Twitter Task Flow Table

Educational Documents and Presentations for Staff - Prepared by Marc-Oliver Gern April 30th, 2010

AN EASY TO USE TOOL FOR COLLABORATIVE TWEETING WITHIN YOUR COMPANY.

TWITTER TASK FLOW TABLE With a quic

k

introduction to

Twitter

This document was part of a work shop I gave for a large outdoor tour operator.

It was made to educate guest services and booking staff on how to use Twitter as a additional sales tool.

© This work is licensed under the Creative Commons Attribution-Noncommercial-Share Alike 2.5 Canada License.

1. PART INTRODUCING TWITTER

2. PART: THE USER TASK FLOW TABLE

You can divide this

document in 2 parts:

WHAT IS IT? WHO IS IT FOR? HOW TO USE IT? IS THERE MORE ?

Twitter Intro

WHAT IS TWITTER FOR YOU Twitter is a 2-way communication tool for individuals and businesses, accessible via the web. It helps you to connect with your customer. Learn more about Twitter here (the Twitter 101 for business).

Link above: http://business.twitter.com/twitter101/starting

WHO IS IT FOR It’s for employees that work for Guest Services, the Sales- and Marketing-Department.

Here I specifically adressed the company which the doc was made for !

WHY USE IT - To increase sales during low-season - To build the company’s online community - To provide customer service and - And to increase overall brand loyalty online - you can add more here

Here I specifically adressed the company which the doc was made for !

IN GENERAL, YOU build and manage relationships with our customers online. You use Twitter to gather feedback and share ideas in real-time.

Your ‘followers’ will tell you (or anyone else) that they’ve had a great — or disappointing — experience with your business, may offer product ideas, or may just want to learn about great offers.

44% of consumers who follow a brand on Twitter do so for deals.

FEED - The Razorfish Digital Brand Experience Report 2009

TWITTER WEBSITE & SERVICE – YOUR NEW COMMUNICATION TOOL

The original screenshot of the company was replaced !

5 STEPS TOWARDS YOUR FIRST TWEET 1. Set up your own Twitter account 2. Listen and learn from others 3. Determine Company’s goals 4. Start with your first tweet for Company XYZ 5. Measure success

1. STEP: SET UP YOUR OWN TWITTER ACCOUNT

1. Set up your own Twitter account 2. Listen and learn from others 3. Determine Company’s goals 4. Start with your first tweet 5. Measure success

Go to and create your personal . It’s free and takes 3 minutes. It’s important to upload a profile pict . People want to see that you are real. It’s all about trust.

2. STEP: LISTEN AND LEARN FROM OTHERS


Best Practices available online

For example Albion's Oven, a bakery in London, notifies followers when fresh croissants are ready (@albionsoven)

United Airlines and JetBlue use Twitter to provide customer service, in addition to using the micronetwork to offer followers first dibs on discounted fares and last-minute specials. Dubbed "cheeps" by @JetBlue and "twares" by @unitedairlines

Brian Simpson (@BSIMI) has helped The Roger Smith in New York monitor dialogue related to hotel stays and travel in order to offer specials in the hopes of attracting new guests.

In a test run, @NakedPizza – a small delivering service - launched an exclusive-to-Twitter promotion and brought in 15% of the day's business.

Beth Kanter (@kanter) is using social media for raising awareness and money for her causes. Her last call on twitter raised $200,000 Dollars.

DELL Computers generated a total of $6.5 million in revenue from their Twitter presence, where they have nearly 1.5 million followers on their @DellOutlet account (and 3 million “connections” across all social sites).

Marriot HOTELS engages their followers with online specials, events and contests @MarriottIntl

@KogiBBQ, a Korean taco truck that drives around Los Angeles, alerting its almost 20,000 followers to its current and future locations.

The Michigan Department of Transportation uses Facebook and Twitter to alert friends and followers of traffic and road closures. @michigandot

Oakland County Parks uses Facebook and Twitter to spread the word about events and news and also conducts polls to improve local programs and services. @OaklandCoParks

In 2009, I established @microjobs along with Christopher Peri (@perivision) to connect employers with job seekers on Twitter.

(@coffeegroundz) Cafe in Houston, credits Twitter with almost doubling their clientele and with opening their eyes to a whole new way to build Community.

2. STEP: LISTEN AND LEARN FROM OTHERS


3. STEP: DETERMINE GOALS, CREATE RESULTS


Your tweets reflect company goals and user perspectives. Address Company Goals - increase sales in the off-season - build your online community - provide customer service and - increase overall brand loyalty online - add more ...

Address User perspective (take it from your Twitter Bio) - You can get special deals - News and updates - add more here ...

WIN A TOUR! RT this msg & fill in the missing characters. Our longest line is _ _ _ _ft long. RT now till 12pm

2. TAKE Tell your audience what to do

3. CONNECT Link to your brand/ product (if possible)

4. PLAY Make it unique and playful

In order to get something from your audience and to encourage them to ‘volunteer’ for your brand and product – you first have to GIVE.

1. GIVE Make an offer

5. TIME SPECIFIC

6. CALL-2-ACTION

4. STEP: YOUR FIRST TWEET – BASIC ELEMENTS


4. STEP: YOUR FIRST TWEET – BAD EXAMPLE

CALL-TO-ACTION not coherent with the mesg. This type of call-to-action is adequate on an interactive website, but not on a tweet. Would work if the tweet refers to such an online experience THEN, the call-to-action should actually invite users to experience that webpage (“View, visit, ... our new intaractive website and experience the Peak2Peak ...”

The voice sounds to much like a marketing message (there is the typical marketing promise included initiated by the words “world’s best”). If you talked to people the way advertising talked to people, they'd punch you in the face. Dont sell – influence!

Stay within one medium/channel. People usually don’t switch.

Use an URL shortener to keep track of your user behavior and user clicks.

No unique, specific offer that targets a specific audience.Its a message for the world – You can read something similar on every corner. Talk to everybody and you talk to nobody.


4. STEP: YOUR FIRST TWEET – GOOD EXAMPLE

Picture and story about ‘normal life’ makes it much more

personal. Its about sharing stories! The story is the

experience.

Link to another Twitter account if possible, instead of just mentioning the name of the brand.

Use an URL shortener to keep track of your user behavior and user clicks. Save some characters. Kepp it short for RT’s

Watch Lisa&Joel’s wedding on the Peak2Peak Gondola. @WhistlerBlckmb offers chance 2 win private gondola trip here: http://bit.ly/9Hy3IA

Real, unique value for followers of this channel. Clear strategy

visible: I can get sweet deals and insights from this twitterer.


4. STEP: YOUR FIRST TWEET – USE CASE FOR A 3 STEP TWEET

Win EAGLE Tour 4 2 ... this labour day. RT this Tweet to enter the contest!

1. Grab a Text Sample and tweet it.

RT @Ziptrek: Win EAGLE Tour 4 2 @Ziptrek this labour day. RT this Tweet to enter the contest!

2. Await Respond

Congrats @Bob. U won the EAGLE tour. We will send you a code via DM. Show it when U sign up at the front desk.

3. Give further instruction

Tell your followers exactly what to do and what they need to know.

If you asked for Re-Tweets of other action online - wait till the end to the given time frame.

Provide additional information and guide them to the next step. Tweet about his/her success if possible, so that others can see; this is for real (try to generate more buzz online)


4. STEP: YOUR FIRST TWEET – TWITTER TASK FLOW TABLE


Use this tool to check strategy, get approvals, write your tweet and make notes for adjustments. See example:

GOAL & OBJECTIVE

SALES TOOL OCCASION & AUDIENCE

COPY APPROVAL ADDITIONAL INFO

FURTHER ACTION

LEARNINGS

Find a strategic or communication goal described here.

Find a list of possible sales tools here

Twitter is a tool for real-time communication. Its more powerful when its connected to current situations.

A textsample you can use for your inspiration

Needs to be approved by Marketing Director...

Some content of your tweets needs more info or is part of an offline event. Make sure to connect and provide all info necessary.

Some tweets need further action or must be set up in 2 or 3 steps.

Measure success, make notes to improve future twitter campaigns throughout the company

Example:

Increase Sales Coupons Shoulder Season

Hurry & get your 1st ever, time sensitive TourTware. 40% off from Mai 5th-25th. Book a tour now. (Link)

Waiting approval

Only for Twitter followers

Send electronic coupon via direct message on twitter, once people followed us. Verify customers smartphone.

Time frame was to short. People asked for me. Good feedback though and engagement.

LEARNING BY DOING Keep track of your tweets, make adjustments and improve your messages.

BE AWARE OF... MAKE ADJUSTMENTS...

The timeframe you were playing with was too short/tight – extend timeframe.

Extend timeframe. Give people time to breath and time to spread the word online. Example: Twitter usage is high on Tuesday and Friday around 12pm and 1pm. In the evening again.

The wording was not clear enough. Use common language and well known terms and definitions that are in use in the online community. If you are unsure – ask your social media strategist or online community manager

You addressed the wrong or non existing audience Be aware who your followers are. Check your hash-tags, dates, names and finally; your web connection.

Nobody wants what you offered. You offer apples – but people want bananas.

One unwritten golden rule is: The more you are AKSING for – the more you have to GIVE. To find out what people want, and why they follow you – JUST ASK. Encourage your followers to share some of their thoughts from time to time and you will also learn more about your product.

Your content strategy was too complicated. People didn’t get it. Make it easy. People just give you 3 to 10 seconds to read your message. One idea in one sentence. One message in one tweet.

It was just not the right place. You are on Venus, but your customers live on Mars.

Give people an idea where your ‘event’ takes place. Activate your location based service on your smartphone, if needed.

1 START NOW!

YOU GOT CHARACTERS

USE IT WISELY 4 0

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Twitter Task Flow Table

Business

Transcript of Twitter Task Flow Table