An overview of Twitter for B2C businesses I recently presented for a group of venture capitalists. The deck touches on the following points: 1. Why do consumer businesses care about Twitter? 2. How is Twitter being used - high level? 3. How is Twitter being used for customer service and market - specifics 4. Take Aways 5. Trends to watch

1. Twitter for Consumer Businesses Adam Schoenfeld CEO, Cheddr Media

2. Agenda Why Should Businesses Care? Primary Business Uses for Twitter Twitter for Customer Support Twitter for PR & Marketing Takeaways Trends 2

3. Background: What is Twitter? Micro-Blogging – 140 character publishing/broadcasting Communication Platform – 140 character messages Social Network – you chose whose tweets you want to see Real-Time Search – what are people talking about What is Twitter for Businesses? (In Twitter’s Words): “Twitter is a communication platform that helps businesses stay connected to their customers. As a business, you can use it to quickly share information with people interested in your company, gather real-time market intelligence and feedback, and build relationships with customers, partners and other people who care about your company. As an individual user, you can use Twitter to tell a company (or anyone else) that you've had a great—or disappointing—experience with their business, offer product ideas, and learn about great offers.” 3

4. Why do Consumer Businesses Care? 4

5. Consumers are twittering… 5 1 July 2009 Unique Visitors = 51.6 Million

6. Opportunity for direct customer communication 6 2 Direct Line from Celebrity to Fan, Brand to Customer, etc

7. Real-time discovery, response, and engagement 7 3 Publish Real-Time Responses to Events, News, Crises etc. Directly Engage in Real-Time

8. Open/Public Platform 4 Open APIs Public Content by Default Non-Mutual Social Graph Multiple Platform Access 8

9. How are Consumer Businesses Using Twitter Now? 9

10. Primary Functions Customer Support 10 Marketing & PR

11. Secondary Functions Recruiting / HR Crowd sourcing / Market research Partner relations Sales & lead gen (B2B) 11

12. Customer Support 12

13. Twitter is the ultimate consumer venting platform Easy – don’t need to pick up the phone and sit on hold. Just 140 characters & click publish. Accessible – SMS, Mobile Apps, Web, Desktop Brands get more visibility on customer experiences (good & bad). Doesn’t need to be in the call center to be noticed 13

14. People are talking about Brands… 14 Positive experiences Consideration of purchase Negative experiences

15. Brands are responding and improving customer experiences 15

16. Comcast approach to service @Comcastcares @ComcastDoug @ComcastBill @ComcastBonnie @ComcastGeorge @ComcastSherri @ComcastSteve @ComcastDete @ComcastMelissa Several support representatives with Twitter accounts Accounts are unique to the support reps, rather than sharing a single account for the Brand 11 person team in social media At least 1 person available during waking hours (7a-11p) 16

17. Comcast service in action… 17 1 2

18. 18 3 4

19. Instant change in customer experience 19 5 6 In 13 hours… Comcast went from “sucking big time” to “awesome comcast win”

20. Best Buy & Twelpforce 20 Customers ask questions to the @Twelpforce via Twitter Empowering employees to engage customers on Twitter Employees have personal Twitter accounts + share the twelpforce feed (Agent1056 or JoeShmo12) Promoted with advertising and PR campaigns (eg. hulu ad)

21. Marketing & PR 21

22. Corporate Communications/PR 22 Rapid distribution of company news

24. Dell

25. Techcrunch

26. Paula Abdul

27. CBS News

28. Lenny Kravitz

29. Gov Schwarzenegger

30. The NFL…Say What?!?!

31. 24 It’s about staying interesting and relevant, not selling product

32. Sponsorships 25 Brands leveraging popular Twitter users

33. Special offers rule in the Twitterverse… Deals, Coupons, Discounts The Latest & Greatest Offers Contests & Promotions 26

34. New products & fresh offers 27 Twitter people want the fresh, real-time content

36. 537 Clicks

37. 2 Tweets

38. 5.2% CTRData from Bit.ly

40. 153 Clicks

41. 12 Tweets

43. Contests & Promotions 31 Tweet to enter, follow to enter, and link to contests

44. When promotions go viral 32 Moonfruit’s Macbook contest… Top Trend Post-Contest: 40K+ followers 481,000 Clicks! http://bit.ly/info/96bxC Pre-Contest: ~400 followers

45. Promotions going viral (cont’) 33 Cheddr Media publisher case study… Contest Traffic Sources -Sample From Cheddr Media User-

46. Takeaways 34

48. Airlines

49. Comcast

50. Starbucks

51. Zappos

52. H&R Block

53. Dunkin Donuts

54. Nordstrom

55. Best Buy

56. Wachovia

57. Home DepotMost brands are support oriented on Twitter Focus: Listening and monitoring Engaging with customers Improving customer experiences 35

58. Does Twitter work as a customer acquisition channel? 36 Dell would likely say “yes” but the jury is out Twitter CTRs - Directional data: 140 respondents - Email CTRs Source: Mashable (140 respondents)

60. 1,365 Clicks

61. 15 TweetsSignificant attention & customer acquisition is clearly possible

63. 8 Tweets

64. 2.5% CTR

65. 35 Clicks

66. 1 Tweets

68. What’s the ROI? Spending is increasing… time, teams, agencies, tools No clear quantifiable $ value for most businesses (yet) Results generated are difficult to measure – no standards How do you value engagement? sentiment? customer happiness? Difficult to compare with traditional media buys… “improved a customer experience” vs. $5 CPM = $X revenue Some organizations are justifying the value without doing an ROI calculation “Adds value for the organization” Improves customer experience Some management teams are focusing on the wrong metrics – “just give me followers!” 40

69. Demographic Shift 41 It’s not all about the early adopters…

70. Twitterization of Facebook 42 Facebook Connect API Major redesign Public fan pages Open Stream API “Everyone” option Real-time search Improving Mobile apps Facebook Lite Facebook is becoming more open, more public, and more real-time

71. Real-Time Search 43 Search is still in its infancy…

72. Commercial Accounts June 2009: Twitter launches verified accounts Enhanced commercial accounts by end of 2009… “We want to build statistics or analytics that let users know — ‘How am I doing on Twitter?’” – Biz Stone 44

73. SPAM Makes the Twitter atmosphere less desirable How will Twitter deal with SPAM? How will businesses deal with SPAM? 45

74. How will organizations scale Twitter (and all social media)? Scaling social media within the organization Teams are growing. Channels presence is growing Multiple stakeholders: Support, PR, Marketing, etc. How does it get managed at Scale within the organization? Looking for ways to leverage social media assets… We’ve established attention, customer relationships in the social media channels, how do we do more with it? E.g. Bing Tweets, Twelpforce, MyCAIdea Cheddr Media plug: We’re helping brands extend & enhance their Twitter presence. Twitterizing websites & marketing campaigns, promotions & apps. 46

75. Mail: adam@cheddrmedia.com My Twitter: @schoeny Company: @cheddrmedia Website: cheddrmedia.com 47 Contact