ogilvy on: twitter for business
TRANSCRIPT
Audio: Listen to the presentation using your computer speakers or via a USB headset.
Twitter for Business
Social Media Belts
Social Media Red Belt
Social Media Black Belt
Social Media White Belt
Understand Participate Lead
Twitter for Business A White Belt Training
Thomas Crampton @thomascrampton Asia-Pacific Director | 360 Digital Influence Ogilvy Public Relations Worldwide
Moderator
Question Panel
What city are you joining us from?
#T4biz
Twitter Hashtag
March 2007 Twitter wins SXSW Award
July 2006 Twitter Goes Live
April 2007 Obama Joins Twitter
April 2009 Ashton Beats CNN to 1,000,000 followers
November 2008 The Real Shaq joins Twitter
June 2009 More than 2 billion Tweets
December 2008 Dell Generates $1 Million from Twitter
April 2009 501 Aussie Journos on Twitter
April 2008 Comcast Uses Twitter to Help Customers
Get Smart!: twitter.com/getsmarthk Get Smart HK is a good example that demonstrates how SME’s 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 Smart’s HK uses Twitter mainly to help the club raise the profiles of up-coming speakers prior a new event or course.
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 PureYoga’s 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. PureYoga’s twitter voice is also a physical manifestation of their service counter that enables staff to answer questions real-time from anyone, anywhere
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 Hotel’s twitter strategy shows W Hotel’s 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.
Red Bull Energy Drink (SG): twitter.com/redbullspore Tweets are mostly on Redbull’s 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 “Wiing’s Members” being the drink that gives you wiings (that’s the way they spell it!) Red Bull’s 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.
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, Lego’s Twitter strategy goes hand in hand with the Lego Ambassador’s program as well as the brand’s fan communities on other online platforms. “Super Users” from Lego’s Ambassador’s Program has been hired to drive Lego’s twitter voice. Lego’s 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. Follower’s feedback are also captured to improve innovation and new product developments.
In Australia, the annual growth rate for Twitter is 3,200% over the past year.
As of May 2009, Twitter received more than 20 million unique monthly visitors (UMVs), surpassing many mainstream news sites such as NYTimes.com.
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.
Brian Giesen | @bdgiesen Regional Director 360 Digital Influence Ogilvy Public Relations Worldwide
Speaker
360° Digital Influence
Twitter for Business Using Twitter to Gain a Competitive Advantage
Twitter-genda
What is Twitter and why businesses should care
Twitter strategy: customer relations
Twitter strategy: product promotion & sales
Twitter strategy: crisis management
Twitter strategy: event activation
Twitter strategy: issue advocacy
Twitter strategy: corporate reputation management
01
02
03
04
05
06
07
What is Twitter?
You can Tweet by using: • Twitter.com • Desktop applications • Mobile devices
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 you’re 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. Don’t 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: 1280×1024 pixels).
Strategic approach to Twitter
Quick Poll
What would be your top key objective for using Twitter in your business?
Ogilvy’s 3-step methodology for using Twitter A strategic approach
• Start by identifying your business or communications objective 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
Ogilvy’s 3-step methodology for using Twitter A strategic approach
3. ENGAGE 2. CREATE 1. FOLLOW
Business objective:
Improve customer service
Customer service example: twitter.com/BigPondTeam Telstra’s BigPond became the first telco to join Twitter in
Australia. The company uses Twitter to troubleshoot problems
customers are having with their Internet service.
Business objective: Improving customer service
1. Follow
– People talking about your products/services
– Search using Search.Twitter.com or TweetScan
– Use organisation tools such as TweetDeck to track new mentions
2. Create
– A Twitter handle with clear personality
– Tweet information relevant to your customers: proactive tips, company information, etc.
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
Anyone who has customers – B2C, B2B, G2B, G2C – can use Twitter to quickly listen and respond to customers to build goodwill and address problems before they escalate into a crisis.
Business objective:
Promote a product or service
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.
Business objective: Promote a product or service
1. Follow
– People talking about your products/services
– Clarify that the account will primarily be used for promotions and deals
2. Create
– Links to online promotions, insider info on upcoming sales, discount codes
– Consider offering Twitter-only exclusives to reward loyal followers
3. Engage
– Check direct messages and replies frequently
– Answer questions and feedback
– Provide information when needed
A successful sales and promotion plan is based on identifying your audience, providing useful content, and being prepared to engage in the conversation. When done right, your followers will not only become loyal customers, but also evangelists for your brand and your promotions.
Business objective:
Manage and respond to a crisis
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.
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
– Follow those who are positive and negative
2. Create
– Post real-time updates that address the status of your issue, what you’re doing to fix it
– You’ll need more than 140 characters – so link to a response on a separate blog or Web site
– Clearly outline the steps you are taking
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
Using Twitter for crisis communications is as much about preventing an isolated issue from becoming a full-blown crisis as it is about communicating to the public once a crisis has hit. Twitter is the fast way to respond and maintain an open channel.
Business objective:
Event activation
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.
Business objective: Event activation
1. Follow
– 1-2 months out, follow discussion about the event
– Follow people talking about attending, media, speakers
2. Create
– An event-specific hash tag
– Behind-the-scenes coverage, updates from keynotes and panel discussions
– Links to video, photos, podcasts or blog posts
3. Engage
– Coordinate Tweet-ups
– Talk to people who are attending your event
– Ask and answer questions from attendees
The real-time ability to connect with others and share experiences makes Twitter a great platform for individuals, or companies, to use during a major event. Live-Tweeting an event brings the event to people who couldn’t attend in person.
Business objective:
Advocate an issue or cause
Issue advocacy example: twitter.com/smarterplanetau IBM’s 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.
Business objective: Advocating an issue or cause
1. Follow
– Those interested in your cause, industry leaders, news
2. Create
– Added value: health tips, disaster alerts, fundraising info
3. Engage
– Know your followers
– Thank them for support, get them involved
Twitter’s ability to connect people with similar interests can be harnessed for the greater social good with non-profits and issue advocacy organisations creating a community and providing useful information to those they serve, volunteers, donors and other supporters.
In summary
Get Flickr image: http://tinyurl.com/ogilvytwitter
Additional resources: http://delicious.com/360DI/twitter
” One company that goes with this online-initiated flow is
Ogilvy Public Relations.
” 25 China Experts you should follow on
Twitter… Thomas Crampton
“
“
Ogilvy's digital specialist Brian Giesen outlined the best strategies for getting business results on social networking site Twitter. ” “
www.asiadigitalmap.com For case studies...
CONTACT Thomas Crampton Asia-Pacific Director | 360° Digital Influence Ogilvy Hong Kong p +852 6397 1662 e [email protected] t @thomascrampton
Brian Giesen Regional Director | 360° Digital Influence Ogilvy Sydney p +61 2 8281 3853 e [email protected] t @bdgiesen
asiadigitalmap.com