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Twitter for Consumer Businesses,[object Object],Adam Schoenfeld,[object Object],CEO, Cheddr Media,[object Object]
Agenda,[object Object],Why Should Businesses Care?,[object Object],Primary Business Uses for Twitter,[object Object],Twitter for Customer Support,[object Object],Twitter for PR & Marketing,[object Object],Takeaways,[object Object],Trends,[object Object],2,[object Object]
Background: What is Twitter?,[object Object],Micro-Blogging – 140 character publishing/broadcasting,[object Object],Communication Platform – 140 character messages,[object Object],Social Network – you chose whose tweets you want to see,[object Object],Real-Time Search – what are people talking about,[object Object],What is Twitter for Businesses? (In Twitter’s Words):,[object Object],“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.”,[object Object],3,[object Object]
Why do Consumer Businesses Care?,[object Object],4,[object Object]
Consumers are twittering…,[object Object],5,[object Object],1,[object Object],July 2009 Unique Visitors = 51.6 Million,[object Object]
Opportunity for direct customer communication,[object Object],6,[object Object],2,[object Object],Direct Line from Celebrity to Fan, Brand to Customer, etc,[object Object]
Real-time discovery, response, and engagement,[object Object],7,[object Object],3,[object Object],Publish Real-Time Responses to Events, News, Crises etc.,[object Object],Directly Engage in Real-Time,[object Object]
Open/Public Platform,[object Object],4,[object Object],Open APIs,[object Object],Public Content by Default,[object Object],Non-Mutual Social Graph,[object Object],Multiple Platform Access,[object Object],8,[object Object]
How are Consumer Businesses Using Twitter Now?,[object Object],9,[object Object]
Primary Functions,[object Object],Customer Support,[object Object],10,[object Object],Marketing & PR,[object Object]
Secondary Functions,[object Object],Recruiting / HR,[object Object],Crowd sourcing / Market research,[object Object],Partner relations,[object Object],Sales & lead gen (B2B),[object Object],11,[object Object]
Customer Support,[object Object],12,[object Object]
Twitter is the ultimate consumer venting platform,[object Object],Easy – don’t need to pick up the phone and sit on hold. Just 140 characters & click publish.,[object Object],Accessible – SMS, Mobile Apps, Web, Desktop,[object Object],Brands get more visibility on customer experiences (good & bad). Doesn’t need to be in the call center to be noticed,[object Object],13,[object Object]
People are talking about Brands…,[object Object],14,[object Object],Positive experiences,[object Object],Consideration of purchase,[object Object],Negative experiences,[object Object]
Brands are responding and improving customer experiences,[object Object],15,[object Object]
Comcast approach to service,[object Object],@Comcastcares,[object Object],@ComcastDoug,[object Object],@ComcastBill,[object Object],@ComcastBonnie,[object Object],@ComcastGeorge,[object Object],@ComcastSherri,[object Object],@ComcastSteve,[object Object],@ComcastDete,[object Object],@ComcastMelissa,[object Object],Several support representatives with Twitter accounts,[object Object],Accounts are unique to the support reps, rather than sharing a single account for the Brand,[object Object],11 person team in social media,[object Object],At least 1 person available during waking hours (7a-11p),[object Object],16,[object Object]
Comcast service in action…,[object Object],17,[object Object],1,[object Object],2,[object Object]
18,[object Object],3,[object Object],4,[object Object]
Instant change in customer experience,[object Object],19,[object Object],5,[object Object],6,[object Object],In 13 hours… Comcast went from “sucking big time” to “awesome comcast win”,[object Object]
Best Buy & Twelpforce,[object Object],20,[object Object],Customers ask questions to the @Twelpforce via Twitter,[object Object],Empowering employees to engage customers on Twitter,[object Object],Employees have personal Twitter accounts + share the twelpforce feed (Agent1056 or JoeShmo12),[object Object],Promoted with advertising and PR campaigns (eg. hulu ad),[object Object]
Marketing & PR,[object Object],21,[object Object]
Corporate Communications/PR,[object Object],22,[object Object],Rapid distribution of company news,[object Object]
Personalizing Brands & Leaders,[object Object],23,[object Object],Executives as Twitter celebrities…,[object Object],Ranked #46,[object Object],1.2M Followers,[object Object],Tony Hsieh has more followers than…,[object Object],[object Object]
Dell
Techcrunch
Paula Abdul
CBS News
Lenny Kravitz
Gov Schwarzenegger
The NFL…Say What?!?!,[object Object]
24,[object Object],It’s about staying interesting and relevant, not selling product,[object Object]
Sponsorships,[object Object],25,[object Object],Brands leveraging popular Twitter users,[object Object]
Special offers rule in the Twitterverse… ,[object Object],Deals, Coupons, Discounts,[object Object],The Latest & Greatest Offers,[object Object],Contests & Promotions ,[object Object],26,[object Object]
New products & fresh offers,[object Object],27,[object Object],Twitter people want the fresh, real-time content,[object Object]
Deals & Coupons (Good),[object Object],28,[object Object],Specific, relevant, timely, Twitter only,[object Object],[object Object]
537 Clicks
2 Tweets
5.2% CTRData from Bit.ly,[object Object]
Deals & Coupons (Less Good) ,[object Object],29,[object Object],Do I care?,[object Object],[object Object]
153 Clicks
12 Tweets
0.7% CTR,[object Object]
Contests & Promotions,[object Object],31,[object Object],Tweet to enter, follow to enter, and link to contests,[object Object]
When promotions go viral,[object Object],32,[object Object],Moonfruit’s Macbook contest…,[object Object],Top Trend,[object Object],Post-Contest: 40K+ followers,[object Object],481,000 Clicks!,[object Object],http://bit.ly/info/96bxC,[object Object],Pre-Contest: ~400 followers,[object Object]
Promotions going viral (cont’),[object Object],33,[object Object],Cheddr Media publisher case study…,[object Object],Contest Traffic Sources,[object Object],-Sample From Cheddr Media User-,[object Object]
Takeaways,[object Object],34,[object Object]
[object Object]

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