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Lessons Learned
Launching Dozens
of Brands on Twitter
Web2.0 Expo SF 3/28/11                     #W2twitter
Approach, Best...
What We’re Covering
• Premise for Launching Multiple Brands on
  Twitter
• What We’ve Done
• How We’ve Done It
• What We’v...
Premise
• New medium, no fast rules, just guides
• We proposed a content spectrum



Publishing                        Par...
Defining the Spectrum
 Map to a Content Spectrum
  • Manage expectations while participating in SocialMedia
  • Manage res...
Content People Will Follow
All Followers Not Equal
Brand Twitter Quitters
The Master Brand Road Map
• Objectives
• Find the sweet spot for each brand and
  consumer
• Listen, Listen, Listen
• Secu...
Representative Brand Objectives
• Establish consistency to enable cross-brand learnings
• Create a baseline of scheduled t...
What we’ve done
and how you can do
it too
A practical path to deploying Master Brands on
Twitter
What We’ve Done
1. Set-up infrastructure
2. Conduct basic discovery
3. Inventory current assets in social media
4. Use dat...
Master Checklists:
•   Avatar
•   Existing Digital Assets Online
•   General Brand Background
•   Consumer Facing Position...
Brand Background Checklist:
Provide the following general information
about your brand:
 •Target Audience
 •General Brand ...
Calendar Checklist:
Provide your brand’s most important dates:
 •Brand Dates
 •Consumer Dates
 •Natural Seasonality
 •Holi...
Marketing Checklist
Provide detailed entries around your brand’s
marketing calendar
 •Advertising, campaign launch and vid...
Cohort Checklists
Seek out existing content around your brand’s and
consumers’ categories
  • Human Values
  • Recipes
  •...
Insights from Twitter
Dozens of tweets in offering and requesting
insights around:
• Top 10 things your brand wants to kno...
Bringing along the
Enterprise
Managing workflow across large matrix
organizations
• Education
• Phased Approach
• Guidelin...
Phased Approach
            Phase I: Set-Up                                        Phase II: Trial




                   ...
Twitter Program Guide
Twitter Basics
 •   Let’s Do a Quick Review
 •   What is Twitter?
 •   How Twitter Works
 •   Key Te...
Roles and Responsibilities
                         Involvement              Frequency            Volume              Acce...
SMMS Editorial Workflow
SMMS Team Response Workflow
OK, We Launched.
Now what?
Recruitment and Likenomics
Recruitment Approach
We used the following steps in recruiting for brands:
1. Facebook, newsletter and hashtag marketing e...
Additional On-Platform
Recruitment Options-Lists:
• Use lists to group influential and/or active
  community members
• Rea...
Off-Platform Recruitment
Options
Use mature channels to drive growth in social media
Integration with Email
 • Use email c...
Additional                Twitter Followers do more
Recruitment
Options                        in every channel
Email and ...
Measurement
Organizational learnings
                                                                                     ...
What We’ve
Learned
Drum roll, please...
Thousands of Tweets Later...
Many assumptions have held true
• People are already talking about Brands on Twitter
• Succes...
Key Findings - Overall
Brands that Participated significantly outperformed Publishing
brands, indicating that engagement a...
Follower Growth Rate
Brands that
Participated had 10x
more growth than
brands that used the
Publishing side of the
engagem...
Second-Order Followers
Second-
generation
followers of
Participatory
brands had a
network 30x
larger than
Publishing
brand...
Velocity & Social Capital by Brand
The reach and influence of Participatory brands proved
to be dramatically higher than P...
Influence and Engagement Ranking
On average, Participation brands earned 8x
better Kout scores than Publishing brands
Klou...
Return On Twitter (ROT)
Conclusions
• SM takes real commitment, effort, time and collaboration
• Ignore the purists in emerging platforms--have ap...
Questions & Discussion




                         39
RESOURCES
Twitter How To Articles
 http://delicious.com/marksilva/twitter+howto

Twitter Case Studies and General Articles...
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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 Learned Launching Dozens of Brands on Twitter Web2.0 Expo SF 3/28/11 #W2twitter Approach, 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 spectrum Publishing Participating Search favors super fresh content--why cut your 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 experimentation Brand 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 done and how you can do it too A practical path to deploying Master Brands on Twitter
  11. 11. What We’ve Done 1. Set-up infrastructure 2. Conduct basic discovery 3. Inventory current assets in social media 4. Use data and asset inventory to create a plan 5. Conduct training and craft rules of engagement 6. 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 information about 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 Checklist Provide detailed entries around your brand’s marketing calendar •Advertising, campaign launch and videos •Media •PR •Promotion •Shopper Marketing •Other 15
  16. 16. Cohort Checklists Seek out existing content around your brand’s and consumers’ categories • Human Values • Recipes • Nutrition • Back-to-School • Home and Family • Lifestyle • Beauty and Style • Work/Life • Promotions 16
  17. 17. Insights from Twitter Dozens of tweets in offering and requesting insights 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 the Enterprise Managing workflow across large matrix organizations • 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 Guide Twitter Basics • Let’s Do a Quick Review • What is Twitter? • How Twitter Works • Key Terms • Do’s and Don'ts • 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 and Consumer 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 Approach We used the following steps in recruiting for brands: 1. Facebook, newsletter and hashtag marketing efforts to recruit new followers 2. High conversion rate by following those that expressed brand love 3. Post to directories and used search engines to identify high- affinity prospective followers for both brand and category 4. 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-Platform Recruitment 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 Recruitment Options Use mature channels to drive growth in social media Integration 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 CTA Commercials, point of sale, print and more
  28. 28. Additional Twitter Followers do more Recruitment Options in every channel Email and other channels • 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. Measurement Organizational learnings Quantitative •Understanding of resources necessary to manage Twitter • Benchmark number of followers Accounts • 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’ve Learned Drum 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 KPI We’ve continued to learn • Employees and departments are talking and eager to learn more • Brands are sharing information, strategies and legal documents Twitter has continued to change • Real-time search is real (Bing, Google and Yahoo!) • Search effect is conclusive 31
  32. 32. Key Findings - Overall Brands that Participated significantly outperformed Publishing brands, 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 Rate Brands that Participated had 10x more growth than brands that used the Publishing side of the engagement spectrum Page 13
  34. 34. Second-Order Followers Second- generation followers of Participatory brands had a network 30x larger than Publishing brands Page 13
  35. 35. Velocity & Social Capital by Brand The reach and influence of Participatory brands proved to be dramatically higher than Publishing brands Social Capital: A measure of how influential a Twitterer’s followers are. Velocity: Averages the number of first and second order followers attracted per day since the Twitterer first established his or her account. Page 13
  36. 36. Influence and Engagement Ranking On average, Participation brands earned 8x better Kout scores than Publishing brands Klout Score: A measure of online influence., a Brand’s Klout score can range from 0-100. The larger the number, the wider and stronger the sphere of influence. Klout score is a measure of 25 different 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. RESOURCES Twitter How To Articles http://delicious.com/marksilva/twitter+howto Twitter Case Studies and General Articles http://delicious.com/marksilva/twitter Subscribers, Fans and Followers http://bit.ly/ETSFF 40
  • JohannaFormentera

    Aug. 6, 2020
  • KatlegoMiranda

    Feb. 22, 2017
  • ma_g

    Jan. 18, 2013
  • alycemoy

    Apr. 7, 2011
  • JoanaSanchez

    Mar. 30, 2011
  • davidpaquet

    Mar. 29, 2011
  • samuelhalle

    Mar. 29, 2011
  • tarahf

    Mar. 29, 2011

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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