COMMUNITIES & CONVERSATIONS
           @DELL




   Microsoft Office O utlook .lnk




                                   ...
TWITTER

   What is Twitter?
   A little about the Twitter audience
   Why Twitter for Business
   Twitter best practi...
WHAT IS TWITTER?

 Text-based, limit 140
  characters
 No images, no pictures, no
  apps
 Only those that follow you
  ...
TWITTER AUDIENCE IS GROWING




DELL CONFIDENTIAL                 4
TWITTER AUDIENCE IS GLOBAL




                   Source: Twitter.com


                                         5
WHY TWITTER?

 Your customers are there
 Your critics are there
                                                        ...
BEST PRACTICES
HAVE AN OBJECTIVE




Help change         Increase reach for     Address customer
perception of       offer messaging to  ...
BUT BE FLEXIBLE




                                 Began Twittering to communicate online
                              ...
BE RELEVANT IN YOUR TWEETS


Know your target audience and speak to them
BE LOCAL


           Speak to your
           audiences in their
           individual languages




           Target re...
MAKE IT EASY TO FIND YOU


                              Use
                              “Follow us
                    ...
BE SELECTIVE ABOUT WHO YOU
    “FOLLOW”

                    • Follow everyone who follows
                      you if yo...
TWITTER DON’TS


  Don’t be inactive


                                    Last Tweet in May
                             ...
MEASURING SUCCESS


 Measurement/tracking
   – Track your sales via tracking
     URLs, toll-free numbers, etc.
   – Inte...
KEY TAKEAWAYS


     Have an objective
     Speak to your target audience
     Be prepared to change your objective bas...
Happy Tweeting!




                  17
OLDER THAN MOST SOCIAL MEDIA
    AUDIENCES




DELL CONFIDENTIAL                  18
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Dell & Twitter

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This is the presentation that @StefanieatDell gave at Dell's Executive Social Marketing Boot Camp: http://bitly.com/a77RY.

Published in: Technology, Business

Transcript of "Dell & Twitter"

  1. 1. COMMUNITIES & CONVERSATIONS @DELL Microsoft Office O utlook .lnk Stefanie Nelson Dell Inc.
  2. 2. TWITTER  What is Twitter?  A little about the Twitter audience  Why Twitter for Business  Twitter best practices Twitter don’ts   How to measure success 2
  3. 3. WHAT IS TWITTER?  Text-based, limit 140 characters  No images, no pictures, no apps  Only those that follow you on Twitter will receive your Tweets  But anyone can view your Tweets and responses on your Twitter page  Users will Re-Tweet (RT) what they like so their followers can see it  Direct Messages (DMs) go only to the recipient 3
  4. 4. TWITTER AUDIENCE IS GROWING DELL CONFIDENTIAL 4
  5. 5. TWITTER AUDIENCE IS GLOBAL Source: Twitter.com 5
  6. 6. WHY TWITTER?  Your customers are there  Your critics are there Can a $35 membership at SAMs club  And they are talking about you really save yu that much money? Easter slice and bakes 99 cents Just read in CE Pro that Best Buy will at HEB, getchu some! replace magnolia employees with cheap labor. Is that true? Hmmmm! JC Penny’s is my fav. store at the moment. Going home tomorrow with my new purse (which is Why doesn’t Walmart offer awesomely green) and two new dresses. paper bags? I wish that walmart and costco would have Twitter is a great tool to help influence how our nursing/feeding rooms like malls. brand is perceived
  7. 7. BEST PRACTICES
  8. 8. HAVE AN OBJECTIVE Help change Increase reach for Address customer perception of offer messaging to service issues H&R Block being help rapidly move only brick & bubbles of inventory mortar and raise awareness of online and software products
  9. 9. BUT BE FLEXIBLE Began Twittering to communicate online and software offerings, but discovered that they could gain advocates by helping people with tax questions Began Twittering promos but found a good way to engage customers and improve CE Social media is still evolving. Be prepared to evolve with it. 9
  10. 10. BE RELEVANT IN YOUR TWEETS Know your target audience and speak to them
  11. 11. BE LOCAL Speak to your audiences in their individual languages Target retail customers by giving them information for the store nearest them 11
  12. 12. MAKE IT EASY TO FIND YOU Use “Follow us on Twitter” buttons on you site, in Create a page on your your site highlighting marketing Twitter offerings
  13. 13. BE SELECTIVE ABOUT WHO YOU “FOLLOW” • Follow everyone who follows you if your focus is customer care • Otherwise, follow only other Twitter accounts that are relevant to your audience: • Follow only other company-owned Twitter accounts to help raise awareness of the other properties (cross-promote) • Follow other Twitter accounts that post information your audience would find interesting DELL CONFIDENTIAL 13
  14. 14. TWITTER DON’TS Don’t be inactive Last Tweet in May 2007! Auto DMs (direct messages) – don’t do canned responses, especially with blatant sales pitch Hey, thanks for following me! Here’s how you can buy my stuff…
  15. 15. MEASURING SUCCESS  Measurement/tracking – Track your sales via tracking URLs, toll-free numbers, etc. – Interactivity: Responses and Re-Tweets – Problems resolved – Brand perception over time – What about followers? – Go for quality over quantity – Each of your 500 followers may have 500 followers of their own – Interesting and relevant messages are often re- tweeted 15
  16. 16. KEY TAKEAWAYS  Have an objective  Speak to your target audience  Be prepared to change your objective based on how followers interact with you  Make it easy to find you  Tweet frequently (find your frequency sweet spot)  Don’t Spam with auto-DMs  Measure against your objectives DELL CONFIDENTIAL 16
  17. 17. Happy Tweeting! 17
  18. 18. OLDER THAN MOST SOCIAL MEDIA AUDIENCES DELL CONFIDENTIAL 18
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