twtrcon sf 10 workshop: team microblogging
DESCRIPTION
How to Build a Team Microblogging Strategy Instructor: Victoria Harres, Director, Audience Development, PR Newswire | @prnewswire |@victoriaharres | Delivered Nov. 18, 2010 at TWTRCON SF Why Team Tweeting? The requirements of keeping your brand’s Twitter content fresh while dealing with customer service and sales leads can quickly become too much for one person with a day job. But how do you effectively share the responsibilities–while maintaining a strong personal voice? How do you establish guidelines to assure that the team communicates appropriately and on a schedule–while adding value to the conversation? What You’ll Learn: This workshop will cover all the elements of building your team microblogging strategy. You’ll learn how to select the right people, assign responsibilities and coordinate roles. Find out how to create a content strategy and establish the right balance of marketing, messaging and engagement. We’ll also explore some tools of the trade.TRANSCRIPT
Hotel Nikko San Francisco | November 18, 2010
Anchor Sponsors
Workshop: How to Build a Team Microblogging Strategy
Instructor:
• Victoria Harres, Director, Audience Development, PR Newswire | @prnewswire |@victoriaharres
Hotel Nikko San Francisco | November 18, 2010
Anchor Sponsors
Thank You to Our SponsorsANCHOR SPONSORS
EXHIBITOR
PLATINUM SPONSORS
SILVER SPONSORS
BOOTSTRAP SPONSORS
Please visit our Sponsors and Exhibitors during the breaks!
Hotel Nikko San Francisco | November 18, 2010
Anchor Sponsors
Thank You to Our PartnersRESEARCH PARTNER COMMUNICATIONS
PARTNERMIX TWEET PARTNER
NON-PROFIT PARTNER
ASSOCIATION PARTNERS
MEDIA AND OUTREACH PARTNERS
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How to Build a Team Microblogging Strategy
Victoria Harres@prnewswire
@victoriaharres
#twtrcon@prnewswire
What you need to consider:• The right people
• Assignments and roles• Sharing responsibilities• Establishing guidelines
• Elements of a team strategy• Content strategy
• Balance of promotion• Tools of the trade
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Journalists on
58%
Journalists on
58%
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Journalists on
58% 2009 = 22%
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@PRNewswire@PRNewswire
The right people!The right people!
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Sharing Responsibilities
• Who is the twitter account voice/lead• Who monitors for @replies and when
• Who responds and when• Who schedules promotional tweets• Who contributes what to the total
content
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Establishing Guidelines• The content strategy
• What should be responded to or not• Who to escalate certain issues to
– Customer service– Sales
– PR/Marketing• Who can make a call on Tweeting something that
doesn’t fit the usual content strategy• How to handle crisis situations and who makes
the call on what will go through the Twitter channel (stop any pre-scheduled tweets)
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Elements of a Team Strategy
• Guidelines for team member involvement
• Engagement plan• Team schedule
• Content strategy• Assignments• Crisis plan
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Content Strategy
Your industry News & tips 15%
Social media Effects on your industry
15%
Personal/human
Humanizing conversation
<10%
Marketing / PR Promotion of organization
< 10%
Engagement @’s and RT’s 50%
Opinion 0% ?
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Balance of Promotion
< 10%
Keep it under 10% of total tweets and schedule them out carefully so your promotional tweets don’t become an
annoyance to your followers
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Tools
http://oneforty.com/PRNewswire
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Victoria HarresDirector, Audience Development
PR Newswire
@prnewswire@victoriaharres