Download - TWTRCON Twitter 101 Keynote
![Page 1: TWTRCON Twitter 101 Keynote](https://reader035.vdocuments.us/reader035/viewer/2022062704/555779b0d8b42ace7f8b5677/html5/thumbnails/1.jpg)
for Business: 101
![Page 2: TWTRCON Twitter 101 Keynote](https://reader035.vdocuments.us/reader035/viewer/2022062704/555779b0d8b42ace7f8b5677/html5/thumbnails/2.jpg)
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…
![Page 3: TWTRCON Twitter 101 Keynote](https://reader035.vdocuments.us/reader035/viewer/2022062704/555779b0d8b42ace7f8b5677/html5/thumbnails/3.jpg)
What is Twitter?
![Page 4: TWTRCON Twitter 101 Keynote](https://reader035.vdocuments.us/reader035/viewer/2022062704/555779b0d8b42ace7f8b5677/html5/thumbnails/4.jpg)
What Are You Doing?
![Page 5: TWTRCON Twitter 101 Keynote](https://reader035.vdocuments.us/reader035/viewer/2022062704/555779b0d8b42ace7f8b5677/html5/thumbnails/5.jpg)
![Page 6: TWTRCON Twitter 101 Keynote](https://reader035.vdocuments.us/reader035/viewer/2022062704/555779b0d8b42ace7f8b5677/html5/thumbnails/6.jpg)
![Page 7: TWTRCON Twitter 101 Keynote](https://reader035.vdocuments.us/reader035/viewer/2022062704/555779b0d8b42ace7f8b5677/html5/thumbnails/7.jpg)
![Page 8: TWTRCON Twitter 101 Keynote](https://reader035.vdocuments.us/reader035/viewer/2022062704/555779b0d8b42ace7f8b5677/html5/thumbnails/8.jpg)
![Page 9: TWTRCON Twitter 101 Keynote](https://reader035.vdocuments.us/reader035/viewer/2022062704/555779b0d8b42ace7f8b5677/html5/thumbnails/9.jpg)
~20 million monthly uniques(x5.7 since Nov 08)
125 million monthly visits(x4.3 since Nov 08)
![Page 10: TWTRCON Twitter 101 Keynote](https://reader035.vdocuments.us/reader035/viewer/2022062704/555779b0d8b42ace7f8b5677/html5/thumbnails/10.jpg)
20% of online adults 25-34
23% of social network users
27% of bloggers
December 2008
![Page 11: TWTRCON Twitter 101 Keynote](https://reader035.vdocuments.us/reader035/viewer/2022062704/555779b0d8b42ace7f8b5677/html5/thumbnails/11.jpg)
![Page 12: TWTRCON Twitter 101 Keynote](https://reader035.vdocuments.us/reader035/viewer/2022062704/555779b0d8b42ace7f8b5677/html5/thumbnails/12.jpg)
Why is it valuable?
![Page 13: TWTRCON Twitter 101 Keynote](https://reader035.vdocuments.us/reader035/viewer/2022062704/555779b0d8b42ace7f8b5677/html5/thumbnails/13.jpg)
![Page 14: TWTRCON Twitter 101 Keynote](https://reader035.vdocuments.us/reader035/viewer/2022062704/555779b0d8b42ace7f8b5677/html5/thumbnails/14.jpg)
![Page 15: TWTRCON Twitter 101 Keynote](https://reader035.vdocuments.us/reader035/viewer/2022062704/555779b0d8b42ace7f8b5677/html5/thumbnails/15.jpg)
http://twitpic.com/135xa
![Page 16: TWTRCON Twitter 101 Keynote](https://reader035.vdocuments.us/reader035/viewer/2022062704/555779b0d8b42ace7f8b5677/html5/thumbnails/16.jpg)
How does it work?
![Page 17: TWTRCON Twitter 101 Keynote](https://reader035.vdocuments.us/reader035/viewer/2022062704/555779b0d8b42ace7f8b5677/html5/thumbnails/17.jpg)
What Are You Doing?
![Page 18: TWTRCON Twitter 101 Keynote](https://reader035.vdocuments.us/reader035/viewer/2022062704/555779b0d8b42ace7f8b5677/html5/thumbnails/18.jpg)
“Use it Where You Think Best”
-IBM ThinkPad
![Page 19: TWTRCON Twitter 101 Keynote](https://reader035.vdocuments.us/reader035/viewer/2022062704/555779b0d8b42ace7f8b5677/html5/thumbnails/19.jpg)
The User Multiface
Browser • SMS • IM • RSS reader • FriendFeed •
Facebook • blogs • widgets • desktop, iPhone, Blackberry,
and SMS clients
![Page 20: TWTRCON Twitter 101 Keynote](https://reader035.vdocuments.us/reader035/viewer/2022062704/555779b0d8b42ace7f8b5677/html5/thumbnails/20.jpg)
The User Multiface
Browser • SMS • IM • RSS reader
Clients: iPhone • Blackberry • desktop • SMS
Lifestream aggregator, Facebook, blogs
…
![Page 21: TWTRCON Twitter 101 Keynote](https://reader035.vdocuments.us/reader035/viewer/2022062704/555779b0d8b42ace7f8b5677/html5/thumbnails/21.jpg)
![Page 22: TWTRCON Twitter 101 Keynote](https://reader035.vdocuments.us/reader035/viewer/2022062704/555779b0d8b42ace7f8b5677/html5/thumbnails/22.jpg)
![Page 23: TWTRCON Twitter 101 Keynote](https://reader035.vdocuments.us/reader035/viewer/2022062704/555779b0d8b42ace7f8b5677/html5/thumbnails/23.jpg)
![Page 24: TWTRCON Twitter 101 Keynote](https://reader035.vdocuments.us/reader035/viewer/2022062704/555779b0d8b42ace7f8b5677/html5/thumbnails/24.jpg)
The User Multiface
Browser • SMS • IM • RSS reader
Clients: iPhone • Blackberry • desktop • SMS
Lifestream aggregator, Facebook, blogs
…
![Page 25: TWTRCON Twitter 101 Keynote](https://reader035.vdocuments.us/reader035/viewer/2022062704/555779b0d8b42ace7f8b5677/html5/thumbnails/25.jpg)
The User Multiface
Browser • SMS • IM • RSS reader
Clients: iPhone • Blackberry • desktop • SMS
Lifestream aggregator, Facebook, blogs
…
![Page 26: TWTRCON Twitter 101 Keynote](https://reader035.vdocuments.us/reader035/viewer/2022062704/555779b0d8b42ace7f8b5677/html5/thumbnails/26.jpg)
The User Multiface
Browser • SMS • IM • RSS reader
Clients: iPhone • Blackberry • desktop • SMS
Lifestream aggregator, Facebook, blogs
…
![Page 27: TWTRCON Twitter 101 Keynote](https://reader035.vdocuments.us/reader035/viewer/2022062704/555779b0d8b42ace7f8b5677/html5/thumbnails/27.jpg)
![Page 28: TWTRCON Twitter 101 Keynote](https://reader035.vdocuments.us/reader035/viewer/2022062704/555779b0d8b42ace7f8b5677/html5/thumbnails/28.jpg)
The User Multiface
Browser • SMS • IM • RSS reader
Clients: iPhone • Blackberry • desktop • SMS
Lifestream aggregator, Facebook, blogs
…
![Page 29: TWTRCON Twitter 101 Keynote](https://reader035.vdocuments.us/reader035/viewer/2022062704/555779b0d8b42ace7f8b5677/html5/thumbnails/29.jpg)
The User Multiface
Browser • SMS • IM • RSS reader
Clients: iPhone • Blackberry • desktop • SMS
Lifestream aggregator, Facebook, blogs
…
![Page 30: TWTRCON Twitter 101 Keynote](https://reader035.vdocuments.us/reader035/viewer/2022062704/555779b0d8b42ace7f8b5677/html5/thumbnails/30.jpg)
The User Multiface
Browser • SMS • IM • RSS reader
Clients: iPhone • Blackberry • desktop • SMS
Lifestream aggregator, Facebook, blogs
…
![Page 31: TWTRCON Twitter 101 Keynote](https://reader035.vdocuments.us/reader035/viewer/2022062704/555779b0d8b42ace7f8b5677/html5/thumbnails/31.jpg)
The User Multiface
Browser • SMS • IM • RSS reader • FriendFeed •
Facebook • blogs • widgets • desktop, iPhone, Blackberry,
and SMS clients
![Page 32: TWTRCON Twitter 101 Keynote](https://reader035.vdocuments.us/reader035/viewer/2022062704/555779b0d8b42ace7f8b5677/html5/thumbnails/32.jpg)
Anyone
• Develop dynamic and engaging “behind the scenes” personalities, content, sneak-previews and other genuinely engaging content
![Page 33: TWTRCON Twitter 101 Keynote](https://reader035.vdocuments.us/reader035/viewer/2022062704/555779b0d8b42ace7f8b5677/html5/thumbnails/33.jpg)
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.
![Page 34: TWTRCON Twitter 101 Keynote](https://reader035.vdocuments.us/reader035/viewer/2022062704/555779b0d8b42ace7f8b5677/html5/thumbnails/34.jpg)
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
![Page 35: TWTRCON Twitter 101 Keynote](https://reader035.vdocuments.us/reader035/viewer/2022062704/555779b0d8b42ace7f8b5677/html5/thumbnails/35.jpg)
Externally
Customer service
Market awareness
News
Innovation
Understanding
Extending reach
Relationships
Branding
Direct sales
SEO
Driving traffic
Networking
![Page 36: TWTRCON Twitter 101 Keynote](https://reader035.vdocuments.us/reader035/viewer/2022062704/555779b0d8b42ace7f8b5677/html5/thumbnails/36.jpg)
Internally
Sales Teams
Event Planning
Project Status
News
Coordination
Interface
Decentralized teams
Employee Support
Mentoring
Problem-solving
Purely Social
![Page 37: TWTRCON Twitter 101 Keynote](https://reader035.vdocuments.us/reader035/viewer/2022062704/555779b0d8b42ace7f8b5677/html5/thumbnails/37.jpg)
VALUE.
visibility
relevance
relationships
social capital
community
ideas
trust
research
marketing
networking
customer
service
traffic
news
sales
SEO
![Page 38: TWTRCON Twitter 101 Keynote](https://reader035.vdocuments.us/reader035/viewer/2022062704/555779b0d8b42ace7f8b5677/html5/thumbnails/38.jpg)
Influence (was)
Attracting attention to yourself
![Page 39: TWTRCON Twitter 101 Keynote](https://reader035.vdocuments.us/reader035/viewer/2022062704/555779b0d8b42ace7f8b5677/html5/thumbnails/39.jpg)
Influence (is)
Providing attention and value to others
![Page 40: TWTRCON Twitter 101 Keynote](https://reader035.vdocuments.us/reader035/viewer/2022062704/555779b0d8b42ace7f8b5677/html5/thumbnails/40.jpg)
Social Media is Nothing New
![Page 41: TWTRCON Twitter 101 Keynote](https://reader035.vdocuments.us/reader035/viewer/2022062704/555779b0d8b42ace7f8b5677/html5/thumbnails/41.jpg)
Photo Credit: (cc) jerryfletcher on flickr.com
![Page 42: TWTRCON Twitter 101 Keynote](https://reader035.vdocuments.us/reader035/viewer/2022062704/555779b0d8b42ace7f8b5677/html5/thumbnails/42.jpg)
Social Media is Knowledge
![Page 43: TWTRCON Twitter 101 Keynote](https://reader035.vdocuments.us/reader035/viewer/2022062704/555779b0d8b42ace7f8b5677/html5/thumbnails/43.jpg)
Knowledge is Socially Mediated
![Page 44: TWTRCON Twitter 101 Keynote](https://reader035.vdocuments.us/reader035/viewer/2022062704/555779b0d8b42ace7f8b5677/html5/thumbnails/44.jpg)
Knowledge is Socially Mediated
Photo Credit: (cc) fredoalvarez on flickr.com
![Page 45: TWTRCON Twitter 101 Keynote](https://reader035.vdocuments.us/reader035/viewer/2022062704/555779b0d8b42ace7f8b5677/html5/thumbnails/45.jpg)
Knowledge is Socially Mediated
![Page 46: TWTRCON Twitter 101 Keynote](https://reader035.vdocuments.us/reader035/viewer/2022062704/555779b0d8b42ace7f8b5677/html5/thumbnails/46.jpg)
Knowledge is Socially Mediated
![Page 47: TWTRCON Twitter 101 Keynote](https://reader035.vdocuments.us/reader035/viewer/2022062704/555779b0d8b42ace7f8b5677/html5/thumbnails/47.jpg)
Markets are Socially Mediated
![Page 48: TWTRCON Twitter 101 Keynote](https://reader035.vdocuments.us/reader035/viewer/2022062704/555779b0d8b42ace7f8b5677/html5/thumbnails/48.jpg)
Photo Credit: (cc) gregor_y on flickr.com
![Page 49: TWTRCON Twitter 101 Keynote](https://reader035.vdocuments.us/reader035/viewer/2022062704/555779b0d8b42ace7f8b5677/html5/thumbnails/49.jpg)
Markets are Socially Mediated
![Page 50: TWTRCON Twitter 101 Keynote](https://reader035.vdocuments.us/reader035/viewer/2022062704/555779b0d8b42ace7f8b5677/html5/thumbnails/50.jpg)
Markets are Socially Mediated
![Page 51: TWTRCON Twitter 101 Keynote](https://reader035.vdocuments.us/reader035/viewer/2022062704/555779b0d8b42ace7f8b5677/html5/thumbnails/51.jpg)
Photo Credit: (cc) matrianklw on flickr.com
![Page 52: TWTRCON Twitter 101 Keynote](https://reader035.vdocuments.us/reader035/viewer/2022062704/555779b0d8b42ace7f8b5677/html5/thumbnails/52.jpg)
![Page 53: TWTRCON Twitter 101 Keynote](https://reader035.vdocuments.us/reader035/viewer/2022062704/555779b0d8b42ace7f8b5677/html5/thumbnails/53.jpg)
How should a business get started?
![Page 54: TWTRCON Twitter 101 Keynote](https://reader035.vdocuments.us/reader035/viewer/2022062704/555779b0d8b42ace7f8b5677/html5/thumbnails/54.jpg)
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
![Page 55: TWTRCON Twitter 101 Keynote](https://reader035.vdocuments.us/reader035/viewer/2022062704/555779b0d8b42ace7f8b5677/html5/thumbnails/55.jpg)
How Best to Approach?
Cultivate standards of
• Excellence
• Authenticity
• Engagement
What will work for your organization?
![Page 56: TWTRCON Twitter 101 Keynote](https://reader035.vdocuments.us/reader035/viewer/2022062704/555779b0d8b42ace7f8b5677/html5/thumbnails/56.jpg)
Twitter Campaigns?
not so much.
Twitter literacy
![Page 57: TWTRCON Twitter 101 Keynote](https://reader035.vdocuments.us/reader035/viewer/2022062704/555779b0d8b42ace7f8b5677/html5/thumbnails/57.jpg)
Business Objectives
Measured by the most appropriate standards for the objective
![Page 58: TWTRCON Twitter 101 Keynote](https://reader035.vdocuments.us/reader035/viewer/2022062704/555779b0d8b42ace7f8b5677/html5/thumbnails/58.jpg)
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
![Page 59: TWTRCON Twitter 101 Keynote](https://reader035.vdocuments.us/reader035/viewer/2022062704/555779b0d8b42ace7f8b5677/html5/thumbnails/59.jpg)
Some Examples
![Page 60: TWTRCON Twitter 101 Keynote](https://reader035.vdocuments.us/reader035/viewer/2022062704/555779b0d8b42ace7f8b5677/html5/thumbnails/60.jpg)
Some Examples
• Influential individuals
• Customer service
• Branding and relationships
• Direct sales
• Consumer products
• Retail
![Page 61: TWTRCON Twitter 101 Keynote](https://reader035.vdocuments.us/reader035/viewer/2022062704/555779b0d8b42ace7f8b5677/html5/thumbnails/61.jpg)
Influential Individuals
![Page 62: TWTRCON Twitter 101 Keynote](https://reader035.vdocuments.us/reader035/viewer/2022062704/555779b0d8b42ace7f8b5677/html5/thumbnails/62.jpg)
![Page 63: TWTRCON Twitter 101 Keynote](https://reader035.vdocuments.us/reader035/viewer/2022062704/555779b0d8b42ace7f8b5677/html5/thumbnails/63.jpg)
![Page 64: TWTRCON Twitter 101 Keynote](https://reader035.vdocuments.us/reader035/viewer/2022062704/555779b0d8b42ace7f8b5677/html5/thumbnails/64.jpg)
![Page 65: TWTRCON Twitter 101 Keynote](https://reader035.vdocuments.us/reader035/viewer/2022062704/555779b0d8b42ace7f8b5677/html5/thumbnails/65.jpg)
![Page 66: TWTRCON Twitter 101 Keynote](https://reader035.vdocuments.us/reader035/viewer/2022062704/555779b0d8b42ace7f8b5677/html5/thumbnails/66.jpg)
![Page 67: TWTRCON Twitter 101 Keynote](https://reader035.vdocuments.us/reader035/viewer/2022062704/555779b0d8b42ace7f8b5677/html5/thumbnails/67.jpg)
![Page 68: TWTRCON Twitter 101 Keynote](https://reader035.vdocuments.us/reader035/viewer/2022062704/555779b0d8b42ace7f8b5677/html5/thumbnails/68.jpg)
![Page 69: TWTRCON Twitter 101 Keynote](https://reader035.vdocuments.us/reader035/viewer/2022062704/555779b0d8b42ace7f8b5677/html5/thumbnails/69.jpg)
![Page 70: TWTRCON Twitter 101 Keynote](https://reader035.vdocuments.us/reader035/viewer/2022062704/555779b0d8b42ace7f8b5677/html5/thumbnails/70.jpg)
![Page 71: TWTRCON Twitter 101 Keynote](https://reader035.vdocuments.us/reader035/viewer/2022062704/555779b0d8b42ace7f8b5677/html5/thumbnails/71.jpg)
![Page 72: TWTRCON Twitter 101 Keynote](https://reader035.vdocuments.us/reader035/viewer/2022062704/555779b0d8b42ace7f8b5677/html5/thumbnails/72.jpg)
Customer Service
![Page 73: TWTRCON Twitter 101 Keynote](https://reader035.vdocuments.us/reader035/viewer/2022062704/555779b0d8b42ace7f8b5677/html5/thumbnails/73.jpg)
![Page 74: TWTRCON Twitter 101 Keynote](https://reader035.vdocuments.us/reader035/viewer/2022062704/555779b0d8b42ace7f8b5677/html5/thumbnails/74.jpg)
![Page 75: TWTRCON Twitter 101 Keynote](https://reader035.vdocuments.us/reader035/viewer/2022062704/555779b0d8b42ace7f8b5677/html5/thumbnails/75.jpg)
![Page 76: TWTRCON Twitter 101 Keynote](https://reader035.vdocuments.us/reader035/viewer/2022062704/555779b0d8b42ace7f8b5677/html5/thumbnails/76.jpg)
![Page 77: TWTRCON Twitter 101 Keynote](https://reader035.vdocuments.us/reader035/viewer/2022062704/555779b0d8b42ace7f8b5677/html5/thumbnails/77.jpg)
Branding and Relationships
![Page 78: TWTRCON Twitter 101 Keynote](https://reader035.vdocuments.us/reader035/viewer/2022062704/555779b0d8b42ace7f8b5677/html5/thumbnails/78.jpg)
![Page 79: TWTRCON Twitter 101 Keynote](https://reader035.vdocuments.us/reader035/viewer/2022062704/555779b0d8b42ace7f8b5677/html5/thumbnails/79.jpg)
![Page 80: TWTRCON Twitter 101 Keynote](https://reader035.vdocuments.us/reader035/viewer/2022062704/555779b0d8b42ace7f8b5677/html5/thumbnails/80.jpg)
![Page 81: TWTRCON Twitter 101 Keynote](https://reader035.vdocuments.us/reader035/viewer/2022062704/555779b0d8b42ace7f8b5677/html5/thumbnails/81.jpg)
Direct Sales
![Page 82: TWTRCON Twitter 101 Keynote](https://reader035.vdocuments.us/reader035/viewer/2022062704/555779b0d8b42ace7f8b5677/html5/thumbnails/82.jpg)
![Page 83: TWTRCON Twitter 101 Keynote](https://reader035.vdocuments.us/reader035/viewer/2022062704/555779b0d8b42ace7f8b5677/html5/thumbnails/83.jpg)
Consumer Products
![Page 84: TWTRCON Twitter 101 Keynote](https://reader035.vdocuments.us/reader035/viewer/2022062704/555779b0d8b42ace7f8b5677/html5/thumbnails/84.jpg)
![Page 85: TWTRCON Twitter 101 Keynote](https://reader035.vdocuments.us/reader035/viewer/2022062704/555779b0d8b42ace7f8b5677/html5/thumbnails/85.jpg)
![Page 86: TWTRCON Twitter 101 Keynote](https://reader035.vdocuments.us/reader035/viewer/2022062704/555779b0d8b42ace7f8b5677/html5/thumbnails/86.jpg)
![Page 87: TWTRCON Twitter 101 Keynote](https://reader035.vdocuments.us/reader035/viewer/2022062704/555779b0d8b42ace7f8b5677/html5/thumbnails/87.jpg)
![Page 88: TWTRCON Twitter 101 Keynote](https://reader035.vdocuments.us/reader035/viewer/2022062704/555779b0d8b42ace7f8b5677/html5/thumbnails/88.jpg)
Retail
![Page 89: TWTRCON Twitter 101 Keynote](https://reader035.vdocuments.us/reader035/viewer/2022062704/555779b0d8b42ace7f8b5677/html5/thumbnails/89.jpg)
![Page 90: TWTRCON Twitter 101 Keynote](https://reader035.vdocuments.us/reader035/viewer/2022062704/555779b0d8b42ace7f8b5677/html5/thumbnails/90.jpg)
![Page 91: TWTRCON Twitter 101 Keynote](https://reader035.vdocuments.us/reader035/viewer/2022062704/555779b0d8b42ace7f8b5677/html5/thumbnails/91.jpg)
![Page 92: TWTRCON Twitter 101 Keynote](https://reader035.vdocuments.us/reader035/viewer/2022062704/555779b0d8b42ace7f8b5677/html5/thumbnails/92.jpg)
![Page 93: TWTRCON Twitter 101 Keynote](https://reader035.vdocuments.us/reader035/viewer/2022062704/555779b0d8b42ace7f8b5677/html5/thumbnails/93.jpg)
![Page 94: TWTRCON Twitter 101 Keynote](https://reader035.vdocuments.us/reader035/viewer/2022062704/555779b0d8b42ace7f8b5677/html5/thumbnails/94.jpg)
![Page 95: TWTRCON Twitter 101 Keynote](https://reader035.vdocuments.us/reader035/viewer/2022062704/555779b0d8b42ace7f8b5677/html5/thumbnails/95.jpg)
What’s the business use of Twitter?
What’s the business use of email?
![Page 96: TWTRCON Twitter 101 Keynote](https://reader035.vdocuments.us/reader035/viewer/2022062704/555779b0d8b42ace7f8b5677/html5/thumbnails/96.jpg)
How do we reach an audience?
Be useful.
Provide value.
Rethink audience.
Rethink message.
![Page 97: TWTRCON Twitter 101 Keynote](https://reader035.vdocuments.us/reader035/viewer/2022062704/555779b0d8b42ace7f8b5677/html5/thumbnails/97.jpg)
What about Twitter etiquette?
Listen first
Understand the territory
Be clear about why you’re there
Etiquette will drive effectiveness
![Page 98: TWTRCON Twitter 101 Keynote](https://reader035.vdocuments.us/reader035/viewer/2022062704/555779b0d8b42ace7f8b5677/html5/thumbnails/98.jpg)
How do we govern employees’ Twitter use?
You don’t.
You govern job performance.
![Page 99: TWTRCON Twitter 101 Keynote](https://reader035.vdocuments.us/reader035/viewer/2022062704/555779b0d8b42ace7f8b5677/html5/thumbnails/99.jpg)
How can we measure success?
Try things. See if they work. Try again.Engagement & analytics -- with caveatsBy the currency of success for your brand
![Page 100: TWTRCON Twitter 101 Keynote](https://reader035.vdocuments.us/reader035/viewer/2022062704/555779b0d8b42ace7f8b5677/html5/thumbnails/100.jpg)
Enterprise Microsharing
![Page 101: TWTRCON Twitter 101 Keynote](https://reader035.vdocuments.us/reader035/viewer/2022062704/555779b0d8b42ace7f8b5677/html5/thumbnails/101.jpg)
Advanced Twitter for Business
• Twitter as a serious B-to-B Tool?
• What if my customers are NOT there yet?
• How do I prevent wasted time?
• Best branding lessons
• Big picture trends
![Page 102: TWTRCON Twitter 101 Keynote](https://reader035.vdocuments.us/reader035/viewer/2022062704/555779b0d8b42ace7f8b5677/html5/thumbnails/102.jpg)
Twitter as Serious Business Tool: B2B and B2C
![Page 103: TWTRCON Twitter 101 Keynote](https://reader035.vdocuments.us/reader035/viewer/2022062704/555779b0d8b42ace7f8b5677/html5/thumbnails/103.jpg)
What if MY customers are not there yet?
“Off-Platform” Benefits
![Page 104: TWTRCON Twitter 101 Keynote](https://reader035.vdocuments.us/reader035/viewer/2022062704/555779b0d8b42ace7f8b5677/html5/thumbnails/104.jpg)
Off-Platform Benefits
• SEO• Research• Content Generation Engine• Word of Mouth• PR Gravity
![Page 105: TWTRCON Twitter 101 Keynote](https://reader035.vdocuments.us/reader035/viewer/2022062704/555779b0d8b42ace7f8b5677/html5/thumbnails/105.jpg)
SEO
• Google the word “pistachio” or “dough”• Common words, but the Twitter IDs
DOMINATE
• What Google Adsense word would you spend your last dollar on?
• Incorporate your Name too for additional words
![Page 106: TWTRCON Twitter 101 Keynote](https://reader035.vdocuments.us/reader035/viewer/2022062704/555779b0d8b42ace7f8b5677/html5/thumbnails/106.jpg)
Research
• Passive - free and paid listening tools• Active - ask questions, use #tags,
“recruit” groups• Live - create real-time focus groups,
polls, surveys
![Page 107: TWTRCON Twitter 101 Keynote](https://reader035.vdocuments.us/reader035/viewer/2022062704/555779b0d8b42ace7f8b5677/html5/thumbnails/107.jpg)
Word of Mouth
• @DellOutlet -- $500,000 of computers to HOW many followers?
• Disproportionately influencers, still• Journalists and bloggers, especially• “Passs-along” ethic
![Page 108: TWTRCON Twitter 101 Keynote](https://reader035.vdocuments.us/reader035/viewer/2022062704/555779b0d8b42ace7f8b5677/html5/thumbnails/108.jpg)
Content Generation Engine
• Let’s say you’re Madonna…• ABC News during Obama’s speech• Many ways to slice this
![Page 109: TWTRCON Twitter 101 Keynote](https://reader035.vdocuments.us/reader035/viewer/2022062704/555779b0d8b42ace7f8b5677/html5/thumbnails/109.jpg)
“PR Gravity”
• Forbes, NYT Magazine, Newsweek, BusinessWeek, Inc.com, Entrepreneur Magazine
• Publish, become known, be helpful
![Page 110: TWTRCON Twitter 101 Keynote](https://reader035.vdocuments.us/reader035/viewer/2022062704/555779b0d8b42ace7f8b5677/html5/thumbnails/110.jpg)
Twitter Literacy
![Page 111: TWTRCON Twitter 101 Keynote](https://reader035.vdocuments.us/reader035/viewer/2022062704/555779b0d8b42ace7f8b5677/html5/thumbnails/111.jpg)
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
![Page 112: TWTRCON Twitter 101 Keynote](https://reader035.vdocuments.us/reader035/viewer/2022062704/555779b0d8b42ace7f8b5677/html5/thumbnails/112.jpg)
How Best to Approach?
Cultivate standards of
• Excellence
• Authenticity
• Engagement
What will work for your organization?
![Page 113: TWTRCON Twitter 101 Keynote](https://reader035.vdocuments.us/reader035/viewer/2022062704/555779b0d8b42ace7f8b5677/html5/thumbnails/113.jpg)
How…
• BE USEFULTurn the message inside-out!
• Offer things
• Talk about what you do
![Page 114: TWTRCON Twitter 101 Keynote](https://reader035.vdocuments.us/reader035/viewer/2022062704/555779b0d8b42ace7f8b5677/html5/thumbnails/114.jpg)
Applicability
• Listening• Innovation• Research• Measurement
![Page 115: TWTRCON Twitter 101 Keynote](https://reader035.vdocuments.us/reader035/viewer/2022062704/555779b0d8b42ace7f8b5677/html5/thumbnails/115.jpg)
Measurement
Most of all:
Measure the desired business objective the way you always measure that
desired business objective
![Page 116: TWTRCON Twitter 101 Keynote](https://reader035.vdocuments.us/reader035/viewer/2022062704/555779b0d8b42ace7f8b5677/html5/thumbnails/116.jpg)
Measurement
• Follower numbers -- yes, but.• Follower engagement• Measurable links
– Clickthroughs– Conversations– Context
• Ripples in the water– Retweets, reposting your links– Others pointing towards what you do
![Page 117: TWTRCON Twitter 101 Keynote](https://reader035.vdocuments.us/reader035/viewer/2022062704/555779b0d8b42ace7f8b5677/html5/thumbnails/117.jpg)
Preventing “Time Suck”
![Page 118: TWTRCON Twitter 101 Keynote](https://reader035.vdocuments.us/reader035/viewer/2022062704/555779b0d8b42ace7f8b5677/html5/thumbnails/118.jpg)
Efficiency
• Tools• Objectives• Discipline
![Page 119: TWTRCON Twitter 101 Keynote](https://reader035.vdocuments.us/reader035/viewer/2022062704/555779b0d8b42ace7f8b5677/html5/thumbnails/119.jpg)
Branding Lessons
![Page 120: TWTRCON Twitter 101 Keynote](https://reader035.vdocuments.us/reader035/viewer/2022062704/555779b0d8b42ace7f8b5677/html5/thumbnails/120.jpg)
![Page 121: TWTRCON Twitter 101 Keynote](https://reader035.vdocuments.us/reader035/viewer/2022062704/555779b0d8b42ace7f8b5677/html5/thumbnails/121.jpg)
![Page 122: TWTRCON Twitter 101 Keynote](https://reader035.vdocuments.us/reader035/viewer/2022062704/555779b0d8b42ace7f8b5677/html5/thumbnails/122.jpg)
![Page 123: TWTRCON Twitter 101 Keynote](https://reader035.vdocuments.us/reader035/viewer/2022062704/555779b0d8b42ace7f8b5677/html5/thumbnails/123.jpg)
![Page 124: TWTRCON Twitter 101 Keynote](https://reader035.vdocuments.us/reader035/viewer/2022062704/555779b0d8b42ace7f8b5677/html5/thumbnails/124.jpg)
![Page 125: TWTRCON Twitter 101 Keynote](https://reader035.vdocuments.us/reader035/viewer/2022062704/555779b0d8b42ace7f8b5677/html5/thumbnails/125.jpg)
![Page 126: TWTRCON Twitter 101 Keynote](https://reader035.vdocuments.us/reader035/viewer/2022062704/555779b0d8b42ace7f8b5677/html5/thumbnails/126.jpg)
![Page 127: TWTRCON Twitter 101 Keynote](https://reader035.vdocuments.us/reader035/viewer/2022062704/555779b0d8b42ace7f8b5677/html5/thumbnails/127.jpg)
![Page 128: TWTRCON Twitter 101 Keynote](https://reader035.vdocuments.us/reader035/viewer/2022062704/555779b0d8b42ace7f8b5677/html5/thumbnails/128.jpg)
![Page 129: TWTRCON Twitter 101 Keynote](https://reader035.vdocuments.us/reader035/viewer/2022062704/555779b0d8b42ace7f8b5677/html5/thumbnails/129.jpg)
![Page 130: TWTRCON Twitter 101 Keynote](https://reader035.vdocuments.us/reader035/viewer/2022062704/555779b0d8b42ace7f8b5677/html5/thumbnails/130.jpg)
![Page 131: TWTRCON Twitter 101 Keynote](https://reader035.vdocuments.us/reader035/viewer/2022062704/555779b0d8b42ace7f8b5677/html5/thumbnails/131.jpg)
![Page 132: TWTRCON Twitter 101 Keynote](https://reader035.vdocuments.us/reader035/viewer/2022062704/555779b0d8b42ace7f8b5677/html5/thumbnails/132.jpg)
![Page 133: TWTRCON Twitter 101 Keynote](https://reader035.vdocuments.us/reader035/viewer/2022062704/555779b0d8b42ace7f8b5677/html5/thumbnails/133.jpg)
![Page 134: TWTRCON Twitter 101 Keynote](https://reader035.vdocuments.us/reader035/viewer/2022062704/555779b0d8b42ace7f8b5677/html5/thumbnails/134.jpg)
![Page 135: TWTRCON Twitter 101 Keynote](https://reader035.vdocuments.us/reader035/viewer/2022062704/555779b0d8b42ace7f8b5677/html5/thumbnails/135.jpg)
![Page 136: TWTRCON Twitter 101 Keynote](https://reader035.vdocuments.us/reader035/viewer/2022062704/555779b0d8b42ace7f8b5677/html5/thumbnails/136.jpg)
How do we reach an audience?
Be useful.
Provide value.
Rethink audience.
Rethink message.
![Page 137: TWTRCON Twitter 101 Keynote](https://reader035.vdocuments.us/reader035/viewer/2022062704/555779b0d8b42ace7f8b5677/html5/thumbnails/137.jpg)
What about Twitter etiquette?
Listen first
Understand the territory
Be clear about why you’re there
Etiquette will drive effectiveness
![Page 138: TWTRCON Twitter 101 Keynote](https://reader035.vdocuments.us/reader035/viewer/2022062704/555779b0d8b42ace7f8b5677/html5/thumbnails/138.jpg)
How can we measure success?
Try things. See if they work. Try again.Engagement & analytics -- with caveatsBy the currency of success for your brand
![Page 139: TWTRCON Twitter 101 Keynote](https://reader035.vdocuments.us/reader035/viewer/2022062704/555779b0d8b42ace7f8b5677/html5/thumbnails/139.jpg)
Big Picture Outlook
![Page 140: TWTRCON Twitter 101 Keynote](https://reader035.vdocuments.us/reader035/viewer/2022062704/555779b0d8b42ace7f8b5677/html5/thumbnails/140.jpg)
“We see an ecosystem of developers swarming around the Twitter API like moths around a flame, and the quality of applications that come out of that ecosystem is limited only by their creators’ imagination”
-TechCrunch.com
![Page 141: TWTRCON Twitter 101 Keynote](https://reader035.vdocuments.us/reader035/viewer/2022062704/555779b0d8b42ace7f8b5677/html5/thumbnails/141.jpg)
![Page 142: TWTRCON Twitter 101 Keynote](https://reader035.vdocuments.us/reader035/viewer/2022062704/555779b0d8b42ace7f8b5677/html5/thumbnails/142.jpg)
![Page 143: TWTRCON Twitter 101 Keynote](https://reader035.vdocuments.us/reader035/viewer/2022062704/555779b0d8b42ace7f8b5677/html5/thumbnails/143.jpg)
![Page 144: TWTRCON Twitter 101 Keynote](https://reader035.vdocuments.us/reader035/viewer/2022062704/555779b0d8b42ace7f8b5677/html5/thumbnails/144.jpg)
![Page 145: TWTRCON Twitter 101 Keynote](https://reader035.vdocuments.us/reader035/viewer/2022062704/555779b0d8b42ace7f8b5677/html5/thumbnails/145.jpg)
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?
![Page 146: TWTRCON Twitter 101 Keynote](https://reader035.vdocuments.us/reader035/viewer/2022062704/555779b0d8b42ace7f8b5677/html5/thumbnails/146.jpg)
Learning more…
![Page 147: TWTRCON Twitter 101 Keynote](https://reader035.vdocuments.us/reader035/viewer/2022062704/555779b0d8b42ace7f8b5677/html5/thumbnails/147.jpg)
![Page 148: TWTRCON Twitter 101 Keynote](https://reader035.vdocuments.us/reader035/viewer/2022062704/555779b0d8b42ace7f8b5677/html5/thumbnails/148.jpg)