How businesses can use Twitter

1. Marketing with Twitter
Michal Geva
@michalge
michal@michalgeva.com
www.michalgeva.com
March 2010

2. Agenda
• What is Twitter
• Why should companies care about it
• What can companies do with Twitter
• Tools to maximize Twitter
• Case studies

3. ‫‪Real-Time Micro-Blogging‬‬
‫ורה, לוי דווא‬
‫עוקבים‬
‫041‬
‫פתוח, זמן אמת, מיקרו‬

4. Bill Gates Twitter Account
‫חשבון הטוויטר של ביל גייטס‬
Verified Account
Picture +Account Name
Personal Details
Messages Bill Gates Wrote
Statistics
Report Spam
Following

5. My Twitter Page
Details
Text box Statistics
Ads
Updates of people I follow
Search
Lists
BillGates
Trends

6. Did you know…
..‫הידעת ש‬
• Yahoo, Google and Microsoft will present tweets
• More than 50 Million tweets daily
• Users stay 30 Minutes on site
• 75M unique users
• 70,000 External Apps
• 4.5 M followers:
ashton kutcher

7. Twitter in Israel
• 174 K unique users from Israel (January 2010)
comScore

8. Twitter on Mobile
‫ופת‬
• 347% growth in number of Twitter mobile users
• More than 30 Twitter iPhone Apps
comScore

9. Citizens From Iran Report Via Twitter

10. A Marketing Tool
Fortune Global 100 companies social media activity
Burson-Marsteller

11. Update length - 420 characters Tweet length - 140 characters
Friends Following/Follower
Mutual confirmation No confirmations
Prior acquaintance No prior acquaintance
Updates open to friends Open to search engines
Search by people Search by subject/ interest
Viral is limited to friends Open network more viral
Viral via “Like” Viral via “Retweet”/conversation
5000 friends, unlimited likes Unlimited number of followers
Most of the activity on site Main activity is via 3rd party apps

12. Professionals
Alexa.com

13. When Should A Company Use It?
• Direct and informal relations with customers
• Direct access to opinion leaders mainly in B2B
• Managing crisis
• Distributing time limited discounts
• Distributing information that needs to be fast
spread
• Customer service
• Press conference
• Chats during special events
• Branding

14. Find Opinion Leaders
‫ת‬

15. How to Start
• Open an account : Name, Picture, description
• Search for relevant topics and people
• Follow and reply to others - @username
• Find interesting topics to write about
• Manage discussions - #Topic
• Be creative 

16. Manage Several Users/Accounts
Messages I have received
Conversation
Statistics Messages I have sent

17. Tools To Measure Distribution
Start, choose

18. Using Twitter for Customer Support
Answering a customer
Several
users
one
account

19. Using Twitter for Press Conference

20. Using Twitter to Sell Fast

21. Using Twitter to‫תשאלו אותנו‬
?‫: מה אתם רוצים‬ Get Feedbacks
24/7

22. Using Twitter to Manage Crisis
‫טויוטה משתפת במשבר‬

23. and Turn Enemies to Advocates
Bank of America
Bank of America

24. Summary
• Information is spread faster in twitter than in FB
• More professionals are using Twitter
• Start by listening
• Answer by @username
• Use #HashTags
• RT = Retweet occasionally
• Use external tools
• Mix Twitter with other marketing platforms
• Be creative and inspire your target market

25. Thank You
Michal Geva
@michalge
michal@michalgeva.com
www.michalgeva.com
March 2010