#13 IMU: Twitter for Business (GF501)

Twitter for Business (GF501) Professor: Laura Fitton , Pistachio Consulting and co-author of Twitter for Dummies

for Business

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…

What is Twitter?

What Are You Doing?

~20 million monthly uniques (x5.7 since Nov 08) 125 million monthly visits (x4.3 since Nov 08)

20% of online adults 25-34 23% of social network users 27% of bloggers December 2008

Why is it valuable?

http://twitpic.com/135xa

How does it work?

What Are You Doing?

“ Use it Where You Think Best” -IBM ThinkPad

The User Multiface Browser • SMS • IM • RSS reader • FriendFeed • Facebook • blogs • widgets • desktop, iPhone, Blackberry, and SMS clients

The User Multiface Browser • SMS • IM • RSS reader Clients: iPhone • Blackberry • desktop • SMS Lifestream aggregator, Facebook, blogs …

The User Multiface Browser • SMS • IM • RSS reader • FriendFeed • Facebook • blogs • widgets • desktop, iPhone, Blackberry, and SMS clients

Anyone
Develop dynamic and engaging “behind the scenes” personalities, content, sneak-previews and other genuinely engaging content

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.

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

Externally Customer service Market awareness News Innovation Understanding Extending reach Relationships Branding Direct sales SEO Driving traffic Networking

Internally Sales Teams Event Planning Project Status News Coordination Interface Decentralized teams Employee Support Mentoring Problem-solving Purely Social

VALUE. visibility relevance relationships social capital community ideas trust research marketing networking customer service traffic news sales SEO

Influence (was) Attracting attention to yourself

Influence (is) Providing attention and value to others

Social Media is Nothing New

Photo Credit: (cc) jerryfletcher on flickr.com

Social Media is Knowledge

Knowledge is Socially Mediated

Knowledge is Socially Mediated Photo Credit: (cc) fredoalvarez on flickr.com

Knowledge is Socially Mediated

Knowledge is Social ly Media ted

Markets are Socially Mediated

Photo Credit: (cc) gregor_y on flickr.com

Markets are Socially Mediated

Markets are Social ly Media ted

Photo Credit: (cc) matrianklw on flickr.com

How should a business get started?

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

How Best to Approach?
Cultivate standards of
Excellence
Authenticity
Engagement
What will work for your organization ?

Twitter Campaigns?
not so much.
Twitter literacy

Business Objectives
Measured by the most appropriate standards for the objective

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

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

“ Off-Platform” Benefits

Off-Platform Benefits
SEO
Research
Content Generation Engine
Word of Mouth
PR Gravity

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

Research
Passive - free and paid listening tools
Active - ask questions, use #tags, “recruit” groups
Live - create real-time focus groups, polls, surveys

Word of Mouth
@DellOutlet -- $500,000 of computers to HOW many followers?
Disproportionately influencers, still
Journalists and bloggers, especially
“ Passs-along” ethic

Content Generation Engine
Let’s say you’re Madonna…
ABC News during Obama’s speech
Many ways to slice this

“ PR Gravity”
Forbes, NYT Magazine, Newsweek, BusinessWeek, Inc.com, Entrepreneur Magazine
Publish, become known, be helpful

How…
BE USEFUL
Turn the message inside-out!
Offer things
Talk about what you do

Applicability
Listening
Innovation
Research
Measurement

Measurement
Most of all:
Measure the desired business objective the way you always measure that desired business objective

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

Preventing “Time Suck”

Efficiency
Tools
Objectives
Discipline

Branding Lessons

Outlook

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?

“ We see an ecosystem of developers swarming around the Twitter API like moths around a flame” -TechCrunch.com

Learning more…

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#13 IMU: Twitter for Business (GF501)

by HubSpot All-in-one Marketing Software on Aug 10, 2009

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#13 IMU: Twitter for Business (GF501) — Presentation Transcript