How to Use Twitter to Build Your Brand

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    How to Use Twitter to Build Your Brand - Presentation Transcript

    1. How to Use Twitter to Build Your Brand
        • What is Twitter?
        • Get Started 
        • Define Your Personality 
        • Build Your Presence 
        • Measure Your Success
      Agenda
    2. What is Twitter?
        • Social networking
        • Micro-blogging 
        • Users publish short messages (tweets) 
          • 140 characters or less 
        • Answers the question "What's on Your Mind?“  
        • Access from phone, third-party applications, RSS, and web
      What is Twitter?
        • Over 1.25 Billion Tweets and counting
        • Jan 2008 - Jan 2009 
          • 1000% growth in users 
          • 54M monthly visits, up over 1200%
      What is Twitter?
        • Uses for Business
          • Share Information
          • Monitor Buzz
          • Customer Interaction
        • Goals for Twitter
          • Get customer/marketplace feedback in real time
          • Respond more quickly to issues
          • Monitor the industry and competitors
          • Engage in direct contact with consumers
      What is Twitter?
    3. Get Started
    4. Get Started
    5. Get Started: Settings
        • One-Line Bio 
          • 160 characters max
        • Profile Picture
        • Background Design
        • URL, Location, Time Zone, Notification Settings
    6. Get Started: Following
        • Following a user - their updates will appear on your homepage
        • Finding people
          • Search for businesses, people, and influencers in your community
          • Building a network 
          • Follow high-volume users by RSS
        • Follow those who follow you
    7. Get Started: Jargon
        • Tweet = Posting or sending a message on Twitter
      •  
        • @ = Use to reply to another person, or referencing someone, in front of their Twitter ID 
      •  
        • DM = Direct Message sent via the Twitter network, use when sending personal info, sharing constructive criticism, having a long conversation or when you want to ask someone a specific question
      •  
        • RT = Retweet is a re-post of someone’s message. You would RT @TwitterName a quote of one of their Tweets. 
      •  
        • # = hashtag: Hashtags are a community-driven convention to add context to your tweets. You create a hashtag simply by prefixing a word in your post with a hash symbol: #hashtag. 
          • http://hashtags.org
    8. Define Your Personality
        • What's best for your business?
        • Match goals
          • Sales, customer service, brand awareness
        • Profile Name: Company or Individual?
      Define Your Personality
    9. Define Your Personality
    10. Define Your Personality
    11. Define Your Personality
        • Blogs & Press Releases
          • Not just links
        • Engagement & Conversation
        • Tweet often
      Define Your Personality: What to Tweet
        • Share Business Information
          • promotions/giveaways
          • site updates
          • inform of site outages 
        • Begin Conversations
          •   Ask questions relevant to your industry
        •   Share Links
          • What interests the community
      Define Your Personality: What to Tweet
        • Tweet other's work or news from your industry
        • Reply to tweets
        • Use your followers
          • Retweet an interesting article
      Define Your Personality: Post Relevant Content
        • Use Hashtags to encourage response
        • Searchable, easy to monitor
        • Ask customers a question or promote a specific product
      Define Your Personality: Post Relevant Content
        • Replying
        • Direct communication with customers 
        • Respond to complaints and praise 
        • Continue the conversation
      Define Your Personality: Post Relevant Content
    12. Build Your Presence
        • Stream Aggregators
          • Twitter Search (search.twitter.com)‏
          • Tweetmeme (tweetmeme.com)‏
        • Conduct keyword searches
          • RSS
          • Monitor mentions of your company
            • Praise & complaints
            • Reply
        • Comment on interesting posts
          • Retweet & credit original user
          • Find new people to follow
      Build Your Presence: Monitor Buzz
    13. Build Your Presence: Monitor Buzz
        • Be discoverable!
        • Post link to your Twitter
          • Website, Blog, Facebook, Email Communications
          • Let current customers know
          • Allows customers to engage in a direct conversation in a space they already use
        • Follow all your followers
      Build Your Presence: Publicize
        • Domain Name Registration
        • Contest to launch Twitter account in Dec 2008
        • Once an hour, a Christmas-related trivia question
        • Prize: one-year domain registration
          • To receive it, you needed a Namecheap account
        • Results
          • Site traffic up over 10% 
          • Domain Registrations up 20% 
          • Publicity
      Build Your Presence: Namecheap
    14. Measure Your Success
    15. Measure Your Success
        • Qualitative Goals
          • Direct conversation with customers, customer satisfaction
          • Increased brand awareness and improved image
          • Brand loyalty
        • Quantitative Goals
          • Increased site traffic
          • Increased sales
          • Page rank
        • How to measure?
          • Number of followers
          • Frequency of brand discussion
          • Google Analytics for homepage
          • Web tools starting to include Twitter
            • Example: Omniture SiteCatalyst
              • Monitor and measure tweets
              • Track preset keywords
              • Identify brand advocates and cynics
            • Other web tools will follow
      Measure Your Success
        • Objectives
        • Hear what people are saying about Dell
        • Individual customer connections to address individual needs 
        • Act to change to business processes and products
        • Build and nurture customer/stakeholder relationships
        • Product Development 
        • Track revenue generation from The Dell outlet, small business and home offers available on Twitter
      Measure Your Success: DellOutlet
    16. Measure Your Success: DellOutlet
        • Dell began on Twitter in March 2007
        • Announced occasional sales for the Dell Outlet online store 
        • More than 11,000 followers by February 2008 
        • Dell Outlet began a series of promotions exclusively on Twitter  
        • Over $1M in revenue through Twitter  
      Measure Your Success DellOutlet
        • Set ROI Metrics
        • Constantly Evaluate Your Goals
          • Driving traffic to site
          • Increased customer service
          • Raise brand awareness 
        • Listen to your feedback 
      Measure Your Success

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