Twitter, A Strong Current In the Social Media Mainstream

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  • Begin by asking the audience how many of them are on Twitter? Why do they use it? Who do they follow? Start with the following Twitter video: http://www.youtube.com/watch?v=4AN4_N5N52U&feature=player_embedded
  • Twitter becomes more relevant for finding real-time information, breaking news on the ground across the world—from the Hudson River miracle to the Iranian elections, Mumbai Attacks and the earthquake in Haiti and Chile. 1. During the Haiti earthquake disaster, Twitter users leveraged the micro-blogging platform to raise money and obtain the much-needed medical supplies 2. Dunkin Donuts uses Twitter to ask their customers for feedback on customer service, new flavors, and product extensions. 3.Last month, following the earthquake in Chile, two women were reunited in the aftermath of the disaster courtesy of the viral ability of social marketing. Sheryl Brueker worried about her sister-in-law living in Santiago. Within several hours of posting a plea on Twitter for any information, Bruker received confirmation her sister-in-law had survived the earthquake. 4. Live TV events such as the Super Bowl bring in not only a record-breaking audience but also record-breaking tweets. 5. A&E used Twitter to drive live tune-in on the day of the “Beyond Scare Straight” premiere and generate buzz and real-time conversations about the premiere
  • 25 billion – Number of sent tweets on Twitter in 2010 5% of Twitter users account for 75% of all activity 21% of users have never posted a Tweet 92.4% of Twitter users follow less than 100 people, while 97.8% of Twitter users follow less than 400 people. At the other end of the extreme, 0.94% of Twitter users follow more than 1,000 people. (Sysomos Study) The Facts:  93.6% of Twitter users have less than 100 followers, while 98% of users have less than 400 followers. Meanwhile, 1.35% of users have more 500 followers, and only 0.68% of more than 1,000 followers. (Sysomos Study)
  • - Anonymous quote, “You use Facebook to connect to people you used to know. You use LinkedIn to connect to people you do know. And you use Twitter to connect to people you WANT to know.”
  • The number one reason why users follow brands on Twitter is to get updates on future products. Three of the five reasons have something to due with getting discounted or FREE stuff.
  • The Twitter button is similar to Facebook’s “Like” button and is currently in Beta; it’s being tested by AOL.com, AOL Phoenix, About.me, All Time Low, Justin Bieber, bnet.com, Britney Spears, CBS Interactive, CBS News, cbs.com, cbssports.com, chow.com, cnet.com, CNNMoney, Condé Nast, EL PAÍS, Fox News, Fox Business, Fox Sports, Gameone.de, gamespot.com, Glamour, GQ, Greyson Chance, IMDb, Jennifer Lopez, Lady Gaga, LMFAO, MarketWatch, maxpreps.com, moneywatch.com, MTV.co.uk, MTV.com, MTV.de, Multimedios, mysimon.com, Radio.com, Ryan Seacrest, Shockwave.com, smartplanet.com, Sports Illustrated, techrepublic.com, Teen Vogue, TF1, The Wall Street Journal, The Washington Post, Tr3s.com, tv.com, TVGuide.com, Vanity Fair, WAT.tv, Wired, WordPress.com, Yahoo! Local, and zdnet.com.
  • Ann Curry was sent to report about the earthquake that hit Haiti on January 12, 2010. All communications lines were cut and the broadcast media could not use their traditional reporting to tell a story. She turned to Twitter to find leads and to communicate with survivors who wanted to tell their story. Twitter served as a people finder and victims of the earthquake desperately turned to Ann to help her find missing loved ones.
  • At Dunkin Donuts, they believe not everything lends itself to social media—you need to assess what has a natural viral idea, like the Dunkin' donut design contest. They use Twitter as a focus group to learn about their customers and then work hard to delight them.
  • Zappos, as a company, believes in Twitter and wants to support the Zappos employees on Twitter. Over 500 Zappos employees are on Twitter! The main Twitter handle is managed by their CEO, Tony Hseih who builds incredible personal relationships with users.
  • Own a Twitter handle
  • All staffers are introduced to Twitter in their training, and more than 500 are active on the site, interacting with each other and customers. Consumers tweet with Zappos employees about shipping, shopping for specific items, etc. INSIDE LOOK AT THE COMPANY - provides consumers with company info., industry news, thought leadership, product promotion, etc. FEEDBACK LOOP - solicit valuable feedback about product shipment, customer service, new site, etc.   The reason Zappos has been so successful in social is their own employees build trust and we can relate to many of them as people like us. EMPLOYEES AS BRAND AMBASSADORS - Zappos employees build powerful relationships with its customers
  • Real-time customer service - handles flight complaints, finds lost luggage, rebooks flights, assist passengers with new information, etc. Delta tweets 64 times a day and is quick to respond. TURNING ANGRY CUSTOMERS INTO HAPPY ONES- The brand prioritizes negative complaints made by travelers with a high clout score on Twitter—these are routed through and solved quicker
  • Some of those commenting described the new packaging as “ugly” or “stupid,” and resembling “a generic bargain brand” or a “store brand.”
  • Klout Perks can target key influencers contextually to build awareness and buzz. The exclusive opportunities are locked and can only be unlocked by people who qualify based on their relevance to the campaign and Klout score
  • Tweetup is an offline meeting of people who have met and organized on Twitter
  • Tweetdeck - Tweetdeck allows users to send and receive tweets and view profiles.Users can split the program into columns which show different things, for instance tweets from friends. It also allows users to split the people they follow into groups, a very useful feature to many users. Twitter Search – allows one to discover conversations centered on a keyword that is of interest to him/her Twitalyzer - Twitter's most popular measurement solution for business and personal users, focusing on influence, impact, engagement, etc. TwitPic – allows users to upload photos and share them with friends Twellow - A search directory of people by area of expertise, profession or other attribute listed in personal profiles on Twitter. Whentotweet - Whentotweetanalyzes the time at which your followers tweet and gives you a personalized recommendation on when the best time of day for you to tweet is.
  • Make your tweets a two-way street - Don't just publish, participate in the conversation. If you see something that piques your interest, retweet it or respond to the Tweeter. This increases exposure to you and your message. Have a personality.  Take time to interact and develop your public voice. Show that there's a real, live, interesting person behind the account
  • Twitter, A Strong Current In the Social Media Mainstream

    1. 1. Twitter— A Strong Current In the Social Media Mainstream Social Media Series
    2. 2. Welcome <ul><li>Changing the World </li></ul><ul><li>The Facts </li></ul><ul><li>The “Who?” “When? Why? How?” </li></ul><ul><li>What’s New On Twitter? </li></ul><ul><li>What Marketers and the Media Are Saying? </li></ul><ul><li>Opportunities for Brands </li></ul><ul><li>Appendix </li></ul>
    3. 3. How Twitter is Changing the World
    4. 4. Breaking News Medium Real-time Conversations Entertainment Tune-in Fundraising Platform Connects Strangers That Share Common Interests/Passions Missing People Finder Free Focus Group For Marketers 4,064 tweets per second 243,840+ tweets every minute
    5. 5. What is Twitter?
    6. 6. <ul><li> </li></ul><ul><li>Twitter is a microblogging platform composed entirely of 140 character answers to 1 simple question: “What are you doing?” </li></ul>
    7. 7. 220MM total registered users; 95MM+ are US-based Source: Twitter, June 2011; Quantcast, June 2011
    8. 8. 1BN tweets created each week Source: Twitter, June 2011
    9. 9. 500,000 new users a day Source: Twitter, December 2010
    10. 10. The “Who?” Where? Why? How?”
    11. 11. The Twitter User * Nielsen Net View, May 2011 55% female, 45% male 36% are ages 18-34; 85% are 21+ 16% have an income of $100K+ 46% use Twitter via mobile
    12. 12. Reasons People Use Twitter Self-promotion Allow one to build credibility and thought leadership and drive traffic to other digital properties Watercooler and Breaking News Provide an easy way to discover and share news with the community Meet Strangers Who Share Common Interests Allow people to find others who share similar passions and personality, or have the same aspirations Research A way for users to find information about products/brands, celebrities, technology, events, what’s hot and popular, etc.
    13. 13. Top 5 Reasons Why Twitter Users Follow Brands Source: Twitter, December 2010
    14. 14. What’s new on Twitter?
    15. 15. <ul><li>Users can upload and post photos to their tweets directly from the Twitter website </li></ul><ul><li>Photobucket will host the photos on the back-end, but Twitter will own the user interface and provide it to users through its site and apps </li></ul><ul><li>Video hosting is currently in the works… </li></ul>Photo Hosting <ul><li>Hashtags used in tweets with pictures will aggregate them accordingly for and easily searchable picture database </li></ul>
    16. 16. <ul><li>Twitter has recently released a new version of the mobile Twitter website </li></ul><ul><li>The mobile website was made to act as a better platform than any smart phone app in order to unify the Twitter experience </li></ul><ul><li>Users without smart phones can now upload photos to Twitter by attaching them to text messages </li></ul><ul><li>Twitter is built right into iOS 5, coming soon to iPhone, iPad and iPod touch devices worldwide – tweet with a single tap from Twitter-enabled apps </li></ul>Mobile Integration 46% of Tweets are posted via mobile
    17. 17. Twitter has recently launched a Follow Button that allows users to follow accounts directly from websites in a single click Follow Button @JLo <ul><li>Add the Follow Button to your website to stay connected with your customers. </li></ul><ul><li>People who follow your account are much more likely to retweet and engage with your Tweets, and to repeatedly visit your website. </li></ul><ul><li>Adding the Follow Button to any website is quick and easy at twitter.com/followbutton </li></ul><ul><li>Simply copy and paste the HTML code Twitter provides </li></ul>
    18. 18. What the Marketers and the Media Say About Twitter
    19. 19. “ It’s a no brainer that Twitter is a way to help people and positively influence others” - Ann Curry, News Anchor of NBC’s Today Source: “Social Media and Haiti Disaster” Panel Discussion at The New York Times
    20. 20. “ You don’t need to justify Twitter-it’s a real-time consumer promotion tool. The ROI of Twitter is baked into brand health metrics ” - Cynthia Ashworth, VP, Consumer Engagement Source: ANA Brand Innovation Conference 2009
    21. 21. “ We don’t really view it as a marketing channel as much as a way to connect on a more personal level, whether it’s with our employees or our existing customers” ‐ Tony Hsieh, CEO, Zappos
    22. 22. Why Brands Should Own A Presence On Twitter
    23. 23. HUMANIZING THE BRAND <ul><li>INSIDE LOOK AT THE COMPANY </li></ul><ul><li>EMPLOYEES AS BRAND AMBASSADORS </li></ul><ul><li>FEEDBACK LOOP </li></ul><ul><li>Results </li></ul><ul><li>@Zappos has over 1,790,000 followers </li></ul><ul><li>Generated half a million dollars in real revenue </li></ul>Source: jeffbullas.com A sub-community within Zappos.com denoting all emplo-yees on Twitter
    24. 24. CUSTOMER SUPPORT <ul><li>REAL-TIME CUSTOMER SERVICE </li></ul><ul><li>DMs ALLOW FOR PRIVATE ONE-ON-ONE MESSAGES </li></ul><ul><li>TURNING ANGRY CUSTOMERS INTO HAPPY ONES </li></ul><ul><li>Results </li></ul><ul><li>Over 132,000 followers to date (as of Feb. 2011) </li></ul><ul><li>Satisfied customers </li></ul>Source: TheZenDeskBlog “ During the storm, some stranded and delayed Delta passengers used Twitter to re-book flights, while their less tech-savvy flight mates who used phones and airport personnel stayed aground for many hours.” - The Zendesk Blog, January 2011 Watch video here .
    25. 25. FREE FOCUS GROUPS <ul><li>KEEPS A PULSE ON HOW THEY ARE PERCEIVED </li></ul><ul><li>GUAGES OPINIONS ON NEW PRODUCTS & OFFERS </li></ul><ul><li>MAKES IMPROVEMENTS BASED ON CUSTOMER FEEDBACK </li></ul><ul><li>Results </li></ul><ul><li>Keep a DD Perks Program database </li></ul><ul><li>Monetize Twitter through unique links to offers and discounts </li></ul>Source: Portfolio.com Dunkin Dave “ It’s a great place to get that real-time feedback and to find out what consumers want from you as a brand.” David Puner, the Dunkin Dave Twitterer
    26. 26. BUILDING BRAND ADVOCATES <ul><li>GAINS SUPPORT & UPDATES THEIR FOLLOWERS OF REAL-TIME EFFORTS </li></ul><ul><li>FACILITATES THE 3 C’s: COMMUNICATION, COLLABORATION & COMMUNITY </li></ul><ul><li>RESULTS </li></ul><ul><li>HELPS THEM SEE PAST COMMUNICATION HICCUPS AND PUBLCITY SETBACKS </li></ul><ul><li>RAISES $$$ </li></ul>
    27. 27. Paid Twitter Offerings
    28. 28. Promoted Tweets Contextually-relevant ads delivered at the top of user's Twitter search results Promoted Ad Products <ul><ul><ul><li>- Allows brands to break through the Twitter clutter and drive conversation around the brand and its relevant keywords </li></ul></ul></ul><ul><ul><ul><li>- Based on a CPE (Cost per engagement) model at a min. $0.50 bid </li></ul></ul></ul>Promoted Trends Allows advertisers to insert their own terms into the Trending Topics that appear on the Twitter homepage and users' login pages . <ul><ul><ul><li>- Allows brands to drive mass reach and awareness about a movie/show premiere , products, or events that maximize exposure and generate additional conversations. </li></ul></ul></ul><ul><ul><ul><li>- Based on a fixed rate </li></ul></ul></ul>Promoted Accounts A part of the “Suggestions for You” section of one’s Twitter handle, which suggest accounts that people don’t currently follow and may find interesting <ul><ul><ul><li>- Allows brands to build your brand’s Twitter following based on relevance through an “Interest Match” or a “Wider Interests.” </li></ul></ul></ul><ul><ul><ul><li>- Based on a CPF (Cost per follower) model </li></ul></ul></ul>
    29. 29. Ad.ly network, an in-stream advertising platform that connects brands to online influencers in order to generate buzz and exposure of brands on Twitter and Facebook Celebrity Endorsements Ryan Grant – 72,750 followers http://twitter.com/ryangrant25 Ryan Grant Running Back of the Historic Green Bay Packers. Cost per tweet: $5,000 (app.) eCPMF: $68.72 Khloe Kardashian – 2,544,085 followers http://twitter.com/#!/KhloeKardashian Keeping Up With The Kardashians Reality TV Star Cost per tweet: $5,100 eCPMF: $2.00
    30. 30. A custom &quot;Twittersode,&quot; a scene acted out on Twitter feeds in 140 characters or less devoted to the show's characters was created in conjunction with Ad.ly and producer of NBC Community. The scene was composed of 80 tweets and debuted at 7 p.m. EDT, an hour before the premiere. This was promoted by celebrities to drive tune-in for the show. As a result, hashtag #nbccommunity became a trending topic in 10 US cities .
    31. 31. CAUSES ON TWITTER & BEYOND BroadCause.com is the largest cause-related social media platform that allows brands to align with social causes prospective consumers are passionate about and interested in Broadcause.com cost ranges from $40K to $100K, exclusive of the donation amount
    32. 32. INFLUENCER ACTIVATION <ul><ul><li>Disney collaborated with Klout Perks to send influential moms and dads, and anime movie buffs “Get Tangled Kits” and screening invitations to the movie premiere </li></ul></ul><ul><ul><li>The invitation led influencers to a custom sign-up page that was also optimized for sharing </li></ul></ul><ul><ul><li>Results </li></ul></ul><ul><ul><li>Upon receiving the invitation and kit, the 412 influencers generated 15,234 tweets and 608 Facebook comments about the campaign </li></ul></ul><ul><ul><li>The campaign drove 39.8 Million total impressions, a true reach of 1,305,000, and priceless influential endorsements </li></ul></ul>
    33. 33. TWEETUP SPONSORSHIPS <ul><li>NHL hosted a hockey watching Tweetup party in NYC </li></ul><ul><li>2000+ people organized Tweetups and were looking for NHL sponsorships </li></ul><ul><li>NHL enabled a self-sustaining community of online fans to convince each other to act offline </li></ul><ul><li>Results </li></ul><ul><li>NHL audience on Twitter, Facebook and other social media platforms has grown 88% </li></ul><ul><li>In 2010, #NHLWinterClassic drove 134% more print coverage and 73% more broadcast coverage than in 2009 </li></ul>Source: Emarketer NHL Case Study
    34. 34. Tools To Make It Easy
    35. 35. Tweetdeck WhentoTweet Twitter Search Twitalyzer TwitPic Twellow
    36. 36. FIVE BEST PRACTICES Make your tweets a two-way street Show some personality Respond to your user feedback, questions, and ideas in real- time Use photos and videos to engage your followers Provide back-stage access (exclusive information) to products, events, etc.
    37. 37. Key Takeaways <ul><li>A customer service tool that allows brands to respond and address issues real-time </li></ul><ul><li>A great way to manage a PR communications crisis and improve brand image </li></ul><ul><li>A wide-variety of opportunities on Twitter go beyond the owned media space </li></ul><ul><li>A free focus group that can inform future campaigns </li></ul><ul><li>Go out and try it to really get a feel of what it is and how it works </li></ul>

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