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.

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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
  • Syntax: add # and then a word (no spaces) – that’s what makes it a hashtag {has been up and down; a great site, but not entirely reliable at the moment}Link to other hashtag resources:
  • sources: ;
  • image source: screen cap
  • image sources: screen capsource data:
  • image source: screen cap
  • Instant grass/sod versus seed/water/nurturingImage sources: ;
  • Twitter For Customer Engagement

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