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Twitter for Business


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A comprehensive guide to using twitter in a business environment. Topics include:
*Getting started
*Building a follower base
*How to gain visibility
*Business uses of Twitter
*The future of Twitter in the enterprise

This presentation features plenty of examples and best practices from successful members of the Twitter community.

Published in: Business, Technology, Design
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Twitter for Business

  1. 1. Twitter for Business<br />Paul Gillin<br />Author, The New Influencers<br />Secrets of Social Media Marketing<br /><br />
  2. 2. Twitter is a<br />Microblog Service<br />It is the simplest form of blog. But in simplicity there is often great power.<br />“ A microblog differs from a traditional blog in that its content is typically much smaller, in both actual size and aggregate file size…microbloggers post about topics ranging from the simple, such as ‘what I'm doing right now,’ to the thematic, such as ‘sports cars.’”<br />--Wikipedia<br />
  3. 3. A Few Microblogging Services<br />And, of course…<br />
  4. 4. Did You Know That… <br /><ul><li>600 new tweets are created every second? (Twitter)
  5. 5. 10% of Twitter users account for 90% of all activity? (Harvard Business School)
  6. 6. The more followers you have, the more you tweet? (Sysomos)
  7. 7. Brazilians are the second largest population of Twitter users? (Sysomos)
  8. 8. 15% of all US adults will use a microblog service this year? (eMarketer)
  9. 9. Ashton Kutcher, Britney Spears and Ellen DeGeneres each have more followers than President Obama? (</li></li></ul><li>Using Twitter is Like Fishing a Stream<br />It’s a constant flow of information that yields continual discovery<br />
  10. 10. Many Uses for Twitter<br />
  11. 11. Publish Everywhere<br />44 million members<br />32 million members<br />300 million members<br />1 billion daily views<br />1 million daily visitors<br />6 million daily visitors<br />1.5 million daily visitors<br />10 million members<br />50 million members<br />
  12. 12. International Flavor<br />Source: Twitter,<br />
  13. 13. What’s the big deal about 140?<br />Here’s what 140 characters looks like:<br />“Four score and seven years ago our fathers brought forth on this continent, a new nation, conceived in Liberty, and dedicated to the proposi”<br />Or Tweetshrunk to:<br />“4 score & 7 years ago R fthrs brought forth on ths continent, a new nation, conceived in Liberty, & dedicated 2 the prop that all men R crea”<br />
  14. 14. The Appeal of “Ambient Intimacy”<br />“Facebook users didn't think they wanted constant, up-to-the-minute updates on what other people are doing. Yet when they experienced this sort of omnipresent knowledge, they found it intriguing and addictive.<br />“Each individual bit of social information — is insignificant on its own, even supremely mundane. But taken together, over time, the little snippets coalesce into a surprisingly sophisticated portrait of your friends' and family members' lives, like thousands of dots making a pointillist painting.”<br />--Clive Thompson, The New York Times, 9/8/09<br />
  15. 15. Uses For Twitter in Business<br /><ul><li>Branding
  16. 16. Hiring
  17. 17. Traffic building
  18. 18. Professional networking
  19. 19. Publicity
  20. 20. News
  21. 21. Prospecting
  22. 22. Feedback
  23. 23. Peer relations
  24. 24. Competitive tracking
  25. 25. Search engine optimization
  26. 26. Mobile visibility</li></ul>$<br />Source: Sirona Consulting<br />
  27. 27. Getting Started<br />Sign up<br /><ul><li>Create personal and business accounts; keep names short!
  28. 28. If tweeting for business, choose username linked to business (i.e. “@MeganCIO”</li></ul>Fill out that profile<br /><ul><li>160 characters; choose ‘em wisely!
  29. 29. Use keywords
  30. 30. Link to an “About” page on your site
  31. 31. Include photo or logo, depending on intended use</li></ul>Change the default background<br /><ul><li>Choose images and themes consistent with the intended persona
  32. 32. Pay attention to business marketing guidelines</li></li></ul><li>Choose a background<br />
  33. 33. Step Two<br />Choose a Reader<br /><ul><li> just doesn’t cut it for active users
  34. 34. Seesmic (top) and Tweetdeck are popular choices
  35. 35. Choose a mobile client
  36. 36. Readers support filtering, lists, profiles, follow/unfollow, multimedia, cross-posting to other social networks, tweetshrink, URL shortening</li></ul>Follow people<br /><ul><li>Start with a small list and grow
  37. 37. Follow your friends, then find people through, Listorious the people others follow</li></ul>Listen For a While<br />Tweetdeck<br />Seesmic<br />Tweetie<br />Twitterific<br />(iPhone)<br />Pandora<br />(Android)<br />
  38. 38. Monitor Conversations<br />
  39. 39. It's Your Turn to Talk<br />Say Something Interesting<br /><ul><li>Cite good articles on the Web
  40. 40. Comment on others’ tweets
  41. 41. Talk about others, not yourself</li></ul>The Golden Ratio is 9:1<br /><ul><li>For every one tweet promoting yourself, send nine promoting others
  42. 42. Be courteous, even if you disagree
  43. 43. Take time to look up user IDs of others you quote</li></ul>@ShellyKramer: It's An Exciting Time to Be A Creative Type |<br />Do not have your username "admin" when using a wordpress blog #wcmia<br />New Mashable app is massive improvement from previous incantation and soo glad they dumped that 'graphic' or whatever it was<br />Facebook Problems Today: Photo Uploads Broken and Other Issues<br />4 Reasons Why Nobody Reads Your Blog #BloggingTips by @binterest<br />Romania seeks to tax fatty fast food<br />16 unusual facts about the human body<br />
  44. 44. Consider Your Persona<br />Helpful?<br />Funny?<br />Offbeat?<br />Sympathetic?<br />Snarky?<br />Unpredictable?<br />Try following some popular people , then choose a style that makes sense for you<br />
  45. 45. Check out this interesting article!<br />New entry on my blog:<br />@JasonFalls do you like @Backupify? I've heard of it but never from someone I trust who uses it.<br />It’s snowing in Austin and raining in New York. Something’s wrong!<br />We just launched a new product!<br />Info tweet <br />Retweet<br />Help tweet<br />Six Types of Tweets<br />RT @copyblogger Revised AP style guide<br />Postman tweet<br />Smiley tweet<br />Source: Sirona Consulting<br />Youtweet<br />
  46. 46. Don’t…<br />Flame or use abusive language<br />Repeat personal or confidential information<br />Talk about your gambling, drinking or other after-hours exploits<br />Complain about clients or colleagues<br />Repeatedly send the same tweet<br />Twitter is public and searchable. People are listening!<br />
  47. 47. Terms to know<br />Tweet: A single Twitter message of 140 characters or less<br />Profile: Your Twitter persona, including contact info and 160-character profile<br />Follower: Unilateral relationship in which a person chooses to receive all your tweets<br />Tweetstream: The flow of tweets from people you follow<br />Public Timeline: The globally visible Twitter stream<br />@Reply: Public response to a single user that is directed to a special inbox for that user. Also appears on tweetstreams of that person’s followers<br />Retweet: Twitter message forwarded to another member’s followers<br />
  48. 48. Terms to know<br />Direct Message (DM): Private Tweet; the equivalent of an e-mail or text message<br />Block: Prevents someone from following you<br />Tweeple: People who tweet<br />Tweetup: Meeting organized via Twitter; the event itself is usually heavily tweeted<br />List: 2009 enhancement that enables members to group and share lists other tweeple by category<br />Favorite: Saved tweet<br />Connections: Applications permitted to access your account<br />Geotag: Optional geographic annotation that tells people where you are<br />
  49. 49. URL Shorteners – There are About 100 of Them<br />Statistics about URLs you share<br />Embeds ads in tweets<br />Create custom URLs like<br />Look For:<br /><ul><li>Bookmarklets/browser integration
  50. 50. Analytics
  51. 51. Geotargeting
  52. 52. Custom URLs
  53. 53. Compatibility with your reader</li></ul>From This:<br />,+framingham,+ma&ie=UTF8&hq=&hnear=1+Speen+St,+Framingham,+Middlesex,+Massachusetts+01701&gl=us&ei=-hOES45dh-GUB4G1_I4C&ved=0CAcQ8gEwAA&z=16<br />Claims world’s shortest URLs<br />To This:<br /><br />
  54. 54. Tips from the Experts<br /><ul><li>Be useful. Be helpful. Be an authority
  55. 55. Demonstrate you know your market
  56. 56. Promote your work thoughtfully
  57. 57. Share links and knowledge
  58. 58. Use LinkedIn contacts or business cards to look up and follow people in your field
  59. 59. Alternate between something relevant to your business and something irrelevant. Comments on the tax season can alternate with notes about my passion fruits coming into season.
  60. 60. Add “Follow Me on Twitter” to your emails, web site, and other communications
  61. 61. Focus on one or two of your followers a day. Spotlight something about them in a tweet. They’ll notice.</li></ul>Excerpted from “137 Twitter Tips: How Small Businesses Get The Most <br />From Twitter” by Small Business Trends (@smallbiztrends)<br />
  62. 62. Tips from the Experts<br /><ul><li> helps you find people in your industry or your region. It’s like yellow pages for Twitter.
  63. 63. Don’t follow too many more people than follow you, or you risk looking like a spammer.
  64. 64. Find other companies that are similar to yours and follow them. Their customers will start following you.
  65. 65. The smart way to market on Twitter: Don’t. Instead, provide value to others.
  66. 66. Always be positive. The quickest way to get me to stop listening to you is to constantly complain.
  67. 67. When the people you are following put out a tweet for help, answer back. Don’t let the it die in cyberspace.
  68. 68. If you ask for a RT (retweet) leave at least 15 characters so people RT’ingyour message don’t have to shorten it.</li></ul>Excerpted from “137 Twitter Tips: How Small Businesses Get The Most <br />From Twitter” by Small Business Trends (@smallbiztrends)<br />
  69. 69. Advanced Tools<br />Direct Message – Essentially a short, private e-mail (Both parties must be following each other).<br />Hash tag – Text string that categorizes a tweet’s relevance to a theme. Examples: #fail, #tigerwoods, #obama, #macworld. Useful in organizing and trending<br />Auto reply – Controversial practice of sending automated responses to new followers<br />
  70. 70. Use Hash Tags To…<br />Find people with similar interests<br />Create conversations around a brand or event<br />Create structured online events<br />Monitor topics of interest <br />Discover new sources and information<br />Quick assess sentiment<br />
  71. 71. Twitter Culture<br />Trends: Popular topics of the moment, often displayed as tag clouds<br />Selling: Just don’t<br />Memes: Thematic conversations, often tied to days of the week. Ex: #FollowFriday, #Music Monday, #SinnerSunday<br />Responses: It’s considered a snub to fail to respond to a request sent as an @ message<br />Texting Slang: Avoid all but the essential. “IMO” is OK; “LMFAO” isn’t<br />
  72. 72. Building Followers: The Quality/Quantity Tradeoff<br />
  73. 73. A Tiny Sampling of Follower Services<br />TwtrFrnd - Find out who two members follow in common, plus who member 1 is following who also follows member 2<br />TweetSum - Follow or ignore your recent followers with a simple drag and drop interface<br />TwtUpon - Find people based up on interests and feedback<br />Topify- One-click follow-back; Answer direct messages from your inbox<br />TwitSeeker - Find & follow tweeps based on keywords<br />Joule- Charts, graphs, and RSS feeds of your follower changes.<br />TheTwitterBot - AutoFollow massive number of new people<br />Tweepi - Value of metrics to help find people to follow and unfollow<br />Twitroduce - Track activity around your tweets. One-click of other usersstalking (and who is stalking them).<br />iHazFollow - Check to see who is following who, and if the relationship is reciprocated.<br />Source: Twitter Fan Wiki<br />
  74. 74. Word to the Wise<br />Twitter has a very open architecture<br />This is both blessing and curse<br />A lot of Twitter apps don’t work or deliver questionable results<br />404 – Caveat Emptor<br />Just don’t expect too much<br />
  75. 75. Engage Popular People<br />1.7 million followers<br />1.1 million followers<br />1.2 million followers<br />473,000 followers<br />980,000 followers<br />
  76. 76. Building your follower base<br /><ul><li>Follow people you admire
  77. 77. Comment upon and retweet their messages
  78. 78. Include their Twitter name
  79. 79. If they follow you, thank them
  80. 80. Ask for advice, input
  81. 81. It’s occasionally OK to ask for a RT
  82. 82. They know they’re important; don’t abuse the relationship</li></ul>Checking out "Facebook and Health Ads" on @WEGOHealth :<br />Tweeps: I'm in front of a college journalism class. What shld these students know abt social media.<br />RT @tshuttleworth: This is the golden age of engagement for book publishers. - Arianna Huffington #toccon<br />
  83. 83. Building your follower base<br /><ul><li>Attend and organize events
  84. 84. Tweet from events you attend
  85. 85. Create Twitter-only events
  86. 86. Add your Twitter ID to all communications
  87. 87. Participate in topical Twitter chats
  88. 88. Think outside the box: What can you try with Twitter?</li></ul>#brandchat(Weds. @ 10) <br />#smallbizchat (Weds. @ 7)<br />#solorpr(Weds. @ noon)<br />#journchat (Mon. @ 7)<br />#blogchat (Sun. @ 8)<br />
  89. 89. Auto-follow<br />Follow<br />Robotic process in which a person automatically follows back any new followers<br />Follow<br />Pros<br /><ul><li>Quick way for both parties to build follower count
  90. 90. Easily automated
  91. 91. Can introduce both parties to wide variety of other perspectives</li></ul>Cons<br /><ul><li>Accumulates undesirable followers
  92. 92. Tweetstream quickly becomes unwieldy
  93. 93. Looks like a numbers game</li></li></ul><li>Twitter Buzz<br />Dana Lewis (@danamlewis) and co-creator Arik Hanson created the Twitter hashtag #hcsm in early 2009 to stimulate a discussion of healthcare issues. It has become the most cited healthcare community on Twitter, drawing more than 2,000 followers for the moderator account, 50 to100 regular participants during each weekly scheduled chat and contributions from more than 200 people throughout the week. <br />AdWeek used Twitter, video and near-real-time reporting to bring an eager US audience the latest news from the annual Cannes advertising festival. The coverage spiked the b-to-b magazine’s website traffic and provided comprehensive coverage of an event that’s crucial to its audience<br />
  94. 94. Offbeat and Original<br />Paul Armstrong has built a following of more than 22,000 people for his Twitter persona @themediaisdying. Last summer he was hired as head of social media for one of Europe’s largest public sector consultancies.<br />A team of 16 publishing professionals collaborate on the satirical tweet stream @fakeapstylebook. They’ve amassed more than 100,000 followers in less than four months with just 850 tweets. A book is in the works.<br />Justin Halpern began recording his father’s off-color and often hilarious homespun wisdom on @Sh*tMyDadSays. Six months and 103 tweets later, he’s got 1.2 million followers and a TV pilot.<br />
  95. 95. The Twitter Fan Page Wiki lists more than 700 applications. Everyone’s tastes are different. Some of my favorites: <br />Continuous keyword/ hashtag monitoring<br />Big directory of businesses on Twitter<br />Measures power, reach and authority of a Twitter account<br />Schedule tweets for later delivery<br />TweetStats analyzes your own Twitter activity<br />Who’s tweeting in your area<br />Customer Twitter dashboard<br />
  96. 96. Business Uses of Twitter<br />
  97. 97. Informa-tional<br />Promo-tional<br />Informa-tional<br />Informa-tional<br />Informa-tional<br />Auto-matic<br />Informa-tional<br />Personal<br />Informa-tional<br />Category<br />Category<br />Category<br />Action <br />Action<br />Action<br />Twitter in Business<br />Broadcast<br />Listen<br />Engage<br />Conver-sation<br />Primary Flow of Information<br />Primary Flow of Information<br /><ul><li>Trend research based on analysis of Twitter data
  98. 98. Ask questions, conduct market research
  99. 99. Collect ideas, innovations and feedback from social network
  100. 100. Customer service and retention
  101. 101. Humanize brand, increase staff retention, build team spirit
  102. 102. Expert exchange
  103. 103. Publish recent news
  104. 104. Advertise events, activities, products and promotions
  105. 105. Automatically broadcast of events related to business</li></ul>Source: Richard Caelius (@rcaelius)<br />
  106. 106. Dell on Twitter<br /><ul><li>33 Twitter accounts
  107. 107. Special offers and promotions (by segment and geography), special interest engagement groups and information channel
  108. 108. Top 10 accounts have more than 98% of the followers, top account (DellOutlet) has more than 90%. Median is 618 followers</li></ul>15% off any Dell Outlet Insp 11z, 15-1545 or 17-1750 laptop with coupon*! Enter code at checkout: ?PZMKKWHQG7DMM.<br />Alltags-Problem-Wettbewerb<br />Analysis & Frameworks<br />Flow of Information<br />Type of Comms<br />Personal<br />Broad-cast<br />Infor-ma-tional<br />Auto-matic<br />En-gage<br />Listen<br />Promotional<br />Principal Value<br /><ul><li>Additional channel for promotions
  109. 109. Free permission marketing</li></ul>Source: Richard Caelius (@rcaelius)<br />
  110. 110. Spending time connecting with candidates on Sodexo Careers Facebook page this AM -<br />Sodexo Recruiters<br /><ul><li>Most of the company‘s 60 recruiters user Twitter and other social media to meet hiring demand.
  111. 111. Focus is on building relationships and enthusiasm among prospective employees
  112. 112. Traffic to careers site up 182% in last two years, job applications up 25%. Recruitment ad costs down $300K</li></ul>Spending time connecting with candidates on Sodexo Careers Facebook page this AM -<br />Principal Value<br /><ul><li>Personal relationships with recruiters improve applicant quality
  113. 113. Image of Sodexo as progressive company appeals to young workers
  114. 114. Recruitment costs substantially reduced</li></ul>Quote<br />“The human touch is essential. People know there’s somebody behind the message and the photo.”<br />-Kerry Noone, Manager, Marketing Communications<br />
  115. 115. Albions Oven<br />AlbionsOven (Der Bäcker Ofen)<br /><ul><li>Keep customers informed/engaged about current status of product/service
  116. 116. In this business, timing matters
  117. 117. Twitter is low-cost real-time promotional channel
  118. 118. Goals: Increase demand and customer loyalty</li></ul>Contrary to popular belief, our golden gallic Croissants are perfect anytime, not just breakfast.<br />   <br />Analysis & Frameworks<br />Flow of Information<br />Type of Comms<br />Personal<br />Broad-cast<br />Infor-ma-tional<br />Auto-matic<br />En-gage<br />Listen<br />Promotional<br />Best Practice<br /><ul><li>Good use of realtime/neartime Twitter features
  119. 119. Messages are informative, witty and original </li></ul>Source: Richard Caelius (@rcaelius)<br />
  120. 120. Twitter in the Enterprise<br /><ul><li>Still a very early-stage market
  121. 121. Tools mainly manage multiple accounts and monitor conversations
  122. 122. Next generation will automate posting across multiple channels, summarize feedback and follow up on actions
  123. 123. This will be a hotbed of activity during the next two years as corporations learn that Twitter is the killer social media application</li></li></ul><li>Useful Links<br />50 Ideas on Using Twitter for Business – Chris Brogan<br />100 Twitter Tools to Help You Achieve All Your Goals - Online Best<br />Twitter tools for teams – BtoB magazine<br />Twitter Fan Wiki<br />A Twitter Mini-Guide: 60+ Useful Twitter Resources – E-Marketing Performance<br />A Twitter Basics Primer – BuzzBin<br />62 Ways to Use Twitter for Business – WebWorker Daily<br />The Ultimate Guide for Everything Twitter – WebDesigner Depot<br />101 Tweets on How to Use Twitter – SEO Blog<br />The 10 Twitter Commandments – Econsultancy<br />137 Small Business Twitter Tips – Small Business Trends<br />
  124. 124. Thank you!<br />Paul Gillin<br />508-656-0734<br /><br /><br />Twitter: pgillin<br />Subscribe to my free weekly newsletter at<br />Available on Amazon or at <br />Available on Amazon or at<br />Coming late 2010: Social Marketing to the Business Customer<br />By Paul Gillin & Eric Schwartzman<br />