23. Getting started:
The Twitter Handle
• Should reflect brand/corporate personality
• Fill out bio & choose avatar - personal touch
• Register to protect against Twittersquatting
24. 93OF THE TOP 100 BRANDS
DON T CONTROL THEIR
TWITTER NAME
ONLY
DO
January 2009
26. Twitter search results for
“dominos” after dpzinfo
had been created
(04/15/09 @ 4:40 pm CST)
27. • Began crisis management with no established followers.
• Would have been nice to have established community to RT first tweet:
28. BRANDCOBRANDCO
Unidentified Individual(s)
- agreed upon tone of voice
- different tone of voice
Identified Individual(s)
- personal profile
- corporate handle with signed tweets
Fictional Character
i.e. Henry VIII
Product
i.e. NASA Rover
Tweet
Who should
?
39. – Joel Rubinson, Chief Research Officer of The Ad. Research Foundation
We can now tap into a constant
stream of incredible insights by
observing consumers’ daily vocabulary
of words, pictures and videos that they
use to express themselves.
“
“
Research:
Market
A Global Focus Group
48. “Cable Rage Pushes
Granny Over The Edge
Cable guy doesn’t show up, so granny
does - with a hammer”
“Taking a Whack AgainstComcast: Mona Shaw
Reached Her Breaking Point,
Then for Her Hammer”
“Taking a hammer to Comcast”
52. Evangelism
Customer
• Over 3 million followers
• Following 1/2 million
• Sample week (04/17-23):
• average of 14 tweets
• range: 1-38
Valuable content
Drive traffic to other sites
People evangelize, criticize &
just plain talk about us pretty
frequently, even without our
encouragement. Our main
objective is to encourage people
to communicate with us directly
- Winnie Hsia
“
“
53. Relations
Internal
• 434 employees on Twitter
• Helps build company culture
• Helps new hires adapt
• Increases social awareness
• Captures org. memory
We don’t really view it as a
marketing channel as much as a
way to connect on a more
personal level, whether it’s with
our employees or our existing
customers
- Tony Hsieh
“
“