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PROPRIETARY & CONFIDENTIAL 6/16/11 10 Reasons to Tweet PRSA Memphis June 8 th , 2011 Sandra Fathi President, Affect President, PRSA New York Chapter Email: sfathi@affect.com Twier: @sandrafathi LinkedIn: Sandra Fathi Slideshare: Slideshare.net/sfathi

10 Reasons to Tweet - PRSA Memphis Chapter

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Presentation given to PRSA Memphis Chapter in June 2011 on Why Companies Need to Tweet

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Page 1: 10 Reasons to Tweet - PRSA Memphis Chapter

PROPRIETARY & CONFIDENTIAL

6/16/11

10 Reasons to Tweet

PRSA Memphis June 8th, 2011

Sandra Fathi

President, Affect

President, PRSA New York Chapter

Email: [email protected]

Twier: @sandrafathi

LinkedIn: Sandra Fathi

Slideshare: Slideshare.net/sfathi

Page 2: 10 Reasons to Tweet - PRSA Memphis Chapter

PROPRIETARY & CONFIDENTIAL 6/16/11 Affect Strategies

Strategic Agenda

» Twier Strategies

» Best Practices for Engagement

» Trend Intervention

» Media Engagement

» Reputation Management & Crisis Communications

» Customer Service

» Measurement

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PROPRIETARY & CONFIDENTIAL 6/16/11 Affect Strategies

Technical Agenda

» Hashtags Revisited

» Coupons & Promotions

» Twier Lists

» Photos & Videos

» Cross Pollination

» ReTweeting & The Power of Please

» Follow Management

» Multiple Account Management

» Compliance/Disclosure

» Monitoring

» Automated Feeds

» Scheduled Posts

» Twier Groups

» Visualization

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PROPRIETARY & CONFIDENTIAL

Twier Strategies: Creating a Roadmap

1.  Goals & Objectives Strategy

2.  Benchmarks for Success

3.  Message Themes

4.  Tool Identification/Implementation

5.  Twier Usage Policy

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6.  Training

7.  Promotional Plan Development

8.  Content Identification/Development

9.  Tweet Generation

10.  Twier Monitoring

11.  Engagement

12.  Measurement

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PROPRIETARY & CONFIDENTIAL 6/16/11 Affect Strategies

10 Reasons to Tweet

1.  Generate Awareness

2.  Seek & Create Media Opportunities

3.  Foster Customer Loyalty

4.  Launch Viral Marketing Campaigns

5.  Manage Reputations

6.  Promote Products and Services

7.  Network with Customers

8.  Extend Event Participation

9.  Monitor Trends & Breaking News

10.  Recruiting

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PROPRIETARY & CONFIDENTIAL

8 Ways to Tweet

1.  News & Information

2.  Branding & Awareness

3.  Customer Service & Support

4.  Promotions & Coupons

5.  Contests & Giveaways

6.  Revenue Generation

7.  Conferences & Events

8.  Crowdsourcing & Focus Groups

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PROPRIETARY & CONFIDENTIAL 6/16/11 Affect Strategies

10 Ways Not to Tweet

1.  All Talk, No Listen

2.  All Sales, No Value

3.  Inappropriate at the Office

4.  Hashtag Hijacking

5.  False Mentions

6.  Misleading Links

7.  Mass Follow

8.  Falsifying Tweets

9.  Twierns

10.  Lack of Disclosure

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PROPRIETARY & CONFIDENTIAL

Trend Intervention

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1.  On Topic Discussions

2.  Point of View

3.  Complementary Discussion

4.  Add Value

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PROPRIETARY & CONFIDENTIAL

Media Engagement I

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PROPRIETARY & CONFIDENTIAL

Media Engagement II

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PROPRIETARY & CONFIDENTIAL

Media Engagement III

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PROPRIETARY & CONFIDENTIAL

Media Engagement IV

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PROPRIETARY & CONFIDENTIAL

Media Engagement V

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PROPRIETARY & CONFIDENTIAL

Media Engagement VI

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PROPRIETARY & CONFIDENTIAL

Media Engagement VII

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PROPRIETARY & CONFIDENTIAL

Reputation Management & Crisis Communications

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PROPRIETARY & CONFIDENTIAL

Reputation Management & Crisis Communications

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1.  If you’re not listening, you can’t hear

2.  If you’re not there, you can’t respond

3.  Gather intelligence

4.  Make an informed decision – to respond or not

5.  Understand the consequences and escalation

6.  Respond in the medium of the crisis

7.  Respond directly, without filters

8.  Firestorms can start and burn out quickly, but some have long-term smoldering embers

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PROPRIETARY & CONFIDENTIAL

Reputation Management & Crisis Communications

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PROPRIETARY & CONFIDENTIAL

Customer Service

6/16/11

Affect Strategies 6/16/11

Affect Strategies Presented to MSDS, Inc | April 18, 2008 Affect Strategies

Service

Phone

In Store

Website

Live Chat

Twier

Facebook

LinkedIn

Other

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PROPRIETARY & CONFIDENTIAL

DellOutlet: Customer Service

Advanced Twitter Marketing Strategies���Sandra Fathi, President Affect Strategies

www.ExecSense.com © ExecSense, Inc.

Page 21: 10 Reasons to Tweet - PRSA Memphis Chapter

PROPRIETARY & CONFIDENTIAL

TD Bank

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PROPRIETARY & CONFIDENTIAL

TD Bank: Customer Service

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Page 23: 10 Reasons to Tweet - PRSA Memphis Chapter

PROPRIETARY & CONFIDENTIAL

Customer Service & Sales Opportunities

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PROPRIETARY & CONFIDENTIAL

Measurement

Measurement Objectives

1. Proving value of social media activities

2. Proving ongoing improvement in performance

3. Demonstrating ROI compared with true business metrics

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Page 25: 10 Reasons to Tweet - PRSA Memphis Chapter

PROPRIETARY & CONFIDENTIAL

Key Performance Indicators I

Surveys: Ask and tally results

• Gather qualitative feedback from target audience segments on the utility of engagement in social media.

 Scores: Create indices or scoring mechanisms to identify valuable outcomes and results

• Quantity: sheer volume of hits/mentions/tweets etc.

• Quantity: fans, members, views, posts etc.

• Quality: score for Tier 1,2,3, score for content feature, prominence, mention

Correlations: Identify correlations between outputs, outcomes and business results. Refine and redirect efforts.

• Track events with lead generation (online, email, phone, events)

• Track events with Web traffic 6/16/11 Affect Strategies

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PROPRIETARY & CONFIDENTIAL

Key Performance Indicators II

Check Boxes: Meeting specific, finite objectives

• # of positive articles/posts per month

• # of tweets, followers, fans, views etc.

• # of articles in target industries/vertical markets

• # of members/aendees/downloads/registrations (hard numbers)

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PROPRIETARY & CONFIDENTIAL

6/16/11

Contact Information & Resources:

On Slideshare – www.slideshare.net/sfathi

Sandra Fathi Affect 989 Avenue of the Americas, 6th Floor New York, NY 10018 [email protected] 212 398 9680 Twier: @sandrafathi Web: www.affect.com Blog: www.techaffect.com