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“Brand, Meet Twitter. Twitter Meet Brand.” Presented by: Eric J. Henderson Consultant Special Advisor to Living Cities, Inc. [livingcities.org]

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Presentation on theme: "“Brand, Meet Twitter. Twitter Meet Brand.” Presented by: Eric J. Henderson Consultant Special Advisor to Living Cities, Inc. [livingcities.org]"— Presentation transcript:

1 “Brand, Meet Twitter. Twitter Meet Brand.” Presented by: Eric J. Henderson Consultant Special Advisor to Living Cities, Inc. [livingcities.org] Note: Last two image slides refer to the presenter’s kind alter ego… fine art photographer ericjhenderson.com

2 the guru has left the building. prologue

3

4 [ Study + Discussion ] prologue

5 Let’s welcome the Kanamits! prologue

6 [ Why Are We Here? ] We will place Twitter in a framework you can use to decide whether and how you use it to support/drive your brand, and thus, support/drive your mission.

7 prologue [ Considering… ] Context – “Where’s Twitter?” Strategy – “Before that first tweet.” A Case Study – “Serving Man” The Rules – “Some Highlights” Reference – “A Good First Stop”

8 context: where’s twitter in all this? Context

9 [ History ]

10 Context [ Anatomy ] “We find that people use microblogging to talk about their daily activities and to seek or share information.” Listen to “community rules” …and don’t.

11 Context [ The Brand ] A brand is everything you say and do and how you say and do it. Cheryl Heller (hellercd.com)

12 Context [ Our Lens ] History – a way for small groups to communicate using SMS Anatomy – one-to-one to one-to-many (largely the latter) Brand – what you say and do and how you say and do it + Twitter as a brand-building option that allows for broad or narrow messaging using SMS (short text) format. Connect with Supporters Build Awareness Critical Communications (e.g. arc) Advocacy Campaigns Influence the Influencer Drive Traffic

13 March 2006 sidebar

14 September 2006 sidebar

15 December 2006 sidebar

16 February 2007 sidebar

17 March 2007 sidebar

18 November 2007 sidebar

19 March 2008

20 sidebar March 2008

21 sidebar July 2008

22 sidebar [ The Telegraph Returns ] it’s the telegraph of web 2.0…

23 sidebar [ Today ]

24 Before that first tweet, Strategy… Strategy

25 [ Know Yourself ] Brand Messaging Visual Identity Marketing/PR Strategy Points of Emphasis Opportunistic Capability

26 Strategy [ Rebranding… ]

27 Strategy [ The Tools ] Business Annual Plan Department Annual Plan Execution Methods

28 Strategy [ Process ]

29 Examples [ Low Tweet Volume ]

30 Examples [ Oft Quoted – Low Profile ]

31 Examples [ Deep Involvement ]

32 Examples [ Coke Opts Out. (or do they?) ]

33 A Case Study… Serving Man Case Study

34 Living Cities Founded in 1991, Living Cities is a philanthropic collaborative of 22 of the world's largest foundations and financial institutions. Members both fund operations and participate at the senior management level on the Living Cities Board of Directors, including contribution of the time of 80+ expert staff toward crafting and implementing the agenda, focused on improving the lives of low-income people and the urban areas in which they live.Board of Directors [ Organization: Living Cities ]

35 Case Study Build Awareness Build Core Following Publicize Key Content Areas Establish online/offline relationships [ Task, Approach ] Follow Us On Twitter …Not Yet Be a good neighbor (But a better broadcaster) Make the connection howhow

36 [ This Page Left Blank Intentionally] Case Study

37 0 followers, 10 following, 4 posts – Dec followers, 40 following, 30 posts – March followers, 81 following, 54 posts – October 2009 [ The numbers ] Content Quality Engagement howhow

38 Case Study [ How do you know? ] Know The Baselines And Changes to Them Green Boot Camp Clinton Global Initiative Newsletter

39 Case Study [ How do you know? ] Know The Drivers 10 – 30% of traffic to site for given link

40 Case Study [ How do you know? ] Find The Tools – Friend or Follow

41 Case Study [ How do you know? ] TRACK POST 46/300 …15%

42 Further Analysis…

43 20/20 vision is… off the mark. anatomy Gross To Passive? Tweets To Followers? Actives To Collaborators?

44 the rules

45 Wednesday, October 14, 2009, 12:25pm EDT Orlando Business Journal As Facebook grows, Twitter goes flat The September numbers from market watcher comScore show Facebook Inc.'s U.S. user number grew 4 percent to 95.5 million as Twitter Inc.'s numbers flattened out at about 20.8 million.comScoreFacebook Inc.Twitter Inc. Time for Twitter to Charge Tolls By charging a $10 annual fee, the microblogging service would clean up information pollution and generate a steady source of income, suggests PCWorld By Phil Shapiro San Francisco - When new Web companies start up, the most attractive business model is to offer the service for free so the public can gain a quick… The Age War of the social networks takes a page from fiction The Star-Ledger - NJ.com - ‎27 minutes ago‎ The latest battle pits two social networking companies against each other: Facebook and Twitter. And what's at stake? To hear some observers, the future of... Social Networks War Shows Facebook Dominant, Twitter GainingSocial Networks War Shows Facebook Dominant, Twitter Gaining PC World As Facebook grows, Twitter goes flatAs Facebook grows, Twitter goes flat Bizjournals.com Report: Facebook, Twitter See Growth; MySpace in DeclineReport: Facebook, Twitter See Growth; MySpace in Decline Digital Media Wire InformationWeekInformationWeek - ITProPortalITProPortal the rules

46 [ Back It Up: 301 Works ]

47 the rules [ Back It Up: Tweetscan ]

48 the rules [ Back It Up: Tweetscan ]

49 the rules [ Back It Up: Tweetscan ]

50 Can The Sports World Control Twitter? by Dean HyblDean Hybl Movie Studios Seek to Control Twitter Effect on Box OfficeMovie Studios Seek to Control Twitter Effect on Box Office by Matthew C. Nisbet the rules [ Damage Control?? Damage Prevention. ]

51 [ Slang ] the rules [ Don’t worry about being uncool. ]

52 questions? summary

53 [ Why Are We Here? ] We will place Twitter in a framework you can use to decide whether and how you use it to support/drive your brand, and thus, support/drive your mission. Does it fit? Execute Measure Optimize Convert It changes…

54 [ Resources… ] Mashable.com – The Twitter Guidebook Read venture capital publications on the web – a different way to keep track to the trends that can affect your data, e.g. Twitter still gaining investors though many still ponder it’s business model for generating revenue. What could this mean for your data?

55 YOU control technology. It doesn’t control you. “Selfish To Find You,” taken with 1950 Kodak Brownie Hawkeye. ©ericjhenderson fine art photography 2009 ericjhenderson.com

56 Portrait of President William J. Clinton, taken with 1950 Kodak Brownie Hawkeye. ©ericjhenderson fine art photography 2009 ericjhenderson.com YOU control technology. It doesn’t control you.

57 measures anatomy


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