Transcript
Page 1: Four ways brands use Twitter

FOUR WAYS BRANDS USE TWITTER

NMA Live 09 - London@KerryatDell Communications, Dell Inc.

© Dell

Page 2: Four ways brands use Twitter

WHAT IS THE OPPORTUNITY?

2

Sources: Hubspot Jan09 / Hitwise June09© Dell

Page 3: Four ways brands use Twitter

WHAT TYPE OF MEDIA IS SHARED?

3UK Source: Robin Goad Hitwise June09

Twitter has become a key source of traffic to other websites.

During May 2009 Twitter was the 30th biggest source of traffic, accounting for 1 in every 350 visits.

© Dell

Page 4: Four ways brands use Twitter

WHAT IS TWITTER?

4© Dell

Page 5: Four ways brands use Twitter

TWITTER PAGE ELEMENTS

DELL CONFIDENTIAL 5

Icon/Image

Ba

ckg

rou

nd

Account Name / Handle

Bio

Last post (update or response)

Other Twitter accounts this person is following

Page 6: Four ways brands use Twitter

A FEW BASICS

DELL CONFIDENTIAL 6

Mentions:

URL shortening:

Trending:

Re-tweeting - RT:

Reply / Direct Messages – D:

Page 7: Four ways brands use Twitter

TWITTER ETIQUETTE

Be a person (of course) Have fun, be engaging, share,

collaborate Take the time to complete your

profile Remember that you represent

your company Be customer focused Avoid bad language or

phrases that may be offensive in another's eyes

Follow those who follow you

7© Dell

Page 8: Four ways brands use Twitter

ESSENTIAL TOOLS

8© Dell

Page 9: Four ways brands use Twitter

Who are you trying to network/converse with and why? Listen to your target audience. What would add value? You may have multiple objectives, but there should be

one primary objective.

CONSIDERATIONS BEFORE YOU START

DELL CONFIDENTIAL 9

Page 10: Four ways brands use Twitter

SOME TWITTER OBJECTIVES

10© Dell

Page 11: Four ways brands use Twitter

OBJECTIVES:

- Share Exclusive Offers- Customer acquisition

RESULTS:

BUSINESS DISCOUNTS

• @DellOutlet is in the top 100 Twitter accounts (over one million followers, increasing ~6K per day)

• Sold more than $3M in merchandise since 2007• Expanded into other businesses and counties

www.dell.com/twitter DellOutletUK© Dell

Page 12: Four ways brands use Twitter

NETWORKING / PERSONAL BRAND

12

OBJECTIVES:

Raise visibility, share points of view, drive viewers to works

RESULTS:

• Many leaders and big thinkers are using twitter to advance their personal brand

• http://mashable.com/2009/05/20/twitter-personal-brand/

© Dell

Page 13: Four ways brands use Twitter

CUSTOMER SUPPORT

13

OBJECTIVES:

- Engage customers - Improve customer relations

RESULTS:

• Regarded widely as a successful customer service channel. - Handles a small proportion of companies support requests

• Frank Eliason and team listen to customers, and meets them where they already are

• Over 21,000 followers

Twitter address: @ComcastCares © Dell

Page 14: Four ways brands use Twitter

THOUGHT LEADERSHIP / NEWS FEED

14

OBJECTIVES:

- Share real time news and views

RESULTS:

• Media uses twitter as a source of news in real time

• Consumers and companies are sharing news

© Dell

Page 15: Four ways brands use Twitter

FURTHER READING?

http://blogs.telegraph.co.uk/shane_richmond/blog/2009/01/06/twitter_a_stepbystep_guide_to_getting_started

www.chrisbrogan.com/50-ideas-on-using-twitter-for-business

www.readwriteweb.com/archives/5_ways_to_find_more_friends_on_twitter.php

http://mashable.com/2009/06/24/twitter-brand-best-practices/

15© Dell

Page 16: Four ways brands use Twitter

HAPPY TWEETING!

16

@KerryatDell