Social media tools like Twitter are redefining how your customers and stakeholders interact online. Isn’t it time to see if your business can leverage the power of this microblogging platform? In this interactive Lunch+Learn Webinar, you’ll get a step by step breakdown of how the Twitter service works and how to get started using it. Moreover, you’ll be able to engage with industry experts on practical ways to integrate Twitter into your business. Attend this one-hour Webinar to learn: *How to get started using Twitter *Twitter do’s and don’ts *How businesses of all sizes use Twitter to gain an advantage *And more...

1. Twitter for Business
Using Twitter to Gain a
Competitive Advantage
Listen to audio over your computer speakers
or you may dial in:
Australia #: 02 8014 7529
New Zealand #: 0800 451 500
Access Code: 667-605-912
We will begin at approximately 12pm Australian EST

2. Introduction to moderator
Josh Mehlman
Editor
NETTmagazine
www.nett.com.au
@nettmag
© 1997-2009 Citrix Online, a division of Citrix Systems, Inc. All rights reserved 2

3. Lunch+Learn Hashtags
#twitter4biz
#lunchnlearn
© 1997-2009 Citrix Online, a division of Citrix Systems, Inc. All rights reserved 3

4. GoToWebinar Attendee Interface
1. Viewer Window 2. Control Panel
Type your question here
© 1997-2009 Citrix Online, a division of Citrix Systems, Inc. All rights reserved 4

5. Our speakers
Brian Giesen Jonathan Crossfield
Director, Strategy Marketing Manager
Ogilvy
Netregistry
360oDigital Influence
© 1997-2009 Citrix Online, a division of Citrix Systems, Inc. All rights reserved 5

6. Twitter-genda
01 What is Twitter and Why Businesses Should Care
02 Five Twitter Strategies to Suit Your Business
03 Why Twitter?
04 Twitter Tools
05 Do’s and Don’ts
06 Questions & Answers

7. What is Twitter?

8. Highly popular with celebrities, media and
executives, Twitter is a microblogging
platform composed of 140 character answers
to 1 simple question: “What are you doing?”

9. April 2009
501 Aussie Journos
December 2008 on Twitter
Dell Generates $1
Million from Twitter
April 2008
Comcast Uses
March 2007 Twitter to Help
Twitter wins Customers
SXSW Award
June 2009
More than 2
billion Tweets
April 2009
Ashton Beats CNN to
1,000,000 followers
April 2007 November
Obama Joins
2008
Twitter
The Real Shaq
joins Twitter
July 2006
Twitter Goes
Live

10. In Australia, the annual growth rate for Twitter
is 3,200% over the past year.

11. As of May 2009, Twitter received more than 20
million unique monthly visitors (UMVs),
surpassing many mainstream news sites such
as NYTimes.com.

12. You can Tweet by using:
• Twitter.com
• Desktop applications
• Mobile devices

13. Setting up a Twitter handle
1. Include brand name. The name of the company should be included in at least your bio, and
ideally your handle as well.
2. Tweet transparently. Disclose whether the handle will be maintained by one individual or a
team of people within the company.
3. Use a real photo. Use a real photo as your followers will want to see that you’re a real person.
Enlist a designer to jazz it up.
4. Protect against brand jacking. Consider registering variations of your brand (i.e. Nike,
Nikeshoes, etc) in an effort to protect against brand jacking.
5. Create a Twitter schedule. Define the roles and responsibilities internally among your
team members.
6. Don’t protect updates. Unless you have a real business reason, a tendency to be insulting, or
something to hide.
7. Upload a custom background. Give your profile personality by uploading a custom
background image (minimum: 1280×1024 pixels).

14. Strategic approach to Twitter

15. Quick Poll
What would be your top key
objective for using Twitter in
your business?

16. Ogilvy’s 3-step methodology for using Twitter
A strategic approach
• Start by identifying your business or communications
objective for using Twitter:
– Customer service
– Product promotion and sales
– Crisis management
– Event activation
– Issues advocacy
• No matter the objective, our approach involves 3 steps

17. Ogilvy’s 3-step methodology for using Twitter
A strategic approach
1. FOLLOW 2. CREATE 3. ENGAGE

18. Business objective:
Improve customer service

19. Customer service example: twitter.com/BigPondTeam
Telstra’s BigPond became the first telco to join Twitter in
Australia. The company uses Twitter to troubleshoot problems
customers are having with their Internet service.

20. Business objective:
Improving customer service
1. Follow
– People talking about your products/services
– Search using Search.Twitter.com or TweetScan
Anyone who has
– Use organisation tools such as TweetDeck to
customers – B2C, B2B, track new mentions
G2B, G2C – can use
Twitter to quickly listen 2. Create
and respond to customers
– A Twitter handle with clear personality
to build goodwill and
– Tweet information relevant to your customers:
address problems before
proactive tips, company information, etc.
they escalate into a crisis.
3. Engage
– Answer questions about your product/service
– Respond to comments about your brand
– Direct people to helpful info on your site
– Direct message for specific issues

21. Business objective:
Promote a product or service

22. Product promotion example: @VodafoneNews_AU
Vodafone Australia uses Twitter to share exclusive promotions
and special offers for its products and services – from wireless
Internet to deals on iPhones.

23. Business objective:
Promote a product or service
1. Follow
– People talking about your products/services
– Clarify that the account will primarily be used for
A successful sales and promotions and deals
promotion plan is based on
identifying your audience, 2. Create
providing useful content, and
being prepared to engage in – Links to online promotions, insider info on
upcoming sales, discount codes
the conversation. When done
right, your followers will not – Consider offering Twitter-only exclusives to
only become loyal customers, reward loyal followers
but also evangelists for your
brand and your promotions. 3. Engage
– Check direct messages and replies frequently
– Answer questions and feedback
– Provide information when needed

24. Business objective:
Manage and respond to a crisis

25. Crisis management example: twitter.com/cfavolunteer
Twitter was one of the ways that many organisations got the
word out and communicated during the Victorian bush fires,
including volunteer fire fighters.

26. Business objective:
Manage and respond to a crisis
1. Follow
– Identify the right person to represent you on Twitter
– People talking about your brand or topic
Using Twitter for crisis – Follow those who are positive and negative
communications is as much
about preventing an isolated 2. Create
issue from becoming a full-
– Post real-time updates that address the status of
blown crisis as it is about your issue, what you’re doing to fix it
communicating to the public
once a crisis has hit. – You’ll need more than 140 characters – so link to a
response on a separate blog or Web site
Twitter is the fast way to
respond and maintain an – Clearly outline the steps you are taking
open channel.
3. Engage
– Respond to questions and comments from
customers, influencers and media
– Act within the first 24 hours, and direct people to
other customer service channels

27. Business objective:
Event activation

28. Event activation example: twitter.com/lenovo2008
The @Lenovo2008 Twitter handle was used by Ogilvy 360
Digital Influence Group for the Beijing Olympics for our
Lenovo client.

29. Business objective:
Event activation
1. Follow
– 1-2 months out, follow discussion about the event
– Follow people talking about attending, media,
The real-time ability to speakers
connect with others and
share experiences makes 2. Create
Twitter a great platform for – An event-specific hash tag
individuals, or companies, to
use during a major event. – Behind-the-scenes coverage, updates from keynotes
and panel discussions
Live-Tweeting an event
brings the event to people – Links to video, photos, podcasts or blog posts
who couldn’t attend in
person. 3. Engage
– Coordinate Tweet-ups
– Talk to people who are attending your event
– Ask and answer questions from attendees

30. Business objective:
Advocate an issue or cause

31. Issue advocacy example: twitter.com/smarterplanetau
IBM’s Smarter Planet Australia campaign uses Twitter to talk about
how to use technology to create a “smarter planet” – making our
systems run more efficiently and smarter.

32. Business objective:
Advocating an issue or cause
1. Follow
– Those interested in your cause,
Twitter’s ability to connect industry leaders, news
people with similar interests
can be harnessed for the 2. Create
greater social good with non-
profits and issue advocacy – Added value: health tips, disaster
organisations creating a alerts, fundraising info
community and providing
useful information to those
3. Engage
they serve, volunteers,
donors and other supporters.
– Know your followers
– Thank them for support, get
them involved

33. In summary

36. Why Twitter?
• Surely it’s a waste of time?
• Isn’t social media just a young
person’s fad?
• How can I generate sales or
leads?
• How do I read and respond to
everything?
• How do I measure the results?
Copyright 2009. This document is produced by
Nett.

37. Why Twitter?
• Astronomical growth (year on year 517.9%)
Courtesy Hitwise Australia
www.hitwise.com.au
Copyright 2009. This document is produced by
Nett.

38. Why Twitter?
• Over 60% of Twitter users aged 35+
• Over 55s are the biggest users
Courtesy Hitwise Australia
www.hitwise.com.au
Copyright 2009. This document is produced by Nett and
Netregistry.

39. Why Twitter?
• It’s where the customer decision process starts
Copyright 2009. This document is produced by
Nett.

40. How much influence do they have?
• @Trib – followed by over 4000 people
Copyright 2009. This document is produced by
Nett.

41. Why Twitter?
• Have the sales conversation right there on Twitter
• Don’t force the user to contact you through another
channel
Copyright 2009. This document is produced by
Nett.

42. The business goal
• What is your goal?
How can my business use Twitter to
increase sales, brand awareness and
reach a wider audience?
Copyright 2009. This document is produced by
Nett.

43. The business goal
• What is your goal?
How can my business help my target
audience achieve their goals?
Copyright 2009. This document is produced by
Nett.

44. The business goal
• Why would your target audience want your product?
» What goal will they achieve with your product?
» When are customers interested in your product or service?
» What related topics are they interested in?
Copyright 2009. This document is produced by
Nett.

45. Twitter tools
• Tweetdeck
» Notifies
» Displays
» Filters
» Searches
Copyright 2009. This document is produced by
Nett.

46. Twitter tools
• Tweepsearch
» Search bios
» Find your audience
» Follow!
Copyright 2009. This document is produced by
Nett.

47. Twitter tools
• Nowww.com.au
• Tweetbeep.com
• Twitterfeed.com
• Tweetmeme.com
Copyright 2009. This document is produced by
Nett.

48. Twitter dos and don’ts
• Don’t spam, preach or broadcast

49. Twitter dos and don’ts
• Do be friendly and helpful

50. Twitter dos and don’ts
• Don’t lurk, waiting for people to flock to you

51. Twitter dos and don’ts
• Do share relevant content.

52. Measuring Twitter
• Twitter is not about instant financial ROI!!!!!
• It is not an advertising medium but an
engagement one
• It is a networking party
• Track positive versus negative mentions –
are positive mentions increasing?
• Track influence – how many people
respond or retweet what you say?
• Track clicks – are people clicking on the
links you share?
Copyright 2009. This document is produced by
Nett.

53. Measuring Twitter
• Stick at it!
• Genuine benefits
can take months!
• Stay consistent
• Tweet regularly
• Tweet positively!
Copyright 2009. This document is produced by
Nett.

54. Questions and Answers
How can I view a recording of today’s Webinar?
• We’ll send your a link to the recording within 24 hours
How can I try GoToMeeting Corporate and/or GoToWebinar?
• Call 1800 451 485 (AU); 0800 42 4874 (NZ) or go to
www.gotomeeting.com/corp
How can I contact Brian? How can I contact Jonathan?
• +61 2 8281 3853 • www.twitter.com/kimota
• brian.giesen@ogilvy.com.au
• www.twitter.com/bdgiesen How can I contact Josh?
• editor@nett.com.au
• www.twitter.com/nettmag
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Thank you for attending!
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