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

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.

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

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 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

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

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

1/ Customer Relations
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.

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 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

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

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:
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

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

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

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

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…………….

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 Manager, IBM Software Group www.twitter/delphrb

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

by IBM on Sep 18, 2009

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