NMA Live Review – Marketing on Twitter

Ok so this is hardly liveblogging I know. This event was five days ago now and I’ve only just got around to writing this post, but there were some important points raised. Some brands are struggling to comprehend Twitter and, on a larger scale, social media.

What’s it all about? Why bother?

Well this event allowed some brands at the top of the Twitter game to discuss what has worked for them. The audience included representitives from Orange, Clinique, Direct Line, AXA and EMI, illustrating the breadth of industries interested in social media. The room was packed out and it really was a who’s who of digital.

NMA Live Twitter

Twitter & Regulation

This was headed up by Nick Stringer of the Internet Advertising Bureau (IAB) who ran through the ‘official’ stance on Twitter/Social media regulation. He recommended that brands using Twitter, adhere  to the CAP Code and suggested that this may become compulsory. Although who exactly would enforce this is as yet an unknown. The ASA, IAB?

The general conversation veered towards self regulation. Vis, if you do something that irritates other users then they simply won’t wish to have a conversation with you.

Four key words:

Legal – Decent – Honest – Truthful

Robin Grant from We Are Social followed by using examples of when Twitter goes bad. The famous Habitat ‘intern’ and Moonfruit getting pulled from trending topics by Twitter themselves.

The Twitter Eco-system

Ciaran Norris (@ciaranj) was up next. Great speaker and really knows his stuff when it comes to social media and digital. Although he should do, he is after all Head of Social Media at Mindshare’s social media venture, Social Media8.

The Twitter ecosystem concerns the vast array of 3rd party apps that have sprung up around Twitter. From Twitter clients such as Tweetdec or Seesmic for individual users to Tweetfunnel, for brands requiring multiple users. He also mentioned a few of the hundreds of  Twitter ‘apps’. Twubble looked good, as did Less Friends (unfollow people unrecipricated follows). Cursebird live streams rude tweets and Twibbon allows users to show support for various things by adding a logo to their profile picture/avatar.

Ciaran’s presentation:

Making Money Through Twitter
-Kerry Bridge, Digital Media Communications, Dell @kerryatdell

Dell have to date made over $3 million from their effective use of Twitter and their employee persona’s are well known. I had heard of @KerryatDell and @RichardatDell (Kerry’s American counterpart) long before this presentation.

Kerry advised that the Dell team started off with just a few members on the social media team and, as awareness spread, the team had to grow too. She warned brands not to have a single member of staff manage their social media presence as should that person go on holiday, be ill or leave the company, their social persona will go too. This was in contrast to what panelist Ted Hunt of Innocent Drinks said of their social media use. He admited that he managed all of Innocent’s social media presence himself. Using the metaphor of a swimming pool, he said that Innocent were only in the shallow end at the moment.

Twitter Etiquette slide by Kerry@Dell

twitter etiquette

Kerry listed out their five tweet types:

  1. Personal Tweets
  2. Share News
  3. Have discussions
  4. Share useful links
  5. Make friends

Talking about social media measurement, Dell track clicks using Bit.ly and Twitter Counter. For a more holistic reporting method they use Radian 6 software.

To find friends, Dell use Twitter Search, #hashtags, We Follow and geotagging.

Who Owns the Twitter Account? the Individual or The Company?

Kerry was asked who owned her Twitter profile and what would happen to it when she left? Interesting question.

The answer was that the account was Kerry’s but should she leave Dell, the account would become redundant and would not be changed to @KerryatApple.  That would be a loss of over 1200 followers, not all of whom would follow Kerry’s successor. Not to mention the value of Kerry’s personal Twitter brand.

Moonfruit

Joe White of Moonfruit then took to the hotseat. The pulling of Moonfruit by Twitter from their trending topics was much publicised and derided. The fact was though that Moonfruit site traffic went through the roof following this campaign and continues to be higher than prior to the campaign. Joe mentioned the popularity of the creative side of the campaign (users submitting videos of themselves etc). Many in the audience had not heard of this side of the campaign, including the panelists (who spend a lot of their time immersed in social media).

Pictures courtesy of Andrew Grill

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