Twitter: All You Need To Know--How To Use Twitter For Your Business

Twitter: all you need to know How to use Twitter for your business

Agenda

00 01 02 03 04 05 06 02. Twitter in a nutshell 03. Twitter in numbers 00 Summary 04. Twitter and business 05. Twitter: optimize your presence 01. Background 06. Twitter: a brainteaser? 00. Vanksen

00. About Vanksen

“ connecting brands & consumers” 00 .1. Philosophy About Vanksen 00 01 02 03 04 05 06

00 .2. Locations About Vanksen 00 01 02 03 04 05 06

00 .3. Fields of activity About Vanksen 00 01 02 03 04 05 06

00 .4. Some of our clients About Vanksen 00 01 02 03 04 05 06

01. Background

“ A society of immediateness” 01 . 1 . Social change Background 00 01 02 03 04 05 06

01 . 1 . Social change Background 00 01 02 03 04 05 06 Fast food 35 minutes: the average time of a lunch break in France

01 . 1 . Social change Fast fashion Background 00 01 02 03 04 05 06 30,000 new models per year in 2005

01 . 1 . Social change Fast technology Background 00 01 02 03 04 05 06 Evolution of the iPod in 8 years

01 . 1. Social change Fast information Background 00 01 02 03 04 05 06 US Airways crash ▪ The first pictures of the crash were posted online via Twitpic on the microblogging site Twitter by a user who had witnessed the accident. ▪ The pictures traveled around the world in only a couple of minutes.

01 . 2. Evolution of communication Means of communication Background 00 01 02 03 04 05 06 Hyper-connectivity

01 . 3. Evolution from blogging to Twitter Background 00 01 02 03 04 05 06

01 . 3. Evolution from blogging to Twitter Background 00 01 02 03 04 05 06 It’s just like… … only that… A blog post… … you can only use 140 characters Updating one’s Facebook status… … it is visible on innumerable media A big chat… … you choose who you follow An instant messaging service… … it is public and archived on the Web [which allows for scanning the posted information]

01 . 3. Evolution from blogging to Twitter Background 00 01 02 03 04 05 06 Microblogging = fast and public

01 .4. Where is Twitter within the social media landscape? A less known, but promising service Background 00 01 02 03 04 05 06 Number of users in the USA and growth in 2008 vs. 2009 Source: Nielsen Online Number of unique users in millions Growth 2008–2009

01 .4. Where is Twitter within the social media landscape? But a service adopted by a powerful niche group Background 00 01 02 03 04 05 06

02. Twitter in a nutshell

02 .1. Presenting Twitter Twitter in a nutshell 00 01 02 03 04 05 06 A means of communication A place to share and consume information A new real-time search engine A service for Web users A discussion forum A tool for listening and analyzing A traffic generator A means to meet new people and to create new connections A means to talk about what you are doing right now Twitter is:

02 . 1. Presenting Twitter Twitter in a nutshell 00 01 02 03 04 05 06 “ What are you doing?”

02 .1. Presenting Twitter Twitter in a nutshell 00 01 02 03 04 05 06 What is important to my followers and me? Latest: Jackass's Successor…http://tinyurl.com/lke8p5 about 2 hours ago

02 . 1. Presenting Twitter Twitter in a nutshell 00 01 02 03 04 05 06

Max. 140 characters Followers and following Customizable 02 . 1. Presenting Twitter Twitter in a nutshell 00 01 02 03 04 05 06 Free & easy to use

02 . 1. Presenting Twitter Twitter in a nutshell 00 01 02 03 04 05 06 + = Interoperability between your blog and Twitter: When you update your blog, your Twitter account is updated automatically

Share interesting posts Blog posts are re-published on Twitter 02 . 1. Presenting Twitter Twitter in a nutshell 00 01 02 03 04 05 06

02 . 1. Presenting Twitter Twitter in a nutshell 00 01 02 03 04 05 06 + = aa When you update your Twitter account, your Facebook account is updated Interoperability between Facebook and Twitter automatically, and vice versa

02 . 1. Presenting Twitter Twitter in a nutshell 00 01 02 03 04 05 06 Share interesting posts in connection with Facebook

02 . 1. Presenting Twitter Twitter in a nutshell 00 01 02 03 04 05 06 As many contact opportunities blog Example of one person’s blog, Twitter, and Facebook

02 . 1. Presenting Twitter Twitter in a nutshell 00 01 02 03 04 05 06 Automatically posted from your blog’s RSS feed Posted to share a link or an experience Posted to share a tweet you received from your community (RT or retweet) Posted as a response to someone (@username) Posted as a response to someone, with only this person being able to see the message (DM or direct message) Message types

Message types 02 . 1. Presenting Twitter Twitter in a nutshell 00 01 02 03 04 05 06 Response to/@: direct message visible to all, sent to one or several persons Thanks my friend !

Message types 02 . 1. Presenting Twitter Twitter in a nutshell 00 01 02 03 04 05 06 Retweet/RT: forwards a tweet, allows for relaying a piece of information Look at this video !!

Message types 02 . 1. Presenting Twitter Twitter in a nutshell 00 01 02 03 04 05 06 Direct message/DM: message visible only to the person in question DM@Davidous : Check this out, it's simply magical: http://bit.ly/1a9EUe

Who is on Twitter? 02 . 1. Presenting Twitter Twitter in a nutshell 00 01 02 03 04 05 06 Opinion leaders, influencers, celebrities…

Who is on Twitter? 02 . 1. Presenting Twitter Twitter in a nutshell 00 01 02 03 04 05 06 … and many bloggers (who spread content)

Who is not on Twitter? 02 . 1. Presenting Twitter Twitter in a nutshell 00 01 02 03 04 05 06 Twitter is not yet a media used by the general public

02 .1. Presenting Twitter Twitter in a nutshell 00 01 02 03 04 05 06 Because it is growing exponentially Because it is a model for other platforms Because is has an exemplary acceleration process Twitter is a new means of communication It allows for analyzing people’s thoughts, perceptions and interests in real time It is the only real-time search engine currently available It is a legitimate service channel for consumers Why is Twitter so relevant? But most of all because:

02 .1. Presenting Twitter Twitter in a nutshell 00 01 02 03 04 05 06 Tweet : a message on Twitter; or: to post a message on Twitter Hashtag: trending topic (e.g. swine flu), marked by “#” Tweetup : Twitter users meeting in real life (yes, it happens!) Twitpic : application for posting pictures on Twitter Twitterview : a conversation generating follow-up (like an interview) Dweet : message posted when drunk RT : forwarding someone else’s tweet @: used to answer someone (message appears differently for the recipient) For more Twitter-speak, check out: http://twictionary.pbworks.com/ Some Twitter-speak

02 . 1. Presenting Twitter Twitter in a nutshell 00 01 02 03 04 05 06 Tinyurls 140 characters do not leave space for long URLs Obviously, speak only about

bit.ly: one of 170 URL-shortening tools 02 . 1. Presenting Twitter http://bit.ly.com Twitter in a nutshell 00 01 02 03 04 05 06 140 caractères ne permettent pas de mettre de longues URL

02 . 2. Types of Twitter profiles followers following Twitter in a nutshell 00 01 02 03 04 05 06 When you sign up, your follower, following and community rates are low Beginners community persons who follow you persons you follow

02 .2. Types of Twitter profiles community followers following Twitter in a nutshell 00 01 02 03 04 05 06 Follow many interesting persons, but follower-following imbalance Information gluttons

02 .2. Types of Twitter profiles community followers following Twitter in a nutshell 00 01 02 03 04 05 06 Follow only a few persons, but are followed by many The “popular ones”

02 .2. Types of Twitter profiles followers following community Twitter in a nutshell 00 01 02 03 04 05 06 Community Twitterers Follow those who follow them and vice versa

02 .3. The Twitter network Twitter in a nutshell 00 01 02 03 04 05 06 An exponential network

02 .3. The Twitter network Twitter in a nutshell 00 01 02 03 04 05 06 A network for mutual help I’m looking for an intern in communication for 6 months, as soon as possible (700€). Please RT

02 .3. The Twitter network Twitter in a nutshell 00 01 02 03 04 05 06 32 re-tweets and potentially 10,000 generated contacts

02 .4. How can you access Twitter? Twitter in a nutshell 00 01 02 03 04 05 06 On www.Twitter.com

02 .4. How can you access Twitter? Through a widget Twitter in a nutshell 00 01 02 03 04 05 06 Application installed on your desktop

02 .4. How can you access Twitter? Twitter in a nutshell 00 01 02 03 04 05 06 Top 10 of Twitter’s most popular clients Top 10 Twitter Web clients TweetDeck Twitterfeed Twhirl Twitterrific Tweetie Text Mobile Twitterfon TwitPic

02 .4. How can you access Twitter? On your mobile phone Twitter in a nutshell 00 01 02 03 04 05 06

02 .4. How can you access Twitter? Twitter in a nutshell 00 01 02 03 04 05 06 On Twitter platforms on mobile phones Iphone Twittie Twitterfon Twitterrific Twitterlator Windows Mobile Twinkini Android Twitterdroid Blackberry Twitterberr Multi-platforms Slandr TwinyTwitter

02 .4. How can you access Twitter? Through an RSS feed Twitter in a nutshell 00 01 02 03 04 05 06 NetVibes, iGoogle, etc.

02 .4. How can you access Twitter? Twitter in a nutshell 00 01 02 03 04 05 06 on a mobile phone through a desktop widget through an RSS feed

Open API A library that allows programmers and developers to develop their own application, thanks to open platform codes 02 .5. Associated services Twitter in a nutshell 00 01 02 03 04 05 06

02 .5. Associated services Indispensable applications Twitter in a nutshell 00 01 02 03 04 05 06 Popularity Research Filter Statistics Mobile RSS Twitter Design Follow Image & video Trends Prolong Local The tool box

02 .6. What do people talk about on Twitter? Twitter in a nutshell 00 01 02 03 04 05 06 Personal matters… On Twitter you can say what you are doing…

02 .6. What do people talk about on Twitter? Twitter in a nutshell 00 01 02 03 04 05 06 … or professional ones! … Twitter is most of all a tool to ask and answer questions

02 .6. What do people talk about on Twitter? Twitter in a nutshell 00 01 02 03 04 05 06 About your brands…

02 .6. What do people talk about on Twitter? Conversation topics 15% marketing 56% job-related 28% personal Twitter in a nutshell 00 01 02 03 04 05 06 Be it private or professional: people talk about topics that interest their community

02 .7. Why is everyone talking about Twitter? Twitter in a nutshell 00 01 02 03 04 05 06

02 .7. Why is everyone talking about Twitter? A permanent and immediate source of information Twitter in a nutshell 00 01 02 03 04 05 06 Source: Denis Balencourt’s blog

02 .7. Why is everyone talking about Twitter? Many journalists are on Twitter Twitter in a nutshell 00 01 02 03 04 05 06 Discovery Channel CNN Over 200 French journalists, only 1 click away… BBC Wall Street Journal CNBC

02 .7. Why is everyone talking about Twitter? Constant interaction Twitter in a nutshell 00 01 02 03 04 05 06

02 .7. Why is everyone talking about Twitter? And what about content creation? Twitter in a nutshell 00 01 02 03 04 05 06 Twitter allows for relaying new information fast Re-tweeting vs. content creation Still few content producers on Twitter

03. Twitter in numbers

03 .1. Growth Twitter in numbers 00 01 02 03 04 05 06 752% growth in 2008

03 .1. Growth 3 million tweets are exchanged every day Twitter in numbers 00 01 02 03 04 05 06

03 .2. Activity on Twitter? 21% of users have never posted content 50% of users have not posted content in the last 7 days 94% of users have less than 100 followers 5% of users generate 75% of activity (10% generate 86%) Still not dynamic enough Twitter in numbers 00 01 02 03 04 05 06

03 .3. Who is on Twitter? Twitter = influencers? A minority followed by the majority of users Source: Hubspot Twitter in numbers 00 01 02 03 04 05 06

03 .3. Who is on Twitter? Age structure Mature users: aged 25–54 years Source: eMarketer Twitter in numbers 00 01 02 03 04 05 06

03 .4. The interest for companies? Twitter remains highly relevant for companies An obvious ”business” application compared to the more person-centered Facebook Relevant, influential, qualified, and easily accessible contacts An easy link with blogs + stronger interactivity Source: eMarketer Twitter in numbers 00 01 02 03 04 05 06

04. Twitter and business

04 .1. What can you do? viralize PR watch customer service sales conference monitoring Twitter and business 00 01 02 03 04 05 06 find clients

04 .2. Twitter and brands Twitter and business 00 01 02 03 04 05 06 Are brands on Twitter?

04 .2. Twitter and brands Twitter and business 00 01 02 03 04 05 06 Find all corporate accounts http://twibs.com/

04 .3. PR http://monitter.com/ Monitter Twitter and business 00 01 02 03 04 05 06 Or real time, with different clients Many free tools are regularly developed in order to find out what is being said about your brand, for example Monitter, a tool to monitor keywords. Tools like coTweet allow for finding out what is being said about you, but also for managing different Twitter accounts simultaneously.

04 .3. PR Manage several accounts Twitter and business 00 01 02 03 04 05 06 As a team http://cotweet.com/

04 .3. PR Manage several accounts Twitter and business 01 02 03 04 05 06 As a team http://hootsuite.com/

04 .3. PR Twitter and business 00 01 02 03 04 05 06 Interact with your community Ask questions

04 .3. PR Become a reference Twitter and business 00 01 02 03 04 05 06

04 .3. PR Twitter and business 00 01 02 03 04 05 06 A source of information “ There's a plane in the Hudson. I'm on the ferry going to pick up the people. Crazy.”

04 .3. PR “ As far as I know, nothing on Earth goes faster than Twitter. Neither I, nor TV, nor agencies.” Twitter and business 00 01 02 03 04 05 06 Laurent Suply, journalist

04 .4. Monitoring Twitter and business 00 01 02 03 04 05 06 Search.Twitter allows for monitoring your brand and to create an RSS feed in order to systematically receive alerts when someone is talking about you. Search.Twitter http://search.Twitter.com

Tweetscan 04 .4. Monitoring Twitter and business 00 01 02 03 04 05 06 http://www.tweetscan.com/ Tweetscan and Tweetbeep allow for monitoring certain keywords, with an email alert system.

Tweetbeep 04 .4. Monitoring Twitter and business 00 01 02 03 04 05 06 http://tweetbeep.com/

Follow who uses your URL without naming you 04 .4. Monitoring Twitter and business 00 01 02 03 04 05 06 http://backtweets.com/

04 .5. Customer service Why? Twitter and business 00 01 02 03 04 05 06 Make a target with high added value loyal (influencers) Avoid bad buzz (people who are on Twitter are active elsewhere) Save money How? Create a special customer account Be reactive and available

04 .5. Customer service The Comcast case Twitter and business 00 01 02 03 04 05 06

04 .5. Customer service The Comcast case Twitter and business 00 01 02 03 04 05 06 Comcast has set up an online customer service center that monitors what is being said about the brand and directly answers the person in question, solving the problem as fast as possible.

04 .6. Sales Why? Twitter and business 00 01 02 03 04 05 06 Unite an existing community Make customers loyal Find new clients (through targeted searches on keywords) How? Play on the immediateness of Twitter for fast sales Play on the “pre-launch” effect for the community

04 .6. Sales The Dell case Twitter and business 00 01 02 03 04 05 06 Over 2 million dollars generated on Twitter

04 .6. Sales Accessible to small entities Twitter and business 00 01 02 03 04 05 06 No software No subscription d’abonnement No need to have an existing data base http://Twitter.com/albionsoven

04 .7. Viral game Twitter and business 00 01 02 03 04 05 06 Why? Gather existing and influential communities Create a database of customers who are highly relevant for your brand Find new clients How? Create a link between a website/blog and Twitter Be interactive with your target

04 .7. Viral game Twitter and business 00 01 02 03 04 05 06 http://www.harrypottertweet.com/ Jinx your followers…

04 .7. Viral game Over 2,700 followers Creating an opt-in data base of opinion leaders Engaging participants Twitter and business 00 01 02 03 04 05 06 ▪ Objective: obtain a maximum of points by answering questions as fast as possible ▪ Participation: sign up on 2018blog.com (creating a qualified opt-in data base) ▪ Engagement: sign up on the website + follow the Twitter account + stay connected to be able to answer as fast as possible

04 .8. Conference and tradeshow Twitter and business 00 01 02 03 04 05 06 Why? Promote an event and raise the number of participants Get influencers’ attention Offer “live” information for those who can’t attend and make them want to participate the next time How? Involve people in the event’s creation Talk about the event in real time

04 .8. Conference and tradeshow The L’Oréal Festival Twitter and business 00 01 02 03 04 05 06 Results: 2,181 followers
Objectives:
▪ Preempt a new media (Twitter) to be part of the conversation about a key event
▪ Attract influencer attention (online media and bloggers)
▪ Offer live information to those who can’t attend the show
▪ Create links with Twitter communities and get people talking about it

04 .9. Create an intranet Internal collaborative intelligence on Twitter Twitter and business 00 01 02 03 04 05 06 https://www.yammer.com//

04 .10. An option, not a strategy “ Twitter is a link in the communication chain, not a strategy in itself.” Twitter and business 00 01 02 03 04 05 06 Grégory Pouy Vanksen Communication Director

04 .10. An option, not a strategy Twitter and business 00 01 02 03 04 05 06 Twitter is certainly not a tool that is massively used by the general public, such as Facebook or YouTube, but it has a qualitative audience, its users also being opinion leaders.

04 .11. The question of online visibility Moderate visibility in search engines … but an extra opportunity Traffic creation through link exchange Twitter and business 00 01 02 03 04 05 06

05. Twitter: optimize your presence

05 .1. What are your objectives? Twitter: optimize your presence 00 01 02 03 04 05 06 spread information, become a reference enhance your visibility and generate traffic competition monitoring monitoring corporate intranet promote your products/services create a community …

05 .2. And now? Twitter: optimize your presence 00 01 02 03 04 05 06 Get interested in it now… because afterwards it’s too late!

Create your account 05 .2. And now? Twitter: optimize your presence 00 01 02 03 04 05 06

Reserve your name 05 .2. And now? Twitter: optimize your presence 00 01 02 03 04 05 06 Leader Society

Define your editorial policy 05 .2. And now? Twitter: optimize your presence 00 01 02 03 04 05 06

05 .3. Customize your page use your logo as avatar enter bio information use your corporate identity for the fonts your website/blog URL Twitter: optimize your presence 00 01 02 03 04 05 06 customize the background to reflect your universe

05 .3. Customize your page Example of how not to do it Twitter: optimize your presence 00 01 02 03 04 05 06 Unattractive, hardly any reference to the brand, few updates

05 .3. Customize your page Givenchy Twitter: optimize your presence 00 01 02 03 04 05 06 An excellent example of a Twitter account from which the brand benefits

05 .3. Customize your page Apple Twitter: optimize your presence 00 01 02 03 04 05 06 Apple has manged to create a large community around its products and services

05 .4. Choose a spokesperson Ford Twitter: optimize your presence 00 01 02 03 04 05 06 Scott Monty Scott Monty, head of social networks at Ford manages the brand’s Twitter account. Giving a brand a human face facilitates exchanges and inspires trust in consumers.

05 .4. Choose a spokesperson Twitter: optimize your presence 00 01 02 03 04 05 06 Christi Southwest Airlines

05 .5. Cybersquatting Some examples… Twitter: optimize your presence 00 01 02 03 04 05 06

▪ Your name appears in the address bar ( http://Twitter.com/nokia ).
▪ The account can damage your image.
▪ Twitter does not give the domain name to the legitimate owner, but simply closes the account completely.
▪ An account that is not active more than 6 months is automatically deleted.

The customization of this account promotes the brand Yves Saint-Laurent, a direct competitor of Chanel.

05 .6. What are the rules of the community? Exchange Twitter: optimize your presence 00 01 02 03 04 05 06 Be accessible & authentic Be present regularly Three golden rules

05 .6. How to gather followers Twitter: optimize your presence 00 01 02 03 04 05 06 Follow people who are likely to follow you Take part in the conversation (blogs, forums, etc.) Communicate on your Twitter account: integrate Twitter into your website and place a link to your account on your Facebook fan page, in your email signature, etc. Follow influencers in your domain (followfriday, tweeterio, etc.) Follow those who talk about you (using monitter, twollow, etc.) Carefully fill in your bio, using keywords: it’s one of the first things people read before they decide to follow you 1 2 3 4 5 6

05 .6. How to gather followers Twitter: optimize your presence 00 01 02 03 04 05 06 Use rankings to find people to follow http://www.Twitterio.fr

President Barack Obama 05 .6. How to gather followers Twitter: optimize your presence 00 01 02 03 04 05 06 An example of success

Pizza Hut 05 .6. How to gather followers Twitter: optimize your presence 00 01 02 03 04 05 06 Exchange

05 .7. What are the structural implications? Invest a little time every day Twitter: optimize your presence 00 01 02 03 04 05 06 No need to have a dedicated person in the beginning Use tools permitting for the management of accounts by teams

06. Twitter: a brainteaser?

06 .1. Twitter tips and tricks Twitter: a brainteaser? 00 01 02 03 04 05 06

06 .1. Twitter tips and tricks Twitter: a brainteaser? 00 01 02 03 04 05 06 Always tweet with @yourname and leave space for retweets Answer all your @ (responses) PLEASE do not automatically answer DM (direct messages) Use emoticons to your advantage (sometimes this makes all the difference) Make your Twitter human (mix professional and personal information), do not only speak about yourself Do not become THIS person (default avatar) Some useful tips

06 .1. Twitter tips and tricks Twitter: a brainteaser? 01 02 03 04 05 06 Thinking that Twitter is like email and spamming your followers Using Twitter for personal promotion only Not paying attention to what you post Not answering questions you are asked Publishing information irregularly Not personalizing your profile Mistakes to avoid

06 .2. What can you find on Twitter? Twitter: a brainteaser? 00 01 02 03 04 05 06 The latest events and information http://www.twitscoop.com/

06 .3. Better understand Twitter Twitter: a brainteaser? 00 01 02 03 04 05 06 Popular subjets around Twitter http://Twitter.alltop.com/

Thanks you & is all ears Please don’t hesitate to contact us vanksen Luxembourg 7 rue des Mérovingiens L-8070 Bertrange Luxembourg Tel: +352 48 90 90 239 Fax: +352 48 90 90 140 www.vanksen.com © 2009. VanksenGroup SA, all rights reserved.All the content is confidential. This document may neither be used nor disclosed to third parties without prior authorisation. Grégory Pouy Communication director Email: gpouy@vanksen.com Mobile: +33 6 71 71 20 73

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Twitter: All You Need To Know--How To Use Twitter For Your Business

by Vanksen on Sep 09, 2009

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Twitter: All You Need To Know--How To Use Twitter For Your Business — Presentation Transcript