effective use of twitter in business
DESCRIPTION
Slides for WorkplaceTrends "Social Media for Business" event, held in London on Wednesday 20 March 2013TRANSCRIPT
pwcom.co.uk
March 2013
Effective use of Twitter for Business
Paul Wilkinson - @EEPaul(pwcom.co.uk Ltd)
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Hello?
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• Who am I?
• Twitter adoption
• setting up and using Twitter
• who to follow and how to get followers
• Twitter tools
• “Twittiquette”
• simple monitoring and measurement
• Twitter ethics
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Who am I?• author and technology consultant• B2B PR professional since 1987
– in-house: Halcrow, Tarmac, BIW– consultancy
(1998 - 2000, 2009 - date)
• Wikipedian (2003), blogger (2005)
and tweeter (2008)
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c. 500m+ registeredaccounts
• c. 28% 'active'*
• est. 250m 'active'by end 2012
* Active = members who log in at least once a month
Source: www.mediabistro.com
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• 400m Tweets/day(up from 2m/day in 2009)
• now (2013) averagec. 4,600 Tweets/sec
• Peak 33,388/sec(New Year's Day 2013)
Image courtesy of: Huffington Post
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• UK = 4th largest Twitter population
• c. 32m Twitter accounts(53% population)
• c. 11m active UK users
• 7% of Tweeters =79% of UK Twitter traffic
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• Twitter use/growth strongly linked to UK smartphone adoption (45+% own one)
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“Why?”
• engage in real-time online conversations
• expand range of communication tools
• join or open up new conversations(new customers, projects, etc)
• improve networking
• extend reach of existing tools, networks and content
11Source: Optify.net
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setting up and using Twitter
• Twitter - maximum limits ...
• 15 – characters in @username
• 20 – characters in real name
• 140 – characters in status update
• 160 – characters in profile
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• who to follow and how to get followers
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Following people.... (step one)
Search by......real name ...category ...contact
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Following people.... (step two)
Follow friends' recommendations
• FollowFriday (#ff) …
Follow people who follow you
• Auto-follow? (suggest not)
• spam
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Getting followers.... (step one)
“Why would people follow me/us?”
• Be interesting
• Be useful
• Don't just broadcast
• Interact
• Shape expectations– recent tweets– landing page
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Getting followers.... (step 1.5)
Shape expectations: recent tweets
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Getting followers.... (step 1.5)
Shape expectations: landing page
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Getting followers.... (step two)
Highlight Twitteraccount
• link fromwebsite ...
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Getting followers.... (step two)
Highlight Twitter account
• link from website, blog, etc (and vice versa)
• on other social networks
• email footer, business card
• e-newsletters
• news releases
• printed collateral
• signage, event badges, etc
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Getting followers.... (step three)
Cultivate your online profile...
• tweet regularly
• Retweet (RT) regularly
• reply (it's about interaction)
• recommend others #ff
• use relevant #hashtags
• participate in relevant #tweetchats
• don't spam
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Twitter tools
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Twitter tools – why?
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Twitter tools - web
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Twitter tools
• at-a-glance “dashboard” view
• configure searches
• monitor lists
• manage multipleTwitter accounts
• publish updatesto Facebook
• short URLs
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Twitter tools - mobile
• Full functionalityon smartphone
• add GPS location
• tweet photos
• Tweet frommultiple accounts
• Sometimes all at once!
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Simple monitoring and measurement
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Simple monitoring and measurement
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Simple monitoring and measurement
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Simple monitoring and measurement
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Good tweeting
• Beware:
– company and/or clientconfidentiality
– copyright issues
–defamation
–privacy of individual
–bringing company into disrepute
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Good tweeting
• Avoid conflicts of interest
–Disclose clientrelationships
–Clarify account'managers'
• Consider disclaimers
• Above all: honesty and integrity
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Good tweeting
• Stay (mainly)on-topic
• Keep it personal,not corporate
• Tweet regularly
• Be responsive
• Think long-term
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Six minutes31 January 20132.21pm - First tweet from @hmvtweets2.21pm - First media RT2.27pm - First RT by national journalist2.36pm - ITVnews article published2.51pm - c. 900 RTs
Data from PR Week, 22 Feb 2013
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Q&AThank you
Contact: Paul WilkinsonWebsite: www.pwcom.co.uk
Tech blog: www.extranetevolution.comPR blog: www.blog.pwcom.co.uk
Email: [email protected]: +44 (0)20 8858 1104
mob: 07788 445920Twitter: @EEPaul
http://www.google.com/profiles/paul.wilkinson19
Effective use of Twitter for Business