“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.
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
“Too many people fail to realize that real communication goes in both directions.” Lee Lacocca.
Your customers are on Twitter. …Whether or not you are. They are talking about you; good or bad. Listen to what they are saying.
Listening: Search Twitter search is enormously useful… and under-utilized. By query / phrase By username By location By sentiment Save your searches!
Example: Local Search Search: People looking for best coffee in San Francisco area. Useful for: local coffee shops, bigger chains, customer support, etc
Example: Customer Sentiment
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
Listening: Data Listen to the data…. figure out what’s working: - Best time to tweet - Most effective tweets - Characteristics of most retweeted, replied tweets - Characterisitcs of highest traffic drivers off-Twitter http://hootsuite.com/about
Listening: Real-Time 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.” Example: I tweeted bad Southwest experience. They responded < 4 minutes.
“The key to successful leadership today is influence, not authority.” Ken Blanchard.
Who are You Talking To? Before engaging with users, you should understand their: 1. influence 2. relevance 3. background … THEN determine response, speed, etc.
How? Try Klout. 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.
Use Influence To: 1. Customer Service: Manage & prioritize CS workflows 2. Acquisition: Identify potential customers & partners 3. Marketing: Run targeted campaigns; grow your following.
“Authenticity, honesty, and personal voice underlie much of what’s successful on the web.” Rick Levine.
Be Relatable 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.
Create Conversation. Twitter is not an advertisement. It is a conversation. People relate to conversation. Not to advertising and broadcasts. Broadcast (i.e. TV) Conversation
“I am all for conversation. But you need to have a message.” Renee Blodgett.
What IS Compelling? 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
Examples: Compelling Brands (In my opinion) Big brands Personal brand E-commerce Emerging
What is NOT Compelling? - Corporate-only voice - Broadcast only - High volume - Stale content - Ordinary content - Mostly self-serving - Self-infatuated
Example: NOT Compelling 80+ tweets in 24 hrs Ordinary / useless content: Untargeted content:
“Successful brands don’t stop on Twitter.com – they build social directly into their web and mobile experiences.” Me :)
Basic: Tweet Button
Better: Display of multi-user activity with inline reply, retweet functions
Great: Fab’s “Feed” shows real-time purchases and social activity
Social from the Ground Up: Flipboard reimagines Twitter reading & publishing
Summary: 1. Create conversation, not ads 2. Your voice: be compelling 3. Their voice: who’s talking? 4. Apply this to your web, off-Twitter 5. Success requires dedication to it (mentality, product, people, tools)