four ways brands use twitter

FOUR WAYS BRANDS USE TWITTER

NMA Live 09 - London@KerryatDell Communications, Dell Inc.

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WHAT IS THE OPPORTUNITY?

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Sources: Hubspot Jan09 / Hitwise June09© Dell

WHAT TYPE OF MEDIA IS SHARED?

3UK 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.

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WHAT IS TWITTER?

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TWITTER PAGE ELEMENTS

DELL CONFIDENTIAL 5

Icon/Image

Ba

ckg

rou

nd

Account Name / Handle

Bio

Last post (update or response)

Other Twitter accounts this person is following

A FEW BASICS

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Mentions:

URL shortening:

Trending:

Re-tweeting - RT:

Reply / Direct Messages – D:

TWITTER ETIQUETTE

Be a person (of course) Have fun, be engaging, share,

collaborate Take the time to complete your

profile Remember that you represent

your company Be customer focused Avoid bad language or

phrases that may be offensive in another's eyes

Follow those who follow you

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ESSENTIAL TOOLS

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Who are you trying to network/converse with and why? Listen to your target audience. What would add value? You may have multiple objectives, but there should be

one primary objective.

CONSIDERATIONS BEFORE YOU START

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SOME TWITTER OBJECTIVES

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OBJECTIVES:

- Share Exclusive Offers- Customer acquisition

RESULTS:

BUSINESS DISCOUNTS

• @DellOutlet is in the top 100 Twitter accounts (over one million followers, increasing ~6K per day)

• Sold more than $3M in merchandise since 2007• Expanded into other businesses and counties

www.dell.com/twitter DellOutletUK© Dell

NETWORKING / PERSONAL BRAND

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OBJECTIVES:

Raise visibility, share points of view, drive viewers to works

RESULTS:

• Many leaders and big thinkers are using twitter to advance their personal brand

• http://mashable.com/2009/05/20/twitter-personal-brand/

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CUSTOMER SUPPORT

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OBJECTIVES:

- Engage customers - Improve customer relations

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 meets them where they already are

• Over 21,000 followers

Twitter address: @ComcastCares © Dell

THOUGHT LEADERSHIP / NEWS FEED

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OBJECTIVES:

- Share real time news and views

RESULTS:

• Media uses twitter as a source of news in real time

• Consumers and companies are sharing news

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FURTHER READING?

http://blogs.telegraph.co.uk/shane_richmond/blog/2009/01/06/twitter_a_stepbystep_guide_to_getting_started

www.chrisbrogan.com/50-ideas-on-using-twitter-for-business

www.readwriteweb.com/archives/5_ways_to_find_more_friends_on_twitter.php

http://mashable.com/2009/06/24/twitter-brand-best-practices/

15© Dell

HAPPY TWEETING!

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@KerryatDell