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Twitter and YouTube to Reach Consumers and Media

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Presentation for the Food Marketing Institute Consumer Affairs, Communications, & Social Responsibility Seminar. 9/14/2009...

Presentation for the Food Marketing Institute Consumer Affairs, Communications, & Social Responsibility Seminar. 9/14/2009

Presentation was given live with a Twitter simulcast providing links to additional resources.

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  • 1. 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
  • 2. “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.” 2 RTC Relationship Marketing www.rtcrm.com
  • 3. 3 RTC Relationship Marketing www.rtcrm.com
  • 4. Hi, Martha! What are you doing? It’s really not a new idea. Creating community in a modern mobile societ comm nit modern, society 4 RTC Relationship Marketing www.rtcrm.com
  • 5. 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 5 RTC Relationship Marketing www.rtcrm.com
  • 6. “Everyone else is ” Everyone is, isn’t a good answer. 6 RTC Relationship Marketing www.rtcrm.com
  • 7. 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 7 RTC Relationship Marketing www.rtcrm.com
  • 8. 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 8 RTC Relationship Marketing www.rtcrm.com
  • 9. 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 9 RTC Relationship Marketing www.rtcrm.com
  • 10. 10 RTC Relationship Marketing www.rtcrm.com
  • 11. 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/ 11 RTC Relationship Marketing www.rtcrm.com
  • 12. Whole Foods Market 12 RTC Relationship Marketing www.rtcrm.com
  • 13. Dell Outlet 13 RTC Relationship Marketing www.rtcrm.com
  • 14. Southwest Air 14 RTC Relationship Marketing www.rtcrm.com
  • 15. Zappos 15 RTC Relationship Marketing www.rtcrm.com
  • 16. 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 16 RTC Relationship Marketing www.rtcrm.com
  • 17. Twitter Scams Don’t fall for these types of scams. Note: The examples provided are intended as illustrative only. 17 RTC Relationship Marketing www.rtcrm.com
  • 18. Tools for Professionals Enterprise Twitter Management Combined Twitter & Facebook Management 18 RTC Relationship Marketing www.rtcrm.com
  • 19. 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 19 RTC Relationship Marketing www.rtcrm.com
  • 20. 20 RTC Relationship Marketing www.rtcrm.com
  • 21. Want to See Our Home Movie? 21 RTC Relationship Marketing www.rtcrm.com
  • 22. 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 22 RTC Relationship Marketing www.rtcrm.com
  • 23. 23 RTC Relationship Marketing www.rtcrm.com
  • 24. 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 24 RTC Relationship Marketing www.rtcrm.com
  • 25. 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 25 RTC Relationship Marketing www.rtcrm.com
  • 26. 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 26 RTC Relationship Marketing www.rtcrm.com
  • 27. 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 27 RTC Relationship Marketing www.rtcrm.com
  • 28. 28 RTC Relationship Marketing www.rtcrm.com
  • 29. Exploring Brands on YouTube 29 RTC Relationship Marketing www.rtcrm.com
  • 30. jetBlue 30 RTC Relationship Marketing www.rtcrm.com
  • 31. 31 RTC Relationship Marketing www.rtcrm.com
  • 32. Dunkin Donuts 32 RTC Relationship Marketing www.rtcrm.com
  • 33. Home Depot 33 RTC Relationship Marketing www.rtcrm.com
  • 34. 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 34 RTC Relationship Marketing www.rtcrm.com
  • 35. 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 35 RTC Relationship Marketing www.rtcrm.com
  • 36. Any Questions? 36 RTC Relationship Marketing www.rtcrm.com
  • 37. Bio Slide Presented by: Carlen Lea Lesser Assoc. Director Interactive Strategy RTC Relationship Marketing p g clesser@rtcrm.com @carlenlea 37 RTC Relationship Marketing www.rtcrm.com
  • 38. 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. 38 RTC Relationship Marketing www.rtcrm.com