Twitter for Brands
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![Page 1: Twitter for Brands](https://reader033.fdocuments.us/reader033/viewer/2022042813/545c21aeb1af9f280a8b467b/html5/thumbnails/1.jpg)
a few thoughts from
@Bissell
@AdBroad
twitter for brands
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who the hell are we?
brandfictionfactory.com
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first came computers the size of cruise ships
brandfictionfactory.com
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when the web went civilian, it was bulletin boards
brandfictionfactory.com
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in 2006 a messaging system for geeks
brandfictionfactory.com
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that exploded into an uberforce of 21 million, including tweeters from outer space
brandfictionfactory.com
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no wonder so many brands want to be there
brandfictionfactory.com
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but don’t twitter just because everyone else does
brandfictionfactory.com
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in the twitterverse, not all brands are created equal
Some are “Prom King Brands meaning everyone wants to hang with them.”--Alan Wolkauthor, creative strategist
brandfictionfactory.com
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like sports brands…
brandfictionfactory.com
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entertainment brands…
brandfictionfactory.com
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brands whose logos you’ll happily carry
brandfictionfactory.com
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but what can other brands do to engage followers?
brandfictionfactory.com
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offer real-time customer service
brandfictionfactory.com
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or valuable discounts (always welcome)
brandfictionfactory.com
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or inside information
brandfictionfactory.com
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or even simple amusement
brandfictionfactory.com
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don’t talk first. listen
brandfictionfactory.com
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your brand is being defined by what others are saying about it
advice from Don Draper: If you don’t like what people are talking about, change the conversation.
brandfictionfactory.com
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broadcast to multiple channels you can’t control
brandfictionfactory.com
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hear what people are already saying about you and your competitors search.twitter.com for #yourbrandname
brandfictionfactory.com
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you can’t be part of a conversation you’re not listening to
brandfictionfactory.com
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words associated with “Tupperware” on Noah Brier’s brandtags.com
brandfictionfactory.com
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business reputations that take years and millions to build can now be impacted by a single tweet
brandfictionfactory.com
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listening can turn lemons
brandfictionfactory.com
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into lemonade
brandfictionfactory.com
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in customized flavors
brandfictionfactory.com
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establish a game plan
define goals and strategy for twitter just like you do for other marketing efforts
do you want to drive traffic to a website? deepen relationship with current consumers? promote specific offers? enhance customer service?
brandfictionfactory.com
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decide who will tweet. remember that tweeting takes time and marketing smarts. look for a bit of a ham.
brandfictionfactory.com
Don’t assign it to someone just because they know twitter.
That’s like trusting your
customer service department to
someone because they
know how to use a phone.
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don’t trust a zombie. your bot will show.
brandfictionfactory.com
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Streamline guidelines and oversight policy to allow for speed and agility in response. Twitter is about real time. Tweeters can’t be left in the air until lawyers get back from lunch.
brandfictionfactory.com
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choose a name
better to be clear than clever
short—posts have 140 characters including your name
reserve your name in variations to prevent poaching @yourname, @your_name, @_yourname, @yourname_
have the alternate names post link to feed of preferred name
apply for twitter verification
brandfictionfactory.com
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create an avatar that’s friendly and one you can with live for a long time
because changing your look on twitter is confusing,
just like it would be in real life
think of it as your social media logo
brandfictionfactory.com
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write a bio be friendly in 160 characters suggest why people might follow you include a link to your site personalized corporate handles tend to be most successful
brandfictionfactory.com
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how to build followers
start within your organization, follow coworkers
follow colleagues elsewhere and competitors next
don’t follow strangers until you’ve at least a dozen posts
stream twitter feed to your website or blog
incorporate twitter handle into other outreach materials
follow those who follow those you like to read
brandfictionfactory.com
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engage followers instead of broadcasting to them
posts aren’t ad headlines. They must have a social component.
you’re not connecting people to information. You’re connecting people to people.
don’t think of your followers as audience; they’re more like people you meet at a party
go where target consumers already are and connect with them there; don’t wait for them to seek you out. They won’t.
brandfictionfactory.com
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technology has changed but psychology hasn’t the art of persuasion is alive and well. it’s just wearing new clothes.
brandfictionfactory.com
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the best advertising on twitter doesn’t look like advertising
campaign created by Deep Focus for AMC
brandfictionfactory.com
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twittertainment from Broadway
twitter campaign by Situation Interactive for Broadway show “Next to Normal”
brandfictionfactory.com
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twittertainment from the pulpit
On Good Friday,
2009 Wall Street’s
Trinity Church
tweeted the Passion
Play for three
hours.brandfictionfactory.com
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a new form of marketing: brand fiction
brandfictionfactory.com
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Brand Fiction is unbranded entertainment in the service of a brand, delivered in various forms created and produced for the environment where the target audience already is.
brandfictionfactory.com
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it allows others to participate in telling the brand story
brandfictionfactory.com
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and doesn’t stand alone, it’s part of a tactical mix
brandfictionfactory.com
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success depends on quality of content created
brandfictionfactory.com
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the first tweet’s the hardest
brandfictionfactory.com
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but it’s okay if your first post isn’t exactly right
brandfictionfactory.com
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Have patience. Twitter takes time. Like relationships do.
brandfictionfactory.com
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to continue the conversation…
Helen Klein Ross@AdBroad
helen@ brandfictionfactory.com
brandfictionfactory.com
Michael Bissell@Bissell
bissell@ conquent.com