twitter for business webinar

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for Business: 101

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Page 1: Twitter for Business webinar

for Business: 101

Page 2: Twitter for Business webinar

Twitter for Business: 101

• What is Twitter?• Why is it valuable?• How does it work?• How should a business get started?• What does it make possible?• Some examples• Your fears and concerns• Learning more…

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What is Twitter?

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What Are You Doing?

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~20 million monthly uniques(x5.7 since Nov 08)

125 million monthly visits(x4.3 since Nov 08)

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20% of online adults 25-34

23% of social network users

27% of bloggers

December 2008

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Why is it valuable?

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http://twitpic.com/135xa

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How does it work?

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What Are You Doing?

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“Use it Where You Think Best”

-IBM ThinkPad

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The User Multiface

Browser • SMS • IM • RSS reader • FriendFeed •

Facebook • blogs • widgets • desktop, iPhone, Blackberry,

and SMS clients

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The User Multiface

Browser • SMS • IM • RSS reader

Clients: iPhone • Blackberry • desktop • SMS

Lifestream aggregator, Facebook, blogs

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The User Multiface

Browser • SMS • IM • RSS reader

Clients: iPhone • Blackberry • desktop • SMS

Lifestream aggregator, Facebook, blogs

Page 27: Twitter for Business webinar

The User Multiface

Browser • SMS • IM • RSS reader

Clients: iPhone • Blackberry • desktop • SMS

Lifestream aggregator, Facebook, blogs

Page 28: Twitter for Business webinar

The User Multiface

Browser • SMS • IM • RSS reader

Clients: iPhone • Blackberry • desktop • SMS

Lifestream aggregator, Facebook, blogs

Page 29: Twitter for Business webinar

The User Multiface

Browser • SMS • IM • RSS reader

Clients: iPhone • Blackberry • desktop • SMS

Lifestream aggregator, Facebook, blogs

Page 30: Twitter for Business webinar
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The User Multiface

Browser • SMS • IM • RSS reader

Clients: iPhone • Blackberry • desktop • SMS

Lifestream aggregator, Facebook, blogs

Page 32: Twitter for Business webinar

The User Multiface

Browser • SMS • IM • RSS reader • FriendFeed •

Facebook • blogs • widgets • desktop, iPhone, Blackberry,

and SMS clients

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Anyone

• Develop dynamic and engaging “behind the scenes” personalities, content, sneak-previews and other genuinely engaging content

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Individuals

• Build your network, access better professional relationships, faster knowledge-sharing and leveraged problem-solving

• Particularly valuable for Executives, sales and marketing professionals, consultants, freelancers and celebrities.

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Companies and Brands

• Engage more deeply with consumers and markets in strategic and powerful ways

• Drive productivity, value, innovation and human capital growth through better networking and idea-exchange

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Externally

Customer service

Market awareness

News

Innovation

Understanding

Extending reach

Relationships

Branding

Direct sales

SEO

Driving traffic

Networking

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Internally

Sales Teams

Event Planning

Project Status

News

Coordination

Interface

Decentralized teams

Employee Support

Mentoring

Problem-solving

Purely Social

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VALUE.

visibility

relevance

relationships

social capital

community

ideas

trust

research

marketing

networking

customer

service

traffic

news

sales

SEO

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Influence (was)

Attracting attention to yourself

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Influence (is)

Providing attention and value to others

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Social Media is Nothing New

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Photo Credit: (cc) jerryfletcher on flickr.com

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Social Media is Knowledge

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Knowledge is Socially Mediated

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Knowledge is Socially Mediated

Photo Credit: (cc) fredoalvarez on flickr.com

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Knowledge is Socially Mediated

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Knowledge is Socially Mediated

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Markets are Socially Mediated

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Photo Credit: (cc) gregor_y on flickr.com

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Markets are Socially Mediated

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Markets are Socially Mediated

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Photo Credit: (cc) matrianklw on flickr.com

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How should a business get started?

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Manners 101

• Dress nicely– Background graphic, avatar

• Introduce yourself– Fill out profile completely– Mention your Twitter on your site

• Be a good conversationalist– Listen, respond– Contribute relevant, useful material

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How Best to Approach?

Cultivate standards of

• Excellence

• Authenticity

• Engagement

What will work for your organization?

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Twitter Campaigns?

not so much.

Twitter literacy

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Business Objectives

Measured by the most appropriate standards for the objective

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Bearing in Mind…

• Twitter can be a great vehicle for a brand extension– if you are willing to produce feeds of cool, useful things

• Publish & subscribe environment– The self-serving will flounder. The useful will flourish.

• Brands need to work to not be rejected as spam

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Advanced Twitter for Business

• Twitter as a serious B-to-B Tool?

• What if my customers are NOT there yet?

• How do I prevent wasted time?

• Best branding lessons

• Big picture trends

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“Off-Platform” Benefits

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Off-Platform Benefits

• SEO• Research• Content Generation Engine• Word of Mouth• PR Gravity

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SEO

• Google the word “pistachio” or “dough”• Common words, but the Twitter IDs

DOMINATE

• What Google Adsense word would you spend your last dollar on?

• Incorporate your Name too for additional words

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Research

• Passive - free and paid listening tools• Active - ask questions, use #tags,

“recruit” groups• Live - create real-time focus groups,

polls, surveys

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Word of Mouth

• @DellOutlet -- $500,000 of computers to HOW many followers?

• Disproportionately influencers, still• Journalists and bloggers, especially• “Passs-along” ethic

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Content Generation Engine

• Let’s say you’re Madonna…• ABC News during Obama’s speech• Many ways to slice this

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“PR Gravity”

• Forbes, NYT Magazine, Newsweek, BusinessWeek, Inc.com, Entrepreneur Magazine

• Publish, become known, be helpful

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How…

• BE USEFULTurn the message inside-out!

• Offer things

• Talk about what you do

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Applicability

• Listening• Innovation• Research• Measurement

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Measurement

Most of all:

Measure the desired business objective the way you always measure that

desired business objective

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Measurement

• Follower numbers -- yes, but.• Follower engagement• Measurable links

– Clickthroughs– Conversations– Context

• Ripples in the water– Retweets, reposting your links– Others pointing towards what you do

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Preventing “Time Suck”

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Efficiency

• Tools• Objectives• Discipline

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Branding Lessons

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Outlook

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Outlook

• Landscape for business use of Twitter and microsharing generally

• How to think about brand opportunities in microsharing

• What’s on the horizon? What trends should we watch for next?

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“We see an ecosystem of developers swarming around the Twitter API like moths around a flame”

-TechCrunch.com

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Learning more…

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