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Twitter for Consumer Businesses: Overview of Twitter Business Uses & Trends


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An overview of Twitter for B2C businesses I recently presented for a group of venture capitalists. The deck touches on the following points:
1. Why do consumer businesses care about Twitter?
2. How is Twitter being used - high level?
3. How is Twitter being used for customer service and market - specifics
4. Take Aways
5. Trends to watch

Published in: Technology, Business

Twitter for Consumer Businesses: Overview of Twitter Business Uses & Trends

  1. Twitter for Consumer Businesses<br />Adam Schoenfeld<br />CEO, Cheddr Media<br />
  2. Agenda<br />Why Should Businesses Care?<br />Primary Business Uses for Twitter<br />Twitter for Customer Support<br />Twitter for PR & Marketing<br />Takeaways<br />Trends<br />2<br />
  3. Background: What is Twitter?<br />Micro-Blogging – 140 character publishing/broadcasting<br />Communication Platform – 140 character messages<br />Social Network – you chose whose tweets you want to see<br />Real-Time Search – what are people talking about<br />What is Twitter for Businesses? (In Twitter’s Words):<br />“Twitter is a communication platform that helps businesses stay connected to their customers. As a business, you can use it to quickly share information with people interested in your company, gather real-time market intelligence and feedback, and build relationships with customers, partners and other people who care about your company. As an individual user, you can use Twitter to tell a company (or anyone else) that you&apos;ve had a great—or disappointing—experience with their business, offer product ideas, and learn about great offers.”<br />3<br />
  4. Why do Consumer Businesses Care?<br />4<br />
  5. Consumers are twittering…<br />5<br />1<br />July 2009 Unique Visitors = 51.6 Million<br />
  6. Opportunity for direct customer communication<br />6<br />2<br />Direct Line from Celebrity to Fan, Brand to Customer, etc<br />
  7. Real-time discovery, response, and engagement<br />7<br />3<br />Publish Real-Time Responses to Events, News, Crises etc.<br />Directly Engage in Real-Time<br />
  8. Open/Public Platform<br />4<br />Open APIs<br />Public Content by Default<br />Non-Mutual Social Graph<br />Multiple Platform Access<br />8<br />
  9. How are Consumer Businesses Using Twitter Now?<br />9<br />
  10. Primary Functions<br />Customer Support<br />10<br />Marketing & PR<br />
  11. Secondary Functions<br />Recruiting / HR<br />Crowd sourcing / Market research<br />Partner relations<br />Sales & lead gen (B2B)<br />11<br />
  12. Customer Support<br />12<br />
  13. Twitter is the ultimate consumer venting platform<br />Easy – don’t need to pick up the phone and sit on hold. Just 140 characters & click publish.<br />Accessible – SMS, Mobile Apps, Web, Desktop<br />Brands get more visibility on customer experiences (good & bad). Doesn’t need to be in the call center to be noticed<br />13<br />
  14. People are talking about Brands…<br />14<br />Positive experiences<br />Consideration of purchase<br />Negative experiences<br />
  15. Brands are responding and improving customer experiences<br />15<br />
  16. Comcast approach to service<br />@Comcastcares<br />@ComcastDoug<br />@ComcastBill<br />@ComcastBonnie<br />@ComcastGeorge<br />@ComcastSherri<br />@ComcastSteve<br />@ComcastDete<br />@ComcastMelissa<br />Several support representatives with Twitter accounts<br />Accounts are unique to the support reps, rather than sharing a single account for the Brand<br />11 person team in social media<br />At least 1 person available during waking hours (7a-11p)<br />16<br />
  17. Comcast service in action…<br />17<br />1<br />2<br />
  18. 18<br />3<br />4<br />
  19. Instant change in customer experience<br />19<br />5<br />6<br />In 13 hours… Comcast went from “sucking big time” to “awesome comcast win”<br />
  20. Best Buy & Twelpforce<br />20<br />Customers ask questions to the @Twelpforce via Twitter<br />Empowering employees to engage customers on Twitter<br />Employees have personal Twitter accounts + share the twelpforce feed (Agent1056 or JoeShmo12)<br />Promoted with advertising and PR campaigns (eg. hulu ad)<br />
  21. Marketing & PR<br />21<br />
  22. Corporate Communications/PR<br />22<br />Rapid distribution of company news<br />
  23. Personalizing Brands & Leaders<br />23<br />Executives as Twitter celebrities…<br />Ranked #46<br />1.2M Followers<br />Tony Hsieh has more followers than…<br /><ul><li>JetBlue
  24. Dell
  25. Techcrunch
  26. Paula Abdul
  27. CBS News
  28. Lenny Kravitz
  29. Gov Schwarzenegger
  30. The NFL</li></ul>…Say What?!?!<br />
  31. 24<br />It’s about staying interesting and relevant, not selling product<br />
  32. Sponsorships<br />25<br />Brands leveraging popular Twitter users<br />
  33. Special offers rule in the Twitterverse… <br />Deals, Coupons, Discounts<br />The Latest & Greatest Offers<br />Contests & Promotions <br />26<br />
  34. New products & fresh offers<br />27<br />Twitter people want the fresh, real-time content<br />
  35. Deals & Coupons (Good)<br />28<br />Specific, relevant, timely, Twitter only<br /><ul><li>10,200 Followers
  36. 537 Clicks
  37. 2 Tweets
  38. 5.2% CTR</li></ul>Data from<br />
  39. Deals & Coupons (Less Good) <br />29<br />Do I care?<br /><ul><li>21,173 Followers
  40. 153 Clicks
  41. 12 Tweets
  42. 0.7% CTR</li></li></ul><li>Dell Twitter deals = $3M revenue<br />$3 Million in Sales directly attributed to Twitter<br />43 person team in social media (huge presence)<br />80 Dell twitter accounts – customer or regional focus<br />&gt;1,000,000 followers on DellOutlet account<br />30<br />
  43. Contests & Promotions<br />31<br />Tweet to enter, follow to enter, and link to contests<br />
  44. When promotions go viral<br />32<br />Moonfruit’s Macbook contest…<br />Top Trend<br />Post-Contest: 40K+ followers<br />481,000 Clicks!<br /><br />Pre-Contest: ~400 followers<br />
  45. Promotions going viral (cont’)<br />33<br />Cheddr Media publisher case study…<br />Contest Traffic Sources<br />-Sample From Cheddr Media User-<br />
  46. Takeaways<br />34<br />
  47. <ul><li>Whole Foods
  48. Airlines
  49. Comcast
  50. Starbucks
  51. Zappos
  52. H&R Block
  53. Dunkin Donuts
  54. Nordstrom
  55. Best Buy
  56. Wachovia
  57. Home Depot</li></ul>Most brands are support oriented on Twitter<br />Focus:<br />Listening and monitoring<br />Engaging with customers<br />Improving customer experiences<br />35<br />
  58. Does Twitter work as a customer acquisition channel?<br />36<br />Dell would likely say “yes” but the jury is out<br />Twitter CTRs<br />- Directional data: 140 respondents -<br />Email CTRs<br />Source: Mashable (140 respondents)<br />
  59. The big upside: viral distribution<br />Moonfruit<br />Starbucks<br />Polar<br />37<br /><ul><li>1,816 Followers
  60. 1,365 Clicks
  61. 15 Tweets</li></ul>Significant attention & customer acquisition is clearly possible<br />
  62. Not all offers are created equal<br />38<br />Brands are experimenting… approach, frequency, targeting<br />Toys R Us: 12,763 Followers<br /><ul><li>318 Clicks
  63. 8 Tweets
  64. 2.5% CTR
  65. 35 Clicks
  66. 1 Tweets
  67. 0.3% CTR</li></li></ul><li>Trends<br />39<br />
  68. What’s the ROI?<br />Spending is increasing… time, teams, agencies, tools<br />No clear quantifiable $ value for most businesses (yet)<br />Results generated are difficult to measure – no standards<br />How do you value engagement? sentiment? customer happiness?<br />Difficult to compare with traditional media buys… “improved a customer experience” vs. $5 CPM = $X revenue<br />Some organizations are justifying the value without doing an ROI calculation<br />“Adds value for the organization”<br />Improves customer experience<br />Some management teams are focusing on the wrong metrics – “just give me followers!”<br />40<br />
  69. Demographic Shift<br />41<br />It’s not all about the early adopters…<br />
  70. Twitterization of Facebook<br />42<br />Facebook Connect API<br />Major redesign<br />Public fan pages<br />Open Stream API<br />“Everyone” option<br />Real-time search<br />Improving Mobile apps<br />Facebook Lite<br />Facebook is becoming more open, more public, and more real-time<br />
  71. Real-Time Search<br />43<br />Search is still in its infancy…<br />
  72. Commercial Accounts<br />June 2009: Twitter launches verified accounts<br />Enhanced commercial accounts by end of 2009…<br />“We want to build statistics or analytics that let users know — ‘How am I doing on Twitter?’” – Biz Stone<br />44<br />
  73. SPAM<br />Makes the Twitter atmosphere less desirable<br />How will Twitter deal with SPAM?<br />How will businesses deal with SPAM?<br />45<br />
  74. How will organizations scale Twitter (and all social media)?<br />Scaling social media within the organization<br />Teams are growing. Channels presence is growing<br />Multiple stakeholders: Support, PR, Marketing, etc.<br />How does it get managed at Scale within the organization?<br />Looking for ways to leverage social media assets…<br />We’ve established attention, customer relationships in the social media channels, how do we do more with it?<br />E.g. Bing Tweets, Twelpforce, MyCAIdea<br />Cheddr Media plug: We’re helping brands extend & enhance their Twitter presence. Twitterizing websites & marketing campaigns, promotions & apps.<br />46<br />
  75. Mail:<br />My Twitter: @schoeny<br />Company: @cheddrmedia<br />Website:<br />47<br />Contact<br />