Social CRMHow businesses can use Twitter to
© 2010 Social CRM World http://www.scrmworld.com @glfceo 1-650-469-3243
How businesses can use Twitter to increase sales.
WorkshopBay Area Executives Meetup
http://www.meetup.com/BayAreaExecutives/
Tatyana Kanzaveli@glfceo
Please tell me:
• Company you are with?• Are you using Twitter?• Level of experience on Twitter?• What are you hoping to learn here?
© 2010 Social CRM World http://scrmworld.com @glfceo
What is Twitter
Twitter is a free social messaging utility for staying connected in real time.
Twitter is considered a micro-blogging platform where you only have 140 characters for your message.
© 2010 Social CRM World http://scrmworld.com @glfceo
message.
An estimated 5-10 thousand new users are signing up daily on Twitter. Traffic to the site has grown by 600% over the last 12 months with 20% of Twitter users joining in the last 60 days.
© 2010 Social CRM World http://scrmworld.com @glfceo
Terminology
• To tweet - post a message• Follow – subscribe• Reply – respond• Direct message DM – private
© 2010 Social CRM World http://scrmworld.com @glfceo
• Re-tweet (RT) - repost someone else’s msg with comments or not
• Hashtag – mark a topic/subject
Twitter Demographics
The Pew Internet & American Life Project released a study, Twitter and Status Updating, recently. The study provided the percentage of online adults that have said they have used Twitter before:
© 2010 Social CRM World http://scrmworld.com @glfceo
19% - 18 to 24 years old20% - 25 to 34 years old10% - 35 to 44 years old5% - 45 to 54 years old4% - 55 to 64 years old
2% - 65 and older
As of February, 2009
CoffeeGroundz Cafe (@coffeegroundz)
Is a local coffee house in Houston, Texas. They are proclaim to have taken the first to-go order through Twitter. A regular customer messaged them asking if he could place an order and pick it up at the drive-
Profile:
© 2010 Social CRM World http://scrmworld.com @glfceo
he could place an order and pick it up at the drive-thru. From there CoffeGroundz started to take orders via direct message from their cleintele. Clients are now even ordering via Twitter directly from a table in the store without having to walk up to the counter and order a coffee.
Business Value:
Doubling clientele and building Community.
@coffeegroundz
© 2010 Social CRM World http://scrmworld.com @glfceo
Zoomdweebie's Tea Bar (@52teas)
Local tea company in Wichita, Kansas. They set up a Twitter account and offered a new tea blend each week. Customers were also alerted to daily specials.
Profile:
© 2010 Social CRM World http://scrmworld.com @glfceo
specials.
Business Value:
The owner stated that they typically sold one or two packages every two or three weeks, but Twitter has allowed them to ship 40 to 50 packages. They are even getting orders from as far away as Scotland and Australia.
@52teas
© 2010 Social CRM World http://scrmworld.com @glfceo
Namecheap (@namecheap)
70 person domain registrar out of Los Angeles, started their Twitter account in December. They initially ran a trivia contest once an hour and the first @ replies won an
Profile:
© 2010 Social CRM World http://scrmworld.com @glfceo
trivia contest once an hour and the first @ replies won an one-year domain registration.
Business Value:
Namecheap's traffic increased by 10% in December and domain registrations increased by 20%.
@NameCheap
© 2010 Social CRM World http://scrmworld.com @glfceo
Dell Made $3 Million From Twitter!
Dell sells refurbished systems through Twitter at @DellOutlet, which the computer maker says has more than 600,000 followers.
Since launching @DellOutlet in 2007, the company
© 2010 Social CRM World http://scrmworld.com @glfceo
Since launching @DellOutlet in 2007, the company has taken in more than $2 million in sales directly attributed to Twitter and another $1 million from people who start at Twitter and then move on to buy a new computer somewhere else on the Dell Web site.
How Dell does it?
In making sales through @DellOutlet, Dell sends tweets to subscribers, telling bargain hunters the latest available refurbished systems. The company also messages coupons and clearance events.
The strategy has taken @DellOutlet to the top 50 most
© 2010 Social CRM World http://scrmworld.com @glfceo
The strategy has taken @DellOutlet to the top 50 most followed Twitter users, according to Dell. Such standings are tracked on a third-party Twitter monitoring service called TwitterCounter.
Other top 50 Twitter users includes brands like @Zappos, @Woot, @JetBlue, and @WholeFoods.
@Delloutlet
© 2010 Social CRM World http://scrmworld.com @glfceo
How to play this game?
• Be creative, fun, passionate• Build relationships• Listen• Respond
© 2010 Social CRM World http://scrmworld.com @glfceo
• Reward loyalty, referrals• Integrate with other sales/marketing activities
What matters?
• Twitter profile• Links• Not too many hashtags• Some hashtags
© 2010 Social CRM World http://scrmworld.com @glfceo
• Retweets
Twitter profile
• Bio• Links• Logo• Wall
© 2010 Social CRM World http://scrmworld.com @glfceo
How?
• Contests• Help me create a product• Deals• Offers
© 2010 Social CRM World http://scrmworld.com @glfceo
Example
© 2010 Social CRM World http://scrmworld.com @glfceo
Example
© 2010 Social CRM World http://scrmworld.com @glfceo
Tools• Google alerts• Wefollow – directory• Lists• Listerious• Twitterfeed• Twellow
© 2010 Social CRM World http://scrmworld.com @glfceo
• Twellow• Blip-fm• twtQPon• Twitpic• Hootsuite – manage tweets• Tweetbeep• [oneforty]• Ping.fm[seesmic]
http://www.oneforty.com
© 2010 Social CRM World http://scrmworld.com @glfceo
Cross Links
• Put twitter link on your web site• Email signature• All other communications• If company has more than one person
tweeting – create a page with their twitter ids
© 2010 Social CRM World http://scrmworld.com @glfceo
tweeting – create a page with their twitter ids• Create twitter list
Who to follow?
• Follow your target customers• Follow your brand in conversations
© 2010 Social CRM World http://scrmworld.com @glfceo
• Follow your brand in conversations• Follow your competitors in conversations• Follow industry analysts• Follow influencers: bloggers, reporters, etc..
Content
• Useful• Responsive• Interesting• Fun
© 2010 Social CRM World http://scrmworld.com @glfceo
• Personal
80% - non direct business related content
Analyze• The bottom line: sales!• Number of followers [in your target markets]• Number of click-throughs [for posted links]• Traffic to your web site• Traffic to your blog
© 2010 Social CRM World http://scrmworld.com @glfceo
• Traffic to your blog• Document downloads• Newsletter subscriptions• Retweets• Replies• Lists
Key points
• Build trust• Establish yourself as a subject matter expert• Communicate: respond, answer, support, etc..• Contribute useful content
© 2010 Social CRM World http://scrmworld.com @glfceo
• Build community• Measure • Adjust
It’s a commitment!