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 generos...
 
 
 
Influence (was) Attract attention to yourself
Influence (is) Provide attention & value to others
4 Word Guide to Social Media
<ul><li>Listen. </li></ul><ul><li>Learn. </li></ul><ul><li>Care. </li></ul><ul><li>Serve. </li></ul>
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 <ul><li>Every day. </li></ul><ul><li>about your  markets </li></ul><ul><li>products </li></ul><ul><li>b...
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 ser...
Externally Events Community Customer service Monitoring News Innovation Research Point of Sale Word of Mouth Relationships...
Internally Sales Teams Event Planning Project Status News Coordination Interface Decentralized teams Employee Support Ment...
How to start?
By starting…
Influence (was) Attract attention to yourself
Influence (is) Provide attention & value to others
4 Word Guide to Social Media
<ul><li>Listen. </li></ul><ul><li>Learn. </li></ul><ul><li>Care. </li></ul><ul><li>Serve. </li></ul>
Manners 101 <ul><li>Dress nicely </li></ul><ul><ul><li>Background & avatar </li></ul></ul><ul><li>Introduce yourself </li>...
Twitter Campaigns? <ul><li>not so much. </li></ul><ul><li>Twitter   literacy. </li></ul>
 
 
 
 
 
 
 
 
Best Approach? <ul><li>Set simple standards… </li></ul><ul><li>Excellence </li></ul><ul><li>Authenticity </li></ul><ul><li...
Bearing in Mind… <ul><li>Produce feeds of cool, useful things </li></ul><ul><li>Publish & subscribe: </li></ul><ul><ul><li...
Confused by Twitter? <ul><li>500+ comparisons, case studies, how-to guides  </li></ul><ul><li>http://oneforty.com/i/toolki...
 
...by profession
 
 
 
 
 
… to promote
 
 
 
...Comparisons
 
 
 
 
… how-to guides
 
 
 
Think YOUR customers  aren’t on Twitter?
Off-Platform Benefits <ul><li>Get Found. (SEO) </li></ul><ul><li>Listen and Learn. (Research) </li></ul><ul><li>Generate C...
Get Found. (SEO) <ul><li>Even very common words DOMINATE Google (@pistachio, @dough) </li></ul><ul><li>Choose the Google A...
Listen and Learn. (Research) <ul><li>Passive </li></ul><ul><ul><li>listening tools: monitoring, analytics </li></ul></ul><...
Fresh Content. <ul><li>Abundant content </li></ul><ul><ul><li>65 million messages a day </li></ul></ul><ul><li>Display any...
Word of Mouth <ul><li>“ Pass-along” and ReTweet norms </li></ul><ul><li>@DellOutlet: $500k to less than 1k  </li></ul><ul>...
Media and PR <ul><li>Publish </li></ul><ul><li>Become known </li></ul><ul><li>Be helpful </li></ul>
… Finds You
Measurement <ul><li>NO:  Follower numbers. </li></ul><ul><li>YES:  Follower engagement </li></ul><ul><li>Analytics tools <...
Business Objectives <ul><li>Measure appropriate standards  </li></ul><ul><li>for each objective </li></ul>
Will Employees Waste Time?
YES!!
Will Employees Waste Time? <ul><li>Pointless meetings </li></ul><ul><li>Procrastinating </li></ul><ul><li>Coffee breaks </...
Efficiency <ul><li>Tools </li></ul><ul><li>Objectives </li></ul><ul><li>Discipline </li></ul>
Need more?
 
Join us at 4:40 Today!
TFB 101 Toolkit
for Business: 101 Laura Fitton  [email_address]  @pistachio
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Twitter for Business 101: TwtrconSF

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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&amp;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&amp;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&amp;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&amp;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&amp;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

    1. 1. for Business: 101 Laura Fitton [email_address] @pistachio
    2. 2. @Pistachio?
    3. 5. “ 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
    4. 9. Influence (was) Attract attention to yourself
    5. 10. Influence (is) Provide attention & value to others
    6. 11. 4 Word Guide to Social Media
    7. 12. <ul><li>Listen. </li></ul><ul><li>Learn. </li></ul><ul><li>Care. </li></ul><ul><li>Serve. </li></ul>
    8. 13. Social Media is Nothing New
    9. 14. Photo Credit: (cc) jerryfletcher on flickr.com
    10. 15. Social Media is Knowledge
    11. 16. Knowledge is Socially Mediated Photo Credit: (cc) fredoalvarez on flickr.com
    12. 17. Knowledge is Socially Mediated
    13. 18. Knowledge is Social ly Media ted
    14. 19. Markets are Socially Mediated
    15. 20. Photo Credit: (cc) gregor_y on flickr.com
    16. 21. Markets are Socially Mediated
    17. 22. Markets are Social ly Media ted
    18. 23. Photo Credit: (cc) matrianklw on flickr.com
    19. 24. What is Twitter?
    20. 27. 100 Million Tweets <ul><li>Every day. </li></ul><ul><li>about your markets </li></ul><ul><li>products </li></ul><ul><li>brands </li></ul><ul><li>company </li></ul><ul><li>customers </li></ul><ul><li>world </li></ul>
    21. 28. What is Twitter?
    22. 29. It’s Your Business.
    23. 30. Twitter Disrupts
    24. 33. http://twitpic.com/135xa
    25. 35. Twitter Disrupts Human Isolation.
    26. 36. “ Use it Where You Think Best” -IBM ThinkPad ads circa 1992
    27. 38. “ We see an ecosystem of developers swarming around the Twitter API like moths around a flame” -TechCrunch.com
    28. 39. “… history suggests that where there is so much user engagement, dollars follow.” -Chris Dixon
    29. 40. VALUE. visibility relevance relationships social capital community ideas trust research marketing networking customer service traffic news sales SEO
    30. 41. Externally Events Community Customer service Monitoring News Innovation Research Point of Sale Word of Mouth Relationships Branding Direct sales SEO &traffic Networking
    31. 42. Internally Sales Teams Event Planning Project Status News Coordination Interface Decentralized teams Employee Support Mentoring Problem-solving Purely Social
    32. 43. How to start?
    33. 44. By starting…
    34. 45. Influence (was) Attract attention to yourself
    35. 46. Influence (is) Provide attention & value to others
    36. 47. 4 Word Guide to Social Media
    37. 48. <ul><li>Listen. </li></ul><ul><li>Learn. </li></ul><ul><li>Care. </li></ul><ul><li>Serve. </li></ul>
    38. 49. Manners 101 <ul><li>Dress nicely </li></ul><ul><ul><li>Background & avatar </li></ul></ul><ul><li>Introduce yourself </li></ul><ul><ul><li>Complete profile, link on your site </li></ul></ul><ul><li>Be a good conversationalist </li></ul><ul><ul><li>Listen. Respond. Be relevant. Be useful. </li></ul></ul>
    39. 50. Twitter Campaigns? <ul><li>not so much. </li></ul><ul><li>Twitter literacy. </li></ul>
    40. 59. Best Approach? <ul><li>Set simple standards… </li></ul><ul><li>Excellence </li></ul><ul><li>Authenticity </li></ul><ul><li>Engagement </li></ul><ul><li>that work for your organization … </li></ul>
    41. 60. Bearing in Mind… <ul><li>Produce feeds of cool, useful things </li></ul><ul><li>Publish & subscribe: </li></ul><ul><ul><li>Self-serving… fails. </li></ul></ul><ul><ul><li>Useful… thrives. </li></ul></ul><ul><li>Work to not be rejected as spam </li></ul>
    42. 61. Confused by Twitter? <ul><li>500+ comparisons, case studies, how-to guides </li></ul><ul><li>http://oneforty.com/i/toolkits </li></ul><ul><li>Add YOUR brand’s story, and new tips as you learn them </li></ul>
    43. 63. ...by profession
    44. 69. … to promote
    45. 73. ...Comparisons
    46. 78. … how-to guides
    47. 82. Think YOUR customers aren’t on Twitter?
    48. 83. Off-Platform Benefits <ul><li>Get Found. (SEO) </li></ul><ul><li>Listen and Learn. (Research) </li></ul><ul><li>Generate Content </li></ul><ul><li>Word of Mouth </li></ul><ul><li>Media and PR </li></ul>
    49. 84. Get Found. (SEO) <ul><li>Even very common words DOMINATE Google (@pistachio, @dough) </li></ul><ul><li>Choose the Google Adsense word you’d spend your last dollar on </li></ul>
    50. 85. Listen and Learn. (Research) <ul><li>Passive </li></ul><ul><ul><li>listening tools: monitoring, analytics </li></ul></ul><ul><li>Active </li></ul><ul><ul><li>ask questions, use #tags, “recruit” groups </li></ul></ul><ul><li>Live </li></ul><ul><ul><li>real-time focus groups, polls, surveys </li></ul></ul><ul><li>Global sensing and signaling network </li></ul>
    51. 86. Fresh Content. <ul><li>Abundant content </li></ul><ul><ul><li>65 million messages a day </li></ul></ul><ul><li>Display anywhere </li></ul><ul><ul><li>Widgets, embeds, filtering, search </li></ul></ul><ul><li>Thousands of ways to deliver </li></ul>
    52. 87. Word of Mouth <ul><li>“ Pass-along” and ReTweet norms </li></ul><ul><li>@DellOutlet: $500k to less than 1k </li></ul><ul><li>Celebrities, influencers </li></ul><ul><li>Journalists, bloggers </li></ul>
    53. 88. Media and PR <ul><li>Publish </li></ul><ul><li>Become known </li></ul><ul><li>Be helpful </li></ul>
    54. 89. … Finds You
    55. 90. Measurement <ul><li>NO: Follower numbers. </li></ul><ul><li>YES: Follower engagement </li></ul><ul><li>Analytics tools </li></ul><ul><li>Measurable links </li></ul><ul><ul><li>Clickthroughs </li></ul></ul><ul><ul><li>Conversations </li></ul></ul><ul><ul><li>Context </li></ul></ul><ul><li>Ripples in the water </li></ul><ul><ul><li>Retweets, reposting your links </li></ul></ul><ul><ul><li>Others pointing towards what you do </li></ul></ul>
    56. 91. Business Objectives <ul><li>Measure appropriate standards </li></ul><ul><li>for each objective </li></ul>
    57. 92. Will Employees Waste Time?
    58. 93. YES!!
    59. 94. Will Employees Waste Time? <ul><li>Pointless meetings </li></ul><ul><li>Procrastinating </li></ul><ul><li>Coffee breaks </li></ul><ul><li>Telephone </li></ul><ul><li>Gossiping </li></ul><ul><li>Smoking </li></ul><ul><li>email </li></ul><ul><li>Web </li></ul><ul><li>IM </li></ul><ul><li>Social media </li></ul>
    60. 95. Efficiency <ul><li>Tools </li></ul><ul><li>Objectives </li></ul><ul><li>Discipline </li></ul>
    61. 96. Need more?
    62. 98. Join us at 4:40 Today!
    63. 99. TFB 101 Toolkit
    64. 100. for Business: 101 Laura Fitton [email_address] @pistachio
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