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?

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?

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?

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

Anyone Develop dynamic and engaging “behind the scenes” personalities, content, sneak-previews and other genuinely engaging content

Develop dynamic and engaging “behind the scenes” personalities, content, sneak-previews and other genuinely engaging content

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.

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

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

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 ?

Cultivate standards of

Excellence

Authenticity

Engagement

What will work for your organization ?

Twitter Campaigns? not so much. Twitter literacy

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

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

Some Examples Influential individuals Customer service Branding and relationships Direct sales Consumer products Retail

Influential individuals

Customer service

Branding and relationships

Direct sales

Consumer products

Retail

Influential Individuals

Customer Service

Branding and Relationships

Direct Sales

Consumer Products

Retail

Questions and concerns

What’s the business use of Twitter? What’s the business use of email?

What’s the business use of email?

How do we reach an audience? Be useful. Provide value. Rethink audience. Rethink message.

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

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.

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

Try things.

See if they work.

Try again.

Engagement & analytics -- with caveats

By the currency of success for your brand

Learning more…

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?

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?

for Business March 11, 2009 Wednesdays at 1:00 EST Advanced