promoting Products and Services X X
Connecting with Customers X X
Infotainment X
Connecting with Media & Bloggers X
Crisis Management X
Gathering Feedback X X
Repurposing Broadcast Commercials X
Featuring Regional Specialties X X
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Measuring Success
Leading Indicators Lagging Indicators
Views
Vie s Increased Sales
Favorites Coupon Codes
Comments Increased M di
I d Media
Channel Attention
Subscribers Surveys
Inbound Links
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Exploring Brands on YouTube
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jetBlue
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Dunkin Donuts
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Home Depot
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Promoting your Videos
Promote your YouTube channel EVERYWHERE:
Website
Email signature lines
In store
In-store
Business card
Tradeshow booths
Press releases
Via your Twitter account
Embed the videos on your website
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The Social Media Press Release
Format introduced by SHIFT Communications in 2008
Features social media touch points and media assets
Photos
MP3 Files
Graphics
Videos
Reinvent your PR/Media Section of your website as a
social media portal
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Any Questions?
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Bio Slide
Presented by:
Carlen Lea Lesser
Assoc. Director Interactive Strategy
RTC Relationship Marketing
p g
clesser@rtcrm.com
@carlenlea
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About RTCRM
RTC Relationship Marketing (RTCRM) is a full-service direct marketing and
relationship marketing agency based in Washington, D.C., in the heart of
Georgetown,
Georgetown with offices in New York and Chicago RTCRM boasts more
Chicago.
than 40 years’ worth of innovative, targeted solutions that grow its clients’
brands and help them forge lasting, valuable relationships with their
customers. What distinguishes RTCRM is its unique ability to analyze data
g y y
and research on both a rational and emotional level. RTCRM’s clients
include major brands in the telecom, technology, pharmaceutical, and other
business sectors, such as AARP, GlaxoSmithKline, and Time Warner
Cable. RTCRM s
Cable RTCRM’s innovative campaigns have won numerous advertising and
direct marketing awards. RTCRM is part of the WPP Group, one of the
world’s largest communications companies, which includes Wunderman,
Y&R, Ogilvy & Mather Worldwide, JWT, and Landor.
To learn more about RTCRM, please visit www.rtcrm.com.
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