Business uses of Twitter

How businesses can use Twitter to their advantage A Framework for Analysis and Action

Is it too early for businesses to adopt Twitter? USA 157m Internet users GERMANY 42.5 m Internet users 78K-300K Twitter users (EST) 8.5m Twitter users Source: eMarketer.com / twitter.com / webevangelisten.de

[object Object],Is it too early for businesses to adopt Twitter? Source: wikipedia.org, wsj.com

It might be too early for your business to use Twitter, but its time to consider the options available ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]

How can Twitter communication be classified? 4 „ Fresh bread just out of oven now“ Automatic ,[object Object],Business Uses 3 „ What are you missing?“ Promotional Business Uses ,[object Object],[object Object],1 „ What has your attention?“ („What are you doing?“) ,[object Object],[object Object],[object Object],Business Uses Personal 2 „ What‘s the latest news (about that company)?“ ,[object Object],[object Object],Business Uses Informational

Communication forms and typical uses in a corporate environment Broadcast Listen Engage Primary Flow of Information Primary Flow of Information Conver- sation ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Category Occasion Category Ooccasion Category Occasion Informa- tional Promo- tional Informa- tional Informa- tional Informa- tional Auto- matic Informa- tional Personal Informa- tional

Some basic rules to consider before using Twitter in a corporate setting (details depend on the usage scenario) ,[object Object],Rationale (Negative)-Example „ We‘re having this special sale in 2 weeks http://bit.ly/13tRl3“ Twitter is a constant stream of current information – Twitter is NOW - ,[object Object],„ Big choice in used cars – gotta see to believe http://bit.ly/13tRl3“ Twitter is Opt-In, if content is perceived as Spam, irrelevant or not useful, you‘re going to get unfollowed ,[object Object],Twitter offers very simple search for keywords in realtime – e.g. Plane crash, competitor A, B, C Comcast scans all tweets and blogpostings to detect its metions and has reaction processes /people in place ,[object Object],Twitter identity is in part your Bio, your picture, tweets and your followers Example: AdidasRunning „follows“ known runners; SiemensEnergy follows customers, other staffers and other Siemens accounts „ Short sleeve status: short“ oder „Throw out Relationship and go pirateship! #dating #advice ,[object Object],At the moment Twitter is still fresh, and originality, eloquence and authenticity are valued highly - + + +

With the things that I have learnt about Twitter, how should I now use it for my business? ,[object Object],[object Object],[object Object],[object Object]

Dell on Twitter Alltags-Problem-Wettbewerb Case Study Dell: Broad offering of Twitter-accounts with various differing types of content for Customer Opt-In Best Practice ,[object Object],[object Object],Implementation and Motivation ,[object Object],[object Object],[object Object],Flow of Information Type of Comms Promotional Personal Infor- ma- tional Auto- matic Analysis & Frameworks Broad- cast En- gage Listen

Case Study: ComcastCares, a combination of marketing and customer service Type of Comms Analysis & Frameworks Flow of Information Broad- cast En- gage Listen ,[object Object],[object Object],[object Object],[object Object],Implementation and Motivation Best Practice ,[object Object],[object Object],Promotional Personal Infor- ma- tional Auto- matic

Flow of Information Type of Comms Promotional Personal Infor- ma- tional Auto- matic Implementation and Motivation AlbionsOven (Der Bäcker Ofen) Case Study: BakerTweet, a combination between marketing and automation ,[object Object],[object Object],[object Object],[object Object],Best Practice ,[object Object],[object Object],Analysis & Frameworks Broad- cast En- gage Listen

Backup Contact Details: Richard Caelius Twitter: @rcaelius Email: twitter (at) caelius (dot) com

Motivation – Why use Twitter? ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],Reasons to Listen Reasons to Send ,[object Object],Watch / Analyze

Business uses of Twitter

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