Scaling a Brand's Twitter Presence
25
You’ve Successfully Attracted a Twitter Following Now What? @VictoriaHarres #w2e #twtNowWhat
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You've created a Twitter account for your company, and it's growing in popularity. More people are following - and interacting with - your brand. This presentation, originally given by Victoria Harres, the architect of the @prnewswire Twitter presence, discusses how to successfully manage a growing Twitter presence.
Transcript of Scaling a Brand's Twitter Presence
You’ve Successfully Attracted a Twitter
Following
Now What?Now What?@VictoriaHarres
#w2e#twtNowWhat
2#w2e
#twtNowWhat@VictoriaHarres
#w2e#twtNowWhat
@VictoriaHarres
Where are the
followers?
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#twtNowWhat@VictoriaHarres
“The Twitter account is starting to get a following, Mitch. A few clients, a
journalist and a couple of PR people.”
4#w2e
#twtNowWhat@VictoriaHarres
#w2e#twtNowWhat
@VictoriaHarres
We need a plan!
#w2e#twtNowWhat
@VictoriaHarres
Personality has replaced the brand logo.
Personality has replaced the brand logo.
6#w2e
#twtNowWhat@VictoriaHarres
Fortune Magazine's 2010 Top 10
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#w2e#twtNowWhat
@VictoriaHarres
7#w2e
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The Many Hats of a Brand Twitterer
• Publisher• Editor• Copywriter• Customer
Service Rep• Community
Manager• Promoter• Marketer
• Crisis Communicator
• PR• IR• CSR• Sales• Teacher• Humble
Servant#w2e
#twtNowWhat@VictoriaHarres
8#w2e
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Scaling For a Growing Audience Scaling For a Growing Audience
#w2e#twtNowWhat
@VictoriaHarres
#w2e#twtNowWhat
@VictoriaHarres
PRMKG
SALES
PRMKG
SALES
CONVERSATION
SOCIAL MEDIA
YOUR INDUSTRY
@REPLIES & RETWEETS
Editorial GuidelinesEditorial Guidelines
10#w2e
#twtNowWhat@VictoriaHarres
Self Promotion
< 10 %
#w2e#twtNowWhat
@VictoriaHarres
Building a Twitter TeamBuilding a Twitter Team
#w2e#twtNowWhat
@VictoriaHarres
#w2e#twtNowWhat
@VictoriaHarres
^cc
#w2e#twtNowWhat
@VictoriaHarres
Sharing ResponsibilitiesSharing Responsibilities
* Who is the twitter voice/lead?
* Who monitors for @replies and when?
* Who responds and when?
* Who schedules promotional tweets?
* Who contributes what to the total content?
* Who makes the final call?
* What are the tools?
#w2e#twtNowWhat
@VictoriaHarres
The Toolsoneforty.com/PRNewswire/pr-toolkit
#w2e#twtNowWhat
@VictoriaHarres
#w2e#twtNowWhat
@VictoriaHarres
Elements of a Team StrategyElements of a Team Strategy
Guidelines for team members*
Engagement plan*
Team schedule*
Content strategy*
Assignments
#w2e#twtNowWhat
@VictoriaHarres
Content Strategy
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Crisis Plan
#w2e#twtNowWhat
@VictoriaHarres
A welcome customer tweet and the challenging road that got us there…
A welcome customer tweet and the challenging road that got us there…
20#w2e
#twtNowWhat@VictoriaHarres
Connecting The Dots Within The Organization
PRODUCTS
HR
CUSTOMERSERVICE
SALES
EXECUTIVESUITE
MARKETING
PR
21#w2e
#twtNowWhat@VictoriaHarres
Connecting The Dots Within The Organization
PRODUCTS
HR
CUSTOMERSERVICE
SALES
EXECUTIVESUITE
MARKETING
PR
TWITTERTWITTER
@
@
@
@
@@
@
@
@
@
@
@
@
@
@
@
22#w2e
#twtNowWhat@VictoriaHarres
The Internal Rolodex
* Who are your key contacts in each department or division?
* Who can make the really big decisions?* Who holds the passwords?* Who in senior management will pick up a
phone and call a client when needed?...after hours?
* Who are your champions in the boardroom?
23#w2e
#twtNowWhat@VictoriaHarres
#w2e#twtNowWhat
@VictoriaHarres
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@Audience_w2e THANKS for your time
today. #yourock!
Victoria Harres@PRNewswire
Many thanks to Alfred Hitchcock and Universal Pictures for filming one of my favorite movies, The Birds and for many of the images in this presentation.
