Rules of Engagement

     Marla Erwin,
  Whole Foods Market
Twitter for Brands

   @marlaerwin,
   @wholefoods
Twitter for Brands
Twitter for Brands


   DOs
Twitter for Brands

 DOs
DON’Ts
Twitter for Brands

  DOs
 DON’Ts
and one very gray area
@wholefoods
@wholefoods
@wholefoods
#1 retail account on Twitter
 approx 785,000 followers
@wholefoods
#1 retail account on Twitter
 approx 785,000 followers
      1 global account
      3 topics
      4 metro are...
1 global account
3 topics
4 metro areas
60+ stores
1 global account
3 topics
4 metro areas
60+ stores
Whole Foods HQ
Whole Foods HQ
Whole Foods HQ
#1 Rule of
Engagement
DO
offer value
customer service
customer service
incentives
incentives
content
content
content

links to your site
  or other sites
content
DON’T
   use Twitter
solely for revenue
DO
  create
community
build your own
build your own
find a compatible one
find a compatible one
find a compatible one
provide venues
DO
interact
answer questions


       ?
answer questions
ask questions



      ?
ask questions
monitor mentions
monitor mentions
monitor mentions
monitor mentions
monitor mentions
DO
stay tuned in
#amazonfail
#amazonfail
DO
be authentic
banish PR & Legal
don’t outsource
if you say it, mean it
if you say it, mean it
DO
use Twitter’s
  features
@replies
 #hashtags
RT (retweets)
RT
3x3
Tweet this:
      “RT me so I can win:
        @wholefoods is
       rocking my world
          at #OTBC!”
Tweet this:
      “RT me so I can win:
        @wholefoods is
       making me hungry
          at #OTBC!”
Tweet this:
      “RT me so I can win:
        @wholefoods is
       giving away prizes
           at #OTBC!”
Tweet this:
      “RT me so I can win:
        @wholefoods is
       rocking my world
          at #OTBC!”
Get 3 RTs? Send a message
     to @wholefoods.
First 3 win a $25 gift card!
(the gray area)
Companies:
personality,
 or brand?
Advantages:
 Humanizing
  Accessible
 Accountable
Advantages:
  Authority
 Boundaries
 Continuity
No one
wants to talk
 to a brand
there is no spoon
twitter has no experts
experiment
  review
  repeat
DO
what works for
your audience
DO
have fun
thank you
wholefoodsmarket.com/twitter
thank you
wholefoodsmarket.com/twitter
       @wholefoods
Twitter for Brands
Twitter for Brands
Twitter for Brands
Twitter for Brands
Twitter for Brands
Twitter for Brands
Twitter for Brands
Twitter for Brands
Twitter for Brands
Twitter for Brands
Twitter for Brands
Twitter for Brands
Twitter for Brands
Twitter for Brands
Twitter for Brands
Twitter for Brands
Twitter for Brands
Twitter for Brands
Twitter for Brands
Twitter for Brands
Twitter for Brands
Twitter for Brands
Twitter for Brands
Twitter for Brands
Twitter for Brands
Twitter for Brands
Twitter for Brands
Twitter for Brands
Twitter for Brands
Twitter for Brands
Twitter for Brands
Twitter for Brands
Twitter for Brands
Twitter for Brands
Twitter for Brands
Twitter for Brands
Twitter for Brands
Twitter for Brands
Twitter for Brands
Twitter for Brands
Twitter for Brands
Twitter for Brands
Twitter for Brands
Twitter for Brands
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Twitter for Brands

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Marla Erwin at O'Reilly's Twitter Boot Camp, June 15, 2009, New World Stages in New York City.

Published in: Technology, Sports

Twitter for Brands

  1. 1. Rules of Engagement Marla Erwin, Whole Foods Market
  2. 2. Twitter for Brands @marlaerwin, @wholefoods
  3. 3. Twitter for Brands
  4. 4. Twitter for Brands DOs
  5. 5. Twitter for Brands DOs DON’Ts
  6. 6. Twitter for Brands DOs DON’Ts and one very gray area
  7. 7. @wholefoods
  8. 8. @wholefoods
  9. 9. @wholefoods #1 retail account on Twitter approx 785,000 followers
  10. 10. @wholefoods #1 retail account on Twitter approx 785,000 followers 1 global account 3 topics 4 metro areas 60+ stores
  11. 11. 1 global account 3 topics 4 metro areas 60+ stores
  12. 12. 1 global account 3 topics 4 metro areas 60+ stores
  13. 13. Whole Foods HQ
  14. 14. Whole Foods HQ
  15. 15. Whole Foods HQ
  16. 16. #1 Rule of Engagement
  17. 17. DO offer value
  18. 18. customer service
  19. 19. customer service
  20. 20. incentives
  21. 21. incentives
  22. 22. content
  23. 23. content
  24. 24. content links to your site or other sites
  25. 25. content
  26. 26. DON’T use Twitter solely for revenue
  27. 27. DO create community
  28. 28. build your own
  29. 29. build your own
  30. 30. find a compatible one
  31. 31. find a compatible one
  32. 32. find a compatible one
  33. 33. provide venues
  34. 34. DO interact
  35. 35. answer questions ?
  36. 36. answer questions
  37. 37. ask questions ?
  38. 38. ask questions
  39. 39. monitor mentions
  40. 40. monitor mentions
  41. 41. monitor mentions
  42. 42. monitor mentions
  43. 43. monitor mentions
  44. 44. DO stay tuned in
  45. 45. #amazonfail
  46. 46. #amazonfail
  47. 47. DO be authentic
  48. 48. banish PR & Legal
  49. 49. don’t outsource
  50. 50. if you say it, mean it
  51. 51. if you say it, mean it
  52. 52. DO use Twitter’s features
  53. 53. @replies #hashtags RT (retweets)
  54. 54. RT 3x3
  55. 55. Tweet this: “RT me so I can win: @wholefoods is rocking my world at #OTBC!”
  56. 56. Tweet this: “RT me so I can win: @wholefoods is making me hungry at #OTBC!”
  57. 57. Tweet this: “RT me so I can win: @wholefoods is giving away prizes at #OTBC!”
  58. 58. Tweet this: “RT me so I can win: @wholefoods is rocking my world at #OTBC!”
  59. 59. Get 3 RTs? Send a message to @wholefoods. First 3 win a $25 gift card!
  60. 60. (the gray area)
  61. 61. Companies: personality, or brand?
  62. 62. Advantages: Humanizing Accessible Accountable
  63. 63. Advantages: Authority Boundaries Continuity
  64. 64. No one wants to talk to a brand
  65. 65. there is no spoon
  66. 66. twitter has no experts
  67. 67. experiment review repeat
  68. 68. DO what works for your audience
  69. 69. DO have fun
  70. 70. thank you wholefoodsmarket.com/twitter
  71. 71. thank you wholefoodsmarket.com/twitter @wholefoods

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