><Harry SchilbachHow Can MyBusiness UseTwitter
><Harry Schilbach of 161Twitter inNumbersDoing itWrongWhy useTwitter forBusinessDoing itRight
><Harry SchilbachTwitter – From Egg to Eagleof 162 2006 – Spun out of a podcast company 2007 – Star app at SXSW 2008 – ...
><Harry Schilbach 3
><Harry SchilbachFrom Zero to a Billion tweetsof 16402000000040000000600000008000000010000000120000002007 2008 2009 2010So...
><Harry SchilbachFrom Six to 500 Millionof 165500 million registeredusers200 million active dailyusersSource: Alexa Inte...
><Harry SchilbachFrom the USA to Everywhereof 166140 m50 m29 m35 mSource: semiocast
><Harry SchilbachWhat do they Tweet?of 167PointlessBabble, 40.10%Conversational, 37.60%Re-tweets, 8.70%Self-Promotion, 5.9...
><Harry Schilbach 8Why useTwitter forBusiness
><Harry Schilbach of 169Reach &ConnectingwithCustomersCustomerFeedbackBrandingMarketingWhy useTwitterforbusiness?
><Harry Schilbach 10Doing it Wrong
><Harry SchilbachDoing It Wrongof 1611Stay SecurePassword is not apasswordWho has access?Process forchanging password?
><Harry SchilbachDoing It Wrong 2of 1612Add Image or VideoBeware –employee witha grudgeControl access
><Harry SchilbachDoing It Wrong 3of 1613
><Harry SchilbachDoing It Wrong 4of 1614Beware Trolls –Don’t Bite!Getting into argumentswith individuals is a big turnoff!
><Harry Schilbach 15Doing it Right
><Harry SchilbachDoing It Rightof 161624/7 customerserviceBe quick, courteous andfull of action!
><Harry SchilbachDoing It Right 2of 1617Be funnyHumor works – easy tosay – very hard to pull off
><Harry SchilbachDoing It Right 3of 1618Keep it personalMarket discreetly &infrequentlyDon’t Spam or use‘bots
><Harry SchilbachFinally…Some takeawaysTwitter is big &getting biggerBe of valueEngageBe secureBe appropriateof 1619
><Harry Schilbach of 1620Thank YouQuestions?
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How Can my Business Use Twitter?

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A light look through the pluses and challenges of using Twitter to promote your business.

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  • Slide 11

    This is a great example from last week:

    Bit of background – AP – associated press one of the biggest news agencies in the world with a $650 million revenue.

    Their account got hacked – a fake news story got tweeted and re-tweeted thousands of times – caused the stock market to dip

    For AP the consequences are massive – complete loss of reputation with regard to breaking news – would you believe AP now?

    So the message is stay secure

    Slide 12

    This from early this year – the employee who has nothing to lose

    HMV unintentionally live-tweeting the confidential redundancy meeting.

    Slide 13

    Same sort of thing, less impact, but more local…

    Slide 14

    Whose doing the tweets…

    Is the quick-tempered the best person to be in charge of the twitter account with 43 000 followers.

    Talk about who is in charge of twitter

    Slide 16

    This an American regional air carrier – continually win praise for the attention led customer service – a continual message to customers and potential customers that we take you seriously!

    Slide 17

    Be funny – This is a really hard one to pull off – it can alienate as many people as it engages, it’s even harder for a large multinational like o2 – but they seem to have pulled it off really well.

    Slide 18

    Another good example from Innocent Drinks

    People don’t want to be sold to 24/7 keep marketing and offer reasonable, engage don’t just preach and sell.

    Nothing is more likely to get people hitting the unfollow button then using a robot to automate tweets – be timely – why is a pizza company trying to sell me pizzas at 9 in the morning…

    Slide 19

    Finally – Some takeaways

    Twitter’s big and getting bigger – facebook hit 1 billion users last year – could twitter do the same?

    Be of value offer something other than adverts, be it customer service, technical assistance or exclusives

    Engage – reply to tweets, acknowledge both positive and negative comments

    Be secure – password security and access control – reputation can be lost in a moment

    Be appropriate – support the brand values of the business, make sure your twitter stream reinforces your market position
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  • Title Slide

    How can my business use twitter?

    I’m an avid user of twitter and I’m constantly amazed about how badly businesses use twitter.

    A lot of companies seem to think that they NEED to be on twitter but don’t really spend time to DEVELOP a strategy for engagement…

    I think because registering and using Twitter is free businesses kind of just jump in…

    So I want to really break down twitter and examine why is can be useful for businesses'…

    Slide 1

    So what we’re going to look at today

    First Twitter has some massive numbers – we’ll have a quick look at its reach
    Then we’ll take a look at some of the reason to be ON twitter
    Then finally we’ll look at some example of companies doing it wrong…
    …then to finish on a more positive note we’ll look at some great of using twitter…

    Slide 2

    A very quick history

    2006 - Spun out of a podcast company that was struggling to compete with iTunes – originally intended to be used on the SMS network hence the 140 character limit…There’s the first tweet by co-founder Jack Dorsey…

    2007 – Star app at Texas tech and arts festival South by southwest – over the course of the festival usage soared from 20 k tweets to 60k daily

    2008 – it really took of them heavily adoption in the tech, media and news sectors.

    2009 – 2011 – too much growth – capacity was an issue with regular sightings of the fail whale…

    Slide 4

    Ok A billion tweets – sounds a lot doesn’t it?

    Twitter delivered a billion tweets in just over 3 years

    Anyone want to guess how many tweets have been sent in total – I’ll give you to the nearest billion – 163 Billion…

    Slide 5

    Lets take a quick look at the user base….

    …lifetime registered user of around 500 million with an active user base of 200 million a day…

    Slide 6

    So let’s have a look at where those tweeters are?

    It was launched in the US and it’s still number 1 for users, followed by Surprisingly Brazil, third comes Japan – Japanese is the second most used language on twitter

    The UK a respectable, considering its size, fourth.

    A word about the figures…

    It’s probably worth talking about the integrity of the figures for a second. Twitter doesn't provide full usage figures so they are
    collated through traffic analysis

    Slide 7

    What do people tweet?

    This is a bit of analysis done by a company Pear Analytics in 2009 – so a little out of date and strange categorisation aswell!

    Pointless babble – one blogger one persons pointless babble is others personal insight

    Slide 9

    There’s four main areas where twitter is your friend:

    Reach, branding, customer feedback and marketing

    Reach – Connection with the customers. In the 21st century a lot consumer want a direct connections with the companies that are flogging them stuff. We want to feel special and engage. Twitter gives companies a way of telling their story in a place where consumers hang out – they don’t need to go to your website.

    It’s a meritocracy – a place where everyone has the same chance of exposure – 20 years ago there were only a handful of companies that could reach out to what 200 million people – coca cola, ford, levis…..now, if you do it right, any company can engage with millions of people…

    Branding – I mentioned telling a story – twitter is a great format for subtly reinforcing the brand values over time and on a more frequent basis –

    Customer Feedback – It’s a great way to communicate directly with customers – a way to show off how good your customer service is, whether broadcasting service issues like o2 do, or Hertz the car-hire people who have a dedicated twitter customer resolution team.

    Businesses need to make sure that your customer service is good before they enter twitter – or else all that brilliant brand work will be ruined – Twitter is no place to hide if you performing 100% in this area…

    And finally marketing….

    This is one way that twitter can deliver revenue to a businesses bottom line – If an organisation has done a good job with the other areas – direct marketing, offers, promos and exclusive content or early access to products can really help to convert those followers to customers…

    There’s a final one that’s not shown – value, haven’t included it as its hard to quantify the return on investment for twitter – I couldn’t really find any figures to justify Twitter being either good value or bad. But the fact that is essentially free, to me speaks volumes…
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    Your message goes here
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  • How can my business use twitter?I’m an avid user of twitter and I’m constantly amazed about how badly businesses use twitter.A lot of companies seem to think that they NEED to be on twitter but don’t really spend time to DEVELOP a strategy for engagement…I think because registering and using Twitter is free businesses kind of just jump in…So I want to really break down twitter and examine why is can be useful for businesses&apos;…
  • So what we’re going to look at todayFirst Twitter has some massive numbers – we’ll have a quick look at its reachThen we’ll take a look at some of the reason to be ON twitterThen finally we’ll look at some example of companies doing it wrong……then to finish on a more positive note we’ll look at some great of using twitter…
  • A very quick history2006 - Spun out of a podcast company that was struggling to compete with iTunes – originally intended to be used on the SMS network hence the 140 character limit…There’s the first tweet by co-founder Jack Dorsey…2007 – Star app at Texas tech and arts festival South by southwest – over the course of the festival usage soared from 20 k tweets to 60k daily 2008 – it really took of them heavily adoption in the tech, media and news sectors. 2009 – 2011 – too much growth – capacity was an issue with regular sightings of the fail whale…
  • Ok so I PROMISED you some big numbers, now its time to deliver…
  • Ok A billion tweets – sounds a lot doesn’t it?Twitter delivered a billion tweets in just over 3 yearsAnyone want to guess how many tweets have been sent in total – I’ll give you to the nearest billion – 163 Billion…
  • Lets take a quick look at the user base….…lifetime registered user of around 500 million with an active user base of 200 million a day…
  • So let’s have a look at where those tweeters are?It was launched in the US and it’s still number 1 for users, followed by Surprisingly Brazil, third comes Japan – Japanese is the second most used language on twitterThe UK a respectable, considering its size, fourth. A word about the figures…It’s probably worth talking about the integrity of the figures for a second. Twitter doesn’t provide full usage figures so they are collated through traffic analysis
  • What do people tweet? This is a bit of analysis done by a company Pear Analytics in 2009 – so a little out of date and strange categorisation aswell!Pointless babble – one blogger one persons pointless babble is others personal insight
  • So big numbers are over…Lets take a look at what’s in it for businesses…
  • There’s four main areas where twitter is your friend: Reach, branding, customer feedback and marketingReach – Connection with the customers. In the 21st century a lot consumer want a direct connections with the companies that are flogging them stuff. We want to feel special and engage. Twitter gives companies a way of telling their story in a place where consumers hang out – they don’t need to go to your website.It’s a meritocracy – a place where everyone has the same chance of exposure – 20 years ago there were only a handful of companies that could reach out to what 200 million people – coca cola, ford, levis…..now, if you do it right, any company can engage with millions of people…Branding – I mentioned telling a story – twitter is a great format for subtly reinforcing the brand values over time and on a more frequent basis – Customer Feedback – It’s a great way to communicate directly with customers – a way to show off how good your customer service is, whether broadcasting service issues like o2 do, or Hertz the car-hire people who have a dedicated twitter customer resolution team.Businesses need to make sure that your customer service is good before they enter twitter – or else all that brilliant brand work will be ruined – Twitter is no place to hide if you performing 100% in this area…And finally marketing…. This is one way that twitter can deliver revenue to a businesses bottom line – If an organisation has done a good job with the other areas – direct marketing, offers, promos and exclusive content or early access to products can really help to convert those followers to customers…There’s a final one that’s not shown – value, haven’t included it as its hard to quantify the return on investment for twitter – I couldn’t really find any figures to justify Twitter being either good value or bad. But the fact that is essentially free, to me speaks volumes…
  • Ok so I PROMISED you some big numbers, now its time to deliver…
  • This is a great example from last week:Bit of background – AP – associated press one of the biggest news agencies in the world with a $650 million revenue. Their account got hacked – a fake news story got tweeted and re-tweeted thousands of times – caused the stock market to dip For AP the consequences are massive – complete loss of reputation with regard to breaking news – would you believe AP now?So the message is stay secure
  • This from early this year – the employee who has nothing to loseHMV unintentionally live-tweeting the confidential redundancy meeting.
  • Same sort of thing, less impact, but more local…
  • Whose doing the tweets…Is the quick-tempered the best person to be in charge of the twitter account with 43 000 followers. Talk about who is in charge of twitter
  • Ok so I PROMISED you some big numbers, now its time to deliver…
  • This an American regional air carrier – continually win praise for the attention led customer service – a continual message to customers and potential customers that we take you seriously!
  • Be funny – This is a really hard one to pull off – it can alienate as many people as it engages, it’s even harder for a large multinational like o2 – but they seem to have pulled it off really well.
  • Another good example from Innocent DrinksPeople don’t want to be sold to 24/7 keep marketing and offer reasonable, engage don’t just preach and sell.Nothing is more likely to get people hitting the unfollow button then using a robot to automate tweets – be timely – why is a pizza company trying to sell me pizzas at 9 in the morning…
  • Finally – Some takeawaysTwitter’s big and getting bigger – facebook hit 1 billion users last year – could twitter do the same?Be of value offer something other than adverts, be it customer service, technical assistance or exclusivesEngage – reply to tweets, acknowledge both positive and negative commentsBe secure – password security and access control – reputation can be lost in a momentBe appropriate – support the brand values of the business, make sure your twitter stream reinforces your market position
  • How Can my Business Use Twitter?

    1. 1. ><Harry SchilbachHow Can MyBusiness UseTwitter
    2. 2. ><Harry Schilbach of 161Twitter inNumbersDoing itWrongWhy useTwitter forBusinessDoing itRight
    3. 3. ><Harry SchilbachTwitter – From Egg to Eagleof 162 2006 – Spun out of a podcast company 2007 – Star app at SXSW 2008 – Growth beckoned Too much growth?
    4. 4. ><Harry Schilbach 3
    5. 5. ><Harry SchilbachFrom Zero to a Billion tweetsof 16402000000040000000600000008000000010000000120000002007 2008 2009 2010Source: twitter3 years, 2 months & 1 day163 Billion tweets
    6. 6. ><Harry SchilbachFrom Six to 500 Millionof 165500 million registeredusers200 million active dailyusersSource: Alexa InternetMedia Bistro
    7. 7. ><Harry SchilbachFrom the USA to Everywhereof 166140 m50 m29 m35 mSource: semiocast
    8. 8. ><Harry SchilbachWhat do they Tweet?of 167PointlessBabble, 40.10%Conversational, 37.60%Re-tweets, 8.70%Self-Promotion, 5.90%Spam, 3.80%News, 3.60%Source: Pear AnalyticsSodthis, I’mgoing fora latteCat justrang intothe door.Lolz!! (-:
    9. 9. ><Harry Schilbach 8Why useTwitter forBusiness
    10. 10. ><Harry Schilbach of 169Reach &ConnectingwithCustomersCustomerFeedbackBrandingMarketingWhy useTwitterforbusiness?
    11. 11. ><Harry Schilbach 10Doing it Wrong
    12. 12. ><Harry SchilbachDoing It Wrongof 1611Stay SecurePassword is not apasswordWho has access?Process forchanging password?
    13. 13. ><Harry SchilbachDoing It Wrong 2of 1612Add Image or VideoBeware –employee witha grudgeControl access
    14. 14. ><Harry SchilbachDoing It Wrong 3of 1613
    15. 15. ><Harry SchilbachDoing It Wrong 4of 1614Beware Trolls –Don’t Bite!Getting into argumentswith individuals is a big turnoff!
    16. 16. ><Harry Schilbach 15Doing it Right
    17. 17. ><Harry SchilbachDoing It Rightof 161624/7 customerserviceBe quick, courteous andfull of action!
    18. 18. ><Harry SchilbachDoing It Right 2of 1617Be funnyHumor works – easy tosay – very hard to pull off
    19. 19. ><Harry SchilbachDoing It Right 3of 1618Keep it personalMarket discreetly &infrequentlyDon’t Spam or use‘bots
    20. 20. ><Harry SchilbachFinally…Some takeawaysTwitter is big &getting biggerBe of valueEngageBe secureBe appropriateof 1619
    21. 21. ><Harry Schilbach of 1620Thank YouQuestions?

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