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‘Twitterpated’ Marketing & PR Utah Technology Council Annual PR Event Presentation by Kip Meacham While social media tools such as Twitter, Facebook, Pinterest and others present new opportunities for innovative marketing and public relations professionals, they are simply that—tools—and not an end unto themselves. Only by understanding and planning the three elements of conversation, content and context will we realize an advantage in our messaging and communications. Methods for adding social media outreach to the press release process, a case study in executing a successful “tweetchat”, a useful lists of Twitter-focused tools, and a marketing/PR professionals’ social media reading list are included. Presented on 13 December 2012 in Salt Lake City, Utah by Kip Meacham, vice president of marketing for Salt Lake City, Utah-based Card Access, Inc.
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Kip Meacham UTC Annual PR Event, 13 December 2012, SLC
‘Twitterpated’ Marketing & PR
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QUOTE
We operate in a world without trust… There’s no
other word than ‘dire.’
Richard Edelman, 10 June 2011 PRSA Leadership Rally
On the public perception of business and government
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ANOTHER QUOTE
People see everything as spin and lies.
Peggy Noonan WSJ Columnist
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BLURRING LINES
PR
Marketing
Advertising
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Anyone born during or after the
introduction of the infrastructure
and platforms
Digital Natives The creators of the platforms
Digital Settlers The creators of the infrastructure
Digital Immigrants
BRAVE NEW WORLD
http://www.borndigitalbook.com/
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ENOUGH TO SCREW YOU UP
Authority: People tend to obey authority figures, even when asked to perform objectionable acts
Liking: People are easily persuaded by other people they like
Scarcity: Perceived scarcity generates demand
Reciprocity: People tend to return favors
Commitment and Consistency: People committing orally or in writing to ideas or goals are more likely to honor those commitments for self-image congruity
Social Proof: People will do things they see other people doing
People are still people http://t.co/dubnhi7Q
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The opportunity for innovation is in the integration of
Success factors
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CONTENT
INNOVATION
CONVERSATION
CONTEXT
CHANGE OR DIE (SLOWLY, BUT SURELY)
CONVERSATION: Talking with—not to—the customer/the client/the world
CONTENT: Being a successful media outlet is arguably as critical as the core business skill
CONTEXT: If your content is the payload, then your context is the delivery system you use
SOCIAL MEDIA IS THE FUTURE
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Twitter is a tactic
Real-time access to relevant conversations (talking with your audience) versus search (talking to your audience)
In evolving your messaging processes to make use of the platforms for increased reach
Unfiltered access to every relevant persona at the price of opportunity cost
Twitter (www.twitter.com) is a highly democratic message
delivery system—as are all other social media platforms
(Facebook, YouTube, Pinterest, etc.)
The barriers to entry are in learning the syntax, understanding
the players in the relevant conversations, resourcing your
content execution, and understanding how to influence the
conversation
The opportunities are
‘TWITTERPATED’ MARKETING & PR
TWITTERPATED
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‘TALK TO’ AND ‘TALK WITH’
http://www.google.com/zeitgeist/2012/#the-world http://twitter.com/search
Google Zeitgeist Twitter Search
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Find conversations with search terms
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WHERE IS THE LOVE?
Begin your Twitter searches with your most relevant key
terms
Use a Twitter client that allows you to view multiple streams of
consciousness (I like Tweetdeck. Hootsuite is popular, too)
Lurk before you speak—don’t propose on the first date—
because what you say is permanent
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WORK ISN’T A DIRTY WORD
One addition to your press release process
Start today to find the relevant conversations (80/20 rule) on the relevant platforms (80/20 rule)
So in the 8-12 hours following your press release, you converse, point to content in the proper context (this is pedestrian, sweaty, fun, real work)
WHAT’S A #TWEETCHAT?
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Think ‘crowdsourced’ webinar in text
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STRUCTURED ANARCHY
Tweet Chats gather Twitter users (AKA tweeps) together on Twitter at a recurring time to discuss areas of interest
Check out Pam Moore’s summary on Tweet Chats here: http://www.pammarketingnut.com/2011/06/tweet-chats-101-41-success-tips-for-moderators-participants-guests/
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EXECUTION
A chat topic calendar
Good framing posts (on the web property)
The #tweetchat proper (think Cialdini here—remind people, build anticipation, point people to the framing post, and punch it)
Critical mass for a relevant conversation (again, use your key search terms)
A good #hashtag (this part is a branding exercise)
A web property
Key components of a #tweetchat
A tweetchat archive (again, on the web property) Moderator(s) / curator(s)
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Today’s case study: #innochat
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HOW IS IT DONE?
Hashtag: #innochat
Conversation: “talking about innovation”
Locale: Every Thursday @ 10am Mountain Time
Web Property: www.innochat.com
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FRAMING POST
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THE CONVERSATION
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Great #tweetchat helps
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TOOL TIME
A #tweetchat tool to monitor just one topic (www.tweetchat.com)
THEREFORE, WHAT?
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TAKE ACTION
Do something. Now. Begin.
Kip Meacham, One of Your Peers
INNOVATION & MARKETING
[T]he purpose of business is to create a customer, the business enterprise
has two--and only two--basic functions: marketing and innovation.
Marketing and innovation produce results; all the rest are costs.
Marketing is the distinguishing, unique function of the business.
Peter Drucker, Premier 20th Century Business Consultant
(emphasis added)
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THANK YOU!
Kip Meacham Card Access: vp marketing
Email: [email protected]
Twitter: @kipmeacham
Facebook: facebook.com/kiporama
Pinterest: pinterest.com/kipmeacham
Mobile: 1.801.362.0696
ADDITIONAL MATERIALS
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#B2Bchat
#Mmchat
#brandchat
Marketing-related
A #TWEETCHAT SHORT LIST
#pr20chat
#Journchat
#measurepr
PR-related
#smchat
#swchat
#SocialChat
#SMmanners
Social media-related #innochat
#HBRchat
#ideachat
#speakchat
Some of my faves
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Content
Favorite Marketing Tweet Chats: http://www.livebinders.com/play/play?id=676025
Tweet Chats 101: http://www.pammarketingnut.com/2011/06/tweet-chats-101-41-success-
tips-for-moderators-participants-guests/
12 Most Stimulating Twitter Chats: http://12most.com/2011/06/10/12-stimulating-twitter-
chats/
Tools (alphabetized)
DataSift: http://datasift.com/
Hashtracking BETA: http://beta.hashtracking.com/
Hootsuite: http://hootsuite.com/
Nurph: http://nurph.com/
TweetChat: http://tweetchat.com
Tweetdeck: http://www.tweetdeck.com/
Tweetizen: http://www.tweetizen.com/
Link and Learn
TRICKS & TOOLS
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Ann Hadley & C.C. Chapman
http://www.contentrulesbook.com/
Content Rules
ADDITIONAL READINGS
David Meerman Scott
http://www.newsjacking.com/
NewsJacking Jay Baer & Amber Naslund
http://nowrevolutionbook.com/
The NOW Revolution
Gary Vaynerchuk
http://crushitbook.com/
Swear words like commas
Awesome methodology
Crush It!
THANK YOU
