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04b.Twitter

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  • Passenger on ferry Janis Krums clicked a snapshot with his iPhone of US Airways Flight 1549 partially submerged in the Hudson River and tweets rescue of passengers in Hudson River after plane crash.
  • Same pic appeared on front pages of major dailies.
  • Pepsi Ad appears in German magazine of “last calorie suicide” found to be insensitive by Tweeters and was immediately killed.
  • Botanicalls allows plant to send tweets to owner when it is running low on moisture. US$99.99 for the kit.
  • Zappos is a company that believes in a good customer experience and that repeat customers are the key to success.
  • Zappos has put culture first by launching twitter.zappos, com, a site that pulls in live feeds of all their employees who are on Twitter and of anyone who mentions Zappos on Twitter. It’s a constantly evolving conversation, a patchwork that represents their culture, but it’s also a completely transparent way to show how they are communicating with their customers - not just a company providing a service, but human to human conversation. Within a month of starting his Twitter account, the CEO has been sharing what he is up to personally and professionally and providing behind the scenes information about working at Zappos. It’s about customer service, it’s brand building, it’s reputation management, it’s CRM. But what does that do for the bottomline?
  • Zappos customers become evangelists of the brand.
  • I wrote Tony Hsieh an email after he said he would send anyone the Zappos Culture Book, then tweeted about it and received immediate reply from @Zappos_Service and three days later the UPS guy showed up outside my house in Malaysia. It arrived in 72 hours all the way from Vegas. Cool.
  • Twestivals are events run via Twitter. In September 2008, a group of Twitterers based in London UK decided to organise an event where the local Twitter community could socialize offline; meet the faces behind the avatars, enjoy some entertainment, have a few drinks and tie this in with a food drive and fundraising effort for a local homeless charity. The bulk of the event was organized in under two weeks, via Twitter and utilized the talents and financial support of the local Twittersphere to make this happen. Around the world similar stories started appearing of local Twitter communities coming together and taking action for a great cause. Twestival was born out of the idea that if cities were able to collaborate on an international scale, but working from a local level, it could have a spectacular impact. By rallying together globally, under short timescales, for a single aim on the same day, the Twestival hopes to bring awareness to this global crisis.
  • First Malaysian twestival was held at Mist Club, Bangsar, Sept 12, 2009. They raised RM11k and had two PCs with broadband connection donated to Destiny Starting Point a home for delinquent boys in Klang. Various sponsors such as Air Asia, Digi, Tiger, 1901 Hotdogs, Crocs, GSC, Cupcake Chic and NZ Natural Ice Cream.
  • Transcript

    • 1. Module 4B: Twitter & YouTube
    • 2. Twitter in action: Plane crash! http://www.youtube.com/watch?v=imDFSnklB0k
    • 3.  
    • 4. From Twitter to Front page
    • 5. Lessons
      • A single person with a smartphone can make a huge impact globally
      • Some characteristics of social media: immediacy, velocity, amplification, archival, offers more engagement and instant feedback .
      • People care more when it’s someone “like me”: more human , more real, more visual , more believable, more authentic.
    • 6. #defahmi vs Blu Inc
    • 7. Twitter as a canary in the coalmine
    • 8. Would you trust a surgeon who tweeted your operation?
    • 9. Tweeting what you eat
    • 10.  
    • 11. “ Water me, please!”
    • 12. How are companies using Twitter
      • EXTERNAL
      • Customer service
      • News, blog updates
      • Branding, promotion, marketing
      • PR, media relations
      • Finding leads, prospects
      • Extending touchpoints
      • Community building
      • Networking, tweetups
      • Direct sales
      • Recruitment
      • Driving traffic to website
      • INTERNAL
      • Connecting sales teams
      • Coordinating decentralized teams
      • Event planning
      • Project status and updating staff, teams
      • Employee support
      • Mentoring
      • Problem-solving
      • Purely social
    • 13. CIMB on Twitter: Customer service twitter.com/cimb_assists
    • 14. Scott Monty, Ford Motor Company Head of social media, Ford http://www.scottmonty.com http://twitter.com/scottmonty 1. Always shows gratitude 2. Constantly correct misinformation 3. Encourage conversation
    • 15. Frank Eliason, Citi, formerly of Comcast SVP of Social, Citi http://www.frankeliason.com http://twitter.com/askciti Formerly @comcastcares 4. Problem solver: Fields customer support issues, re-directs to right person 5. Always helpful and adding value
    • 16. “ People relate to people, not companies,” Tony Hsieh, Zappos.com, Zappos.com: Shoevangelism
    • 17. Case study: Zappos.com
      • Free shipping, a 24/7 open call center, and 365-day return policy.
      • Turned an e-commerce shoe site into a US$1B business in 10 years . Sold to Amazon.com
      • Obsession with customer service, little advertising, organic word-of-mouth recommendations.
      • Five weeks of employee training on culture, core values, customer service. Uses Twitter as communications channel.
    • 18.  
    • 19.  
    • 20.  
    • 21.  
    • 22. Twitter 101
      • A tweet is 140 characters long
      • RT : re-tweet other tweets you think are worth repeating,
      • @username : used to reply to someone or engage in a conversation or as a hat tip. This a public tweet everyone can see. Eg: @username message
      • dm or d followed by space, then name of person eg: d username message OR click Messages (next to Profile). You can send private message to someone only if they follow you.
    • 23. Twitter 101: Using #hashtags
      • The Hash Tag aka Pound Symbol [#] is used to categorize tweets into topics, events, trends.Hashtags are the Twitter equivalent of keywords. eg: #socialmedia
      • Search specific hashtags and save those searches for future reference.
      • Tip: Use a unique hashtag to promote a contests, event or product eg: #contest123 (make sure no one is using it first)
      • #followfriday or #ff is used by a majority to spotlight individuals they consider worth following, not necessarily on Friday
    • 24. Short links
      • Helps reduce character space. Became popular with rise of Twitter
      • Popular services: tinyurl.com, bit.ly
      • Others: is.gd, snipurl.com, tr.im
      • When posting a link, use Topsy.com to find out how popular/timely the link already is and whether your friends have already tweeted/posted it.
      • Bit.ly provides transparent stats: Add + sign at the end of shortlink eg: bit.ly/123456+
      1. 2.
    • 25. Must-know Twitter Basics Settings:Profile Time Zone/Location Notifications Design Follow Tweet RT @Username Shortlink Reply Messages(DM) #hashtag @Mentions Searches Lists FF Add Image TwitPic TwitVid Selective Tweets Block spammer Who To Follow Trends Tweet Button
    • 26. Twitter: Best practices
      • Listen: Follow popular tweeters first
      • Share: Find great stuff to share
      • Be authentic
      • Be active! No one is interested if your last tweet was from several months ago
      • Don’t hard sell: If you are plugging your own product, service, event, cause, say so. Preface with “Shameless plug…”
      • Preface a personal opinion with IMHO , or “My personal opinion is…”
    • 27. Sample Twitter Accts/Lists
      • Media on Twitter: http://www.mediaontwitter.com
      • Journalists on Twitter: http://muckrack.com
      • List of Malaysian journalists:
      • http://twitter.com/trinetizen/malaysian-journalists
      • List of Malaysian media:
      • http://twitter.com/trinetizen/malaysian-media
      • List of Malaysian politicians:
      • http://twitter.com/trinetizen/malaysian-politicians
      • List of Malaysian celebs:
      • http://twitter.com/trinetizen/malaysian-politicians
      • List of Malaysian brands:
      • http://twitter.com/trinetizen/malaysian-brands
    • 28. Useful Twitter apps
      • Twitter clients: Tweetdeck, Seesmic, Ubersocial, Hootsuite, Twitterrific, Twhirl
      • TweetAlarm, Twilert: Put in a keyword and get emails when others tweet it.
      • Twellow: Search for tweeple
      • Twitpic, Lockerz: Post photos, captions
      • Yfrog, Twitvid: Post videos
      • Twapperkeeper: Archives tweets
      • Tweetstats : Graphs your stats
      • Spy: http://spy.appspot.com/
    • 29. Useful Twitter analytics
      • Twitter Web Analytics (from Twitter, coming soon)
      • Rowfeeder: http://rowfeeder.com/
      • Tweetstats: http://tweetstats.com
      • Twittercounter: http://twittercounter.com
      • The Archivist: http://archivist.visitmix.com
      • Klout: http://klout.com
      • Twitter Grader: http://tweet.grader.com
      • Twitalyzer: http://twitalyzer.com
      • Monitter: http://monitter.com
    • 30. Exercise: Twitter
      • Go to Twitter (set up account, if you don’t already have one)
      • Find a news story to tweet
      • Make a shortlink using bit.ly of that story link
      • Create 140-character tweet and add the short link
      • Find people to follow
      • Create a list
      • Re-tweet another person’s tweet
      • Post a photo using Twitpic
    • 31. Outreach/CSR: Tweetups
    • 32.
      • Raised RM11,000 + two desktop PCs + Broadband
      • Destiny Starting Point , a home Klang
    • 33. Ashton Kutcher vs CNN @aplusk beats @cnnbrk to 1m followers, then donates US$100,000 to buy 10,000 nets for ‘Malaria No More’, a nonprofit which wants to end malaria deaths in Africa by 2015. No malaria video
    • 34. Celebs using Twitter to promote their causes
      • http://twitter.com/Jamie_Oliver
      • http://twitter.com/aplusk
      • http://twitter.com/RyanSeacrest
      • http://twitter.com/oprah
      • http://twitter.com/QueenRania
      • http://twitter.com/JimCarrey
      • http://twitter.com/BillGates
      • http://twitter.com/charlizeafrica
      • List: celebritytweet.com
    • 35.  
    • 36. Start a YouTube channel
    • 37. Ideas for videos
      • Customer interviews, testimonials
      • Customer submits questions and CEO replies
      • CEO weekly fireside chat or thought leadership “editorials”
      • Profile employee of the month
      • Industry trends or issues or controversies
      • Sneak previews of new products/services
      • Info-educational on services: 10 ways to…
    • 38. 5 tips on posting video on YouTube
      • Keep it short: 3 - 15 minutes max.
      • Homemade is fine: be creative.
      • Title and tags: Have descriptive keywords that pull-in viewers, link to website.
      • Resize to 640x480 res: QuickTime .mov, Windows .avi, .mpg, .3gp or mpeg4 (Divx, Xvid) with mp3 audio.
      • Try making slideshows using MS Photostory:
      • http://www.microsoft.com/windowsxp/using/digitalphotography/PhotoStory/default.mspx
    • 39. Useful YouTube links
      • General help
      • http://www.google.com/support/youtube/
      • YouTube Help videos
      • http://www.youtube.com/user/YouTubeHelp
      • Ten Ways You Can Use YouTube To Promote Your Online Content http://www.masternewmedia.org
      • YouTube Marketing
      • http://www.youtubemarketing.net
      • 50 YouTube tricks and tips
      • http://chris.pirillo.com/50-youtube-and-online-video-tips-and-tricks
    • 40. 5 tips on Photos
      • People like seeing faces online. Post close-ups.
      • Buy a decent digital camera.
      • Always upload in smaller sizes: 800x600 or smaller, 150KB or smaller, unless you plan to allow users to download and print.
      • Use Picasa to edit: http://picasa.google.com, picasaweb.google.com ( Caveat: Picasa automatically makes duplicates of your pics, so if you have many pics in hard-disk, empty My Pictures folder, and manually import)
      • Use free sites: Flickr, Fotki, Photobucket, Facebook. Or pay minimum annual: Eg: SmugMug:US$40/year, Fotki: US$25/year
    • 41. Social media campaigns: Managing expectations
      • Get everyone on the same page
      • Set realistic goals
      • Under-promise and over-deliver
      • Be prepared for consequences
    • 42. Social media campaigns: Managing the third-party
      • Communicate your objectives clearly
      • Agency must provide a detailed plan with specifics on how they will take you to where you are headed
      • Be clear on your expectations: strategist or providing hands/legs
      • Start on project work before signing retainer
      • Track progress and measure results independently, ROI
    • 43. 2.Connect 1.Listen 3.Add Value 4.Measure
    • 44. 1. Listen
      • Search keywords in Google
      • RSS feeds, iGoogle, Google Reader
      • Google Alerts, TweetAlarm
      • Facebook Group or Page
      • Use dashboard tools: SocialMention, Trackur, Brandtology
    • 45. 2. Connect
      • Twitter : Respond to tweets mentioning your brand, thank followers for re-tweets, say hello to new followers
      • Facebook: Thank new fans for “liking” your page, provide weekly Discussion topics
      • YouTube, Blogs: Comment on blogs mentioning your brand, show gratitude if positive
    • 46. 3. Add value
      • Provide customer support
      • Respond to complaints
      • Direct questions to real people who can provide the answers, if unavailable on website
      • Correct misinformation, myths, rumours
      • Promote issues important to your company
    • 47. 4. Measure
      • Quantitative: Page views, Unique visitors, time spent, downloads, number of friends, fans, followers, likes, tweets, re-tweets, clicks to short links (eg: bit.ly provides stats), comments, mentions, video embeds
      • Qualitative: Were we able to resolve a customer issue, avert a crisis, save costs, improve a service/product. Did we learn something that we didn’t know before?
      • Were we able to engage our customers in new conversations? What is the sentiment of people blogging/tweeting about our brand – positive, negative, neutral?
    • 48. “ In the past you were what you owned. Now you are what you share,” Charles Leadbeater