This document discusses how Twitter is changing marketing and business. It notes that 15% of Twitter users engage with it for marketing purposes and over 50% use it for business related reasons. It provides tips on how to effectively engage on Twitter for business like defining goals, listening, discovering connections, and adding value through conversations. Examples are given of big brands leveraging Twitter as a new communication channel.

1. How Twitter Changes Everything
Rodney Rumford
CEO: Gravitational Media
http://www.twitter.com/Rumford
www.gravitysummit.com

2. How Twitter Changes Marketing!
“Conversation is the new online Currency.
Twitter is a Goldmine of Conversations.”

3. What They Are Doing
• 15% Use For
Marketing Purposes
• 56% Use In a Business
Related Capacity
• 28% Self Classify As
Heavy Socializers

4. Micro-Sharing :: Mega-Distribution

5. Our Mobile Lifestyle
• My Keys… My
Wallet… My Cell
Phone…
• Sharing is Caring

6. How to Engage
• Business Goals Defined
• Listening Engine Tuned
• Discover Connections
• Converse Proactively
• Be Real
• Add Value & Share
• Repeat as Required

7. Twitter Marketplace Eco-System
• People Do Business with
People: NOT Companies
• People Make Connections
• Personal Connections =
Power
• Network of Friends=
Gravitational Influence
• Total Transparency
• Conversation is Currency

8. 9 Big Brands on Twitter
• Comcast
• H&R Block
• Southwest
• IBM
• Intel
• QuickBooks
• Jet Blue
• Dell
• SAP

9. New Communication Channel
 How do you want to use it?
OR

10. Twitter Example: Motrin Snowball
• Motrin Video Ad
• Baby Slings
• Motrin Moms Revolt
• Twitter Velocity
• Social Uprising
• Motrin Response
• Video Ad Pulled

11. Twitter Page Branding
• Skin The Visual Background
• Contact Info
• Link to Web Site
• Effective Description
• Personal Network
• Consistent Brand Message

12. 7 Deadly Twitter Sins
• Not Listening
• Self-Promoting
• Not Adding Value
• Not Being Honest
• Hard Selling
• Corporate Speak
• Friend Collecting

13. 7 Best Practices
• Listen Effectively
• Manage Your Time Allocated Wisely
• Be Responsive
• Business Casual Tone: Real
• Leverage Tools
• Measure KPI
• Be Helpful, Humble and Human

14. 9 Sample Business Use Cases
• Customer Service
• Client Retention
• Branding & Marketing
• Polls & Surveys
• Networking
• Website Traffic
• New Customer Acquisition
• Communication Network
• Event Back Channel

15. You Are FUN!

16. You are
REAL

17. You are
RELEVANT

18. Twitter is Part of Our Plan
• Our BOSTON “intent to serve” plan
• Twitter Message released prior to press release

19. We Educate Our Leaders
• They trust us to deliver the message
• They use the tools to connect with their Employees
• They see Twitter as part of an entire online branding
campaign
• Headlines help too…report ALL your success!

20. Twitter Value Pyramid
Value
Influencer Response
Your Value Add
Who You Interact With
Who Follows You & Their Influence
Who You Follow: Influence & Numbers

21. Listen Up!
• Persistent search
• RSS Feed
• Google Alerts
• TweetBeep
• Keyword, topics, p
roducts,brands, su
bjects…

22. Retweet Best Practices (RT)
• Conversations = Currency
• Write Great Headlines Their
Their
• Followers
Leave 12-15 Extra Characters Followers
Retweet
Retweet
Etc.
• Ask For Retweet
• Must Have Value Add Karma
• Retweets are Based on Your
Followers
Perceived Value to Followers Original
Retweet
Tweet
Network
• Thank Retweeters

23. Dealing With Brand Detractors
• Opportunity to Publicly Respond
• Public Transparency
• Huge Upside for Outreach
• Turn Into Satisfied Customers
• New Evangelists
• Lurker nodes retweet your response

24. 7 Twitter Tools
• Tweetdeck
• TweetPhoto
• Twubble
• Twello
• Tweetlater
• Tweetbeep
• Facebook App

25. TweetDeck
•Desktop AIR App
•Groups
•Topics
•Mini Listening
Engine
•Efficient
•Robust Tool Set
•Integration:
12Seconds.TV, TinyU
RL, Twitpic

26. Twitter as a Platform: 3000+
• Brand Experiences Can Live Anywhere
• Pepsi SXSW Event

27. Blogging vs. Twitter
• Complimentary Technologies
• Micro-Blogging
• Micro-Sharing
• Micro-Touch
• Velocity
• Immediacy
• Brevity Credit: Gaping Void
• Communication Nodes Add Amplification

28. Next Steps
• Define Your Goals
• Determine Your Use Case & Strategy
• Setup Your Twitter Account
• Choose Your Name Wisely
• Select People to Follow
• Watch How People Use
• Set Up Your Listening Engine
• Start Tweeting & Add Valuable Content

29. Summary
• You Have the Data
• Your Target Market is Looking
• You Have the Knowledge
• You Need to Determine Your Use Case
• You Need to Design Your Strategy
• You Need to Execute
• Failure to Execute is Risky

30. Twitter Becomes a Lifestyle Hack: Tweet Me
• Follow Me @Rumford
• 858-720-9604
• Rodney@GravitySummit.com
• www.TwitterBusinessBook.com