authors: Sarah Moorhead Michal Pátek Martin Kubelka

2. Economic Constraints

3. Dwindling results of Marketing Programmes

5. Fail Whale

6. SXSW –Interactive Festival 2007 Dodgeball – Google’s Twitter competitor Twitter- No advertising, no PR Live tweets Longest and largest experiment in collaborative journalism Herding power of Twitter

7. Dell.com Communications tool Coupon Codes €2 million dollars in Dell online store Customers felt big companies were listening “Lurking” No longer a need for focus groups

8. Why Comcast Cares www.comcastmustdie.com Provided support at lower cost Reduced waiting time Twitter suggestions improve efficiency Collective knowledge – greater impact Customers trust friends’ recommendations Pepsi Max Germany

9. Global Companies, Local Touch Zappos.com “Service company that just happens to sell shoes” Company Culture Henry Ford Hospital, Detroit – Live Tweets PR for Hospital – innovators YouTube & TwitPics

10. Logo Tweeters problem of identity - tweeting with human or with bottle of coke? do you know Brad Nelson? and what about Starbucks? difference between personal / impersonal approach is there a right way how to do it? (do not expect answer from this book) Two ways how to do it hiding identity of tweeter logo tweeter with signature of human brands ARE represented by people Good Reasons - Authority, Boundaries, Continuity ...and bunch of examples...

11. The Story of IBM one of the most tweeting company is IBM - it seems that every IBM employee uses twitter...BUT not to communicate with customers, but between each other IBM utopia? I think so... just try to search ONE official IBM twitter account maybe wrong example of nationwide company using twitter for B2B communication ONE, good message of my part is: Companies are using twitter as a tool for real-time communication between business and customers. author: But do not ask me, if they are doing wrong... ...and much more of examples..

12. Twitter in Political Campaigns Obama’s Change Campaign Direct connection between politician & citizen Fast reaction time

14. Build in Urgency

15. Raise a little from many

16. Use the ChipIn Widget

17. Show Recognition & Gratitude

18. Keep Updating

20. Twitter tips, metrics and finer points Authors eight tips: Show yourself! Read first. Talk later. Post second. Fallow later. Friends over Stars Avoid spammer stats Have favorites Take your time Think Neighbourhood

21. Would we recommend this book? Is this book beneficial for marketers? Is there anything new and interesting in this book?