How to use Twitter for Business

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This is the speech before the ST Louis AITP chapter in April 2011

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  • An example of a really well designed connect page at http://www.tvipacific.com/Investors/Investor-Connect/default.aspx
  • 108 of the F500 have a blog 173 of the F500 have a Twitter account 80% admit to regular social media use  
  • http://www.socialmedia.biz/social-media-policies/best-practices-for-developing-a-social-media-policy/
  • http://socialmediagovernance.com/policies.php
  • http://www.facebook.com/B2BSocialMediaBook
  • They fixed Bluetooth drivers when a software update resulted in significant issues; They have launched new Products based on input from Ideastorm Feedback from ratings and reviews resulted in new drivers and speakers in a laptop model; They are currently following up on some packaging questions raised across the Web; Have gotten feedback on some of their mobility products -- resulted in constant improvement on newer versions.. They changed images on Dell.com because customers thought there should be clearer representation of size and shape of replacement batteries.
  • The company tracks tens of thousands of Tweets daily that mention the company and its products, in 11 different languages
  • Dell found out about a keyboard problem from Tweets on one of their Netbooks and fixed it as a result
  • Number of Dell Twitter feeds
  • Only Exxon is missing!
  • http://oneforty.com/blog/explore-the-twitterverse-console/ Brian Solis efforts to keep up
  • Breaking up relationships and yet another place to leave electronic fingerprints for philanderers Keep up with what your Senators are doing on the floor of Congress when they should be listening to the speakers SF massaeurs notify their clients of open slots in their schedules  Finding an open gas station during the holidays
  • This is the real Shaq’s vehicle when it was parked outside my building in August 2010.
  • Turns out to be a marketing expert by the name of Amy Martin with tons of followers who stages Twitter events!
  • Late to the Internet, Conan built up his concert series online and never used traditional advertising to sell out his shows in 2010.
  • Cancer surgery at the Henry Ford Hospital in Detroit in Feb 09 -- doctors performed live robotic surgery over the Internet, viewed at a conference in Vegas by 450 professionals and two doctors were tweeting from the OR
  • Playboy founder Hugh Hefner also proposed to his latest wife in December 2010 over Twitter.
  • Another hooked up a Twitter-activated feed every time the baby kicked in utero
  • During March 2011, a Minn. Ad agency conducted a contest over Twitter to find its next crop of paid summer interns. They had 13 days to compose 13 Tweets to vie for the job
  • companies w/ own Twitter page. This is another notification system, better than email because it can reach people’s cell phones via text messages, so it is even more immediate than IM. started by a single person within the company who now has the job responsibility to check the feed and resolve any customer complaints You can resolve ticketing issues with Southwest, banking fees with Bof A, or even keep track of the latest community alerts from the LA Fire Department!
  • But they do broadcast Twares (Twitter-only fares)
  • Uses Twitter and Facebook to notify its customers where the truck will be selling its cupcakes in the Denver metro area – A lot cheaper than other forms of advertsing
  • Fake site after all the iPhone 4 launch problems
  • business.twitter.com
  • http://www.davidhenderson.com/2009/01/21/key-online-influencer/ James Andrews from Ketchum PR flies to Memphis to consult with Fedex on social media
  • 2/2010 First haiku resignation Tweeted
  • Paul Chambers Tweeted that he wanted to blow up an airport in the UK and was jailed and fined for his remarks. His situation spawned a rash of tweets with “I am Spartacus” hastag, playing off the Kubrick scene where a bunch of fellow slaves refused to give up his identity by all claiming they were Spartacus.
  • An american was arrested in Egypt and sent this single Tweet, and within hours the State Department was getting him freed.
  • Put the names of actual Twitter accounts as well as corporate logos on the page Use Web links where appropriate that point to corp. Web site “ currently tweeted by” is a nice touch
  • In March 2011, Gilbert Gottfried posted about 10 jokes on his Twitter account making fun of the Japanese. AFLAC fired him immediately as their representative.
  • Knowem.com can find all the social media sites that you need to register your mentee’s business brand quickly.
  • Can post to multiple social networks at once, from phone or IM or email or Web browsers
  • Paper.li can build your own customized newspaper from your Twitter feed and followers Tweets
  • Tweetwhen.com
  • How to use Twitter for Business

    1. 1. The business benefits of using social media AITP STL David Strom April 28, 2011 [email_address]
    2. 2. http://strominator.com
    3. 3. http://strominator.com
    4. 4. Agenda <ul><li>Shaping your social media policy </li></ul><ul><li>A case study on Dell </li></ul><ul><li>Twitter business uses </li></ul><ul><li>Dos and don’ts </li></ul><ul><li>Suggested third-party tools </li></ul>http://strominator.com
    5. 5. Percentage of Fortune 500 who… <ul><li>Have a corporate-facing blog? </li></ul><ul><li>Regularly post to their Twitter accounts? </li></ul><ul><li>Have CIOs who admit to regularly using social media? </li></ul>http://strominator.com
    6. 6. Social media policy issues to consider <ul><li>What constitutes public disclosure of information? </li></ul><ul><li>What happens with a departing employee’s Twitter followers? </li></ul><ul><li>If you can link to it, can it be shared outside the corporation? </li></ul><ul><li>Can employees use IT to solicit info? </li></ul><ul><li>Can employees put Facebook info in their email .sigs? </li></ul>http://strominator.com
    7. 7. http://strominator.com
    8. 8. Best practices <ul><li>Foster a culture of openness and listening. </li></ul><ul><li>Trust your staff to be good communicators. </li></ul><ul><li>Train people how to blog, Tweet and post. </li></ul><ul><li>Disclose everything upfront. </li></ul><ul><li>Be accurate. </li></ul><ul><li>Make sure you have a solid policy on blog comments. </li></ul>http://strominator.com
    9. 9. http://strominator.com
    10. 10. http://strominator.com
    11. 11. http://strominator.com
    12. 12. http://strominator.com
    13. 13. Dell Social Media http://strominator.com
    14. 14. http://strominator.com
    15. 15. http://strominator.com
    16. 16. http://strominator.com
    17. 17. http://strominator.com
    18. 18. http://strominator.com The top 4 out 5 Fortune 500 companies are regular Twitter posters on their main corporate accounts.
    19. 19. http://strominator.com
    20. 20. Twitter has lots of business purposes <ul><li>Instant FAQ </li></ul><ul><li>Customer acquisition </li></ul><ul><li>Focus groups on the cheap </li></ul><ul><li>Problem resolution </li></ul><ul><li>Soapbox </li></ul>http://strominator.com
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    22. 22. http://strominator.com
    23. 23. But who really is “the real Shaq” http://strominator.com
    24. 24. http://strominator.com
    25. 25. http://strominator.com
    26. 26. http://strominator.com Live robotic cancer surgery from the OR 2/09 Tweeting back to a Vegas conference
    27. 27. http://strominator.com
    28. 28. http://strominator.com
    29. 29. http://strominator.com
    30. 30. http://strominator.com
    31. 31. http://strominator.com
    32. 32. Twitter for instant notification http://strominator.com
    33. 33. http://strominator.com
    34. 34. http://strominator.com
    35. 35. http://strominator.com
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    38. 38. Good places to start learning http://www.cio.com/article/492019/Twitter_Bible_Everything_You_Need_To_Know_About_Twitter http://strominator.com
    39. 39. http://strominator.com
    40. 40. Key Twitter To-dos <ul><li>Follow the right people in your industry </li></ul><ul><li>Don’t get too caught up in tweeting your every movement </li></ul><ul><li>Look at what businesses are doing with it </li></ul><ul><li>Use it to start conversations with people you want to get to know </li></ul>http://strominator.com
    41. 41. What to Tweet? <ul><li>Projects you are particularly proud of </li></ul><ul><li>What you have read that you want to share with others </li></ul><ul><li>Something you post on your blog </li></ul><ul><li>A link to a Web site that you find interesting </li></ul>http://strominator.com
    42. 42. How not to use Twitter! http://strominator.com
    43. 43. http://strominator.com
    44. 44. http://strominator.com
    45. 45. <ul><li>How to get arrested for your tweets and pay thousands in fines </li></ul>http://strominator.com
    46. 46. http://strominator.com
    47. 47. Other no-nos <ul><li>Keep politics, religion and sex out </li></ul>
    48. 48. How to identify yourself vs. your company
    49. 49. http://strominator.com 3/11, he Tweeted 10 jokes making fun of the Japanese after the tsunami – AFLAC fired him as their rep
    50. 50. Business tools to complement Twitter
    51. 51. http://strominator.com
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    59. 59. Finally, Twitter info art <ul><li>http://vimeo.com/19910696 </li></ul>http://strominator.com

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