The document provides an overview of Twitter as a valuable tool for businesses, detailing its usage, user demographics, and potential benefits like improved networking and marketing. It emphasizes the importance of engagement, authenticity, and etiquette while using Twitter, outlining strategies to effectively reach audiences. Additionally, it discusses measurement of success and encourages businesses to cultivate relationships and provide value through their Twitter presence.

1. for Business: 101

2. Twitter for Business: 101 What is Twitter? Why is it valuable? How does it work? How should a business get started? What does it make possible? Some examples Your fears and concerns Learning more…

3. What is Twitter?

4. What Are You Doing?

9. ~20 million monthly uniques (x5.7 since Nov 08) 125 million monthly visits (x4.3 since Nov 08)

10. 20% of online adults 25-34 23% of social network users 27% of bloggers December 2008

12. Why is it valuable?

15. http://twitpic.com/135xa

16. How does it work?

17. What Are You Doing?

18. “ Use it Where You Think Best” -IBM ThinkPad

19. The User Multiface Browser • SMS • IM • RSS reader • FriendFeed • Facebook • blogs • widgets • desktop, iPhone, Blackberry, and SMS clients

20. The User Multiface Browser • SMS • IM • RSS reader Clients: iPhone • Blackberry • desktop • SMS Lifestream aggregator, Facebook, blogs …

24. The User Multiface Browser • SMS • IM • RSS reader Clients: iPhone • Blackberry • desktop • SMS Lifestream aggregator, Facebook, blogs …

25. The User Multiface Browser • SMS • IM • RSS reader Clients: iPhone • Blackberry • desktop • SMS Lifestream aggregator, Facebook, blogs …

26. The User Multiface Browser • SMS • IM • RSS reader Clients: iPhone • Blackberry • desktop • SMS Lifestream aggregator, Facebook, blogs …

28. The User Multiface Browser • SMS • IM • RSS reader Clients: iPhone • Blackberry • desktop • SMS Lifestream aggregator, Facebook, blogs …

29. The User Multiface Browser • SMS • IM • RSS reader Clients: iPhone • Blackberry • desktop • SMS Lifestream aggregator, Facebook, blogs …

30. The User Multiface Browser • SMS • IM • RSS reader Clients: iPhone • Blackberry • desktop • SMS Lifestream aggregator, Facebook, blogs …

31. The User Multiface Browser • SMS • IM • RSS reader • FriendFeed • Facebook • blogs • widgets • desktop, iPhone, Blackberry, and SMS clients

32. Anyone Develop dynamic and engaging “behind the scenes” personalities, content, sneak-previews and other genuinely engaging content

33. Individuals Build your network, access better professional relationships, faster knowledge-sharing and leveraged problem-solving Particularly valuable for Executives, sales and marketing professionals, consultants, freelancers and celebrities.

34. Companies and Brands Engage more deeply with consumers and markets in strategic and powerful ways Drive productivity, value, innovation and human capital growth through better networking and idea-exchange

35. Externally Customer service Market awareness News Innovation Understanding Extending reach Relationships Branding Direct sales SEO Driving traffic Networking

36. Internally Sales Teams Event Planning Project Status News Coordination Interface Decentralized teams Employee Support Mentoring Problem-solving Purely Social

37. VALUE. visibility relevance relationships social capital community ideas trust research marketing networking customer service traffic news sales SEO

38. Influence (was) Attracting attention to yourself

39. Influence (is) Providing attention and value to others

40. Social Media is Nothing New

41. Photo Credit: (cc) jerryfletcher on flickr.com

42. Social Media is Knowledge

43. Knowledge is Socially Mediated

44. Knowledge is Socially Mediated Photo Credit: (cc) fredoalvarez on flickr.com

45. Knowledge is Socially Mediated

46. Knowledge is Social ly Media ted

47. Markets are Socially Mediated

48. Photo Credit: (cc) gregor_y on flickr.com

49. Markets are Socially Mediated

50. Markets are Social ly Media ted

51. Photo Credit: (cc) matrianklw on flickr.com

53. How should a business get started?

54. Manners 101 Dress nicely Background graphic, avatar Introduce yourself Fill out profile completely Mention your Twitter on your site Be a good conversationalist Listen, respond Contribute relevant, useful material

55. How Best to Approach? Cultivate standards of Excellence Authenticity Engagement What will work for your organization ?

56. Twitter Campaigns? not so much. Twitter literacy

57. Business Objectives Measured by the most appropriate standards for the objective

58. Bearing in Mind… Twitter can be a great vehicle for a brand extension if you are willing to produce feeds of cool, useful things Publish & subscribe environment The self-serving will flounder. The useful will flourish. Brands need to work to not be rejected as spam

59. Some Examples

60. Some Examples Influential individuals Customer service Branding and relationships Direct sales Consumer products Retail

61. Influential Individuals

72. Customer Service

77. Branding and Relationships

81. Direct Sales

83. Consumer Products

88. Retail

95. What’s the business use of Twitter? What’s the business use of email?

96. How do we reach an audience? Be useful. Provide value. Rethink audience. Rethink message.

97. What about Twitter etiquette? Listen first Understand the territory Be clear about why you’re there Etiquette will drive effectiveness

98. How do we govern employees’ Twitter use? You don’t. You govern job performance.

99. How can we measure success? Try things. See if they work. Try again. Engagement & analytics -- with caveats By the currency of success for your brand

100. Enterprise Microsharing

101. Advanced Twitter for Business Twitter as a serious B-to-B Tool? What if my customers are NOT there yet? How do I prevent wasted time? Best branding lessons Big picture trends

102. Twitter as Serious Business Tool: B2B and B2C

103. What if MY customers are not there yet? “Off-Platform” Benefits

104. Off-Platform Benefits SEO Research Content Generation Engine Word of Mouth PR Gravity

105. SEO Google the word “pistachio” or “dough” Common words, but the Twitter IDs DOMINATE What Google Adsense word would you spend your last dollar on? Incorporate your Name too for additional words

106. Research Passive - free and paid listening tools Active - ask questions, use #tags, “recruit” groups Live - create real-time focus groups, polls, surveys

107. Word of Mouth @DellOutlet -- $500,000 of computers to HOW many followers? Disproportionately influencers, still Journalists and bloggers, especially “ Passs-along” ethic

108. Content Generation Engine Let’s say you’re Madonna… ABC News during Obama’s speech Many ways to slice this

109. “PR Gravity” Forbes, NYT Magazine, Newsweek, BusinessWeek, Inc.com, Entrepreneur Magazine Publish, become known, be helpful

110. Twitter Literacy

111. Manners 101 Dress nicely Background graphic, avatar Introduce yourself Fill out profile completely Mention your Twitter on your site Be a good conversationalist Listen, respond Contribute relevant, useful material

112. How Best to Approach? Cultivate standards of Excellence Authenticity Engagement What will work for your organization ?

113. How… BE USEFUL Turn the message inside-out! Offer things Talk about what you do

114. Applicability Listening Innovation Research Measurement

115. Measurement Most of all: Measure the desired business objective the way you always measure that desired business objective

116. Measurement Follower numbers -- yes, but. Follower engagement Measurable links Clickthroughs Conversations Context Ripples in the water Retweets, reposting your links Others pointing towards what you do

117. Preventing “Time Suck”

118. Efficiency Tools Objectives Discipline

119. Branding Lessons

136. How do we reach an audience? Be useful. Provide value. Rethink audience. Rethink message.

137. What about Twitter etiquette? Listen first Understand the territory Be clear about why you’re there Etiquette will drive effectiveness

138. How can we measure success? Try things. See if they work. Try again. Engagement & analytics -- with caveats By the currency of success for your brand

139. Big Picture Outlook

140. “ We see an ecosystem of developers swarming around the Twitter API like moths around a flame, and the quality of applications that come out of that ecosystem is limited only by their creators’ imagination” -TechCrunch.com

145. Outlook Landscape for business use of Twitter and microsharing generally How to think about brand opportunities in microsharing What’s on the horizon? What trends should we watch for next?

146. Learning more…