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for Business: 101
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…
What is Twitter?
What Are You Doing?
Twitter for Business webinar
Twitter for Business webinar
Twitter for Business webinar
~20 million monthly uniques
(x5.7 since Nov 08)




125 million monthly visits
(x4.3 since Nov 08)
Twitter for Business webinar
20% of online adults 25-34
23% of social network users
     27% of bloggers

                              December 2008
Why is it valuable?
Twitter for Business webinar
Twitter for Business webinar
http://twitpic.com/135xa
Twitter for Business webinar
Twitter for Business webinar
How does it work?
What Are You Doing?
“Use it Where You
   Think Best”
    -IBM ThinkPad
The User Multiface

 Browser • SMS • IM • RSS
   reader • FriendFeed •
Facebook • blogs • widgets •
desktop, iPhone, Blackberry,
      and SMS clients
Twitter for Business webinar
Twitter for Business webinar
The User Multiface
     Browser • SMS • IM • RSS reader

Clients: iPhone • Blackberry • desktop • SMS

   Lifestream aggregator, Facebook, blogs

                     …
Twitter for Business webinar
Twitter for Business webinar
The User Multiface
     Browser • SMS • IM • RSS reader

Clients: iPhone • Blackberry • desktop • SMS

   Lifestream aggregator, Facebook, blogs

                     …
The User Multiface
     Browser • SMS • IM • RSS reader

Clients: iPhone • Blackberry • desktop • SMS

   Lifestream aggregator, Facebook, blogs

                     …
The User Multiface
     Browser • SMS • IM • RSS reader

Clients: iPhone • Blackberry • desktop • SMS

   Lifestream aggregator, Facebook, blogs

                     …
The User Multiface
     Browser • SMS • IM • RSS reader

Clients: iPhone • Blackberry • desktop • SMS

   Lifestream aggregator, Facebook, blogs

                     …
Twitter for Business webinar
The User Multiface
     Browser • SMS • IM • RSS reader

Clients: iPhone • Blackberry • desktop • SMS

   Lifestream aggregator, Facebook, blogs

                     …
The User Multiface

 Browser • SMS • IM • RSS
   reader • FriendFeed •
Facebook • blogs • widgets •
desktop, iPhone, Blackberry,
      and SMS clients
Anyone
• Develop dynamic and engaging “behind
  the scenes” personalities, content,
  sneak-previews and other genuinely
  engaging content
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.
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
Externally
Customer service   Relationships
Market awareness   Branding
News               Direct sales
Innovation         SEO
Understanding
                   Driving traffic
Extending reach
                   Networking
Internally
Sales Teams         Decentralized teams
Event Planning      Employee Support
Project Status      Mentoring
News                Problem-solving
Coordination
                    Purely Social
Interface
research
VALUE.              marketing
  visibility       networking
  relevance         customer
  relationships        service
  social capital        traffic
  community              news
  ideas
                         sales
  trust
                          SEO
Influence (was)
Attracting attention to
       yourself
Influence (is)
Providing attention and
    value to others
Social Media is Nothing New
Photo Credit: (cc) jerryfletcher on flickr.com
Social Media is Knowledge
Knowledge is Socially Mediated
Knowledge is Socially Mediated




Photo Credit: (cc) fredoalvarez on flickr.com
Knowledge is Socially Mediated
Knowledge is Socially Mediated
Markets are Socially Mediated
Photo Credit: (cc) gregor_y on flickr.com
Markets are Socially Mediated
Markets are Socially Mediated
Photo Credit: (cc) matrianklw on flickr.com
How should a business get
        started?
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
How Best to Approach?
Cultivate standards of
• Excellence
• Authenticity
• Engagement

What will work for your organization?
Twitter Campaigns?

    not so much.

   Twitter literacy
Business Objectives


Measured by the most appropriate
   standards for the objective
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
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
“Off-Platform” Benefits
Off-Platform Benefits
•   SEO
•   Research
•   Content Generation Engine
•   Word of Mouth
•   PR Gravity
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
Research
• Passive - free and paid listening tools
• Active - ask questions, use #tags,
  “recruit” groups
• Live - create real-time focus groups,
  polls, surveys
Word of Mouth
• @DellOutlet -- $500,000 of computers
  to HOW many followers?
• Disproportionately influencers, still
• Journalists and bloggers, especially
• “Passs-along” ethic
Content Generation Engine
• Let’s say you’re Madonna…
• ABC News during Obama’s speech
• Many ways to slice this
“PR Gravity”
• Forbes, NYT Magazine, Newsweek,
  BusinessWeek, Inc.com, Entrepreneur
  Magazine

• Publish, become known, be helpful
How…
• BE USEFUL
  Turn the message inside-out!

• Offer things

• Talk about what you do
Applicability
•   Listening
•   Innovation
•   Research
•   Measurement
Measurement
              Most of all:
Measure the desired business objective
   the way you always measure that
      desired business objective
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
Preventing “Time Suck”
Efficiency
• Tools
• Objectives
• Discipline
Branding Lessons
Twitter for Business webinar
Twitter for Business webinar
Twitter for Business webinar
Twitter for Business webinar
Twitter for Business webinar
Twitter for Business webinar
Twitter for Business webinar
Outlook
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?
“We see an ecosystem of developers
swarming around the Twitter API like
moths around a flame”
                 -TechCrunch.com
Twitter for Business webinar
Learning more…
Twitter for Business webinar
Twitter for Business webinar
Twitter for Business webinar
Twitter for Business webinar

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