Presentation delivered at National Union of Journalists on 19 April

1. Twitter: Business use
and Social Reach

2. Twitter stats
• 6 Years Old
• 500 million users
• In the UK:
• London World Tw Capital
• Ranked 4th in world use
• 24m UK users
• 12 minutes a day
• 25-44y = 60% audience
@TiffanyStJames

3. US ‘old’ examples
Dell
• Direct Sales on Twitter
• Few times a week
• Tracking URLS to find
what most appeals
Jet Blue
• One of first Tw corporates
• Established Tw 2007
• Just Customer service
..but we need more relevant
UK examples..
@TiffanyStJames

4. Business use
• HR
• PR
• Direct Sales
• Customer Service
• Business Intelligence
Olivier Blanchard
@thebrandbuilder
@TiffanyStJames

5. Customer service
Make people feel
• Welcomed
• Appreciated
• Want to return
• Want to share
Peter Shankman
@TiffanyStJames

6. Event Leaders
• Ask questions live
• Guest blogs in real-time
• All documents on Scribd
• Download from Flickr
• Davos YouTube debates
• Follow attendees in one
place on Twitter
Source: fresh networks
@TiffanyStJames

7. Event Journalism
• Factual commentary
• Open questions
• Transparent walls
• Real-time feedback
• Audience sentiment
@TiffanyStJames

8. Social data

9. Twitter driving
engagment

10. Personal reach
• Exposure: 80 countries
• 4638 unique visits
• 3 National newspapers
• 1 Podcast
• 2 Radio interviews
• 12 Offer
• Marketing Budget £0.00
@TiffanyStJames

11. So what can we do?
@TiffanyStJames

12. Key activities
• Listen, monitor and gain insight on what is being said
• Build an interested community
• Manage reputation
• Promote initiatives and campaigns
• Engage with influencers
• Idea creation
• Market testing
• Product testing
• e CRM – full service customer relations
@TiffanyStJames

13. Set an objective
Listening
Buzz generation
Research,
Stimulate discussion,
audience insight,
encouraging sharing
understanding views
Co-production Discussion & Response
Working with a Driving take-up,
community to produce asking for feedback
a resource
Source: Helpfultechnology.com @TiffanyStJames

14. Digital Framework
Create a digital/social framework
Strategic Creative
Insight Delivery Results
understanding Development
Understand the Listen online to Develop tactical Deliver and manage Using monitoring and
objectives, target what’s being said activity (including all activity measurement tools
audiences and what about brands, content) that will Benchmark and
the ROI needs to be products etc engage with core measure outcomes to
audiences and help understand ROI
achieve objectives
Source: Tiffany St James and Gemma Went @TiffanyStJames

15. Thank you
Let’s keep
talking…
TiffanyStJames
on most social channels
@TiffanyStJames

16. This presentation is at:
slideshare.net/tiffanystjames

17. BIMA
• Founded in 1985 - world’s oldest new media association
• Support and promote the British digital industry
• Share knowledge and best practice
• Reward great work and encourage the next generation
• Over 200 members with combined revenues of £3 billion,
representing hundreds of thousands of people
• Members of the Advertising Association – giving digital a seat the
top table
• ConnectedUK, Digital Hall of Fame, National Standards and of
course the BIMA Awards…