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?
How did I get here and why do I let the world call me by the name of a nut?
So, I’m intimately involved in the space - anticipated these needs in advance because of my depth in Twitter. Saw this train coming long in advance and it’s arriving to the station right on schedule. TOO TANGENTIAL: One year ago last week I re-launched my communications consultancy as the world’s first Twitter for Business agency. Eight days later the market crashed and by the end of Q1 $40,000 in contracts with media companies and ad agencies had fallen off the table. Today Pistachio constitutes a dozen consultants and support staff serving some of the world’s largest companies. $20,000 transactions on Twitter, Twitter for Business, Blue chip clients Origin story -- my credentials, Pistachio’s performance, etc. What convinced me this must exist Kawasaki, J&J, Ford, (IBM, SAP, revenues), HBS
So, I’m intimately involved in the space - anticipated these needs in advance because of my depth in Twitter. Saw this train coming long in advance and it’s arriving to the station right on schedule. TOO TANGENTIAL: One year ago last week I re-launched my communications consultancy as the world’s first Twitter for Business agency. Eight days later the market crashed and by the end of Q1 $40,000 in contracts with media companies and ad agencies had fallen off the table. Today Pistachio constitutes a dozen consultants and support staff serving some of the world’s largest companies. $20,000 transactions on Twitter, Twitter for Business, Blue chip clients Origin story -- my credentials, Pistachio’s performance, etc. What convinced me this must exist Kawasaki, J&J, Ford, (IBM, SAP, revenues), HBS
So, I’m intimately involved in the space - anticipated these needs in advance because of my depth in Twitter. Saw this train coming long in advance and it’s arriving to the station right on schedule. TOO TANGENTIAL: One year ago last week I re-launched my communications consultancy as the world’s first Twitter for Business agency. Eight days later the market crashed and by the end of Q1 $40,000 in contracts with media companies and ad agencies had fallen off the table. Today Pistachio constitutes a dozen consultants and support staff serving some of the world’s largest companies. $20,000 transactions on Twitter, Twitter for Business, Blue chip clients Origin story -- my credentials, Pistachio’s performance, etc. What convinced me this must exist Kawasaki, J&J, Ford, (IBM, SAP, revenues), HBS
WhoShouldiFollow – a recommendation engine for Twitter friends “ The team has experience at young companies, and big companies that acquired their smaller companies”
So, I’m intimately involved in the space - anticipated these needs in advance because of my depth in Twitter. Saw this train coming long in advance and it’s arriving to the station right on schedule. TOO TANGENTIAL: One year ago last week I re-launched my communications consultancy as the world’s first Twitter for Business agency. Eight days later the market crashed and by the end of Q1 $40,000 in contracts with media companies and ad agencies had fallen off the table. Today Pistachio constitutes a dozen consultants and support staff serving some of the world’s largest companies. $20,000 transactions on Twitter, Twitter for Business, Blue chip clients Origin story -- my credentials, Pistachio’s performance, etc. What convinced me this must exist Kawasaki, J&J, Ford, (IBM, SAP, revenues), HBS
So, I’m intimately involved in the space - anticipated these needs in advance because of my depth in Twitter. Saw this train coming long in advance and it’s arriving to the station right on schedule. TOO TANGENTIAL: One year ago last week I re-launched my communications consultancy as the world’s first Twitter for Business agency. Eight days later the market crashed and by the end of Q1 $40,000 in contracts with media companies and ad agencies had fallen off the table. Today Pistachio constitutes a dozen consultants and support staff serving some of the world’s largest companies. $20,000 transactions on Twitter, Twitter for Business, Blue chip clients Origin story -- my credentials, Pistachio’s performance, etc. What convinced me this must exist Kawasaki, J&J, Ford, (IBM, SAP, revenues), HBS
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
Nothing new here at all. We just have better tools for sharing and spreading what we think and do.
What do you KNOW?
HOW do you know it?
What do you LIKE? How do you find out? We tell each other, and we’re open to new things when we trust the recommender.
Credibility is earned. Gradually. By humans.
Whose advice do you believe? What influences your buying? Where do you get guidance?
What about markets?
Whose advice do you believe? What influences your buying? Where do you get guidance?
Who do you ask when you need a … law, finance, animal care, IT, plumbing, etc. Whose advice do you trust on specific issues? Why?
If you learn one thing today: listen. Someone’s already talking about you.
What does Twitter do? -- connects people, connects ideas, fosters relationships, builds community --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.
This is the first human typed tweet ever posted. @Jack’s a minimalist. 18 letters. (112 for retweeting?)
2 years to reach 1 billion. 2 years later the “clock stopped” at nearly 30 billion.
What does Twitter do? -- connects people, connects ideas, fosters relationships, builds community --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.
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.
#1 Facebook, #2 Other, #3 Isolation and #4 email
The AP wire is how we used to sense the world. But now we have Twitter.
#1 Facebook, #2 Other, #3 Isolation and #4 email
Creative Commons http://www.flickr.com/people/futileboy/ Ryan Lane
Creative Commons http://www.flickr.com/people/futileboy/ Ryan Lane
Creative Commons http://www.flickr.com/people/futileboy/ Ryan Lane
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.
[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]
Listen first Experiment Don’t hype
Listen first Experiment Don’t hype
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
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
Excellence: Competency Innovation Value provided Authenticity: Clear and honest about motivations Genuine human voice (where appropriate) Engagement: Listening Responding Providing value
There are 5 clear “off-platform” benefits of Twitter.
ADD: Toolkits for PR folks; Journchat; _muck - that twitter website documenting the journalists that are on twitter
YES!!
YES!!
Govern social media pretty much the same way you govern chat, web browsing, smoking breaks, coffee breaks, office gossip, etc. By employee results.
Screenshot
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?
Twitter for Business 101: TwtrconSFPresentation Transcript
for Business: 101 Laura Fitton [email_address] @pistachio
@Pistachio?
“ Laura Fitton… has thousands of people following her on Twitter. …by consistently touching a tribe of people with generosity and insight, she’s earned the right to lead” -Seth Godin, Tribes
Influence (was) Attract attention to yourself
Influence (is) Provide attention & value to others
4 Word Guide to Social Media
Listen.
Learn.
Care.
Serve.
Social Media is Nothing New
Photo Credit: (cc) jerryfletcher on flickr.com
Social Media is Knowledge
Knowledge is Socially Mediated Photo Credit: (cc) fredoalvarez on flickr.com
Knowledge is Socially Mediated
Knowledge is Social ly Media ted
Markets are Socially Mediated
Photo Credit: (cc) gregor_y on flickr.com
Markets are Socially Mediated
Markets are Social ly Media ted
Photo Credit: (cc) matrianklw on flickr.com
What is Twitter?
100 Million Tweets
Every day.
about your markets
products
brands
company
customers
world
What is Twitter?
It’s Your Business.
Twitter Disrupts
http://twitpic.com/135xa
Twitter Disrupts Human Isolation.
“ Use it Where You Think Best” -IBM ThinkPad ads circa 1992
“ We see an ecosystem of developers swarming around the Twitter API like moths around a flame” -TechCrunch.com
“… history suggests that where there is so much user engagement, dollars follow.” -Chris Dixon
VALUE. visibility relevance relationships social capital community ideas trust research marketing networking customer service traffic news sales SEO
Externally Events Community Customer service Monitoring News Innovation Research Point of Sale Word of Mouth Relationships Branding Direct sales SEO &traffic Networking
Internally Sales Teams Event Planning Project Status News Coordination Interface Decentralized teams Employee Support Mentoring Problem-solving Purely Social
How to start?
By starting…
Influence (was) Attract attention to yourself
Influence (is) Provide attention & value to others
4 Word Guide to Social Media
Listen.
Learn.
Care.
Serve.
Manners 101
Dress nicely
Background & avatar
Introduce yourself
Complete profile, link on your site
Be a good conversationalist
Listen. Respond. Be relevant. Be useful.
Twitter Campaigns?
not so much.
Twitter literacy.
Best Approach?
Set simple standards…
Excellence
Authenticity
Engagement
that work for your organization …
Bearing in Mind…
Produce feeds of cool, useful things
Publish & subscribe:
Self-serving… fails.
Useful… thrives.
Work to not be rejected as spam
Confused by Twitter?
500+ comparisons, case studies, how-to guides
http://oneforty.com/i/toolkits
Add YOUR brand’s story, and new tips as you learn them
...by profession
… to promote
...Comparisons
… how-to guides
Think YOUR customers aren’t on Twitter?
Off-Platform Benefits
Get Found. (SEO)
Listen and Learn. (Research)
Generate Content
Word of Mouth
Media and PR
Get Found. (SEO)
Even very common words DOMINATE Google (@pistachio, @dough)
Choose the Google Adsense word you’d spend your last dollar on
Listen and Learn. (Research)
Passive
listening tools: monitoring, analytics
Active
ask questions, use #tags, “recruit” groups
Live
real-time focus groups, polls, surveys
Global sensing and signaling network
Fresh Content.
Abundant content
65 million messages a day
Display anywhere
Widgets, embeds, filtering, search
Thousands of ways to deliver
Word of Mouth
“ Pass-along” and ReTweet norms
@DellOutlet: $500k to less than 1k
Celebrities, influencers
Journalists, bloggers
Media and PR
Publish
Become known
Be helpful
… Finds You
Measurement
NO: Follower numbers.
YES: Follower engagement
Analytics tools
Measurable links
Clickthroughs
Conversations
Context
Ripples in the water
Retweets, reposting your links
Others pointing towards what you do
Business Objectives
Measure appropriate standards
for each objective
Will Employees Waste Time?
YES!!
Will Employees Waste Time?
Pointless meetings
Procrastinating
Coffee breaks
Telephone
Gossiping
Smoking
email
Web
IM
Social media
Efficiency
Tools
Objectives
Discipline
Need more?
Join us at 4:40 Today!
TFB 101 Toolkit
for Business: 101 Laura Fitton [email_address] @pistachio
Angela Freeman
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