Mahesh Murthy Of Pinstorm At 140Conf in New York
•
10 recomendaciones•1,371 vistas
The 140 Characters Conference (140Conf) was the first of its kind conference in NYC on June 16-17 2009, about the effects of Twitter on various industries. Mahesh Murthy of Pinstorm was invited to speak there. Here is his presentation.
Recomendados
Más contenido relacionado
Destacado
Destacado (17)
Último
Último (20)
Mahesh Murthy Of Pinstorm At 140Conf in New York
- 1. @maheshmurthy @ Marketing with Twitter. 10 minutes, 10 thoughts.
- 2. @maheshmurthy @ Pinstorm is a pay-for- performance digital ad firm with offices in India, USA, China, Switzerland, Singapore, M’sia. I live an 18-hour flight from here Where Twitter came to life on 26/11 ~650,000 Tweeters
- 3. @maheshmurthy @ 1. With apologies to @zappos, Twitter can be a great marketing tool. Let’s not bemoan loss of purity, virginity et al But if not done well, brand will #fail.
- 4. @maheshmurthy @ 2. In fact, it’s important for Twitter to succeed as a marketing tool for it to survive. Search without AdWords? Blogs without AdSense? CNN without ads? Twitter needs to find its marketing model – for all our sakes!
- 5. @maheshmurthy @ 3. Existing digital marketing models won’t work with Twitter. Display/CPM and Search/CPx both unsuited. There WILL be RoI – but not sales-based. Accountable advertising here to stay. We need to invent a new model. Our suggestion:
- 6. @maheshmurthy @ 4. Perhaps brands on Twitter need CRM: Cult Relationship Management. Successful brands need to tend to their flock. Advantage to smaller/cultish brands: HD over Honda? Diesel over Levi’s? How do leaders respond?
- 7. @maheshmurthy @ 5. Four step process: i. Sniff to invite Search for people talking about you, ask them BRAND
- 8. @maheshmurthy @ 5. Four step process: i. Sniff to invite ii. Small updates to show value From 1x to 3x per week? →→ BRAND
- 9. @maheshmurthy @ 5. Four step process: i. Sniff to invite ii. Small updates to show value iii. Big bang to get big RTs Something newsmaking. 1x to 3x per quarter? →→ BRAND
- 10. @maheshmurthy @ What kind of ‘small updates’ and ‘big bangs can brands offer? In character with brand and its openness to communicate. Can Coke offer music downloads? Can Nike updates=news on runner times? Can Microsoft be Scoble – or Scoble2? Can Apple… say nothing as usual?
- 11. @maheshmurthy @ 5. Four step process: i. Sniff to invite ii. Small updates to show value iii. Big bang to get big RTs iv. Sniff to invite Track the RTers →→ BRAND
- 12. @maheshmurthy @ 5. Four step process: i. Sniff to invite ii. Small updates to show value iii. Big bang to get big RTs iv. Sniff to invite Repeat. →→ →→ →→ BRAND
- 13. @maheshmurthy @ 6. Cult Relationship Management: start finding self- appointed tribe leaders. Anoint them as middle management. Use Twinfluence / other power tools to find evangelists among followers. Support them – help them talk well of you. Don’t pay, but offer employee-like benefits.
- 14. @maheshmurthy @ 7. Explore branding presence?
- 15. @maheshmurthy @ 7. Explore branding presence? Coca-cola
- 16. @maheshmurthy @ 7. Explore branding presence? Add me @cocacola Sponsor a hashtag?
- 17. @maheshmurthy @ 7. Explore branding presence? Add me @cocacola
- 18. @maheshmurthy @ 8. Brand and tactical messaging. The need for sub- namespaces. If I sell in 200 countries and manage 5 communities in each, don’t ask me to book and market 1,000 names. @Ev – can you offer @nike, @nike.*, @nike.us, @nike.us.deals etc that are easy to find?
- 19. @maheshmurthy @ 9. In-house goes to the outhouse. Big brands just can’t manage it internally. How many of your folks can speak for you? Agencies are trained to do so. The rise of a new discipline.
- 20. @maheshmurthy @ 10. Integrate – or disintegrate. All specialists will be obsolete. The era of generalists. Large brands can’t handle diverse specialists * diverse geographies. Twitter specialists will go the way of Paid Search Specialists or TV commercial specialists – be absorbed into generalist orgs.
- 21. @maheshmurthy @ Thank you!