0
Twitter for Business
        Using Twitter to Gain a
        Competitive Advantage
Listen to audio over your computer spea...
Introduction to moderator


                                              Josh Mehlman
                                   ...
Lunch+Learn Hashtags



     #twitter4biz
     #lunchnlearn

        © 1997-2009 Citrix Online, a division of Citrix Syste...
GoToWebinar Attendee Interface
         1. Viewer Window                                                                  ...
Our speakers


         Brian Giesen                                                                        Jonathan Cross...
Twitter-genda



    01   What is Twitter and Why Businesses Should Care


    02   Five Twitter Strategies to Suit Your B...
What is Twitter?
Highly popular with celebrities, media and
executives, Twitter is a microblogging
platform composed of 140 character answe...
April 2009
                                                                        501 Aussie Journos
                    ...
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 site...
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
...
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 communication...
Ogilvy’s 3-step methodology for using Twitter
A strategic approach




                1. FOLLOW             2. CREATE   3...
Business objective:

Improve customer service
Customer service example: twitter.com/BigPondTeam
Telstra’s BigPond became the first telco to join Twitter in
Australia. T...
Business objective:
Improving customer service
                                1. Follow
                                 ...
Business objective:

Promote a product or service
Product promotion example: @VodafoneNews_AU
Vodafone Australia uses Twitter to share exclusive promotions
and special offe...
Business objective:
Promote a product or service
                                  1. Follow
                             ...
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 a...
Business objective:
Manage and respond to a crisis
                                1. Follow
                             ...
Business objective:

Event activation
Event activation example: twitter.com/lenovo2008
The @Lenovo2008 Twitter handle was used by Ogilvy 360
Digital Influence G...
Business objective:
Event activation
                                 1. Follow
                                   – 1-2 m...
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...
Business objective:
Advocating an issue or cause
                                 1. Follow

                             ...
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 ...
Why Twitter?

• Astronomical growth (year on year 517.9%)




                                                Courtesy Hit...
Why Twitter?

• Over 60% of Twitter users aged 35+
• Over 55s are the biggest users




                                  ...
Why Twitter?

• It’s where the customer decision process starts




 Copyright 2009. This document is produced by
 Nett.
How much influence do they have?

• @Trib – followed by over 4000 people




 Copyright 2009. This document is produced by...
Why Twitter?

• Have the sales conversation right there on Twitter
• Don’t force the user to contact you through another
 ...
The business goal

• What is your goal?




                   How can my business use Twitter to
                  increa...
The business goal

• What is your goal?




                   How can my business help my target
                     aud...
The business goal
• Why would your target audience want your product?
     » What goal will they achieve with your product...
Twitter tools
• Tweetdeck
    »   Notifies
    »   Displays
    »   Filters
    »   Searches




Copyright 2009. This docu...
Twitter tools
• Tweepsearch
  » Search bios
  » Find your audience
  » Follow!




   Copyright 2009. This document is pro...
Twitter tools
• Nowww.com.au
• Tweetbeep.com
• Twitterfeed.com
• Tweetmeme.com




 Copyright 2009. This document is produ...
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...
Measuring Twitter

• Stick at it!
• Genuine benefits
  can take months!
• Stay consistent
• Tweet regularly
• Tweet positi...
Questions and Answers

How can I view a recording of today’s Webinar?
  • We’ll send your a link to the recording within 2...
Learn more about GoToMeeting today!
       Please call now to have all your
            questions answered.

             ...
Twitter For Business Lunch+Learn Webinar
Twitter For Business Lunch+Learn Webinar
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Twitter For Business Lunch+Learn Webinar

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Social media tools like Twitter are redefining how your customers and stakeholders interact online. Isn’t it time to see if your business can leverage the power of this microblogging platform?

In this interactive Lunch+Learn Webinar, you’ll get a step by step breakdown of how the Twitter service works and how to get started using it. Moreover, you’ll be able to engage with industry experts on practical ways to integrate Twitter into your business.

Attend this one-hour Webinar to learn:

*How to get started using Twitter

*Twitter do’s and don’ts

*How businesses of all sizes use Twitter to gain an advantage

*And more...

Published in: Business, Technology
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  • Very interesting and helpful to students who are entering the business world!
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  • Great display. I've taken some of the structure graphics together with adapted to my startup
    Sharika
    http://winkhealth.com http://financewink.com
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  • A great presentation. Doesn't make it look so foreign now! Thank you
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  • I'm so glad I took a look at your slideshow. The presentation demonstrates the value of twittering with purpose. Thanks.
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  • Agree with all the other comments! Some helpful tips to better utelise our existing twitter campaigns!
    Looking forward to the next webinar!
    Thanks
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Transcript of "Twitter For Business Lunch+Learn Webinar"

  1. 1. 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
  2. 2. Introduction to moderator Josh Mehlman Editor NETTmagazine www.nett.com.au @nettmag © 1997-2009 Citrix Online, a division of Citrix Systems, Inc. All rights reserved 2
  3. 3. Lunch+Learn Hashtags #twitter4biz #lunchnlearn © 1997-2009 Citrix Online, a division of Citrix Systems, Inc. All rights reserved 3
  4. 4. GoToWebinar Attendee Interface 1. Viewer Window 2. Control Panel Type your question here © 1997-2009 Citrix Online, a division of Citrix Systems, Inc. All rights reserved 4
  5. 5. 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
  6. 6. 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
  7. 7. What is Twitter?
  8. 8. 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?”
  9. 9. 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
  10. 10. In Australia, the annual growth rate for Twitter is 3,200% over the past year.
  11. 11. As of May 2009, Twitter received more than 20 million unique monthly visitors (UMVs), surpassing many mainstream news sites such as NYTimes.com.
  12. 12. You can Tweet by using: • Twitter.com • Desktop applications • Mobile devices
  13. 13. 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).
  14. 14. Strategic approach to Twitter
  15. 15. Quick Poll What would be your top key objective for using Twitter in your business?
  16. 16. 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
  17. 17. Ogilvy’s 3-step methodology for using Twitter A strategic approach 1. FOLLOW 2. CREATE 3. ENGAGE
  18. 18. Business objective: Improve customer service
  19. 19. 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.
  20. 20. 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
  21. 21. Business objective: Promote a product or service
  22. 22. 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.
  23. 23. 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
  24. 24. Business objective: Manage and respond to a crisis
  25. 25. 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.
  26. 26. 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
  27. 27. Business objective: Event activation
  28. 28. 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.
  29. 29. 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
  30. 30. Business objective: Advocate an issue or cause
  31. 31. 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.
  32. 32. 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
  33. 33. In summary
  34. 34. 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.
  35. 35. Why Twitter? • Astronomical growth (year on year 517.9%) Courtesy Hitwise Australia www.hitwise.com.au Copyright 2009. This document is produced by Nett.
  36. 36. Why Twitter? • Over 60% of Twitter users aged 35+ • Over 55s are the biggest users Courtesy Hitwise Australia www.hitwise.com.au Copyright 2009. This document is produced by Nett and Netregistry.
  37. 37. Why Twitter? • It’s where the customer decision process starts Copyright 2009. This document is produced by Nett.
  38. 38. How much influence do they have? • @Trib – followed by over 4000 people Copyright 2009. This document is produced by Nett.
  39. 39. Why Twitter? • Have the sales conversation right there on Twitter • Don’t force the user to contact you through another channel Copyright 2009. This document is produced by Nett.
  40. 40. The business goal • What is your goal? How can my business use Twitter to increase sales, brand awareness and reach a wider audience? Copyright 2009. This document is produced by Nett.
  41. 41. The business goal • What is your goal? How can my business help my target audience achieve their goals? Copyright 2009. This document is produced by Nett.
  42. 42. 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.
  43. 43. Twitter tools • Tweetdeck » Notifies » Displays » Filters » Searches Copyright 2009. This document is produced by Nett.
  44. 44. Twitter tools • Tweepsearch » Search bios » Find your audience » Follow! Copyright 2009. This document is produced by Nett.
  45. 45. Twitter tools • Nowww.com.au • Tweetbeep.com • Twitterfeed.com • Tweetmeme.com Copyright 2009. This document is produced by Nett.
  46. 46. Twitter dos and don’ts • Don’t spam, preach or broadcast
  47. 47. Twitter dos and don’ts • Do be friendly and helpful
  48. 48. Twitter dos and don’ts • Don’t lurk, waiting for people to flock to you
  49. 49. Twitter dos and don’ts • Do share relevant content.
  50. 50. 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.
  51. 51. Measuring Twitter • Stick at it! • Genuine benefits can take months! • Stay consistent • Tweet regularly • Tweet positively! Copyright 2009. This document is produced by Nett.
  52. 52. 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
  53. 53. 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
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