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.

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

6. #twtrcon
@prnewswire
Journalists on
58%

7. #twtrcon
@prnewswire
Journalists on
58%
2009 = 22%

8. #twtrcon
@prnewswire
@PRNewswire
The right people!

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@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)

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@prnewswire
Elements of a Team Strategy
• Guidelines for team member involvement
• Engagement plan
• Team schedule
• Content strategy
• Assignments
• Crisis plan

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@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

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@prnewswire
Tools
http://oneforty.com/PRNewswire

15. #twtrcon
@prnewswire
Victoria Harres
Director, Audience Development
PR Newswire
victoria.harres@prnewswire.com
@prnewswire
@victoriaharres