Twitterfor Business101
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  • What is the set of tools? video, text, photo, audio, search, clients, etc. What does it do? What can we use it for? How do we reach our audience here? How is this different? How can we measure success? How do we govern it? What works?
  • You’ve probably perceived waves of enthusiasm and skepticism. You’re smart enough to keep an open mind but you also want to know how best to approach the opportunity.
  • What does Twitter do? -- connects people, connects ideas, fosters relationships, builds community How is micro-sharing different from blogging or social networks? -- elements of both but rolled into an extremely convenient, mobile, low-commitment package --It also does a beautiful job of replicating “lost” practices by which humans get to know one another. Sometimes the triviality of the interactions IS the point.
  • If you’re NOT familiar with Twitter, it is a social networking, communications and publishing hybrid where short bursts of media are shared amongst one-to-many networks. What does THAT mean? You’re ostensibly answering the question “what am I doing?” and you’re sharing that status with the group of people who’ve chosen to follow you. At the same time, you’re following the status updates of the people you’ve chosen to follow. Why in hell would I want to tell you that? Not to mention, tell WHO that?
  • Creative Commons http://www.flickr.com/people/futileboy/ Ryan Lane
  • News, direct sales, audience, traffic, relationships, SEO, consumer sentiment, making connections. First it was “just all the techies” then “the social media folks” “the PR people” “the journalists” “the celebrities…” the point is that it is bringing real value to each of these groups in turn.
  • The AP wire is how we used to sense the world. But now we have Twitter.
  • If you’re NOT familiar with Twitter, it is a social networking, communications and publishing hybrid where short bursts of media are shared amongst one-to-many networks. What does THAT mean? You’re ostensibly answering the question “what am I doing?” and you’re sharing that status with the group of people who’ve chosen to follow you. At the same time, you’re following the status updates of the people you’ve chosen to follow. Why in hell would I want to tell you that? Not to mention, tell WHO that?
  • In addition to its core simplicity, the inherent flexibility is incredibly powerful. Like ca. 1992 ThinkPad advertisements: “Use it where you think best” The platform can assimilate into wide range of other environs and context. Content flows into and out of it fluidly, and the engagement model is “Pub-Sub”
  • In addition to its core simplicity, the inherent flexibility is incredibly powerful. Like ca. 1992 ThinkPad advertisements: “Use it where you think best” The platform can assimilate into wide range of other environs and context. Content flows into and out of it fluidly, and the engagement model is “Pub-Sub”
  • [STORIES: Comcast, Dell, TJMaxx, Best Buy]
  • Versions of microsharing inside of companies will connect employees to one another in profound new ways, helping people find mentoring, problem-solving, collaboration, cohesiveness, project management… [STORIES: Original purpose of Twitter; ESME]
  • These are the specific ways that microsharing can build VALUE for your business. Value can be baked in right from the beginning. Even if you’re “just experimenting” don’t go in blindly. Listen, come up with some ideas and test them. Find ways to do existing business processes that take advantage of the qualities of these new channels.
  • Listen first Experiment Don’t hype
  • Excellence: Competency Innovation Value provided Authenticity: Clear and honest about motivations Genuine human voice (where appropriate) Engagement: Listening Responding Providing value
  • Get familiar with the tools and their potential, and then put them into the hands of your employees, as aspects of Twitter can blend into any deep number of business activities
  • Mainly, during this aberrant period of mass media. Prior to that, (and to some extent, even during it on local levels,) we can to a very fine understanding of how influence is garnered, bargained, shared
  • Listen first Experiment Don’t hype
  • Looking JUST at airline feeds as an example
  • Asking the business use of Twitter is very like asking the business use of email -- it’s way more versatile than pretty much anyone is using it for yet. We’re learning and adapting new ways all the time. The best thing a business can do is open themselves to the opportunity, acquire literacy, and TRY STUFF
  • Find out if they are there, and reach out to those you can find. Work to be useful and remember that the message can be even more influential than the individual. Extend from what you “know” but don’t fall into the trap of using old approaches in this new forum Do not despair if they are not there -- even that does not mean it could not benefit your business
  • Find out if they are there, and reach out to those you can find. Work to be useful and remember that the message can be even more influential than the individual. Extend from what you “know” but don’t fall into the trap of using old approaches in this new forum Do not despair if they are not there -- even that does not mean it could not benefit your business
  • Pretty much the same way you govern chat, web browsing, smoking breaks, coffee breaks, office gossip, etc. By results.
  • Engagement & analytics (caveats: follower #s are getting devalued, much can be gamed, and in the end of the day it’s the impact on your business that matters.) By designing results into what you are trying to accomplish and then by measuring whether or not those results are being achieved.
  • Landscape for business use of Twitter and microsharing generally Business acceptance on Twitter; exemplars New Twitter platforms/tools/strategies coming How to think about brand opportunities in microsharing Off-platform benefits Listening Contributing value What’s on the horizon? What trends should we watch for next More mainstream grasp of the listening opportunity Fecundity as a consumer sentiment engine
  • What is the set of tools? video, text, photo, audio, search, clients, etc. What does it do? What can we use it for? How do we reach our audience here? How is this different? How can we measure success? How do we govern it? What works?

Twitterfor Business101 Twitterfor Business101 Presentation Transcript

  • for Business: 101
  • Twitter for Business: 101
    • What is Twitter?
    • Why is it valuable?
    • How does it work?
    • How should a business get started?
    • What does it make possible?
    • Some examples
    • Your fears and concerns
    • Learning more…
  • What is Twitter?
  • What Are You Doing?
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  • 6 million unique monthly visitors 55 million visits (+25 million since Nov)
  • 1000% growth Jan 2008 - Jan 2009
  • 20% of online adults 25-34 23% of social network users 27% of bloggers December 2008
  • Why is it valuable?
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  • http://twitpic.com/135xa
  • How does it work?
  • What Are You Doing?
  • The User Multiface Browser • SMS • IM • RSS reader • FriendFeed • Facebook • blogs • widgets • desktop, iPhone, Blackberry, and SMS clients
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  • Individuals
    • Build your network, access better professional relationships, faster knowledge-sharing and leveraged problem-solving
    • Particularly valuable for Executives, sales and marketing professionals, consultants, freelancers and celebrities.
  • Companies and Brands
    • Engage more deeply with consumers and markets in strategic and powerful ways
    • Drive productivity, value, innovation and human capital growth through better networking and idea-exchange
  • Externally Customer service Market awareness News Innovation Understanding Extending reach Relationships Branding Direct sales SEO Driving traffic Networking
  • Internally Sales Teams Event Planning Project Status News Coordination Interface Decentralized teams Employee Support Mentoring Problem-solving Purely Social
  • VALUE. visibility relevance relationships social capital community ideas trust research marketing networking customer service traffic news sales SEO
  • How should a business get started?
  • Manners 101
    • Dress nicely
      • Background graphic, avatar
    • Introduce yourself
      • Fill out profile completely
      • Mention your Twitter on your site
    • Be a good conversationalist
      • Listen, respond
      • Contribute relevant, useful material
  • How Best to Approach?
    • Cultivate standards of
    • Excellence
    • Authenticity
    • Engagement
    • What will work for your organization ?
  • Twitter Campaigns?
    • not so much.
    • Twitter literacy
  • Bearing in Mind…
    • Twitter can be a great vehicle for a brand extension
      • if you are willing to produce feeds of cool, useful things
    • Publish & subscribe environment
      • The self-serving will flounder. The useful will flourish.
    • Brands need to work to not be rejected as spam
  • Influence (was) Attracting attention to yourself
  • Influence (is) Providing attention and value to others
  • Some Examples
    • @sweetamigos your cupcakes are so totally awesome!!! thank you so much! your Rocky Road brownies are the chocolatiest EVER!!
    • Heading out to meet with a potential client and @gpowell_az.
    • Just got back from #bruebakers with meeting with @therotaryguy great info maybe tweek his stuff to work with his new endeavor
  • Some Examples
    • Influential individuals
    • Customer service
    • Branding and relationships
    • Direct sales
    • Consumer products
    • Retail
  • Influential Individuals
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  • Customer Service
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  • Branding and Relationships
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  • Direct Sales
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  • Consumer Products
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  • Retail
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  • Questions and concerns
  • What’s the business use of Twitter?
    • What’s the business use of email?
  • How do we reach an audience?
    • Be useful.
    • Provide value.
    • Rethink audience.
    • Rethink message.
  • What about Twitter etiquette?
    • Listen first
    • Understand the territory
    • Be clear about why you’re there
    • Etiquette will drive effectiveness
  • How do we govern employees’ Twitter use?
    • You don’t.
    • You govern job performance.
  • How can we measure success?
    • Try things.
    • See if they work.
    • Try again.
    • Engagement & analytics -- with caveats
    • By the currency of success for your brand
  • Learning more…
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  • Outlook
    • Landscape for business use of Twitter and microsharing generally
    • How to think about brand opportunities in microsharing
    • What’s on the horizon? What trends should we watch for next?
  • Advanced My business is growing yours     480.240.9789     [email_address]            Maggiore Consulting & Marketing (MCM) was founded by Jennifer Maggiore in 2005. Jennifer is a speaker, educator and blogger (her blog is featured on Alltop.com, founded by Guy Kawasaki) and has spoken for the Arizona Small Business Association, AZMVPs, Renaissance Personnel Group, several real estate groups and more. She has also been featured in FuelNet monthly and The Business Journal of Phoenix. Jennifer has been a guest blogger for the Arizona Small Business Association and has written for the University of Phoenix Alumni Association monthly magazine, Focus . Jennifer has degrees in Journalism and Marketing, and has been using Social Media for more than a decade. She enjoys spending time with her husband, "the best Realtor EVER!", her son and Belgian Malinois Bea, digital photography, travel, pop culture and has "rarely met a bottle of wine I didn't care for"!