Twitter & Facebook For Business, Marketing, Branding & Communication Rodney Rumford

Facebook Marketing Options Applications Groups Paid Groups Targeted Ads News Feed Ad Buys Pages Connect Do it with a Cohesive Strategy

Applications

Groups

Paid Groups

Targeted Ads

News Feed Ad Buys

Pages

Connect

Do it with a Cohesive Strategy

Facebook is Most Popular with Youth BUT… Over 35 is Fastest Growing

Pages Biz or Org Unlimited Mailing Multi-media Events Wall, Discussions Video, Images Share, No Invite

Biz or Org

Unlimited Mailing

Multi-media

Events

Wall, Discussions

Video, Images

Share, No Invite

Profile Ad Placement

Tight Audience Ad Targeting

Marketing Opportunities: Extend The Success of Your Brand Lead Generation Brand Extension, Exposure & Loyalty Commerce Customer Engagement & Evangelism Fan Pages Groups Applications Advertising: Targeted: PPC Sponsored Groups: Min 100k Ad Spend

Lead Generation

Brand Extension, Exposure & Loyalty

Commerce

Customer Engagement & Evangelism

Fan Pages

Groups

Applications

Advertising: Targeted: PPC

Sponsored Groups: Min 100k Ad Spend

Critical Concept “ Conversation is the new online Currency. Twitter is a Goldmine of Conversations. Engage in Real Conversations and the Business Value will become Crystal Clear”

Twitter Overview Why It Matters Why You Should Care Trends How to Engage Eco-System Growth Business Opportunity Branding & Marketing Analytic Statistics

Why It Matters

Why You Should Care

Trends

How to Engage

Eco-System Growth

Business Opportunity

Branding & Marketing

Analytic Statistics

140 Characters Micro-Blogging Social Platform All Content is Public Communication Channel Think IM to Everyone Networking, News Source, Sharing, etc. Social River of Conversation Updates What Are You Thinking & Sharing

140 Characters

Micro-Blogging Social Platform

All Content is Public

Communication Channel

Think IM to Everyone

Networking, News Source, Sharing, etc.

Social River of Conversation Updates

What Are You Thinking & Sharing

Why Twitter Matters ~6 Million People Connections Immediacy Access & Influence Brevity Sharing Business & Personal Not a Fad !

~6 Million People

Connections

Immediacy

Access & Influence

Brevity

Sharing

Business & Personal

Not a Fad

Why You Should Care! 37% of Adult Internet Users and 70% of teens use Social Networking Sites Monthly Not a Fad: Here to Stay Participants Virally Move Content Influencers

37% of Adult Internet Users and 70% of teens use Social Networking Sites Monthly

Not a Fad: Here to Stay

Participants Virally Move Content

Influencers

User Behavior Survey 15% Use For Marketing Purposes 56% Use In a Business Related Capacity 28% Self Classify As Heavy Socializers

15% Use For Marketing Purposes

56% Use In a Business Related Capacity

28% Self Classify As Heavy Socializers

Branding & Marketing Survey 51% Talk to Business or Corporations 89% Believe Twitter Has Marketing Benefits

51% Talk to Business or Corporations

89% Believe Twitter Has Marketing Benefits

Twitter Benefits Better Relationships Customer Loyalty Site Traffic Happy Clients New Customers Increased Brand Reach Informed Feedback Loop Brand Extension & Establishment

Better Relationships

Customer Loyalty

Site Traffic

Happy Clients

New Customers

Increased Brand Reach

Informed Feedback Loop

Brand Extension & Establishment

Every Users Voice Has Influence

Twitter is a Particle Accelerator Content Flows Across Eco-Systems Rapidly

Content Flows Across Eco-Systems Rapidly

Twitter Micro-Sharing

Micro-Sharing Status & Micro-Sharing Trend: Could very well be the webs next killer app NOT: What are you Doing? RATHER: What are you Thinking? Conversations Are The New Currency

Status & Micro-Sharing

Trend: Could very well be the webs next killer app

NOT: What are you Doing?

RATHER: What are you Thinking?

Conversations Are The New Currency

Twitter Marketplace Eco-System People Do Business with People: NOT Companies Friends Tell Friends Ambiently

People Do Business with People: NOT Companies

Friends Tell Friends Ambiently

These Are Your Customers They Are Talking! Conversation Happens With or Without You Evangelists & Detractors Are You Listening? Are You Engaging

They Are Talking!

Conversation Happens With or Without You

Evangelists & Detractors

Are You Listening?

Are You Engaging

Brand & Product Evangelists Consumers do the talking for you. Spread the word virally to their networks Reach out proactively to them

Consumers do the talking for you.

Spread the word virally to their networks

Reach out proactively to them

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

Opportunity to Publicly Respond

Public Transparency

Huge Upside for Outreach

Turn Into Satisfied Customers

New Evangelists

Lurker nodes retweet your response

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

Business Goals Defined

Listening Engine Tuned

Discover Connections

Converse Proactively

Be Real

Add Value & Share

Repeat as Required

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

Not Listening

Self-Promoting

Not Adding Value

Not Being Honest

Hard Selling

Corporate Speak

Friend Collecting

Personal Stories & Connections Told a Story with Pictures Connected with People Intersecting Interests Business & Pumpkin Seeds Seemingly Unrelated New Connections Increased Network Value

Told a Story with Pictures

Connected with People

Intersecting Interests

Business & Pumpkin Seeds

Seemingly Unrelated

New Connections

Increased Network Value

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

Comcast

H&R Block

Southwest

IBM

Intel

QuickBooks

Jet Blue

Dell

SAP

Twitter Page Branding Skin The Visual Background Contact Info Link to Web Site Effective Description Personal Network Content Value

Skin The Visual Background

Contact Info

Link to Web Site

Effective Description

Personal Network

Content Value

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

Customer Service

Client Retention

Branding & Marketing

Polls & Surveys

Networking

Website Traffic

New Customer Acquisition

Communication Network

Event Back Channel

Using Twitter For Polls/Surveys Polls & Surveys Get People To Engage Get Network To Retweet Feedback Loop Get Cross Sections Thank Participants

Polls & Surveys

Get People To Engage

Get Network To Retweet

Feedback Loop

Get Cross Sections

Thank Participants

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

Motrin Video Ad

Baby Slings

Motrin Moms Revolt

Twitter Velocity

Social Uprising

Motrin Response

Video Ad Pulled

Twitter Mobile Always Connecting Mobile Lifestyle Location Based Social Networks: BrightKite SMS My Wallet, My Keys, My Cell Phone…

Always Connecting

Mobile Lifestyle

Location Based Social Networks: BrightKite

SMS

My Wallet, My Keys, My Cell Phone…

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

Complimentary Technologies

Micro-Blogging

Micro-Sharing

Micro-Touch

Velocity

Immediacy

Brevity

Communication Nodes Add Amplification

Retweet Reach Flow Destination Site: Desired Action Response Retweet Extended Reach Total Retweet with Secondary Layer Network Retweet with First Layer Network Original Tweet

1 st Level Retweet Reach & Amp

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

The Future Content Outside of Twitter Custom Brand Implementations Data Twisted Up Business Iterations Intelligence Streams Relationship Dynamics Game Integration Location Based Services

Content Outside of Twitter

Custom Brand Implementations

Data Twisted Up

Business Iterations

Intelligence Streams

Relationship Dynamics

Game Integration

Location Based Services

Questions ?

It is Not a Campaign Tweet Tweet Tweet “ Engage in Real Conversations and the Business Value will become Crystal Clear”