twitter and youtube to reach consumers and media

T itt d Y T bTwitter and YouTube

How to Use Them to Reach Customers and MediaHow to Use Them to Reach Customers and Media

A Presentation for The Food Marketing Institute9/14/20099/14/2009

“They want to participate in the ti i b hi d thconversations going on behind the

corporate firewall. … We want to talk to you.”

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Hi, Martha! What are you doing?

It’s really not a new idea.

Creating comm nit in a modern mobile societ

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Creating community in a modern, mobile society

Twitter in a Nutshell

140 Character messagesTime-based “stream” of informationTime-based stream of informationBite-sized nuggets of information100% permission based100% permission basedService, not a website

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“Everyone else is ”“Everyone else is ”

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Everyone else is,

isn’t a good answer.

Everyone else is,

isn’t a good answer.

Profile of Twitter Users

Age: 31Location: NYCOccupation: Media PlannerFollows: 250Followers 100P t 4/ k

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Posts: 4/weekSource: http://www.pewinternet.org/~/media/Files/Reports/2009/PIP%20Twitter%20Memo%20FINAL.pdf

A few goals to consider

Goals Brand StoreConnecting with Customers X XPromoting Sales X XPromoting Corporate News or Special Events X XCustomer Service X XCustomer Service X XConnecting with Media & Bloggers X XCommunicating in an Emergency (e.g. recalls) X XG th i F db k X XGathering Feedback X XSharing Information X XCommunicating with Employees X XPromoting Store Features & Expertise X XConnecting with Community X X

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Measuring Success

Leading Indicators Lagging Indicators“ReTweets”FollowersR li

Increased SalesCoupon CodesSReplies

Tracking linksBit ly

SurveysIncreased Media AttentionBit.ly

Ow.lyFriday Follows

AttentionIncreased EventAttendanceFriday Follows

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10www.rtcrm.com RTC Relationship Marketing

Exploring Brands on Twitter

Want More http //mashable com/2009/01/21/best t itter brands/

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Want More: http://mashable.com/2009/01/21/best-twitter-brands/

Whole Foods Market

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Dell Outlet

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Southwest Air

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Zappos

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Getting People to Follow You

Follow other people you think are interesting or your target audiencetarget audiencePromote your Twitter account EVERYWHERE:

WebsiteEmail signature linesIn-storeBusiness cardTradeshow boothsPress releases

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Twitter Scams

Don’t fall for these types of scams.

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Note: The examples provided are intended as illustrative only.

Tools for Professionals

Enterprise Twitter Management

Combined Twitter & Facebook Management

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Time Management

Start with your goals – how much time you NEED to spend?spend?Start with 15 minutes, twice a day & stick to it.

Don’t try to catch up on everythingy y gDon’t look back more than a few hoursDon’t respond to everyoneExpand as needed

Always check your @ replies

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20www.rtcrm.com RTC Relationship Marketing

Want to See Our Home Movie?

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Alternative Broadcasting Channel

Repurpose existing video (e.g. commercials)Create new longer form videosCreate new longer form videosSupport a communityIllustrate your expertiseIllustrate your expertiseEngage viewers in ways not possible with broadcast

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Who Watches Video on Sites Like YouTube

70%

80%

50%

60%

70%

30%

40%

0%

10%

20%

Source: http://www pewinternet org/Reports/2009/13--The-Audience-for-Online-VideoSharing-

0%18-29yrs 30-49yrs 50-64 yrs 65+

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Source: http://www.pewinternet.org/Reports/2009/13--The-Audience-for-Online-VideoSharing-Sites-Shoots-Up/2-Demographics.aspx?r=1

Your Brand is Probably Already There

Safeway: 4,580 7-Eleven: 2 6907-Eleven: 2,690Wegman’s: 1,200Stop and Shop: 577Stop and Shop: 577Price Chopper: 440Big Y: 226gStar Market: 117Hannafords: 39Pic-N-Save: 15Peapod: 10

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A few goals to consider

Goals Brand StoreE t bli hi b d t t d t X XEstablishing brand as trusted expert X XPromoting Products and Services X XConnecting with Customers X XInfotainment XConnecting with Media & Bloggers XCrisis Management XCrisis Management XGathering Feedback X XRepurposing Broadcast Commercials XFeaturing Regional Specialties X X

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Measuring Success

Vie sLeading Indicators Lagging Indicators

ViewsFavoritesComments

Increased SalesCoupon CodesI d M diComments

Channel Subscribers

Increased Media AttentionSurveys

Inbound LinksSurveys

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Exploring Brands on YouTube

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jetBlue

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Dunkin Donuts

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Home Depot

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Promoting your Videos

Promote your YouTube channel EVERYWHERE:WebsiteWebsiteEmail signature linesIn-storeIn storeBusiness cardTradeshow boothsPress releasesVia your Twitter account

Embed the videos on your website

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The Social Media Press Release

Format introduced by SHIFT Communications in 2008Features social media touch points and media assetsFeatures social media touch points and media assets

PhotosMP3 FilesMP3 FilesGraphicsVideos

Reinvent your PR/Media Section of your website as a social media portal

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Any Questions?

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Bio Slide

Presented by:Carlen Lea LesserCarlen Lea Lesser Assoc. Director Interactive StrategyRTC Relationship Marketingp gclesser@rtcrm.com@carlenlea

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About RTCRM

RTC Relationship Marketing (RTCRM) is a full-service direct marketing and relationship marketing agency based in Washington, D.C., in the heart of Georgetown with offices in New York and Chicago RTCRM boasts moreGeorgetown, with offices in New York and Chicago. RTCRM boasts more than 40 years’ worth of innovative, targeted solutions that grow its clients’ brands and help them forge lasting, valuable relationships with their customers. What distinguishes RTCRM is its unique ability to analyze data g y yand research on both a rational and emotional level. RTCRM’s clients include major brands in the telecom, technology, pharmaceutical, and other business sectors, such as AARP, GlaxoSmithKline, and Time Warner Cable RTCRM’s innovative campaigns have won numerous advertising andCable. RTCRM s innovative campaigns have won numerous advertising and direct marketing awards. RTCRM is part of the WPP Group, one of the world’s largest communications companies, which includes Wunderman, Y&R, Ogilvy & Mather Worldwide, JWT, and Landor.

To learn more about RTCRM, please visit www.rtcrm.com.

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