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Twitterstrategien - Referat an der Social Media Marketing Konferenz Kongresshaus Zürich

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Referat von Leila Summa (@leilasumma) und Ralph Hutter (@pixelfreund) an der Social Media Marketing Konferenz vom 06.04.2010 im Kongresshaus Zürich.

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Twitterstrategien - Referat an der Social Media Marketing Konferenz Kongresshaus Zürich

  1. 1. Twitter-Strategien <br />für Business und Persönlichkeiten<br />Social Media Marketing Konferenz, Kongresshaus Zürich, 06. April 2010<br />Ralph Hutter<br />www.pixelfreund.ch <br />www.twitter.com/pixelfreund<br />Leila SummaFounder Netzzunft<br />www.twitter.com/LeilaSumma<br />
  2. 2. Twitter-Kultur(eng. totweet = zwitschern)<br />I‘mbored<br />I‘mbored<br />I‘mbored<br />I‘mbored<br />I‘mbored<br />I‘mbored<br />I‘mbored<br />I‘mbored<br />
  3. 3. “Das ist sowas wie soziale Alchemie, die da stattfindet”Biz Stone, Mitgründer Twitter 2007<br />“Twitter is the app that everyone loves to hate”Clive Thomson, Wired Magazin 2007<br />soll<br />sein????<br />Das ist Twitter<br />“Twitter is like standing in a crowded room.”Eva Amsen<br />“Twitter ist der Superlativ der Oberflächlichkeit, der virtuelle Gedankenlokus, das Sprechdurchfallarchiv für Menschen ohne Kurzzeitgedächtnis.”Sixtus 2009<br />“Twitter ist eher die reißerische Headline, auf den verlinkten Webseiten stehen die Inhalte und dazwischen entsteht der faszinierende Sozialkitt .”Lobo 2009<br />
  4. 4. Nicht<br />Nur für Junge & eine Minderheit<br />
  5. 5. selbstreferent<br />Twittern - absolut existentiell<br />
  6. 6. nein Mono-<br />Twittern ist Dialog<br />- «me» oder «we»? <br />
  7. 7. fürs Business nicht mehr<br />Twitter kann ignoriert werden<br />delegiert<br />
  8. 8. los,<br />Macht mal was<br />?<br />
  9. 9. Twitter-Kulturverstehen<br />Business<br />Privat<br />
  10. 10. Twitter-Kulturverstehen<br /><ul><li>Real-time Status
  11. 11. Personal Microblog
  12. 12. Blog Promotion
  13. 13. Selbst-PR
  14. 14. Reisetypen
  15. 15. «Public SMS»</li></ul>Privat<br />
  16. 16. Twitter-Kulturverstehen<br /><ul><li>Teilen von Wissen
  17. 17. Branchengeflüster
  18. 18. Themen besetzen
  19. 19. Kundendialog
  20. 20. Kundenbindung (social CRM)
  21. 21. Kundenservice
  22. 22. Lead-Generation
  23. 23. Selbst-PR</li></ul>Business<br />
  24. 24. Whatever - … tweetit!<br />Spannender Artikel<br /> Neue Studien & Trends <br />Tipps & Tricks<br />Produkt-Launch<br />Reaktion auf Kundenreklamation<br />Frage eines Kunden beantworten<br />Reisetypen im Zug<br />Schönes Wetter in…. (Meistens GR)<br />Spontaner Kraftausdruck<br />Verabreden<br />
  25. 25. Ein Erklärungsversuch<br />http://www.flickr.com/photos/52636849@N00/204934333/<br />
  26. 26. Was genau ist nun Twitter?<br />140 Zeichen Nachricht<br />Aber nicht SMS<br />«Public SMS»<br />Nicht wirklich instant messaging<br />Und eigentlich kein richtiges Blog<br />Und nicht Tumblr (.com)<br />Und sicher kein Chatroom<br />Es muss Microblogging sein<br />Yetanotherbuzzword…<br />
  27. 27. Auf alle Fälle verdammt schnell...<br />
  28. 28.
  29. 29.
  30. 30. Twitter-Strategien: Beispiele<br />http://www.flickr.com/photos/andreasnilsson1976/1796581220/<br />
  31. 31. Promotor (15%)DellOutlet: 15% off any Dell OutletInspiron™ laptopordesktop! Enter couponcode $RJHF4CRP70Z4R atcheckout http://bit.ly/PJrAD<br />Real-Timer (14%)Dworni: Ohne zu trinken mit zwei Kater aufzuwachen ist manchmal nicht so das Gelbe vom Ei.<br />Impulsive (10%)pzemp: Zum ersten Mal 2010 das degoutante FlipFlop-Geräusch in Öffentlichkeit gehört. #Anstand #Stil #Winter #Mordgelüste<br />Repeater 13%:BestRT: RT @Dknlvlydiva RT @socialEspeaking: RT @mdtrahan RT @askaaronlee: Fall 7 times; stand up eight. ~ Japanese proverb #quote via @daharao_O<br />Chatter 13%:mcschinder: @RahelRadisli Das liest sich, als ob Du Mathe besser magst wie Deutsch?<br />
  32. 32. Guck mal – wem gefollowed wird<br />Quelle: Trump, T. (2010) „Die neun Twitter-Typen“ [online] (zitiert 06.04.2010) Verfügbar unter: <http://klauseck.typepad.com><br />
  33. 33. Katzentüre auf, Katzentüre zu<br />
  34. 34.
  35. 35. Kochblog und<br />Podcast vermarkten<br />
  36. 36. Cloud<br />Politisches<br />Privates<br />
  37. 37. Persönliche<br />Gedanken<br />und<br />PR<br />
  38. 38. PR<br />Stellen<br />Events<br />Dialog<br />
  39. 39. Gedanken zu<br />Yoga<br />Beziehungen Fachthemen<br />
  40. 40. http://twitter.com/rivella<br />„Lang lebe anders“<br />Kampagne<br />
  41. 41. Inoffizieller<br />Kunden-service<br />
  42. 42. Kunden-support als Pilot auf Twitter<br />
  43. 43. Jobs und Recruiting<br />
  44. 44. http://twitter.com/dellOutlet<br />Sales und Promotionen<br />
  45. 45. Rezepte, Tipps und Artikel<br />
  46. 46. mehr<br />Kein Grund auf Twitter zu sein?<br />
  47. 47. Es begann mit 140 Zeichen<br />
  48. 48. #geheimprojekt<br />
  49. 49. Quickstart für Unternehmen<br />
  50. 50. Quickstart<br />Accounts sichern / Brand / Label<br />Nicht konzeptlos sein<br />Einen Usecase haben<br />Mitarbeiter Sensibilisierung / SM Policy<br />Corporate / SharedAccount Tools<br />Corporate Account und private Accounts<br />Monitoring / Stats<br />
  51. 51. Auf den Punkt gebracht<br />Auf den Punkt gebracht<br />
  52. 52. Fazit – 10 Regeln<br />Sich auf Twitter einlassen<br />Sich selbst keinesfalls in den Mittelpunkt der Inhalte stellen<br />Auf Nachvollziehbarkeit der Inhalte achten<br />Der Sinnliche ist erfolgreich <br />Kaum Output ohne Input<br />Special Interest ist mögliche, aber nicht optimal<br />Nur wen man greifen kann, kann man auch umarmen<br />Unternehmensmarken brauchen eine TwitterPersonality<br />Die Heritage der Marke ist ein Segen und kein Fluch<br />Keine Auto-Follow-Accounts <br />Quelle: Trump, T. (2010) „Die neun Twitter-Typen“ [online] (zitiert 06.04.2010) Verfügbar unter: <http://klauseck.typepad.com><br />
  53. 53. - auch ohne Sie<br />Kunden diskutieren bereits über Sie<br />
  54. 54. Wann nehmen Sie teil?<br />

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