This was for a talk I gave with Michael Bissell at Adweek's Social Media Strategies Conference in San Francisco on 9/22/09. It highlights the importance of twitter for brands and introduces the concept of Brand Fiction: unbranded entertainment in the service of a brand.
4. when the web went civilian, it was bulletin boards brandfictionfactory.com
5. in 2006 a messaging system for geeks brandfictionfactory.com
6. that exploded into an uberforce of 21 million, including tweeters from outer space brandfictionfactory.com
7. no wonder so many brands want to be there brandfictionfactory.com
8. but don’t twitter just because everyone else does brandfictionfactory.com
9. in the twitterverse, not all brands are created equal Some are “Prom King Brands meaning everyone wants to hang with them.” --Alan Wolk author, creative strategist brandfictionfactory.com
19. 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
29. 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.
30. don’t trust a zombie. your bot will show. brandfictionfactory.com
31. 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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38. the best advertising on twitter doesn’t look like advertising campaign created by Deep Focus for AMC brandfictionfactory.com
39. twittertainment from Broadway twitter campaign by Situation Interactive for Broadway show “ Next to Normal” brandfictionfactory.com
40. twittertainment from the pulpit On Good Friday, 2009 Wall Street’s Trinity Church tweeted the Passion Play for three hours. brandfictionfactory.com
41. a new form of marketing: brand fiction brandfictionfactory.com
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43. it allows others to participate in telling the brand story brandfictionfactory.com
44. and doesn’t stand alone, it’s part of a tactical mix brandfictionfactory.com