Ad Tech_2011: Lessons Learned Launching Brands on Twitter
Lessons LearnedLaunching Dozensof Brands on TwitterWeb2.0 Expo SF 3/28/11Approach, Best Practices and Lessons on#Winning with Twitter for the Enterprise
What We’re Covering• Premise for Launching Multiple Brands onTwitter• What We’ve Done• How We’ve Done It• What We’ve Learned• Conclusions2
Premise• New medium, no fast rules, just guides• We proposed a content spectrum3Publishing ParticipatingSearch favors super fresh content--why cutyour brand off from all that <3?
4Defining the SpectrumMap to a Content Spectrum• Manage expectations while participating in SocialMedia• Manage resource requirements and risk-tolerance• Find the right balance through experimentationParticipating•Controlled•Time-Released•Syndication• Editorial guidelines• Real Time• SocializationBrand StatementsBrand PromotionsLinksPollsReTweetsReplies/MssgsHashtagsEventsPublishing
All Followers Not EqualOVERVIEW: THE SOCIAL PROFILEThis chart shows the level of social activity for each of the 12 personasoutlined in this research report. The x-axis, “Social Contribution,” indicatesthe amount of user-generated content that consumers produce, includingwebsites, blogs, videos, audio, and photos. Social Contribution alsoincludes content added to other sites, such as commenting on blogs, newsstories, other people’s videos and photos, submitting ratings, and postingto wikis, forums, or coupon sites. The y-axis, “Social Consumption,”indicates the amount of user-generated content that consumers consumethrough blogs, video sites, forums, ratings and reviews on retail sites,coupon sharing sites, and sites like Craigslist or eBay. The size of eachbubble represents the relative percentage of U.S. online consumers whomake up each persona category.
Brand Twitter QuittersThis one might ﬁt better in the top grouping – talkingabout why people follow a brand. Thoughts?
The Master Brand Road Map• Objectives• Find the sweet spot for each brand andconsumer• Listen, Listen, Listen• Secure & Set Up Accounts• Schedule 100s of tweets for each brand• Launch• Learn 8
Representative Brand Objectives• Establish consistency to enable cross-brand learnings• Create a baseline of scheduled tweets for all brands, tobe distributed via co-managed SMMS• Test resource and effort levels by brand, consumer andcategory•Gather learnings and uncover insights that may beapplicable to all brands on Twitter•Establish best practices for interacting on Twitter andleverage learnings across other social media platforms•Develop common tool kits for brands to reference/usefor all social media initiativesPage 8
What we’ve doneand how you can doit tooA practical path to deploying Master Brands onTwitter
What We’ve Done1. Set-up infrastructure2. Conduct basic discovery3. Inventory current assets in social media4. Use data and asset inventory to create a plan5. Conduct training and craft rules of engagement6. Engage, optimize, and measure
12Master Checklists:• Avatar• Existing Digital Assets Online• General Brand Background• Consumer Facing Positioning Statement for Profile• Consumer Auto-follow Message• Important Seasonal/Brand Dates• Brand Marketing Calendar• FAQ’s• Potential Tweet Content• Brand Related Icons• Brand Related Programs• Content Management System
13Brand Background Checklist:Provide the following general informationabout your brand:•Target Audience•General Brand Philosophy•General Brand Tone•Brand Values/Consumer Insights the BrandOperates on•Brand Related Activities/Topics•Top Sources Related to Brand
14Calendar Checklist:Provide your brand’s most important dates:•Brand Dates•Consumer Dates•Natural Seasonality•Holiday’s (both National and Brand)•Sponsorships•Global Affiliates•Causes / Charities•Events
15Brand-Related ProgramsProvide the names and brief description (linkswhen relevant) for:•Causes/Charities with which your brand is aligned•Brand Sponsorships•Brand Events
16Marketing ChecklistProvide detailed entries around your brand’smarketing calendar•Advertising, campaign launch and videos•Media•PR•Promotion•Shopper Marketing•Other
17Cohort ChecklistsSeek out existing content around your brand’s andconsumers’ categories• Human Values• Recipes• Nutrition• Back-to-School• Home and Family• Lifestyle• Beauty and Style• Work/Life• Promotions
18Insights from TwitterDozens of tweets in offering and requestinginsights around:• Top 10 things your brand wants to know aboutits consumers• Top 10 things your brand wants its consumers toknow about it• The 5 most important information yourconsumers need around your category
Bringing along theEnterpriseManaging workflow across large matrixorganizations• Education• Phased Approach• Guidelines• Roles & Responsibilities• Tools
OK, We Launched.Now what?Recruitment and Likenomics
Recruitment ApproachPage 9We used the following steps in recruiting for brands:1. Facebook, newsletter and hashtag marketing efforts to recruit newfollowers2. High conversion rate by following those that expressed brand love3. Post to directories and used search engines to identify high-affinity prospective followers for both brand and category4. After building a strong initial base of followers with positive brandaffinity, we searched more broadly for followers who werefollowing Twitter accounts within the relevant category(competitors, beverage, health, etc.)•See Twier Program Guide for content and recruitment approach
Additional On-PlatformRecruitment Options-Lists:• Use lists to group influential and/or activecommunity members• Reach out to them individually with exclusive oradvanced offers• Watch them for trends• Mine their lists for additional people to follow(and hopefully earn a follow back)
Off-Platform RecruitmentOptionsUse mature channels to drive growth in social mediaIntegration with Email• Use email content to drive social activity• Like This• Retweet• Favorite• Include links in email footer to drive traffic to social channels.• Like Us• Follow Us• Send social focused email, make social connections the main CTACommercials, point of sale, print and more
AdditionalRecruitmentOptionsEmail and otherchannels• Use your maturechannels to drivegrowth in socialmedia.• Use email contentto drive socialactivity.• Include links inemail footer to drivetraffic to socialchannels.• Commercials, pointof sale and printPosting, Photosharing, Commenting anddiscussing are lead activities by yourtwitter users, and they over index and outperform in every categoryTwitter Followers do morein every channel
MeasurementOrganizational learnings•Understanding of resources necessary to manage TwitterAccounts•Develop initial view of opportunities for Brands moving forwardQualitative•Understanding of what content consumers engage with•Established connection with Brand advocates•Creating a channel to deliver key Brand initiativesQuantitative• Benchmark number of followers• Increase in activity around Brands with livetweeting• Recommend benchmark search engine page rank(work with Mindshare)Page 11New tools, providers, solutions
Thousands of Tweets Later...Many assumptions have held true• People are already talking about Brands on Twitter• Successful publishing or participating•Either way, engagement increases nearly every KPIWe’ve continued to learn• Employees and departments are talking and eager to learn more• Brands are sharing information, strategies and legal documentsTwitter has continued to change• Real-time search is now (Bing, Google and Yahoo!)• Search effect is conclusive32
Key Findings - OverallPage 9Brands that Participated significantly outperformed Publishingbrands, indicating that engagement amplifies content.• Content is essential to get followers, but can’t do the job alone• With active management, the most valuable content rose quickly to top• With active monitoring, insights and opportunities surfaced• Strategic recruitment resulted in:• 30x more followers of followers• More influential followers• Significantly greater brand influence• Participatory brands had a Klout score that was 8x higher thanPublishing brands•See Twier Program Guide for content and recruitment approach
Brands thatParticipated had 10xmore growth thanbrands that used thePublishing side of theengagementspectrum.Follower Growth RatePage 13
Second-generationfollowers ofParticipatorybrands had anetwork 30xlarger thanPublishingbrands.Second-Order FollowersPage 13
The reach and influence of Participatory brands provedto be dramatically higher than Publishing brands.Velocity & Social Capital by BrandPage 13Social Capital: Ameasure of howinﬂuential aTwitterer’s followersare.Velocity: Averagesthe number of ﬁrstand second orderfollowers attractedper day since theTwitterer ﬁrstestablished his or heraccount.
The largerthe initialfollowerbase,smaller thepercentagechange ingrowth.Follower Growth Rate – by %Page 13Brand 1 Brand 1I Brand II1 Brand 1V BrandV
On average, Participation brands earned 8xbetter Kout scores than Publishing brands.Influence and Engagement RankingPage 13Klout Score: Ameasure of onlineinﬂuence., a Brand’sKlout score canrange from 0-100.The larger thenumber, the widerand stronger thesphere of inﬂuence.Klout score is ameasure of 25different variables.
Conclusions• Ignore the purists in emerging platforms--haveapproach meet the objectives vs contorting into someform of compliance• Both Publishing and Participating work• SMO is the new SEO• Likenomics is a lot more than just followers; itincludes: listening/research; devising a relevantcontent plan; earning more likes and follows;reciprocity.40