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Twitter for Consumer Businesses: Overview of Twitter Business Uses & Trends
 

Twitter for Consumer Businesses: Overview of Twitter Business Uses & Trends

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An overview of Twitter for B2C businesses I recently presented for a group of venture capitalists. The deck touches on the following points: ...

An overview of Twitter for B2C businesses I recently presented for a group of venture capitalists. The deck touches on the following points:
1. Why do consumer businesses care about Twitter?
2. How is Twitter being used - high level?
3. How is Twitter being used for customer service and market - specifics
4. Take Aways
5. Trends to watch

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    Twitter for Consumer Businesses: Overview of Twitter Business Uses & Trends Twitter for Consumer Businesses: Overview of Twitter Business Uses & Trends Presentation Transcript

    • Twitter for Consumer Businesses
      Adam Schoenfeld
      CEO, Cheddr Media
    • Agenda
      Why Should Businesses Care?
      Primary Business Uses for Twitter
      Twitter for Customer Support
      Twitter for PR & Marketing
      Takeaways
      Trends
      2
    • Background: What is Twitter?
      Micro-Blogging – 140 character publishing/broadcasting
      Communication Platform – 140 character messages
      Social Network – you chose whose tweets you want to see
      Real-Time Search – what are people talking about
      What is Twitter for Businesses? (In Twitter’s Words):
      “Twitter is a communication platform that helps businesses stay connected to their customers. As a business, you can use it to quickly share information with people interested in your company, gather real-time market intelligence and feedback, and build relationships with customers, partners and other people who care about your company. As an individual user, you can use Twitter to tell a company (or anyone else) that you've had a great—or disappointing—experience with their business, offer product ideas, and learn about great offers.”
      3
    • Why do Consumer Businesses Care?
      4
    • Consumers are twittering…
      5
      1
      July 2009 Unique Visitors = 51.6 Million
    • Opportunity for direct customer communication
      6
      2
      Direct Line from Celebrity to Fan, Brand to Customer, etc
    • Real-time discovery, response, and engagement
      7
      3
      Publish Real-Time Responses to Events, News, Crises etc.
      Directly Engage in Real-Time
    • Open/Public Platform
      4
      Open APIs
      Public Content by Default
      Non-Mutual Social Graph
      Multiple Platform Access
      8
    • How are Consumer Businesses Using Twitter Now?
      9
    • Primary Functions
      Customer Support
      10
      Marketing & PR
    • Secondary Functions
      Recruiting / HR
      Crowd sourcing / Market research
      Partner relations
      Sales & lead gen (B2B)
      11
    • Customer Support
      12
    • Twitter is the ultimate consumer venting platform
      Easy – don’t need to pick up the phone and sit on hold. Just 140 characters & click publish.
      Accessible – SMS, Mobile Apps, Web, Desktop
      Brands get more visibility on customer experiences (good & bad). Doesn’t need to be in the call center to be noticed
      13
    • People are talking about Brands…
      14
      Positive experiences
      Consideration of purchase
      Negative experiences
    • Brands are responding and improving customer experiences
      15
    • Comcast approach to service
      @Comcastcares
      @ComcastDoug
      @ComcastBill
      @ComcastBonnie
      @ComcastGeorge
      @ComcastSherri
      @ComcastSteve
      @ComcastDete
      @ComcastMelissa
      Several support representatives with Twitter accounts
      Accounts are unique to the support reps, rather than sharing a single account for the Brand
      11 person team in social media
      At least 1 person available during waking hours (7a-11p)
      16
    • Comcast service in action…
      17
      1
      2
    • 18
      3
      4
    • Instant change in customer experience
      19
      5
      6
      In 13 hours… Comcast went from “sucking big time” to “awesome comcast win”
    • Best Buy & Twelpforce
      20
      Customers ask questions to the @Twelpforce via Twitter
      Empowering employees to engage customers on Twitter
      Employees have personal Twitter accounts + share the twelpforce feed (Agent1056 or JoeShmo12)
      Promoted with advertising and PR campaigns (eg. hulu ad)
    • Marketing & PR
      21
    • Corporate Communications/PR
      22
      Rapid distribution of company news
    • Personalizing Brands & Leaders
      23
      Executives as Twitter celebrities…
      Ranked #46
      1.2M Followers
      Tony Hsieh has more followers than…
      • JetBlue
      • Dell
      • Techcrunch
      • Paula Abdul
      • CBS News
      • Lenny Kravitz
      • Gov Schwarzenegger
      • The NFL
      …Say What?!?!
    • 24
      It’s about staying interesting and relevant, not selling product
    • Sponsorships
      25
      Brands leveraging popular Twitter users
    • Special offers rule in the Twitterverse…
      Deals, Coupons, Discounts
      The Latest & Greatest Offers
      Contests & Promotions
      26
    • New products & fresh offers
      27
      Twitter people want the fresh, real-time content
    • Deals & Coupons (Good)
      28
      Specific, relevant, timely, Twitter only
      • 10,200 Followers
      • 537 Clicks
      • 2 Tweets
      • 5.2% CTR
      Data from Bit.ly
    • Deals & Coupons (Less Good)
      29
      Do I care?
      • 21,173 Followers
      • 153 Clicks
      • 12 Tweets
      • 0.7% CTR
    • Dell Twitter deals = $3M revenue
      $3 Million in Sales directly attributed to Twitter
      43 person team in social media (huge presence)
      80 Dell twitter accounts – customer or regional focus
      >1,000,000 followers on DellOutlet account
      30
    • Contests & Promotions
      31
      Tweet to enter, follow to enter, and link to contests
    • When promotions go viral
      32
      Moonfruit’s Macbook contest…
      Top Trend
      Post-Contest: 40K+ followers
      481,000 Clicks!
      http://bit.ly/info/96bxC
      Pre-Contest: ~400 followers
    • Promotions going viral (cont’)
      33
      Cheddr Media publisher case study…
      Contest Traffic Sources
      -Sample From Cheddr Media User-
    • Takeaways
      34
      • Whole Foods
      • Airlines
      • Comcast
      • Starbucks
      • Zappos
      • H&R Block
      • Dunkin Donuts
      • Nordstrom
      • Best Buy
      • Wachovia
      • Home Depot
      Most brands are support oriented on Twitter
      Focus:
      Listening and monitoring
      Engaging with customers
      Improving customer experiences
      35
    • Does Twitter work as a customer acquisition channel?
      36
      Dell would likely say “yes” but the jury is out
      Twitter CTRs
      - Directional data: 140 respondents -
      Email CTRs
      Source: Mashable (140 respondents)
    • The big upside: viral distribution
      Moonfruit
      Starbucks
      Polar
      37
      • 1,816 Followers
      • 1,365 Clicks
      • 15 Tweets
      Significant attention & customer acquisition is clearly possible
    • Not all offers are created equal
      38
      Brands are experimenting… approach, frequency, targeting
      Toys R Us: 12,763 Followers
      • 318 Clicks
      • 8 Tweets
      • 2.5% CTR
      • 35 Clicks
      • 1 Tweets
      • 0.3% CTR
    • Trends
      39
    • What’s the ROI?
      Spending is increasing… time, teams, agencies, tools
      No clear quantifiable $ value for most businesses (yet)
      Results generated are difficult to measure – no standards
      How do you value engagement? sentiment? customer happiness?
      Difficult to compare with traditional media buys… “improved a customer experience” vs. $5 CPM = $X revenue
      Some organizations are justifying the value without doing an ROI calculation
      “Adds value for the organization”
      Improves customer experience
      Some management teams are focusing on the wrong metrics – “just give me followers!”
      40
    • Demographic Shift
      41
      It’s not all about the early adopters…
    • Twitterization of Facebook
      42
      Facebook Connect API
      Major redesign
      Public fan pages
      Open Stream API
      “Everyone” option
      Real-time search
      Improving Mobile apps
      Facebook Lite
      Facebook is becoming more open, more public, and more real-time
    • Real-Time Search
      43
      Search is still in its infancy…
    • Commercial Accounts
      June 2009: Twitter launches verified accounts
      Enhanced commercial accounts by end of 2009…
      “We want to build statistics or analytics that let users know — ‘How am I doing on Twitter?’” – Biz Stone
      44
    • SPAM
      Makes the Twitter atmosphere less desirable
      How will Twitter deal with SPAM?
      How will businesses deal with SPAM?
      45
    • How will organizations scale Twitter (and all social media)?
      Scaling social media within the organization
      Teams are growing. Channels presence is growing
      Multiple stakeholders: Support, PR, Marketing, etc.
      How does it get managed at Scale within the organization?
      Looking for ways to leverage social media assets…
      We’ve established attention, customer relationships in the social media channels, how do we do more with it?
      E.g. Bing Tweets, Twelpforce, MyCAIdea
      Cheddr Media plug: We’re helping brands extend & enhance their Twitter presence. Twitterizing websites & marketing campaigns, promotions & apps.
      46
    • Mail: adam@cheddrmedia.com
      My Twitter: @schoeny
      Company: @cheddrmedia
      Website: cheddrmedia.com
      47
      Contact