Ogilvy experts Thomas Crampton and Brian Giesen presented strategies for using Twitter for business. Giesen outlined a 3-step methodology: 1) follow relevant accounts, 2) create engaging content, and 3) engage with your audience. He provided examples of using Twitter for customer service, promotion, crisis management, events, issues advocacy, and reputation. Crampton noted additional resources and contacts for digital strategies. The presentation emphasized the importance of identifying objectives and engaging audiences on Twitter.

1. Twitter for Business
Audio:
Listen to the presentation using your computer
speakers or via a USB headset.

2. Social Media Belts
Social Media Social Media Social Media
White Belt Red Belt Black Belt
Understand Participate Lead

3. Twitter for
Business
A White Belt Training

4. Moderator
Thomas Crampton
@thomascrampton
Asia-Pacific Director | 360 Digital Influence
Ogilvy Public Relations Worldwide

5. Question Panel
What city are you joining us
from?

6. Twitter Hashtag
#T4biz

7. April 2009
501 Aussie Journos
December 2008 on Twitter
Dell Generates $1
Million from Twitter
April 2008
Comcast Uses
March 2007 Twitter to Help
Twitter wins Customers
SXSW Award
June 2009
More than 2
billion Tweets
April 2009
Ashton Beats CNN to
1,000,000 followers
April 2007 November
Obama Joins
2008
Twitter
The Real Shaq
joins Twitter
July 2006
Twitter Goes
Live

8. Get Smart!: twitter.com/getsmarthk
Get Smart HK is a good example that demonstrates how SME’s can too use Twitter at
their service to engage with customers, raise business revenues and enhance the
efficiency of both internal and external communication. Get Smart! Hong Kong is a local
agency that offers a variety of classes targeted at women, including financial
management for shopaholics seminars, meditation classes, and women discussion events.
Other than using Twitter to establish conversation and inform members about exclusive
discounts and events, Get Smart’s HK uses Twitter mainly to help the club raise the
profiles of up-coming speakers prior a new event or course.

9. Pure Yoga Hong Kong: twitter.com/PureYogaHK
Pure Yoga HK is the among the few services that integrates twitter in their
business model and has succeeded in becoming among the most influential
twitter voices in Hong Kong. Pure Yoga uses Twitter to tell members about
new courses, also to update course content, and to inform members of class
venue, date and time. Twitter is also part of PureYoga’s CRM strategy, where
not only do they use their Twitter page as an active exchange platform
between instructors and students, but they also use Twitter to give special
promotions and benefits to followers to maintainbrand loyalty. PureYoga’s
twitter voice is also a physical manifestation of their service counter that
enables staff to answer questions real-time from anyone, anywhere

10. The W Hotel (HK): twitter.com/whongkong
The W Hotel uses Twitter to reinforce their brand image and to
communicate directly with their guests. Not only does Twitter allows
The Mira to give high quality one-to-one conduit service to
customers without actual face to face contact, the hotel can tweet
suite promotions, new events and menus, special buffet alerts to a
fan-base of nearly 500 followers. W Hotel’s twitter strategy shows W
Hotel’s on-going efforts in maintaining high level of online
interactivity with loyal customers, while simultaneously catching the
attention of new customers (globally!) by constantly updating their
latest services and products that might interest twitter users with
related passions points.

11. Singapore Airlines (SG): twitter.com/sqairlines
Singapore Airlines’ twitter initiative began April 2009 as the
replacement for time-consuming and insensitive SMS flight updates for
a quick and effective communication method that would reach would
inform passengers right away about their delayed flights with just one
tweet. Delays to flights are often unpredictable and the airline needed
to update passengers their flight status, as well as sooth nerves.
Singapore Airlines updates followers daily of which planes each day
are wi-fi equipped and seeks their feedback on everything from new
destinations to flight menus ideas to service levels on the plane. The
Airline also uses twitter to talk about tourist attractions, advertise
flight promotions and answer customer queries.

12. Red Bull Energy Drink (SG): twitter.com/redbullspore
Tweets are mostly on Redbull’s events and interaction with its fans..
Red Bull uses Twitter to promote a range of Red Bull sponsored sports
events such as Red Bull Street Style Singapore, and CSR activities
including Red Bull Music Academy. The company calls for fans actively
in their twitter space by asking for “Wiing’s Members” being the drink
that gives you wiings (that’s the way they spell it!) Red Bull’s twitter
strategy is fully integrated with their greater marketing campaign with
tweets that link followers to their latest branded iPhone game “Red
Bull X-Fighter” as well as their Facebook fanpage. Red Bull also post
comments and photos about the newest sports scores and news to
further reinforce their physical and active brand image.

13. LEGO (SG): twitter.com/LEGO_Singapore
Lego tries to position themselves as a customer oriented toy brand by
using twitter to educate consumers on new and better ways to use
products. Wrapped around one “social” idea, Lego’s Twitter strategy
goes hand in hand with the Lego Ambassador’s program as well as the
brand’s fan communities on other online platforms. “Super Users”
from Lego’s Ambassador’s Program has been hired to drive Lego’s
twitter voice. Lego’s Twitter strategy is a good example of what a
brand should be doing to encourage passionate fans to create and
share content, in this case being how to use Legos
creatively .Technologically adept Lego fans had been connecting to
each other for years; how could Lego extend this to less-technical
adults and children? Through Twitter, Lego harnessed the power of
using power of super users to help others connect and share ideas.
Follower’s feedback are also captured to improve innovation and new
product developments.

14. In Australia, the annual growth rate for Twitter
is 3,200% over the past year.

15. As of May 2009, Twitter received more than 20
million unique monthly visitors (UMVs),
surpassing many mainstream news sites such
as NYTimes.com.

16. A study from Sysomos shows the top 10% of Twitter
users make up for more than 86% of the total Tweets –
pointing out that the more followers a person has the
more frequently they are likely to Tweet.

17. Speaker
Brian Giesen | @bdgiesen
Regional Director
360 Digital Influence
Ogilvy Public Relations Worldwide

18. 360° Digital Influence
Twitter for Business
Using Twitter to Gain a Competitive Advantage

19. Twitter-genda
01 What is Twitter and why businesses should care
02 Twitter strategy: customer relations
03 Twitter strategy: product promotion & sales
04 Twitter strategy: crisis management
05 Twitter strategy: event activation
06 Twitter strategy: issue advocacy
07 Twitter strategy: corporate reputation management

20. What is Twitter?

21. You can Tweet by using:
• Twitter.com
• Desktop applications
• Mobile devices

22. Setting up a Twitter handle
1. Include brand name. The name of the company should be included in at least your bio, and
ideally your handle as well.
2. Tweet transparently. Disclose whether the handle will be maintained by one individual or a
team of people within the company.
3. Use a real photo. Use a real photo as your followers will want to see that you’re a real person.
Enlist a designer to jazz it up.
4. Protect against brand jacking. Consider registering variations of your brand (i.e. Nike,
Nikeshoes, etc) in an effort to protect against brand jacking.
5. Create a Twitter schedule. Define the roles and responsibilities internally among your
team members.
6. Don’t protect updates. Unless you have a real business reason, a tendency to be insulting, or
something to hide.
7. Upload a custom background. Give your profile personality by uploading a custom
background image (minimum: 1280×1024 pixels).

23. Strategic approach to Twitter

24. Quick Poll
What would be your top key
objective for using Twitter in
your business?

25. Ogilvy’s 3-step methodology for using Twitter
A strategic approach
• Start by identifying your business or communications
objective for using Twitter:
– Customer service
– Product promotion and sales
– Crisis management
– Event activation
– Issues advocacy
– Corporate reputation management
• No matter the objective, our approach involves 3 steps

26. Ogilvy’s 3-step methodology for using Twitter
A strategic approach
1. FOLLOW 2. CREATE 3. ENGAGE

27. Business objective:
Improve customer service

28. Customer service example: twitter.com/BigPondTeam
Telstra’s BigPond became the first telco to join Twitter in
Australia. The company uses Twitter to troubleshoot problems
customers are having with their Internet service.

29. Business objective:
Improving customer service
1. Follow
– People talking about your products/services
– Search using Search.Twitter.com or TweetScan
Anyone who has
– Use organisation tools such as TweetDeck to
customers – B2C, B2B, track new mentions
G2B, G2C – can use
Twitter to quickly listen 2. Create
and respond to customers
– A Twitter handle with clear personality
to build goodwill and
– Tweet information relevant to your customers:
address problems before
proactive tips, company information, etc.
they escalate into a crisis.
3. Engage
– Answer questions about your product/service
– Respond to comments about your brand
– Direct people to helpful info on your site
– Direct message for specific issues

30. Business objective:
Promote a product or service

31. Product promotion example: @VodafoneNews_AU
Vodafone Australia uses Twitter to share exclusive promotions
and special offers for its products and services – from wireless
Internet to deals on iPhones.

32. Business objective:
Promote a product or service
1. Follow
– People talking about your products/services
– Clarify that the account will primarily be used for
A successful sales and promotions and deals
promotion plan is based on
identifying your audience, 2. Create
providing useful content, and
being prepared to engage in – Links to online promotions, insider info on
upcoming sales, discount codes
the conversation. When done
right, your followers will not – Consider offering Twitter-only exclusives to
only become loyal customers, reward loyal followers
but also evangelists for your
brand and your promotions. 3. Engage
– Check direct messages and replies frequently
– Answer questions and feedback
– Provide information when needed

33. Business objective:
Manage and respond to a crisis

34. Crisis management example: twitter.com/cfavolunteer
Twitter was one of the ways that many organisations got the
word out and communicated during the Victorian bush fires,
including volunteer fire fighters.

35. Business objective:
Manage and respond to a crisis
1. Follow
– Identify the right person to represent you on Twitter
– People talking about your brand or topic
Using Twitter for crisis – Follow those who are positive and negative
communications is as much
about preventing an isolated 2. Create
issue from becoming a full-
– Post real-time updates that address the status of
blown crisis as it is about
your issue, what you’re doing to fix it
communicating to the public
once a crisis has hit. – You’ll need more than 140 characters – so link to a
Twitter is the fast way to response on a separate blog or Web site
respond and maintain an – Clearly outline the steps you are taking
open channel.
3. Engage
– Respond to questions and comments from
customers, influencers and media
– Act within the first 24 hours, and direct people to
other customer service channels

36. Business objective:
Event activation

37. Event activation example: twitter.com/lenovo2008
The @Lenovo2008 Twitter handle was used by Ogilvy 360
Digital Influence Group for the Beijing Olympics for our
Lenovo client.

38. Business objective:
Event activation
1. Follow
– 1-2 months out, follow discussion about the event
– Follow people talking about attending, media,
The real-time ability to speakers
connect with others and
share experiences makes 2. Create
Twitter a great platform for
– An event-specific hash tag
individuals, or companies, to
use during a major event. – Behind-the-scenes coverage, updates from keynotes
and panel discussions
Live-Tweeting an event brings
the event to people who – Links to video, photos, podcasts or blog posts
couldn’t attend in person.
3. Engage
– Coordinate Tweet-ups
– Talk to people who are attending your event
– Ask and answer questions from attendees

39. Business objective:
Advocate an issue or cause

40. Issue advocacy example: twitter.com/smarterplanetau
IBM’s Smarter Planet Australia campaign uses Twitter to talk about
how to use technology to create a “smarter planet” – making our
systems run more efficiently and smarter.

41. Business objective:
Advocating an issue or cause
1. Follow
– Those interested in your cause,
Twitter’s ability to connect industry leaders, news
people with similar interests
can be harnessed for the 2. Create
greater social good with non-
profits and issue advocacy – Added value: health tips, disaster
organisations creating a alerts, fundraising info
community and providing
useful information to those 3. Engage
they serve, volunteers,
donors and other supporters. – Know your followers
– Thank them for support, get
them involved

42. In summary

43. Get Flickr image:
http://tinyurl.com/ogilvytwitter
Additional resources:
http://delicious.com/360DI/twitter

45. CONTACT
One company that goes with this online-initiated flow is
Ogilvy Public Relations.
Thomas Crampton
Asia-Pacific Director | 360° Digital
Influence
Ogilvy Hong Kong
p +852 6397 1662
e thomas.crampton@ogilvy.com
t @thomascrampton
25 China Experts you should follow on
Twitter… Thomas Crampton
Brian Giesen
Regional Director | 360° Digital
Influence
Ogilvy Sydney
p +61 2 8281 3853
e brian.giesen@ogilvy.com.au
Ogilvy's digital specialist Brian Giesen outlined the
best strategies for getting business results on social
networking site Twitter.
t @bdgiesen
asiadigitalmap.com
For case studies...
www.asiadigitalmap.com