‘Twitterpated’Marketing & PRKip MeachamUTC Annual PR Event, 13 December 2012, SLCNOTE: To properly view this presentation ...
QUOTE                                     We operate in a world                                    without trust… There’s ...
ANOTHERQUOTE                                    People see everything as spin                                             ...
BLURRING LINES                         Advertising                                                     PR                 ...
BRAVENEW WORLD                                                                          http://www.borndigitalbook.com/   ...
ENOUGH TOSCREW YOU UP                                                                            http://t.co/dubnhi7Q  Peo...
CHANGE OR DIE(SLOWLY, BUT SURELY)                                                                    CONVERSATION     Succ...
SOCIAL MEDIA IS THE FUTURE
TWITTERPATED  Twitter is a tactic                                               Unfiltered access to every relevant person...
‘TALK TO’ AND‘TALK WITH’                                        Google Zeitgeist                        Twitter Search    ...
WHERE ISTHE LOVE?                                     Find conversations with search terms                                ...
WORK ISN’T ADIRTY WORD                                     One addition to your press release                             ...
WHAT’S A #TWEETCHAT?
STRUCTUREDANARCHY                                     Think ‘crowdsourced’ webinar in text                                ...
EXECUTION                               Key components of a #tweetchat                               Critical mass for a r...
HOWIS IT DONE?                                      Today’s case study: #innochat                                         ...
FRAMING POST  17 ‘TWITTERPATED’ MARKETING & PR
THECONVERSATION  18 ‘TWITTERPATED’ MARKETING & PR
TOOL TIME                                     Great #tweetchat helps                                           A #tweetcha...
THEREFORE, WHAT?
TAKE ACTION                                     Do something. Now. Begin.                                              Kip...
INNOVATION &MARKETING                                      [T]he purpose of business is to create                         ...
THANK YOU!                                             Kip Meacham                                          Card Access: v...
ADDITIONAL MATERIALS
A #TWEETCHATSHORT LIST                                     Marketing-related        PR-related                            ...
TRICKS &TOOLS                                Link and Learn                                     Content                   ...
ADDITIONALREADINGS                                                Content Rules                                           ...
THANK YOU
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Twitterpated Marketing and PR

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‘Twitterpated’ Marketing & PR

Utah Technology Council Annual PR Event Presentation

by Kip Meacham

While social media tools such as Twitter, Facebook, Pinterest and others present new opportunities for innovative marketing and public relations professionals, they are simply that—tools—and not an end unto themselves. Only by understanding and planning the three elements of conversation, content and context will we realize an advantage in our messaging and communications.

Methods for adding social media outreach to the press release process, a case study in executing a successful “tweetchat”, a useful lists of Twitter-focused tools, and a marketing/PR professionals’ social media reading list are included.

Presented on 13 December 2012 in Salt Lake City, Utah by Kip Meacham, vice president of marketing for Salt Lake City, Utah-based Card Access, Inc.

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Twitterpated Marketing and PR

  1. 1. ‘Twitterpated’Marketing & PRKip MeachamUTC Annual PR Event, 13 December 2012, SLCNOTE: To properly view this presentation as a PPTX or PDF, you must install theLATO typeface family. To download a free version of the typeface, CLICK HERE.
  2. 2. QUOTE We operate in a world without trust… There’s no other word than ‘dire.’ Richard Edelman, 10 June 2011 PRSA Leadership Rally On the public perception of business and government 2 ‘TWITTERPATED’ MARKETING & PR
  3. 3. ANOTHERQUOTE People see everything as spin and lies. Peggy Noonan WSJ Columnist 3 ‘TWITTERPATED’ MARKETING & PR
  4. 4. BLURRING LINES Advertising PR Marketing 4 ‘TWITTERPATED’ MARKETING & PR
  5. 5. BRAVENEW WORLD http://www.borndigitalbook.com/ Digital Immigrants Digital Settlers Digital Natives The creators of the infrastructure The creators of the platforms Anyone born during or after the introduction of the infrastructure and platforms 5 ‘TWITTERPATED’ MARKETING & PR
  6. 6. ENOUGH TOSCREW YOU UP http://t.co/dubnhi7Q People are still people Reciprocity: People tend to return favors Authority: People tend to obey authority figures, even when asked to perform objectionable acts Commitment and Consistency: People Liking: People are easily persuaded by other committing orally or in writing to ideas or goals people they like are more likely to honor those commitments for self-image congruity Social Proof: People will do things they see other Scarcity: Perceived scarcity generates demand people doing 6 ‘TWITTERPATED’ MARKETING & PR
  7. 7. CHANGE OR DIE(SLOWLY, BUT SURELY) CONVERSATION Success factors The opportunity for innovation is in the integration of CONVERSATION: Talking with—not to—the CONTENT customer/the client/the world INNOVATION CONTENT: Being a successful media outlet is arguably as critical as the core business skill CONTEXT: If your content is the payload, then CONTEXT your context is the delivery system you use 7 ‘TWITTERPATED’ MARKETING & PR
  8. 8. SOCIAL MEDIA IS THE FUTURE
  9. 9. TWITTERPATED Twitter is a tactic Unfiltered access to every relevant persona at the price of opportunity cost Twitter (www.twitter.com) is a highly democratic message delivery system—as are all other social media platforms (Facebook, YouTube, Pinterest, etc.) Real-time access to relevant conversations (talking with your audience) versus search The barriers to entry are in learning the syntax, understanding (talking to your audience) the players in the relevant conversations, resourcing your content execution, and understanding how to influence the conversation In evolving your messaging processes to make use of the platforms for increased reach The opportunities are 9 ‘TWITTERPATED’ MARKETING & PR
  10. 10. ‘TALK TO’ AND‘TALK WITH’ Google Zeitgeist Twitter Search http://www.google.com/zeitgeist/2012/#the-world http://twitter.com/search 10 ‘TWITTERPATED’ MARKETING & PR
  11. 11. WHERE ISTHE LOVE? Find conversations with search terms Begin your Twitter searches with your most relevant key terms Use a Twitter client that allows you to view multiple streams of consciousness (I like Tweetdeck. Hootsuite is popular, too) Lurk before you speak—don’t propose on the first date— because what you say is permanent 11 ‘TWITTERPATED’ MARKETING & PR
  12. 12. WORK ISN’T ADIRTY WORD One addition to your press release process Start today to find the relevant conversations (80/20 rule) on the relevant platforms (80/20 rule) So in the 8-12 hours following your press release, you converse, point to content in the proper context (this is pedestrian, sweaty, fun, real work) 12 ‘TWITTERPATED’ MARKETING & PR
  13. 13. WHAT’S A #TWEETCHAT?
  14. 14. STRUCTUREDANARCHY Think ‘crowdsourced’ webinar in text Tweet Chats gather Twitter users (AKA tweeps) together on Twitter at a recurring time to discuss areas of interest Check out Pam Moore’s summary on Tweet Chats here: http://www.pammarketingnut.com/2011/06/twe et-chats-101-41-success-tips-for-moderators- participants-guests/ 14 ‘TWITTERPATED’ MARKETING & PR
  15. 15. EXECUTION Key components of a #tweetchat Critical mass for a relevant conversation (again, A chat topic calendar use your key search terms) A good #hashtag (this part is a branding exercise) Good framing posts (on the web property) A web property The #tweetchat proper (think Cialdini here— remind people, build anticipation, point people to the framing post, and punch it) Moderator(s) / curator(s) A tweetchat archive (again, on the web property) 15 ‘TWITTERPATED’ MARKETING & PR
  16. 16. HOWIS IT DONE? Today’s case study: #innochat Hashtag: #innochat Conversation: “talking about innovation” Locale: Every Thursday @ 10am Mountain Time Web Property: www.innochat.com 16 ‘TWITTERPATED’ MARKETING & PR
  17. 17. FRAMING POST 17 ‘TWITTERPATED’ MARKETING & PR
  18. 18. THECONVERSATION 18 ‘TWITTERPATED’ MARKETING & PR
  19. 19. TOOL TIME Great #tweetchat helps A #tweetchat tool to monitor just one topic (www.tweetchat.com) 19 ‘TWITTERPATED’ MARKETING & PR
  20. 20. THEREFORE, WHAT?
  21. 21. TAKE ACTION Do something. Now. Begin. Kip Meacham, One of Your Peers 21 ‘TWITTERPATED’ MARKETING & PR
  22. 22. INNOVATION &MARKETING [T]he purpose of business is to create a customer, the business enterprise has two--and only two--basic functions: marketing and innovation. Marketing and innovation produce results; all the rest are costs. Marketing is the distinguishing, unique function of the business. Peter Drucker, Premier 20th Century Business Consultant (emphasis added) 22 ‘TWITTERPATED’ MARKETING & PR
  23. 23. THANK YOU! Kip Meacham Card Access: vp marketing Twitter: @kipmeacham Facebook: facebook.com/kiporama Pinterest: pinterest.com/kipmeacham Mobile: 1.801.362.0696 Email: kdmeach@cardaccess-inc.com 23 ‘TWITTERPATED’ MARKETING & PR
  24. 24. ADDITIONAL MATERIALS
  25. 25. A #TWEETCHATSHORT LIST Marketing-related PR-related #B2Bchat #pr20chat #Mmchat #Journchat #brandchat #measurepr Social media-related Some of my faves #smchat #innochat #swchat #HBRchat #SocialChat #ideachat #SMmanners #speakchat 25 ‘TWITTERPATED’ MARKETING & PR
  26. 26. TRICKS &TOOLS Link and Learn Content Favorite Marketing Tweet Chats: http://www.livebinders.com/play/play?id=676025 Tweet Chats 101: http://www.pammarketingnut.com/2011/06/tweet-chats-101-41-success- tips-for-moderators-participants-guests/ 12 Most Stimulating Twitter Chats: http://12most.com/2011/06/10/12-stimulating-twitter- chats/ Tools (alphabetized) DataSift: http://datasift.com/ Hashtracking BETA: http://beta.hashtracking.com/ Hootsuite: http://hootsuite.com/ Nurph: http://nurph.com/ TweetChat: http://tweetchat.com Tweetdeck: http://www.tweetdeck.com/ Tweetizen: http://www.tweetizen.com/ 26 ‘TWITTERPATED’ MARKETING & PR
  27. 27. ADDITIONALREADINGS Content Rules Ann Hadley & C.C. Chapman http://www.contentrulesbook.com/ Crush It! Gary Vaynerchuk http://crushitbook.com/ Swear words like commas Awesome methodology The NOW Revolution Jay Baer & Amber Naslund http://nowrevolutionbook.com/ NewsJacking David Meerman Scott http://www.newsjacking.com/ 27 ‘TWITTERPATED’ MARKETING & PR
  28. 28. THANK YOU

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