The Real Lessons Learned from Launching 24 Brands on Twitter

Mark Silva (Real Branding), Katie Van Domelen (CoTweet)
Average rating: ***..
(3.80, 10 ratings)

On the way to launching dozens of Fortune 100 brands on Twitter, we learned a lot more than just the mechanics of strategy through execution on 140-character social media programs. There’s been a lot written and published about how to prepare, launch and develop a following for brands on Twitter. Ours is the unwritten story. Through the lenses of 24+ consumer brands, marketers of all sizes and walks can take away lessons on:

  • How to line up your organization and partners for success
  • Level-setting language, education and goals
  • The search engine effect of social media
  • Sharing the results

We’ll offer examples from a range of brands and scenarios—you name the use-case and we pretty much ran into it on this project. We’ll share the hits, misses and home runs from our program and what we would do to improve next time.

Photo of Mark Silva

Mark Silva

Real Branding

Mark Silva founded Real Branding in 1994 to pioneer the emerging field of digital communications for brands. He serves as senior consultant and agency sponsor for many of Real Branding’s long-term clients as well as emerging interests. Silva brings over 20 years of traditional and online advertising experience directing strategic planning, account and creative teams with his passionate, visionary approach to integrated communications.

At Real Branding Silva has lead online brand strategy for blue-chip companies including AOL, ABC, Anheuser-Busch, Coca-Cola, Corona, Diageo, Disney, HBO, Scottish & Newcastle, Unilever and Warner Bros. Before founding the agency, Silva drove strategic planning, creative direction and new business development at high-tech and recruitment advertising agencies including FCB, TarGet, and Omnicom/Bernard Hodes. He was instrumental in launching CareerMosaic, one of the first 100 commercial websites. Silva cut his agency teeth on high-tech accounts including AMD, BayNetworks, National Semiconductor, Sybase and Symantec.

Photo of Katie Van Domelen

Katie Van Domelen


A San Jose native, Katie attended Arizona State in Tempe, AZ. After graduating rom ASU’s W.P Carey School of Business in 2008 with a degree in Marketing, she worked for local digital agencies Sitewire and Off Madison Ave/Mighty Interactive, as a Social Media Manager. Her main responsibilities were to develop and implement social media programs with clients like Sears, Darden (Red Lobster, Olive Garden) Gulf States Toyota and ABC15. In 2010 she moved back to the Bay Area to join ExactTarget/CoTweet as a Social Media Marketing Consultant. Now she works on enabling clients from all business verticals to use social media management systems to optimize their social media efforts. She also works with clients to create actionable, tactical plans for engaging in social media. Being social (online and off) is her hobby and her job. In her free time she enjoys: reading, yoga, wine, playing Wii, exploring San Francisco and spending time with friends.

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Elijah Degen
03/31/2011 6:05pm PDT

Great presentation. Really helpful in thinking about how to manage Twitter from an Brand’s perspective.

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Mia Matisse
03/29/2011 3:35am PDT

Extremely valuable presentation!

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David Greenholtz
03/29/2011 3:09am PDT

Will there be a shared link for this presentation? thanks!

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