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Twitter for brands karthik ramanujam


A Quick Guide to how "Twitter" can be an effective tool for Brands...More importantly "What brands should do on Twitter"

A Quick Guide to how "Twitter" can be an effective tool for Brands...More importantly "What brands should do on Twitter"

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  • 1. Twitter for Brands.A basic guide to growing your brandon Twitter.
  • 2. “Twitter is not atechnology. It’s aconversation. And it’shappening with or withyou.”Charlene Li.
  • 3. Twitter is big.…as if you neededany convincing. Today: 500m users, 340m tweets/day, 400m unique/month Source: MediaBistro.com
  • 4. The biggest mistake we seecompanies make whenthey first hit Twitter is tothink about it as a channelto push out information”Tim O’Reilly.
  • 5. Avoid making that mistake withthese five guidelines: 1. Listen 2. Be authentic 3. Be compelling 4. Find the influencers 5. Extend off-Twitter, onsite as well
  • 6. Too many people fail torealize that realcommunication goes inboth directions.”Lee Iacocca.
  • 7. Your customers are onTwitter.…Whether or notyou are.They are talkingabout you!! good orbad.Listen to what theyare saying.
  • 8. Listening: Search Twitter search is enormously useful… and under-utilized. By query / phrase By username By location By sentiment Save your searches!
  • 9. Example: Local SearchSearch:Peoplelooking forbest coffeein SanFranciscoarea.Useful for:localcoffeeshops, bigger
  • 10. Example: CustomerSentiment
  • 11. Listening: 3 rd Party AppsThe most powerful “listeningplatforms” are from 3rd partytools.Better way to create branddashboard:- set saved searches, profiles- manage multiple accounts- integrated analytics- schedule tweets- manage workflow with team
  • 12. Listening: DataListen to the data….figure out what’sworking:- Best time to tweet- Most effective tweets- Characteristics of most retweeted, replied tweets- Characteristics ofhttp://hootsuite.com/about highest traffic drivers off-Twitter
  • 13. Listening: Real-TimeListen, andrespond,in real-time.From @jamwithkarthik:“What kind ofexperiences? Please dolet us know, so that wecan assist you with thesame.”Example: I tweeted badTata DoCoMo Servicesexperience. Theyresponded < 4 minutes.
  • 14. “The key to successfulleadership today isinfluence, not authority.”Ken Blanchard.
  • 15. Who are You Talking To?Before engaging with users, youshould understand their: 1. influence 2. relevance 3. background… THEN determineresponse, speed, etc.
  • 16. How? Try tools like“Klout”Use tools like “Klout”to understandindividual user’s:- influence and reach- topics of expertise- network & similarusers
  • 17. Use Influence for:1. Customer Service: Manage & prioritize CS workflows2. Acquisition: Identify potential customers & partners3. Marketing: Run targeted campaigns, grow your following.
  • 18. “Authenticity, honesty, and personal voiceunderlie much of what’ssuccessful on the web.”Rick Levine.
  • 19. Relate: People want to hear &interact with real voices. The best brandson Twitter are personable & real.Why so popular?Non-corporate, unique, fun, relatable, responsive.
  • 20. Create Conversation.Twitter is not an advertisement. It is aconversation.People relate to conversation. Not toadvertising and broadcasts. Broadcast (i.e.TV) Conversation
  • 21. “I am all forconversation. But youneed to have a message”Renee Blodgett.
  • 22. What “IS”Compelling?Simple answer: Would you want toget these updates via SMS?- Unique content, spin- Current / real-time focus- Promotes more than themselves- Exclusive access: photos, deals, insights- Conversational: two-way platform- Fun, smart and worth the read
  • 23. Examples: Compelling Brands (In my opinion)Big brandsPersonalbrandsE-commerceEmerging
  • 24. Examples: Compelling Brands (inTwitter’s opinion) Twitter Case Studies
  • 25. What is NOT Compelling? - Corporate-only voice - Broadcast only - High volume - Stale content - Ordinary content - Mostly self-serving - Self-infatuated
  • 26. Example: NOTCompelling80+ tweets in 24 hrsOrdinary / uselesscontent:Untargeted content:
  • 27. “Successful brands don’tstopon Twitter.com – they buildsocial directly into theirweb and mobileexperiences.”
  • 28. Basic: Tweet Button
  • 29. Better: Display of multi-useractivity with in-line reply, re-tweet functions
  • 30. Great: Fab’s “Feed” shows real-time purchases and socialactivity
  • 31. Social from the Ground Up: Flipboard reimagines Twitterreading & publishing
  • 32. Summary:1. Create conversation, not ads2. Your voice: be compelling3. Their voice: who’s talking?4. Apply this to your web, off-Twitter5. Success requires dedication toit(mentality, product, people, tools)
  • 33. Lastly, According toTwitter…
  • 34. Want more? Let’sConnect.: Jamwithkarthik:http://www.linkedin.com/profile/view?id=13022537&trk=tab_pro: ramanujam.karthik@gmail.com