twitter: all you need to know--how to use twitter for your business
TRANSCRIPT
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Twitter: all you need to know How to use Twitter for your business
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Agenda
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02. Twitter in a nutshell
03. Twitter in numbers
00 Summary
04. Twitter and business
05. Twitter: optimize your presence
01. Background
06. Twitter: a brainteaser?
00. Vanksen
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00. About Vanksen
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“connecting brands& consumers”
00.1. Philosophy
About Vanksen00 01 02 03 04 05 06
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00.2. Locations
About Vanksen00 01 02 03 04 05 06
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00.3. Fields of activity
About Vanksen00 01 02 03 04 05 06
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00.4. Some of our clients
About Vanksen00 01 02 03 04 05 06
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01. Background
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“A society of immediateness”
01 .1. Social change
Background00 01 02 03 04 05 06
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01 .1. Social change
Background00 01 02 03 04 05 06
Fast food35 minutes: the average time of a lunch break in France
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01.1. Social change
Fast fashion
Background00 01 02 03 04 05 06
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30,000 new models per year in 2005
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01.1. Social change
Fast technology
Background00 01 02 03 04 05 06
Evolution of the iPod in 8 years
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01 .1. Social change
Fast information
Background00 01 02 03 04 05 06
US Airways crash
▪ The first pictures of the crash were posted online via Twitpic on the microblogging site Twitter by a user who had witnessed the accident.
▪ The pictures traveled around the world in only a couple of minutes.
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01 .2. Evolution of communication
Means of communication
Background00 01 02 03 04 05 06
Hyper-connectivity
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01 .3. Evolution from blogging to Twitter
Background00 01 02 03 04 05 06
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01 .3. Evolution from blogging to Twitter
Background00 01 02 03 04 05 06
It’s just like… …only that…
A blog post… … you can only use 140 characters
Updating one’s Facebook status… … it is visible on innumerable media
A big chat… … you choose who you follow
An instant messaging service…… it is public and archived on the
Web [which allows for scanning the posted information]
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01 .3. Evolution from blogging to Twitter
Background00 01 02 03 04 05 06
Microblogging = fast and public
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01 .4. Where is Twitter within the social media landscape?
A less known, but promising service
Background00 01 02 03 04 05 06
Number of users in the USA and growth in 2008 vs. 2009
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Sour
ce: N
iels
en O
nlin
e
Number of unique users in millions
Growth 2008–2009
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01 .4. Where is Twitter within the social media landscape?
But a service adopted by a powerful niche group
Background00 01 02 03 04 05 06
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02. Twitter in a nutshell
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02 .1. Presenting Twitter
Twitter in a nutshell00 01 02 03 04 05 06
A means of communication
A place to share and consume information
A new real-time search engine
A service for Web users
A discussion forum
A tool for listening and analyzing
A traffic generator
A means to meet new people and to create new connections
A means to talk about what you are doing right now
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Twitter is:
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02 .1. Presenting Twitter
Twitter in a nutshell00 01 02 03 04 05 06
“What are you doing?”
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02 .1. Presenting Twitter
Twitter in a nutshell00 01 02 03 04 05 06
What is important to my followers and me?
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Latest: Jackass's Successor…http://tinyurl.com/lke8p5 about 2 hours ago
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02 .1. Presenting Twitter
Twitter in a nutshell00 01 02 03 04 05 06
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Max. 140 characters
Followers and followingCustomizable
02.1. Presenting Twitter
Twitter in a nutshell00 01 02 03 04 05 06
Free & easy to use
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02 .1. Presenting Twitter
Twitter in a nutshell00 01 02 03 04 05 06
+=
Interoperability between your blog and Twitter: When you update your blog, your Twitter account is updated automatically
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Share interesting postsBlog posts are re-published on Twitter
02 .1. Presenting Twitter
Twitter in a nutshell00 01 02 03 04 05 06
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02 .1. Presenting Twitter
Twitter in a nutshell00 01 02 03 04 05 06
+=
aa When you update your Twitter account, your Facebook account is updated Interoperability between Facebook and Twitter
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automatically, and vice versa
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02 .1. Presenting Twitter
Twitter in a nutshell00 01 02 03 04 05 06
Share interesting posts
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in connection with Facebook
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02 .1. Presenting Twitter
Twitter in a nutshell00 01 02 03 04 05 06
As many contact opportunities
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blog
Example of one person’s blog, Twitter, and Facebook
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02 .1. Presenting Twitter
Twitter in a nutshell00 01 02 03 04 05 06
Automatically posted from your blog’s RSS feed
Posted to share a link or an experience Posted to share a tweet you received from your community (RT or retweet)
Posted as a response to someone (@username)
Posted as a response to someone, with only this person being able to see the
message (DM or direct message)
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Message types
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Message types
02 .1. Presenting Twitter
Twitter in a nutshell00 01 02 03 04 05 06
Response to/@: direct message visible to all, sent to one or several persons
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Thanks my friend !
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Message types
02 .1. Presenting Twitter
Twitter in a nutshell00 01 02 03 04 05 06
Retweet/RT: forwards a tweet, allows for relaying a piece of information
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Look at this video !!
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Message types
02 .1. Presenting Twitter
Twitter in a nutshell00 01 02 03 04 05 06
Direct message/DM: message visible only to the person in question
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DM@Davidous : Check this out, it's simply magical: http://bit.ly/1a9EUe
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Who is on Twitter?
02 .1. Presenting Twitter
Twitter in a nutshell00 01 02 03 04 05 06
Opinion leaders, influencers, celebrities…
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Who is on Twitter?
02 .1. Presenting Twitter
Twitter in a nutshell00 01 02 03 04 05 06
… and many bloggers (who spread content)
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Who is not on Twitter?
02 .1. Presenting Twitter
Twitter in a nutshell00 01 02 03 04 05 06
Twitter is not yet a media used by the general public
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02 .1. Presenting Twitter
Twitter in a nutshell00 01 02 03 04 05 06
Because it is growing exponentially Because it is a model for other platforms Because is has an exemplary acceleration process
Twitter is a new means of communication It allows for analyzing people’s thoughts, perceptions and interests in real time It is the only real-time search engine currently available It is a legitimate service channel for consumers
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Why is Twitter so relevant?
But most of all because:
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02 .1. Presenting Twitter
Twitter in a nutshell00 01 02 03 04 05 06
Tweet: a message on Twitter; or: to post a message on Twitter Hashtag: trending topic (e.g. swine flu), marked by “#” Tweetup: Twitter users meeting in real life (yes, it happens!) Twitpic: application for posting pictures on Twitter Twitterview: a conversation generating follow-up (like an interview) Dweet: message posted when drunk RT: forwarding someone else’s tweet @: used to answer someone (message appears differently for the recipient)
For more Twitter-speak, check out: http://twictionary.pbworks.com/
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Some Twitter-speak
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02 .1. Presenting Twitter
Twitter in a nutshell00 01 02 03 04 05 06
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Tinyurls140 characters do not leave space for long URLs
Obviously, speak only about
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bit.ly: one of 170 URL-shortening tools
02 .1. Presenting Twitter http://bit.ly.com
Twitter in a nutshell00 01 02 03 04 05 06
140 caractères ne permettent pas de mettre de longues URL
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02 .2. Types of Twitter profiles
followersfollowing
Twitter in a nutshell00 01 02 03 04 05 06
When you sign up, your follower, following and community rates are low Beginners
community
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persons who follow youpersons you follow
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02 .2. Types of Twitter profiles
community
followers
following
Twitter in a nutshell00 01 02 03 04 05 06
Follow many interesting persons, but follower-following imbalanceInformation gluttons
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02 .2. Types of Twitter profiles
community
followersfollowing
Twitter in a nutshell00 01 02 03 04 05 06
Follow only a few persons, but are followed by manyThe “popular ones”
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02 .2. Types of Twitter profiles
followers
following
community
Twitter in a nutshell00 01 02 03 04 05 06
Community Twitterers Follow those who follow them and vice versa
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02 .3. The Twitter network
Twitter in a nutshell00 01 02 03 04 05 06
An exponential network
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02 .3. The Twitter network
Twitter in a nutshell00 01 02 03 04 05 06
A network for mutual help
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I’m looking for an intern in communication for 6 months, as soon as possible (700€). Please RT
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02 .3. The Twitter network
Twitter in a nutshell00 01 02 03 04 05 06
32 re-tweets and potentially 10,000 generated contacts
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02 .4. How can you access Twitter?
Twitter in a nutshell00 01 02 03 04 05 06
On www.Twitter.com
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02 .4. How can you access Twitter?
Through a widget
Twitter in a nutshell00 01 02 03 04 05 06
Application installed on your desktop
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02 .4. How can you access Twitter?
Twitter in a nutshell00 01 02 03 04 05 06
Top 10 of Twitter’s most popular clients
Top 10 Twitter Web clientsTweetDeckTwitterfeedTwhirlTwitterrificTweetieTextMobileTwitterfonTwitPic
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02 .4. How can you access Twitter?
On your mobile phone
Twitter in a nutshell00 01 02 03 04 05 06
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02 .4. How can you access Twitter?
Twitter in a nutshell00 01 02 03 04 05 06
On Twitter platforms on mobile phones
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IphoneTwittieTwitterfonTwitterrificTwitterlator
Windows MobileTwinkini
AndroidTwitterdroid
BlackberryTwitterberr
Multi-platformsSlandrTwinyTwitter
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02 .4. How can you access Twitter?
Through an RSS feed
Twitter in a nutshell00 01 02 03 04 05 06
NetVibes, iGoogle, etc.
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02 .4. How can you access Twitter?
Twitter in a nutshell00 01 02 03 04 05 06
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on a mobile phone
through a desktop widget
through an RSS feed
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Open API
A library that allows programmers and developers to develop their own application, thanks to open platform codes
02 .5. Associated services
Twitter in a nutshell00 01 02 03 04 05 06
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02 .5. Associated services
Indispensable applications
Twitter in a nutshell00 01 02 03 04 05 06
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Popularity Research
Filter
Statistics
Mobile
RSS
Design
Follow
Image & video
Trends
Prolong Local
The tool box
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02 .6. What do people talk about on Twitter?
Twitter in a nutshell00 01 02 03 04 05 06
Personal matters…On Twitter you can say what you are doing…
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02 .6. What do people talk about on Twitter?
Twitter in a nutshell00 01 02 03 04 05 06
… or professional ones!… Twitter is most of all a tool to ask and answer questions
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02 .6. What do people talk about on Twitter?
Twitter in a nutshell00 01 02 03 04 05 06
About your brands…
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02 .6. What do people talk about on Twitter?
Conversation topics
15% marketing
56% job-related
28% personal
Twitter in a nutshell00 01 02 03 04 05 06
Be it private or professional: people talk about topics that interest their community
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02 .7. Why is everyone talking about Twitter?
Twitter in a nutshell00 01 02 03 04 05 06
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02 .7. Why is everyone talking about Twitter?
A permanent and immediate source of information
Twitter in a nutshell00 01 02 03 04 05 06
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Sour
ce: D
enis
Bal
enco
urt’s
blo
g
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02 .7. Why is everyone talking about Twitter?
Many journalists are on Twitter
Twitter in a nutshell00 01 02 03 04 05 06
Discovery Channel
CNN
Over 200 French journalists, only 1 click away…
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BBC
Wall Street Journal
CNBC
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02 .7. Why is everyone talking about Twitter?
Constant interaction
Twitter in a nutshell00 01 02 03 04 05 06
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02 .7. Why is everyone talking about Twitter?
And what about content creation?
Twitter in a nutshell00 01 02 03 04 05 06
Twitter allows for relaying new information fast
Re-tweeting vs. content creation
Still few content producers on Twitter
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03. Twitter in numbers
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03 .1. Growth
Twitter in numbers00 01 02 03 04 05 06
752% growth in 2008
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03 .1. Growth
3 million tweets are exchanged every day
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03 .2. Activity on Twitter?
21% of users have never posted content
50% of users have not posted content in the last 7 days
94% of users have less than 100 followers
5% of users generate 75% of activity (10% generate 86%)
Still not dynamic enough
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03 .3. Who is on Twitter?
Twitter = influencers?A minority followed by the majority of users
Sour
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ubsp
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03 .3. Who is on Twitter?
Age structure
Mature users: aged 25–54 years
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kete
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03 .4. The interest for companies?
Twitter remains highly relevant for companies
An obvious ”business” application compared to the more person-centered Facebook
Relevant, influential, qualified, and easily accessible contacts
An easy link with blogs + stronger interactivity
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04. Twitter and business
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04 .1. What can you do?
viralizePR
watchcustomer service
sales
conference
monitoring
Twitter and business00 01 02 03 04 05 06
find clients
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04 .2. Twitter and brands
Twitter and business00 01 02 03 04 05 06
Are brands on Twitter?
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04 .2. Twitter and brands
Twitter and business00 01 02 03 04 05 06
Find all corporate accounts
http://twibs.com/
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04 .3. PR http://monitter.com/
Monitter
Twitter and business00 01 02 03 04 05 06
Or real time, with different clients
Many free tools are regularly developed in order to find out what is being said about your brand, for example Monitter, a tool to monitor keywords. Tools like coTweet allow for finding out what is being said
about you, but also for managing different Twitter accounts simultaneously.
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04 .3. PR
Manage several accounts
Twitter and business00 01 02 03 04 05 06
As a team
http://cotweet.com/
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04 .3. PR
Manage several accounts
Twitter and business01 02 03 04 05 06
As a team
http://hootsuite.com/
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04 .3. PR
Twitter and business00 01 02 03 04 05 06
Interact with your community Ask questions
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04 .3. PR
Become a reference
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04 .3. PR
Twitter and business00 01 02 03 04 05 06
A source of information
“There's a plane in the Hudson. I'm on the ferry going to pick up the people. Crazy.”
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04 .3. PR
“As far as I know, nothing on Earth goes faster than Twitter. Neither I,
nor TV, nor agencies.”
Twitter and business00 01 02 03 04 05 06
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04 .4. Monitoring
Twitter and business00 01 02 03 04 05 06
Search.Twitter allows for monitoring your brand and to create an RSS feed in order to systematically receive alerts when someone is talking about you.
Search.Twitter
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Tweetscan
04 .4. Monitoring
Twitter and business00 01 02 03 04 05 06
http://www.tweetscan.com/
Tweetscan and Tweetbeep allow for monitoring certain keywords, with an email alert system.
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Tweetbeep
04 .4. Monitoring
Twitter and business00 01 02 03 04 05 06
http://tweetbeep.com/
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Follow who uses your URL without naming you
04 .4. Monitoring
Twitter and business00 01 02 03 04 05 06
http://backtweets.com/
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04 .5. Customer service
Why?
Twitter and business00 01 02 03 04 05 06
Make a target with high added value loyal (influencers)
Avoid bad buzz (people who are on Twitter are active elsewhere)
Save money
How?
Create a special customer account
Be reactive and available
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04 .5. Customer service
The Comcast case
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04 .5. Customer service
The Comcast case
Twitter and business00 01 02 03 04 05 06
Comcast has set up an online customer service center that monitors what is being said about the brand and directly answers the person in question, solving the problem as fast as possible.
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04 .6. Sales
Why?
Twitter and business00 01 02 03 04 05 06
Unite an existing community
Make customers loyal
Find new clients (through targeted searches on keywords)
How?
Play on the immediateness of Twitter for fast sales
Play on the “pre-launch” effect for the community
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04 .6. Sales
The Dell case
Twitter and business00 01 02 03 04 05 06
Over 2 million dollars generated on Twitter
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04 .6. Sales
Accessible to small entities
Twitter and business00 01 02 03 04 05 06
No software No subscription d’abonnement No need to have an existing data base
http://Twitter.com/albionsoven
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04 .7. Viral game
Twitter and business00 01 02 03 04 05 06
Why?
Gather existing and influential communities
Create a database of customers who are highly relevant for your brand
Find new clients
How?
Create a link between a website/blog and Twitter
Be interactive with your target
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04 .7. Viral game
Twitter and business00 01 02 03 04 05 06
http://www.harrypottertweet.com/
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Jinx your followers…
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04 .7. Viral game
Over 2,700 followers
Creating an opt-in data base of opinion leaders Engaging participants
Twitter and business00 01 02 03 04 05 06
▪ Objective: obtain a maximum of points by answering questions as fast as possible▪ Participation: sign up on 2018blog.com (creating a qualified opt-in data base)▪ Engagement: sign up on the website + follow the Twitter account + stay connected to be able to answer as fast as possible
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04 .8. Conference and tradeshow
Twitter and business00 01 02 03 04 05 06
Why?
Promote an event and raise the number of participants
Get influencers’ attention Offer “live” information for those who can’t attend and make them want to
participate the next time
How?
Involve people in the event’s creation
Talk about the event in real time
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04 .8. Conference and tradeshow
The L’Oréal Festival
Twitter and business00 01 02 03 04 05 06
Results: 2,181 followers
Objectives:▪ Preempt a new media (Twitter) to be part of the conversation about a key event▪ Attract influencer attention (online media and bloggers)▪ Offer live information to those who can’t attend the show▪ Create links with Twitter communities and get people talking about it
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04 .9. Create an intranet
Internal collaborative intelligence on Twitter
Twitter and business00 01 02 03 04 05 06
https://www.yammer.com//
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04 .10. An option, not a strategy
“Twitter is a link in the communication chain, not a strategy in itself.”
Twitter and business00 01 02 03 04 05 06
Grégory PouyVanksen Communication Director
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04 .10. An option, not a strategy
Twitter and business00 01 02 03 04 05 06
Twitter is certainly not a tool that is massively used by the general public, such as Facebook or YouTube, but it has a qualitative audience, its users also being opinion leaders.
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04 .11. The question of online visibility
Moderate visibility in search engines … but an extra opportunity Traffic creation through link exchange
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05. Twitter: optimize your presence
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05 .1. What are your objectives?
Twitter: optimize your presence00 01 02 03 04 05 06
spread information, become a reference
enhance your visibility and generate traffic
competition monitoring
monitoring
corporate intranet
promote your products/services
create a community
…
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05 .2. And now?
Twitter: optimize your presence00 01 02 03 04 05 06
Get interested in it now…because afterwards it’s too late!
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Create your account
05 .2. And now?
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Reserve your name
05 .2. And now?
Twitter: optimize your presence00 01 02 03 04 05 06
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Leader
Society
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Define your editorial policy
05 .2. And now?
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05 .3. Customize your page
use your logo as avatar
enter bio information
use your corporate identity for the fonts
your website/blog URL
Twitter: optimize your presence00 01 02 03 04 05 06
customize the background to reflect your universe
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05 .3. Customize your page
Example of how not to do it
Twitter: optimize your presence00 01 02 03 04 05 06
Unattractive, hardly any reference to the brand, few updates
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05 .3. Customize your page
Givenchy
Twitter: optimize your presence00 01 02 03 04 05 06
An excellent example of a Twitter account from which the brand benefits
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05 .3. Customize your page
Apple
Twitter: optimize your presence00 01 02 03 04 05 06
Apple has manged to create a large community around its products and services
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05 .4. Choose a spokesperson
Ford
Twitter: optimize your presence00 01 02 03 04 05 06
Scott Monty
Scott Monty, head of social networks at Ford manages the brand’s Twitter account.Giving a brand a human face facilitates exchanges and inspires trust in consumers.
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05 .4. Choose a spokesperson
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Christi Southwest Airlines
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05 .5. Cybersquatting
Some examples…
Twitter: optimize your presence00 01 02 03 04 05 06
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05 .5. Cybersquatting
Some examples…
Twitter: optimize your presence00 01 02 03 04 05 06
▪ Your name appears in the address bar (http://Twitter.com/nokia).▪ The account can damage your image.▪ Twitter does not give the domain name to the legitimate owner, but simply closes the account completely.▪ An account that is not active more than 6 months is automatically deleted.
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05 .5. Cybersquatting
Some examples…
Twitter: optimize your presence00 01 02 03 04 05 06
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05 .5. Cybersquatting
Some examples…
Twitter: optimize your presence00 01 02 03 04 05 06
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05 .5. Cybersquatting
Some examples…
Twitter: optimize your presence00 01 02 03 04 05 06
The customization of this account promotes the brand Yves Saint-Laurent, a direct competitor of Chanel.
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05 .6. What are the rules of the community?
Exchange
Twitter: optimize your presence00 01 02 03 04 05 06
Be accessible &
authentic
Be present regularly
Three golden rules
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05 .6. How to gather followers
Twitter: optimize your presence00 01 02 03 04 05 06
Follow people who are likely to follow you
Take part in the conversation (blogs, forums, etc.)
Communicate on your Twitter account: integrate Twitterinto your website and place a link to your account on your Facebook fan page, in your email signature, etc.
Follow influencers in your domain (followfriday, tweeterio, etc.)
Follow those who talk about you (using monitter, twollow, etc.)
Carefully fill in your bio, using keywords: it’s one of the first things people read before they decide to follow you
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4
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05 .6. How to gather followers
Twitter: optimize your presence00 01 02 03 04 05 06
Use rankings to find people to follow
http://www.Twitterio.fr
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President Barack Obama
05 .6. How to gather followers
Twitter: optimize your presence00 01 02 03 04 05 06
An example of success
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Pizza Hut
05 .6. How to gather followers
Twitter: optimize your presence00 01 02 03 04 05 06
Exchange
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05 .7. What are the structural implications?
Invest a little time every day
Twitter: optimize your presence00 01 02 03 04 05 06
No need to have a dedicated person in the beginningUse tools permitting for the management of accounts by teams
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06. Twitter: a brainteaser?
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06 .1. Twitter tips and tricks
Twitter: a brainteaser?00 01 02 03 04 05 06
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06 .1. Twitter tips and tricks
Twitter: a brainteaser?00 01 02 03 04 05 06
Always tweet with @yourname and leave space for retweets
Answer all your @ (responses)
PLEASE do not automatically answer DM (direct messages)
Use emoticons to your advantage (sometimes this makes all the difference) Make your Twitter human (mix professional and personal information), do not only speak about yourself Do not become THIS person (default avatar)
Some useful tips
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06 .1. Twitter tips and tricks
Twitter: a brainteaser?01 02 03 04 05 06
Thinking that Twitter is like email and spamming your followers
Using Twitter for personal promotion only
Not paying attention to what you post
Not answering questions you are asked
Publishing information irregularly
Not personalizing your profile
Mistakes to avoid
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06 .2. What can you find on Twitter?
Twitter: a brainteaser?00 01 02 03 04 05 06
The latest events and information
http://www.twitscoop.com/
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06 .3. Better understand Twitter
Twitter: a brainteaser?00 01 02 03 04 05 06
Popular subjets around Twitter
http://Twitter.alltop.com/
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