Effective use of twitter in business
-
Upload
pwcomcouk-ltd -
Category
Business
-
view
613 -
download
2
description
Transcript of Effective use of twitter in business
![Page 1: Effective use of twitter in business](https://reader035.fdocuments.us/reader035/viewer/2022081516/54c14d564a795919748b45a2/html5/thumbnails/1.jpg)
pwcom.co.uk
March 2013
Effective use of Twitter for Business
Paul Wilkinson - @EEPaul(pwcom.co.uk Ltd)
![Page 2: Effective use of twitter in business](https://reader035.fdocuments.us/reader035/viewer/2022081516/54c14d564a795919748b45a2/html5/thumbnails/2.jpg)
2
Hello?
![Page 3: Effective use of twitter in business](https://reader035.fdocuments.us/reader035/viewer/2022081516/54c14d564a795919748b45a2/html5/thumbnails/3.jpg)
3
• Who am I?
• Twitter adoption
• setting up and using Twitter
• who to follow and how to get followers
• Twitter tools
• “Twittiquette”
• simple monitoring and measurement
• Twitter ethics
![Page 4: Effective use of twitter in business](https://reader035.fdocuments.us/reader035/viewer/2022081516/54c14d564a795919748b45a2/html5/thumbnails/4.jpg)
4
Who am I?• author and technology consultant• B2B PR professional since 1987
– in-house: Halcrow, Tarmac, BIW– consultancy
(1998 - 2000, 2009 - date)
• Wikipedian (2003), blogger (2005)
and tweeter (2008)
![Page 5: Effective use of twitter in business](https://reader035.fdocuments.us/reader035/viewer/2022081516/54c14d564a795919748b45a2/html5/thumbnails/5.jpg)
5
![Page 6: Effective use of twitter in business](https://reader035.fdocuments.us/reader035/viewer/2022081516/54c14d564a795919748b45a2/html5/thumbnails/6.jpg)
6
c. 500m+ registeredaccounts
• c. 28% 'active'*
• est. 250m 'active'by end 2012
* Active = members who log in at least once a month
Source: www.mediabistro.com
![Page 7: Effective use of twitter in business](https://reader035.fdocuments.us/reader035/viewer/2022081516/54c14d564a795919748b45a2/html5/thumbnails/7.jpg)
7
• 400m Tweets/day(up from 2m/day in 2009)
• now (2013) averagec. 4,600 Tweets/sec
• Peak 33,388/sec(New Year's Day 2013)
Image courtesy of: Huffington Post
![Page 8: Effective use of twitter in business](https://reader035.fdocuments.us/reader035/viewer/2022081516/54c14d564a795919748b45a2/html5/thumbnails/8.jpg)
8
• UK = 4th largest Twitter population
• c. 32m Twitter accounts(53% population)
• c. 11m active UK users
• 7% of Tweeters =79% of UK Twitter traffic
![Page 9: Effective use of twitter in business](https://reader035.fdocuments.us/reader035/viewer/2022081516/54c14d564a795919748b45a2/html5/thumbnails/9.jpg)
9
• Twitter use/growth strongly linked to UK smartphone adoption (45+% own one)
![Page 10: Effective use of twitter in business](https://reader035.fdocuments.us/reader035/viewer/2022081516/54c14d564a795919748b45a2/html5/thumbnails/10.jpg)
10
“Why?”
• engage in real-time online conversations
• expand range of communication tools
• join or open up new conversations(new customers, projects, etc)
• improve networking
• extend reach of existing tools, networks and content
![Page 11: Effective use of twitter in business](https://reader035.fdocuments.us/reader035/viewer/2022081516/54c14d564a795919748b45a2/html5/thumbnails/11.jpg)
11Source: Optify.net
![Page 12: Effective use of twitter in business](https://reader035.fdocuments.us/reader035/viewer/2022081516/54c14d564a795919748b45a2/html5/thumbnails/12.jpg)
12
setting up and using Twitter
• Twitter - maximum limits ...
• 15 – characters in @username
• 20 – characters in real name
• 140 – characters in status update
• 160 – characters in profile
![Page 13: Effective use of twitter in business](https://reader035.fdocuments.us/reader035/viewer/2022081516/54c14d564a795919748b45a2/html5/thumbnails/13.jpg)
13
![Page 14: Effective use of twitter in business](https://reader035.fdocuments.us/reader035/viewer/2022081516/54c14d564a795919748b45a2/html5/thumbnails/14.jpg)
14
![Page 15: Effective use of twitter in business](https://reader035.fdocuments.us/reader035/viewer/2022081516/54c14d564a795919748b45a2/html5/thumbnails/15.jpg)
15
![Page 16: Effective use of twitter in business](https://reader035.fdocuments.us/reader035/viewer/2022081516/54c14d564a795919748b45a2/html5/thumbnails/16.jpg)
16
![Page 17: Effective use of twitter in business](https://reader035.fdocuments.us/reader035/viewer/2022081516/54c14d564a795919748b45a2/html5/thumbnails/17.jpg)
17
![Page 18: Effective use of twitter in business](https://reader035.fdocuments.us/reader035/viewer/2022081516/54c14d564a795919748b45a2/html5/thumbnails/18.jpg)
18
![Page 19: Effective use of twitter in business](https://reader035.fdocuments.us/reader035/viewer/2022081516/54c14d564a795919748b45a2/html5/thumbnails/19.jpg)
19
![Page 20: Effective use of twitter in business](https://reader035.fdocuments.us/reader035/viewer/2022081516/54c14d564a795919748b45a2/html5/thumbnails/20.jpg)
20
• who to follow and how to get followers
![Page 21: Effective use of twitter in business](https://reader035.fdocuments.us/reader035/viewer/2022081516/54c14d564a795919748b45a2/html5/thumbnails/21.jpg)
21
Following people.... (step one)
Search by......real name ...category ...contact
![Page 22: Effective use of twitter in business](https://reader035.fdocuments.us/reader035/viewer/2022081516/54c14d564a795919748b45a2/html5/thumbnails/22.jpg)
22
Following people.... (step two)
Follow friends' recommendations
• FollowFriday (#ff) …
Follow people who follow you
• Auto-follow? (suggest not)
• spam
![Page 23: Effective use of twitter in business](https://reader035.fdocuments.us/reader035/viewer/2022081516/54c14d564a795919748b45a2/html5/thumbnails/23.jpg)
23
Getting followers.... (step one)
“Why would people follow me/us?”
• Be interesting
• Be useful
• Don't just broadcast
• Interact
• Shape expectations– recent tweets– landing page
![Page 24: Effective use of twitter in business](https://reader035.fdocuments.us/reader035/viewer/2022081516/54c14d564a795919748b45a2/html5/thumbnails/24.jpg)
24
Getting followers.... (step 1.5)
Shape expectations: recent tweets
![Page 25: Effective use of twitter in business](https://reader035.fdocuments.us/reader035/viewer/2022081516/54c14d564a795919748b45a2/html5/thumbnails/25.jpg)
25
Getting followers.... (step 1.5)
Shape expectations: landing page
![Page 26: Effective use of twitter in business](https://reader035.fdocuments.us/reader035/viewer/2022081516/54c14d564a795919748b45a2/html5/thumbnails/26.jpg)
26
Getting followers.... (step two)
Highlight Twitteraccount
• link fromwebsite ...
![Page 27: Effective use of twitter in business](https://reader035.fdocuments.us/reader035/viewer/2022081516/54c14d564a795919748b45a2/html5/thumbnails/27.jpg)
27
Getting followers.... (step two)
Highlight Twitter account
• link from website, blog, etc (and vice versa)
• on other social networks
• email footer, business card
• e-newsletters
• news releases
• printed collateral
• signage, event badges, etc
![Page 28: Effective use of twitter in business](https://reader035.fdocuments.us/reader035/viewer/2022081516/54c14d564a795919748b45a2/html5/thumbnails/28.jpg)
28
Getting followers.... (step three)
Cultivate your online profile...
• tweet regularly
• Retweet (RT) regularly
• reply (it's about interaction)
• recommend others #ff
• use relevant #hashtags
• participate in relevant #tweetchats
• don't spam
![Page 29: Effective use of twitter in business](https://reader035.fdocuments.us/reader035/viewer/2022081516/54c14d564a795919748b45a2/html5/thumbnails/29.jpg)
29
Twitter tools
![Page 30: Effective use of twitter in business](https://reader035.fdocuments.us/reader035/viewer/2022081516/54c14d564a795919748b45a2/html5/thumbnails/30.jpg)
30
Twitter tools – why?
![Page 31: Effective use of twitter in business](https://reader035.fdocuments.us/reader035/viewer/2022081516/54c14d564a795919748b45a2/html5/thumbnails/31.jpg)
31
Twitter tools - web
![Page 32: Effective use of twitter in business](https://reader035.fdocuments.us/reader035/viewer/2022081516/54c14d564a795919748b45a2/html5/thumbnails/32.jpg)
32
Twitter tools
• at-a-glance “dashboard” view
• configure searches
• monitor lists
• manage multipleTwitter accounts
• publish updatesto Facebook
• short URLs
![Page 33: Effective use of twitter in business](https://reader035.fdocuments.us/reader035/viewer/2022081516/54c14d564a795919748b45a2/html5/thumbnails/33.jpg)
33
Twitter tools - mobile
• Full functionalityon smartphone
• add GPS location
• tweet photos
• Tweet frommultiple accounts
• Sometimes all at once!
![Page 34: Effective use of twitter in business](https://reader035.fdocuments.us/reader035/viewer/2022081516/54c14d564a795919748b45a2/html5/thumbnails/34.jpg)
34
Simple monitoring and measurement
![Page 35: Effective use of twitter in business](https://reader035.fdocuments.us/reader035/viewer/2022081516/54c14d564a795919748b45a2/html5/thumbnails/35.jpg)
35
Simple monitoring and measurement
![Page 36: Effective use of twitter in business](https://reader035.fdocuments.us/reader035/viewer/2022081516/54c14d564a795919748b45a2/html5/thumbnails/36.jpg)
36
Simple monitoring and measurement
![Page 37: Effective use of twitter in business](https://reader035.fdocuments.us/reader035/viewer/2022081516/54c14d564a795919748b45a2/html5/thumbnails/37.jpg)
37
Simple monitoring and measurement
![Page 38: Effective use of twitter in business](https://reader035.fdocuments.us/reader035/viewer/2022081516/54c14d564a795919748b45a2/html5/thumbnails/38.jpg)
38
Good tweeting
• Beware:
– company and/or clientconfidentiality
– copyright issues
–defamation
–privacy of individual
–bringing company into disrepute
![Page 39: Effective use of twitter in business](https://reader035.fdocuments.us/reader035/viewer/2022081516/54c14d564a795919748b45a2/html5/thumbnails/39.jpg)
39
Good tweeting
• Avoid conflicts of interest
–Disclose clientrelationships
–Clarify account'managers'
• Consider disclaimers
• Above all: honesty and integrity
![Page 40: Effective use of twitter in business](https://reader035.fdocuments.us/reader035/viewer/2022081516/54c14d564a795919748b45a2/html5/thumbnails/40.jpg)
40
Good tweeting
• Stay (mainly)on-topic
• Keep it personal,not corporate
• Tweet regularly
• Be responsive
• Think long-term
![Page 41: Effective use of twitter in business](https://reader035.fdocuments.us/reader035/viewer/2022081516/54c14d564a795919748b45a2/html5/thumbnails/41.jpg)
41
Six minutes31 January 20132.21pm - First tweet from @hmvtweets2.21pm - First media RT2.27pm - First RT by national journalist2.36pm - ITVnews article published2.51pm - c. 900 RTs
Data from PR Week, 22 Feb 2013
![Page 42: Effective use of twitter in business](https://reader035.fdocuments.us/reader035/viewer/2022081516/54c14d564a795919748b45a2/html5/thumbnails/42.jpg)
42
Q&AThank you
Contact: Paul WilkinsonWebsite: www.pwcom.co.uk
Tech blog: www.extranetevolution.comPR blog: www.blog.pwcom.co.uk
Email: [email protected]: +44 (0)20 8858 1104
mob: 07788 445920Twitter: @EEPaul
http://www.google.com/profiles/paul.wilkinson19
Effective use of Twitter for Business