Twitter For Business: 6 Ways Brands Use Twitter

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  • 360

    Digital Influence

    Twitter for Business6 Ways for Brands to Use TwitterJune 2009

  • Twitter-genda

    What is Twitter and Why to Use It?

    Twitter Strategy: Customer Relations

    Twitter Strategy: Product Promotion and Sales

    Twitter Strategy: Event Activation

    Twitter Strategy: Crisis Management

    Twitter Strategy: Corporate Reputation Management

    Twitter Strategy: Issue Advocacy

    Additional Resources and Take Aways

    01

    02

    03

    04

    05

    06

    07

    08

  • What is Twitter?

  • Highly popular with celebrities, media and executives, Twitter is a microblogging platform composed of 140 character answers to 1 simple question: What are you doing?

    Highly popular with celebrities, media and executives, Twitter is a microblogging platform composed of 140 character answers to 1 simple question: What are you doing?

  • As of May 2009, Twitter received nearly 20 million UMVs, growing by over 400% in the past year. Growth in traffic increased by approximately 1% in the past month.

    As of May 2009, Twitter received nearly 20 million UMVs, growing by over 400% in the past year. Growth in traffic increased by approximately 1% in the past month.

  • 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.

    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.

  • New Harvard studies show that approximately 60% of Twitter users sign up and only use it once. However, with the exponential growth in visibility, Twitter is still on the rise.

    New Harvard studies show that approximately 60% of Twitter users sign up and only use it once. However, with the exponential growth in visibility, Twitter is still on the rise.

  • Business Opportunities While the recent phenomenon of Twitter has hit mainstream news, media

    and especially Hollywood, there are still a number of opportunities to use Twitter as a tool to help meet the needs of a corporation or organization.

    Twitter allows businesses a new mode of customer communication that can be tailored to match their customers preferences.

    Identify what Twitter strategy works best for your company or client.

    Customer Relations

    Crisis Management

    Corporate Reputation Management

    Issue Advocacy

    Event Activation

    Product Promotion and Sales

    99

  • Top Twitter Strategies

  • Follow>Create>Engage

  • Customer Service

    Anyone who has customers B2C, B2B, G2B, G2C, etc... can use Twitter to quickly listen and respond to customer feedback before problems escalate and to activate brand ambassadors.

  • @comcastcares

    Frank Eliason at Comcast started @comcastcares in April 2008 in

    response to the customer conversations he and his team found on Twitter

    through monitoring. Offers customers specific troubleshooting tips,

    online resources, new product info and a key customer relations

    personality (i.e. Franks).

  • Product Promotion and Sales

    A successful sales and promotion plan is based on identifying your audience, providing useful content, and being prepared to engage in the conversation. When done right, your followers will not only become loyal customers, but also evangelists for your brand and your promotions.

  • TwitterMoms

    Brands like CVS, Lands End, Jose Cuero, and more, are working with TwitterMoms, a

    network of over 16,000 moms on Twitter and/or blogging, to help promote their products

    and services and drive sales. TwitterMoms hosts Twitter parties and contests, giving its

    community a reason to post about and share product information with their followers.

  • Event Activation

    The real-time ability to connect with others and share experiences makes Twitter a great platform for individuals, or companies, to use during a major event.

    Live-Tweeting an event can be used to create a completely new channel of conversation and a way to enhance the physical experience of the event. Combining Twitter with blogs, video and other social media efforts provides more ways to interact with the content and experience youre creating.

  • @fordfiesta

    To build buzz around the upcoming launch of the Ford Fiesta in the 2010 US market, Ford

    developed the Fiesta Movement - recruiting 100 online influencers to receive a new Ford

    Fiesta with the instruction to complete a series of missions, or challenges, throughout the

    course of a year with their Fiesta. To build momentum and allow these drivers, as well as

    the larger general audience to interact with Ford, the @fordfiesta Twitter handle and

    #fiestamovement hashtag were created, to publish challenges, get updates from drivers

    and engage in an ongoing conversation around the Fiesta Movement.

  • Crisis Management

    Using Twitter for Crisis Communications is as much about preventing an isolated issue from becoming a full-blown crisis as it is about communicating to the public once a crisis has hit.

    Twitter is the fast way to respond and maintain an open channel.

    It needs to be part of a broader strategy, with all of the (social) media channels you use to listen and share with your customers, clients, and industry.

  • @jetblue

    The guys at JetBlue established a handle in a effort to humanize their

    brand and prevent any future reputation and sales crises resulting from

    customer complaints or corporate mishaps. Responds to customers with

    information and suggestions in their own quirky personality.

  • Corporate Reputation Management

    Twitter offers a new channel and outlet for your brands personality and humanity. A Twitter handle is created to share the brand personality from real-live people behind the messages being Tweeted.

    Its easy to see what others are saying about your brand and topics of interest and create a strong presence within those conversations.

  • @Zappos

    Started originally to help build company culture for employees outside

    of the office. Now, with over 121,000 followers, provides customers with

    an inside look at the company and core values, industry news, thought

    leadership, useful resources and product promotion.

  • Issue Advocacy

    Twitters ability to connect people with similar interests can be harnessed for the greater social good with non-profits and issue advocacy organizations creating a community and providing useful information to those they serve, volunteers, donors and other supporters.

  • @LiveStrong

    Led by @lancearmstrong and @livestrongceo, the LiveStrong Foundation

    spreads the word about about cancer and provide people with the tools they

    need to live life on their own terms. The Twitter handle is aimed to provide

    communication and support to those dealing with cancer, while also building

    awareness and raising funds for the foundation and cancer research.

  • A Strategic Approach to Using Twitter

    ENGAGECREATEFOLLOWSTRATEGY

    Customer Relations

    Crisis Management

    Corporate Reputation

    Management

    Event Coverage

    Product Promotion & Sales

    Issue Advocacy

    Your customers and potential customers

    Content relevant to your customers: tips, company info, etc.

    Answer questions, respond to comments about your brand

    Your brand, products and relevant issues

    Direct to additional resources, updated information, explanation

    Answer questions, respond to comments, raise issues, provide info

    Industry leaders, similar interest groups, news/media

    Insights, expertise, become a thought leader

    Jump in the conversation. Be transparent and add value

    Current and potential customers, those interested in similar products

    Event information, updates, behind the scenes coverage

    Set up Tweet-ups, talk to attendees, ask and answer questions

    Those interested or attending event, media

    Links to online promos, insider info on upcoming sales, discount codes

    Check replies and DMs, answer questions, provide info when needed

    Those interested in your cause, industry leaders, news

    Added value: health tips, disaster alerts, fundraising info

    Know your followers, thank them for support, get them involved

  • Useful Twitter Tools

    Search.Twitter (f.k.a Summize): Complete an advanced search around key phrases, within specific dates, and from specific handles. (Often broken, Google search is the best back up!)

    TweetDeck: A desktop app that lets you organize your followers into specific categories (i.e. industry leaders, customers, potential customers, etc.)

    TwitPic: Provides a bridge from your camera phone to Twitter. Pictures can either post to the Twitter public timeline from phone via email or through the site.

    Tweet Later and CoTweet: Allow you time your Tweets to be created now and published later.

  • Useful Twitter Tools

    HootSuite: a shared Twitter platform allowing multiple users, pre-scheduled tweets, and click statistics including charts and your most popular tweets.

    TweetVolume: Find out what keywords to use based on their popularity and conversation volume on Twitter.

    TweetBeep: the Google Alerts for Twitter, allows you to monitor conversations that mention you, your brand, related/competitor products, and links to your website/blog. Alerted as keywords appear, reducing the need for a manual search.

    Twitterholic: Find out who has the most followers and who can be an influential asset to your campaign.

    ExecTweet: Find and follow top executives on Twitter.

  • Useful Twitter Tools

    TwitterGrader: Measures the relative power and authority of a Twitter user by calculating number of followers, power of network of followers, pace of updates and completeness of a user's profile.

    Twhirl: Centrally manages activity, messaging, and updating for Twitter and other platforms (FriendFeed, Identi.ca, and Seesmic).

    TwitScoop: Tells you Whats hot right now?, presenting trend comparisons and volume of conversation.

    Twitterberry and TwitterFox: Downloadable Blackberry app and Firefox plugin for Twitter.

  • Additional Resources

    http://delicious.com/360DI/twitter

  • CONTACTJohn H. BellManaging Director | 360

    Digital InfluenceOgilvy Public Relationsp 202.729.4166e john.bell@ogilvypr.com

    Kristin Parrish Digital Influence | 360

    Digital InfluenceOgilvy Public Relationsp 404.881.2324e kristin.parrish@ogilvypr.com

  • Slide Number 1Twitter-gendaSlide Number 3Slide Number 4Slide Number 5Slide Number 6Slide Number 7Business OpportunitiesSlide Number 9Slide Number 10Customer ServiceSlide Number 12Product Promotion and SalesSlide Number 14Event ActivationSlide Number 16Crisis ManagementSlide Number 18Corporate Reputation ManagementSlide Number 20Issue AdvocacySlide Number 22A Strategic Approach to Using TwitterUseful Twitter ToolsUseful Twitter ToolsUseful Twitter ToolsAdditional Resources Slide Number 28Slide Number 29