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My presentation for New Business MN, where I made and defended the claim that 140 characters has changed business.
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Twitter:How 140 Characters Changed
Business
Who is this kid?
• Mitchell Hislop• 20• I have been doing
social media for…• Cool (intl)• <codename> LINGO• www.mitchellhislop.co
m
Twitter?
• Twttr– 21 March, 2006– SMS dispatch service– E.g. I am at this awesome club in SF– First message: “just setting up my twttr”
• (http://twitter.com/jack/status/20)
HOW DID THIS “SMS DISPATCH” CHANGE BUSINESS?
SXSWi
2007
Usage tripled
THE way to find your way around the festival
Twitter hits the mainstream
• Everyone could use it• Everyone knew about
it• The demographic of
users caused the change
@,#,D?
• Users drove innovation• @ replies• Hashtags• Direct Messages
Where is Twitter now?
• ~60 Million accounts• Public IM• Crowdsourcing• Business Tool• NOT a direct marketing channel
HOW CAN BUSINESSES BENEFIT FROM TWITTER?
Takeaway #1
Twitter and business:Two main camps
• Marketing/PR– Increase awareness– Run promos– Gauge interest– Tap the “pulse”
• See: @BajaSol
• Customer Service– Stop rants– Get public opinion– Help customers
resolve issues
• See: @ComcastCares
Twitter for Business 101
• Be Organic• Be Organic• Be Organic• You need a human manning it, not bots &
feeds• Integrate it into your overall strategy• Essential in times of needing fast
communication
101 cont.
• Join the conversation around your brand– Note: You are NOT
controlling it
• Monitor your online reputation
TIPS FROM SOMEONE IN THE KNOW
On the ground, in the trenches,
Twitter Clients
• Seesmic Desktop• Tweetdeck• CoTweet• Tweetie• UberTwitter• Twitterberry• CETwit
Twitter Policy
Pros
• CYA• Keep everyone on the
same page• Keep the corporate
message
Cons
• Cuts down on organic conversation
• Can cause issues if you make it too strict
WHAT TWITTER REALLY MEANS FOR BUSINESS.
Now forget everything
What Twitter has done
• Changed the structure of communications between brands and the masses
• Made users want more things real-time• Gave users an output for their thoughts on
a brand
Changed the structure
• Everyone is equal• 1:1
Café-shaped conversations
Real-time
• Wildfires• Wildfires
USERS CAN TALK ABOUT YOU, IN ANY WAY, AT ANY TIME, TO LOTS OF PEOPLE
The biggest change…
Why Twitter?
• First• Best• SXSW• Winner of the microblogging format war
TWITTER DOESN’T MATTERIt’s changes matter, but
It could be any service
• It just so happens to be Twitter right now• Twitter could change tomorrow• Users will stay the same• Users will want the same
What Twitter means for business
• A paradigm shift• A new channel for interacting• A new part of your marketing mix
Contact us for resources
Any Questions? Q&A at the end.
Want to tweet about me?
@mitchellhislop
@coolintl
@codenamelingo