A Workshop for MBA Candidates

Presented by Sarah Park - MBA ’11With Amanda Peyton, Ariel Santos, Brian Cantwell - MBA ’10

October 16, 2009

• What is Twitter?• Why is Twitter important?• What can people do with Twitter?• Do you have to use Twitter all the time?

Workshop: Twitter SearchWorkshop: Twitter

• Additional Resources & Next Steps

What You Probably Know:

• Micro-blogging (140 char)

• “Follow us on Twitter…” @NPR / @WSJ / @CNN

• High Valuation in spite of flat growth over the summer

• Usage in Sept. 09 (Unique Visits)- Facebook: 124.6M UVs- Twitter: 23.5M UVs

* Source: Compete.com

• Twitter is an online community of “Followers.”

• Members seek out contacts and information based

on shared interest, not existing affiliation.

• Compare with MITSloan2011 Google Group.

Soccer

Follow Simone

Clean Energy

Follow Marta

Iceland Trek

Follow Yoomi

Shared Interest

Action

Focus on two main functions:

• Networking - What does Twitter offer above and beyond Facebook, Linked In?

• Search - What does Twitter offer above and beyond Google?

Network Limitations Advantages

Facebook

• Unprofessional• Risky to mix work and play• Complicated to segment

friends, colleagues

• Mainstream• Easy to use, overall

Linked In

• Rolodex of weak links• Limited trust• No or few conversations• Static profile

• Professional

Twitter

• Not mainstream• Interface not intuitive• Lots of jargon• Noisy, transient

• Real-time data• Access to consumers• Contact with senior

execs, thought leaders• Personal branding

Task:Learn to code in Python. Where do I go for help?

Twitter Search Results

Key Comparison: Do you prefer working with an online textbook or other people?

• 80% are “Me Now” Users– Everyday activities, feelings, social life

– Local or immediate situation

• 20% are “Informers”– Information about shared interest

– Link recommendations

– Greater interaction with followers

– More likely to mention others

* Source: Rutgers

Function Advantage Relevance

Research• Real-time data• Access to actual

consumers

• Identify industry trends before they become news

• Understand, engage consumer

Networking• Contact with

thought leaders, senior execs

• Network on your own schedule• Avoid time, expense of attending

conferences

PersonalBranding

• Control of how you appear in Google

• Twitter profile becomes Top-3 Google result within 18 months

To get the most out of Twitter, with the lowest investment of time, effort: Use Twitter Search

What’s Next: • Additional Recommendations

• Twitter Search Workshop

• Twitter Workshop

1) Have a smart and unique take on Twitter.• Tailor perspective to industry focus and career goals.

2) It’s helpful but not necessary to develop a Twitter profile.• The greatest value, relative to time invested, comes from

surveillance through Twitter Search.

3) Your experience on Twitter is only as good as you make it. • Who you choose to follow (and ignore) is a critical decision.

4) Advanced surveillance is easier using 3rd-party apps that require a Twitter account.

Take Away: While you may not want to cultivate a personal brand on Twitter, having an active account is required to access the more advanced applications.

• Try Twitter Searches for:• Industry• Job function • Product or service

• Example: Pharma/Biotech Search for Breast Cancer; Herceptin

• Try Twitter Search yourself

Can you identify people with whom you want to engage?

• Twitter Search Example: “Lumbar Disk”• Spine Surgery • Back Surgery

• What do you find? Consumer insights that will distinguish you from other candidates (YouTea, $100K)

General Precautions • Privacy - Locked vs. Unlocked account• Contacts - Definition of "friend" on Twitter

– Your audience seen/unseen

• Exposure - What to expect in Google re: your Twitter profile– Top rank for your name within 18 months

Professional Concerns• What potential employers might see• Wealth manager example: "Deutsch[e] Bank"

http://twitter.com/jonah_lupton• Casual tone

– Incomplete thoughts; spelling/syntax errors

• Hard to come off as consistently smart, professional• Not “Cover Letter” perfect

• How to Build Network

– Follow, Unfollow

• How to talk to people, join conversations

– @, DM, RT, #BalloonBoy

• How to participate in a conference or meeting

• Approaches to curating your profile over time

– Delete “Me Now” updates every two weeks

• CEOs on Twitter:http://images.businessweek.com/ss/09/05/0508_ceos_who_twitter/

• Entrepreneurs onTwitter:http://www.altgate.com/blog/2009/06/entrepreneurs-on-twitter.html

• State of the Twittersphere:http://blog.hubspot.com/Portals/249/sotwitter09.pdf

• Twitter.mashable.com

Follow us on Twitter and ask us questions:

@sarahrah, @amandapey, @cantwell, @agds