twitter for it managers: basics and beyond

Twitter for IT Managers ‐ Basics and Beyond

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We will begin at approximately 12:05pm Australian EST

1st October 2009

Twitter hash tag for today:  #twitter4it

Your Moderator

Nathan Cochrane Editor in Chief

iTnews

Twitter hash tag for today: :  # twitter4it

@stephenconroy

Leslie Nassar“Fake Stephen 

Conroy”

@richardatdell

Richard BinhammerDell

Corporate Communications, Social Media and 

Corporate Reputation Management

Our Presenters

@bdgiesen

Brian GiesenSenior strategist with Ogilvy PR's 360° Digital 

Influence Group

@GlennDCitrix

Glenn DobsonQuality Assurance 

Manager of Global Customer 

Support Citrix Online

Brian GiesenSenior strategist with Ogilvy 

PR's 360° Digital Influence Group

@bdgiesen

360° Digital Influence

Twitter for IT

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.

You can Tweet by using:• Twitter.com• Desktop applications• Mobile devices

» Search

• Seesmic

» Respond

» Sort & Filter

Twitter Tools

Strategic approach to Twitter

Ogilvy’s 3-step methodology for using TwitterA strategic approach

• Start by identifying your business or communications objective for using Twitter:

– Customer Service

– Trend & Information Sharing

– Crisis management

• No matter the objective, our approach involves3 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.

In summary

Get Flickrhttp://tinyurl.com/ogilvytwitter

image:

Additional resources:http://delicious.com/360DI/twitter

Leslie Nassar“Fake Stephen Conroy”

@stephenconroy

Poll question:

Are you using Twitter to support your customers?

Richard BinhammerDell

Strategic Corporate Communications, Social Media and Corporate Reputation Management

@richardatdell

Dell, Social Media, Twitter

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Twitter and Revenue

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Twitter: Beyond Revenue, Cumulative Follower base over 1M1. Share information from our blogs2. Dell offers, some just on Twitter3. Connect directly with Dell customers

Dell people use Twitter for their business purpose (answer questions, solve issues, chat about tech, Dell initiatives). Examples:

– @paradigmshift, Mark Weston our lead technology and education person, as well as @edu4u, our education community;

– @johnbatdell is Dell connector with gamers – @Dell_mini is the product development team for this product and they

seek input and ideas from customers on Twitter; – @mdomsch is from the office of the CTO connecting with Linux folks – @Dellservergeek connects with enterprise/data center customers – @bruceericatdell connects to Enterprise customers– More than 100 others

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Dell’s Direct Model = Direct Engagement

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“These conversations are going to occur whether you like it or not. Do you want to be part of that or not? My argument is you absolutely do.

You can learn from them. You can improve your reaction time. And you can be a better company by listening and being involved in that conversation.”

Michael Dell,October 17, 2007

BusinessWeek

Glenn DobsonQuality Assurance Manager of 

Global Customer Support Citrix Online.

@GlennDCitrix

Twitter Search Tools

TweetDeck

TweetGridCoTweet

Branded Twitter Accounts

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