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Using Twitter effectively in Business

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  1. 1. What is Twitter?<br />Twitter is a micro-blogging website.<br />It is free and has a simple, user-friendly interface.<br />It is one of the most popular social networking sites on the internet.<br />
  2. 2. What is Twitter?<br />Users post ‘tweets’ in 140 characters or less.<br />The applications TwitPic and NotePub were created to accommodate multimedia content and longer text-based sharing for users.<br />
  3. 3. What is Twitter?<br />Users can ‘tweet’ in multiple ways: <br />-through the host site<br />-from a mobile phone browser<br />-though instant messaging<br />-using third party sites like twhirl and twitterific<br />
  4. 4. What is Twitter?<br />According to Time Magazine, males make up over 60% of Twitter users.<br />The demographic that uses Twitter most often is ages 35 to 49 <br />(41.7% according to<br />
  5. 5. What is Twitter?<br />There were <br />475,000 Twitter users in February 2008 and 7,038,000 users in February 2009<br />This is a growth of 1382%<br />
  6. 6. What is Twitter?<br />Twitter’s growth is impressive, but its sustainability is limited by lack of revenue.<br />To date, Twitter is mostly funded by interested venture capitalists, having raised an estimated US$57 million <br />
  7. 7. What is Twitter?<br />Twitter was created in 2006 by Jack Dorsey and Biz Stone.<br />Jack Dorsey is the current CEO.<br />Biz Stone is the current creative director.<br />The company has about 50 employees.<br />Its headquarters are in <br />San Francisco, California.<br />
  8. 8. Twitter and PR<br />Public Relations Practitioners can use Twitter as a valuable tool in their communications strategies. <br /> <br />
  9. 9. Specifically Popular for<br />Consumer Relations<br />Crisis Management<br />Reputation Management<br />Events<br />Integrated Marketing Plans<br />Media Relations<br />Evaluation <br /> <br />
  10. 10. Consumer Relations <br />Research<br /> Two way communications <br />Development of trust and transparency<br />Community building<br />Find brand ambassadors<br /> Measurement<br /> <br />
  11. 11. Crisis Management<br />Research key topics of interest<br /> Countering issues<br />Direction to detailed and current information<br /> <br />
  12. 12. Reputation Management<br />Research stakeholder opinions<br /> Acquire and maintain trust, transparency and credibility<br /> <br />
  13. 13. Events<br />Research and promotion <br /> Two way communication and real time updates<br /> <br />
  14. 14. Promotion and Marketing<br />IMCP<br />Research<br />Provide Information on marketing <br /> and sales efforts<br /> <br />
  15. 15. Media Relations<br />Twitpitching<br /> Following, Updating and Influencing<br /> <br />
  16. 16. Evaluation<br />Use tools within Twitter <br />to evaluate success of your messages, <br />community and popularity.<br /> <br />
  17. 17. Search.Twitter<br />TweetDeck<br />TwitPic<br />TweetLater<br />TwitterGrader<br />TweetBeep<br />Twitterholic<br />TwitScoop<br />TwitterFox <br />
  18. 18. We should NEVER use Twitter to<br /> <br />Push ads or brand messaging<br />Talk about our everyday tasks – tweets should be resourceful, entertaining and valuable<br />Tweet about clients, co-workers, friends ect.<br /> <br />Keep it professional, <br />but avoid being boring!<br />.<br /> <br />
  19. 19. A conversation with FergDevins<br />Senior V.P Public Relations and Government Affairs<br />
  20. 20. What are Molson’s goals and/or <br />objectives using social media? <br />
  21. 21. For all social media, our goal is to monitor <br />what ‘conversations’ are going on and engage <br />our customers at that level. <br />
  22. 22. With all the ‘conversations’ on Twitter, <br />how does Molson do this successfully?<br />
  23. 23. In order to monitor and engage as much as possible, <br />Molson has several different Twitterers<br />with different purposes on twitter. <br />@MolsonFerg<br />@MolsonTonia<br />@MolsonMoffat<br />@MolsonGraeme<br />@MolsonBryan<br />
  24. 24. The five segments of Molson’s Twittering are<br />Corporate Communications<br />Community<br />Brand Marketing and PR<br />Molson Brands<br />Community Relations<br />
  25. 25. Do you feel your efforts are beneficial <br />or your investments are worthwhile?<br />
  26. 26. I like to talk about it metaphorically by saying the <br />“Phones are ringing”…lots of conversations are being had <br />about the brands and the company…it is the company’s action <br />and participation in those conversations that will turn them <br />into value for the company.<br />
  27. 27. How do you measure the success <br />of Molson&apos;s Twittering?  <br />Is accurate measurement possible?<br />
  28. 28. I think we best measure the success by assessing the <br />tone and manner and affect on the tone and manner <br />of what is being said about the brands and company on twitter.  <br />If its about messaging you can also assess “reach” through <br />www.tweetreach<br />
  29. 29. Cross Promotional Opportunities <br />and Strategies<br />
  30. 30.
  31. 31.
  32. 32. Recomendations<br />Utilize social media concurrently in order to <br />maximize reach and impact of PR and Marketing initiatives<br />
  33. 33. +<br />+<br />+<br />
  34. 34. Molson uses social media effectively through the leading outlets.<br />So where can they improve?<br />
  35. 35.
  36. 36. Thank You!<br />Now go Tweet about how great Twitter is<br />