SlideShare a Scribd company logo
Facebook & Twitter
  Best Practices
Not just a SHIFT in…
control from brand to consumer


 Measurement            Performance Metrics1



  ROI-focused            Engagement-focused



  Push Model             Pull Model



  Influencers-            Advocates-
     focused             focused
                             1 Dina Kaplan, Co-founder, Blip.tv
                             2 Richard Binhammer, Senior Manager, Dell
                             3 Jason Rudman, Director, American Express OPEN
                             4 Bonin Bough Director, Digital Media Comm., PepsiCo, Inc.
This SHIFT affects the way we communicate to our

                   Followers
                     Fans
                    Viewers




              Across the interwebs
The Bottom Line On Facebook & Twitter
Why
                                                      Tweet?
✓ Join/build a community or marketplace
✓ Product promotions/special offers
✓ Generate sales leads
✓ Provide customer support
✓ Crisis management                           “You don't need to justify Twitter-it's a real-
✓ Spot trends/research                        time consumer promotion tool. The ROI of
                                              Twitter is baked into brand health metrics.”
✓ Event activation
                                                 - Cynthia Ashworth, VP, Consumer Engagement,
✓ Thought leadership                               Dunkin Donuts

✓ Free focus group
✓ Enables real-time and broad reach
✓ Cost-effective


                                          Source: “Twitterville” by Shel Israel @shelisrael
8TWITTER
                                                                                            DO’s for




   DO develop an objective and a strategy for engaging in Twitter.

   DO create a brand profile with a custom background image, company logo as the profile’s photo, and
    include contact information of customer relation department, any employees who are tweeting on behalf of
    the brand

   DO provide value for your followers

   DO listen and monitor conversations /ask questions/learn about your consumers

   DO tweet transparently. Disclose whether the handle is maintained by one individual or a team of people
    within the company.

   DO protect against brand jacking. Consider registering variations of your brand (i.e. Nike, Nikeshoes, etc)

   DO create a Twitter schedule. Define the roles and responsibilities internally among your team members.

   DO Track metrics and conversation trends
8TWITTER
                                                                                 Don’ts for




   Don’t just broadcast! Provide real-time engagement with the brand to your followers, including
    contributing new posts, replying to followers, or ‘retweeting’ their posts.

   Don’t sound like a press release

   Don’t automatic, be conversational! Avoid setting up autofeeds (i.e. Twitterfeed)

   Don’t auto respond when someone follows you

   Don’t protect your handle. Unless you have a real business reason, a tendency to be
    insulting, or something to hide.

   Don’t spam with constant links to your Web site, in tweets/DMs

   Don’t panic when someone tweets negative comments about your brand.
    Depending on the comment, you may address the issue publicly or direct message
    them.

   Don’t feel overwhelmed! Select 15 min-intervals through out the day to tweet, reply,
    and retweet.
•
Finding your customers on

                                                                                    Twitter
✓ Listen and monitor tweets about your brand to learn who is talking
  about it and what they are saying – find people who care about your
  brand

✓ You can dig in three main places to unearth people to follow:
   people’s tweets, people’s bios, and people’s locations

✓ Find the top ten people with the largest following (influencers) &
   share their content (RT) as much as you can before asking them to
   spread your own content

✓ Follow everyone who follows you in order to enable direct
   messaging




  * See handout for tools that will help you with each one of these tactics      Source: “Twitterville” by Shel Israel @shelisrael
How often do I

                                                Tweet?
 Tweet 3-7 times per day

 Re-tweet 1-2 times per day

 Reply as needed

 Tweet at least one original thought per day

 Tweet at least one original URL per day
Encouraging your followers to

                                         Re-tweet
✓ Keep your messages short
✓ Leave at least 14 characters for
   followers to retweet your message
   with your user name

✓ Use # hashtags
✓ Be sure to include a URL
✓ Tweet relevant content
✓ Ask your followers to re-tweet
What really matters on

                                                            Twitter?
✓@Delloutlet)measures engagement, NOT the number of followers.
   (They had 1,475,378 followers as of 12/10/09)

✓ The company measures the numbers of conversations on
   Twitter about Dell, time between engagements, and the content
   of tweets




“   Number of followers just says that a bunch of people may or may
   not see what you have to say, depending on what else they’re doing.




                                                                             ’’
                                    - Richard Binhammer,
                  Senior Manager, Corporate Affairs, Dell




                                                        Source: “Twitterville” by Shel Israel @shelisrael
Re-tweeting
                                                    can be dangerous
Motrin Moms Case Study

 #MotrinMoms
                              Mommy bloggers, like                       #Motrin Moms became
                              Jessica Gottlieb, who                      the top trending topic
                              started the Motrin War,                    on Twitter over a
                              said that the brand                        weekend.
                              wasn’t supportive                          Ad parody, “Boob Job”
                              of mothers.                                is posted on YouTube...


                                        "We have heard your concerns
      McNeil staff that                  about the ad." We are parents
      monitors social media             ourselves and take feedback                   Typical PR
                                        from moms very seriously. We                  response on
      comments had taken                are in the process of removing
      the weekend off. No               this ad from all media."                      the Motrin
      one from the company                                                            Website, rather
                                              - Kathy Widmer,
      was listening.                            VP of Marketing
                                                                                      than on Twitter.
                                                 MONDAY



                                                            Source: “Twitterville” by Shel Israel @shelisrael
Re-tweeting
          Max Suicide Ads- Case Study
                                                                 can be dangerous
                                     BBDO in Germany created a print ad for Pepsi Max, one
                                     calorie drink with the idea of poking fun of the lonely
                                     character and suicide.



                                                                         Christine’s first tweet on Sunday
                                                                         afternoon, was followed by over 60+
                                                                         (more by Monday morning) was re-
                                                                         tweeted by 76 people.
                                                                         (Same time frame as Motrin)



             How did Pepsi Respond?                                    PepsiCo issued a statement via Twitter
                                                                       apologizing and explaining why it happened
"I saw your tweet and I just wanted to make sure I responded personally,"
We agree this creative is totally inappropriate;                       the following morning.
we apologize and please know it won't run again .... My
best friend committed suicide and this is a topic very close          PepsiCo also PERSONALLY followed up with
to my heart. So again I offer my deepest apologies.                   all 76 people who re-tweeted via email.
- Bonin Bough, Director, Digital Media Communications
  at PepsiCo                                                          Source: Bonin Bough Director, Digital Media
                                                                      Communications, PepsiCo, Inc. via www.ana.net
How are brands handling
                                             crisis management in
                                                     social media?

• Weekend Monitoring Policy

• Escalation Social Media Policy (Product recalls handled by Customer Relations)
• Twitter Handbook



•   “What if ” brainstorm session
•   General policies/”rules of engagement” established
•   Weekend taskforce
•   Phone tree

                                                                              Source: www.ana.net
Twitter
                                         Benefits for Bloggers
Technorati's State of the Blogosphere survey found 73% of bloggers have a Twitter
Handle while 27% do not

•   Build credibility, trust and reputation – become an expert in the specific field by
    posting regularly on certain topics

•   Research Tool – whether a blogger is experiencing a writer’s block, needs some
    inspiration or wants to optimize his/her blog for SEO, Twitter can be very useful in
    improving the quality of one’s blog

•   Promote content & drive traffic - spread word about the blog to potentially reach
    influencers and new readers who are interested in what one has to say and have
    the ability to promote it to their networks quickly

•   Network with other bloggers
My Favorite 5
                                             Twitter Tools
Twazzap: Displays a list of the most authoritative Twitter users who have tweeted
 about a given subject. This allows users to quickly find interesting followers worth
following. It also shows popular tweets, relevant photos, hashtag clouds and
subtrends, and most popular links

Tweepsearch: Profile and biography search tool that allows you to find Twitter
users based on keywords search (i.e. social media) and the number of followers/
friends/updates

Twittergrader: Measures power and authority of the Twitter profile. The
calculation is based on a combination of different factors, including your number

CoTweet: Utilized by Jetblue, Pepsi & BestBuy, is specifically designed to help
businesses maximize their Twitter ROI, allowing companies to manage multiple
accounts from a single dashboard, support multiple editors for each account,
track conversations, assign roles, and create follow-up tasks

Qwitter: Updates you via email whenever someone stops following you. It
will even let you know what you tweeted that caused them to stop following you
Create   Engage   Measure
Best Practices
                                                        Facebook
                                  Create
 Create a landing page/welcome tab for non-fans with an incentive/call-to- action
  in order to convert them to a fan

..




 Integrate fans’ wall posts with the brands’ posts in order to encourage
  conversation between fans and foster a community
Best Practices
                                                       Facebook
                                 Create
 Include a legal disclaimer on the fan page that encourages
  fans to respect other community members and refrain from
  using abusive, obscene, or defamatory language.

 Integrate other web properties and Facebook Apps to enable
  fans to do more and spread the message about your brand.
Best Practices
                                                         Facebook
                                   Engage
 Comment on fan posts rather than just drop a post, a link, or a picture
  periodically on the page is crucial in order to add value to the posts with
  additional information and foster conversations

 Provide fans with incentives, such as coupons, contests, product/store locator
  app (if applicable), tips, announcements, news, and other resourceful information.
Best Practices
                                       Facebook
                      Engage
 Make your fans feel special. Reward fans for participating, letting
  them know you are watching. Make a fan of the week, allowing fans
  to badge their page with something that clearly makers them as
  an extended member of the brand family.

 Leverage celebrity endorsers/company celebrities. Brands like
  YoBaby Yogurt are leveraging their CEO as a celebrity who appears
   in videos discussing why organic food is great for one’s health,
   participate in live Web casts.

 Provide valuable and interesting content. Post a variety of content,
  including photos, videos, discussion questions, posts, etc. Share
  your fans’ content, bloggers’ reviews of your products, etc.
Best Practices
                                                      Facebook
                                    Measure
 Pay attention to Facebook insights. Provide fans with the most-relevant
  and interesting content by learning and understanding which posts are truly
  motivating and receive the most interactions from fans.
My Favorite 5
Facebook Apps
IRINA SKAYA
Email: irina.skaya@gmail.com
     Twitter: @irinaskaya
 Blog: iskaya.wordpress.com

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The Bottom Line On Facebook & Twitter

  • 1. Facebook & Twitter Best Practices
  • 2. Not just a SHIFT in… control from brand to consumer Measurement Performance Metrics1 ROI-focused Engagement-focused Push Model Pull Model Influencers- Advocates- focused focused 1 Dina Kaplan, Co-founder, Blip.tv 2 Richard Binhammer, Senior Manager, Dell 3 Jason Rudman, Director, American Express OPEN 4 Bonin Bough Director, Digital Media Comm., PepsiCo, Inc.
  • 3. This SHIFT affects the way we communicate to our Followers Fans Viewers Across the interwebs
  • 5. Why Tweet? ✓ Join/build a community or marketplace ✓ Product promotions/special offers ✓ Generate sales leads ✓ Provide customer support ✓ Crisis management “You don't need to justify Twitter-it's a real- ✓ Spot trends/research time consumer promotion tool. The ROI of Twitter is baked into brand health metrics.” ✓ Event activation - Cynthia Ashworth, VP, Consumer Engagement, ✓ Thought leadership Dunkin Donuts ✓ Free focus group ✓ Enables real-time and broad reach ✓ Cost-effective Source: “Twitterville” by Shel Israel @shelisrael
  • 6. 8TWITTER DO’s for  DO develop an objective and a strategy for engaging in Twitter.  DO create a brand profile with a custom background image, company logo as the profile’s photo, and include contact information of customer relation department, any employees who are tweeting on behalf of the brand  DO provide value for your followers  DO listen and monitor conversations /ask questions/learn about your consumers  DO tweet transparently. Disclose whether the handle is maintained by one individual or a team of people within the company.  DO protect against brand jacking. Consider registering variations of your brand (i.e. Nike, Nikeshoes, etc)  DO create a Twitter schedule. Define the roles and responsibilities internally among your team members.  DO Track metrics and conversation trends
  • 7. 8TWITTER Don’ts for  Don’t just broadcast! Provide real-time engagement with the brand to your followers, including contributing new posts, replying to followers, or ‘retweeting’ their posts.  Don’t sound like a press release  Don’t automatic, be conversational! Avoid setting up autofeeds (i.e. Twitterfeed)  Don’t auto respond when someone follows you  Don’t protect your handle. Unless you have a real business reason, a tendency to be insulting, or something to hide.  Don’t spam with constant links to your Web site, in tweets/DMs  Don’t panic when someone tweets negative comments about your brand. Depending on the comment, you may address the issue publicly or direct message them.  Don’t feel overwhelmed! Select 15 min-intervals through out the day to tweet, reply, and retweet. •
  • 8. Finding your customers on Twitter ✓ Listen and monitor tweets about your brand to learn who is talking about it and what they are saying – find people who care about your brand ✓ You can dig in three main places to unearth people to follow: people’s tweets, people’s bios, and people’s locations ✓ Find the top ten people with the largest following (influencers) & share their content (RT) as much as you can before asking them to spread your own content ✓ Follow everyone who follows you in order to enable direct messaging * See handout for tools that will help you with each one of these tactics Source: “Twitterville” by Shel Israel @shelisrael
  • 9. How often do I Tweet?  Tweet 3-7 times per day  Re-tweet 1-2 times per day  Reply as needed  Tweet at least one original thought per day  Tweet at least one original URL per day
  • 10. Encouraging your followers to Re-tweet ✓ Keep your messages short ✓ Leave at least 14 characters for followers to retweet your message with your user name ✓ Use # hashtags ✓ Be sure to include a URL ✓ Tweet relevant content ✓ Ask your followers to re-tweet
  • 11. What really matters on Twitter? ✓@Delloutlet)measures engagement, NOT the number of followers. (They had 1,475,378 followers as of 12/10/09) ✓ The company measures the numbers of conversations on Twitter about Dell, time between engagements, and the content of tweets “ Number of followers just says that a bunch of people may or may not see what you have to say, depending on what else they’re doing. ’’ - Richard Binhammer, Senior Manager, Corporate Affairs, Dell Source: “Twitterville” by Shel Israel @shelisrael
  • 12. Re-tweeting can be dangerous Motrin Moms Case Study #MotrinMoms Mommy bloggers, like #Motrin Moms became Jessica Gottlieb, who the top trending topic started the Motrin War, on Twitter over a said that the brand weekend. wasn’t supportive Ad parody, “Boob Job” of mothers. is posted on YouTube... "We have heard your concerns McNeil staff that about the ad." We are parents monitors social media ourselves and take feedback Typical PR from moms very seriously. We response on comments had taken are in the process of removing the weekend off. No this ad from all media." the Motrin one from the company Website, rather - Kathy Widmer, was listening. VP of Marketing than on Twitter. MONDAY Source: “Twitterville” by Shel Israel @shelisrael
  • 13. Re-tweeting Max Suicide Ads- Case Study can be dangerous BBDO in Germany created a print ad for Pepsi Max, one calorie drink with the idea of poking fun of the lonely character and suicide. Christine’s first tweet on Sunday afternoon, was followed by over 60+ (more by Monday morning) was re- tweeted by 76 people. (Same time frame as Motrin) How did Pepsi Respond? PepsiCo issued a statement via Twitter apologizing and explaining why it happened "I saw your tweet and I just wanted to make sure I responded personally," We agree this creative is totally inappropriate; the following morning. we apologize and please know it won't run again .... My best friend committed suicide and this is a topic very close PepsiCo also PERSONALLY followed up with to my heart. So again I offer my deepest apologies. all 76 people who re-tweeted via email. - Bonin Bough, Director, Digital Media Communications at PepsiCo Source: Bonin Bough Director, Digital Media Communications, PepsiCo, Inc. via www.ana.net
  • 14. How are brands handling crisis management in social media? • Weekend Monitoring Policy • Escalation Social Media Policy (Product recalls handled by Customer Relations) • Twitter Handbook • “What if ” brainstorm session • General policies/”rules of engagement” established • Weekend taskforce • Phone tree Source: www.ana.net
  • 15. Twitter Benefits for Bloggers Technorati's State of the Blogosphere survey found 73% of bloggers have a Twitter Handle while 27% do not • Build credibility, trust and reputation – become an expert in the specific field by posting regularly on certain topics • Research Tool – whether a blogger is experiencing a writer’s block, needs some inspiration or wants to optimize his/her blog for SEO, Twitter can be very useful in improving the quality of one’s blog • Promote content & drive traffic - spread word about the blog to potentially reach influencers and new readers who are interested in what one has to say and have the ability to promote it to their networks quickly • Network with other bloggers
  • 16. My Favorite 5 Twitter Tools Twazzap: Displays a list of the most authoritative Twitter users who have tweeted about a given subject. This allows users to quickly find interesting followers worth following. It also shows popular tweets, relevant photos, hashtag clouds and subtrends, and most popular links Tweepsearch: Profile and biography search tool that allows you to find Twitter users based on keywords search (i.e. social media) and the number of followers/ friends/updates Twittergrader: Measures power and authority of the Twitter profile. The calculation is based on a combination of different factors, including your number CoTweet: Utilized by Jetblue, Pepsi & BestBuy, is specifically designed to help businesses maximize their Twitter ROI, allowing companies to manage multiple accounts from a single dashboard, support multiple editors for each account, track conversations, assign roles, and create follow-up tasks Qwitter: Updates you via email whenever someone stops following you. It will even let you know what you tweeted that caused them to stop following you
  • 17. Create Engage Measure
  • 18. Best Practices Facebook Create  Create a landing page/welcome tab for non-fans with an incentive/call-to- action in order to convert them to a fan ..  Integrate fans’ wall posts with the brands’ posts in order to encourage conversation between fans and foster a community
  • 19. Best Practices Facebook Create  Include a legal disclaimer on the fan page that encourages fans to respect other community members and refrain from using abusive, obscene, or defamatory language.  Integrate other web properties and Facebook Apps to enable fans to do more and spread the message about your brand.
  • 20. Best Practices Facebook Engage  Comment on fan posts rather than just drop a post, a link, or a picture periodically on the page is crucial in order to add value to the posts with additional information and foster conversations  Provide fans with incentives, such as coupons, contests, product/store locator app (if applicable), tips, announcements, news, and other resourceful information.
  • 21. Best Practices Facebook Engage  Make your fans feel special. Reward fans for participating, letting them know you are watching. Make a fan of the week, allowing fans to badge their page with something that clearly makers them as an extended member of the brand family.  Leverage celebrity endorsers/company celebrities. Brands like YoBaby Yogurt are leveraging their CEO as a celebrity who appears in videos discussing why organic food is great for one’s health, participate in live Web casts.  Provide valuable and interesting content. Post a variety of content, including photos, videos, discussion questions, posts, etc. Share your fans’ content, bloggers’ reviews of your products, etc.
  • 22. Best Practices Facebook Measure  Pay attention to Facebook insights. Provide fans with the most-relevant and interesting content by learning and understanding which posts are truly motivating and receive the most interactions from fans.
  • 24. IRINA SKAYA Email: irina.skaya@gmail.com Twitter: @irinaskaya Blog: iskaya.wordpress.com