12 twitter forbusiness_gf501

8/12/09 for Business Twitter for Business (GF501) Professor: Laura Fitton, Pistachio Consulting and co-author of Twitter for Dummies Twitter for Business •  What is Twitter? •  Why is it valuable? •  How does it work? What is Twitter? •  How should a business get started? •  What does it make possible? •  Some examples •  Your fears and concerns •  Learning more… 1

8/12/09 What Are You Doing? 2

8/12/09 ~20 million monthly uniques (x5.7 since Nov 08) 125 million monthly visits (x4.3 since Nov 08) Why is it valuable? 20% of online adults 25-34 23% of social network users 27% of bloggers December 2008 3

8/12/09 http://twitpic.com/135xa 4

8/12/09 How does it work? What Are You Doing? “Use it Where You Think Best” -IBM ThinkPad 5

8/12/09 The User Multiface Browser • SMS • IM • RSS reader • FriendFeed • Facebook • blogs • widgets • desktop, iPhone, Blackberry, and SMS clients The User Multiface Browser • SMS • IM • RSS reader Clients: iPhone • Blackberry • desktop • SMS Lifestream aggregator, Facebook, blogs … 6

8/12/09 The User Multiface The User Multiface Browser • SMS • IM • RSS reader Browser • SMS • IM • RSS reader Clients: iPhone • Blackberry • desktop • SMS Clients: iPhone • Blackberry • desktop • SMS Lifestream aggregator, Facebook, blogs Lifestream aggregator, Facebook, blogs … … 7

8/12/09 The User Multiface The User Multiface Browser • SMS • IM • RSS reader Browser • SMS • IM • RSS reader Clients: iPhone • Blackberry • desktop • SMS Clients: iPhone • Blackberry • desktop • SMS Lifestream aggregator, Facebook, blogs Lifestream aggregator, Facebook, blogs … … The User Multiface Browser • SMS • IM • RSS reader Clients: iPhone • Blackberry • desktop • SMS Lifestream aggregator, Facebook, blogs … 8

8/12/09 The User Multiface Anyone •  Develop dynamic and engaging “behind Browser • SMS • IM • RSS the scenes” personalities, content, sneak-previews and other genuinely reader • FriendFeed • engaging content Facebook • blogs • widgets • desktop, iPhone, Blackberry, and SMS clients Individuals Companies and Brands •  Build your network, access better •  Engage more deeply with consumers professional relationships, faster and markets in strategic and powerful knowledge-sharing and leveraged ways problem-solving •  Particularly valuable for Executives, •  Drive productivity, value, innovation and sales and marketing professionals, human capital growth through better consultants, freelancers and celebrities. networking and idea-exchange 9

8/12/09 Externally Internally Customer service Relationships Sales Teams Decentralized teams Market awareness Branding Event Planning Employee Support News Direct sales Project Status Mentoring Innovation SEO News Problem-solving Understanding Driving traffic Coordination Purely Social Extending reach Networking Interface research VALUE. marketing visibility networking relevance customer Influence (was) relationships service social capital traffic Attracting attention to community news yourself ideas sales trust SEO 10

8/12/09 Influence (is) Social Media is Nothing New Providing attention and value to others Social Media is Knowledge Photo Credit: (cc) jerryfletcher on flickr.com 11

8/12/09 Knowledge is Socially Mediated Knowledge is Socially Mediated Photo Credit: (cc) fredoalvarez on flickr.com Knowledge is Socially Mediated Knowledge is Socially Mediated 12

8/12/09 Markets are Socially Mediated Photo Credit: (cc) gregor_y on flickr.com Markets are Socially Mediated Markets are Socially Mediated 13

8/12/09 How should a business get started? Photo Credit: (cc) matrianklw on flickr.com Manners 101 How Best to Approach? •  Dress nicely Cultivate standards of –  Background graphic, avatar •  Excellence •  Introduce yourself •  Authenticity –  Fill out profile completely –  Mention your Twitter on your site •  Engagement •  Be a good conversationalist –  Listen, respond What will work for your organization? –  Contribute relevant, useful material 14

8/12/09 Twitter Campaigns? Business Objectives not so much. Measured by the most appropriate Twitter literacy standards for the objective Bearing in Mind… Advanced Twitter for Business •  Twitter can be a great vehicle for a brand extension •  Twitter as a serious B-to-B Tool? –  if you are willing to produce feeds of cool, useful things •  What if my customers are NOT •  Publish & subscribe environment there yet? –  The self-serving will flounder. The useful will flourish. •  How do I prevent wasted time? •  Brands need to work to not be rejected as spam •  Best branding lessons •  Big picture trends 15

8/12/09 Off-Platform Benefits •  SEO “Off-Platform” Benefits •  Research •  Content Generation Engine •  Word of Mouth •  PR Gravity SEO Research •  Google the word “pistachio” or “dough” •  Passive - free and paid listening tools •  Common words, but the Twitter IDs •  Active - ask questions, use #tags, DOMINATE “recruit” groups •  Live - create real-time focus groups, •  What Google Adsense word would you polls, surveys spend your last dollar on? •  Incorporate your Name too for additional words 16

8/12/09 Word of Mouth Content Generation Engine •  @DellOutlet -- $500,000 of computers •  Let’s say you’re Madonna… to HOW many followers? •  ABC News during Obama’s speech •  Disproportionately influencers, still •  Many ways to slice this •  Journalists and bloggers, especially •  “Passs-along” ethic “PR Gravity” How… •  Forbes, NYT Magazine, Newsweek, •  BE USEFUL BusinessWeek, Inc.com, Entrepreneur Turn the message inside-out! Magazine •  Offer things •  Publish, become known, be helpful •  Talk about what you do 17

8/12/09 Applicability Measurement •  Listening Most of all: •  Innovation Measure the desired business objective •  Research the way you always measure that desired business objective •  Measurement Measurement •  Follower numbers -- yes, but. •  Follower engagement •  Measurable links Preventing “Time Suck” –  Clickthroughs –  Conversations –  Context •  Ripples in the water –  Retweets, reposting your links –  Others pointing towards what you do 18

8/12/09 Efficiency •  Tools •  Objectives Branding Lessons •  Discipline 19

8/12/09 20

8/12/09 Outlook Outlook •  Landscape for business use of Twitter and “We see an ecosystem of developers microsharing generally swarming around the Twitter API like moths around a flame” •  How to think about brand opportunities in microsharing -TechCrunch.com •  What’s on the horizon? What trends should we watch for next? 21

8/12/09 Learning more… 22

8/12/09 23

12 twitter forbusiness_gf501

by MacInnis Marketing on May 27, 2010

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