tony fernand, tyler hamilton and daryl love strategic marketing management midway college busm600

Tony Fernand, Tyler Hamilton and Daryl Love

Strategic Marketing Management

Midway College BUSM600

Oct. 9, 2009

Tony Tyler Daryl

Let’s start the conversation.

Twitter - What is it?• A free social networking

and micro-blogging service

• Twitter asks one question, "What are you doing?"

• Allows users to send real-time short messages (140 characters) over multiple networks and devices

• Created by Jack Dorsey, first message March 21, 2006

• First prototype was used as an internal service for Odeo (podcast publishing), full-scale public version in July 2006.

• In October 2006, Dorsey and other members of Odeo formed Obvious Corporation and acquired Odeo and all of its assets – including Odeo.com and Twitter.com

• June 12, 2009 – number of tweets exceeds 2,147,433,647

Twitter’s History

Twitter’s Strategic Focus

Continue to expand Twitter’s social media network so that its users are better able to communicate with one another about their current status in the world.

Twitter’s User Demographics

• Only 10 percent of those earning more than 75K a year have used the service

• 17 percent of those earning less than 30K have used it

Twitter’s User DemographicsGlobal Web Traffic

Source: theory.isthereason.com

Twitter’s User Demographics

11 percent of the U.S. population have

used Twitter 18 to 24 year olds – 19%

25 to 34 year olds – 20%

35 to 44 year olds – 10%

45 to 54 year olds – 5%

55 to 64 year olds – 4%

65 and Over – 2%

Source: PEW Internet

6

18

26

0

5

10

15

20

25

30

2008 2009 2010

Twitter’s User DemographicsU.S. Adult Tweeter Users

2008-2010 (millions)

Twitter’s User Demographics(Gender Comparison)

55%

45%

0

0.1

0.2

0.3

0.4

0.5

0.6

Men Women

Twitter Compared With Other Social Media Sites

• Typically in online social networks most of the activity is focused on women.

• In most social networks men follow content produced by women they know and don’t know and women follow content produced by women they know.

• An average man on Twitter is 40% more likely to follow another man than a woman.

• An average woman on Twitter is almost 25% more likely to follow a man than a woman.

Twitter’s User Demographics (Users Vs. Followers)

Wo

man

, 44

%

Man

, 56

%

Wo

man

, 35

%

Man

, 65

%

0%

10%

20%

30%

40%

50%

60%

70%

Woman Follows Man Follows

Twitter’s User Demographics(Tweeters Vs. Followers)

Wo

man

, 52

%

Man

, 48

%

Wo

man

, 42

%

Man

, 58

%

0%

10%

20%

30%

40%

50%

60%

Woman Is Followed by Man is Followed by

Twitter – User Stats

Users Lifetime Tweets Tweets/Day

25% of Users 0 0

Median 1 .01

75% of Users 4 .11

Mean 26.71 .37

Twitter – User Stats

Source: http://3.bp.blogspot.com/_ShssuEE1cx0/SLJL1FhWVeI/AAAAAAAABiY/Kx94UrQZ7D8/s1600-h/twitter-usage.png

Twitter – User Stats

Twitter - User Stats• Over half of Twitter users tweet

less than once every 74 days

• For the typical social online network the top 10 percent of users account for 30 percent of all production, for Twitter, the top 10 percent of users account for 90 percent of all production

Conclusion: Twitter resembles more of a one-way publishing service than a two-way social network

Why Use Twitter?

Answer: Traditional Marketing is Old News

The Break Up

Twitter Misconceptions

It’s not just a status update

New 2.0 Marketing

The follower (customer) only gets what they want,But the seller can personalize and send as much as they

want.

So, let’s explore everyday uses of

Twitter

Building CommunityThe Blood Center of Central Texas benefits from a “tweet-up.”

Blood Center of Central Texas“Tweet-Up”

Customer ServiceChallenge: Challenge: Comcast sought a way to better engage with customers and get their questions answered on a wide range of topics, from billing issues to cable service outages

Solution: In early 2008, Comcast promoted Frank Eliason to director of Digital Care. Eliason’s customer service goals were simple: to listen to customers, and meet them where they already were. Eliason created Twitter @ComcastCares and began interacting with customers

Results: Today, Comcast is widely regarded as having the most successful customer service operations in social media and on the Web. Over the past year, Comcast has handled more than 21,000 customer service requests through social media—a little more than half through Twitter

Selling

Challenge: E-Commerce managers wanted to increase sales and find a better way to offload refurbished hardware.

Solution: March 2007, Dell created @DellOutlet. Sends out tweets with expiration date to create a sense of urgency.

Example: 305 off any Outlet XPS One-all-in-one PB! Enter code at checkout NPZ@DD16C20BCR- http://tinyurl.com/6z8f3s - Expires 10/21 11:53 AM Oct, 20th, 2008 from web

Results: Nov. 2008 - $500K in sales; one month later – Dell surpassed $1M

Selling

News and Media

News and Media

Government/Political Usage

Building Awareness

Questions?

Tweeting Your Way to Success

How Organizations Can Better Use Twitter

1. Google the top 100 tweeters and follow them.

2. Download an Application like “Twitterlocal.net” to find tweeters in your area.

3. Search Twitter for keywords such as: “advertising specialties” that describe your business and follow the people who are tweeting about them.

Tweeting Your Way to Success

4. Find current clients, friends and industry colleagues on twitter so you can join in their conversations.

5. Expand your reach by using Twitter’s search bar to locate new potential markets. Look for people who might help you break into new markets.

6. Stick with it and be consistent. Always respond within one day to tweets directed at you.