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
Hotel Nikko San Francisco | November 18, 2010
Anchor Sponsors
Thank You to Our SponsorsANCHOR SPONSORS
EXHIBITOR
PLATINUM SPONSORS
SILVER SPONSORS
BOOTSTRAP SPONSORS
Please visit our Sponsors and Exhibitors during the breaks!
Hotel Nikko San Francisco | November 18, 2010
Anchor Sponsors
Thank You to Our PartnersRESEARCH PARTNER COMMUNICATIONS
PARTNERMIX TWEET PARTNER
NON-PROFIT PARTNER
ASSOCIATION PARTNERS
MEDIA AND OUTREACH PARTNERS
#twtrcon@prnewswire
How to Build a Team Microblogging Strategy
Victoria Harres@prnewswire
@victoriaharres
#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
#twtrcon@prnewswire
Journalists on
58%
Journalists on
58%
#twtrcon@prnewswire
Journalists on
58% 2009 = 22%
#twtrcon@prnewswire
@PRNewswire@PRNewswire
The right people!The right people!
#twtrcon@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
#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)
#twtrcon@prnewswire
Elements of a Team Strategy
• Guidelines for team member involvement
• Engagement plan• Team schedule
• Content strategy• Assignments• Crisis plan
#twtrcon@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% ?
#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
#twtrcon@prnewswire
Tools
http://oneforty.com/PRNewswire
#twtrcon@prnewswire
Victoria HarresDirector, Audience Development
PR Newswire
@prnewswire@victoriaharres
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