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.
business environment micro environment macro environment.pptx
Mahesh Murthy Of Pinstorm At 140Conf in New York
1. @maheshmurthy
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Marketing with Twitter.
10 minutes, 10 thoughts.
2. @maheshmurthy
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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
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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.
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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
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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:
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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?
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5. Four step process:
i. Sniff to invite
Search for people talking about you, ask them
BRAND
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5. Four step process:
i. Sniff to invite
ii. Small updates to show value
From 1x to 3x per week?
→→
BRAND
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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
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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?
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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
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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
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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.
16. @maheshmurthy
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7. Explore branding presence?
Add me @cocacola
Sponsor a hashtag?
17. @maheshmurthy
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7. Explore branding presence?
Add me @cocacola
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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?
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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.
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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.