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TWTRCON Twitter 101 Keynote

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Slide deck that supported the pre-conference keynote I gave at TWTRCON, May 31, 2009 in San Francisco, CA

Published in: Business, Technology
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TWTRCON Twitter 101 Keynote

  1. for Business: 101
  2. Twitter for Business: 101 <ul><li>What is Twitter? </li></ul><ul><li>Why is it valuable? </li></ul><ul><li>How does it work? </li></ul><ul><li>How should a business get started? </li></ul><ul><li>What does it make possible? </li></ul><ul><li>Some examples </li></ul><ul><li>Your fears and concerns </li></ul><ul><li>Learning more… </li></ul>
  3. What is Twitter?
  4. What Are You Doing?
  5.  
  6.  
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  8.  
  9. ~20 million monthly uniques (x5.7 since Nov 08) 125 million monthly visits (x4.3 since Nov 08)
  10. 20% of online adults 25-34 23% of social network users 27% of bloggers December 2008
  11.  
  12. Why is it valuable?
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  15. http://twitpic.com/135xa
  16. How does it work?
  17. What Are You Doing?
  18. “ Use it Where You Think Best” -IBM ThinkPad
  19. The User Multiface Browser • SMS • IM • RSS reader • FriendFeed • Facebook • blogs • widgets • desktop, iPhone, Blackberry, and SMS clients
  20. The User Multiface Browser • SMS • IM • RSS reader Clients: iPhone • Blackberry • desktop • SMS Lifestream aggregator, Facebook, blogs …
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  24. The User Multiface Browser • SMS • IM • RSS reader Clients: iPhone • Blackberry • desktop • SMS Lifestream aggregator, Facebook, blogs …
  25. The User Multiface Browser • SMS • IM • RSS reader Clients: iPhone • Blackberry • desktop • SMS Lifestream aggregator, Facebook, blogs …
  26. The User Multiface Browser • SMS • IM • RSS reader Clients: iPhone • Blackberry • desktop • SMS Lifestream aggregator, Facebook, blogs …
  27.  
  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. The User Multiface Browser • SMS • IM • RSS reader Clients: iPhone • Blackberry • desktop • SMS Lifestream aggregator, Facebook, blogs …
  31. The User Multiface Browser • SMS • IM • RSS reader • FriendFeed • Facebook • blogs • widgets • desktop, iPhone, Blackberry, and SMS clients
  32. Anyone <ul><li>Develop dynamic and engaging “behind the scenes” personalities, content, sneak-previews and other genuinely engaging content </li></ul>
  33. Individuals <ul><li>Build your network, access better professional relationships, faster knowledge-sharing and leveraged problem-solving </li></ul><ul><li>Particularly valuable for Executives, sales and marketing professionals, consultants, freelancers and celebrities. </li></ul>
  34. Companies and Brands <ul><li>Engage more deeply with consumers and markets in strategic and powerful ways </li></ul><ul><li>Drive productivity, value, innovation and human capital growth through better networking and idea-exchange </li></ul>
  35. Externally Customer service Market awareness News Innovation Understanding Extending reach Relationships Branding Direct sales SEO Driving traffic Networking
  36. Internally Sales Teams Event Planning Project Status News Coordination Interface Decentralized teams Employee Support Mentoring Problem-solving Purely Social
  37. VALUE. visibility relevance relationships social capital community ideas trust research marketing networking customer service traffic news sales SEO
  38. Influence (was) Attracting attention to yourself
  39. Influence (is) Providing attention and value to others
  40. Social Media is Nothing New
  41. Photo Credit: (cc) jerryfletcher on flickr.com
  42. Social Media is Knowledge
  43. Knowledge is Socially Mediated
  44. Knowledge is Socially Mediated Photo Credit: (cc) fredoalvarez on flickr.com
  45. Knowledge is Socially Mediated
  46. Knowledge is Social ly Media ted
  47. Markets are Socially Mediated
  48. Photo Credit: (cc) gregor_y on flickr.com
  49. Markets are Socially Mediated
  50. Markets are Social ly Media ted
  51. Photo Credit: (cc) matrianklw on flickr.com
  52.  
  53. How should a business get started?
  54. Manners 101 <ul><li>Dress nicely </li></ul><ul><ul><li>Background graphic, avatar </li></ul></ul><ul><li>Introduce yourself </li></ul><ul><ul><li>Fill out profile completely </li></ul></ul><ul><ul><li>Mention your Twitter on your site </li></ul></ul><ul><li>Be a good conversationalist </li></ul><ul><ul><li>Listen, respond </li></ul></ul><ul><ul><li>Contribute relevant, useful material </li></ul></ul>
  55. How Best to Approach? <ul><li>Cultivate standards of </li></ul><ul><li>Excellence </li></ul><ul><li>Authenticity </li></ul><ul><li>Engagement </li></ul><ul><li>What will work for your organization ? </li></ul>
  56. Twitter Campaigns? <ul><li>not so much. </li></ul><ul><li>Twitter literacy </li></ul>
  57. Business Objectives <ul><li>Measured by the most appropriate standards for the objective </li></ul>
  58. Bearing in Mind… <ul><li>Twitter can be a great vehicle for a brand extension </li></ul><ul><ul><li>if you are willing to produce feeds of cool, useful things </li></ul></ul><ul><li>Publish & subscribe environment </li></ul><ul><ul><li>The self-serving will flounder. The useful will flourish. </li></ul></ul><ul><li>Brands need to work to not be rejected as spam </li></ul>
  59. Some Examples
  60. Some Examples <ul><li>Influential individuals </li></ul><ul><li>Customer service </li></ul><ul><li>Branding and relationships </li></ul><ul><li>Direct sales </li></ul><ul><li>Consumer products </li></ul><ul><li>Retail </li></ul>
  61. Influential Individuals
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  72. Customer Service
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  77. Branding and Relationships
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  81. Direct Sales
  82.  
  83. Consumer Products
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  88. Retail
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  95. What’s the business use of Twitter? <ul><li>What’s the business use of email? </li></ul>
  96. How do we reach an audience? <ul><li>Be useful. </li></ul><ul><li>Provide value. </li></ul><ul><li>Rethink audience. </li></ul><ul><li>Rethink message. </li></ul>
  97. What about Twitter etiquette? <ul><li>Listen first </li></ul><ul><li>Understand the territory </li></ul><ul><li>Be clear about why you’re there </li></ul><ul><li>Etiquette will drive effectiveness </li></ul>
  98. How do we govern employees’ Twitter use? <ul><li>You don’t. </li></ul><ul><li>You govern job performance. </li></ul>
  99. How can we measure success? <ul><li>Try things. </li></ul><ul><li>See if they work. </li></ul><ul><li>Try again. </li></ul><ul><li>Engagement & analytics -- with caveats </li></ul><ul><li>By the currency of success for your brand </li></ul>
  100. Enterprise Microsharing
  101. Advanced Twitter for Business <ul><li>Twitter as a serious B-to-B Tool? </li></ul><ul><li>What if my customers are NOT there yet? </li></ul><ul><li>How do I prevent wasted time? </li></ul><ul><li>Best branding lessons </li></ul><ul><li>Big picture trends </li></ul>
  102. Twitter as Serious Business Tool: B2B and B2C
  103. What if MY customers are not there yet? “Off-Platform” Benefits
  104. Off-Platform Benefits <ul><li>SEO </li></ul><ul><li>Research </li></ul><ul><li>Content Generation Engine </li></ul><ul><li>Word of Mouth </li></ul><ul><li>PR Gravity </li></ul>
  105. SEO <ul><li>Google the word “pistachio” or “dough” </li></ul><ul><li>Common words, but the Twitter IDs DOMINATE </li></ul><ul><li>What Google Adsense word would you spend your last dollar on? </li></ul><ul><li>Incorporate your Name too for additional words </li></ul>
  106. Research <ul><li>Passive - free and paid listening tools </li></ul><ul><li>Active - ask questions, use #tags, “recruit” groups </li></ul><ul><li>Live - create real-time focus groups, polls, surveys </li></ul>
  107. Word of Mouth <ul><li>@DellOutlet -- $500,000 of computers to HOW many followers? </li></ul><ul><li>Disproportionately influencers, still </li></ul><ul><li>Journalists and bloggers, especially </li></ul><ul><li>“ Passs-along” ethic </li></ul>
  108. Content Generation Engine <ul><li>Let’s say you’re Madonna… </li></ul><ul><li>ABC News during Obama’s speech </li></ul><ul><li>Many ways to slice this </li></ul>
  109. “PR Gravity” <ul><li>Forbes, NYT Magazine, Newsweek, BusinessWeek, Inc.com, Entrepreneur Magazine </li></ul><ul><li>Publish, become known, be helpful </li></ul>
  110. Twitter Literacy
  111. Manners 101 <ul><li>Dress nicely </li></ul><ul><ul><li>Background graphic, avatar </li></ul></ul><ul><li>Introduce yourself </li></ul><ul><ul><li>Fill out profile completely </li></ul></ul><ul><ul><li>Mention your Twitter on your site </li></ul></ul><ul><li>Be a good conversationalist </li></ul><ul><ul><li>Listen, respond </li></ul></ul><ul><ul><li>Contribute relevant, useful material </li></ul></ul>
  112. How Best to Approach? <ul><li>Cultivate standards of </li></ul><ul><li>Excellence </li></ul><ul><li>Authenticity </li></ul><ul><li>Engagement </li></ul><ul><li>What will work for your organization ? </li></ul>
  113. How… <ul><li>BE USEFUL </li></ul><ul><ul><li>Turn the message inside-out! </li></ul></ul><ul><li>Offer things </li></ul><ul><li>Talk about what you do </li></ul>
  114. Applicability <ul><li>Listening </li></ul><ul><li>Innovation </li></ul><ul><li>Research </li></ul><ul><li>Measurement </li></ul>
  115. Measurement <ul><li>Most of all: </li></ul><ul><li>Measure the desired business objective the way you always measure that desired business objective </li></ul>
  116. Measurement <ul><li>Follower numbers -- yes, but. </li></ul><ul><li>Follower engagement </li></ul><ul><li>Measurable links </li></ul><ul><ul><li>Clickthroughs </li></ul></ul><ul><ul><li>Conversations </li></ul></ul><ul><ul><li>Context </li></ul></ul><ul><li>Ripples in the water </li></ul><ul><ul><li>Retweets, reposting your links </li></ul></ul><ul><ul><li>Others pointing towards what you do </li></ul></ul>
  117. Preventing “Time Suck”
  118. Efficiency <ul><li>Tools </li></ul><ul><li>Objectives </li></ul><ul><li>Discipline </li></ul>
  119. Branding Lessons
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  136. How do we reach an audience? <ul><li>Be useful. </li></ul><ul><li>Provide value. </li></ul><ul><li>Rethink audience. </li></ul><ul><li>Rethink message. </li></ul>
  137. What about Twitter etiquette? <ul><li>Listen first </li></ul><ul><li>Understand the territory </li></ul><ul><li>Be clear about why you’re there </li></ul><ul><li>Etiquette will drive effectiveness </li></ul>
  138. How can we measure success? <ul><li>Try things. </li></ul><ul><li>See if they work. </li></ul><ul><li>Try again. </li></ul><ul><li>Engagement & analytics -- with caveats </li></ul><ul><li>By the currency of success for your brand </li></ul>
  139. Big Picture Outlook
  140. “ We see an ecosystem of developers swarming around the Twitter API like moths around a flame, and the quality of applications that come out of that ecosystem is limited only by their creators’ imagination” -TechCrunch.com
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  145. Outlook <ul><li>Landscape for business use of Twitter and microsharing generally </li></ul><ul><li>How to think about brand opportunities in microsharing </li></ul><ul><li>What’s on the horizon? What trends should we watch for next? </li></ul>
  146. Learning more…
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