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Send  Share  RSS  Twitter  06 Oct 2010

BRANDING: Tweet or Die?

 





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If you were thinking about not including the social networking and microblogging service Twitter in your brand’s communication strategies in 2011, you’d best reconsider.

That’s the advice from GetOn eMarketing founder and speaker at Brands and Branding for Good 2010, Melissa Attree.

Twitter’s growth has been phenomenal in all markets around the world, but none more so than in South Africa where it is currently the 6th most visited site, up from 8th place in just nine months. Most of this growth occurred from January 2009 and now just under 50-million tweets a day are flying around the globe.

According to web information company, Alexia, relative to the overall population of internet users, Twitter’s audience tends to be users who browse from work, they are disproportionately childless, higher-income, highly-educated women under the age of 45.

“All the data points to one thing: growth. And the more people and brands use Twitter, the more the dynamics and ‘rules’ of the platform change,” says Attree. “The implication for brands is clear: the strategy behind the how, why and IF you should use Twitter has shifted.”

Attree is a social media, marketing and communications professional who is passionate about using new media tools to get consumers and brands talking. After majoring in Journalism and Media Studies and English at Rhodes University, she started her professional career as a copywriter. From there, it was a logical leap to the world of marketing where she worked for three years developing the Eco-Vet brand and later held a senior management position at L’Oreal for five years.

“In 2007, Melissa put her varied marketing and communication experience to good use and started GetOn eMarketing. GetOn develops strategies and consults to companies in an effort to bridge the offline online link,” said conference convenor, Ken Preston.

“Given her broad experience in the new world of social media, I am certain her presentation will be both enlightening and informative.”

Brands and Branding for Good 2010 takes place in Johannesburg in October this year. Attree shares the podium with several other local branding gurus and six international branding experts.

The line-up of international speakers includes:
1. Leslie Pascaud - Director Responsible Marketing Practice, Added Value Group, Paris
2. Mindy Goldstein - Partner and Programme Director Ogilvy and Mather, and member of the founding team of OgilvyEarth, New York
3. Seth Farbman - Senior Partner and President, OgilvyEarth, New York
4. Jean Cox-Kearns – Head of the Dell Take Back organisation for the EMEA (Europe, Middle East and Africa) region
5. Mitchell Faigan – President, Citizen Brand (consultant to Kimberly-Clark), USA
6. Stefan Borbe – General Manager Product Communication – BMW, Germany

The local line-up of speakers includes:
1. Melissa Attree - Social Media Marketing and Communications Professional and Founder, GetOn eMarketing
2. Nicola Robins - Sustainability Strategist, Incite Sustainability
3. Jo-Ann de Wet - Operations Director, McDonald’s, South Africa
4. Mzamo Masito - Marketing Director, Nike, South Africa
5. Paul Bannister - Managing Director, Ignite. Served as the acting CEO of the International Marketing Council of SA during the crucial build-up to the hosting of the FIFA 2010 Soccer World Cup.
6. Mike Schalit - Chief Creative Director, Net#work BBDO South Africa, and Co-founder of the MAL Foundation
7. Deon Robbertze - Executive Creative Director of Zoom and Creative Director Ogilvy Earth at Zoom Advertising, South Africa
8. Mike Freedman - Founder, Freedthinkers
9. Nicholas Maweni - Marketing and Communications Executive Sub-Sahara Africa, IBM
10. Terry Volkwyn - CEO, Primedia Broadcasting

11. Andrew Human - CEO, The Loerie Awards


 
 
 
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