Audio Notes: #TWTRCON DC - Listen to "Real-Time Brands" Panel w/ @pistachio, @umassdilo, @chickdowntown, @bdresher
One of my favorite sessions at TWTRCON DC. I'd like to share my audio notes, while we wait for video.
- Moderator: Laura Fitton, Principal, www.oneforty.com
- Mike DiLorenzo, Director of Social Media Marketing & Strategy, National Hockey League
- Brian Dresher, Audience Acquisition Marketing Manager, USA Today
- Amy Reed, President, Chick Downtown
Laura Fitton: What is the thing that stands out the most for you, about what's different about Twitter, as opposed to the many platforms coming out?
Brian Dresher: We've done brand studies at USA Today. They say we are informational, fun, approachable. What makes Twitter so unique is that it goes from down that macro-level brand study right down to the microlevel: the journalist. The journalist is now the brand, on a very 1-1 personal basis. That human connection has elevated the discourse between the brand and the Twitter community.
Amy Reed: I get to share the excitement, of, e.g., opening a box and sharing w/ followers. Tweeting a photo shoot-- every 15 minutes sharing a picture: what the models are doing, what the crew is doing. Share w/ them: what we are excited about--we in turn get immediate feedback.
Mike DiLorenzo: The accountability of the brands now. People have the ability to speak out, point out a flaw, ask questions, and we do our best to respond.
Laura Fitton: What I love the best about your answers is how the listening component plays a role in all of this. The ability to hear. The ability to hear fast.
Laura Fitton: Tell me about some of the mistakes you've made. [Her own first].
Brian Dresher: Automatic RSS fed into Twitter. Doesn't work well. E.g., automatic headlines--not retweet friendly. Nothing interactive about it. Doesn't get Twitter. Now, most of our 100+ Twitter feeds are manually managed.
Amy Reed: Twitter better than mailing list. I DM my followers constantly. I get to know them. Advice: Try combining Twitter with your blog.
Mike DiLorenzo: Created a social media department at NHL. Opportunity for engagements in other environments. Dedicated resources for these channels.
Laura Fitton: What are some things you want to try, experiment, test?
Brian Dresher: To further emerge ourselves with the social. We like to think we are platform agnostic. We want to be URL agnostic. Often overlapping.
Amy Reed: Another promotion: Send someone to a city every week; offer clues.
Mike DiLorenzo: We want a true second-stream experience. Integrate Twitter into our live streams.
Laura Fitton: Mobile is a game changer. 4 billion handsets. What do you want to see?
Mike DiLorenzo: Mobile clearly an untapped opportunity. Sports are tribal. NHL particularly. We want more people under the tent with us.
Brian Dresher: 2010-2011: A fantastic opportunity for local news outlets.
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