This document discusses the importance of having a plan for integrating Twitter into existing marketing and PR strategies. It recommends defining measurable objectives for Twitter use, including outputs, outtakes and outcomes. It also stresses the importance of establishing a Twitter strategy and tactics, knowing your starting and ending points, using tools to measure results, and iterating the process to make management happy with the return on their investment in Twitter.

1. Logistics of Integrating Twitter into your Existing Marketing & PR Presented by Beth Harte, Principal Harte Marketing & Communications @bethharte www.theharteofmarketing.com

2. This is why you need a plan

3. This is why you need a plan Image Source: www.bulldogblog.net/articles/wp-content/uploads/2009/02/money.jpg

4. This is why you need a plan Image Source: iStock.com

5. This is why you need a plan Image Source: http://teendriver.files.wordpress.com/2009/04/pinkslip.jpg

6. This is why you need a plan Image Source: iStock.com

7. Integrating Twitter into your marketing & PR plans Image Source: iStock.com

8. Twitter is just a tool Image Source: http://www.dow.com/infuse/news/download/lowres/tools.jpg

9. Is Twitter the right tool for the job? Image Source: http://www.monash.edu.au/pubs/monmag/issue20-2007/assets/images/opinion-obesity-2.jpg

10. Are people talking about your company?

11. Is your company ready to engage? Image Source: www.ald-inc.com

12. What if no one is talking about you? Image source: http://www.nyworms.com/images/groupcrickets.jpg

13. Don’t waste time, money & resources Image Source: thebsreport.files.wordpress.com

14. Integrating Twitter Image Sources: http://trouble.philadelphiaweekly.com/archives/jigsaw_cookie_cutter2.jpg

15. With Twitter you’re talking to everyone Image Source: iStock.com

16. Silos don’t work Image Source: iStock.com

17. This is what you are up against

18. Now that the glimmer is gone… Image Source: http://www.whatonearthcatalog.com/graphics/products/regular/CA3931.jpg

19. Are you ready for a lot of work?

20. Measuring Twitter Image Source: iStock.com

21. Return on Investment Image source: www.meditatus.co.uk

22. What’s the return? Image sources: http://www.mywasher.net/minfo/Images/money.jpg, http://mymoneymakingexperiment.com/wp-content/uploads/2008/12/make-money-blogging.gif

23. What’s the investment? Image sources: blogs.discovermagazine.com, www.ecu.edu, www.clydepumps.com/overview-2

24. Know your starting point Image Source: http://www.defenselink.mil/home/images/photos/2004-04/photoessays/pi040204d08.jpg

25. Create a Plan Image Source: iStock.com

26. Define the goal for using Twitter Image Sources: associatedcontent.com, wampower.com, blog.communiquepr.com, www.blogtalkradio.com, www.talkwow.net

27. Reactive vs. Proactive Image Sources: www.eurotraining.co.uk/fire.htm, www.rhodo.co.nz/images_b/Soothill-Garden-(4).jpg

28. Define Measurable Objectives Image Source: http://www.heartofwisdom.com/images/blog/mcups.jpg

29. A specific desire communication or behavioral effect; A designated public (or publics) among whom the effect is to be achieved; The expected level of attainment; and The timeframe in which those attainments are to occur. Define Measurable Objectives

30. Types of Objectives Output: Physical products Tweets Outtake: What will the publics take away from the tweets Messages, perceptions, understandings Outcome: What quantifiable changes in attitudes, behaviors, or opinions should the tweets have Do you want them to buy anything, stop complaining or tell their friends (RTs)?

31. Measurable Twitter Objectives Output: To send 5 daily tweets to all Twitter followers during the next 6 weeks to announce an upcoming event 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 Outcome: To share discount codes on Twitter to increase the sale of X product by 20% in 30 days

32. Define the Twitter Strategy Image Source: nassaulibrary.org

33. Define the Tactic

34. Know your ending point Image Source: http://www.sweatyguineapig.com/wp-content/uploads/2008/09/crossing-the-finish-line.jpg

35. Tools to Measure

36. Do it all over again… Image Source: Flickr, ralphventon

37. Make management happy Image Source: iStock

38. Make management even happier