Pecha Kucha presentation about the internal and external use of Twitter in a corporate environment

1. Corporate Twittering 0
Pecha Kucha about
Corporate Twittering

2. Corporate Twittering 1
Corporate Twittering in the Enterprise 2.0 – Basic Structure
1 Why Twitter matters and how it can be used in an enterprise
2 Internal Use: Twitter as a tool to handle corporate communication
3 External Use: Scope of application & Best Practice
Source: cartoonstock.com

3. Corporate Twittering 2
Why does Twitter matter in the business world? (1/2)
1
2
3
• Growing userbase
• No. 2 social website (after
Facebook )
Source: US-Data from www.compete.com (Nov. 2011)

4. Corporate Twittering 3
Why does Twitter matter in the business world? (2/2)
1 The average Twitter user is:
• Better educated
2
• Higher income
…than the average
3
Internet user!
• 2/3 between 18-45
• Brand conscious
Source: digitalsurgeons (2011)

5. Corporate Twittering 4
How can employees benefit from the twitter use internally?
1 Problem: decentralized infrastructure & teams
2
Coordination News
3
Help
Image Source: jebusfist.deviantart.com

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What problems arise when using twitter internally?
1
Coordination: Event planning, Project status, News
2
Help: Mentoring, General Employee support
3
Problem: Sensitive Information shouldn‘t be shared!
Use private social networks
for companies e.g. Yammer
Source: yammer.com

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Why should a company use Twitter as a communication tool externally? (1/2)
1 Customer Service Market awareness
Building/Maintaining a Innovation
2 relationship & Understanding
Networking SEO
3
Source: twitter.com

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Why should a company use Twitter as a communication tool externally? (2/2)
1 News Promotions
Extending reach Direct Sales
2 Strengthen your branding
3
Source: twitter.com

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Best Practice for starting a successfull corporate Twitter Account (1/2)
1 • Be professional!
Use a matching design
2
• Be excellent!
3
People don‘t settle for less
• Be coherent!
Embed Twitter in your existing Websites/Profiles

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Best Practice for starting a successfull corporate Twitter Account (2/2)
1 • Be conversional!
Twitter is a communication plattform
2
• Be authentic!
3
Don‘t behave yourself like sales-oriented robots
• Be innovative!
Explore new scopes of application

11. Corporate Twittering 10
Best Practice for starting a successfull corporate Twitter Account (2/2)
1
• Track people that mention your company
2 Follow • Use tools like TweetDeck/TweetScan
3 • Professional & interesting content
Create • Be proactive – post links (e.g. FAQs)
• Respond fast!
• Let other user engage in the helping
Engage process

12. Corporate Twittering 11
Example for Best Practice: JetBlue
1
2
3 Customer Support
Customer Support
Source: twitter.com

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Example for Best Practice: JetBlue
1 Customer Support
2
3
News
Source: twitter.com

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Example for Best Practice: JetBlue
1 Be professional!  Corporate Identity preserved
Be excellent!  Perfectly answered to the concerns
2 Be coherent!  Links to Website/FAQ
Be authentic!  Appealing language e.g. „We‘re sorry“
3 Be conversional!  Answered in an understable way
Be innovative! Find new ways to use twitter

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Example for Best Practice: JetBlue
1 Be innovative! Find new ways to use twitter
2 Real-Time
Response
on Flight Delay
3
Source: twitter.com

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Example for Best Practice: Zappos
1 “Being authentic! “ to promote your company image
2
3
Source: twitter.com

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Example for Best Practice: Zappos
1 “Being authentic! “ to promote yourself as a transparent Enterprise 2.0
2
3
Source: twitter.com

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How twittering can go horribly wrong – Examples of wrong Twitter usage (1/3)
1
If you use Twitter…
2 Let the right people do it!
3
Source: complex.com

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How twittering can go horribly wrong – Examples of wrong Twitter usage (2/3)
1 If you use Twitter…
Also introduce a quality control mechanism!
2
3
Source: complex.com

20. Corporate Twittering 19
How twittering can go horribly wrong – Examples of wrong Twitter usage (3/3)
1
If you use Twitter…
2 Restrict personal usage!
3
Source: digitalrecruitmentdigest.wordpress.com & twitter-
project.blogspot.com

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But most importantly…
1 Stay authentic!
(not like them)
2
3
Source: tomfishburne.com