Twitter, A Strong Current In the Social Media Mainstream
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Twitter, A Strong Current In the Social Media Mainstream
- 1. Twitter— A Strong Current In the Social Media Mainstream Social Media Series
- 3. How Twitter is Changing the World
- 4. Breaking News Medium Real-time Conversations Entertainment Tune-in Fundraising Platform Connects Strangers That Share Common Interests/Passions Missing People Finder Free Focus Group For Marketers 4,064 tweets per second 243,840+ tweets every minute
- 5. What is Twitter?
- 7. 220MM total registered users; 95MM+ are US-based Source: Twitter, June 2011; Quantcast, June 2011
- 8. 1BN tweets created each week Source: Twitter, June 2011
- 9. 500,000 new users a day Source: Twitter, December 2010
- 10. The “Who?” Where? Why? How?”
- 11. The Twitter User * Nielsen Net View, May 2011 55% female, 45% male 36% are ages 18-34; 85% are 21+ 16% have an income of $100K+ 46% use Twitter via mobile
- 12. Reasons People Use Twitter Self-promotion Allow one to build credibility and thought leadership and drive traffic to other digital properties Watercooler and Breaking News Provide an easy way to discover and share news with the community Meet Strangers Who Share Common Interests Allow people to find others who share similar passions and personality, or have the same aspirations Research A way for users to find information about products/brands, celebrities, technology, events, what’s hot and popular, etc.
- 13. Top 5 Reasons Why Twitter Users Follow Brands Source: Twitter, December 2010
- 14. What’s new on Twitter?
- 18. What the Marketers and the Media Say About Twitter
- 19. “ It’s a no brainer that Twitter is a way to help people and positively influence others” - Ann Curry, News Anchor of NBC’s Today Source: “Social Media and Haiti Disaster” Panel Discussion at The New York Times
- 20. “ You don’t need to justify Twitter-it’s a real-time consumer promotion tool. The ROI of Twitter is baked into brand health metrics ” - Cynthia Ashworth, VP, Consumer Engagement Source: ANA Brand Innovation Conference 2009
- 21. “ 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, CEO, Zappos
- 22. Why Brands Should Own A Presence On Twitter
- 27. Paid Twitter Offerings
- 29. Ad.ly network, an in-stream advertising platform that connects brands to online influencers in order to generate buzz and exposure of brands on Twitter and Facebook Celebrity Endorsements Ryan Grant – 72,750 followers http://twitter.com/ryangrant25 Ryan Grant Running Back of the Historic Green Bay Packers. Cost per tweet: $5,000 (app.) eCPMF: $68.72 Khloe Kardashian – 2,544,085 followers http://twitter.com/#!/KhloeKardashian Keeping Up With The Kardashians Reality TV Star Cost per tweet: $5,100 eCPMF: $2.00
- 30. A custom "Twittersode," a scene acted out on Twitter feeds in 140 characters or less devoted to the show's characters was created in conjunction with Ad.ly and producer of NBC Community. The scene was composed of 80 tweets and debuted at 7 p.m. EDT, an hour before the premiere. This was promoted by celebrities to drive tune-in for the show. As a result, hashtag #nbccommunity became a trending topic in 10 US cities .
- 31. CAUSES ON TWITTER & BEYOND BroadCause.com is the largest cause-related social media platform that allows brands to align with social causes prospective consumers are passionate about and interested in Broadcause.com cost ranges from $40K to $100K, exclusive of the donation amount
- 34. Tools To Make It Easy
- 35. Tweetdeck WhentoTweet Twitter Search Twitalyzer TwitPic Twellow
- 36. FIVE BEST PRACTICES Make your tweets a two-way street Show some personality Respond to your user feedback, questions, and ideas in real- time Use photos and videos to engage your followers Provide back-stage access (exclusive information) to products, events, etc.
Notas do Editor
- Begin by asking the audience how many of them are on Twitter? Why do they use it? Who do they follow? Start with the following Twitter video: http://www.youtube.com/watch?v=4AN4_N5N52U&feature=player_embedded
- Twitter becomes more relevant for finding real-time information, breaking news on the ground across the world—from the Hudson River miracle to the Iranian elections, Mumbai Attacks and the earthquake in Haiti and Chile. 1. During the Haiti earthquake disaster, Twitter users leveraged the micro-blogging platform to raise money and obtain the much-needed medical supplies 2. Dunkin Donuts uses Twitter to ask their customers for feedback on customer service, new flavors, and product extensions. 3.Last month, following the earthquake in Chile, two women were reunited in the aftermath of the disaster courtesy of the viral ability of social marketing. Sheryl Brueker worried about her sister-in-law living in Santiago. Within several hours of posting a plea on Twitter for any information, Bruker received confirmation her sister-in-law had survived the earthquake. 4. Live TV events such as the Super Bowl bring in not only a record-breaking audience but also record-breaking tweets. 5. A&E used Twitter to drive live tune-in on the day of the “Beyond Scare Straight” premiere and generate buzz and real-time conversations about the premiere
- 25 billion – Number of sent tweets on Twitter in 2010 5% of Twitter users account for 75% of all activity 21% of users have never posted a Tweet 92.4% of Twitter users follow less than 100 people, while 97.8% of Twitter users follow less than 400 people. At the other end of the extreme, 0.94% of Twitter users follow more than 1,000 people. (Sysomos Study) The Facts: 93.6% of Twitter users have less than 100 followers, while 98% of users have less than 400 followers. Meanwhile, 1.35% of users have more 500 followers, and only 0.68% of more than 1,000 followers. (Sysomos Study)
- - Anonymous quote, “You use Facebook to connect to people you used to know. You use LinkedIn to connect to people you do know. And you use Twitter to connect to people you WANT to know.”
- The number one reason why users follow brands on Twitter is to get updates on future products. Three of the five reasons have something to due with getting discounted or FREE stuff.
- The Twitter button is similar to Facebook’s “Like” button and is currently in Beta; it’s being tested by AOL.com, AOL Phoenix, About.me, All Time Low, Justin Bieber, bnet.com, Britney Spears, CBS Interactive, CBS News, cbs.com, cbssports.com, chow.com, cnet.com, CNNMoney, Condé Nast, EL PAÍS, Fox News, Fox Business, Fox Sports, Gameone.de, gamespot.com, Glamour, GQ, Greyson Chance, IMDb, Jennifer Lopez, Lady Gaga, LMFAO, MarketWatch, maxpreps.com, moneywatch.com, MTV.co.uk, MTV.com, MTV.de, Multimedios, mysimon.com, Radio.com, Ryan Seacrest, Shockwave.com, smartplanet.com, Sports Illustrated, techrepublic.com, Teen Vogue, TF1, The Wall Street Journal, The Washington Post, Tr3s.com, tv.com, TVGuide.com, Vanity Fair, WAT.tv, Wired, WordPress.com, Yahoo! Local, and zdnet.com.
- Ann Curry was sent to report about the earthquake that hit Haiti on January 12, 2010. All communications lines were cut and the broadcast media could not use their traditional reporting to tell a story. She turned to Twitter to find leads and to communicate with survivors who wanted to tell their story. Twitter served as a people finder and victims of the earthquake desperately turned to Ann to help her find missing loved ones.
- At Dunkin Donuts, they believe not everything lends itself to social media—you need to assess what has a natural viral idea, like the Dunkin' donut design contest. They use Twitter as a focus group to learn about their customers and then work hard to delight them.
- Zappos, as a company, believes in Twitter and wants to support the Zappos employees on Twitter. Over 500 Zappos employees are on Twitter! The main Twitter handle is managed by their CEO, Tony Hseih who builds incredible personal relationships with users.
- Own a Twitter handle
- All staffers are introduced to Twitter in their training, and more than 500 are active on the site, interacting with each other and customers. Consumers tweet with Zappos employees about shipping, shopping for specific items, etc. INSIDE LOOK AT THE COMPANY - provides consumers with company info., industry news, thought leadership, product promotion, etc. FEEDBACK LOOP - solicit valuable feedback about product shipment, customer service, new site, etc. The reason Zappos has been so successful in social is their own employees build trust and we can relate to many of them as people like us. EMPLOYEES AS BRAND AMBASSADORS - Zappos employees build powerful relationships with its customers
- Real-time customer service - handles flight complaints, finds lost luggage, rebooks flights, assist passengers with new information, etc. Delta tweets 64 times a day and is quick to respond. TURNING ANGRY CUSTOMERS INTO HAPPY ONES- The brand prioritizes negative complaints made by travelers with a high clout score on Twitter—these are routed through and solved quicker
- Some of those commenting described the new packaging as “ugly” or “stupid,” and resembling “a generic bargain brand” or a “store brand.”
- Klout Perks can target key influencers contextually to build awareness and buzz. The exclusive opportunities are locked and can only be unlocked by people who qualify based on their relevance to the campaign and Klout score
- Tweetup is an offline meeting of people who have met and organized on Twitter
- Tweetdeck - Tweetdeck allows users to send and receive tweets and view profiles.Users can split the program into columns which show different things, for instance tweets from friends. It also allows users to split the people they follow into groups, a very useful feature to many users. Twitter Search – allows one to discover conversations centered on a keyword that is of interest to him/her Twitalyzer - Twitter's most popular measurement solution for business and personal users, focusing on influence, impact, engagement, etc. TwitPic – allows users to upload photos and share them with friends Twellow - A search directory of people by area of expertise, profession or other attribute listed in personal profiles on Twitter. Whentotweet - Whentotweetanalyzes the time at which your followers tweet and gives you a personalized recommendation on when the best time of day for you to tweet is.
- Make your tweets a two-way street - Don't just publish, participate in the conversation. If you see something that piques your interest, retweet it or respond to the Tweeter. This increases exposure to you and your message. Have a personality. Take time to interact and develop your public voice. Show that there's a real, live, interesting person behind the account