Source: Twitter Developers Blog
Each issue, we hear from a digital or social media program leader. This month we talk to Moises Feintuch, Digital Manager at Porter Novelli Mexico.
What role do you play at Porter Novelli?
My role since I joined Porter Novelli Mexico three years ago has been to turn the traditional PR practice into a social practice, integrating the best of both worlds to benefit our customers in Mexico and Latin America.
What developments on the Web are you most excited about right now?
Broadly speaking, I’m excited about how quickly the digital world is moving and evolving. This year, I’ve been fascinated by the ways social networks have become not only a social site for friends, but also critical business tools. I’ve been especially interested in Yammer and Asana. I think we’re at a turning point, and it’s clear receiving hundreds of emails a day is no longer an efficient way to conduct business or work as a real team. Imagine what platforms we’ll be using in the next 5 years.
What one thing would you change about the digital landscape today?
The Latin American region is in the process of understanding and adopting the digital world. People are beginning to understand how social media can meet a range of personal and professional needs. But the vision inside many companies still needs to change. As companies in Latin America begin to adopt social media as a pillar in their marketing and communication campaigns, the leaders in charge of making it a successful campaign should think, feel, and understand the digital world. Simply opening a Facebook or Twitter account isn’t a strategy. To be successful in the digital world, you have to understand the complexities that go along with it.
What are the toughest challenges you and your clients are facing?
Social media is a practice that involves different areas within a company. You could define it as being a direct channel to the consumer or client. It could be seen as a marketing or customer service platform. Today, it’s probably the first contact you can have with a potential customer. Social media must be one of the first components of a communications strategy, rather than a supplementary piece, which happens quite often.
What’s one thing you see differently now compared to a year ago?
Thanks to the vast penetration – and most of all the acceptance – that social platforms have had in Latin America, countries in the region have made it into the top 10 user rankings in different social media platforms. Now businesses are continually promoting their digital presence, through advertisements or routing offline media to the online world. Certainly, every day, Latin American countries are becoming more social.
With a key focus on raising public awareness of HP’s brand-owned resources, PNConnect developed a three-part strategy to reach, engage and inform that balanced HP’s owned, paid and earned media to deliver key messaging and educate customers. First, the team arranged a sponsored partnership with Microsoft to host a special, support-focused edition of #winchat – a popular weekly Twitter chat on Windows tips and tricks, with a built-in audience. The PNConnect team also worked closely with notable Windows media influencers from publications like The Verge, Ars Technica, About.com and PCWorld in the weeks leading up to #winchat. In addition to encouraging influencer participation as guest hosts during #winchat, the team spurred promotion of the event on the influencers’ blogs. Finally, PNConnect helped HP keep the conversation going after the chat, by recapping the event on HP’s popular Next Bench consumer blog.
During the one-hour Twitter chat, PNConnect’s strategy generated 1,496 positive tweets, with 7.8 million impressions, increasing the #winchat activity by 900 percent. HP’s dedicated customer support Twitter handle, @HPSupport, also gained more than 200 followers during the event. Metrics aside, the HP Support & Service team campaign delighted its customers and received overwhelming positive feedback.
Publishing a recap post on one of HP’s own blogs, including links to useful resources, ensured the campaign wouldn’t just be a flash in the pan. By integrating HP’s earned, owned and paid media, the campaign still lives to this day – and it’s just a Google search away.
Last year, Porter Novelli published “Men Are From Foursquare, Women Are From Facebook,” a groundbreaking look at how gender influences online behavior in Europe. The latest installment in our Digital Demographics USA series, “The Digital Gender Divide,” shows that in America, women tend to drive social sharing, while men are less keen to publish their personal news.
You can download the full report here.
Stretch, of course, but base goals on things that are achievable, taking into account what you know about upcoming changes and experiments. Every program is different, but typically the elements that can quickly make one quarter look very different from the previous one would be things like an infusion of paid media support, an upcoming integrated marketing program, a new product or feature launch, etc. For example, we would expect PlayStation’s PS4 launch quarter to look very different from the same time the previous year. Similarly in the B2B world, the quarter that includes Palo Alto Networks’ Ignite user conference would look different from previous quarters.
For more information about our team and approach, or to learn how we can help your organization with digital strategy, development and measurement, please visit the PNConnect site.
Mary Gaulke, Lisa Kay Davis, Chad Hyett, Ed McClendon, Beca Mueller and Andy Stoltzfus all contributed to this month’s Feature about holiday social media strategy. Christopher Marsh in Austin contributed our case study on HP’s #winchat, and Chris Thilk in Chicago and Dave Coustan in Atlanta shared their guide to setting quarterly publishing goals. Chris Thilk and Chad Hyett contributed stories and insights for the Social Networking Stats, Advertising Trends, and Noteworthy News sections, and Amanda Wu provided the latest stats. Helen Nowicka in Washington, D.C., shared our Digital Demographics USA infographic. Moises Feintuch in Mexico City took center stage for the Spotlight, and Lily Szabo Photography provided the photo for our cover page. The whale photo was uploaded to Flickr by Mike Baird, some rights reserved. Some backgrounds courtesy of subtlepatterns.com.
Thanks to Jennifer Laker, John Ciacia, Peter Schiebel, Jeremy Harrington, and Sean O’Shaughnessy from the Platforms team for providing design and development support, and to Mary Gaulke, Josh Hallett, Dave Coustan, Tom Harris and Lauren Sandelin for editorial oversight and proofing.
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