Twitter - The Ultimate Brand Builder


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Highlights from my presentation at the KMWorld Conference 09' in San Jose.

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Twitter - The Ultimate Brand Builder

  1. 1. Twitter <ul><li>The Ultimate Brand Builder </li></ul>by Jessica Muhlbier
  2. 2. Agenda <ul><li>What is Twitter? </li></ul><ul><li>Twitter as a Branding Strategy </li></ul><ul><li>Twitter as an Employee Communication Strategy </li></ul><ul><li>Twitter as a Customer Service Strategy </li></ul><ul><li>Business Lessons Learned </li></ul><ul><li>Overview </li></ul>
  3. 3. Huh? What’s Twitter? <ul><li>Twitter allows users to share and discover what’s happening right now , anywhere in the world, in 140 characters or less. </li></ul>
  4. 4. Still Scratching Your Head? <ul><li>Twitter is like blogging at short and rapid speeds </li></ul><ul><li>Twitter is better described as micro-blogging </li></ul><ul><li>And Twitter is changing the public discourse </li></ul>
  5. 5. Flying into the Twittersphere Tweet Tweet Tweet!
  6. 6. Branding in the “Twittersphere” <ul><li>Sparks positive awareness & discussion </li></ul><ul><li>Case Study #1: Starbucks </li></ul><ul><li>Case Study #2: jetBlue Airways </li></ul>
  7. 7. Starbucks <ul><li>Twitter Name: Starbucks </li></ul><ul><li>Stats: 85,278 following/304,620 followe rs </li></ul><ul><li>Starbucks Official Tweeter: Freshly brewed tweets from Brad Nelson at Starbucks in Seattle, WA. Brad is a former barista turned Twitter guru. </li></ul><ul><li>Brad responds to direct messages (DM), replies to mentions (@) of Starbucks, and helps customers find resolutions to their problems. </li></ul>
  8. 8. JetBlue Airways <ul><li>Twitter Name: JetBlue </li></ul><ul><li>Stats: 117,208 Following/1,307,627 Followers </li></ul><ul><li>Jet Blue Official Tweeter: Sky high tweets powered by Morgan Johnston . Morgan is the manager of corporate communications at Jet Blue. </li></ul><ul><li>Morgan’s tweets for the community “our role on Twitter is driven by the requests of our followers. Twitter is a great way to talk to many, but even better for listening .” </li></ul><ul><li>Why is JetBlue Tweeting? “....To show that our brand is built by real people who care about our customers.” - Morgan Johntson </li></ul>
  9. 9. How To: Build Your Brand <ul><li>Claim Your Twitter Handle 1) personalize it i.e. @mashable 2) shorter, the better! </li></ul><ul><li>Build & “Brandify” 1) completely fill out your profile 2) create a Twitter background (Twitpaper, Twitbacks) </li></ul><ul><li>3. Utilize Third Party Applications 1) FriendFeed 2) wefollow 3) hash tags (#) ! </li></ul>
  10. 10. #FAIL #SUCCESS
  11. 11. Twitter as Employee Communication Strategy <ul><li>Short and sweet </li></ul><ul><li>Easy access and flexibly </li></ul><ul><li>Highly interactive </li></ul>Why it’s beneficial:
  12. 12. Yammer = The Corporate Twitter <ul><li>Founded 2008 - San Francisco </li></ul><ul><li>Focuses on businesses - Only individuals with the same email domain can join </li></ul><ul><li>Over 40, 000 clients worldwide </li></ul>
  13. 13. Twitter as Customer Service Strategy <ul><li>Problem resolution </li></ul><ul><li>Positive brand image </li></ul><ul><li>Staff involvement </li></ul><ul><li>Low cost </li></ul><ul><li>Case Study: Comcast </li></ul>
  14. 14. Comcast on Twitter <ul><li>Twitter Name: comcastcares </li></ul><ul><li>Twitter Stats: Following 30, 675/30, 700 Followers </li></ul><ul><li>Comcast Official Tweeter: Frank Eilason Frank is the Senior Director of Comcast National service </li></ul>
  15. 15. Business Lessons Learned <ul><li>The public sphere has dramatically shifted to an open source world of online discussion </li></ul><ul><li>Companies and corporations need to join the conversation in order keep up </li></ul>
  16. 16. Overview <ul><li>A powerful and useful micro-blogging service </li></ul><ul><li>Strengthen and build a better brand </li></ul><ul><li>Better communication in the workforce </li></ul><ul><li>Increase customer satisfaction within the online community </li></ul>Twitter Helps to... Twitter is...
  17. 17. Thank you & Happy Tweeting