Business uses of Twitter


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How Twitter can create value for companies and what options this new form of communication presents to businesses (short presentation)

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  • Business uses of Twitter

    1. 1. How businesses can use Twitter to their advantage A Framework for Analysis and Action
    2. 2. Is it too early for businesses to adopt Twitter? USA 157m Internet users GERMANY 42.5 m Internet users 78K-300K Twitter users (EST) 8.5m Twitter users Source: / /
    3. 3. <ul><li>Twitter is currently used by Innovators and Early Adopters but is quickly making its way into the mainstream </li></ul>Is it too early for businesses to adopt Twitter? Source:,
    4. 4. It might be too early for your business to use Twitter, but its time to consider the options available <ul><li>Twitter has shown enormous growth and adoption over the past six months </li></ul><ul><li>Now is the time to evaluate the best uses of Twitter for your business – But there may be none (right now) </li></ul><ul><li>Twitter can be used as a communication, research and engagement tool, or any combination of these </li></ul><ul><li>Firms need to choose a Twitter strategy that fits with their brands, products, culture and business objectives </li></ul><ul><li>As Twitter matures and grows, firms must re-evaluate this strategy regularly and, if necessary, adapt over time </li></ul><ul><li>OK, How do we get started? </li></ul>
    5. 5. How can Twitter communication be classified? 4 „ Fresh bread just out of oven now“ Automatic <ul><li>Data Push and Automated Interaction with Customers / Customer Systems </li></ul>Business Uses 3 „ What are you missing?“ Promotional Business Uses <ul><li>Channel for new form of promotion </li></ul><ul><li>Organise / Promote Events </li></ul>1 „ What has your attention?“ („What are you doing?“) <ul><li>Monitoring & Customer Service </li></ul><ul><li>Market research </li></ul><ul><li>Emotional bond B2C, B2E, E2E </li></ul>Business Uses Personal 2 „ What‘s the latest news (about that company)?“ <ul><li>PR / Corporate communications </li></ul><ul><li>Demonstrate expertise by sharing knowledge </li></ul>Business Uses Informational
    6. 6. Communication forms and typical uses in a corporate environment Broadcast Listen Engage Primary Flow of Information Primary Flow of Information Conver- sation <ul><li>Publish recent news about the company </li></ul><ul><li>Advertising of Events / Activities / Products and Promotions (Own and Affiliated) </li></ul><ul><li>Automated broad-cast of events rel-ated to business </li></ul><ul><li>Trend research based on analysis of Twitter datafeed </li></ul><ul><li>Ask customers questions & market research tool </li></ul><ul><li>Collect ideas, innovations and improvements / complaints from social network </li></ul><ul><li>Use Twitter as a customer service and retention tool </li></ul><ul><li>Humanisation and emotionalisation of brand / increase staff retention / build team spirit across distributed teams </li></ul><ul><li>Expert exchange </li></ul>Category Occasion Category Ooccasion Category Occasion Informa- tional Promo- tional Informa- tional Informa- tional Informa- tional Auto- matic Informa- tional Personal Informa- tional
    7. 7. Some basic rules to consider before using Twitter in a corporate setting (details depend on the usage scenario) <ul><li>Rule 1: Be Recent </li></ul>Rationale (Negative)-Example „ We‘re having this special sale in 2 weeks“ Twitter is a constant stream of current information – Twitter is NOW - <ul><li>Rule 2: Be Relevant (To your Target Audience) </li></ul>„ Big choice in used cars – gotta see to believe“ Twitter is Opt-In, if content is perceived as Spam, irrelevant or not useful, you‘re going to get unfollowed <ul><li>Rule 3: Pay Attention (To what customers say about you) </li></ul>Twitter offers very simple search for keywords in realtime – e.g. Plane crash, competitor A, B, C Comcast scans all tweets and blogpostings to detect its metions and has reaction processes /people in place <ul><li>Rule 4: Follow relevant People / Organizations </li></ul>Twitter identity is in part your Bio, your picture, tweets and your followers Example: AdidasRunning „follows“ known runners; SiemensEnergy follows customers, other staffers and other Siemens accounts „ Short sleeve status: short“ oder „Throw out Relationship and go pirateship! #dating #advice <ul><li>Rule 5: Be Original / Authentic </li></ul>At the moment Twitter is still fresh, and originality, eloquence and authenticity are valued highly - + + +
    8. 8. With the things that I have learnt about Twitter, how should I now use it for my business? <ul><li>That depends on the type of business and type of brand, its competencies / capabilities and core values: </li></ul><ul><li>In general if you have a business where the brand has an emotional component (e.g. you’re a fashion brand, a hotel or a celebrity) – then consider using Twitter as an engagement tool (and maybe for customer service) </li></ul><ul><li>If you have products or services which change quickly, e.g. an airline with constant price changes and where customer demand is driven by promotions, then consider using Twitter as a promotional tool for short lived NOW promotions </li></ul><ul><li>If you can combine more than one aspect promote, engage, automate and inform the better you are making use of Twitter </li></ul>
    9. 9. Examples
    10. 10. Dell on Twitter Alltags-Problem-Wettbewerb Case Study Dell: Broad offering of Twitter-accounts with various differing types of content for Customer Opt-In Best Practice <ul><li>Main use is an additional channel for Promotions </li></ul><ul><li>Twitter as a type of free permission marketing, in particular for discounts, specials and coupons </li></ul>Implementation and Motivation <ul><li>In total 33 Twitter accounts </li></ul><ul><li>Special offers and promotions (by segment and geography) , Special interest engagement groups and imformation channel </li></ul><ul><li>Top 10 accounts have more than 98% of the followers, top account (DellOutlet) has more than 90%. Median is 618 followers </li></ul>Flow of Information Type of Comms Promotional Personal Infor- ma- tional Auto- matic Analysis & Frameworks Broad- cast En- gage Listen
    11. 11. Case Study: ComcastCares, a combination of marketing and customer service Type of Comms Analysis & Frameworks Flow of Information Broad- cast En- gage Listen <ul><li> as a central customer Serivce Account (with several personal additional accounts – real names) </li></ul><ul><li>Twitter is not a replacement for Phone and Email </li></ul><ul><li>Its a faster interaction than traditional channels </li></ul><ul><li>Twitter is more personal, less formal and more interactive (which some users find more attractive) </li></ul>Implementation and Motivation Best Practice <ul><li>Fast uncomplicated customer service via Twitter is/was a differentiator for Comcast </li></ul><ul><li>Customer Service group has the experience, competence and is empowered to trigger solutions quickly </li></ul>Promotional Personal Infor- ma- tional Auto- matic
    12. 12. Flow of Information Type of Comms Promotional Personal Infor- ma- tional Auto- matic Implementation and Motivation AlbionsOven (Der Bäcker Ofen) Case Study: BakerTweet, a combination between marketing and automation <ul><li>Keeping Customers informed / engaged about current „status“ of product / service </li></ul><ul><li>Timeliness is an important aspect of the product – the „fresher“ the better – Realtime matters </li></ul><ul><li>Product is low absolute margin / can‘t affort large spend on realtime promotional channel (other than email – not suited) </li></ul><ul><li>Increase Demand and Customer Loyalty </li></ul>Best Practice <ul><li>Makes best use of realtime / neartime component of Twitter </li></ul><ul><li>Messages are not only informative but witty and original </li></ul>Analysis & Frameworks Broad- cast En- gage Listen
    13. 13. Backup Contact Details: Richard Caelius Twitter: @rcaelius Email: twitter (at) caelius (dot) com
    14. 14. Motivation – Why use Twitter? <ul><li>Share information / experiences in realtime </li></ul><ul><li>Create snowball effect (to virally spread messages) </li></ul><ul><li>Service and Engage with Customers </li></ul><ul><li>Ask social network questions or help </li></ul><ul><li>Build reputation and self realization </li></ul><ul><li>Marketing / Advertising / Promotions </li></ul><ul><li>Build and extend social Network </li></ul><ul><li>Entertainment </li></ul><ul><li>„ Discovery“ – stumble across new information and people </li></ul><ul><li>„ Ambient Intimacy“ (Build an emotional link with geographical distance being irrelevant) </li></ul><ul><li>Recency of News and Information </li></ul><ul><li>Being part of a story / helping it spread </li></ul><ul><li>Forecasting and trendspotting </li></ul>Reasons to Listen Reasons to Send <ul><li>Research (Trends / Market Research) </li></ul>Watch / Analyze