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Presentation delivered at National Union of Journalists on 19 April
Citation preview
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…