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for BusinessPaul GillinAuthor, The New InfluencersSecrets of Social Media Marketinggillin.com

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Why Use Twitter for B-to-B?

“The relationships we’re building on Twitter and the Dell Tech Center feel like they’re going to last a lifetime.”

--Scott Hanson, @DellServerGeek

•Bonus promotional channel

•Low barrier to entry

•Quickly share expertise

•Alert clients to news

•Head off problems

•Cover events

•Create one-to-one relationships

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Publish Everywhere

32 million members

300 million members44 million members

1 billion daily views

6 million daily visitors

50 million members10 million members

1 million daily visitors

1.5 million daily visitors

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Typical Multi-Platform ScenarioCorporate website

Feed Aggregator

Partner website

Email Newsletter

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Platform Adoption by Year

Before 2006 2007 2008 2009

38

99

137

187

38

137

274

461

New Cumulative

Survey of 55 marketers

“35% of the Fortune 500 and nearly 50% of the Fortune 100 have Twitter accounts”

--Dr. Nora Ganim Barnes, Research Chair, Society for New Communications Research

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Social Media Platforms in Use

Virtual worldMobile applicationPublic communityPrivate community

Specialized social networkVideo podcast

Topical blogsEmployee blogs

Photo-sharingDiscussion forum

PodcastFacebook group

LinkedIn groupText/SMS

LinkedIn pageYouTube or similar

Business blogFacebook fan page

Twitter or similar

0 10 20 30 40 50 60

Survey of 55 marketers

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Twitter in Business

“I keep expecting to see diminishing returns [from Twitter] and it just doesn’t happen.” Bill Robb, Social Media Marketing Manager,

Cisco Systems

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Improved applicant quality

Image of Sodexo as progressive young company

Recruitment costs substantially reduced

Principal Value

“The human touch is essential. People know there’s somebody behind the message and the photo.”

-Kerry Noone, Manager, Marketing Communications

• Most of the company‘s 60 recruiters user Twitter and other social media to meet hiring demand.

• Focus is on building relationships and enthusiasm among prospective employees

• Traffic to careers site up 182% in last two years, job applications up 25%. Recruitment ad costs down $300K

Sodexo Recruiters

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Building your follower base

• Attend and organize events• Tweet from events you attend• Follow influential people• Compliment and acknowledge• Seek retweets• Answer questions• Offer advice• Be helpful!

1.7 million followers

1.4 M followers

1.3M followers

1.1M followers

2M followers