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How Twitter Changes Everything




        Rodney Rumford
        CEO: Gravitational Media
    http://www.twitter.com/Rumf...
How Twitter Changes Marketing!
“Conversation is the new online Currency.
 Twitter is a Goldmine of Conversations.”
What They Are Doing
• 15% Use For
  Marketing Purposes
• 56% Use In a Business
  Related Capacity
• 28% Self Classify As
 ...
Micro-Sharing :: Mega-Distribution
Our Mobile Lifestyle
• My Keys… My
  Wallet… My Cell
  Phone…
• Sharing is Caring
How to Engage
•   Business Goals Defined
•   Listening Engine Tuned
•   Discover Connections
•   Converse Proactively
•   ...
Twitter Marketplace Eco-System
• People Do Business with
  People: NOT Companies
• People Make Connections
• Personal Conn...
9 Big Brands on Twitter
•   Comcast
•   H&R Block
•   Southwest
•   IBM
•   Intel
•   QuickBooks
•   Jet Blue
•   Dell
•  ...
New Communication Channel
 How do you want to use it?




                     OR
Twitter Example: Motrin Snowball
•   Motrin Video Ad
•   Baby Slings
•   Motrin Moms Revolt
•   Twitter Velocity
•   Socia...
Twitter Page Branding
•   Skin The Visual Background
•   Contact Info
•   Link to Web Site
•   Effective Description
•   P...
7 Deadly Twitter Sins
•   Not Listening
•   Self-Promoting
•   Not Adding Value
•   Not Being Honest
•   Hard Selling
•   ...
7 Best Practices
•   Listen Effectively
•   Manage Your Time Allocated Wisely
•   Be Responsive
•   Business Casual Tone: ...
9 Sample Business Use Cases
•   Customer Service
•   Client Retention
•   Branding & Marketing
•   Polls & Surveys
•   Net...
You Are FUN!
You are
REAL
You are
RELEVANT
Twitter is Part of Our Plan
• Our BOSTON “intent to serve” plan
• Twitter Message released prior to press release
We Educate Our Leaders
 • They trust us to deliver the message
 • They use the tools to connect with their Employees
 • Th...
Twitter Value Pyramid
                 Value


           Influencer Response


            Your Value Add


         Who ...
Listen Up!
•   Persistent search
•   RSS Feed
•   Google Alerts
•   TweetBeep
•   Keyword, topics, p
    roducts,brands, s...
Retweet Best Practices (RT)
• Conversations = Currency
• Write Great Headlines                        Their
              ...
Dealing With Brand Detractors

•   Opportunity to Publicly Respond
•   Public Transparency
•   Huge Upside for Outreach
• ...
7 Twitter Tools
•   Tweetdeck
•   TweetPhoto
•   Twubble
•   Twello
•   Tweetlater
•   Tweetbeep
•   Facebook App
TweetDeck
•Desktop AIR App
•Groups
•Topics
•Mini Listening
Engine
•Efficient
•Robust Tool Set
•Integration:
12Seconds.TV, ...
Twitter as a Platform: 3000+
• Brand Experiences Can Live Anywhere
• Pepsi SXSW Event
Blogging vs. Twitter
•   Complimentary Technologies
•   Micro-Blogging
•   Micro-Sharing
•   Micro-Touch
•   Velocity
•   ...
Next Steps
•   Define Your Goals
•   Determine Your Use Case & Strategy
•   Setup Your Twitter Account
•   Choose Your Nam...
Summary
•   You Have the Data
•   Your Target Market is Looking
•   You Have the Knowledge
•   You Need to Determine Your ...
Twitter Becomes a Lifestyle Hack: Tweet Me




                 •   Follow Me @Rumford
                 •   858-720-9604
 ...
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How Twitter Changes Everything: Gravity Summit at Stanford

  1. How Twitter Changes Everything Rodney Rumford CEO: Gravitational Media http://www.twitter.com/Rumford www.gravitysummit.com
  2. How Twitter Changes Marketing! “Conversation is the new online Currency. Twitter is a Goldmine of Conversations.”
  3. What They Are Doing • 15% Use For Marketing Purposes • 56% Use In a Business Related Capacity • 28% Self Classify As Heavy Socializers
  4. Micro-Sharing :: Mega-Distribution
  5. Our Mobile Lifestyle • My Keys… My Wallet… My Cell Phone… • Sharing is Caring
  6. How to Engage • Business Goals Defined • Listening Engine Tuned • Discover Connections • Converse Proactively • Be Real • Add Value & Share • Repeat as Required
  7. Twitter Marketplace Eco-System • People Do Business with People: NOT Companies • People Make Connections • Personal Connections = Power • Network of Friends= Gravitational Influence • Total Transparency • Conversation is Currency
  8. 9 Big Brands on Twitter • Comcast • H&R Block • Southwest • IBM • Intel • QuickBooks • Jet Blue • Dell • SAP
  9. New Communication Channel  How do you want to use it? OR
  10. Twitter Example: Motrin Snowball • Motrin Video Ad • Baby Slings • Motrin Moms Revolt • Twitter Velocity • Social Uprising • Motrin Response • Video Ad Pulled
  11. Twitter Page Branding • Skin The Visual Background • Contact Info • Link to Web Site • Effective Description • Personal Network • Consistent Brand Message
  12. 7 Deadly Twitter Sins • Not Listening • Self-Promoting • Not Adding Value • Not Being Honest • Hard Selling • Corporate Speak • Friend Collecting
  13. 7 Best Practices • Listen Effectively • Manage Your Time Allocated Wisely • Be Responsive • Business Casual Tone: Real • Leverage Tools • Measure KPI • Be Helpful, Humble and Human
  14. 9 Sample Business Use Cases • Customer Service • Client Retention • Branding & Marketing • Polls & Surveys • Networking • Website Traffic • New Customer Acquisition • Communication Network • Event Back Channel
  15. You Are FUN!
  16. You are REAL
  17. You are RELEVANT
  18. Twitter is Part of Our Plan • Our BOSTON “intent to serve” plan • Twitter Message released prior to press release
  19. We Educate Our Leaders • They trust us to deliver the message • They use the tools to connect with their Employees • They see Twitter as part of an entire online branding campaign • Headlines help too…report ALL your success!
  20. Twitter Value Pyramid Value Influencer Response Your Value Add Who You Interact With Who Follows You & Their Influence Who You Follow: Influence & Numbers
  21. Listen Up! • Persistent search • RSS Feed • Google Alerts • TweetBeep • Keyword, topics, p roducts,brands, su bjects…
  22. Retweet Best Practices (RT) • Conversations = Currency • Write Great Headlines Their Their • Followers Leave 12-15 Extra Characters Followers Retweet Retweet Etc. • Ask For Retweet • Must Have Value Add Karma • Retweets are Based on Your Followers Perceived Value to Followers Original Retweet Tweet Network • Thank Retweeters
  23. Dealing With Brand Detractors • Opportunity to Publicly Respond • Public Transparency • Huge Upside for Outreach • Turn Into Satisfied Customers • New Evangelists • Lurker nodes retweet your response
  24. 7 Twitter Tools • Tweetdeck • TweetPhoto • Twubble • Twello • Tweetlater • Tweetbeep • Facebook App
  25. TweetDeck •Desktop AIR App •Groups •Topics •Mini Listening Engine •Efficient •Robust Tool Set •Integration: 12Seconds.TV, TinyU RL, Twitpic
  26. Twitter as a Platform: 3000+ • Brand Experiences Can Live Anywhere • Pepsi SXSW Event
  27. Blogging vs. Twitter • Complimentary Technologies • Micro-Blogging • Micro-Sharing • Micro-Touch • Velocity • Immediacy • Brevity Credit: Gaping Void • Communication Nodes Add Amplification
  28. Next Steps • Define Your Goals • Determine Your Use Case & Strategy • Setup Your Twitter Account • Choose Your Name Wisely • Select People to Follow • Watch How People Use • Set Up Your Listening Engine • Start Tweeting & Add Valuable Content
  29. Summary • You Have the Data • Your Target Market is Looking • You Have the Knowledge • You Need to Determine Your Use Case • You Need to Design Your Strategy • You Need to Execute • Failure to Execute is Risky
  30. Twitter Becomes a Lifestyle Hack: Tweet Me • Follow Me @Rumford • 858-720-9604 • Rodney@GravitySummit.com • www.TwitterBusinessBook.com
  • lofipunk

    Jul. 28, 2009
  • pshroff

    Jun. 24, 2009
  • Jim10

    May. 16, 2009
  • pnoshawn

    May. 15, 2009
  • herbyatiburst

    May. 14, 2009
  • zsolomons

    May. 13, 2009
  • modadimagno

    May. 13, 2009
  • sophievdw

    May. 13, 2009
  • pondga

    May. 12, 2009
  • GravitySummit

    May. 11, 2009

How twitter changes everything. The Oprafication of social networks.

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