Twitter, A Strong Current In the Social Media Mainstream
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Twitter—A Strong Current In the Social Media Mainstream
Social Media SeriesSocial Media Series
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Welcome Changing the World
The Facts
The “Who?” “When? Why? How?”
What’s New On Twitter?
What Marketers and the Media Are Saying?
Opportunities for Brands
Appendix
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How Twitter is Changing the World
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Breaking News Medium
Real-time ConversationsEntertainment Tune-in
Fundraising Platform
Connects Strangers That ShareCommon Interests/Passions
4,064 tweets per second 243,840+ tweets every minute
Missing People Finder
Free Focus Group ForMarketers
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5
What is Twitter?
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Twitter is a microblogging
platform composed entirely of 140 character answers to 1 simple
question: “What are you doing?”
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220MM total registered users; 95MM+ are US-based
Source: Twitter, June 2011; Quantcast, June 2011
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1BN tweets created each week
Source: Twitter, June 2011
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500,000 new users a day
Source: Twitter, December 2010
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The “Who?” Where? Why? How?”
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55% female, 45% male
36% are ages 18-34; 85% are 21+
16% have an income of $100K+
46% use Twitter via mobile
The Twitter User
* Nielsen Net View, May 2011
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Reasons People Use TwitterWatercooler and Breaking NewsProvide an easy way to discover and share news with the community
Meet Strangers Who Share Common InterestsAllow people to find others who share similar passions and personality, or have the same aspirations
Research A way for users to find information about products/brands, celebrities, technology,events, what’s hot and popular, etc.
Self-promotionAllow one to build credibility and thought leadership and drive traffic to other digital properties
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Top 5 Reasons Why Twitter Users Follow Brands
Source: Twitter, December 2010
38%
32%
31%
30%
28%
To get updates on future products
To stay informed about the activities of a companyTo receive discounts and promotions
To get updates on upcoming sales
To get a "freebie"
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What’s new on Twitter?
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Users can upload and post photos to their tweets directly from the Twitter website Photobucket will host the photos on the back-end, but Twitter will own the user interface and provide it to users through its site and apps Video hosting is currently in the works…
Photo Hosting
Hashtags used in tweets with pictures will aggregate them accordingly for and easily searchable picture database
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Twitter has recently released a new version of the mobile Twitter website
The mobile website was made to act as a better platform than any smart phone app in order to unify the Twitter experience
Users without smart phones can now upload photos to Twitter by attaching them to text messages
Twitter is built right into iOS 5, coming soon to iPhone, iPad and iPod touch devices worldwide – tweet with a single tap from Twitter-enabled apps
Mobile Integration46% of Tweets are posted via mobile
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Twitter has recently launched a Follow Button that allows users to follow accounts directly from websites in a single click
Follow Button
@JLo
Add the Follow Button to your website to stay connected with your customers. People who follow your account are much more likely to retweet and engage with your Tweets, and to repeatedly visit your website.
Adding the Follow Button to any website is quick and easy at twitter.com/followbutton Simply copy and paste the HTML code Twitter provides
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What the Marketers and the Media Say About Twitter
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“It’s a no brainer that Twitter is a way to help people and positively influence others”
- Ann Curry, News Anchor of NBC’s Today
Source: “Social Media and Haiti Disaster” Panel Discussion at The New York Times
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“You don’t need to justify Twitter-it’s a real-time consumer promotion tool. The ROI of
Twitter is baked into brand health metrics”
- Cynthia Ashworth, VP, Consumer Engagement
Source: ANA Brand Innovation Conference 2009
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“We don’t really view it as a marketing channel as much as a way to connect on a more personal level, whether it’s with our employees or our existing customers”
‐ Tony Hsieh, CEO, Zappos
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Why Brands Should Own A Presence On Twitter
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HUMANIZING THE BRAND INSIDE LOOK AT THE COMPANY
EMPLOYEES AS BRAND AMBASSADORS
FEEDBACK LOOP
Results
@Zappos has over 1,790,000 followers
Generated half a million dollars in real revenue
Source: jeffbullas.com
A sub-community within Zappos.com denoting all emplo-yees on Twitter
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CUSTOMER SUPPORTREAL-TIME CUSTOMER SERVICE
DMs ALLOW FOR PRIVATE ONE-ON-ONE MESSAGES
TURNING ANGRY CUSTOMERS INTO HAPPY ONES
Results
Over 132,000 followers to date (as of Feb. 2011)
Satisfied customers
Source: TheZenDeskBlog
“During the storm, some stranded and delayed Delta passengers used Twitter to re-book flights, while their less tech-savvy flight
mates who used phones and airport personnel stayed aground for many hours.” -
The Zendesk Blog, January 2011
Watch video here.
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FREE FOCUS GROUPS KEEPS A PULSE ON HOW THEY ARE PERCEIVED
GUAGES OPINIONS ON NEW PRODUCTS & OFFERS
MAKES IMPROVEMENTS BASED ON CUSTOMER FEEDBACK
Results
Keep a DD Perks Program database
Monetize Twitter through unique links tooffers and discounts
“It’s a great place to get that real-time feedback and to find out what consumers want from you as a brand.”
David Puner, the Dunkin Dave Twitterer
Source: Portfolio.com
Dunkin Dave
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BUILDING BRAND ADVOCATES GAINS SUPPORT & UPDATES THEIR
FOLLOWERS OF REAL-TIME EFFORTS
FACILITATES THE 3 C’s: COMMUNICATION,
COLLABORATION & COMMUNITY
RESULTS HELPS THEM SEE PAST COMMUNICATION
HICCUPS AND PUBLCITY SETBACKS
RAISES $$$
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Paid Twitter Offerings
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Promoted Tweets
Contextually-relevant ads delivered at the top of user's Twitter search results
Promoted Ad Products
- Allows brands to break through the Twitterclutter and drive conversation around the brand and its relevant keywords
- Based on a CPE (Cost per engagement) model at a min. $0.50 bid
Promoted Trends
Allows advertisers to insert their own terms into the Trending Topics that appear on the Twitter homepage and users' login pages.
- Allows brands to drive mass reach and awareness about a movie/show premiere , products, or events that maximize exposure and generate additional conversations.
- Based on a fixed rate
Promoted Accounts
A part of the “Suggestions for You” section of one’s Twitter handle, which suggest accounts that people don’t currently follow and may find interesting
- Allows brands to build your brand’s Twitter following based on relevance through an “Interest Match” or a “Wider Interests.”
- Based on a CPF (Cost per follower) model
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Ad.ly network, an in-stream advertising platform that connects brands to online influencers in order to generate buzz and exposure of brands on Twitter and Facebook
Celebrity Endorsements
Ryan Grant – 72,750 followershttp://twitter.com/ryangrant25Ryan Grant Running Back of the Historic Green Bay Packers. Cost per tweet: $5,000 (app.)eCPMF: $68.72
Khloe Kardashian – 2,544,085 followershttp://twitter.com/#!/KhloeKardashianKeeping Up With The Kardashians Reality TV StarCost per tweet: $5,100eCPMF: $2.00
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A custom "Twittersode," a scene acted out on Twitter feeds in 140 characters or less devoted to the show's characters was created in conjunction with Ad.ly and producer of NBC Community.
The scene was composed of 80 tweets and debuted at 7 p.m. EDT, an hour before the premiere. This was promoted by celebrities to drive tune-in for the show. As a result, hashtag #nbccommunity became a trending topic in 10 US cities.
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CAUSES ON TWITTER & BEYOND
BroadCause.com is the largest cause-related social media platform that allows brands to align with social causes prospective consumers are passionate about and interested in
Broadcause.com cost ranges from $40K to $100K, exclusive of the donation amount
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INFLUENCER ACTIVATION Disney collaborated with Klout Perks to
send influential moms and dads, and anime movie buffs “Get Tangled Kits” and screening invitations to the movie premiere
The invitation led influencers to a custom sign-up page that was also optimized for sharing
Results
Upon receiving the invitation and kit, the 412 influencers generated 15,234 tweets and 608 Facebook comments about the campaign
The campaign drove 39.8 Million total impressions, a true reach of 1,305,000, and priceless influential endorsements
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TWEETUP SPONSORSHIPS NHL hosted a hockey watching Tweetup party in NYC 2000+ people organized Tweetupsand were looking for NHL sponsorships NHL enabled a self-sustaining community of online fans to convince each other to act offline
Results NHL audience on Twitter, Facebook and other social media platforms has grown 88% In 2010, #NHLWinterClassic drove 134% more print coverage and 73% more broadcast coverage than in 2009
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Tools To Make It Easy
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Tweetdeck
WhentoTweet
Twitter SearchTwitalyzer
TwitPic Twellow
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FIVE BEST PRACTICESMake your tweets a two-way street
Show some personality
Respond to your user feedback, questions, and ideas in real- time
Use photos and videos to engage your followers
Provide back-stage access (exclusive information) to products, events, etc.
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Key Takeaways
37
A customer service tool that allows brands to respond and address issues real-time
A great way to manage a PR communications crisis and improve brand image
A wide-variety of opportunities on Twitter go beyond the owned media space
A free focus group that can inform future campaigns
Go out and try it to really get a feel of what it is and how it works