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Twitter: all you need to know How to use Twitter for your business
Agenda
00   01  02  03  04  05  06 02. Twitter in a nutshell 03. Twitter in numbers 00  Summary 04. Twitter and business 05. Twitter: optimize your presence 01. Background 06. Twitter: a brainteaser? 00. Vanksen
00. About Vanksen
“ connecting brands & consumers” 00 .1.  Philosophy About Vanksen 00  01  02  03  04  05  06
00 .2.   Locations About  Vanksen 00  01   02  03  04  05  06
00 .3.  Fields of activity About  Vanksen 00  01  02  03  04  05  06
00 .4.   Some of our clients About Vanksen 00  01  02  03  04  05  06
01. Background
“ A society of immediateness” 01  . 1 .  Social change Background 00   01   02  03  04  05  06
01  . 1 .  Social change Background 00   01   02  03  04  05  06 Fast food 35 minutes: the average time of a lunch break in France
01 . 1 .  Social change Fast fashion Background 00   01   02  03  04  05  06 30,000 new models per year in 2005
01 . 1 .  Social change Fast technology Background 00   01   02  03  04  05  06 Evolution of the iPod in 8 years
01  . 1. Social change Fast information Background 00   01   02  03  04  05  06 US Airways crash ▪  The first pictures of the crash were posted online via Twitpic on the microblogging site Twitter by a user who had witnessed the accident. ▪  The pictures traveled around the world in only a couple of minutes.
01  . 2. Evolution of communication Means of communication  Background 00   01   02  03  04  05  06 Hyper-connectivity
01  . 3. Evolution from blogging to Twitter Background 00   01   02  03  04  05  06
01  . 3. Evolution from blogging to Twitter Background 00   01   02  03  04  05  06 It’s just like… … only that… A blog post… …  you can only use 140 characters Updating one’s Facebook status… …  it is visible on innumerable media A big chat… …  you choose who you follow An instant messaging service… …  it is public and archived on the Web [which allows for scanning the posted information]
01  . 3. Evolution from blogging to Twitter Background 00   01   02  03  04  05  06 Microblogging = fast and public
01  .4.  Where is Twitter within the social media landscape? A less known, but promising service Background 00   01   02  03  04  05 06 Number of  users in the USA and growth in 2008 vs. 2009 Source: Nielsen Online Number of unique users in millions Growth 2008–2009
01  .4.  Where is Twitter within the social media landscape? But a service adopted by a powerful niche group Background 00   01   02  03  04  05  06
02. Twitter in a nutshell
02   .1. Presenting Twitter Twitter in a nutshell 00  01  02  03  04  05  06 A means of communication A place to share and consume information A new real-time search engine A service for Web users A discussion forum A tool for listening and analyzing A traffic generator A means to meet new people and to create new connections A means to talk about what you are doing right now Twitter is:
02  . 1. Presenting Twitter Twitter in a nutshell 00  01  02   03  04  05  06 “ What are you doing?”
02   .1. Presenting Twitter Twitter in a nutshell 00  01  02  03  04  05  06 What is important to my followers and me? Latest:  Jackass's Successor…http://tinyurl.com/lke8p5 about 2 hours ago
02  . 1. Presenting Twitter Twitter in a nutshell 00  01  02   03  04  05  06
Max. 140 characters Followers and following Customizable 02 . 1. Presenting Twitter Twitter in a nutshell 00  01  02   03  04  05  06 Free & easy to use
02  . 1. Presenting Twitter Twitter in a nutshell 00  01  02   03  04  05  06 + = Interoperability between your blog and Twitter: When you update your blog, your Twitter account is updated automatically
Share interesting posts Blog posts are re-published on Twitter 02  . 1. Presenting Twitter Twitter in a nutshell 00  01  02   03  04  05  06
02  . 1. Presenting Twitter Twitter in a nutshell 00  01  02   03  04  05  06 + = aa When you update your Twitter account, your Facebook account is updated Interoperability   between   Facebook and Twitter automatically, and vice versa
02  . 1. Presenting Twitter Twitter in a nutshell 00  01  02   03  04  05  06 Share interesting posts in connection with Facebook
02  . 1. Presenting Twitter Twitter in a nutshell 00  01  02   03  04  05  06 As many contact opportunities blog Example of  one person’s blog, Twitter, and Facebook
02  . 1. Presenting Twitter Twitter in a nutshell 00  01  02   03  04  05  06 Automatically posted from your blog’s RSS feed Posted to share a link or an experience Posted to share a tweet you received from your community (RT or retweet) Posted as a response to someone (@username) Posted as a response to someone, with only this person being able to see the message (DM or direct message) Message types
Message types 02  . 1. Presenting Twitter Twitter in a nutshell 00  01  02   03  04  05  06 Response to/@: direct message visible to all, sent to one or several persons  Thanks my friend !
Message types 02  . 1. Presenting Twitter Twitter in a nutshell 00  01  02   03  04  05  06 Retweet/RT: forwards a tweet, allows for relaying a piece of information Look at this video !!
Message types 02  . 1. Presenting Twitter Twitter in a nutshell 00  01  02   03  04  05  06 Direct message/DM: message visible only to the person in question DM@Davidous :  Check this out, it's simply magical:  http://bit.ly/1a9EUe
Who is on Twitter? 02  . 1. Presenting Twitter Twitter in a nutshell 00  01  02   03  04  05  06 Opinion leaders, influencers, celebrities…
Who is on Twitter? 02  . 1. Presenting Twitter Twitter in a nutshell 00  01  02   03  04  05  06 …  and many bloggers (who spread content)
Who is not on Twitter? 02  . 1. Presenting Twitter Twitter in a nutshell 00  01  02   03  04  05  06 Twitter is not yet a media used by the general public
02   .1. Presenting Twitter Twitter in a nutshell 00  01  02  03  04  05  06 Because it is growing exponentially Because it is a model for other platforms Because is has an exemplary acceleration process Twitter is a new means of communication  It allows for analyzing people’s thoughts, perceptions and interests in real time It is the only real-time search engine currently available It is a legitimate service channel for consumers Why is Twitter so relevant? But most of all because:
02   .1. Presenting Twitter Twitter in a nutshell 00  01  02   03  04  05  06 Tweet : a message on Twitter; or: to post a message on Twitter Hashtag:  trending topic (e.g. swine flu), marked by “#” Tweetup : Twitter users meeting in real life (yes, it happens!) Twitpic : application for posting pictures on Twitter Twitterview : a conversation generating  follow-up (like an interview) Dweet : message posted when drunk RT : forwarding someone else’s tweet @:  used to answer someone (message appears differently for the recipient) For more Twitter-speak, check out:  http://twictionary.pbworks.com/ Some Twitter-speak
02  . 1. Presenting Twitter Twitter in a nutshell 00  01  02   03  04  05  06 Tinyurls 140 characters do not leave space for long URLs Obviously, speak only about
bit.ly: one of 170 URL-shortening tools 02  . 1. Presenting Twitter  http://bit.ly.com Twitter in a nutshell 00  01  02   03  04  05  06 140 caractères ne permettent pas de mettre de longues URL
02   . 2. Types of Twitter profiles followers following Twitter in a nutshell 00  01  02   03  04  05  06 When you sign up, your follower,  following and community rates are low Beginners community persons who follow you persons you follow
02   .2. Types of Twitter profiles community followers following Twitter in a nutshell 00  01  02   03  04  05  06 Follow many interesting persons, but follower-following imbalance Information gluttons
02   .2. Types of Twitter profiles community followers following Twitter in a nutshell 00  01  02   03  04  05  06 Follow only a few persons, but are followed by many The “popular ones”
02  .2. Types of Twitter profiles followers following community Twitter in a nutshell 00  01  02   03  04  05  06 Community Twitterers Follow those who follow them and vice versa
02  .3. The Twitter network Twitter in a nutshell 00  01  02   03  04  05  06 An exponential network
02  .3. The Twitter network Twitter in a nutshell 00  01  02   03  04  05  06 A network for mutual help I’m looking for an intern in communication for 6 months, as soon as possible (700€). Please RT
02  .3. The Twitter network Twitter in a nutshell 00  01  02   03  04  05  06 32 re-tweets and potentially 10,000 generated contacts
02   .4. How can you access Twitter? Twitter in a nutshell 00  01  02   03  04  05  06 On www.Twitter.com
02   .4. How can you access Twitter? Through a widget Twitter in a nutshell 00  01  02   03  04  05  06 Application installed on your desktop
02   .4. How can you access Twitter? Twitter in a nutshell 00  01  02  03  04  05  06 Top 10 of Twitter’s most popular clients Top 10 Twitter Web clients TweetDeck Twitterfeed Twhirl Twitterrific Tweetie Text Mobile Twitterfon TwitPic
02   .4. How can you access Twitter? On your mobile phone Twitter in a nutshell 00  01  02   03  04  05  06
02   .4. How can you access Twitter? Twitter in a nutshell 00  01  02  03  04  05  06 On Twitter platforms on mobile phones Iphone Twittie Twitterfon Twitterrific Twitterlator Windows Mobile Twinkini Android Twitterdroid Blackberry Twitterberr Multi-platforms Slandr TwinyTwitter
02   .4. How can you access Twitter? Through an RSS feed Twitter in a nutshell 00  01  02   03  04  05  06 NetVibes, iGoogle, etc.
02   .4. How can you access Twitter? Twitter in a nutshell 00  01  02   03  04  05  06 on a mobile phone through a desktop widget through an RSS feed
Open API A library that allows programmers and developers to develop their own application, thanks to open platform codes 02   .5. Associated services Twitter in a nutshell 00  01  02   03  04  05  06
02   .5. Associated services Indispensable applications Twitter in a nutshell 00  01  02   03  04  05  06 Popularity Research Filter Statistics Mobile RSS Twitter Design Follow Image & video Trends Prolong Local The tool box
02   .6. What do people talk about on Twitter? Twitter in a nutshell 00  01  02   03  04  05  06 Personal matters… On Twitter you can say what you are doing…
02   .6. What do people talk about on Twitter? Twitter in a nutshell 00  01  02   03  04  05  06 …  or professional ones! …  Twitter is most of all a tool to ask and answer questions
02   .6. What do people talk about on Twitter? Twitter in a nutshell 00  01  02   03  04  05  06 About your brands…
02   .6. What do people talk about on Twitter? Conversation topics 15% marketing 56% job-related 28% personal Twitter in a nutshell 00  01  02  03  04  05  06 Be it private or professional: people talk about topics that interest their community
02   .7. Why is everyone talking about Twitter? Twitter in a nutshell 00  01  02   03  04  05  06
02   .7. Why is everyone talking about Twitter? A permanent and immediate source of information Twitter in a nutshell 00  01  02   03  04  05  06 Source:  Denis Balencourt’s  blog
02   .7. Why is everyone talking about Twitter? Many journalists are on Twitter Twitter in a nutshell 00  01  02   03  04  05  06 Discovery Channel CNN Over 200 French journalists, only 1 click away… BBC Wall Street Journal CNBC
02   .7. Why is everyone talking about Twitter? Constant interaction Twitter in a nutshell 00  01  02   03  04  05  06
02   .7. Why is everyone talking about Twitter? And what about content creation? Twitter in a nutshell 00  01  02   03  04  05  06 Twitter allows for relaying new information fast Re-tweeting vs. content creation Still few content producers on Twitter
03. Twitter in numbers
03   .1. Growth Twitter in numbers 00  01  02  03   04  05  06 752% growth in 2008
03   .1. Growth 3 million tweets are exchanged every day Twitter in numbers 00  01  02  03   04  05  06
03   .2. Activity on Twitter? 21% of users have never posted content 50% of users have not posted content in the last 7 days 94% of users have less than 100 followers 5% of users generate 75% of activity (10% generate 86%) Still not dynamic enough Twitter in numbers 00  01  02  03   04  05  06
03   .3. Who is on Twitter? Twitter = influencers? A minority followed by the majority of users Source: Hubspot Twitter in numbers 00  01  02  03   04  05  06
03   .3. Who is on Twitter? Age structure Mature users: aged 25–54 years Source: eMarketer Twitter in numbers 00  01  02  03   04  05  06
03   .4. The interest for companies? Twitter remains highly relevant for companies An obvious ”business” application  compared to the more person-centered Facebook Relevant, influential, qualified, and easily accessible contacts An easy link with blogs + stronger interactivity Source: eMarketer Twitter in numbers 00  01  02  03   04  05  06
04. Twitter and business
04   .1. What can you do? viralize PR watch customer service sales conference monitoring Twitter and business 00  01  02  03  04   05  06 find clients
04   .2. Twitter and brands Twitter and business 00  01  02  03  04  05  06 Are brands on Twitter?
04   .2. Twitter and brands Twitter and business 00  01  02  03  04  05  06 Find all corporate accounts http://twibs.com/
04   .3. PR  http://monitter.com/ Monitter Twitter and business 00  01  02  03  04   05  06 Or real time, with different clients Many free tools are regularly developed in order to find out what is being said about your brand, for example Monitter, a tool to monitor keywords. Tools like coTweet allow for finding out what is being said about you, but also for managing different Twitter accounts simultaneously.
04   .3. PR Manage several accounts Twitter and business 00  01  02  03  04   05  06 As a team http://cotweet.com/
04   .3. PR Manage several accounts Twitter and business 01  02  03  04   05  06 As a team http://hootsuite.com/
04   .3. PR Twitter and business 00  01  02  03  04   05  06 Interact with your community Ask questions
04   .3. PR Become a reference Twitter and business 00  01  02  03  04   05  06
04   .3. PR Twitter and business 00  01  02  03  04   05  06 A source of information “ There's a plane in the Hudson. I'm on the ferry going to pick up the people. Crazy.”
04   .3. PR “ As far as I know, nothing on Earth goes faster than Twitter. Neither I, nor TV, nor agencies.” Twitter and business 00  01  02  03  04   05  06 Laurent Suply, journalist
04   .4. Monitoring Twitter and business 00  01  02  03  04   05  06 Search.Twitter allows for monitoring your brand and to create an RSS feed in order to  systematically  receive alerts when someone is talking about you. Search.Twitter http://search.Twitter.com
Tweetscan 04   .4. Monitoring Twitter and business 00  01  02  03  04   05  06 http://www.tweetscan.com/ Tweetscan and Tweetbeep allow for monitoring certain keywords, with an email alert system.
Tweetbeep 04   .4. Monitoring Twitter  and business 00  01  02  03  04   05  06 http://tweetbeep.com/
Follow who uses your URL without naming you 04   .4. Monitoring Twitter and business 00  01  02  03  04   05  06 http://backtweets.com/
04   .5. Customer service Why? Twitter and business 00  01  02  03  04   05  06 Make a target with high added value loyal (influencers) Avoid bad buzz (people who are on Twitter are active elsewhere) Save money How? Create a special customer account Be reactive and available
04   .5. Customer service The Comcast case Twitter  and business 00  01  02  03  04   05  06
04   .5. Customer service The Comcast case Twitter and business 00  01  02  03  04   05  06 Comcast has set up an online customer service center that monitors what is being said about the brand and directly answers the person in question, solving the problem as fast as possible.
04   .6. Sales Why? Twitter and business 00  01  02  03  04   05  06 Unite an existing community Make customers loyal Find new clients (through targeted searches on keywords) How? Play on the immediateness of Twitter for fast sales Play on the “pre-launch” effect for the community
04   .6. Sales The Dell case Twitter and business 00  01  02  03  04   05  06 Over 2 million dollars  generated on Twitter
04   .6. Sales Accessible to small entities Twitter and business 00  01  02  03  04   05  06 No software No subscription d’abonnement No need to have an existing data base http://Twitter.com/albionsoven
04   .7. Viral game Twitter and business 00  01  02  03  04   05  06 Why? Gather existing and influential communities Create a database of customers who are highly relevant for your brand Find new clients How? Create a link between a website/blog and Twitter Be interactive with your target
04   .7. Viral game Twitter and business 00  01  02  03  04   05  06 http://www.harrypottertweet.com/ Jinx your followers…
04   .7. Viral game Over 2,700 followers Creating an opt-in data base of opinion leaders Engaging participants Twitter and business 00  01  02  03  04   05  06 ▪  Objective: obtain a maximum of points by answering questions as fast as possible ▪  Participation: sign up on 2018blog.com (creating a qualified opt-in data base) ▪  Engagement: sign up on the website + follow the Twitter account + stay connected to be able to answer as fast as possible
04   .8. Conference and tradeshow Twitter and business 00  01  02  03  04   05  06 Why? Promote an event and raise the number of participants Get influencers’ attention Offer “live” information for those who can’t attend and make them want to participate the next time How? Involve people in the event’s creation Talk about the event in real time
04   .8. Conference and tradeshow The L’Oréal Festival Twitter and business 00  01  02  03  04   05  06 Results: 2,181 followers ,[object Object],[object Object],[object Object],[object Object],[object Object]
04   .9. Create an intranet Internal collaborative intelligence on Twitter Twitter and business 00  01  02  03  04   05  06 https://www.yammer.com//
04   .10. An option, not a strategy “ Twitter is a link in the communication chain, not a strategy in itself.”  Twitter and business 00  01  02  03  04   05  06 Grégory Pouy Vanksen Communication Director
04   .10. An option, not a strategy Twitter and business 00  01  02  03  04   05  06 Twitter is certainly not a tool that is massively used by the general public, such as Facebook or YouTube, but it has a qualitative audience, its users also being opinion leaders.
04   .11. The question of online visibility Moderate visibility in search engines …  but an extra opportunity Traffic creation through link exchange Twitter and business 00  01  02  03  04   05  06
05. Twitter: optimize your presence
05   .1. What are your objectives? Twitter: optimize your presence 00  01  02  03  04  05  06 spread information, become a reference enhance your visibility and generate traffic competition monitoring monitoring corporate intranet promote your products/services create a community …
05   .2. And now? Twitter: optimize your presence 00  01  02  03  04  05   06 Get interested in it now… because afterwards it’s too late!
Create your account 05   .2. And now? Twitter: optimize your presence 00  01  02  03  04  05   06
Reserve your name 05   .2. And now? Twitter: optimize your presence 00  01  02  03  04  05   06 Leader Society
Define your editorial policy 05   .2. And now? Twitter: optimize your presence 00  01  02  03  04  05  06
05   .3. Customize your page use your logo as avatar enter bio information use your corporate identity for the fonts your website/blog URL Twitter: optimize your presence 00  01  02  03  04  05  06 customize the background to reflect your universe
05   .3. Customize your page Example of how not to do it Twitter: optimize your presence 00  01  02  03  04  05  06 Unattractive, hardly any reference to the brand, few updates
05   .3. Customize your page Givenchy Twitter: optimize your presence 00  01  02  03  04  05  06 An excellent example of a Twitter account from which the brand benefits
05   .3. Customize your page Apple Twitter: optimize your presence 00  01  02  03  04  05   06 Apple has manged to create a large community around its products and services
05   .4. Choose a spokesperson Ford Twitter: optimize your presence 00  01  02  03  04  05   06 Scott Monty Scott Monty, head of social networks at Ford manages the brand’s Twitter account. Giving a brand a human face facilitates exchanges and inspires trust in consumers.
05   .4. Choose a spokesperson Twitter: optimize your presence 00  01  02  03  04  05   06 Christi Southwest Airlines
05   .5. Cybersquatting Some examples… Twitter: optimize your presence 00  01  02  03  04  05   06
05   .5. Cybersquatting Some examples… Twitter: optimize your presence 00  01  02  03  04  05   06 ,[object Object],[object Object],[object Object],[object Object]
05   .5. Cybersquatting Some examples… Twitter: optimize your presence 00  01  02  03  04  05   06
05   .5. Cybersquatting Some examples… Twitter: optimize your presence 00  01  02  03  04  05   06
05   .5. Cybersquatting Some examples… Twitter: optimize your presence 00  01  02  03  04  05   06 ,[object Object]
05   .6. What are the rules of the community? Exchange Twitter: optimize your presence 00  01  02  03  04  05  06 Be accessible &  authentic Be present regularly Three golden rules
05   .6. How to gather followers Twitter: optimize your presence 00  01  02  03  04  05  06 Follow people who are likely to follow you Take part in the conversation (blogs, forums, etc.) Communicate on your Twitter account: integrate Twitter into your website and place a link to your account on your  Facebook fan page, in your email signature, etc.  Follow influencers in your domain (followfriday, tweeterio, etc.) Follow those who talk about you (using monitter, twollow, etc.) Carefully fill in your bio, using keywords: it’s one of the first things people read before they decide to follow you 1 2 3 4 5 6
05   .6. How to gather followers Twitter: optimize your presence 00  01  02  03  04  05   06 Use rankings to find people to follow http://www.Twitterio.fr
President Barack Obama 05   .6. How to gather followers Twitter: optimize your presence 00  01  02  03  04  05   06 An example of success
Pizza Hut 05   .6. How to gather followers Twitter: optimize your presence 00  01  02  03  04  05  06 Exchange
05   .7. What are the structural implications? Invest a little time every day Twitter: optimize your presence 00  01  02  03  04  05   06 No need to have a dedicated person in the beginning Use tools permitting for the management of accounts by teams
06. Twitter: a brainteaser?
06   .1. Twitter tips and tricks Twitter: a brainteaser? 00  01  02  03  04  05  06
06   .1. Twitter tips and tricks Twitter: a brainteaser? 00  01  02  03  04  05  06 Always tweet with @yourname and leave space for retweets Answer all your @ (responses) PLEASE do not automatically answer DM (direct messages) Use emoticons to your advantage (sometimes this makes all the difference) Make your Twitter human (mix professional and personal  information), do not only speak about yourself Do not become THIS person (default avatar) Some useful tips
06   .1. Twitter tips and tricks Twitter: a brainteaser? 01  02  03  04  05  06 Thinking that Twitter is like email and spamming your followers Using Twitter for personal promotion only Not paying attention to what you post Not answering questions you are asked Publishing information irregularly Not personalizing your profile Mistakes to avoid
06   .2. What can you find on Twitter? Twitter: a brainteaser? 00  01  02  03  04  05  06 The latest events and information http://www.twitscoop.com/
06   .3. Better understand Twitter Twitter: a brainteaser? 00  01  02  03  04  05  06 Popular subjets around Twitter http://Twitter.alltop.com/
Thanks you & is all ears Please don’t hesitate to contact us vanksen   Luxembourg 7 rue des Mérovingiens L-8070 Bertrange Luxembourg Tel:  +352 48 90 90 239 Fax: +352 48 90 90 140 www.vanksen.com  ©  2009. VanksenGroup SA, all rights reserved.All the content is confidential. This document may neither be used nor disclosed to third parties without prior authorisation. Grégory Pouy Communication director Email: gpouy@vanksen.com Mobile: +33 6 71 71 20 73

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Twitter: All You Need To Know--How To Use Twitter For Your Business

  • 1. Twitter: all you need to know How to use Twitter for your business
  • 3. 00 01 02 03 04 05 06 02. Twitter in a nutshell 03. Twitter in numbers 00 Summary 04. Twitter and business 05. Twitter: optimize your presence 01. Background 06. Twitter: a brainteaser? 00. Vanksen
  • 5. “ connecting brands & consumers” 00 .1. Philosophy About Vanksen 00 01 02 03 04 05 06
  • 6. 00 .2. Locations About Vanksen 00 01 02 03 04 05 06
  • 7. 00 .3. Fields of activity About Vanksen 00 01 02 03 04 05 06
  • 8. 00 .4. Some of our clients About Vanksen 00 01 02 03 04 05 06
  • 10. “ A society of immediateness” 01 . 1 . Social change Background 00 01 02 03 04 05 06
  • 11. 01 . 1 . Social change Background 00 01 02 03 04 05 06 Fast food 35 minutes: the average time of a lunch break in France
  • 12. 01 . 1 . Social change Fast fashion Background 00 01 02 03 04 05 06 30,000 new models per year in 2005
  • 13. 01 . 1 . Social change Fast technology Background 00 01 02 03 04 05 06 Evolution of the iPod in 8 years
  • 14. 01 . 1. Social change Fast information Background 00 01 02 03 04 05 06 US Airways crash ▪ The first pictures of the crash were posted online via Twitpic on the microblogging site Twitter by a user who had witnessed the accident. ▪ The pictures traveled around the world in only a couple of minutes.
  • 15. 01 . 2. Evolution of communication Means of communication Background 00 01 02 03 04 05 06 Hyper-connectivity
  • 16. 01 . 3. Evolution from blogging to Twitter Background 00 01 02 03 04 05 06
  • 17. 01 . 3. Evolution from blogging to Twitter Background 00 01 02 03 04 05 06 It’s just like… … only that… A blog post… … you can only use 140 characters Updating one’s Facebook status… … it is visible on innumerable media A big chat… … you choose who you follow An instant messaging service… … it is public and archived on the Web [which allows for scanning the posted information]
  • 18. 01 . 3. Evolution from blogging to Twitter Background 00 01 02 03 04 05 06 Microblogging = fast and public
  • 19. 01 .4. Where is Twitter within the social media landscape? A less known, but promising service Background 00 01 02 03 04 05 06 Number of users in the USA and growth in 2008 vs. 2009 Source: Nielsen Online Number of unique users in millions Growth 2008–2009
  • 20. 01 .4. Where is Twitter within the social media landscape? But a service adopted by a powerful niche group Background 00 01 02 03 04 05 06
  • 21. 02. Twitter in a nutshell
  • 22. 02 .1. Presenting Twitter Twitter in a nutshell 00 01 02 03 04 05 06 A means of communication A place to share and consume information A new real-time search engine A service for Web users A discussion forum A tool for listening and analyzing A traffic generator A means to meet new people and to create new connections A means to talk about what you are doing right now Twitter is:
  • 23. 02 . 1. Presenting Twitter Twitter in a nutshell 00 01 02 03 04 05 06 “ What are you doing?”
  • 24. 02 .1. Presenting Twitter Twitter in a nutshell 00 01 02 03 04 05 06 What is important to my followers and me? Latest: Jackass's Successor…http://tinyurl.com/lke8p5 about 2 hours ago
  • 25. 02 . 1. Presenting Twitter Twitter in a nutshell 00 01 02 03 04 05 06
  • 26. Max. 140 characters Followers and following Customizable 02 . 1. Presenting Twitter Twitter in a nutshell 00 01 02 03 04 05 06 Free & easy to use
  • 27. 02 . 1. Presenting Twitter Twitter in a nutshell 00 01 02 03 04 05 06 + = Interoperability between your blog and Twitter: When you update your blog, your Twitter account is updated automatically
  • 28. Share interesting posts Blog posts are re-published on Twitter 02 . 1. Presenting Twitter Twitter in a nutshell 00 01 02 03 04 05 06
  • 29. 02 . 1. Presenting Twitter Twitter in a nutshell 00 01 02 03 04 05 06 + = aa When you update your Twitter account, your Facebook account is updated Interoperability between Facebook and Twitter automatically, and vice versa
  • 30. 02 . 1. Presenting Twitter Twitter in a nutshell 00 01 02 03 04 05 06 Share interesting posts in connection with Facebook
  • 31. 02 . 1. Presenting Twitter Twitter in a nutshell 00 01 02 03 04 05 06 As many contact opportunities blog Example of one person’s blog, Twitter, and Facebook
  • 32. 02 . 1. Presenting Twitter Twitter in a nutshell 00 01 02 03 04 05 06 Automatically posted from your blog’s RSS feed Posted to share a link or an experience Posted to share a tweet you received from your community (RT or retweet) Posted as a response to someone (@username) Posted as a response to someone, with only this person being able to see the message (DM or direct message) Message types
  • 33. Message types 02 . 1. Presenting Twitter Twitter in a nutshell 00 01 02 03 04 05 06 Response to/@: direct message visible to all, sent to one or several persons Thanks my friend !
  • 34. Message types 02 . 1. Presenting Twitter Twitter in a nutshell 00 01 02 03 04 05 06 Retweet/RT: forwards a tweet, allows for relaying a piece of information Look at this video !!
  • 35. Message types 02 . 1. Presenting Twitter Twitter in a nutshell 00 01 02 03 04 05 06 Direct message/DM: message visible only to the person in question DM@Davidous : Check this out, it's simply magical: http://bit.ly/1a9EUe
  • 36. Who is on Twitter? 02 . 1. Presenting Twitter Twitter in a nutshell 00 01 02 03 04 05 06 Opinion leaders, influencers, celebrities…
  • 37. Who is on Twitter? 02 . 1. Presenting Twitter Twitter in a nutshell 00 01 02 03 04 05 06 … and many bloggers (who spread content)
  • 38. Who is not on Twitter? 02 . 1. Presenting Twitter Twitter in a nutshell 00 01 02 03 04 05 06 Twitter is not yet a media used by the general public
  • 39. 02 .1. Presenting Twitter Twitter in a nutshell 00 01 02 03 04 05 06 Because it is growing exponentially Because it is a model for other platforms Because is has an exemplary acceleration process Twitter is a new means of communication It allows for analyzing people’s thoughts, perceptions and interests in real time It is the only real-time search engine currently available It is a legitimate service channel for consumers Why is Twitter so relevant? But most of all because:
  • 40. 02 .1. Presenting Twitter Twitter in a nutshell 00 01 02 03 04 05 06 Tweet : a message on Twitter; or: to post a message on Twitter Hashtag: trending topic (e.g. swine flu), marked by “#” Tweetup : Twitter users meeting in real life (yes, it happens!) Twitpic : application for posting pictures on Twitter Twitterview : a conversation generating follow-up (like an interview) Dweet : message posted when drunk RT : forwarding someone else’s tweet @: used to answer someone (message appears differently for the recipient) For more Twitter-speak, check out: http://twictionary.pbworks.com/ Some Twitter-speak
  • 41. 02 . 1. Presenting Twitter Twitter in a nutshell 00 01 02 03 04 05 06 Tinyurls 140 characters do not leave space for long URLs Obviously, speak only about
  • 42. bit.ly: one of 170 URL-shortening tools 02 . 1. Presenting Twitter http://bit.ly.com Twitter in a nutshell 00 01 02 03 04 05 06 140 caractères ne permettent pas de mettre de longues URL
  • 43. 02 . 2. Types of Twitter profiles followers following Twitter in a nutshell 00 01 02 03 04 05 06 When you sign up, your follower, following and community rates are low Beginners community persons who follow you persons you follow
  • 44. 02 .2. Types of Twitter profiles community followers following Twitter in a nutshell 00 01 02 03 04 05 06 Follow many interesting persons, but follower-following imbalance Information gluttons
  • 45. 02 .2. Types of Twitter profiles community followers following Twitter in a nutshell 00 01 02 03 04 05 06 Follow only a few persons, but are followed by many The “popular ones”
  • 46. 02 .2. Types of Twitter profiles followers following community Twitter in a nutshell 00 01 02 03 04 05 06 Community Twitterers Follow those who follow them and vice versa
  • 47. 02 .3. The Twitter network Twitter in a nutshell 00 01 02 03 04 05 06 An exponential network
  • 48. 02 .3. The Twitter network Twitter in a nutshell 00 01 02 03 04 05 06 A network for mutual help I’m looking for an intern in communication for 6 months, as soon as possible (700€). Please RT
  • 49. 02 .3. The Twitter network Twitter in a nutshell 00 01 02 03 04 05 06 32 re-tweets and potentially 10,000 generated contacts
  • 50. 02 .4. How can you access Twitter? Twitter in a nutshell 00 01 02 03 04 05 06 On www.Twitter.com
  • 51. 02 .4. How can you access Twitter? Through a widget Twitter in a nutshell 00 01 02 03 04 05 06 Application installed on your desktop
  • 52. 02 .4. How can you access Twitter? Twitter in a nutshell 00 01 02 03 04 05 06 Top 10 of Twitter’s most popular clients Top 10 Twitter Web clients TweetDeck Twitterfeed Twhirl Twitterrific Tweetie Text Mobile Twitterfon TwitPic
  • 53. 02 .4. How can you access Twitter? On your mobile phone Twitter in a nutshell 00 01 02 03 04 05 06
  • 54. 02 .4. How can you access Twitter? Twitter in a nutshell 00 01 02 03 04 05 06 On Twitter platforms on mobile phones Iphone Twittie Twitterfon Twitterrific Twitterlator Windows Mobile Twinkini Android Twitterdroid Blackberry Twitterberr Multi-platforms Slandr TwinyTwitter
  • 55. 02 .4. How can you access Twitter? Through an RSS feed Twitter in a nutshell 00 01 02 03 04 05 06 NetVibes, iGoogle, etc.
  • 56. 02 .4. How can you access Twitter? Twitter in a nutshell 00 01 02 03 04 05 06 on a mobile phone through a desktop widget through an RSS feed
  • 57. Open API A library that allows programmers and developers to develop their own application, thanks to open platform codes 02 .5. Associated services Twitter in a nutshell 00 01 02 03 04 05 06
  • 58. 02 .5. Associated services Indispensable applications Twitter in a nutshell 00 01 02 03 04 05 06 Popularity Research Filter Statistics Mobile RSS Twitter Design Follow Image & video Trends Prolong Local The tool box
  • 59. 02 .6. What do people talk about on Twitter? Twitter in a nutshell 00 01 02 03 04 05 06 Personal matters… On Twitter you can say what you are doing…
  • 60. 02 .6. What do people talk about on Twitter? Twitter in a nutshell 00 01 02 03 04 05 06 … or professional ones! … Twitter is most of all a tool to ask and answer questions
  • 61. 02 .6. What do people talk about on Twitter? Twitter in a nutshell 00 01 02 03 04 05 06 About your brands…
  • 62. 02 .6. What do people talk about on Twitter? Conversation topics 15% marketing 56% job-related 28% personal Twitter in a nutshell 00 01 02 03 04 05 06 Be it private or professional: people talk about topics that interest their community
  • 63. 02 .7. Why is everyone talking about Twitter? Twitter in a nutshell 00 01 02 03 04 05 06
  • 64. 02 .7. Why is everyone talking about Twitter? A permanent and immediate source of information Twitter in a nutshell 00 01 02 03 04 05 06 Source: Denis Balencourt’s blog
  • 65. 02 .7. Why is everyone talking about Twitter? Many journalists are on Twitter Twitter in a nutshell 00 01 02 03 04 05 06 Discovery Channel CNN Over 200 French journalists, only 1 click away… BBC Wall Street Journal CNBC
  • 66. 02 .7. Why is everyone talking about Twitter? Constant interaction Twitter in a nutshell 00 01 02 03 04 05 06
  • 67. 02 .7. Why is everyone talking about Twitter? And what about content creation? Twitter in a nutshell 00 01 02 03 04 05 06 Twitter allows for relaying new information fast Re-tweeting vs. content creation Still few content producers on Twitter
  • 68. 03. Twitter in numbers
  • 69. 03 .1. Growth Twitter in numbers 00 01 02 03 04 05 06 752% growth in 2008
  • 70. 03 .1. Growth 3 million tweets are exchanged every day Twitter in numbers 00 01 02 03 04 05 06
  • 71. 03 .2. Activity on Twitter? 21% of users have never posted content 50% of users have not posted content in the last 7 days 94% of users have less than 100 followers 5% of users generate 75% of activity (10% generate 86%) Still not dynamic enough Twitter in numbers 00 01 02 03 04 05 06
  • 72. 03 .3. Who is on Twitter? Twitter = influencers? A minority followed by the majority of users Source: Hubspot Twitter in numbers 00 01 02 03 04 05 06
  • 73. 03 .3. Who is on Twitter? Age structure Mature users: aged 25–54 years Source: eMarketer Twitter in numbers 00 01 02 03 04 05 06
  • 74. 03 .4. The interest for companies? Twitter remains highly relevant for companies An obvious ”business” application compared to the more person-centered Facebook Relevant, influential, qualified, and easily accessible contacts An easy link with blogs + stronger interactivity Source: eMarketer Twitter in numbers 00 01 02 03 04 05 06
  • 75. 04. Twitter and business
  • 76. 04 .1. What can you do? viralize PR watch customer service sales conference monitoring Twitter and business 00 01 02 03 04 05 06 find clients
  • 77. 04 .2. Twitter and brands Twitter and business 00 01 02 03 04 05 06 Are brands on Twitter?
  • 78. 04 .2. Twitter and brands Twitter and business 00 01 02 03 04 05 06 Find all corporate accounts http://twibs.com/
  • 79. 04 .3. PR http://monitter.com/ Monitter Twitter and business 00 01 02 03 04 05 06 Or real time, with different clients Many free tools are regularly developed in order to find out what is being said about your brand, for example Monitter, a tool to monitor keywords. Tools like coTweet allow for finding out what is being said about you, but also for managing different Twitter accounts simultaneously.
  • 80. 04 .3. PR Manage several accounts Twitter and business 00 01 02 03 04 05 06 As a team http://cotweet.com/
  • 81. 04 .3. PR Manage several accounts Twitter and business 01 02 03 04 05 06 As a team http://hootsuite.com/
  • 82. 04 .3. PR Twitter and business 00 01 02 03 04 05 06 Interact with your community Ask questions
  • 83. 04 .3. PR Become a reference Twitter and business 00 01 02 03 04 05 06
  • 84. 04 .3. PR Twitter and business 00 01 02 03 04 05 06 A source of information “ There's a plane in the Hudson. I'm on the ferry going to pick up the people. Crazy.”
  • 85. 04 .3. PR “ As far as I know, nothing on Earth goes faster than Twitter. Neither I, nor TV, nor agencies.” Twitter and business 00 01 02 03 04 05 06 Laurent Suply, journalist
  • 86. 04 .4. Monitoring Twitter and business 00 01 02 03 04 05 06 Search.Twitter allows for monitoring your brand and to create an RSS feed in order to systematically receive alerts when someone is talking about you. Search.Twitter http://search.Twitter.com
  • 87. Tweetscan 04 .4. Monitoring Twitter and business 00 01 02 03 04 05 06 http://www.tweetscan.com/ Tweetscan and Tweetbeep allow for monitoring certain keywords, with an email alert system.
  • 88. Tweetbeep 04 .4. Monitoring Twitter and business 00 01 02 03 04 05 06 http://tweetbeep.com/
  • 89. Follow who uses your URL without naming you 04 .4. Monitoring Twitter and business 00 01 02 03 04 05 06 http://backtweets.com/
  • 90. 04 .5. Customer service Why? Twitter and business 00 01 02 03 04 05 06 Make a target with high added value loyal (influencers) Avoid bad buzz (people who are on Twitter are active elsewhere) Save money How? Create a special customer account Be reactive and available
  • 91. 04 .5. Customer service The Comcast case Twitter and business 00 01 02 03 04 05 06
  • 92. 04 .5. Customer service The Comcast case Twitter and business 00 01 02 03 04 05 06 Comcast has set up an online customer service center that monitors what is being said about the brand and directly answers the person in question, solving the problem as fast as possible.
  • 93. 04 .6. Sales Why? Twitter and business 00 01 02 03 04 05 06 Unite an existing community Make customers loyal Find new clients (through targeted searches on keywords) How? Play on the immediateness of Twitter for fast sales Play on the “pre-launch” effect for the community
  • 94. 04 .6. Sales The Dell case Twitter and business 00 01 02 03 04 05 06 Over 2 million dollars generated on Twitter
  • 95. 04 .6. Sales Accessible to small entities Twitter and business 00 01 02 03 04 05 06 No software No subscription d’abonnement No need to have an existing data base http://Twitter.com/albionsoven
  • 96. 04 .7. Viral game Twitter and business 00 01 02 03 04 05 06 Why? Gather existing and influential communities Create a database of customers who are highly relevant for your brand Find new clients How? Create a link between a website/blog and Twitter Be interactive with your target
  • 97. 04 .7. Viral game Twitter and business 00 01 02 03 04 05 06 http://www.harrypottertweet.com/ Jinx your followers…
  • 98. 04 .7. Viral game Over 2,700 followers Creating an opt-in data base of opinion leaders Engaging participants Twitter and business 00 01 02 03 04 05 06 ▪ Objective: obtain a maximum of points by answering questions as fast as possible ▪ Participation: sign up on 2018blog.com (creating a qualified opt-in data base) ▪ Engagement: sign up on the website + follow the Twitter account + stay connected to be able to answer as fast as possible
  • 99. 04 .8. Conference and tradeshow Twitter and business 00 01 02 03 04 05 06 Why? Promote an event and raise the number of participants Get influencers’ attention Offer “live” information for those who can’t attend and make them want to participate the next time How? Involve people in the event’s creation Talk about the event in real time
  • 100.
  • 101. 04 .9. Create an intranet Internal collaborative intelligence on Twitter Twitter and business 00 01 02 03 04 05 06 https://www.yammer.com//
  • 102. 04 .10. An option, not a strategy “ Twitter is a link in the communication chain, not a strategy in itself.” Twitter and business 00 01 02 03 04 05 06 Grégory Pouy Vanksen Communication Director
  • 103. 04 .10. An option, not a strategy Twitter and business 00 01 02 03 04 05 06 Twitter is certainly not a tool that is massively used by the general public, such as Facebook or YouTube, but it has a qualitative audience, its users also being opinion leaders.
  • 104. 04 .11. The question of online visibility Moderate visibility in search engines … but an extra opportunity Traffic creation through link exchange Twitter and business 00 01 02 03 04 05 06
  • 105. 05. Twitter: optimize your presence
  • 106. 05 .1. What are your objectives? Twitter: optimize your presence 00 01 02 03 04 05 06 spread information, become a reference enhance your visibility and generate traffic competition monitoring monitoring corporate intranet promote your products/services create a community …
  • 107. 05 .2. And now? Twitter: optimize your presence 00 01 02 03 04 05 06 Get interested in it now… because afterwards it’s too late!
  • 108. Create your account 05 .2. And now? Twitter: optimize your presence 00 01 02 03 04 05 06
  • 109. Reserve your name 05 .2. And now? Twitter: optimize your presence 00 01 02 03 04 05 06 Leader Society
  • 110. Define your editorial policy 05 .2. And now? Twitter: optimize your presence 00 01 02 03 04 05 06
  • 111. 05 .3. Customize your page use your logo as avatar enter bio information use your corporate identity for the fonts your website/blog URL Twitter: optimize your presence 00 01 02 03 04 05 06 customize the background to reflect your universe
  • 112. 05 .3. Customize your page Example of how not to do it Twitter: optimize your presence 00 01 02 03 04 05 06 Unattractive, hardly any reference to the brand, few updates
  • 113. 05 .3. Customize your page Givenchy Twitter: optimize your presence 00 01 02 03 04 05 06 An excellent example of a Twitter account from which the brand benefits
  • 114. 05 .3. Customize your page Apple Twitter: optimize your presence 00 01 02 03 04 05 06 Apple has manged to create a large community around its products and services
  • 115. 05 .4. Choose a spokesperson Ford Twitter: optimize your presence 00 01 02 03 04 05 06 Scott Monty Scott Monty, head of social networks at Ford manages the brand’s Twitter account. Giving a brand a human face facilitates exchanges and inspires trust in consumers.
  • 116. 05 .4. Choose a spokesperson Twitter: optimize your presence 00 01 02 03 04 05 06 Christi Southwest Airlines
  • 117. 05 .5. Cybersquatting Some examples… Twitter: optimize your presence 00 01 02 03 04 05 06
  • 118.
  • 119. 05 .5. Cybersquatting Some examples… Twitter: optimize your presence 00 01 02 03 04 05 06
  • 120. 05 .5. Cybersquatting Some examples… Twitter: optimize your presence 00 01 02 03 04 05 06
  • 121.
  • 122. 05 .6. What are the rules of the community? Exchange Twitter: optimize your presence 00 01 02 03 04 05 06 Be accessible & authentic Be present regularly Three golden rules
  • 123. 05 .6. How to gather followers Twitter: optimize your presence 00 01 02 03 04 05 06 Follow people who are likely to follow you Take part in the conversation (blogs, forums, etc.) Communicate on your Twitter account: integrate Twitter into your website and place a link to your account on your Facebook fan page, in your email signature, etc. Follow influencers in your domain (followfriday, tweeterio, etc.) Follow those who talk about you (using monitter, twollow, etc.) Carefully fill in your bio, using keywords: it’s one of the first things people read before they decide to follow you 1 2 3 4 5 6
  • 124. 05 .6. How to gather followers Twitter: optimize your presence 00 01 02 03 04 05 06 Use rankings to find people to follow http://www.Twitterio.fr
  • 125. President Barack Obama 05 .6. How to gather followers Twitter: optimize your presence 00 01 02 03 04 05 06 An example of success
  • 126. Pizza Hut 05 .6. How to gather followers Twitter: optimize your presence 00 01 02 03 04 05 06 Exchange
  • 127. 05 .7. What are the structural implications? Invest a little time every day Twitter: optimize your presence 00 01 02 03 04 05 06 No need to have a dedicated person in the beginning Use tools permitting for the management of accounts by teams
  • 128. 06. Twitter: a brainteaser?
  • 129. 06 .1. Twitter tips and tricks Twitter: a brainteaser? 00 01 02 03 04 05 06
  • 130. 06 .1. Twitter tips and tricks Twitter: a brainteaser? 00 01 02 03 04 05 06 Always tweet with @yourname and leave space for retweets Answer all your @ (responses) PLEASE do not automatically answer DM (direct messages) Use emoticons to your advantage (sometimes this makes all the difference) Make your Twitter human (mix professional and personal information), do not only speak about yourself Do not become THIS person (default avatar) Some useful tips
  • 131. 06 .1. Twitter tips and tricks Twitter: a brainteaser? 01 02 03 04 05 06 Thinking that Twitter is like email and spamming your followers Using Twitter for personal promotion only Not paying attention to what you post Not answering questions you are asked Publishing information irregularly Not personalizing your profile Mistakes to avoid
  • 132. 06 .2. What can you find on Twitter? Twitter: a brainteaser? 00 01 02 03 04 05 06 The latest events and information http://www.twitscoop.com/
  • 133. 06 .3. Better understand Twitter Twitter: a brainteaser? 00 01 02 03 04 05 06 Popular subjets around Twitter http://Twitter.alltop.com/
  • 134. Thanks you & is all ears Please don’t hesitate to contact us vanksen Luxembourg 7 rue des Mérovingiens L-8070 Bertrange Luxembourg Tel: +352 48 90 90 239 Fax: +352 48 90 90 140 www.vanksen.com © 2009. VanksenGroup SA, all rights reserved.All the content is confidential. This document may neither be used nor disclosed to third parties without prior authorisation. Grégory Pouy Communication director Email: gpouy@vanksen.com Mobile: +33 6 71 71 20 73

Editor's Notes

  1. De nombreux changements sociétaux ont fait leur apparitions ces 10 et 20 dernières années… C’est le règne de l’immédiateté et de la facilité avec certes l’arrivée d’Internet mais aussi les fastfood, et divers habitudes du quotidien.
  2. Les premières photos du crash étaient en ligne sur les sites de microblogging
  3. Blogging: Autant de caractères que possible Contenu: Tete, image, vidéo, son, etc. Bon référencement dans les moteurs de recherche Nombre de lecteurs: moyen Mise à jour: hebdomadaire ou quotidienne pour les plus grands blogs Twitter: 140 caractères Contenu: Texte (+ photo sur Twitpic
  4. Le Microblogging et notamment Twitter permettent d’échanger facilement et de façon publique ou privée (direct messages) mais aussi de suivre un fil de discussion autour d’un thème et ce, en temps réel.
  5. Twitter n’est qu’un petit site comparé aux géants de l’internet… mais sa croissance reste la plus forte ce qui laisse présager à la plateforme de microblogging un bel avenir…
  6. Twitter n’est qu’un petit site comparé aux géants de l’internet… mais sa croissance reste la plus forte ce qui laisse présager à la plateforme de microblogging un bel avenir…
  7. Personnalisation du fond et des couleurs Avatar Possibilité de mettre un biographie, un lien vers votre blog/site web 140 caractères disponible Sur la page principale, on retrouve tous les derniers tweets, les following (personnes qui suivent votre compte) Le microblogging: à mi-chemin entre un blog, une messagerie instantanée et un réseau social, le microblogging est une application qui, en 140 caractères, permet de partager des informations, liens, images avec ses followers et de suivre l’actualité de ses following. C’est un concentré d’informations ciblées, puisque qu’on choisi les personnes dont on souhaite suivre l’actualité.
  8. Sur les blogs des applications ont été développées (grâce à l’ouverture de l’API) pour pouvoir « tweeter » un article que vous trouvez intéressant. Les blogueurs peuvent aussi intégrer leurs derniers tweets sur leur blog Synchroniser Facebook et Twitter
  9. Sur les blogs des applications ont été développées (grâce à l’ouverture de l’API) pour pouvoir « tweeter » un article que vous trouvez intéressant. Les blogueurs peuvent aussi intégrer leurs derniers tweets sur leur blog Synchroniser Facebook et Twitter
  10. Sur les blogs des applications ont été développées (grâce à l’ouverture de l’API) pour pouvoir « tweeter » un article que vous trouvez intéressant. Les blogueurs peuvent aussi intégrer leurs derniers tweets sur leur blog Synchroniser Facebook et Twitter
  11. Sur les blogs des applications ont été développées (grâce à l’ouverture de l’API) pour pouvoir « tweeter » un article que vous trouvez intéressant. Les blogueurs peuvent aussi intégrer leurs derniers tweets sur leur blog Synchroniser Facebook et Twitter
  12. Des prescripteurs, des influenceurs, célébrités
  13. Une forte communauté de blogueurs avec notamment les plus influents de la blogosphère
  14. Parce que tout le monde n’est pas sur Twitter, il est important de rappeler que Twitter ne sera pas, en tout cas à court et moyen terme, un média de masse en France.
  15. Il y a aussi des boulimiques d’informations, qui font plus de veille que ne donnent d’informations propres….
  16. Il y a aussi ceux qui tournent en circuit fermé, qui suivent ceux qui les suivent.
  17. Ouverture de l’API offre la possibilité aux développeurs de créer leur propre application. -> Viralisation de la plateforme Nombreux accès
  18. Accès via Twhirl, Twitteriffic, TweetDeck Avantage: les utilisateurs peuvent y avoir accès toute la journée sur leur desktop (connexion plus de 7h par jour)
  19. Accès via iPod, iTouch, blackberry
  20. Accès via Netvibes ou tout aggrégateur de flux RSS avantage: les utilisateurs peuvent y avoir accès toute la journée (connexion plus de 7h par jour)
  21. Source: Hubspot, Février 2009
  22. API: (Anglais: Application and Programming Interface). (Français: Interface pour la programmation d'applications) Définition (source: http://www.futura-sciences.com/fr/definition/t/high-tech-1/d/api_465/): Ensemble de bibliothèques permettant une programmation plus aisée car les fonctions deviennent indépendantes du matériel. C’est une bibliothèque qui permet aux programmeurs de développer leurs propre application grâce à l’ouverture des codes de la plateforme. Permet à d’autres logiciels de s’interfacer pour créer de la richesse.
  23. API: (Anglais: Application and Programming Interface). (Français: Interface pour la programmation d'applications) Définition (source: http://www.futura-sciences.com/fr/definition/t/high-tech-1/d/api_465/): Ensemble de bibliothèques permettant une programmation plus aisée car les fonctions deviennent indépendantes du matériel. C’est une bibliothèque qui permet aux programmeurs de développer leurs propre application grâce à l’ouverture des codes de la plateforme. Permet à d’autres logiciels de s’interfacer pour créer de la richesse.
  24. Source permanente: Exemple de attentats de Bombay les premiers témoignages sont apparus sur Twitter en temps réel et au cœur du drame, puis des images ont été publiées sur Flickr. Twitter est une source d’information en temps réel… ce qui a plus de 4h est déjà « dépassé »
  25. Source permanente: Exemple de attentats de Bombay les premiers témoignages sont apparus sur Twitter en temps réel et au cœur du drame, puis des images ont été publiées sur Flickr. Twitter est une source d’information en temps réel… ce qui a plus de 4h est déjà « dépassé »
  26. Source permanente: Exemple de attentats de Bombay les premiers témoignages sont apparus sur Twitter en temps réel et au cœur du drame, puis des images ont été publiées sur Flickr. Twitter est une source d’information en temps réel… ce qui a plus de 4h est déjà « dépassé »
  27. Création de communauté autour d’une marque, d’un produit, d’un thème avec un ambassadeur. La communauté est constituée de followers.
  28. Source: Mashable En 2008, Twitter connaît une croissance de 752%
  29. Source: Mashable En 2008, Twitter connaît une croissance de 752%
  30. Source: http://www.mediassociaux.com/2009/06/24/enfin-des-donnees-statistiques-sur-Twitter/
  31. Source: hubspot Une minorité a un nombre de followers supérieur à 250. Une minorité est influente et une masse de personne sur Twitter n’a que peu d’influence voir pas du tout (en considérent qu’à moins de 50 followers, l’influence reste mineure)
  32. source: Pew Internet & American Life Project Les utilisateurs de Twitter sont majoritairement des hommes. La cible est mature comparée à Facebook.
  33. Source: http://www.mediassociaux.com/2009/06/24/enfin-des-donnees-statistiques-sur-Twitter/
  34. De nombreuses informations sont issues de Twitter Les premières image de l’avion de l’USAirways sont apparues sur Twitter, les stars annoncent leur sorties sur la plateformes, etc.
  35. permet également à la marque de communiquer en one to one ou en one to few petite population d’influenceurs au pouvoir de persuasion néanmoins non-négligeable communautés déjà présentent sur Twitter Immédiateté: flux d’informations en temps réel selon des thématiques Le cas des attentats de Bombay: les premiers témoignages en ligne sur Twitter avec des images avant même que la presse n’ait été au courant.
  36. Pourquoi est-il important de regarder ce qui se dit sur Twitter? population d’influenceurs source d’une majorité de blogs bien référencé sur Google
  37. Pourquoi? influenceurs source d’une majorité de blogs bien référencé sur Google
  38. pourquoi? ▪ fidéliser ▪ éviter les bad-buzz ▪ gagner de l’argent comment? ▪ créer un compte spécial clients ▪ être réactif et disponible
  39. Le cas dell: ▪ vente flash ▪ 17 comptes en fonction des thématiques ▪ SAV Dell aurait généré plus de 500 000$ de revenus par le biais de ses “tweets”
  40. Le cas dell: ▪ vente flash ▪ 17 comptes en fonction des thématiques ▪ SAV Dell aurait généré plus de 2 m $ de revenus par le biais de ses “tweets”
  41. Le cas dell: ▪ vente flash ▪ 17 comptes en fonction des thématiques ▪ SAV Dell aurait généré plus de 2 m $ de revenus par le biais de ses “tweets”
  42. Objectif: obtenir un maximum de points en répondant le plus rapidement possible aux questions posées Comment participer: s’inscrire sur 2018blog.com (création d’une base qualifiée opt’in) Implication: S’inscrire sur le site + suivre le compte Twitter + rester connecter pour pouvoir répondre le plus vite possible
  43. Objectifs: ▪ préempter un nouveau média (Twitter) pour participer à la conversation à l’occasion d’un évènement clé, le Mondial de l’automobile ▪ attirer l’attention des influenceurs (media online et blogueurs) ▪ offrir une information « live » à ceux qui ne pouvait se rendre physiquement au salon ▪ tisser des liens avec les communautés sur Twitter et faire entrer Renault dans la conversation Résultats: ▪ 3 semaines de tweeting ▪ 203 followers ▪ 216 tweets de Renault Live ▪ 53 replies @ Renault Live ▪ 82 photos sur tweetpic Aujourd’hui, Renault Live compte aujourd’hui 685 followers
  44. une minorité est sur Twitter rester présent sur d’autres media traditionnels
  45. Sources: http://www.marketingonthebeach.com/Twitter-chiffres-et-tendances-en-2009/ http://www.generation-nt.com/mediametrie-audience-internet-juin-2008-top-classement-actualite-135381.html http://fr.mashable.com/2008/11/30/facebook-france-56-millions-de-membres/ http://www.iabfrance.com/?go=edito&eid=145
  46. Opportunité supplémentaire d’apparaître sur des mots ou expressions spécifiques Création de trafic sur votre blog, site. Des outils comme Twittertise vous permettent de tracker le trafic sur vos différents tweet.
  47. Diffuser de l’info, devenir une référence: en parlant de votre marque mais aussi de votre marché -> devenir une référence dans votre domaine Améliorer son référencement et générer du trafic sur certain mots clés ou expressions Veille concurrentielle: suivez vos concurrents, écoutez ce qui se dit sur eux, regardez ce qu’il font. Monitoring: écouter ce qui se dit sur vous, vos produits, service. Des outils comme http://monitter.com/ vous permettent même d’etre alerté de qui dit/cherche quoi sur vous. Intranet: Grâce à des outils comme yammer (https://www.yammer.com/), vous pouvez protéger vos informations et faire de Twitter un formidable outil en interne, permettant à chacun de employés de partager des informations, liens utiles… Promouvoir vos produits, services: comme l’a fait Dell, vous pouvez annoncer en avant première la sortie de nos nouveaux produits, ou encore faire un destockage massif ou des ventes flash. Vous pouvez aussi vous en service comme support client, service après vente, etc. Créer une communauté autour de votre univers: ex: roxy (Quilsilver) pour la communauté des jeunes filles, sportives, passionnée par le surf, etc.
  48. Inscription simple et rapide sur l’interface www.Twitter.com
  49. Ambassadeur: personne qui répondra à vos lecteur = Mettre un visage sur la marque, montrer son côté humain. Réservez votre nom avant que quelqu’un ne le fasse pour vous.
  50. Le porte parole permet de donner un visage humain à la marque. Le client parle à une personne identifiable, pas à une marque qui pourrait dans son esprit être un robot.
  51. ▪ votre nom apparaît directement dans la barre d'URL (http://Twitter.com/vanksen) ▪ le compte peut nuire à votre image ▪ Twitter ne rend pas le nom de domaine à son légitime possesseur mais ferme complètement le compte ▪ un compte inactif sur 6 mois est automatiquement résilié
  52. ▪ votre nom apparaît directement dans la barre d'URL (http://Twitter.com/vanksen) ▪ le compte peut nuire à votre image ▪ Twitter ne rend pas le nom de domaine à son légitime possesseur mais ferme complètement le compte ▪ un compte inactif sur 6 mois est automatiquement résilié
  53. Le background du compte cocochanel promeut la marque Yves Saint Laurent… concurrent directe de Chanel.
  54. Follow Friday: Chaque vendredi, vous proposerez un ou plusieurs noms de followers à vos followés de la façon suivante: # followfriday suivez @jacquoulecroquant @jajalaprincesse @jojoleg33k @brasseo Le hashtag #followfriday permet à tous les utilisateurs de Twitter de suivre les recommandations chaque vendredi.
  55. B. Obama a développer son nombre de followers en participant à la conversation, en ajoutant les personnes qui le suivaient et susceptibles de le suivre, en mettant son compte en avant (RP, personnalisation de son compte, etc.)
  56. La redoute a bien compris qu’il fallait suivre pour que « la mayonnaise prenne  » Cependant, 147 updates c’est encore trop peu pour créer une vraie communauté: son compte a été ouvert seulement en décembre 2008 De plus, la marque a peut être mal ciblé les personnes qu’elle suit.