This is part of a monthly meeting series with Stone Ward brand management to talk about integrating digital to overall communications planning. In this April meeting we talked about recent news from social channels, digital advertising opportunities and general ways we can leverage social better.

1. DIGITAL TALKS WITH
BRAND MANAGEMENT
4.2013

2. Today’s Topic:
The Latest Tech News
You Need To Know
@stoneward

3. Twitter for Business
Source @stoneward

4. Twitter for Business
• Organized easier for business beginners to understand how Twitter
can be used for business growth.
• Shows examples of how businesses have used it.
• How to build self-service ads.
• Twitter 101.
• How to build a community.
• Contributing good content.
• Measurement tools.
• Marketing tips.
Source and source @stoneward

5. Twitter for Business
• Twitter and the Weather Channel have a new deal to create custom
content around weather-related Twitter activity.
• Twitter users will be able to see video clips of local forecasts, severe-
weather coverage or user-generated content. But instead of requiring
a link out to other websites, users can view the video within the
Twitter stream, using the company’s “Cards” technology.
• The idea is that if everyone is talking about a big weather event —
like, say, Hurricane Sandy — Twitter can hone in on that flurry of
activity and use it to serve up relevant promoted content to users
who want to see it.
• Ultimately want to convince big brands to open ad budgets up to the
type of marketing that Twitter is offering. Twitter’s claim here is that it
will boost engagement and reach and increase audience size.
Source @stoneward

6. Branded Content
• Native advertising challenges brands to think differently about both
social engagement and advertising, and requires marketers to appeal
to prospective customers in unique ways.
• Native ads place brand content such as videos, photos and articles
directly into a site, such as Facebook Sponsored Stories; Twitter's
Promoted Tweets; promoted videos on YouTube, and promoted
playlists on Spotify and Rdio.
• Native ads follow the format, style and voice of whatever platform
they appear on.
• Predictions are that native advertising will eventually replace all
banner ads.
Source and source @stoneward

7. Branded Content
“Anderson Davis is not among the stars of Bravo series that the
channel likes to call “Bravolebrities.” Nonetheless, he was treated like
one on Monday night during an episode of “Watch What Happens
Live”: he served as the bartender; joked with the host, Andy Cohen; and
even took off his shirt to reveal a toned upper body that would not be
out of place on one of Bravo’s “Real Housewives” shows.
“Mr. Davis is an actor and model hired by the Kraft Foods Group and its
advertising agency, Being Los Angeles, part of TBWA Worldwide, to play
a character named the Zesty Guy in a new humorous campaign for
Kraft dressings. As part of a sponsorship deal with Bravo, Mr. Davis
appeared on “Watch What Happens Live” as well as in commercials that
ran during the show and during other series on Bravo earlier on
Monday night.”
Source and source @stoneward

8. Sharing Small Service Wins
• Random acts of kindness in customer service can snowball into massively
positive PR when the customer involved relates the story poignantly through
social media.
• The latest example comes from Midvale, Utah, where a server and manager at a
Chili's restaurant thoughtfully helped out with a mini crisis involving a woman
and her 7-year-old sister who has autism.
• The sister refused to eat her burger, which had been cut in half, because she
thought it was "broken." The server, in a remarkably compassionate way, offered
to made her a new one—and the girl then kissed the new burger repeatedly
when it arrived.
• It's a simple story, but one that the woman, Anna Kaye MacLean, tells evocatively
in her post on Chili's Facebook wall. Now, Anna's accompanying photo of her
sister kissing the burger has gone viral, with three-quarters of a million likes and
more than 40,000 comments. Brands can't manufacture or even really plan for
this stuff—that's what makes it so sharable—but it's always a joy when it
happens.
Source @stoneward

9. Sharing Small Service Wins
Source @stoneward

10. DISCUSSION/
QUESTIONS
@stoneward

11. THANK YOU.
Emily Reeves
ereeves@stoneward.com
@reeves501
@stoneward
www.waitingfortheelevator.com