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Twitter for Business 101
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Twitter for Business 101

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Slide deck to support our inaugural Wednesdays at One.

Slide deck to support our inaugural Wednesdays at One.

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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?

Transcript

  • 1. for Business: 101
  • 2. 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…
  • 3. What is Twitter?
  • 4. What Are You Doing?
  • 5.  
  • 6.  
  • 7.  
  • 8. 6 million unique monthly visitors 55 million visits (+25 million since Nov)
  • 9. 1000% growth Jan 2008 - Jan 2009
  • 10. 20% of online adults 25-34 23% of social network users 27% of bloggers December 2008
  • 11.  
  • 12. Why is it valuable?
  • 13.  
  • 14.  
  • 15. http://twitpic.com/135xa
  • 16. How does it work?
  • 17. What Are You Doing?
  • 18. The User Multiface Browser • SMS • IM • RSS reader • FriendFeed • Facebook • blogs • widgets • desktop, iPhone, Blackberry, and SMS clients
  • 19.  
  • 20. Anyone
    • Develop dynamic and engaging “behind the scenes” personalities, content, sneak-previews and other genuinely engaging content
  • 21. 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.
  • 22. 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
  • 23. Externally Customer service Market awareness News Innovation Understanding Extending reach Relationships Branding Direct sales SEO Driving traffic Networking
  • 24. Internally Sales Teams Event Planning Project Status News Coordination Interface Decentralized teams Employee Support Mentoring Problem-solving Purely Social
  • 25. VALUE. visibility relevance relationships social capital community ideas trust research marketing networking customer service traffic news sales SEO
  • 26. How should a business get started?
  • 27. 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
  • 28. How Best to Approach?
    • Cultivate standards of
    • Excellence
    • Authenticity
    • Engagement
    • What will work for your organization ?
  • 29. Twitter Campaigns?
    • not so much.
    • Twitter literacy
  • 30. 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
  • 31. Influence (was) Attracting attention to yourself
  • 32. Influence (is) Providing attention and value to others
  • 33. Some Examples
  • 34. Some Examples
    • Influential individuals
    • Customer service
    • Branding and relationships
    • Direct sales
    • Consumer products
    • Retail
  • 35. Influential Individuals
  • 36.  
  • 37.  
  • 38.  
  • 39.  
  • 40.  
  • 41.  
  • 42.  
  • 43.  
  • 44.  
  • 45.  
  • 46. Customer Service
  • 47.  
  • 48.  
  • 49.  
  • 50.  
  • 51. Branding and Relationships
  • 52.  
  • 53.  
  • 54.  
  • 55. Direct Sales
  • 56.  
  • 57. Consumer Products
  • 58.  
  • 59.  
  • 60.  
  • 61.  
  • 62. Retail
  • 63.  
  • 64.  
  • 65.  
  • 66.  
  • 67.  
  • 68.  
  • 69. Questions and concerns
  • 70. What’s the business use of Twitter?
    • What’s the business use of email?
  • 71. How do we reach an audience?
    • Be useful.
    • Provide value.
    • Rethink audience.
    • Rethink message.
  • 72. What about Twitter etiquette?
    • Listen first
    • Understand the territory
    • Be clear about why you’re there
    • Etiquette will drive effectiveness
  • 73. How do we govern employees’ Twitter use?
    • You don’t.
    • You govern job performance.
  • 74. 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
  • 75. Learning more…
  • 76.  
  • 77.  
  • 78. 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?
  • 79. for Business March 11, 2009 Wednesdays at 1:00 EST Advanced