Twitter Logistics


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

Published in: Technology, Business

Twitter Logistics

  1. 1. Logistics of Integrating Twitter into your Existing Marketing & PR <ul><li>Presented by Beth Harte, Principal </li></ul><ul><li>Harte Marketing & Communications </li></ul><ul><li>@bethharte </li></ul><ul><li> </li></ul>
  2. 2. This is why you need a plan
  3. 3. This is why you need a plan Image Source:
  4. 4. This is why you need a plan Image Source:
  5. 5. This is why you need a plan Image Source:
  6. 6. This is why you need a plan Image Source:
  7. 7. Integrating Twitter into your marketing & PR plans Image Source:
  8. 8. Twitter is just a tool Image Source:
  9. 9. Is Twitter the right tool for the job? Image Source:
  10. 10. Are people talking about your company?
  11. 11. Is your company ready to engage? Image Source:
  12. 12. What if no one is talking about you? Image source:
  13. 13. Don’t waste time, money & resources Image Source:
  14. 14. Integrating Twitter Image Sources:
  15. 15. With Twitter you’re talking to everyone Image Source:
  16. 16. Silos don’t work Image Source:
  17. 17. This is what you are up against
  18. 18. Now that the glimmer is gone… Image Source:
  19. 19. Are you ready for a lot of work?
  20. 20. Measuring Twitter Image Source:
  21. 21. Return on Investment Image source:
  22. 22. What’s the return? Image sources:,
  23. 23. What’s the investment? Image sources:,,
  24. 24. Know your starting point Image Source:
  25. 25. Create a Plan Image Source:
  26. 26. Define the goal for using Twitter Image Sources:,,,,
  27. 27. Reactive vs. Proactive Image Sources:,
  28. 28. Define Measurable Objectives Image Source:
  29. 29. <ul><ul><li>A specific desire communication or behavioral effect; </li></ul></ul><ul><ul><li>A designated public (or publics) among whom the effect is to be achieved; </li></ul></ul><ul><ul><li>The expected level of attainment; and </li></ul></ul><ul><ul><li>The timeframe in which those attainments are to occur. </li></ul></ul>Define Measurable Objectives
  30. 30. Types of Objectives <ul><li>Output: Physical products </li></ul><ul><ul><li>Tweets </li></ul></ul><ul><li>Outtake: What will the publics take away from the tweets </li></ul><ul><ul><li>Messages, perceptions, understandings </li></ul></ul><ul><li>Outcome: What quantifiable changes in attitudes, behaviors, or opinions should the tweets have </li></ul><ul><ul><li>Do you want them to buy anything, stop complaining or tell their friends (RTs)? </li></ul></ul>
  31. 31. Measurable Twitter Objectives <ul><li>Output: To send 5 daily tweets to all Twitter followers during the next 6 weeks to announce an upcoming event </li></ul><ul><li>Outtake: To increase the awareness of our brand on Twitter so that we obtain 20% more followers than our closest competition by the end of the first quarter </li></ul><ul><li>Outcome: To share discount codes on Twitter to increase the sale of X product by 20% in 30 days </li></ul>
  32. 32. Define the Twitter Strategy Image Source:
  33. 33. Define the Tactic
  34. 34. Know your ending point Image Source:
  35. 35. Tools to Measure
  36. 36. Do it all over again… Image Source: Flickr, ralphventon
  37. 37. Make management happy Image Source: iStock
  38. 38. Make management even happier