Twitter Logistics

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Beth Harte at O'Reilly's Twitter Boot Camp, June 15, 2009, New World Stages in New York City.

Published in: Technology, Business

Twitter Logistics

  1. 1. Logistics of Integrating Twitter into your Existing Marketing & PR <ul><li>Presented by Beth Harte, Principal </li></ul><ul><li>Harte Marketing & Communications </li></ul><ul><li>@bethharte </li></ul><ul><li>www.theharteofmarketing.com </li></ul>
  2. 2. This is why you need a plan
  3. 3. This is why you need a plan Image Source: www.bulldogblog.net/articles/wp-content/uploads/2009/02/money.jpg
  4. 4. This is why you need a plan Image Source: iStock.com
  5. 5. This is why you need a plan Image Source: http://teendriver.files.wordpress.com/2009/04/pinkslip.jpg
  6. 6. This is why you need a plan Image Source: iStock.com
  7. 7. Integrating Twitter into your marketing & PR plans Image Source: iStock.com
  8. 8. Twitter is just a tool Image Source: http://www.dow.com/infuse/news/download/lowres/tools.jpg
  9. 9. Is Twitter the right tool for the job? Image Source: http://www.monash.edu.au/pubs/monmag/issue20-2007/assets/images/opinion-obesity-2.jpg
  10. 10. Are people talking about your company?
  11. 11. Is your company ready to engage? Image Source: www.ald-inc.com
  12. 12. What if no one is talking about you? Image source: http://www.nyworms.com/images/groupcrickets.jpg
  13. 13. Don’t waste time, money & resources Image Source: thebsreport.files.wordpress.com
  14. 14. Integrating Twitter Image Sources: http://trouble.philadelphiaweekly.com/archives/jigsaw_cookie_cutter2.jpg
  15. 15. With Twitter you’re talking to everyone Image Source: iStock.com
  16. 16. Silos don’t work Image Source: iStock.com
  17. 17. This is what you are up against
  18. 18. Now that the glimmer is gone… Image Source: http://www.whatonearthcatalog.com/graphics/products/regular/CA3931.jpg
  19. 19. Are you ready for a lot of work?
  20. 20. Measuring Twitter Image Source: iStock.com
  21. 21. Return on Investment Image source: www.meditatus.co.uk
  22. 22. What’s the return? Image sources: http://www.mywasher.net/minfo/Images/money.jpg, http://mymoneymakingexperiment.com/wp-content/uploads/2008/12/make-money-blogging.gif
  23. 23. What’s the investment? Image sources: blogs.discovermagazine.com, www.ecu.edu, www.clydepumps.com/overview-2
  24. 24. Know your starting point Image Source: http://www.defenselink.mil/home/images/photos/2004-04/photoessays/pi040204d08.jpg
  25. 25. Create a Plan Image Source: iStock.com
  26. 26. Define the goal for using Twitter Image Sources: associatedcontent.com, wampower.com, blog.communiquepr.com, www.blogtalkradio.com, www.talkwow.net
  27. 27. Reactive vs. Proactive Image Sources: www.eurotraining.co.uk/fire.htm, www.rhodo.co.nz/images_b/Soothill-Garden-(4).jpg
  28. 28. Define Measurable Objectives Image Source: http://www.heartofwisdom.com/images/blog/mcups.jpg
  29. 29. <ul><ul><li>A specific desire communication or behavioral effect; </li></ul></ul><ul><ul><li>A designated public (or publics) among whom the effect is to be achieved; </li></ul></ul><ul><ul><li>The expected level of attainment; and </li></ul></ul><ul><ul><li>The timeframe in which those attainments are to occur. </li></ul></ul>Define Measurable Objectives
  30. 30. Types of Objectives <ul><li>Output: Physical products </li></ul><ul><ul><li>Tweets </li></ul></ul><ul><li>Outtake: What will the publics take away from the tweets </li></ul><ul><ul><li>Messages, perceptions, understandings </li></ul></ul><ul><li>Outcome: What quantifiable changes in attitudes, behaviors, or opinions should the tweets have </li></ul><ul><ul><li>Do you want them to buy anything, stop complaining or tell their friends (RTs)? </li></ul></ul>
  31. 31. Measurable Twitter Objectives <ul><li>Output: To send 5 daily tweets to all Twitter followers during the next 6 weeks to announce an upcoming event </li></ul><ul><li>Outtake: To increase the awareness of our brand on Twitter so that we obtain 20% more followers than our closest competition by the end of the first quarter </li></ul><ul><li>Outcome: To share discount codes on Twitter to increase the sale of X product by 20% in 30 days </li></ul>
  32. 32. Define the Twitter Strategy Image Source: nassaulibrary.org
  33. 33. Define the Tactic
  34. 34. Know your ending point Image Source: http://www.sweatyguineapig.com/wp-content/uploads/2008/09/crossing-the-finish-line.jpg
  35. 35. Tools to Measure
  36. 36. Do it all over again… Image Source: Flickr, ralphventon
  37. 37. Make management happy Image Source: iStock
  38. 38. Make management even happier

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