Stacy Minero is a Content Marketing trailblazer and has spent the bulk of her career using content to tell stories for brands – first as Head of Content Marketing at Mindshare and now as Head of Content Planning at Twitter. NewsCred talked with Stacy in anticipation of her talk at the Content Marketing Summit next month to get her unique perspective on the industry.
How would you describe your role at Twitter?
As the Head of Content Planning, my role is to help brands take their Twitter content marketing to the next level. We help brands build their content strategy, develop ideas tied to everyday moments and live events, and ensure that their content is discoverable and engaging. We work with brands on both their organic and paid strategies.
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What does Twitter have in the works to reach out more to brands and get them using the platform in new and exciting ways?
From a product standpoint, we work closely with our brand partners to launch products that will help them effectively achieve their marketing goals. This includes branding and awareness products like photo or summary cards, in addition to more direct response-focused features like website cards and conversion tracking. Recently, we launched a new Twitter Ads interface that provides brands with improved creative guidance and reporting, because we think this will help brands create more effective, innovative, and impactful campaigns on Twitter.
What advice would you give brands trying to work Twitter into their content strategy?
Twitter allows brands to capitalize on live moments and conversations. To do this effectively, brands can map out a strategy for predictable and unpredictable moments to make sure they connect with their target audience during these points of relevance. These moments are great opportunities for brands to show off their unique personalities.
It takes a lot of planning to be spontaneous. For moments that can be planned for, brands should outline their Twitter strategy and responses beforehand so they can have strong content ready in real-time. Take the Super Bowl – brands can prepare content for big moments that will inevitably happen during the game – such as time-outs, injuries, touchdowns, etc.
For unpredictable moments, brands should prepare style guidelines and define a tone of voice that will help them create strategic content quickly. For example, if you look at @Snicker’s response to the Suarez biting incident during the World Cup, you’ll see that the team was smart, witty, and managed to keep their brand voice consistent with their other content.
What are some great examples of brands using Twitter to its fullest potential?
Adidas does a fantastic job creating content tailored to live event conversations, while also creating longer tail content that’s useful to their audience, like training tutorials. They leverage different media formats that ranges from light touch short videos to high production long form videos in order to tell their story with different canvases. Adidas is also smart about leveraging their brand ambassadors and their networks, which helps to drive discovery and usage of their content.
In addition, Starbucks’ foray into social commerce with their #TweetACoffee campaign was a brilliant way to bring utility to their Twitter presence, while surprising and delighting their users.
What do you think is the most exciting trend in social media right now?
I’m excited to see the evolution of social commerce. We’re just scratching the surface in terms of enabling consumers to seamlessly buy what they want, when they want from wherever they want.
You’ve worked in the agency world and now you’re on the tech side. What are the differences between the two and what can each learn from one another?
Great question! From my experience, the biggest difference between the two sectors seems to be that there’s more of an entrepreneurial spirit on the tech side. Twitter is still a relatively young company, there’s this incredible focus on driving impact – and this is evident across every team at company. One thing I love about the agency side is that you can quickly develop a holistic view of the entire media landscape, and leverage the strengths of different channels and platforms. It’s important to recognize that Twitter is part of a broader communication ecosystem, especially given the number of opportunities that cross an agency person’s desk.
Hear more from Stacy about real-time relevancy at the 2014 Content Marketing Summit on September 18.