Twitterville review


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Sarah Moorhead
Michal Pátek
Martin Kubelka

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Twitterville review

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