Taking Twit Out Of Twitter (updated)

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Notes on slide 1

A landslide in Bukit Antarabangsa, Kuala Lumpur on Dec 6, 2008 was tweeted about by news orgs and individuals who were there.

One of the earliest photos of the Sydney fires taken by David Tree. The koala was named Sam and later died.

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.

Twitter comes into its own for breaking news. When the terrorists attacked Mumbai Nov 26, 2008 the most interesting links and accounts were found on Twitter and CNN IBN had a live feed on the net.

More than 960 tweets a minute were streaming in on Twitter. Some were useful pointing to possible vehicle used by suspects and where to donate for blood.

Pepsi Max Ad appears in German magazine of “last calorie suicide” found to be insensitive by Tweeters and was immediately killed saving the company from reputation management nightmare.

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 revenues over 10 years is proof that the model works.

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.

You can document your weight loss efforts online at tweetwhatyoueat.com and have others encourage you.

Botanicalls allows plant to send tweets to owner when it is running low on moisture. US$99.99 for the kit.

David Armano posted for help for an abused Rumanian immigrant who cleans houses. 3 children, youngest Down syndrome.Brandon, age 6, Daniela, age 9 and little Evelyn age 4. “Daniela is divorcing her spouse after years of abuse. In recent years her mortgage went unpaid and she's lost her house. As of this moment, Daniela's family is staying at our house and we are trying to help her find a one bedroom apartment for her family to live in. With Evelyn, her youngest having Down's Syndrome and Daniela herself being a Romanian immigrant with very little family support she literally has no one to turn to. Except us (all of us). Daniela cleans houses when she can leave her family. I'm not even going to tell you what she gets paid—it's obscene. Right now her options are pretty limited, aside from an apartment, there is only a group shelter. Not very pretty.” 545 people would donate $16,880 with a week.

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.

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Taking Twit Out Of Twitter (updated) - Presentation Transcript

Taking the twit out of Twitter Rotary Damansara-West, Sept 2, 2009 By Julian Matthews
Twitter in Plain English by Lee and Sachi LeFever, Commoncraft http://www.youtube.com/watch?v=ddO9idmax0o
Power of Twitter: Breaking News
Sydney fires: Trending topic #bushfires
Twitter in action: Plane crash! http://www.youtube.com/watch?v=imDFSnklB0k
From Twitter to Front page
Twitter in action: Mumbai Attacks
960 tweets/min
Twitter as a canary
- Case study: Who is doing it right?
Zappos.com: Shoevangelism
- Free shipping, a 24/7 open call center, and 365-day return policy.
- Obsession with customer service, little advertising, organic word-of-mouth recommendations.
- Five weeks of employee training on culture, core values, customer service and Twitter for every employee.
“ People relate to people, not companies,” Tony Hsieh, Zappos.com
Bottomline: Where’s the money?
- 1999 revs: almost nothing
- 2000: US$1.6m
- 2001: US$8.6m
- 2002: US$32m
- 2003: US$70m
- 2004: US$184m
- 2005: US$370m
- 2006: US$597m
- 2007: US$840m
- 2008: US$1 billion
- 2009: Bought by Amazon for 10 million shares (US$928m)
- 75% of Zappos sales come from repeat customers
Tweet to lose weight
“ Water me, please!”
Would you trust a surgeon who tweeted your operation?
Daniela’s story
Fundraising with Twitter
- Non-profit Echo Change raised over $11,000 in just 48 hours through Twitter and 336 contributors for a new classroom for a school in Tanzania.
- Those who missed the “TweetsGiving” were able to donate US$10 through a Chipin widget for a book to the school’s first library.
- Epic Change “makes loans to changemakers like the school’s founder, Mama Lucy Kamptoni, who used to sell chickens, and used her income to build a school that now serves 242 amazing kids like Gideon , Glory , and Pius .
Tweetups, Twestivals http://kualalumpur.twestival.com
Your digital neighbourhood matters 300 90,000 27,000,000
www.twitter.com/rotary
How not to tweet!
Watch out for spammers, scammers, porn pushers, virus attackers
5 Twitter tips
- Listen: Follow popular tweeters first
- Share: Find great stuff to share – use shortened links: tinyurl.com, bit.ly
- 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 or service, say so
Twictionary
- tweet: Posting on Twitter
- twitterer/tweeter: One who tweets
- re-tweet: Repeating someone else’s tweet
- eg: RT @trinetizen
- twitterati: Twitter + literati
- twitterverse: Twitter + universe
- twitterholic: One addicted to Twitter.
- twitterrhea: Posting inane stuff too often.
- twittermentia: Unable to remember last tweet
- tweetheart: One you may have a crush on
- Twank you!
- t: twitter.com/trinetizen