How To Use Twitter For Business?

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A quick look at how brands are using Twitter for business purposes. Includes an introduction on Twitter, updated statistics, case studies and useful tools.

A quick look at how brands are using Twitter for business purposes. Includes an introduction on Twitter, updated statistics, case studies and useful tools.

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  • 1. How To UseTwitter ForBusiness?
  • 2. “Twitter is not a technology. It’s aconversation. And it’s happeningwith or with you.”- Charlene Li Co-Author of Groundswellwww.webaholic.co.in
  • 3. Twitter is big…www.webaholic.co.in
  • 4. As of August 2012, Twitter received nearly 42 million UMVswww.webaholic.co.in
  • 5. A study from Sysomos shows the top 10% of Twitter users make up for more than 86% of the total Tweets – pointing out that the more followers a person has the more frequently they are likely to Tweet.www.webaholic.co.in
  • 6. Twitter handles over 517 million accounts and 340 million tweets per daywww.webaholic.co.in
  • 7. 11 Twitter accounts created every secondwww.webaholic.co.in
  • 8. 1 million accounts currently added to Twitter everydaywww.webaholic.co.in
  • 9. U.S. holds 140 million Twitter accountswww.webaholic.co.in
  • 10. Jakarta most active Twitter citywww.webaholic.co.in
  • 11. Twitter Statistics : India Twitter users in India - 16 Million Twitter page views per month from India - 12.4 Million Male : Female ratio - 60 : 40 Top 3 brands on Twitter in India - MTV India, Times of India & Vodafone India. Since 2010, Twitter users in India have increased by 191%, with more than 20,000 users having 500+ followers that read their updates daily.www.webaholic.co.in
  • 12. Twitter Statistics : India Top 5 Twitter Brands in India600000500000 Top 5 Indian Twitter Brands No of Followers400000 MTV India 492096300000 NDTV 457323 No of Followers200000 Times of India 341831100000 IPL 272066 0 CNN-IBN 202464 MTV India NDTV Timesofindia IPL CNN-IBN www.webaholic.co.in
  • 13. Twitter users are frequent online users overall; 50% go online more than once an hour Source: CMB Consumer Pulse Research, 2011www.webaholic.co.in
  • 14. Twitter may be early in its lifecycle; nearly half of users have been tweeting less than one year Source: CMB Consumer Pulse Research, 2011www.webaholic.co.in
  • 15. Most Twitter users are selective about brands they follow; 79% follow fewer than 10 brands Source: CMB Consumer Pulse Research, 2011www.webaholic.co.in
  • 16. One-third of brand followers are interacting with brands more this year than the previous year Source: CMB Consumer Pulse Research, 2011www.webaholic.co.in
  • 17. Twitter users under 35 are much more likely to follow brands on Twitter than are older users Source: CMB Consumer Pulse Research, 2011www.webaholic.co.in
  • 18. 75% of followers have never “un-followed” a brand Source: CMB Consumer Pulse Research, 2011www.webaholic.co.in
  • 19. People follow brands to receive exclusivity, promotions, and be “in the know” Source: CMB Consumer Pulse Research, 2011 www.webaholic.co.in
  • 20. Followers read brand posts more than they tweet about brands Source: CMB Consumer Pulse Research, 2011www.webaholic.co.in
  • 21. 60% of followers say they’re more likely to recommend a brand to a friend after following Source: CMB Consumer Pulse Research, 2011www.webaholic.co.in
  • 22. Half of followers say they’re more likely to buy a brand after following Source: CMB Consumer Pulse Research, 2011www.webaholic.co.in
  • 23. No wonder so many brands want to be therewww.webaholic.co.in
  • 24. But what can other brands do to engage followers?www.webaholic.co.in
  • 25. Offer real-time customer servicewww.webaholic.co.in
  • 26. or valuable discountswww.webaholic.co.in
  • 27. or inside storywww.webaholic.co.in
  • 28. or even simple amusementwww.webaholic.co.in
  • 29. “The biggest mistake we seecompanies make when they first hitTwitter is to think about it as achannel to push out information.”- Tim O’Reilly.www.webaholic.co.in
  • 30. Avoid making that mistake with these five guidelines 1. Listen 2. Be authentic 3. Be compelling 4. Find the influencers 5. Extend off-Twitter, onsitewww.webaholic.co.in
  • 31. “Too many people fail to realize thatreal communication goes in bothdirections.”- Lee Lacocca.www.webaholic.co.in
  • 32. Your customers are on Twitter…Whether or not you are.They are talking aboutyou; good or bad.Listen to what they aresaying.www.webaholic.co.in
  • 33. Your customers are on Twitter…Whether or not you are.They are talking aboutyou; good or bad.Listen to what they aresaying.www.webaholic.co.in
  • 34. Don’t talk first. listenwww.webaholic.co.in
  • 35. Your brand is being defined by what others are saying about itwww.webaholic.co.in
  • 36. Listening: Search Twitter search is enormously useful… and under-utilized. By query / phrase By username By location By sentiment Save your searches!www.webaholic.co.in
  • 37. Example: Local Search Search: People looking for best coffee in San Francisco area. Useful for: local coffee shops, bigger chains, customer support, etc.www.webaholic.co.in
  • 38. Example: Customer Sentimentwww.webaholic.co.in
  • 39. Listening: 3rd Party AppsThe most powerful “listening platforms” are from3rd party tools.Better way to create brand dashboard:- set saved searches, profiles- manage multiple accounts- integrated analytics- schedule tweets- manage workflow with team www.webaholic.co.in
  • 40. Listening: DataListen to the data….figure out what’s working:- Best time to tweet- Most effective tweets- Characteristics of most retweeted, replied tweets- Characteristics of highest traffic drivers off-Twitter www.webaholic.co.in
  • 41. Listening: Real-TimeListen, and respond, in real-time.From @wholefoods: “the onlinecommunity doesn’t recognizeoffice hours – nor should they.Waiting until Monday is just notgood enough.” www.webaholic.co.in
  • 42. “The key to successful leadership today is influence, not authority.” - Ken Blanchard.www.webaholic.co.in
  • 43. Influence (was) Attract attention to yourselfwww.webaholic.co.in
  • 44. Influence (is) Provide attention & value to otherswww.webaholic.co.in
  • 45. Who are You Talking To?Before engaging with users, you should understand their: 1. Influence 2. Relevance 3. Background… THEN determine response, speed, etc.www.webaholic.co.in
  • 46. Who are You Talking To?Before engaging with users, you should understand their: 1. Influence 2. Relevance 3. Background… THEN determine response, speed, etc.www.webaholic.co.in
  • 47. How? Try Klout.Use Klout to understand individualuser’s:- influence and reach- topics of expertise- network & similar usersHint: try Klout’s Chrome app and seeKlout scores on Twitter.com. www.webaholic.co.in
  • 48. Use Influence To: Customer Relations Crisis Management Corporate Reputation Management Issue Advocacy Event Activation Product Promotion and Saleswww.webaholic.co.in
  • 49. “Authenticity, honesty, and personal voice underlie much of what’s successful on the web.” - Rick Levine.www.webaholic.co.in
  • 50. Be RelatablePeople want to hear & interact with real voices.The best brands on Twitter are personable & real.Why so popular?Non-corporate, unique, fun, relatable, responsive. www.webaholic.co.in
  • 51. Create Conversation.Twitter is not an advertisement.It is a conversation.People relate to conversation.Not to advertising and broadcasts. Broadcast (i.e. TV) Conversation www.webaholic.co.in
  • 52. “I am all for conversation. But youneed to have a message.”- Renee Blodgett.www.webaholic.co.in
  • 53. What IS Compelling?Simple answer: Would you want to get 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 readwww.webaholic.co.in
  • 54. Examples: Compelling Brandswww.webaholic.co.in
  • 55. What is NOT Compelling? - Corporate-only voice - Broadcast only - High volume - Stale content - Ordinary content - Mostly self-serving - Self-infatuatedwww.webaholic.co.in
  • 56. Example: NOT Compelling80+ tweets in 24 hrsOrdinary / useless content:Untargeted content: www.webaholic.co.in
  • 57. Basic: Tweet Buttonwww.webaholic.co.in
  • 58. Other Twitter Buttonswww.webaholic.co.in
  • 59. Better: Display of multi-user activity with inline reply, retweet functionswww.webaholic.co.in
  • 60. Great: Fab’s “Feed” shows real-time purchases and social activitywww.webaholic.co.in
  • 61. Takeaways1. Create conversation, not ads2. Your voice: be compelling3. Their voice: who’s talking?4. Apply this to your web, off-Twitter5. Success requires dedication to it (mentality, product, people, tools)www.webaholic.co.in
  • 62. facebook.com/webaholicindia twitter.com/webaholicindia linkedin.com/company/webaholic-indiaYour Trump Card To Success pinterest.com/webaholicindia youtube.com/webaholicindia webaholic.co.in/blog