Presentation on Twitter Basics, Best Practices and Strategies for Public Relations by Ogilvy PR's 360 Digital Influence team.
360 Digital Influence Twitter For Business November 2008 Twitter-genda 01 What is Twitter and Why to Use It? 02 Twitter Strategy: Customer Relations 03 Twitter Strategy: Crisis Management 04 Twitter Strategy: Corporate Reputation Management 05 Twitter Strategy: Event Activation 06 Twitter Strategy: Product Promotion and Sales 07 Twitter Strategy: Issue Advocacy 08 Twitter Strategy: Internal Communication 09 How to Twitpitch 10 Twitter Do's and Don'ts 11 The Twitter Basics: Setting Up Twitter 12 Additional Resources and Take Aways What is Twitter? What is Twitter? Twitter is a microblogging platform composed entirely of 140 character answers to 1 simple question: What are you doing? or rather , What are you interested in right now? Twitter receives over 3 million UMVs, with an average daily growth of approximately 5% from September to November 2008. An average of over 50% of Twitter traffic are repeat visitors. Twitter remains the most popular among the micro-blogging services. In July, traffic was 12x higher than the total traffic for Plurk and 24x higher than FriendFeed. (Hitwise) According to Time Magazine, males make up over 60% of the Twitter demographic. Twitter's largest age demographic is 35-to-44-year-olds who make up 25.9% of its users. (This is up from an April 2008 Compete report) While a number of Twitter tools and APIs are emerging on a daily basis, the majority, 56%, of users are still Tweeting directly through Twitter.com. Business Opportunities Twitter allows businesses a new mode of customer communication that can be tailored to match their customers preferences. Identify what Twitter strategy works best for your company or client. Customer Relations Crisis Management Corporate Reputation Management Event Activation Issue Advocacy Product Promotion and Sales Internal Communication Top Twitter Strategies Follow>Create>Engage @comcastcares Frank Eliason at Comcast started @comcastcares in April 2008 in response to the customer conversations he and his team found on Twitter through monitoring. Offers customers specific troubleshooting tips, online resources, new product info and a key customer relations personality (i.e. Franks). Customer Service Anyone who has customers B2C, B2B, G2B, G2C, etc... can use Twitter to quickly listen and respond to customer feedback before problems escalate or to activate brand ambassadors. Customer Service: Follow Find out what people are saying about your brand through Twitter search functions like, Search.Twitter and TweetScan. To make it easy, set up an RSS feed for your Twitter searches, so that you can easily check in to see new conversations around the brand. Get familiar with these conversations and start to follow key contributors, customers and brand lusters (those who are interested in your brand but not yet customers). This is also where an organization tool like TweetDeck can come in handy to help you categorize those you are following. Customer Service: Create All Twitter handles should have a clear personality - even for customer service. Keep in mind the overall personality of your brand as you tweet and make sure you are providing valuable information to your followers. As you identify conversations and start to follow your customers, you will be able to get an idea of what they are looking for. What do they want to know? Are they asking for product information? Looking for tips on using a service or fixing a product? This should be the guideline for your content. With the 140-character limit, use tinyurl or snurl to direct followers to relevant information and useful resources outside of Twitter. Customer Service: Engage While you can be providing general information to your followers on a regular basis, you also want to make sure your customers know they are being heard. Focus on replying (@handle) to individuals who have questions about your brand, who are sharing their brand experiences and to those to whom you can provide helpful information and resources. Direct Messages (DM) are also useful for corresponding privately with others. Go ahead and send new followers a direct message thanking them for their interest and providing any additional information or resources that could be useful. @jetblue The guys at JetBlue established a handle in a effort to humanize their brand and prevent any future reputation and sales crises resulting from customer complaints or corporate mishaps. Responds to customers with information and suggestions in their own quirky personality. Crisis Management 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. It needs to be part of a broader strategy, with all of the (social) media channels you use to listen and share with your customers, clients, and industry. Crisis Management: Follow Keep track of your brand on Twitter, and in blogs, message boards, and communities as well. Pay attention to key topic areas, new products and company announcements. Listening becomes especially important during a new product launch a movie screening, a product debut, a major branded event. Customer first impressions can start small, but grow fast and furious. Follow users who talk about you the people who use your products and care about your brand. Follow those who talk both positively and negatively about your brand. Crisis prevention is about building trust about developing a network that you can learn from, and can help carry your messages when you need to get them out. Crisis Management: Create In the case of a crisis, youll need more than 140 characters to tell your story. Start with an explanation on a separate Web site or blog, like that of JetBlue, and link to your page in your Tweets. Twitter can help direct your brand advocates and detractors to your explanation and can alert them as new content becomes available and new news is released. Clearly outline the steps you are taking to rectify the problem. Use Twitter to share current information as it comes in. DM media contacts and brand ambassadors, with whom youve built relationships, and give them the information they need when they need it. Post real-time updates that address the status of your issue, what youre doing to fix it, and eventually, what steps youre taking so that it wont happen again. Crisis Management: Engage In a crisis, Twitter provides another venue for you to answer questions, raise issues and engage in a dialogue. Respond to questions and comments from customers, influencers and media, and especially those people who have been directly impacted. Your Twittering employees should be briefed on the issues, and if they cant address a specific question, they should be equipped to send complaints to someone who can. Act early. Listening and responding in the first 24 hours following the crisis is key as that is when the volume conversations will start to ramp up. @Zappos Started originally to help build company culture for employees outside of the office. Now, with over 17,000 followers, provides customers with an inside look at the company and core values, thought leadership, useful resources and product promotion. Corporate Reputation Management Twitter offers a new channel and outlet for your brands personality and humanity. A Twitter handle is created to share the brand personality from real-live people behind the messages being Tweeted. Its easy to see what others are saying about your brand and topics of interest and create a strong presence within those conversations. Corporate Reputation Management: Follow Follow people talking about your brand, your product/service, and even you. Listen and Learn. Follow other thought leaders in your industry, see what they are talking about. Think of how you can join the conversation and be a thought leader, yourself. Follow those who are talking about similar interests. If your brand has a vested interest in a specific topic, make sure to follow others talking about the topic to get insights and new ideas/information, and to establish your brand within that conversation. Follow news and media handles. This will help to keep you up to date and in the know of current events, new research, etc. Use this to your advantage as conversation starters. Corporate Reputation Management: Create The 140-character limit forces you to cut to the chase and just tell your followers what they need to know (none of that corporate speak here). Become a thought leader in your industry, share interesting and new information, insights and ideas around relevant topics. (You can throw in company updates and news in there too, every once in a while) Just like a popular website or blog, if you continue to guide people to helpful, funny, or insightful content they will come back for more. As with everything social media, the most important thing is to be authentic. Do not try to push an agenda without being transparent. Be yourself and update often. The more you update the more Google crawls your page. (Good for Search Engine Optimization) Corporate Reputation Management: Engage Dont be afraid to join the conversation. Nothing like the CEO of a major company mixing it up with the rest of the community to help build a