Twitter: Business use and Social Reach

Twitter stats

@TiffanyStJames

• 6 Years Old • 500 million users

• In the UK: • London World Tw Capital • Ranked 4th in world use • 24m UK users • 12 minutes a day • 25-44y = 60% audience

US ‘old’ examples

@TiffanyStJames

Dell • Direct Sales on Twitter • Few times a week

• Tracking URLS to find what most appeals

Jet Blue • One of first Tw corporates • Established Tw 2007 • Just Customer service

..but we need more relevant UK examples..

Business use

@TiffanyStJames

• HR

• PR

• Direct Sales

• Customer Service

• Business Intelligence

Olivier Blanchard

@thebrandbuilder

Customer service

@TiffanyStJames

Make people feel • Welcomed • Appreciated • Want to return • Want to share Peter Shankman

Event Leaders

@TiffanyStJames

• Ask questions live • Guest blogs in real-time • All documents on Scribd • Download from Flickr • Davos YouTube debates • Follow attendees in one

place on Twitter Source: fresh networks

Event Journalism

@TiffanyStJames

• Factual commentary • Open questions • Transparent walls • Real-time feedback • Audience sentiment

Social data

Twitter driving

engagment

Personal reach

@TiffanyStJames

• Exposure: 80 countries • 4638 unique visits • 3 National newspapers • 1 Podcast • 2 Radio interviews • 12 Offer

• Marketing Budget £0.00

So what can we do?

@TiffanyStJames

Key activities

• Listen, monitor and gain insight on what is being said

• Build an interested community

• Manage reputation

• Promote initiatives and campaigns

• Engage with influencers

• Idea creation

• Market testing

• Product testing

• e CRM – full service customer relations

@TiffanyStJames

Set an objective

Listening

Research,

audience insight,

understanding views

Buzz generation

Stimulate discussion,

encouraging sharing

Discussion & Response

Driving take-up,

asking for feedback

Co-production

Working with a

community to produce

a resource

Source: Helpfultechnology.com @TiffanyStJames

Digital Framework

Strategic

understanding Insight

Creative

Development Delivery Results

Understand the

objectives, target

audiences and what

the ROI needs to be

Listen online to

what’s being said

about brands,

products etc

Develop tactical

activity (including

content) that will

engage with core

audiences and help

achieve objectives

Deliver and manage

all activity

Using monitoring and

measurement tools

Benchmark and

measure outcomes to

understand ROI

Create a digital/social framework

@TiffanyStJames

Source: Tiffany St James and Gemma Went

Thank you

Let’s keep

talking…

TiffanyStJames on most social channels

@TiffanyStJames

This presentation is at: slideshare.net/tiffanystjames

BIMA • Founded in 1985 - world’s oldest new media association

• Support and promote the British digital industry

• Share knowledge and best practice

• Reward great work and encourage the next generation

• Over 200 members with combined revenues of £3 billion,

representing hundreds of thousands of people

• Members of the Advertising Association – giving digital a seat the

top table

• ConnectedUK, Digital Hall of Fame, National Standards and of

course the BIMA Awards…