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Retweet your business #duccsocial

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Presentation by Simon Rutherford (cubaka, MD) for the Danish-UK Chamber of Commerce event, 2013 01 23

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Page 1: Retweet your business

Retweet your business

#duccsocial

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content• about cubaka• Twitter – the basics• Twitter for Business• 12 tips for Twitter success• Helpful Technology

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about cubaka

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2007 founded as digital consultancy

2009 Toyota recall: social crisis management

2011 joined forces with Lansons

2013 now work with Savills, Scottish Provident, ALFI, CAFCASS, Isle of Man, Toyota, Lexus, Experian

quoted on BBC re Twitter issues

voted to WOMMA UK Council

Established social media for Toyota and Lexus

Toyota second only to Ford as top brand in social (SB100)

Lansons and cubaka top 25 in Reputation Online Top 100

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STRATEGY

TRAINING

DEVELOPMENT

CONTENT

COMMUNITY MANAGEMENT

LISTENING

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STRATEGY

TRAINING

DEVELOPMENT

CONTENT

COMMUNITY MANAGEMENT

LISTENING

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Twitter – the basics

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Social obsession

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What is Twitter?

Real-time digital information network

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2006 Williams, Dorsey and Stone create Twitter

2009 Michael Jackson death, 456 tweets/second

2010 Promoted tweets begin

2012 quite a year for Twitter’s 500million users…

2011 Twitter exceeds 200million tweets per day

2012 Lady Gaga exceeds 32million followers

2009 Iranian election protests

2010 Paul Chambers tweets “Crap! Robin Hood airport is closed. You've got a week and a bit to get your shit together otherwise I'm blowing the airport sky high!!”

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15Click on the image to play

Video

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Twitter for business

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• 77% of Fortune global 100 companies use twitter

• 8 out of 10 companies are being talked about on Twitter

• Now more than 10 million active UK users on Twitter

• 25% of internet users connect with, and consider contacting, brands via Twitter

• ½ of web users who share business-related content do so via Twitter

Twitter for business

Source: The real time reportSource: wallblog.co.uk/files/2012/05/Yell-Twitter.jpg

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• For businesses on Twitter, the conversation is the canvas: over a billion Tweets sent every three days.

• These Tweets represent conversations related to almost any topic imaginable.

• For businesses and brands, these conversations provide a powerful context in which to connect your messages and your brand to what people are talking about right now.

• It’s a canvas for telling engaging stories, for participating in cultural events, for broadcasting content, for connecting directly with consumers, and for driving transactions.

Why is Twitter good for business?

Source: https://business.twitter.com/en/basics/what-is-twitter/

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The business benefits of Twitter

Source: Yell advice

• Create links to send traffic to your website or blog

• Keep up to speed on the buzz in your industry, gather market intelligence and insights

• Network with like-minded people

• Answer questions to establish credibility and expertise

• Put your message in front of brand advocates It is likely that people are already having conversations about your business, your competitors or your industry on Twitter

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Understanding why users follow brands will help you engage your followers

Source: https://business.twitter.com/pdfs/Twitter_Smallbiz_Guide_UK.pdf

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Top brand categories

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Retail & shopping conversations increasing

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Advertising on Twitter

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Complex social media landscape

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Use twitter if:

• It helps you reach your audience

• you can manage it properly…..

So is Twitter right for you?

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• Know why you are doing it: networking, promotions, service

• How will it be managed (‘owned’): Marketing, PR, Customer Services

• Develop a resource plan

• Set KPIs

• Develop employee policy. Talk to legal dept.

Set up

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• Doesn’t have to be ‘entertaining’, but does need to be offer something to the audience – insight, timing, opportunity (discount)

• Separate business from personal

• Tweet regularly

• Remember it’s real time

Here are some best practices…

Content

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12 tips for Twitter success

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1. Share. Share photos and info about your business. Offer glimpse of developing projects and events.

12 tips for Best Practice

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2. Listen. Regularly monitor comments about company, industry

12 tips for Best Practice

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3. Ask. Ask questions to glean insights

4. Respond. Respond and feedback in real time

Source: https://business.twitter.com/en/basics/best-practices/index.html

12 tips for Best Practice

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5. Reward. Tweet updates about offers and discounts

12 tips for Best Practice

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6. Demonstrate wider leadership and know-how. Reference articles and links about the bigger picture

7. Champion your stakeholders.Retweet and reply to tweets posted by your followers and customers

12 tips for Best Practice

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8. Establish the right voice. Twitter users prefer direct, genuine, and likable tone from business. How do you want your business to appear to the Twitter community?

12 tips for Best Practice

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8. Establish the right voice

12 tips for Best Practice

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9. Concentrate. Don’t send tweets from the wrong account. Don’t make scheduling errors.

12 tips for Best Practice

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http://mashable.com/2011/02/03/kenneth-cole-egypt/

10. Understand etiquette. Get to know how Twitter uses #tags, and don’t hijack sensitive issues with promotions

12 tips for Best Practice

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http://www.bbc.co.uk/news/technology-18517668

11. Be compliant. Twitter is regulated in the same way other communications channels are

12 tips for Best Practice

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12. Crisis. Make sure you have crisis management plans in place, that staff are trained and departments are aligned.

12 tips for Best Practice

“A lesson in handling”

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Helpful Technology

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Hootsuite

• Hootsuite allows you to manage your twitter content and engagement in one platform.

• As well as being able to tweet from the dashboard, you can reply, retweet, DM your community, and schedule content to published in the future.

• You can always create search columns to monitor keywords or hashtags.

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Topsy

• Topsy is a tool that allows you to identify relevant influencers within your industry by searching for popular tweets around keywords.

• Topsy will search the top tweets around your search term and give you a profile of the people involved in the conversation.

• With this insight you can build yourself an outreach list of key influencers related to your brand.

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TweetReach

• TweetReach will tell you how far your tweet has travelled. This works best as a part of campaign monitoring.

• See how many accounts your campaign #hashtag has reached, how many people have been exposed you it, and the top contributors that have helped spread your message.

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Tweepi

• Once your Twitter handle is established, Tweepi helps you to manage it.

• Through Tweepi you can flush out accounts that have unfollowed you, clean up inactive accounts from your followers, and follow new accounts.

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Measuring influence

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In summary

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• Write your strategy: objectives, audience, tactics, resource

• Set your @handle up

• Register with some Twitter services – Hootsuite, Peer Index, Topsy

• Start listening to relevant #conversations. Follow audience as per your strategy

• Develop content according to best practice

• Review regularly and experiment

Some steps to take

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business.twitter.com

Complex social media landscape

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Thank you