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"A useful and informative document on the best practices of using Twitter from a beginners perspective and a client/brand perspective."

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  • 1. What is your brand doing? A comprehensive guide to Twitter brought to you by1

2. What is Twitter? Twi$erisasocialnetworkingandmicrobloggingservicethatallowsyoutoanswerthe ques9on"Whatareyoudoing?" Althoughthedialogueboxisawayoftellinguserswhatyouaredoing,thetoolismostly usedforsharinginforma9onandthoughtsaswellasstar9ngdialogues.Brandsarecertainly star9ngtou9lisetheTwi$erserviceinthisway... Whdoing you Itslikeupda9ngyourFacebookstatus,howeveryourupdates,commonlycalledTweets,are limitedto140characterseach. Launchedin2006withafanbasecomprisedoftechies,socialmediagurus,geeksand at are? journalists,Twi$erhasonlyrecentlyreachedthemainstreamaudience. UsersareembracingTwi$erasaplaMormforcommunica9ngwithfriends,likeminded individualsandinuen9alpersonali9es. TheservicehasbeenrecognizedastheSMSoftheInternet;changingthewaypeople communicateonlineandsharerelevantandinteres9ngcontent Twi$erisnotonlyenhancingrela9onshipsbetweenindividualsbutalsoempoweringthe communitywithadigitalvoice.2 3. Who is Tweeting? PeopleusingTwi$eraregenerallyreferredtoasTweeps ThersttweepstoembracethisplaMormwerethemediatypes, journalists,socialmediagurus,marke9ngtrendse$ersandgeeks. However,whencelebri9esandTVpersonali9esbegantoengagewith theirfansonTwi$er,theirac9vitytappedintothemainstreamaudience; causingthenewtooltobehailedasthelatestsocialmediacraze. Asaresult,amyriadofbrandsarenowusingtheplaMormtoconnect withtheirconsumersandfans(ref.slide6formoredetails). UserscommonlyusetheplaMormtoconnectwithlikemindedpeople, shareinteres9ngcontent,andconnectwiththeirfavouritebrands. Thisdigitalphenomenonresultedinthecrea9onofdigitalTribesgroups oflikemindedindividualswhondeachotherduetosharedinterests. 3 4. The Global Audience Atpresent,themainstreamaudienceisyettofullyembraceTwi$er(unlikeFacebook),withthe plaMorms9llbeingusedsporadicallyamongstthenonac9veaudience(NOTE:21%ofTwi$eraccounts areinac9ve). TheUSiss9llaccountableforthemajorityoftheglobaltrac(40%),however,marketslikeJapan,Spain andtheUKarerapidlygrowing.Asacollec9ve,theyareresponsibleformorethanhalfofthetracof theremaining60%ofglobaltrac(seegraphbelow). AlthoughtheTwi$eruserproledepictedbelowisbasedonUSdemographics,wecancondentlyrefer tothebreakdownasarepresenta9onoftweepsonaglobalscale.4 5. Why should your brand consider Twitter? Twi$erisaboutinformalcollabora9onandquickinforma9onsharing. Forbrands,itallowstransparentandpersonalonetooneconversa9onswiththe consumer. Itsaboutlisteningtoyourpoten3alandexis3ngcustomersandestablishing trustworthyrela3onships.Thiscanhelpyourbusinessgetclosertothem... ItprovidesaplaMormformeaningfulandconcisecommunica9on. Thereareanabundanceofvarioustribesyour brandcouldrelatetoandestablishmeaningful rela9onshipswith.Youcanlearnfromthem! Itsanopportunityforyouasabrandsto demonstrateaccountabilitybybeingauthen9c, approachableandtransparent.5 6. How brands are using Twitter Brandsarepar*cipa*ngonTwi1erindierentways,suchas: BuildingCommuni9es CustomerService(Reputa9onandCrisisManagement) Selling&RunningPromo9ons ProductDevelopment&Collabora9on BrandingandAwareness Fundraising/Nonprot StaRecruitment Inthenextfewslides,youwillndexamplesofboth successfulandnotsosuccessfulcasestudies. 6 7. The Good Tweeple: @Zappos (CEO) Tonytookhisloveandenthusiasmfordigitalandcreatedapersonalconnec9onbetweenhimself,hisbrand,hisemployeesandhiscustomers. Whatdoeshedo?Hedirectlyrespondstoconsumer complaints,givescoolstuawayforfreeandwriteswi$yand amusingpersonalupdates. UsingTwi$er,Tonyhasbecomebothaonemancustomer servicemachineandabrandambassadorforhiscompany. Morethan880,000peoplearefollowingTonyandZappos updates,aconsiderablegure. 430employeesareregularlyTwee9ngaboutZapposand followingTonysenthusiasmforthecompanyandtheirCEO. AsaresultZapposdebutedin23rdplaceonFortunes100 BestCompaniestoWorkFor. Theirbrandstatementhasnowchangedto... 7 8. The Good Tweeple: @DellOutlet DellOutletisoneofthebeststoriesofbigbrandswhousesocialmediaeec9vely. WhatbeganinJune2007asaprojectini9atedbyRichardBinhammer,DellsTelecommunica9onOcer,hasgrownintoamul9milliondollarrevenuestream. DellOutletisaTwi$eraccountownedbyDel[email protected]DellOutletareTwi$erexclusive. Soonaqeritsintroduc9ontothesocialmediaworld,theoutletbegantoexpand,crea9ngbuzz,retweets,andmostimportantly,lotsoffollowers. WithintherstyearDellmadeover$1mdollarsexclusivelyfromTwi$er. DellOutletisfundamentalproofthatTwi$ercanbealucra9veplaMormandawinwinscenarioforboththeconsumer(whogetsagreatdeal)andthecompany(whonotonlygeneratesrevenuebutalsogainsinvaluableconsumerinsight).8 9. The Good Tweeple: @KogiBBQ KogiisamobileKoreanBBQtruckthattweets. Similartoamoderndaytreasurehunt,Kogitweets dailytotheir34,000+followerswithanupdateonthe trucksloca9onthatnight. KogisTrucktweetsa$ract300to800foodieseach9me itparks,nowthatsfoodforthought. ThisTwi$erini9a9vehasresultedinover178posi9ve pressar9clestou9ngKogiasanLAfoodphenomenon. Kogihasreceivedunprecedentedcoveragegivenits modestbudgetandhasproducedacyberhippie movement,aec9onatelyreferredtoas"Kogikulture". Twi$erhasnowbecometheonlymediaplaMorm throughwhichKogiispromo9ngitsBBQbusiness. 9 10. The Good Tweeple: @CoffeeGroundz ItbeganwithanexchangebetweenaCoeeGroundz regularandJ.R.Cohen,Opera9onsManagerfor CoeeGroundz(tweetsontheleq). Today,CoeeGroundzhas5,800+followerswhoTweetfor morethanjustcoee;theyreservetablesandevenplace ordersfromthepa9o.TweetUpsareanothereventatCoeeGroundzwhich a$ractaround200peopleperevent,15%ofwhomare newcustomers.AtThanksgiving,CGtweeteda10%discountforbringingin anonperishablefooditem;raisingover300lbsoffoodfor thelocalfoodbank.CoeeGroundzhasenjoyedasubstan9alamountof exposureforitsTwi$erac9vityandwasrecentlyfeatured inthelocalnews.10 11. The Good Tweeple: @BakerTweet & @AlbionsOven Awallmountabledevicedesignedtowithstandextremekitchen condi9ons,BakerTweetallowsbakerstoupdateloyalcustomers aboutfreshbreadusingtweets. BakerscreateanaccountonlinewithBakerTweetandinputallthe bakeditemstheywanttoTweetaboutaswellastheTweetthey wanttosendoutforeachproduct. ThewallmountableBakerTweetboxcapturestheinforma9on.BakersturnadialtoselecttheitemtheywanttoTweetabout, pushabu$onandsendtheTweettotheirfollowers. AlbionBakeryinShoreditch(London)wasthersttoadoptthe newtechnologyandaperfectexampleoftheirautomatedtweets canbefoundhereontheleq.([email protected]). Followersreceiveatweetinreal9meandcanthenheadtothe bakeryfortheirfavouritefreshbakedgoodswhiletheyres9llhot. BakerTweetisanewtechnologythatcanbeusedbyanybusiness thatneedstocommunicateeasilyinreal9meaboutoers, pricing,stockorotherinforma9on.11 12. Tweets Behaving Badly: Ketchum & FedEx WhilstonabusinesstriptoMemphis,VicePresidentofdigitalagencyKetchummanagedtooendlucra9veclientFedEx,bypos9ngalessthanpolitetweetaboutMemphis.(seethetweetontheleq) Whatwassupposedtobeameaningless,passingcommentresultedinabacklashthathadtheclientques9oningtheprofessionalismandgeneralrespectoftheagencybeingrepresentedbyoneofitsmostseniormembers. TheVP,JamesAndrewsmadeanocialapologyandallwasmadegood,however,therepercussionsforhisac9onsweredamningandcausedhisagencyconsiderableembarrassment. ThecareerofJamesAndrewsatKetchumsooncametoanendfollowingthisasco. Themoralofthisstory?IntheTwi$erworld,theonlycontrolyouhaveiswhatyoutweet,sochoosewhatyousay/sharewisely,becausetweetstendtotravelbeyondyourfollowersi.e.keywordsearch,retweetetc. 12 13. Tweets Behaving Badly: @HabitatUK Inadesperatea$emptforfollowersHabitatUKturneduponTwi$er, anddecidedtousetrendingtopic#hashtagsatthestartoftheir tweetstogetno9ced. Habitatusedhashtagsthathadabsolutelynothingtodowith furniture,decora9ng,orshopping. Toaddinsulttoinjury,HabitatUKevenusedanIranianelec9on hashtag.(seeleq) TheTwi$ercommunitymadetheirdisappointmentclearto @HabitatUK(Seeini9altweetsath$p://bit.ly/2cca0E). HabitatUKpostedanocialapology,ontheblogwhereitall started.(h$p://bit.ly/IvtoQ)However,thecontroversydidnotcease [email protected] blameontoaninternwhowasthenredforamistakemadedueto lackoftraining. Exploi9ngtrendingtopic#hashtagstogainexposure,especiallyfor anestablishedandrespectedbrandlikeHabitat,notonlylooks desperatebutdisregardstheneedsofthebrandsTwi$erfollowers. 13 14. Advertising with a Tweet... not working so far! ManyarethebrandsthathaveembracedTwi$erastheprimarytoolfortheiradver9singplaMorm HOWEVER,fewhavesucceededindoingthiseec9vely,allforvariousreasons...(i.e.lackofrelevantcontent,notengagingenough,sporadicac9vity,spammingetc...). BelowareafewexamplesofTwi$ercampaignsgonewrong.Ifyourequirefurtherdetails,pleasemakesureyouputforwardanyqueriesyoumayhave. 14 15. Cant take my eyes off my Tweets Brandsmustcon9nuouslymanageconversa9ons.(i.e.Ifapersonasksa ques9on,thebrandneedstorespondquicklyalmostwithoutdelay). Itisgenerallyrecommendedtoappointanindividualtoberesponsiblefor monitoringtheaccount.Thispersonwouldbetrainedinhowtobecome thehumanvoicebehindthebrandandwouldhavetotalcontroloveryour content. Keepingtrackofconversa9onsthatarerelevanttoyourbrandissimpleit canbeeasilydoneusingocialsearchenginesandalerttools. Becausethesearereal9meconversa9ons,asabrandyouwillnothave 9metoapprove/moderateeverything.Thisiswhyseyngbrandguidelines forthisenvironmentiskey. Hashtags(i.e.#socialglue)isaneec9veformofmonitoringconversa9ons aroundyourbrandorauniqueac9vity/campaign*Formoreonhashtags, pleasereadthis:h$p://twi$er.pbworks.com/Hashtags. Withtheintroduc9onoftrackableshortenedURLtools(i.e.bit.ly,9nyurl, etc...)youcannowmanageusersresponselevels.Doingthis,youwillbe abletounderstandwhatcontentyouraudienceprefertoengagewith! 15 16. The Tweet-effect IfyouuseTwi1ercorrectly,therearefewthingsyourbrandcan benetfromandimprove... Therela9onshipwithyourconsumers.Thereisnobe$erwayof interac9ngwithyourconsumersthanthroughmeaningfulonetoone conversa9onsonTwi$er. Thewaypeopleperceiveyourbrand.Openinguptoyourconsumers, engagingthemwithrelevantcontentandlisteningtothem,areonlyfew oftheac9onsthatwillhelpimprovehowpeopleviewyourbrand. Createadvocacy.Thisisyourchancetomakeyourbrandmore approachableandauthen9c.Ifyouarevaluableandrelevant,theywill engagewithyou,shareyourhelpfulcontentandtalkaboutthegood thingsyoudo. Improveyournaturalsearchranking.Simplyhavingapresenceon Twi$erandsharinglinkscomingfromyoursitewillautoma9cally improveyournaturalsearchrankings.Ifyourfollowersrepostthis content,thiswillimproveevenmore. 16 17. Careful Tweeting Out There... Wehavepreviouslymen*onedtheneedtoestablishbrandguidelines beforeusingTwi1er.Hereareafewthingsyoumaywanttokeepin mind... Neverstepintocompe9torsconversa9ons.Youcananalyzeandevaluatewhatthey aredoingfromtheoutsidebutdonotgetinvolved. Becarefulhowyoureply,andtowhat.Some9mesuserswillhavedelicateques9ons whichyoumaywishtoignore.Ul6matelyyoucannotignoreusers,howeveryou canmessagethemdirectlyasopposedtoaddressingthesespecicqueriespublicly. (i.e.whenques9oningnewproductdevelopments...)moreoqenthennotthey willunderstandthesensi9vityofthetopic. Berelevantandconsistent.Ifyoustarttwee9ngirrelevantcontentoryourac9vity becomessporadicorsparse,yourfollowerswillloseinterest.Remember:Itis extremelyeasyforthemtoclicktheunfollowbu$on... Haveapersonality.Itisveryimportanttogiveahumanvoicetoyourbrand.Users wouldrathertalktoJackatMercedesthantoafacelessbrand.Indoingthis,itwill becomeeasierforyourbrandtoconnectandbuildrela9onships.Consumerswill feelclosertoyouthisway!(seeSlide7,Zapposisaperfectexample).17 18. What is Cyber Squatting? Cybersquayngistheillegalactofregisteringadomainname withtheintenttoprotfromatrademarkbelongingto someoneelse. Thecybersqua$erthenoerstosellthedomaintothe personorcompanywhoownsthetrademarkataninated price(seeexampleonright). Cybersquayngisnotanewproblemontheweb,however,it isanewtrendinthesocialrealm,andfastemergingon Twi$er(seeAmericanExpressexampleright). Somebrandshavechosentotackletheissuebyregistering varia9onsoftheirnameandthenmakingitclearwhichisthe ocialpage. i.e.DebenhamsrecentlyregisteredDebenhamsretail WHSmithregisteredWHSmithcouk. Ifyoudecidetoregisteryourname,youalsoneedtothink aboutacommunica9onstrategythatu9lisesthetoolwell.18 19. Top Brands using Twitter19 20. To Tweet or not to Tweet ? YourpresenceonTwi$erhastobepartofanoverarchingintegrated strategyaroundyourbrandposi9oning.Yourcommunica9onsstrategy isaconstant,NOTabigpushplan. IfyouanswerYEStoanyofthefollowingques9ons,thenTwi$ermay beastrongtforyourcommunica9onsstrategy.1) Doyouwanttobuildapersonalandmeaningfulinterac3verela3onshipwithfans?2) Doyouhavecontentyoudliketoshareonaregularbasisthatisrelevantandinteres3ngtoyourfans?3) Doesyourbrandwanttobuildacommunitythatwillprovidelearningsforfuturecampaigns?4) Doyouwanttobuildanaudienceyoucancollaboratewithforfuturebusiness/productdevelopment?5) Areyoupreparedtorisklosingcontrolovercontentyourbrandtalksabout,interactswithorshares? Remember:TheTwi$ercommunityisanevergrowingcollabora9ve placewherepeoplehighlyengagewithyourcontent! 20 21. Are you Tweet-sold ? IfyouwanttodiscussTwi$erfurtherwithus,helpwithsigningup,orifyouhaveanyspecic ques9ons,pleasedonothesitatetobeintouchwithyourHiveBeeKeeperfromthelistbelow: Beijing E*enne [email protected] HongKong [email protected] LondonVincenzo [email protected] MadridRafael [email protected] Milan Luca [email protected] MunichNikolaus [email protected]@profero.comhankYou! NewYorkEmily Paris [email protected] Shangai Taylor [email protected] Singapore [email protected] [email protected] Tokyo [email protected] 22. http://thehiveblog.com/http://twitter.com/profero http://slideshare.net/profero http://delicious.com/profero/thehive22