Twitter for brands karthik ramanujam


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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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Twitter for brands karthik ramanujam

  1. 1. Twitter for Brands. A basic guide to growing your brand on Twitter.
  2. 2. “Twitter is not a technology.It’s a conversation. And it’shappeningwith or with you.” CharleneLi.
  3. 3. Twitter is big.…as if you neededanyconvincing. Today: 500m users, 340m tweets/day, 400m unique/month
  4. 4. The biggest mistakewe seecompanies makewhen they first hit Twitter is to think about it as a channel to push out information” Tim O’Reilly.
  5. 5. Avoid making that mistakewith these five guidelines: 1. Listen 2. Beauthentic 3. Becompelling 4. Find the influencers 5. Extendoff-Twitter, onsite as well
  6. 6. Too many people failto realizethat real communicationgoes inboth directions.” LeeIacocca.
  7. 7. Your customers are on Twitter. …Whetheror not you are. They are talkingaboutyou!! good or bad. Listento whatthey aresaying.
  8. 8. Listening: Search Twitter searchis enormously useful… and under-utilized. Byquery/ phrase By username By location Bysentiment Save your searches!
  9. 9. Example: Local Search Search: People looking for best coffee in San Francisco area. Useful for: local coffee shops, bigger chains, customer support,etc
  10. 10. Example: Customer Sentiment
  11. 11. Listening: 3rd Party Apps Themostpowerful“listeningplatforms”are from3rd partytools. Betterwaytocreatebranddashboard: -setsavedsearches,profiles -managemultipleaccounts -integratedanalytics -scheduletweets -manageworkflowwithteam
  12. 12. Listening: Data Listen to the data…. figure outwhat’s working: - Best time to tweet - Most effective tweets - Characteristics of most retweeted,replied tweets - Characteristics of highest traffic drivers off-Twitter
  13. 13. Listening: Real-Time Listen,and respond, in real-time. From @jamwithkarthik: “What kind of experiences? Please do let us know, so that we can assistyou with the same.” Example:I tweeted bad Tata DoCoMo Services experience. They responded < 4 minutes.
  14. 14. “The keyto successful leadershiptodayis influence, notauthority.”Ken Blanchard.
  15. 15. Beforeengaging withusers, you should understand their: 1. influence 2. relevance 3. background … THEN determine response, speed, etc. Who are You Talking To?
  16. 16. How? Try tools like “Klout” Usetools like“Klout” tounderstand individual user’s: -influenceandreach -topics of expertise -network& similarusers
  17. 17. Use Influence for: 1. CustomerService:Manage&prioritize CS workflows 2. Acquisition:Identifypotential customers& partners 3. Marketing:Runtargetedcampaigns, grow your following.
  18. 18. “Authenticity, honesty,and personal voice underliemuch of what’s successful on the web.” Rick Levine.
  19. 19. Relate: Peoplewanttohear &interactwith real voices. Thebest brands on Twitterare personable&real. Why sopopular? Non-corporate,unique,fun, relatable, responsive.
  20. 20. Create Conversation. Twitteris not an advertisement. It is a conversation. People relate to conversation. Not to advertising and broadcasts. Broadcast (i.e.TV) Conversation
  21. 21. “I am allforconversation. But youneed to have amessage” ReneeBlodgett.
  22. 22. What “IS” Compelling? Simpleanswer:Wouldyou wantto gettheseupdatesvia SMS? - Unique content, spin - Current / real-time focus - Promotes more than themselves - Exclusiveaccess: photos, deals, insights - Conversational: two-wayplatform - Fun, smart and worththe read
  23. 23. Examples: CompellingBrands (In my opinion) Big brands Personal brands E-commerce Emerging
  24. 24. Examples: CompellingBrands(in Twitter’sopinion) TwitterCase Studies
  25. 25. What is NOT Compelling? - Corporate-onlyvoice - Broadcastonly - Highvolume - Stalecontent - Ordinary content - Mostlyself-serving - Self-infatuated
  26. 26. Example: NOT Compelling 80+tweets in 24 hrs Ordinary / useless content: Untargeted content:
  27. 27. “Successful brands don’t stop on –they build social directly intotheirweb and mobile experiences.”
  28. 28. Basic: Tweet Button
  29. 29. Better:Displayof multi-useractivitywithin-linereply,re- tweetfunctions
  30. 30. Great: Fab’s “Feed”shows real-time purchases and socialactivity
  31. 31. Socialfrom the Ground Up: Flipboardreimagines Twitter reading& publishing
  32. 32. Summary: 1. Createconversation, not ads 2. Your voice:be compelling 3. Their voice: who’s talking? 4. Apply this toyour web, off-Twitter 5. Success requires dedicationto it(mentality,product, people,tools)
  33. 33. Lastly,According to Twitter…
  34. 34. Want more? Let’s Connect. :Jamwithkarthik :