Can Twitter do Business?

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This is the slideshow that supported a presentation I did C-Learning and Franklin Collins on 21 July 2009

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  • The first photos of the Hudson River plane crash came through Twitter.
    Bushfires were also heavily tracked and reported through Twitter. Talk about my own experience in getting mobile phones and chargers.
  • The first photos of the Hudson River plane crash came through Twitter.
    Bushfires were also heavily tracked and reported through Twitter. Talk about my own experience in getting mobile phones and chargers.
  • The first photos of the Hudson River plane crash came through Twitter.
    Bushfires were also heavily tracked and reported through Twitter. Talk about my own experience in getting mobile phones and chargers.
  • The first photos of the Hudson River plane crash came through Twitter.
    Bushfires were also heavily tracked and reported through Twitter. Talk about my own experience in getting mobile phones and chargers.
  • Changes the way products are marketed
  • Changes the way products are marketed
  • Changes the way products are marketed
  • Think about when you stand at a bar or in the lunch room at work. You pick up snippets of conversations. Sometimes you join in. Other times you ignore them. Perhaps you even eavesdrop.

    Twitter is a place where random assortments of people meet.

    Trying to define Twitter by its technical characteristics is like describing music through the wave frequencies of sounds. It’ll be technically correct but largely useless to most people.

    At the moment, Twitter doesn't make any money! There's a big question mark about whether it will last. Some stats say that young people don;t use it. Not sure that matters.
  • Of course, some people have other views...
    This is, of course, a little bit of humour but it highlights that Twitter's role in all this is still immature
  • Of course, some people have other views...
    This is, of course, a little bit of humour but it highlights that Twitter's role in all this is still immature
  • Using Twitter as an example but could apply similar principles to Facebook, LinkedIn, etc

    Short - 140 character maximum
    Instant - once you enter it’s out there (no recall, although you can delete a tweet)
    Everyone sees it - although it’s likely that followers will be the main ones that take notice
    Replies, retweets and direct messages
    Click-throughs to your website, retweets, uptake of special offers (think of how you measure responses to mail-outs, phone campaigns, etc)

    Best way to learn about how twitter works and what it can do is to look at the real world
  • Bowditch and Comm Bank

    Let’s look at the message sent by chrisbowditch: Short, Fast and Global- was out there for the world to see in seconds
    Immediate feedback - Comm Bank are actively monitoring Twitter
    Measurable - cust service response

    Not all comms are completely public. You can use Twitter as a sort of cross between email and SMS
  • Bowditch and Comm Bank

    Let’s look at the message sent by chrisbowditch: Short, Fast and Global- was out there for the world to see in seconds
    Immediate feedback - Comm Bank are actively monitoring Twitter
    Measurable - cust service response

    Not all comms are completely public. You can use Twitter as a sort of cross between email and SMS
  • Bowditch and Comm Bank

    Let’s look at the message sent by chrisbowditch: Short, Fast and Global- was out there for the world to see in seconds
    Immediate feedback - Comm Bank are actively monitoring Twitter
    Measurable - cust service response

    Not all comms are completely public. You can use Twitter as a sort of cross between email and SMS
  • Bowditch and Comm Bank

    Let’s look at the message sent by chrisbowditch: Short, Fast and Global- was out there for the world to see in seconds
    Immediate feedback - Comm Bank are actively monitoring Twitter
    Measurable - cust service response

    Not all comms are completely public. You can use Twitter as a sort of cross between email and SMS
  • Bowditch and Comm Bank

    Let’s look at the message sent by chrisbowditch: Short, Fast and Global- was out there for the world to see in seconds
    Immediate feedback - Comm Bank are actively monitoring Twitter
    Measurable - cust service response

    Not all comms are completely public. You can use Twitter as a sort of cross between email and SMS
  • Dell

    Promotions
    Discount codes
    Customer feedback

    Brings customers in the front door (first $2million) and generates further internal referrals (the next $1 million)

    The key thing is that the campaign is measurable - but you need you tech guys involved so that you can get the reporting right

    United Airlines is doing similar things as well
  • Dell

    Promotions
    Discount codes
    Customer feedback

    Brings customers in the front door (first $2million) and generates further internal referrals (the next $1 million)

    The key thing is that the campaign is measurable - but you need you tech guys involved so that you can get the reporting right

    United Airlines is doing similar things as well
  • Dell

    Promotions
    Discount codes
    Customer feedback

    Brings customers in the front door (first $2million) and generates further internal referrals (the next $1 million)

    The key thing is that the campaign is measurable - but you need you tech guys involved so that you can get the reporting right

    United Airlines is doing similar things as well
  • Dell

    Promotions
    Discount codes
    Customer feedback

    Brings customers in the front door (first $2million) and generates further internal referrals (the next $1 million)

    The key thing is that the campaign is measurable - but you need you tech guys involved so that you can get the reporting right

    United Airlines is doing similar things as well
  • Dell

    Promotions
    Discount codes
    Customer feedback

    Brings customers in the front door (first $2million) and generates further internal referrals (the next $1 million)

    The key thing is that the campaign is measurable - but you need you tech guys involved so that you can get the reporting right

    United Airlines is doing similar things as well
  • Dell

    Promotions
    Discount codes
    Customer feedback

    Brings customers in the front door (first $2million) and generates further internal referrals (the next $1 million)

    The key thing is that the campaign is measurable - but you need you tech guys involved so that you can get the reporting right

    United Airlines is doing similar things as well
  • How would expect Nike to fare? They're a young company with a great brand
  • How would expect Nike to fare? They're a young company with a great brand
  • Telstra
  • Telstra
  • Telstra
  • Telstra
  • Telstra
    This was an ugly situation
    Lots of negative press for Telstra
    But it lead to Telstra creating a policy for staff on Twitter
  • Telstra
    This was an ugly situation
    Lots of negative press for Telstra
    But it lead to Telstra creating a policy for staff on Twitter
  • Telstra
    This was an ugly situation
    Lots of negative press for Telstra
    But it lead to Telstra creating a policy for staff on Twitter
  • Telstra
    This was an ugly situation
    Lots of negative press for Telstra
    But it lead to Telstra creating a policy for staff on Twitter
  • Telstra’s blog entry describing how the policy was developed and launched.
  • Conferencing and events

    Twitter feeds on the screen are dangerous and ought to be avoided in my view
    Having someone in the audience following the Tweet-stream is useful. You can use a plant in the audience and discretely use SMS to let the presenter know what the audience is focussing on (saw this used to great effect recently but relies on having an experienced presenter who can think on their feet.
    Hashtags are a protocol that lets tweets about a specific topic be pulled together eg #sytycd
  • Conferencing and events

    Twitter feeds on the screen are dangerous and ought to be avoided in my view
    Having someone in the audience following the Tweet-stream is useful. You can use a plant in the audience and discretely use SMS to let the presenter know what the audience is focussing on (saw this used to great effect recently but relies on having an experienced presenter who can think on their feet.
    Hashtags are a protocol that lets tweets about a specific topic be pulled together eg #sytycd
  • Conferencing and events

    Twitter feeds on the screen are dangerous and ought to be avoided in my view
    Having someone in the audience following the Tweet-stream is useful. You can use a plant in the audience and discretely use SMS to let the presenter know what the audience is focussing on (saw this used to great effect recently but relies on having an experienced presenter who can think on their feet.
    Hashtags are a protocol that lets tweets about a specific topic be pulled together eg #sytycd
  • Conferencing and events

    Twitter feeds on the screen are dangerous and ought to be avoided in my view
    Having someone in the audience following the Tweet-stream is useful. You can use a plant in the audience and discretely use SMS to let the presenter know what the audience is focussing on (saw this used to great effect recently but relies on having an experienced presenter who can think on their feet.
    Hashtags are a protocol that lets tweets about a specific topic be pulled together eg #sytycd
  • Conferencing and events

    Twitter feeds on the screen are dangerous and ought to be avoided in my view
    Having someone in the audience following the Tweet-stream is useful. You can use a plant in the audience and discretely use SMS to let the presenter know what the audience is focussing on (saw this used to great effect recently but relies on having an experienced presenter who can think on their feet.
    Hashtags are a protocol that lets tweets about a specific topic be pulled together eg #sytycd
  • Conferencing and events

    Twitter feeds on the screen are dangerous and ought to be avoided in my view
    Having someone in the audience following the Tweet-stream is useful. You can use a plant in the audience and discretely use SMS to let the presenter know what the audience is focussing on (saw this used to great effect recently but relies on having an experienced presenter who can think on their feet.
    Hashtags are a protocol that lets tweets about a specific topic be pulled together eg #sytycd
  • Conferencing and events

    Twitter feeds on the screen are dangerous and ought to be avoided in my view
    Having someone in the audience following the Tweet-stream is useful. You can use a plant in the audience and discretely use SMS to let the presenter know what the audience is focussing on (saw this used to great effect recently but relies on having an experienced presenter who can think on their feet.
    Hashtags are a protocol that lets tweets about a specific topic be pulled together eg #sytycd
  • Conferencing and events

    Twitter feeds on the screen are dangerous and ought to be avoided in my view
    Having someone in the audience following the Tweet-stream is useful. You can use a plant in the audience and discretely use SMS to let the presenter know what the audience is focussing on (saw this used to great effect recently but relies on having an experienced presenter who can think on their feet.
    Hashtags are a protocol that lets tweets about a specific topic be pulled together eg #sytycd
  • Twitter’s memory - Asher Moses and the Andrew Johns story

    Asher posted a few comments about the story as a private citizen
    Comments were seen and screen captured and then used in blogs
    Was exacerbated when some fake Asher accounts appeared adding more inflammatory remarks
  • Twitter’s memory - Asher Moses and the Andrew Johns story

    Asher posted a few comments about the story as a private citizen
    Comments were seen and screen captured and then used in blogs
    Was exacerbated when some fake Asher accounts appeared adding more inflammatory remarks
  • Twitter’s memory - Asher Moses and the Andrew Johns story

    Asher posted a few comments about the story as a private citizen
    Comments were seen and screen captured and then used in blogs
    Was exacerbated when some fake Asher accounts appeared adding more inflammatory remarks
  • Twitter’s memory - Asher Moses and the Andrew Johns story

    Asher posted a few comments about the story as a private citizen
    Comments were seen and screen captured and then used in blogs
    Was exacerbated when some fake Asher accounts appeared adding more inflammatory remarks
  • Twitter’s memory - Asher Moses and the Andrew Johns story

    Asher posted a few comments about the story as a private citizen
    Comments were seen and screen captured and then used in blogs
    Was exacerbated when some fake Asher accounts appeared adding more inflammatory remarks
  • Twitter’s memory - Asher Moses and the Andrew Johns story

    Asher posted a few comments about the story as a private citizen
    Comments were seen and screen captured and then used in blogs
    Was exacerbated when some fake Asher accounts appeared adding more inflammatory remarks
  • Think about what images we send
  • Think about what images we send
  • Who can represent your business? This of the first R in Telstra's policy
  • Who can represent your business? This of the first R in Telstra's policy
  • Who can represent your business? This of the first R in Telstra's policy
  • Who can represent your business? This of the first R in Telstra's policy
  • Some businesses block social websites. I'd think about that before invoking such a policy. Would you block Google?
  • Some businesses block social websites. I'd think about that before invoking such a policy. Would you block Google?
  • Some businesses block social websites. I'd think about that before invoking such a policy. Would you block Google?
  • Put a link to a Twitter feed on your corporate home page

    Not only tells people you’re on Twitter but lets them know your actual feed. There are many instances of people using false names to pretend they’re someone else

    In the example I used earlier about journalist Asher Moses, the situation was exacerbated when fakers pretended to be Asher and made more inflammatory remarks.

    Register obvious contractions and other forms of your company name. There's no enforcement of the same rules for Twitter names as there are for corporate domain names. It;s a free for all.
  • Put a link to a Twitter feed on your corporate home page

    Not only tells people you’re on Twitter but lets them know your actual feed. There are many instances of people using false names to pretend they’re someone else

    In the example I used earlier about journalist Asher Moses, the situation was exacerbated when fakers pretended to be Asher and made more inflammatory remarks.

    Register obvious contractions and other forms of your company name. There's no enforcement of the same rules for Twitter names as there are for corporate domain names. It;s a free for all.
  • Put a link to a Twitter feed on your corporate home page

    Not only tells people you’re on Twitter but lets them know your actual feed. There are many instances of people using false names to pretend they’re someone else

    In the example I used earlier about journalist Asher Moses, the situation was exacerbated when fakers pretended to be Asher and made more inflammatory remarks.

    Register obvious contractions and other forms of your company name. There's no enforcement of the same rules for Twitter names as there are for corporate domain names. It;s a free for all.
  • Put a link to a Twitter feed on your corporate home page

    Not only tells people you’re on Twitter but lets them know your actual feed. There are many instances of people using false names to pretend they’re someone else

    In the example I used earlier about journalist Asher Moses, the situation was exacerbated when fakers pretended to be Asher and made more inflammatory remarks.

    Register obvious contractions and other forms of your company name. There's no enforcement of the same rules for Twitter names as there are for corporate domain names. It;s a free for all.
  • Who starts a business without thinking about the name?

    Shortest possible so that re-tweets are easy
  • Who starts a business without thinking about the name?

    Shortest possible so that re-tweets are easy
  • Who starts a business without thinking about the name?

    Shortest possible so that re-tweets are easy
  • Short case study
    Don't have a corporate feed but all staff members are encouraged to use it as a tool to communicate bith within and outside the bsuiness
  • Can Twitter do Business?

    1. CAN TWITTER DO BUSINESS? The Ins and Outs of Socialising your Business Anthony Caruana www.twitter.com/pocketmojo
    2. HUDSON RIVER PLANE CRASH
    3. HUDSON RIVER PLANE CRASH
    4. The Age - 20 July 2009
    5. 33% 67%
    6. Two thirds of the global Internet population visits social networks Nielsen, Global Faces and Networked Places, 2009 67%
    7. 7% 93%
    8. 93% of social media users believe companies should have a social media presence. Cane, Business in Social Media Study , 2008 93%
    9. WHAT IS TWITTER? A Global Pub
    10. Short Fast Global Immediate feedback Measurable
    11. 3,000,000 Tweets per day
    12. THE GOOD...
    13. So, earlier on today I put on twitter that I was unhappy with the service I had got from the Commonwealth Bank. Anyhow, I then started getting followed by someone who sent me a message asking me what happened? Turns out he was in Customer Relations at the bank. Anyway, I sent him back a few direct twitter messages telling him of my frustration and he obviously pulled my details up on his computer and gave me a call and lodged a complaint form! How cool is that!?
    14. So, earlier on today I put on twitter that I was unhappy with the service I had got from the Commonwealth Bank. Anyhow, I then started getting followed by someone who sent me a message asking me what happened? Turns out he was in Customer Relations at the bank. Anyway, I sent him back a few direct twitter messages telling him of my frustration and he obviously pulled my details up on his computer and gave me a call and lodged a complaint form! How cool is that!?
    15. We’ve surpassed $2 million in revenue in terms of Dell Outlet sales, but we’re also seeing that it’s driving interest in new product as well. We’re seeing people come from @DellOutlet on Twitter into the Dell.com/outlet site, and then ultimately decide to purchase a new system from elsewhere on Dell.com. If we factor those new system purchases that come from @DellOutlet, we’re actually eclipsed $3 million in overall sales. From http://en.community.dell.com
    16. THE BAD...
    17. 34 updates in seven months, it is followed by 3,400 people, and there is no way to find Nike's Twitter presence from its site. In short, the company's Twitter efforts represent poor execution that doesn't seem to be well thought out or integrated into any broader communications plan http://www.imediaconnection.com/content/23261.asp
    18. #FAIL 34 updates in seven months, it is followed by 3,400 people, and there is no way to find Nike's Twitter presence from its site. In short, the company's Twitter efforts represent poor execution that doesn't seem to be well thought out or integrated into any broader communications plan http://www.imediaconnection.com/content/23261.asp
    19. THE UGLY
    20. Senior Telstra staff member
    21. Senior Telstra staff member Satirised Stephen Conroy and criticised Telstra
    22. Senior Telstra staff member Satirised Stephen Conroy and criticised Telstra Telstra denies sacking him
    23. http://www.nowwearetalking.com.au/opinion/blog-how- the-3rs-empower-telstra-staff-online-225
    24. LESSONS TO LEARN
    25. Twitter feed on the screen
    26. Twitter feed on the screen Real-time feedback to presenter
    27. Twitter feed on the screen Real-time feedback to presenter Have a plant in the audience
    28. Twitter feed on the screen Real-time feedback to presenter Have a plant in the audience Follow an event you can’t attend
    29. # Twitter feed on the screen Real-time feedback to presenter Have a plant in the audience Follow an event you can’t attend
    30. There’s no such thing as deleting
    31. Stephanie Rice - Facebook
    32. Demi Moore - Twitter Stephanie Rice - Facebook
    33. Policy
    34. Policy Who can represent you? What about individuals?
    35. The Three Rs
    36. The Three Rs “Telstra’s 3 Rs of Social Media Engagement are ... designed to protect the interests of employees and the company. In brief, the 3 Rs ask that when engaging in social media you be clear about who you are representing, you take responsibility for ensuring that any references to Telstra are factually correct and accurate and do not breach confidentiality requirements, and that you show respect for the individuals and communities with which you interact.
    37. The Three Rs “Telstra’s 3 Rs of Social Media Engagement are ... designed to protect the interests of employees and the company. In brief, the 3 Rs ask that when engaging in social media you be clear about who you are representing take responsibility for ensuring that representing, you responsibility any references to Telstra are factually correct and accurate and do not breach confidentiality respect requirements, and that you show respect for the individuals and communities with which you interact.
    38. Can you really block access?
    39. Can you really block access?
    40. Publicise
    41. Publicise Lets people know
    42. Publicise Lets people know Avoid fakers
    43. What’s in a name?
    44. What’s in a name? Short Memorable Reflect who you are
    45. ANOTHER APPROACH
    46. Emily Wearmouth Account Director
    47. Emily Wearmouth Account Director
    48. We use Twitter to track what people are saying about our clients online.
    49. Twitter helps us stay up to date with online trends, and identify opportunities for us and our clients
    50. Twitter is invaluable for the whole team at Kinetics - building and maintaining our media links.
    51. It gets our name and personalities into the market, making our networking efforts much more effective.  I received a new business lead through someone in my network who I had never met in person... and I am meeting with the company they introduced me to on Friday to pitch for some sizeable business.  We wouldn’t have been in on the pitch at all without the Twitter referral
    52. #PASS
    53. Tools
    54. http://apiwiki.twitter.com/
    55. Three Steps
    56. Three Steps Go to www.twitter.com
    57. Three Steps Go to www.twitter.com Create an account
    58. Three Steps Go to www.twitter.com Create an account Start tweeting!
    59. Demo

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