Twitter for business

Twitter for Business Eoin Kennedy Consultant

Online Strategy & Communica7ons

www.elucidate.ie

• Introduc)ons • Ge.ng started • Reasons & Types of Twee)ng • Key facts • Twi:er basics – Anatomy • Twi:er Strategy • Management tools • Twi:er Uses

• Lead genera)on • Events • PR

• Reputa)on • Monitoring • Examples

©Elucidate 2011

twit·ter verb / twitər/ 1. (of a bird) Give a call consisting of

repeated light tremulous sounds 2. Talk in a light, high-pitched voice

- old ladies in the congregation twittered

3. Talk rapidly and at length in an idle or trivial way - he twittered on about buying a new workshop

4. Make a posting on the social networking site Twitter - many active bloggers are twittering more and

more these days

Microblogging – What is it? • Blogging in short form.

• Similar to texting.

• Ability to send and receive messages.

• Ability to follow and be followed.

• Archive information.

• Conversation and interactivity.

12 Reasons to Tweet? 1.  Generate Awareness

2.  Seek and Create Media Opportunities

3.  Foster Loyalty.

4.  Launch Viral Campaigns.

5.  Manage Reputations.

6.  Promote Products or Services.

7.  Network with Influentials, Stakeholder and Customers.

8.  Extend Event and PR Participation.

9.  Monitor Trends & Breaking News.

10. Recruiting.

11. Thought leadership.

12. Drive traffic to website.

©Elucidate 2011

Types of Tweets

•  An observation •  What you are reading •  What you are watching •  What events you are attending •  Your content •  Someone elses content •  Chat with someone •  Retweet what someone has tweeted

©Elucidate 2011

Figures, doesn’t it

•  3 yrs, 2 months, 1 day – the time it took from the first tweet to the billionth

•  1 week – time it now takes for a bn tweets •  140 million – tweets sent per day (Feb) •  177 million – tweets sent per day (Mar) •  456 tps (tweets per second) – Michael Jacksons Death

•  6,939 tps – 4 seconds after new year’s Japan

©Elucidate 2011

Twitter Stats

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Twitter in Ireland

An estimated 385K Irish adults have a twitter account.

159,000 tweets per day.

22% >10 tweets = 85% of all tweets.

Good things, when short, are twice as good. UserName=Twitter Handle=NB.

• Not random • No numbers • No underscore

Setting Up

• Personalise • Picture/Logo • URLs – dedicate landing page • Background

©Elucidate 2011

Terms

•  Following •  Followers •  Lists •  @ - Mentions •  RT – ReTweets

– MT (modified) or – HT (hat tip)

•  D username – DM (Direct Message) •  # hashtag

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My Twitter World

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RT

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URL Shortening

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@messages

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Changing Backgrounds

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My Tweets

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My Followers

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Following

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Lists

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Creating Lists

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@Mentions

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Your Tweets RT’ed

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Favourites

Building a Strategy Internal

• Overall business objectives.

• Social and Twitter objectives.

• Describe success.

• What you need to succeed.

• How to mitigate the risks.

• Timings and budgets.

• Credibility

• Brand perception

• New products

• Generate sales

• Negative commentary

• Measureable, results, timely

• Link back to business objectives • 

• Behaviours •  Demographics •  Psychographics •  Goals and messages per different audience

• Length

•  Term

What’s next!

Plan Communication • Listen/Engage/Monitor • Content Streams

Channels, Assets, Tactics • Review tools/Tactics • Social Currency • Conversationalists • Asset creation • Integrate

Mapping • Competitors • Keywords/Key phrases • ID commentators • Key SM • Reporting

Teams and Collateral • Multi agency • Multi Department • Crisis Plans • SM Guidelines • Content • Capability

Evaluate • Metrics

• Agile

• Map and share

©Elucidate 2011

Some Humour

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Exercise -‐ Offline

•  Pick twitter handle •  Tone of voice •  Define social currency •  Build editorial calendar •  Keywords for your industry

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Exercise -‐ Online

•  Find someone with over 1,000 followers in your industry.

•  Find hashtag for industry. •  Set up list for 5 following. •  Favourite one post. •  RT influencer comment. •  Get Klout Score. •  Find 5 new people to follow via (TwitterSearch, TweetGrader, Twitter Who to Follow, Bloggers, @following)

©Elucidate 2011

Management Tools

•  Third party platforms. TweetDeck, HootSuite, CoTweet

•  Multiple columns and alerts. •  Always on

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Lead Generation

•  Dedicated Twitter landing page on profile. •  Tweet links to good content. •  Monitor industry search terms. •  Participate in Twitter chats. •  Connect blog to Twitter.

©Elucidate 2011

Twitter & Event Management

•  Set # hashtags. •  Show tweets on screen. •  Share lists •  Connect/network in

advance. •  Report, monitor,

promote, respond •  Twitter apps

Journalist Changing Habits

•  71% of Irish journalists use Twitter as a news source

•  Mentions of Twitter in the Irish media increased from 16 mentions per month in January 2008 to 2,058 references in March 2011.

•  27% of mentions were related to entertainment

•  27% of mentions were related to politics

•  28% of mentions were related to sport Source: (Kantar PRII)

Media now use Twitter for

• Looking for leads and spokespeople.

• Pushing and discussing the story.

• Radio taking Twitter comments on air.

• Use as basis for breaking stories.

• Personal insight.

• Splintering of relationships.

• Direct commentary.

• Need to follow, monitor and engage.

• DM pitches.

©Elucidate 2011

Reputations Matter

•  Klout •  Tweetlevel •  TweetGrader •  Peer Index

Engagement = Key Search Rankings

©Elucidate 2011

Ongoing Activity for a typical engagement campaign:

Monitoring 2 or 3 times per day across all your online properties. Responding to any pressing comments as they arise/as you notice them. Twitter is an ongoing conversation React in real time if you can. Posting on blog according to your schedule. Eg. Once per day/twice per week. Analysing Data once per week. Looking for trends in how people find, use and interact with your site & social media properties. Analysing Content once per week to see how ads, content, etc. are performing

©Elucidate 2011

Award Winning Twitter Accounts

Marke)ng & Sales CRM

Grace App – @graceapp La Cucina – @italianfoodie My Lunch IE – @mylunchie Realex Payments – @realexpayments Silicon Ireland – @siliconireland Newstalk 106-‐108 – @newstalkfm TV3 Xpose – @TV3Xpose Blacknight – @Blacknight Curious Wines – @curiouswines

Wheelworx – @wheelworx What’s On NI – @whatsonni Tourism Ireland – @discoverireland, @gotoirelandgb, @gotoirelandus Eircom – @eircom Irish Weather Online – @iweatheronline Blacknight – @blacknight We Are UPC – @UPC_HelpsYou_IE Vodafone Ireland – @vodafoneireland

Social Media Awards

Social TV?

©Elucidate 2011

Twitter -‐ Take Away

•  Organically increase followers and following numbers (aim for a balance)

•  Track discussions •  Monitor •  Think about what you could have tweeted last

week –  how will you fit it in to work process

•  Increase @ and RTs •  Care with connecting accounts. •  Grow Twitter Reputation (why would I follow me)

–  Notes from events good place to start

©Elucidate 2011

Twitter Take ways

1) Listen to others first. 2) Have conversations. 3) Help your followers out as much as

you can. 4) Introduce and connect others.

Eoin Kennedy

[email protected]

@eoink

Twitter for business

Technology

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