1. Twitter
for
Business
Eoin
Kennedy
Consultant
Online
Strategy
&
Communica7ons
www.elucidate.ie

2. • Introduc)ons
• Ge.ng
started
• Reasons
&
Types
of
Twee)ng
• Key
facts
• Twi:er
basics
–
Anatomy
• Twi:er
Strategy
• Management
tools
• Twi:er
Uses
• Lead
genera)on
• Events
• PR
• Reputa)on
• Monitoring
• Examples

3. ©Elucidate 2011
twit·ter
verb / twitər/
1. (of a bird) Give a call consisting of
repeated light tremulous sounds
2. Talk in a light, high-pitched voice
- old ladies in the congregation twittered
3. Talk rapidly and at length in an idle or
trivial way
- he twittered on about buying a new workshop
4. Make a posting on the social networking
site Twitter
- many active bloggers are twittering more and
more these days

4. Microblogging – What is it?
• Blogging in short form.
• Similar to texting.
• Ability to send and receive messages.
• Ability to follow and be followed.
• Archive information.
• Conversation and interactivity.

5. 12 Reasons to Tweet?
1. Generate Awareness
2. Seek and Create Media Opportunities
3. Foster Loyalty.
4. Launch Viral Campaigns.
5. Manage Reputations.
6. Promote Products or Services.
7. Network with Influentials, Stakeholder and Customers.
8. Extend Event and PR Participation.
9. Monitor Trends & Breaking News.
10. Recruiting.
11. Thought leadership.
12. Drive traffic to website.

6. ©Elucidate 2011
Types
of
Tweets
• An
observation
• What
you
are
reading
• What
you
are
watching
• What
events
you
are
attending
• Your
content
• Someone
elses
content
• Chat
with
someone
• Retweet
what
someone
has
tweeted

7. ©Elucidate 2011
Figures,
doesn’t
it
• 3
yrs,
2
months,
1
day
–
the
time
it
took
from
the
first
tweet
to
the
billionth
• 1
week
–
time
it
now
takes
for
a
bn
tweets
• 140
million
–
tweets
sent
per
day
(Feb)
• 177
million
–
tweets
sent
per
day
(Mar)
• 456
tps
(tweets
per
second)
–
Michael
Jacksons
Death
• 6,939
tps
–
4
seconds
after
new
year’s
Japan

8. ©Elucidate 2011
Twitter Stats

9. ©Elucidate 2011
Twitter Stats

10. ©Elucidate 2011
Twitter in Ireland
An estimated 385K Irish adults have a twitter
account.
159,000 tweets per day.
22% >10 tweets = 85% of all tweets.

11. Good
things,
when
short,
are
twice
as
good.
UserName=Twitter Handle=NB. Setting Up
• Not random • Personalise
• No numbers • Picture/Logo
• No underscore • URLs – dedicate landing page
• Background

12. ©Elucidate 2011
Terms
• Following
• Followers
• Lists
• @ - Mentions
• RT – ReTweets
– MT (modified) or
– HT (hat tip)
• D username – DM (Direct Message)
• # hashtag

13. ©Elucidate 2011
My Twitter World

14. ©Elucidate 2011
RT

15. ©Elucidate 2011
URL Shortening

16. ©Elucidate 2011
@messages

17. ©Elucidate 2011
Changing Backgrounds

18. ©Elucidate 2011
My Tweets

19. ©Elucidate 2011
My Tweets

20. ©Elucidate 2011
My Tweets

21. ©Elucidate 2011
My Followers

22. ©Elucidate 2011
Following

23. ©Elucidate 2011
Lists

24. ©Elucidate 2011
Creating Lists

25. ©Elucidate 2011
@Mentions

26. ©Elucidate 2011
Your Tweets RT’ed

27. ©Elucidate 2011
Favourites

28. Building a Strategy
Internal
• Overall business objectives.
• Social and Twitter objectives. • Credibility
• Describe success. • Brand perception
• New products
• What you need to succeed.
• Generate sales
• How to mitigate the risks.
• Negative commentary
• Timings and budgets.
• Measureable, results, timely • Behaviours • Length
• Demographics •
• Link back to business objectives • Term
• Psychographics
• Goals and messages
per different audience

29. What’s next!
Mapping
• Competitors
Plan
• Keywords/Key phrases
• ID commentators Communication
• Key SM • Listen/Engage/Monitor
• Reporting • Content Streams
Evaluate
• Metrics
• Agile
• Map and share
Teams and Collateral Channels, Assets, Tactics
• Multi agency
• Review tools/Tactics
• Multi Department
• Social Currency
• Crisis Plans
• Conversationalists
• SM Guidelines
• Asset creation
• Content
• Integrate
• Capability

30. ©Elucidate 2011
Some Humour

31. ©Elucidate 2011
Some Humour

32. ©Elucidate 2011
Exercise
-­‐
Offline
• Pick
twitter
handle
• Tone
of
voice
• Define
social
currency
• Build
editorial
calendar
• Keywords
for
your
industry

33. ©Elucidate 2011
Exercise
-­‐
Online
• Find
someone
with
over
1,000
followers
in
your
industry.
• Find
hashtag
for
industry.
• Set
up
list
for
5
following.
• Favourite
one
post.
• RT
influencer
comment.
• Get
Klout
Score.
• Find
5
new
people
to
follow
via
(TwitterSearch,
TweetGrader,
Twitter
Who
to
Follow,
Bloggers,
@following)

34. ©Elucidate 2011
Management
Tools
• Third
party
platforms.
TweetDeck,
HootSuite,
CoTweet
• Multiple
columns
and
alerts.
• Always
on

35. ©Elucidate 2011
Lead
Generation
• Dedicated
Twitter
landing
page
on
profile.
• Tweet
links
to
good
content.
• Monitor
industry
search
terms.
• Participate
in
Twitter
chats.
• Connect
blog
to
Twitter.

36. ©Elucidate 2011
Twitter & Event Management
• Set # hashtags.
• Show tweets on screen.
• Share lists
• Connect/network in
advance.
• Report, monitor,
promote, respond
• Twitter apps

37. Journalist Changing Habits
• 71% of Irish journalists use Twitter as a news source
• Mentions of Twitter in the Irish media increased from 16 mentions per month in
January 2008 to 2,058 references in March 2011.
• 27% of mentions were related to entertainment
• 27% of mentions were related to politics
• 28% of mentions were related to sport
Media now use Twitter for
Source: (Kantar PRII)
• Looking for leads and spokespeople.
• Pushing and discussing the story.
• Radio taking Twitter comments on air.
• Use as basis for breaking stories.
• Personal insight.
• Splintering of relationships.
• Direct commentary.
• Need to follow, monitor and engage.
• DM pitches.

38. ©Elucidate 2011
Reputations Matter
• Klout
• Tweetlevel
• TweetGrader
• Peer Index
Engagement = Key
Search Rankings

39. ©Elucidate 2011
Monitoring tools? Take your pick.
King = Twitter Search

40. ©Elucidate 2011
Ongoing Activity for a typical engagement
campaign:
Monitoring 2 or 3 times per day across all
your online properties.
Responding to any pressing comments as
they arise/as you notice them.
Twitter is an ongoing conversation React in
real time if you can.
Posting on blog according to your schedule.
Eg. Once per day/twice per week.
Analysing Data once per week. Looking for
trends in how people find, use and interact
with your site & social media properties.
Analysing Content once per week to see
how ads, content, etc. are performing

41. ©Elucidate 2011
Award Winning Twitter Accounts
Marke)ng
&
Sales
CRM
Grace
App
–
@graceapp
Wheelworx
–
@wheelworx
La
Cucina
–
@italianfoodie
What’s
On
NI
–
@whatsonni
My
Lunch
IE
–
@mylunchie
Tourism
Ireland
–
Realex
Payments
–
@discoverireland,
@realexpayments
@gotoirelandgb,
@gotoirelandus
Silicon
Ireland
–
@siliconireland
Eircom
–
@eircom
Newstalk
106-­‐108
–
@newstalkfm
Irish
Weather
Online
–
TV3
Xpose
–
@TV3Xpose
@iweatheronline
Blacknight
–
@Blacknight
Blacknight
–
@blacknight
Curious
Wines
–
@curiouswines
We
Are
UPC
–
@UPC_HelpsYou_IE
Vodafone
Ireland
–
@vodafoneireland
Social Media Awards

42. Social TV?

43. ©Elucidate 2011
Some Humour

44. ©Elucidate 2011
Some Humour

45. ©Elucidate 2011
Twitter
-­‐
Take
Away
• Organically
increase
followers
and
following
numbers
(aim
for
a
balance)
• Track
discussions
• Monitor
• Think
about
what
you
could
have
tweeted
last
week
– how
will
you
fit
it
in
to
work
process
• Increase
@
and
RTs
• Care
with
connecting
accounts.
• Grow
Twitter
Reputation
(why
would
I
follow
me)
– Notes
from
events
good
place
to
start

46. ©Elucidate 2011
Twitter Take ways
1) Listen to others first.
2) Have conversations.
3) Help your followers out as much as
you can.
4) Introduce and connect others.

47. Eoin K ennedy e
nk ennedy.i
e o i n @e o i
@e o i n k