Brands that participated on Twitter by engaging with followers significantly outperformed brands that only published content. Participating brands saw 10x more follower growth and had followers with networks 30x larger. They also had dramatically higher reach, influence, and an average Klout score 8x better than publishing brands. While both publishing and participating can work, active engagement amplifies content and insights. Managing multiple brands on Twitter provides learnings around resources needed and engagement opportunities across different approaches.

1. Lessons Learned
Launching Dozens
of Brands on Twitter
Web2.0 Expo SF 3/28/11
Approach, Best Practices and Lessons on
#Winning with Twitter for the Enterprise

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. Premise
• New medium, no fast rules, just guides
• We proposed a content spectrum
3
Publishing Participating
Search favors super fresh content--why cut
your brand off from all that <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
Participating
•Controlled
•Time-Released
•Syndication
• Editorial guidelines
• Real Time
• Socialization
Brand Statements
Brand Promotions
Links
Polls
ReTweets
Replies/Mssgs
Hashtags
Events
Publishing

5. Content People Will Follow

6. All Followers Not Equal
OVERVIEW: THE SOCIAL PROFILE
This chart shows the level of social activity for each of the 12 personas
outlined in this research report. The x-axis, “Social Contribution,” indicates
the amount of user-generated content that consumers produce, including
websites, blogs, videos, audio, and photos. Social Contribution also
includes content added to other sites, such as commenting on blogs, news
stories, other people’s videos and photos, submitting ratings, and posting
to wikis, forums, or coupon sites. The y-axis, “Social Consumption,”
indicates the amount of user-generated content that consumers consume
through blogs, video sites, forums, ratings and reviews on retail sites,
coupon sharing sites, and sites like Craigslist or eBay. The size of each
bubble represents the relative percentage of U.S. online consumers who
make up each persona category.

7. Brand Twitter Quitters
This one might fit better in the top grouping – talking
about why people follow a brand. Thoughts?

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. 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. What we’ve done
and how you can do
it too
A practical path to deploying Master Brands on
Twitter

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

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

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

15. 15
Brand-Related Programs
Provide the names and brief description (links
when relevant) for:
•Causes/Charities with which your brand is aligned
•Brand Sponsorships
•Brand Events

16. 16
Marketing Checklist
Provide detailed entries around your brand’s
marketing calendar
•Advertising, campaign launch and videos
•Media
•PR
•Promotion
•Shopper Marketing
•Other

17. 17
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

18. 18
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

19. Bringing along the
Enterprise
Managing workflow across large matrix
organizations
• Education
• Phased Approach
• Guidelines
• Roles & Responsibilities
• Tools

20. 5
Phased Approach
Kick-Off Review Roll-Up
• Briefings
• Strategy
• Creative
• Execution
• Check-list
• Orientation
• Templates
• FAQ/
Guidelines
• Escalation Path
• Recruit
• Concierge
class
• Participation
• Training
• Support desk
• Brand measures
• Benchmarks
• Recommendations
• Guide roll-up
approach
Set-Up
Content Plan
Editorial Dev
Listen
Launch
Recruitment
Monitoring
Participating
,Brand Owner or
Marketing Services
Brand Owner or
Marketing Services
Phase I: Set-Up Phase II: Trial

21. 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
Twitter Program Guide
Page 13

22. Roles and Responsibilities
Involvement Frequency Volume Access
Brand Ultimate decision maker Daily Authorize guidelines Co-manage
Lead Agency
Strategy and consumer
approach
Daily
2-3 times/day and as
needed
Co-manage
PR Agency
Breaking news, crisis &
message management
Daily
2-3 times/day and as
needed
Co-manage
Ad Agency Creative voice and assets At onset At onset Input
Consumer Services
Product-related issues and
FAQs
As needed As needed Co-manage
Legal Legal review and terms At onset As needed Input
Other Experts, celebrities, etc.
Pending Legal
Approval
Pending Legal
Approval
Pending Legal
Approval
Page 21

23. SMMS Editorial Workflow

24. SMMS Team Response Workflow

25. OK, We Launched.
Now what?
Recruitment and Likenomics

26. Recruitment Approach
Page 9
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.)
•See
Twi'er
Program
Guide
for
content
and
recruitment
approach

27. 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)

28. 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

29. Additional
Recruitment
Options
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.
• Commercials, point
of sale and print
Posting, Photosharing, Commenting and
discussing are lead activities by your
twitter users, and they over index and out
perform in every category
Twitter Followers do more
in every channel

30. Measurement
Organizational learnings
•Understanding of resources necessary to manage Twitter
Accounts
•Develop initial view of opportunities for Brands moving forward
Qualitative
•Understanding of what content consumers engage with
•Established connection with Brand advocates
•Creating a channel to deliver key Brand initiatives
Quantitative
• Benchmark number of followers
• Increase in activity around Brands with live
tweeting
• Recommend benchmark search engine page rank
(work with Mindshare)
Page 11
New tools, providers, solutions

31. What We’ve
Learned
Drum roll, please...

32. 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 now (Bing, Google and Yahoo!)
• Search effect is conclusive
32

33. Key Findings - Overall
Page 9
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
•See
Twi'er
Program
Guide
for
content
and
recruitment
approach

34. Brands that
Participated had 10x
more growth than
brands that used the
Publishing side of the
engagement
spectrum.
Follower Growth Rate
Page 13

35. Second-
generation
followers of
Participatory
brands had a
network 30x
larger than
Publishing
brands.
Second-Order Followers
Page 13

36. The reach and influence of Participatory brands proved
to be dramatically higher than Publishing brands.
Velocity & Social Capital by Brand
Page 13
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.

37. The larger
the initial
follower
base,
smaller the
percentage
change in
growth.
Follower Growth Rate – by %
Page 13
Brand 1 Brand 1I Brand II1 Brand 1V BrandV

38. On average, Participation brands earned 8x
better Kout scores than Publishing brands.
Influence and Engagement Ranking
Page 13
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.

39. Return On Twitter (ROT)

40. Conclusions
• 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.
40

41. Questions & Discussion
41

42. 42
RESOURCES
Twitter How To Articles
http://delicious.com/marksilva/twitter+howto
Twitter Case Studies and General Articles
http://delicious.com/marksilva/twitter