Microblogging goes to work Barcelona, September 16th 2008 Digital Media seminar

Delphine Remy-Boutang WW Social Media Marketing Director,

Building a smarter planet (http://twitter.com/smarterplanet)

Our world is becoming interconnected

What is

Highly popular with celebrities, media and executives, Twitter is a microblogging platform composed of 140 character. Evan Williams, Twitter‘s founder, created it as a basic site to answer one simple question:

“Twitter lets people know what’s going on about things they care about instantly, as it happens,” Evan Williams, Twitter’s CEO, told The New York Times: “In the best cases, Twitter makes people smarter and faster and more efficient.”

visits up 1500% YOY

1448% YOY

190% YOY 17% YOY

Unique Audience (Thousands) for Twitter, Facebook, YouTube and MySpace, May 2008 – May 2009

10% YOY

Source: Nielsen Online

7 millions users

Why is Twitter important?

§  It's a place where news often breaks

§  Trending: As everything being discussed on Twitter is by its nature happening now, more and more used as a way of monitoring, reporting

§  Search Engine Optimization - because it is updated frequently, Twitter content ranks highly on Google. important way to generate traffic and disseminate messages online.

§  Twitter is becoming an important source of Internet traffic for many sites, and the amount of traffic it sends to other websites has increased 30-fold over the last 12 months.

Source  Quantcast  2009;  Compete.com  

is not just for kids

Adults ages 18-34 has the largest representation on Twitter almost 3 million unique visitors from this age group (almost 42% of the entire audience). Source Nielsen

62% of the audience access Twitter from work only, while only 35% access it only from home Source Nielsen

Brand Community Customers Engage Traffic

A new mode of communication

Twitter allows businesses a new mode of customer communication that can be tailored to match your customers preferences. Ø Twitter in your marketing strategy :

Ø building relationships with prospective clients Ø promoting events Ø providing insight and commentary on an event in real time Ø promoting special offers Ø facilitating collaborative experience Ø building conversation and relationship Ø sending press releases Ø opening dialogue between promoter and promotion participants Ø website traffic generation

Internal version of twitter: Blue twit

•  open source project, licensed IBM Internal

•  over 4,100 registered users

•  Integrated to Twitter

•  know who you speak with BluePages integration

•  multiple clients: Firefox sidebar, Sametime

•  stand-alone applications

•  data source for mashups

Secure Intranet Microsharing with Lotus Connections!

§  Status updates integrated with your intranet profile

§  Easily view updates from your network of contacts, or from your entire company

§  Feeds and e-mail integration make it easy to stay up to date, integrate desktop clients

§  Post updates on other profiles with the Board

§  Threaded comments on any status update

IBM Social Computing Guidelines

ü Be who you are ü Speak in the first person ü Use a disclaimer ü Respect your audience ü  Add value ü Don't pick fights ü Be the first to respond to your own mistakes. ü Use your best judgment. ü Don't forget your day job.

http://www.ibm.com/blogs/zz/en/guidelines.html

IBM supports open dialogue and the exchange of ideas Responsible engagement in innovation and dialogue

Social Software Adoption in IBM Some Collaboration 2.0 available to all IBMers: §  Profile: 515K profiles on Bluepages; 6.4M+ searches per week §  Communities: 4500+ public online communities, 2500+ private communities §  WikiCentral: 25K+ wikis with 320K+ unique readers §  BlogCentral: 62K users, 260K entries, 30K tags §  Dogear: 485K bookmarks, 1.4M tags, 20K users §  Activities: 50K activities, 425K entries, 80K users §  Instant Messaging: 4M+ per day

§  Forums: more than 440K

IBM Software Group Social Media Marketing strategy

Listen to your audience

WHO:

Target your audience

Understand digital behaviors Develop social media map

WHERE: Environment

WHAT: Experience

Select appropriate social media networks, tools, and content

HOW: Deployment: Empower

Consumer advocacy (Participation)

Identify available/required assets And resources for participation in

the most relevant conversations.

RESULTS: Measure those things that will best help you determine the impact of your involvement and participation

WHY: Establish your core business objectives

14

A strategic approach to Twitter

STRATEGY FOLLOW CREATE ENGAGE Customer Relations

Your customers and potential customers

Content relevant to your customers: tips, company info, etc.

Answer questions, respond to comments about your brand

Crisis Management

Your brand, products and relevant issues

Direct to additional resources, updated info, explanation

Answer questions, respond to comments, raise issues, provide info

Corporate Reputation Management

Industry leaders, similar interest groups, news/media

Insight, expertise, become a thought leader

Jump in the conversation. Be transparent and add value

Event Coverage Those interested or attending event, media

Event information, updates, behind the scenes coverage

Set up Tweet-ups, talk to attendees, ask and answer questions

Product Promotion & Sales

Current and potential customers, those interested in similar products

Links to online promos, insider info on upcoming sales, discount codes

Check replies and DM’s, answer questions, provide info when needed

Issue Advocacy Those interested in your cause, industry leaders, news

Added values: health tips, disaster alerts, fundraising info

Know your followers, thank them for support, get them involved

Source: Ogilvy

Define your Twitter strategy

Follow / Create/ Engage

1/ Customer Relations 2/ Crisis Management 3/ Corporate Reputation Management 4/ Advocacy 5/ Event 6/ Product Promotion and Sales

1/ Customer Relations §  Twitter allows to quickly listen and respond to customer feedback before problems escalate and to activate brand ambassadors….

1/ Engage in conversations and customer service §  Twitter is about conversations, not monologues and certainly not about spamming

§  Make friends on Twitter. If people follow you, follow them too. Create a community not a soapbox

§  Reply to others. This critical component of your Twitter activity. It makes all the difference, because it shows you want to engage with customers and listen to them.

§  Be proactive in starting conversations. Listen for mentions of your brand, read them, and take the lead in starting a conversation.

§  Helping one customer at a time where everyone can see it can make a real difference in brand sentiment.

§  Because success on Twitter requires these types of back-and-forth interactions, it requires dedication and resources.

Conversation : @Tropical_IT following @ibmpromos

“I went to look at their tweets and noted his tweet about System x. Spoke to their BP rep and we are working w/ him to get a better price”

2/ Crisis Management

§  Twitter is the fast way to respond and maintain an open channel.

§  It needs to be part of a broader strategy, with all of the (social) media channels you use to listen and share with your customers, clients, and industry.

Example: IBM SMART SOA on Twitter

3/ Corporate Reputation Management

A Twitter handle is created to share the brand personality from real-live people behind the messages being Tweeted. Social media spaces such as Twitter are where personalities meet Companies – corporations that are engaging users on Twitter aren't succeeding just because of the information they supply; it's the voice and style of delivery that makes the difference Twitter is far more valuable for distributing brand personality than it is for merely delivering content

4/ Issue Advocacy

§ Twitter’s ability to connect people with similar interests can be harnessed for the greater social good with issue advocacy organizations creating a community and providing useful information to those they serve

5/ Event coverage §  The real-time ability to connect with others and share experiences makes

Twitter a great platform for individuals, or companies, to use during a major event.

§  Live-Tweeting an event can be used to create a completely new channel of conversation and a way to enhance the physical experience of the event.

§  Combining Twitter with blogs, video and other social media efforts provides more ways to interact with the content and experience you’re creating.

Rational Software Conference:

§ Displayed live streaming of #rsc2009 twitter feed.

§  #rsc2009 appeared as a

top trending topic twice - further raising the profile and discussion around the event.

§ 679 followers (140 started following during RSC)* § 345 fans (45 new during RSC)* § 1000 tweets using rsc2009 not posted by the official rsc2009 account (529 during RSC)*

*As of June 4th at 12:30 p.m. EDT

679 followers (140 started following during RSC)* 1000 tweets using rsc2009 not posted by the official rsc2009 account (529 during RSC)*

#rsc2009

IBM 2009 Social Media Marketing Summit #smm09

Twitter

#smm09

625 people attended the event : 50+ local video conferences in five cities (Stuttgart, Paris, London, RTP, San Jose) 184 in person at Yorktown Heights 394 attend online

IBM VFC SOA Campaign led by Twitter

Twitter Stats

Twitter Grader 94/100

Followers 367

Following 598

@ replies 76

Re-tweets 81

100% online / social media VFC website

6/ Product Promotion and Sales

§  A successful sales and promotion plan will be based on identifying your audience, providing useful content, and being prepared to engage in the conversation.

§  When done right, your followers will not only become loyal customers, but also evangelists for your brand and your promotions.

Twitter is an effective channel for sending out promotional messages Timely sales and coupons are easy to distribute on Twitter, and the fast nature of the Twitterverse means that people can respond to the promotions quickly. We regularly posts offers with codes for special discounts @ibmClearance , @ibmstorage, @ibmPromos, @ibmPCs Twitter is about connecting with 10 people who reach 100 who reach 1,000

Useful Twitter tools

§ Search twitter : Complete an advanced search around key phrases, within specific dates, and from specific handles. (Often broken, Google search is the best back up!)

§ TweetDeck: A desktop app that lets you organize your followers into specific categories (i.e. industry leaders, customers, potential customers, etc.)

§ TwitPic: Provides a bridge from your camera phone to Twitter. Pictures can either post to the Twitter public timeline from phone via email or through the site.

§ TweetLater and CoTweet: Allow you time your Tweets to be created now and published later.

Seesmic: A desktop client to manage your lifestream from Facebook & multiple Twitter accounts.Create groups and searches and view them any way you like Mixero: Twitter client helps in controlling the flow and noise of information – Great to monitor groups and channels

Useful Twitter tools

• HootSuite: A shared Twitter platform allowing multiple users, pre-scheduled tweets, and click statistics including charts and your most popular tweets. • TweetVolume: Find out what keywords to use based on their popularity and conversation volume on twitter. • TweetBeep: The Google Alerts for Twitter, allows you to monitor conversations that mention you, your brand, related/competitor products, and links to your website/blog. Alerted as keywords appear, reducing the need for a manual search. • Twitterholic: Find out who has the most followers and who can be an influential asset to your campaign. • ExecTweets: Find and follow top executives on Twitter.

• Twollow: Put in key words and automatically add you to people with those words in there profile. • Mr Tweet: Your personal Twitter assistant suggests which influencers and followers…………….

Useful Twitter tools

• TwitterGrader: Measures the relative power and authority of a Twitter user by calculating number of followers, power of network of followers, pace of updates and completeness of a user’s profile. • Twhirl: Centrally manages activity, messaging and updating for Twitter and platforms (FriendFeed, Identi.ca and Seesmic).

• TwitScoop: Tells you “What’s hot right now?”, presenting trend comparisons and volume of conversation. • Twitterberry and Twitterfox: Downloadable Blackberry app and Firefox plugin for Twitter.

• Go to Tweepler to see who to follow and who not to follow.

• Go to Trendistic to view the volume of conversation about your brand, products…

Twitter dictionary §  Twitterverse or Twittersphere - the universe/world sphere of Twitter (cf. blogosphere)

§  Tweet - an update on Twitter, comprising a message of up to 140 characters, sometimes containing a link, sometimes containing a picture or video. Also a verb: to tweet, tweeting.

§  Reply or @Reply - a message from one user to another, visible to anyone following the user who is giving the reply. Also visible to the entire world (and search engines) in your Twitter profile page.

§  Direct message or DM - a message from one user to another in private (not visible to other users, the internet or search engines).

§  Re-tweet or RT - repeating a message from another user for the benefit of your followers and in recognition of its value (the Twitter equivalent of forwarding an email)

§  Micro-blogging - the term given to the practice of posting short status updates via sites like Twitter (there are others, but none as big)

§  “Follower” someone who has subscribed to read your tweets §  “Following" people that you decide to follow §  “Friend" Someone who you follow that also follows you

Think…

“You have two choices. You can continue to lock yourself behind facile corporate words and happy talk brochures. Or you can join the conversation.”

Delphine Remy-Boutang WW Social Media Marketing Director www.twitter/delphinerb