Strategic Twitter Presentation Mayo

8/14/2019 Strategic Twitter Presentation Mayo

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Should our company useShould our company use

Social Networking SitesSocial Networking Siteslike Twitter to Improvelike Twitter to Improve

the overall Customerthe overall Customer

Experience?Experience?

ByBy

Mayo-Smith, DebbieMayo-Smith, Debbie1212thth March, 2007.March, 2007.


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ContentsContents

DebateDebate

My Position.My Position.

Supporting Arguments.Supporting Arguments. Recommendations.Recommendations.

Conclusion.Conclusion.

Works Cited.Works Cited.


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Invest in Twitter to Gain CompetitiveInvest in Twitter to Gain Competitive

Advantage Through Target AudienceAdvantage Through Target Audience

Personalization?Personalization? Advantages:Advantages: Integrated Communications Tool Such as TwitterIntegrated Communications Tool Such as Twitter

Allows company to sales pitch to Clients in theAllows company to sales pitch to Clients in theFormat they prefer.Format they prefer.

Twitter supports our extreme programming strategyTwitter supports our extreme programming strategywithin geographically diversity.within geographically diversity.

Disadvantages:Disadvantages: Twitter Ddesnt Position itself to be a Business Tool,Twitter Ddesnt Position itself to be a Business Tool,

so it cannot be used to Target a Customer Base?so it cannot be used to Target a Customer Base? Do companies really want to put their insideDo companies really want to put their inside

knowledge on the net for competitors to see?knowledge on the net for competitors to see?


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DebateDebate

Should our organization invest inShould our organization invest in

Social Networking sites toSocial Networking sites to

increase personalizationincrease personalization

opportunities, expand customeropportunities, expand customer

choice within our install basechoice within our install base

and use Micro Blogs as aand use Micro Blogs as a

marketing and public relationsmarketing and public relationstool.tool.


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Supporting ArgumentsSupporting Arguments

Advantages of investing in Micro BlogAdvantages of investing in Micro Blog

Technology:Technology:

Customizable Customer ExperiencesCustomizable Customer Experiences

A single face to our customers based on theA single face to our customers based on theincreased preference of the net as deliveryincreased preference of the net as delivery

tooltool

Informed Customers that Keep up withInformed Customers that Keep up with

Domain NewsDomain News

Best in Class Subject Matter ExchangeBest in Class Subject Matter Exchange

Drive Collaboration Throughout theDrive Collaboration Throughout the

Development CycleDevelopment Cycle

Tool for corporate communicationsTool for corporate communicationsstrate ies and a marketin or ublic


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Customizable ExperienceCustomizable Experience

Twitter Captures the CustomerTwitter Captures the CustomerExperience Through PersonalizationExperience Through Personalizationand Grants the Freedom to Customizeand Grants the Freedom to CustomizeThat Experience.That Experience.

""Micro Blogs Support anMicro Blogs Support anEnhanced Customer ExperienceEnhanced Customer Experienceby Customizing the Experienceby Customizing the Experience

and Emotional State ofand Emotional State ofCustomers While Allowing ThemCustomers While Allowing Themto Leverage Multiple Forms ofto Leverage Multiple Forms ofChannel Access.Channel Access.


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Continuation of last pageContinuation of last page

More than 40 internationalMore than 40 international

brands of cars, airlines, hotels,brands of cars, airlines, hotels,

sports team, manufacturingsports team, manufacturing

chains and cable servicechains and cable serviceproviders are using Twitter toproviders are using Twitter to

market their products withmarket their products with

customized posts (Mashable.comcustomized posts (Mashable.com))


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Twitter Builds Brand EnthusiasmTwitter Builds Brand Enthusiasmby Allowing for an Influentialby Allowing for an InfluentialCustomized ExperienceCustomized Experience

Twitter gives us a sneakTwitter gives us a sneakpreview into what's taking uppreview into what's taking upmindshare, just as things aremindshare, just as things are

making an impact on us. That'smaking an impact on us. That'svaluable, especially in a worldvaluable, especially in a worldwhere enthusiasm for a productwhere enthusiasm for a productor a brand can build or wane inor a brand can build or wane in

the space of a few hours orthe space of a few hours or


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Twitter making NewsTwitter making News


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Customer ExperienceCustomer Experience

Twitter Delivers a Self ServiceTwitter Delivers a Self ServiceCustomizable Experience andCustomizable Experience andimproves customer satisfaction.improves customer satisfaction.

Tools Such as Twitter Deliver aTools Such as Twitter Deliver aSingle Face to Our Customers BasedSingle Face to Our Customers Basedon Their Preference in Deliveryon Their Preference in DeliveryMethod and have been introduced atMethod and have been introduced atEdge 09, Novells Education'sEdge 09, Novells Education'sEleventh-annual channel partnerEleventh-annual channel partner(OpenWorld 2009, Conference(OpenWorld 2009, ConferenceEndorsed by Netscape and Oracle)Endorsed by Netscape and Oracle)


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Varied twitter useVaried twitter use


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Twitter is a social network and mobileTwitter is a social network and mobilesupporting, which improves accesssupporting, which improves accessand the overall customer experience.and the overall customer experience.

"Twitter is socially networked, it is"Twitter is socially networked, it is

mobile and it keeps you in contactmobile and it keeps you in contactwith a lot of people and a lot of ideaswith a lot of people and a lot of ideasin a very fast, fluid way." Twitter is ain a very fast, fluid way." Twitter is atremendous way to circulate ideas, totremendous way to circulate ideas, tolisten and learn, to demonstratelisten and learn, to demonstratethought leadership and to build athought leadership and to build apowerful network. It also haspowerful network. It also hasastonishing [search engineastonishing [search engineoptimization] value. Used well, it is aoptimization] value. Used well, it is a

powerful tool for building reputation,powerful tool for building reputation,leadershi , trust and influence."leadership, trust and influence."


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Use of twitter by HealthcareUse of twitter by Healthcare

ProvidersProvidersCHAT


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Pharma/Health on TwitterPharma/Health on Twitter

Novartis @novartisNovartis @novartis Boehringer Ingerlham @BoehringerBoehringer Ingerlham @Boehringer

Astra Zeneca @AstraZenecaUSAstra Zeneca @AstraZenecaUS Johnston & Johnston @JNJcommJohnston & Johnston @JNJcomm LifeSensor @lifesensorLifeSensor @lifesensor

Vertex: Scwen Gwee @shwenVertex: Scwen Gwee @shwen J&J: Marc Monseau @mdmonseauJ&J: Marc Monseau @mdmonseau Novartis: Brad PendergraphNovartis: Brad Pendergraph

@bradatpharma@bradatpharma Sanofi Aventis: Paul YoungSanofi Aventis: Paul Young

@Pyoungpharma@Pyoungpharma


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StrategyStrategy

Thought Leadership and Skills

Culture and Awareness

Policy and Practices

Technology


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Diagnostic and Assessment toolDiagnostic and Assessment tool

Current Social

Media Strategy

and Business

Alignment

Conduct Social

Media Assessmentand Gap Analysis

Target Social

Media Strategy

Develop Evolution

Approach &

Roadmap

Develop High-Level

Target Social Media

Architecture

Review Preliminary

Findings

Final Findings, Quick Hits and

Recommendations

Initiation and expectation

settingReview Detailed

Roadmap

Step 2

Step 6

Step 5

Step 7

Step 8

Current State of

Internal and

External Social

Media Presence

Step 1

Develop Social

Media Policy and

Practices

Develop High

Level Direction

Step 3

Step 4

TwitterStrategy

(Business View)

Delivery

Strategy

(Communications

and Technology View)


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A single Experience to our customersA single Experience to our customers

based on the increased preference ofbased on the increased preference ofthe net as delivery toolthe net as delivery tool

Twitter provides real-timeTwitter provides real-time

information, research and monitoringinformation, research and monitoring

what is being said about you or yourwhat is being said about you or your

company. The ever increasing use ofcompany. The ever increasing use ofthe net amongst all age groups asthe net amongst all age groups as

shown in the chart in the next slideshown in the chart in the next slide

( Mayo-Smith, 2009) makes use of( Mayo-Smith, 2009) makes use of

Micro blogs as a very unique tool forMicro blogs as a very unique tool forobtaining customer feed-backs.obtaining customer feed-backs.

Data on Internet users n U Aa a on n erne users n


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Data on Internet users n U Aa a on n erne users nSource: Pew / AmericanSource: Pew / American

International)International)


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Informed Customers that Keep upInformed Customers that Keep up

with Twitter Newswith Twitter News

Social networking sites are ideal forSocial networking sites are ideal formarketing to todays customersmarketing to todays customersbecause they offer:because they offer:

Ability to interact with theAbility to interact with thecustomet throughout the customercustomet throughout the customerlifecycle.lifecycle.

Customers avoid telemarketing,Customers avoid telemarketing,ads, call center pitches but doads, call center pitches but docheck out social networks.check out social networks.

Twitter offers a non-invasive,Twitter offers a non-invasive,

customized way of responding tocustomized way of responding tocustomer concerns & sharincustomer concerns & sharin


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Subject Matter Exchange is bestSubject Matter Exchange is best

Twitter is being used by over 40 brands toTwitter is being used by over 40 brands toexperimenting with the micro-bloggingexperimenting with the micro-bloggingplatform to ensure visibility to customers.platform to ensure visibility to customers.

Brands use this medium to interact, connectBrands use this medium to interact, connectto customers, talking to as well as listeningto customers, talking to as well as listeningto customers and marketing new products.to customers and marketing new products.

Reputable sports teams like Chicago Bulls &Reputable sports teams like Chicago Bulls &Detroit Pistons are using Twitter to as aDetroit Pistons are using Twitter to as apart of a larger social media strategy-part of a larger social media strategy-includes a social network (Posting Up),includes a social network (Posting Up),

team blogs & marketing. (Von Grove, 2009).team blogs & marketing. (Von Grove, 2009).


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Drive Collaboration ThroughoutDrive Collaboration Throughout

the Customer lifecyclethe Customer lifecycle

Twitter offers excellent businessTwitter offers excellent business

value to the entire customer lifecyclevalue to the entire customer lifecycle

from research/ awareness,from research/ awareness,

development to the purchase anddevelopment to the purchase andafter sales service.after sales service.

Twitters ecommerce marketingTwitters ecommerce marketing

potential offers:potential offers:

One-to-one customer serviceOne-to-one customer service

Reputation management ( Gibson,Reputation management ( Gibson,

2008).2008).

Affiliate managementAffiliate management


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Superb Tool for communicationsSuperb Tool for communications

strategies, marketing or publicstrategies, marketing or public

relations channelrelations channel

Social networking has revolutionizedSocial networking has revolutionizedthe face of marketing totally in manythe face of marketing totally in manyways:ways:

Exposed weaknesses & forced aExposed weaknesses & forced a

positive change.positive change. Changed marketing & PR strategiesChanged marketing & PR strategies

from overwhelming to relevant.from overwhelming to relevant. Social networking has simplifiesSocial networking has simplifies

market segments.market segments. Delivering Exceptional & customizedDelivering Exceptional & customized

Experiences to consumers.Experiences to consumers. Brevity of Twitter prevents dataBrevity of Twitter prevents data

overload on customers. ( Columbus,overload on customers. ( Columbus,2009).2009).


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Tool for public relations channelTool for public relations channel

Twitter offers the unique opportunityTwitter offers the unique opportunityof listening to consumer opinionsof listening to consumer opinionsabout the company first-hand. Thisabout the company first-hand. Thishas many advantages:has many advantages:

Companies are realizing that a moreCompanies are realizing that a moreeffective use of Twitter is to mine iteffective use of Twitter is to mine itfor clients, recruit employees andfor clients, recruit employees andanswer customer service questionsanswer customer service questions(Kim Hart with the Washington Post).(Kim Hart with the Washington Post).

Twitter serves as a viable customerTwitter serves as a viable customerservice channel. (Frank Eliason,service channel. (Frank Eliason,

Director of Comcast & a Web 2.0Director of Comcast & a Web 2.0

celebrit ).celebrit ).


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Tool for communicationsTool for communications

strategiesstrategies

Twitter offers a platform for personalizedTwitter offers a platform for personalized

communication strategies with customers.communication strategies with customers.

(Beal, 2009).(Beal, 2009).

A great way to combine the advertisingA great way to combine the advertising

piece, the PR piece & marketing piece inpiece, the PR piece & marketing piece in

one concise space at no cost at all. (Frankone concise space at no cost at all. (Frank

Eliason, Director of Comcast & a Web 2.0Eliason, Director of Comcast & a Web 2.0

celebrity).celebrity).

Twitters 140 character limitation lendsTwitters 140 character limitation lendsitself to more of a customer relations toolitself to more of a customer relations tool

than a marketing channel, and is better forthan a marketing channel, and is better for

raw customer interaction. (Bustos, 2008).raw customer interaction. (Bustos, 2008).

Twitter can be a primary traffic driverTwitter can be a primary traffic driver


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CONCLUSIONCONCLUSION

It is advisable that we invest in TwitterIt is advisable that we invest in Twitterbecause:because:

Improve the end-to-end customerImprove the end-to-end customerexperience of the site and content.experience of the site and content.

Helps build younger, brand consciousHelps build younger, brand consciouscommunitycommunity User generated/uniquely tailoredUser generated/uniquely tailored Strategic/relevant/ time-saving experienceStrategic/relevant/ time-saving experience Response/FeedbackResponse/Feedback

Globally availableGlobally available Provides increased customer traffic withoutProvides increased customer traffic without

geographical limitationsgeographical limitations A great opportunity to identify newA great opportunity to identify new

customers, listen to their opinions andcustomers, listen to their opinions and

improve customer service based onimprove customer service based on


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Works CitedWorks Cited

Works CitedWorks Cited Adams, Paul. "Furious Arafat Is Freed." Globe and MailAdams, Paul. "Furious Arafat Is Freed." Globe and Mail

[Toronto] 2 May 2002: A1+.[Toronto] 2 May 2002: A1+. Beal, Barney. Customer service on Twitter takes moreBeal, Barney. Customer service on Twitter takes more

than software. News on CRM trends and technology.than software. News on CRM trends and technology.Retrieved on April 12Retrieved on April 12thth, 2009 from:, 2009 from:

http://searchcrm.techtarget.com/news/article/0,289142,sidhttp://searchcrm.techtarget.com/news/article/0,289142,sid Bustos, Linda. Ecommerce Microblogging: More ReasonsBustos, Linda. Ecommerce Microblogging: More Reasons

To Use Twitter. Retrieved on April 12To Use Twitter. Retrieved on April 12thth, 2009 from:, 2009 from:http://www.getelastic.com/ecommerce-microblogging-twitthttp://www.getelastic.com/ecommerce-microblogging-twitt

Collins, Ronald K.L., and David M. Skover.Collins, Ronald K.L., and David M. Skover. The Trials ofThe Trials ofLenny Bruce: TheLenny Bruce: The Fall and Rise of an American IconFall and Rise of an American Icon..

Naperville, IL: Sourcebooks, 2002.Naperville, IL: Sourcebooks, 2002. Continelli, Louise. "A Place for Owls to Heal."Continelli, Louise. "A Place for Owls to Heal." Buffalo NewsBuffalo News

12 Jan. 2003: C2. "E-Money Slips Quietly into Oblivion."12 Jan. 2003: C2. "E-Money Slips Quietly into Oblivion."Nikkei Weekly [Tokyo]Nikkei Weekly [Tokyo] 22 Jan. 2001: 4.22 Jan. 2001: 4.
http://searchcrm.techtarget.com/news/article/0,289142,sid11_gci1352370,00.htmlhttp://searchcrm.techtarget.com/news/article/0,289142,sid11_gci1352370,00.htmlhttp://www.getelastic.com/ecommerce-microblogging-twitter-marketing/http://www.getelastic.com/ecommerce-microblogging-twitter-marketing/http://www.getelastic.com/ecommerce-microblogging-twitter-marketing/http://searchcrm.techtarget.com/news/article/0,289142,sid11_gci1352370,00.html


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Strategic Twitter Presentation Mayo

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