SlideShare a Scribd company logo
1 of 59
Download to read offline
360 Digital Influence

Twitter For Business
A Step-by-Step Guide
June 2009
Twitter-genda
      01   What is Twitter and Why to Use It?


      02   Twitter Strategy: Customer Relations


      03   Twitter Strategy: Product Promotion and Sales


      04   Twitter Strategy: Event Activation


      05   Twitter Strategy: Crisis Management


      06   Twitter Strategy: Corporate Reputation Management


      07   Twitter Strategy: Issue Advocacy


      08   How to Twitpitch


      09   Twitter Do's and Don'ts


      10   The Twitter Basics: Setting Up Twitter


      11   Additional Resources and Take Aways
What is Twitter?
4



What is Twitter?
•   Twitter is a microblogging platform composed entirely of 140 character
    answers to 1 simple question: “What are you doing?” or rather , “What are you
    interested in right now?”

•   As of May 2009, Twitter received nearly 20 million UMVs, growing by over
    400% in the past year. Twitter saw a 752% growth from 2008-2009.

•   Over 3,000,000 Tweets/day (TechCrunch), totaling over 1.25 billion Tweets to
    date. (GigaTweet)

•   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.

•   Twitter users tend to click on entertainment links (17.6%), social networks
    (14.6%), news/media (10%), blogs (6.6%) and online retailers (4.5%).

•   Females now make up over 50% of the Twitter demographic, up from less
    than 40% in 2008. Twitter's largest age demographic is 18-to-44-year-olds
    who make up 78% of its users. (January 2009 iStrategyLabs)

•   While a number of Twitter tools and APIs are emerging on a daily basis, the
    majority, 56%, of users are still Tweeting directly through Twitter.com.
5
6
7
8
9



Business Opportunities
•   Twitter allows businesses a new mode of customer communication that
    can be tailored to match their customers’ preferences.

•   Identify what Twitter strategy works best for your company or client.

    •   Customer Relations

    •   Crisis Management

    •   Corporate Reputation Management

    •   Issue Advocacy

    •   Event Activation

    •   Product Promotion and Sales
Top Twitter Strategies
11




Follow>Create>Engage
12




@comcastcares
Frank Eliason at Comcast started @comcastcares in April 2008 in
response to the customer conversations he and his team found on Twitter
through monitoring. Offers customers specific troubleshooting tips,
online resources, new product info and a key customer relations
personality (i.e. Frank’s).
13



Customer Service

Anyone who has customers – B2C, B2B, G2B, G2C, etc... –
can use Twitter to quickly listen and respond to customer
feedback before problems escalate or to activate brand
ambassadors….
14



Customer Service: Follow
•   Find out what people are saying about your brand through Twitter search
    functions like, Search.Twitter and TweetScan.

•   To make it easy, set up an RSS feed for your Twitter searches, so that you
    can easily check in to see new conversations around the brand.

•   Get familiar with these conversations and start to follow key contributors,
    customers and brand “lusters” (those who are interested in your brand
    but not yet customers).

•   This is also where an organization tool like TweetDeck can come in handy
    to help you categorize those you are following.
15
16



Customer Service: Create
•   All Twitter handles should have a clear personality - even for customer
    service. Keep in mind the overall personality of your brand as you tweet
    and make sure you are providing valuable information to your followers.

•   As you identify conversations and start to follow your customers, you will
    be able to get an idea of what they are looking for. What do they want to
    know? Are they asking for product information? Looking for tips on using
    a service or fixing a product? This should be the guideline for your
    content.

•   With the 140-character limit, use tinyurl or snurl to direct followers to
    relevant information and useful resources outside of Twitter.
17



Customer Service: Engage
•   While you can be providing general information to your followers on a
    regular basis, you also want to make sure your customers know they are
    being heard.

•   Focus on replying (@handle) to individuals who have questions about
    your brand, who are sharing their brand experiences and to those to
    whom you can provide helpful information and resources.

•   Direct Messages (DM) are also useful for corresponding privately with
    others. Go ahead and send new followers a direct message thanking them
    for their interest and providing any additional information or resources
    that could be useful.
18




@delloutlet
Posting deals on refurbished computers from the Dell Outlet provides
Twitter followers a chance to be the first to know about online deals.
With over 2,000 followers, DellOutlet hit sales at over $1MM in 2008.
19



Product Promotion and Sales

A successful sales and promotion plan is based on
identifying your audience, providing useful content, and
being prepared to engage in the conversation. When done
right, your followers will not only become loyal customers,
but also evangelists for your brand and your promotions.
20



Product Promotion and Sales: Follow
•   Search mentions of your brand, product, or niche and follow these
    Twitterers.

•   When creating your account make sure your description and handle are
    clear so users know what they get if they follow you.

•   It would also be helpful to populate your stream with tweets before
    beginning full-scale out-reach to show those checking out your profile
    that you are a valuable follow.
21



Product Promotion and Sales: Create
•   Tweet often (at least twice daily), but not too often.

•   Besides promoting existing coupons and sales efforts, consider offering
    Twitter-only exclusives to reward loyal followers and give them a reason
    to stay connected.

•   Nothing new to promote? Help people learn more about your company by
    featuring one of your suppliers, your employee of the month (bonus
    points if they are on Twitter and you can include a handle), or an
    interesting piece of industry news.

•   Keep content relevant to your products and should you fall in love with
    Twitter and feel the urge to update every hour on the hour, please create
    a personal handle.
22



Product Promotion and Sales: Engage
•   The idea behind a sales and promotion strategy may seem like a one-way
    conversation but check your replies and direct messages frequently.

•   Failure to reply to a customer’s question, concern, or praise will make you
    appear to be a spam machine.

•   Be aware that by putting your brand out there you are opening yourself
    up and people will inevitably contact you with a non-sales-related issue.

•   Don’t allow this to scare you off; embrace it as a new way to talk to your
    customers and give them what they want- this aligns nicely with your
    sales goals.

•   You are connecting customers immediately with info and links, thereby
    increasing the chance that followers will click through for more
    information or to make a purchase.
23




@fordfiesta
To build buzz around the upcoming launch of the Ford Fiesta in the 2010 US market, Ford
developed the Fiesta Movement - recruiting 100 online influencers to receive a new Ford
Fiesta with the instruction to complete a series of missions, or challenges, throughout the
course of a year with their Fiesta. To build momentum and allow these drivers, as well as
the larger general audience to interact with Ford, the @fordfiesta Twitter handle and
#fiestamovement hashtag were created, to publish challenges, get updates from drivers
and engage in an ongoing conversation around the Fiesta Movement.
24



Event Activation

The real-time ability to connect with others and share
experiences makes Twitter a great platform for individuals,
or companies, to use during a major event.

Live-Tweeting an event can be used to create a completely
new channel of conversation and a way to enhance the
physical experience of the event. Combining Twitter with
blogs, video and other social media efforts provides more
ways to interact with the content and experience you’re
creating.
25



Event Activation: Follow
•   Find others who are Tweeting about topics or issues that will be covered at
    your event.

•   Follow users who are discussing your brand or product - they’re likely to be
    interested in your company’s official point of view on the event and might
    be able to help you spread the word.

•   Customize an existing Twitter handle with an event-specific hashtag for a
    set period of time or create a Twitter handle solely dedicated to that event.
     –   #votereport was used by people live-Tweeting from the polls

     –   @lenovo2008 handle was used by Ogilvy PR for the Beijing Olympics for our
         Lenovo client


•   As it approaches, use Search.Twitter or Hashtags.org see what other
    hashtags (#) are being used around the event you’ll be attending. Use it in
    every tweet so that your content is easy to find by searchers.
26



Event Activation: Create
•   Your handle will have its hey day during the actual period that the event
    is occurring. This is when others will be looking for coverage from the
    event, and you can provide a real service by providing on the ground
    reports in real time.

•   Make sure your Tweets are meaningful - great verbatims, new statistics,
    or important announcements shared by speakers make for great Tweets.
    Eyewitness experiences that non-attendees would never know about are
    also high value. Give people information they can use themselves, or
    would care to share with others.

•   Spoiler alerts! Remember that if you’re live-Tweeting sporting
    competitions or other live events on tape delay not everyone is dying to
    know the final outcome. Consider including a “spoiler alert” warning if
    appropriate.
27



Event Activation: Engage
•   Interacting with other Twitterers who are at or interested in the event is
    just as important as the live-Tweets that you put out. Tweet and search for
    other event related tweets to respond to.

•   Ask your followers questions and answer theirs - there is real value in
    creating a community around your event coverage, especially since your
    brand is the reference point.

•   Follow, interact and DM with influential Twitterers who are also interested
    in the event to help increase WOM.

•   Other less visible Twitterers are still important. They may be more apt to
    engage multiple times during your event to help build participation and
    content.

•   Be pro-active in organizing on the ground Tweet-Ups, where attendees
    come together to meet in real life to network with others with similar
    interest.
28




@jetblue
The guys at JetBlue established a handle in a effort to humanize their
brand and prevent any future reputation and sales crises resulting from
customer complaints or corporate mishaps. Responds to customers with
information and suggestions in their own quirky personality.
29



Crisis Management

Using Twitter for Crisis Communications is as much about
preventing an isolated issue from becoming a full-blown
crisis as it is about communicating to the public once a
crisis has hit.

Twitter is the fast way to respond and maintain an open
channel.

It needs to be part of a broader strategy, with all of the
(social) media channels you use to listen and share with
your customers, clients, and industry.
30



Crisis Management: Follow
•   Keep track of your brand on Twitter, and in blogs, message boards, and
    communities as well.

•   Pay attention to key topic areas, new products and company
    announcements. Listening becomes especially important during a new
    product launch –a movie screening, a product debut, a major branded
    event. Customer first impressions can start small, but grow fast and
    furious.

•   Follow users who talk about you – the people who use your products and
    care about your brand. Follow those who talk both positively and
    negatively about your brand.

•   Crisis prevention is about building trust –about developing a network that
    you can learn from, and can help carry your messages when you need to
    get them out.
31



Crisis Management: Create
•   In the case of a crisis, you’ll need more than 140 characters to tell your
    story. Start with an explanation on a separate Web site or blog, like that
    of JetBlue, and link to your page in your Tweets.

•   Twitter can help direct your brand advocates and detractors to your
    explanation and can alert them as new content becomes available and
    new news is released.

•   Clearly outline the steps you are taking to rectify the problem. Use
    Twitter to share current information as it comes in.

•   DM media contacts and brand ambassadors, with whom you’ve built
    relationships, and give them the information they need when they need it.

•   Post real-time updates that address the status of your issue, what you’re
    doing to fix it, and eventually, what steps you’re taking so that it won’t
    happen again.
32



Crisis Management: Engage
•   In a crisis, Twitter provides another venue for you to answer questions,
    raise issues and engage in a dialogue.

•   Respond to questions and comments from customers, influencers and
    media, and especially those people who have been directly impacted.

•   Your Twittering employees should be briefed on the issues, and if they
    can’t address a specific question, they should be equipped to send
    complaints to someone who can.

•   Act early. Listening and responding in the first 24 hours following the
    crisis is key as that is when the volume conversations will start to ramp
    up.
33




@Zappos
Started originally to “help build company culture” for employees outside
of the office. Now, with over 121,000 followers, provides customers with
an inside look at the company and core values, industry news, thought
leadership, useful resources and product promotion.
34



Corporate Reputation Management

Twitter offers a new channel and outlet for your brand’s
personality and humanity. A Twitter handle is created to
share the brand personality from real-live people behind
the messages being Tweeted.

It’s easy to see what others are saying about your brand
and topics of interest and create a strong presence within
those conversations.
35



Corporate Reputation Management: Follow
•   Follow people talking about your brand, your product/service, and even
    you. Listen and Learn.

•   Follow other thought leaders in your industry, see what they are talking
    about. Think of how you can join the conversation and be a thought
    leader, yourself.

•   Follow those who are talking about similar interests. If your brand has a
    vested interest in a specific topic, make sure to follow others talking
    about the topic to get insights and new ideas/information, and to
    establish your brand within that conversation.

•   Follow news and media handles. This will help to keep you up to date and
    in the know of current events, new research, etc. Use this to your
    advantage as conversation starters.
36



Corporate Reputation Management: Create
•   The 140-character limit forces you to cut to the chase and just tell your
    followers what they need to know (none of that corporate speak here).

•   Become a thought leader in your industry, share interesting and new
    information, insights and ideas around relevant topics. (You can throw in
    company updates and news in there too, every once in a while)

•   Just like a popular website or blog, if you continue to guide people to
    helpful, funny, or insightful content they will come back for more.

•   As with everything social media, the most important thing is to be
    authentic. Do not try to push an agenda without being transparent.

•   Be yourself and update often. The more you update the more Google
    crawls your page. (Good for Search Engine Optimization)
37



Corporate Reputation Management: Engage
•   Don’t be afraid to join the conversation.

•   Nothing like the CEO of a major company mixing it up with the rest of the
    community to help build a positive reputation for you and your brand.

•   Through these conversations, you should be able to identify brand
    ambassadors (or those who love your brand and Tweet often about it).

•   Start and maintain a strong relationship with them, they can help to build
    a positive conversation and become an essential part of your corporate
    reputation management strategy.
38




@LiveStrong
Led by @lancearmstrong and @livestrongceo, the LiveStrong Foundation
spreads the word about about cancer and provide people with the tools they
need to “live life on their own terms.” The Twitter handle is aimed to provide
communication and support to those dealing with cancer, while also building
awareness and raising funds for the foundation and cancer research.
39



Issue Advocacy

Twitter’s ability to connect people with similar interests can
be harnessed for the greater social good with non-profits
and issue advocacy organizations creating a community and
providing useful information to those they serve,
volunteers, donors and other supporters.
40



Issue Advocacy: Follow
•   As with all strategies, use Twitter Search to find people interested in your
    subject area.

•   Follow other non-profits (even your competitors), industry consultants and
    thought leaders (@kanter, @nedre, @ntenhross), and of course people
    interested in your cause.

•   It is really important to follow all the people that are following you. If
    your cause matters to them, what they have to say is important to you and
    your success on twitter.

•   Be sure to do regular Twitter Searches to see who is mentioning your
    organization and what they are saying.
41



Issue Advocacy: Create
•   Provide information that is useful to your followers.

•   The cardinal rule of fundraising is to talk about your donors and the
    issues that matter to them. Don’t focus on your organization or you will
    lose people’s interest. This applies to Twitter as well. People follow
    other people and organizations that provide them with something useful.

•   As recommended by Claire Johnson, the chief twitterer at the American
    Red Cross, “If you think of twitter as a public service that your
    organization provides, rather than a marketing tool, you should be in
    good shape.”

•   Think about what kind of value your organization can provide to your
    followers and then tweet about those things.
42



Issue Advocacy: Engage
•   Once you have followers and content you can start engaging with the
    people who follow you. Use @ replies to respond to people who mention
    your organization after you find them in Twitter Search.

•   Respond to people who follow you with a quick thank you and perhaps a
    question to find out about why they chose to follow your organization.

•   After you have a strong base of followers, start doing more to involve
    your followers, like Twitter-thons or awareness days for your issue.
43



The Art of TwitPitching
•   Created by Stowe Boyd, Twitpitching is the new way to pitch media, but in
    140-characters or less.

•   Still gaining in popularity, the TwitPitch is used to gain media coverage
    around an event, product or company update.

•   Small businesses and startups are TwitPitching @stoweboyd and @scobleizer
    and other high profile Twitterers in hopes of capturing their interest and
    getting coverage.

•   Boyd developed the following rules to help manage TwitPitches:
     –   A twitter message of the form "@stoweboyd [pitch goes here without the brackets]
         #twitpitch". (Note the #hashtag means that these will be accessible at
         www.hashtags.org/tag/twitpitch.)

     –   A second, optional twitter of the form "@stoweboyd [single URL goes here without
         the brackets] #twitpitch". Just one URL, please.

     –   A third, optional twitter of the form "@stoweboyd [proposed time(s) to meet or call
         go here without the brackets] #twitpitch".
Twitter Best Practices
45



Twitter Do’s
•   DO see what other businesses are doing on Twitter

•   DO use Twitter search engines for keyword searches around brands,
    products and topic of interest.

•   DO follow Twitterers with similar interests to establish a brand presence
    within conversation

•   DO use Twitter to start a conversation

•   DO be dedicated to Twitter. Having more than one employee on Twitter will
    ensure an ongoing company presence.

•   DO ask questions and get feedback from your followers

•   DO engage consumers in co-creation and get constructive insights for future
    company developments or publications
46



Twitter Do’s
•   DO follow the Blogger Code of Ethics within all things social media:

    – Be transparent in your reason d’Tweet (Let your followers know your
      about - Customer Service, Product Discounts, etc)

    – Respect other Twitterers (Know when to participate and when to listen)

    – Think before you direct message (Will your direct message be seen as
      helpful or intrusive?)

    – Make sure your message directly relates to those you are reaching out to

    – Provide value to your followers (Whether it’s free product or valuable
      advice, something that gives you credibility and reiterates the value you
      see in your followers)

•   DO spread the word about your participation on Twitter - include your
    Twitter handle in your email signature, send out your Twitter URL,
    http://twitter.com/USERNAME to co-workers, peers and even customers.
47



Twitter Don’ts
•   DON’T use Twitter to push ads or brand messaging. Don’t just Tweet but
    also follow others to join in or start a conversation.

•   DON’T use Twitter to tell your everyday tasks, make sure your Tweets are
    resourceful, entertaining and/or valuable to your followers

•   DON’T be boring!

•   DON’T panic if you are “Twitter-Jacked“, where other Twitterers use your
    identity within their Twitter handles, instead contact the Twitterers and
    find out their reasoning before taking action (they could turn out to be
    your biggest fans)

•   DON’T I REPEAT - DO NOT Tweet anything about clients, co-workers,
    friends, etc. that you would not want them to see - this is a good way to
    burn bridges and lose customers (not to mention make a bad name for
    yourself)
The Twitter Basics
49



Setting up a Twitter Handle
•   Establish a Twitter handle and profile that sets the expectation for your
    followers. Be clear in the handle bio and description as to what you will
    be focusing on and who you represent.

•   The name of the company should be included in at least your bio, and
    ideally your handle (this will help people find your brand) as well.

•   Disclose whether the handle will be maintained by one individual or a
    team of people within the company.

•   Shel Isreal recommends users “show” themselves with a real photo (or
    at least an avatar). Your followers want to see that you’re a real
    person.

•   Define the roles and responsibilities internally amongst your team
    members (including how frequently your Tweets should be updated,
    who should and should not be followed/responded to, and how you
    should respond in various situations).
50



  Setting up a Twitter Handle

Brand jacking

• While you’re here, try out a
few variations of your brand

• Many companies have
created a Twitter presence
on Twitter only to find a
brand name already taken

• Consider registering
variations of a brand (i.e.
Nike, Nikeshoes, etc) in an
effort to protect against
Brand Jacking
51



Setting up a Twitter Handle
• Connect with Clients

   • Provide a company email address
     to search your existing Outlook,
     Yahoo, Gmail, AOL, or MSN email
     address books and find email
     contacts already using Twitter
52



Setting up a Twitter Handle
• Complete the Profile

  • Filling in the profile allows
    for followers to better
    understand the personality
    of the person behind Twitter
    handle brand.
  • Be sure to include a bio, a
    URL to a Website or blog and
    the full name of a real
    person.
  • Check the “protect updates”
    feature only for internal
    communications with private
    content.
Additional Resources and Take Aways
54



Top 10 Twitter Tools
        •   Search.Twitter (f.k.a Summize): Complete an advanced search
            around key phrases, within specific dates, and from specific
            handles. (Often broken, Google search is the best back up!)

        •   TweetDeck: A desktop app that lets you organize your followers
            into specific categories (i.e. industry leaders, customers,
            potential customers, etc.)

        •   TwitPic: Provides a bridge from your camera phone to Twitter.
            Pictures can either post to the Twitter public timeline from phone
            via email or through the site.

        •   Tweet Later: Allows you to auto-follow those who follow your
            account and provides an auto-welcome feature to send a custom
            message to new followers via DM or in the public timeline.

        •   TwitterGrader: Measures the relative power and authority of a
            Twitter user by calculating number of followers, power of
            network of followers, pace of updates and completeness of a
            user's profile.
55



Top 10 Twitter Tools
        •   TweetBeep: the Google Alerts for Twitter, allows you to monitor
            conversations that mention you, your brand, related/competitor
            products, and links to your website/blog. Alerted as keywords
            appear, reducing the need for a manual search.

        •   Twitterholic: Find out who has the most followers and who can
            be an influential asset to your campaign.

        •   Twhirl: Centrally manages activity, messaging, and updating for
            Twitter and other platforms (FriendFeed, Identi.ca, and
            Seesmic).

        •   TwitScoop: Tells you “What’s hot right now?”, presenting trend
            comparisons and volume of conversation.

        •   Twitterberry: Downloadable Blackberry app for Twitter.

        (One more: TwitterFox, a Firefox plugin that allows you to send
        and receive updates, right from the browser’s status bar.
56
 A Strategic Approach to Using Twitter

   STRATEGY           FOLLOW                     CREATE                       ENGAGE
                                              Content relevant to         Answer questions,
                     Your customers and
Customer Relations                            your customers: tips,       respond to comments
                     potential customers
                                              company info, etc.          about your brand

                     Your brand, products     Direct to additional        Answer questions,
Crisis Management
                     and relevant issues      resources, updated          respond to comments,
                                              information, explanation    raise issues, provide info
   Corporate                                  Insights, expertise,        Jump in the conversation.
                     Industry leaders,
    Reputation                                become a thought leader     Be transparent and add
                     similar interest
   Management                                                             value
                     groups, news/media

                     Those interested or      Event information,          Set up Tweet-ups, talk to
 Event Coverage                               updates, behind the         attendees, ask and
                     attending event, media
                                              scenes coverage             answer questions

Product Promotion    Current and potential    Links to online promos,     Check replies and DMs,
      & Sales        customers, those         insider info on upcoming    answer questions,
                     interested in similar    sales, discount codes       provide info when needed
                     products
 Issue Advocacy      Those interested in      Added value: health tips,   Know your followers,
                     your cause, industry     disaster alerts,            thank them for support,
                     leaders, news            fundraising info            get them involved
57



Additional Resources




  http://delicious.com/360DI/twitter
CONTACT
John H. Bell
Managing Director | 360° Digital Influence
Ogilvy Public Relations
p 202.729.4166
e john.bell@ogilvypr.com

Kristin Parrish
Digital Influence | 360° Digital Influence
Ogilvy Public Relations
p 404.881.2324
e kristin.parrish@ogilvypr.com
Twitter For Business: A Step By Step

More Related Content

What's hot

Social Media 107 How to Successfully Grow Your Business With Twitter
Social Media 107  How to Successfully Grow Your Business With TwitterSocial Media 107  How to Successfully Grow Your Business With Twitter
Social Media 107 How to Successfully Grow Your Business With Twitter
Michelle Hummel
 
Introduction to Social Media
Introduction to Social MediaIntroduction to Social Media
Introduction to Social Media
Arzu
 
Twitter Workshop
Twitter WorkshopTwitter Workshop
Twitter Workshop
kdhunt
 

What's hot (20)

Twitter Growth Strategies
Twitter Growth StrategiesTwitter Growth Strategies
Twitter Growth Strategies
 
Realtor And Social Media
Realtor And Social MediaRealtor And Social Media
Realtor And Social Media
 
Social Media 107 How to Successfully Grow Your Business With Twitter
Social Media 107  How to Successfully Grow Your Business With TwitterSocial Media 107  How to Successfully Grow Your Business With Twitter
Social Media 107 How to Successfully Grow Your Business With Twitter
 
The Ins And Outs Of Twitter
The Ins And Outs Of TwitterThe Ins And Outs Of Twitter
The Ins And Outs Of Twitter
 
Social Media 101 Final 070909
Social Media 101 Final 070909Social Media 101 Final 070909
Social Media 101 Final 070909
 
Twitter @Fayfree
Twitter @FayfreeTwitter @Fayfree
Twitter @Fayfree
 
Building online platform
Building online platformBuilding online platform
Building online platform
 
How to Get Started with Social Media Marketing
How to Get Started with Social Media MarketingHow to Get Started with Social Media Marketing
How to Get Started with Social Media Marketing
 
Introduction to Social Media
Introduction to Social MediaIntroduction to Social Media
Introduction to Social Media
 
Twitter Workshop
Twitter WorkshopTwitter Workshop
Twitter Workshop
 
How To Increase Social Media Followers -SoftProdigy
How To Increase Social Media Followers  -SoftProdigyHow To Increase Social Media Followers  -SoftProdigy
How To Increase Social Media Followers -SoftProdigy
 
Everything You Need To Know About Google Plus
Everything You Need To Know About Google PlusEverything You Need To Know About Google Plus
Everything You Need To Know About Google Plus
 
Social Networking Ppt
Social Networking PptSocial Networking Ppt
Social Networking Ppt
 
Social Media 101 - September 2021
Social Media 101 - September 2021Social Media 101 - September 2021
Social Media 101 - September 2021
 
Social Media Platforms and how to use them
Social Media Platforms and how to use themSocial Media Platforms and how to use them
Social Media Platforms and how to use them
 
Optimizing Social Media for Business DMACC Feb13
Optimizing Social Media for Business DMACC Feb13Optimizing Social Media for Business DMACC Feb13
Optimizing Social Media for Business DMACC Feb13
 
PEM Twitter talk
PEM Twitter talkPEM Twitter talk
PEM Twitter talk
 
Your small business' social media strategy - PowerPoint presentation
Your small business' social media strategy - PowerPoint presentationYour small business' social media strategy - PowerPoint presentation
Your small business' social media strategy - PowerPoint presentation
 
Traction Group Twitter
Traction Group TwitterTraction Group Twitter
Traction Group Twitter
 
Social Media and it's Impact in the Business World
Social Media and it's Impact in the Business WorldSocial Media and it's Impact in the Business World
Social Media and it's Impact in the Business World
 

Similar to Twitter For Business: A Step By Step

Social media for small business
Social media for small businessSocial media for small business
Social media for small business
Ezlearning Academy
 
New Media Marketing, Presentation by Catharine Frith
New Media Marketing, Presentation by Catharine FrithNew Media Marketing, Presentation by Catharine Frith
New Media Marketing, Presentation by Catharine Frith
Milton Chamber of Commerce
 

Similar to Twitter For Business: A Step By Step (20)

Twitter For Business
Twitter For BusinessTwitter For Business
Twitter For Business
 
Ogilvypr360ditwitterwebinar 18 June 09
Ogilvypr360ditwitterwebinar 18 June 09Ogilvypr360ditwitterwebinar 18 June 09
Ogilvypr360ditwitterwebinar 18 June 09
 
Ogilvy PR 360 DI Twitter Webinar
Ogilvy PR 360 DI Twitter WebinarOgilvy PR 360 DI Twitter Webinar
Ogilvy PR 360 DI Twitter Webinar
 
How to guide Using Twitter for Business
How to guide  Using Twitter for BusinessHow to guide  Using Twitter for Business
How to guide Using Twitter for Business
 
Retweet your business
Retweet your businessRetweet your business
Retweet your business
 
CXO Global 100 - Taking Flight With Twitter
CXO Global 100 - Taking Flight With TwitterCXO Global 100 - Taking Flight With Twitter
CXO Global 100 - Taking Flight With Twitter
 
Social media marketing - Part 7 Twitter
Social media marketing - Part 7 TwitterSocial media marketing - Part 7 Twitter
Social media marketing - Part 7 Twitter
 
Social Media Training
Social Media TrainingSocial Media Training
Social Media Training
 
Twitter
TwitterTwitter
Twitter
 
Marketo tips-for-the-social-marketer-cheat-sheet-twitter-final
Marketo tips-for-the-social-marketer-cheat-sheet-twitter-finalMarketo tips-for-the-social-marketer-cheat-sheet-twitter-final
Marketo tips-for-the-social-marketer-cheat-sheet-twitter-final
 
Vorian Agency Twitter Seminar 2015
Vorian Agency Twitter Seminar 2015Vorian Agency Twitter Seminar 2015
Vorian Agency Twitter Seminar 2015
 
Social media for small business
Social media for small businessSocial media for small business
Social media for small business
 
Content Marketing Workshop: How to make social media a useful business tool
Content Marketing Workshop: How to make social media a useful business toolContent Marketing Workshop: How to make social media a useful business tool
Content Marketing Workshop: How to make social media a useful business tool
 
Evonomie twitter beyond basics
Evonomie twitter beyond basicsEvonomie twitter beyond basics
Evonomie twitter beyond basics
 
Vorian Agency - Twitter Seminar
Vorian Agency - Twitter SeminarVorian Agency - Twitter Seminar
Vorian Agency - Twitter Seminar
 
Social media for business
Social media for businessSocial media for business
Social media for business
 
Twitter ads-guide-mena
Twitter ads-guide-menaTwitter ads-guide-mena
Twitter ads-guide-mena
 
IBM presentation at Digital Media Barcelona- Twitter For Business Microbloggi...
IBM presentation at Digital Media Barcelona- Twitter For Business Microbloggi...IBM presentation at Digital Media Barcelona- Twitter For Business Microbloggi...
IBM presentation at Digital Media Barcelona- Twitter For Business Microbloggi...
 
Social media in a nutshell
Social media in a nutshellSocial media in a nutshell
Social media in a nutshell
 
New Media Marketing, Presentation by Catharine Frith
New Media Marketing, Presentation by Catharine FrithNew Media Marketing, Presentation by Catharine Frith
New Media Marketing, Presentation by Catharine Frith
 

More from Ogilvy Consulting

More from Ogilvy Consulting (20)

How to Win in Marketplaces
How to Win in MarketplacesHow to Win in Marketplaces
How to Win in Marketplaces
 
The Return to Growth in Turbulent Times
The Return to Growth in Turbulent TimesThe Return to Growth in Turbulent Times
The Return to Growth in Turbulent Times
 
Using Brand to Drive M&A Value
Using Brand to Drive M&A ValueUsing Brand to Drive M&A Value
Using Brand to Drive M&A Value
 
Influencing our New Reality
Influencing our New RealityInfluencing our New Reality
Influencing our New Reality
 
Nudgestock 2020 – Necessity is the Mother of Reinvention
Nudgestock 2020 – Necessity is the Mother of ReinventionNudgestock 2020 – Necessity is the Mother of Reinvention
Nudgestock 2020 – Necessity is the Mother of Reinvention
 
What's Next: How brands can capture value, mindset and experiences on their o...
What's Next: How brands can capture value, mindset and experiences on their o...What's Next: How brands can capture value, mindset and experiences on their o...
What's Next: How brands can capture value, mindset and experiences on their o...
 
What's Next: Celebrating Eid in a time of isolation
What's Next: Celebrating Eid in a time of isolationWhat's Next: Celebrating Eid in a time of isolation
What's Next: Celebrating Eid in a time of isolation
 
What's Next: Unlocking a powerful corporate culture in turbulent times and be...
What's Next: Unlocking a powerful corporate culture in turbulent times and be...What's Next: Unlocking a powerful corporate culture in turbulent times and be...
What's Next: Unlocking a powerful corporate culture in turbulent times and be...
 
What's Next: Now, Next & Beyond - Preparing people to return to the workplace
What's Next: Now, Next & Beyond - Preparing people to return to the workplaceWhat's Next: Now, Next & Beyond - Preparing people to return to the workplace
What's Next: Now, Next & Beyond - Preparing people to return to the workplace
 
What's Next: Rapidly adjusting your customer experience strategy for the "new...
What's Next: Rapidly adjusting your customer experience strategy for the "new...What's Next: Rapidly adjusting your customer experience strategy for the "new...
What's Next: Rapidly adjusting your customer experience strategy for the "new...
 
What's Next: Using technology to engage employees & build businesses
What's Next: Using technology to engage employees & build businessesWhat's Next: Using technology to engage employees & build businesses
What's Next: Using technology to engage employees & build businesses
 
What's Next: Health & Wellness - Disruption & Adapting for the Rebound
What's Next: Health & Wellness - Disruption & Adapting for the ReboundWhat's Next: Health & Wellness - Disruption & Adapting for the Rebound
What's Next: Health & Wellness - Disruption & Adapting for the Rebound
 
What's Next: Using technology to engage employees and build businesses
What's Next: Using technology to engage employees and build businessesWhat's Next: Using technology to engage employees and build businesses
What's Next: Using technology to engage employees and build businesses
 
What's Next: Steering Brands through COVID-19
What's Next: Steering Brands through COVID-19What's Next: Steering Brands through COVID-19
What's Next: Steering Brands through COVID-19
 
What's Next: The Next Frontier in Automotive Industry
What's Next: The Next Frontier in Automotive Industry What's Next: The Next Frontier in Automotive Industry
What's Next: The Next Frontier in Automotive Industry
 
What's Next: Social Commerce - from transaction to truly social
What's Next: Social Commerce - from transaction to truly socialWhat's Next: Social Commerce - from transaction to truly social
What's Next: Social Commerce - from transaction to truly social
 
What's Next: The Role of Brands in the Booming Original Content Business
What's Next: The Role of Brands in the Booming Original Content BusinessWhat's Next: The Role of Brands in the Booming Original Content Business
What's Next: The Role of Brands in the Booming Original Content Business
 
What's Next: Trends for 2020
What's Next: Trends for 2020What's Next: Trends for 2020
What's Next: Trends for 2020
 
What's Next: Social Media Trends 2020
What's Next: Social Media Trends 2020 What's Next: Social Media Trends 2020
What's Next: Social Media Trends 2020
 
What's Next: Michael Frohlich talks to us about the woes from a CEO during a ...
What's Next: Michael Frohlich talks to us about the woes from a CEO during a ...What's Next: Michael Frohlich talks to us about the woes from a CEO during a ...
What's Next: Michael Frohlich talks to us about the woes from a CEO during a ...
 

Recently uploaded

Breaking Down the Flutterwave Scandal What You Need to Know.pdf
Breaking Down the Flutterwave Scandal What You Need to Know.pdfBreaking Down the Flutterwave Scandal What You Need to Know.pdf
Breaking Down the Flutterwave Scandal What You Need to Know.pdf
UK Journal
 
Easier, Faster, and More Powerful – Alles Neu macht der Mai -Wir durchleuchte...
Easier, Faster, and More Powerful – Alles Neu macht der Mai -Wir durchleuchte...Easier, Faster, and More Powerful – Alles Neu macht der Mai -Wir durchleuchte...
Easier, Faster, and More Powerful – Alles Neu macht der Mai -Wir durchleuchte...
panagenda
 

Recently uploaded (20)

Where to Learn More About FDO _ Richard at FIDO Alliance.pdf
Where to Learn More About FDO _ Richard at FIDO Alliance.pdfWhere to Learn More About FDO _ Richard at FIDO Alliance.pdf
Where to Learn More About FDO _ Richard at FIDO Alliance.pdf
 
Behind the Scenes From the Manager's Chair: Decoding the Secrets of Successfu...
Behind the Scenes From the Manager's Chair: Decoding the Secrets of Successfu...Behind the Scenes From the Manager's Chair: Decoding the Secrets of Successfu...
Behind the Scenes From the Manager's Chair: Decoding the Secrets of Successfu...
 
The Value of Certifying Products for FDO _ Paul at FIDO Alliance.pdf
The Value of Certifying Products for FDO _ Paul at FIDO Alliance.pdfThe Value of Certifying Products for FDO _ Paul at FIDO Alliance.pdf
The Value of Certifying Products for FDO _ Paul at FIDO Alliance.pdf
 
Simplified FDO Manufacturing Flow with TPMs _ Liam at Infineon.pdf
Simplified FDO Manufacturing Flow with TPMs _ Liam at Infineon.pdfSimplified FDO Manufacturing Flow with TPMs _ Liam at Infineon.pdf
Simplified FDO Manufacturing Flow with TPMs _ Liam at Infineon.pdf
 
Optimizing NoSQL Performance Through Observability
Optimizing NoSQL Performance Through ObservabilityOptimizing NoSQL Performance Through Observability
Optimizing NoSQL Performance Through Observability
 
What's New in Teams Calling, Meetings and Devices April 2024
What's New in Teams Calling, Meetings and Devices April 2024What's New in Teams Calling, Meetings and Devices April 2024
What's New in Teams Calling, Meetings and Devices April 2024
 
Choosing the Right FDO Deployment Model for Your Application _ Geoffrey at In...
Choosing the Right FDO Deployment Model for Your Application _ Geoffrey at In...Choosing the Right FDO Deployment Model for Your Application _ Geoffrey at In...
Choosing the Right FDO Deployment Model for Your Application _ Geoffrey at In...
 
WebAssembly is Key to Better LLM Performance
WebAssembly is Key to Better LLM PerformanceWebAssembly is Key to Better LLM Performance
WebAssembly is Key to Better LLM Performance
 
ECS 2024 Teams Premium - Pretty Secure
ECS 2024   Teams Premium - Pretty SecureECS 2024   Teams Premium - Pretty Secure
ECS 2024 Teams Premium - Pretty Secure
 
Demystifying gRPC in .Net by John Staveley
Demystifying gRPC in .Net by John StaveleyDemystifying gRPC in .Net by John Staveley
Demystifying gRPC in .Net by John Staveley
 
TopCryptoSupers 12thReport OrionX May2024
TopCryptoSupers 12thReport OrionX May2024TopCryptoSupers 12thReport OrionX May2024
TopCryptoSupers 12thReport OrionX May2024
 
Breaking Down the Flutterwave Scandal What You Need to Know.pdf
Breaking Down the Flutterwave Scandal What You Need to Know.pdfBreaking Down the Flutterwave Scandal What You Need to Know.pdf
Breaking Down the Flutterwave Scandal What You Need to Know.pdf
 
Integrating Telephony Systems with Salesforce: Insights and Considerations, B...
Integrating Telephony Systems with Salesforce: Insights and Considerations, B...Integrating Telephony Systems with Salesforce: Insights and Considerations, B...
Integrating Telephony Systems with Salesforce: Insights and Considerations, B...
 
PLAI - Acceleration Program for Generative A.I. Startups
PLAI - Acceleration Program for Generative A.I. StartupsPLAI - Acceleration Program for Generative A.I. Startups
PLAI - Acceleration Program for Generative A.I. Startups
 
Using IESVE for Room Loads Analysis - UK & Ireland
Using IESVE for Room Loads Analysis - UK & IrelandUsing IESVE for Room Loads Analysis - UK & Ireland
Using IESVE for Room Loads Analysis - UK & Ireland
 
How we scaled to 80K users by doing nothing!.pdf
How we scaled to 80K users by doing nothing!.pdfHow we scaled to 80K users by doing nothing!.pdf
How we scaled to 80K users by doing nothing!.pdf
 
How Red Hat Uses FDO in Device Lifecycle _ Costin and Vitaliy at Red Hat.pdf
How Red Hat Uses FDO in Device Lifecycle _ Costin and Vitaliy at Red Hat.pdfHow Red Hat Uses FDO in Device Lifecycle _ Costin and Vitaliy at Red Hat.pdf
How Red Hat Uses FDO in Device Lifecycle _ Costin and Vitaliy at Red Hat.pdf
 
Secure Zero Touch enabled Edge compute with Dell NativeEdge via FDO _ Brad at...
Secure Zero Touch enabled Edge compute with Dell NativeEdge via FDO _ Brad at...Secure Zero Touch enabled Edge compute with Dell NativeEdge via FDO _ Brad at...
Secure Zero Touch enabled Edge compute with Dell NativeEdge via FDO _ Brad at...
 
Introduction to FDO and How It works Applications _ Richard at FIDO Alliance.pdf
Introduction to FDO and How It works Applications _ Richard at FIDO Alliance.pdfIntroduction to FDO and How It works Applications _ Richard at FIDO Alliance.pdf
Introduction to FDO and How It works Applications _ Richard at FIDO Alliance.pdf
 
Easier, Faster, and More Powerful – Alles Neu macht der Mai -Wir durchleuchte...
Easier, Faster, and More Powerful – Alles Neu macht der Mai -Wir durchleuchte...Easier, Faster, and More Powerful – Alles Neu macht der Mai -Wir durchleuchte...
Easier, Faster, and More Powerful – Alles Neu macht der Mai -Wir durchleuchte...
 

Twitter For Business: A Step By Step

  • 1. 360 Digital Influence Twitter For Business A Step-by-Step Guide June 2009
  • 2. Twitter-genda 01 What is Twitter and Why to Use It? 02 Twitter Strategy: Customer Relations 03 Twitter Strategy: Product Promotion and Sales 04 Twitter Strategy: Event Activation 05 Twitter Strategy: Crisis Management 06 Twitter Strategy: Corporate Reputation Management 07 Twitter Strategy: Issue Advocacy 08 How to Twitpitch 09 Twitter Do's and Don'ts 10 The Twitter Basics: Setting Up Twitter 11 Additional Resources and Take Aways
  • 4. 4 What is Twitter? • Twitter is a microblogging platform composed entirely of 140 character answers to 1 simple question: “What are you doing?” or rather , “What are you interested in right now?” • As of May 2009, Twitter received nearly 20 million UMVs, growing by over 400% in the past year. Twitter saw a 752% growth from 2008-2009. • Over 3,000,000 Tweets/day (TechCrunch), totaling over 1.25 billion Tweets to date. (GigaTweet) • 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. • Twitter users tend to click on entertainment links (17.6%), social networks (14.6%), news/media (10%), blogs (6.6%) and online retailers (4.5%). • Females now make up over 50% of the Twitter demographic, up from less than 40% in 2008. Twitter's largest age demographic is 18-to-44-year-olds who make up 78% of its users. (January 2009 iStrategyLabs) • While a number of Twitter tools and APIs are emerging on a daily basis, the majority, 56%, of users are still Tweeting directly through Twitter.com.
  • 5. 5
  • 6. 6
  • 7. 7
  • 8. 8
  • 9. 9 Business Opportunities • Twitter allows businesses a new mode of customer communication that can be tailored to match their customers’ preferences. • Identify what Twitter strategy works best for your company or client. • Customer Relations • Crisis Management • Corporate Reputation Management • Issue Advocacy • Event Activation • Product Promotion and Sales
  • 12. 12 @comcastcares Frank Eliason at Comcast started @comcastcares in April 2008 in response to the customer conversations he and his team found on Twitter through monitoring. Offers customers specific troubleshooting tips, online resources, new product info and a key customer relations personality (i.e. Frank’s).
  • 13. 13 Customer Service Anyone who has customers – B2C, B2B, G2B, G2C, etc... – can use Twitter to quickly listen and respond to customer feedback before problems escalate or to activate brand ambassadors….
  • 14. 14 Customer Service: Follow • Find out what people are saying about your brand through Twitter search functions like, Search.Twitter and TweetScan. • To make it easy, set up an RSS feed for your Twitter searches, so that you can easily check in to see new conversations around the brand. • Get familiar with these conversations and start to follow key contributors, customers and brand “lusters” (those who are interested in your brand but not yet customers). • This is also where an organization tool like TweetDeck can come in handy to help you categorize those you are following.
  • 15. 15
  • 16. 16 Customer Service: Create • All Twitter handles should have a clear personality - even for customer service. Keep in mind the overall personality of your brand as you tweet and make sure you are providing valuable information to your followers. • As you identify conversations and start to follow your customers, you will be able to get an idea of what they are looking for. What do they want to know? Are they asking for product information? Looking for tips on using a service or fixing a product? This should be the guideline for your content. • With the 140-character limit, use tinyurl or snurl to direct followers to relevant information and useful resources outside of Twitter.
  • 17. 17 Customer Service: Engage • While you can be providing general information to your followers on a regular basis, you also want to make sure your customers know they are being heard. • Focus on replying (@handle) to individuals who have questions about your brand, who are sharing their brand experiences and to those to whom you can provide helpful information and resources. • Direct Messages (DM) are also useful for corresponding privately with others. Go ahead and send new followers a direct message thanking them for their interest and providing any additional information or resources that could be useful.
  • 18. 18 @delloutlet Posting deals on refurbished computers from the Dell Outlet provides Twitter followers a chance to be the first to know about online deals. With over 2,000 followers, DellOutlet hit sales at over $1MM in 2008.
  • 19. 19 Product Promotion and Sales A successful sales and promotion plan is based on identifying your audience, providing useful content, and being prepared to engage in the conversation. When done right, your followers will not only become loyal customers, but also evangelists for your brand and your promotions.
  • 20. 20 Product Promotion and Sales: Follow • Search mentions of your brand, product, or niche and follow these Twitterers. • When creating your account make sure your description and handle are clear so users know what they get if they follow you. • It would also be helpful to populate your stream with tweets before beginning full-scale out-reach to show those checking out your profile that you are a valuable follow.
  • 21. 21 Product Promotion and Sales: Create • Tweet often (at least twice daily), but not too often. • Besides promoting existing coupons and sales efforts, consider offering Twitter-only exclusives to reward loyal followers and give them a reason to stay connected. • Nothing new to promote? Help people learn more about your company by featuring one of your suppliers, your employee of the month (bonus points if they are on Twitter and you can include a handle), or an interesting piece of industry news. • Keep content relevant to your products and should you fall in love with Twitter and feel the urge to update every hour on the hour, please create a personal handle.
  • 22. 22 Product Promotion and Sales: Engage • The idea behind a sales and promotion strategy may seem like a one-way conversation but check your replies and direct messages frequently. • Failure to reply to a customer’s question, concern, or praise will make you appear to be a spam machine. • Be aware that by putting your brand out there you are opening yourself up and people will inevitably contact you with a non-sales-related issue. • Don’t allow this to scare you off; embrace it as a new way to talk to your customers and give them what they want- this aligns nicely with your sales goals. • You are connecting customers immediately with info and links, thereby increasing the chance that followers will click through for more information or to make a purchase.
  • 23. 23 @fordfiesta To build buzz around the upcoming launch of the Ford Fiesta in the 2010 US market, Ford developed the Fiesta Movement - recruiting 100 online influencers to receive a new Ford Fiesta with the instruction to complete a series of missions, or challenges, throughout the course of a year with their Fiesta. To build momentum and allow these drivers, as well as the larger general audience to interact with Ford, the @fordfiesta Twitter handle and #fiestamovement hashtag were created, to publish challenges, get updates from drivers and engage in an ongoing conversation around the Fiesta Movement.
  • 24. 24 Event Activation The real-time ability to connect with others and share experiences makes Twitter a great platform for individuals, or companies, to use during a major event. Live-Tweeting an event can be used to create a completely new channel of conversation and a way to enhance the physical experience of the event. Combining Twitter with blogs, video and other social media efforts provides more ways to interact with the content and experience you’re creating.
  • 25. 25 Event Activation: Follow • Find others who are Tweeting about topics or issues that will be covered at your event. • Follow users who are discussing your brand or product - they’re likely to be interested in your company’s official point of view on the event and might be able to help you spread the word. • Customize an existing Twitter handle with an event-specific hashtag for a set period of time or create a Twitter handle solely dedicated to that event. – #votereport was used by people live-Tweeting from the polls – @lenovo2008 handle was used by Ogilvy PR for the Beijing Olympics for our Lenovo client • As it approaches, use Search.Twitter or Hashtags.org see what other hashtags (#) are being used around the event you’ll be attending. Use it in every tweet so that your content is easy to find by searchers.
  • 26. 26 Event Activation: Create • Your handle will have its hey day during the actual period that the event is occurring. This is when others will be looking for coverage from the event, and you can provide a real service by providing on the ground reports in real time. • Make sure your Tweets are meaningful - great verbatims, new statistics, or important announcements shared by speakers make for great Tweets. Eyewitness experiences that non-attendees would never know about are also high value. Give people information they can use themselves, or would care to share with others. • Spoiler alerts! Remember that if you’re live-Tweeting sporting competitions or other live events on tape delay not everyone is dying to know the final outcome. Consider including a “spoiler alert” warning if appropriate.
  • 27. 27 Event Activation: Engage • Interacting with other Twitterers who are at or interested in the event is just as important as the live-Tweets that you put out. Tweet and search for other event related tweets to respond to. • Ask your followers questions and answer theirs - there is real value in creating a community around your event coverage, especially since your brand is the reference point. • Follow, interact and DM with influential Twitterers who are also interested in the event to help increase WOM. • Other less visible Twitterers are still important. They may be more apt to engage multiple times during your event to help build participation and content. • Be pro-active in organizing on the ground Tweet-Ups, where attendees come together to meet in real life to network with others with similar interest.
  • 28. 28 @jetblue The guys at JetBlue established a handle in a effort to humanize their brand and prevent any future reputation and sales crises resulting from customer complaints or corporate mishaps. Responds to customers with information and suggestions in their own quirky personality.
  • 29. 29 Crisis Management Using Twitter for Crisis Communications is as much about preventing an isolated issue from becoming a full-blown crisis as it is about communicating to the public once a crisis has hit. Twitter is the fast way to respond and maintain an open channel. It needs to be part of a broader strategy, with all of the (social) media channels you use to listen and share with your customers, clients, and industry.
  • 30. 30 Crisis Management: Follow • Keep track of your brand on Twitter, and in blogs, message boards, and communities as well. • Pay attention to key topic areas, new products and company announcements. Listening becomes especially important during a new product launch –a movie screening, a product debut, a major branded event. Customer first impressions can start small, but grow fast and furious. • Follow users who talk about you – the people who use your products and care about your brand. Follow those who talk both positively and negatively about your brand. • Crisis prevention is about building trust –about developing a network that you can learn from, and can help carry your messages when you need to get them out.
  • 31. 31 Crisis Management: Create • In the case of a crisis, you’ll need more than 140 characters to tell your story. Start with an explanation on a separate Web site or blog, like that of JetBlue, and link to your page in your Tweets. • Twitter can help direct your brand advocates and detractors to your explanation and can alert them as new content becomes available and new news is released. • Clearly outline the steps you are taking to rectify the problem. Use Twitter to share current information as it comes in. • DM media contacts and brand ambassadors, with whom you’ve built relationships, and give them the information they need when they need it. • Post real-time updates that address the status of your issue, what you’re doing to fix it, and eventually, what steps you’re taking so that it won’t happen again.
  • 32. 32 Crisis Management: Engage • In a crisis, Twitter provides another venue for you to answer questions, raise issues and engage in a dialogue. • Respond to questions and comments from customers, influencers and media, and especially those people who have been directly impacted. • Your Twittering employees should be briefed on the issues, and if they can’t address a specific question, they should be equipped to send complaints to someone who can. • Act early. Listening and responding in the first 24 hours following the crisis is key as that is when the volume conversations will start to ramp up.
  • 33. 33 @Zappos Started originally to “help build company culture” for employees outside of the office. Now, with over 121,000 followers, provides customers with an inside look at the company and core values, industry news, thought leadership, useful resources and product promotion.
  • 34. 34 Corporate Reputation Management Twitter offers a new channel and outlet for your brand’s personality and humanity. A Twitter handle is created to share the brand personality from real-live people behind the messages being Tweeted. It’s easy to see what others are saying about your brand and topics of interest and create a strong presence within those conversations.
  • 35. 35 Corporate Reputation Management: Follow • Follow people talking about your brand, your product/service, and even you. Listen and Learn. • Follow other thought leaders in your industry, see what they are talking about. Think of how you can join the conversation and be a thought leader, yourself. • Follow those who are talking about similar interests. If your brand has a vested interest in a specific topic, make sure to follow others talking about the topic to get insights and new ideas/information, and to establish your brand within that conversation. • Follow news and media handles. This will help to keep you up to date and in the know of current events, new research, etc. Use this to your advantage as conversation starters.
  • 36. 36 Corporate Reputation Management: Create • The 140-character limit forces you to cut to the chase and just tell your followers what they need to know (none of that corporate speak here). • Become a thought leader in your industry, share interesting and new information, insights and ideas around relevant topics. (You can throw in company updates and news in there too, every once in a while) • Just like a popular website or blog, if you continue to guide people to helpful, funny, or insightful content they will come back for more. • As with everything social media, the most important thing is to be authentic. Do not try to push an agenda without being transparent. • Be yourself and update often. The more you update the more Google crawls your page. (Good for Search Engine Optimization)
  • 37. 37 Corporate Reputation Management: Engage • Don’t be afraid to join the conversation. • Nothing like the CEO of a major company mixing it up with the rest of the community to help build a positive reputation for you and your brand. • Through these conversations, you should be able to identify brand ambassadors (or those who love your brand and Tweet often about it). • Start and maintain a strong relationship with them, they can help to build a positive conversation and become an essential part of your corporate reputation management strategy.
  • 38. 38 @LiveStrong Led by @lancearmstrong and @livestrongceo, the LiveStrong Foundation spreads the word about about cancer and provide people with the tools they need to “live life on their own terms.” The Twitter handle is aimed to provide communication and support to those dealing with cancer, while also building awareness and raising funds for the foundation and cancer research.
  • 39. 39 Issue Advocacy Twitter’s ability to connect people with similar interests can be harnessed for the greater social good with non-profits and issue advocacy organizations creating a community and providing useful information to those they serve, volunteers, donors and other supporters.
  • 40. 40 Issue Advocacy: Follow • As with all strategies, use Twitter Search to find people interested in your subject area. • Follow other non-profits (even your competitors), industry consultants and thought leaders (@kanter, @nedre, @ntenhross), and of course people interested in your cause. • It is really important to follow all the people that are following you. If your cause matters to them, what they have to say is important to you and your success on twitter. • Be sure to do regular Twitter Searches to see who is mentioning your organization and what they are saying.
  • 41. 41 Issue Advocacy: Create • Provide information that is useful to your followers. • The cardinal rule of fundraising is to talk about your donors and the issues that matter to them. Don’t focus on your organization or you will lose people’s interest. This applies to Twitter as well. People follow other people and organizations that provide them with something useful. • As recommended by Claire Johnson, the chief twitterer at the American Red Cross, “If you think of twitter as a public service that your organization provides, rather than a marketing tool, you should be in good shape.” • Think about what kind of value your organization can provide to your followers and then tweet about those things.
  • 42. 42 Issue Advocacy: Engage • Once you have followers and content you can start engaging with the people who follow you. Use @ replies to respond to people who mention your organization after you find them in Twitter Search. • Respond to people who follow you with a quick thank you and perhaps a question to find out about why they chose to follow your organization. • After you have a strong base of followers, start doing more to involve your followers, like Twitter-thons or awareness days for your issue.
  • 43. 43 The Art of TwitPitching • Created by Stowe Boyd, Twitpitching is the new way to pitch media, but in 140-characters or less. • Still gaining in popularity, the TwitPitch is used to gain media coverage around an event, product or company update. • Small businesses and startups are TwitPitching @stoweboyd and @scobleizer and other high profile Twitterers in hopes of capturing their interest and getting coverage. • Boyd developed the following rules to help manage TwitPitches: – A twitter message of the form "@stoweboyd [pitch goes here without the brackets] #twitpitch". (Note the #hashtag means that these will be accessible at www.hashtags.org/tag/twitpitch.) – A second, optional twitter of the form "@stoweboyd [single URL goes here without the brackets] #twitpitch". Just one URL, please. – A third, optional twitter of the form "@stoweboyd [proposed time(s) to meet or call go here without the brackets] #twitpitch".
  • 45. 45 Twitter Do’s • DO see what other businesses are doing on Twitter • DO use Twitter search engines for keyword searches around brands, products and topic of interest. • DO follow Twitterers with similar interests to establish a brand presence within conversation • DO use Twitter to start a conversation • DO be dedicated to Twitter. Having more than one employee on Twitter will ensure an ongoing company presence. • DO ask questions and get feedback from your followers • DO engage consumers in co-creation and get constructive insights for future company developments or publications
  • 46. 46 Twitter Do’s • DO follow the Blogger Code of Ethics within all things social media: – Be transparent in your reason d’Tweet (Let your followers know your about - Customer Service, Product Discounts, etc) – Respect other Twitterers (Know when to participate and when to listen) – Think before you direct message (Will your direct message be seen as helpful or intrusive?) – Make sure your message directly relates to those you are reaching out to – Provide value to your followers (Whether it’s free product or valuable advice, something that gives you credibility and reiterates the value you see in your followers) • DO spread the word about your participation on Twitter - include your Twitter handle in your email signature, send out your Twitter URL, http://twitter.com/USERNAME to co-workers, peers and even customers.
  • 47. 47 Twitter Don’ts • DON’T use Twitter to push ads or brand messaging. Don’t just Tweet but also follow others to join in or start a conversation. • DON’T use Twitter to tell your everyday tasks, make sure your Tweets are resourceful, entertaining and/or valuable to your followers • DON’T be boring! • DON’T panic if you are “Twitter-Jacked“, where other Twitterers use your identity within their Twitter handles, instead contact the Twitterers and find out their reasoning before taking action (they could turn out to be your biggest fans) • DON’T I REPEAT - DO NOT Tweet anything about clients, co-workers, friends, etc. that you would not want them to see - this is a good way to burn bridges and lose customers (not to mention make a bad name for yourself)
  • 49. 49 Setting up a Twitter Handle • Establish a Twitter handle and profile that sets the expectation for your followers. Be clear in the handle bio and description as to what you will be focusing on and who you represent. • The name of the company should be included in at least your bio, and ideally your handle (this will help people find your brand) as well. • Disclose whether the handle will be maintained by one individual or a team of people within the company. • Shel Isreal recommends users “show” themselves with a real photo (or at least an avatar). Your followers want to see that you’re a real person. • Define the roles and responsibilities internally amongst your team members (including how frequently your Tweets should be updated, who should and should not be followed/responded to, and how you should respond in various situations).
  • 50. 50 Setting up a Twitter Handle Brand jacking • While you’re here, try out a few variations of your brand • Many companies have created a Twitter presence on Twitter only to find a brand name already taken • Consider registering variations of a brand (i.e. Nike, Nikeshoes, etc) in an effort to protect against Brand Jacking
  • 51. 51 Setting up a Twitter Handle • Connect with Clients • Provide a company email address to search your existing Outlook, Yahoo, Gmail, AOL, or MSN email address books and find email contacts already using Twitter
  • 52. 52 Setting up a Twitter Handle • Complete the Profile • Filling in the profile allows for followers to better understand the personality of the person behind Twitter handle brand. • Be sure to include a bio, a URL to a Website or blog and the full name of a real person. • Check the “protect updates” feature only for internal communications with private content.
  • 54. 54 Top 10 Twitter Tools • Search.Twitter (f.k.a Summize): Complete an advanced search around key phrases, within specific dates, and from specific handles. (Often broken, Google search is the best back up!) • TweetDeck: A desktop app that lets you organize your followers into specific categories (i.e. industry leaders, customers, potential customers, etc.) • TwitPic: Provides a bridge from your camera phone to Twitter. Pictures can either post to the Twitter public timeline from phone via email or through the site. • Tweet Later: Allows you to auto-follow those who follow your account and provides an auto-welcome feature to send a custom message to new followers via DM or in the public timeline. • TwitterGrader: Measures the relative power and authority of a Twitter user by calculating number of followers, power of network of followers, pace of updates and completeness of a user's profile.
  • 55. 55 Top 10 Twitter Tools • TweetBeep: the Google Alerts for Twitter, allows you to monitor conversations that mention you, your brand, related/competitor products, and links to your website/blog. Alerted as keywords appear, reducing the need for a manual search. • Twitterholic: Find out who has the most followers and who can be an influential asset to your campaign. • Twhirl: Centrally manages activity, messaging, and updating for Twitter and other platforms (FriendFeed, Identi.ca, and Seesmic). • TwitScoop: Tells you “What’s hot right now?”, presenting trend comparisons and volume of conversation. • Twitterberry: Downloadable Blackberry app for Twitter. (One more: TwitterFox, a Firefox plugin that allows you to send and receive updates, right from the browser’s status bar.
  • 56. 56 A Strategic Approach to Using Twitter STRATEGY FOLLOW CREATE ENGAGE Content relevant to Answer questions, Your customers and Customer Relations your customers: tips, respond to comments potential customers company info, etc. about your brand Your brand, products Direct to additional Answer questions, Crisis Management and relevant issues resources, updated respond to comments, information, explanation raise issues, provide info Corporate Insights, expertise, Jump in the conversation. Industry leaders, Reputation become a thought leader Be transparent and add similar interest Management value groups, news/media Those interested or Event information, Set up Tweet-ups, talk to Event Coverage updates, behind the attendees, ask and attending event, media scenes coverage answer questions Product Promotion Current and potential Links to online promos, Check replies and DMs, & Sales customers, those insider info on upcoming answer questions, interested in similar sales, discount codes provide info when needed products Issue Advocacy Those interested in Added value: health tips, Know your followers, your cause, industry disaster alerts, thank them for support, leaders, news fundraising info get them involved
  • 57. 57 Additional Resources http://delicious.com/360DI/twitter
  • 58. CONTACT John H. Bell Managing Director | 360° Digital Influence Ogilvy Public Relations p 202.729.4166 e john.bell@ogilvypr.com Kristin Parrish Digital Influence | 360° Digital Influence Ogilvy Public Relations p 404.881.2324 e kristin.parrish@ogilvypr.com