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Twitter - The Ultimate Brand Builder
 

Twitter - The Ultimate Brand Builder

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Highlights from my presentation at the KMWorld Conference 09' in San Jose.

Highlights from my presentation at the KMWorld Conference 09' in San Jose.

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    Twitter - The Ultimate Brand Builder Twitter - The Ultimate Brand Builder Presentation Transcript

    • Twitter
      • The Ultimate Brand Builder
      by Jessica Muhlbier
    • Agenda
      • What is Twitter?
      • Twitter as a Branding Strategy
      • Twitter as an Employee Communication Strategy
      • Twitter as a Customer Service Strategy
      • Business Lessons Learned
      • Overview
    • Huh? What’s Twitter?
      • Twitter allows users to share and discover what’s happening right now , anywhere in the world, in 140 characters or less.
    • Still Scratching Your Head?
      • Twitter is like blogging at short and rapid speeds
      • Twitter is better described as micro-blogging
      • And Twitter is changing the public discourse
    • Flying into the Twittersphere Tweet Tweet Tweet!
    • Branding in the “Twittersphere”
      • Sparks positive awareness & discussion
      • Case Study #1: Starbucks
      • Case Study #2: jetBlue Airways
    • Starbucks
      • Twitter Name: Starbucks
      • Stats: 85,278 following/304,620 followe rs
      • Starbucks Official Tweeter: Freshly brewed tweets from Brad Nelson at Starbucks in Seattle, WA. Brad is a former barista turned Twitter guru.
      • Brad responds to direct messages (DM), replies to mentions (@) of Starbucks, and helps customers find resolutions to their problems.
    • JetBlue Airways
      • Twitter Name: JetBlue
      • Stats: 117,208 Following/1,307,627 Followers
      • Jet Blue Official Tweeter: Sky high tweets powered by Morgan Johnston . Morgan is the manager of corporate communications at Jet Blue.
      • Morgan’s tweets for the community “our role on Twitter is driven by the requests of our followers. Twitter is a great way to talk to many, but even better for listening .”
      • Why is JetBlue Tweeting? “....To show that our brand is built by real people who care about our customers.” - Morgan Johntson
    • How To: Build Your Brand
      • Claim Your Twitter Handle 1) personalize it i.e. @mashable 2) shorter, the better!
      • Build & “Brandify” 1) completely fill out your profile 2) create a Twitter background (Twitpaper, Twitbacks)
      • 3. Utilize Third Party Applications 1) FriendFeed 2) wefollow 3) hash tags (#) !
    • #FAIL #SUCCESS
    • Twitter as Employee Communication Strategy
      • Short and sweet
      • Easy access and flexibly
      • Highly interactive
      Why it’s beneficial:
    • Yammer = The Corporate Twitter
      • Founded 2008 - San Francisco
      • Focuses on businesses - Only individuals with the same email domain can join
      • Over 40, 000 clients worldwide
    • Twitter as Customer Service Strategy
      • Problem resolution
      • Positive brand image
      • Staff involvement
      • Low cost
      • Case Study: Comcast
    • Comcast on Twitter
      • Twitter Name: comcastcares
      • Twitter Stats: Following 30, 675/30, 700 Followers
      • Comcast Official Tweeter: Frank Eilason Frank is the Senior Director of Comcast National service
    • Business Lessons Learned
      • The public sphere has dramatically shifted to an open source world of online discussion
      • Companies and corporations need to join the conversation in order keep up
    • Overview
      • A powerful and useful micro-blogging service
      • Strengthen and build a better brand
      • Better communication in the workforce
      • Increase customer satisfaction within the online community
      Twitter Helps to... Twitter is...
    • Thank you & Happy Tweeting