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This was for a talk I gave with Michael Bissell at Adweek's Social Media Strategies Conference in San Francisco on 9/22/09. It highlights the importance of twitter for brands and introduces the concept of Brand Fiction: unbranded entertainment in the service of a brand.
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a few thoughts from
@Bissell
@AdBroad
twitter for brands
who the hell are we?
brandfictionfactory.com
first came computers the size of cruise ships
brandfictionfactory.com
when the web went civilian, it was bulletin boards
brandfictionfactory.com
in 2006 a messaging system for geeks
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that exploded into an uberforce of 21 million, including tweeters from outer space
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no wonder so many brands want to be there
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but don’t twitter just because everyone else does
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in the twitterverse, not all brands are created equal
Some are “Prom King Brands meaning everyone wants to hang with them.”--Alan Wolkauthor, creative strategist
brandfictionfactory.com
like sports brands…
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entertainment brands…
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brands whose logos you’ll happily carry
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but what can other brands do to engage followers?
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offer real-time customer service
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or valuable discounts (always welcome)
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or inside information
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or even simple amusement
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don’t talk first. listen
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your brand is being defined by what others are saying about it
advice from Don Draper: If you don’t like what people are talking about, change the conversation.
brandfictionfactory.com
broadcast to multiple channels you can’t control
brandfictionfactory.com
hear what people are already saying about you and your competitors search.twitter.com for #yourbrandname
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you can’t be part of a conversation you’re not listening to
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words associated with “Tupperware” on Noah Brier’s brandtags.com
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business reputations that take years and millions to build can now be impacted by a single tweet
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listening can turn lemons
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into lemonade
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in customized flavors
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establish a game plan
define goals and strategy for twitter just like you do for other marketing efforts
do you want to drive traffic to a website? deepen relationship with current consumers? promote specific offers? enhance customer service?
brandfictionfactory.com
decide who will tweet. remember that tweeting takes time and marketing smarts. look for a bit of a ham.
brandfictionfactory.com
Don’t assign it to someone just because they know twitter.
That’s like trusting your
customer service department to
someone because they
know how to use a phone.
don’t trust a zombie. your bot will show.
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Streamline guidelines and oversight policy to allow for speed and agility in response. Twitter is about real time. Tweeters can’t be left in the air until lawyers get back from lunch.
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choose a name
better to be clear than clever
short—posts have 140 characters including your name
reserve your name in variations to prevent poaching @yourname, @your_name, @_yourname, @yourname_
have the alternate names post link to feed of preferred name
apply for twitter verification
brandfictionfactory.com
create an avatar that’s friendly and one you can with live for a long time
because changing your look on twitter is confusing,
just like it would be in real life
think of it as your social media logo
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write a bio be friendly in 160 characters suggest why people might follow you include a link to your site personalized corporate handles tend to be most successful
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how to build followers
start within your organization, follow coworkers
follow colleagues elsewhere and competitors next
don’t follow strangers until you’ve at least a dozen posts
stream twitter feed to your website or blog
incorporate twitter handle into other outreach materials
follow those who follow those you like to read
brandfictionfactory.com
engage followers instead of broadcasting to them
posts aren’t ad headlines. They must have a social component.
you’re not connecting people to information. You’re connecting people to people.
don’t think of your followers as audience; they’re more like people you meet at a party
go where target consumers already are and connect with them there; don’t wait for them to seek you out. They won’t.
brandfictionfactory.com
technology has changed but psychology hasn’t the art of persuasion is alive and well. it’s just wearing new clothes.
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the best advertising on twitter doesn’t look like advertising
campaign created by Deep Focus for AMC
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twittertainment from Broadway
twitter campaign by Situation Interactive for Broadway show “Next to Normal”
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twittertainment from the pulpit
On Good Friday,
2009 Wall Street’s
Trinity Church
tweeted the Passion
Play for three
hours.brandfictionfactory.com
a new form of marketing: brand fiction
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Brand Fiction is unbranded entertainment in the service of a brand, delivered in various forms created and produced for the environment where the target audience already is.
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it allows others to participate in telling the brand story
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and doesn’t stand alone, it’s part of a tactical mix
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success depends on quality of content created
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the first tweet’s the hardest
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but it’s okay if your first post isn’t exactly right
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Have patience. Twitter takes time. Like relationships do.
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to continue the conversation…
Helen Klein Ross@AdBroad
helen@ brandfictionfactory.com
brandfictionfactory.com
Michael Bissell@Bissell
bissell@ conquent.com
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