Twitter for Business, Marketing, Branding and Communication

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Twitter for Business, Marketing, Branding and Communication. Gravity Summit Presentation by Rodney Rumford: Founder of Gravity Summit.

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Twitter for Business, Marketing, Branding and Communication

  1. 1. Twitter & Facebook For Business, Marketing, Branding & Communication Rodney Rumford
  2. 2. Facebook Marketing Options <ul><li>Applications </li></ul><ul><li>Groups </li></ul><ul><li>Paid Groups </li></ul><ul><li>Targeted Ads </li></ul><ul><li>News Feed Ad Buys </li></ul><ul><li>Pages </li></ul><ul><li>Connect </li></ul><ul><li>Do it with a Cohesive Strategy </li></ul>
  3. 3. Facebook is Most Popular with Youth BUT… Over 35 is Fastest Growing
  4. 4. Pages <ul><li>Biz or Org </li></ul><ul><li>Unlimited Mailing </li></ul><ul><li>Multi-media </li></ul><ul><li>Events </li></ul><ul><li>Wall, Discussions </li></ul><ul><li>Video, Images </li></ul><ul><li>Share, No Invite </li></ul>
  5. 5. Profile Ad Placement
  6. 6. Tight Audience Ad Targeting
  7. 7. Marketing Opportunities: Extend The Success of Your Brand <ul><li>Lead Generation </li></ul><ul><li>Brand Extension, Exposure & Loyalty </li></ul><ul><li>Commerce </li></ul><ul><li>Customer Engagement & Evangelism </li></ul><ul><li>Fan Pages </li></ul><ul><li>Groups </li></ul><ul><li>Applications </li></ul><ul><li>Advertising: Targeted: PPC </li></ul><ul><li>Sponsored Groups: Min 100k Ad Spend </li></ul>
  8. 8. Critical Concept “ Conversation is the new online Currency. Twitter is a Goldmine of Conversations. Engage in Real Conversations and the Business Value will become Crystal Clear”
  9. 9. Twitter Overview <ul><li>Why It Matters </li></ul><ul><li>Why You Should Care </li></ul><ul><li>Trends </li></ul><ul><li>How to Engage </li></ul><ul><li>Eco-System Growth </li></ul><ul><li>Business Opportunity </li></ul><ul><li>Branding & Marketing </li></ul><ul><li>Analytic Statistics </li></ul>
  10. 10. <ul><li>140 Characters </li></ul><ul><li>Micro-Blogging Social Platform </li></ul><ul><li>All Content is Public </li></ul><ul><li>Communication Channel </li></ul><ul><li>Think IM to Everyone </li></ul><ul><li>Networking, News Source, Sharing, etc. </li></ul><ul><li>Social River of Conversation Updates </li></ul><ul><li>What Are You Thinking & Sharing </li></ul>
  11. 11. Why Twitter Matters <ul><li>~6 Million People </li></ul><ul><li>Connections </li></ul><ul><li>Immediacy </li></ul><ul><li>Access & Influence </li></ul><ul><li>Brevity </li></ul><ul><li>Sharing </li></ul><ul><li>Business & Personal </li></ul><ul><li>Not a Fad </li></ul>!
  12. 12. Why You Should Care! <ul><li>37% of Adult Internet Users and 70% of teens use Social Networking Sites Monthly </li></ul><ul><li>Not a Fad: Here to Stay </li></ul><ul><li>Participants Virally Move Content </li></ul><ul><li>Influencers </li></ul>
  13. 13. User Behavior Survey <ul><li>15% Use For Marketing Purposes </li></ul><ul><li>56% Use In a Business Related Capacity </li></ul><ul><li>28% Self Classify As Heavy Socializers </li></ul>
  14. 14. Branding & Marketing Survey <ul><li>51% Talk to Business or Corporations </li></ul><ul><li>89% Believe Twitter Has Marketing Benefits </li></ul>
  15. 15. Twitter Benefits <ul><li>Better Relationships </li></ul><ul><li>Customer Loyalty </li></ul><ul><li>Site Traffic </li></ul><ul><li>Happy Clients </li></ul><ul><li>New Customers </li></ul><ul><li>Increased Brand Reach </li></ul><ul><li>Informed Feedback Loop </li></ul><ul><li>Brand Extension & Establishment </li></ul>
  16. 16. Every Users Voice Has Influence
  17. 17. Twitter is a Particle Accelerator <ul><li>Content Flows Across Eco-Systems Rapidly </li></ul>
  18. 18. Twitter Micro-Sharing
  19. 19. Micro-Sharing <ul><li>Status & Micro-Sharing </li></ul><ul><li>Trend: Could very well be the webs next killer app </li></ul><ul><li>NOT: What are you Doing? </li></ul><ul><li>RATHER: What are you Thinking? </li></ul><ul><li>Conversations Are The New Currency </li></ul>
  20. 20. Twitter Marketplace Eco-System <ul><li>People Do Business with People: NOT Companies </li></ul><ul><li>Friends Tell Friends Ambiently </li></ul>
  21. 21. These Are Your Customers <ul><li>They Are Talking! </li></ul><ul><li>Conversation Happens With or Without You </li></ul><ul><li>Evangelists & Detractors </li></ul><ul><li>Are You Listening? </li></ul><ul><li>Are You Engaging </li></ul>
  22. 22. Brand & Product Evangelists <ul><li>Consumers do the talking for you. </li></ul><ul><li>Spread the word virally to their networks </li></ul><ul><li>Reach out proactively to them </li></ul>
  23. 23. Brand Detractors <ul><li>Opportunity to Publicly Respond </li></ul><ul><li>Public Transparency </li></ul><ul><li>Huge Upside for Outreach </li></ul><ul><li>Turn Into Satisfied Customers </li></ul><ul><li>New Evangelists </li></ul><ul><li>Lurker nodes retweet your response </li></ul>
  24. 24. How to Engage <ul><li>Business Goals Defined </li></ul><ul><li>Listening Engine Tuned </li></ul><ul><li>Discover Connections </li></ul><ul><li>Converse Proactively </li></ul><ul><li>Be Real </li></ul><ul><li>Add Value & Share </li></ul><ul><li>Repeat as Required </li></ul>
  25. 25. 7 Deadly Twitter Sins <ul><li>Not Listening </li></ul><ul><li>Self-Promoting </li></ul><ul><li>Not Adding Value </li></ul><ul><li>Not Being Honest </li></ul><ul><li>Hard Selling </li></ul><ul><li>Corporate Speak </li></ul><ul><li>Friend Collecting </li></ul>
  26. 26. Personal Stories & Connections <ul><li>Told a Story with Pictures </li></ul><ul><li>Connected with People </li></ul><ul><li>Intersecting Interests </li></ul><ul><li>Business & Pumpkin Seeds </li></ul><ul><li>Seemingly Unrelated </li></ul><ul><li>New Connections </li></ul><ul><li>Increased Network Value </li></ul>
  27. 27. 9 Big Brands on Twitter <ul><li>Comcast </li></ul><ul><li>H&R Block </li></ul><ul><li>Southwest </li></ul><ul><li>IBM </li></ul><ul><li>Intel </li></ul><ul><li>QuickBooks </li></ul><ul><li>Jet Blue </li></ul><ul><li>Dell </li></ul><ul><li>SAP </li></ul>
  28. 28. Twitter Page Branding <ul><li>Skin The Visual Background </li></ul><ul><li>Contact Info </li></ul><ul><li>Link to Web Site </li></ul><ul><li>Effective Description </li></ul><ul><li>Personal Network </li></ul><ul><li>Content Value </li></ul>
  29. 29. Sample Business Use Cases <ul><li>Customer Service </li></ul><ul><li>Client Retention </li></ul><ul><li>Branding & Marketing </li></ul><ul><li>Polls & Surveys </li></ul><ul><li>Networking </li></ul><ul><li>Website Traffic </li></ul><ul><li>New Customer Acquisition </li></ul><ul><li>Communication Network </li></ul><ul><li>Event Back Channel </li></ul>
  30. 30. Using Twitter For Polls/Surveys <ul><li>Polls & Surveys </li></ul><ul><li>Get People To Engage </li></ul><ul><li>Get Network To Retweet </li></ul><ul><li>Feedback Loop </li></ul><ul><li>Get Cross Sections </li></ul><ul><li>Thank Participants </li></ul>
  31. 31. Twitter Example: Motrin Snowball <ul><li>Motrin Video Ad </li></ul><ul><li>Baby Slings </li></ul><ul><li>Motrin Moms Revolt </li></ul><ul><li>Twitter Velocity </li></ul><ul><li>Social Uprising </li></ul><ul><li>Motrin Response </li></ul><ul><li>Video Ad Pulled </li></ul>
  32. 32. Twitter Mobile <ul><li>Always Connecting </li></ul><ul><li>Mobile Lifestyle </li></ul><ul><li>Location Based Social Networks: BrightKite </li></ul><ul><li>SMS </li></ul><ul><li>My Wallet, My Keys, My Cell Phone… </li></ul>
  33. 33. Blogging vs. Twitter <ul><li>Complimentary Technologies </li></ul><ul><li>Micro-Blogging </li></ul><ul><li>Micro-Sharing </li></ul><ul><li>Micro-Touch </li></ul><ul><li>Velocity </li></ul><ul><li>Immediacy </li></ul><ul><li>Brevity </li></ul><ul><li>Communication Nodes Add Amplification </li></ul>Credit: Gaping Void
  34. 34. Retweet Reach Flow Destination Site: Desired Action Response Retweet Extended Reach Total Retweet with Secondary Layer Network Retweet with First Layer Network Original Tweet
  35. 35. 1 st Level Retweet Reach & Amp
  36. 36. Twitter Value Pyramid Value Influencer Response Your Value Add Who You Interact With Who Follows You & Their Influence Who You Follow: Influence & Numbers
  37. 37. The Future <ul><li>Content Outside of Twitter </li></ul><ul><li>Custom Brand Implementations </li></ul><ul><li>Data Twisted Up </li></ul><ul><li>Business Iterations </li></ul><ul><li>Intelligence Streams </li></ul><ul><li>Relationship Dynamics </li></ul><ul><li>Game Integration </li></ul><ul><li>Location Based Services </li></ul>
  38. 38. Questions ?
  39. 39. It is Not a Campaign Tweet Tweet Tweet “ Engage in Real Conversations and the Business Value will become Crystal Clear”

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