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#13 IMU: Twitter for Business (GF501)

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Class 13 of Inbound Marketing University …

Class 13 of Inbound Marketing University

Twitter for Business (GF501)

Professor: Laura Fitton, Pistachio Consulting and co-author of Twitter for Dummies

Published in: Business

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  • 1. Twitter for Business (GF501) Professor: Laura Fitton , Pistachio Consulting and co-author of Twitter for Dummies
  • 2. for Business
  • 3. Twitter for Business
    • 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…
  • 4. What is Twitter?
  • 5. What Are You Doing?
  • 6.  
  • 7.  
  • 8.  
  • 9. ~20 million monthly uniques (x5.7 since Nov 08) 125 million monthly visits (x4.3 since Nov 08)
  • 10.  
  • 11. 20% of online adults 25-34 23% of social network users 27% of bloggers December 2008
  • 12. Why is it valuable?
  • 13.  
  • 14.  
  • 15. http://twitpic.com/135xa
  • 16.  
  • 17.  
  • 18. How does it work?
  • 19. What Are You Doing?
  • 20. “ Use it Where You Think Best” -IBM ThinkPad
  • 21. The User Multiface Browser • SMS • IM • RSS reader • FriendFeed • Facebook • blogs • widgets • desktop, iPhone, Blackberry, and SMS clients
  • 22.  
  • 23.  
  • 24. The User Multiface Browser • SMS • IM • RSS reader Clients: iPhone • Blackberry • desktop • SMS Lifestream aggregator, Facebook, blogs …
  • 25.  
  • 26.  
  • 27. The User Multiface Browser • SMS • IM • RSS reader Clients: iPhone • Blackberry • desktop • SMS Lifestream aggregator, Facebook, blogs …
  • 28. The User Multiface Browser • SMS • IM • RSS reader Clients: iPhone • Blackberry • desktop • SMS Lifestream aggregator, Facebook, blogs …
  • 29. The User Multiface Browser • SMS • IM • RSS reader Clients: iPhone • Blackberry • desktop • SMS Lifestream aggregator, Facebook, blogs …
  • 30. The User Multiface Browser • SMS • IM • RSS reader Clients: iPhone • Blackberry • desktop • SMS Lifestream aggregator, Facebook, blogs …
  • 31.  
  • 32. The User Multiface Browser • SMS • IM • RSS reader Clients: iPhone • Blackberry • desktop • SMS Lifestream aggregator, Facebook, blogs …
  • 33. The User Multiface Browser • SMS • IM • RSS reader • FriendFeed • Facebook • blogs • widgets • desktop, iPhone, Blackberry, and SMS clients
  • 34. Anyone
    • Develop dynamic and engaging “behind the scenes” personalities, content, sneak-previews and other genuinely engaging content
  • 35. 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.
  • 36. 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
  • 37. Externally Customer service Market awareness News Innovation Understanding Extending reach Relationships Branding Direct sales SEO Driving traffic Networking
  • 38. Internally Sales Teams Event Planning Project Status News Coordination Interface Decentralized teams Employee Support Mentoring Problem-solving Purely Social
  • 39. VALUE. visibility relevance relationships social capital community ideas trust research marketing networking customer service traffic news sales SEO
  • 40. Influence (was) Attracting attention to yourself
  • 41. Influence (is) Providing attention and value to others
  • 42. Social Media is Nothing New
  • 43. Photo Credit: (cc) jerryfletcher on flickr.com
  • 44. Social Media is Knowledge
  • 45. Knowledge is Socially Mediated
  • 46. Knowledge is Socially Mediated Photo Credit: (cc) fredoalvarez on flickr.com
  • 47. Knowledge is Socially Mediated
  • 48. Knowledge is Social ly Media ted
  • 49. Markets are Socially Mediated
  • 50. Photo Credit: (cc) gregor_y on flickr.com
  • 51. Markets are Socially Mediated
  • 52. Markets are Social ly Media ted
  • 53. Photo Credit: (cc) matrianklw on flickr.com
  • 54. How should a business get started?
  • 55. 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
  • 56. How Best to Approach?
    • Cultivate standards of
    • Excellence
    • Authenticity
    • Engagement
    • What will work for your organization ?
  • 57. Twitter Campaigns?
    • not so much.
    • Twitter literacy
  • 58. Business Objectives
    • Measured by the most appropriate standards for the objective
  • 59. 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
  • 60. 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
  • 61. “ Off-Platform” Benefits
  • 62. Off-Platform Benefits
    • SEO
    • Research
    • Content Generation Engine
    • Word of Mouth
    • PR Gravity
  • 63. 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
  • 64. Research
    • Passive - free and paid listening tools
    • Active - ask questions, use #tags, “recruit” groups
    • Live - create real-time focus groups, polls, surveys
  • 65. Word of Mouth
    • @DellOutlet -- $500,000 of computers to HOW many followers?
    • Disproportionately influencers, still
    • Journalists and bloggers, especially
    • “ Passs-along” ethic
  • 66. Content Generation Engine
    • Let’s say you’re Madonna…
    • ABC News during Obama’s speech
    • Many ways to slice this
  • 67. “ PR Gravity”
    • Forbes, NYT Magazine, Newsweek, BusinessWeek, Inc.com, Entrepreneur Magazine
    • Publish, become known, be helpful
  • 68. How…
    • BE USEFUL
      • Turn the message inside-out!
    • Offer things
    • Talk about what you do
  • 69. Applicability
    • Listening
    • Innovation
    • Research
    • Measurement
  • 70. Measurement
    • Most of all:
    • Measure the desired business objective the way you always measure that desired business objective
  • 71. 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
  • 72. Preventing “Time Suck”
  • 73. Efficiency
    • Tools
    • Objectives
    • Discipline
  • 74. Branding Lessons
  • 75.  
  • 76.  
  • 77.  
  • 78.  
  • 79.  
  • 80.  
  • 81.  
  • 82. Outlook
  • 83. 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?
  • 84. “ We see an ecosystem of developers swarming around the Twitter API like moths around a flame” -TechCrunch.com
  • 85.  
  • 86. Learning more…
  • 87.  
  • 88.  
  • 89.  
  • 90.