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…
20. The User Multiface
Browser • SMS • IM • RSS
reader • FriendFeed •
Facebook • blogs • widgets •
desktop, iPhone, Blackberry,
and SMS clients
21.
22.
23. The User Multiface
Browser • SMS • IM • RSS reader
Clients: iPhone • Blackberry • desktop • SMS
Lifestream aggregator, Facebook, blogs
…
24.
25.
26. The User Multiface
Browser • SMS • IM • RSS reader
Clients: iPhone • Blackberry • desktop • SMS
Lifestream aggregator, Facebook, blogs
…
27. The User Multiface
Browser • SMS • IM • RSS reader
Clients: iPhone • Blackberry • desktop • SMS
Lifestream aggregator, Facebook, blogs
…
28. The User Multiface
Browser • SMS • IM • RSS reader
Clients: iPhone • Blackberry • desktop • SMS
Lifestream aggregator, Facebook, blogs
…
29. The User Multiface
Browser • SMS • IM • RSS reader
Clients: iPhone • Blackberry • desktop • SMS
Lifestream aggregator, Facebook, blogs
…
30.
31. The User Multiface
Browser • SMS • IM • RSS reader
Clients: iPhone • Blackberry • desktop • SMS
Lifestream aggregator, Facebook, blogs
…
32. The User Multiface
Browser • SMS • IM • RSS
reader • FriendFeed •
Facebook • blogs • widgets •
desktop, iPhone, Blackberry,
and SMS clients
33. Anyone
• Develop dynamic and engaging “behind
the scenes” personalities, content,
sneak-previews and other genuinely
engaging content
34. 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.
35. 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
36. Externally
Customer service Relationships
Market awareness Branding
News Direct sales
Innovation SEO
Understanding
Driving traffic
Extending reach
Networking
37. Internally
Sales Teams Decentralized teams
Event Planning Employee Support
Project Status Mentoring
News Problem-solving
Coordination
Purely Social
Interface
38. research
VALUE. marketing
visibility networking
relevance customer
relationships service
social capital traffic
community news
ideas
sales
trust
SEO
54. 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
55. How Best to Approach?
Cultivate standards of
• Excellence
• Authenticity
• Engagement
What will work for your organization?
58. 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
59. 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
61. Off-Platform Benefits
• SEO
• Research
• Content Generation Engine
• Word of Mouth
• PR Gravity
62. 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
63. Research
• Passive - free and paid listening tools
• Active - ask questions, use #tags,
“recruit” groups
• Live - create real-time focus groups,
polls, surveys
64. Word of Mouth
• @DellOutlet -- $500,000 of computers
to HOW many followers?
• Disproportionately influencers, still
• Journalists and bloggers, especially
• “Passs-along” ethic
65. Content Generation Engine
• Let’s say you’re Madonna…
• ABC News during Obama’s speech
• Many ways to slice this
66. “PR Gravity”
• Forbes, NYT Magazine, Newsweek,
BusinessWeek, Inc.com, Entrepreneur
Magazine
• Publish, become known, be helpful
67. How…
• BE USEFUL
Turn the message inside-out!
• Offer things
• Talk about what you do
68. Applicability
• Listening
• Innovation
• Research
• Measurement
69. Measurement
Most of all:
Measure the desired business objective
the way you always measure that
desired business objective
70. 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
82. 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?
83. “We see an ecosystem of developers
swarming around the Twitter API like
moths around a flame”
-TechCrunch.com
