The document provides lessons learned from launching dozens of brands on Twitter. It finds that brands that participated through engaging content significantly outperformed those that only published content. Participating brands saw 10x more follower growth and had followers with a network 30x larger. Their influence, as measured by Klout scores, was on average 8x higher. While both publishing and participating can work, active management is needed to surface insights and opportunities from social media.
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Lessons Learned Launching Dozens of Brands on Twitter
1. Lessons Learned
Launching Dozens
of Brands on Twitter
Web2.0 Expo SF 3/28/11 #W2twitter
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
Publishing Participating
Search favors super fresh content--why cut
your brand off from all that <3? 3
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
Brand Statements Links ReTweets Hashtags
Brand Promotions Polls Replies/Mssgs Events
Publishing Participating
•Controlled • Editorial guidelines
•Time-Released • Real Time
•Syndication • Socialization
4
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. 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
12
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
13
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
14
15. Marketing Checklist
Provide detailed entries around your brand’s
marketing calendar
•Advertising, campaign launch and videos
•Media
•PR
•Promotion
•Shopper Marketing
•Other
15
16. 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
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17. 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
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18. Bringing along the
Enterprise
Managing workflow across large matrix
organizations
• Education
• Phased Approach
• Guidelines
• Roles & Responsibilities
• Tools
20. Twitter Program Guide
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
Page 13
21. Roles and Responsibilities
Involvement Frequency Volume Access
Brand Ultimate decision maker Daily Authorize guidelines Co-manage
Strategy and consumer 2-3 times/day and as
Lead Agency approach
Daily
needed
Co-manage
Breaking news, crisis & 2-3 times/day and as
PR Agency message management
Daily
needed
Co-manage
Ad Agency Creative voice and assets At onset At onset Input
Product-related issues and
Consumer Services FAQs
As needed As needed Co-manage
Legal Legal review and terms At onset As needed Input
Pending Legal Pending Legal Pending Legal
Other Experts, celebrities, etc.
Approval Approval Approval
Page 21
25. Recruitment Approach
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.)
Page 9
26. 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)
27. 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
28. Additional Twitter Followers do more
Recruitment
Options in every channel
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.
Posting, Photosharing, Commenting and
• Commercials, point discussing are lead activities by your
of sale and print twitter users, and they over index and out
perform in every category
29. Measurement
Organizational learnings
Quantitative
•Understanding of resources necessary to manage Twitter • Benchmark number of followers
Accounts • Increase in activity around Brands with live
tweeting
•Develop initial view of opportunities for Brands moving forward • Recommend benchmark search engine page rank
(work with Mindshare)
Qualitative
•Understanding of what content consumers engage with
•Established connection with Brand advocates
•Creating a channel to deliver key Brand initiatives
uti ons
s, sol
der
ovi
, pr
tools
New
Page 11
31. 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 real (Bing, Google and Yahoo!)
• Search effect is conclusive
31
32. Key Findings - Overall
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
Page 9
33. Follower Growth Rate
Brands that
Participated had 10x
more growth than
brands that used the
Publishing side of the
engagement spectrum
Page 13
35. Velocity & Social Capital by Brand
The reach and influence of Participatory brands proved
to be dramatically higher than Publishing brands
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.
Page 13
36. Influence and Engagement Ranking
On average, Participation brands earned 8x
better Kout scores than Publishing brands
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.
Page 13
38. Conclusions
• SM takes real commitment, effort, time and collaboration
• 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
38
40. RESOURCES
Twitter How To Articles
http://delicious.com/marksilva/twitter+howto
Twitter Case Studies and General Articles
http://delicious.com/marksilva/twitter
Subscribers, Fans and Followers
http://bit.ly/ETSFF
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Editor's Notes
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OVERVIEW: THE SOCIAL PROFILE\nThis chart shows the level of social activity for each of the 12 personas outlined in this research report. The x-axis, &#x201C;Social Contribution,&#x201D; 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&#x2019;s videos and photos, submitting ratings, and posting to wikis, forums, or coupon sites. The y-axis, &#x201C;Social Consumption,&#x201D; 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. \n
This one might fit better in the top grouping &#x2013; talking about why people follow a brand. Thoughts?\n
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See Twitter Program Guide for content and recruitment approach\n
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See Twitter Program Guide for content and recruitment approach\n