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  • Tag: Twitter

    Brandon Carter
    Twitter Explains the Trending Topics
    21.10.2009 23:07:23
    Not sure if this has been around for a bit and I've just been sleeping, but Twitter has now added brief summaries of trending topics.

    This morning when I clicked on to Twitter.com and saw "RIP Kanye West" in the trending topics, I didn't have to scan through 400 tweets to find out what was really happening.



    It's a good idea and may help in putting a halt to some of the hysterics that the crowd on Twitter can generate just by seeing a topic over to the right. One click, and "Oh hey, Zach Braff isn't dead. Thanks Twitter!"




    Tags: Twitter | Social Media | Rumors | Hysteria | Crowdsourcing | Commiunication

    Hits: 747 | Read more...


     
    Tia Hejny
    Social Media and Viral Campaigns
    11.05.2009 20:03:20

    Striking a balance between traditional PR and social media can be difficult, but when done correctly it can have viral effects.  I have found this to be true as we conclude a highly successful campaign and red carpet event for one of our clients, Goldsmith Co. Jewelers.

    Pre Campaign: Low brand awareness, low to no online presence with a new web site and blog still under construction.

    Post Campaign: Multiple prominent blog posts and facebook profiles. A flurry of tweets, broadcast and radio segments and significant print coverage. All attention leading to dramatically increased foot traffic. In the weeklong campaign, thousands of people visited Goldsmith Co. Jewelers.


    People waiting inline to get thier free pearl necklace.


    The campaign was weeks in the making, beginning with focus groups and participant identification.  Partnering with a private consultant, we identified and followed multiple influential social media gurus. We approached each of them individually and offered compelling value.

    We strategically arranged and framed a red carpet event highlighting Goldsmith Co. Jewelers’ generosity and unique approach to business. The evening consisted of pampering, networking and jewelry education. Each blogger received a beautiful PANDORA bracelet, freshwater pearl necklace, swag bag, jewelry cleaning and plating and amazing food. Supporting images and reference materials were also provided.






    Dark yellow PANDORA bracelet.

    Additionally, each participant received a coupon for a free strand of freshwater pearls ($100 retail value) to give away to their blog, facebook and twitter followers.  The pearl coupons and media coverage effectively perpetuated the campaign into a viral model by providing value to both the media and consumer.


    Pearls.

    Our aim was to increase store foot traffic and awareness for PANDORA and Goldsmith Co. Jewelers in preperation for Mother's Day, which we did. We took a balanced two-pronged PR approach. First, we reached out to and facilitated an event for a very influential group of mommy bloggers, tweeters and facebookers. Second, we followed up with a heavy round of traditional PR. This campaign is a great example of how using social and traditional media can help PR professionals achieve success for their clients.

    Watch for more details, statistics, and coverage links in my next post. Cheers!



    Tags: bracelets | necklace | freshwater | coupon | free | Goldsmith | Jewelers | jewelry | pearls | media | the press | Twitter | Facebook | Public Relations | Utah | Research | Viral | PR | Marketing

    Hits: 1017 | Read more...


     
    Brandon Carter
    PR for the Rest of US: Public Relations for Small Businesses and Startups
    06.05.2009 05:57:07
    Over the course of next few months, I'm doing a series over at my personal blog (http://bscarter.com) on PR tactics for small businesses. There are a lot of PR blogs out there that talk about the industry as a whole, or what tactics the big firms/companies are using. These are useful, but there is a serious lack of good information for the majority of us out there trying to promote startups, small businesses, individuals...things like nail salons and moving companies.

    There are a few sources for those of us who aren't repping Microsoft or P&G. Hopefully these blogs (which I'll continue to simulcast between bscarter.com and the Sprout blog) will help arm you with a few basic tools to take with you in the battle to get noticed.



    One of my biggest frustrations as a PR guy is the lack of relevant information for those of us that don't have massive accounts like Dell or Microsoft. I think it's great that Sony launched a Twitter game for 'Terminator Salvation' and that (Name of Huge Agency) landed (Name of Huge Company) for (Name of Upcoming Campaign). Every one of those stories has something to gleam off the top that we can all use. For instance, I didn't even know you coul play games thru Twitter.com. Cool, I guess.

    But does that really help me in my day to day life as PR guy at a firm specializing in small business?

    I'm working with startups and small businesses who struggle every day just to keep their doors open.

    Oh man. Too many options. Do I got with a bland PR reference? A let Bobby sexy up your PR idea? Ack!
    Oh man. Too many options. Do I got with a "bland PR" reference? A "let Bobby sex up your PR" idea? Ack!

    I need information that helps me on THIS level of PR. My campaigns are much different - I'm just trying to get my client's name out there.

    My client doesn't have the money to pull off massive events. They're not paying some Web development company tons of money to develop a Twitter game. Most of them won't even spend $400 to put a release on the wire.

    And agencies signing big accounts? Great. Doesn't help me much.

    Theoretical thought pieces on the industry? Great stuff, but not helpful in serving my clients.

    So for those of us looking to build a foundation through PR tactics, I'd like to do a few blogs on specific things small businesses and startup operations can do to get their name in front of their preferred audiences without pouring a boatload of money into it.

    (I'll post a blog later on which sites have good advice that can make you a better PR person at the exact moment you read them. This is a good example.)

    I realize I'm far from a perfect PR guy, but I've worked for big companies and one-man operations, so I feel like I have something to contribute. I also strongly encourage you to share your thoughts and criticisms in the comments, or send me an email at This e-mail address is being protected from spambots. You need JavaScript enabled to view it .

    Today, I offer tip #1:

    Know your Audience, Your Customers

    This is fairly simple, and most businesses should have this figured out by the time they get to a stage to roll out PR.

    By know your audience, I intend that you should have an idea who  is the most likely consumer of your product or service, and a few things about those people: Where do they get their information? Are they TV watchers? Do they read the local newspaper? Are they online in social networks?

    The best way to do this is to talk to your current customers. The Six Sigma types call it VOC (voice of the customer, natch), but you don't even have to get all scientific the way they do.

    The goal is to find out their stream of influence and insert yourself into that stream. It might be Twitter, the local news, friend's recommendations (aka word of mouth), newspapers, magazines...and on and on.

    What moves them to decisions? What moved them to your store or product? Chances are what moved them will move others as well.

    Knowing where to direct your efforts is half the battle. If your audience doesn't watch much TV, don't spend much time pitching broadcast outlets. If you're in a scientific field, your readers probably are into journals and peer-approved areas. Focus your efforts, because time is short and few outlets have the wide grasp of the Wall St. Journal.

    Immerse yourself in their world. Learn the language and secret handshakes.

    You should be talking to your customers regularly anyway, it's good business. By becoming a part of their stream of influence, you broadcast the message you want

    Knowing where to direct your efforts is the first and most important item you can learn. As we progress, I'll talk about what to do next, finding opportunities, reaching new audiences and actual tactics you can use.

    Again, jump in the comments and throw out your thoughts and criticisms if you feel compelled to.





    Tags: PR | Public Relations | Twitter | Brandon Carter | Voice of Customer | VOC | small business | startups

    Hits: 1027 | Read more...


     
    Alex Koritz
    Is your Brand Right for Twitter?
    05.05.2009 00:03:57


    Interesting article in Media Post about whether your brand is right for Twitter.  This might surprise many marketers - but believe it or not, Twitter may be wrong for your company.

    Is My Brand Right For Twitter?
    Benjamin J. Weisman, May 04, 2009 05:00 AM
    In evaluating any creative idea that involves a media campaign, the starting point should be about positioning your brand for success.

    Marketers are increasingly engaging with consumers on social media platforms and Twitter, in particular, has received, and continues to gain, attention. From shock tactics, to useful value propositions like @amazonmp3 content feed, brands are revealing themselves on Twitter. We are starting to hear of stories about top executives calling meetings about how they should "get on Twitter" and saying, "We need a social media profile." But should they? Do they?>

    Twitter may not be right for every brand or brand marketing team. Here are a few points brands should consider:

    • What's your position, your brand's history? Can you sum it up simply

    • Partnership -- who's your service provider? This is where agency partners can help.

    • The long-term legacy plan of the social profile. How long is it maintained?

    • Who maintains the brand's voice? Does a brand ambassador exist?

    • How well do you know your brand's age demographic?

    • Listen. Engage. Respond.

    • Embrace relationships with power users. Reiterate brand position.

    • Love it, live it. Street cred is essential.

    Twitter users are in the process of creating a culture. In the enculturation of traditions of acts and practices that last, brands have opportunity to live with legacy and affinity. Twitter is reflective of a band society: a small collective that shares a cultural bond or credo with a larger group. Social bonds are formed that hold beyond the daily grind that modern life brings with it.

    The "power users" continue to increase in usage and followings on Twitter and other social networks. Have you seen how many followers they have? Currently, @ijustine has 331,653 followers. Brands should recognize power users as a possible path to becoming involved in Twitter. After all, someone needs to maintain the content. Someone, or a collective of users maintain the @cnnbrk. This feed has over 729,324 followers. It's breaking news straight to your mobile device. Distilled into just a simple line of 140 characters.

    A brand profile can take many forms. It could feel like a user profile for legitimacy or conform to the brand's guidelines. What the creative execution looks like can make a difference. How it relates to the brand and the brand message is just as important as the feed of information. A number of refreshes and evolutions will most likely need to be planned. Frequent visitors and subscribers pay attention to such changes. "Why is it worth someone's time" should also be a regular question brands ask. What does it offer a user over time?

    Skittles continues to miss a direct dialog with users. The press it received around the social media stunt reflects this. People are talking about it, so it wins when it comes to name association, which is how it used Twitter. It collects what users are saying on Twitter. The miss here is the failure for the direct dialog and more of exhibitionism.

    Twitter is effective because you can have conversations with a variety of people. Meanwhile, @Starbuck is engaging fellow Twitters with authenticity. Apparently, a store employee, @Starbucks is apparently pumping cups of joe and twittering in between -- bingo, an authentic brand ambassador. The writer is talking about life, how @Starbucks fits into theirs, about the business and a touch of social commentary.

    @amazonmp3 has value propositions being fed through a Twitter feed. It is using Twitter both, as an extension of the brand and as a service to users and consumers. Amazon is about added value and discounts, in a simple way, with no overhead; aside from strategy and URL creation, it is offering a mobile campaign to users who follow it. It is also reaching users who come across the feed in Google organic search or by visiting its Twitter page.

    Public perception should be tested prior to executing a social profile and engaging in social media. The direct conversation that is implemented and then continues to spread among the community is what every marketer's goal is when activating social media campaigns. But the conversation needs to provide substance and authenticity, be maintained, and provide a frame of reference. What does a brand offer and how do consumers perceive that brand is of paramount importance when deciding if Twitter is right for your brand and campaign.



    Tags: Twitter

    Hits: 549 | Read more...


     
    Josh Carr
    mapping your twitter friends with Yahoo pipes
    19.11.2008 23:51:22
    So yesterday we went a little crazy with the sproutmarketing twitter account (you can click on that link to follow us). We took all the sproutians twitter accounts and looked at who they were following and then invited those people to follow sprout proper.

    It worked great and many of the people we were following also followed us.  But I think we went a little too crazy because the they shut us down for a while. So if that link at the top isn't working try again tomorrow :)

    This is what you really came to see.  This is a map made with yahoo pipes that will show you where your twitter friends are located.


    Click here to build your own.




    Tags: Twitter | web 2.0 | Web | Marketing | Yahoo Pipes | yahoo | Mashup | Social Networks | Social Media

    Hits: 907 | Read more...


     
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