Presentation given to PRSA Memphis Chapter in June 2011 on Why Companies Need to Tweet

1. 10 Reasons to Tweet
PRSA Memphis
June 8th, 2011
Sandra Fathi Email: sfathi@affect.com
President, Affect Twier: @sandrafathi
President, PRSA New York Chapter LinkedIn: Sandra Fathi
Slideshare: Slideshare.net/sfathi
PROPRIETARY & CONFIDENTIAL

2. Strategic Agenda
» Twier Strategies
» Best Practices for Engagement
» Trend Intervention
» Media Engagement
» Reputation Management &
Crisis Communications
» Customer Service
» Measurement
Affect Strategies PROPRIETARY & CONFIDENTIAL 6/16/11

3. Technical Agenda
» Hashtags Revisited » Monitoring
» Coupons & Promotions » Automated Feeds
» Twier Lists » Scheduled Posts
» Photos & Videos » Twier Groups
» Cross Pollination » Visualization
» ReTweeting & The Power of
Please
» Follow Management
» Multiple Account Management
» Compliance/Disclosure
Affect Strategies PROPRIETARY & CONFIDENTIAL 6/16/11

4. Twier Strategies:
Creating a Roadmap
1. Goals & Objectives 6. Training
Strategy 7. Promotional Plan
2. Benchmarks for Success Development
3. Message Themes 8. Content Identification/
4. Tool Identification/ Development
Implementation 9. Tweet Generation
5. Twier Usage Policy 10. Twier Monitoring
11. Engagement
12. Measurement
Affect Strategies PROPRIETARY & CONFIDENTIAL 6/16/11

5. 10 Reasons to Tweet
1. Generate Awareness
2. Seek & Create Media Opportunities
3. Foster Customer Loyalty
4. Launch Viral Marketing Campaigns
5. Manage Reputations
6. Promote Products and Services
7. Network with Customers
8. Extend Event Participation
9. Monitor Trends & Breaking News
10. Recruiting
Affect Strategies PROPRIETARY & CONFIDENTIAL 6/16/11

6. 8 Ways to Tweet
1. News & Information
2. Branding & Awareness
3. Customer Service & Support
4. Promotions & Coupons
5. Contests & Giveaways
6. Revenue Generation
7. Conferences & Events
8. Crowdsourcing & Focus Groups
PROPRIETARY & CONFIDENTIAL

7. 10 Ways Not to Tweet
1. All Talk, No Listen
2. All Sales, No Value
3. Inappropriate at the Office
4. Hashtag Hijacking
5. False Mentions
6. Misleading Links
7. Mass Follow
8. Falsifying Tweets
9. Twierns
10. Lack of Disclosure
Affect Strategies PROPRIETARY & CONFIDENTIAL 6/16/11

8. Trend Intervention
1. On Topic Discussions
2. Point of View
3. Complementary Discussion
4. Add Value
Affect Strategies PROPRIETARY & CONFIDENTIAL 6/16/11

9. Media Engagement I
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10. Media Engagement II
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11. Media Engagement III
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12. Media Engagement IV
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13. Media Engagement V
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14. Media Engagement VI
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15. Media Engagement VII
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16. Reputation Management &
Crisis Communications
Affect Strategies PROPRIETARY & CONFIDENTIAL 6/16/11

17. Reputation Management
& Crisis Communications
1. If you re not listening, you can t hear
2. If you re not there, you can t respond
3. Gather intelligence
4. Make an informed decision – to respond or not
5. Understand the consequences and escalation
6. Respond in the medium of the crisis
7. Respond directly, without filters
8. Firestorms can start and burn out quickly, but some
have long-term smoldering embers
Affect Strategies PROPRIETARY & CONFIDENTIAL 6/16/11

18. Reputation Management
& Crisis Communications
Affect Strategies PROPRIETARY & CONFIDENTIAL 6/16/11

19. Customer Service
Twier Phone
Facebook In Store
Service
LinkedIn Website
Live Chat
Other
Affect Strategies PROPRIETARY & CONFIDENTIAL 6/16/11

20. DellOutlet: Customer Service
Advanced Twitter Marketing Strategies
Sandra Fathi, President Affect Strategies
www.ExecSense.com © ExecSense, Inc.
PROPRIETARY CONFIDENTIAL

21. TD Bank
Affect Strategies PROPRIETARY CONFIDENTIAL 6/16/11

22. TD Bank: Customer
Service
Affect Strategies PROPRIETARY CONFIDENTIAL 6/16/11

23. Customer Service
Sales Opportunities
Affect Strategies PROPRIETARY CONFIDENTIAL 6/16/11

24. Measurement
Measurement Objectives
1. Proving value of social media activities
2. Proving ongoing improvement in performance
3. Demonstrating ROI compared with true
business metrics
Affect Strategies PROPRIETARY CONFIDENTIAL 6/16/11

25. Key Performance
Indicators I
Surveys: Ask and tally results
• Gather qualitative feedback from target audience segments on the
utility of engagement in social media.
Scores: Create indices or scoring mechanisms to identify valuable
outcomes and results
• Quantity: sheer volume of hits/mentions/tweets etc.
• Quantity: fans, members, views, posts etc.
• Quality: score for Tier 1,2,3, score for content feature, prominence,
mention
Correlations: Identify correlations between outputs, outcomes and
business results. Refine and redirect efforts.
• Track events with lead generation (online, email, phone, events)
• Track events with Web traffic
Affect Strategies PROPRIETARY CONFIDENTIAL 6/16/11

26. Key Performance
Indicators II
Check Boxes: Meeting specific, finite objectives
• # of positive articles/posts per month
• # of tweets, followers, fans, views etc.
• # of articles in target industries/vertical markets
• # of members/aendees/downloads/registrations (hard
numbers)
Affect Strategies PROPRIETARY CONFIDENTIAL 6/16/11

27. Contact Information Resources:
On Slideshare – www.slideshare.net/sfathi
Sandra Fathi
Affect
989 Avenue of the Americas, 6th Floor
New York, NY 10018
sfathi@affectst.com
212 398 9680
Twier: @sandrafathi
Web: www.affect.com
Blog: www.techaffect.com
PROPRIETARY CONFIDENTIAL