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Twitter for Brands


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This was for a talk I gave with Michael Bissell at Adweek's Social Media Strategies Conference in San Francisco on 9/22/09. It highlights the importance of twitter for brands and introduces the concept of Brand Fiction: unbranded entertainment in the service of a brand.

Published in: Business, Technology

Twitter for Brands

  1. a few thoughts from @Bissell @AdBroad twitter for brands
  2. who the hell are we?
  3. first came computers the size of cruise ships
  4. when the web went civilian, it was bulletin boards
  5. in 2006 a messaging system for geeks
  6. that exploded into an uberforce of 21 million, including tweeters from outer space
  7. no wonder so many brands want to be there
  8. but don’t twitter just because everyone else does
  9. in the twitterverse, not all brands are created equal Some are “Prom King Brands meaning everyone wants to hang with them.” --Alan Wolk author, creative strategist
  10. like sports brands…
  11. entertainment brands…
  12. brands whose logos you’ll happily carry
  13. but what can other brands do to engage followers?
  14. offer real-time customer service
  15. or valuable discounts (always welcome)
  16. or inside information
  17. or even simple amusement
  18. don’t talk first. listen
  19. your brand is being defined by what others are saying about it advice from Don Draper: If you don’t like what people are talking about, change the conversation.
  20. broadcast to multiple channels you can’t control
  21. hear what people are already saying <ul><li>about you and your competitors </li></ul><ul><li> for #yourbrandname </li></ul>
  22. you can’t be part of a conversation you’re not listening to
  23. words associated with “Tupperware” on Noah Brier’s
  24. business reputations that take years and millions to build can now be impacted by a single tweet
  25. listening can turn lemons
  26. into lemonade
  27. in customized flavors
  28. establish a game plan <ul><li>define goals and strategy for twitter just like you do for other marketing efforts </li></ul><ul><li>do you want to drive traffic to a website? </li></ul><ul><li>deepen relationship with current consumers? </li></ul><ul><li>promote specific offers? </li></ul><ul><li>enhance customer service? </li></ul>
  29. decide who will tweet. remember that tweeting takes time and marketing smarts. look for a bit of a ham. Don’t assign it to someone just because they know twitter. That’s like trusting your customer service department to someone because they know how to use a phone.
  30. don’t trust a zombie. your bot will show.
  31. Streamline guidelines and oversight policy to allow for speed and agility in response. Twitter is about real time. Tweeters can’t be left in the air until lawyers get back from lunch.
  32. choose a name <ul><li>better to be clear than clever </li></ul><ul><li>short—posts have 140 characters including your name </li></ul><ul><li>reserve your name in variations to prevent poaching @yourname, @your_name, @_yourname, @yourname_ </li></ul><ul><li>have the alternate names post link to feed of preferred name </li></ul><ul><li>apply for twitter verification </li></ul>
  33. create an avatar that’s friendly and one you can with live for a long time <ul><li>because changing your look on twitter is confusing, </li></ul><ul><li>just like it would be in real life </li></ul><ul><li>think of it as your social media logo </li></ul>
  34. write a bio <ul><li>be friendly in 160 characters </li></ul><ul><li>suggest why people might follow you </li></ul><ul><li>include a link to your site </li></ul><ul><li>personalized corporate handles tend to be most successful </li></ul>
  35. how to build followers <ul><li>start within your organization, follow coworkers </li></ul><ul><li>follow colleagues elsewhere and competitors next </li></ul><ul><li>don’t follow strangers until you’ve at least a dozen posts </li></ul><ul><li>stream twitter feed to your website or blog </li></ul><ul><li>incorporate twitter handle into other outreach materials </li></ul><ul><li>follow those who follow those you like to read </li></ul>
  36. engage followers instead of broadcasting to them <ul><li>posts aren’t ad headlines. They must have a social component. </li></ul><ul><li>you’re not connecting people to information. You’re connecting people to people. </li></ul><ul><li>don’t think of your followers as audience; they’re more like people you meet at a party </li></ul><ul><li>go where target consumers already are and connect with them there; don’t wait for them to seek you out. They won’t . </li></ul>
  37. technology has changed but psychology hasn’t <ul><li>the art of persuasion is alive and well. it’s just wearing new clothes. </li></ul>
  38. the best advertising on twitter doesn’t look like advertising campaign created by Deep Focus for AMC
  39. twittertainment from Broadway twitter campaign by Situation Interactive for Broadway show “ Next to Normal”
  40. twittertainment from the pulpit On Good Friday, 2009 Wall Street’s Trinity Church tweeted the Passion Play for three hours.
  41. a new form of marketing: brand fiction
  42. <ul><li>Brand Fiction is unbranded entertainment in the service of a brand, delivered in various forms created and produced for the environment where the target audience already is. </li></ul>
  43. it allows others to participate in telling the brand story
  44. and doesn’t stand alone, it’s part of a tactical mix
  45. success depends on quality of content created
  46. the first tweet’s the hardest
  47. but it’s okay if your first post isn’t exactly right
  48. Have patience. Twitter takes time. Like relationships do.
  49. to continue the conversation… <ul><li>Helen Klein Ross </li></ul><ul><li>@AdBroad </li></ul><ul><li>helen@ </li></ul> Michael Bissell @Bissell bissell@