The Business Value of Social Software

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This presentations intended audience is a user group setting. The focus is to discuss social software and it's role in business. The key products discussed are Twitter, Facebook and LinkedIn. The premise is that if free, consumer-based products are not embraced within an organization, an enterprise-grade system will not be considered. The goal is to encourage companies to embrace these technologies and use them to grow their business.

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  • A  blog  (a  contraction  of the term  weblog ) is a type of  website , usually maintained by an individual with regular entries of commentary, descriptions of events, or other material such as graphics or video An  Internet forum , or  message board , is an online discussion site. Yahoo Groups, Google Groups Instant messaging  ( IM ) is a form of  real-time  communication between two or more  people  based on typed text. A  massively multiplayer online game  (also called  MMOG ) is a  video game  which is capable of supporting hundreds or thousands of players simultaneously A  file hosting service ,  online file storage service , or  online media center  is an  Internet hosting service  specifically designed to host static content, typically large files that are not web pages Prediction markets  are  speculative  markets created for the purpose of making predictions. Social bookmarking  is a method for  Internet  users to store, organize, search, and manage  bookmarks  of web pages on the  Internet  with the help of  metadata , typically in the form of  tags that collectively and/or collaboratively become a  folksonomy . Folksonomy is also called  social taggin g A  social cataloging application  is aimed towards academics, and allows the user to post a citation for an article found on the internet or a website, online database like Academic Search Premier or LexisNexis Academic University A  Web search engine  is a tool designed to search for information on the  World Wide Web . A social guide recommending places to visit or contains information about places in the real world such as coffee shops, restaurants, and wifi hotspots, etc. One such application is WikiTravel . Social Libraries allow visitors to keep track of their collectibles, books, records, and DVDs. Users can share their collections. Online chat  can refer to any kind of  communication  over the  Internet , but is primarily meant to refer to direct one-on-one chat or  text-based   group chat Virtual Worlds are services where it is possible to meet and interact with other people in a virtual environment reminiscent of the real world A  wiki  is a collection of  Web pages  designed to enable anyone with access to contribute or modify content all definitions from Wikipedia
  • To qualify as an SNS, a service must: Enable users to publish. This must include profiles pages, and it may include blog posts, reviews, videos, photos, audio, and other content. Allow users to link to each other and interact with each other. The latter can happen in a variety of ways, for example, via email, instant messaging, chat, publicly posted messages, or voice and video interaction. Facilitate a true social network (i.e., It must facilitate to connect more than just two persons.). Dating Web sites are not social networking services because they are designed to connect one person with one other person at a time, but not to build and maintain a social network. Relate to the real world. Online communities that create an imaginary world are not social networking services. Virtual worlds (e.g., Second Life) and multiplayer online games (MOGs) (e.g., Diablo Online and World of Warcraft) are imaginary-world communities. While imaginary worlds do support social networks (and sometimes even social networking), these are not networks of real persons but of imaginary persons or avatars. Source: IDC: U.S. Consumer Online Attitudes Survey Results, Part III: Social Networking June 2008 Build connections with people you trust or with people with common interests
  • http://en.wikipedia.org/wiki/File:Web_2.0_Map.svg
  • http://en.wikipedia.org/wiki/Enterprise_2.0
  • Plurk  has a timeline view which integrates video and picture sharing. Wikis are important for internal documentation There are many other applications with social software characteristics that facilitate human connection and collaboration in specific contexts.  Project management  and  e-learning applications are among these.
  • SNS now reach 54% of the U.S. online audience, up from 43% not even a year ago. This reach is equivalent to 44% of the overall U.S. Population. This is up from 44% eight months earlier. 52% of 35-44 yr old; 35% of 45-54 yr old The demographics of SNS users has come a lot closer to mirror the overall U.S. online population in the past year Users do use SNS often and for long periods of time during each visit. The most frequently named uses of SNS are for communications purposes. 56% of those who log in do so at least once a day women use SNS slightly more frequently than men There are four major reasons why consumers use SNS: to connect and communicate, because of peer pressure, for entertainment, and for work-related purposes More male respondents use SNS because their contacts use it and to find people with similar interests they don’t yet know. Peer behavior is a slightly more important motivation for men than women to use SNS. Men are more likely than women to use SNS for their job. a slightly greater percentage of women than men use SNS to stay in touch with current contacts, find contacts they have lost touch with, and share pictures and videos with contacts. More females (66%) rated SNS as "useful" than male respondents (57%). Source: IDC: U.S. Consumer Online Attitudes Survey Results, Part III: Social Networking June 2008 Facebook Set to Hit 200 Million Users http://www.cio.com/article/488784/Facebook_Set_to_Hit_Million_Users?source=nlt_cioinsider http://www.cio.com/article/491917/Are_Your_Salespeople_Using_Twitter_?source=CIONLE_nlt_cioinsider_2009-05-08
  • SNS now reach 54% of the U.S. online audience, up from 43% not even a year ago. This reach is equivalent to 44% of the overall U.S. Population. This is up from 44% eight months earlier. 52% of 35-44 yr old; 35% of 45-54 yr old The demographics of SNS users has come a lot closer to mirror the overall U.S. online population in the past year Users do use SNS often and for long periods of time during each visit. The most frequently named uses of SNS are for communications purposes. 56% of those who log in do so at least once a day women use SNS slightly more frequently than men There are four major reasons why consumers use SNS: to connect and communicate, because of peer pressure, for entertainment, and for work-related purposes More male respondents use SNS because their contacts use it and to find people with similar interests they don’t yet know. Peer behavior is a slightly more important motivation for men than women to use SNS. Men are more likely than women to use SNS for their job. a slightly greater percentage of women than men use SNS to stay in touch with current contacts, find contacts they have lost touch with, and share pictures and videos with contacts. More females (66%) rated SNS as "useful" than male respondents (57%). Source: IDC: U.S. Consumer Online Attitudes Survey Results, Part III: Social Networking June 2008 Facebook Set to Hit 200 Million Users http://www.cio.com/article/488784/Facebook_Set_to_Hit_Million_Users?source=nlt_cioinsider http://www.cio.com/article/491917/Are_Your_Salespeople_Using_Twitter_?source=CIONLE_nlt_cioinsider_2009-05-08
  • Who among my colleagues can help me on XYZ? Who can help me get introduced to a colleague? How can I use my colleagues’ social capital? How do I get reference of someone?
  • SWG Web Presence 1.0 Brand Update August 27, 2004 IBM Confidential
  • SWG Web Presence 1.0 Brand Update August 27, 2004 IBM Confidential “ Proactively seeking out places where you are mentioned online and replying honestly sends a clear signal – you are willing to listen, talk, reason and, if need be, make amends.” Nick Dawson (nickdawson.net) Social Pulse
  • SWG Web Presence 1.0 Brand Update August 27, 2004 IBM Confidential
  • Links: Facebook – Scripps Health ( http://www.facebook.com/pages/Scripps-Health/12150039095?ref=mf ) Starbucks (http://www.facebook.com/Starbucks) Twitter – Scott Monty (Ford) (http://twitter.com/ScottMonty); Tony Hsieh (Zappos) ( http://twitter.com/zappos ) YouTube – BlendTec (http://www.youtube.com/user/Blendtec) Flickr – Starbucks (http://www.flickr.com/groups/starbucks/) WordPress – LinkedIn – WorkFlow Studios Blogger – Running a Hospital ( http://runningahospital.blogspot.com/ ) www.kashi.com – community of customers www.starbucks.com www.ford.com The Groundswell
  • Why register? When you create an account on wholefoodsmarket.com, we can present you with personalized features such as your favorite recipes, your messages, any comments/reviews you've made on our site, and even more features we're still working on. You can still use wholefoodsmarket.com without registering, but an account lets you get more out of the site.
  • http://twitter.com/wholefoods We're on Twitter, the microblogging service that allows you to send and receive brief messages in real time, and we'd love to hear from you! Follow our @WholeFoods account for news, updates, special events and customer feedback Global account, Topical accounts, Metro accounts, Store accounts
  • http://www.youtube.com/user/WholeFoodsMarket
  • http://www.facebook.com/wholefoods
  • You don't have to do EVERYTHING
  • SWG Web Presence 1.0 Brand Update August 27, 2004 IBM Confidential first step was to add blogs and message boards in the hope that irate customers will talk to the company rather than gripe to the whole Internet. "If we don't do that at Dell.com, it's going to be on CNET or somewhere," Michael Dell says. "I'd rather have that conversation in my living room than in somebody else's."
  • “ It was the first time I heard the word ―Twitter on the news. It was described by the CNN journalist as ―the newest micro-blogging tool to hit the internet”
  • Twitter Tip: Register your Twitter name without the use of spaces or underscores. Many reasons why but the main reason is that underscores are a dead give away that you‘re a late adopter. (It‘s also an extreme pain in the buttocks to get to the underscore when you‘re tweeting from an iPhone with no copy/paste feature.) It‘s perfectly acceptable to use your full name, and I‘d advise you to lock up your full name (first and last name) if it‘s available. (That way no one else can brand jack your name.) Just don‘t add your middle initial or make your name any longer than it needs to be. Challenges with using your full name arise when it‘s long and/or difficult for new friends/followers to remember the spelling. If that‘s the case, you may want to consider using your BRAND as your username instead. Like what Scott did Here‘s how @ScottTousignant changed his long French username to his brand that he‘s now famous for. Now, Scott is known as @TheFitB on Twitter, and has hundreds of followers who send him messages very easily.
  • Manage your brand reputation : Similar to Google alerts and when used in the same way as above, Twitter can be a great way to see (in real time) who’s talking about your company, products or services. PR and journo’s also use Twitter to gather info about sources, allowing you as a company to offer yourself as a resource from the start. Alternatively, if the story is about your company, you can get a head start on rectifying any negative situations. **Note: Subscribe to the RSS feed of your search, and let the semi-real-time tweets come to you. Have frequent downtime? : If you’re like Twitter and growing quickly, use Twitter to post 140 character notices of system status and ETA’s for your loyal followers. They’ll appreciate it, just like the actual Twitterverse appreciates it from the guys behind Twitter. Job hunting/hiring : Remember that all Tweets are searchable. Always. Don’t tweet anything silly, but do tweet about insights, information, posts and more to increase your chances of getting hired by a like-minded employer. Hiring? Tweet what you need and for when, and wait for the responses. Exclusive deals/sales announcements : Your loyal followers will appreciate feeling exclusive. Offer sales or rebates to them by giving a Twitter-only coupon code for them to redeem online or in-store. What’s more, say as much on your website and increase followers of your brand. Increase site/blog visibility : If you use Wordpress, use the plugin that automatically updates your Twitter status with the URL of your new post. Conversely, use another plugin that links your recent Twitter updates for display on your site itself. Increase interaction : Ask open-ended questions, link to polls, and get people involved in your brand. People love to share their opinion, especially those using Twitter – otherwise they wouldn’t be using it Promote Twitter on-site and invite to follow : A no-brainer. You can’t get followers if no one knows you exist. Display your new Twitter URL and ask to be followed. Remember that the viral component of Twitter means that a follower’s followers might appreciate your brand as well. Customize your background-image : With some Photoshop, knowledge of CSS positioning and some cleverness, you can use your Twitter bg as yet another brand builder/enforcer. Here’s a tip: Your bg is fixed to the top left, with the Twitter content in the centre. Modify your bg to have your topline info at the top left, and all your followers will see it. Be fun, be open, be candid, be YOU : Do it. Create curiosity : Intrigue your followers, make them want to know more about your product, you, or your brand (which are sometimes one in the same).
  • Perhaps follow using an RSS feed instead of Twitter if the tweets are too frequent.
  • How to Get Started With LinkedIn: http://www.bnet.com/2403-13070_23-219860.html LinkedIn Tips: http://www.rickupton.com/linkedin-tips.htm
  • “ Actors in a structural diverse network derive information benefits, since they are more likely to receive non-redundant information coming from various loosely connected networks “ Effects the ability to find information to solve problems Important for finding new opportunities Value of Social Network -- A Large-Scale Analysis on Network Structure Impact to Financial Revenue of Information Technology Consultants, Winter Information Systems Conference, 02/09
  • Structural diverse networks with abundance of structural holes are associated with higher performance. When friends of your friends are not friends of each other or belong to the same social group. The point isn't to just have a diverse network. It is to connect to other people who have a diverse network that your network doesn't reach.
  • I saved the most important Twitter tip for last: Twitter is about conversations, not monologues. Old-school, one-way marketing is at best quaint and at worst annoying in this two-way world of social media. Twitter is about talking with people, not merely at them. While publishing content and creating personality are starting points and should be components of your Twitter strategy, it shouldn't stop there. First, make friends on Twitter. If people follow you, follow them too. You're creating a community around your brand, not a soapbox for you alone. Barack Obama succeeds on Twitter because visiting his page feels like entering a community of like-minded folks, unlike Hillary Clinton's Twitter page, which feels like an empty room. Obama's Twitter page Clinton's Twitter page Second, reply to others. This critical component of your Twitter activity makes all the difference, because it shows you want to engage with customers and listen to them. When people make a comment or ask a question, respond quickly and authentically. Respond like a real person, not like a marketing robot. Here's a typical conversation JetBlue engages in on Twitter: Customer: @jetblue where can I find your checked bag policy? Does a car seat count as an extra bag? JetBlue: children's car seats don't count as a second checked bag (and can also be gate checked if you find that easier) Customer: Thanks much. I'm ready to be a happy jetter tomorrow This simple dialogue answers a customer's question, and because Twitter is a public forum, it also informs other customers and displays JetBlue's responsiveness and service. Other companies such as Network Solutions use Twitter to respond to requests for improvements: Customer: Network Solutions Hosted DNS service does not allow SPF, TXT or PTR records of any kind. I don't understand how that is possible. Network Solutions: I know we are adding features to the DNS. I can have someone give you more details. My contact http://tinyurl.com/6gsz66 Customer: props to Network Solutions @netsolcares for offering to speak to me after I bitched about their service. Network Solutions: Thanks. Your feedback is the stepping stone for our improvements. Finally, be proactive in starting conversations. Listen for mentions of your brand, read them, and take the lead in starting a conversation. Here's an example of how Comcast reached out to a customer who said something about them: Customer: my comcast internet has been down since yesterday. so not cool, comcast. esp w ur already low customer satisfaction #s Comcast: Can I help? Customer: i tweeted about my 24hrs of dead comcast internet and @comcastcares answered my cry for help in secs. No. 2999 why i am in awe over Twitter! plus i have a new found respect for comcast. thank you, @comcastcares Comcast: DM the phone number on the account and let me take a look Imagine the surprise a customer experiences when, after he or she rants about Comcast, a helpful person from Comcast sends them a message and earnestly tries to help. Helping one customer at a time where everyone can see it can make a real difference in brand sentiment. And those good experiences are being shared beyond Twitter, where blog entries and word of mouth generate broader benefits. Because success on Twitter requires these types of back-and-forth interactions, it requires dedication and resources. You can't create a Twitter account, post a press release once a month, and expect an instant audience of thousands. Companies such as Comcast and JetBlue are having an impact because they are willing to have personal, authentic conversations with customers. In an era where messaging is the standard, one-to-one conversations stand out.
  • impact is possible only if we can have personal, authentic conversations with customers. In an era where messaging is the standard, one-to-one conversations stand out.
  • The Business Value of Social Software

    1. 1. The Business Value of Social Software David Stephens Technical Sales Evangelist WorkFlow Studios Phoenix, AZ [email_address] Follow us on Twitter: workflowstudios
    2. 2. Agenda <ul><li>Definitions </li></ul><ul><li>Social Media </li></ul><ul><li>Getting Started/Best Practices </li></ul><ul><li>Warnings and Recommendations </li></ul>
    3. 3. What is Social Software? <ul><li>Wikipedia: Social software  encompasses a range of software systems that allow users to interact and share data </li></ul><ul><li>The terms  Web 2.0  and (for large-business applications)  Enterprise 2.0  are also used to describe this style of software. </li></ul>Blogs Forums Instant Messaging MMOGs Online Storage Prediction Markets Social Bookmarking Social Cataloging Search Engines Social Guides Social Libraries Text Chat Virtual Worlds Wikis
    4. 4. What is Social Networking? <ul><li>Wikipedia: focuses on building online communities of people who share interests and/or activities, or who are interested in exploring the interests and activities of others. </li></ul><ul><li>Generally made up with a combination of: blogs, forums, mashups, microblogs, podcasts, prediction markets, RSS, social bookmarks, social networks, widgets, and wikis </li></ul><ul><li>A focus on people and communities </li></ul><ul><li>A social networking service (SNS) is a service that has been designed to build and maintain a social network. </li></ul>
    5. 5. What is Web 2.0? <ul><li>“ Web 2.0 is the business revolution in the computer industry caused by the move to the internet as platform, and an attempt to understand the rules for success on that new platform. Chief among those rules is this: Build applications that harness network effects to get better the more people use them. “. </li></ul><ul><li>Tim O’Reilly definitions of Web 2.0: http://www.oreillynet.com/lpt/a/6228 , http://radar.oreilly.com/archives/2006/12/web_20_compact.html </li></ul>
    6. 7. What is Enterprise 2.0 <ul><li>Enterprise social software is a term describing social software used in &quot;enterprise&quot; (business) contexts </li></ul><ul><li>Tends to encourage use prior to providing structure </li></ul><ul><li>Andrew McAfee (Harvard Business School) says that the following must be included for E2.0: </li></ul><ul><ul><li>Search: allow users to search for other users or content </li></ul></ul><ul><ul><li>Links: group similar users or content together </li></ul></ul><ul><ul><li>Authoring: include blogs and wikis </li></ul></ul><ul><ul><li>Tags: allow users to tag content </li></ul></ul><ul><ul><li>Extensions: recommendations of users or content based on profile </li></ul></ul><ul><ul><li>Signals: allow people to subscribe to users or content with RSS feeds </li></ul></ul><ul><li>Also known as Enterprise Networking </li></ul>
    7. 8. What are some of the popular sites? <ul><li>Profiles: Facebook, MySpace, Plaxo, Google </li></ul><ul><li>Professional Experience: LinkedIn </li></ul><ul><li>Blogs: Blogger, Slashdot </li></ul><ul><li>Microblogging/Status: Twitter, Plurk </li></ul><ul><li>Wiki: Wikipedia, Wiktionary </li></ul><ul><li>Bookmarks: Del.icio.us, Digg, Furl </li></ul><ul><li>Photos: Flickr, Webshots </li></ul><ul><li>Travel: TripIt, Dopplr </li></ul><ul><li>Others: Classmates, Youtube, Amazon, eBay, Yahoo Groups, Google Groups, Meetup, Skype, Second Life </li></ul>
    8. 9. Who uses social software? <ul><li>Very popular among younger workers. </li></ul><ul><li>SNS now reach 54% of the U.S. online audience, up from 43% not even a year ago. </li></ul><ul><ul><li>This reach is equivalent to 44% of the overall U.S. Population. </li></ul></ul><ul><ul><li>This is up from 44% eight months earlier. </li></ul></ul><ul><ul><li>52% of 35-44 yr old; 35% of 45-54 yr old </li></ul></ul><ul><li>The demographics of SNS users has come a lot closer to mirror the overall U.S. online population in the past year </li></ul><ul><li>56% of those who log into a SNS site do so at least once a day. </li></ul><ul><li>Women use SNS slightly more frequently than men. </li></ul><ul><li>Many uses as an extension of Knowledge Management </li></ul><ul><li>Appx 6M Twitter users, 200M FB users </li></ul><ul><li>Twitter grew 131% in March 2009 </li></ul>
    9. 10. Top Social Networking Sites in February 2009
    10. 11. Benefits of Social Networking <ul><li>Connect people to information and to one another </li></ul><ul><li>Increase Web Traffic through customer interaction </li></ul><ul><li>Foster input from customers and partners </li></ul><ul><li>Create peer-to-peer information and idea sharing </li></ul><ul><li>Creates a company culture of sharing and learning </li></ul><ul><li>Opens up new marketing opportunities </li></ul><ul><li>Creates a sense of belonging for employees, customers and partners which increases loyalty </li></ul><ul><li>People want to put a face with a name </li></ul><ul><li>Give new hires a way to integrate faster </li></ul><ul><li>Many more... </li></ul>
    11. 12. Which sites should I use? <ul><li>Most analysts would agree that LinkedIn, Twitter and Facebook are essentials </li></ul><ul><li>Other sites would depend on your needs </li></ul><ul><li>Considerations should be made for personal vs. business </li></ul><ul><li>What is relevant to you, your interests and your job </li></ul><ul><li>What are your objectives? </li></ul>
    12. 13. What is Social Media? Social – so·cial sō-shəl : of or relating to human society, the interaction of the individual and the group Media – me·dia mē-dē-ə: the means of communication, as radio and television, newspapers, and magazines, that reach or influence people widely Social + Media = human interaction + wide influence, allows people to connect in the online world to form relationships for personal and business
    13. 14. Welcome to Dell Hell…Can You Hold, Please? <ul><li>June 2005: PR blogger Jeff Jarvis orders a new Dell laptop and four-year service plan, and immediately began having trouble with the machines and the service. </li></ul><ul><li>His first blog post: “Dell lies. Dell sucks.” </li></ul><ul><li>His fury was picked up across the blogosphere, and Dell’s response was deafening…deafeningly silent. </li></ul><ul><li>By August 30, 2005, Dell’s PR team finally responded: </li></ul><ul><ul><li>“ Dell has a “look, don’t touch” when it comes to blogging. </li></ul></ul><ul><ul><li>“ We do talk to people in public through the standard major media and through our forums.” </li></ul></ul><ul><li>At the time, Dell had no bloggers and no active blogger outreach program. </li></ul>Don’t feed the blogger…unless you want to get bitten.
    14. 15. Social Media = Marketing As Conversation <ul><li>Readers comment on your blogs </li></ul><ul><li>They rate your products </li></ul><ul><li>They change your wikis </li></ul><ul><li>They create blogs of their own </li></ul><ul><li>They create “hate” sites if they really don’t like you </li></ul><ul><li>They produce mash-ups of your content and functions </li></ul>Web 1.0 users were consumers Web 2.0 users are participants Trying to “control” the conversation will be counterproductive and potentially harmful “ Imagine a marketing campaign based around asking people to be your friend.” - Nick Dawson (nickdawson.net) Social Pulse
    15. 16. <ul><li>Social media are the forums, blogs, social networks, chat and any other media where users communicate with one another </li></ul>Participation and Community Characterize the Social Media Social Commerce Participation Community Social Networks Blogs Virtual Worlds Online Communities Video and Photo Sharing Collaboration Micro Blogging Tumblelogs Social Bookmarking Sharing <ul><li>You Tube </li></ul><ul><li>SlideShare </li></ul><ul><li>Wikipedia </li></ul><ul><li>Digg </li></ul><ul><li>Del.icio.us </li></ul><ul><li>Search tag clouds </li></ul><ul><li>Facebook </li></ul><ul><li>LinkedIn </li></ul><ul><li>Second Life </li></ul><ul><li>Multiverse </li></ul><ul><li>Amazon Affiliates </li></ul><ul><li>ThisNext </li></ul><ul><li>Twitter </li></ul><ul><li>Jaiku </li></ul><ul><li>Tumblr </li></ul><ul><li>Ozimodo </li></ul>
    16. 17. Sum is greater than each of the parts
    17. 22. How to use Social Media Effectively <ul><li>Conversation </li></ul><ul><li>Listen </li></ul><ul><li>Participate </li></ul><ul><li>Engage </li></ul>
    18. 23. Where to start Listen! Start Small Participate Be Active and Authentic
    19. 24. Dell Hell – 3 Years On: Michael Dell 2.0, Thanks for holding <ul><li>Dell now has a squad of 42 full time employees whose job is to spend their days responding via Twitter, Facebook, Dell blogs, and other Web 2.0 sites </li></ul><ul><li>The first user-generated laptop recently appeared based on input solicited via IdeaStorm, including more color options, better battery life, fingerprint readers, and more </li></ul><ul><li>Business Impact: </li></ul><ul><ul><li>Dell’s gross margins have increased 19.1% (from 16.6% last year) </li></ul></ul><ul><ul><li>Dell’s online community efforts have offered 10K fixes that have been viewed 2.5M times (saving millions on phone support) </li></ul></ul><ul><ul><li>People are saying much nicer things about Dell and the Dell brand online </li></ul></ul><ul><li>Michael Dell will be your friend on Facebook. </li></ul>On adding blogs and message boards via the Dell site: “If we don’t do that at Dell.Com, it’s going to be on CNET or somewhere. I’d rather have that conversation in my living room than somebody elses.”
    20. 25. Nearly 2 millions users on
    21. 26. What is <ul><ul><li>Twitter is a company, offering a microblogging service </li></ul></ul><ul><ul><li>Twitter allows you to connect with your clients directly on their cell phone or computer in a non-obtrusive way </li></ul></ul><ul><ul><li>Twitter lets you post short text updates (140 characters maximum) from a computer or handheld device that repeatedly answer the question, &quot;What are you doing?&quot; </li></ul></ul><ul><ul><li>Your updates are listed chronologically on a personal page that can read like a Red Bull-fueled day-planner. </li></ul></ul><ul><ul><li>Others can sign up to follow your &quot;Tweets,&quot; as they're called, and you can follow theirs </li></ul></ul><ul><ul><li>You can set up a keyword, such as a company's name, and see how it is being used in the Twittersphere. </li></ul></ul>
    22. 27. <ul><li>Twitter Tip: Register your Twitter name without the use of spaces or underscores </li></ul><ul><li>Lock up your full name if it’s available and not too long </li></ul><ul><li>My UNIQUE branded username uniquely available on ALL social networks is: @delphrb </li></ul><ul><li>People want to network with people </li></ul><ul><li>Twitter usernames will become valuable real estate just like Web sites were back in the 90‘s. </li></ul><ul><li>So “ lock em up! “ </li></ul><ul><li>When you join first Twitter, put a picture up immediately—before following anyone </li></ul>How to get started on
    23. 28. Build your You select people to follow, and people choose to follow you . community It ’ s about connecting with 10 people who reach 100 who reach 1,000
    24. 29. Think … <ul><li>Think …People can Twitter how great or bad an event is and the world will find out in seconds… </li></ul><ul><li>Think …major announcement at an exclusive event </li></ul><ul><li>Think…with twitter: it is out in seconds </li></ul><ul><li>Think… No need to wait for a website to be updated </li></ul><ul><li>or a paper to be created.. just evolution </li></ul><ul><li>Think of Twitter as something between microblogging and sending public instant messages </li></ul><ul><li>Think: iPhone launch: when the 2nd generation came out it was on Twitter in seconds - then people blogged about it, then eventually TV and news web sites told people - who already knew… </li></ul><ul><ul><ul><ul><ul><li>(Source: Karl Roche) </li></ul></ul></ul></ul></ul><ul><li>It’s about connecting with 10 people who reach 100 who reach 1,000 </li></ul>
    25. 30. as a powerful marketing weapon <ul><li>Twitter in your marketing strategy : </li></ul><ul><li>building relationships with prospective clients </li></ul><ul><li>promoting events </li></ul><ul><li>providing insight and commentary on an event in real time </li></ul><ul><li>promoting special offers </li></ul><ul><li>facilitating collaborative experience </li></ul><ul><li>building conversation and relationship </li></ul><ul><li>sending press releases </li></ul><ul><li>opening dialogue between promoter and promotion participants </li></ul><ul><li>website traffic generation </li></ul>Imagine being able to immediately reach customers and prospects with breaking news at zero cost…
    26. 31. <ul><li>Here’s a random sample of companies using Twitter as part of their social media marketing efforts: </li></ul><ul><li>Amazon </li></ul><ul><li>Dell </li></ul><ul><li>Woot </li></ul><ul><li>MTV Music Video Awards </li></ul><ul><li>Mac Rumors </li></ul><ul><li>ESPN </li></ul><ul><li>Carnival Cruise lines </li></ul><ul><li>Intel Software </li></ul><ul><li>CNN </li></ul><ul><li>Delta Airlines </li></ul><ul><li>Eleven Marketing </li></ul><ul><li>And here’s a few news sites using Twitter to their advantage: </li></ul><ul><li>CNN </li></ul><ul><li>New York Times </li></ul><ul><li>BBC  </li></ul><ul><li>Do use Twitter to sell your products, ideas, offers, insights, etc </li></ul><ul><li>Do advertise your Twitter account on your website, biz card and marketing literature </li></ul><ul><li>Do create a conversation. Add your users to your Twitter account </li></ul><ul><li>Don’t spam </li></ul><ul><li>Use Twitter as one more tool in your social media toolbox. </li></ul>Do’s and Don’t
    27. 32. Using for Marketing in 5 steps <ul><li>Listen and learn </li></ul><ul><li>Publish valuable news and information </li></ul><ul><li>Distribute promotions </li></ul><ul><li>Create or extend your brand personality </li></ul><ul><li>Engage in conversations and customer service </li></ul>
    28. 33. To improve your experience Capitalize on applications that make your use of Twitter much more efficient.  Applications like Twittertise , Twittad ,  Tweet Later and Tweet Pro afford you certain advantages which Twitter on its own doesn’t provide.  You can schedule your tweets to be sent on a certain date, advertise on Twitter and brand your communication with these applications.  Twhirl It offers various configuration options to adapt to your personal needs. Twhirl also connects to multiple micro-blogging sites including Twitter, identi.ca, Friendfeed and seesmic accounts. Update your Facebook etc… TwitterFox It’s a Firefox extension that notifies you of your friends' tweets of Twitter. This extension adds a tiny icon on the status bar that notifies you when your friends update their tweets. TweetDeck It enables users to split their main feed (All Tweets) into topic or group specific columns allowing a broader overview of tweets. will automatically update allowing you to keep track of a twitter threads http://twitter.grader.com - measures the power of a profile http://twollow.com/ - put in key words like ibm or communications and it will automatically add you to people with those words in there profile http://www.mrtweet.net – Mr Tweet is your personal twitter assistant - add me as a friend, and I'll suggest to you which influencers and followers you should check out
    29. 34. Best Practices for using <ul><li>Use 3 rd party tools to consolidate/filter (Digsby, TweetDeck, Hootsuite, etc.) </li></ul><ul><li>Don't be afraid to unfollow </li></ul><ul><li>Be careful about following people who will dominate your stream </li></ul><ul><li>Be clear who you are and who you represent </li></ul><ul><li>Consider separate accounts for business and personal </li></ul><ul><li>Tweet something that's worth replying to </li></ul><ul><li>Think “What is important to me?” </li></ul>
    30. 35. How to get started with <ul><li>Sign up at www.Facebook.com </li></ul><ul><li>Complete your profile as much as possible </li></ul><ul><li>Add some Friends </li></ul><ul><li>Look at your Friends pages to get ideas for your pages </li></ul><ul><li>Edit your settings to adjust security </li></ul><ul><li>Consider adding the application to your Blackberry </li></ul><ul><li>Visit http://www.facebook.com/help/new_user_guide.php and http://www.ehow.com/articles_4500-facebook.html to read more suggestions </li></ul>
    31. 36. Best Practices for using <ul><li>Sophos recommended privacy settings for Facebook : http://www.sophos.com/security/best-practice/facebook.html </li></ul><ul><li>DIOSA Best Practices: http://www.diosacommunications.com/facebookbestpractices.htm </li></ul><ul><li>Suggested Best Practices for Advertising on Facebook: http://www.facebook.com/ads/best_practices.php </li></ul>
    32. 37. How to get started with <ul><li>Create a compelling profile </li></ul><ul><ul><li>Define yourself </li></ul></ul><ul><ul><li>What you have done </li></ul></ul><ul><ul><li>What you want to do </li></ul></ul><ul><li>Build your network </li></ul><ul><ul><li>Provide a context/reason to connect </li></ul></ul><ul><li>Get the most from your connections </li></ul><ul><ul><li>Ask and answer questions </li></ul></ul><ul><ul><li>Recommend and introduce colleagues </li></ul></ul><ul><li>Manage your social network </li></ul>
    33. 38. Best Practices for using <ul><li>Use a professional looking photo for your professional network </li></ul><ul><li>“ Do something” a couple of times a week </li></ul><ul><li>Read updates daily </li></ul><ul><li>Check to make sure you are being viewed </li></ul><ul><li>Build a large, diverse network </li></ul><ul><ul><li>Diverse networks provide non-redundant data and increase benefits and productivity </li></ul></ul><ul><li>Provide “honest” recommendations </li></ul><ul><li>Make sure your company is listed and that employees are connected to that listing. </li></ul><ul><li>Make sure that your SMEs have profiles and recommendations </li></ul><ul><li>View company/personal profiles and recommendations when choosing vendors </li></ul>
    34. 39. WARNINGS <ul><li>Hearing through the noise </li></ul><ul><li>Addiction </li></ul><ul><li>Be Cautious </li></ul><ul><li>Be Diligent </li></ul><ul><li>Report suspicious behavior </li></ul><ul><li>Communicate and Monitor if you have kids </li></ul><ul><li>Research security settings </li></ul>
    35. 40. Recommendations <ul><li>Social Networks will help you: </li></ul><ul><ul><ul><li>Deepen your knowledge </li></ul></ul></ul><ul><ul><ul><li>Broaden your network </li></ul></ul></ul><ul><ul><ul><li>Strengthen your reputation </li></ul></ul></ul><ul><li>Having diverse friends helps </li></ul><ul><li>Being a bridge between a lot of people is not helpful. </li></ul><ul><li>The number of people reachable in 3 steps is positively correlated with higher performance. </li></ul><ul><li>Perhaps frequent communication to the same person may imply redundant information exchange. </li></ul>
    36. 41. Be a friend <ul><li>Don’t just “friend” someone – act on it! </li></ul><ul><li>Where can you give/support? </li></ul><ul><li>How can you encourage someone? </li></ul><ul><li>Who can you recommend? </li></ul><ul><li>In what ways can you use your network to help someone else? </li></ul><ul><li>Use the tools to help others </li></ul><ul><li>The goal should not be to have more friends, the goal should be to be a friend. </li></ul>
    37. 42. Summary <ul><li>Don't discourage social networking </li></ul><ul><ul><li>Embrace it as a business tool </li></ul></ul><ul><ul><li>Encourage others to be involved </li></ul></ul>
    38. 43. Questions? <ul><li>Contact Me </li></ul><ul><li>Email: [email_address] or [email_address] </li></ul><ul><li>Skype/ AIM: dvdstphns </li></ul><ul><li>Google Profile: http://www.google.com/profiles/dvdwstphns </li></ul><ul><li>LinkedIn Profile: http://www.linkedin.com/in/dvdstphns </li></ul><ul><li>Flickr Sets: http://www.flickr.com/photos/64922863@N00/sets/ </li></ul><ul><li>Twitter Profile: http://twitter.com/dvdstphns </li></ul>
    39. 44. Backup Slides
    40. 45. Using Twitter for Marketing in 5 steps <ul><li>Listen and learn </li></ul><ul><li>Publish valuable news and information </li></ul><ul><li>Distribute promotions </li></ul><ul><li>Create or extend your brand personality </li></ul><ul><li>Engage in conversations and customer service </li></ul>
    41. 46. 1. Listen and learn <ul><li>As with other social media, the most important first step is to listen to the conversations. See what people are saying about you on Twitter. The daily thoughts of so many people can be an incredibly rich source of information on the perceptions of your brand, products and services. </li></ul><ul><li>The easiest way to start listening is to visit search.twitter.com   and enter your brand and related keywords. </li></ul><ul><li>To view the volume of conversation about your brand, products, or offerings, on Twitter, also try Twist . There are also several social media analytics services that track Twitter as part of their package, such as Techrigy SM2 and Collective Intellect . </li></ul>
    42. 47. 2. Publish valuable news and information <ul><li>Only after you've listened a while and understand the style and etiquette of Twitter communications should you consider creating an account and posting content. </li></ul><ul><li>An easy starting point is to publish regular news and updates that is already distributed via other channels: </li></ul><ul><ul><li>Product announcements </li></ul></ul><ul><ul><li>Press release headlines </li></ul></ul><ul><ul><li>Events </li></ul></ul><ul><ul><li>Press coverage </li></ul></ul><ul><ul><li>Blog posts </li></ul></ul><ul><li>Examples of companies publishing news updates include Oracle , Salesforce and Apple , which unfortunately appears to ignore Twitter except during Steve Jobs' presentations. </li></ul><ul><li>Don’t limit yourself to pushing existing content. After all, only truly passionate customers will follow your tweets if all you provide is news they can already get elsewhere. </li></ul><ul><li>Your Twitter presence won't grab attention if all it does is link to other content, like Salesforce does. </li></ul><ul><li>Think about new and different bits of content that your prospects and customers will find valuable. </li></ul><ul><li>Example: JetBlue often uses Twitter to post weather alerts or travel tips that make travelling easier </li></ul>
    43. 48. 3. Distribute promotions <ul><li>Twitter is an effective channel for sending out promotional messages. Timely sales and coupons are easy to distribute on Twitter, and the fast nature of the Twitterverse means that people can respond to the promotions quickly. </li></ul><ul><li>DellOutlet regularly posts offers with codes for special discounts </li></ul><ul><li> @IBMClearance has just been launched by the ibm.com team </li></ul><ul><li>But let's face it, blasting people with your news and special offers simply won't cut it for the great majority of Twitter users. </li></ul><ul><li>Most people don't want to follow you on Twitter for the factual information and offers you might publish. They're interested in you because they want to engage with the brand in some way. They want to hear the voice and personality of the brand. </li></ul>
    44. 49. 4. Create or extend your brand personality <ul><li>Social media spaces such as Twitter are where personalities meet </li></ul><ul><li>If you come across as a monolithic, faceless, you will be ignored </li></ul><ul><li>If you take the time to hone a voice and personality, people are much more likely to engage with you. Be real, authentic, interesting. Figure out your voice first </li></ul><ul><li>Twitter is far more valuable for distributing brand personality than it is for merely delivering content </li></ul><ul><li>Companies that are engaging users on Twitter aren't succeeding just because of the information they supply; it's the voice and style of delivery that makes the difference </li></ul><ul><li>H&R Block : Few people get warm fuzzies when thinking about H&R Block. But on Twitter, H&R Block has a voice that is approachable and helpful. People are exposed to an H&R Block that expands their perceptions of the brand through their tweets </li></ul><ul><li>Similarly, Crocs uses Twitter to express its unique brand personality and get people excited about shoes </li></ul><ul><li>The CEO of Zappos uses Twitter regularly to talk about products, parties he attends and anything else on his mind. His voice becomes the voice of Zappos for Twitter readers </li></ul>
    45. 50. 5. Engage in conversations and customer service <ul><li>Twitter is about conversations, not monologues. </li></ul><ul><li>Twitter is about talking with people, not merely at them. While publishing content and creating personality are starting points and should be components of your Twitter strategy, it shouldn't stop there. </li></ul><ul><ul><li>Make friends on Twitter. If people follow you, follow them too. Create a community not a soapbox </li></ul></ul><ul><ul><li>Reply to others . This critical component of your Twitter activity makes all the difference, because it shows you want to engage with customers and listen to them. </li></ul></ul><ul><li>When people make a comment or ask a question, respond quickly and authentically. Respond like a real person, Here's a typical conversation JetBlue engages in on Twitter: </li></ul><ul><ul><li>Customer: @jetblue where can I find your checked bag policy? Does a car seat count as an extra bag? </li></ul></ul><ul><ul><li>JetBlue: children's car seats don't count as a second checked bag (and can also be gate checked if you find that easier) </li></ul></ul><ul><ul><li>Customer: Thanks much. I'm ready to be a happy jetter tomorrow </li></ul></ul><ul><li>This simple dialogue answers a customer's question, and because Twitter is a public forum, it also informs other customers and displays JetBlue's responsiveness and service </li></ul>
    46. 51. <ul><li>Be proactive in starting conversations . </li></ul><ul><li>Listen for mentions of your brand, read them, and take the lead in starting a conversation. </li></ul><ul><li>Example of how Comcast reached out to a customer who said something about them: </li></ul><ul><ul><li>Customer: my comcast internet has been down since yesterday. so not cool, comcast. esp w ur already low customer satisfaction #s </li></ul></ul><ul><ul><li>Comcast: Can I help? </li></ul></ul><ul><ul><li>Customer: i tweeted about my 24hrs of dead comcast internet and @comcastcares answered my cry for help in secs. No. 2999 why i am in awe over Twitter! plus i have a new found respect for comcast. thank you, @comcastcares </li></ul></ul><ul><li>Helping one customer at a time where everyone can see it can make a real difference in brand sentiment. And those good experiences are being shared beyond Twitter, where blog entries and word of mouth generate broader benefits. </li></ul><ul><li>Because success on Twitter requires these types of back-and-forth interactions, it requires dedication and resources. </li></ul><ul><li>You can't create a Twitter account, post a press release once a month, and expect an instant audience of thousands … It takes some time and investment to build a network… </li></ul>5. Engage in conversations and customer service
    47. 52. Different ways to use Twitter <ul><li>To update customers of the company deals and coupon codes: </li></ul><ul><li>1. Dell has created a number of Twitter profiles, each meant for different types of deals (e.g. DellOutlet posts recent refurbished Dell computer offers). </li></ul><ul><li>2. Starbucks posts new offers and also participates in threaded discussions of these offers with their Twitter-followers. </li></ul><ul><li>To offer an alternative customer support option: </li></ul><ul><li>3. JetBlue offers Twitter-based customer service (notice, they even provide the customer support employee’s name currently on duty). </li></ul><ul><li>4. ComCast offers a friendly Twitter customer support; what I personally like about their profile is the real person photo instead of the company logo. </li></ul><ul><li>To get closer to customers: </li></ul><ul><li>5. Via their Twitter profile Southwest Airlines run non-official, entertaining discussions with their customers. </li></ul><ul><li>6. HRBlock runs ask-and-answer sessions with their customers. </li></ul><ul><li>7. Best Buy has built Gina Community to communicate with their customers and friends. </li></ul><ul><li>To react to customers’ feedback </li></ul><ul><li>8. Popeyes answers their clients’ feedback in an entertaining tone and also updates their Twitter listeners of the current deals and discounts </li></ul><ul><li>To offer an alternative subscription option : </li></ul><ul><li>9. ATTNews updates their Twitter-followers of the news published at the site. </li></ul><ul><li>10. Forrester Research posts updates of their site recent discussions. </li></ul><ul><li>To post company news : </li></ul><ul><li>11. BreakingPoint posts updates of the company and industry news and also discusses it with their Twitter-listeners. </li></ul><ul><li>12. Samsung has created a Twitter account dedicated to mobile phones and posts both the company (US department) and product news there </li></ul><ul><li>To promote the corporate blog : </li></ul><ul><li>13. Kodak Chief Blogger both posts the company blog updates and discusses them with the company customers. </li></ul>

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