Kip Meacham UTC Annual PR Event, 13 December 2012, SLC

‘Twitterpated’
Marketing & PR
Kip Meacham
UTC Annual PR Event, 13 December 2012, SLC
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QUOTE
We operate in a world
without trust… There’s no
other word than ‘dire.’
Richard Edelman, 10 June 2011
PRSA Leadership Rally
On the public perception of business and government
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ANOTHER
QUOTE
People see everything as
spin and lies.
Peggy Noonan
WSJ Columnist
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BLURRING LINES
Advertising
PR
Marketing
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BRAVE
NEW WORLD
http://www.borndigitalbook.com/
Digital Immigrants
Digital Settlers
Digital Natives
The creators of the infrastructure
The creators of the platforms
Anyone born during or after the
introduction of the infrastructure
and platforms
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ENOUGH TO
SCREW YOU
UP
http://t.co/dubnhi7Q
People are still people
Reciprocity: People tend to return favors
Authority: People tend to obey authority
figures, even when asked to perform
objectionable acts
Commitment and Consistency: People
committing orally or in writing to ideas or goals
are more likely to honor those commitments for
self-image congruity
Liking: People are easily persuaded by other
people they like
Social Proof: People will do things they see
other people doing
Scarcity: Perceived scarcity generates
demand
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CHANGE OR
DIE
(SLOWLY, BUT SURELY)
Success factors
CONVERSATION
The opportunity for innovation is in the integration of
CONVERSATION: Talking with—not to—the
customer/the client/the world
CONTENT
INNOVATION
CONTENT: Being a successful media outlet is
arguably as critical as the core business skill
CONTEXT: If your content is the payload, then
your context is the delivery system you use
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CONTEXT
SOCIAL MEDIA IS THE FUTURE
TWITTERPATED
Twitter is a tactic
Twitter (www.twitter.com) is a highly democratic message
delivery system—as are all other social media platforms
(Facebook, YouTube, Pinterest, etc.)
The barriers to entry are in learning the syntax, understanding
the players in the relevant conversations, resourcing your
content execution, and understanding how to influence the
conversation
The opportunities are
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Unfiltered access to every relevant persona at
the price of opportunity cost
Real-time access to relevant conversations
(talking with your audience) versus search
(talking to your audience)
In evolving your messaging processes to make
use of the platforms for increased reach
‘TALK TO’ AND
‘TALK WITH’
Google Zeitgeist
Twitter Search
http://www.google.com/zeitgeist/2012/#the-world
http://twitter.com/search
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WHERE IS
THE LOVE?
Find conversations with search terms
Begin your Twitter searches with your most relevant key
terms
Use a Twitter client that allows you to view multiple streams of
consciousness (I like Tweetdeck. Hootsuite is popular, too)
Lurk before you speak—don’t propose on the first date—
because what you say is permanent
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WORK ISN’T A
DIRTY WORD
One addition to your press release
process
Start today to find the relevant conversations
(80/20 rule) on the relevant platforms (80/20
rule)
So in the 8-12 hours following your press
release, you converse, point to content in the
proper context (this is pedestrian, sweaty, fun,
real work)
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WHAT’S A #TWEETCHAT?
STRUCTURED
ANARCHY
Think ‘crowdsourced’ webinar in text
Tweet Chats gather Twitter users (AKA tweeps)
together on Twitter at a recurring time to
discuss areas of interest
Check out Pam Moore’s summary on Tweet
Chats here:
http://www.pammarketingnut.com/2011/06/twee
t-chats-101-41-success-tips-for-moderatorsparticipants-guests/
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EXECUTION
Key components of a #tweetchat
Critical mass for a relevant conversation
(again, use your key search terms)
A chat topic calendar
A good #hashtag (this part is a branding
exercise)
Good framing posts (on the web property)
A web property
The #tweetchat proper (think Cialdini here—
remind people, build anticipation, point people
to the framing post, and punch it)
Moderator(s) / curator(s)
A tweetchat archive (again, on the web
property)
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HOW
IS IT DONE?
Today’s case study: #innochat
Hashtag: #innochat
Conversation: “talking about innovation”
Locale: Every Thursday @ 10am Mountain
Time
Web Property: www.innochat.com
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FRAMING POST
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THE
CONVERSATION
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TOOL TIME
Great #tweetchat helps
A #tweetchat tool to monitor just one topic
(www.tweetchat.com)
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THEREFORE, WHAT?
TAKE ACTION
Do something. Now. Begin.
Kip Meacham,
One of Your Peers
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INNOVATION &
MARKETING
[T]he purpose of business is to
create a customer, the business
enterprise has two--and only two-basic functions: marketing and
innovation. Marketing and
innovation produce results; all the
rest are costs. Marketing is the
distinguishing, unique function
of the business.
Peter Drucker,
Premier 20th Century Business Consultant
(emphasis added)
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THANK YOU!
Kip Meacham
Card Access: vp marketing
Twitter: @kipmeacham
Facebook: facebook.com/kiporama
Pinterest: pinterest.com/kipmeacham
Mobile: 1.801.362.0696
Email: [email protected]
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ADDITIONAL MATERIALS
A #TWEETCHAT
SHORT LIST
Marketing-related
#B2Bchat
#Mmchat
#brandchat
Social media-related
#smchat
#swchat
#SocialChat
#SMmanners
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PR-related
#pr20chat
#Journchat
#measurepr
Some of my faves
#innochat
#HBRchat
#ideachat
#speakchat
TRICKS &
TOOLS
Link and Learn
Content
Favorite Marketing Tweet Chats: http://www.livebinders.com/play/play?id=676025
Tweet Chats 101: http://www.pammarketingnut.com/2011/06/tweet-chats-101-41-successtips-for-moderators-participants-guests/
12 Most Stimulating Twitter Chats: http://12most.com/2011/06/10/12-stimulating-twitterchats/
Tools (alphabetized)
DataSift: http://datasift.com/
Hashtracking BETA: http://beta.hashtracking.com/
Hootsuite: http://hootsuite.com/
Nurph: http://nurph.com/
TweetChat: http://tweetchat.com
Tweetdeck: http://www.tweetdeck.com/
Tweetizen: http://www.tweetizen.com/
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ADDITIONAL
READINGS
Content Rules
Ann Hadley & C.C. Chapman
http://www.contentrulesbook.com/
Crush It!
Gary Vaynerchuk
http://crushitbook.com/
Swear words like commas
Awesome methodology
The NOW Revolution
Jay Baer & Amber Naslund
http://nowrevolutionbook.com/
NewsJacking
David Meerman Scott
http://www.newsjacking.com/
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THANK YOU