A Quick Guide to how "Twitter" can be an effective tool for Brands...More importantly "What brands should do on Twitter"

1. Twitter for Brands.
A basic guide to growing your brand on Twitter.

2. “Twitter is not a technology.It’s a
conversation. And it’shappeningwith or
with you.”
CharleneLi.

3. Twitter is big.…as if you neededanyconvincing.
Today:
500m users, 340m tweets/day, 400m unique/month
Source:MediaBistro.com

4. The biggest mistakewe seecompanies
makewhen they first hit Twitter is to
think about it as a channel to push out
information”
Tim O’Reilly.

5. Avoid making that mistakewith these five guidelines:
1. Listen
2. Beauthentic
3. Becompelling
4. Find the influencers
5. Extendoff-Twitter, onsite as well

6. Too many people failto realizethat real
communicationgoes inboth
directions.”
LeeIacocca.

7. Your customers are on Twitter.
…Whetheror not you are.
They are talkingaboutyou!! good
or bad.
Listento whatthey aresaying.

8. Listening: Search
Twitter searchis enormously
useful…
and under-utilized.
Byquery/ phrase
By username
By location
Bysentiment
Save your searches!

9. Example: Local Search
Search: People
looking for best
coffee in San
Francisco area.
Useful for: local
coffee shops, bigger
chains, customer
support,etc

10. Example: Customer Sentiment

11. Listening: 3rd Party Apps
Themostpowerful“listeningplatforms”are from3rd
partytools.
Betterwaytocreatebranddashboard:
-setsavedsearches,profiles
-managemultipleaccounts
-integratedanalytics
-scheduletweets
-manageworkflowwithteam

12. Listening: Data
http://hootsuite.com/about
Listen to the data….
figure outwhat’s working:
- Best time to tweet
- Most effective tweets
- Characteristics of most
retweeted,replied tweets
- Characteristics of highest traffic
drivers off-Twitter

13. Listening: Real-Time
Listen,and respond,
in real-time.
From @jamwithkarthik: “What kind of
experiences? Please do let us know, so
that we can assistyou with the same.”
Example:I tweeted bad Tata DoCoMo
Services experience. They responded <
4 minutes.

14. “The keyto successful leadershiptodayis
influence, notauthority.”Ken Blanchard.

15. Beforeengaging withusers, you should understand
their:
1. influence
2. relevance
3. background
… THEN determine response, speed, etc.
Who are You Talking To?

16. How? Try tools like “Klout”
Usetools like“Klout” tounderstand
individual user’s:
-influenceandreach
-topics of expertise
-network& similarusers

17. Use Influence for:
1. CustomerService:Manage&prioritize
CS workflows
2. Acquisition:Identifypotential
customers& partners
3. Marketing:Runtargetedcampaigns,
grow your following.

18. “Authenticity, honesty,and personal
voice underliemuch of what’s successful on
the web.”
Rick Levine.

19. Relate: Peoplewanttohear &interactwith real voices. Thebest
brands on Twitterare personable&real.
Why sopopular?
Non-corporate,unique,fun, relatable, responsive.

20. Create Conversation.
Twitteris not an advertisement. It is a conversation.
People relate to conversation. Not to advertising and
broadcasts.
Broadcast (i.e.TV) Conversation

21. “I am allforconversation. But youneed to
have amessage”
ReneeBlodgett.

22. What “IS” Compelling?
Simpleanswer:Wouldyou wantto gettheseupdatesvia
SMS?
- Unique content, spin
- Current / real-time focus
- Promotes more than themselves
- Exclusiveaccess: photos, deals, insights
- Conversational: two-wayplatform
- Fun, smart and worththe read

23. Examples: CompellingBrands (In my opinion)
Big brands
Personal
brands
E-commerce
Emerging

24. Examples: CompellingBrands(in Twitter’sopinion)
TwitterCase Studies

25. What is NOT Compelling?
- Corporate-onlyvoice
- Broadcastonly
- Highvolume
- Stalecontent
- Ordinary content
- Mostlyself-serving
- Self-infatuated

26. Example: NOT Compelling
80+tweets in 24 hrs
Ordinary / useless content:
Untargeted content:

27. “Successful brands don’t stop
on Twitter.com –they build social directly
intotheirweb and mobile experiences.”

28. Basic: Tweet Button

29. Better:Displayof multi-useractivitywithin-linereply,re-
tweetfunctions

30. Great: Fab’s “Feed”shows real-time purchases and
socialactivity

31. Socialfrom the Ground Up: Flipboardreimagines
Twitter reading& publishing

32. Summary:
1. Createconversation, not ads
2. Your voice:be compelling
3. Their voice: who’s talking?
4. Apply this toyour web, off-Twitter
5. Success requires dedicationto it(mentality,product,
people,tools)

33. Lastly,According to Twitter…

34. Want more? Let’s Connect.
:Jamwithkarthik
:http://www.linkedin.com/profile/view?id=13022537&trk=tab_pro
:ramanujam.karthik@gmail.com