twitter for business lunch+learn webinar
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Australia #: 02 8014 7529 New Zealand #: 0800 451 500 Access Code: 667-605-912
We will begin at approximately 12pm Australian EST
Twitter for BusinessUsing Twitter to Gain a Competitive Advantage
2© 1997-2009 Citrix Online, a division of Citrix Systems, Inc. All rights reserved
Josh Mehlman
Editor
NETTmagazine
www.nett.com.au
@nettmag
Introduction to moderator
3© 1997-2009 Citrix Online, a division of Citrix Systems, Inc. All rights reserved
Lunch+Learn Hashtags
#twitter4biz#lunchnlearn
4© 1997-2009 Citrix Online, a division of Citrix Systems, Inc. All rights reserved
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5© 1997-2009 Citrix Online, a division of Citrix Systems, Inc. All rights reserved
Our speakers
Brian Giesen
Director, Strategy
Ogilvy
360oDigital Influence
Jonathan Crossfield
Marketing Manager
Netregistry
Twitter-genda
What is Twitter and Why Businesses Should Care
Five Twitter Strategies to Suit Your Business
Why Twitter?
Twitter Tools
Do’s and Don’ts
Questions & Answers
01
02
03
04
05
06
What is Twitter?
Highly popular with celebrities, media and executives, Twitter is a microbloggingplatform composed of 140 character answers to 1 simple question: “What are you doing?”
March 2007Twitter wins SXSW Award
July 2006Twitter Goes Live
April 2007Obama Joins Twitter
April 2009Ashton Beats CNN to 1,000,000 followers
November 2008The Real Shaqjoins Twitter
June 2009More than 2 billion Tweets
December 2008Dell Generates $1 Million from Twitter
April 2009501 Aussie Journoson Twitter
April 2008Comcast Uses Twitter to Help Customers
In Australia, the annual growth rate for Twitter is 3,200% over the past year.
As of May 2009, Twitter received more than 20 million unique monthly visitors (UMVs), surpassing many mainstream news sites suchas NYTimes.com.
You can Tweet by using:• Twitter.com• Desktop applications• Mobile devices
Setting up a Twitter handle1. Include brand name. The name of the company should be included in at least your bio, and
ideally your handle as well.
2. Tweet transparently. Disclose whether the handle will be maintained by one individual or a team of people within the company.
3. Use a real photo. Use a real photo as your followers will want to see that you’re a real person. Enlist a designer to jazz it up.
4. Protect against brand jacking. Consider registering variations of your brand (i.e. Nike, Nikeshoes, etc) in an effort to protect against brand jacking.
5. Create a Twitter schedule. Define the roles and responsibilities internally among your team members.
6. Don’t protect updates. Unless you have a real business reason, a tendency to be insulting, or something to hide.
7. Upload a custom background. Give your profile personality by uploading a custom background image (minimum: 1280×1024 pixels).
Strategic approach to Twitter
Quick Poll
What would be your top key objective for using Twitter in your business?
Ogilvy’s 3-step methodology for using TwitterA strategic approach
• Start by identifying your business or communications objective for using Twitter:
– Customer service
– Product promotion and sales
– Crisis management
– Event activation
– Issues advocacy
• No matter the objective, our approach involves 3 steps
Ogilvy’s 3-step methodology for using TwitterA strategic approach
3. ENGAGE2. CREATE1. FOLLOW
Business objective:
Improve customer service
Customer service example: twitter.com/BigPondTeam
Telstra’s BigPond became the first telco to join Twitter in
Australia. The company uses Twitter to troubleshoot problems
customers are having with their Internet service.
Business objective:Improving customer service
1. Follow
– People talking about your products/services
– Search using Search.Twitter.com or TweetScan
– Use organisation tools such as TweetDeck to track new mentions
2. Create
– A Twitter handle with clear personality
– Tweet information relevant to your customers: proactive tips, company information, etc.
3. Engage
– Answer questions about your product/service
– Respond to comments about your brand
– Direct people to helpful info on your site
– Direct message for specific issues
Anyone who has customers – B2C, B2B, G2B, G2C – can use Twitter to quickly listen and respond to customers to build goodwill and address problems before they escalate into a crisis.
Business objective:
Promote a product or service
Product promotion example: @VodafoneNews_AU
Vodafone Australia uses Twitter to share exclusive promotions
and special offers for its products and services – from wireless
Internet to deals on iPhones.
Business objective:Promote a product or service
1. Follow
– People talking about your products/services
– Clarify that the account will primarily be used for promotions and deals
2. Create
– Links to online promotions, insider info on upcoming sales, discount codes
– Consider offering Twitter-only exclusives to reward loyal followers
3. Engage
– Check direct messages and replies frequently
– Answer questions and feedback
– Provide information when needed
A successful sales and promotion plan is based on identifying your audience, providing useful content, and being prepared to engage in the conversation. When done right, your followers will not only become loyal customers, but also evangelists for your brand and your promotions.
Business objective:
Manage and respond to a crisis
Crisis management example: twitter.com/cfavolunteer
Twitter was one of the ways that many organisations got the
word out and communicated during the Victorian bush fires,
including volunteer fire fighters.
Business objective:Manage and respond to a crisis
1. Follow
– Identify the right person to represent you on Twitter
– People talking about your brand or topic
– Follow those who are positive and negative
2. Create
– Post real-time updates that address the status of your issue, what you’re doing to fix it
– You’ll need more than 140 characters – so link to a response on a separate blog or Web site
– Clearly outline the steps you are taking
3. Engage
– Respond to questions and comments from customers, influencers and media
– Act within the first 24 hours, and direct people to other customer service channels
Using Twitter for crisis communications is as much about preventing an isolated issue from becoming a full-blown crisis as it is about communicating to the public once a crisis has hit.Twitter is the fast way to respond and maintain an open channel.
Business objective:
Event activation
Event activation example: twitter.com/lenovo2008
The @Lenovo2008 Twitter handle was used by Ogilvy 360
Digital Influence Group for the Beijing Olympics for our
Lenovo client.
Business objective:Event activation
1. Follow
– 1-2 months out, follow discussion about the event
– Follow people talking about attending, media, speakers
2. Create
– An event-specific hash tag
– Behind-the-scenes coverage, updates from keynotes and panel discussions
– Links to video, photos, podcasts or blog posts
3. Engage
– Coordinate Tweet-ups
– Talk to people who are attending your event
– Ask and answer questions from attendees
The real-time ability to connect with others and share experiences makes Twitter a great platform for individuals, or companies, to use during a major event. Live-Tweeting an event brings the event to people who couldn’t attend in person.
Business objective:
Advocate an issue or cause
Issue advocacy example: twitter.com/smarterplanetau
IBM’s Smarter Planet Australia campaign uses Twitter to talk about
how to use technology to create a “smarter planet” – making our
systems run more efficiently and smarter.
Business objective:Advocating an issue or cause
1. Follow
– Those interested in your cause, industry leaders, news
2. Create
– Added value: health tips, disaster alerts, fundraising info
3. Engage
– Know your followers
– Thank them for support, get them involved
Twitter’s ability to connect people with similar interests can be harnessed for the greater social good with non-profits and issue advocacy organisations creating a community and providing useful information to those they serve, volunteers, donors and other supporters.
In summary
Copyright 2009. This document is produced by Nett.
Why Twitter?
• Surely it’s a waste of time?• Isn’t social media just a young
person’s fad?• How can I generate sales or
leads?• How do I read and respond to
everything?• How do I measure the results?
Copyright 2009. This document is produced by Nett.
Why Twitter?
• Astronomical growth (year on year 517.9%)
Courtesy Hitwise Australia
www.hitwise.com.au
Copyright 2009. This document is produced by Nett and Netregistry.
Why Twitter?
• Over 60% of Twitter users aged 35+• Over 55s are the biggest users
Courtesy Hitwise Australia
www.hitwise.com.au
Copyright 2009. This document is produced by Nett.
Why Twitter?
• It’s where the customer decision process starts
Copyright 2009. This document is produced by Nett.
How much influence do they have?
• @Trib – followed by over 4000 people
• Have the sales conversation right there on Twitter• Don’t force the user to contact you through another
channel
Copyright 2009. This document is produced by Nett.
Why Twitter?
Copyright 2009. This document is produced by Nett.
The business goal
• What is your goal?
How can my business use Twitter to increase sales, brand awareness and
reach a wider audience?
Copyright 2009. This document is produced by Nett.
The business goal
• What is your goal?
How can my business help my target audience achieve their goals?
• Why would your target audience want your product?» What goal will they achieve with your product?» When are customers interested in your product or service?» What related topics are they interested in?
Copyright 2009. This document is produced by Nett.
The business goal
» Displays
• Tweetdeck
» Filters
» Notifies
Twitter tools
» Searches
Copyright 2009. This document is produced by Nett.
» Find your audience» Search bios
• Tweepsearch
» Follow!
Copyright 2009. This document is produced by Nett.
Twitter tools
• Nowww.com.au• Tweetbeep.com
• Twitterfeed.com• Tweetmeme.com
Copyright 2009. This document is produced by Nett.
Twitter tools
Twitter dos and don’ts
• Don’t spam, preach or broadcast
Twitter dos and don’ts
• Do be friendly and helpful
Twitter dos and don’ts
• Don’t lurk, waiting for people to flock to you
Twitter dos and don’ts
• Do share relevant content.
Copyright 2009. This document is produced by Nett.
Measuring Twitter
• Twitter is not about instant financial ROI!!!!! • It is not an advertising medium but an
engagement one• It is a networking party• Track positive versus negative mentions –
are positive mentions increasing? • Track influence – how many people
respond or retweet what you say?• Track clicks – are people clicking on the
links you share?
Copyright 2009. This document is produced by Nett.
Measuring Twitter
• Stick at it! • Genuine benefits
can take months!• Stay consistent• Tweet regularly• Tweet positively!
54© 1997-2009 Citrix Online, a division of Citrix Systems, Inc. All rights reserved
How can I view a recording of today’s Webinar?• We’ll send your a link to the recording within 24 hours
How can I try GoToMeeting Corporate and/or GoToWebinar?• Call 1800 451 485 (AU); 0800 42 4874 (NZ) or go to
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How can I contact Brian?• +61 2 8281 3853• brian.giesen@ogilvy.com.au• www.twitter.com/bdgiesen
Questions and Answers
How can I contact Jonathan?• www.twitter.com/kimota
How can I contact Josh?• editor@nett.com.au• www.twitter.com/nettmag
55© 1997-2009 Citrix Online, a division of Citrix Systems, Inc. All rights reserved
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