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Best practices for businesses using Twitter. Case studies that show how to use Twitter beyond a broadcast tool, Twitter clients and apps that make twitter more efficient, and ideas on how to use Twitter to market your business.
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October 23, 2009
ADVANCED TWITTER FOR BUSINESS
INTRODUCTIONS
How many twitter accounts do you have?
Who is your favorite person to follow and why?
Your favorite twitter anecdote
@freerangemom
CLASS OBJECTIVES
10+ ways use Twitter for business
Get started on your Twitter Business Plan
How and where to find people to follow
How to make your tweets stand out in the crowd – and how to measure their success (or failure)
20 of the best Twitter tools
CLASS ASSIGNMENT
Tweet what you are thinking about and learning during this seminar
#ATB
Track what your class mates are saying
“THERE IS NO RIGHT OR WRONG WAY TO USE TWITTER”
TWITTER IN CONTEXT: “SHARE” OF MARKET
Source: Mashable, July 20, 2009
TWITTER MIGHT BE GROWING, BUT IT HAS A LONG WAY TO GO TO CATCH UP
BIZ STONE, TWITTER CO-FOUNDER
“The [companies] that are really standing out are the
ones that are just using Twitter in this hybrid way as a
customer service/marketing tool… Mixing it up like
that is a really good approach, especially now that we
don’t really know what the correct way to do it is.”
Source: Hubspot video recorded 4/17/09
OPPORTUNITY FOUND & LOST
@FirstPlace
USES FOR TWITTER
BROADCAST
MORE THAN JUST A BROADCAST CHANNEL…
PR
ContactBuilding
Consumer Support
Sales
Broadcast Channel
Focus Group
Spin
Buzz Building
Monitor
Build Community
Events
MORE THAN JUST A BROADCAST CHANNEL…
ROIPR
ContactBuilding
Consumer Support
Sales
Broadcast Channel
Focus Group
Spin
Buzz Building
Monitor
Build Community
Events
CATALYST
Defined
Impulse Stimulus Impetus
Incentive Motivator Mover and shaker
Stimulant Invitation Up and comer
CATALYST
BROADCAST
CUSTOMER SERVICE
COMMUNITY BUILDING
BUZZ
Twitter reviews
influence buying
decisions
SALES
COMMUNITY BUILDING
NEW: LISTS
MONITORING
http://search.twitter.com/search?q=starbucks+via
HTTP://SEARCH.TWITTER.COM
PR
OTHER WAYS TO USE TWITTER
Focus Group
Spin (@motrin)
On-line Events (@resourcefulmom)
Conferences (#gnomedex, #blogher, etc.)
SALES + PR = ROI
http://en.community.dell.com/blogs/direct2dell/archive/2009/06/11/delloutlet-surpasses-2-million-on-twitter.aspx
OTHER CORPORATE EXAMPLES
@markknoller CBS News White House Corresp.
@Marilyn_Res National Geographic Traveler Mag.
@WestJet Airline
@Dove_Chocolate
@SouthwestAir
@FBIPressOffice
@VZWSoCal Verizon Southern California
@yahoo
HOW HAVE YOU SEEN TWITTER USED SUCCESSFULLY?
HAVE YOU BEEN TWEETING?
YOUR TWITTER BUSINESS PLAN
BUSINESS PLAN
The big picture
5 questions to answer
Elements of your Twitter business plan
Building your profile page
Follower strategy
Content sources
Time Management
ONE PART OF YOUR MARKETING PLAN
Traditional Media Advertising Direct mail Collateral Merchandising Newsletters Media Relations Web Sites
New Media Social networking
sites (Twitter, Facebook, LinkedIn, MySpace, etc.)
Blog Landing Pages Blog Talk Radio You Tube Bookmarking White Papers Customer User Sites
5 QUESTIONS TO ANSWER
What is your business objective?
Are you open to hearing what you community has to say - for good or for bad?
Do you have a regular source of content (copy, links, photos, podcasts, video etc)
Do you have the time to invest in building your community?
Are you prepared to maintain your Twitter community on a regular basis?
BUSINESS PLAN ELEMENTS
Twitter:
One
Component
of the
Big
Picture
Audience• Follow strategy
Brand• Voi
ce
Details• Profile• Editorial Plan• Legal
Objectives• Me
trics
TARGET AUDIENCE
Age, location, income, other demographics What are they talking about? Who are they talking to? What is important to them?
Build an imagined follower profile – and talk to that person
FOLLOW STRATEGY
Follow back everyone who follows you (or not)
http://www.twollo.com/
Follow lists/Twitter directories
http://www.twellow.com/
http://wefollow.com/
Strategically scrape other people’s followers
www.tweepsearch.com
A few to get
started
FOLLOW STRATEGY
Scrape thought
leaders by
keyword
Or
Follow bios by
keyword
www.tweepsearch.com
FOLLOW STRATEGY
Auto follow: http://www.socialoomph.com/
Hand follow: Tweetdeck + finesse
Follow by tweet
Keyword
FOLLOW STRATEGY
By zip code:
http://www.localtweeps.com/
By keyword and region
http://monitter.com/
Geography
MARKETING FUNNELS
Follow
Engage
Sign Up
Buy
Traditional Twitter
MARKETING OBJECTIVES & PERFORMANCE METRICS
Objective Metrics
PR Number of mentions, reporter contacts
Contact Building Referrals from followers, RSS subscribers
Consumer Support Customer contacts completed
Sales Landing page conversions, coupon redemptions
Broadcast Channel RT, favorites, mentions
Spin & Buzz Building Positive mentions
Examples
YOUR BRAND
More so than ever, on Twitter your brand is more than a logo.
It is everything about who you are, what your product or service is and how you operate.
YOUR VOICE
What are your priority messages? What are you talking about and why. What do you offer your audience? (Help,
information, advice, support?) Tone, POV, attitude Value Proposition
VALUE PROPOSITION
WHAT IS YOUR MESSAGE STRATEGY?
Class
Exercise
YOUR TWITTER PROFILE
@username and account name
Profile statement –
160 characters
Value Proposition
SEO searchable
Location: Seattle, WA vs….
Avatar: Choose wisely
Link: Your Twitter brochure
Profile background
PROFILE BACKGROUND CUSTOMIZATION
File Dimensions
2040 pixels by 1700 pixels
Branding Dimensions: 80 pixels by 587 px
Coordinates x=20, y=14
Horizontal position: 20 pixels from the left
Vertical position: 20 px from the top
File Size: Less than 800k
File Type: GIF, JPG, PNG
http://www.blog.spoongraphics.co.uk/tutorials/twitter-background-design-how-to-and-best-practices
2009 Event Opportunities to Build on in TwitterMarketing Activity Timing Twitter value addedOpen house October Twitter coupon
EDITORIAL PLAN
Legal: be sure everyone is trained on legal & communications policy. More open than traditional corporate communications, however, rules still apply.
Availability: Don’t forget to consider the 24x7 dimension of Twitter. How will you provide coverage?
WHERE TO FIND CONTENT
Your blog
Tweet each post multiple times
Use one bullet point per tweet
Test headlines with url shortener
Other thought leaders on Twitter
RSS subscriptions
Industry publications
Keyword monitoring: www.netvibes.com , Radian6, Google alerts
Create engagement a la Starbucks
CREATIVE ENGAGEMENT
PRIVATE SOCIAL COMMUNITY
CONTESTS
SOCIAL MEDIA RSS SUBSCRIPTIONS
Mashable
ReadWriteWeb
iMedia
eMarketer
Smart Brief on Social Media
HubSpot
Mequoda Daily
HARO
OTHER TWEEPL TO FOLLOW
@marismith
@scobleizer
@mike_stelzner
@Gennefer
@Weave
@Warrenss
@chrispirillo
@mashable
@problogger
TIME MANAGEMENT
Read and reply to @s and DMs
Review your tweetstream and talk to 1 person
Monitor your keywords to see who is talking about you
Read your key tweepl (3x/day) respond or RT as appropriate
20 minutes,
2x/day
TWEET BREAK
HOW TO WRITE A TWEET
MADE TO STICKBY DAN AND CHIP HEATH
Why some ideas (or tweets) survive and others die…
Simple
Unexpected
Concrete
Credible
Emotional
Stories
SIMPLE
UNEXPECTED
CONCRETE
CREDIBLE
EMOTIONAL
STORIES
FUNNY
MOTIVATION TO SHARE
Self Expression (I-phone)
Achievement (#bwe)
Altruism (#Prop8)
Self-Reward (#squarespace)
DO’S & DON’TS
Do: Use your blog as a way to deepen the Twitter conversation
Do: Ask questions
Do: Think “cocktail party”
Do use ! :o) LOL to indicate sarcasm
Do: break your blog into sections or bullet points and tweet about each of them separately
Don’t: Be afraid to repeat yourself
Content
DO’S & DON’TS
Do: shorten your tweet to 110/120 characters to allow for retweet attribution
Do: use a link shortener to track what gets clicked
Do: quote closely to verbatim, but don’t be afraid to edit
Do: add your own opinion using [brackets]
Do: Use “via” when crediting your content source
The
Retweet
MISCELLANEOUS DO’S
Tweet most things in public
Add period for tweets you want seen by everyone ( .@freerangemom )
Set up a separate email account for all of your social media mail
Use Firefox as your browser
Add @address to your email signature, business card
Play with #. Not just for conversations or events, it also tags an idea like #fail.
Use ^ to denote who is tweeting on a shared account
Do….
MISCELLANEOUS DON’TS
Send DM “thanks for following me”
Give out passwords to 3rd party apps unless you are absolutely positive they are above board
Assume DMs (or anything else) is confidential
Think deleting tweets gets rid of them (unless you are the President)
Don’t….
YOU CAN DELETE IT, BUT YOU CAN’T HIDE
20 TWITTER TOOLS
TOOLS
http://www.bubbletweet.com/ – embed video in your tweets
http://favotter.matope.com/en/ – see who likes what you have to say
http://www.twazzup.com/ – monitoring, trending, thought leaders and more
http://twittermass.com/ – paid service that does the same thing as Monitter.com does for free
http://twtpoll.com/ – one of several twitter poll apps
http://www.twtapps.com/ – twitter event invites and more
http://ping.fm/ – one stop broadcasting tool
http://hootsuite.com/ – link tracking, delayed tweets and more
http://www.retweetrank.com/ – how you rank on RTs
TOOLS
http://budurl.com – best stats
http://bit.ly – most used, twitter supported
http://snip.url – link testing
www.tweetburner.com – most social
www.twitturly.com/ – tracking
www.tweetmeme.com/ –blog RTs
Link
Shorteners
TOOLS
www.twollow.com
www.twello.com
www.wefollow.com
www.socialoomph.com
www.localtweeps.com
www.monitter.com
www.tweepsearch.com
Following
SAMPLE SCENARIOS
ONE LAST CHANCE TO TWEET
