Jeff Hilimire: Twitter: Marketing Must or All Hype?

What the h*$% is OfficeArrow, LLC. 2009.

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Jeff Hilimire Chief Digital Officer Engauge @jeffhilimire [email_address]

With 250+ employees and locations in five states, the concept of Engauge is to group brilliant agencies in the most vital marketing disciplines today – branding, direct, and digital:
Engauge Communications
Engauge Direct
Engauge Digital

Clients

Everyone’s a skeptic "Everything that can be invented has been invented." -- Charles H. Duell, U.S. Commissioner of Patents, in 1899. "I think there is a world market for maybe five computers." --Thomas Watson, chairman of IBM, 1943 “ I think these things [social networks] are going to have some legs, and yet there’s a faddishness, a faddish nature about anything that basically appeals to younger people.” --Steve Ballmer, Microsoft CEO “ It’s inherently silly and it’s inherently dumb.” --John Mayer, singer/songwriter, speaking on Twitter, who now is the #6 Twitter user in terms of number of followers (close to 1,000,000)

So how do I not sound like a Twitter dork (a twork?)
For more Twitter terms: http://twictionary.pbworks.com /
Tweet: when you send a msg via Twitter (not a “twit”)
Twit: when you say you “twittered” something
Hashtag: tweet topic (i.e. #swineflu)
Tweetup: when Twitter users meet <GASP> face-to-face
TwitPic: 3rd party application that allows pics to be tweeted
Twitterview: a public interview conducted over Twitter
Dweet: a tweet made, under the influence of alcohol
Twang: a tweet from someone in the South
RT: short for re-tweet.

8 With all this noise, what makes Twitter so special?

So why is Twitter relevant?
It’s growth is undeniably impressive

Fastest Growing Social Networking Site June 2008 – June 2009 1460% ~ 30M Twitter Accounts Today

Twitter’s growth caveat

Imitation is sincerest form of flattery

Because Oprah is doing it ;)

Because it has big time haters (so it must be doing something right)

"Twittering stems from a lack of identity. It's a constant update of who you are, what you are, where you are. Nobody would Twitter if they had a strong sense of identity ."
-- clinical psychologist Oliver James
"Using Twitter suggests a level of insecurity whereby, unless people recognize you, you cease to exist. It may stave off insecurity in the short term, but it won't cure it ." -- cognitive neuropsychologist Dr David Lewis "A way of making sure you are permanently connected to somebody and somebody is permanently connected to you, proving that you are alive. It's like when a parent goes into a child's room to check the child is still breathing. It is a giant baby monitor ." -- book author Alain de Botton

Because it has big time haters (so it must be doing something right)
But mainly because:
Twitter is a new broadcast medium
It’s a real time analysis of people’s thoughts, interests, perceptions
It’s (today) the only real-time search engine
A legitimate customer service channel

So what is Twitter exactly? 8

What’s important to me and my followers?

...until recently. Much better.

So who are all these people? http://www.istrategylabs.com/twitter-2009-demographics-and-statistics/

Why would anyone use Twitter? 8

Latest News and Events

Some express their thoughts on, well, anything...

Mr. Andrews,
If I interpret your post correctly, these are your comments about Memphis a few hours after arriving in the global headquarters city of one of your key and lucrative clients, and the home of arguably one of the most important entrepreneurs in the history of business, FedEx founder Fred Smith.
Many of my peers and I feel this is inappropriate. We do not know the total millions of dollars FedEx Corporation pays Ketchum annually for the valuable and important work your company does for us around the globe. We are confident however, it is enough to expect a greater level of respect and awareness from someone in your position as a vice president at a major global player in your industry. A hazard of social networking is people will read what you write.
-- FedEx Employee
In response to this public statement, emailing the FedEx Corporate Vice President, Vice President, Directors, the communication department, and Ketchum
-- James Andrews, Digital PR and Communications for Ketchum Hours before presentation to FedEx Worldwide Communications Group in Memphis, TN

Real-time event “conversations”

Real-time event “conversations” U.S. Rep. Jack Kingston, UGA ’09 Commencement Speaker Blah blah blah twitter blah blah blah...

Amber Alerts

Ok, I get it. So how do I start using Twitter? 8

Most popular Twitter clients Top 10 Twitter Clients Web TweetDeck Twitterfeed Twhirl Twitterrific Tweetie Text Mobile TwitterFon TwitPic

Blackberry
Twitterberry
Mobile Platforms for Twitter iPhone Tweetie Twitterfon Twitterific Twitterlator Windows Mobile Twinkini Android TwitterDroid Cross Platform Slandr TinyTwitter

How do I find people to follow?

http://mashable.com/followfri/ Now changing to #FF

Do Brands Belong on Twitter?

@Starbucks Transparent, personal, value-adding, participating via following.

Is there a place on Twitter for B2B marketers?

Of course!
Recruitment
Customer Service
Channel / Partnership building (cross linking, etc.)
… oh yeah, marketing!
Monitoring

Tools & Measurement Adam Rice President, Looxii

Twitter Metrics: what can we measure ?

The What
Volume
Themes
Content

Volume
how much are people talking

Themes
what (else) they are talking about

Content
what is being associated

3 Rules*
Listen
Engage
MEASURE
*according to Marta Kagan

Why Measure
identify audience
know what to talk about

Last but not least…

JUMP IN!!!

Questions? @jeffhilimire OfficeArrow, LLC. 2009.

Jeff Hilimire: Twitter: Marketing Must or All Hype?

by LIFT Summit 2009 on Sep 24, 2009

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Jeff Hilimire: Twitter: Marketing Must or All Hype? — Presentation Transcript