How Twitter Changes Everything
Rodney Rumford
CEO: Gravitational Media
http://www.twitter.com/Rumford
www.gravitysummit.com

How Twitter Changes Marketing!
“Conversation is the new online Currency.
Twitter is a Goldmine of Conversations.”

What They Are Doing
• 15% Use For
Marketing Purposes
• 56% Use In a Business
Related Capacity
• 28% Self Classify As
Heavy Socializers

Micro-Sharing :: Mega-Distribution

Our Mobile Lifestyle
• My Keys… My
Wallet… My Cell
Phone…
• Sharing is Caring

How to Engage
• Business Goals Defined
• Listening Engine Tuned
• Discover Connections
• Converse Proactively
• Be Real
• Add Value & Share
• Repeat as Required

Twitter Marketplace Eco-System
• People Do Business with
People: NOT Companies
• People Make Connections
• Personal Connections =
Power
• Network of Friends=
Gravitational Influence
• Total Transparency
• Conversation is Currency

9 Big Brands on Twitter
• Comcast
• H&R Block
• Southwest
• IBM
• Intel
• QuickBooks
• Jet Blue
• Dell
• SAP

New Communication Channel
 How do you want to use it?
OR

Twitter Example: Motrin Snowball
• Motrin Video Ad
• Baby Slings
• Motrin Moms Revolt
• Twitter Velocity
• Social Uprising
• Motrin Response
• Video Ad Pulled

Twitter Page Branding
• Skin The Visual Background
• Contact Info
• Link to Web Site
• Effective Description
• Personal Network
• Consistent Brand Message

7 Deadly Twitter Sins
• Not Listening
• Self-Promoting
• Not Adding Value
• Not Being Honest
• Hard Selling
• Corporate Speak
• Friend Collecting

7 Best Practices
• Listen Effectively
• Manage Your Time Allocated Wisely
• Be Responsive
• Business Casual Tone: Real
• Leverage Tools
• Measure KPI
• Be Helpful, Humble and Human

9 Sample Business Use Cases
• Customer Service
• Client Retention
• Branding & Marketing
• Polls & Surveys
• Networking
• Website Traffic
• New Customer Acquisition
• Communication Network
• Event Back Channel

You Are FUN!

You are
REAL

You are
RELEVANT

Twitter is Part of Our Plan
• Our BOSTON “intent to serve” plan
• Twitter Message released prior to press release

We Educate Our Leaders
• They trust us to deliver the message
• They use the tools to connect with their Employees
• They see Twitter as part of an entire online branding
campaign
• Headlines help too…report ALL your success!

Twitter Value Pyramid
Value
Influencer Response
Your Value Add
Who You Interact With
Who Follows You & Their Influence
Who You Follow: Influence & Numbers

Listen Up!
• Persistent search
• RSS Feed
• Google Alerts
• TweetBeep
• Keyword, topics, p
roducts,brands, su
bjects…

Retweet Best Practices (RT)
• Conversations = Currency
• Write Great Headlines Their
Their
• Followers
Leave 12-15 Extra Characters Followers
Retweet
Retweet
Etc.
• Ask For Retweet
• Must Have Value Add Karma
• Retweets are Based on Your
Followers
Perceived Value to Followers Original
Retweet
Tweet
Network
• Thank Retweeters

Dealing With Brand Detractors
• Opportunity to Publicly Respond
• Public Transparency
• Huge Upside for Outreach
• Turn Into Satisfied Customers
• New Evangelists
• Lurker nodes retweet your response

7 Twitter Tools
• Tweetdeck
• TweetPhoto
• Twubble
• Twello
• Tweetlater
• Tweetbeep
• Facebook App

TweetDeck
•Desktop AIR App
•Groups
•Topics
•Mini Listening
Engine
•Efficient
•Robust Tool Set
•Integration:
12Seconds.TV, TinyU
RL, Twitpic

Twitter as a Platform: 3000+
• Brand Experiences Can Live Anywhere
• Pepsi SXSW Event

Blogging vs. Twitter
• Complimentary Technologies
• Micro-Blogging
• Micro-Sharing
• Micro-Touch
• Velocity
• Immediacy
• Brevity Credit: Gaping Void
• Communication Nodes Add Amplification

Next Steps
• Define Your Goals
• Determine Your Use Case & Strategy
• Setup Your Twitter Account
• Choose Your Name Wisely
• Select People to Follow
• Watch How People Use
• Set Up Your Listening Engine
• Start Tweeting & Add Valuable Content

Summary
• You Have the Data
• Your Target Market is Looking
• You Have the Knowledge
• You Need to Determine Your Use Case
• You Need to Design Your Strategy
• You Need to Execute
• Failure to Execute is Risky

Twitter Becomes a Lifestyle Hack: Tweet Me
• Follow Me @Rumford
• 858-720-9604
• Rodney@GravitySummit.com
• www.TwitterBusinessBook.com