Twitter for Business 101
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Transcript of Twitter for Business 101
for Business: 101
Twitter for Business: 101
• What is Twitter?• Why is it valuable?• How does it work?• How should a business get started?• What does it make possible?• Some examples• Your fears and concerns• Learning more…
What is Twitter?
What Are You Doing?
6 million unique monthly visitors
55 million visits(+25 million since Nov)
1000% growth
Jan 2008 - Jan 2009
20% of online adults 25-34
23% of social network users
27% of bloggers
December 2008
Why is it valuable?
http://twitpic.com/135xa
How does it work?
What Are You Doing?
The User Multiface
Browser • SMS • IM • RSS reader • FriendFeed •
Facebook • blogs • widgets • desktop, iPhone, Blackberry,
and SMS clients
Anyone
• Develop dynamic and engaging “behind the scenes” personalities, content, sneak-previews and other genuinely engaging content
Individuals
• Build your network, access better professional relationships, faster knowledge-sharing and leveraged problem-solving
• Particularly valuable for Executives, sales and marketing professionals, consultants, freelancers and celebrities.
Companies and Brands
• Engage more deeply with consumers and markets in strategic and powerful ways
• Drive productivity, value, innovation and human capital growth through better networking and idea-exchange
Externally
Customer service
Market awareness
News
Innovation
Understanding
Extending reach
Relationships
Branding
Direct sales
SEO
Driving traffic
Networking
Internally
Sales Teams
Event Planning
Project Status
News
Coordination
Interface
Decentralized teams
Employee Support
Mentoring
Problem-solving
Purely Social
VALUE.
visibility
relevance
relationships
social capital
community
ideas
trust
research
marketing
networking
customer
service
traffic
news
sales
SEO
How should a business get started?
Manners 101
• Dress nicely– Background graphic, avatar
• Introduce yourself– Fill out profile completely– Mention your Twitter on your site
• Be a good conversationalist– Listen, respond– Contribute relevant, useful material
How Best to Approach?
Cultivate standards of
• Excellence
• Authenticity
• Engagement
What will work for your organization?
Twitter Campaigns?
not so much.
Twitter literacy
Bearing in Mind…
• Twitter can be a great vehicle for a brand extension– if you are willing to produce feeds of cool, useful things
• Publish & subscribe environment– The self-serving will flounder. The useful will flourish.
• Brands need to work to not be rejected as spam
Influence (was)
Attracting attention to yourself
Influence (is)
Providing attention and value to others
Some Examples
Some Examples
• Influential individuals
• Customer service
• Branding and relationships
• Direct sales
• Consumer products
• Retail
Influential Individuals
Customer Service
Branding and Relationships
Direct Sales
Consumer Products
Retail
Questions and concerns
What’s the business use of Twitter?
What’s the business use of email?
How do we reach an audience?
Be useful.
Provide value.
Rethink audience.
Rethink message.
What about Twitter etiquette?
Listen first
Understand the territory
Be clear about why you’re there
Etiquette will drive effectiveness
How do we govern employees’ Twitter use?
You don’t.
You govern job performance.
How can we measure success?
Try things. See if they work. Try again.Engagement & analytics -- with caveatsBy the currency of success for your brand
Learning more…
Outlook
• Landscape for business use of Twitter and microsharing generally
• How to think about brand opportunities in microsharing
• What’s on the horizon? What trends should we watch for next?
for Business
March 11, 2009Wednesdays at 1:00 EST
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