Micro marketing
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Presentation to Forrester analysts, October, 2008, on Twitter as up-and-coming B2B social marketing tool. Note slide citing 3 million Twitter users!
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- 2. Twitter: Simple, Powerful, Web 2.0 Customer Service & Marketing Tool Joel Postman Presentation to Forrester Research October 23, 2008
- 3. Executive Summary • Fortune 1000 companies are using Twitter to deliver a new variety of online customer support and customer service. Benefits include improved customer service and satisfaction; direct engagement with consumers; improved perception of the company and its brand; and positive coverage in the mainstream media for companies willing to do business in the public eye. 3 Entire contents © 2008 Forrester Research, Inc. All rights reserved.
- 4. Agenda • Twitter gains momentum in customer service and brand ambassadorship • Companies can achieve significant benefits with Twitter, but must understand “operating principles” of new medium • Recommendations • Interactive marketers must keep current on the latest tools in order to remain competitive 4 Entire contents © 2008 Forrester Research, Inc. All rights reserved.
- 5. • Deep corporate participation • 3 million users • Supporting ecosystem 5 Entire contents © 2008 Forrester Research, Inc. All rights reserved.
- 6. Definition of Microblogging ► What is Twitter? ► Emerging social media category ► Combines functions of blogs, social networks, instant messaging and news feeds ► Designated “micro” due to limits on length and type of supported content 6 Entire contents © 2008 Forrester Research, Inc. All rights reserved.
- 7. Anatomy of a “Tweet” User ID or “Handle” Avatar Link Timestamp Source 7 Entire contents © 2008 Forrester Research, Inc. All rights reserved.
- 8. Agenda • Twitter gains momentum in customer service and brand ambassadorship • Companies can achieve significant benefits with Twitter, but must understand “operating principles” of new medium • Recommendations • Interactive marketers must keep current on the latest tools in order to remain competitive 8 Entire contents © 2008 Forrester Research, Inc. All rights reserved.
- 9. “The Internet is a place. … where people can go to learn, to talk to each other, and to do business together… where customers look for wares, vendors spread goods for display, and people gather around topics that interest them. It is a conversation.” 9 Entire contents © 2008 Forrester Research, Inc. All rights reserved.
- 10. Benefits of having a corporate presence on Twitter • Twitter offers a new, highly effective way for your brand to engage one-on-one with consumers. • Transparent customer service has “hidden” value. • Novelty has PR benefits. • Twitter extensibility enhances appeal to marketers. • The brand conversation is happening, whether you opt in or watch from the sidelines 10 Entire contents © 2008 Forrester Research, Inc. All rights reserved.
- 11. Twitter “reach” measured by Twinfluence 11 Entire contents © 2008 Forrester Research, Inc. All rights reserved.
- 12. Typical Twitter communications “models” • Individual customer service • Comcast, Plaxo • General customer service • Popeyes Chicken, Delta Airlines • Brand ambassadorship/marketing communications • Southwest Airlines, Wachovia, Carnival Cruise • Some used mixed model • Starbucks Coffee 12 Entire contents © 2008 Forrester Research, Inc. All rights reserved.
- 13. Representative “Tweets” • [Carnival Cruise Lines] Saturday, Sept. 27: New 4 & 5 day cruises on the Carnival Destiny sailing from Miami - http://tinyurl.com/4vz4oo • [Ford Motor Company North America] @ajm50* Do you have a phone # I can call? I represent Ford & I'd like to help. Also, can I get the last 8 of your VIN to check into it? Thanx • [Bigelow Tea] Did you know October is Breast Cancer Awareness Month? (And did you know tea might help with recovery?) http://twurl.nl/ibffzz • [Comcast] @tupton Signals look good. Try changing DNS servers to 68.87.64.146 and 68.87.75.194 and I let me know. I may want a traceroute 13 Entire contents © 2008 Forrester Research, Inc. All rights reserved.
- 14. Resource considerations • Staffing varies from .25 to .75 FTE depending communications model • Some companies use “volunteers” and/or assign people to general social networking duties • 100% automation possible with some models • Registration and use are free • Graphics costs minimal 14 Entire contents © 2008 Forrester Research, Inc. All rights reserved.
- 15. When Twitter might not be a good choice • Privacy, regulatory concerns would limit companies in stock and commodities trading, healthcare, legal, certain government agencies, and some other industries • Companies outside of B2C space, like large industrials, unlikely to reach their target audiences • Facebook or MySpace have 100 million users each, more predictable, more refined advertising strategies. 15 Entire contents © 2008 Forrester Research, Inc. All rights reserved.
- 16. Permissive “Terms of Service” requires company diligence • “Brandjacking” a risk on all social networks/sites • ExxonMobilCorp example of unauthorized company “spokesperson” on Twitter • Recapturing brand assets generally left up to the owner (you!) 16 Entire contents © 2008 Forrester Research, Inc. All rights reserved.
- 17. Elements of a “Tweet” 17 Entire contents © 2008 Forrester Research, Inc. All rights reserved.
- 18. Agenda • Twitter gains momentum in customer service and brand ambassadorship • Companies can achieve significant benefits with Twitter, but must understand “operating principles” of new medium • Recommendations • Interactive marketers must keep current on the latest tools in order to remain competitive 18 Entire contents © 2008 Forrester Research, Inc. All rights reserved.
- 19. Recommendations • Tie up your company name now. • Have realistic expectations for Twitter results. • Help consumers validate your presence on Twitter and understand why you are there. • Staff your Twitter account with people who understand the conversational aspect of the medium and have the power to engage on behalf of the company. 19 Entire contents © 2008 Forrester Research, Inc. All rights reserved.
- 20. Agenda • Twitter gains momentum in customer service and brand ambassadorship • Companies can achieve significant benefits with Twitter, but must understand “operating principles” of new medium • Recommendations • Interactive marketers must keep current on the latest tools in order to remain competitive 20 Entire contents © 2008 Forrester Research, Inc. All rights reserved.
- 21. Interactive Marketers Must Stay Current • Rate of availability and adoption of new tools accelerating. » Blogging took almost a decade, microblogging > two years • New Twitter-style entrant could change the game. • Microblogging category is evolving » Friendfeed, 12 Seconds, Qik adding new dimension, changing paradigm? 21 Entire contents © 2008 Forrester Research, Inc. All rights reserved.
- 22. References • Fluent Simplicity Twitter Brand Index (list of companies on Twitter) • To search a company name or other term on Twitter: http://search.twitter.com/ 22 Entire contents © 2008 Forrester Research, Inc. All rights reserved.
- 23. Thank you Joel Postman +1 415/279-3444 joel.postman@gmail.com @jpostman Entire contents © 2005 Forrester Research, Inc. All rights reserved. 23 Entire contents © 2008 Forrester Research, Inc. All rights reserved.
Notas do Editor
- Fortune 1000 companies are using Twitter to deliver a new variety of online customer support and customer service. Benefits include improved customer service and satisfaction; direct engagement with consumers; improved perception of the company and its brand; and positive coverage in the mainstream media for companies willing to do business in the public eye. To be successful on Twitter, companies need to understand the types of communications best suited to the medium; how to staff their Twitter accounts; when Twitter may not be the right choice; and how to set reasonable expectations for results.
- TWITTER GAINS MOMENTUM AS MEDIUM FOR CUSTOMER SERVICE AND BRAND AMBASSADORSHIPHundreds of companies in a wide array of industries and markets, such as media, information technology, automotive, hospitality, air travel, apparel, and financial services, have created accounts on microblogging site Twitter and are engaging one-to-one with consumers using a variety of communications models.Hundreds of companies have a presence on Twitter. GM, jetBlue, Zappos, Popeyes Chicken, Dell, the New York Times, Home Depot, Starbucks, and Bigelow Tea are among the growing list of companies (see endnotes) using Twitter to engage with consumers. They are using a variety of models, but most prominent uses include customer service and support, and brand ambassadorship.With over 3 million users and an ecosystem of supporting sites and services, Twitter is currently the leading microblogging platform. Twitter has over 3 million registered users. Information posted on Twitter reaches an extended audience via its own support for SMS, IM, and mobile clients; and through its API which has been incorporated by hundreds of third party services like Twitpic (image posting), Friendfeed (a social network activity aggregator), and Facebook (where Twitter updates can be automatically posted as Facebook status updates.) Third party mobile clients are also available, including support for Blackberry and iPhone.
- COMPANIES CAN ACHIEVE POSITIVE RESULTS WITH TWITTER, BUT SHOULD BE AWARE OF NEW OPERATING PRINCIPLES FOR THIS EMERGING CHANNELTwitter is the “online conversation” concept made real for corporations. In 2000, the authors of The Cluetrain Manifesto identified the global “conversations” taking place on the Internet and the need for companies to join in and make a positive contribution. While this may seem like an abstract concept, it is an important one, and companies need to understand how to use Twitter to leverage this dynamic.Companies with a presence on Twitter will be able to better “listen” to what consumers are saying about them, and to positively affect their brands. There’s no such thing as “opting out” of these conversations. Your brand is on Twitter, and elsewhere, regardless of whether your company participates or stands idly by.
- This slide illustrates both Twitter’s network effect (note that through my 1956 followers I have the potential to reach close to 2 million people) but also the power of the Twitter ecosystem.
- Twitter is appealing to consumers as they can often talk to favorite celebrities like Penn Jillette, Henry Rollins, and others. They can also talk to Notorious B.I.G. who, unfortunately, died in 1997, almost a decade before Twitter’s launch.