Twitter
           2010.4.29 v1.0

               ‧
    http://thesocialmedialog.com
BestBuy
                 3

US Geological Survey
    5

The North Face
          7

Dell
                    9

JetBlue
  ...
BestBuy




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follower
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US Geological Survey


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2009 10    14                     Pleasanton          3.7            Tweet
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     ...
The North Face
The North Face        2007     10                Twitter




2008      The North Face
                     ...
Dell
Dell Outlet
                                Dell Outlet




         Outlet




               Ricardo Guerrero 2007 ...
Nelson       Twitter
                           Twitter
         “             ”
JetBlue
          2007              Twitter
                   100         follower                                  Twitt...
“
  ”


Johnston
           Twitter
Teusner Wines
Teusner Wines                                                                          Dave Brookes
        ...
Teusner                      Brookes
                                                   Teusner


              Tweets    ...
Current
      2008                   Current
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...
Current       –
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Lentz   “                             ’
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Tasti D-Lite
                               Tasti D-lite             100                                 20
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PPC            Twitter   BJ
      Tasti Twitter
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CoffeeGroudz
CoffeeGroudz
                                                                                           16
  ...
Esty
Esty                                                                  2005
                                          ...
“ Etsy                                                        ”
Etsy day



                                        Martha...
NAKEDPizza
2006
    NAKEDPizza                                               Pizza


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American Apparel
          American Apparel




                                                            2007
@american...
Pepsi
                                                    21


                        Purchase


                        ...
DM                   Email


“                   ” Irazabal      “                               ”



                    ...
Leviʼs
2008                   Levi’s                2009
                               –                             Levi...
Twitter营销案例中文版
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Twitter营销案例中文版

  1. 1. Twitter 2010.4.29 v1.0 ‧ http://thesocialmedialog.com
  2. 2. BestBuy 3 US Geological Survey 5 The North Face 7 Dell 9 JetBlue 11 Teusner Wines 13 Current 15 Tasti D-Lite 17 CoffeeGroudz 19 Esty 20 NAKEDPizza 22 American Apparel 23 Pepsi 24 Leviʼs 26
  3. 3. BestBuy @twelpforce “ ” T @twelpforce Twitter @twelpforce @reply Twitter Tweet Twitter #twelpforce Twitter @twelpforce feed 2009 1 11 @twelpforce 19,500 2,300 – / Twitter @twelpforce Twitter Twitter “ ” @twelpforce Twitter
  4. 4. follower @twelpforce ๏ ๏ ๏ ๏ “ ” “ ” ๏ Twitter
  5. 5. US Geological Survey Tweet USGS Twitter “ ” “ ” Twitter USGS USGS Twitter – Twitter “earthquake!” “gempa!” “temblor!” Twitter Tweet Tweet USGS Twitter Tweet Tweet
  6. 6. 2009 10 14 Pleasanton 3.7 Tweet Tweet USGS “ ” USGS Twitter Twitter Web USGS Twitter @USGSted Tweet USGS Twitter Twitter USGS Twitter Tweet Retweet USGS Twitter
  7. 7. The North Face The North Face 2007 10 Twitter 2008 The North Face 12 iPhone 250,000 2009 The North Face 2.0 Twitter API The North Face Twitter Twitter Twitter 2007 @thenorthface 2008 North Face Twitter 2009 Twitter The North Face Twitter The North Face Twitter @thenorthface re-tweet The North Face Twitter 2009 11 The North Face
  8. 8. Dell Dell Outlet Dell Outlet Outlet Ricardo Guerrero 2007 SXSW Twitter “ - lead time( ) ”Dell Demand Generation Stefanie Nelson “ ” “ ” Nelson ” “ Twitter Twitter – “ Twitter ” Dell Outlet Twitter spam URL RT – – Dell Outlet Twitter 300 Outlet “ ” Nelson Dell 80 Dell Twitter @dellhomeoffers Twitter 100 Dell @StefanieAtDell direct messages Twitter Twitter Dell Twitter
  9. 9. Nelson Twitter Twitter “ ”
  10. 10. JetBlue 2007 Twitter 100 follower Twitter Twitter “ ” Morgan Johnston Twitter Twitter “ ” Twitter – “ ”Johnston “ ” Twitter Johnston Twitter “ ” Tweet Twitter Johnston “ ’ ’” Johnston Twitter – direct message Twitter @JetBlue Johnston 6 Twitter 7×24 Johnston JetBlue “ ” “ ”
  11. 11. “ ” Johnston Twitter
  12. 12. Teusner Wines Teusner Wines Dave Brookes Brookes 2009 1 Lance Armstrong Twitter “ ” Brookes “ Twitter ” Brookes Twitter @Starbucks “ ” Brookes Teusner Twitter Brookes Twitter Teusner Wines “ ‘ G’day G’day ’ ” Brookes “ – ” Twitter Teusner Twitter Brookes Teusner Teusner Brookes Twitter “ ” Teusner Wines ” “ Riebke Shiraz Twitter Teusner
  13. 13. Teusner Brookes Teusner Tweets ” “ Brookes ” “ Brookes ” “
  14. 14. Current 2008 Current Current Current Twitter “ Twitter ” Current Robin Sloan “ ” Current “ ” Current Tweet Sloan Twitter API API “ ”Frank Lentz Current “ ” Sloan 10 Twitter Twitter Current Twitts “ ” Lentz “ ” Current Tweets “ Flash ” Lentz “ ” Current “ ” Sloan “ ” Sloan Twitter API “ ”
  15. 15. Current – “ ” Lentz “ ’ “ ” ’ ”
  16. 16. Tasti D-Lite Tasti D-lite 100 20 Tasti 50 BJ Emerson Tasti D-lite @tastidlite BJ2008 5 Twitter Twitter BJ Twitter Tasti BJ Twitter Twitter 3 “M” Twitter – Monitor Mingle Measure BJ tasti BJ Tasti D-lite @replies Twitter tasti Twitter BJ Tasti D-lite Twitter Tasti D- lite BJ – Tasti BJ Tasti Tasti D-lite Twitter Twitter – Twitter BJ Twitter Tasti tasti BJ Twitter
  17. 17. PPC Twitter BJ Tasti Twitter Twitter Twitter BJ “ Twitter – Twitter ”
  18. 18. CoffeeGroudz CoffeeGroudz 16 10 CoffeeGroudz J.R.Cohen “ ” JR. Cohen2008 10 Twitter J.R. “ DM Direct Message Twitter ” J.R. Twitter Twitter J.R. “ J.R.” J.R. J.R. “ ” 2008 CoffeeGroudz Sean Stoner @maslowbeer “to-go ” Sean Twitter J.R. Twitter Sean J.R. JR Sean Twitter to-go J.R. “ ” “ ” “ to-go ”
  19. 19. Esty Esty 2005 65 25 Etsy Etsy 2007 Twitter Twitter Anda Corrie @Etsy Etsy Twitter Anda @Etsy Tweet Twitter Anda “ ” Etsy Twitter Etsy Blog The Storque Anda Twitter“ ” Twitter Blog RSS Feed Anda “ ” Twitter @Etsy Twitter Etsy Twitter retweets retweet tweet Etsy Twitter @Etsy Etsy “ ” “Twitter ” Anda Anda “ Twitter ” Anda Twitter Etsy Blog Twitter @Etsy Twitter Etsy Anda Etsy tweet @Etsy retweet Etsy Twitter 2009 4 24 – “Etsy Day Etsy ” Etsy SchuGirl Etsy Etsy 2009 4 24
  20. 20. “ Etsy ” Etsy day Martha Stewart @MarthaStewart Twitter Anda @Etsy Anda Twitter Etsy Twitter
  21. 21. NAKEDPizza 2006 NAKEDPizza Pizza NAKEDPizza pizza Jeff Leach Randy Crochet Naked Pizza 2009 3 Twitter Mark Cuban Jeff Twitter pizza 2000 3000 1 “ Twitter ” Jeff Twitter Jeff Twitter Twitter Twitter Naked Naked Pizza Twitter Twitter Naked Pizza Twitter 4 23 Twitter 15% Jeff 5 29 Twitter 68.6% “ Twitter ”
  22. 22. American Apparel American Apparel 2007 @americanapparel Lisa Kim Twitter American Apparel Blog Fans Blog Fans Twitter Lisa @americanapparel DM Ryan Marshal ·ThePanicRoom American Apparel Blog Lisa American Apparel Lisa Blog American Apparel Banner Blog pacingthepanicroom.com American Apparel Twitter Twitter
  23. 23. Pepsi 21 Purchase – 2009 1 Twitter @ @ Co “ ” Anamaria Irazabal “ Twitter ” Twitter Irazabal Twitter ” “ 2009 Throwback Twitter Twitter ” “ “ ” Bonin Bough “Twitter ” Twitter Michael Jackson 1980 7 Twitter “ Michael” “ ” Irazabal “Twitter ” Twitter Twitter “ ” Josh Karpf
  24. 24. DM Email “ ” Irazabal “ ” Rachel Mills @PepsiCo Mills Twitter Mills Tweet 3 “ ” Irazabal “ ” Tweet Twitter “ 6 ” Irazabal “ ”
  25. 25. Leviʼs 2008 Levi’s 2009 – Levi’s Levi’s DNA “Go Forth ” Levi’s Gareth Hornberger Twitter Levi’s Gareth “@Levisguy” Levi’s Levi’s 1853 Levi’s Levi’s @Levisguy Gareth 22 Twitter Logo Levi’s @Levisguy Gareth Levi’s Tweet fans Levi’s NBA 501 Levi’s

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