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Twitter-genda
What is Twitter and Why to Use It?
Twitter Strategy: Customer Relations
Twitter Strategy: Product Promotion and Sales
Twitter Strategy: Event Activation
Twitter Strategy: Crisis Management
Twitter Strategy: Corporate Reputation Management
Twitter Strategy: Issue Advocacy
Additional Resources and Take Aways
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Highly popular with celebrities, media and executives, Twitter is a microblogging platform composed of 140 character answers to 1 simple question: “What are you doing?”
Highly popular with celebrities, media and executives, Twitter is a microblogging platform composed of 140 character answers to 1 simple question: “What are you doing?”
As of May 2009, Twitter received nearly 20 million UMVs, growing by over 400% in the past year. Growth in traffic increased by approximately 1% in the past month.
As of May 2009, Twitter received nearly 20 million UMVs, growing by over 400% in the past year. Growth in traffic increased by approximately 1% in the past month.
A study from Sysomos shows the top 10% of Twitter users make up for more than 86% of the total Tweets – pointing out that the more followers a person has the more frequently they are likely to Tweet.
A study from Sysomos shows the top 10% of Twitter users make up for more than 86% of the total Tweets – pointing out that the more followers a person has the more frequently they are likely to Tweet.
New Harvard studies show that approximately 60% of Twitter users sign up and only use it once. However, with the exponential growth in visibility, Twitter is still on the rise.
New Harvard studies show that approximately 60% of Twitter users sign up and only use it once. However, with the exponential growth in visibility, Twitter is still on the rise.
Business Opportunities• While the recent phenomenon of Twitter has hit mainstream news, media
and especially Hollywood, there are still a number of opportunities to use Twitter as a tool to help meet the needs of a corporation or organization.
• 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
• Issue Advocacy
• Event Activation
• Product Promotion and Sales
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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 and to activate brand ambassadors….
@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. Frank’s).
Product Promotion and Sales
A successful sales and promotion plan is based on identifying your audience, providing useful content, and being prepared to engage in the conversation. When done right, your followers will not only become loyal customers, but also evangelists for your brand and your promotions.
TwitterMoms
Brands like CVS, Lands End, Jose Cuero, and more, are working with TwitterMoms, a
network of over 16,000 moms on Twitter and/or blogging, to help promote their products
and services and drive sales. TwitterMoms hosts Twitter parties and contests, giving its
community a reason to post about and share product information with their followers.
Event Activation
The real-time ability to connect with others and share experiences makes Twitter a great platform for individuals, or companies, to use during a major event.
Live-Tweeting an event can be used to create a completely new channel of conversation and a way to enhance the physical experience of the event. Combining Twitter with blogs, video and other social media efforts provides more ways to interact with the content and experience you’re creating.
@fordfiesta
To build buzz around the upcoming launch of the Ford Fiesta in the 2010 US market, Ford
developed the Fiesta Movement - recruiting 100 online influencers to receive a new Ford
Fiesta with the instruction to complete a series of missions, or challenges, throughout the
course of a year with their Fiesta. To build momentum and allow these drivers, as well as
the larger general audience to interact with Ford, the @fordfiesta Twitter handle and
#fiestamovement hashtag were created, to publish challenges, get updates from drivers
and engage in an ongoing conversation around the Fiesta Movement.
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.
@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.
Corporate Reputation Management
Twitter offers a new channel and outlet for your brand’s personality and humanity. A Twitter handle is created to share the brand personality from real-live people behind the messages being Tweeted.
It’s easy to see what others are saying about your brand and topics of interest and create a strong presence within those conversations.
@Zappos
Started originally to “help build company culture” for employees outside
of the office. Now, with over 121,000 followers, provides customers with
an inside look at the company and core values, industry news, thought
leadership, useful resources and product promotion.
Issue Advocacy
Twitter’s ability to connect people with similar interests can be harnessed for the greater social good with non-profits and issue advocacy organizations creating a community and providing useful information to those they serve, volunteers, donors and other supporters.
@LiveStrong
Led by @lancearmstrong and @livestrongceo, the LiveStrong Foundation
spreads the word about about cancer and provide people with the tools they
need to “live life on their own terms.” The Twitter handle is aimed to provide
communication and support to those dealing with cancer, while also building
awareness and raising funds for the foundation and cancer research.
A Strategic Approach to Using Twitter
ENGAGECREATEFOLLOWSTRATEGY
Customer Relations
Crisis Management
Corporate Reputation
Management
Event Coverage
Product Promotion & Sales
Issue Advocacy
Your customers and potential customers
Content relevant to your customers: tips, company info, etc.
Answer questions, respond to comments about your brand
Your brand, products and relevant issues
Direct to additional resources, updated information, explanation
Answer questions, respond to comments, raise issues, provide info
Industry leaders, similar interest groups, news/media
Insights, expertise, become a thought leader
Jump in the conversation. Be transparent and add value
Current and potential customers, those interested in similar products
Event information, updates, behind the scenes coverage
Set up Tweet-ups, talk to attendees, ask and answer questions
Those interested or attending event, media
Links to online promos, insider info on upcoming sales, discount codes
Check replies and DMs, answer questions, provide info when needed
Those interested in your cause, industry leaders, news
Added value: health tips, disaster alerts, fundraising info
Know your followers, thank them for support, get them involved
Useful Twitter Tools
• Search.Twitter (f.k.a Summize): Complete an advanced search around key phrases, within specific dates, and from specific handles. (Often broken, Google search is the best back up!)
• TweetDeck: A desktop app that lets you organize your followers into specific categories (i.e. industry leaders, customers, potential customers, etc.)
• TwitPic: Provides a bridge from your camera phone to Twitter. Pictures can either post to the Twitter public timeline from phone via email or through the site.
• Tweet Later and CoTweet: Allow you time your Tweets to be created now and published later.
Useful Twitter Tools
• HootSuite: a shared Twitter platform allowing multiple users, pre-scheduled tweets, and click statistics including charts and your most popular tweets.
• TweetVolume: Find out what keywords to use based on their popularity and conversation volume on Twitter.
• TweetBeep: the Google Alerts for Twitter, allows you to monitor conversations that mention you, your brand, related/competitor products, and links to your website/blog. Alerted as keywords appear, reducing the need for a manual search.
• Twitterholic: Find out who has the most followers and who can be an influential asset to your campaign.
• ExecTweet: Find and follow top executives on Twitter.
Useful Twitter Tools
• TwitterGrader: Measures the relative power and authority of a Twitter user by calculating number of followers, power of network of followers, pace of updates and completeness of a user's profile.
• Twhirl: Centrally manages activity, messaging, and updating for Twitter and other platforms (FriendFeed, Identi.ca, and Seesmic).
• TwitScoop: Tells you “What’s hot right now?”, presenting trend comparisons and volume of conversation.
• Twitterberry and TwitterFox: Downloadable Blackberry app and Firefox plugin for Twitter.
CONTACTJohn H. BellManaging Director | 360°
Digital InfluenceOgilvy Public Relationsp 202.729.4166e [email protected]
Kristin Parrish Digital Influence | 360°
Digital InfluenceOgilvy Public Relationsp 404.881.2324e [email protected]