Twitter—A Strong Current In the Social Media Mainstream

Social Media SeriesSocial Media Series

Welcome Changing the World

The Facts

The “Who?” “When? Why? How?”

What’s New On Twitter?

What Marketers and the Media Are Saying?

Opportunities for Brands

Appendix

How Twitter is Changing the World

Breaking News Medium

Real-time ConversationsEntertainment Tune-in

Fundraising Platform

Connects Strangers That ShareCommon Interests/Passions

4,064 tweets per second 243,840+ tweets every minute

Missing People Finder

Free Focus Group ForMarketers

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What is Twitter?

Twitter is a microblogging

platform composed entirely of 140 character answers to 1 simple

question: “What are you doing?”

220MM total registered users; 95MM+ are US-based

Source: Twitter, June 2011; Quantcast, June 2011

1BN tweets created each week

Source: Twitter, June 2011

500,000 new users a day

Source: Twitter, December 2010

The “Who?” Where? Why? How?”

55% female, 45% male

36% are ages 18-34; 85% are 21+

16% have an income of $100K+

46% use Twitter via mobile

The Twitter User

* Nielsen Net View, May 2011

Reasons People Use TwitterWatercooler and Breaking NewsProvide an easy way to discover and share news with the community

Meet Strangers Who Share Common InterestsAllow people to find others who share similar passions and personality, or have the same aspirations

Research A way for users to find information about products/brands, celebrities, technology,events, what’s hot and popular, etc.

Self-promotionAllow one to build credibility and thought leadership and drive traffic to other digital properties

Top 5 Reasons Why Twitter Users Follow Brands

Source: Twitter, December 2010

38%

32%

31%

30%

28%

To get updates on future products

To stay informed about the activities of a companyTo receive discounts and promotions

To get updates on upcoming sales

To get a "freebie"

What’s new on Twitter?

Users can upload and post photos to their tweets directly from the Twitter website Photobucket will host the photos on the back-end, but Twitter will own the user interface and provide it to users through its site and apps Video hosting is currently in the works…

Photo Hosting

Hashtags used in tweets with pictures will aggregate them accordingly for and easily searchable picture database

Twitter has recently released a new version of the mobile Twitter website

The mobile website was made to act as a better platform than any smart phone app in order to unify the Twitter experience

Users without smart phones can now upload photos to Twitter by attaching them to text messages

Twitter is built right into iOS 5, coming soon to iPhone, iPad and iPod touch devices worldwide – tweet with a single tap from Twitter-enabled apps

Mobile Integration46% of Tweets are posted via mobile

Twitter has recently launched a Follow Button that allows users to follow accounts directly from websites in a single click

Follow Button

@JLo

Add the Follow Button to your website to stay connected with your customers. People who follow your account are much more likely to retweet and engage with your Tweets, and to repeatedly visit your website.

Adding the Follow Button to any website is quick and easy at twitter.com/followbutton Simply copy and paste the HTML code Twitter provides

What the Marketers and the Media Say About Twitter

“It’s a no brainer that Twitter is a way to help people and positively influence others”

- Ann Curry, News Anchor of NBC’s Today

Source: “Social Media and Haiti Disaster” Panel Discussion at The New York Times

“You don’t need to justify Twitter-it’s a real-time consumer promotion tool. The ROI of

Twitter is baked into brand health metrics”

- Cynthia Ashworth, VP, Consumer Engagement

Source: ANA Brand Innovation Conference 2009

“We don’t really view it as a marketing channel as much as a way to connect on a more personal level, whether it’s with our employees or our existing customers”

‐ Tony Hsieh, CEO, Zappos

Why Brands Should Own A Presence On Twitter

HUMANIZING THE BRAND INSIDE LOOK AT THE COMPANY

EMPLOYEES AS BRAND AMBASSADORS

FEEDBACK LOOP

Results

@Zappos has over 1,790,000 followers

Generated half a million dollars in real revenue

Source: jeffbullas.com

A sub-community within Zappos.com denoting all emplo-yees on Twitter

CUSTOMER SUPPORTREAL-TIME CUSTOMER SERVICE

DMs ALLOW FOR PRIVATE ONE-ON-ONE MESSAGES

TURNING ANGRY CUSTOMERS INTO HAPPY ONES

Results

Over 132,000 followers to date (as of Feb. 2011)

Satisfied customers

Source: TheZenDeskBlog

“During the storm, some stranded and delayed Delta passengers used Twitter to re-book flights, while their less tech-savvy flight

mates who used phones and airport personnel stayed aground for many hours.” -

The Zendesk Blog, January 2011

Watch video here.

FREE FOCUS GROUPS KEEPS A PULSE ON HOW THEY ARE PERCEIVED

GUAGES OPINIONS ON NEW PRODUCTS & OFFERS

MAKES IMPROVEMENTS BASED ON CUSTOMER FEEDBACK

Results

Keep a DD Perks Program database

Monetize Twitter through unique links tooffers and discounts

“It’s a great place to get that real-time feedback and to find out what consumers want from you as a brand.”

David Puner, the Dunkin Dave Twitterer

Source: Portfolio.com

Dunkin Dave

BUILDING BRAND ADVOCATES GAINS SUPPORT & UPDATES THEIR

FOLLOWERS OF REAL-TIME EFFORTS

FACILITATES THE 3 C’s: COMMUNICATION,

COLLABORATION & COMMUNITY

RESULTS HELPS THEM SEE PAST COMMUNICATION

HICCUPS AND PUBLCITY SETBACKS

RAISES $$$

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Paid Twitter Offerings

Promoted Tweets

Contextually-relevant ads delivered at the top of user's Twitter search results

Promoted Ad Products

- Allows brands to break through the Twitterclutter and drive conversation around the brand and its relevant keywords

- Based on a CPE (Cost per engagement) model at a min. $0.50 bid

Promoted Trends

Allows advertisers to insert their own terms into the Trending Topics that appear on the Twitter homepage and users' login pages.

- Allows brands to drive mass reach and awareness about a movie/show premiere , products, or events that maximize exposure and generate additional conversations.

- Based on a fixed rate

Promoted Accounts

A part of the “Suggestions for You” section of one’s Twitter handle, which suggest accounts that people don’t currently follow and may find interesting

- Allows brands to build your brand’s Twitter following based on relevance through an “Interest Match” or a “Wider Interests.”

- Based on a CPF (Cost per follower) model

Ad.ly network, an in-stream advertising platform that connects brands to online influencers in order to generate buzz and exposure of brands on Twitter and Facebook

Celebrity Endorsements

Ryan Grant – 72,750 followershttp://twitter.com/ryangrant25Ryan Grant Running Back of the Historic Green Bay Packers. Cost per tweet: $5,000 (app.)eCPMF: $68.72

Khloe Kardashian – 2,544,085 followershttp://twitter.com/#!/KhloeKardashianKeeping Up With The Kardashians Reality TV StarCost per tweet: $5,100eCPMF: $2.00

A custom "Twittersode," a scene acted out on Twitter feeds in 140 characters or less devoted to the show's characters was created in conjunction with Ad.ly and producer of NBC Community.

The scene was composed of 80 tweets and debuted at 7 p.m. EDT, an hour before the premiere. This was promoted by celebrities to drive tune-in for the show. As a result, hashtag #nbccommunity became a trending topic in 10 US cities.

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CAUSES ON TWITTER & BEYOND

BroadCause.com is the largest cause-related social media platform that allows brands to align with social causes prospective consumers are passionate about and interested in

Broadcause.com cost ranges from $40K to $100K, exclusive of the donation amount

INFLUENCER ACTIVATION Disney collaborated with Klout Perks to

send influential moms and dads, and anime movie buffs “Get Tangled Kits” and screening invitations to the movie premiere

The invitation led influencers to a custom sign-up page that was also optimized for sharing

Results

Upon receiving the invitation and kit, the 412 influencers generated 15,234 tweets and 608 Facebook comments about the campaign

The campaign drove 39.8 Million total impressions, a true reach of 1,305,000, and priceless influential endorsements

TWEETUP SPONSORSHIPS NHL hosted a hockey watching Tweetup party in NYC 2000+ people organized Tweetupsand were looking for NHL sponsorships NHL enabled a self-sustaining community of online fans to convince each other to act offline

Results NHL audience on Twitter, Facebook and other social media platforms has grown 88% In 2010, #NHLWinterClassic drove 134% more print coverage and 73% more broadcast coverage than in 2009

Tools To Make It Easy

Tweetdeck

WhentoTweet

Twitter SearchTwitalyzer

TwitPic Twellow

FIVE BEST PRACTICESMake your tweets a two-way street

Show some personality

Respond to your user feedback, questions, and ideas in real- time

Use photos and videos to engage your followers

Provide back-stage access (exclusive information) to products, events, etc.

Key Takeaways

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A customer service tool that allows brands to respond and address issues real-time

A great way to manage a PR communications crisis and improve brand image

A wide-variety of opportunities on Twitter go beyond the owned media space

A free focus group that can inform future campaigns

Go out and try it to really get a feel of what it is and how it works