IBM presentation: Twitter for business - Microblogging goes to work by Delphine Remy-Boutant, WW Social Media Marketing Manager IBM SWG - Digital Media Barcelona event 16th September

1. Microblogging goes to work
Barcelona, September 16th 2008
Digital Media seminar
Delphine Remy-Boutang
WW Social Media Marketing Director,

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

3. Our world is becoming interconnected

4. 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.”

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

6. 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.

7. Source
Quantcast
2009;
Compete.com

8. 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

9. A new mode of communication
Twitter allows businesses a new mode of
customer communication that can be tailored
to 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

10. 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

11. 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

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

13. 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

14. IBM Software Group Social Media Marketing strategy
WHY: Establish your core business objectives
Listen to your audience
RESULTS: Measure those WHO:
things that will best help you Target your audience
determine the impact of your
involvement 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

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

16. 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

17. 1/ Customer Relations
§ Twitter allows to quickly listen and
respond to customer feedback before
problems escalate and to activate brand
ambassadors….

18. 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.

19. 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”

20. 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.

21. Example: IBM SMART SOA on Twitter

22. 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

25. 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

26. 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.

27. 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

28. 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

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

30. 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

32. 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

33. 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…………….

34. 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…

35. 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

36. 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