Twitter for Business 101: TwtrconSF
 

Twitter for Business 101: TwtrconSF

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Get started using Twitter for Business today: http://14t.me/Twforbiz

Get started using Twitter for Business today: http://14t.me/Twforbiz

Twitter for Business 101 opening keynote at #twtrconSF

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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?
  • 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: TwtrconSF Twitter for Business 101: TwtrconSF Presentation 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
  •  
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  • 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
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  • http://twitpic.com/135xa
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  • Twitter Disrupts Human Isolation.
  • “ Use it Where You Think Best” -IBM ThinkPad ads circa 1992
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  • “ 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.
  •  
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  • 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
  •  
  •  
  •  
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  • … how-to guides
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  • 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