twitter: all you need to know--how to use twitter for your business

Twitter: all you need to know How to use Twitter for your business

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Agenda

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00 01 02 03 04 05 06

02. Twitter in a nutshell

03. Twitter in numbers

00 Summary

04. Twitter and business

05. Twitter: optimize your presence

01. Background

06. Twitter: a brainteaser?

00. Vanksen

3

00. About Vanksen

4

“connecting brands& consumers”

00.1. Philosophy

About Vanksen00 01 02 03 04 05 06

5

00.2. Locations

About Vanksen00 01 02 03 04 05 06

6

00.3. Fields of activity

About Vanksen00 01 02 03 04 05 06

7

00.4. Some of our clients

About Vanksen00 01 02 03 04 05 06

8

01. Background

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“A society of immediateness”

01 .1. Social change

Background00 01 02 03 04 05 06

10


Background00 01 02 03 04 05 06

Fast food35 minutes: the average time of a lunch break in France

11

01.1. Social change

Fast fashion

Background00 01 02 03 04 05 06

12

30,000 new models per year in 2005

12

01.1. Social change

Fast technology

Background00 01 02 03 04 05 06

Evolution of the iPod in 8 years

13


Fast information

Background00 01 02 03 04 05 06

US Airways crash

▪ The first pictures of the crash were posted online via Twitpic on the microblogging site Twitter by a user who had witnessed the accident.

▪ The pictures traveled around the world in only a couple of minutes.

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01 .2. Evolution of communication

Means of communication

Background00 01 02 03 04 05 06

Hyper-connectivity

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01 .3. Evolution from blogging to Twitter

Background00 01 02 03 04 05 06

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Background00 01 02 03 04 05 06

It’s just like… …only that…

A blog post… … you can only use 140 characters

Updating one’s Facebook status… … it is visible on innumerable media

A big chat… … you choose who you follow

An instant messaging service…… it is public and archived on the

Web [which allows for scanning the posted information]

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Background00 01 02 03 04 05 06

Microblogging = fast and public

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01 .4. Where is Twitter within the social media landscape?

A less known, but promising service

Background00 01 02 03 04 05 06

Number of users in the USA and growth in 2008 vs. 2009

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Sour

ce: N

iels

en O

nlin

e

Number of unique users in millions

Growth 2008–2009

01 .4. Where is Twitter within the social media landscape?

But a service adopted by a powerful niche group

Background00 01 02 03 04 05 06

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02. Twitter in a nutshell

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02 .1. Presenting Twitter

Twitter in a nutshell00 01 02 03 04 05 06

A means of communication

A place to share and consume information

A new real-time search engine

A service for Web users

A discussion forum

A tool for listening and analyzing

A traffic generator

A means to meet new people and to create new connections

A means to talk about what you are doing right now

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Twitter is:



“What are you doing?”

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What is important to my followers and me?

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Latest: Jackass's Successor…http://tinyurl.com/lke8p5 about 2 hours ago



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Max. 140 characters

Followers and followingCustomizable

02.1. Presenting Twitter


Free & easy to use

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+=

Interoperability between your blog and Twitter: When you update your blog, your Twitter account is updated automatically

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Share interesting postsBlog posts are re-published on Twitter



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+=

aa When you update your Twitter account, your Facebook account is updated Interoperability between Facebook and Twitter

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automatically, and vice versa



Share interesting posts

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in connection with Facebook



As many contact opportunities

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blog

Example of one person’s blog, Twitter, and Facebook



Automatically posted from your blog’s RSS feed

Posted to share a link or an experience Posted to share a tweet you received from your community (RT or retweet)

Posted as a response to someone (@username)

Posted as a response to someone, with only this person being able to see the

message (DM or direct message)

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Message types

Message types



Response to/@: direct message visible to all, sent to one or several persons

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Thanks my friend !

Message types



Retweet/RT: forwards a tweet, allows for relaying a piece of information

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Look at this video !!

Message types



Direct message/DM: message visible only to the person in question

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DM@Davidous : Check this out, it's simply magical: http://bit.ly/1a9EUe

http://bit.ly/1a9EUe

Who is on Twitter?



Opinion leaders, influencers, celebrities…

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Who is on Twitter?



… and many bloggers (who spread content)

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Who is not on Twitter?



Twitter is not yet a media used by the general public

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Because it is growing exponentially Because it is a model for other platforms Because is has an exemplary acceleration process

Twitter is a new means of communication It allows for analyzing people’s thoughts, perceptions and interests in real time It is the only real-time search engine currently available It is a legitimate service channel for consumers

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Why is Twitter so relevant?

But most of all because:



Tweet: a message on Twitter; or: to post a message on Twitter Hashtag: trending topic (e.g. swine flu), marked by “#” Tweetup: Twitter users meeting in real life (yes, it happens!) Twitpic: application for posting pictures on Twitter Twitterview: a conversation generating follow-up (like an interview) Dweet: message posted when drunk RT: forwarding someone else’s tweet @: used to answer someone (message appears differently for the recipient)

For more Twitter-speak, check out: http://twictionary.pbworks.com/

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Some Twitter-speak

http://twictionary.pbworks.com/



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Tinyurls140 characters do not leave space for long URLs

Obviously, speak only about

bit.ly: one of 170 URL-shortening tools

02 .1. Presenting Twitter http://bit.ly.com


140 caractères ne permettent pas de mettre de longues URL

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02 .2. Types of Twitter profiles

followersfollowing


When you sign up, your follower, following and community rates are low Beginners

community

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persons who follow youpersons you follow


community

followers

following


Follow many interesting persons, but follower-following imbalanceInformation gluttons

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community

followersfollowing


Follow only a few persons, but are followed by manyThe “popular ones”

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followers

following

community


Community Twitterers Follow those who follow them and vice versa

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02 .3. The Twitter network


An exponential network

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A network for mutual help

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I’m looking for an intern in communication for 6 months, as soon as possible (700€). Please RT



32 re-tweets and potentially 10,000 generated contacts

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02 .4. How can you access Twitter?


On www.Twitter.com

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Through a widget


Application installed on your desktop

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Top 10 of Twitter’s most popular clients

Top 10 Twitter Web clientsTweetDeckTwitterfeedTwhirlTwitterrificTweetieTextMobileTwitterfonTwitPic

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On your mobile phone


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On Twitter platforms on mobile phones

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IphoneTwittieTwitterfonTwitterrificTwitterlator

Windows MobileTwinkini

AndroidTwitterdroid

BlackberryTwitterberr

Multi-platformsSlandrTwinyTwitter


Through an RSS feed


NetVibes, iGoogle, etc.

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on a mobile phone

through a desktop widget

through an RSS feed

Open API

A library that allows programmers and developers to develop their own application, thanks to open platform codes

02 .5. Associated services


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02 .5. Associated services

Indispensable applications


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Popularity Research

Filter

Statistics

Mobile

RSS

Twitter

Design

Follow

Image & video

Trends

Prolong Local

The tool box

02 .6. What do people talk about on Twitter?


Personal matters…On Twitter you can say what you are doing…

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… or professional ones!… Twitter is most of all a tool to ask and answer questions

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About your brands…

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Conversation topics

15% marketing

56% job-related

28% personal


Be it private or professional: people talk about topics that interest their community

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02 .7. Why is everyone talking about Twitter?


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A permanent and immediate source of information


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Sour

ce: D

enis

Bal

enco

urt’s

blo

g


Many journalists are on Twitter


Discovery Channel

CNN

Over 200 French journalists, only 1 click away…

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BBC

Wall Street Journal

CNBC


Constant interaction


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And what about content creation?


Twitter allows for relaying new information fast

Re-tweeting vs. content creation

Still few content producers on Twitter

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03. Twitter in numbers

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03 .1. Growth

Twitter in numbers00 01 02 03 04 05 06

752% growth in 2008

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03 .1. Growth

3 million tweets are exchanged every day

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03 .2. Activity on Twitter?

21% of users have never posted content

50% of users have not posted content in the last 7 days

94% of users have less than 100 followers

5% of users generate 75% of activity (10% generate 86%)

Still not dynamic enough

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03 .3. Who is on Twitter?

Twitter = influencers?A minority followed by the majority of users

Sour

ce: H

ubsp

ot

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03 .3. Who is on Twitter?

Age structure

Mature users: aged 25–54 years

Sour

ce: e

Mar

kete

r

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03 .4. The interest for companies?

Twitter remains highly relevant for companies

An obvious ”business” application compared to the more person-centered Facebook

Relevant, influential, qualified, and easily accessible contacts

An easy link with blogs + stronger interactivity

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Sour

ce: e

Mar

kete

r


04. Twitter and business

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04 .1. What can you do?

viralizePR

watchcustomer service

sales

conference

monitoring

Twitter and business00 01 02 03 04 05 06

find clients

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04 .2. Twitter and brands


Are brands on Twitter?

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04 .2. Twitter and brands


Find all corporate accounts

http://twibs.com/

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04 .3. PR http://monitter.com/

Monitter


Or real time, with different clients

Many free tools are regularly developed in order to find out what is being said about your brand, for example Monitter, a tool to monitor keywords. Tools like coTweet allow for finding out what is being said

about you, but also for managing different Twitter accounts simultaneously.

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04 .3. PR

Manage several accounts


As a team

http://cotweet.com/

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04 .3. PR

Manage several accounts

Twitter and business01 02 03 04 05 06

As a team

http://hootsuite.com/

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04 .3. PR


Interact with your community Ask questions

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04 .3. PR

Become a reference


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04 .3. PR


A source of information

“There's a plane in the Hudson. I'm on the ferry going to pick up the people. Crazy.”

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04 .3. PR

“As far as I know, nothing on Earth goes faster than Twitter. Neither I,

nor TV, nor agencies.”


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Laurent Suply, journalist

04 .4. Monitoring


Search.Twitter allows for monitoring your brand and to create an RSS feed in order to systematically receive alerts when someone is talking about you.

Search.Twitter

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http://search.Twitter.com

Tweetscan

04 .4. Monitoring


http://www.tweetscan.com/

Tweetscan and Tweetbeep allow for monitoring certain keywords, with an email alert system.

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Tweetbeep

04 .4. Monitoring


http://tweetbeep.com/

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Follow who uses your URL without naming you

04 .4. Monitoring


http://backtweets.com/

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04 .5. Customer service

Why?


Make a target with high added value loyal (influencers)

Avoid bad buzz (people who are on Twitter are active elsewhere)

Save money

How?

Create a special customer account

Be reactive and available

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The Comcast case


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The Comcast case


Comcast has set up an online customer service center that monitors what is being said about the brand and directly answers the person in question, solving the problem as fast as possible.

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04 .6. Sales

Why?


Unite an existing community

Make customers loyal

Find new clients (through targeted searches on keywords)

How?

Play on the immediateness of Twitter for fast sales

Play on the “pre-launch” effect for the community

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04 .6. Sales

The Dell case


Over 2 million dollars generated on Twitter

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04 .6. Sales

Accessible to small entities


No software No subscription d’abonnement No need to have an existing data base

http://Twitter.com/albionsoven

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04 .7. Viral game


Why?

Gather existing and influential communities

Create a database of customers who are highly relevant for your brand

Find new clients

How?

Create a link between a website/blog and Twitter

Be interactive with your target

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04 .7. Viral game


http://www.harrypottertweet.com/

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Jinx your followers…

04 .7. Viral game

Over 2,700 followers

Creating an opt-in data base of opinion leaders Engaging participants


▪ Objective: obtain a maximum of points by answering questions as fast as possible▪ Participation: sign up on 2018blog.com (creating a qualified opt-in data base)▪ Engagement: sign up on the website + follow the Twitter account + stay connected to be able to answer as fast as possible

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04 .8. Conference and tradeshow


Why?

Promote an event and raise the number of participants

Get influencers’ attention Offer “live” information for those who can’t attend and make them want to

participate the next time

How?

Involve people in the event’s creation

Talk about the event in real time

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04 .8. Conference and tradeshow

The L’Oréal Festival


Results: 2,181 followers

Objectives:▪ Preempt a new media (Twitter) to be part of the conversation about a key event▪ Attract influencer attention (online media and bloggers)▪ Offer live information to those who can’t attend the show▪ Create links with Twitter communities and get people talking about it

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04 .9. Create an intranet

Internal collaborative intelligence on Twitter


https://www.yammer.com//

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04 .10. An option, not a strategy

“Twitter is a link in the communication chain, not a strategy in itself.”


Grégory PouyVanksen Communication Director

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04 .10. An option, not a strategy


Twitter is certainly not a tool that is massively used by the general public, such as Facebook or YouTube, but it has a qualitative audience, its users also being opinion leaders.

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04 .11. The question of online visibility

Moderate visibility in search engines … but an extra opportunity Traffic creation through link exchange


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05. Twitter: optimize your presence

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05 .1. What are your objectives?

Twitter: optimize your presence00 01 02 03 04 05 06

spread information, become a reference

enhance your visibility and generate traffic

competition monitoring

monitoring

corporate intranet

promote your products/services

create a community

…

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05 .2. And now?


Get interested in it now…because afterwards it’s too late!

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Create your account

05 .2. And now?


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Reserve your name

05 .2. And now?


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Leader

Society

Define your editorial policy

05 .2. And now?


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05 .3. Customize your page

use your logo as avatar

enter bio information

use your corporate identity for the fonts

your website/blog URL


customize the background to reflect your universe

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Example of how not to do it


Unattractive, hardly any reference to the brand, few updates

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Givenchy


An excellent example of a Twitter account from which the brand benefits

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Apple


Apple has manged to create a large community around its products and services

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05 .4. Choose a spokesperson

Ford


Scott Monty

Scott Monty, head of social networks at Ford manages the brand’s Twitter account.Giving a brand a human face facilitates exchanges and inspires trust in consumers.

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05 .4. Choose a spokesperson


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Christi Southwest Airlines

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05 .5. Cybersquatting

Some examples…


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Some examples…


▪ Your name appears in the address bar (http://Twitter.com/nokia).▪ The account can damage your image.▪ Twitter does not give the domain name to the legitimate owner, but simply closes the account completely.▪ An account that is not active more than 6 months is automatically deleted.

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http://twitter.com/nokia


Some examples…


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Some examples…


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Some examples…


The customization of this account promotes the brand Yves Saint-Laurent, a direct competitor of Chanel.

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05 .6. What are the rules of the community?

Exchange


Be accessible &

authentic

Be present regularly

Three golden rules

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05 .6. How to gather followers


Follow people who are likely to follow you

Take part in the conversation (blogs, forums, etc.)

Communicate on your Twitter account: integrate Twitterinto your website and place a link to your account on your Facebook fan page, in your email signature, etc.

Follow influencers in your domain (followfriday, tweeterio, etc.)

Follow those who talk about you (using monitter, twollow, etc.)

Carefully fill in your bio, using keywords: it’s one of the first things people read before they decide to follow you

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3

4

5

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Use rankings to find people to follow

http://www.Twitterio.fr

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President Barack Obama



An example of success

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Pizza Hut



Exchange

05 .7. What are the structural implications?

Invest a little time every day


No need to have a dedicated person in the beginningUse tools permitting for the management of accounts by teams

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06. Twitter: a brainteaser?

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06 .1. Twitter tips and tricks

Twitter: a brainteaser?00 01 02 03 04 05 06

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Always tweet with @yourname and leave space for retweets

Answer all your @ (responses)

PLEASE do not automatically answer DM (direct messages)

Use emoticons to your advantage (sometimes this makes all the difference) Make your Twitter human (mix professional and personal information), do not only speak about yourself Do not become THIS person (default avatar)

Some useful tips

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Twitter: a brainteaser?01 02 03 04 05 06

Thinking that Twitter is like email and spamming your followers

Using Twitter for personal promotion only

Not paying attention to what you post

Not answering questions you are asked

Publishing information irregularly

Not personalizing your profile

Mistakes to avoid

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06 .2. What can you find on Twitter?


The latest events and information

http://www.twitscoop.com/

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06 .3. Better understand Twitter


Popular subjets around Twitter

http://Twitter.alltop.com/

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Thanks you & is all ears Please don’t hesitate to contact us

vanksen Luxembourg7 rue des MérovingiensL-8070 BertrangeLuxembourgTel: +352 48 90 90 239Fax: +352 48 90 90 140www.vanksen.com

© 2009. VanksenGroup SA, all rights reserved.All the content is confidential. This document may neither be used nor disclosed to third parties without prior authorisation.

Grégory PouyCommunication director

Email: [email protected]: +33 6 71 71 20 73

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twitter: all you need to know--how to use twitter for your business

Business

twitter twitter

twitter background

microblogging site twitter

social change background

promising service background

social media landscape

evolution of communication

fast food