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Mahesh Murthy Of Pinstorm At 140Conf in New York

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The 140 Characters Conference (140Conf) was the first of its kind conference in NYC on June 16-17 2009, about the effects of Twitter on various industries. Mahesh Murthy of Pinstorm was invited to speak there. Here is his presentation.

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Mahesh Murthy Of Pinstorm At 140Conf in New York

  1. @maheshmurthy @ Marketing with Twitter. 10 minutes, 10 thoughts.
  2. @maheshmurthy @ Pinstorm is a pay-for- performance digital ad firm with offices in India, USA, China, Switzerland, Singapore, M’sia. I live an 18-hour flight from here  Where Twitter came to life on 26/11 ~650,000 Tweeters
  3. @maheshmurthy @ 1. With apologies to @zappos, Twitter can be a great marketing tool. Let’s not bemoan loss of purity, virginity et al  But if not done well, brand will #fail.
  4. @maheshmurthy @ 2. In fact, it’s important for Twitter to succeed as a marketing tool for it to survive. Search without AdWords? Blogs without AdSense? CNN without ads? Twitter needs to find its marketing model – for all our sakes!
  5. @maheshmurthy @ 3. Existing digital marketing models won’t work with Twitter. Display/CPM and Search/CPx both unsuited. There WILL be RoI – but not sales-based. Accountable advertising here to stay. We need to invent a new model. Our suggestion:
  6. @maheshmurthy @ 4. Perhaps brands on Twitter need CRM: Cult Relationship Management. Successful brands need to tend to their flock. Advantage to smaller/cultish brands: HD over Honda? Diesel over Levi’s? How do leaders respond?
  7. @maheshmurthy @ 5. Four step process: i. Sniff to invite Search for people talking about you, ask them BRAND
  8. @maheshmurthy @ 5. Four step process: i. Sniff to invite ii. Small updates to show value From 1x to 3x per week? →→ BRAND
  9. @maheshmurthy @ 5. Four step process: i. Sniff to invite ii. Small updates to show value iii. Big bang to get big RTs Something newsmaking. 1x to 3x per quarter? →→ BRAND
  10. @maheshmurthy @ What kind of ‘small updates’ and ‘big bangs can brands offer? In character with brand and its openness to communicate. Can Coke offer music downloads? Can Nike updates=news on runner times? Can Microsoft be Scoble – or Scoble2? Can Apple… say nothing as usual? 
  11. @maheshmurthy @ 5. Four step process: i. Sniff to invite ii. Small updates to show value iii. Big bang to get big RTs iv. Sniff to invite Track the RTers →→ BRAND
  12. @maheshmurthy @ 5. Four step process: i. Sniff to invite ii. Small updates to show value iii. Big bang to get big RTs iv. Sniff to invite Repeat. →→ →→ →→ BRAND
  13. @maheshmurthy @ 6. Cult Relationship Management: start finding self- appointed tribe leaders. Anoint them as middle management. Use Twinfluence / other power tools to find evangelists among followers. Support them – help them talk well of you. Don’t pay, but offer employee-like benefits.
  14. @maheshmurthy @ 7. Explore branding presence?
  15. @maheshmurthy @ 7. Explore branding presence? Coca-cola
  16. @maheshmurthy @ 7. Explore branding presence? Add me @cocacola Sponsor a hashtag?
  17. @maheshmurthy @ 7. Explore branding presence? Add me @cocacola
  18. @maheshmurthy @ 8. Brand and tactical messaging. The need for sub- namespaces. If I sell in 200 countries and manage 5 communities in each, don’t ask me to book and market 1,000 names. @Ev – can you offer @nike, @nike.*, @nike.us, @nike.us.deals etc that are easy to find?
  19. @maheshmurthy @ 9. In-house goes to the outhouse. Big brands just can’t manage it internally. How many of your folks can speak for you? Agencies are trained to do so. The rise of a new discipline.
  20. @maheshmurthy @ 10. Integrate – or disintegrate. All specialists will be obsolete. The era of generalists. Large brands can’t handle diverse specialists * diverse geographies. Twitter specialists will go the way of Paid Search Specialists or TV commercial specialists – be absorbed into generalist orgs.
  21. @maheshmurthy @ Thank you!

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