Presentation on why Twitter is a big deal and needs to be integrated in marketing activity.

1. Why the fuss?
Thomas Miles, Planning Director
Feb’ 11

2. Brands need to be where people are
People don’t go to websites, they’re sent there.

3. Twitter is increasingly where people are

4. 100m/200m accounts
300K new users everyday

5. Sharing something of value

6. A golden bullet if used well
SocialTwist: Social Media Sharing Trends 2010

7. Because you are part of a network
Professional
Interests
Friends
It’s a tool, but it’s the behaviour that matters

8. The nature of ‘friends’ have changed to ‘networks’
the problem is not information...
it’s how do you filter it

9. If you’re fed up with reading what people are having for breakfast, you’re in
the wrong network

10. Your involvement in networks can be active or passive
“I don’t like watching TV with other people. All they do is talk
and interrupt. I will tweet about live TV because the
commentary is so much more interesting”
You could watch cricket with Shane Warne

11. Your entire life can be networked
And what does Tower Bridge follow?

12. Part of a shift in how brands communicate
Broadcasting Networking
Brands need to be in the network to influence and be part
of the conversation
& If you’re looking for influencers.... They’re on Twitter

13. Twitter is the glue that holds the conversation together & keeps it flowing
Thought Leadership in a network Relationship building with loyal fans
In-depth conversations Group interactions
Tap into interest areas Events
Business to Business
Short Conversations
Exclusive Groups
Crowdsourcing
(Brand Managers & The Times)

14. Uses

15. Customer Engagement

16. Build Trust
Greater Transparency is being
demanded by the public

17. Understand Networks - target who’s really driving the
conversation
Social Mention Tweetstats
Twitter advanced search offers - date, place, sentiment, retweets
(i.e. see pre, during, post campaign)

18. Predictive Modelling & Trends
Observe how campaigns spread and who’s involved
97.3% opening
weekend box office
prediction
The rate of tweets around the release date, retweets &
location
Possibly Twitters greatest commercial potential
Google takes 5 weeks to refresh pages. Twitter is realtime

19. New Business
Get your agency into networks
Intelligence:
Understand what prospects are talking about.
See how customers are interacting with them
- loves & hates

20. Relationship Building
A tweet is simpler than an EDM
Like Facebook an opportunity to
build brand relationship
Reward interest in your brand -
exclusive content, offer etc.
Use Twitter to create greater
involvement & investigation into
brand offering

21. Summary
Twitter is about being part of a community
Follow your interests (create your network)
Find the network your brand is part of and create a
useful way to enable the conversation
Use Twitter to understand market sentiment,
influences and build relationships with your audience

22. Thank You