TWTRCON SF 10 Workshop: Team Microblogging
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.
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TWTRCON SF 10 Workshop: Team Microblogging
- 1. 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
- 2. Hotel Nikko San Francisco | November 18, 2010 Anchor Sponsors Thank You to Our Sponsors ANCHOR SPONSORS EXHIBITOR PLATINUM SPONSORS SILVER SPONSORS BOOTSTRAP SPONSORS Please visit our Sponsors and Exhibitors during the breaks!
- 3. Hotel Nikko San Francisco | November 18, 2010 Anchor Sponsors Thank You to Our Partners RESEARCH PARTNER COMMUNICATIONS PARTNER MIX TWEET PARTNER NON-PROFIT PARTNER ASSOCIATION PARTNERS MEDIA AND OUTREACH PARTNERS
- 4. #twtrcon @prnewswire How to Build a Team Microblogging Strategy Victoria Harres @prnewswire @victoriaharres
- 5. #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
- 9. #twtrcon @prnewswire 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
- 10. #twtrcon @prnewswire 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)
- 11. #twtrcon @prnewswire Elements of a Team Strategy • Guidelines for team member involvement • Engagement plan • Team schedule • Content strategy • Assignments • Crisis plan
- 12. #twtrcon @prnewswire 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% ?
- 13. #twtrcon @prnewswire 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
- 15. #twtrcon @prnewswire Victoria Harres Director, Audience Development PR Newswire victoria.harres@prnewswire.com @prnewswire @victoriaharres