twitter for business lunch+learn webinar

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Listen to audio over your computer speakers or you may dial in: Australia #: 02 8014 7529 New Zealand #: 0800 451 500 Access Code: 667-605-912 We will begin at approximately 12pm Australian EST Twitter for Business Using Twitter to Gain a Competitive Advantage

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Social media tools like Twitter are redefining how your customers and stakeholders interact online. Isn’t it time to see if your business can leverage the power of this microblogging platform? In this interactive Lunch+Learn Webinar, you’ll get a step by step breakdown of how the Twitter service works and how to get started using it. Moreover, you’ll be able to engage with industry experts on practical ways to integrate Twitter into your business. Attend this one-hour Webinar to learn: *How to get started using Twitter *Twitter do’s and don’ts *How businesses of all sizes use Twitter to gain an advantage *And more...

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Page 1: Twitter For Business Lunch+Learn Webinar

Listen to audio over your computer speakers or you may dial in:

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

Page 2: Twitter For Business Lunch+Learn Webinar

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

Page 3: Twitter For Business Lunch+Learn Webinar

3© 1997-2009 Citrix Online, a division of Citrix Systems, Inc. All rights reserved

Lunch+Learn Hashtags

#twitter4biz#lunchnlearn

Page 4: Twitter For Business Lunch+Learn Webinar

4© 1997-2009 Citrix Online, a division of Citrix Systems, Inc. All rights reserved

1. Viewer Window 2. Control Panel

GoToWebinar Attendee Interface

Type your question here

Page 5: Twitter For Business Lunch+Learn Webinar

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

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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

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What is Twitter?

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Highly popular with celebrities, media and executives, Twitter is a microbloggingplatform composed of 140 character answers to 1 simple question: “What are you doing?”

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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

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In Australia, the annual growth rate for Twitter is 3,200% over the past year.

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As of May 2009, Twitter received more than 20 million unique monthly visitors (UMVs), surpassing many mainstream news sites suchas NYTimes.com.

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

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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).

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Strategic approach to Twitter

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Quick Poll

What would be your top key objective for using Twitter in your business?

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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

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

3. ENGAGE2. CREATE1. FOLLOW

Page 18: Twitter For Business Lunch+Learn Webinar

Business objective:

Improve customer service

Page 19: Twitter For Business Lunch+Learn Webinar

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.

Page 20: Twitter For Business Lunch+Learn Webinar

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.

Page 21: Twitter For Business Lunch+Learn Webinar

Business objective:

Promote a product or service

Page 22: Twitter For Business Lunch+Learn Webinar

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.

Page 23: Twitter For Business Lunch+Learn Webinar

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.

Page 24: Twitter For Business Lunch+Learn Webinar

Business objective:

Manage and respond to a crisis

Page 25: Twitter For Business Lunch+Learn Webinar

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.

Page 26: Twitter For Business Lunch+Learn Webinar

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.

Page 27: Twitter For Business Lunch+Learn Webinar

Business objective:

Event activation

Page 28: Twitter For Business Lunch+Learn Webinar

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.

Page 29: Twitter For Business Lunch+Learn Webinar

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.

Page 30: Twitter For Business Lunch+Learn Webinar

Business objective:

Advocate an issue or cause

Page 31: Twitter For Business Lunch+Learn Webinar

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.

Page 32: Twitter For Business Lunch+Learn Webinar

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.

Page 33: Twitter For Business Lunch+Learn Webinar

In summary

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Page 36: Twitter For Business Lunch+Learn Webinar

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?

Page 37: Twitter For Business Lunch+Learn Webinar

Copyright 2009. This document is produced by Nett.

Why Twitter?

• Astronomical growth (year on year 517.9%)

Courtesy Hitwise Australia

www.hitwise.com.au

Page 38: Twitter For Business Lunch+Learn Webinar

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

Page 39: Twitter For Business Lunch+Learn Webinar

Copyright 2009. This document is produced by Nett.

Why Twitter?

• It’s where the customer decision process starts

Page 40: Twitter For Business Lunch+Learn Webinar

Copyright 2009. This document is produced by Nett.

How much influence do they have?

• @Trib – followed by over 4000 people

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• 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?

Page 42: Twitter For Business Lunch+Learn Webinar

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?

Page 43: Twitter For Business Lunch+Learn Webinar

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?

Page 44: Twitter For Business Lunch+Learn Webinar

• 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

Page 45: Twitter For Business Lunch+Learn Webinar

» Displays

• Tweetdeck

» Filters

» Notifies

Twitter tools

» Searches

Copyright 2009. This document is produced by Nett.

Page 46: Twitter For Business Lunch+Learn Webinar

» Find your audience» Search bios

• Tweepsearch

» Follow!

Copyright 2009. This document is produced by Nett.

Twitter tools

Page 47: Twitter For Business Lunch+Learn Webinar

• Nowww.com.au• Tweetbeep.com

• Twitterfeed.com• Tweetmeme.com

Copyright 2009. This document is produced by Nett.

Twitter tools

Page 48: Twitter For Business Lunch+Learn Webinar

Twitter dos and don’ts

• Don’t spam, preach or broadcast

Page 49: Twitter For Business Lunch+Learn Webinar

Twitter dos and don’ts

• Do be friendly and helpful

Page 50: Twitter For Business Lunch+Learn Webinar

Twitter dos and don’ts

• Don’t lurk, waiting for people to flock to you

Page 51: Twitter For Business Lunch+Learn Webinar

Twitter dos and don’ts

• Do share relevant content.

Page 52: Twitter For Business Lunch+Learn Webinar

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?

Page 53: Twitter For Business Lunch+Learn Webinar

Copyright 2009. This document is produced by Nett.

Measuring Twitter

• Stick at it! • Genuine benefits

can take months!• Stay consistent• Tweet regularly• Tweet positively!

Page 54: Twitter For Business Lunch+Learn Webinar

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

www.gotomeeting.com/corp

How can I contact Brian?• +61 2 8281 3853• [email protected]• www.twitter.com/bdgiesen

Questions and Answers

How can I contact Jonathan?• www.twitter.com/kimota

How can I contact Josh?• [email protected]• www.twitter.com/nettmag

Page 55: Twitter For Business Lunch+Learn Webinar

55© 1997-2009 Citrix Online, a division of Citrix Systems, Inc. All rights reserved

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