Raise your hand if you’re currently on twitter-One of the most popular micro blogging social networking sites in the worldSo you’re probably wondering…who uses twitter (next slide)
As you can see, very little productivity comes from twitter users (hopeful laugh)I think Jason uses it for finding dates right?Actually, this is how many NON tweeple view twitter but the truth is professionals and businesses alike are spending more and more time on this site(Next slide)
I’m sure you all heard a few months back that Oprah (or her people) joined Twitter. Many celebrities have joined although very few use Twitter in a conversational way. Just more self promotion and look at me. (Next slide)
Fortune 500 companies, retail, wineries, restaurants…they’ll all jumping on board. It’s an opportunity to give the company a voice and personality, connect with the consumer. What can you do in 140 characters or less from a company perspective? LOTS- tweet special deals and discounts, direct people to another site, company blog. Answer questions asked of them and provide customer service quicker than if you called on the phone. Comcast is one of the best known companies on Twitter providing customer care which in turn should result in more sales…that’s the goal anyways.(next slide)
Jet Blue- Started their acct in spring of 2007, it was one of the first major brands to do so. Today, the company has nearly a million followers, and its account is often cited as an example of smart corporate twittering. But the company started out on Twitter with modest goals. It wanted to help customers. Since then, JetBlue launched JetBlueCheeps - a weekly twitter deal available on Mondays for any and all who act fast. As imagined, these cheaper flights were sold at lightning speed. Take a look at some of the deals below:New York (JFK) flights to Nantucket: $9 Boston flights to New York (JFK): $9Fort Lauderdale flights to Nassau, Bahamas: $9 Boston flights to Washington DC (Dulles): $19 New York (JFK) flights to Chicago: $19 As a result:Operating income for the third quarter of 2008 was $76 million, resulting in a 9.4% operating margin, compared to operating income of $21 million and a 2.4% operating margin in the second quarter of 2008. While it’s hard to say how much of their recent success is attributed to their twitter presence, there is clearly some correlation. (next slide)
Some of you may have visited a Biggby store as they are a growing franchise in the Midwest, starting in East Lansing. Biggby Bob is using Twitter to grow his network and let people know which store he’ll be visiting. He pays for everyone’s drink who shows up for a couple of hours and spends time talking with everyone who shows up. Pretty smart way to get customers in your store if you ask me.(next slide)
When I first read this stat, I was blown away. After further investigation, I realized the 80% was so high because of other countries who almost exclusively use twitter via mobile. For anyone on Twitter now, I’m sure you’ve seen the angry or frustrated tweets about poor customer service. These social media channels give us a louder voice than ever before. Whether you’re on Twitter or not, people are going to talk about your product and service. My suggestion, join the party and get involved in the conversation. (next slide)
Things of note: Females comprise 53% of all twitter users. 47% are adults 18-34. 82% are caucasian.(next slide)
Personal branding-crowdsourcing: The term has become popular with business authors and journalists as shorthand for the trend of leveraging the mass collaboration enabled by Web 2.0 technologies to achieve business goals, recruitment- direct traffic – event updates – Find prospects – provide live coverage (seminar/event) and more(next slide)
Brand Management, personal branding, and similar names suggest creating a feeling by name or logo alone. I say Starbucks, what do you think about? I show you the Nike swoosh, what image do you have? To succeed in branding you must understand the needs and wants of your customers and prospects. You do this by integrating your brand strategies through your company at every point of public contact.
Twitter and other social networking sites provide engagement with others at the click of a button. This graph does a good job of covering how Attention and Reputation are created. While Content Creation is considered high engagement, the highest engagement listed is Social. Adding friends, networking, and creating a community go along way in today’s authenticity craved society.
This is what we’re hearing more and more. We want our favorite brands to become authentic in their interactions with us. The companies and brands that have done a good job of gaining their communities trust are the ones that seem to be prospering in today’s competitive marketplace.
One of the most commonly heard questions as Twitter began taking hold…“Yeah, but what’s the ROI?” Not everything can be measured, analyzed, or produce revenue however we must recognize the need to turn online activity into something measureable beyond feeling all warm and fuzzy. Creating a strategic plan before starting is highly suggested.
I’m not suggesting you stop making phone calls to prospect, communicate, and connect with others, rather be aware of the new playground. Twitter can be a very powerful tool when you execute it properly. How each person and company choose to spend their time on Twitter will vary. Be smart with Time Management and constantly analyze if you are reaching your goals.
Berkley DDA October 20th, 2009 David Benjamin The Sales Matrix Voices of Detroit Connecting through Twitter
The Facts 80% of Twitter usage is on mobile devices…people update anywhere, anytime…imagine what that means for bad customer experiences?
The Stats 4,888,639,386 – number of Tweets to date 3,826,629 - number of followers of the most popular Twitter user (@aplusk) –Ashton Kutcher $1 Billion – Twitters est. worth Twitter’s worth has grown by $1,223,990 per day