Enterprise Use of Twitter by Doug Ross
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The presentation discusses Twitter's dynamics as a social networking platform, including its basics and user interaction methods. It highlights how brands can leverage Twitter through different user categories, such as spectators, joiners, and creators, and demonstrates its growing influence across demographics. Additionally, it emphasizes the importance of integrating Twitter into content management systems and proposes recommendations for businesses to enhance their presence on the platform.
![Creator: Contest @yahoofinance
Yahoo! Finance created Twitter-based contest on 9/10:
• Start by following @yahoofinance on Twitter
• Tweet your answer to weekly trivia question in format below.
First person to answer correctly wins.
• To Tweet your answer, copy and paste the following text:
#yfinancetrivia [answer] @yahoofinance
38](https://image.slidesharecdn.com/twitterinbusinesssept24-090925132537-phpapp01/85/Enterprise-Use-of-Twitter-by-Doug-Ross-38-320.jpg)
Enterprise Use of Twitter by Doug Ross
- 1. The Business Side of Twitter Presentation to The Circuit Information Services R&D September 24, 2009
- 2. Summary • Perception vs. Reality • Forrester’s Social Technographic Ladder • Twitter’s Growing Influence • Spectator: Watch the Brand • Joiner: Protect the Brand • Creator: Lead the Pack • Bridging the Virtual and Physical • Q&A 2
- 3. Perception vs. Reality Perception 3
- 5. The Basics • Twitter: free social networking and micro-blog service • Users send and receive messages known as tweets • Tweets are text-based posts up to 140 characters long • Users can choose to send and receive tweets via SMS • Tweets are only delivered to a user’s followers • By default, anyone can follow a user, but restricted delivery (locked updates) is permitted • Through the Twitter API, a wide range of applications can interact with the service 5
- 6. The Basics: http://twitter.com/WSJ Microblog Who WSJ follows and who are WSJ’s followers 6
- 7. The Basics: http://twitter.com/WSJ Twitter works best with a content management system; if you don’t have a way to rapidly update your website content, Twitter effectiveness is greatly diminished • Blogs work well • Shortened URLs • Rules, regs, disclosures • Rich content • Offers, entry forms 7
- 8. The Basics: URL shortening Twitter expects that most hyperlinks (URLs) are shortened because of the character limit; examples of third-party URL shortening services include: • tinyurl.com • bit.ly • ow.ly 8
- 9. The Basics: Plethora of Clients Available • Twitter: the basic web interface • HootSuite: web-based, multi-account management • Twhirl: thick-client (AIR), multi-account management • TweetDeck: thick-client (AIR) • TwitterFeed: feed RSS (blog posts) into Twitter • TweetFunnel: team tweeting for business users 9
- 10. The Basics: Commands (web, phone, etc.) • F wsj – become a follower • @wsj nice work on the Citi article! – public message • D wsj it’s a secret! – direct, private message • whois wsj – basic info • get wsj – retrieve latest update • stats – list my stats (# of followers, etc.) • invite 513-555-1234 – ask cellphone user to join/follow 10
- 11. The Basics: Unofficial Conventions • RT wsj dow up 90 today – re-tweet (relay) a message • RT wsj #djia up 90 today – hash tag (# prefix) Hash tags are used to categorize tweets, examples are: – #music – #quote – #jobs – #phone – #news 11
- 12. Forrester: Social Technographics Ladder 12
- 13. Forrester: Social Technographics Ladder More than 80% of online U.S. adults participate in one or more social networks 13
- 14. Twitter’s Growing Influence 14
- 15. Twitter’s Growing Influence 15
- 16. Usage by Demographic (55+) 16
- 17. Usage by Demographic (45-54) 17
- 18. Usage by Demographic (35-44) 18
- 19. Usage by Demographic (25-34) 19
- 20. Usage by Demographic (18-24) 20
- 21. Spectator: Watch the Brand 21
- 22. Spectator: Search 22
- 23. Spectator: Twendz 23
- 24. Spectator: Monitter 24
- 25. Spectator: Trendistic 25
- 26. Joiner: … FAIL 26
- 27. Joiner: Keeping a Placeholder 27
- 29. Creator: Service @ComcastCares • Successful because they actually solve problems! • Skilled customer-service reps, not PR/Marketing • Attempt to get resolution on Twitter, in public 29
- 30. Creator: Behind the Scenes with USTREAM 30
- 31. Creator: Suggestion Box @WholeFoods 31
- 32. Creator: Viral News @NYTimes 32
- 33. Creator: Collaboration @FIOS Verizon Twitter Widget (FIOS cable service) 33
- 34. Creator: Travel Tips @JetBlue 34
- 35. Creator: Crowd-sourcing @IdeasCulture • Submit challenge by 4 PM, by 6 PM challenge sent to 200 ‘Ideas Agents’ in 8 countries • Example: “Find a way to increase attendance at professional development conferences” 35
- 36. Creator: Sales @woot 36
- 37. Creator: Niche Sales @wootwine 37
- 38. Creator: Contest @yahoofinance Yahoo! Finance created Twitter-based contest on 9/10: • Start by following @yahoofinance on Twitter • Tweet your answer to weekly trivia question in format below. First person to answer correctly wins. • To Tweet your answer, copy and paste the following text: #yfinancetrivia [answer] @yahoofinance 38
- 39. Creator: School-to-parent @SCSSchoolMeals • Somerset County Services (UK) publishes its school menu each day via Twitter; geared towards helping address child obesity • Parents can follow @SCSSchoolmeals to receive a tweet each morning showing what’s on the school menu. Any parent, grandparent or care-giver can follow, whether their child currently eats school meals or not. • Used to update parents on special theme days, how to apply for free school meals, etc. 39
- 40. Creator: Coupon Broker @CouponTweet Search for coupons and discounts 40
- 41. Creator: Sales @DellOutlet 41
- 42. Creator: Diffusion - Dell AdoptAMini.com 42
- 43. Bridging the Virtual and Physical Worlds • Tech conferences in Europe, many attendees were wearing pendants called Pokens; which replace business cards • Pokens have two parts: one is a plastic shell which you choose to reflect your identity • The other is the hand part, which has a USB connector; plug your Poken into a PC and you can enter your social network IDs into it (Twitter, Facebook, LinkedIn, etc.) • Now if you meet someone, you can “high four” them, and your Pokens can exchange info once they come in close proximity to one another -- no more scribbling email addresses, etc. • Best Real World Gadget (TechCrunch UK) 43
- 44. Bridging the Virtual and Physical Worlds If Pokens catch on here, consider implications for CPG, retailers, misc. marketers… 44
- 45. Bridging the Virtual and Physical Worlds • Visit Tweet My Bumper, site will print, ship bumper sticker • "Follow me in traffic. Follow me on Twitter“ • Standard bumper sticker priced at $5 (includes promotional TweetMyBumper URL); $6 (without promo URL) • Any business can borrow this concept! 45
- 46. Bridging the Virtual and Physical Worlds If you are interested in this brand, ‘high four’ your Poken to exchange info; receive product offers, promo codes, samples… 46
- 47. Recommendations • Evaluate: where are you on the ladder? Where do you want to go? • Plan: how do you intend to move up? Who will be the owner? Are there legal, compliance issues? • Implement: make your plan real, find out what fails and what works, test and iterate… 47
- 48. Questions? Answers not guaranteed for completeness, accuracy or timeliness 48