Twitter Logistics

Logistics of Integrating Twitter into your Existing Marketing & PR

Presented by Beth Harte, Principal

Harte Marketing & Communications

@bethharte

www.theharteofmarketing.com

This is why you need a plan

This is why you need a plan Image Source: www.bulldogblog.net/articles/wp-content/uploads/2009/02/money.jpg

This is why you need a plan Image Source: iStock.com

This is why you need a plan Image Source: http://teendriver.files.wordpress.com/2009/04/pinkslip.jpg

This is why you need a plan Image Source: iStock.com

Integrating Twitter into your marketing & PR plans Image Source: iStock.com

Twitter is just a tool Image Source: http://www.dow.com/infuse/news/download/lowres/tools.jpg

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

Are people talking about your company?

Is your company ready to engage? Image Source: www.ald-inc.com

What if no one is talking about you? Image source: http://www.nyworms.com/images/groupcrickets.jpg

Don’t waste time, money & resources Image Source: thebsreport.files.wordpress.com

Integrating Twitter Image Sources: http://trouble.philadelphiaweekly.com/archives/jigsaw_cookie_cutter2.jpg

With Twitter you’re talking to everyone Image Source: iStock.com

Silos don’t work Image Source: iStock.com

This is what you are up against

Now that the glimmer is gone… Image Source: http://www.whatonearthcatalog.com/graphics/products/regular/CA3931.jpg

Are you ready for a lot of work?

Measuring Twitter Image Source: iStock.com

Return on Investment Image source: www.meditatus.co.uk

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

What’s the investment? Image sources: blogs.discovermagazine.com, www.ecu.edu, www.clydepumps.com/overview-2

Know your starting point Image Source: http://www.defenselink.mil/home/images/photos/2004-04/photoessays/pi040204d08.jpg

Create a Plan Image Source: iStock.com

Define the goal for using Twitter Image Sources: associatedcontent.com, wampower.com, blog.communiquepr.com, www.blogtalkradio.com, www.talkwow.net

Reactive vs. Proactive Image Sources: www.eurotraining.co.uk/fire.htm, www.rhodo.co.nz/images_b/Soothill-Garden-(4).jpg

Define Measurable Objectives Image Source: http://www.heartofwisdom.com/images/blog/mcups.jpg

A specific desire communication or behavioral effect;

A designated public (or publics) among whom the effect is to be achieved;

The expected level of attainment; and

The timeframe in which those attainments are to occur.

Define Measurable Objectives

Types of Objectives

Output: Physical products

Tweets

Outtake: What will the publics take away from the tweets

Messages, perceptions, understandings

Outcome: What quantifiable changes in attitudes, behaviors, or opinions should the tweets have

Do you want them to buy anything, stop complaining or tell their friends (RTs)?

Measurable Twitter Objectives

Output: To send 5 daily tweets to all Twitter followers during the next 6 weeks to announce an upcoming event

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