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Twitterville review


authors: …


Sarah Moorhead
Michal Pátek
Martin Kubelka

Published in Education , Technology , Business
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  • 1. Twitterville: How Businesses can Thrive in the New Global Neighbourhoodsby Shel Israel
    • James Buck “Arrested”
    • 2. Economic Constraints
    • 3. Dwindling results of Marketing Programmes
    • 4. Global Neighbourhoods
    Odeo – Ev Williams – ‘blogger’
    Internal use of 12 employees
    3 years & 2 months = 32 million
    “Fail Whale”
    “Better to stick to the flawed community you know than to join a flawed community you don’t”
  • 5. Fail Whale
  • 6. SXSW –Interactive Festival 2007
    Dodgeball – Google’s Twitter competitor
    Twitter- No advertising, no PR
    Live tweets
    Longest and largest experiment in collaborative journalism
    Herding power of Twitter
  • 7. Dell.com
    Communications tool
    Coupon Codes
    €2 million dollars in Dell online store
    Customers felt big companies were listening
    No longer a need for focus groups
  • 8. Why Comcast Cares
    Provided support at lower cost
    Reduced waiting time
    Twitter suggestions improve efficiency
    Collective knowledge – greater impact
    Customers trust friends’ recommendations
    Pepsi Max Germany
  • 9. Global Companies, Local Touch
    Zappos.com “Service company that just happens to sell shoes”
    Company Culture
    Henry Ford Hospital, Detroit – Live Tweets
    PR for Hospital – innovators
    YouTube & TwitPics
  • 10. Logo Tweeters
    problem of identity - tweeting with human or with bottle of coke?
    do you know Brad Nelson? and what about Starbucks?
    difference between personal / impersonal approach
    is there a right way how to do it? (do not expect answer from this book)
        Two ways how to do it
    hiding identity of tweeter
    logo tweeter with signature of human
    brands ARE represented by people
    Good Reasons - Authority, Boundaries, Continuity
    ...and bunch of examples...
  • 11. The Story of IBM
    one of the most tweeting company is IBM - it seems that every IBM employee uses twitter...BUT not to communicate with customers, but between each other
    IBM utopia? I think so...
    just try to search ONE official IBM twitter account
    maybe wrong example of nationwide company using twitter for B2B communication
     ONE, good message of my part is:
    Companies are using twitter as a tool for real-time communication between business and customers.
    author: But do not ask me, if they are doing wrong...
    ...and much more of examples..
  • 12. Twitter in Political Campaigns
    Obama’s Change Campaign
    Direct connection between politician & citizen
    Fast reaction time
  • 13. Twitter and Charity
    Social Projects
    Instructions by Kanter;
    • Have Credibility
    • 14. Build in Urgency
    • 15. Raise a little from many
    • 16. Use the ChipIn Widget
    • 17. Show Recognition & Gratitude
    • 18. Keep Updating
    • 19. Use Multiple Tools
  • Twitter Abuse
    Spam – usually an attractive woman
    Bots- Used for various types
    Phishing – Personal, sensitive information
    Jokers – Distributing Disinformation
    Stalkers and Identity Thieves – Love to abuse users
  • 20. Twitter tips, metrics and finer points
    Authors eight tips:
    Show yourself!
    Read first. Talk later.
    Post second. Fallow later.
    Friends over Stars
    Avoid spammer stats
    Have favorites
    Take your time
    Think Neighbourhood
  • 21. Would we recommend this book?
    Is this book beneficial for marketers?
    Is there anything new and interesting in this book?