To Tweet or Not to Tweet, is that a Question? Randy F. Price CEO social arc innovation lab

Economic Impact The most recommended brand online in its category grows the category average 2.5x

Context: Traditional Media vs. Social Media Success in Traditional Media Exposure, Impressions Desire “ Watch me” “Want Me” Success in Social Media Engage & Inspire Viral Pass Along “ Participate” “Talk About Me” The Approach is Much Different

Success in Traditional Media

Exposure, Impressions Desire

“ Watch me” “Want Me”

Success in Social Media

Engage & Inspire Viral Pass Along

“ Participate” “Talk About Me”

D2Cshow.org September 13-15, 2009

Key Takeaways How Direct Engagement/ Customer Service has the potential to reduce returns Understand How Social Media is as important to DR Success as Search Learn about the ability to reduce acquisition costs via Listening platforms Better Definition of Market Potential, & Key Sales Hooks Thus Minimizing Risk

WHAT IS TWITTER micro-blogging 140 characters cross between IM and chat short updates

What is Twitter? 140 Characters Text Message Distribution System Real Time, Dynamic Can include links to any/all (video, landing pages, articles, pictures) Instant & Always On Friends, Followers, Hashtags & Re-tweets, Direct Messages

Communication & Broadcast Platform Twitter is a dynamic conversation platform that requires time & energy so… first, define your strategy: Why are you doing this? Who is your target audience? What will you achieve? How will you measure success? How long will the project last?

Twitter is a dynamic conversation platform that requires time & energy so…

first, define your strategy:

Why are you doing this?

Who is your target audience?

What will you achieve?

How will you measure success?

How long will the project last?

Positive WOM Impacts Retail Results Effect of Customer-Generated Ratings and Reviews in the Past Year According to Online Retailers in the UK, US, and Europe (% of respondents) Source: E-consultancy and Bazaarvoice

Fastest Growing Social Network Site 813% Over 5M Twitter Accounts January 2008 – January 2009 And growing…an estimated 5,000 -10,000 (10K) new accounts per day

WHO IS ON TWITTER General Motors Dell Kodak

Who uses Twitter? Likelihood of Twitter use by age April 10, 2009 Your Potential Customers

Likelihood of Twitter use by age

What uses make sense for Twitter & DR? Lead Gen Value Add Customer Service Brands have an unprecedented opportunity to converse with their customers and convert those conversations into results.

“ Live” & Direct Engagement With Customers & Potential Customers

Listening For Ideas, Keeping Customers Informed Loyalty & Up Sell: Keeping Customers Informed & Suggesting Expanded uses

Lead Gen Value Add Customer Service

Social Media “Conversations” Trend

Twitter Motivation @Socialgym Using Tweetdeck to manage inbound conversations, -Keywords “Total Gym” and “Workout” -grouped the most responsive to build a more personal relationship

Micro-blogging: 22 corporate accounts , +17 individuals using @Dell handles on Twitter $3 Million in Revenue on Twitter (Jun 09) $1 Million in Revenue on Twitter (Feb 09) Real Sales Impact

Micro-blogging: 22 corporate accounts ,

+17 individuals using @Dell handles on Twitter

Results 1 - 10 of about 11,600 from twitter.com for Motrin . “ hell hath no fury like a mommy blogger scorned ” “ With regards to the recent Motrin advertisement, we have heard you. On behalf of McNeil Consumer Healthcare and all of us who work on the Motrin Brand, please accept our sincere apology. We have heard your concerns about the ad that was featured on our website. We are parents ourselves and we take feedback from moms very seriously. We are in the process of removing this ad from all media. It will, unfortunately, take a bit of time to remove it from our magazine advertising, as it is on newsstands and in distribution. Thank you for your feedback. It’s very important to us.” Real Sales Impact

Twitter Samurai

How is Twitter used by the Samurai Listening Direct Selling/Live Engagement New Product Ideas Up Sell Expanded Uses Customer Service Value Added Selling Know Your Tools, Keep Them Sharp

Listening

Direct Selling/Live Engagement

New Product Ideas

Up Sell Expanded Uses

Customer Service

Value Added Selling

Know Your Tools, Keep Them Sharp

Getting Started Successful Twitter initiatives begin with a clear understanding of what you want to accomplish (the business objectives), what’s in it for your customers and an understanding of how the technology platform works

Listening to Tweets Share of Voice (Relevant, Competitive) Source (Source) Intensity of Conversations (Volume & Change) Sentiment (Positive or Negative) Product Features , Attributes, Keywords Verbatim Snapshots (Unfiltered) Top 100 Sources

Twitter Profiles Profiles set up under a company umbrella should, if possible, attach a real person’s identity to the profile– people like to know that there is a consistent, real person behind the company

Profiles set up under a company umbrella should, if possible, attach a real person’s identity to the profile– people like to know that there is a consistent, real person behind the company

WHAT TO TWEET? You can Tweet anything that peaks your interest. How are some possible ideas to get your started. Ask a question. Share great blog posts Send a link to a great site. Discuss up and coming events or tradeshows. Talk about current news topics.

You can Tweet anything that peaks your interest. How are some possible ideas to get your started.

Ask a question.

Share great blog posts

Send a link to a great site.

Discuss up and coming events or tradeshows.

Talk about current news topics.

The Black Hole of Twitter Apps Easy To Get Lost!

7 Twitter Tools Tweetdeck Twitpic Twubble Twellow Tweetbeep Twist Tweetgrid

Tweetdeck

Twitpic

Twubble

Twellow

Tweetbeep

Twist

Tweetgrid

7 Twitter Samurai Best Practices Listen Effectively Manage Your Time Allocated Wisely Be Responsive Business Casual Tone: Real Leverage Tools Measure KPI Be Helpful, Humble and Human

Listen Effectively

Manage Your Time Allocated Wisely

Be Responsive

Business Casual Tone: Real

Leverage Tools

Measure KPI

Be Helpful, Humble and Human

Twitter Tips for Brands Don’t jump in too quickly – ease your way into conversations Don’t follow too many people too quickly – keep your follows/followed-by ratio at 3:2 at a minimum to make it known that you are not a spammer Be transparent – as with all social media applications, do not pretend to be a brand advocate when you are the brand Content must be useful, entertaining or valuable in some way to your audience – never marketing copy Tweets are indexed by the search engines – keyword rich tweets may have SERM value Links on profile pages do have link value, but links in tweets do not

Don’t jump in too quickly – ease your way into conversations

Don’t follow too many people too quickly – keep your follows/followed-by ratio at 3:2 at a minimum to make it known that you are not a spammer

Be transparent – as with all social media applications, do not pretend to be a brand advocate when you are the brand

Content must be useful, entertaining or valuable in some way to your audience – never marketing copy

Tweets are indexed by the search engines – keyword rich tweets may have SERM value

Links on profile pages do have link value, but links in tweets do not

Cracking the Code D2Cshow.org September 13-15, 2009 How do we apply the measurement capabilities of online advertising to social media marketing without losing its impact (using too much automation to delivery the messages)?

Cracking the Code

Just In Time Outreach sm Behavioral + Twitter + Direct Response Right Message, Right Time, Right Audience Post keyword rich tweets that would be found by anyone searching twitter for your business, industry, products, services, etc. Tweet brand messages to users interested in your brand or product Listen to what’s being said about your brand by Twitter users and make contact accordingly (answer questions, offer support, offer discounts)

Behavioral + Twitter + Direct Response

Right Message, Right Time, Right Audience

Post keyword rich tweets that would be found by anyone searching twitter for your business, industry, products, services, etc.

Tweet brand messages to users interested in your brand or product

Listen to what’s being said about your brand by Twitter users and make contact accordingly (answer questions, offer support, offer discounts)

Key Takeaways How Direct Customer Service Engagement has the potential to reduce returns Understand How Social Media is as important to DR Success as Search Explore how you can reduce the cost of acquisition through listening that Improves media buying Better Definition of Market Potential, & Key Sales Hooks Thus Minimizing Risk

and if that fails….

Q&A

social arc innovation lab Niland Mortimer Chief Marketing Officer Aaron Mann President Randy F. Price CEO