The Business Side of Twitter
     Presentation to The Circuit




       Information Services R&D
          September 24, ...
Summary
•   Perception vs. Reality
•   Forrester’s Social Technographic Ladder
•   Twitter’s Growing Influence
•   Spectat...
Perception vs. Reality




          Perception



                  3
Perception vs. Reality




Reality
                       4
The Basics
• Twitter: free social networking and micro-blog service
• Users send and receive messages known as tweets
• Tw...
The Basics: http://twitter.com/WSJ

         Microblog




                      Who WSJ follows
                     and ...
The Basics: http://twitter.com/WSJ
Twitter works best with a content management system; if
  you don’t have a way to rapid...
The Basics: URL shortening
Twitter expects that most hyperlinks (URLs) are
  shortened because of the character limit; exa...
The Basics: Plethora of Clients Available
• Twitter: the basic web interface
• HootSuite: web-based, multi-account managem...
The Basics: Commands (web, phone, etc.)
• F wsj – become a follower
• @wsj nice work on the Citi article! – public message...
The Basics: Unofficial Conventions
• RT wsj dow up 90 today – re-tweet (relay) a message
• RT wsj #djia up 90 today – hash...
Forrester: Social Technographics Ladder




                         12
Forrester: Social Technographics Ladder
                              More than 80%
                                of onl...
Twitter’s Growing Influence




                   14
Twitter’s Growing Influence




                   15
Usage by Demographic (55+)




                  16
Usage by Demographic (45-54)




                   17
Usage by Demographic (35-44)




                   18
Usage by Demographic (25-34)




                   19
Usage by Demographic (18-24)




                   20
Spectator: Watch the Brand




                  21
Spectator: Search




              22
Spectator: Twendz




              23
Spectator: Monitter




               24
Spectator: Trendistic




                25
Joiner: … FAIL




            26
Joiner: Keeping a Placeholder




                    27
Creator: Service @ComcastCares




                    28
Creator: Service @ComcastCares
• Successful because they actually solve problems!
• Skilled customer-service reps, not PR/...
Creator: Behind the Scenes with USTREAM




                         30
Creator: Suggestion Box @WholeFoods




                      31
Creator: Viral News @NYTimes




                   32
Creator: Collaboration @FIOS




Verizon Twitter Widget
  (FIOS cable service)

                         33
Creator: Travel Tips @JetBlue




                    34
Creator: Crowd-sourcing @IdeasCulture
• Submit challenge by 4 PM, by 6 PM challenge sent to
  200 ‘Ideas Agents’ in 8 coun...
Creator: Sales @woot




               36
Creator: Niche Sales @wootwine




                    37
Creator: Contest @yahoofinance
Yahoo! Finance created Twitter-based contest on 9/10:
• Start by following @yahoofinance on...
Creator: School-to-parent @SCSSchoolMeals
• Somerset County Services (UK)
  publishes its school menu each day
  via Twitt...
Creator: Coupon Broker @CouponTweet




  Search for coupons
  and discounts
                       40
Creator: Sales @DellOutlet




                  41
Creator: Diffusion - Dell AdoptAMini.com




                          42
Bridging the Virtual and Physical Worlds
• Tech conferences in Europe, many attendees were wearing
  pendants called Poken...
Bridging the Virtual and Physical Worlds
If Pokens catch on here,
    consider implications
    for CPG, retailers,
    mi...
Bridging the Virtual and Physical Worlds




• Visit Tweet My Bumper, site will print, ship bumper sticker
• "Follow me in...
Bridging the Virtual and Physical Worlds




                If you are interested in this
             brand, ‘high four’...
Recommendations
• Evaluate: where are you
  on the ladder? Where do
  you want to go?
• Plan: how do you intend
  to move ...
Questions?
Answers not guaranteed for completeness, accuracy or timeliness




                                         48
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Enterprise Use of Twitter by Doug Ross

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The Circuit on September 24, 2009 - Breakfast BYTES

Doug Ross, Vice President and Chief Technology Officer Western & Southern Financial Group (W&S) presented this outstanding Breakfast BYTES presentation on the Enterprise Use of Twitter.

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Enterprise Use of Twitter by Doug Ross

  1. 1. The Business Side of Twitter Presentation to The Circuit Information Services R&D September 24, 2009
  2. 2. Summary • Perception vs. Reality • Forrester’s Social Technographic Ladder • Twitter’s Growing Influence • Spectator: Watch the Brand • Joiner: Protect the Brand • Creator: Lead the Pack • Bridging the Virtual and Physical • Q&A 2
  3. 3. Perception vs. Reality Perception 3
  4. 4. Perception vs. Reality Reality 4
  5. 5. The Basics • Twitter: free social networking and micro-blog service • Users send and receive messages known as tweets • Tweets are text-based posts up to 140 characters long • Users can choose to send and receive tweets via SMS • Tweets are only delivered to a user’s followers • By default, anyone can follow a user, but restricted delivery (locked updates) is permitted • Through the Twitter API, a wide range of applications can interact with the service 5
  6. 6. The Basics: http://twitter.com/WSJ Microblog Who WSJ follows and who are WSJ’s followers 6
  7. 7. The Basics: http://twitter.com/WSJ Twitter works best with a content management system; if you don’t have a way to rapidly update your website content, Twitter effectiveness is greatly diminished • Blogs work well • Shortened URLs • Rules, regs, disclosures • Rich content • Offers, entry forms 7
  8. 8. The Basics: URL shortening Twitter expects that most hyperlinks (URLs) are shortened because of the character limit; examples of third-party URL shortening services include: • tinyurl.com • bit.ly • ow.ly 8
  9. 9. The Basics: Plethora of Clients Available • Twitter: the basic web interface • HootSuite: web-based, multi-account management • Twhirl: thick-client (AIR), multi-account management • TweetDeck: thick-client (AIR) • TwitterFeed: feed RSS (blog posts) into Twitter • TweetFunnel: team tweeting for business users 9
  10. 10. The Basics: Commands (web, phone, etc.) • F wsj – become a follower • @wsj nice work on the Citi article! – public message • D wsj it’s a secret! – direct, private message • whois wsj – basic info • get wsj – retrieve latest update • stats – list my stats (# of followers, etc.) • invite 513-555-1234 – ask cellphone user to join/follow 10
  11. 11. The Basics: Unofficial Conventions • RT wsj dow up 90 today – re-tweet (relay) a message • RT wsj #djia up 90 today – hash tag (# prefix) Hash tags are used to categorize tweets, examples are: – #music – #quote – #jobs – #phone – #news 11
  12. 12. Forrester: Social Technographics Ladder 12
  13. 13. Forrester: Social Technographics Ladder More than 80% of online U.S. adults participate in one or more social networks 13
  14. 14. Twitter’s Growing Influence 14
  15. 15. Twitter’s Growing Influence 15
  16. 16. Usage by Demographic (55+) 16
  17. 17. Usage by Demographic (45-54) 17
  18. 18. Usage by Demographic (35-44) 18
  19. 19. Usage by Demographic (25-34) 19
  20. 20. Usage by Demographic (18-24) 20
  21. 21. Spectator: Watch the Brand 21
  22. 22. Spectator: Search 22
  23. 23. Spectator: Twendz 23
  24. 24. Spectator: Monitter 24
  25. 25. Spectator: Trendistic 25
  26. 26. Joiner: … FAIL 26
  27. 27. Joiner: Keeping a Placeholder 27
  28. 28. Creator: Service @ComcastCares 28
  29. 29. Creator: Service @ComcastCares • Successful because they actually solve problems! • Skilled customer-service reps, not PR/Marketing • Attempt to get resolution on Twitter, in public 29
  30. 30. Creator: Behind the Scenes with USTREAM 30
  31. 31. Creator: Suggestion Box @WholeFoods 31
  32. 32. Creator: Viral News @NYTimes 32
  33. 33. Creator: Collaboration @FIOS Verizon Twitter Widget (FIOS cable service) 33
  34. 34. Creator: Travel Tips @JetBlue 34
  35. 35. Creator: Crowd-sourcing @IdeasCulture • Submit challenge by 4 PM, by 6 PM challenge sent to 200 ‘Ideas Agents’ in 8 countries • Example: “Find a way to increase attendance at professional development conferences” 35
  36. 36. Creator: Sales @woot 36
  37. 37. Creator: Niche Sales @wootwine 37
  38. 38. Creator: Contest @yahoofinance Yahoo! Finance created Twitter-based contest on 9/10: • Start by following @yahoofinance on Twitter • Tweet your answer to weekly trivia question in format below. First person to answer correctly wins. • To Tweet your answer, copy and paste the following text: #yfinancetrivia [answer] @yahoofinance 38
  39. 39. Creator: School-to-parent @SCSSchoolMeals • Somerset County Services (UK) publishes its school menu each day via Twitter; geared towards helping address child obesity • Parents can follow @SCSSchoolmeals to receive a tweet each morning showing what’s on the school menu. Any parent, grandparent or care-giver can follow, whether their child currently eats school meals or not. • Used to update parents on special theme days, how to apply for free school meals, etc. 39
  40. 40. Creator: Coupon Broker @CouponTweet Search for coupons and discounts 40
  41. 41. Creator: Sales @DellOutlet 41
  42. 42. Creator: Diffusion - Dell AdoptAMini.com 42
  43. 43. Bridging the Virtual and Physical Worlds • Tech conferences in Europe, many attendees were wearing pendants called Pokens; which replace business cards • Pokens have two parts: one is a plastic shell which you choose to reflect your identity • The other is the hand part, which has a USB connector; plug your Poken into a PC and you can enter your social network IDs into it (Twitter, Facebook, LinkedIn, etc.) • Now if you meet someone, you can “high four” them, and your Pokens can exchange info once they come in close proximity to one another -- no more scribbling email addresses, etc. • Best Real World Gadget (TechCrunch UK) 43
  44. 44. Bridging the Virtual and Physical Worlds If Pokens catch on here, consider implications for CPG, retailers, misc. marketers… 44
  45. 45. Bridging the Virtual and Physical Worlds • Visit Tweet My Bumper, site will print, ship bumper sticker • "Follow me in traffic. Follow me on Twitter“ • Standard bumper sticker priced at $5 (includes promotional TweetMyBumper URL); $6 (without promo URL) • Any business can borrow this concept! 45
  46. 46. Bridging the Virtual and Physical Worlds If you are interested in this brand, ‘high four’ your Poken to exchange info; receive product offers, promo codes, samples… 46
  47. 47. Recommendations • Evaluate: where are you on the ladder? Where do you want to go? • Plan: how do you intend to move up? Who will be the owner? Are there legal, compliance issues? • Implement: make your plan real, find out what fails and what works, test and iterate… 47
  48. 48. Questions? Answers not guaranteed for completeness, accuracy or timeliness 48
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