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Twitter for Business


David Berkowitz
Director of Emerging Media
360i
@dberkowitz
@db k it
dberkowitz@306i.com
Get Yer 2 Characters Right Here




shortyawards.com
 ht       d                              360i.com/twitterpov
                                         360i    /t itt




                          www.360i.com                    2
Agenda


• Introduction
• 11 T itt t l
     Twitter tools
• Best Practices




                     www.360i.com   3
Introduction




               4
My Trip to Texas: April 2009




                               5
I took a trip to Dallas
     in April 2009
         p




                          6
I got to spend some
time with the in-laws…




                    7
…and Nanny…




              www.360i.com   8
…and of course my wife




www.360i.com                        9
My in-laws kept wanting
to talk about this Twitter thing
    they kept hearing about

                                   www.360i.com   10
They made me think
constantly about Twitter


                           www.360i.com   11
Okay, I was really thinking
about Sprinkles Cupcakes


                              www.360i.com   12
And eating quite a few too,
                  along with Dr Pepper
               (the kind with cane sugar)




www.360i.com                                 13
So my wife and I went to the source:
       the Dr Pepper Museum
    and Free Enterprise Institute
           in Waco, Texas
                                       www.360i.com   14
Signs for Twitter were EVERYWHERE,
         even in the elevator
                                     www.360i.com   15
They even encouraged sharing photos
              With “TwitPic photo ops”
www.360i.com                             16
The secret flavor in
    Dr Pepper is…

                            !


Was Twitter the secret ingredient
          In Dr Pepper?
    I was ready to believe it
                                    www.360i.com   17
And then worlds collided:
                    My mother-in-law
                followed me on Twitter!




www.360i.com                               18
Her first tweet also plugged
  her business account –
  she had her hands full




            www.360i.com       19
In no time, the Twitter
obsession was on in full force




             www.360i.com        20
The Top 11 Twitter Tools




                           21
Top 11 Twitter Tools

1. Twitter Search      7. TwitPic
2. Twist               8. HootSuite
3. TweetMeme           9. Seesmic Desktop
4. Bit.ly              10.Twitterfon
5. Mr. Tweet           11.Troy’s Twitter Script
6.
6 Topify
                                            Generally speaking,
                                            the tools are listed
                                          in order of ease of use;
                                                                 ;
                                           the second column is
                                              more advanced




                           www.360i.com                        22
1. Twitter Search: Monitor Trends and Brands




                  Twitter Search is essential for
                       following trends and
               reviewing brand strength / activity
                      (search.twitter.com)
                               www.360i.com          23
1. Twitter Search: Now on Twitter.com




 Twitter Search appears
 T itt S      h
  on one’s Twitter.com
      home screen;
   Saving searches is
         g
    especially useful

                          www.360i.com   24
1. Twitter Search: Advanced Search




                                              search.twitter.com
                                         does offer added functionality
                                             like advanced search

                          www.360i.com                                    25
2. Twist: Chart Twitter Buzz




                   Create comparative graphs
                  of trends in Twitter mentions
                       at twist.flaptor.com
                              www.360i.com        26
3. Tweetmeme: Track Twitter Trends




                                  Tweetmeme.com is really great
                                for viewing the most tweeted links;
                                                most-tweeted
                               never miss a hot trend, link, or meme!

                        www.360i.com                              27
4. bit.ly: Shorten and Track URLs




                            URL shorteners save space
                                                 space,
                         and www.bit.ly does a great job –
                            it saved 33 characters here
                           www.360i.com                      28
4. bit.ly: Shorten and Track URLs




                                          Bit.ly also has great tracking
                                            for clicks, referring sites,
                                               and users’ locations
                                                    users


                           www.360i.com                              29
5. Mr. Tweet: Find New People to Follow




                                         MrTweet.com
                                         MrTweet com will recommend
                                         relevant new people to follow

                          www.360i.com                                   30
6. Topify: Manage Email Notifications




                                             Topify.com provides detailed
                                          information about who follows you
                                                    via email alerts

                           www.360i.com                                  31
6. Topify vs. New Twitter Alerts




                                            Twitter now does this too,
                                          but Topify has MUCH more info
                                               about your followers
                           www.360i.com                              32
7. TwitPic: Upload Mobile Photos




                                   Once you register with TwitPic com
                                                          TwitPic.com,
                                   you can send camera phone photos
                                           to Twitter via MMS
                          www.360i.com                               33
7. TwitPic: Upload Mobile Photos




                                         I followed orders at the
                                             Dr Pepper Museum
                          www.360i.com                              34
8. HootSuite: Manage Multiple Accounts




                 HootSuite.com comes in handy
                when you have multiple Twitter
                      accounts to manage,
               like personal and business tweets
                              www.360i.com         35
9. Seesmic Desktop: Put Twitter on Your PC




                   Go to desktop.seesmic.com
                         desktop seesmic com
                    to manage Twitter action
             (and Facebook updates) on your desktop
                              www.360i.com            36
10. Twitterfon: Tweet from iPhone / iPod Touch




 If you tweet from
   y
   your iPhone or
   iPod Touch, try
  Twitterfon.com –
   lots of features
    and it’s free!
         it s




                          www.360i.com           37
11. Troy’s Twitter Script: Tweety Steroids




                Troy’s Twitter Script makes lots of
                  enhancements to Twitter.com
                                www.360i.com          38
Here’s a “before” picture –
what Twitter looks like normally
              www.360i.com         39
Here’s the “after” version with Troy’s;
notice how the URL is now spelled out
                  www.360i.com            40
Another “before” screen shot…

             www.360i.com       41
And “after” – Troy’s shows
multimedia right there on the page
               www.360i.com          42
www.360i.com   43
Troy’s also shows conversations
strung together, so it’s easier to follow
                   www.360i.com             44
Two Steps: First Grease, Then Troy




                                     Troy’s works for Firefox

                     First
                     Fi t you need t i t ll th G
                                 d to install the Greasemonkey plugin
                                                           k    li
                       addons.mozilla.org/en-US/firefox/addon/748

                             Then install Troy’s Twitter script
                                             y               p
                           userscripts.org/scripts/show/40617

                           www.360i.com                            45
Top 11 Twitter Tools


1. Twitter Search
   www.twitter.com / search.twitter.com
2. Bit.ly
   www.bit.ly
3. Twist
   twist.flaptor.com
4. Mr. Tweet
   www.mrtweet.com
5. Topify
   www.topify.com
   www topify com
6. TweetMeme
   www.tweetmeme.com
7.

                              www.360i.com   46
Top 11 Twitter Tools


7. TwitPic
   www.twitpic.com
8. HootSuite
   www.hootsuite.com
9. Seesmic Desktop
   desktop.seesmic.com
10. Twitterfon
    www.twitterfon.com
11. Troy’s Twitter Script
    a) Install Greasemonkey (Firefox):
    addons.mozilla.org/en-US/firefox/addon/748
    b) Install Troy:
    userscripts org/scripts/show/40617
    userscripts.org/scripts/show/40617


                               www.360i.com      47
8 Best Practices




                   48
1. Be Authentic            Write with a
                           human voice




                  www.360i.com            49
2. Listen                  Pay attention to what
                             people are saying




     See how quickly
     Sprint responded
      p         p
   to Kelly’s lost phone
          tweets




                           www.360i.com            50
2. Listen




     As you can see,
    Kelly was beyond
      appreciative




                       www.360i.com   51
2. Listen




      She’s even a
   more loyal customer
      because of it




                         www.360i.com   52
3. Be Responsive




 Monitor Twitter daily
(or more) and respond
  whenever you can




                         www.360i.com   53
3. Be Responsive




     Yet another
   great response!
                 !




                     www.360i.com   54
Talk to others
4. Converse    even when they’re not
              talking specifically to you




                 www.360i.com               55
Focus on interesting posts,
5. Quality over Quantity                with conversations and links,
                                        rather than constant updates
                                      (@satisfaction posts infrequently
                                      but usually has something to say)




                           www.360i.com                                   56
Some links to your
6. Avoid Link Spam        sites are fine,
                     but not in EVERY tweet




                     www.360i.com             57
Make it easy for others
7: Rule of ~120
                                  to ReTweet (RT) you


• Write tweets with room to be easily retweeted
• Add 5 (for RT @ _) + # of chars in Twitter name + round up,
        (f RT_ @, )       fh      i T itt               d
  subtract from 140
• dberkowitz = 10, “RT @dberkowitz ” = 15, round up to 120




                                 www.360i.com                   58
Relationships and conversations are
8. Stick Around           central to Twitter,
                  so plan for an ongoing engagement
                     rather than a brief campaign




                            www.360i.com                59
8 Best Practices Reviewed


1.Be authentic
2.Listen
3.Be responsive
        p
4.Converse
5.Quality
5 Quality over quantity
6.Rule of ~120
7.Avoid link spam
8.Stick around

                            www.360i.com   60
Thanks!

• David Berkowitz
  @dberkowitz
  dberkowitz@360i.com
• 360i:
  @360i / blog.360i.com
• My Blog:
  www.marketerstudio.com
  www marketerstudio com
• 360i Twitter POV
  www.360i.com/twitterpov
  www 360i com/twitterpov




                            www.360i.com   61

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Top 11 Twitter Tools and Twitter Best Practices - Brandhackers Presentation

  • 1. Twitter for Business David Berkowitz Director of Emerging Media 360i @dberkowitz @db k it dberkowitz@306i.com
  • 2. Get Yer 2 Characters Right Here shortyawards.com ht d 360i.com/twitterpov 360i /t itt www.360i.com 2
  • 3. Agenda • Introduction • 11 T itt t l Twitter tools • Best Practices www.360i.com 3
  • 5. My Trip to Texas: April 2009 5
  • 6. I took a trip to Dallas in April 2009 p 6
  • 7. I got to spend some time with the in-laws… 7
  • 8. …and Nanny… www.360i.com 8
  • 9. …and of course my wife www.360i.com 9
  • 10. My in-laws kept wanting to talk about this Twitter thing they kept hearing about www.360i.com 10
  • 11. They made me think constantly about Twitter www.360i.com 11
  • 12. Okay, I was really thinking about Sprinkles Cupcakes www.360i.com 12
  • 13. And eating quite a few too, along with Dr Pepper (the kind with cane sugar) www.360i.com 13
  • 14. So my wife and I went to the source: the Dr Pepper Museum and Free Enterprise Institute in Waco, Texas www.360i.com 14
  • 15. Signs for Twitter were EVERYWHERE, even in the elevator www.360i.com 15
  • 16. They even encouraged sharing photos With “TwitPic photo ops” www.360i.com 16
  • 17. The secret flavor in Dr Pepper is… ! Was Twitter the secret ingredient In Dr Pepper? I was ready to believe it www.360i.com 17
  • 18. And then worlds collided: My mother-in-law followed me on Twitter! www.360i.com 18
  • 19. Her first tweet also plugged her business account – she had her hands full www.360i.com 19
  • 20. In no time, the Twitter obsession was on in full force www.360i.com 20
  • 21. The Top 11 Twitter Tools 21
  • 22. Top 11 Twitter Tools 1. Twitter Search 7. TwitPic 2. Twist 8. HootSuite 3. TweetMeme 9. Seesmic Desktop 4. Bit.ly 10.Twitterfon 5. Mr. Tweet 11.Troy’s Twitter Script 6. 6 Topify Generally speaking, the tools are listed in order of ease of use; ; the second column is more advanced www.360i.com 22
  • 23. 1. Twitter Search: Monitor Trends and Brands Twitter Search is essential for following trends and reviewing brand strength / activity (search.twitter.com) www.360i.com 23
  • 24. 1. Twitter Search: Now on Twitter.com Twitter Search appears T itt S h on one’s Twitter.com home screen; Saving searches is g especially useful www.360i.com 24
  • 25. 1. Twitter Search: Advanced Search search.twitter.com does offer added functionality like advanced search www.360i.com 25
  • 26. 2. Twist: Chart Twitter Buzz Create comparative graphs of trends in Twitter mentions at twist.flaptor.com www.360i.com 26
  • 27. 3. Tweetmeme: Track Twitter Trends Tweetmeme.com is really great for viewing the most tweeted links; most-tweeted never miss a hot trend, link, or meme! www.360i.com 27
  • 28. 4. bit.ly: Shorten and Track URLs URL shorteners save space space, and www.bit.ly does a great job – it saved 33 characters here www.360i.com 28
  • 29. 4. bit.ly: Shorten and Track URLs Bit.ly also has great tracking for clicks, referring sites, and users’ locations users www.360i.com 29
  • 30. 5. Mr. Tweet: Find New People to Follow MrTweet.com MrTweet com will recommend relevant new people to follow www.360i.com 30
  • 31. 6. Topify: Manage Email Notifications Topify.com provides detailed information about who follows you via email alerts www.360i.com 31
  • 32. 6. Topify vs. New Twitter Alerts Twitter now does this too, but Topify has MUCH more info about your followers www.360i.com 32
  • 33. 7. TwitPic: Upload Mobile Photos Once you register with TwitPic com TwitPic.com, you can send camera phone photos to Twitter via MMS www.360i.com 33
  • 34. 7. TwitPic: Upload Mobile Photos I followed orders at the Dr Pepper Museum www.360i.com 34
  • 35. 8. HootSuite: Manage Multiple Accounts HootSuite.com comes in handy when you have multiple Twitter accounts to manage, like personal and business tweets www.360i.com 35
  • 36. 9. Seesmic Desktop: Put Twitter on Your PC Go to desktop.seesmic.com desktop seesmic com to manage Twitter action (and Facebook updates) on your desktop www.360i.com 36
  • 37. 10. Twitterfon: Tweet from iPhone / iPod Touch If you tweet from y your iPhone or iPod Touch, try Twitterfon.com – lots of features and it’s free! it s www.360i.com 37
  • 38. 11. Troy’s Twitter Script: Tweety Steroids Troy’s Twitter Script makes lots of enhancements to Twitter.com www.360i.com 38
  • 39. Here’s a “before” picture – what Twitter looks like normally www.360i.com 39
  • 40. Here’s the “after” version with Troy’s; notice how the URL is now spelled out www.360i.com 40
  • 41. Another “before” screen shot… www.360i.com 41
  • 42. And “after” – Troy’s shows multimedia right there on the page www.360i.com 42
  • 44. Troy’s also shows conversations strung together, so it’s easier to follow www.360i.com 44
  • 45. Two Steps: First Grease, Then Troy Troy’s works for Firefox First Fi t you need t i t ll th G d to install the Greasemonkey plugin k li addons.mozilla.org/en-US/firefox/addon/748 Then install Troy’s Twitter script y p userscripts.org/scripts/show/40617 www.360i.com 45
  • 46. Top 11 Twitter Tools 1. Twitter Search www.twitter.com / search.twitter.com 2. Bit.ly www.bit.ly 3. Twist twist.flaptor.com 4. Mr. Tweet www.mrtweet.com 5. Topify www.topify.com www topify com 6. TweetMeme www.tweetmeme.com 7. www.360i.com 46
  • 47. Top 11 Twitter Tools 7. TwitPic www.twitpic.com 8. HootSuite www.hootsuite.com 9. Seesmic Desktop desktop.seesmic.com 10. Twitterfon www.twitterfon.com 11. Troy’s Twitter Script a) Install Greasemonkey (Firefox): addons.mozilla.org/en-US/firefox/addon/748 b) Install Troy: userscripts org/scripts/show/40617 userscripts.org/scripts/show/40617 www.360i.com 47
  • 49. 1. Be Authentic Write with a human voice www.360i.com 49
  • 50. 2. Listen Pay attention to what people are saying See how quickly Sprint responded p p to Kelly’s lost phone tweets www.360i.com 50
  • 51. 2. Listen As you can see, Kelly was beyond appreciative www.360i.com 51
  • 52. 2. Listen She’s even a more loyal customer because of it www.360i.com 52
  • 53. 3. Be Responsive Monitor Twitter daily (or more) and respond whenever you can www.360i.com 53
  • 54. 3. Be Responsive Yet another great response! ! www.360i.com 54
  • 55. Talk to others 4. Converse even when they’re not talking specifically to you www.360i.com 55
  • 56. Focus on interesting posts, 5. Quality over Quantity with conversations and links, rather than constant updates (@satisfaction posts infrequently but usually has something to say) www.360i.com 56
  • 57. Some links to your 6. Avoid Link Spam sites are fine, but not in EVERY tweet www.360i.com 57
  • 58. Make it easy for others 7: Rule of ~120 to ReTweet (RT) you • Write tweets with room to be easily retweeted • Add 5 (for RT @ _) + # of chars in Twitter name + round up, (f RT_ @, ) fh i T itt d subtract from 140 • dberkowitz = 10, “RT @dberkowitz ” = 15, round up to 120 www.360i.com 58
  • 59. Relationships and conversations are 8. Stick Around central to Twitter, so plan for an ongoing engagement rather than a brief campaign www.360i.com 59
  • 60. 8 Best Practices Reviewed 1.Be authentic 2.Listen 3.Be responsive p 4.Converse 5.Quality 5 Quality over quantity 6.Rule of ~120 7.Avoid link spam 8.Stick around www.360i.com 60
  • 61. Thanks! • David Berkowitz @dberkowitz dberkowitz@360i.com • 360i: @360i / blog.360i.com • My Blog: www.marketerstudio.com www marketerstudio com • 360i Twitter POV www.360i.com/twitterpov www 360i com/twitterpov www.360i.com 61

Editor's Notes

  1. <number>
  2. <number>
  3. <number>
  4. <number>
  5. <number>
  6. Went to Texas recently 6
  7. Visited my in laws7
  8. Nanny8
  9. And of course my wife9
  10. 10
  11. 11
  12. 12
  13. 13
  14. 14
  15. 15
  16. 16
  17. 17
  18. 18
  19. 19
  20. 20
  21. <number>
  22. 22
  23. search.twitter.com 23
  24. 24
  25. http://search.twitter.com/advanced25
  26. http://twist.flaptor.com/?gram=mom%2C+swine+flu&table=0&tz=-426
  27. http://tweetmeme.com/27
  28. Bit.ly<number>
  29. Bit.ly29
  30. 30
  31. 31
  32. http://www.techcrunch.com/2009/05/06/twitter-just-made-its-email-notifications-much-more-useful/32
  33. 33
  34. 34
  35. www.hootsuite.com35
  36. 36
  37. http://mashable.com/2009/05/02/twitter-iphone-apps/37
  38. 38
  39. 39
  40. 40
  41. 41
  42. 42
  43. 42
  44. 44
  45. http://images.google.com/imgres?imgurl=http://pixelaris.files.wordpress.com/2008/10/greasemonkey.jpg&imgrefurl=http://pixelaris.wordpress.com/2008/11/16/&usg=__MaCknP90zQSI5ZDKTKcXulhAHwI=&h=333&w=400&sz=35&hl=en&start=2&sig2=-k6YvmUqHz7r1Cln34KOXw&tbnid=b2lVlmoRBPxVEM:&tbnh=103&tbnw=124&prev=/images%3Fq%3Dgreasemonkey%26gbv%3D2%26hl%3Den%26sa%3DG&ei=lqkFSq6TJpLCMoigkfIE<number>
  46. <number>
  47. <number>
  48. <number>
  49. Be authentic: write with a human voicehttp://twitter.com/MariahCarey/statuses/175161181649
  50. Listen: pay attention to what people are sayinghttp://twitter.com/UnderRadar/status/1695817672http://twitter.com/JGoldsborough/status/169602997450
  51. Listen: pay attention to what people are sayinghttp://twitter.com/UnderRadar/status/1730928773http://twitter.com/UnderRadar/status/1731261061<number>
  52. http://twitter.com/UnderRadar/status/1759305395http://twitter.com/UnderRadar/status/1759320311<number>
  53. monitor Twitter daily, it can be even more powerful when monitoring it more frequentlyhttp://twitter.com/THE_REAL_SHAQ/status/1743584726http://twitter.com/IfShaqWere/status/174341254753
  54. http://twitter.com/CitizensLimo/status/1718581485http://twitter.com/davidgregory/status/172114912054
  55. talk to others even when they’re not specifically talking to youhttp://twitter.com/rubbermaid/status/170559340755
  56. Quality over quantity: it matters far more to post something meaningful or interesting than constantly posting; similarly, attracting the right followers is more important than racking up a body counthttp://twitter.com/satisfaction56
  57. while some links back to your digital properties are fine, they shouldn’t be in every tweethttp://twitter.com/onlinesexdating57
  58. <number>
  59. Stick around: with relationships and conversations so central to Twitter, it’s best to use Twitter as part of an ongoing program rather than a one-off campaignhttp://www.herebeforeaplusk.com/59
  60. <number>
  61. <number>