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Retweet your business

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

Published in: Business
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Retweet your business

  1. 1. Video Click on the image to play
  2. 2. content• about cubaka• Twitter – the basics• Twitter for Business• 12 tips for Twitter success• Helpful Technology
  3. 3. 2007 founded as digital consultancyEstablished social media for Toyota and Lexus2009 Toyota recall: social crisis managementToyota second only to Ford as top brand in social (SB100)2011 joined forces with LansonsLansons and cubaka top 25 in Reputation Online Top 100quoted on BBC re Twitter issuesvoted to WOMMA UK Council2013 now work with Savills, Scottish Provident,ALFI, CAFCASS, Isle of Man, Toyota, Lexus,Experian
  4. 4. STRATEGYTRAININGDEVELOPMENTCONTENTCOMMUNITY MANAGEMENTLISTENING
  5. 5. STRATEGYTRAININGDEVELOPMENTCONTENTCOMMUNITY MANAGEMENTLISTENING
  6. 6. Social obsession 9
  7. 7. What is Twitter?Real-time digital information network
  8. 8. 2006 Williams, Dorsey and Stone create Twitter2009 Iranian election protests2009 Michael Jackson death, 456 tweets/second2010 Promoted tweets begin2010 Paul Chambers tweets “Crap! Robin Hoodairport is closed. Youve got a week and a bit to get yourshit together otherwise Im blowing the airport sky high!!”2011 Twitter exceeds 200million tweets per day2012 Lady Gaga exceeds 32million followers2012 quite a year for Twitter’s 500million users…
  9. 9. Video Click on the image to play 15
  10. 10. 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 sovia Twitter Source: The real time report Source: wallblog.co.uk/files/2012/05/Yell-Twitter.jpg
  11. 11. Why is Twitter good for business?• For businesses on Twitter, the conversation is the canvas: overa billion Tweets sent every three days.• These Tweets represent conversations related to almost anytopic imaginable.• For businesses and brands, these conversations provide apowerful context in which to connect your messages and yourbrand to what people are talking about right now.• It’s a canvas for telling engaging stories, for participating incultural events, for broadcasting content, for connecting directlywith consumers, and for driving transactions. Source: https://business.twitter.com/en/basics/what-is-twitter/
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  13. 13. 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 advocatesIt is likely that people are already having conversations aboutyour business, your competitors or your industry on Twitter Source: Yell advice
  14. 14. Understanding why users follow brandswill help you engage your followers Source: https://business.twitter.com/pdfs/Twitt er_Smallbiz_Guide_UK.pdf
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  16. 16. Top brand categories
  17. 17. Retail & shopping conversations increasing
  18. 18. Advertising on Twitter
  19. 19. Complex social media landscape
  20. 20. So is Twitter right for you?Use twitter if:• It helps you reach your audience• you can manage it properly…..
  21. 21. 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.
  22. 22. 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…
  23. 23. 12 tips for Best Practice1. Share. Share photos and info about your business. Offer glimpse of developing projects and events.
  24. 24. 12 tips for Best Practice2. Listen. Regularly monitor comments about company, industry
  25. 25. 12 tips for Best Practice3. Ask. Ask questions to glean insights4. Respond. Respond and feedback in real time Source: https://business.twitter.com/en/basics/best-
  26. 26. 12 tips for Best Practice5. Reward. Tweet updates about offers and discounts
  27. 27. 12 tips for Best Practice6. Demonstrate wider leadership and know-how.Reference articles and links about the bigger picture7. Champion your stakeholders.Retweet and reply to tweets posted by your followers andcustomers
  28. 28. 12 tips for Best Practice8. Establish the right voice. Twitter users prefer direct,genuine, and likable tone from business. How do you want yourbusiness to appear to the Twitter community?
  29. 29. 12 tips for Best Practice8. Establish the right voice
  30. 30. 12 tips for Best Practice9. Concentrate. Don’t send tweets from the wrong account. Don’t make scheduling errors.
  31. 31. 12 tips for Best Practice10. 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/
  32. 32. 12 tips for Best Practice11. Be compliant. Twitter is regulated in the same way other communications channels are http://www.bbc.co.uk/news/technology-18517668
  33. 33. 12 tips for Best Practice12. Crisis. Make sure you have crisis management plans in place, that staff are trained and departments are aligned. “A lesson in handling”
  34. 34. Hootsuite• Hootsuite allows you tomanage your twitter contentand engagement in oneplatform.• As well as being able to tweetfrom the dashboard, you canreply, retweet, DM yourcommunity, and schedulecontent to published in thefuture.• You can always createsearch columns to monitorkeywords or hashtags. 43
  35. 35. Topsy• Topsy is a tool that allowsyou to identify relevantinfluencers within your industryby searching for populartweets around keywords.• Topsy will search the toptweets around your searchterm and give you a profile ofthe people involved in theconversation.• With this insight you can buildyourself an outreach list of keyinfluencers related to yourbrand. 44
  36. 36. TweetReach• TweetReach will tell you howfar your tweet has travelled.This works best as a part ofcampaign monitoring.• See how many accounts yourcampaign #hashtag hasreached, how many peoplehave been exposed you it, andthe top contributors that havehelped spread your message. 45
  37. 37. Tweepi• Once your Twitter handle isestablished, Tweepi helps youto manage it.• Through Tweepi you canflush out accounts that haveunfollowed you, clean upinactive accounts from yourfollowers, and follow newaccounts. 46
  38. 38. Measuring influence 47
  39. 39. 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
  40. 40. business.twitter.comComplex social media landscape 50
  41. 41. Video Click on the image to play 51

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