Demystifying Twitter Marketing

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Fundamentals of Twitter Marketing

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Transcript of "Demystifying Twitter Marketing"

  1. 1. ContentIntroduction ......................................................................... 8 What is Social Media?....................................................... 9 Forms of Social Media .................................................... 12 Social News Sites ........................................................ 12 Social Networking Sites ............................................... 13 Social Sharing Sites ..................................................... 14 Social Bookmarking Sites ............................................ 15 Wikis .......................................................................... 16 Micro-blogging: a convenient alternative to blogging? .... 17 Why you should be in Twitter? ....................................... 18Chapter 1 ........................................................................... 23How can Twitter be used? .................................................. 23 Information .................................................................... 23 Search ........................................................................ 23 News .......................................................................... 24 Getting your questions answered ................................... 24 Networking and daily usage ............................................ 25 Make new friends ....................................................... 25 Keeping up with friends .............................................. 25 1|P a ge© InRev Systems Bangalore Pvt. Ltd 2010 | www.in-rev.com | Email: Contact@in-rev.com
  2. 2. To-do list and taking notes .......................................... 26 Personal Branding .......................................................... 26 Setting up meetings ........................................................ 26 Use in Business ............................................................... 27 Promoting your business ............................................ 27 Driving traffic to your website ..................................... 27 Collecting Feedback .................................................... 27 Hire employees........................................................... 28 Know your Customers ................................................. 28 Finding Prospective Clients ......................................... 28 Know Twitter better ....................................................... 30Chapter 2 ........................................................................... 35How Twitter Craze took media by Storm............................. 35 Performance Measure .................................................... 35 Competition with other blogging .................................... 38 Connecting Blogs with Twitter – LIFE STREAM ................ 40 Facebook and Twitter - Battle for social media space ...... 40 Search Engine Debate - Will Twitter be the new way to search for the information .............................................. 42 Executive Tweets, Politicians, Celebrities and Brand media Tweets............................................................................ 44 2|P a ge© InRev Systems Bangalore Pvt. Ltd 2010 | www.in-rev.com | Email: Contact@in-rev.com
  3. 3. Twitter as your social ID.................................................. 45 Future Innovation in Social Media................................... 46Chapter 3 ........................................................................... 48Business and Twitter – Manoj Jasra Sr. Strategist at ShawCommunications Inc. .......................................................... 48 Top Characteristics of Twitter Apps ................................ 49 Twitter Applications for Business .................................... 52 Blogging and Twitter ....................................................... 61Chapter 4 ........................................................................... 65Growing in Twitter – Bhupendra Khanal, CEO InRev............ 65 Bringing Quality to Tweets .............................................. 65 Why un-follow who don’t follow you (for new Tweeters) 70 Benefits of Using Twitter ................................................ 76 Twitter Followers: Quality vs. Quantity in Marketing ...... 80 Merits and Demerits of Twitter BOTs .............................. 86 Reasons to hate BOTs ..................................................... 87 Reasons to Like BOTs ...................................................... 89 My Take:......................................................................... 93 Spam Control .................................................................. 93 Types of Spammers ........................................................ 93 3|P a ge© InRev Systems Bangalore Pvt. Ltd 2010 | www.in-rev.com | Email: Contact@in-rev.com
  4. 4. Ways to fight Spam ......................................................... 98 Social Media Marketing (SEO and Social Media)............ 100 Content Generation .................................................. 102 Links Building ............................................................ 103 SEO and Reputation .................................................. 104Chapter 5 ......................................................................... 106Twitter Analytics for Marketers and Analytics ................... 106 User Analysis ................................................................ 106 Followers Analysis ........................................................ 113 Timeline Analysis (24 hours analysis) ............................ 116 Following Analysis ........................................................ 118 Brand Tracking (Mentions, Competitive Performance) .. 122 Demographics / Data .................................................... 127Chapter 6 ......................................................................... 133Case Studies ..................................................................... 133 All top – Get Latest News for all topic ........................... 133 About Guy Kawasaki ................................................. 133 About Alltop ............................................................. 134 Guy Kawasaki on Twitter........................................... 135 Dell - Use of Twitter ...................................................... 140 4|P a ge© InRev Systems Bangalore Pvt. Ltd 2010 | www.in-rev.com | Email: Contact@in-rev.com
  5. 5. How did it start after all? - The ups and downs.......... 144 Speculation ............................................................... 144 The Key Reason for Success ...................................... 146 Zappos.com – Online Shopping ..................................... 147 About Zappos.com .................................................... 147 Zappos.com in Twitter .............................................. 147 Zappos employees on Twitter ................................... 150 Zappos sold to Amazon ............................................. 150 Jet Blue - Airways....................................................... 153 About Jet Blue Airways ............................................. 153 Business Model......................................................... 153 Discovery of Twitter .................................................. 154 Learning in Twitter .................................................... 154 Key reasons for Success ............................................ 155 Naked Pizza – Pizza Store .............................................. 156 About Naked Pizza .................................................... 156 Naked Pizza and Twitter............................................ 156 How Naked Pizza achieved Success ........................... 156 Targeting Local Community ...................................... 157 Benefit leveraged by Naked Pizza.............................. 157 5|P a ge© InRev Systems Bangalore Pvt. Ltd 2010 | www.in-rev.com | Email: Contact@in-rev.com
  6. 6. Lesson Learnt............................................................ 158 Pepsi – Soft Drink ......................................................... 158 About Pepsi .............................................................. 158 Rebranding with Twitter ........................................... 159 Pepsi and Twitter ...................................................... 159 Experimentation ....................................................... 160 Learning with Pepsi................................................... 161Chapter 7 ......................................................................... 162Interesting events in Twitter ............................................. 162 Armstrong and Contador .............................................. 162 Lance Armstrong is looking for his stolen bicycle via Twitter...................................................................... 163 Fake Id.......................................................................... 164 James Corden ........................................................... 164 Dalai Lama ................................................................ 165 Ashton Kutcher and Twitter .......................................... 166 Ashton Kutcher Vs CNN............................................. 167 Hacking of ID ................................................................ 169Chapter 8 ......................................................................... 170Pro Twitter’s thought ....................................................... 170 6|P a ge© InRev Systems Bangalore Pvt. Ltd 2010 | www.in-rev.com | Email: Contact@in-rev.com
  7. 7. Twitter: What’s In It for My Business? ....................... 170 What does the future for Twitter hold? .................... 173Chapter 9 ......................................................................... 175Build your own Twitter Application- Binit Thapa, CSA, InRevSystems ............................................................................ 175 Twitter API Usage ......................................................... 177 HTTP Basic Authentication ............................................ 178 Open Authentication (OAuth) ....................................... 180 Rate Limits and White-listing ........................................ 181 Data Compression ........................................................ 181 User Agent Header ....................................................... 182 Interesting Applications on Twitter ............................... 183References: ...................................................................... 189Authors Panel ................................................................... 190 7|P a ge© InRev Systems Bangalore Pvt. Ltd 2010 | www.in-rev.com | Email: Contact@in-rev.com
  8. 8. IntroductionThe key to the success of any business lies in getting itsproducts and services over a large audience and sellingthem. A business has to continuously engage with theircustomers and cannot succeed if they fail to build arelationship. In the competitive market that existstoday, the challenge is not just to listen to the consumerbut listen to them before your competitors do.Social Media has done an excellent job in bringing theproducer and consumer closer. The distance betweenthe company and the consumer is diminishing by theday. From positive feedback to negative criticism,everything talked on the sphere of Web 2.0 today isclosely watched.When we talk about the contribution of Social Media inthe marketing efforts used by a company, Twitteremerges as a clear winner. The simple interface andapproach has received an overwhelming response fromstartups to huge enterprises alike. 8|P a ge© InRev Systems Bangalore Pvt. Ltd 2010 | www.in-rev.com | Email: Contact@in-rev.com
  9. 9. Twitter is one of the youngest kids on the block and aswith any form of Social Media one needs to be cautiousin optimizing Twitter for business benefits. Like all SocialMedia sites, Twitter can be addictive too. Therefore itbecomes necessary to understand the role of Twitter asa marketing platform before you make a leap.In this book, we have tried to define what exactly SocialMedia is and how effective Twitter is as a marketingplatform. We have used our experience and real timeexamples to provide you with ways you can use Twitteras a marketing tool.What is Social Media?Before we jump to know how Twitter can be used as atool for business, it’s important to have a briefunderstanding of Social Media and why it is called thenext BIG thing. What is it about Social Media that we all seem to be incomplete awe of? Is it the fact that it has changed 9|P a ge© InRev Systems Bangalore Pvt. Ltd 2010 | www.in-rev.com | Email: Contact@in-rev.com
  10. 10. monologues to dialogues or is it the ease with which wecan connect with people? There is no denying thatSocial Media has brought about a revolution in the waywe connect and immortalized the way wecommunicate.According to a Nielsen report “Global Faces andNetworked Places”, Two-thirds of the world’s Internetpopulation visit social networking sites, accounting foralmost 10% of all internet time and this percentage islikely to grow as the time spent on the social networkingsites is growing more than three times the rate ofoverall Internet growth.The word social media could be deceiving at times as itis not really media in the most traditional sense. Whatsocial media actually refers to is an online medium or aplatform through which people can communicate. It issocial without a doubt but not a media in the way werefer to media.Social Media is an interactive way of providinginformation. It includes all the online medium and toolsthat are used by people to share their opinion,perspective, insights or just random thoughts. It could 10 | P a g e© InRev Systems Bangalore Pvt. Ltd 2010 | www.in-rev.com | Email: Contact@in-rev.com
  11. 11. be as simple as giving your vote for a campaign, writinga comment, sharing pictures online or maintaining ablog.Social Media has been around for decades in some formor another. Its existence and usefulness is subject toyour own understanding of what Social Media means toyou. It could be as old as the newspaper which asks itsreaders to write back their comments back to them oras new as the day your started your blogging site.A lot has been talked about Social Media lately and howit influences our lives. Communication has been a partof our existence and Social Media is adding anotherdimension to it. Companies are actively increasing theirparticipation on the web. The golden rule of marketingis being rewritten by digital words and the use of socialmedia as one of the channels of Marketing isimperative. The companies not embracing social mediaare bound to be wiped out by competition. 11 | P a g e© InRev Systems Bangalore Pvt. Ltd 2010 | www.in-rev.com | Email: Contact@in-rev.com
  12. 12. Forms of Social MediaSocial Media is defined differently for its various forms.There is a difference between Social news sites, SocialNetworking sites, Social Bookmarking sites, Social Photosharing sites even though all of them form a part of thishuge Social Media. They all have different approach andare targeted to different audience. They need to betreated differently in terms of user expectations andpreferences.Below mentioned are the various forms of Social Media:Social News SitesThese sites are primarily meant as a source of news andinformation. Users visit these sites for news and toexchange useful information. Most of these sitesprovide users the facility to vote for the informationwhich according to them was most useful. The linksappear on the site based on the users rating so thatmost popular news is seen by maximum people.Some of the popular Social News sites are: 12 | P a g e© InRev Systems Bangalore Pvt. Ltd 2010 | www.in-rev.com | Email: Contact@in-rev.com
  13. 13. Digg: The largest and most popular social news site. Itcovers everything from politics, entertainment, andtechnology to general news.Reddit: Another popular social news site which alsocovers specific topics like programming and science.Propeller: A site that operates similarly to Digg. It coversa wide range of topics including technology, politics andentertainment.Slashdot: Though this site covers topics such as books,games, politics and entertainment, it is still primarily atech news site.Social Networking SitesThese sites help you stay connected with your friendsand family. They are also a great channel for meetingnew people and building online communities of userssharing common interests. The major aspect of SocialNetworking site is communication. This communicationis mostly in form of posts on a user’s profile, instantmessaging or direct mails. 13 | P a g e© InRev Systems Bangalore Pvt. Ltd 2010 | www.in-rev.com | Email: Contact@in-rev.com
  14. 14. Some of the popular Social Networking sites are:Facebook: This is hands down the most popular socialnetworking site. It lets you form online communities,find new friends, connect with old friends and muchmore.Myspace: It became the most popular social networkingsite in as early as June 2006. It operates in similarfashion as Facebook.Twitter: This micro-blogging site is an equally popularSocial Networking site. It not only helps you know whatyour friends are up to but also lets you connect withnew people and follow their posts.Social Sharing SitesThese sites are basically used as a medium to share allkinds of information like reviews, photos or videos. Thepopularity of these sites is largely contributed by thehuge user generated content. 14 | P a g e© InRev Systems Bangalore Pvt. Ltd 2010 | www.in-rev.com | Email: Contact@in-rev.com
  15. 15. Some of the popular Social Sharing sites are:YouTube: This is one of the most popular Social MediaSites with one of the highest number of users. ThisVideo sharing site allows the user to upload and sharevideos.Flickr: This is the largest Photo sharing site which claimsto host more than 3.6 billion images. This site is verypopular for upload and sharing personal pictures.Social Bookmarking SitesSocial Bookmarking is a way of managing the bookmarksof the WebPages user saves on the internet. SocialBookmarking Sites offer a channel for the users to savethe links of the web pages that they want to use in thefuture. These bookmarks can be private, public orshared with a limited number of people.Some of the popular Social Bookmarking Sites are:Delicious: This Social Bookmarking site is used forstoring, sharing and finding new bookmarks. Users canview the most recent as well as most popular 15 | P a g e© InRev Systems Bangalore Pvt. Ltd 2010 | www.in-rev.com | Email: Contact@in-rev.com
  16. 16. bookmarks here.Blinklist: This is one of the oldest social bookmarkingsites and is used for personal and social bookmarkingservices.WikisThis is a tool for creating and sharing knowledge. A wikiis a collaborative website that lets the user create andedit the web pages and the contents. These areabsolutely open since anybody can edit the informationusing the simple web browser.Wikipedia is not only the most famous Wiki but also thelargest and most preferred source of information on theweb. Wikipedia boasts of 13 million articles written byusers around the world. 16 | P a g e© InRev Systems Bangalore Pvt. Ltd 2010 | www.in-rev.com | Email: Contact@in-rev.com
  17. 17. Micro-blogging: a convenient alternative toblogging?While there are many who think that describing amoment or an emotion in limited number of words isnot possible, there are a huge number of argumentsthat micro-blogging sites have replaced theirconventional blogs.While Micro-blogging might have started as way ofkeeping in constant touch with friends and family, it hascertainly turned into something much bigger. It’s notonly used to keep up with friends and families, it’s also achannel to share information and reviews. Businessesuse micro-blogging to promote their business and getfeedback from their customer. It can also be used asmedium to announce launch of new products.Many people are turning to micro-blogging just becauseit’s much easier than conventional blogging. It’s thesimplicity and ability to post frequently that themicro-blogging sites offer which is drawing a largenumber of users. It has this real time factor attachedwhich makes it a favorite for news updates. 17 | P a g e© InRev Systems Bangalore Pvt. Ltd 2010 | www.in-rev.com | Email: Contact@in-rev.com
  18. 18. When it comes to micro-blogging sites, Twitter iscertainly the most famous of them all. Othermicro-blogging sites include Jaiku, Tumblr, Mysay. Suchis the popularity of micro-blogging that the biggestsocial networking site ‘Facebook’ integrated a Twitterlike status update feature in its site.Micro-blogging has revolutionized the way peoplecommunicate. It has brought a transformation in theway people share their thoughts and information.Micro-blogging sites have significance presence on theweb and are growing at an unimaginable rate. Such isthe impact of micro-blogging that they are forming themajor headlines all over the world.Why you should be in Twitter?Twitter is certainly one of the first and most popularMicro-blogging services which actually evolved frommobile blogging. “What are you doing?” is what you areasked when you log into the extremely popular socialmedia site Twitter. What started as a way to update 18 | P a g e© InRev Systems Bangalore Pvt. Ltd 2010 | www.in-rev.com | Email: Contact@in-rev.com
  19. 19. friends what you were doing has caught like a wild fireand is reckoned as one of the most popular way ofonline marketing today. If Social Media has brought arevolution in the way people connect, Twitter hascertainly given a new dimension to the way peopleinteract. Who had imagined that conversation limited in140 characters could actually become one of the mosteffective ways of communication and marketing?Its popularity can also be credited to its simple approachin connecting two people. Unlike other Social mediatools, you do not need to wait for an approval from theuser you want to follow. You can see all the updates(tweets) of the user you are following. Your tweet is abroadcast to all your followers. They can choose tolisten or not listen. 19 | P a g e© InRev Systems Bangalore Pvt. Ltd 2010 | www.in-rev.com | Email: Contact@in-rev.com
  20. 20. There has been a lot of discussion on why one shoulduse Twitter. When I started receiving invitations fromfriends to join Twitter; for a very long time I used toselect them all at one go and click on ‘delete’. I didn’tunderstand the need to be on Twitter when I wasalready connected to my friends on numerous othersocial media sites. Half of which I was registered to buthad never used.It was only when I was completely bugged by peoplearound me talking about Twitter all the time did I decideto find out what such a big deal this one was about.After having used Twitter for a while now, I can easilysay that the usefulness of Twitter is manifold. Not only 20 | P a g e© InRev Systems Bangalore Pvt. Ltd 2010 | www.in-rev.com | Email: Contact@in-rev.com
  21. 21. can it help your friends/ family know about the thingsthat you had never thought you’d mailed them about;but it can cut down on the cost of your marketing andPR team.From getting to know your favorite celebrity better tofinding about the performance of a new mobilelaunched in the market, Twitter provides great benefitsto all its users. It completely depends on how you wantto reap the benefit.I remember the first time I logged into Twitter, I wascompletely lost. I could just see random messages allover and didn’t know what to do with them. Then I wastold by a friend that there was absolutely nothing that Ihad to do. I just had to follow people I wanted to andpost updates. I was at the loss of my wits “What was allthis fuss about?” And then it struck to me that we are soused to complicated systems that sometimes simpleones are difficult to manoeuvre.If there was one place you’d want to see diversity, getyourself a Twitter account. From programmers tomarketing gurus, tenth graders to grandmothers; youwill find them all. My first knowledge of cloud 21 | P a g e© InRev Systems Bangalore Pvt. Ltd 2010 | www.in-rev.com | Email: Contact@in-rev.com
  22. 22. computing came from Twitter. Computer is certainly nota field of interest to me.One thing that adds greatly to the popularity of Twitteris the large applications being built over it. The lastcouple of months not just witnessed a steep increase inTwitter user base but also saw hundreds of Twitterapplications mushrooming in every corner of the world.Some of these applications are really great and cancome handy in helping you manage your Twitteraccount. 22 | P a g e© InRev Systems Bangalore Pvt. Ltd 2010 | www.in-rev.com | Email: Contact@in-rev.com
  23. 23. Chapter 1How can Twitter be used?Twitter has gone beyond personal usage and has gotitself a lot of followers in professional arena as well. Isee many people maintaining two different accounts fortheir personal and professional use. I use Twitteractively and have acquired great fondness for it. Twittercan easily blend with your daily routine and be a part ofyour everyday life. You have to be cautious and not getaddicted to it though.Here are a few things that Twitter can really help youwith both in your personal and professional life.InformationSearchThis according to me one of the most useful featuresTwitter offers. Unlike other search engines, Twitterprovides live results in the form of comment threads.While most of the search engines take some time to 23 | P a g e© InRev Systems Bangalore Pvt. Ltd 2010 | www.in-rev.com | Email: Contact@in-rev.com
  24. 24. update the events, Twitter works at lightning speed tocover any news. The real time search is becoming verypopular since it adds the human factor to your search.You can access the search engine athttp://search.twitter.com/NewsOne thing Twitter has certainly replaced is mynewspaper. I find it very easy to follow news of myinterest on Twitter than anywhere else. Not only is itlive and fastest way to get the news but it comes veryhandy for keeping track of things you are interested in.Twitter users give live updates from the scene and thenews floats throughout the world in second. You canfollow @CNN and @NYTimes to follow the newsheadlines and links. If you are interested in social news,you can subscribe to Twitter feeds for specific sites.Getting your questions answeredI find it quite fascinating that a question posed doesn’ttake more than a few seconds to answer. Twitter indeedis a great source to get the answers to your questions. Itsaves you a lot of time that you’d spend searching for 24 | P a g e© InRev Systems Bangalore Pvt. Ltd 2010 | www.in-rev.com | Email: Contact@in-rev.com
  25. 25. that answer yourself. You could ask for opinions fromyour Twitter followers to get feedback on something.The question could be anything from “How to getgridlines removed in Excel?” to “Which is the bestChinese restaurant in Bangalore?”Networking and daily usageMake new friendsLike any social media service, Twitter helps you a greatdeal in finding new friends. It helps you connect withnew people. Twitter has an inbuilt facility to track themessages from your friends and keep track of them. Youcan find people with similar interests and benefit interms of learning and developing long term friendship.Keeping up with friendsTwitter is a great way to keep up with friends. I’d neversend a mail to any of my friends telling them how badthe traffic situation was this morning. A tweet on thesame would let my friends know what I am up to just byseeing my tweet. It’s up to them if they want to read my 25 | P a g e© InRev Systems Bangalore Pvt. Ltd 2010 | www.in-rev.com | Email: Contact@in-rev.com
  26. 26. updates or not.To-do list and taking notesTwitter can also help you in keeping track of your to dolist. You could mark the important tweets as favoritesand file them for later use. Alternatively, you could usean online task manager which can be synced withTwitter.Personal BrandingAs a social media profile, your Twitter account can worka long way in building your personal brand. It can helpyou get recognized by people and companies as a socialpersonality and your quality and degree of interactioncan help you create a great rapport.Setting up meetingsIt’s an informal yet an effective way of casual meetings.You could be in a café and ask fellow users to join you. Itcould also be used to organize meet ups and events etc. 26 | P a g e© InRev Systems Bangalore Pvt. Ltd 2010 | www.in-rev.com | Email: Contact@in-rev.com
  27. 27. Use in BusinessPromoting your businessTwitter works great for promoting your products. Ofcourse this should be done within limits. If you keep ontweeting about your brand all the time, you are verylikely to be listed as a spam/bot. Keep a good balancebetween building personal relation and promoting yourbusiness.Driving traffic to your websiteThe visits that I get on my blogs from twitter are neverless than double the visits that I get from searchengines. Twitter has a viral effect and it takes a fewseconds to reach a crowd. Of course the blog or siteshould be interesting enough to travel.Collecting FeedbackA product or service needs constant feedback toimprove. For any successful business, it’s important thatthe owner listen to their customers. Twitter is veryuseful in getting quick feedback. You can just tweetasking people to test a certain things and be assured to 27 | P a g e© InRev Systems Bangalore Pvt. Ltd 2010 | www.in-rev.com | Email: Contact@in-rev.com
  28. 28. work on a collective feedback.Hire employeesI was on the lookout for .NET programmers and thoughtof giving Twitter a try. Within minutes I got a list of afew people and a few recommendations as well. This isa hassle free way to find perspective employees andword of mouth does help most of the times.Know your CustomersTwitter can be very effective in building two waychannels between the company and the customer.Twitter feed can be used for informing customers aboutnew products or changes in the existing ones. It worksas a great advantage for the company if customers feelthat their brands are listening to them and making anattempt to keep a personal relation with them.Finding Prospective ClientsTwitter can work as a platform for finding clients foryour products and services. If I have a service in the fieldof Social Media Services, I can just use the keywords“Social Media Services” and get in touch with people inneed of related services. I could also post relevant 28 | P a g e© InRev Systems Bangalore Pvt. Ltd 2010 | www.in-rev.com | Email: Contact@in-rev.com
  29. 29. tweets and let others in need find me. 29 | P a g e© InRev Systems Bangalore Pvt. Ltd 2010 | www.in-rev.com | Email: Contact@in-rev.com
  30. 30. Know Twitter bettertweeting: the act of updating your status in Twitter.tweets: posts on Twitter by Twitter users.tweetup: Twitter meet up.twitosphere: community of Twitter users.twittastic: fantastic, wonderful, superb.twittduit: If you need to tweet a friend that does notfollow you, post a twittduit asking your followers to passa message.twittectomy: un-following of friends.twitter stream: a collection of tweets often times inalphabetical ordertwitterati: The list of elite Twitter users.twittercal mass: a community that has achieved acritical mass of twitterers. 30 | P a g e© InRev Systems Bangalore Pvt. Ltd 2010 | www.in-rev.com | Email: Contact@in-rev.com
  31. 31. twitterer: Twitter usertwittering: sending Twitter message.twitterish: erratic outbursts.twitterness: users contribution to the twitosphere.twitterject: interject your tweet into an existing tweetstream of conversation.twitterlinkr: a service collecting the best links postedthrough Twitter.twittermaps: a technology that that helps users findother users using Google maps.twitterpated: overwhelmed with Twitter messages.twitterphoria: the feeling when the person you addadds you back. twitterage: rage at a Twitter post.twitterrhea: sending many Twitter messagesadventuritter: an adventurous twitterer 31 | P a g e© InRev Systems Bangalore Pvt. Ltd 2010 | www.in-rev.com | Email: Contact@in-rev.com
  32. 32. beetweet: a buzzing tweet; a “hot” tweetco-twitterer: a partner that tweets on your Twitteraccount.dweet: tweet sent while intoxicatedmistweet: a tweet in which one later regretsneweeter: a new tweeteroccasionitter: an occasional tweeterpolitweeter: a political tweeterpolitweet: a political tweetqwitter: a tool used to catch Twitter quittersreportwitters: reporter style twittererssweeple: sweet twitter peopletwadd: to add/follow someone to your Twitter accountas a friend.twaffic: Twitter traffic. 32 | P a g e© InRev Systems Bangalore Pvt. Ltd 2010 | www.in-rev.com | Email: Contact@in-rev.com
  33. 33. twaiting: twittering while waiting.twalking: walking while twittering via text.twapplications: Twitter applications.twead: to read a tweet from a fellow Twitter user.tweepish: feeling sheepish or regretful about somethingyou tweeted.tweeple: Twitter people, Twitter members, Twitterusers.tweeps: Twitter people that follow each other from onesocial media/network to another.tweetaholism: the continued use of Twitter as anaddiction.tweetaholic: someone addicted to Twitter.tweet-back: bringing a previous tweet conversation orreference back into the current conversation.tweet-dropping: eavesdropping on someone else’shome page in friends mode. 33 | P a g e© InRev Systems Bangalore Pvt. Ltd 2010 | www.in-rev.com | Email: Contact@in-rev.com
  34. 34. tweeter: a Twitter user.tweetin: when a group of twitterers agree to gettogether at a set time to Twitter. 34 | P a g e© InRev Systems Bangalore Pvt. Ltd 2010 | www.in-rev.com | Email: Contact@in-rev.com
  35. 35. Chapter 2How Twitter Craze took media by StormPerformance MeasureThe growth of Twitter users was not exponential as itseems today. It was unpredictable at the beginningsince it was unlike any other kind of social mediaaround. It had distinct brevity to its design and structurewhich made people uncertain of its importance. Butslowly, it was this very simplicity that won the hearts ofmany Twitter users.The graph above shows the volume of news covering 35 | P a g e© InRev Systems Bangalore Pvt. Ltd 2010 | www.in-rev.com | Email: Contact@in-rev.com
  36. 36. Twitter in the news channel and other media. By theend of 2008, Twitter had taken all the spot light. Thereare many reasons for this which we will be exploringsoon.By February 2009, Twitter had an astounding 1,382%year-over-year growth and total unique visitors grewfrom 475,000 in February 2008 to seven million. Moreinterestingly, ages 35-49 had the largest representationon Twitter - almost 3 million unique visitors from thisage group which is almost 42% of the entire audience.Further 735,000 unique visitors accessed Twitter viatheir mobile device. This brings us to the effect of risingmobile application to increasing the popularity ofTwitter. It’s been discovered that the maximum Twitterusers use iPhone to send their status updates.Even with such rise and the hype, Twitter is stillstruggling to gain some credentials among thecorporate users. People are still finding it difficult torealize the influence of Twitter on the Consumer andthe benefit of having Twitter as their new channel forcommunication. Twitter still has to break certain 36 | P a g e© InRev Systems Bangalore Pvt. Ltd 2010 | www.in-rev.com | Email: Contact@in-rev.com
  37. 37. barriers to prove its place in the entire market.The chart shows that the awareness of Twitter amongthe consumers is very low. There are only 12% positiveopinions about the future of Twitter. Despite thecoverage of Twitter in mainstream media, Twitter is stilllacking the potential to attract consumers to use it. Butunlike the sentiment of the consumer, marketers on theother hand are very optimistic about the growth of 37 | P a g e© InRev Systems Bangalore Pvt. Ltd 2010 | www.in-rev.com | Email: Contact@in-rev.com
  38. 38. Twitter. This brings us to the strength of Twitter as aniche marketing medium.Competition with other bloggingAs Twitter was getting it-self attached to major news,like the update of forest fire news, earthquake in LosAngles and who can forget the terrifying attack at Taj 38 | P a g e© InRev Systems Bangalore Pvt. Ltd 2010 | www.in-rev.com | Email: Contact@in-rev.com
  39. 39. Hotel, Mumbai on 26/11. It seemed certain that Twitterhad the potential to reach out to the mass in a fractionof a second much before the news got published in themainstream media.This was what caught the attention of the marketersand potential news publishers. The news didn’t travelfrom the main stream to the mass, instead news wascaptured as it happened and went pandemic. The flowof information was controlled not by main-streammedia but by people themselves. This was interesting asit demonstrated the power of freedom of speech.This put Twitter into direct competition with Blogs.Expressing in only 140 characters in Twitter toexpressing via Blogs in more than 100 words in a waywas heavy competition. Twitter became famous as themicro-blogging portal. The fall of Blogs was muchdebated topic among the bloggers. This brings us to theintegration of Twitter as a Life stream in Blogs. This notonly disbanded the competition but instead integrated 39 | P a g e© InRev Systems Bangalore Pvt. Ltd 2010 | www.in-rev.com | Email: Contact@in-rev.com
  40. 40. the two technologies.Connecting Blogs with Twitter – LIFE STREAMSoon Twitter was the talk among bloggers. Everyonewas writing about the ways to succeed in Twitter. Newweb applications were being featured every week onblogs and were talked about in Twitter itself. Newmethods were written to integrate Twitter stream inblogs. Suddenly, it was compulsory for every blogger tohave a Twitter account.Among many blogging portals, Mashable.com turnedout to be the leading publisher about every Twitter andother social media related news. These days, thepresence of Twitter cannot be ignored. It has virtuallymade itself a space in the blogging industry.Facebook and Twitter - Battle for social mediaspaceAs Twitter was getting used to its new fame, it started 40 | P a g e© InRev Systems Bangalore Pvt. Ltd 2010 | www.in-rev.com | Email: Contact@in-rev.com
  41. 41. being preyed by big competitors like Facebook.Facebook is the most popular social networking sitewith 250 million active users and highest userengagement of around 5 billion minutes spent each day(worldwide).The features like “Update Your Status” on Facebook and“What are you doing?” in Twitter were directlycompeting with each for consumer space. Both have asimilar goal of allowing users to share their thoughtsand daily work with friend and family.The news of Facebook buying Twitter was everywhere.But the deal between the two parties did not happen.Facebook had offered to purchase micro-bloggingservice Twitter for 500 million US dollars in stock butthe talks ended over the price, AllThingsD.com hadreported.The failure of Facebook to buy Twitter turned into a 41 | P a g e© InRev Systems Bangalore Pvt. Ltd 2010 | www.in-rev.com | Email: Contact@in-rev.com
  42. 42. very interesting event. Facebook announced change inits interface on March 2009, which un-doubtly matchedwith that of Twitter. The feature “Update your Status”was replaced by “What’s in your mind?”There was a sudden uproar among users against thenew looks, but beside many criticism Facebookremained adamant.These days, besides the rivalry, there is a clear line ofdifference between the ways in which both these socialmedia tools are being used. Twitter network is morepopular among advertisers whereas Facebook amongclose friends and families.Search Engine Debate - Will Twitter be the newway to search for the informationTill now, no one has been able to properly define whatTwitter exactly is. Is it a social networking site likeFacebook, or is it a news channel, or is it a bloggingportal? Due to this uncertainty, people are still confusedabout the nature of Twitter. The most interestingcomparison occurred was when Twitter was called as 42 | P a g e© InRev Systems Bangalore Pvt. Ltd 2010 | www.in-rev.com | Email: Contact@in-rev.com
  43. 43. the strongest competitor to Google’s search engine.The Twitter search allowed anyone to dig into thecontent generated by the users in twitter and presentinteresting information. This made twitter much morethan just a micro blogging portal. It was the gateway forTwitter into the consumer market. This also extendedthe power of Twitter, now there are numerous thirdparty applications digging into the content andproviding information for users to make informeddecision in their business.The information that Twitter search provided was unlikethat of Google which depended upon mathematicalformula to index the content. Instead the content in theTwitter was indexed by its popularity and recency.People kept making wrong judgment about the identityof Twitter and mixed it with every possible technology,without realizing that Twitter was one of its kinds andhad its own standards. Right now, Google is morethreatened from the collaboration of Bing and Yahoo 43 | P a g e© InRev Systems Bangalore Pvt. Ltd 2010 | www.in-rev.com | Email: Contact@in-rev.com
  44. 44. than Twitter. Though it can be said that Twitter mayalso play some role in future into the way people searchfor information.Executive Tweets, Politicians, Celebrities andBrand media TweetsIt was not only the features and the hype that madeTwitter popular. It was the involvement and presence oftop Celebrities and top Executives in Twitter whichmade it more interesting and valuable.The mere presence of Obama in Twitter, brought thewhole world’s eye into it. He has about 1,887,795followers in Twitter. Obama is known for his immenseinvolvement in social media during the US presidentialelection.Furthermore, one Microsoft powered site(http://www.exectweets.com/) brought the tweetsfrom the top executive which helped to make Twittermore corporate and friendly to business. Twitter hasbecome a means for celebrities to publicize themselves 44 | P a g e© InRev Systems Bangalore Pvt. Ltd 2010 | www.in-rev.com | Email: Contact@in-rev.com
  45. 45. and make a point of view.Right now Twitter shelters Celebrities, Top Executivesand Brand media like BBC, CNN and other top newspublishers. Twitter has been the driving factor of traffictowards the news websites. In this way, the influence ofTwitter among corporate users and brand media isincreasing day by day. At this pace, Twitter is sure tobecome one of the most powerful main-stream mediain days to come.Twitter as your social IDUndoubtedly Twitter is your new ID in the internet.Everywhere you go there is a way to connect throughyour twitter ID. If you have a twitter account than youhave a pass to enter to any sites without need ofregistration and getting new Ids. The trouble has beentaken care by the concept of OpenId, the Id which isread by any site.Right now, every blog has a way for you to postcomment through your Twitter Id and other social 45 | P a g e© InRev Systems Bangalore Pvt. Ltd 2010 | www.in-rev.com | Email: Contact@in-rev.com
  46. 46. Media Id. This recognition of Twitter as a social ID hascertainly boosted the popularity of Twitter as a way tocommunicate in the internet.Future Innovation in Social MediaHow are things going to go ahead with all Twitter andsocial networking sites? Many people believe thattwitter is still in its infant state. It’s not only Twitter, thewhole online networking site is in its infant state. Thereare more innovations waiting to break the barrierbetween being the HOT start-up and establishedbiggies. There are two ways of looking at the future, oneis from the perspective of Twitter alone and other isfrom the perspective of social network as a whole.In case of Twitter alone, we still need a proper Twittermanagement tools to track down spam and unnecessarytweets which are creating false news and noise into thestream. In order to deal with such problem, we need tohave a system similar to spam filter present in emails.This also requires a proper understanding of Twitteruser’s demographic and spam nature. 46 | P a g e© InRev Systems Bangalore Pvt. Ltd 2010 | www.in-rev.com | Email: Contact@in-rev.com
  47. 47. There is technological barrier to be broken before socialmedia hits the new height. We can call it – new SocialNetwork Framework. What this means is that right nowwe have more than enough social networking sitesamong us. The reasons for so many networks comefrom the fact that people differ in their taste. There is aneed for integrating all the social networks into onecommon platform or framework.This existence of many networks platform pose oneproblem – the ability for people from different networkto connect with each other. Now the obvious solutionmight be the creation of different Id, but how manywould you go about creating different Ids. There has tobe a limit to the numbers of different unique Ids. Justlike the concept of Open Id and the ability to connectinto any blogs and sites through Twitter Id or FacebookId; people having any kind of social media ID should beable to connect with their friends in any social media.There are various portals for this, but then again this isjust another network requiring you to create new Id. 47 | P a g e© InRev Systems Bangalore Pvt. Ltd 2010 | www.in-rev.com | Email: Contact@in-rev.com
  48. 48. Once a common platform is created and API exposed,there will be many innovations in social network. Thiswill allow Twitter and many other networks to havemutual benefits.Chapter 3Business and Twitter – Manoj Jasra Sr. Strategist atShaw Communications Inc.Apart from being an amazing communications vehicle,the power of Twitter also comes from the openness ofits data. Using Twitter API, hundreds and thousands ofindividuals and businesses have developed applicationsthat manipulate Twitter’s data so that users can interactwith it in unique and exciting ways. Twitterapplications come in all sorts of different flavors, fromdesktop clients to services which increase followers toengaging usability/analytics data.Twitter API is free however by default there is a limit of150 requests which can be made per hour. If anapplication requires more hourly requests, a developer 48 | P a g e© InRev Systems Bangalore Pvt. Ltd 2010 | www.in-rev.com | Email: Contact@in-rev.com
  49. 49. can simply put in a request to be “White listed” which,upon approval, increases the rate limit to 20,000requests per hour.Top Characteristics of Twitter AppsThousands of Twitter applications are available to thepublic today and some of them are very popular. Belowwe have outlined a few of the top characteristics whichmake Twitter apps successful:Speed: Whether its validating credentials, collectinginformation, sending information, or processing acomplex task, the app has to be near instant becausethats what online users expect now.Accuracy: If you show users information that isinaccurate, they will not give you a second chance. Withthe amount of competition in the app world, they willprobably have another option available quickly.Uniqueness: Thousands of Twitter applications equalssome overlap, if the majority of your apps functionality 49 | P a g e© InRev Systems Bangalore Pvt. Ltd 2010 | www.in-rev.com | Email: Contact@in-rev.com
  50. 50. can be accomplished with something that already exists,then why would users make the switch to yours? Doyour due diligence on the competitive landscape beforeentering the marketplace.Ease of Use: Also referred to as usability, ease of userefers to the concept of a user friendlyapplication. Navigation, form interaction, use ofcontent/images should all be simple to understand andinteract with.Price: The apps that are truly remarkable, addressfunctionality/usability first and making moneysecond. Very often companies will release simpler andfree versions (in beta) before they release full-featuredproduction versions.Geography: If your application is only available tocertain geo-segments then you may be missing out onmillions of potential users. 50 | P a g e© InRev Systems Bangalore Pvt. Ltd 2010 | www.in-rev.com | Email: Contact@in-rev.com
  51. 51. Platform: Can your application adapt to web, mobileand desktop? Furthermore, can it accommodateWindows and Apple users?Design: Looks are not everything for Twitter Appseither but having an appealing design can have apositive effect in attracting new users. Finding a gooddesigner who can execute your vision with some flarewill give you an edge over your competitors.Experience: Assemble a team of highly skilleddevelopers who have worked with APIs across multipleplatforms.Testing: The concept is simple, before releasing yourapplication to the public, apply thorough qualityassurance and testing practices to it.*Bonus - Marketing: Get your product in front of topblogs such as TechCrunch, ReadWriteWeb orGigaOm. Then use Google to research other thoughtleaders who have discussed Twitter application in the 51 | P a g e© InRev Systems Bangalore Pvt. Ltd 2010 | www.in-rev.com | Email: Contact@in-rev.com
  52. 52. past and get them beta access to your app aswell. Youd better have a website so leveragetraditional internet marketing tactics such as searchengine optimization and paid search - dont forget toharness Twitter as well.Twitter Applications for BusinessNext we’ll take an in-depth look at a few of our favoriteTwitter applications and their benefits. The apps wereselected partially based on popularity and partially dueto their innovative use of Twitter API. As a bestpractice, before jumping head first into developing yourown application it’s very important to understand 2things:1) As we mentioned before, ask yourself if there is roomfor your application in such a competitive environment -has your idea already been implemented?2) What pain does your application solve, is there aneed for it? Addressing a need is why the following 10applications became popular and on a higher scale it’s 52 | P a g e© InRev Systems Bangalore Pvt. Ltd 2010 | www.in-rev.com | Email: Contact@in-rev.com
  53. 53. the same reason that companies such as Google & eBayhave seen such explosive growth.Twitpic (http://twitpic.com/ )Twitpic makes photo sharing simpler for Twitter usersby allowing them to upload pictures to their Twitpicaccounts and then automatically post a message toTwitter with a link to the file. The success of Twitpiclies in its speed and efficiency. So let’s say you are at ahuge sporting event and you want to share theexperience with your friends, you can click a picture onyour mobile phone, upload to Twitpic and post toTwitter in less than a minute. TwitPic also allows youto email your photos to a TwitPic specific email wherebythey are uploaded on your behalf. In this scenario theemails subject line will be used as your content in theTweet. TwitPic uses keyword tagging to help categorize imagesand with your permission your images can be madepublic so other can add tags on yourbehalf. Additionally, like many other socialapplications, TwitPic promotes sharing by allowing youto embed other users photos on your own website. 53 | P a g e© InRev Systems Bangalore Pvt. Ltd 2010 | www.in-rev.com | Email: Contact@in-rev.com
  54. 54. You can tell from TwitPics home page that the serviceis very popular - the home page shows live pictureuploads overlayed on a Google map which is one everysecond. With Twitpic you dont need to create aseparate account since the application is completelyintegrated with Twitters API.TweetDeck (http://www.tweetdeck.com ) First started in the summer of 2008, TweetDeck bringsthe much needed organization to your Twitter accountthrough desktop and mobile interfaces. TweetDeckwas developed using Adobe Air which makes itsfunctionality quite seamless. It has numerouscustomizations features, including the ability to creategroups for your followers and saved searches for yourfavorite topics. Other features of TweetDeck include:Sharing photos/videos/links, managing multipleaccounts from one instance, and built-in spam control. TweetDeck works on various platforms such as iPhone,Apple, Windows and Linux. As we mentioned beforeadapting to multiple platforms is one of thecharacteristics of a great application. To add to itsversatility, TweetDeck can manage your Facebook 54 | P a g e© InRev Systems Bangalore Pvt. Ltd 2010 | www.in-rev.com | Email: Contact@in-rev.com
  55. 55. status updates too!In addition to its popular application, the TweetDeckteam has a very engaging blog where they keep usersup to date on the latest happenings of thecompany. Most recently we found out that TweetDeckwill be adding multilingual support by translatingTweetDeck into: Chinese (simplified and traditional),Brazilian Portuguese, French, German, Japanese andSpanish.TwitterCounter (http://twittercounter.com/ ) TwitterCounter combines a variety of different servicesinto one application. The primary service allows usersto see trends in regards to their followers, friends andupdates. Users have the ability to graph the trends asfar back as 3 months and compare data against otherTwitter users. Similar to FeedBurner, TwitterCountercreates a widget which users can display on theirblogs/websites allowing them to show off the numberof follower they have to the rest of the world. Otherdata that TwitterCounter provides includes: the numberof days youve been tracking the stats, the growth offollowers per day, a prediction for the next days (and 55 | P a g e© InRev Systems Bangalore Pvt. Ltd 2010 | www.in-rev.com | Email: Contact@in-rev.com
  56. 56. the next 30 days) follower count and your TwitterRank. TwitterCounter also has an exclusive list ofGlobal top 100 which ranks the most popular TwitterUsers. Ashton Kutcher still leads the way.One of the other features of TwitterCounter includes aMyBlogLog type functionality where you can design awidget which shows which twitter users recently visitedyour blog or website. The widget is customizable interms of color, height and width; embedding isimplemented using JavaScript. With 4 million activeusers on TwitterCounter, youre very likely to see thiswidget while youre surfing the internet.Finally, if youre interested in being featured onTwitterCounters site a "Featured User" they offer a paidservice. For example, they will guarantee you 100,000views of your profile for $289.00 USD with the claim ofan extra 1000+ followers at the end of it. We haventtried this feature ourselves, so were not entirely surehow well this works.Monitter (http://monitter.com/ ) 56 | P a g e© InRev Systems Bangalore Pvt. Ltd 2010 | www.in-rev.com | Email: Contact@in-rev.com
  57. 57. Monitter does exactly what it sounds like just spelleddifferently. It gives users the ability to monitor 3 uniqueTwitter conversations in a predefined location. Bypredefined location we mean you pick the radius andthe city you want to monitor the conversationswithin. Standard search operators such as doublequotes, minus/plus signs, and/or operators can be usedto filter the conversations for unnecessarynoise. Monitter is actually quite a slick applicationbecause conversations automatically roll in without anyrefresh of the screen whatsoever. Some additionalfeatures of Monitter include: a setting which allows youto toggle from dark/light background colors, watchinghot Trends across Twitter; and a useful link which hidesunnecessary information allowing for more screenspace to monitor the conversations.The major benefit of Monitter is the ability to seetrending topics in your region without having toperform advanced queries in Twitter search. Monitteralso provides an embeddable widget that users cancustomize and enhance their blog/website with.Buzzom TwitIn (http://buzzom.com/) 57 | P a g e© InRev Systems Bangalore Pvt. Ltd 2010 | www.in-rev.com | Email: Contact@in-rev.com
  58. 58. Developed in early 2009, TwitIn focuses on tacticalmethods to increase your reach in Twitter. In addition, italso provides you an insight on your Twitterusage. TwitIn shows you the basic statistics such asnumber of tweets, followers, following etc. It alsoprovides you with the number of friends (users you arefollowing and they are following you back), fans (userswho are following you but you are not following themback), stars (users whom you are following but they arenot following you back). The 2 most important features of TwitIn are PeopleSearch and Cross Follow. People search allows you tofind people based on the keyword provided. This waypeople don’t have to spend time manually searching forpeople of similar backgrounds. For example, if you areinterested in programmers or designers. Then simplytype those keywords in the TwitIn search box and findthe list of people matching your result. Cross Followallows you to lookup a given Twitter users list offollowing or followers and get connected to them. Thisway you can expand your network by connecting withpeople of similar taste. 58 | P a g e© InRev Systems Bangalore Pvt. Ltd 2010 | www.in-rev.com | Email: Contact@in-rev.com
  59. 59. Tweetie (http://www.tweetie.com/ )Tweetie is often considered as one of the best Twitterapplication for the iPhone and perhaps this is why it wasgiven the Apple Design Award at the iPhone DeveloperShowcase in 2009. All the basic functionality of Twitteris present as Tweetie makes full use of TwitterAPI. Furthermore there are numerous useful featuresof Tweetie including: an inline web browser, customthemes, integration with TwitPic, custom searchqueries, Japanese localization, image compression foruploads, InstaPaper integration (saving web pages toread later), a public timeline and many more.StockTwits (http://stocktwits.com/ )StockTwits has created a Twitter community around theconversation of investing and the stock market. Youmay have seen the use of the # sign which is Twitterlingo that helps users categorize topics. StockTwits usesa similar methodology to monitor their conversationand they do it by inserting a $ before stock tickernames.As you land on the StockTwits home page there is a very 59 | P a g e© InRev Systems Bangalore Pvt. Ltd 2010 | www.in-rev.com | Email: Contact@in-rev.com
  60. 60. prominent search box which allows you to search for astock or company name and see all the conversationaround that query. For example, I typed in Goog (forGoogle) and on the left I was presented with Twitterconversations on the topic of Goog, on the rightStockTwits had passed all the URLs from theconversations that mentioned Goog and presentedthem a snippet from their HTML title tag. For furtherinsight they added a graph which detailed Googlesstock across the last day, month or year.Each of the applications we have described above hasthe exact same foundation - Twitter API. Each team haspoured in hours of brainstorming, designing, developingand testing in order to create an entirely uniqueexperience. Like many online businesses these days,you no longer have to create an idea from the groundup, rather you can take someone elses service andenhance it with your own flavor. All these businessesand applications have Twitter to thank which has giventhem the opportunity to take part in this experience ofSocial Marketing. 60 | P a g e© InRev Systems Bangalore Pvt. Ltd 2010 | www.in-rev.com | Email: Contact@in-rev.com
  61. 61. Blogging and TwitterBlogging is still a powerful way for individuals orbusinesses to communicate new ideas, converse withtheir customers or provide coverage in a givenindustry. The difficulty with blogging is beingconsistent, its difficult to produce unique and engagingcontent everyday and this is why so many bloggingattempts are abandoned. With the introduction of Twitter the concept ofmicro-blogging was further strengthened. With theability to write micro-blog posts consisting of 140characters or less, anyone can participate and addinsight to any conversation.Blogging allows users to create search engine friendlycontent which is descriptive and contains otherengaging items such as photos and video. Mostblogging platforms automatically convert content intoXML so that owners can syndicate the content to theirsubscribers using feed readers.The connection between blogging and Twitter happens 61 | P a g e© InRev Systems Bangalore Pvt. Ltd 2010 | www.in-rev.com | Email: Contact@in-rev.com
  62. 62. in a couple of different ways. The simplest method isfor bloggers to embed a Twitter icon or link after eachpost which allows readers to share the post afterclicking on the icon. The other is to simply embed codeyou can insert per post a blurb which can help in theincrease of more followers, for example, heres what Iuse:“Want More Internet Marketing Insight? Follow Manojon Twitter! (The underlined text is linked to twitterprofile)”.A few other quick ways include adding a Twitter relatedicon beside your RSS Subscription icon OR showing ofyour followers using Twitter Counter(http://twittercounter.com).Finally, the more complex and affective integrationstake place by leveraging two different Twitterservices. The first is TweetMeme(http://tweetmeme.com). TweetMeme is a Digg likeservice which aggregates all the popular links on twitterto determine which links are popular. TweetMeme isable to categorize these links into categories andsubcategories, making it easy to filter out the noise 62 | P a g e© InRev Systems Bangalore Pvt. Ltd 2010 | www.in-rev.com | Email: Contact@in-rev.com
  63. 63. allowing you to locate what you are actually interestedin. The functionality of Twitter comes in the form ofTweetMemes ReTweet button which plugs into everypost on your blog, allowing users to automaticallyReTweet the post to their TwitterAccount. TweetMeme has developed a custom plug-infor the popular blogging platform, Wordpress, making itreally simply to add the ReTweet Button.The second is TwitterFeed(http://twitterfeed.com) which currently powers morethan 400,000 feeds into Twitter. TwitterFeed basicallytakes in any RSS Feed URL you input and automaticallyposts the contents to Twitter based on the time intervalyou configure. TwitterFeed is smart enough not to postduplicates and offers lot of flexibility by allowing usersto specify the content to include in the post (title and ordescription), the URL shortening service to use, and acustom prefix/suffix. TwitterFeed also comes withsome on-board reporting which displays the amount ofclicks each of the URLs in your Tweet receives. 63 | P a g e© InRev Systems Bangalore Pvt. Ltd 2010 | www.in-rev.com | Email: Contact@in-rev.com
  64. 64. Blogging and Twitter actually complement each other.In fact beginning with either strategy can help propelthe other. For instance, if youre an active blogger, bysetting up TwitterFeed you can easily keep up arelatively dynamic Twitter account. On the other handif you swear by Twitter and your followers simply cantget enough your juicy content, you should considerexpanding your 140 characters posts to something evenmore compelling. 64 | P a g e© InRev Systems Bangalore Pvt. Ltd 2010 | www.in-rev.com | Email: Contact@in-rev.com
  65. 65. Chapter 4Growing in Twitter – Bhupendra Khanal, CEO InRevBringing Quality to TweetsMany people ask me about my quick growth on Twitter.I did have 20 Thousand followers by the end of 4months. Here are few points which made it happen.1. Identify Successful Tweeters and analyze themWhen I started Tweeting, I chose 10 Tweeters matchingmy interest. They were Guykawasaki, Unmarketing,Mashable and others (didnt choose Obama or BritneySpears, as I knew I can’t follow their footsteps).I learned few things from them -- like tweet links, focuson news, more on social media news and follow peopleto get reciprocated. 65 | P a g e© InRev Systems Bangalore Pvt. Ltd 2010 | www.in-rev.com | Email: Contact@in-rev.com
  66. 66. 2. Follow people and target best possible groupIt’s a human factor that most people reciprocate love orfavor. I started following very aggressively and manytimes it exhausted the limit set by Twitter.The simple way to target people is to check out MassFollower (anyone having more following than followersor people following more than 2k people), and followhis followers.3. Tweet about Social MediaThis is tricky, but just think. Which is the mostinteresting subject to all the Tweeters? It’s none otherthan Twitter and Social Media. I tweeted on these areasand received huge response. I got an average of 3 RTsper Tweet.4. Make a plan of action and execute itOne great blog article or a wonderful Tweet is easy. Butcan you make 2 interesting Tweets everyday for 2months? Not an easy thing to do. 66 | P a g e© InRev Systems Bangalore Pvt. Ltd 2010 | www.in-rev.com | Email: Contact@in-rev.com
  67. 67. I worked few days on this part and came up with aformula. I do visit Google News, Yahoo News andGoogle Blog Search, and search for few keywords likeSocial Media, Twitter, Facebook, Economy etc, andcollect materials. I Tweet most of those links foundthere.This ensured two things -- relevance by keyword searchand the fresh updates.5. Aggressive Tweeting and effective MarketingIf you want to be a successful social media marketer,first thing you need to do is to hold your nerves fromaggressive marketing. Be calm, choose few ads for yourproduct or services and keep it ready. Tweet on generalstuffs and make your readers happy. While postingupdates, throw one or two ads in.I would suggest going for 90-10 or at the maximum80-20 where majority should go towards social cause ofinforming people or discussing issues with them. 67 | P a g e© InRev Systems Bangalore Pvt. Ltd 2010 | www.in-rev.com | Email: Contact@in-rev.com
  68. 68. Smaller part can go for Marketing.Never throw too many ads. It pisses people off and youmay lose your followers.6. Feeds are fine, but one in an hourI don’t feed aggressively but have done it few times.Aggressive feeding from blog or site is the easiest wayto lose followers. People want to talk to people and notto Robots!If you ever use, do not post more than 1 Tweet an hour.Else you give no time posting Tweet and people give notime reading other’s Tweet!7. Form a group and help themForm a group of your interest and continuously followthem, RT and promote them for follow. They are sure toreciprocate you and with time grow the horizon.People in this group of interest are your best owned 68 | P a g e© InRev Systems Bangalore Pvt. Ltd 2010 | www.in-rev.com | Email: Contact@in-rev.com
  69. 69. asset. Respect them and continuously talk to them. Ihave a group of around 100 people whom Icontinuously engage. Twitter Client applications arebest to keep track of your groups.8. Listen to people and actThe major power of social media is the ability to knowwhat people think. Ask people and listen to what theysay, and act soon.I have seen many people having auto-DMs welcomingthe followers. This is a total turn off to most people, andit is very common in Tweetersphere talks. Still if youdont turn off the auto-DMs, you are either ignorant ornot social.9. Use #Topic while you talk on TopicsNever forget to use "#topic" while talking on topic ofpublic interest. There are people who follow such topicsand there are many applications which use them.I use this function very often, and it brings in manyfollowers and RTs for me. 69 | P a g e© InRev Systems Bangalore Pvt. Ltd 2010 | www.in-rev.com | Email: Contact@in-rev.com
  70. 70. 10. Read and Make People feel that you readThis is the most important action. You should makepeople confident that you read their Tweets, and thiscan best be done by replying or RTing others Tweets.Remember -- If you don’t read others Tweets, they willnot read too!Why un-follow who don’t follow you (for newTweeters)Twitter being a Micro-Blogging site, has most peoplespeaking and few people listening. There are peoplewho neither listen, nor speak. And surprisingly, thereare a lot of computer bots acting like Humans andfooling the audience.Twitter has influenced our lives a lot, and for me secondlargest contributor of traffic to my blog after Google isTwitter. And that comes in just 2 months!I have also plans for using Twitter as a platform tomarket InRev Products and Services . Does this mean, Iam going to add junk to it? Well, the answer NO mostly, 70 | P a g e© InRev Systems Bangalore Pvt. Ltd 2010 | www.in-rev.com | Email: Contact@in-rev.com
  71. 71. and partly YES. I will however try to make it pleasant formy followers and not bombard lots of ads or feeds; butwill certainly engage in meaningful communication togrow my business.I was constantly thinking for some time, should wefollow people who don’t follow back? My answer is aclear NO. Here are the reasons WHY! This howeverapplies only for new entrants. When the number offollowers and following goes above thousand, itbecomes unmanageable to take up huge number ofpeople with you. Then you might need to get selective.1. No meaningful conversationIf you are not friend but a follower, you cannot have ameaning conversation. This will hurt your interest, andfrustrate you of Social Media and Twitter.2. Why favor someone while you are not reciprocated?This is another tricky thing. There is a saying, "There aretwo qualities of a successful man; 1. His friends aresuccessful 2. He reads good books". Better push yourfriends and they will pull you too. Why push someoneand give him good exposure when he does not care 71 | P a g e© InRev Systems Bangalore Pvt. Ltd 2010 | www.in-rev.com | Email: Contact@in-rev.com
  72. 72. about you.3. Lack of Online HelpTwitters best use is to ask few what you want to knowand get the answer. This is better than Google as it isHuman Involved search. People who don’t follow youdont see you question; forget to get answer from them.4. Stars in real Life do not need to be followed inTwitterWell this is personal choice. I have no complaint if youfollow Barack Obama or Britney Spears but I willcertainly not do. They are good at their place and I amnot interested to know when they have lunch and whenthey have a shower. If anything important comes, I willget form the news and my Twitter friends will let meknow. I dont want to make all the real life stars look bigin Social Media too; I would love to see new peoplebecoming stars like Guykawasaki, Unmarketing,Mayhemstudios etc.You may rethink if you want to keep following yourfavorite artists. 72 | P a g e© InRev Systems Bangalore Pvt. Ltd 2010 | www.in-rev.com | Email: Contact@in-rev.com
  73. 73. 5. Don’t ever push the indifferent friendsI have seen many people following their real life friendseven through the friend are not an active Twitter user.This adds no value; and more so if he does not evencare to follow you back.6. If you are not following anyone, you won’t loseanythingTwitter is a network of people. I am sure there are manypeople who don’t like me, but I am happy there are alsoa bunch of people who like me. I would better be withthe later ones. Why bother about others, Right?If I don’t follow anyone, I am sure one of my friendswould be following him and I will get any importantTweet that comes in Twittersphere. It is explained bythe Market Law, "If something is important in themarket, you will know it."7. Care about your time; but don’t over-runYou can never be faster in knowing anything. It’s justthat, you will know. Zeroth Law of Market says, "Neverinvest just because you know something. If you know 73 | P a g e© InRev Systems Bangalore Pvt. Ltd 2010 | www.in-rev.com | Email: Contact@in-rev.com
  74. 74. anything, everybody knows it." So following someone,you won’t beat time.8. Less the people more the careIf you follow less people and targeted people, you canshare your love among them and increase yourinfluence. While if you engage yourself in reading andRTing people who dont follow you, you lose yourrelevance in your friends network too. Love, hate, careand ignore; all of these are reciprocated by human brainin most general cases. Do the same, and get highlyconnected network and increased bonding.9. You won’t get dumped in Junk; just manage it betterWorried about auto-follow and too many junks like autoDMs and feeds? Well, don’t be. Twitter is going to bemuch better. You will soon get tools to filter the junkfeeds while not annoying the feeder. One way of doingit is to maintain group in Twitter Client applications likeTweetDeck, Seismic Desktop and Buzzom Desktop, andgive higher importance to the group members. Bettertools should be coming; will let you know.Actions rewarded, gets repeated. So if there are people 74 | P a g e© InRev Systems Bangalore Pvt. Ltd 2010 | www.in-rev.com | Email: Contact@in-rev.com
  75. 75. who throw too much of junk; don’t just unfollow butblock him altogether!! This is the best return you cangive to them.10. You aren’t making Twitter monotonous; you arebuilding relationsA ffew of my friends believe if everyone starts followingothers, Twitter becomes too monotonous. I disagree.There can be many inter-connected groups; it will bebetter modeled in a complex network of manysegments where few nodes are common in more thanone segments.Result: less distance within the segments i.e. similarminds together; larger distance between differentgroups i.e. dissimilar minds away!! This will fuel thehappiness index of Twitter users, and thus make Twittera better place to be in. 75 | P a g e© InRev Systems Bangalore Pvt. Ltd 2010 | www.in-rev.com | Email: Contact@in-rev.com
  76. 76. Benefits of Using TwitterI started using Twitter on Dec 2nd 2008, thanksto @lokeshawasthy and @bibek. These two folksinspired me to come, and I came to try it. Since then Ihave come a long way.Got a message yesterday from @MrMilestone saying Ireached 10 Thousand Followers!! The five digit numbergave me some happiness and then I looked at thehistory. It was on the 82nd day of my joining Twitter.Dont know, if this is a good feat; but seriously felthappy and thankful for the love extended by myfollowers. Thanks all.My Twitter Experience has been great. Enjoyed somegood conversation with few folks; learned a lot from thepeople whom I follow.Some of the achievements:1. Just in Time UpdateYou will get to know most news as soon as it happened.Be it political, economic, technical or other; I became 76 | P a g e© InRev Systems Bangalore Pvt. Ltd 2010 | www.in-rev.com | Email: Contact@in-rev.com
  77. 77. more up to date on things.2. Widen Knowledge BaseBeing a Business Consultant and an Analyst, I was lost inmy field. I followed people from various backgroundsand got to know other areas pretty well.3. Friendship and NetworkingYou can make friends from all parts of the Globe. Now Ihave more friends in US than in India (country ofresidence) or Nepal (my hometown). Wow :)4. Traffic to Website or BlogYou can get a huge number of visitors to your blog.Surprising but true now Twitter is the biggest source oftraffic surpassing Google by more than 50%.5. Review of Services and ProductsTwitter is very useful for product reviews. I often askedmy followers to review my company products, and theyhappily did it.I am very grateful to those folks who reviewed InRev 77 | P a g e© InRev Systems Bangalore Pvt. Ltd 2010 | www.in-rev.com | Email: Contact@in-rev.com
  78. 78. services and products. Special thanks to@robertnelsoninc, @greybucket, @justinrfrench,@a_smart_union, @masonronald, @onlinesneh,@bhuttan, @bibek, @lokeshawasthy and others.The views and comments helped to better our offerings.6. Increased Personal BrandingIt was virtually impossible to make a brand of my ownafter starting the company in a short time. Productbuilding, serving clients and earning revenue all taketime. But thanks to Twitter, it does not take either. Icould make a space for myself here, and could provemyself. This has not only given confidence in mypartners, but also helped me build profile to talk toexternal parties, clients and partners.7. Ideas Sharing and Business EnhancementTwitter rocks in this area. When I was working ondevelopment of an Economic Reporting Portal - F-Cube,I tweeted few times on what would people like to see init. Within ten minutes I got 10 replies. This wasawesome. 78 | P a g e© InRev Systems Bangalore Pvt. Ltd 2010 | www.in-rev.com | Email: Contact@in-rev.com
  79. 79. Second, I asked for suggestions on Buzzom, which isTwitter Account Management Service, and got 21suggestions in a day. We worked on those lines andbrought the service. It instantly became a hit andsurprised everyone including us.We have brought Reporting, Analytics Ranking and fewAccount Management functions there. Rest functionsare kept for next phase.8. Own Medium for Marketing and Gained ConfidenceNow I have my own medium for Marketing, where I canreach to thousands of people with a click. And it’s allfree to use. Thanks to Twitter.I would never have such facility without it. A smalladvertisement on a national newspaper costs a lot andbuilding a reputed blog to market takes hundreds ofdays. Twitter has proved to be the blessing for start-upslike InRev.9. Increased Efficiency of TalkTwitter has a limitation of 140 characters for eachTweet. Earlier I used to get irritated with this limitation, 79 | P a g e© InRev Systems Bangalore Pvt. Ltd 2010 | www.in-rev.com | Email: Contact@in-rev.com
  80. 80. and even thought of starting a rival with 500 characters(...lol). But after using it for more than two months,have started loving it.It has increased my efficiency in using words. Talk to thepoint and get the work done! It has impacted on otherworks too; I have become more to the point now (myfriends say so!! It must be true).10. Job and Marriage OfferI started blogging around 3 years back, and it was justbecause I wanted to share my views to the World. Butafter a year it became source of job offers, and got fewmarriage offers too! 82 days in Micro-Blogging throughTwitter has brought two job offers, and who knowsmarriage offers might be in waiting: D.Twitter Followers: Quality vs. Quantity inMarketing 80 | P a g e© InRev Systems Bangalore Pvt. Ltd 2010 | www.in-rev.com | Email: Contact@in-rev.com
  81. 81. If you are a serious Tweeter, you will need a goodfollower base. If you are a marketer, you need morepeople to follow you. Quality is important but not asmuch as quantity.When I say "Quantity", this does not include Bots andSpammers. I mean real people. But yes, all sorts ofpeople irrespective of their Twitter or Web usagebehavior.Here are few reasons why!1. Everyone is your potential customer; you need toconvertIf you have been a marketer for long, you must haveknown that everyone is your potential target customer.Some people are direct targets while many more areindirect. Word of mouth simply cannot be ignored,especially if you are a Social Marketer.2. No one is a sure customer; Conversion Rate is lowThis is another big truth. If you know someone 81 | P a g e© InRev Systems Bangalore Pvt. Ltd 2010 | www.in-rev.com | Email: Contact@in-rev.com
  82. 82. personally and he is following you, he isnt your gainfrom Twitter. The gain is to get new followers, and buildgood relations. The end goal would be to convert theminto your business partner.In the unknown world, however fit or good you mayassume, one can never be your sure customer.Conversion rate is very low. The average of the marketis said to be around 2%.3. Measuring Quality is DifficultIt is hard to rank customers even when they are withthe business for a long time. The complexity comeswhen there are diverse portfolios and diversemetrics. Low Risk, high profitability, high loyalty, highlife time value, high RFM etc give weight-age todifferent set of people. Further, when it comes to theperspective customers, it’s all the way more difficult.There can be some predictive methods to target, buttheir application is best applied to the interested classthan to the entire market. If few out of these hugenumbers get interested, targeting can be done to servethose. 82 | P a g e© InRev Systems Bangalore Pvt. Ltd 2010 | www.in-rev.com | Email: Contact@in-rev.com
  83. 83. Targeting is important only if you dont have resourcesto cater to the mass. If you can cater to all, go for it!4. Conversion Takes Time; have patienceAny business relation takes time to be established.There are certain phases that go into it like -- knowingeach other, knowing the company, knowing theproducts/services, understanding and finding the usagein business, getting approval for the purchase etc.There is no short-cut to bringing revenue. It’s a game ofpatience. If you bug anyone too much, you might lose apotential customer. So just let someone know aboutyour services and let him take time. Till then you canbest be patient, and create more leads.5. More people mean more views and comments.Ideas are best challenged. More people you connect to,diverse is the angle of thinking. This helps to fine-tuneproducts and services. Always keep an open mind. It’salways better to know and not do something, than notto know at all! 83 | P a g e© InRev Systems Bangalore Pvt. Ltd 2010 | www.in-rev.com | Email: Contact@in-rev.com
  84. 84. 6. Diverse Thoughts, a way to remain interestingAccording to many it’s always good to be focused sothat you establish yourself as an expert in that field andpeople come to you for the same reason. Well, nothingis wrong with this philosophy. But there is a limit onhow much you can talk on the same subject. There isalso a limit on how much your reader reads the samestuffs. There needs to be a balance and you need to talkon diverse topics so that your followers don’t get bored.This solves a greater purpose of catering to variousgroups. Have friends or followers from various areasand enjoy the talk. Talk about general life, music, news,economy, politics and then business. This gives a morereal human feel. If you just target a section of peopleand talk business, you look more like a BOT. And giventime I may build a robot better than you (no offence,just a joke).7. Chances to be seen as Twitter StarBeing small helps in better targeting, but do not forgetone thing, till you are small you are the only person whomarket you or your services. But once you grow, others 84 | P a g e© InRev Systems Bangalore Pvt. Ltd 2010 | www.in-rev.com | Email: Contact@in-rev.com
  85. 85. start marketing you as well. They market for reasonslike -- a) to get a bigger benefit as a return favor b)when you are big, you are a star and people love talkingabout you and want to show his association with you.8. More People much more second order reachA large number of followers always has this advantage.More people mean bigger reach. Even by luck ifsomeone Retweets an important Tweet, it can domiracle! So why miss the chance!!9. High Scores in Graders and OthersThis is another important part of the Twittersphere.Rankers and graders have nothing to rank accounts ifthey dont consider followers count and RTs count. Soall of them use it, and to promote their service theypromote the elites (based on their scores). If you arethere, they promote you. Again an additional gain at nocost!!10. More Followers equivalent to more Site Visits;Conversion is an art 85 | P a g e© InRev Systems Bangalore Pvt. Ltd 2010 | www.in-rev.com | Email: Contact@in-rev.com
  86. 86. Conversion to business is different from getting in touchand letting people know. Conversion is an art, and youmight or might not have that. If you have networkingcapability, just do it. Seek help from a sales person fromyour company to convert the lead.Just focus on getting greater reach, where SocialNetworking like Twitter works best. They give facilitylike more traffic to your site.Once you have someone following you, try to make himyour friend and connect in Facebook and LinkedIn. Nextstep would be to exchange company profiles andprojects.Merits and Demerits of Twitter BOTsIn my school days, there was a favorite topic for debatecompetition -- "Is Science Blessing or Curse?” I haveparticipated few times and had to put points from boththe side. My stand was, and is always is -- there cannotbe black and white in the World. It depends on how weuse and make good out of any function or technology. 86 | P a g e© InRev Systems Bangalore Pvt. Ltd 2010 | www.in-rev.com | Email: Contact@in-rev.com
  87. 87. Now Twitter BOT seems the same. I am happy to knowthat a Human (Aston Kutcher) won over a BOT (CNN) inthe race to have 1 M followers.Reasons to hate BOTs1. Welcome Auto-DMs used as AdsAuto-DMs are really annoying. When you follow peoplethey say welcome with an ad -- "please visit our sitexxxx". I take this as an offence. Suppose you come toour company site and we start telling you about ourservice one after the other without knowing why youcame and what your interest is.Would to you like this? I am sure you won’t. The beststrategy is always to listen first, understand and thentalk. When you talk, it is better to ask questions andgenuine questions. This will ensure good relationbuild-up, thus ensuring the successful use of SocialMedia.2. Too Many Automated DMs 87 | P a g e© InRev Systems Bangalore Pvt. Ltd 2010 | www.in-rev.com | Email: Contact@in-rev.com
  88. 88. When I follow you, I am subscribing to your Tweets andnot to your DMs. You can DM, but not regularly forcingme to un-follow or block you. It is a good way of takingrelations private and personal to have successfulprofessional co-operation. Robotized actions in suchfunctions can only harm.3. Frequent TweetsTwitter is not a Media like Radio, Television or NewsSite. You dont need to be there all time. It is simplybecause no one is listening only to you.Twitter is a Media where people follow many othersand share things. Quality of Tweet matters a lot thanFrequency. If the frequency is too high for followers tofollow, you can only lose them; you have a share ofpeoples time and you better stick to it. Increasing theshare can be a long term strategy with well thoughtplanning; this needs quality of service and not quantity.I unfollow any users who use BOTs to Tweet more than5 Tweets a Min. This is irrespective of the quality ofTweet. 88 | P a g e© InRev Systems Bangalore Pvt. Ltd 2010 | www.in-rev.com | Email: Contact@in-rev.com
  89. 89. 4. Automated RTsThis is another annoying thing. RTs are done for theTweets that you find interesting and worthy for othersto read. People have high expectations while visiting thelinks that are RTed. If you use a BOT for that purposeand wrong Tweets get RTed, you are gone. It can harm alot and you may end up losing followers.More important is the fact that such actions will lowerthe value of RTs. Accounts are graded by many Accountgraders using this metric, and the automated RTs of theuseless Tweet will affect that badly.5. Repeated TweetsThere are few BOTs in the Twitter Sphere which Tweetabout certain no. of links or services. They continuouslydo the repetition and add no value to the followers. Itonly decreases the relevance of the user and is mostlikely to be unfollowed.Reasons to Like BOTs 89 | P a g e© InRev Systems Bangalore Pvt. Ltd 2010 | www.in-rev.com | Email: Contact@in-rev.com

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