How To Use Twitter For Business?
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How To Use Twitter For Business?
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A quick look at how brands are using Twitter for business purposes. Includes an introduction on Twitter, updated statistics, case studies and useful tools.
Transcript of How To Use Twitter For Business?
How To Use Twitter For Business?
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“Twitter is not a technology. It’s a conversation. And it’s happening with or with you.” - Charlene Li Co-Author of Groundswell
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As of August 2012, Twitter received nearly 42 million UMVs
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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.
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Twitter handles over 517 million accounts and 340 million tweets per day
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1 million accounts currently added to Twitter everyday
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Twitter Statistics : India
Twitter users in India - 16 Million Twitter page views per month from India - 12.4 Million Male : Female ratio - 60 : 40 Top 3 brands on Twitter in India - MTV India, Times of India &
Vodafone India. Since 2010, Twitter users in India have increased by 191%,
with more than 20,000 users having 500+ followers that read their updates daily.
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Top 5 Indian Twitter Brands No of Followers
MTV India 492096
NDTV 457323
Times of India 341831
IPL 272066
CNN-IBN 202464
MTV India NDTV Timesofindia IPL CNN-IBN 0
100000
200000
300000
400000
500000
600000
Top 5 Twitter Brands in India
No of Followers
Twitter Statistics : India
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Twitter users are frequent online users overall; 50% go online more than once an hour
Source: CMB Consumer Pulse Research, 2011
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Twitter may be early in its lifecycle; nearly half of users have been tweeting less than one year
Source: CMB Consumer Pulse Research, 2011
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Most Twitter users are selective about brands they follow; 79% follow fewer than 10 brands
Source: CMB Consumer Pulse Research, 2011
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One-third of brand followers are interacting with brands more this year than the previous year
Source: CMB Consumer Pulse Research, 2011
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Twitter users under 35 are much more likely to follow brands on Twitter than are older users
Source: CMB Consumer Pulse Research, 2011
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75% of followers have never “un-followed” a brand
Source: CMB Consumer Pulse Research, 2011
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People follow brands to receive exclusivity, promotions, and be “in the know”
Source: CMB Consumer Pulse Research, 2011
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Followers read brand posts more than they tweet about brands
Source: CMB Consumer Pulse Research, 2011
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60% of followers say they’re more likely to recommend a brand to a friend after following
Source: CMB Consumer Pulse Research, 2011
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Half of followers say they’re more likely to buy a brand after following
Source: CMB Consumer Pulse Research, 2011
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“The biggest mistake we see companies make when they first hit Twitter is to think about it as a channel to push out information.”- Tim O’Reilly.
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Avoid making that mistake with these five guidelines
1. Listen
2. Be authentic
3. Be compelling
4. Find the influencers
5. Extend off-Twitter, onsite
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“Too many people fail to realize that real communication goes in both directions.” - Lee Lacocca.
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Your customers are on Twitter
…Whether or not you are.
They are talking about you; good or bad.
Listen to what they are saying.
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Your customers are on Twitter
…Whether or not you are.
They are talking about you; good or bad.
Listen to what they are saying.
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Your brand is being defined by what others are saying about it
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Listening: Search
Twitter search is enormously useful…and under-utilized.
By query / phraseBy usernameBy locationBy sentimentSave your searches!
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Example: Local Search
Search: People looking for best coffee in San Francisco area.
Useful for: local coffee shops, bigger chains, customer support, etc.
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Listening: 3rd Party Apps
The 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
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Listening: Data
Listen to the data….figure out what’s working:- Best time to tweet- Most effective tweets- Characteristics of most
retweeted, replied tweets- Characteristics of highest traffic
drivers off-Twitter
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Listen, and respond, in real-time.
From @wholefoods: “the online community doesn’t recognize office hours – nor should they. Waiting until Monday is just not good enough.”
Listening: Real-Time
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“The key to successful leadership today is influence, not authority.”- Ken Blanchard.
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Before engaging with users, you should understand their:1. Influence2. Relevance3. Background
… THEN determine response, speed, etc.
Who are You Talking To?
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Before engaging with users, you should understand their:1. Influence2. Relevance3. Background
… THEN determine response, speed, etc.
Who are You Talking To?
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Use Klout to understand individual user’s:- influence and reach- topics of expertise- network & similar users
Hint: try Klout’s Chrome app and see Klout scores on Twitter.com.
How? Try Klout.
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Customer Relations Crisis Management Corporate Reputation Management Issue Advocacy Event Activation Product Promotion and Sales
Use Influence To:
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“Authenticity, honesty, and personal voice underlie much of what’s successful on the web.”- Rick Levine.
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People want to hear & interact with real voices.The best brands on Twitter are personable & real.
Why so popular? Non-corporate, unique, fun, relatable, responsive.
Be Relatable
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Twitter is not an advertisement. It is a conversation.People relate to conversation. Not to advertising and broadcasts.
Broadcast (i.e. TV) Conversation
Create Conversation.
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“I am all for conversation. But you need to have a message.”- Renee Blodgett.
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Simple answer: Would you want to get these 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
What IS Compelling?
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- Corporate-only voice- Broadcast only- High volume- Stale content- Ordinary content- Mostly self-serving- Self-infatuated
What is NOT Compelling?
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80+ tweets in 24 hrsOrdinary / useless content:
Untargeted content:
Example: NOT Compelling
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Better: Display of multi-user activity with inline reply, retweet functions
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Great: Fab’s “Feed” shows real-time purchases and social activity
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Takeaways
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)
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