As both platforms, Facebook and Twitter, grow and become more and more popular among marketers, a different number of questions arise about the impact of being present within these social media spaces on ROI, crisis management, time management, and what makes Facebook fan pages and Twitter handles successful. Use this presentation as a tool not only to create successful fan pages and micro-blogging profiles, but to persuade your boss why you should be present on these platforms and how it will affect your bottom line.
Not just a SHIFT in…
control from brand to consumer Measurement Performance Metrics1 ROI-focused Engagement-focused Push Model Pull Model Inﬂuencers- Advocates- focused focused 1 Dina Kaplan, Co-founder, Blip.tv 2 Richard Binhammer, Senior Manager, Dell 3 Jason Rudman, Director, American Express OPEN 4 Bonin Bough Director, Digital Media Comm., PepsiCo, Inc.
Why Tweet? ✓ Join/build a
community or marketplace ✓ Product promotions/special offers ✓ Generate sales leads ✓ Provide customer support ✓ Crisis management “You don't need to justify Twitter-it's a real- ✓ Spot trends/research time consumer promotion tool. The ROI of Twitter is baked into brand health metrics.” ✓ Event activation - Cynthia Ashworth, VP, Consumer Engagement, ✓ Thought leadership Dunkin Donuts ✓ Free focus group ✓ Enables real-time and broad reach ✓ Cost-effective Source: “Twitterville” by Shel Israel @shelisrael
8TWITTER DO’s for DO
develop an objective and a strategy for engaging in Twitter. DO create a brand proﬁle with a custom background image, company logo as the proﬁle’s photo, and include contact information of customer relation department, any employees who are tweeting on behalf of the brand DO provide value for your followers DO listen and monitor conversations /ask questions/learn about your consumers DO tweet transparently. Disclose whether the handle is maintained by one individual or a team of people within the company. DO protect against brand jacking. Consider registering variations of your brand (i.e. Nike, Nikeshoes, etc) DO create a Twitter schedule. Deﬁne the roles and responsibilities internally among your team members. DO Track metrics and conversation trends
8TWITTER Don’ts for Don’t
just broadcast! Provide real-time engagement with the brand to your followers, including contributing new posts, replying to followers, or ‘retweeting’ their posts. Don’t sound like a press release Don’t automatic, be conversational! Avoid setting up autofeeds (i.e. Twitterfeed) Don’t auto respond when someone follows you Don’t protect your handle. Unless you have a real business reason, a tendency to be insulting, or something to hide. Don’t spam with constant links to your Web site, in tweets/DMs Don’t panic when someone tweets negative comments about your brand. Depending on the comment, you may address the issue publicly or direct message them. Don’t feel overwhelmed! Select 15 min-intervals through out the day to tweet, reply, and retweet. •
Finding your customers on Twitter
✓ Listen and monitor tweets about your brand to learn who is talking about it and what they are saying – ﬁnd people who care about your brand ✓ You can dig in three main places to unearth people to follow: people’s tweets, people’s bios, and people’s locations ✓ Find the top ten people with the largest following (inﬂuencers) & share their content (RT) as much as you can before asking them to spread your own content ✓ Follow everyone who follows you in order to enable direct messaging * See handout for tools that will help you with each one of these tactics Source: “Twitterville” by Shel Israel @shelisrael
How often do I Tweet?
Tweet 3-7 times per day Re-tweet 1-2 times per day Reply as needed Tweet at least one original thought per day Tweet at least one original URL per day
Encouraging your followers to Re-tweet
✓ Keep your messages short ✓ Leave at least 14 characters for followers to retweet your message with your user name ✓ Use # hashtags ✓ Be sure to include a URL ✓ Tweet relevant content ✓ Ask your followers to re-tweet
What really matters on Twitter?
✓@Delloutlet)measures engagement, NOT the number of followers. (They had 1,475,378 followers as of 12/10/09) ✓ The company measures the numbers of conversations on Twitter about Dell, time between engagements, and the content of tweets “ Number of followers just says that a bunch of people may or may not see what you have to say, depending on what else they’re doing. ’’ - Richard Binhammer, Senior Manager, Corporate Affairs, Dell Source: “Twitterville” by Shel Israel @shelisrael
Re-tweeting can be dangerous Motrin
Moms Case Study #MotrinMoms Mommy bloggers, like #Motrin Moms became Jessica Gottlieb, who the top trending topic started the Motrin War, on Twitter over a said that the brand weekend. wasn’t supportive Ad parody, “Boob Job” of mothers. is posted on YouTube... "We have heard your concerns McNeil staff that about the ad." We are parents monitors social media ourselves and take feedback Typical PR from moms very seriously. We response on comments had taken are in the process of removing the weekend off. No this ad from all media." the Motrin one from the company Website, rather - Kathy Widmer, was listening. VP of Marketing than on Twitter. MONDAY Source: “Twitterville” by Shel Israel @shelisrael
Re-tweeting Max Suicide Ads- Case
Study can be dangerous BBDO in Germany created a print ad for Pepsi Max, one calorie drink with the idea of poking fun of the lonely character and suicide. Christine’s ﬁrst tweet on Sunday afternoon, was followed by over 60+ (more by Monday morning) was re- tweeted by 76 people. (Same time frame as Motrin) How did Pepsi Respond? PepsiCo issued a statement via Twitter apologizing and explaining why it happened "I saw your tweet and I just wanted to make sure I responded personally," We agree this creative is totally inappropriate; the following morning. we apologize and please know it won't run again .... My best friend committed suicide and this is a topic very close PepsiCo also PERSONALLY followed up with to my heart. So again I offer my deepest apologies. all 76 people who re-tweeted via email. - Bonin Bough, Director, Digital Media Communications at PepsiCo Source: Bonin Bough Director, Digital Media Communications, PepsiCo, Inc. via www.ana.net
How are brands handling crisis
management in social media? • Weekend Monitoring Policy • Escalation Social Media Policy (Product recalls handled by Customer Relations) • Twitter Handbook • “What if ” brainstorm session • General policies/”rules of engagement” established • Weekend taskforce • Phone tree Source: www.ana.net
Twitter Benefits for Bloggers Technorati's
State of the Blogosphere survey found 73% of bloggers have a Twitter Handle while 27% do not • Build credibility, trust and reputation – become an expert in the speciﬁc ﬁeld by posting regularly on certain topics • Research Tool – whether a blogger is experiencing a writer’s block, needs some inspiration or wants to optimize his/her blog for SEO, Twitter can be very useful in improving the quality of one’s blog • Promote content & drive trafﬁc - spread word about the blog to potentially reach inﬂuencers and new readers who are interested in what one has to say and have the ability to promote it to their networks quickly • Network with other bloggers
My Favorite 5 Twitter Tools
Twazzap: Displays a list of the most authoritative Twitter users who have tweeted about a given subject. This allows users to quickly ﬁnd interesting followers worth following. It also shows popular tweets, relevant photos, hashtag clouds and subtrends, and most popular links Tweepsearch: Proﬁle and biography search tool that allows you to ﬁnd Twitter users based on keywords search (i.e. social media) and the number of followers/ friends/updates Twittergrader: Measures power and authority of the Twitter proﬁle. The calculation is based on a combination of different factors, including your number CoTweet: Utilized by Jetblue, Pepsi & BestBuy, is speciﬁcally designed to help businesses maximize their Twitter ROI, allowing companies to manage multiple accounts from a single dashboard, support multiple editors for each account, track conversations, assign roles, and create follow-up tasks Qwitter: Updates you via email whenever someone stops following you. It will even let you know what you tweeted that caused them to stop following you
Best Practices Facebook Create
Create a landing page/welcome tab for non-fans with an incentive/call-to- action in order to convert them to a fan .. Integrate fans’ wall posts with the brands’ posts in order to encourage conversation between fans and foster a community
Best Practices Facebook Create
Include a legal disclaimer on the fan page that encourages fans to respect other community members and refrain from using abusive, obscene, or defamatory language. Integrate other web properties and Facebook Apps to enable fans to do more and spread the message about your brand.
Best Practices Facebook Engage
Comment on fan posts rather than just drop a post, a link, or a picture periodically on the page is crucial in order to add value to the posts with additional information and foster conversations Provide fans with incentives, such as coupons, contests, product/store locator app (if applicable), tips, announcements, news, and other resourceful information.
Best Practices Facebook Engage
Make your fans feel special. Reward fans for participating, letting them know you are watching. Make a fan of the week, allowing fans to badge their page with something that clearly makers them as an extended member of the brand family. Leverage celebrity endorsers/company celebrities. Brands like YoBaby Yogurt are leveraging their CEO as a celebrity who appears in videos discussing why organic food is great for one’s health, participate in live Web casts. Provide valuable and interesting content. Post a variety of content, including photos, videos, discussion questions, posts, etc. Share your fans’ content, bloggers’ reviews of your products, etc.
Best Practices Facebook Measure
Pay attention to Facebook insights. Provide fans with the most-relevant and interesting content by learning and understanding which posts are truly motivating and receive the most interactions from fans.