how twitter changes everything: gravity summit at stanford

How Twitter Changes Everything

Rodney RumfordCEO: Gravitational Media

http://www.twitter.com/Rumford www.gravitysummit.com

How Twitter Changes Marketing!“Conversation is the new online

Currency. Twitter is a Goldmine of Conversations.”

What They Are Doing

• 15% Use For Marketing Purposes

• 56% Use In a Business Related Capacity

• 28% Self Classify As Heavy Socializers

Micro-Sharing :: Mega-Distribution

Our Mobile Lifestyle

• My Keys… My Wallet… My Cell Phone…

• Sharing is Caring

How to Engage

• Business Goals Defined• Listening Engine Tuned• Discover Connections• Converse Proactively• Be Real• Add Value & Share• Repeat as Required

Twitter Marketplace Eco-System

• People Do Business with People: NOT Companies

• People Make Connections• Personal Connections =

Power• Network of Friends=

Gravitational Influence• Total Transparency• Conversation is Currency

9 Big Brands on Twitter

• Comcast• H&R Block• Southwest• IBM• Intel• QuickBooks• Jet Blue• Dell• SAP

New Communication Channel

How do you want to use it?

OR

Twitter Example: Motrin Snowball

• Motrin Video Ad• Baby Slings • Motrin Moms Revolt• Twitter Velocity• Social Uprising • Motrin Response• Video Ad Pulled

Twitter Page Branding

• Skin The Visual Background• Contact Info• Link to Web Site• Effective Description• Personal Network• Consistent Brand Message

7 Deadly Twitter Sins

• Not Listening• Self-Promoting• Not Adding Value• Not Being Honest• Hard Selling• Corporate Speak• Friend Collecting

7 Best Practices

• Listen Effectively• Manage Your Time Allocated Wisely• Be Responsive• Business Casual Tone: Real• Leverage Tools• Measure KPI• Be Helpful, Humble and Human

9 Sample Business Use Cases• Customer Service• Client Retention• Branding & Marketing• Polls & Surveys• Networking• Website Traffic• New Customer Acquisition• Communication Network• Event Back Channel

You Are FUN!

You are REAL

You are RELEVANT

Twitter is Part of Our Plan • Our BOSTON “intent to serve” plan• Twitter Message released prior to press release

We Educate Our Leaders• They trust us to deliver the message• They use the tools to connect with their Employees• They see Twitter as part of an entire online branding

campaign• Headlines help too…report ALL your success!

Southwest CEO Gary Kelly in a Twitter Session

Twitter Value Pyramid

Listen Up!

• Persistent search• RSS Feed• Google Alerts• TweetBeep• Keyword, topics,

products,brands, subjects…

Retweet Best Practices (RT)• Conversations = Currency• Write Great Headlines• Leave 12-15 Extra Characters • Ask For Retweet• Must Have Value Add Karma • Retweets are Based on

Perceived Value to Followers Network

• Thank Retweeters

Dealing With Brand Detractors

• Opportunity to Publicly Respond• Public Transparency • Huge Upside for Outreach• Turn Into Satisfied Customers• New Evangelists• Lurker nodes retweet your response

7 Twitter Tools

• Tweetdeck• TweetPhoto• Twubble• Twello• Tweetlater• Tweetbeep• Facebook App

•Desktop AIR App•Groups•Topics•Mini Listening Engine •Efficient•Robust Tool Set•Integration: 12Seconds.TV, TinyURL, Twitpic

TweetDeck

Twitter as a Platform: 3000+• Brand Experiences Can Live Anywhere• Pepsi SXSW Event

Blogging vs. Twitter

• Complimentary Technologies• Micro-Blogging• Micro-Sharing• Micro-Touch• Velocity• Immediacy• Brevity• Communication Nodes Add AmplificationCredit: Gaping Void

Next Steps• Define Your Goals• Determine Your Use Case & Strategy• Setup Your Twitter Account• Choose Your Name Wisely• Select People to Follow• Watch How People Use • Set Up Your Listening Engine• Start Tweeting & Add Valuable Content

Summary

• You Have the Data• Your Target Market is Looking• You Have the Knowledge• You Need to Determine Your Use Case• You Need to Design Your Strategy• You Need to Execute• Failure to Execute is Risky

Twitter Becomes a Lifestyle Hack: Tweet Me

• Follow Me @Rumford• 858-720-9604• Rodney@GravitySummit.com• www.TwitterBusinessBook.com