Ad Tech_2011: Lessons Learned Launching Brands on Twitter
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Brands that participated on Twitter by engaging with followers significantly outperformed brands that only published content. Participating brands saw 10x more follower growth and had followers with networks 30x larger. They also had dramatically higher reach, influence, and an average Klout score 8x better than publishing brands. While both publishing and participating can work, active engagement amplifies content and insights. Managing multiple brands on Twitter provides learnings around resources needed and engagement opportunities across different approaches.
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Ad Tech_2011: Lessons Learned Launching Brands on Twitter
- 1. Lessons Learned Launching Dozens of Brands on Twitter Web2.0 Expo SF 3/28/11 Approach, Best Practices and Lessons on #Winning with Twitter for the Enterprise
- 2. What We’re Covering • Premise for Launching Multiple Brands on Twitter • What We’ve Done • How We’ve Done It • What We’ve Learned • Conclusions 2
- 3. Premise • New medium, no fast rules, just guides • We proposed a content spectrum 3 Publishing Participating Search favors super fresh content--why cut your brand off from all that <3?
- 4. 4 Defining the Spectrum Map to a Content Spectrum • Manage expectations while participating in SocialMedia • Manage resource requirements and risk-tolerance • Find the right balance through experimentation Participating •Controlled •Time-Released •Syndication • Editorial guidelines • Real Time • Socialization Brand Statements Brand Promotions Links Polls ReTweets Replies/Mssgs Hashtags Events Publishing
- 5. Content People Will Follow
- 6. All Followers Not Equal OVERVIEW: THE SOCIAL PROFILE This chart shows the level of social activity for each of the 12 personas outlined in this research report. The x-axis, “Social Contribution,” indicates the amount of user-generated content that consumers produce, including websites, blogs, videos, audio, and photos. Social Contribution also includes content added to other sites, such as commenting on blogs, news stories, other people’s videos and photos, submitting ratings, and posting to wikis, forums, or coupon sites. The y-axis, “Social Consumption,” indicates the amount of user-generated content that consumers consume through blogs, video sites, forums, ratings and reviews on retail sites, coupon sharing sites, and sites like Craigslist or eBay. The size of each bubble represents the relative percentage of U.S. online consumers who make up each persona category.
- 7. Brand Twitter Quitters This one might fit better in the top grouping – talking about why people follow a brand. Thoughts?
- 8. The Master Brand Road Map • Objectives • Find the sweet spot for each brand and consumer • Listen, Listen, Listen • Secure & Set Up Accounts • Schedule 100s of tweets for each brand • Launch • Learn 8
- 9. Representative Brand Objectives • Establish consistency to enable cross-brand learnings • Create a baseline of scheduled tweets for all brands, to be distributed via co-managed SMMS • Test resource and effort levels by brand, consumer and category •Gather learnings and uncover insights that may be applicable to all brands on Twitter •Establish best practices for interacting on Twitter and leverage learnings across other social media platforms •Develop common tool kits for brands to reference/use for all social media initiatives Page 8
- 10. What we’ve done and how you can do it too A practical path to deploying Master Brands on Twitter
- 11. What We’ve Done 1. Set-up infrastructure 2. Conduct basic discovery 3. Inventory current assets in social media 4. Use data and asset inventory to create a plan 5. Conduct training and craft rules of engagement 6. Engage, optimize, and measure
- 12. 12 Master Checklists: • Avatar • Existing Digital Assets Online • General Brand Background • Consumer Facing Positioning Statement for Profile • Consumer Auto-follow Message • Important Seasonal/Brand Dates • Brand Marketing Calendar • FAQ’s • Potential Tweet Content • Brand Related Icons • Brand Related Programs • Content Management System
- 13. 13 Brand Background Checklist: Provide the following general information about your brand: •Target Audience •General Brand Philosophy •General Brand Tone •Brand Values/Consumer Insights the Brand Operates on •Brand Related Activities/Topics •Top Sources Related to Brand
- 14. 14 Calendar Checklist: Provide your brand’s most important dates: •Brand Dates •Consumer Dates •Natural Seasonality •Holiday’s (both National and Brand) •Sponsorships •Global Affiliates •Causes / Charities •Events
- 15. 15 Brand-Related Programs Provide the names and brief description (links when relevant) for: •Causes/Charities with which your brand is aligned •Brand Sponsorships •Brand Events
- 16. 16 Marketing Checklist Provide detailed entries around your brand’s marketing calendar •Advertising, campaign launch and videos •Media •PR •Promotion •Shopper Marketing •Other
- 17. 17 Cohort Checklists Seek out existing content around your brand’s and consumers’ categories • Human Values • Recipes • Nutrition • Back-to-School • Home and Family • Lifestyle • Beauty and Style • Work/Life • Promotions
- 18. 18 Insights from Twitter Dozens of tweets in offering and requesting insights around: • Top 10 things your brand wants to know about its consumers • Top 10 things your brand wants its consumers to know about it • The 5 most important information your consumers need around your category
- 19. Bringing along the Enterprise Managing workflow across large matrix organizations • Education • Phased Approach • Guidelines • Roles & Responsibilities • Tools
- 20. 5 Phased Approach Kick-Off Review Roll-Up • Briefings • Strategy • Creative • Execution • Check-list • Orientation • Templates • FAQ/ Guidelines • Escalation Path • Recruit • Concierge class • Participation • Training • Support desk • Brand measures • Benchmarks • Recommendations • Guide roll-up approach Set-Up Content Plan Editorial Dev Listen Launch Recruitment Monitoring Participating ,Brand Owner or Marketing Services Brand Owner or Marketing Services Phase I: Set-Up Phase II: Trial
- 21. Twitter Basics • Let’s Do a Quick Review • What is Twitter? • How Twitter Works • Key Terms • Do’s and Don'ts • Launching • Managing • Measuring • Recruiting • Tools • Resources Twitter Program Guide Page 13
- 22. Roles and Responsibilities Involvement Frequency Volume Access Brand Ultimate decision maker Daily Authorize guidelines Co-manage Lead Agency Strategy and consumer approach Daily 2-3 times/day and as needed Co-manage PR Agency Breaking news, crisis & message management Daily 2-3 times/day and as needed Co-manage Ad Agency Creative voice and assets At onset At onset Input Consumer Services Product-related issues and FAQs As needed As needed Co-manage Legal Legal review and terms At onset As needed Input Other Experts, celebrities, etc. Pending Legal Approval Pending Legal Approval Pending Legal Approval Page 21
- 24. SMMS Team Response Workflow
- 25. OK, We Launched. Now what? Recruitment and Likenomics
- 26. Recruitment Approach Page 9 We used the following steps in recruiting for brands: 1. Facebook, newsletter and hashtag marketing efforts to recruit new followers 2. High conversion rate by following those that expressed brand love 3. Post to directories and used search engines to identify high- affinity prospective followers for both brand and category 4. After building a strong initial base of followers with positive brand affinity, we searched more broadly for followers who were following Twitter accounts within the relevant category (competitors, beverage, health, etc.) •See Twi'er Program Guide for content and recruitment approach
- 27. Additional On-Platform Recruitment Options-Lists: • Use lists to group influential and/or active community members • Reach out to them individually with exclusive or advanced offers • Watch them for trends • Mine their lists for additional people to follow (and hopefully earn a follow back)
- 28. Off-Platform Recruitment Options Use mature channels to drive growth in social media Integration with Email • Use email content to drive social activity • Like This • Retweet • Favorite • Include links in email footer to drive traffic to social channels. • Like Us • Follow Us • Send social focused email, make social connections the main CTA Commercials, point of sale, print and more
- 29. Additional Recruitment Options Email and other channels • Use your mature channels to drive growth in social media. • Use email content to drive social activity. • Include links in email footer to drive traffic to social channels. • Commercials, point of sale and print Posting, Photosharing, Commenting and discussing are lead activities by your twitter users, and they over index and out perform in every category Twitter Followers do more in every channel
- 30. Measurement Organizational learnings •Understanding of resources necessary to manage Twitter Accounts •Develop initial view of opportunities for Brands moving forward Qualitative •Understanding of what content consumers engage with •Established connection with Brand advocates •Creating a channel to deliver key Brand initiatives Quantitative • Benchmark number of followers • Increase in activity around Brands with live tweeting • Recommend benchmark search engine page rank (work with Mindshare) Page 11 New tools, providers, solutions
- 31. What We’ve Learned Drum roll, please...
- 32. Thousands of Tweets Later... Many assumptions have held true • People are already talking about Brands on Twitter • Successful publishing or participating •Either way, engagement increases nearly every KPI We’ve continued to learn • Employees and departments are talking and eager to learn more • Brands are sharing information, strategies and legal documents Twitter has continued to change • Real-time search is now (Bing, Google and Yahoo!) • Search effect is conclusive 32
- 33. Key Findings - Overall Page 9 Brands that Participated significantly outperformed Publishing brands, indicating that engagement amplifies content. • Content is essential to get followers, but can’t do the job alone • With active management, the most valuable content rose quickly to top • With active monitoring, insights and opportunities surfaced • Strategic recruitment resulted in: • 30x more followers of followers • More influential followers • Significantly greater brand influence • Participatory brands had a Klout score that was 8x higher than Publishing brands •See Twi'er Program Guide for content and recruitment approach
- 34. Brands that Participated had 10x more growth than brands that used the Publishing side of the engagement spectrum. Follower Growth Rate Page 13
- 35. Second- generation followers of Participatory brands had a network 30x larger than Publishing brands. Second-Order Followers Page 13
- 36. The reach and influence of Participatory brands proved to be dramatically higher than Publishing brands. Velocity & Social Capital by Brand Page 13 Social Capital: A measure of how influential a Twitterer’s followers are. Velocity: Averages the number of first and second order followers attracted per day since the Twitterer first established his or her account.
- 37. The larger the initial follower base, smaller the percentage change in growth. Follower Growth Rate – by % Page 13 Brand 1 Brand 1I Brand II1 Brand 1V BrandV
- 38. On average, Participation brands earned 8x better Kout scores than Publishing brands. Influence and Engagement Ranking Page 13 Klout Score: A measure of online influence., a Brand’s Klout score can range from 0-100. The larger the number, the wider and stronger the sphere of influence. Klout score is a measure of 25 different variables.
- 39. Return On Twitter (ROT)
- 40. Conclusions • Ignore the purists in emerging platforms--have approach meet the objectives vs contorting into some form of compliance • Both Publishing and Participating work • SMO is the new SEO • Likenomics is a lot more than just followers; it includes: listening/research; devising a relevant content plan; earning more likes and follows; reciprocity. 40
- 42. 42 RESOURCES Twitter How To Articles http://delicious.com/marksilva/twitter+howto Twitter Case Studies and General Articles http://delicious.com/marksilva/twitter