Twitter for Business webinar

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Twitter for Business webinar

  1. for Business: 101
  2. Twitter for Business: 101 • What is Twitter? • Why is it valuable? • How does it work? • How should a business get started? • What does it make possible? • Some examples • Your fears and concerns • Learning more…
  3. What is Twitter?
  4. What Are You Doing?
  5. ~20 million monthly uniques (x5.7 since Nov 08) 125 million monthly visits (x4.3 since Nov 08)
  6. 20% of online adults 25-34 23% of social network users 27% of bloggers December 2008
  7. Why is it valuable?
  8. http://twitpic.com/135xa
  9. How does it work?
  10. What Are You Doing?
  11. “Use it Where You Think Best” -IBM ThinkPad
  12. The User Multiface Browser • SMS • IM • RSS reader • FriendFeed • Facebook • blogs • widgets • desktop, iPhone, Blackberry, and SMS clients
  13. The User Multiface Browser • SMS • IM • RSS reader Clients: iPhone • Blackberry • desktop • SMS Lifestream aggregator, Facebook, blogs …
  14. The User Multiface Browser • SMS • IM • RSS reader Clients: iPhone • Blackberry • desktop • SMS Lifestream aggregator, Facebook, blogs …
  15. The User Multiface Browser • SMS • IM • RSS reader Clients: iPhone • Blackberry • desktop • SMS Lifestream aggregator, Facebook, blogs …
  16. The User Multiface Browser • SMS • IM • RSS reader Clients: iPhone • Blackberry • desktop • SMS Lifestream aggregator, Facebook, blogs …
  17. The User Multiface Browser • SMS • IM • RSS reader Clients: iPhone • Blackberry • desktop • SMS Lifestream aggregator, Facebook, blogs …
  18. The User Multiface Browser • SMS • IM • RSS reader Clients: iPhone • Blackberry • desktop • SMS Lifestream aggregator, Facebook, blogs …
  19. The User Multiface Browser • SMS • IM • RSS reader • FriendFeed • Facebook • blogs • widgets • desktop, iPhone, Blackberry, and SMS clients
  20. Anyone • Develop dynamic and engaging “behind the scenes” personalities, content, sneak-previews and other genuinely engaging content
  21. Individuals • Build your network, access better professional relationships, faster knowledge-sharing and leveraged problem-solving • Particularly valuable for Executives, sales and marketing professionals, consultants, freelancers and celebrities.
  22. Companies and Brands • Engage more deeply with consumers and markets in strategic and powerful ways • Drive productivity, value, innovation and human capital growth through better networking and idea-exchange
  23. Externally Customer service Relationships Market awareness Branding News Direct sales Innovation SEO Understanding Driving traffic Extending reach Networking
  24. Internally Sales Teams Decentralized teams Event Planning Employee Support Project Status Mentoring News Problem-solving Coordination Purely Social Interface
  25. research VALUE. marketing visibility networking relevance customer relationships service social capital traffic community news ideas sales trust SEO
  26. Influence (was) Attracting attention to yourself
  27. Influence (is) Providing attention and value to others
  28. Social Media is Nothing New
  29. Photo Credit: (cc) jerryfletcher on flickr.com
  30. Social Media is Knowledge
  31. Knowledge is Socially Mediated
  32. Knowledge is Socially Mediated Photo Credit: (cc) fredoalvarez on flickr.com
  33. Knowledge is Socially Mediated
  34. Knowledge is Socially Mediated
  35. Markets are Socially Mediated
  36. Photo Credit: (cc) gregor_y on flickr.com
  37. Markets are Socially Mediated
  38. Markets are Socially Mediated
  39. Photo Credit: (cc) matrianklw on flickr.com
  40. How should a business get started?
  41. Manners 101 • Dress nicely – Background graphic, avatar • Introduce yourself – Fill out profile completely – Mention your Twitter on your site • Be a good conversationalist – Listen, respond – Contribute relevant, useful material
  42. How Best to Approach? Cultivate standards of • Excellence • Authenticity • Engagement What will work for your organization?
  43. Twitter Campaigns? not so much. Twitter literacy
  44. Business Objectives Measured by the most appropriate standards for the objective
  45. Bearing in Mind… • Twitter can be a great vehicle for a brand extension – if you are willing to produce feeds of cool, useful things • Publish & subscribe environment – The self-serving will flounder. The useful will flourish. • Brands need to work to not be rejected as spam
  46. Advanced Twitter for Business • Twitter as a serious B-to-B Tool? • What if my customers are NOT there yet? • How do I prevent wasted time? • Best branding lessons • Big picture trends
  47. “Off-Platform” Benefits
  48. Off-Platform Benefits • SEO • Research • Content Generation Engine • Word of Mouth • PR Gravity
  49. SEO • Google the word “pistachio” or “dough” • Common words, but the Twitter IDs DOMINATE • What Google Adsense word would you spend your last dollar on? • Incorporate your Name too for additional words
  50. Research • Passive - free and paid listening tools • Active - ask questions, use #tags, “recruit” groups • Live - create real-time focus groups, polls, surveys
  51. Word of Mouth • @DellOutlet -- $500,000 of computers to HOW many followers? • Disproportionately influencers, still • Journalists and bloggers, especially • “Passs-along” ethic
  52. Content Generation Engine • Let’s say you’re Madonna… • ABC News during Obama’s speech • Many ways to slice this
  53. “PR Gravity” • Forbes, NYT Magazine, Newsweek, BusinessWeek, Inc.com, Entrepreneur Magazine • Publish, become known, be helpful
  54. How… • BE USEFUL Turn the message inside-out! • Offer things • Talk about what you do
  55. Applicability • Listening • Innovation • Research • Measurement
  56. Measurement Most of all: Measure the desired business objective the way you always measure that desired business objective
  57. Measurement • Follower numbers -- yes, but. • Follower engagement • Measurable links – Clickthroughs – Conversations – Context • Ripples in the water – Retweets, reposting your links – Others pointing towards what you do
  58. Preventing “Time Suck”
  59. Efficiency • Tools • Objectives • Discipline
  60. Branding Lessons
  61. Outlook
  62. Outlook • Landscape for business use of Twitter and microsharing generally • How to think about brand opportunities in microsharing • What’s on the horizon? What trends should we watch for next?
  63. “We see an ecosystem of developers swarming around the Twitter API like moths around a flame” -TechCrunch.com
  64. Learning more…

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