“Brand, Meet Twitter. Twitter Meet Brand.”
Presented by:
Eric J. Henderson
Consultant
Special Advisor to Living Cities, Inc. [livingcities.org]
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