Twitter: Now What? - Web 2.0 Conf. OCT, 2011, NYC
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October 2011 presentation at Web 2.0 Conference in New York City. #w2e
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Twitter: Now What? - Web 2.0 Conf. OCT, 2011, NYC
- 1. You’ve Successfully Attracted a Twitter Following Now What? @VictoriaHarres #w2e #prnewswire
- 2. #w2e #prnewswire @VictoriaHarres Where are the followers?
- 3. “ The Twitter account is starting to get a following, Mitch. A few clients, a journalist and a couple of PR people.”
- 4. #w2e #prnewswire @VictoriaHarres We need a plan!
- 5. Personality has replaced the brand logo.
- 6. Avg Klout 52
- 8. Scaling For a Growing Audience #w2e #prnewswire @VictoriaHarres
- 9. Editorial Pyramid PR MKTG CONVERSATION SOCIAL MEDIA YOUR INDUSTRY @REPLIES & RETWEETS
- 10. Self Promotion < 10 %
- 11. Building a Twitter Team #w2e #prnewswire @VictoriaHarres
- 13. ^cc
- 17. Elements of a Team Strategy Guidelines for team members * Engagement plan * Team schedule * Content strategy * Assignments
- 18. Content Strategy
- 20. A welcome customer tweet and the challenging road that got us there…
- 21. Connecting The Dots Within The Organization PRODUCTS HR CUSTOMER SERVICE SALES EXECUTIVE SUITE MARKETING PR TWITTER
- 22. Connecting The Dots Within The Organization @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ @ PRODUCTS HR CUSTOMER SERVICE SALES EXECUTIVE SUITE MARKETING PR TWITTER
- 23. The Internal Rolodex * Who are your key contacts in each department or division? * Who can make the really big decisions? * Who holds the passwords? * Who in senior management will pick up a phone and call a client when needed?...after hours? * Who are your champions in the boardroom?
- 24. Flipboard #w2e #prnewswire @VictoriaHarres
- 26. @Audience_w2e THANKS for your time today. #yourock! Victoria Harres @PRNewswire @VictoriaHarres [email_address] Many thanks to Alfred Hitchcock and Universal Pictures for filming one of my favorite movies, The Birds and for many of the images in this presentation.
Editor's Notes
- The early days are when you need to find the voice of the brand. You need to find the balance of business and human voice.
- Be prepared for executive interest building and the question of ROI.
- Consider the growing needs of the growing number of followers, and be careful not to tweet with stranger. Read bios and know who you’re talking to.
- Personality has replaced the brand logo. Humanizing the brand is the true opportunity of Twitter.
- 2011 Fortune 100 Companies Twitter List http://twitter.com/#!/PRNewswire/fortune-100-2011
- So how do you take what was very successful for a smaller number of people and one person manning the company Twitter account and scale that to serve the needs of a growing following: Editorial guidelines, Content strategy, Team strategy, Engagement strategy, Schedules and roles
- Marketing / PR (Promotion of organization) = < 10% Conversation (Humanizing conversation) = 10% Social media (Effects on your industry) =15% Your industry (News & tips) = 15% Engagement (@’s and RT’s) = 50% Opinion on politics and religion = 0% …unless your business is politics or religion
- Your corporate Twitter account is your front line. Make sure those on the front line are well prepared for the types of questions or concerns clients may have. Don’t keep them in the dark.
- Give the team ownership over their content and give your followers the transparency they deserve.
- Make your content strategy very simple and clear.
- It’s not always a big crisis, but they can be just as important.
- Look at yourself in the mirror often. I use Flipboard on the iPad.
- Inspect your audience frequently and know who they are. Your audience will evolve as it grows. You need to know who you’re talking to.