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A quick look at how brands are using Twitter for business purposes. Includes an introduction on Twitter, updated statistics, case studies and useful tools.
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How To Use Twitter For Business?
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“Twitter is not a technology. It’s a conversation. And it’s happening with or with you.” - Charlene Li Co-Author of Groundswell
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As of August 2012, Twitter received nearly 42 million UMVs
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A study from Sysomos shows the top 10% of Twitter users make up for more than 86% of the total Tweets – pointing out that the more
followers a person has the more frequently they are likely to Tweet.
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Twitter handles over 517 million accounts and 340 million tweets per day
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1 million accounts currently added to Twitter everyday
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Twitter Statistics : India
Twitter users in India - 16 Million Twitter page views per month from India - 12.4 Million Male : Female ratio - 60 : 40 Top 3 brands on Twitter in India - MTV India, Times of India &
Vodafone India. Since 2010, Twitter users in India have increased by 191%,
with more than 20,000 users having 500+ followers that read their updates daily.
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Top 5 Indian Twitter Brands No of Followers
MTV India 492096
NDTV 457323
Times of India 341831
IPL 272066
CNN-IBN 202464
MTV India NDTV Timesofindia IPL CNN-IBN 0
100000
200000
300000
400000
500000
600000
Top 5 Twitter Brands in India
No of Followers
Twitter Statistics : India
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Twitter users are frequent online users overall; 50% go online more than once an hour
Source: CMB Consumer Pulse Research, 2011
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Twitter may be early in its lifecycle; nearly half of users have been tweeting less than one year
Source: CMB Consumer Pulse Research, 2011
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Most Twitter users are selective about brands they follow; 79% follow fewer than 10 brands
Source: CMB Consumer Pulse Research, 2011
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One-third of brand followers are interacting with brands more this year than the previous year
Source: CMB Consumer Pulse Research, 2011
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Twitter users under 35 are much more likely to follow brands on Twitter than are older users
Source: CMB Consumer Pulse Research, 2011
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75% of followers have never “un-followed” a brand
Source: CMB Consumer Pulse Research, 2011
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People follow brands to receive exclusivity, promotions, and be “in the know”
Source: CMB Consumer Pulse Research, 2011
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Followers read brand posts more than they tweet about brands
Source: CMB Consumer Pulse Research, 2011
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60% of followers say they’re more likely to recommend a brand to a friend after following
Source: CMB Consumer Pulse Research, 2011
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Half of followers say they’re more likely to buy a brand after following
Source: CMB Consumer Pulse Research, 2011
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“The biggest mistake we see companies make when they first hit Twitter is to think about it as a channel to push out information.”- Tim O’Reilly.
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Avoid making that mistake with these five guidelines
1. Listen
2. Be authentic
3. Be compelling
4. Find the influencers
5. Extend off-Twitter, onsite
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“Too many people fail to realize that real communication goes in both directions.” - Lee Lacocca.
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Your customers are on Twitter
…Whether or not you are.
They are talking about you; good or bad.
Listen to what they are saying.
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Your customers are on Twitter
…Whether or not you are.
They are talking about you; good or bad.
Listen to what they are saying.
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Your brand is being defined by what others are saying about it
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Listening: Search
Twitter search is enormously useful…and under-utilized.
By query / phraseBy usernameBy locationBy sentimentSave your searches!
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Example: Local Search
Search: People looking for best coffee in San Francisco area.
Useful for: local coffee shops, bigger chains, customer support, etc.
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Listening: 3rd Party Apps
The most powerful “listening platforms” are from 3rd party tools.
Better way to create brand dashboard:- set saved searches, profiles- manage multiple accounts- integrated analytics- schedule tweets- manage workflow with team
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Listening: Data
Listen to the data….figure out what’s working:- Best time to tweet- Most effective tweets- Characteristics of most
retweeted, replied tweets- Characteristics of highest traffic
drivers off-Twitter
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Listen, and respond, in real-time.
From @wholefoods: “the online community doesn’t recognize office hours – nor should they. Waiting until Monday is just not good enough.”
Listening: Real-Time
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“The key to successful leadership today is influence, not authority.”- Ken Blanchard.
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Before engaging with users, you should understand their:1. Influence2. Relevance3. Background
… THEN determine response, speed, etc.
Who are You Talking To?
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Before engaging with users, you should understand their:1. Influence2. Relevance3. Background
… THEN determine response, speed, etc.
Who are You Talking To?
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Use Klout to understand individual user’s:- influence and reach- topics of expertise- network & similar users
Hint: try Klout’s Chrome app and see Klout scores on Twitter.com.
How? Try Klout.
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Customer Relations Crisis Management Corporate Reputation Management Issue Advocacy Event Activation Product Promotion and Sales
Use Influence To:
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“Authenticity, honesty, and personal voice underlie much of what’s successful on the web.”- Rick Levine.
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People want to hear & interact with real voices.The best brands on Twitter are personable & real.
Why so popular? Non-corporate, unique, fun, relatable, responsive.
Be Relatable
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Twitter is not an advertisement. It is a conversation.People relate to conversation. Not to advertising and broadcasts.
Broadcast (i.e. TV) Conversation
Create Conversation.
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“I am all for conversation. But you need to have a message.”- Renee Blodgett.
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Simple answer: Would you want to get these updates via SMS?
- Unique content, spin- Current / real-time focus- Promotes more than themselves- Exclusive access: photos, deals, insights- Conversational: two-way platform- Fun, smart and worth the read
What IS Compelling?
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- Corporate-only voice- Broadcast only- High volume- Stale content- Ordinary content- Mostly self-serving- Self-infatuated
What is NOT Compelling?
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80+ tweets in 24 hrsOrdinary / useless content:
Untargeted content:
Example: NOT Compelling
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Better: Display of multi-user activity with inline reply, retweet functions
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Great: Fab’s “Feed” shows real-time purchases and social activity
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Takeaways
1. Create conversation, not ads2. Your voice: be compelling3. Their voice: who’s talking?4. Apply this to your web, off-Twitter5. Success requires dedication to it (mentality, product, people, tools)
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