For the purposes of simplicity, we then asked our client to imagine that Twitter was a conference (albeit a virtual, never ending and free to attend event).
This gave our client the ability to quickly assess the strategic value of ‘TwitterCon’ like they would any major marketing event i.e. :
- How much of our target market and competitors will be in attendance?
- Do we want to go as an audience member, speaker or commit a team to an info booth?
- Are we prepared to fund this commitment on an ongoing basis? (i.e. permanently man a ‘booth’ with regular tweets)
- How will we attract and keep the attention of conference go-ers? (i.e. make them want to follow you)