You are on page 1of 21

@maheshmurthy

Marketing with Twitter.


10 minutes, 10 thoughts.
@maheshmurthy

Pinstorm is a pay-for-
performance digital ad firm
with offices in India, USA,
China, Switzerland,
Singapore, M’sia.
I live an 18-hour flight from here

Where Twitter came to life on
26/11
~650,000 Tweeters
@maheshmurthy

1. With apologies to @zappos,


Twitter can be a great
marketing tool.
Let’s not bemoan loss of purity,
virginity et al 
But if not done well, brand will #fail.
@maheshmurthy

2. In fact, it’s important for


Twitter to succeed as a
marketing tool for it to
survive.
Search without AdWords?
Blogs without AdSense?
CNN without ads?
Twitter needs to find its marketing
model – for all our sakes!
@maheshmurthy

3. Existing digital marketing


models won’t work with
Twitter. Display/CPM and
Search/CPx both unsuited.
There WILL be RoI – but not
sales-based.
Accountable advertising here to stay.
We need to invent a new model.
Our suggestion:
@maheshmurthy

4. Perhaps brands on Twitter


need CRM: Cult Relationship
Management.
Successful brands need to tend to their
flock.

Advantage to smaller/cultish brands:


HD over Honda? Diesel over Levi’s?

How do leaders respond?


@maheshmurthy

5. Four step process:


i. Sniff to invite

Search for people talking about you,


ask them

BRAN
D
@maheshmurthy

5. Four step process:


i. Sniff to invite
ii. Small updates to show
value

From 1x to 3x per week?

→→
BRAN
D
@maheshmurthy

5. Four step process:


i. Sniff to invite
ii. Small updates to show
value
iii. Big bang to get big RTs
Something newsmaking. 1x to 3x per
quarter?

→→
BRAN
D
@maheshmurthy

What kind of ‘small updates’


and ‘big bangs can brands
offer? In character with brand
and its openness to
communicate.
Can Coke offer music downloads?
Can Nike updates=news on runner
times?
Can Microsoft be Scoble – or
Scoble2?
Can Apple… say nothing as usual? 
@maheshmurthy

5. Four step process:


i. Sniff to invite
ii. Small updates to show
value
iii. Big bang to get big RTs
iv.
TrackSniff to invite
the RTers

→→
BRAN
D
@maheshmurthy

5. Four step process:


i. Sniff to invite
ii. Small updates to show
value
iii. Big bang to get big RTs
iv. Sniff to invite
Repeat.

→→ →→ →→
BRAN
D
@maheshmurthy

6. Cult Relationship
Management: start finding
self-appointed tribe leaders.
Anoint them as middle
management.
Use Twinfluence / other power tools to
find evangelists among followers.
Support them – help them talk well of
you. Don’t pay, but offer employee-like
benefits.
@maheshmurthy

7. Explore branding presence?


@maheshmurthy

7. Explore branding presence?

Coca-cola
@maheshmurthy

7. Explore branding presence?


Add me @cocacola

Sponsor a hashtag?
@maheshmurthy

7. Explore branding presence?


Add me @cocacola
@maheshmurthy

8. Brand and tactical


messaging. The need for sub-
namespaces.
If I sell in 200 countries and manage 5
communities in each, don’t ask me to
book and market 1,000 names.

@Ev – can you offer @nike, @nike.*,


@nike.us, @nike.us.deals etc that are
easy to find?
@maheshmurthy

9. In-house goes to the


outhouse. Big brands just
can’t manage it internally.
How many of your folks can
speak for you? Agencies are
trained to do so.
The rise of a new discipline.
@maheshmurthy

10. Integrate – or
disintegrate. All specialists
will be obsolete. The era of
generalists.
Large brands can’t handle diverse
specialists * diverse geographies.

Twitter specialists will go the way of


Paid Search Specialists or TV
commercial specialists – be absorbed
into generalist orgs.
@maheshmurthy

Thank you!