The document provides guidance on using Twitter effectively for business purposes. It recommends that 20% or less of tweets should promote oneself, while 80% should add value to followers. It also describes different levels of Twitter engagement from one-way broadcasting to two-way long-term relationship building. Various strategies are presented for listening, talking, energizing, helping and embracing followers through Twitter.

1. TWITTER
BASICS

2. 80
20 Rule
Thou shalt not use more than 20% of
thy tweets to promote thyself
80% of thy tweets shall add value to
thy followers

3. Responding
Building
Community
Listening/
Monitoring
Broadcasting
Levels
of
Engagement
1-way
1-way
2-way short-term
2-way long-term

4. Groundswell
•Listening
•Talking
•Energizing - amplifying Twitter users’ voices
by responding, RTing, providing content to RT
•Helping - supporting
•Embracing - collaborating by driving people to
surveys, soliciting feedback, asking questions
Objectives

5. Groundswell
Listening
Talking
Energizing
Helping
Embracing
Objectives
Research
PR
Sales
Support
Development
Roles

6. Example of “listening & talking”

7. Example of “energizing”

8. Example of “energizing”

9. Example of “energizing”

10. Example of “helping”

11. Example of “helping”

12. Example of “helping”

13. Example of “embracing”

14. Example of “embracing”

15. Example of “embracing”

16. Example of “embracing”

17. ADDITIONAL
TYPES of tweets

18. Example of tying your tweets into
relevant hashtags

19. Example of tying your tweets into
relevant hashtags

20. Example of tying your tweets into
relevant hashtags

21. Establishing your thought leadership by
retweeting relevant content from other sources

22. Responding to competitor’s tweet

23. Getting started:
The Twitter Handle
• Should reflect brand/corporate personality
• Fill out bio & choose avatar - personal touch
• Register to protect against Twittersquatting

24. 93
OF THE TOP 100 BRANDS
DON T CONTROL THEIR
TWITTER NAME
January 2009

25. ONLY
DO
January 2009

26. Claim it before you need it
Claim it before you need it

27. Claim it before you need it
Created 2
days after
video first
surfaced
Claim it before you need it

28. Twitter search results for
“dominos” after dpzinfo
had been created
(04/15/09 @ 4:40 pm CST)

29. • Began crisis management with no established followers.
• Would have been nice to have established community to RT first tweet:

30. Tweet
Who should
?

31. BRANDCO
Unidentified Individual(s)
- agreed upon tone of voice
- different tone of voice

32. BRANDCO
Identified Individual(s)
- personal profile
- corporate handle with signed tweets

33. BRANDCO Fictional Character
i.e. Henry VIII

34. BRANDCO
Product
i.e. NASA Rover

35. It’s all about
Personality
People are talking about
how the lander has its
own personality because
we talk about everything
in the first person.
- Rhea Borja, Media Relations Officer,
NASA Jet Propulsion Laboratory
“
“

36. It’s all about
Personality
People are talking about
how the lander has its
own personality because
we talk about everything
in the first person.
- Rhea Borja, Media Relations Officer,
NASA Jet Propulsion Laboratory
“
“

37. It’s all about
Personality
People are talking about
how the lander has its
own personality because
we talk about everything
in the first person.
- Rhea Borja, Media Relations Officer,
NASA Jet Propulsion Laboratory
“
“

38. What to
TWEET
About?

39. What to
TWEET
About?
Company news
Industry news/trends
New blog posts
Event info
Retweets: RT
Survey/study findings
Private messages: DM
Questions/Answers
Public replies: @

40. You don’t need to tweet to get value out of Twitter

41. How to
make your
TWITTER
EASY
LIFE

42. TweetDeck

43. • Scheduled tweets
• Tweet stats
• Team accounts
• Organize streams

44. Responding
Building
Community
Listening/
Monitoring
Broadcasting
Levels
of
Engagement
1-way
1-way
2-way short-term
2-way long-term

45. Monitoring
Reputation Management • Market Research
Listening
&
Tools: TwitterSearch • Trending Topics • Hashtags.org

46. Reputation
Management

47. Reputation
Management

48. Reputation
Management

49. – 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

50. Product Promotion • Event Management • Live-Tweeting
Broadcasting
Tools: Tweet • ReTweet
Goal (short-term): Buzz
Initiated internally

51. Color of Love
Campaign
• all 1-way
• doesn’t follow
• brief time span:
01/16-02/15/08
• little activity since

52. A look at
Barbie

53. • Little 2-way
interaction
• doesn’t follow
• some promotional
tweets for other
brands
A look at
Barbie

54. Authenticity
?
Question of

55. A more
Interactive
Model
Mixture of:
• Broadcasting
• Direct interaction
• Following only 21
• DigitalNomads: 2,400
• Over $1 million in sales

56. Crisis Management • Customer Relations
Responding
Tools: @<twitterhandle> • DM<twitterhandle>
Initiated externally

57. Management
Crisis
2
Crisis Scenarios
- AmazonFail
- Motringate
Importance of Monitoring
- Dominos
- Dell, Comcast
(retroactively)
Importance of Responding
Played out on Twitter:
Put out on Twitter:

58. Comcast’s YouTube Baggage
- Sleeping Comcast Technician Video

59. “Cable Rage Pushes
Granny Over The Edge
Cable guy doesn’t show up, so granny
does - with a hammer”
“Taking a Whack Against
Comcast: Mona Shaw
Reached Her Breaking Point,
Then for Her Hammer”
“Taking a hammer to Comcast”

60. Customer
Relations

61. Customer
Relations

62. Media/Blogger Relations • Customer Evangelism •
Internal Relations
Tools: follow, share valuable content, tweetups
Two-way symmetrical communication
Community
Building
Goal (long-term): Relationship

63. Relations
Media/Blogger
&
News dissemination tool Community to connect
with reporters
News

64. Evangelism
Customer

65. 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
“
“

66. 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
“
“

67. Listening/Monitoring • Broadcasting
Responding • Building Community
Remember:
Steps to
Claim your handle
1.
Set up your profile
2.
Decide on an engagement level:
3.
Remain authentic
4.