August, 16

Twitter for Small Business

By Kristine Bezbaile

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Contents

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Success Stories

Reputation management

What does typical Bank on Twitter?

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1. Hashtag §  A hashtag is any word beginning with the # sign 2. Mention §  Include the @username of whomever you want to mention and it

will appear in the Mentions section 3. Reply §  When you reply, your response is public, and will show up in your

home timeline and the timeline of the person to whom you are responding. Meaning, that someone not in the conversation has to follow both of the people replying to be able to read both sides of the conversation

4. Retweet §  Just hit the retweet button to send the original

message to all of your followers 5. Links §  Twitter’s link-shortening feature allows you to paste

a link of any length

Note §  Direct message DM is a private message. You can

only send a DM to individuals you follow who also follow you

Anatomy of Twitter

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Include a link to your website

Write a clear and informative bio that describes your business, products or services

The background image is the paper Murray’s uses to wrap their cheese

How to design a Profile?

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What does typical Bank on Twitter?

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Give the More

Tweet

Response

Share

Use Twitter to convey insights and information about your company that your customers can’t find elsewhere

Reply to people, when they tweet about you. Favorite and retweet messages Note: Download Twitter for your mobile device

Note: Follow reporters and news outlets that cover your topics, and retweet their relevant comments and insights

For example: “What are the top ten reasons that people buy a new car? Answer: link to a blog post about the subject.”

Note: Follow people from outside your industry to get ideas about interesting content

How to invert People into customers?

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Monday Special promotions

Wednesday Helpful tips

Tuesday Behinde the scenes

Thursday Media spotlights

Friday Focus on People

For instance, Tweet an offer code that unlocks a discount on your website at checkout, or tweet a secret word that customers can mention to get a discount when they visit your business or offer free downloads

For example post a Photo or video that provide access to information that your followers can’t get any other way

Create a regular series of Tweets that are informative or surprising. For example, if you’re a chef, tweet recipes or kitchen tips

Highlight press stories and news about your company, industry or community that your followers will find interesting. Mention the @username of the reporter or media outlet when you tweet the story

Highlight the people who help run your company by posting photos showing them at work or retweet the Tweets that relate to your business

Engage people during the Week

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Give an Incentive Create Tweets that encourage your followers to retweet. For instance announce that you’ll offer a discount to everyone who retweets your offer, but only if you get a total number of retweets (like 10 or 25)

Create a conversation

When the 2010 World Series was played in Arlington, Texas and San Francisco, California, it was no surprise that the baseball fans from both cities tweeted up a storm

Give a discount Offer customers a reward if they mention your business — a discount, free trial, or extra service — whatever makes sense

Examples:

How to gain more followers?

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What does typical Bank on Twitter?

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Promoted Tweets amplify message with targeting options that allow you to reach the right person, in the right place, at the right time

Promoted Accounts quickly scale a follower-base of advocates and influencers for your business. Promoted Accounts are featured in search results and within the Who to Follow section

Promote yourself within Twitter AD

Promoted Trends drive conversations and interest around your brand or product by capturing a user’s attention on Twitter

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Monthly Budget for Promoted Tweets and Accounts from 999$ - 25000$

Promoted Trends costs up to 120000$ per DAY

See if people are retweeting your tweets

Use Google Analytics to

improve progress

Costs and Monitoring

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Success Stories Reputation management

What does typical Bank on Twitter?

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§  According to Ms. Luangrath “We followed people in our target

demographic and began to converse with them about the

things that they were interested in,” she says.

§  She stress out that Twitter is good for word of mouth

§  Ms. Luangrath remembers “When we finally launched the

website we had over 2,200 engaged followers who felt like

they were part of a cool community.

§  They were talking about us and spreading our message

without ever being asked

§  Foiled Cupcakes had great success using Twitter lists . They

use three or four targeted lists, to engage with people.

§  In this way they can keep track of what people in our target

audience are talking about.

§  Link to https://twitter.com/foiledcupcakes

The Results §  28905 Tweets §  3323 Following §  9913 Followers

A Cupcake Business Started From Scratch

http://sproutsocial.com/insights/2012/05/twitter-success-stories-lists/

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How to improve Bank presence on Twitter?

§  Crazy idea: Use Twitter to set Meetings with potential customers §  Send special offers or discounts to Twitter followers §  Post details about special offers, make information updates about

new Products §  Interact with client question/answers series §  Educate community give some tips, advises §  Provide followers with News Headlines and some interesting

articles' §  Use promoted Tweets, Accounts or Trends

§  Target interest groups to reach B2B marketers

My suggestions

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What does typical Bank on Twitter?

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§  She bought Comcast's NBA League Pass

§  She received a letter from Comcast informing me that they‘ have auto-renewed me for NBA League Pass

§  She called Comcast to cancel League Pass

§  Automatize voice informed me that a current waiting time is 45minutes, so she hung up

§  She called again, after 20 minutes of easy listening, she finally got through

§  Operator informed me that she couldn't cancel my subscription since the NBA season had already started §  Since the season started four days ago she was no longer able to cancel 8 months of games that she wasn't going to watch?

§  Then she repeatedly asked to speak to a supervisor and she said that one wasn't available §  She hung up phone and did post on Twitter

Case Study

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Reputation Management

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What does typical Bank on Twitter?

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What does the typical bank on Twitter look like?

The Financial Brand tracks 400 English-speaking retail banks

47%

19,80%

6,80%

Followers

Banks 0

Banks ≤ 10

Banks < 200

10.80%

25.50%

68.80%

10% 16%

Following

Banks 0

Banks ≤ 10

Banks < 200

Banks ≥ 1000

Mean number

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Tweets

§  Banks who has tweeted less than 10 times are 14,5%

§  Banks who has tweeted more than

1000 times are 13,30 % §  Total tweets sent by 400 English-

speaking banks: 363,344

§  Average number of tweets sent per bank: 908

§  Mean number of tweets sent: 195

19.50%

41.50%

59.50%

30.30%

16.30%

3.80%

Frequency

Banks 2h

Banks 24h

Banks Week

Banks 1 Month

Banks over a Year

Banks 0

400 retail banks Tweets and Frequency

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10034 9754

31016

22184

2046

18922

7219

12957

7053 6768

4428

7120

73 17

7481

9713

705 31 1329

1946 2788

8186

295 113 1357

3077 2642

575

2151 3706

0

5000

10000

15000

20000

25000

30000

35000

Citi Wachovia Bofa Chase USAA Ingdirect Westpac Welssfargo Mastercard Nab

Followers Following Tweets

The rest of the stats for the 10 Top retail banks

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343904

5076757

233503 241868 31023 23214 39191 10419 12271 41815 18084 5627

0

1000000

2000000

3000000

4000000

5000000

6000000

Virgin America MTV Hubspot Paramount Pic

Followers

Following

Tweets

Business Success with Twitter Global companies

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4246 4668

13169

6369

1687

4255

21729

2240

34795

12169

38265

35642

0

5000

10000

15000

20000

25000

30000

35000

40000

45000

Nylabone NewRelic Absolutradio Bonobos

Followers

Following

Tweets

Local business

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Video-piece of cake

https://www.youtube.com/watch?v=iW2Oal1ybgM&feature=player_embedded