“brand, meet twitter. twitter meet brand.” presented by: eric j. henderson consultant special...

“Brand, Meet Twitter. Twitter Meet Brand.”

Presented by:

Eric J. Henderson

Consultant

Special Advisor to Living Cities, Inc. [livingcities.org]

ericjhenderson@gmail.com

Note: Last two image slides refer to the presenter’s kind alter ego… fine art

photographer

ericjhenderson.com

the guru has left the building.

prologue

prologue

[ Study + Discussion ]

prologue

Let’s welcome the Kanamits!

prologue

prologue

[ Why Are We Here? ]

We will place Twitter in a framework you can use to decide whether and how you use it to support/drive your brand, and thus, support/drive your mission.

prologue

[ Considering… ]

Context – “Where’s Twitter?”

Strategy – “Before that first tweet.”

A Case Study – “Serving Man”

The Rules – “Some Highlights”

Reference – “A Good First Stop”

context:

where’s twitter in all this?

Context

Context

[ History ]

Context

[ Anatomy ] “We find that people use microblogging to talk about their daily activities and to seek or share information.”

Listen to “community rules” …and don’t.Listen to “community rules” …and don’t.

Context

[ The Brand ]

A brand is everything you say and do and how you say and do it.

Cheryl Heller (hellercd.com)

Context

[ Our Lens ]

History – a way for small groups to communicate using SMS

Anatomy – one-to-one to one-to-many (largely the latter)

Brand – what you say and do and how you say and do it+

Twitter as a brand-building option that allows for broad or narrow messaging using SMS (short text) format.

Connect with Supporters

Build AwarenessCritical Communications (e.g. arc)

Advocacy Campaigns

Influence the Influencer

Drive Traffic

March 2006

sidebar

September 2006

sidebar

December 2006

sidebar

February 2007

sidebar

March 2007

sidebar

November 2007

sidebar

sidebar

March 2008

sidebar

March 2008

sidebar

July 2008

sidebar

[ The Telegraph Returns ] it’s the telegraph of web 2.0…

sidebar

[ Today ]

Before that first

tweet, Strategy…

Strategy

Strategy

[ Know Yourself ]

Brand Messaging

Visual Identity

Marketing/PR Strategy

Points of Emphasis

Opportunistic Capability

Strategy

[ Rebranding… ]

Strategy

[ The Tools ]

Business Annual Plan

Department Annual Plan

Execution Methods

Strategy

[ Process ]

Examples

[ Low Tweet Volume ]

Examples

[ Oft Quoted – Low Profile ]

Examples

[ Deep Involvement ]

Examples

[ Coke Opts Out. (or do they?) ]

A Case Study… Serving Man

Case Study

Case Study

Living Cities Founded in 1991, Living Cities is a philanthropic collaborative of 22 of the world's largest foundations and financial institutions. Members both fund operations and participate at the senior management level on the Living Cities Board of Directors, including contribution of the time of 80+ expert staff toward crafting and implementing the agenda, focused on improving the lives of low-income people and the urban areas in which they live.

[ Organization: Living Cities ]

Case Study

Build Awareness

Build Core Following

Publicize Key Content Areas

Establish online/offline relationships

[ Task, Approach ]

Follow Us On Twitter …Not Yet

Be a good neighbor (But a better broadcaster)

Make the connection

how

[ This Page Left Blank Intentionally]

Case Study

Case StudyCase Study

0 followers, 10 following, 4 posts – Dec 2008

150 followers, 40 following, 30 posts – March 2009

483 followers, 81 following, 54 posts – October 2009

[ The numbers ]

Content Quality

Engagement

how

Case Study

[ How do you know? ]

Know The Baselines And Changes to ThemKnow The Baselines And Changes to Them

Green Boot CampClinton Global Initiative

Newsletter

Case Study

[ How do you know? ]

Know The DriversKnow The Drivers

10 – 30% of traffic to site for given link

Case Study

[ How do you know? ]

Find The Tools – Friend or FollowFind The Tools – Friend or Follow

Case Study

[ How do you know? ]

TRACK

POST

46/300 …15%

Further Analysis…

20/20 vision is… off the mark.

anatomy

Gross To Passive?

Tweets To Followers?

Actives To Collaborators?

the rules

the rules

Wednesday, October 14, 2009, 12:25pm EDTOrlando Business Journal

As Facebook grows, Twitter goes flat

The September numbers from market watcher comScore show Facebook Inc.'s U.S. user number grew 4 percent to 95.5 million as Twitter Inc.'s numbers flattened out at about 20.8 million.

Time for Twitter to Charge TollsBy charging a $10 annual fee, the microblogging service would clean up information pollution and generate a steady source of income, suggests PCWorld By Phil Shapiro San Francisco - When new Web companies start up, the most attractive business model is to offer the service for free so the public can gain a quick…

The AgeW

ar of the social networks takes a page from fiction

The Star-Ledger - NJ.com - 27 minutes ago

The latest battle pits two social networking companies against each

other: Facebook and Twitter. And what's at stake? To hear some

observers, the future of ...

Social Networks War Shows Facebook Dominant, Twitter Gaining PC

World

As Facebook grows, Twitter goes flat Bizjournals.com

Report: Facebook, Twitter See Growth; MySpace in Decline Digital

Media Wire

InformationWeek - ITProPortal

the rules

the rules

[ Back It Up: 301 Works ]

the rules

[ Back It Up: Tweetscan ]

the rules

[ Back It Up: Tweetscan ]

the rules

[ Back It Up: Tweetscan ]

Can The Sports World Control Twitter?  by Dean Hybl

Movie Studios Seek to Control Twitter Effect on Box Office by Matthew C. Nisbet

the rules

[ Damage Control?? Damage Prevention. ]

[ Slang ]

the rules

[ Don’t worry about being uncool. ]

questions?

summary

summary

[ Why Are We Here? ]

We will place Twitter in a framework you can use to decide whether and how you use it to support/drive your brand, and thus, support/drive your mission.

Does it fit?

Execute

Measure

Optimize

Convert

It changes…

[ Resources… ]

Mashable.com – The Twitter Guidebook

Read venture capital publications on the web – a different way to keep track to the trends that can affect your data, e.g. Twitter still gaining

investors though many still ponder it’s business model for generating revenue. What could this mean for your data?

YOU control technology. It doesn’t control you.

“Selfish To Find You,” taken with 1950 Kodak Brownie Hawkeye.

©ericjhenderson fine art photography 2009 ericjhenderson.com

Portrait of President William J. Clinton, taken with 1950 Kodak Brownie Hawkeye.

©ericjhenderson fine art photography 2009 ericjhenderson.com

YOU control technology. It doesn’t control you.

measures

anatomy