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30 » social platforms mature

beyond the birdfeeder

“Private Twitter lists are

such an underrated way

to segment audiences in

a free and efficient way.”

marc phillips » 31

#13

Twitter accounts need a personality

and purpose.

Creating a unique Twitter brand voice isn’t

just important; it’s critical.

Online social narratives fall into the thicket if

they appear too self-serving or alternatively,

too bland. Through years of experimentation

many brands have transformed the social

platform into a place for instant hits.

Toshiba America uses our services to help

generate registration leads for its well-known

US and Canadian science competition for

students, Toshiba/NSTA ExploraVision.

While the entire ExploraVision program

encompasses elements of Paid, Earned,

Shared and Owned (PESO) activity

- Facebook and Twitter are crucial

components that collectively drive 87% of

the competition website’s social traffic and

10% of leads each month of the campaign.

But why in 2015 did we grow ExploraVision

significantly more than in years’ past?

Well, we moved beyond pushing out tweets

with playful tones to actually finding and

engaging with science teachers. Here’s how

we did it.

Finding common motives

Science teachers are a sizeable Twitter

community who are active in weekly

educational hashtag chats and more likely

than other teachers to share photos from

within the classroom. Due to the visual

nature of science, they thrive on feedback.

Compliment and convert

We all know it can be a fine line to not only

extol the benefits of your client’s product

or service but also create content you want

to resonate with the intended audience.

Our approach for ExploraVision is simple

– compliment and convert. We search each

morning for top organic tweets from science

teachers using a select set of approved

keywords.

After a brief vetting process we then

compose personalized responses that

commend or ask teachers to explain what

they’ve shared.

If a teacher responds, we incorporate a link

to ExploraVision.org. We learned that simply

pushing out links from the get-go turns off

teachers, or worse, it looks like spam.

Celebrating innovative teaching

Though it does take some time to build

private Twitter lists, once created, they offer

a robust way to monitor conversations and

see how discussions evolve. Through daily

monitoring of teachers with whom we’ve

engaged, we stay updated on the language

of classroom chatter and this informs our

overall editorial content.

Return on Twitter

We’re already exceeding ExploraVision

website traffic and registration benchmarks

thanks to this grassroots strategy that

doesn’t single out influencers, but rather

teachers who are truly passionate about

what they do.

To further quantify our efforts, Toshiba’s

most recent brand reputation survey showed

an increase in “perception of Toshiba

supporting the local community through

education, volunteerism and contributions.”

Marc Phillips

@mbp817

About

Marc Phillips Digital strategist

specializing in copywriting,

scriptwriting and social media

deployment.

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