The document discusses 9 tips for real-time marketing using Twitter. It suggests that a marketer's job is increasingly like an air traffic controller who needs long-range radar and fast identification systems to track high volumes of social mentions across multiple clients and brands on Twitter, and must quickly authorize, intercept, and track customer responses to prove the effectiveness of campaigns.

1. @maheshmurthy
@pinstorm
Real-time marketing
with Twitter.
Managing airspace.

2. @maheshmurthy
@pinstorm
@pinstorm is a
digital ad firm with
offices in India, S E
Asia and Europe.

3. @maheshmurthy
@pinstorm
9 tips on real-time marketing
using Twitter.

4. @maheshmurthy
@pinstorm
1. A marketer’s job is
increasingly like that of an air
traffic controller.

5. @maheshmurthy
@pinstorm
2. You need extreme long-
range radar. Not Google
Alerts.

6. @maheshmurthy
@pinstorm
3. There are more UFOs than
you think. For 1 client, >2,500 a
day

7. @maheshmurthy
@pinstorm
4. You need a fast IFF mechanism.
>80% of mentions are unremarkable

8. @maheshmurthy
@pinstorm
5. You need an attack, interception
and authorization mechanism. < 24
hrs.

9. @maheshmurthy
@pinstorm
6. It’s not about character of Tweeter.
But that of the brand. Training needed.

10. @maheshmurthy
@pinstorm
7. You need to track deployment and
‘prove the kill’. For financial reporting.

11. @maheshmurthy
@pinstorm
8. Track the ‘disarmament’. Close the
case, each case. Integrate with
phone.

12. @maheshmurthy
@pinstorm
9. Some firms can build their own
ATC. But most marketers shouldn’t.

13. @maheshmurthy
@pinstorm
Thank you – glad to share your
airspace!