Twitter For Executives

Twitter for executives November 30, 2009 Delphine Remy-Boutang WW Social Media Marketing Manager, IBM Software Group

Twitter for Executives
By entering the Twitterverse, You are becoming part of IBM’s customer’s brand experience
Stepping out from behind the curtain exposes both you and IBM brand to intimate scrutiny
It’s bigger than you think: Ashton Kutcher and Ellen Degeneres have more Twitter followers than the entire populations of Ireland, Norway and Panama.
Social media represents a fundamental shift in the way we communicate and make decisions

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

5 good habits for Executives using Twitter
5 truths about how a CEO or any leader should speak when they step into the Twitter spotlight

1/ You are IBM’s brand’s conscience
For most consumers, an ideal CEO is someone who uses their power to make sure a brand keeps its promises.
As a business leader, Twitter should be your platform.
What people sense in an effective company executive on Twitter is not the echo of marketing, but the principles by which they lead the company behind it, and their passion for the job.

2/ Don’t sell – Do share
Twitter isn’t advertising, it’s a conversation.
Great executive tweeters don’t try to sell to their followers, they try to engage them in a personal way. (add value to the community before thinking of selling to it)
Share things about IBM’s corporate culture, our IBM values at work
Help your followers with problems
Make business competition personal, and sometimes even fun
Each tweet should be a window into the life of IBM

3/ Be a real human being
On Twitter, what you talk about is who you are.
Every Twitter user’s update history paints a true portrait of their character and what matters to them. So, the best executive tweeters are real people and sound like real people — always.
Know the responsibility to IBM values at work - and know that the great dinner you had at your favourite place last night are the things that make you human. In moderation, share some of those things, too.
People will be able to relate to you on a personal level and as a result, they will like and trust you more.

4/ Write well
Bad grammar, punctuation, or hasty abbreviations to get the character count down to 140, are just a little too humanizing.
Great leaders are characteristically great communicators, and it’s no different on Twitter. Informality is fine, charming even, but confident prose is one way people recognize leadership in this forum.
Nobody wants to do business with a sixteen-year-old CEO, and the best executive tweeters don’t write like one.

5/ Commit
The best executive tweeters are people who have decided to join the party.
Tweet a few times a day, and do so at least a few days a week
Build a community and become familiar with your followers
Establish relationships, running jokes, and a personality that defines you.
Corporate leaders on Twitter that don’t tweet often can seem distant, or worse, when they do. “We don’t feel like they’ve joined the party. We just feel like they walked into the room to make an announcement, and then left.”
You almost shouldn’t be a Twitter user if you’re not prepared to commit

Conclusion
Joining the Twitter community as a leader makes your voice inseparable from IBM’s brand
What effective CEO tweeters understand, though, is that this doesn’t mean you are the brand. (“In IBM, the brand is the employee”- Adam C)
People will follow you, initially at least, because they’re curious to understand who your company is in a deeper way than traditional media allow.
But they’ll stay with you only if they like, respect and trust what they discover. Which, as any leader will tell you, is what leadership is all about .
Source: brandcowboy.com , @ brandcowboy .

Finding executives on Twitter
Though it is actually a marketing vehicle for Microsoft, ExecTweets is a great resource for finding executives on Twitter. The site categorizes executives who use Twitter and lets users vote on their favorite tweets from those corporate leaders.
The WeFollow ( ) directory is another good resource, just search for tags like “CEO” and “executive” to locate executive tweeters.

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

“ 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 @delphrb Questions? Thank You!

Resources and back up slides

Click here to visit IBM SWG Social Media Marketing Wiki Follow me on Twitter: www.twitter/delphrb Be my friend on Facebook Read my blog Join me on Linked in Blue Twitt me ! Start with social media today and earn your badges : Super Social Women Badge Social Media Marketer Merit badge

Twitter Tip: Register your Twitter name without the use of spaces or underscores
Lock up your full name if it’s available and not too long and too complicated
My UNIQUE branded username uniquely available on ALL social networks is: @delphrb
People want to network with people
Twitter usernames will become valuable real estate just like Web sites were back in the 90‘s. So “ lock em up! “
When you join first Twitter, put a picture up immediately—before following anyone
How to get started on Go to : www.twitter.com

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

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…

References
5 Habits of Successful Executives on Twitter
IBM Social computing guidelines
http:// www.ibm.com/blogs/zz/en/guidelines.html
Recent trends in the global blogosphere?

social media directory
How do I make time to do social media ?!
List of agencies who can help you in your social media campaign execution
The Impact of Corporate Culture on Social Media
The social media experiment is over. Now it's time to extract value.
IBM SWG Social Media Marketing wiki
Gina Poole, IBM goes to work , Gina Poole’s video
Get Marketing, Get Social
IBM's social media marketing campaign hits the target!
Exclusive Social Media event in IBM’s Virtual Forbidden City
Play your imperial part in IBM’s Virtual Forbidden City (VFC) SOA Tour
5 reasons to twitter
Jon Iwata's interview on You Tube
Tap into the interconnected world and earn the rewards !

Twitter For Executives

by IBM on Nov 30, 2009

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