Twitter and business Real World Applications Amanda Goetz Jonathan Lam
Twitter● Twitter is a real-time information network that connects you to the latest stories, ideas, opinions and news about what you find interesting.● Each Tweet is limited to 140 characters.● Twitter is available around the world in more than 20 languages.● Twitter
Twitter Terms● Mention: ○ Once you have a twitter account, other people can "mention" your username using the "@" symbol.● Retweet ○ If someone else tweets something that you want to share to your own followers, you can "retweet" their post.● Message ○ Private messages can be sent between users. Simply start your tweet with "DM" or "D", followed by "@username", and then your message.● Hashtag ○ Hashtags (#) are for users to categorize their tweets. They are usually short keywords that are used to get your tweet noticed. For example, if a store was posting about black friday sale, one of their hashtags could be "#blackfriday", so that when any user searched the term black friday, their tweet would show up.
The Business Aspect● Twitter has a section on their website about businesses using Twitter.● "As a business, you can use Twitter to quickly share information, gather market intelligence and insights, and build relationships with people who care about your company."● Businesses around the world use Twitter to help promote their brands.
8 Practices Twitter provides a list of 8 practices businesses should be following.1. Share2. Listen3. Ask4. Respond5. Reward6. Demonstrate knowledge and leadership7. Champion (engage) your stakeholders8. Establish the right voice.
8 Practices● Each practice helps to promote a business and create brand loyalty.● Twitter provides a guide not only for businesses, but a downloadable guide for small businesses.● The 8 practices help a business create a following and a reputation.
Followers, Followers, Followers!● It is important when using twitter for your business to have a wide following. ● The more people that see your tweets, the more likely it is that your message will be passed on. ● The more people talking about your business (positively) on Twitter, the better!
How to get noticedTwitter offers a few options to businesses tohelp them gain followers and improve theirreach. ● Promoted Accounts● Promoted Tweets● Promoted Trends● Enhanced Profile Pages● Widgets and Resources
Promoted Accounts● The fastest way to increase followers.● Not only will you increase your numbers, but these will be valuable followers that find your business relevant to them.● The more someone cares about what youre talking about, the more likely they are to pass on your message.
Promoted Tweets● Promoted tweets allow you to amplify your message and make sure that it is seen.● These tweets can be targeted to specific search terms, specific users, and even geographic locations.
Promoted Trends● A trending topic means that people are using (#)hashtags to discuss a certain topic.● Trending topics are listed on a users homepage, and draw a lot of attention.● If a business has something that they want users to discuss, they can pay to have that topic moved to the top of that list.
Enhanced Profile Pages● A business can alter the way their page looks, making sure that their most important content is most prevalent.
Widgets and Resources● A companys twitter account can be amplified by any media they already have in place.● "Follow" buttons can be added to a companys website that take visitors directly to their Twitter page.● "Widgets" can be placed on blogs, websites, facebook, myspace, etc. that allow visitors of those sites to also see a companys tweets.● "Tweet" buttons can be added to a website or blog that allow Twitter users to share that particular link or content with their followers.
Twitter Analytics● Businesses do not guess at how their tweets are doing.● Twitter offers analytics to show how the business tweets are being viewed, retweeted, and favorited.● Timeline Activity allows a business to see what activity has come from each tweet.● Analytics include follows, unfollows, mentions, retweets, and more.
Case Study: SXSW Interactive Festival● 13 sponsors- includes Pepsi, Samsung, Monster Energy, and AT&T.● Tweeting about events causes an increase in engagement.● Giveaways give the audience a reason to interact with the brand. Ex. Chevrolet provided free rides in their new car, the Equinox.● Using Twitter around and during an event is cost-effective.
Case Study: SXSW Interactive Festival● At SXSW, Samsung received 465,132 mentions, Microsoft received 220,719 mentions, and Pepsi received 190,250 mentions.● Lesson: Businesses using Twitter need to be interactive. Using Twitter to promote an event is cost-effective for businesses and can create greater reach.
Marketers use of TwitterGrant Johnson, Ad Agency Owner of JohnsonDirect wrote an article for ChiefMarketer.com,discussing the marketing power of TwitterTwitter can be used as:● An extension of public relations● A direct marketing promotional tool● An instantaneous update.These three are not the only uses discussed,but the three major ones for businesses.
Marketers use of Twitter● As an extension of public relations, a business can tweet about other parts of the business or relevant information to the business.● As a direct promotional tool, a business can offer a discount or promotion through a link posted on Twitter or a code tweeted for users to use on the business site.● As an instantaneous update, businesses can provide real-time information about anything new happening.
Example of a business using Twitter● Besides the basic Twitter used for advertising, businesses can get creative with their Twitters.● Example: DKNY PR Girl- http://twitter. com/#!/DKNY● DKNY maintains a relationship with its followers through DKNY PR Girl.● Tweets are not only business related, but fun and keep followers interested.● Allows for the brand to engage with followers.