twitter and youtube to reach consumers and media
DESCRIPTION
Presentation for the Food Marketing Institute Consumer Affairs, Communications, & Social Responsibility Seminar. 9/14/2009Presentation was given live with a Twitter simulcast providing links to additional resources.TRANSCRIPT
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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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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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 [email protected]@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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