Ogilvy On: Twitter for Business

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  1. 1. Twitter for BusinessAudio:Listen to the presentation using your computer speakers or via a USB headset.
  2. 2. Social Media Belts Social Media Social Media Social MediaWhite BeltRed BeltBlack BeltUnderstand ParticipateLead
  3. 3. Twitter forBusinessA White Belt Training
  4. 4. Moderator Thomas Crampton @thomascrampton Asia-Pacific Director | 360 Digital Influence Ogilvy Public Relations Worldwide
  5. 5. Question Panel What city are you joining us from?
  6. 6. Twitter Hashtag #T4biz
  7. 7. April 2009 501 Aussie Journos December 2008 on Twitter Dell Generates $1 Million from TwitterApril 2008 Comcast UsesMarch 2007 Twitter to HelpTwitter wins CustomersSXSW Award June 2009More than 2billion TweetsApril 2009Ashton Beats CNN to1,000,000 followers April 2007November Obama Joins 2008 Twitter The Real Shaq joins TwitterJuly 2006 Twitter Goes Live
  8. 8. Get Smart!: twitter.com/getsmarthk Get Smart HK is a good example that demonstrates how SMEs can too use Twitter at their service to engage with customers, raise business revenues and enhance the efficiency of both internal and external communication. Get Smart! Hong Kong is a local agency that offers a variety of classes targeted at women, including financial management for shopaholics seminars, meditation classes, and women discussion events. Other than using Twitter to establish conversation and inform members about exclusive discounts and events, Get Smarts HK uses Twitter mainly to help the club raise the profiles of up-coming speakers prior a new event or course.
  9. 9. Pure Yoga Hong Kong: twitter.com/PureYogaHK Pure Yoga HK is the among the few services that integrates twitter in their business model and has succeeded in becoming among the most influential twitter voices in Hong Kong. Pure Yoga uses Twitter to tell members about new courses, also to update course content, and to inform members of class venue, date and time. Twitter is also part of PureYogas CRM strategy, where not only do they use their Twitter page as an active exchange platform between instructors and students, but they also use Twitter to give special promotions and benefits to followers to maintainbrand loyalty. PureYogas twitter voice is also a physical manifestation of their service counter that enables staff to answer questions real-time from anyone, anywhere
  10. 10. The W Hotel (HK): twitter.com/whongkong The W Hotel uses Twitter to reinforce their brand image and to communicate directly with their guests. Not only does Twitter allows The Mira to give high quality one-to-one conduit service to customers without actual face to face contact, the hotel can tweet suite promotions, new events and menus, special buffet alerts to a fan-base of nearly 500 followers. W Hotels twitter strategy shows W Hotels on-going efforts in maintaining high level of online interactivity with loyal customers, while simultaneously catching the attention of new customers (globally!) by constantly updating their latest services and products that might interest twitter users with related passions points.
  11. 11. Red Bull Energy Drink (SG): twitter.com/redbullspore Tweets are mostly on Redbulls events and interaction with its fans.. Red Bull uses Twitter to promote a range of Red Bull sponsored sports events such as Red Bull Street Style Singapore, and CSR activities including Red Bull Music Academy. The company calls for fans actively in their twitter space by asking for Wiings Members being the drink that gives you wiings (thats the way they spell it!) Red Bulls twitter strategy is fully integrated with their greater marketing campaign with tweets that link followers to their latest branded iPhone game Red Bull X-Fighter as well as their Facebook fanpage. Red Bull also post comments and photos about the newest sports scores and news to further reinforce their physical and active brand image.
  12. 12. LEGO (SG): twitter.com/LEGO_Singapore Lego tries to position themselves as a customer oriented toy brand by using twitter to educate consumers on new and better ways to use products. Wrapped around one social idea, Legos Twitter strategy goes hand in hand with the Lego Ambassadors program as well as the brands fan communities on other online platforms. Super Users from Legos Ambassadors Program has been hired to drive Legos twitter voice. Legos Twitter strategy is a good example of what a brand should be doing to encourage passionate fans to create and share content, in this case being how to use Legos creatively .Technologically adept Lego fans had been connecting to each other for years; how could Lego extend this to less-technical adults and children? Through Twitter, Lego harnessed the power of using power of super users to help others connect and share ideas. Followers feedback are also captured to improve innovation and new product developments.
  13. 13. In Australia, the annual growth rate for Twitter is 3,200% over the past year.
  14. 14. As of May 2009, Twitter received more than 20 million unique monthly visitors (UMVs), surpassing many mainstream news sites such as NYTimes.com.
  15. 15. 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.
  16. 16. Speaker Brian Giesen | @bdgiesen Regional Director 360 Digital Influence Ogilvy Public Relations Worldwide
  17. 17. 360 Digital InfluenceTwitter for Business Using Twitter to Gain a Competitive Advantage
  18. 18. Twitter-genda01 What is Twitter and why businesses should care 02 Twitter strategy: customer relations 03 Twitter strategy: product promotion & sales 04 Twitter strategy: crisis management 05 Twitter strategy: event activation 06 Twitter strategy: issue advocacy 07 Twitter strategy: corporate reputation management
  19. 19. What is Twitter?
  20. 20. You can Tweet by using: Twitter.com Desktop applications Mobile devices
  21. 21. Setting up a Twitter handle 1. Include brand name. The name of the company should be included in at least your bio, and ideally your handle as well.2. Tweet transparently. Disclose whether the handle will be maintained by one individual or a team of people within the company.3. Use a real photo. Use a real photo as your followers will want to see that youre a real person. Enlist a designer to jazz it up.4. Protect against brand jacking. Consider registering variations of your brand (i.e. Nike, Nikeshoes, etc) in an effort to protect against brand jacking.5. Create a Twitter schedule. Define the roles and responsibilities internally among your team members.6. Dont protect updates. Unless you have a real business reason, a tendency to be insulting, or something to hide.7. Upload a custom background. Give your profile personality by uploading a custom background image (minimum: 12801024 pixels).
  22. 22. Strategic approach to Twitter
  23. 23. Quick PollWhat would be your top key objective for using Twitter in your business?
  24. 24. Ogilvys 3-step methodology for using Twitter A strategic approach Start by identifying your business or communicationsobjective for using Twitter: Customer service Product promotion and sales Crisis management Event activation Issues advocacy Corporate reputation management No matter the objective, our approach involves 3 steps
  25. 25. Ogilvys 3-step methodology for using Twitter A strategic approach 1. FOLLOW 2. CREATE 3. ENGAGE
  26. 26. Business objective:Improve customer service
  27. 27. Customer service example: twitter.com/BigPondTeam Telstras BigPond became the first telco to join Twitter in Australia. The company uses Twitter to troubleshoot problems customers are having with their Internet service.
  28. 28. Business objective: Improving customer service 1. Follow People talking about your products/services Search using Search.Twitter.com or TweetScanAnyone who has Use organisation tools such as TweetDeck tocustomers B2C, B2B,track new mentionsG2B, G2C can useTwitter to quickly listen2. Createand respond to customers A Twitter handle with clear personalityto build goodwill and Tweet information relevant to your customers:address problems before proactive tips, company information, etc.they escalate into a crisis. 3. Engage Answer questions about your product/service Respond to comments about your brand Direct people to helpful info on your site Direct message for specific issues
  29. 29. Business objective:Promote a product or service
  30. 30. Product promotion example: @VodafoneNews_AU Vodafone Australia uses Twitter to share exclusive promotions and special offers for its products and services from wireless Internet to deals on iPhones.
  31. 31. Business objective: Promote a product or service 1. Follow People talking about your products/services Clarify that the account will primarily be used forA successful sales and promotions and dealspromotion plan is based onidentifying your audience, 2. Createproviding useful content, andbeing prepared to engage in Links to online promotions, insider info on upcoming sales, discount codesthe conversation. When doneright, your followers will not Consider offering Twitter-only exclusives toonly become loyal customers, reward loyal followersbut also evangelists for yourbrand and your promotions.3. Engage Check direct messages and replies frequently Answer questions and feedback Provide information when needed
  32. 32. Business objective:Manage and respond to a crisis
  33. 33. Crisis management example: twitter.com/cfavolunteer Twitter was one of the ways that many organisations got the word out and communicated during the Victorian bush fires, including volunteer fire fighters.
  34. 34. Business objective: Manage and respond to a crisis 1. Follow Identify the right person to represent you on Twitter People talking about your brand or topic Using Twitter for crisis Follow those who are positive and negativecommunications is as muchabout preventing an isolated 2. Createissue from becoming a full- Post real-time updates that address the status ofblown crisis as it is about your issue, what youre doing to fix itcommunicating to the publiconce a crisis has hit. Youll need more than 140 characters so link to aTwitter is the fast way to response on a separate blog or Web site respond and maintain an Clearly outline the steps you are takingopen channel.3. Engage Respond to questions and comments from customers, influencers and media Act within the first 24 hours, and direct people to other customer service channels
  35. 35. Business objective:Event activation
  36. 36. Event activation example: twitter.com/lenovo2008 The @Lenovo2008 Twitter handle was used by Ogilvy 360 Digital Influence Group for the Beijing Olympics for our Lenovo client.
  37. 37. Business objective: Event activation1. Follow 1-2 months out, follow discussion about the event Follow people talking about attending, media,The real-time ability tospeakersconnect with others andshare experiences makes 2. CreateTwitter a great platform for An event-specific hash tagindividuals, or companies, touse during a major event. Behind-the-scenes coverage, updates from keynotesand panel discussionsLive-Tweeting an event bringsthe event to people who Links to video, photos, podcasts or blog postscouldnt attend in person. 3. Engage Coordinate Tweet-ups Talk to people who are attending your event Ask and answer questions from attendees
  38. 38. Business objective:Advocate an issue or cause
  39. 39. Issue advocacy example: twitter.com/smarterplanetau IBMs Smarter Planet Australia campaign uses Twitter to talk about how to use technology to create a smarter planet making our systems run more efficiently and smarter.
  40. 40. Business objective: Advocating an issue or cause1. Follow Those interested in your cause,Twitters ability to connect industry leaders, newspeople with similar interestscan be harnessed for the2. Creategreater social good with non-profits and issue advocacy Added value: health tips, disasterorganisations creating a alerts, fundraising infocommunity and providinguseful information to those 3. Engagethey serve, volunteers,donors and other supporters. Know your followers Thank them for support, get them involved
  41. 41. In summary
  42. 42. Get Flickr image: http://tinyurl.com/ogilvytwitterAdditional resources: http://delicious.com/360DI/twitter
  43. 43. CONTACTOne company that goes with this online-initiated flow isOgilvy Public Relations.Thomas Crampton Asia-Pacific Director | 360 Digital Influence Ogilvy Hong Kong p +852 6397 1662 e thomas.crampton@ogilvy.comt @thomascrampton 25 China Experts you should follow on Twitter Thomas Crampton Brian Giesen Regional Director | 360 Digital Influence Ogilvy Sydney p +61 2 8281 3853 e brian.giesen@ogilvy.com.auOgilvy's digital specialist Brian Giesen outlined the best strategies for getting business results on social networking site Twitter. t @bdgiesenasiadigitalmap.com For case studies... www.asiadigitalmap.com