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Presentation given to PRSA Memphis Chapter in June 2011 on Why Companies Need to Tweet
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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
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
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
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
6/16/11 Affect Strategies
6. Training
7. Promotional Plan Development
8. Content Identification/Development
9. Tweet Generation
10. Twier Monitoring
11. Engagement
12. Measurement
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
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
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
PROPRIETARY & CONFIDENTIAL
Trend Intervention
6/16/11 Affect Strategies
1. On Topic Discussions
2. Point of View
3. Complementary Discussion
4. Add Value
PROPRIETARY & CONFIDENTIAL
Media Engagement I
6/16/11 Affect Strategies
PROPRIETARY & CONFIDENTIAL
Media Engagement II
6/16/11 Affect Strategies
PROPRIETARY & CONFIDENTIAL
Media Engagement III
6/16/11 Affect Strategies
PROPRIETARY & CONFIDENTIAL
Media Engagement IV
6/16/11 Affect Strategies
PROPRIETARY & CONFIDENTIAL
Media Engagement V
6/16/11 Affect Strategies
PROPRIETARY & CONFIDENTIAL
Media Engagement VI
6/16/11 Affect Strategies
PROPRIETARY & CONFIDENTIAL
Media Engagement VII
6/16/11 Affect Strategies
PROPRIETARY & CONFIDENTIAL
Reputation Management & Crisis Communications
6/16/11 Affect Strategies
PROPRIETARY & CONFIDENTIAL
Reputation Management & Crisis Communications
6/16/11 Affect Strategies
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
PROPRIETARY & CONFIDENTIAL
Reputation Management & Crisis Communications
6/16/11 Affect Strategies
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
Other
PROPRIETARY & CONFIDENTIAL
DellOutlet: Customer Service
Advanced Twitter Marketing Strategies���Sandra Fathi, President Affect Strategies
www.ExecSense.com © ExecSense, Inc.
PROPRIETARY & CONFIDENTIAL
TD Bank
6/16/11 Affect Strategies
PROPRIETARY & CONFIDENTIAL
TD Bank: Customer Service
6/16/11 Affect Strategies
PROPRIETARY & CONFIDENTIAL
Customer Service & Sales Opportunities
6/16/11 Affect Strategies
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
6/16/11 Affect Strategies
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
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)
6/16/11 Affect Strategies
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