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

1. How To Use
Twitter For
Business?

2. “Twitter is not a technology. It’s a
conversation. And it’s happening
with or with you.”
- Charlene Li
Co-Author of Groundswell
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3. Twitter is big…
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4. As of August 2012, Twitter received nearly 42 million UMVs
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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.
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6. Twitter handles over 517 million accounts and
340 million tweets per day
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7. 11 Twitter accounts created every second
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8. 1 million accounts currently added to Twitter everyday
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9. U.S. holds 140 million Twitter accounts
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10. Jakarta most active Twitter city
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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.
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12. Twitter Statistics : India
Top 5 Twitter Brands in India
600000
500000
Top 5 Indian Twitter Brands No of Followers
400000
MTV India 492096
300000
NDTV 457323
No of Followers
200000
Times of India 341831
100000
IPL 272066
0
CNN-IBN 202464
MTV India NDTV Timesofindia IPL CNN-IBN
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13. Twitter users are frequent online users overall; 50% go online more
than once an hour
Source: CMB Consumer Pulse Research, 2011
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14. Twitter may be early in its lifecycle; nearly half of users have been
tweeting less than one year
Source: CMB Consumer Pulse Research, 2011
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15. Most Twitter users are selective about brands they follow; 79% follow
fewer than 10 brands
Source: CMB Consumer Pulse Research, 2011
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16. One-third of brand followers are interacting with brands more this year
than the previous year
Source: CMB Consumer Pulse Research, 2011
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17. Twitter users under 35 are much more likely to follow brands on
Twitter than are older users
Source: CMB Consumer Pulse Research, 2011
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18. 75% of followers have never “un-followed” a brand
Source: CMB Consumer Pulse Research, 2011
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19. People follow brands to receive exclusivity, promotions, and be “in the
know”
Source: CMB Consumer Pulse Research, 2011
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20. Followers read brand posts more than they tweet about brands
Source: CMB Consumer Pulse Research, 2011
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21. 60% of followers say they’re more likely to recommend a brand to a
friend after following
Source: CMB Consumer Pulse Research, 2011
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22. Half of followers say they’re more likely to buy a brand after following
Source: CMB Consumer Pulse Research, 2011
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23. No wonder so many brands want to be there
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24. But what can other brands do to engage followers?
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25. Offer real-time customer service
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26. or valuable discounts
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27. or inside story
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28. or even simple amusement
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29. “The biggest mistake we see
companies make when they first hit
Twitter is to think about it as a
channel to push out information.”
- Tim O’Reilly.
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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, onsite
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31. “Too many people fail to realize that
real communication goes in both
directions.”
- Lee Lacocca.
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32. Your customers are on Twitter
…Whether or not you are.
They are talking about
you; good or bad.
Listen to what they are
saying.
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33. Your customers are on Twitter
…Whether or not you are.
They are talking about
you; good or bad.
Listen to what they are
saying.
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34. Don’t talk first. listen
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35. Your brand is being defined by what others are saying about it
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36. Listening: Search
Twitter search is
enormously useful…
and under-utilized.
By query / phrase
By username
By location
By sentiment
Save your
searches!
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37. Example: Local Search
Search: People
looking for best
coffee in San
Francisco area.
Useful for: local
coffee
shops, bigger
chains, customer
support, etc.
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38. Example: Customer Sentiment
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39. Listening: 3rd Party Apps
The most powerful “listening platforms” are from
3rd party tools.
Better way to create brand dashboard:
- set saved searches, profiles
- manage multiple accounts
- integrated analytics
- schedule tweets
- manage workflow with team
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40. Listening: Data
Listen 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
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41. Listening: Real-Time
Listen, and respond, in real-
time.
From @wholefoods: “the online
community doesn’t recognize
office hours – nor should they.
Waiting until Monday is just not
good enough.”
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42. “The key to successful leadership
today is influence, not authority.”
- Ken Blanchard.
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43. Influence (was)
Attract attention to yourself
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44. Influence (is)
Provide attention & value to others
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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.
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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.
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47. How? Try Klout.
Use Klout to understand individual
user’s:
- influence and reach
- topics of expertise
- network & similar users
Hint: try Klout’s Chrome app and see
Klout scores on Twitter.com.
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48. Use Influence To:
 Customer Relations
 Crisis Management
 Corporate Reputation Management
 Issue Advocacy
 Event Activation
 Product Promotion and Sales
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49. “Authenticity, honesty, and
personal voice underlie much of
what’s successful on the web.”
- Rick Levine.
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50. Be Relatable
People want to hear & interact with real voices.
The best brands on Twitter are personable & real.
Why so popular?
Non-corporate, unique, fun, relatable, responsive.
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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
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52. “I am all for conversation. But you
need to have a message.”
- Renee Blodgett.
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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 read
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54. Examples: Compelling Brands
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55. What is NOT Compelling?
- Corporate-only voice
- Broadcast only
- High volume
- Stale content
- Ordinary content
- Mostly self-serving
- Self-infatuated
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56. Example: NOT Compelling
80+ tweets in 24 hrs
Ordinary / useless content:
Untargeted content:
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57. Basic: Tweet Button
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58. Other Twitter Buttons
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59. Better: Display of multi-user activity with inline reply, retweet
functions
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60. Great: Fab’s “Feed” shows real-time purchases and social activity
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61. Takeaways
1. Create conversation, not ads
2. Your voice: be compelling
3. Their voice: who’s talking?
4. Apply this to your web, off-Twitter
5. Success requires dedication to it (mentality, product, people, tools)
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