Twitter For Customer Engagement
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Twitter For Customer Engagement

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Twitter is a communication platform with many uses by many people. Many roles in an organization can benefit from using it to better engage with customers. Here is a primer on how to get started.

Twitter is a communication platform with many uses by many people. Many roles in an organization can benefit from using it to better engage with customers. Here is a primer on how to get started.

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  • I replaced the content that was relevant to my company with something else.image source/s: screen caps from Internet sites
  • http://www.slideshare.net/CometBranding/comet-social-media-pr-presentation http://www.briansolis.com/
  • http://twitter.com/weddingplantips
  • Syntax: add # and then a word (no spaces) – that’s what makes it a hashtaghttp://en.wikipedia.org/wiki/Hashtag#Hash_tags http://www.hashtags.org/ {has been up and down; a great site, but not entirely reliable at the moment}Link to other hashtag resources: http://delicious.com/abelniak/hashtagshttp://search.twitter.com/search?q=&ands=&phrase=&ors=&nots=&tag=FollowFriday&lang=en&from=&to=&ref=&near=&within=15&units=mi&since=&until=&rpp=15http://search.twitter.com/search?q=&ands=&phrase=&ors=&nots=&tag=redsox&lang=en&from=&to=&ref=&near=&within=15&units=mi&since=&until=&rpp=15http://search.twitter.com/search?q=&ands=&phrase=&ors=&nots=&tag=Toyota&lang=all&from=&to=&ref=&near=&within=15&units=mi&since=&until=&rpp=15
  • sources: http://www.techcrunch.com/2009/10/27/hashceratops-aims-to-formally-add-place-tagging-to-the-twitter-stream/ ; http://hashceratops.org/tutorial
  • image source: http://bit.ly screen cap
  • image sources: http://bit.ly screen capsource data: http://bit.ly/info/3gEMog
  • image source: http://bit.ly screen cap
  • http://socialmediagovernance.com/policies.php
  • Instant grass/sod versus seed/water/nurturingImage sources: http://www.ocoee.org/Departments/PU/images/sod.jpg ; http://cdn-viper.demandvideo.com/media/c969abed-8dad-46a9-ba8d-00c699de9271/jpeg/d7505d7e-0865-4289-9326-a8771178c99e_2.jpg

Transcript

  • 1. Using Twitter for Customer Engagement
    January 2010
    Alan Belniak
    @abelniak
  • 2. Agenda
    2
  • 3. Agenda
    3
    What is Twitter and Why is It Important
    What’s Our Company’s Presence with Twitter all About
    Who is Involved and What’s the Philosophy
    Vocabulary
    Typical Steps
    Re-tweeting
    #hashtags and bit.ly
    Frequency: the ol’ Quality vs. Quantity dilemma
    Tools
    CoTweet
    Other Resources
  • 4. PART I: WAIT… THE WHO AND THE WHAT NOW?
    WHAT IS TWITTER
    WHAT IS OUR INVOLVEMENT WITH TWITTER
    WHO IS INVOLVED? WHAT’S THE PHILOSOPHY?
    4
  • 5. What is Twitter… and why is it important
    Micro-blogging
    140 characters
    It’s not the same as Facebook or LinkedIn where you request to be friends
    note the verb… not ‘friend’; instead, ‘follow’ (no permission required)
    5
  • 6. What is Twitter…and why is it important
    It started small, and is now growing
    Used often by marketers as a way to get real-time reactions and do marketing research
    real-time search
    brand management
    other uses
    Thereality is that Twitter is a platform that permits all kinds of things. It isn’t one tool, and it isn’t for everyone.
    6
  • 7. Companies’ customers are using Twitter
    Slideshare
    Swiffer
    Duracell
    Dogfish Head
    7
  • 8. What is (and will be) our presence with Twitter?
    I created seven Twitter IDs, one each of our major product families.
    This allows our messages to be segmented.
    We will start to use this to
    listen to what customers have to say, and push out messages to customers
    together, we will engage our customers
    This may seem like it is just another task to add to your list. But this supports your role in…
    marketing
    product management
    tech support
    it is really another tool (not another task) to help you do what you are already doing
    8
  • 9. Not all Tweets have to focus on your product or service
    Method’s (the cleaning product)Twitter feed – note that not all tweets are related directly to their products
    9
  • 10. Who is involved? What’s the philosophy?
    You all reading this (and probably others)
    Let’s face it: media 2.0 isn't going away
    The meta-lesson of this education applies to all social media, and not just Twitter
    Our customers are online, and social media gives them a loud(er) voice.
    We can not engage through these channels
    we run the risk of alienating some of our customers that are using this and similar channels by not connecting with them there
    Or, we can engage with our customers
    start to build up brand trust, confidence, and loyalty
    10
  • 11. Has anyone not heard about the Comcast story?
    11
    Look at the results for a Google search on ‘Comcast Cares’
    Look what’s in the first position
    Comcast pulled itself out of a deep PR well by engaging
  • 12. Another reason…
    12
    Brian is kind of a big deal in the PR and social media space…
    Translation: Lots of people listen to what he has to say
  • 13. PART II: DIGGING IN
    VOCABULARY
    TYPICAL STEPS
    RE-TWEET: IT’S NOT A STUTTERING BIRD
    HASHTAGS and BIT.LY
    13
  • 14. Vocabulary
    Twitter (n)
    tweet (n)
    tweet (v) or twitter (v)
    follower number and following number
    "the ratio"
    profile
    locked and blocked
    @ or @ message or at message or reply or mentions
    14
    DM or direct message
    Re-tweet, or RT (this is very important, as it helps you gain ‘street cred’)
    # or hash tags
    Fail Whale
    FTW, FTL, and other such used acronyms (http://www.acronymfinder.com/)
    FF or Follow Friday
  • 15. Typical steps (1 of 2)
    Set up your own account at www.twitter.com(user ID, password, an e-mail address)
    This will be useful to help get you acclimated on your own, before tweeting on behalf of the company
    Submit a picture or somehow-related avatar, create your profile
    Be real. Be human. (more on this in a minute)
    Send out a test tweet, dip your toe in thewater
    Use @ messages to start generating some interest for your own account
    15
  • 16. Typical steps (2 of 2)
    Re-tweet, recommend people, and start engaging - helping and sharing are two huge currencies in social media
    You’ll soon realize that using the http://www.twitter.com interface gets tired quickly
    consider one of the many tools freely available (like Tweetdeck)
    The notes section of this slide has additional detail, and sites to click through to help amass people to follow
    16
  • 17. A Quick Note on Twitter Lists
    Your account page - see the lists you created/the lists with which you’re involved
    This means the ones you follow, and where you are listed.
    Mass-following some of these lists is a good way to start getting your own followers
    Consider pasting the URL of a Twitter list into TweepML.org
    Also, search TweepML.org for interesting lists
    17
  • 18. An example of not being human
    Poor ratio, likely due to the content
    Same message, over and over and over again
    18
  • 19. Re-Tweeting: what’s the big deal?
    Summary of why it is important
    Usual syntax
    Add a follow-on message if you like
    Avoid re-tweeting someone who re-tweets you. This isn’t to say not to do it, but note that it can appear self-serving.
    Keep in mind the 140 characters; if you want someone to re-tweet you, give them room!
    19
  • 20. #hashtags
    Think of hashtags as bookmarks… or… tags
    Emergent – not sanctioned or issued by decree
    folksonomy vs. prescriptive vocabulary
    Syntax
    Useful for linking groups of tweets together
    e.g.: FollowFriday, or Red Sox, or Toyota
    Popular at conferences and seminars to track the conversation in the backchannel
    e.g.: South by Southwest (#sxsw)
    Advice…
    Don’t use a hashtag that’s too long – remember, the # and hashtag text are factored into the 140-character limit
    Do use a hashtag that makes sense and is easy to use
    20
  • 21. #hashtag effective practices
    21
    http://hashceratops.org/tutorial
  • 22. bit.ly
    URL shortening service (http://bit.ly/)
    Reduces the length of long URLs to save room in Twitter’s 140-character limit
    http://www.readwriteweb.com/readwritestart/2009/10/6-great-twitter-quiz-and-polli.php - (85 characters long)
    http://bit.ly/2yLZFM - (points to the same link, and is only 20 characters long)
    Gives some insights into clicks on a link (screen shots on following slides)
    Can be linked to a Twitter account for one-stop shopping
    example: swipe a URL, go to http://bit.ly, paste the URL, and Tweet out that link directly from the bit.ly page – no need to go back to www.Twitter.com
    22
  • 23. bit.ly data
    Number of clicks from when you Tweeted it
    Number of total clicks (others can create a short link of the same long URL)
    Listing of where conversations are happening
    Time of day and date information
    Reference source and locations over the world
    23
  • 24. more bit.ly data
    24
  • 25. bit.ly’s link to Twitter account
    25
  • 26. PART III: YOU, TWITTER, and YOUR COMPANY
    HOW DOES THIS RELATE TO OUR TWITTER PRESENCE?
    HOW OFTEN SHOULD I TWEET TWITTER SEND A TWITTER MESSAGE?
    MY OWN ACCOUNT, COMPANY ACCOUNTS – HOW DO I MANAGE IT ALL?
    26
  • 27. How do I manage the flow?
    Consider creating e-mail aliases (work w/ IT) to have content automatically distributed
    An e-mail address is necessary when creating a Twitter ID, so consider using the ones you create here
    Another way to stay on top of the content is through RSS
    Learn how to use an RSS reader
    Get Twitter searches sent as an RSS: http://search.twitter.com/advanced
    Or, use FeedMyInbox – an RSS feed delivered in e-mail form, but only once a day(a digest version)
    27
  • 28. Frequency: quality over quantity, but in the right volume
    Our (initial) internal recommendation: a minimum of one quality tweet per day from each account
    Set up an internal group (a wiki, a Google doc, etc.) of content you can share so you’re not all always scrambling for this
    Set up a recurring reminder in Outlook (tasks or calendar entries)
    Pre-create tweets of items (saved in the wiki or some other source, and copy and tweet at will, for you get writer’s block)
    Good topics include: product news , company news, link to a press release (with a relevant comment) benchmark data… (cont’d)
    28
  • 29. Frequency (continued)
    Conduct an informal poll – ask a question, engage the audience (see notes)
    Look at what your other company products are tweeting and perhaps link (RT) from them, if appropriate
    Use @replies to others in your stream
    This is what it’s all about!
    What’s the competition doing? Can you comment on that (being professional and courteous at all times) ?
    Don’t simply tweet inane, mundane information. Make it valuable. Don’t follow Twitter’s old advice (“What are you doing?”).
    Instead, answer, “what are you reading? What excites you? What is it about the event you are attending that is interesting (and not just what is happening)?”
    29
  • 30. Frequency (continued)
    Conduct an informal poll – ask a question, engage the audience (see notes)
    Look at what your other company products are tweeting and perhaps link (RT) from them, if appropriate
    Use @replies to others in your stream
    This is what it’s all about!
    What’s the competition doing? Can you comment on that (being professional and courteous at all times) ?
    Don’t simply tweet inane, mundane information. Make it valuable. Don’t follow Twitter’s old advice (“What are you doing?”).
    Instead, answer, “what are you reading? What excites you? What is it about the event you are attending that is interesting (and not just what is happening)?”
    30
    Key message: do whatever it is you need to do to make this a regular part of your day, time-boxed so it fits into your schedule, and coordinated with your other team members so it appears (from the outside, at least) as a well-oiled machine.
  • 31. Guidelines
    Does your company have any guidelines? You might want to make some. Go here to get started.
    Essentially an extension of an employee handbook. Don’t over-think them. Ours are summarized below.
    DO
    Be authentic – disclose who you are and for whom you work
    Be positive – this is a chance to engage with people; pretend it’s like meeting them for the first time at a party
    Be respectful
    DON’T
    Lie or pretend to be someone else – authenticity matters
    Be negative with respect to the competition
    Disclose sensitive information, especially with respect to earnings, acquisitions, or recent deals (unless pre-approved)
    REMEMBER
    Whether you think you are or you aren’t, you are always representing the brand
    31
  • 32. CoTweet
    www.CoTweet.com
    the site
    support
    Lets multiple people tweet through one account
    Lets one person tweet through multiple accounts
    32
  • 33. PART IV: REFERENCE
    SITES TO HELP YOU UNDERSTAND MORE
    MISCELLANEOUS
    33
  • 34. Sites to help you understand more
    http://www.youtube.com/watch?v=ddO9idmax0o&rel=0&color1=0xb1b1b1&color2=0xcfcfcf&fs=1 – Twitter in plain English (CommonCraft video)
    http://mashable.com/2009/06/24/twitter-brand-best-practices/ - Twitter best practices for brands
    http://thesocialmediaguide.com.au/2009/05/30/the-ultimate-list-of-twitter-tools/ - Desktop and Web Clients
    www.twitter.com/ and then a user name
    http://search.twitter.com/advanced –? :) :( {sentiment}
    http://www.bit.ly –URL shortener
    http://www.hashtags.org/ - good to see what’s been said around a hashtag
    http://pelfusion.com/tools/30-twitter-tools-for-managing-followers/ - tools to manage followers
    34
  • 35. Still more
    http://www.gradontripp.com/2009/08/27/can-you-judge-a-book-by-its-cover-umm-maybe/ - notes on why your bio and profile matter
    http://business.twitter.com/twitter101/ - a Twitter 101 Guide
    http://business.twitter.com/twitter101/best_practices - best practices
    http://danzarrella.com/retweet-etiquette.html - tips to increase your chances of getting re-tweeted
    http://mashable.com/2009/10/06/retweetable-tweets/ - more tips to increase your chances of getting re-tweeted
    http://tweetbeep.com/ - tweets sent by e-mail on the hour
    http://mashable.com/2009/05/23/video-for-twitter/ - sharing video via Twitter
    http://mashable.com/2009/05/19/twitter-share-images/ - sharing pictures (also see www.yfrog.com)
    35
  • 36. … it never stops
    http://www.chrisbrogan.com/50-ideas-on-using-twitter-for-business/ - great list of ideas
    http://www.OneRiot.com, http://www.Collecta.com, and http://search.twitter.com/advanced - social pulse aggregators
    http://translate.google.com/translate_t#
    http://www.subjectivelyspeaking.net/?p=201 – how not to use Twitter
    http://delicious.com/abelniak/twitter+howto?detail=2 – a curated list of Twitter tools
    http://business.twitter.com/twitter101/case_dell - case studies
    http://business.twitter.com/twitter101/resources - other Twitter resources
    http://mashable.com/2009/01/21/best-twitter-brands/ - 40 brands on Twitter (you’ve heard of these brands)
    http://mashable.com/2009/07/03/twitter-filter/ - filter your Twitter stream
    http://mashable.com/guidebook/twitter/ - The Twitter Guidebook by Mashable! (the closest thing to the definitive source on Twitter; some of the links in this list are repeated here)
    36
  • 37. Call To Action
    Create your own account and test the waters
    Start generating some of your own followers
    Look for a meeting request from me to talk about CoTweet, and to get the company accounts log-in information
    Work with your teammates to set up a cadence and schedule that might work for you
    Think of questions for each other, and for me
    Ask me questions
    Share content and experiences
    37
  • 38. Summary
    You can say a lot with 140 characters
    Connecting to customers on Twitter aligns with our corporate social media strategy
    This is a shared challenge and responsibility, across many organizations and functions – let’s make the most of it!
    Use this deck as a reference; share what you learn with the others
    Focus on quality, and create a cadence of communication that’s right for you
    Use the tools available to ease any perceived burden and optimize your time
    Start!
    38
  • 39. Parting thought
    You want this…
    But you’ve got to go through this…
    39
    *minus the boots
  • 40. Thank You
    Alan Belniak
    @abelniak // http://www.twitter.com/abelniak
    http://www.SubjectivelySpeaking.net