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Intro to Using Twitter for Business

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Using Twitter for Business (Yet Another Workshop!) Basics of Twitter use and etiquette, case studies, business applications & best practices. Great for beginning Twitterers and companies.

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Intro to Using Twitter for Business

  1. 1. Using Twitter For Business An Introduction & Workshop The Disney Entrepreneur Center Orlando, Florida June 24, 2009 Presented by:
  2. 2. This workshop draws inspirations, ideas, knowledge from: pistachio
  3. 3. The Social Media Sphere Source: The Conversation, Brian Solis and JESS3
  4. 4. What is Twitter? <ul><li>Twitter is a social networking and micro-blogging service that allows its users to send and read other user's updates (known as &quot;tweets&quot;), text-based posts of up to 140 characters in length. </li></ul>Source: http://en.wikipedia.org/wiki/Twitter
  5. 5. Anatomy of a Twitter Page
  6. 6. Anatomy of a Twitter Page Your Brand Visuals (also company status) The most popular Topics & meetings On Twitter Public time line Twitter stats Where you “tweet” Who you are
  7. 7. Why YOUR business will benefit from Twitter and Social Media <ul><li>You don’t need to be a Techno-Geek to Use it… </li></ul>
  8. 8. Not Just for Kids…. <ul><li>Average age is 30-55 years old </li></ul><ul><li>Average person using only using a few months </li></ul>
  9. 9. Engage Directly with Customer/Prospects…Anywhere
  10. 10. Social Media Tools are FREE <ul><li>No middleman marketing fees </li></ul><ul><ul><li>No advertising search (PPC) costs </li></ul></ul><ul><ul><li>No email fees (mail lists, mail send fees) </li></ul></ul>
  11. 11. Twitter Survey (May 2009) Twitter Perception Survey, May 2009 by @warrenss & @researchguy
  12. 12. Twitter Survey (May 2009) Twitter Perception Survey, May 2009 by @warrenss & @researchguy
  13. 13. <ul><li>Serious Brands Taking Twitter Seriously </li></ul>Over 100 CEOs including those from large F500 companies are On Twitter regularly. (Source: ExecTweets.com)
  14. 17. Twitter’s “Wow!” Factor Examples courtesy of @msrogue’s 5/26 blogpost & Exectweets.com
  15. 18. What is Twitter’s appeal? <ul><li>A digital water cooler </li></ul><ul><li>A stream you dip into </li></ul><ul><li>A (32 million person) cocktail party </li></ul><ul><li>A virtual office </li></ul><ul><li>What knowledge management </li></ul><ul><li>always wanted to be </li></ul><ul><li>Networking for Agoraphobics </li></ul>(List courtesy of Martin Weller)
  16. 19. Just a Few Twitter tools
  17. 20. The Big Picture: The Way It Was Source: David//Armano davidarmano.com
  18. 21. The Big Picture: 1994-1995 Source: David//Armano davidarmano.com
  19. 22. The Big Picture: Web 2.0 Source: David//Armano davidarmano.com
  20. 23. Business Case Studies Image_Source: Danny Brown Return on Investment? Interaction !
  21. 24. Dell Computer <ul><li>Uses: </li></ul><ul><ul><li>Exclusive Coupon offers </li></ul></ul><ul><ul><li>Fast-paced contests </li></ul></ul><ul><li>Reported over $3 million in Twitter-related sales in June 2009. </li></ul><ul><li> Dell now has 12 “Twitter channels” </li></ul>
  22. 25. Zappos.com shoes online + <ul><li>Best Practice Twitter-Using Company: </li></ul><ul><ul><li>CEO and half of company using </li></ul></ul><ul><ul><li>Company is twittering with over 7 M customers </li></ul></ul>
  23. 26. Zappos.com <ul><li>Financial Performance </li></ul><ul><ul><li>$1 Bn sales </li></ul></ul><ul><ul><li>85% Repeat Customers </li></ul></ul><ul><li>Best Known for </li></ul><ul><ul><li>Best Practice Use of Twitter </li></ul></ul><ul><ul><li>“ Powered by Twitter” </li></ul></ul>
  24. 27. But what about small companies?
  25. 28. Kogi Taco Truck mobile lunch Los Angeles The Kogi Taco Truck in L.A. uses Twitter to broadcast locations… hundreds show up.
  26. 29. 52Teas Wichita, Kansas <ul><li>Offers a different blend of tea each week. In addition, they post alerts to store specials. </li></ul><ul><li>Before Twitter : Typically typically shipping 1-2 packages every 2-3 weeks </li></ul><ul><li>After Joining Twitter: Now they are shipping 40 to 50 packages. </li></ul>
  27. 30. CPA for Small Business Nashville <ul><li>75% of Leads from Twitter & SM </li></ul><ul><li>Great example of building a Twitter lead generation engine, leveraging an existing strong blog. </li></ul><ul><li>Conventional advertising (Yellow Pages) now only accounts for 25% of his leads. </li></ul>
  28. 31. Coffee Grounds Houston, TX <ul><li>First to have a to-go order placed through Twitter. </li></ul><ul><li>Twitter doubled this coffee shop’s clientele </li></ul>
  29. 32. Charity:Water fund raising <ul><li>Asking for $2 donation from each of her followers, Pistachio Consulting raised $25,000 in 3 weeks. </li></ul><ul><li>3-day Twestival (200+ city participation) raised $250,000 . </li></ul><ul><li>Simply by re-tweeting, one Twitterer friend of Pistachio raised $2500 in 5 minutes! </li></ul>
  30. 33. BakerTweet <ul><ul><ul><ul><ul><li>More at http://www.del.ic.ious/lisathorell </li></ul></ul></ul></ul></ul>
  31. 34. Business Applications of Twitter <ul><li>Marketing/ Public Relations </li></ul><ul><li>Virtual Office </li></ul><ul><li>Customer Service </li></ul>
  32. 35. Marketing Uses for Twitter <ul><ul><ul><li>Track your Brand </li></ul></ul></ul><ul><ul><ul><li>Advertising </li></ul></ul></ul><ul><ul><ul><li>Market Research </li></ul></ul></ul><ul><ul><ul><li>Instant Focus Groups </li></ul></ul></ul><ul><ul><ul><li>Promotional Contests/Coupons </li></ul></ul></ul><ul><ul><ul><li>Product Research (CrowdSourcing) </li></ul></ul></ul>
  33. 36. Brand Tracking demo
  34. 37. Twendz: Following public sentiment real-time
  35. 38. Twitter Contest Promotion
  36. 40. Coupon Marketing
  37. 41. CrowdSourcing
  38. 42. Virtual Office Uses for Twitter <ul><ul><li>Knowledge Sharing </li></ul></ul><ul><ul><li>Group Meetings </li></ul></ul>
  39. 43. What’s Going on in a Meeting or Online Conference? (demo here)
  40. 44. Customer Service
  41. 45. Customer Service
  42. 46. Twitter Etiquette 101 <ul><ul><ul><li>Listen. Respond. Be personal. </li></ul></ul></ul><ul><ul><ul><li>Contribute relevant information (not just product/service info) </li></ul></ul></ul><ul><ul><ul><li>ReTweet… </li></ul></ul></ul><ul><ul><ul><li>Show your business personality; humanize your company </li></ul></ul></ul>
  43. 47. Finding Followers List o resources <ul><li>Put your twitter name in your </li></ul><ul><li>email signature </li></ul><ul><li>Put a link to your twitter account </li></ul><ul><li>on your company’s home page </li></ul><ul><li>“Find People” </li></ul>
  44. 48. Listening Tools <ul><li>Search.twitter.com </li></ul><ul><li>Twist </li></ul><ul><li>Twitturly </li></ul><ul><li>Monitter </li></ul>
  45. 49. Monitter
  46. 50. Measuring Tools <ul><li>TwitterAnalyzer </li></ul><ul><li>Grader </li></ul><ul><li>Twinfluence </li></ul><ul><li>Tweetstats </li></ul>
  47. 51. Warning: Some things are not cool to do on Twitter …
  48. 52. Don’t make your messages private
  49. 53. <ul><li>Don’t broadcast product messages only. </li></ul>
  50. 54. Don’t use auto direct messages ( generally)
  51. 55. An exception (maybe)…
  52. 56. Don’t put Twitter exclusively in the hands of your Summer Intern… …“Twitter is only as good as the person typing those 140 characters.”…. From @aerocles Blog: “ Is it really a good idea to hire a college intern to manage A major international brand?
  53. 57. Just like the Internet in 1994, Social Media is changing the game…
  54. 58. Forget Page Rank, Improve your Company’s Social Rank Where you want to be!
  55. 59. The Way it Was (Web 1.0) Your website/blog Google Adwords Banner Ads in E-Zines Email fees Directory Listings
  56. 60. Web 2.0: Turning your Brand Inside-Out Your website/blog Twitter is a bridge to being Everywhere.
  57. 61. <ul><li>“ Your brand is now the sum of the conversations about it.“ </li></ul><ul><li>Marcel LeBrun in Business Week. http://bit.ly/19AqBz </li></ul>Bozell.com’s quasi tag-cloud of 200 random conversations.
  58. 62. Best Practices Checklist <ul><li>Designate who near at the TOP of your company is participating. </li></ul><ul><li>Listen to what your audience is telling you about your company. (Priceless!) </li></ul><ul><li>Be Authentic. (NOT 80’s “Dressed for Success”). </li></ul><ul><li>Reach out to followers in your niche </li></ul><ul><li>(eg. Twitter directories) </li></ul><ul><li>Change/embrace social media tools in your day-to-day operations. </li></ul><ul><li>Be flexible. There is no “plug and play” formula for Twitter success </li></ul><ul><li>Be inventive! </li></ul>
  59. 63. Best Practice: “A Really Goode Job”
  60. 64. Best Practice: Seaworld
  61. 65. Best Practice: Health 2.0 Hello Health, a paperless “concierge” practice based in Brooklyn that utilizes e-mail, instant messaging, IPhone and video chat for coordinating patient care. A la WebMD, info from doctor and medical Researchers but also patient testimonials that have had medical conditions .
  62. 66. But Before Your Company Starts Tweeting….
  63. 67. Think about your Marketing Strategy <ul><li>What is your brand about today? </li></ul><ul><ul><li>Price? Quality? Customer Service? </li></ul></ul><ul><li>What do you want to accomplish? </li></ul><ul><li>Who is your audience? </li></ul><ul><li>What is your social media inventory today? </li></ul><ul><li>How will you measure progress toward your goal while using social media? </li></ul>
  64. 68. What’s Next?
  65. 69. How do you know a technology is game-changing? <ul><li>Open. </li></ul><ul><li>Accessible from many platforms (phone, web, Blackberry, software platforms). </li></ul><ul><li>Easy to use. </li></ul><ul><li>Adds value over the way you currently do business at a much lower cost. </li></ul>
  66. 70. Additional Resources <ul><li>http:// www.delicious.com/lthorell </li></ul><ul><ul><li>Intro Twitter tips and articles </li></ul></ul><ul><ul><li>Case studies of Social Media and Twitter use </li></ul></ul><ul><ul><li>List of Social Media & Twitter books </li></ul></ul><ul><li>Since this presentation was given, Twitter launched Twitter 101, a guide </li></ul><ul><li>chock full of business uses, case studies and how-to-dos. </li></ul><ul><ul><li>http://business.twitter.com/twitter101/ </li></ul></ul>
  67. 71. Questions? <ul><ul><li>Direct message: </li></ul></ul><ul><ul><li>Lisa Thorell @lisat2 </li></ul></ul><ul><ul><li>Penney Fox @foxinteractive </li></ul></ul><ul><ul><li>Mary Recchia @MRBorl </li></ul></ul>

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