Twitter For Business Lunch+Learn Webinar

Twitter for Business Using Twitter to Gain a Competitive Advantage Listen to audio over your computer speakers or you may dial in: Australia #: 02 8014 7529 New Zealand #: 0800 451 500 Access Code: 667-605-912 We will begin at approximately 12pm Australian EST

Our speakers Brian Giesen Jonathan Crossfield Director, Strategy Marketing Manager Ogilvy Netregistry 360oDigital Influence © 1997-2009 Citrix Online, a division of Citrix Systems, Inc. All rights reserved 5

Twitter-genda 01 What is Twitter and Why Businesses Should Care 02 Five Twitter Strategies to Suit Your Business 03 Why Twitter? 04 Twitter Tools 05 Do’s and Don’ts 06 Questions & Answers

What is Twitter?

Highly popular with celebrities, media and executives, Twitter is a microblogging platform composed of 140 character answers to 1 simple question: “What are you doing?”

April 2009 501 Aussie Journos December 2008 on Twitter Dell Generates $1 Million from Twitter April 2008 Comcast Uses March 2007 Twitter to Help Twitter wins Customers SXSW Award June 2009 More than 2 billion Tweets April 2009 Ashton Beats CNN to 1,000,000 followers April 2007 November Obama Joins 2008 Twitter The Real Shaq joins Twitter July 2006 Twitter Goes Live

In Australia, the annual growth rate for Twitter is 3,200% over the past year.

As of May 2009, Twitter received more than 20 million unique monthly visitors (UMVs), surpassing many mainstream news sites such as NYTimes.com.

You can Tweet by using: • Twitter.com • Desktop applications • Mobile devices

Setting up a Twitter handle 1. Include brand name. The name of the company should be included in at least your bio, and ideally your handle as well. 2. Tweet transparently. Disclose whether the handle will be maintained by one individual or a team of people within the company. 3. Use a real photo. Use a real photo as your followers will want to see that you’re a real person. Enlist a designer to jazz it up. 4. Protect against brand jacking. Consider registering variations of your brand (i.e. Nike, Nikeshoes, etc) in an effort to protect against brand jacking. 5. Create a Twitter schedule. Define the roles and responsibilities internally among your team members. 6. Don’t protect updates. Unless you have a real business reason, a tendency to be insulting, or something to hide. 7. Upload a custom background. Give your profile personality by uploading a custom background image (minimum: 1280×1024 pixels).

Strategic approach to Twitter

Quick Poll What would be your top key objective for using Twitter in your business?

Ogilvy’s 3-step methodology for using Twitter A strategic approach • Start by identifying your business or communications objective for using Twitter: – Customer service – Product promotion and sales – Crisis management – Event activation – Issues advocacy • No matter the objective, our approach involves 3 steps

Ogilvy’s 3-step methodology for using Twitter A strategic approach 1. FOLLOW 2. CREATE 3. ENGAGE

Business objective: Improve customer service

Customer service example: twitter.com/BigPondTeam Telstra’s BigPond became the first telco to join Twitter in Australia. The company uses Twitter to troubleshoot problems customers are having with their Internet service.

Business objective: Improving customer service 1. Follow – People talking about your products/services – Search using Search.Twitter.com or TweetScan Anyone who has – Use organisation tools such as TweetDeck to customers – B2C, B2B, track new mentions G2B, G2C – can use Twitter to quickly listen 2. Create and respond to customers – A Twitter handle with clear personality to build goodwill and – Tweet information relevant to your customers: address problems before proactive tips, company information, etc. they escalate into a crisis. 3. Engage – Answer questions about your product/service – Respond to comments about your brand – Direct people to helpful info on your site – Direct message for specific issues

Business objective: Promote a product or service

Product promotion example: @VodafoneNews_AU Vodafone Australia uses Twitter to share exclusive promotions and special offers for its products and services – from wireless Internet to deals on iPhones.

Business objective: Promote a product or service 1. Follow – People talking about your products/services – Clarify that the account will primarily be used for A successful sales and promotions and deals promotion plan is based on identifying your audience, 2. Create providing useful content, and being prepared to engage in – Links to online promotions, insider info on upcoming sales, discount codes the conversation. When done right, your followers will not – Consider offering Twitter-only exclusives to only become loyal customers, reward loyal followers but also evangelists for your brand and your promotions. 3. Engage – Check direct messages and replies frequently – Answer questions and feedback – Provide information when needed

Business objective: Manage and respond to a crisis

Crisis management example: twitter.com/cfavolunteer Twitter was one of the ways that many organisations got the word out and communicated during the Victorian bush fires, including volunteer fire fighters.

Business objective: Manage and respond to a crisis 1. Follow – Identify the right person to represent you on Twitter – People talking about your brand or topic Using Twitter for crisis – Follow those who are positive and negative communications is as much about preventing an isolated 2. Create issue from becoming a full- – Post real-time updates that address the status of blown crisis as it is about your issue, what you’re doing to fix it communicating to the public once a crisis has hit. – You’ll need more than 140 characters – so link to a response on a separate blog or Web site Twitter is the fast way to respond and maintain an – Clearly outline the steps you are taking open channel. 3. Engage – Respond to questions and comments from customers, influencers and media – Act within the first 24 hours, and direct people to other customer service channels

Business objective: Event activation

Event activation example: twitter.com/lenovo2008 The @Lenovo2008 Twitter handle was used by Ogilvy 360 Digital Influence Group for the Beijing Olympics for our Lenovo client.

Business objective: Event activation 1. Follow – 1-2 months out, follow discussion about the event – Follow people talking about attending, media, The real-time ability to speakers connect with others and share experiences makes 2. Create Twitter a great platform for – An event-specific hash tag individuals, or companies, to use during a major event. – Behind-the-scenes coverage, updates from keynotes and panel discussions Live-Tweeting an event brings the event to people – Links to video, photos, podcasts or blog posts who couldn’t attend in person. 3. Engage – Coordinate Tweet-ups – Talk to people who are attending your event – Ask and answer questions from attendees

Business objective: Advocate an issue or cause

Issue advocacy example: twitter.com/smarterplanetau IBM’s Smarter Planet Australia campaign uses Twitter to talk about how to use technology to create a “smarter planet” – making our systems run more efficiently and smarter.

Business objective: Advocating an issue or cause 1. Follow – Those interested in your cause, Twitter’s ability to connect industry leaders, news people with similar interests can be harnessed for the 2. Create greater social good with non- profits and issue advocacy – Added value: health tips, disaster organisations creating a alerts, fundraising info community and providing useful information to those 3. Engage they serve, volunteers, donors and other supporters. – Know your followers – Thank them for support, get them involved

In summary

Why Twitter? • Surely it’s a waste of time? • Isn’t social media just a young person’s fad? • How can I generate sales or leads? • How do I read and respond to everything? • How do I measure the results? Copyright 2009. This document is produced by Nett.

The business goal • Why would your target audience want your product? » What goal will they achieve with your product? » When are customers interested in your product or service? » What related topics are they interested in? Copyright 2009. This document is produced by Nett.

Twitter dos and don’ts • Don’t spam, preach or broadcast

Twitter dos and don’ts • Do be friendly and helpful

Twitter dos and don’ts • Don’t lurk, waiting for people to flock to you

Twitter dos and don’ts • Do share relevant content.

Measuring Twitter • Twitter is not about instant financial ROI!!!!! • It is not an advertising medium but an engagement one • It is a networking party • Track positive versus negative mentions – are positive mentions increasing? • Track influence – how many people respond or retweet what you say? • Track clicks – are people clicking on the links you share? Copyright 2009. This document is produced by Nett.

Questions and Answers How can I view a recording of today’s Webinar? • We’ll send your a link to the recording within 24 hours How can I try GoToMeeting Corporate and/or GoToWebinar? • Call 1800 451 485 (AU); 0800 42 4874 (NZ) or go to www.gotomeeting.com/corp How can I contact Brian? How can I contact Jonathan? • +61 2 8281 3853 • www.twitter.com/kimota • brian.giesen@ogilvy.com.au • www.twitter.com/bdgiesen How can I contact Josh? • editor@nett.com.au • www.twitter.com/nettmag © 1997-2009 Citrix Online, a division of Citrix Systems, Inc. All rights reserved 54

Learn more about GoToMeeting today! Please call now to have all your questions answered. Try it Free 1800 451 485 (NZ Toll Free: 0800 424 874) www.GoToMeeting.com/corp We will send you a link to the recorded session within 24 hours. Thank you for attending! © 1997-2009 Citrix Online, a division of Citrix Systems, Inc. All rights reserved 55

Twitter For Business Lunch+Learn Webinar

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