Microblogging goes to work Barcelona, September 16 th Digital Media seminar Delphine Remy-Boutang WW Social Media Marketing Manager, IBM Software Group

Building a smarter planet ( http://twitter.com/smarterplanet )

Our world is becoming interconnected

What is Highly popular with celebrities, media and executives, Twitter is a microblogging platform composed of 140 character. Evan Williams, Twitter‘s founder, created it as a basic site to answer one simple question: “ Twitter lets people know what’s going on about things they care about instantly, as it happens,” Evan Williams, Twitter’s CEO, told The New York Times: “In the best cases, Twitter makes people smarter and faster and more efficient.”

visits up 1500% YOY 1448% YOY 190% YOY 17% YOY Unique Audience (Thousands) for Twitter, Facebook, YouTube and MySpace, May 2008 – May 2009 10% YOY Source: Nielsen Online 7 millions users

Why is Twitter important? It's a place where news often breaks Trending: As everything being discussed on Twitter is by its nature happening now, more and more used as a way of monitoring, reporting Search Engine Optimization - because it is updated frequently, Twitter content ranks highly on Google. important way to generate traffic and disseminate messages online. Twitter is becoming an important source of Internet traffic for many sites, and the amount of traffic it sends to other websites has increased 30-fold over the last 12 months.

It's a place where news often breaks

Trending: As everything being discussed on Twitter is by its nature happening now, more and more used as a way of monitoring, reporting

Search Engine Optimization - because it is updated frequently, Twitter content ranks highly on Google. important way to generate traffic and disseminate messages online.

Twitter is becoming an important source of Internet traffic for many sites, and the amount of traffic it sends to other websites has increased 30-fold over the last 12 months.

Source Quantcast 2009; Compete.com

is not just for kids Adults ages 18-34 has the largest representation on Twitter almost 3 million unique visitors from this age group (almost 42% of the entire audience). Source Nielsen 62% of the audience access Twitter from work only, while only 35% access it only from home Source Nielsen

B rand C ommunity C ustomers E ngage T raffic A new mode of communication Twitter allows businesses a new mode of customer communication that can be tailored to match your customers preferences. Twitter in your marketing strategy : building relationships with prospective clients promoting events providing insight and commentary on an event in real time promoting special offers facilitating collaborative experience building conversation and relationship sending press releases opening dialogue between promoter and promotion participants website traffic generation

Twitter in your marketing strategy :

building relationships with prospective clients

promoting events

providing insight and commentary on an event in real time

promoting special offers

facilitating collaborative experience

building conversation and relationship

sending press releases

opening dialogue between promoter and promotion participants

website traffic generation

Internal version of twitter : Blue twit open source project, licensed IBM Internal over 4,100 registered users Integrated to Twitter know who you speak with BluePages integration multiple clients: Firefox sidebar, Sametime stand-alone applications data source for mashups

open source project, licensed IBM Internal

over 4,100 registered users

Integrated to Twitter

know who you speak with BluePages integration

multiple clients: Firefox sidebar, Sametime

stand-alone applications

data source for mashups

Secure Intranet Microsharing with Lotus Connections! Status updates integrated with your intranet profile Easily view updates from your network of contacts, or from your entire company Feeds and e-mail integration make it easy to stay up to date, integrate desktop clients Post updates on other profiles with the Board Threaded comments on any status update

Status updates integrated with your intranet profile

Easily view updates from your network of contacts, or from your entire company

Feeds and e-mail integration make it easy to stay up to date, integrate desktop clients

Post updates on other profiles with the Board

Threaded comments on any status update

IBM Social Computing Guidelines Be who you are Speak in the first person Use a disclaimer Respect your audience Add value Don't pick fights Be the first to respond to your own mistakes. Use your best judgment. Don't forget your day job. http:// www.ibm.com/blogs/zz/en/guidelines.html IBM supports open dialogue and the exchange of ideas Responsible engagement in innovation and dialogue

Be who you are

Speak in the first person

Use a disclaimer

Respect your audience

Add value

Don't pick fights

Be the first to respond to your own mistakes.

Use your best judgment.

Don't forget your day job.

Social Software Adoption in IBM Some Collaboration 2.0 available to all IBMers: Profile: 515K profiles on Bluepages; 6.4M+ searches per week Communities: 4500+ public online communities, 2500+ private communities WikiCentral: 25K+ wikis with 320K+ unique readers BlogCentral: 62K users, 260K entries, 30K tags Dogear : 485K bookmarks, 1.4M tags, 20K users Activities: 50K activities, 425K entries, 80K users Instant Messaging: 4M+ per day Forums: more than 440K

Some Collaboration 2.0 available to all IBMers:

Profile: 515K profiles on Bluepages; 6.4M+ searches per week

Communities: 4500+ public online communities, 2500+ private communities

WikiCentral: 25K+ wikis with 320K+ unique readers

BlogCentral: 62K users, 260K entries, 30K tags

Dogear : 485K bookmarks, 1.4M tags, 20K users

Activities: 50K activities, 425K entries, 80K users

Instant Messaging: 4M+ per day

Forums: more than 440K

IBM Software Group Social Media Marketing strategy Listen to your audience WHO: Target your audience Understand digital behaviors Develop social media map WHERE: Environment WHAT: Experience Select appropriate social media networks, tools, and content HOW: Deployment: Empower Consumer advocacy (Participation) Identify available/required assets And resources for participation in the most relevant conversations. RESULTS: Measure those things that will best help you determine the impact of your involvement and participation WHY: Establish your core business objectives

A strategic approach to Twitter Source: Ogilvy Know your followers, thank them for support, get them involved Added values: health tips, disaster alerts, fundraising info Those interested in your cause, industry leaders, news Issue Advocacy Check replies and DM’s, answer questions, provide info when needed Links to online promos, insider info on upcoming sales, discount codes Current and potential customers, those interested in similar products Product Promotion & Sales Set up Tweet-ups, talk to attendees, ask and answer questions Event information, updates, behind the scenes coverage Those interested or attending event, media Event Coverage Jump in the conversation. Be transparent and add value Insight, expertise, become a thought leader Industry leaders, similar interest groups, news/media Corporate Reputation Management Answer questions, respond to comments, raise issues, provide info Direct to additional resources, updated info, explanation Your brand, products and relevant issues Crisis Management Answer questions, respond to comments about your brand Content relevant to your customers: tips, company info, etc. Your customers and potential customers Customer Relations ENGAGE CREATE FOLLOW STRATEGY

Define your Twitter strategy Follow / Create/ Engage 1/ Customer Relations 2/ Crisis Management 3/ Corporate Reputation Management 4/ Advocacy 5/ Event 6/ Product Promotion and Sales

Follow / Create/ Engage

1/ Customer Relations

2/ Crisis Management

3/ Corporate Reputation Management

4/ Advocacy

5/ Event

6/ Product Promotion and Sales

1/ Customer Relations Twitter allows to quickly listen and respond to customer feedback before problems escalate and to activate brand ambassadors….

Twitter allows to quickly listen and

respond to customer feedback before

problems escalate and to activate brand

ambassadors….

1/ Engage in conversations and customer service Twitter is about conversations, not monologues and certainly not about spamming Make friends on Twitter. If people follow you, follow them too. Create a community not a soapbox Reply to others. This critical component of your Twitter activity. It makes all the difference, because it shows you want to engage with customers and listen to them. Be proactive in starting conversations. Listen for mentions of your brand, read them, and take the lead in starting a conversation. Helping one customer at a time where everyone can see it can make a real difference in brand sentiment. Because success on Twitter requires these types of back-and-forth interactions, it requires dedication and resources.

Twitter is about conversations, not monologues and certainly not about spamming

Make friends on Twitter. If people follow you, follow them too. Create a community not a soapbox

Reply to others. This critical component of your Twitter activity. It makes all the difference, because it shows you want to engage with customers and listen to them.

Be proactive in starting conversations. Listen for mentions of your brand, read them,

and take the lead in starting a conversation.

Helping one customer at a time where everyone can see it can make a real difference in

brand sentiment.

Because success on Twitter requires these types of back-and-forth interactions, it requires dedication and resources.

Conversation : @Tropical_IT following @ibmpromos “ I went to look at their tweets and noted his tweet about System x. Spoke to their BP rep and we are working w/ him to get a better price”

2/ Crisis Management Twitter is the fast way to respond and maintain an open channel. It needs to be part of a broader strategy, with all of the (social) media channels you use to listen and share with your customers, clients, and industry.

Twitter is the fast way to respond and maintain an open channel.

It needs to be part of a broader strategy, with all of the (social) media channels you use to listen and share with your customers, clients, and industry.

Example: IBM SMART SOA on Twitter

3/ Corporate Reputation Management A Twitter handle is created to share the brand personality from real-live people behind the messages being Tweeted. Social media spaces such as Twitter are where personalities meet Companies – corporations that are engaging users on Twitter aren't succeeding just because of the information they supply; it's the voice and style of delivery that makes the difference Twitter is far more valuable for distributing brand personality than it is for merely delivering content

A Twitter handle is created to share the brand personality from real-live

people behind the messages being Tweeted.

Social media spaces such as Twitter are where personalities meet

Companies – corporations that are engaging users on Twitter aren't

succeeding just because of the information they supply; it's the voice and

style of delivery that makes the difference

Twitter is far more valuable for distributing brand personality than it is for

merely delivering content

4/ Issue Advocacy Twitter’s ability to connect people with similar interests can be harnessed for the greater social good with issue advocacy organizations creating a community and providing useful information to those they serve

Twitter’s ability to connect people with similar interests can be harnessed for the greater social good with issue advocacy organizations creating a community and providing useful information to those they serve

5/ Event coverage The real-time ability to connect with others and share experiences makes Twitter a great platform for individuals, or companies, to use during a major event. Live-Tweeting an event can be used to create a completely new channel of conversation and a way to enhance the physical experience of the event. Combining Twitter with blogs, video and other social media efforts provides more ways to interact with the content and experience you’re creating.

The real-time ability to connect with others and share experiences makes Twitter a great platform for individuals, or companies, to use during a major event.

Live-Tweeting an event can be used to create a completely new channel of conversation and a way to enhance the physical experience of the event.

Combining Twitter with blogs, video and other social media efforts provides more ways to interact with the content and experience you’re creating.

Rational Software Conference: Displayed live streaming of #rsc2009 twitter feed. #rsc2009 appeared as a top trending topic twice - further raising the profile and discussion around the event. 679 followers (140 started following during RSC)* 345 fans (45 new during RSC)* 1000 tweets using rsc2009 not posted by the official rsc2009 account (529 during RSC)* *As of June 4 th at 12:30 p.m. EDT 679 followers (140 started following during RSC)* 1000 tweets using rsc2009 not posted by the official rsc2009 account (529 during RSC)* #rsc2009

Displayed live streaming of #rsc2009 twitter feed.

#rsc2009 appeared as a top trending topic twice - further raising the profile and discussion around the event.

679 followers (140 started following during RSC)*

345 fans (45 new during RSC)*

1000 tweets using rsc2009 not posted by the official rsc2009 account (529 during RSC)*

IBM 2009 Social Media Marketing Summit #smm09 Twitter # smm09 625 people attended the event : 50+ local video conferences in five cities (Stuttgart, Paris, London, RTP, San Jose) 184 in person at Yorktown Heights 394 attend online

625 people attended the event :

50+ local video conferences in five cities (Stuttgart, Paris, London, RTP, San Jose)

184 in person at Yorktown Heights

394 attend online

IBM VFC SOA Campaign led by Twitter 100% online / social media VFC website Twitter Stats Twitter Grader 94/100 Followers 367 Following 598 @ replies 76 Re-tweets 81

6/ Product Promotion and Sales A successful sales and promotion plan will be based on identifying your audience, providing useful content, and being prepared to engage in the conversation. When done right, your followers will not only become loyal customers, but also evangelists for your brand and your promotions. Twitter is an effective channel for sending out promotional messages Timely sales and coupons are easy to distribute on Twitter, and the fast nature of the Twitterverse means that people can respond to the promotions quickly. We regularly posts offers with codes for special discounts @ ibmClearance , @ ibmstorage , @ ibmPromos , @ ibmPCs Twitter is about connecting with 10 people who reach 100 who reach 1,000

A successful sales and promotion plan will be based on identifying your audience, providing useful content, and being prepared to engage in the conversation.

When done right, your followers will not only become loyal customers, but also evangelists for your brand and your promotions.

Useful Twitter tools Search twitter : Complete an advanced search around key phrases, within specific dates, and from specific handles. (Often broken, Google search is the best back up!) TweetDeck : A desktop app that lets you organize your followers into specific categories (i.e. industry leaders, customers, potential customers, etc.) TwitPic : Provides a bridge from your camera phone to Twitter. Pictures can either post to the Twitter public timeline from phone via email or through the site. TweetLater and CoTweet : Allow you time your Tweets to be created now and published later. Seesmic : A desktop client to manage your lifestream from Facebook & multiple Twitter accounts.Create groups and searches and view them any way you like Mixero : Twitter client helps in controlling the flow and noise of information – Great to monitor groups and channels

Search twitter : Complete an advanced search around

key phrases, within specific dates, and from specific handles.

(Often broken, Google search is the best back up!)

TweetDeck : A desktop app that lets you organize your

followers into specific categories (i.e. industry leaders, customers,

potential customers, etc.)

TwitPic : Provides a bridge from your camera phone to

Twitter. Pictures can either post to the Twitter public timeline

from phone via email or through the site.

TweetLater and CoTweet : Allow you time your Tweets

to be created now and published later.

Seesmic : A desktop client to manage your lifestream from Facebook & multiple Twitter accounts.Create groups and searches and view them any way you like

Mixero : Twitter client helps in controlling the flow and noise of information – Great to monitor groups and channels

Useful Twitter tools HootSuite : A shared Twitter platform allowing multiple users, pre-scheduled tweets, and click statistics including charts and your most popular tweets. TweetVolume : Find out what keywords to use based on their popularity and conversation volume on twitter. TweetBeep : The Google Alerts for Twitter, allows you to monitor conversations that mention you, your brand, related/competitor products, and links to your website/blog. Alerted as keywords appear, reducing the need for a manual search. Twitterholic : Find out who has the most followers and who can be an influential asset to your campaign. ExecTweets : Find and follow top executives on Twitter. Twollow : Put in key words and automatically add you to people with those words in there profile. Mr Tweet : Your personal Twitter assistant suggests which influencers and followers…………….

HootSuite : A shared Twitter platform allowing multiple users,

pre-scheduled tweets, and click statistics including charts and

your most popular tweets.

TweetVolume : Find out what keywords to use based on their

popularity and conversation volume on twitter.

TweetBeep : The Google Alerts for Twitter, allows you to monitor

conversations that mention you, your brand, related/competitor

products, and links to your website/blog. Alerted as keywords

appear, reducing the need for a manual search.

Twitterholic : Find out who has the most followers and who can

be an influential asset to your campaign.

ExecTweets : Find and follow top executives on Twitter.

Twollow : Put in key words and automatically add you to people

with those words in there profile.

Mr Tweet : Your personal Twitter assistant suggests which influencers

and followers…………….

Useful Twitter tools TwitterGrader : Measures the relative power and authority of a Twitter user by calculating number of followers, power of network of followers, pace of updates and completeness of a user’s profile. Twhirl : Centrally manages activity, messaging and updating for Twitter and platforms (FriendFeed, Identi.ca and Seesmic). TwitScoop : Tells you “What’s hot right now?”, presenting trend comparisons and volume of conversation. Twitterberry and Twitterfox : Downloadable Blackberry app and Firefox plugin for Twitter. Go to Tweepler to see who to follow and who not to follow. Go to Trendistic to view the volume of conversation about your brand, products…

TwitterGrader : Measures the relative power and authority of a Twitter

user by calculating number of followers, power of network of followers,

pace of updates and completeness of a user’s profile.

Twhirl : Centrally manages activity, messaging and updating for Twitter

and platforms (FriendFeed, Identi.ca and Seesmic).

TwitScoop : Tells you “What’s hot right now?”, presenting trend

comparisons and volume of conversation.

Twitterberry and Twitterfox : Downloadable Blackberry app and

Firefox plugin for Twitter.

Go to Tweepler to see who to follow and who not to follow.

Go to Trendistic to view the volume of conversation about your

brand, products…

Twitter dictionary Twitterverse or Twittersphere - the universe/world sphere of Twitter (cf. blogosphere) Tweet - an update on Twitter, comprising a message of up to 140 characters, sometimes containing a link, sometimes containing a picture or video. Also a verb: to tweet, tweeting. Reply or @Reply - a message from one user to another, visible to anyone following the user who is giving the reply. Also visible to the entire world (and search engines) in your Twitter profile page. Direct message or DM - a message from one user to another in private (not visible to other users, the internet or search engines). Re-tweet or RT - repeating a message from another user for the benefit of your followers and in recognition of its value (the Twitter equivalent of forwarding an email) Micro-blogging - the term given to the practice of posting short status updates via sites like Twitter (there are others, but none as big) “ Follower” someone who has subscribed to read your tweets “ Following" people that you decide to follow “ Friend" Someone who you follow that also follows you

Twitterverse or Twittersphere - the universe/world sphere of Twitter (cf. blogosphere)

Tweet - an update on Twitter, comprising a message of up to 140 characters, sometimes containing a link, sometimes containing a picture or video. Also a verb: to tweet, tweeting.

Reply or @Reply - a message from one user to another, visible to anyone following the user who is giving the reply. Also visible to the entire world (and search engines) in your Twitter profile page.

Direct message or DM - a message from one user to another in private (not visible to other users, the internet or search engines).

Re-tweet or RT - repeating a message from another user for the benefit of your followers and in recognition of its value (the Twitter equivalent of forwarding an email)

Micro-blogging - the term given to the practice of posting short status updates via sites like Twitter (there are others, but none as big)

“ Follower” someone who has subscribed to read your tweets

“ Following" people that you decide to follow

“ Friend" Someone who you follow that also follows you

Think… “ You have two choices. You can continue to lock yourself behind facile corporate words and happy talk brochures. Or you can join the conversation.” Delphine Remy-Boutang WW Social Media Marketing Manager, IBM Software Group www.twitter/delphrb