#13 IMU: Twitter for Business (GF501)

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Class 13 of Inbound Marketing University

Twitter for Business (GF501)

Professor: Laura Fitton, Pistachio Consulting and co-author of Twitter for Dummies

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#13 IMU: Twitter for Business (GF501)

  1. 1. Twitter for Business (GF501) Professor: Laura Fitton , Pistachio Consulting and co-author of Twitter for Dummies
  2. 2. for Business
  3. 3. Twitter for Business <ul><li>What is Twitter? </li></ul><ul><li>Why is it valuable? </li></ul><ul><li>How does it work? </li></ul><ul><li>How should a business get started? </li></ul><ul><li>What does it make possible? </li></ul><ul><li>Some examples </li></ul><ul><li>Your fears and concerns </li></ul><ul><li>Learning more… </li></ul>
  4. 4. What is Twitter?
  5. 5. What Are You Doing?
  6. 9. ~20 million monthly uniques (x5.7 since Nov 08) 125 million monthly visits (x4.3 since Nov 08)
  7. 11. 20% of online adults 25-34 23% of social network users 27% of bloggers December 2008
  8. 12. Why is it valuable?
  9. 15. http://twitpic.com/135xa
  10. 18. How does it work?
  11. 19. What Are You Doing?
  12. 20. “ Use it Where You Think Best” -IBM ThinkPad
  13. 21. The User Multiface Browser • SMS • IM • RSS reader • FriendFeed • Facebook • blogs • widgets • desktop, iPhone, Blackberry, and SMS clients
  14. 24. The User Multiface Browser • SMS • IM • RSS reader Clients: iPhone • Blackberry • desktop • SMS Lifestream aggregator, Facebook, blogs …
  15. 27. The User Multiface Browser • SMS • IM • RSS reader Clients: iPhone • Blackberry • desktop • SMS Lifestream aggregator, Facebook, blogs …
  16. 28. The User Multiface Browser • SMS • IM • RSS reader Clients: iPhone • Blackberry • desktop • SMS Lifestream aggregator, Facebook, blogs …
  17. 29. The User Multiface Browser • SMS • IM • RSS reader Clients: iPhone • Blackberry • desktop • SMS Lifestream aggregator, Facebook, blogs …
  18. 30. The User Multiface Browser • SMS • IM • RSS reader Clients: iPhone • Blackberry • desktop • SMS Lifestream aggregator, Facebook, blogs …
  19. 32. The User Multiface Browser • SMS • IM • RSS reader Clients: iPhone • Blackberry • desktop • SMS Lifestream aggregator, Facebook, blogs …
  20. 33. The User Multiface Browser • SMS • IM • RSS reader • FriendFeed • Facebook • blogs • widgets • desktop, iPhone, Blackberry, and SMS clients
  21. 34. Anyone <ul><li>Develop dynamic and engaging “behind the scenes” personalities, content, sneak-previews and other genuinely engaging content </li></ul>
  22. 35. Individuals <ul><li>Build your network, access better professional relationships, faster knowledge-sharing and leveraged problem-solving </li></ul><ul><li>Particularly valuable for Executives, sales and marketing professionals, consultants, freelancers and celebrities. </li></ul>
  23. 36. Companies and Brands <ul><li>Engage more deeply with consumers and markets in strategic and powerful ways </li></ul><ul><li>Drive productivity, value, innovation and human capital growth through better networking and idea-exchange </li></ul>
  24. 37. Externally Customer service Market awareness News Innovation Understanding Extending reach Relationships Branding Direct sales SEO Driving traffic Networking
  25. 38. Internally Sales Teams Event Planning Project Status News Coordination Interface Decentralized teams Employee Support Mentoring Problem-solving Purely Social
  26. 39. VALUE. visibility relevance relationships social capital community ideas trust research marketing networking customer service traffic news sales SEO
  27. 40. Influence (was) Attracting attention to yourself
  28. 41. Influence (is) Providing attention and value to others
  29. 42. Social Media is Nothing New
  30. 43. Photo Credit: (cc) jerryfletcher on flickr.com
  31. 44. Social Media is Knowledge
  32. 45. Knowledge is Socially Mediated
  33. 46. Knowledge is Socially Mediated Photo Credit: (cc) fredoalvarez on flickr.com
  34. 47. Knowledge is Socially Mediated
  35. 48. Knowledge is Social ly Media ted
  36. 49. Markets are Socially Mediated
  37. 50. Photo Credit: (cc) gregor_y on flickr.com
  38. 51. Markets are Socially Mediated
  39. 52. Markets are Social ly Media ted
  40. 53. Photo Credit: (cc) matrianklw on flickr.com
  41. 54. How should a business get started?
  42. 55. Manners 101 <ul><li>Dress nicely </li></ul><ul><ul><li>Background graphic, avatar </li></ul></ul><ul><li>Introduce yourself </li></ul><ul><ul><li>Fill out profile completely </li></ul></ul><ul><ul><li>Mention your Twitter on your site </li></ul></ul><ul><li>Be a good conversationalist </li></ul><ul><ul><li>Listen, respond </li></ul></ul><ul><ul><li>Contribute relevant, useful material </li></ul></ul>
  43. 56. How Best to Approach? <ul><li>Cultivate standards of </li></ul><ul><li>Excellence </li></ul><ul><li>Authenticity </li></ul><ul><li>Engagement </li></ul><ul><li>What will work for your organization ? </li></ul>
  44. 57. Twitter Campaigns? <ul><li>not so much. </li></ul><ul><li>Twitter literacy </li></ul>
  45. 58. Business Objectives <ul><li>Measured by the most appropriate standards for the objective </li></ul>
  46. 59. Bearing in Mind… <ul><li>Twitter can be a great vehicle for a brand extension </li></ul><ul><ul><li>if you are willing to produce feeds of cool, useful things </li></ul></ul><ul><li>Publish & subscribe environment </li></ul><ul><ul><li>The self-serving will flounder. The useful will flourish. </li></ul></ul><ul><li>Brands need to work to not be rejected as spam </li></ul>
  47. 60. Advanced Twitter for Business <ul><li>Twitter as a serious B-to-B Tool? </li></ul><ul><li>What if my customers are NOT there yet? </li></ul><ul><li>How do I prevent wasted time? </li></ul><ul><li>Best branding lessons </li></ul><ul><li>Big picture trends </li></ul>
  48. 61. “ Off-Platform” Benefits
  49. 62. Off-Platform Benefits <ul><li>SEO </li></ul><ul><li>Research </li></ul><ul><li>Content Generation Engine </li></ul><ul><li>Word of Mouth </li></ul><ul><li>PR Gravity </li></ul>
  50. 63. SEO <ul><li>Google the word “pistachio” or “dough” </li></ul><ul><li>Common words, but the Twitter IDs DOMINATE </li></ul><ul><li>What Google Adsense word would you spend your last dollar on? </li></ul><ul><li>Incorporate your Name too for additional words </li></ul>
  51. 64. Research <ul><li>Passive - free and paid listening tools </li></ul><ul><li>Active - ask questions, use #tags, “recruit” groups </li></ul><ul><li>Live - create real-time focus groups, polls, surveys </li></ul>
  52. 65. Word of Mouth <ul><li>@DellOutlet -- $500,000 of computers to HOW many followers? </li></ul><ul><li>Disproportionately influencers, still </li></ul><ul><li>Journalists and bloggers, especially </li></ul><ul><li>“ Passs-along” ethic </li></ul>
  53. 66. Content Generation Engine <ul><li>Let’s say you’re Madonna… </li></ul><ul><li>ABC News during Obama’s speech </li></ul><ul><li>Many ways to slice this </li></ul>
  54. 67. “ PR Gravity” <ul><li>Forbes, NYT Magazine, Newsweek, BusinessWeek, Inc.com, Entrepreneur Magazine </li></ul><ul><li>Publish, become known, be helpful </li></ul>
  55. 68. How… <ul><li>BE USEFUL </li></ul><ul><ul><li>Turn the message inside-out! </li></ul></ul><ul><li>Offer things </li></ul><ul><li>Talk about what you do </li></ul>
  56. 69. Applicability <ul><li>Listening </li></ul><ul><li>Innovation </li></ul><ul><li>Research </li></ul><ul><li>Measurement </li></ul>
  57. 70. Measurement <ul><li>Most of all: </li></ul><ul><li>Measure the desired business objective the way you always measure that desired business objective </li></ul>
  58. 71. Measurement <ul><li>Follower numbers -- yes, but. </li></ul><ul><li>Follower engagement </li></ul><ul><li>Measurable links </li></ul><ul><ul><li>Clickthroughs </li></ul></ul><ul><ul><li>Conversations </li></ul></ul><ul><ul><li>Context </li></ul></ul><ul><li>Ripples in the water </li></ul><ul><ul><li>Retweets, reposting your links </li></ul></ul><ul><ul><li>Others pointing towards what you do </li></ul></ul>
  59. 72. Preventing “Time Suck”
  60. 73. Efficiency <ul><li>Tools </li></ul><ul><li>Objectives </li></ul><ul><li>Discipline </li></ul>
  61. 74. Branding Lessons
  62. 82. Outlook
  63. 83. Outlook <ul><li>Landscape for business use of Twitter and microsharing generally </li></ul><ul><li>How to think about brand opportunities in microsharing </li></ul><ul><li>What’s on the horizon? What trends should we watch for next? </li></ul>
  64. 84. “ We see an ecosystem of developers swarming around the Twitter API like moths around a flame” -TechCrunch.com
  65. 86. Learning more…

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