Mahesh Murthy Of Pinstorm At 140Conf in New York

@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

BRAND

@maheshmurthy

@

5. Four step process:

i. Sniff to invite

ii. Small updates to show value

From 1x to 3x per week?

BRAND

→→

@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?

BRAND

→→

@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. Sniff to inviteTrack the RTers

BRAND

→→

@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 inviteRepeat.

BRAND

→→ →→ →→

@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!