Power Marketing with Twitter

Power Marketing:

Build Your Brand and Boost your Bottom Line

November 3, 2010

Juliann Grant

Telesian Technology

Agenda• Why Twitter now?• Marketing with Twitter

– Designing & Launching a Twitter Profile for Your Brand– Developing an effective content strategy– Strategies to grow your follower base– Newest Twitter & social network tools for productivity & management

• Integrate Twitter into Your Current Marketing Strategy– Listening tactics– 8 Steps for Marketing Integration– Event integration example

• Avoid top Twitter faux pas': Build a positive reputation • Final recommendations

Is Twitter really ALL THAT?

180 million unique visitors

come to the Twitter site every

month

5% of Americans were aware of

Twitter in 2008, compared to 87% in

2010

300,000 new users sign up

for Twitter each day

.

65% of the Fortune 100 use Twitter to communicate with

customers and stakeholders

81% of marketers using social media said it generates

more exposure for their business

More Twitter facts

New Orleans-based pizza chain Naked Pizza brought in

15% of its business from an exclusive-

to-Twitter promotion in April

Dell reported that Twitter

promotions helped it sell $6.5 million in gear last

year

A HubSpot study of 2,000 companies

showed that companies that have blogs have 79% more Twitter followers than

those that don’t

.

Old Spice ran a Twitter campaign that boosted sales

107% for its shower gel products

8% of tweets involve advertising, product recommendations

or complaints

http://www.baselinemag.com/c/a/Business-Intelligence/25-Fast-Facts-About-Twitter-in-the-Workplace-212013/?kc=EWWHNEMNL09282010STR1

Twitter growth

It’s not just Twitter• Raw usage numbers are too big to ignore• LinkedIn

– All business– Over 60 million users

• Largest Facebook demographic is ages 35-54– Fastest growing is 55+– Facebook: over 400 million users– Facebook surpassed Google August 2010: Users spent 41.1

million minutes on Facebook, which surpassed Google’s 39.8 million

• YouTube: over 100 million visitors per month• Compare to Google’s 359 million visitors in March

http://www.allfacebook.com/facebook-surpasses-google-in-time-spent-on-site-domestically-2010-09

Launching @ Twitter Presence

Key considerations

– Are you committed as an organization?– What is your strategy

• Who will be responsible?• How will your brand be represented?

– Corporate brand?– Divisions?– By Product/Service?

• Do you need guidelines?– http://socialmediatoday.com/ralphpaglia/141903/social-media-e

mployee-policy-examples-over-100-companies-and-organizations

– What is your content plan?

http://socialmediatoday.com/ralphpaglia/141903/social-media-employee-policy-examples-over-100-companies-and-organizations



Key components• Blog

– Human voice– Build link love– Can be a team blog, adds more points of view

• SlideShare and YouTube accounts – Need a place to store PDFs, videos, webinars

• Daily Twitter participation (yes, daily)– Consider adding profiles in Facebook, LinkedIn

• Set up listening feeds• Integration points with marketing and web site

– Media page for sharing blogs and social media profiles– Use landing pages to eliminate link to nowhere

Plan out content, content, and more content

– Everyone is publishing volumes of content, which makes it hard for marketers to rise above the noise while continually producing fresh content.

– Customers are not looking at information from just one source—and especially not from just one company.

– Customers are increasingly consuming expert and community content as a part of the buy cycle

By 2013 the quantity of information on the Internet will double roughly every 72 hours

Generating good content

Difference between being

a short order cook and an executive chef

What content?

• Start with what you have• Turn anything printed into

digital– White papers– Case studies– Brochures– PPTs (speaking opps,

seminars)– Newsletters– Articles

• Build out multimedia options– Webinars– Podcasts– Videos

• 183 million U.S. Internet users watched online video during the month of May.

• YouTube.com achieved record levels of viewing activity with an all-time high of 14.6 billion videos viewed and surpassing the threshold of 100 videos per viewer for the first time.

Build a information repository

The difference good content can make

Old Spice

Uploaded 160 videos

In late July, Old Spice accounted for eight of the most popular 11 videos on YouTube and more than 21 million views

Old Spice Twitter followers had jumped from 3,000 to 46,000 in less than 48 hours

http://www.youtube.com/results?search_query=RE%3A+Old+Spice&aq=f

http://twitter.com/oldspice

Finding your market: Directories

Editors/Journalists:*

http://www.mediaontwitter.comhttp://muckrack.com

Analysts:http://www.sagecircle.com

Bloggers:

Peers, Colleagues, Companies:

http://www.mediaontwitter.com/



http://muckrack.com/



http://www.sagecircle.com/

Finding your market: OrganicNew Twitter Feature Just Participate

Building a following• Share information freely and often• Pay it forward• Do not overly self-promote

– 1:10 ratio broadcast content to other messages

• Ignore follower numbers, focus on quality of interactions

• Comment on blogs you read• Retweet often

Choose follows wiselyRules of the Road

1. You don’t need to follow back everyone who follows you.

2. Beware of Spammers– High following rate– Low tweet and follower count

3. Evaluate every profile. If you don’t know the person, look at who they know.

4. Do not set up Automatic Direct Messages for new followers that are overly promotional.

What to tweet, when to tweet

Informative

Dialog

Engage

Be RealBe AuthenticBe Present

Try out a TweetChat

• Tweetchat schedule: http://bit.ly/9NlzoE– #Blogchat Monday 9 pm est– #PR20 Tuesday 8 pm est– #Leadershipchat Tues 8 pm est

• Great for finding like-minded people to follow

• Good dialog, exchange of ideas• Start your own

http://bit.ly/9NlzoE

Use #Hashtags to “tag” tweets

• Keep it short! • Does not require registration but check for usage

– Search.twitter.com

• Create unique topics and use #hashtags for tracking conversations, topics, etc.– Events, Programs, Contests– Body of knowledge ex. #Pauto– Geography– General terms ex. #b2b

• Short-lived on Twitter ~ last 7 days available– Archive when necessary

Create valuable “Twitter Lists”

Create any list:• Hashtag• Market focus• Product focus• Customer service• Editor and analysts

Use Your Lists: Be Relevant

Create content that is relevant to audience

Provide ways to engage, interact

Add value toyour customers

Twitter management tools• Other recommended applications:

– Tweetdeck: http://tweetdeck.com– Cotweet http://cotweet.com

Hootsuite.com

http://tweetdeck.com/

Integration in the

Marketing Mix

Social Media

StrategyAdv

PR

Direct

Mktg

Online

Mktg

Events

Off &

OnlineContent

Web

Site

Remember….

Marketing still drives the bus

First, marketing must listen up!

• Search for keywords

• Search by #hashtag

• Monitor competitors

• Create feeds in a Reader or in an tool like Hootsuite

• Consider automated tools

http://search.twitter.com

Twitter supports marketing

• Marketing Goals– Build brand awareness– Drive new leads into the sales pipeline– Put a human face on the company and brands– Deepen customer relationships– Improve buying experience

• Organize a Strategy– Why, who, what, when, where, how

• Schedule programs and tactics– Identify programs and supporting content– Plan to get the message out

Social Media

and Twitter

8 steps for marketing integration

1. Evaluate your current content assets– Take inventory

2. Review your current marketing plan to identify:– Product launches– New/Existing campaigns – customers/prospects– Events/webinars– PR activities (press releases in queue, articles to be

published, speaking events– Any new materials being produced


3. Create a mini editorial calendar- Have an idea of when things are happening and

what content can be published

4. Organize a distribution plan for information- Which networks, web sites- How will information flow – can it be automated?- Includes internal and external information

Use content in many ways

Content

How To Articles

Blog PostNewsletter

ArticleExec InterviewVideo/Podcast

UserGenerated

Guest Blog Post

GlowingReview

NewsletterArticle

SMProfiles

SMProfiles

SMProfiles

SMProfiles

Blog PostNewsletter

ArticleExec Interv

Video/Podcast

Twitter, LinkedIn, Facebook, YouTube, Flickr, etc.

NewsletterArticle

Place asArticle

WhitePapers

Twitter, LinkedIn, Facebook, YouTube, Flickr, etc.


5. Use push-pull marketing strategies– E-newsletters/email blasts proactively share outbound– Twitter, blogs pull interested readers inbound– Landing pages for lead generation

6. Line up a response team -- Establish processes for receiving information and routing it to key team resources

7. Make commitment to curate content regularly on Internet– Daily/Weekly is best for social networks– Monthly for web site

8 Steps to Marketing Integration

8. Measure, measure, measure– Who: Audience analysis

• Demographics, psychographics• How many, tone of interaction

– What: Interaction and content analysis• Video plays, forwards, polls, time spent, clicks, installs,

comments, ratings, inquiries, sales

– Where: Network Analysis• Which sites produced what kind of chatter?

Event integration example

• Core elements– Web site media page– Central blog– Volunteer bloggers– Listening campaign– Event #hashtag– Live event blogging– Social Networks:

• Twitter• YouTube• Facebook• LinkedIn

Ten things to avoid on Twitter

1. Set up a profile and then ignore it.

2. Follow 1,000s of people in the first few weeks

3. Use Twitter to broadcast your message only.

4. Using a formal, stodgy corporate tone. This is not a web site.

5. Not establish a Listening Strategy first.

6. Ignoring information gathered from Listening.

Ten things to avoid on twitter

7. Send Automatic Direct Messages to new followers with a link or call to action.

8. Taking credit for information or links.

9. Not be transparent.

10.Defending against negative buzz. Easier to fall on your sword.

Final recommendations

• Participate– Make it a priority and spend focused time weekly– Balance promotional tweets with other tweets– Show you are listening and adding value to the conversation,

not just posting endlessly• Reach out and start conversations• Ask questions, answer other questions

• Get to know Twitter culture– Get the lingo down

• RT (Retweet) HT( Hat tip) OH (Other half)

– #FollowFriday

• Don’t be afraid to experiment! – Expand beyond Twitter to other social networks

Final recommendations

• Recognize others in your network, give credit• Use Direct Messages for:

– One on one conversations– Thanking followers for following

• Retweet (RT) messages you find valuable• Refrain from sharing political positions• Treat language as professional and personable• Remember behind each profile is a person

Questions?

Connect with Me:

Juliann Grant

Phone: [email protected]

Blog: http://blog.telesian.com

Twitter: www.twitter.com/julianng

LinkedIn: http://www.linkedin.com/in/julianngrant

Facebook: http://www.facebook.com/julianngrant

Thank you!!

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