To Tweet or Not to Tweet, is that a Question?

Randy F. Price

CEO

social arc innovation lab

Economic ImpactEconomic ImpactThe most recommended brand online in its category grows the category average 2.5x

Context: Traditional Media vs. Social Media

Success in Traditional MediaExposure, Impressions Desire

“Watch me” “Want Me”

Success in Social MediaEngage & Inspire Viral Pass Along

“Participate” “Talk About Me”

The Approach is Much Different

D2Cshow.org September 13-15, 2009 4

How Direct Engagement/Customer Service

has the potential to reducereturns

Understand How Social Media

is as important to DR Success as Search

Learn about the ability to

reduceacquisition costs viaListening platforms

Better Definition ofMarket Potential,

& Key Sales HooksThus Minimizing

Risk

Key Takeaways

WHAT IS TWITTER

micro-blogging

140 characters

cross between IM and chat

short updates

What is Twitter?

140 CharactersText Message Distribution SystemReal Time, DynamicCan include links to any/all (video, landing pages, articles, pictures)Instant & Always OnFriends, Followers, Hashtags & Re-tweets, Direct Messages

Communication & Broadcast Platform

Twitter is a dynamic conversation platform that requires time & energy so…

first, define your strategy: Why are you doing this?

Who is your target audience?

What will you achieve?

How will you measure success?

How long will the project last?

Positive WOM Impacts Retail Results

Effect of Customer-Generated Ratings and Reviews in the Past YearAccording to Online Retailers in the UK, US, and Europe (% of respondents)

Source: E-consultancy and Bazaarvoice

813%Over 5M Twitter Accounts

Fastest Growing Social Network Site

January 2008 – January 2009

And growing…an estimated 5,000 -10,000 (10K) new accounts per day

WHO IS ON TWITTER

General Motors

Dell

Kodak

Who uses Twitter?

April 10, 2009

Likelihood of Twitter use by age

Your Potential Customers

Lead Gen Value Add Customer Service

What uses make sense for Twitter & DR?

Brands have an unprecedented opportunity to converse with their customers and convert those conversations into results.

“Live” & Direct Engagement

With Customers & Potential Customers

Listening For Ideas, Keeping Customers Informed

Loyalty & Up Sell:Keeping Customers

Informed & Suggesting Expanded uses

Lead GenValue AddCustomer Service

Social Media “Conversations” Trend

Using Tweetdeck to manage inbound conversations, -Keywords “Total Gym” and “Workout”-grouped the most responsive to build a more personal relationship

Twitter Motivation @Socialgym

Micro-blogging: 22 corporate accounts , +17 individuals using @Dell handles on Twitter

$3 Million in Revenue on Twitter (Jun 09)$1 Million in Revenue on Twitter (Feb 09)

RealReal Sales Sales ImpactImpact

 Results 1 - 10 of about 11,600 from twitter.com for Motrin.

“hell hath no fury like a mommy blogger

scorned”

“With regards to the recent Motrin advertisement, we have heard you.

On behalf of McNeil Consumer Healthcare and all of us who work on the Motrin Brand, please accept our sincere apology.

We have heard your concerns about the ad that was featured on our website. We are parents ourselves and we take feedback from moms very seriously.

We are in the process of removing this ad from all media. It will, unfortunately, take a bit of time to remove it from our magazine advertising, as it is on newsstands and in distribution.

Thank you for your feedback. It’s very important to us.”

RealReal Sales Sales ImpactImpact

Twitter Samurai

How is Twitter used by the Samurai

Listening• Direct Selling/Live Engagement• New Product Ideas • Up Sell Expanded Uses• Customer Service• Value Added Selling• Know Your Tools, Keep Them Sharp

Getting Started

Successful Twitter initiatives begin with a clear understanding of what you want to accomplish (the business objectives), what’s in it for your customers and an understanding of how the technology platform works

Listening to Tweets

Share of Voice (Relevant, Competitive)

Source (Source)

Intensity of Conversations (Volume & Change)

Sentiment (Positive or Negative)

Product Features , Attributes, Keywords

Verbatim Snapshots (Unfiltered)

Top 100 Sources

Twitter Profiles

Profiles set up under a company umbrella should, if possible, attach a real person’s identity to the profile– people like to know that there is a consistent, real person behind the company

WHAT TO TWEET?You can Tweet anything that peaks your interest. How are some possible ideas to get your started.

•Ask a question.•Share great blog posts•Send a link to a great site.•Discuss up and coming events or tradeshows.•Talk about current news topics.

Easy To Get Lost!

The Black Hole of Twitter Apps

7 Twitter Tools

• Tweetdeck• Twitpic• Twubble• Twellow• Tweetbeep• Twist• Tweetgrid

7 Twitter Samurai Best Practices

• Listen Effectively• Manage Your Time Allocated Wisely• Be Responsive• Business Casual Tone: Real• Leverage Tools• Measure KPI• Be Helpful, Humble and Human

Twitter Tips for Brands

Don’t jump in too quickly – ease your way into conversations

Don’t follow too many people too quickly – keep your follows/followed-by ratio at 3:2 at a minimum to make it known that you are not a spammer

Be transparent – as with all social media applications, do not pretend to be a brand advocate when you are the brand

Content must be useful, entertaining or valuable in some way to your audience – never marketing copy

Tweets are indexed by the search engines – keyword rich tweets may have SERM value

Links on profile pages do have link value, but links in tweets do not

D2Cshow.org September 13-15, 2009 31

Cracking the Code

How do we apply the measurement capabilities of online advertising to social media marketing without losing its impact (using too much automation to delivery the messages)?

Cracking the Code

Just In Time Outreachsm

Behavioral + Twitter + Direct Response Right Message, Right Time, Right Audience

Post keyword rich tweets that would be found by anyone searching twitter for your business, industry, products, services, etc.

Tweet brand messages to users interested in your brand or product

Listen to what’s being said about your brand by Twitter users and make contact accordingly (answer questions, offer support, offer discounts)

How Direct Customer Service

Engagementhas the potential to reduce

returns

Understand How Social Media

is as important to DR Success as Search

Explore how you can reduce the cost of

acquisition through listening that

Improves media buyingBetter Definition ofMarket Potential,

& Key Sales HooksThus Minimizing

Risk

Key Takeaways

and if that fails….

Q&A

socialsocialarc arc innovation labinnovation lab

Niland MortimerChief Marketing Officer Aaron MannAaron Mann

PresidentPresident

Randy F. PriceRandy F. PriceCEOCEO