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The document provides guidance on using Twitter effectively for business purposes. It recommends that 20% or less of tweets should promote oneself, while 80% should add value to followers. It also describes different levels of Twitter engagement from one-way broadcasting to two-way long-term relationship building. Various strategies are presented for listening, talking, energizing, helping and embracing followers through Twitter.
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- 2. 80 20 Rule Thou shalt not use more than 20% of thy tweets to promote thyself 80% of thy tweets shall add value to thy followers
- 4. Groundswell •Listening •Talking •Energizing - amplifying Twitter users’ voices by responding, RTing, providing content to RT •Helping - supporting •Embracing - collaborating by driving people to surveys, soliciting feedback, asking questions Objectives
- 5. Groundswell Listening Talking Energizing Helping Embracing Objectives Research PR Sales Support Development Roles
- 6. Example of “listening & talking”
- 18. Example of tying your tweets into relevant hashtags
- 19. Example of tying your tweets into relevant hashtags
- 20. Example of tying your tweets into relevant hashtags
- 21. Establishing your thought leadership by retweeting relevant content from other sources
- 22. Responding to competitor’s tweet
- 23. Getting started: The Twitter Handle • Should reflect brand/corporate personality • Fill out bio & choose avatar - personal touch • Register to protect against Twittersquatting
- 24. 93 OF THE TOP 100 BRANDS DON T CONTROL THEIR TWITTER NAME January 2009
- 27. Claim it before you need it Created 2 days after video first surfaced Claim it before you need it
- 28. Twitter search results for “dominos” after dpzinfo had been created (04/15/09 @ 4:40 pm CST)
- 29. • Began crisis management with no established followers. • Would have been nice to have established community to RT first tweet:
- 31. BRANDCO Unidentified Individual(s) - agreed upon tone of voice - different tone of voice
- 32. BRANDCO Identified Individual(s) - personal profile - corporate handle with signed tweets
- 33. BRANDCO Fictional Character i.e. Henry VIII
- 39. What to TWEET About? Company news Industry news/trends New blog posts Event info Retweets: RT Survey/study findings Private messages: DM Questions/Answers Public replies: @
- 40. You don’t need to tweet to get value out of Twitter
- 42. TweetDeck
- 43. • Scheduled tweets • Tweet stats • Team accounts • Organize streams
- 45. Monitoring Reputation Management • Market Research Listening & Tools: TwitterSearch • Trending Topics • Hashtags.org
- 49. – Joel Rubinson, Chief Research Officer of The Ad. Research Foundation We can now tap into a constant stream of incredible insights by observing consumers’ daily vocabulary of words, pictures and videos that they use to express themselves. “ “ Research: Market A Global Focus Group
- 50. Product Promotion • Event Management • Live-Tweeting Broadcasting Tools: Tweet • ReTweet Goal (short-term): Buzz Initiated internally
- 51. Color of Love Campaign • all 1-way • doesn’t follow • brief time span: 01/16-02/15/08 • little activity since
- 52. A look at Barbie
- 53. • Little 2-way interaction • doesn’t follow • some promotional tweets for other brands A look at Barbie
- 55. A more Interactive Model Mixture of: • Broadcasting • Direct interaction • Following only 21 • DigitalNomads: 2,400 • Over $1 million in sales
- 56. Crisis Management • Customer Relations Responding Tools: @<twitterhandle> • DM<twitterhandle> Initiated externally
- 57. Management Crisis 2 Crisis Scenarios - AmazonFail - Motringate Importance of Monitoring - Dominos - Dell, Comcast (retroactively) Importance of Responding Played out on Twitter: Put out on Twitter:
- 58. Comcast’s YouTube Baggage - Sleeping Comcast Technician Video
- 59. “Cable Rage Pushes Granny Over The Edge Cable guy doesn’t show up, so granny does - with a hammer” “Taking a Whack Against Comcast: Mona Shaw Reached Her Breaking Point, Then for Her Hammer” “Taking a hammer to Comcast”
- 62. Media/Blogger Relations • Customer Evangelism • Internal Relations Tools: follow, share valuable content, tweetups Two-way symmetrical communication Community Building Goal (long-term): Relationship
- 63. Relations Media/Blogger & News dissemination tool Community to connect with reporters News
- 65. Evangelism Customer • Over 3 million followers • Following 1/2 million • Sample week (04/17-23): • average of 14 tweets • range: 1-38 Valuable content Drive traffic to other sites People evangelize, criticize & just plain talk about us pretty frequently, even without our encouragement. Our main objective is to encourage people to communicate with us directly - Winnie Hsia “ “
- 66. Relations Internal • 434 employees on Twitter • Helps build company culture • Helps new hires adapt • Increases social awareness • Captures org. memory 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 “ “
- 67. Listening/Monitoring • Broadcasting Responding • Building Community Remember: Steps to Claim your handle 1. Set up your profile 2. Decide on an engagement level: 3. Remain authentic 4.