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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
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
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
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
Content People Will Follow
All Followers Not Equal
Brand Twitter Quitters
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
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
What we’ve done
and how you can do
it too
A practical path to deploying Master Brands on
Twitter
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
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
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
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
Marketing Checklist
Provide detailed entries around your brand’s
marketing calendar
 •Advertising, campaign launch and videos
 •Media
 •PR
 •Promotion
 •Shopper Marketing
 •Other


                                               15
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
                                                    16
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


                                                    17
Bringing along the
Enterprise
Managing workflow across large matrix
organizations
• Education
• Phased Approach
• Guidelines
• Roles & Responsibilities
• Tools
Phased Approach
            Phase I: Set-Up                                        Phase II: Trial




                        ,Brand Owner or                            Brand Owner or
    Kick-Off            Marketing Services       Review            Marketing Services
                                                                                             Roll-Up




•   Briefings                                • FAQ/                  Launch
•   Strategy                Set-Up               Guidelines
                                                                                        •   Brand measures
•   Creative             Content Plan        •   Escalation Path   Recruitment          •   Benchmarks
                                                                                        •   Recommendations
•   Execution            Editorial Dev       •   Recruit           Monitoring           •   Guide roll-up
•   Check-list                               •   Concierge         Participating
•   Orientation              Listen              class
                                                                                            approach
•   Templates                                •   Participation
                                             •   Training
                                             •   Support desk




        5
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
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
SMMS Editorial Workflow
SMMS Team Response Workflow
OK, We Launched.
Now what?
Recruitment and Likenomics
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
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)
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
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
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
What We’ve
Learned
Drum roll, please...
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
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
Follower Growth Rate
Brands that
Participated had 10x
more growth than
brands that used the
Publishing side of the
engagement spectrum


                         Page 13
Second-Order Followers
Second-
generation
followers of
Participatory
brands had a
network 30x
larger than
Publishing
brands              Page 13
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
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
Return On Twitter (ROT)
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
Questions & Discussion




                         39
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




                                                40

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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 16
  • 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 17
  • 18. Bringing along the Enterprise Managing workflow across large matrix organizations • Education • Phased Approach • Guidelines • Roles & Responsibilities • Tools
  • 19. Phased Approach Phase I: Set-Up Phase II: Trial ,Brand Owner or Brand Owner or Kick-Off Marketing Services Review Marketing Services Roll-Up • Briefings • FAQ/ Launch • Strategy Set-Up Guidelines • Brand measures • Creative Content Plan • Escalation Path Recruitment • Benchmarks • Recommendations • Execution Editorial Dev • Recruit Monitoring • Guide roll-up • Check-list • Concierge Participating • Orientation Listen class approach • Templates • Participation • Training • Support desk 5
  • 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
  • 23. SMMS Team Response Workflow
  • 24. OK, We Launched. Now what? Recruitment and Likenomics
  • 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
  • 34. Second-Order Followers Second- generation followers of Participatory brands had a network 30x larger than Publishing brands 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 40

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  23. 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, &amp;#x201C;Social Contribution,&amp;#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&amp;#x2019;s videos and photos, submitting ratings, and posting to wikis, forums, or coupon sites. The y-axis, &amp;#x201C;Social Consumption,&amp;#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
  24. This one might fit better in the top grouping &amp;#x2013; talking about why people follow a brand. Thoughts?\n
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  42. See Twitter Program Guide for content and recruitment approach\n
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  49. See Twitter Program Guide for content and recruitment approach\n
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