Presentation by Simon Rutherford (cubaka, MD) for the Danish-UK Chamber of Commerce event, 2013 01 23

2. Video
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3. content
• about cubaka
• Twitter – the basics
• Twitter for Business
• 12 tips for Twitter success
• Helpful Technology

5. 2007 founded as digital consultancy
Established social media for Toyota and Lexus
2009 Toyota recall: social crisis management
Toyota second only to Ford as top brand in social (SB100)
2011 joined forces with Lansons
Lansons and cubaka top 25 in Reputation Online Top 100
quoted on BBC re Twitter issues
voted to WOMMA UK Council
2013 now work with Savills, Scottish Provident,
ALFI, CAFCASS, Isle of Man, Toyota, Lexus,
Experian

6. STRATEGY
TRAINING
DEVELOPMENT
CONTENT
COMMUNITY MANAGEMENT
LISTENING

7. STRATEGY
TRAINING
DEVELOPMENT
CONTENT
COMMUNITY MANAGEMENT
LISTENING

9. Social obsession
9

10. What is Twitter?
Real-time digital information network

14. 2006 Williams, Dorsey and Stone create Twitter
2009 Iranian election protests
2009 Michael Jackson death, 456 tweets/second
2010 Promoted tweets begin
2010 Paul Chambers tweets “Crap! Robin Hood
airport is closed. You've got a week and a bit to get your
shit together otherwise I'm blowing the airport sky high!!”
2011 Twitter exceeds 200million tweets per day
2012 Lady Gaga exceeds 32million followers
2012 quite a year for Twitter’s 500million users…

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17. Twitter for business
• 77% of Fortune global 100 companies use twitter
• 8 out of 10 companies are being talked about on Twitter
• Now more than 10 million active UK users on Twitter
• 25% of internet users connect with, and consider contacting,
brands via Twitter
• ½ of web users who share business-related content do so
via Twitter
Source: The real time report
Source: wallblog.co.uk/files/2012/05/Yell-Twitter.jpg

18. Why is Twitter good for business?
• For businesses on Twitter, the conversation is the canvas: over
a billion Tweets sent every three days.
• These Tweets represent conversations related to almost any
topic imaginable.
• For businesses and brands, these conversations provide a
powerful context in which to connect your messages and your
brand to what people are talking about right now.
• It’s a canvas for telling engaging stories, for participating in
cultural events, for broadcasting content, for connecting directly
with consumers, and for driving transactions.
Source: https://business.twitter.com/en/basics/what-is-twitter/

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20. The business benefits of Twitter
• Create links to send traffic to your website or blog
• Keep up to speed on the buzz in your industry, gather
market intelligence and insights
• Network with like-minded people
• Answer questions to establish credibility and expertise
• Put your message in front of brand advocates
It is likely that people are already having conversations about
your business, your competitors or your industry on Twitter
Source: Yell advice

21. Understanding why users follow brands
will help you engage your followers
Source:
https://business.twitter.com/pdfs/Twitt
er_Smallbiz_Guide_UK.pdf

22. Video
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23. Top brand categories

24. Retail & shopping conversations increasing

25. Advertising on Twitter

26. Complex social media landscape

27. So is Twitter right for you?
Use twitter if:
• It helps you reach your audience
• you can manage it properly…..

28. Set up
• Know why you are doing it: networking, promotions,
service
• How will it be managed (‘owned’): Marketing, PR,
Customer Services
• Develop a resource plan
• Set KPIs
• Develop employee policy. Talk to legal dept.

29. Content
• Doesn’t have to be ‘entertaining’, but does need to be
offer something to the audience – insight, timing,
opportunity (discount)
• Separate business from personal
• Tweet regularly
• Remember it’s real time
Here are some best practices…

31. 12 tips for Best Practice
1. Share.
Share photos and
info about your
business. Offer
glimpse of
developing projects
and events.

32. 12 tips for Best Practice
2. Listen.
Regularly monitor
comments about
company, industry

33. 12 tips for Best Practice
3. Ask. Ask questions to glean insights
4. Respond. Respond and feedback in real time
Source:
https://business.twitter.com/en/basics/best-

34. 12 tips for Best Practice
5. Reward. Tweet updates about offers and discounts

35. 12 tips for Best Practice
6. Demonstrate wider leadership and know-how.
Reference articles and links about the bigger picture
7. Champion your stakeholders.
Retweet and reply to tweets posted by your followers and
customers

36. 12 tips for Best Practice
8. Establish the right voice. Twitter users prefer direct,
genuine, and likable tone from business. How do you want your
business to appear to the Twitter community?

37. 12 tips for Best Practice
8. Establish the right voice

38. 12 tips for Best Practice
9. Concentrate. Don’t send tweets from the wrong account.
Don’t make scheduling errors.

39. 12 tips for Best Practice
10. Understand etiquette. Get to know how Twitter uses #tags,
and don’t hijack sensitive issues with promotions
http://mashable.com/2011/02/03/kenneth-cole-egypt/

40. 12 tips for Best Practice
11. Be compliant. Twitter is regulated in the same way other
communications channels are
http://www.bbc.co.uk/news/technology-18517668

41. 12 tips for Best Practice
12. Crisis. Make sure you have crisis management plans in
place, that staff are trained and departments are aligned.
“A lesson in handling”

43. Hootsuite
• Hootsuite allows you to
manage your twitter content
and engagement in one
platform.
• As well as being able to tweet
from the dashboard, you can
reply, retweet, DM your
community, and schedule
content to published in the
future.
• You can always create
search columns to monitor
keywords or hashtags.
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44. Topsy
• Topsy is a tool that allows
you to identify relevant
influencers within your industry
by searching for popular
tweets around keywords.
• Topsy will search the top
tweets around your search
term and give you a profile of
the people involved in the
conversation.
• With this insight you can build
yourself an outreach list of key
influencers related to your
brand.
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45. TweetReach
• TweetReach will tell you how
far your tweet has travelled.
This works best as a part of
campaign monitoring.
• See how many accounts your
campaign #hashtag has
reached, how many people
have been exposed you it, and
the top contributors that have
helped spread your message.
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46. Tweepi
• Once your Twitter handle is
established, Tweepi helps you
to manage it.
• Through Tweepi you can
flush out accounts that have
unfollowed you, clean up
inactive accounts from your
followers, and follow new
accounts.
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47. Measuring influence
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49. Some steps to take
• Write your strategy: objectives, audience, tactics, resource
• Set your @handle up
• Register with some Twitter services – Hootsuite, Peer Index,
Topsy
• Start listening to relevant #conversations. Follow audience as
per your strategy
• Develop content according to best practice
• Review regularly and experiment

50. business.twitter.com
Complex social media landscape
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51. Video
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