a few thoughts from @Bissell
@AdBroad twitter for brands

who the hell are we?
brandfictionfactory.com

first came computers the size
of cruise ships brandfictionfactory.com

when the web went civilian,
it was bulletin boards brandfictionfactory.com

in 2006 a messaging system
for geeks brandfictionfactory.com

that exploded into an uberforce
of 21 million, including tweeters from outer space brandfictionfactory.com

no wonder so many brands
want to be there brandfictionfactory.com

but don’t twitter just because
everyone else does brandfictionfactory.com

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 brandfictionfactory.com

like sports brands… brandfictionfactory.com

entertainment brands… brandfictionfactory.com

brands whose logos you’ll happily
carry brandfictionfactory.com

but what can other brands
do to engage followers? brandfictionfactory.com

offer real-time customer service brandfictionfactory.com

or valuable discounts (always welcome)
brandfictionfactory.com

or inside information brandfictionfactory.com

or even simple amusement brandfictionfactory.com

don’t talk first. listen brandfictionfactory.com

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. brandfictionfactory.com

broadcast to multiple channels you
can’t control brandfictionfactory.com

hear what people are already
saying <ul><li>about you and your competitors </li></ul><ul><li>search.twitter.com for #yourbrandname </li></ul>brandfictionfactory.com

you can’t be part of
a conversation you’re not listening to brandfictionfactory.com

words associated with “Tupperware” on
Noah Brier’s brandtags.com brandfictionfactory.com

business reputations that take years
and millions to build can now be impacted by a single tweet brandfictionfactory.com

listening can turn lemons brandfictionfactory.com

into lemonade brandfictionfactory.com

in customized flavors brandfictionfactory.com

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>brandfictionfactory.com

decide who will tweet. remember
that tweeting takes time and marketing smarts. look for a bit of a ham. brandfictionfactory.com 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.

don’t trust a zombie. your
bot will show. brandfictionfactory.com

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. brandfictionfactory.com

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>brandfictionfactory.com

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>brandfictionfactory.com

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>brandfictionfactory.com

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>brandfictionfactory.com

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>brandfictionfactory.com

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>brandfictionfactory.com

the best advertising on twitter
doesn’t look like advertising campaign created by Deep Focus for AMC brandfictionfactory.com

twittertainment from Broadway twitter campaign
by Situation Interactive for Broadway show “ Next to Normal” brandfictionfactory.com

twittertainment from the pulpit On
Good Friday, 2009 Wall Street’s Trinity Church tweeted the Passion Play for three hours. brandfictionfactory.com

a new form of marketing:
brand fiction brandfictionfactory.com

<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>brandfictionfactory.com

it allows others to participate
in telling the brand story brandfictionfactory.com

and doesn’t stand alone, it’s
part of a tactical mix brandfictionfactory.com

success depends on quality of
content created brandfictionfactory.com

the first tweet’s the hardest
brandfictionfactory.com

but it’s okay if your
first post isn’t exactly right brandfictionfactory.com

Have patience. Twitter takes time.
Like relationships do. brandfictionfactory.com

to continue the conversation… <ul><li>Helen
Klein Ross </li></ul><ul><li>@AdBroad </li></ul><ul><li>helen@ brandfictionfactory.com </li></ul>brandfictionfactory.com Michael Bissell @Bissell bissell@ conquent.com