IBM presentation at Digital Media Barcelona- Twitter For Business Microblogging Goes To Work Sept 09 Barcelonal

Microblogging goes to workBarcelona, September 16th 2008Digital Media seminarDelphine Remy-BoutangWW Social Media Marketing Director,

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

Why is Twitter important?§  Its 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 kidsAdults ages 18-34 has the largest representation on Twitter almost 3million unique visitors from this age group (almost 42% of the entireaudience). Source Nielsen62% of the audience access Twitter from work only, while only 35%access it only from home Source Nielsen

A new mode of communicationTwitter allows businesses a new mode ofcustomer communication that can be tailoredto match your customers preferences.Ø Twitter in your marketing strategy : Ø building relationships with prospective clients Ø promoting events Ø providing insight and commentary on an event in real time Ø promoting special offers Brand Ø facilitating collaborative experience Community Ø building conversation and relationship Ø sending press releases Customers Ø opening dialogue between promoter and promotion participants Engage Ø website traffic generation Traffic

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

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

IBM Social Computing GuidelinesIBM supports open dialogue and the exchange of ideasResponsible engagement in innovation and dialogueü Be who you areü Speak in the first personü Use a disclaimerü Respect your audienceü  Add valueü Dont pick fightsü Be the first to respond toyour own mistakes.ü Use your best judgment.ü Dont forget your day job. http://www.ibm.com/blogs/zz/en/guidelines.html

Social Software Adoption in IBMSome 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 WHY: Establish your core business objectives Listen to your audienceRESULTS: Measure those WHO:things that will best help you Target your audiencedetermine the impact of yourinvolvement and participation Understand digital behaviors Develop social media map HOW: Deployment: Empower WHERE: Environment Consumer advocacy (Participation) WHAT: Experience Identify available/required assets Select appropriate social media And resources for participation in networks, tools, and content the most relevant conversations. 14

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

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

1/ Customer Relations§  Twitter allows to quickly listen andrespond to customer feedback beforeproblems escalate and to activate brandambassadors….

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.

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.

Example: IBM SMART SOA on Twitter

3/ Corporate Reputation ManagementA Twitter handle is created to share the brand personality from real-livepeople behind the messages being Tweeted.Social media spaces such as Twitter are where personalities meetCompanies – corporations that are engaging users on Twitter arentsucceeding just because of the information they supply; its the voice andstyle of delivery that makes the differenceTwitter is far more valuable for distributing brand personality than it is formerely delivering content

4/ Issue Advocacy§ Twitter’s ability to connectpeople with similarinterests can be harnessedfor the greater social goodwith issue advocacyorganizations creating acommunity and providinguseful information to thosethey 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.

Rational Software Conference: #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)*1000 tweets using rsc2009 not posted by the official § 679 followers (140 started following during RSC)* rsc2009 account § 345 fans (45 new during RSC)*(529 during RSC)* § 1000 tweets using rsc2009 not posted by the official rsc2009 account (529 during RSC)* *As of June 4th at 12:30 p.m. EDT

IBM 2009 Social Media Marketing Summit #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 Twitter #smm09

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

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

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

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…………….

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…

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

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 Director www.twitter/delphinerb

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IBM presentation at Digital Media Barcelona- Twitter For Business Microblogging Goes To Work Sept 09 Barcelonal

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IBM presentation at Digital Media Barcelona- Twitter For Business Microblogging Goes To Work Sept 09 Barcelonal Presentation Transcript