Engaging the Influencer on Twitter

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Presentation at BrightTalk conference 6 June 2010

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  • To start a social media campaign – people often get it wrong by targeting the wrong individual. For example if I was running a campaign to reduce obesity in children I might focus on Jamie Oliver Jamie is an amplifier of data and not necessarily the creator – for that Edelman analyst the web and identify the message and how it originated – in this case it was National Obesity Forum – much easier to target this group successfully This is proactive use Must remember reactive use when someone hits a chord – must use tools to keep track of new people and messaging
  • To start a social media campaign – people often get it wrong by targeting the wrong individual. For example if I was running a campaign to reduce obesity in children I might focus on Jamie Oliver Jamie is an amplifier of data and not necessarily the creator – for that Edelman analyst the web and identify the message and how it originated – in this case it was National Obesity Forum – much easier to target this group successfully This is proactive use Must remember reactive use when someone hits a chord – must use tools to keep track of new people and messaging
  • To start a social media campaign – people often get it wrong by targeting the wrong individual. For example if I was running a campaign to reduce obesity in children I might focus on Jamie Oliver Jamie is an amplifier of data and not necessarily the creator – for that Edelman analyst the web and identify the message and how it originated – in this case it was National Obesity Forum – much easier to target this group successfully This is proactive use Must remember reactive use when someone hits a chord – must use tools to keep track of new people and messaging
  • Go to where the communities are already hanging out – building new places for them to visit is difficult Facebook, MySpace, Bebo...all very well. The future of social networks is niche.
  • Engaging the Influencer on Twitter

    1. 1. Jonny Bentwood @jonnybentwood Edelman [email_address] Engaging the Influencer on Twitter
    2. 2. Social media strategy at Hp
    3. 3. “ I’ll be very clear on this. If you want to influence me, be in a conversation and dialog with me, in person, online, and wherever I go.” – Jeremiah Owyang, Altimeter Group
    4. 4. Case study: Twitter Engagement
    5. 5. Case study: Twitter Engagement
    6. 6. Case study: Twitter Engagement
    7. 7. 06/07/10 HP Confidential Influencer Approach Idea Starter Conversation Amplifier
    8. 8. Idea Starter vs. Amplifiers
    9. 9. Idea Starter vs. Amplifiers
    10. 10. Idea Starter vs. Amplifiers
    11. 11. 06/07/10 HP Confidential
    12. 13. Recommended approach PLAN What do I want to achieve? LISTEN What’s already being said, where and by who? ANALYSE What are the insights to leverage? ENGAGE What’s the best method/platform for engagement?
    13. 15. Fish where the fish are* . * Fishermen (and bears) have known this for years
    14. 16. Jonny Bentwood @jonnybentwood Edelman [email_address] Any questions?

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