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Social Media presentation Feburary 9, 2010 - London, UK
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TWITTER FOR BUSINESS
(In 13 tweet tips)
@StephenjatDell © 2010 Dell
IN 13 TWEETS WE’LL
COVER...
3
What is Twitter?
Courtesy of CommonCraft.com 4
TWITTER 101
GET STARTED
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TWITTER 101
GET STARTED
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TWITTER 101
Things to remember prior to signing up
• Have a Username convention decided
• For personal company account (e.g. nameatdell)
• For company account (e.g. DellHomeUK)
• Centrally administrate the password and use company
email address
• Decide on the logo or image that will be used
• 48x48 pixels – jpg, gif or png (max 700k size)
• Put thought into your One Line Bio
• Design your background to best represent and market
your brand.
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TWITTER 101
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TWITTER SPEAK
TWITTER 101
Tweet
• 140 character post including all punctuation, links and
spaces
• It is viewable by all
Direct Message (DM)
• It is viewable only by the person who you are sending
it to (DM stephenjatdell)
Auto DM
• Generic DM some people send to a new followers
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TWITTER SPEAK
TWITTER 101
Reply or Mention
• Directing a post to another member openly (@)
Retweets (RT)
• Reposting of somebody else’s tweet and giving them
credit.
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TWITTER SPEAK
TWITTER 101
Hashtags (#)
• Used to categorise events or subjects
• Easily retrieved by twitter search (e.g. #BR140)
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TWITTER SPEAK
TWITTER 101
Followers
• People who have signed up to follow your tweets
Following
• People who you have signed up to follow their tweets
Lists
• Allows you to organise people in smaller groups to
make following easier
Trending Topics
• Most discussed items on Twitter at any given time
(e.g. John Terry)
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Opportunity?
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BUSINESS OPPORTUNITY
OPPORTUNITY IN THE UK?
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• Estimated 13 million users world-wide
• UK has the 3rd largest user base at 7.2% or
nearly 1 million users and 2nd in the total
number of tweets created
• London has the largest percentage of the global
users of any city in the world at 2.08%
Sources: Sysomos – January 2010
OPPORTUNITY IN THE UK?
BUSINESS OPPORTUNITY
OPPORTUNITY IN THE UK?
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Sources: Robin Goad - Hitwise June & September 2009
June 2009: 22 x increase
in traffic year on year
Sept 2009: Twitter
overtakes MySpace
BUSINESS OPPORTUNITY
WHAT DO PEOPLE SHARE ON
TWITTER?
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Source: Robin Goad Hitwise June09
Twitter has become a
key source of traffic to
other websites.
During May 2009
Twitter was the 30th
biggest source of traffic,
accounting for 1 in
every 350 visits.
BUSINESS OPPORTUNITY
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How do you get started?
Know your target audience by listening to them first.
Your objectives need to be relevant to your target audience.
Ensure your goals/tactics add value to your audience.
BEFORE YOU START ENGAGING
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Target audience
Primary objective
Goals/Tactics Goals/Tactics
Secondary objective
(optional)
Goals/Tactics
TOP TIPS & TOOLS
BUILD PERSONAL
BRANDS
CUSTOMER SUPPORT
NEWS FEED
UNIQUE
OFFERINGS CAMPAIGNS
EVENTS (#BR140)
PEER TO PEER
NETWORKING
CRISIS
MANAGEMENT
CUSTOMER FEEDBACK
TWITTER OBJECTIVES?
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TOP TIPS & TOOLS
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TOP TWEET TIP 1
TOP TIPS & TOOLS
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TOP TOOL – TWITTER SEARCH
TOP TIPS & TOOLS
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TOP TWEET TIP 2
TOP TIPS & TOOLS
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TOP TOOL – WEFOLLOW SEARCH FOR TWITTER USERS
TOP TIPS & TOOLS
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TOP TWEET TIP 3
TOP TIPS & TOOLS
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UTILISE YOUR SPACE
Bio
Backgro
und
TOP TIPS & TOOLS
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TOP TWEET TIP 4
TOP TIPS & TOOLS
USE YOUR PAGE
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Icon/Image
Ba
ckg
rou
nd
Account Name / Handle
Bio
Other Twitter
accounts this
account is
following
TOP TIPS & TOOLS
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TOP TWEET TIP 5
TOP TIPS & TOOLS
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TOP TOOL – BIT.LY SHORTEN URLS
TOP TIPS & TOOLS
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TOP TWEET TIP 6
TOP TIPS & TOOLS
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TOP TWEET TIP 7
TOP TIPS & TOOLS
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TOP TWEET TIP 8
TOP TIPS & TOOLS
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TOP TOOL – TWITTER DESKTOP APPS
TOP TIPS & TOOLS
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TOP TWEET TIP 9
TOP TIPS & TOOLS
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TOP TOOL – TWITTER MOBILE APPS
OpenBeak
TOP TIPS & TOOLS
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TOP TWEET TIP 10
TOP TIPS & TOOLS
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TOP TOOL – TWITTER FEED
TOP TIPS & TOOLS
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TOP TWEET TIP 11
TOP TIPS & TOOLS
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TOP TWEET TIP 12
TOP TIPS & TOOLS
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TWISTORI SHOWS THE QUOTABILITY OF TWITTER
TOP TIPS & TOOLS
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TWUMPED
TOP TIPS & TOOLS
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Case studies
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Dell Outlet
CASE STUDIES
Results • @DellOutlet is in the top 100 Twitter accounts (over 1.5M
followers, increasing by average 6K per day)
• Passive selling, people sign-up to receive discounts
• Expanded into other counties including UK
• Across all our Twitter properties Dell has made $6,500,000 (US)
Objective
• Share Exclusive
Offers to Followers
www.dell.co.uk/twitter www.twitter.com/delloutletuk
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Comcast Customer Care
CASE STUDIES
Results • Regarded widely as a successful customer service channel. -
Handles a small proportion of companies support requests
• Frank Eliason and team listen to customers, and respond within an hour.
• Over 20,000 issues solved a year
• Over 38,000 followers
Objective
• Engage customers
and improve
customer relations
@comcastcares
46
Whole Foods
CASE STUDIES
Results • Local accounts at every store to promote local event and specials
• Tweets with links to recipes
• Allow customers to give feedback both positive and negative in tweets
• Over 1.7 million followers
Objective
• To interact with
their customers
@WholeFoods
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Media Impact With Twitter
CASE STUDIES
Results • Media uses twitter as a source of news in real time
• Consumers and companies are sharing news
Objective
• Share real-time
news
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TOP TIPS & TOOLS
TOP TWEET TIP 12
IN SUMMARY...
FURTHER READING
www.chrisbrogan.com/50-ideas-on-using-twitter-for-business
http://blogs.telegraph.co.uk/shane_richmond/blog/2009/01/06/twitter_a_stepbystep_guide_to_getting_started
www.readwriteweb.com/archives/5_ways_to_find_more_friends_on_twitter.php
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HAPPY TWEETING!
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@StephenjatDell
