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Twitter for Brands.  A basic guide to growing your brand on Twitter.Ryan Spoon: ryanspoon.comPolaris Venture Partners: pol...
About Us:Sample Companies
“Twitter is not a technology. It’s aconversation. And it’s happeningwith or with you.”Charlene Li.
Twitter is big.   … as if you needed convincing.                                                                Today:    ...
“The biggest mistake we seecompanies make when they first hitTwitter is to think about it as achannel to push out informat...
Avoid making that mistake withthese five guidelines:    1. Listen      2. Be authentic       3. Be compelling      4. Find...
“Too many people fail to realizethat real communication goes inboth directions.”Lee Lacocca.
Your customers are on Twitter.…Whether or not you are.They are talking aboutyou; good or bad.Listen to what they aresaying.
Listening: Search                    Twitter search is                    enormously useful…                    and under-...
Example: Local SearchSearch: Peoplelooking for bestcoffee in SanFrancisco area.Useful for: localcoffee shops,bigger chains...
Example: Customer Sentiment
Listening:        3 rd   Party AppsThe most powerful “listening platforms”are from 3rd party tools.Better way to create br...
Listening: DataListen to the data….figure out what’s working:- Best time to tweet- Most effective tweets- Characteristics ...
Listening: Real-TimeListen, and respond,in real-time.From @wholefoods: “theonline community doesn’trecognize office hours ...
“The key to successful leadershiptoday is influence, not authority.”Ken Blanchard.
Who are You Talking To?Before engaging with users, you shouldunderstand their:     1. influence     2. relevance     3. ba...
How? Try Klout.Use Klout to understandindividual user’s:- influence and reach- topics of expertise- network & similar user...
Use Influence To:1. Customer Service: Manage &   prioritize CS workflows2. Acquisition: Identify potential   customers & p...
“Authenticity, honesty, andpersonal voice underlie much ofwhat’s successful on the web.”Rick Levine.
Be RelatablePeople want to hear & interact with real voices.The best brands on Twitter are personable & real.Why so popula...
Create Conversation.Twitter is not an advertisement.It is a conversation.People relate to conversation.Not to advertising ...
“I am all for conversation. But youneed to have a message.”Renee Blodgett.
What IS Compelling?Simple answer: Would you want to getthese updates via SMS?-   Unique content, spin-   Current / real-ti...
Examples: Compelling Brands(In my opinion)Big brandsPersonal brandE-commerceEmerging
Examples: Compelling Brands(in Twitter’s opinion)                              * Twitter Case Studies
What is NOT Compelling? -   Corporate-only voice -   Broadcast only -   High volume -   Stale content -   Ordinary content...
Example: NOT Compelling80+ tweets in 24 hrsOrdinary / useless content:Untargeted content:
“Successful brands don’t stopon Twitter.com – they build socialdirectly into their web and mobileexperiences.”Me :)
Basic: Tweet Button
Better: Display of multi-user activitywith inline reply, retweet functions
Great: Fab’s “Feed” shows real-timepurchases and social activity
Social from the Ground Up: Flipboardreimagines Twitter reading & publishing
Summary:1. Create conversation, not ads2. Your voice: be compelling3. Their voice: who’s talking?4. Apply this to your web...
Lastly, Best Practices According to Twitter
More Reading-   Twitter Best Practices         -   Using Twitter effectively       -   Twitter for Publisher Networks-   T...
Learn more.Connect with us.  polaris.vc               dogpatchlabs.com      ryanspoon.com  @polarisvc               @dogpa...
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Basic Guide on Growing Your Brands on Twitter-Ryan Spoon

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Basic Guide on Growing Your Brands on Twitter-Ryan Spoon

  1. 1. Twitter for Brands. A basic guide to growing your brand on Twitter.Ryan Spoon: ryanspoon.comPolaris Venture Partners: polaris.vcDogpatch Labs: dogpatchlabs.com
  2. 2. About Us:Sample Companies
  3. 3. “Twitter is not a technology. It’s aconversation. And it’s happeningwith or with you.”Charlene Li.
  4. 4. Twitter is big. … as if you needed convincing. Today: 200m users 250m tweets/day 400m uniques/mohttp://9.mshcdn.com/wp-content/uploads/2010/03/1bntweets3.jpg
  5. 5. “The biggest mistake we seecompanies make when they first hitTwitter is to think about it as achannel to push out information.”Tim O’Reilly.
  6. 6. Avoid making that mistake withthese five guidelines: 1. Listen 2. Be authentic 3. Be compelling 4. Find the influencers 5. Extend off-Twitter, onsite
  7. 7. “Too many people fail to realizethat real communication goes inboth directions.”Lee Lacocca.
  8. 8. Your customers are on Twitter.…Whether or not you are.They are talking aboutyou; good or bad.Listen to what they aresaying.
  9. 9. Listening: Search Twitter search is enormously useful… and under-utilized. By query / phrase By username By location By sentiment Save your searches!
  10. 10. Example: Local SearchSearch: Peoplelooking for bestcoffee in SanFrancisco area.Useful for: localcoffee shops,bigger chains,customersupport, etc
  11. 11. Example: Customer Sentiment
  12. 12. Listening: 3 rd Party AppsThe most powerful “listening platforms”are from 3rd party tools.Better way to create brand dashboard:- set saved searches, profiles- manage multiple accounts- integrated analytics- schedule tweets- manage workflow with team
  13. 13. Listening: DataListen to the data….figure out what’s working:- Best time to tweet- Most effective tweets- Characteristics of most retweeted, replied tweets- Characterisitcs of highest traffic drivers off-Twitter http://hootsuite.com/about
  14. 14. Listening: Real-TimeListen, and respond,in real-time.From @wholefoods: “theonline community doesn’trecognize office hours – norshould they. Waiting untilMonday is just not goodenough.”Example: I tweeted badSouthwest experience. Theyresponded < 4 minutes.
  15. 15. “The key to successful leadershiptoday is influence, not authority.”Ken Blanchard.
  16. 16. Who are You Talking To?Before engaging with users, you shouldunderstand their: 1. influence 2. relevance 3. background… THEN determine response, speed, etc.
  17. 17. How? Try Klout.Use Klout to understandindividual user’s:- influence and reach- topics of expertise- network & similar usersHint: try Klout’s Chrome app andsee Klout scores on Twitter.com.
  18. 18. Use Influence To:1. Customer Service: Manage & prioritize CS workflows2. Acquisition: Identify potential customers & partners3. Marketing: Run targeted campaigns; grow your following.
  19. 19. “Authenticity, honesty, andpersonal voice underlie much ofwhat’s successful on the web.”Rick Levine.
  20. 20. Be RelatablePeople want to hear & interact with real voices.The best brands on Twitter are personable & real.Why so popular?Non-corporate, unique, fun, relatable, responsive.
  21. 21. Create Conversation.Twitter is not an advertisement.It is a conversation.People relate to conversation.Not to advertising and broadcasts.Broadcast (i.e. TV) Conversation
  22. 22. “I am all for conversation. But youneed to have a message.”Renee Blodgett.
  23. 23. What IS Compelling?Simple answer: Would you want to getthese updates via SMS?- Unique content, spin- Current / real-time focus- Promotes more than themselves- Exclusive access: photos, deals, insights- Conversational: two-way platform- Fun, smart and worth the read
  24. 24. Examples: Compelling Brands(In my opinion)Big brandsPersonal brandE-commerceEmerging
  25. 25. Examples: Compelling Brands(in Twitter’s opinion) * Twitter Case Studies
  26. 26. What is NOT Compelling? - Corporate-only voice - Broadcast only - High volume - Stale content - Ordinary content - Mostly self-serving - Self-infatuated
  27. 27. Example: NOT Compelling80+ tweets in 24 hrsOrdinary / useless content:Untargeted content:
  28. 28. “Successful brands don’t stopon Twitter.com – they build socialdirectly into their web and mobileexperiences.”Me :)
  29. 29. Basic: Tweet Button
  30. 30. Better: Display of multi-user activitywith inline reply, retweet functions
  31. 31. Great: Fab’s “Feed” shows real-timepurchases and social activity
  32. 32. Social from the Ground Up: Flipboardreimagines Twitter reading & publishing
  33. 33. Summary:1. Create conversation, not ads2. Your voice: be compelling3. Their voice: who’s talking?4. Apply this to your web, off-Twitter5. Success requires dedication to it(mentality, product, people, tools)
  34. 34. Lastly, Best Practices According to Twitter
  35. 35. More Reading- Twitter Best Practices - Using Twitter effectively - Twitter for Publisher Networks- Twitter for Business - Twitter Marketing Guide - Humanizing your Brand- Twitter Case Studies - 7 Sneaky Ways to Use Twitter - My Response to Mark Cuban’s:- Examples: Twitter Media to Spy on Your Competition Does ESPN.com Have a Twitter- Twitter for Websites - 10 Twitter Tools Used by Problem?- Resources for mobile Social Media Experts - 11 Ways to Usher NFL, NBA, MLB developers - The Science of Social Timing into new Web- Small Business One-Pager Part 1: Social Networks - Why Twitter Images Is Important- Twitter Logos & Icons - 5 Tips To Make Your Startup’s (Screenshot)- Twitter Developer Guidelines Twitter Account Stand Out - Twitter Promotes Mobile Apps & - 10 Great Twitter Tools To SMS To Logged-Out Users. Smart. Transform Your Tweeting - Twitter Promoted Tweets & Experience Effective Real-Time, Event-Based Advertising - For Social Ads, Voice and Relevance are more Important than Just Reach.
  36. 36. Learn more.Connect with us. polaris.vc dogpatchlabs.com ryanspoon.com @polarisvc @dogpatchlabs @ryanspoon fb.com/polarisventures fb.com/dogpatchlabs fb.com/ryanspoon

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