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Lessons Learned Launching Dozens of Brands on Twitter


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This is the presentation for Web 2.0 Expo on Tuesday, March 29, 2011 in San Francisco. Co-presented by Mark Silva @marksilva of Anthem Worldwide and Katie Van Domelen @ktvan of CoTweet.

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Lessons Learned Launching Dozens of Brands on Twitter

  1. 1. Lessons LearnedLaunching Dozensof Brands on TwitterWeb2.0 Expo SF 3/28/11 #W2twitterApproach, Best Practices and Lessons on#Winning with Twitter for the Enterprise
  2. 2. What We’re Covering• Premise for Launching Multiple Brands on Twitter• What We’ve Done• How We’ve Done It• What We’ve Learned• Conclusions 2
  3. 3. Premise• New medium, no fast rules, just guides• We proposed a content spectrumPublishing ParticipatingSearch favors super fresh content--why cutyour brand off from all that <3? 3
  4. 4. Defining the Spectrum Map to a Content Spectrum • Manage expectations while participating in SocialMedia • Manage resource requirements and risk-tolerance • Find the right balance through experimentationBrand Statements Links ReTweets Hashtags Brand Promotions Polls Replies/Mssgs Events Publishing Participating •Controlled • Editorial guidelines •Time-Released • Real Time •Syndication • Socialization 4
  5. 5. Content People Will Follow
  6. 6. All Followers Not Equal
  7. 7. Brand Twitter Quitters
  8. 8. The Master Brand Road Map• Objectives• Find the sweet spot for each brand and consumer• Listen, Listen, Listen• Secure & Set Up Accounts• Schedule 100s of tweets for each brand• Launch• Learn 8
  9. 9. Representative Brand Objectives• Establish consistency to enable cross-brand learnings• Create a baseline of scheduled tweets for all brands, to be distributed via co-managed SMMS• Test resource and effort levels by brand, consumer and category• Gather learnings and uncover insights that may be applicable to all brands on Twitter• Establish best practices for interacting on Twitter and leverage learnings across other social media platforms• Develop common tool kits for brands to reference/use for all social media initiatives Page 8
  10. 10. What we’ve doneand how you can doit tooA practical path to deploying Master Brands onTwitter
  11. 11. 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
  12. 12. Master 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 12
  13. 13. Brand Background Checklist:Provide the following general informationabout your brand: •Target Audience •General Brand Philosophy •General Brand Tone •Brand Values/Consumer Insights the Brand Operates on •Brand Related Activities/Topics •Top Sources Related to Brand 13
  14. 14. Calendar 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 14
  15. 15. Marketing ChecklistProvide detailed entries around your brand’smarketing calendar •Advertising, campaign launch and videos •Media •PR •Promotion •Shopper Marketing •Other 15
  16. 16. Cohort 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 16
  17. 17. Insights from TwitterDozens of tweets in offering and requestinginsights around:• Top 10 things your brand wants to know about its consumers• Top 10 things your brand wants its consumers to know about it• The 5 most important information your consumers need around your category 17
  18. 18. Bringing along theEnterpriseManaging workflow across large matrixorganizations• Education• Phased Approach• Guidelines• Roles & Responsibilities• Tools
  19. 19. Phased Approach Phase I: Set-Up Phase II: Trial ,Brand Owner or Brand Owner or Kick-Off Marketing Services Review Marketing Services Roll-Up• Briefings • FAQ/ Launch• Strategy Set-Up Guidelines • Brand measures• Creative Content Plan • Escalation Path Recruitment • Benchmarks • Recommendations• Execution Editorial Dev • Recruit Monitoring • Guide roll-up• Check-list • Concierge Participating• Orientation Listen class approach• Templates • Participation • Training • Support desk 5
  20. 20. Twitter Program GuideTwitter Basics • Let’s Do a Quick Review • What is Twitter? • How Twitter Works • Key Terms • Do’s and Donts • Launching • Managing • Measuring • Recruiting • Tools • Resources Page 13
  21. 21. Roles and Responsibilities Involvement Frequency Volume Access Brand Ultimate decision maker Daily Authorize guidelines Co-manage Strategy and consumer 2-3 times/day and as Lead Agency approach Daily needed Co-manage Breaking news, crisis & 2-3 times/day and as PR Agency message management Daily needed Co-manage Ad Agency Creative voice and assets At onset At onset Input Product-related issues andConsumer Services FAQs As needed As needed Co-manage Legal Legal review and terms At onset As needed Input Pending Legal Pending Legal Pending Legal Other Experts, celebrities, etc. Approval Approval Approval Page 21
  22. 22. SMMS Editorial Workflow
  23. 23. SMMS Team Response Workflow
  24. 24. OK, We Launched.Now what?Recruitment and Likenomics
  25. 25. Recruitment ApproachWe used the following steps in recruiting for brands:1. Facebook, newsletter and hashtag marketing efforts to recruit new followers2. 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 brand affinity, we searched more broadly for followers who were following Twitter accounts within the relevant category (competitors, beverage, health, etc.) Page 9
  26. 26. Additional On-PlatformRecruitment Options-Lists:• Use lists to group influential and/or active community members• Reach out to them individually with exclusive or advanced offers• Watch them for trends• Mine their lists for additional people to follow (and hopefully earn a follow back)
  27. 27. 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
  28. 28. Additional Twitter Followers do moreRecruitmentOptions in every channelEmail and otherchannels• Use your mature channels to drive growth in social media.• Use email content to drive social activity.• Include links in email footer to drive traffic to social channels. Posting, Photosharing, Commenting and• Commercials, point discussing are lead activities by your of sale and print twitter users, and they over index and out perform in every category
  29. 29. MeasurementOrganizational learnings Quantitative•Understanding of resources necessary to manage Twitter • Benchmark number of followersAccounts • Increase in activity around Brands with live tweeting•Develop initial view of opportunities for Brands moving forward • Recommend benchmark search engine page rank (work with Mindshare)Qualitative•Understanding of what content consumers engage with•Established connection with Brand advocates•Creating a channel to deliver key Brand initiatives uti ons s, sol der ovi , pr tools New Page 11
  30. 30. What We’veLearnedDrum roll, please...
  31. 31. 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 real (Bing, Google and Yahoo!)• Search effect is conclusive 31
  32. 32. Key Findings - OverallBrands 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 than Publishing brands Page 9
  33. 33. Follower Growth RateBrands thatParticipated had 10xmore growth thanbrands that used thePublishing side of theengagement spectrum Page 13
  34. 34. Second-Order FollowersSecond-generationfollowers ofParticipatorybrands had anetwork 30xlarger thanPublishingbrands Page 13
  35. 35. Velocity & Social Capital by BrandThe reach and influence of Participatory brands provedto be dramatically higher than Publishing brandsSocial Capital: Ameasure of howinfluential aTwitterer’s followersare.Velocity: Averagesthe number of firstand second orderfollowers attractedper day since theTwitterer firstestablished his or heraccount. Page 13
  36. 36. Influence and Engagement RankingOn average, Participation brands earned 8xbetter Kout scores than Publishing brandsKlout 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. Page 13
  37. 37. Return On Twitter (ROT)
  38. 38. Conclusions• SM takes real commitment, effort, time and collaboration• Ignore the purists in emerging platforms--have approach meet the objectives vs contorting into some form of compliance• Both Publishing and Participating work• SMO is the new SEO• Likenomics is a lot more than just followers; it includes: listening/research; devising a relevant content plan; earning more likes and follows; reciprocity 38
  39. 39. Questions & Discussion 39
  40. 40. RESOURCESTwitter How To Articles Case Studies and General Articles Subscribers, Fans and Followers 40