Using Twitter For Business An Introduction & Workshop The Disney Entrepreneur Center Orlando, Florida June 24, 2009 Presented by:

This workshop draws inspirations, ideas, knowledge from: pistachio

The Social Media Sphere Source: The Conversation, Brian Solis and JESS3

What is Twitter? Twitter is a social networking and micro-blogging service that allows its users to send and read other user's updates (known as "tweets"), text-based posts of up to 140 characters in length. Source: http://en.wikipedia.org/wiki/Twitter

Twitter is a social networking and micro-blogging service that allows its users to send and read other user's updates (known as "tweets"), text-based posts of up to 140 characters in length.

Anatomy of a Twitter Page

Anatomy of a Twitter Page Your Brand Visuals (also company status) The most popular Topics & meetings On Twitter Public time line Twitter stats Where you “tweet” Who you are

Why YOUR business will benefit from Twitter and Social Media You don’t need to be a Techno-Geek to Use it…

You don’t need to be a Techno-Geek to Use it…

Not Just for Kids…. Average age is 30-55 years old Average person using only using a few months

Average age is 30-55 years old

Average person using only using a few months

Engage Directly with Customer/Prospects…Anywhere

Social Media Tools are FREE No middleman marketing fees No advertising search (PPC) costs No email fees (mail lists, mail send fees)

No middleman marketing fees

No advertising search (PPC) costs

No email fees (mail lists, mail send fees)

Twitter Survey (May 2009) Twitter Perception Survey, May 2009 by @warrenss & @researchguy

Twitter Survey (May 2009) Twitter Perception Survey, May 2009 by @warrenss & @researchguy

Serious Brands Taking Twitter Seriously Over 100 CEOs including those from large F500 companies are On Twitter regularly. (Source: ExecTweets.com)

Serious Brands Taking Twitter Seriously

Twitter’s “Wow!” Factor Examples courtesy of @msrogue’s 5/26 blogpost & Exectweets.com

What is Twitter’s appeal? A digital water cooler A stream you dip into A (32 million person) cocktail party A virtual office What knowledge management always wanted to be Networking for Agoraphobics (List courtesy of Martin Weller)

A digital water cooler

A stream you dip into

A (32 million person) cocktail party

A virtual office

What knowledge management

always wanted to be

Networking for Agoraphobics

Just a Few Twitter tools

The Big Picture: The Way It Was Source: David//Armano davidarmano.com

The Big Picture: 1994-1995 Source: David//Armano davidarmano.com

The Big Picture: Web 2.0 Source: David//Armano davidarmano.com

Business Case Studies Image_Source: Danny Brown Return on Investment? Interaction !

Dell Computer Uses: Exclusive Coupon offers Fast-paced contests Reported over $3 million in Twitter-related sales in June 2009.  Dell now has 12 “Twitter channels”

Uses:

Exclusive Coupon offers

Fast-paced contests

Reported over $3 million in Twitter-related sales in June 2009.

 Dell now has 12 “Twitter channels”

Zappos.com shoes online + Best Practice Twitter-Using Company: CEO and half of company using Company is twittering with over 7 M customers

Best Practice Twitter-Using Company:

CEO and half of company using

Company is twittering with over 7 M customers

Zappos.com Financial Performance $1 Bn sales 85% Repeat Customers Best Known for Best Practice Use of Twitter “ Powered by Twitter”

Financial Performance

$1 Bn sales

85% Repeat Customers

Best Known for

Best Practice Use of Twitter

“ Powered by Twitter”

But what about small companies?

Kogi Taco Truck mobile lunch Los Angeles The Kogi Taco Truck in L.A. uses Twitter to broadcast locations… hundreds show up.

52Teas Wichita, Kansas Offers a different blend of tea each week. In addition, they post alerts to store specials. Before Twitter : Typically typically shipping 1-2 packages every 2-3 weeks After Joining Twitter: Now they are shipping 40 to 50 packages.

Offers a different blend of tea each week. In addition, they post alerts to store specials.

Before Twitter : Typically typically shipping 1-2 packages every 2-3 weeks

After Joining Twitter: Now they are shipping 40 to 50 packages.

CPA for Small Business Nashville 75% of Leads from Twitter & SM Great example of building a Twitter lead generation engine, leveraging an existing strong blog. Conventional advertising (Yellow Pages) now only accounts for 25% of his leads.

75% of Leads from Twitter & SM

Great example of building a Twitter lead generation engine, leveraging an existing strong blog.

Conventional advertising (Yellow Pages) now only accounts for 25% of his leads.

Coffee Grounds Houston, TX First to have a to-go order placed through Twitter. Twitter doubled this coffee shop’s clientele

First to have a to-go order placed through Twitter.

Twitter doubled this coffee shop’s clientele

Charity:Water fund raising Asking for $2 donation from each of her followers, Pistachio Consulting raised $25,000 in 3 weeks. 3-day Twestival (200+ city participation) raised $250,000 . Simply by re-tweeting, one Twitterer friend of Pistachio raised $2500 in 5 minutes!

Asking for $2 donation from each of her followers, Pistachio Consulting raised $25,000 in 3 weeks.

3-day Twestival (200+ city participation) raised $250,000 .

Simply by re-tweeting, one Twitterer friend of Pistachio raised $2500 in 5 minutes!

BakerTweet More at http://www.del.ic.ious/lisathorell

More at http://www.del.ic.ious/lisathorell

Business Applications of Twitter Marketing/ Public Relations Virtual Office Customer Service

Marketing/ Public Relations

Virtual Office

Customer Service

Marketing Uses for Twitter Track your Brand Advertising Market Research Instant Focus Groups Promotional Contests/Coupons Product Research (CrowdSourcing)

Track your Brand

Advertising

Market Research

Instant Focus Groups

Promotional Contests/Coupons

Product Research (CrowdSourcing)

Brand Tracking demo

Twendz: Following public sentiment real-time

Twitter Contest Promotion

Coupon Marketing

CrowdSourcing

Virtual Office Uses for Twitter Knowledge Sharing Group Meetings

Knowledge Sharing

Group Meetings

What’s Going on in a Meeting or Online Conference? (demo here)

Customer Service

Customer Service

Twitter Etiquette 101 Listen. Respond. Be personal. Contribute relevant information (not just product/service info) ReTweet… Show your business personality; humanize your company

Listen. Respond. Be personal.

Contribute relevant information (not just product/service info)

ReTweet…

Show your business personality; humanize your company

Finding Followers List o resources Put your twitter name in your email signature Put a link to your twitter account on your company’s home page “Find People”

Put your twitter name in your

email signature

Put a link to your twitter account

on your company’s home page

“Find People”

Listening Tools Search.twitter.com Twist Twitturly Monitter

Search.twitter.com

Twist

Twitturly

Monitter

Monitter

Measuring Tools TwitterAnalyzer Grader Twinfluence Tweetstats

TwitterAnalyzer

Grader

Twinfluence

Tweetstats

Warning: Some things are not cool to do on Twitter …

Don’t make your messages private

Don’t broadcast product messages only.

Don’t broadcast product messages only.

Don’t use auto direct messages ( generally)

An exception (maybe)…

Don’t put Twitter exclusively in the hands of your Summer Intern… …“Twitter is only as good as the person typing those 140 characters.”…. From @aerocles Blog: “ Is it really a good idea to hire a college intern to manage A major international brand?

Just like the Internet in 1994, Social Media is changing the game…

Forget Page Rank, Improve your Company’s Social Rank Where you want to be!

The Way it Was (Web 1.0) Your website/blog Google Adwords Banner Ads in E-Zines Email fees Directory Listings

Web 2.0: Turning your Brand Inside-Out Your website/blog Twitter is a bridge to being Everywhere.

“ Your brand is now the sum of the conversations about it.“ Marcel LeBrun in Business Week. http://bit.ly/19AqBz Bozell.com’s quasi tag-cloud of 200 random conversations.

“ Your brand is now the sum of the conversations about it.“

Marcel LeBrun in Business Week. http://bit.ly/19AqBz

Best Practices Checklist Designate who near at the TOP of your company is participating. Listen to what your audience is telling you about your company. (Priceless!) Be Authentic. (NOT 80’s “Dressed for Success”). Reach out to followers in your niche (eg. Twitter directories) Change/embrace social media tools in your day-to-day operations. Be flexible. There is no “plug and play” formula for Twitter success Be inventive!

Designate who near at the TOP of your company is participating.

Listen to what your audience is telling you about your company. (Priceless!)

Be Authentic. (NOT 80’s “Dressed for Success”).

Reach out to followers in your niche

(eg. Twitter directories)

Change/embrace social media tools in your day-to-day operations.

Be flexible. There is no “plug and play” formula for Twitter success

Be inventive!

Best Practice: “A Really Goode Job”

Best Practice: Seaworld

Best Practice: Health 2.0 Hello Health, a paperless “concierge” practice based in Brooklyn that utilizes e-mail, instant messaging, IPhone and video chat for coordinating patient care. A la WebMD, info from doctor and medical Researchers but also patient testimonials that have had medical conditions .

But Before Your Company Starts Tweeting….

Think about your Marketing Strategy What is your brand about today? Price? Quality? Customer Service? What do you want to accomplish? Who is your audience? What is your social media inventory today? How will you measure progress toward your goal while using social media?

What is your brand about today?

Price? Quality? Customer Service?

What do you want to accomplish?

Who is your audience?

What is your social media inventory today?

How will you measure progress toward your goal while using social media?

What’s Next?

How do you know a technology is game-changing? Open. Accessible from many platforms (phone, web, Blackberry, software platforms). Easy to use. Adds value over the way you currently do business at a much lower cost.

Open.

Accessible from many platforms (phone, web, Blackberry, software platforms).

Easy to use.

Adds value over the way you currently do business at a much lower cost.

Additional Resources http:// www.delicious.com/lthorell Intro Twitter tips and articles Case studies of Social Media and Twitter use List of Social Media & Twitter books Since this presentation was given, Twitter launched Twitter 101, a guide chock full of business uses, case studies and how-to-dos. http://business.twitter.com/twitter101/

http:// www.delicious.com/lthorell

Intro Twitter tips and articles

Case studies of Social Media and Twitter use

List of Social Media & Twitter books

Since this presentation was given, Twitter launched Twitter 101, a guide

chock full of business uses, case studies and how-to-dos.

http://business.twitter.com/twitter101/

Questions? Direct message: Lisa Thorell @lisat2 Penney Fox @foxinteractive Mary Recchia @MRBorl

Direct message:

Lisa Thorell @lisat2

Penney Fox @foxinteractive

Mary Recchia @MRBorl