Presentation for the Food Marketing Institute Consumer Affairs, Communications, & Social Responsibility Seminar. 9/14/2009 Presentation was given live with a Twitter simulcast providing links to additional resources.

1. T itt d Y T bTwitter and YouTube
How to Use Them to Reach Customers and MediaHow to Use Them to Reach Customers and Media
A Presentation for The Food Marketing Institute
9/14/20099/14/2009

2. “They want to participate in the
ti i b hi d thconversations going on behind the
corporate firewall. …
We want to talk to you.”
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4. Hi, Martha! What are you doing?
It’s really not a new idea.
Creating comm nit in a modern mobile societ
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Creating community in a modern, mobile society

5. Twitter in a Nutshell
140 Character messages
Time-based “stream” of informationTime-based stream of information
Bite-sized nuggets of information
100% permission based100% permission based
Service, not a website
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6. “Everyone else is ”“Everyone else is ”
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Everyone else is,
isn’t a good answer.
Everyone else is,
isn’t a good answer.

7. Profile of Twitter Users
Age: 31
Location: NYC
Occupation: Media Planner
Follows: 250
Followers 100
P t 4/ k
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Posts: 4/week
Source: http://www.pewinternet.org/~/media/Files/Reports/2009/PIP%20Twitter%20Memo%20FINAL.pdf

8. A few goals to consider
Goals Brand Store
Connecting with Customers X X
Promoting Sales X X
Promoting Corporate News or Special Events X X
Customer Service X XCustomer Service X X
Connecting with Media & Bloggers X X
Communicating in an Emergency (e.g. recalls) X X
G th i F db k X XGathering Feedback X X
Sharing Information X X
Communicating with Employees X X
Promoting Store Features & Expertise X X
Connecting with Community X X
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9. Measuring Success
Leading Indicators Lagging Indicators
“ReTweets”
Followers
R li
Increased Sales
Coupon Codes
SReplies
Tracking links
Bit ly
Surveys
Increased Media
AttentionBit.ly
Ow.ly
Friday Follows
Attention
Increased Event
Attendance
Friday Follows
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11. Exploring Brands on Twitter
Want More http //mashable com/2009/01/21/best t itter brands/
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Want More: http://mashable.com/2009/01/21/best-twitter-brands/

12. Whole Foods Market
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13. Dell Outlet
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14. Southwest Air
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15. Zappos
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16. Getting People to Follow You
Follow other people you think are interesting or your
target audiencetarget audience
Promote your Twitter account EVERYWHERE:
Website
Email signature lines
In-store
Business card
Tradeshow booths
Press releases
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17. Twitter Scams
Don’t fall for these types of scams.
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Note: The examples provided are intended as illustrative only.

18. Tools for Professionals
Enterprise Twitter Management
Combined Twitter & Facebook Management
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19. Time Management
Start with your goals – how much time you NEED to
spend?spend?
Start with 15 minutes, twice a day & stick to it.
Don’t try to catch up on everythingy y g
Don’t look back more than a few hours
Don’t respond to everyone
Expand as needed
Always check your @ replies
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21. Want to See Our Home Movie?
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22. Alternative Broadcasting Channel
Repurpose existing video (e.g. commercials)
Create new longer form videosCreate new longer form videos
Support a community
Illustrate your expertiseIllustrate your expertise
Engage viewers in ways not possible with broadcast
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24. Who Watches Video on Sites Like YouTube
70%
80%
50%
60%
70%
30%
40%
0%
10%
20%
Source: http://www pewinternet org/Reports/2009/13--The-Audience-for-Online-VideoSharing-
0%
18-29yrs 30-49yrs 50-64 yrs 65+
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Source: http://www.pewinternet.org/Reports/2009/13--The-Audience-for-Online-VideoSharing-
Sites-Shoots-Up/2-Demographics.aspx?r=1

25. Your Brand is Probably Already There
Safeway: 4,580
7-Eleven: 2 6907-Eleven: 2,690
Wegman’s: 1,200
Stop and Shop: 577Stop and Shop: 577
Price Chopper: 440
Big Y: 226g
Star Market: 117
Hannafords: 39
Pic-N-Save: 15
Peapod: 10
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26. A few goals to consider
Goals Brand Store
E t bli hi b d t t d t X XEstablishing brand as trusted expert X X
Promoting Products and Services X X
Connecting with Customers X X
Infotainment X
Connecting with Media & Bloggers X
Crisis Management XCrisis Management X
Gathering Feedback X X
Repurposing Broadcast Commercials X
Featuring Regional Specialties X X
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27. Measuring Success
Vie s
Leading Indicators Lagging Indicators
Views
Favorites
Comments
Increased Sales
Coupon Codes
I d M diComments
Channel
Subscribers
Increased Media
Attention
Surveys
Inbound Links
Surveys
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29. Exploring Brands on YouTube
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30. jetBlue
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32. Dunkin Donuts
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33. Home Depot
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34. Promoting your Videos
Promote your YouTube channel EVERYWHERE:
WebsiteWebsite
Email signature lines
In-storeIn store
Business card
Tradeshow booths
Press releases
Via your Twitter account
Embed the videos on your website
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35. The Social Media Press Release
Format introduced by SHIFT Communications in 2008
Features social media touch points and media assetsFeatures social media touch points and media assets
Photos
MP3 FilesMP3 Files
Graphics
Videos
Reinvent your PR/Media Section of your website as a
social media portal
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36. Any Questions?
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37. Bio Slide
Presented by:
Carlen Lea LesserCarlen Lea Lesser
Assoc. Director Interactive Strategy
RTC Relationship Marketingp g
clesser@rtcrm.com
@carlenlea
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38. About RTCRM
RTC Relationship Marketing (RTCRM) is a full-service direct marketing and
relationship marketing agency based in Washington, D.C., in the heart of
Georgetown with offices in New York and Chicago RTCRM boasts moreGeorgetown, with offices in New York and Chicago. RTCRM boasts more
than 40 years’ worth of innovative, targeted solutions that grow its clients’
brands and help them forge lasting, valuable relationships with their
customers. What distinguishes RTCRM is its unique ability to analyze datag y y
and research on both a rational and emotional level. RTCRM’s clients
include major brands in the telecom, technology, pharmaceutical, and other
business sectors, such as AARP, GlaxoSmithKline, and Time Warner
Cable RTCRM’s innovative campaigns have won numerous advertising andCable. RTCRM s innovative campaigns have won numerous advertising and
direct marketing awards. RTCRM is part of the WPP Group, one of the
world’s largest communications companies, which includes Wunderman,
Y&R, Ogilvy & Mather Worldwide, JWT, and Landor.
To learn more about RTCRM, please visit www.rtcrm.com.
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