How to Use Twitter to Build Your Brand

What is Twitter? Get Started Define Your Personality Build Your Presence Measure Your Success Agenda

What is Twitter?

Get Started

Define Your Personality

Build Your Presence

Measure Your Success

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?

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

Over 1.25 Billion Tweets and counting Jan 2008 - Jan 2009 1000% growth in users 54M monthly visits, up over 1200% What is Twitter?

Over 1.25 Billion Tweets and counting

Jan 2008 - Jan 2009

1000% growth in users

54M monthly visits, up over 1200%

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?

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

Get Started

Get Started

Get Started: Settings One-Line Bio 160 characters max Profile Picture Background Design URL, Location, Time Zone, Notification Settings

One-Line Bio

160 characters max

Profile Picture

Background Design

URL, Location, Time Zone, Notification Settings

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

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

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

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

Define Your Personality

What's best for your business? Match goals Sales, customer service, brand awareness Profile Name: Company or Individual? Define Your Personality

What's best for your business?

Match goals

Sales, customer service, brand awareness

Profile Name: Company or Individual?

Define Your Personality

Define Your Personality

Define Your Personality

Blogs & Press Releases Not just links Engagement & Conversation Tweet often Define Your Personality: What to Tweet

Blogs & Press Releases

Not just links

Engagement & Conversation

Tweet often

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

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

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

Tweet other's work or news from your industry

Reply to tweets

Use your followers

Retweet an interesting article

Use Hashtags to encourage response Searchable, easy to monitor Ask customers a question or promote a specific product Define Your Personality: Post Relevant Content

Use Hashtags to encourage response

Searchable, easy to monitor

Ask customers a question or promote a specific product

Replying Direct communication with customers Respond to complaints and praise Continue the conversation Define Your Personality: Post Relevant Content

Replying

Direct communication with customers

Respond to complaints and praise

Continue the conversation

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

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

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

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

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

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

Measure Your Success

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

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

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

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

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

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

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

Set ROI Metrics Constantly Evaluate Your Goals Driving traffic to site Increased customer service Raise brand awareness Listen to your feedback Measure Your Success

Set ROI Metrics

Constantly Evaluate Your Goals

Driving traffic to site

Increased customer service

Raise brand awareness

Listen to your feedback