Twitter for business

Twitter for Business Eoin Kennedy Consultant Online Strategy & Communica7ons www.elucidate.ie

• Introduc)ons • Ge.ng started • Reasons & Types of Twee)ng • Key facts • Twi:er basics – Anatomy • Twi:er Strategy • Management tools • Twi:er Uses • Lead genera)on • Events • PR • Reputa)on • Monitoring • Examples

©Elucidate 2011twit·terverb / twitər/1. (of a bird) Give a call consisting of repeated light tremulous sounds2. Talk in a light, high-pitched voice - old ladies in the congregation twittered3. Talk rapidly and at length in an idle or trivial way - he twittered on about buying a new workshop4. Make a posting on the social networking site Twitter - many active bloggers are twittering more and more these days

Microblogging – What is it?• Blogging in short form.• Similar to texting.• Ability to send and receive messages.• Ability to follow and be followed.• Archive information.• Conversation and interactivity.

12 Reasons to Tweet?1.  Generate Awareness2.  Seek and Create Media Opportunities3.  Foster Loyalty.4.  Launch Viral Campaigns.5.  Manage Reputations.6.  Promote Products or Services.7.  Network with Influentials, Stakeholder and Customers.8.  Extend Event and PR Participation.9.  Monitor Trends & Breaking News.10. Recruiting.11. Thought leadership.12. Drive traffic to website.

©Elucidate 2011 Types of Tweets •  An observation •  What you are reading •  What you are watching •  What events you are attending •  Your content •  Someone elses content •  Chat with someone •  Retweet what someone has tweeted

©Elucidate 2011 Figures, doesn’t it •  3 yrs, 2 months, 1 day – the time it took from the ﬁrst tweet to the billionth •  1 week – time it now takes for a bn tweets •  140 million – tweets sent per day (Feb) •  177 million – tweets sent per day (Mar) •  456 tps (tweets per second) – Michael Jacksons Death •  6,939 tps – 4 seconds after new year’s Japan

©Elucidate 2011Twitter Stats

©Elucidate 2011 Twitter in IrelandAn estimated 385K Irish adults have a twitteraccount.159,000 tweets per day.22% >10 tweets = 85% of all tweets.

Good things, when short, are twice as good. UserName=Twitter Handle=NB. Setting Up• Not random • Personalise• No numbers • Picture/Logo• No underscore • URLs – dedicate landing page • Background

©Elucidate 2011 Terms•  Following•  Followers•  Lists•  @ - Mentions•  RT – ReTweets –  MT (modified) or –  HT (hat tip)•  D username – DM (Direct Message)•  # hashtag

©Elucidate 2011My Twitter World

©Elucidate 2011RT

©Elucidate 2011URL Shortening

©Elucidate 2011@messages

©Elucidate 2011Changing Backgrounds

©Elucidate 2011My Tweets

©Elucidate 2011My Followers

©Elucidate 2011Following

©Elucidate 2011Lists

©Elucidate 2011Creating Lists

©Elucidate 2011@Mentions

©Elucidate 2011Your Tweets RT’ed

©Elucidate 2011Favourites

Building a Strategy Internal• Overall business objectives.• Social and Twitter objectives. • Credibility• Describe success. • Brand perception • New products• What you need to succeed. • Generate sales• How to mitigate the risks. • Negative commentary• Timings and budgets.• Measureable, results, timely • Behaviours • Length •  Demographics • • Link back to business objectives •  Term •  Psychographics •  Goals and messages per different audience

What’s next!Mapping• Competitors Plan• Keywords/Key phrases• ID commentators Communication• Key SM • Listen/Engage/Monitor• Reporting • Content Streams Evaluate • Metrics • Agile • Map and shareTeams and Collateral Channels, Assets, Tactics• Multi agency • Review tools/Tactics• Multi Department • Social Currency• Crisis Plans • Conversationalists• SM Guidelines • Asset creation• Content • Integrate• Capability

©Elucidate 2011Some Humour

©Elucidate 2011 Exercise -‐ Oﬄine •  Pick twitter handle •  Tone of voice •  Deﬁne social currency •  Build editorial calendar •  Keywords for your industry

©Elucidate 2011 Exercise -‐ Online •  Find someone with over 1,000 followers in your industry. •  Find hashtag for industry. •  Set up list for 5 following. •  Favourite one post. •  RT inﬂuencer comment. •  Get Klout Score. •  Find 5 new people to follow via (TwitterSearch, TweetGrader, Twitter Who to Follow, Bloggers, @following)

©Elucidate 2011 Management Tools •  Third party platforms. TweetDeck, HootSuite, CoTweet •  Multiple columns and alerts. •  Always on

©Elucidate 2011 Lead Generation •  Dedicated Twitter landing page on proﬁle. •  Tweet links to good content. •  Monitor industry search terms. •  Participate in Twitter chats. •  Connect blog to Twitter.

©Elucidate 2011 Twitter & Event Management•  Set # hashtags.•  Show tweets on screen.•  Share lists•  Connect/network in advance.•  Report, monitor, promote, respond•  Twitter apps

Journalist Changing Habits•  71% of Irish journalists use Twitter as a news source•  Mentions of Twitter in the Irish media increased from 16 mentions per month in January 2008 to 2,058 references in March 2011.•  27% of mentions were related to entertainment•  27% of mentions were related to politics•  28% of mentions were related to sport Media now use Twitter for Source: (Kantar PRII) • Looking for leads and spokespeople. • Pushing and discussing the story. • Radio taking Twitter comments on air. • Use as basis for breaking stories. • Personal insight. • Splintering of relationships. • Direct commentary. • Need to follow, monitor and engage. • DM pitches.

©Elucidate 2011Ongoing Activity for a typical engagementcampaign:Monitoring 2 or 3 times per day across allyour online properties.Responding to any pressing comments asthey arise/as you notice them.Twitter is an ongoing conversation React inreal time if you can.Posting on blog according to your schedule.Eg. Once per day/twice per week.Analysing Data once per week. Looking fortrends in how people find, use and interactwith your site & social media properties.Analysing Content once per week to seehow ads, content, etc. are performing

©Elucidate 2011 Award Winning Twitter AccountsMarke)ng & Sales CRM Grace App – @graceapp Wheelworx – @wheelworx La Cucina – @italianfoodie What’s On NI – @whatsonni My Lunch IE – @mylunchie Tourism Ireland – Realex Payments – @discoverireland, @realexpayments @gotoirelandgb, @gotoirelandus Silicon Ireland – @siliconireland Eircom – @eircom Newstalk 106-‐108 – @newstalkfm Irish Weather Online – TV3 Xpose – @TV3Xpose @iweatheronline Blacknight – @Blacknight Blacknight – @blacknight Curious Wines – @curiouswines We Are UPC – @UPC_HelpsYou_IE Vodafone Ireland – @vodafoneireland Social Media Awards

Social TV?

©Elucidate 2011 Twitter -‐ Take Away •  Organically increase followers and following numbers (aim for a balance) •  Track discussions •  Monitor •  Think about what you could have tweeted last week –  how will you ﬁt it in to work process •  Increase @ and RTs •  Care with connecting accounts. •  Grow Twitter Reputation (why would I follow me) –  Notes from events good place to start

©Elucidate 2011 Twitter Take ways1) Listen to others first.2) Have conversations.3) Help your followers out as much as you can.4) Introduce and connect others.

Eoin K ennedy e nk ennedy.ie o i n @e o i@e o i n k

Twitter for business

by Eoin Kennedy on Feb 17, 2012

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Twitter for business — Presentation Transcript