Twitter: Social Media Prospecting Tool

Twitter: Social Media Prospecting Tool

Twitter: Social Media Prospecting Tool November 17, 2009

Catherine Sherwood:Social Media Consultant with 20+ years of marketing and product strategy experience. Serving US & Canada.

Presented By: Presentation Agenda:

What is a Social Media Ecosystem?

Getting started with Twitter

Finding Followers Twellow wefollow Twitter Search

Finding More Followers Twellow Who Should i Follow?

Analyzing Your Followers Twitter & Su.pr TwitterAnalyzer


Look, Listen, and then Talk:

Twitter is just one part of your Social Media Ecosystem, but you will find many of your customers, prospects, employees, partners – and your competition – there.

A good Social Media Assessment will let you know where and how to get engaged.


Engage All Departments in a Social Media Strategy:

Create multiple touch points with your customers, partners and prospects

Many employees are already active in the social media; others can be trained

Create policies / escalation procedures to maximize success and avoid problems


The Power of Twitter:

Sources: (1) Nielson Online, March 2009; (2), (3) Quantcast, October 2009

From Feb08 – Feb09 grew 1,382% (7M accounts) 1

Gender (U.S.): Female 53%; Male 47% 2

Age: (U.S.) 18 – 34 / 44%; 35 – 49 / 28% 3


TWITTER: Only social networking site where you can efficiently find prospects

Advertise on FacebookPromote your Fan Page “offline”Get Fans to refer Friends

Connect with known contactsAsk for referralsMeet in Groups

Promote your Twitter account “offline”Use tools to find prospects that meet your criteria

http://www.bgsu.edu/departments/greal/llc/index/logo_facebook.jpg

http://buzzflikr.com/blogs/danscount/wp-content/uploads/2009/03/facebook-twitter-logos.jpg


Twitter can be used for multiple purposes…



First things first…

1. Create the right brand

Person

Company

Product



2. Create a personality 3. When possible, let followers know what to expect



4. Let followers know where else they can find you by listing your contact points…

..or keep it simple with a XeeSM account

Find all the ways to connect with us:

XeeSM.com/SouthwestAir

http://www.pdclipart.org/displayimage.php?album=108&pos=101



5. Send out at least a dozen real tweets before you look for followers. (It doesn’t matter if only your co-workers are looking at them.) Make sure they are representative of what you will be doing and space them out over a week or two.


Don’t just sell…

– Share useful information

– Share some random thoughts

Show your love – Retweet (RT) interesting or helpful things that

your followers tweet

Direct Message (DM) followers you want to make a stronger

connection with

Don’t over-tweet or get too spammy – repeating the same

message over and over


Timing is important

Space is critical: also use shortened URLs to allow for more message content

Maximize your chances of getting retweeted


Thank your follower Go for an additional connection

And thank people when they follow you


Finding Followers: Twellow

Good way to locate people and companies by how they self-identify

Not as good about picking up what people end up talking about

More than 10M profiles


Twellow: Profiles

Twellow lists people with big followings whether they have registered or not

However, people need to register to have expanded data

oNumber of followers & locationoOne tweetoSocial Links: Twitter onlyoURLoDerived categories


Twellow: Profiles

Bob Hazlett has registered AND set up a profile


Twellow: Profiles

“More Info” button:

Live links to Bob’s social media sitesCategories of

interest that Bob has listed for himself


Twellow: Profiles

“View my full profile” link adds a self-created profile and multiple tweets:

Full profile created by Bob

Multiple tweets


Twellow: Search

BROWSE allows you to drill down within categories

ALL CATEGORIES has alpha listing of categories

Can sort accounts by: Followers Count | Registered Users | Screen Name

SEARCH has fairly sophisticated Boolean searching


Twellow: Search

TWELLOWHOOD lets you zoom in by geographic location


Twellow: Search

TWELLOWHOOD looks at Massachusetts


Twellow: Case Study 1

Planning a pro bono project for Friends of Tilonia

They sell craftwork from economically-depressed areas in India



ALL CATEGORIES: Clothing, 9,541 profiles

Maybe Pete Wentz and Venus Williams will tweet about Friends of Tilonia



ALL CATEGORIES: Crafts, 17,000+ profiles

Unlike Clothing category, there seems to be more people who are interested in crafts, not just people who sell crafts.



ALL CATEGORIES: Fiber Arts, 310 profiles

Small category, but right on target, and seems to have a lot of enthusiasts



ALL CATEGORIES: Microfinance, 200 profiles

Microfinancing is associated with helping artisans in poor regions build businesses – similar to what Friends of Tilonia are doing.



SourceMedia’s Financial Planning magazine / website have a defined audience

who market themselves on Twitter



Categories such as Financial Advisors (3,284 profiles), Estate Planner (320 profiles),

even some CPAs (1,625 profiles) are their audience…and these people actively market

themselves on Twitter



Financial Advisors like to tout their expertise, so retweets would be appreciated.

SourceMedia might consider adding some guest bloggers from their Twitter followers.


Twellow lets you find people who have expressed areas of interest by putting

them in their Bio or by selecting specific categories in Twellow.

However, what they actually tweet about covers a wider range of topics

Hashtags are used by people who consistently tweet about a topic, and are a

good way to find people who have a commitment to that topic

wefollow organizes those hashtagged topics and let you find the accounts that

use them.

Finding Followers: wefollow


wefollow: Search for Tags

Click on Top Tags


wefollow: Search for Tags

Followers in tagNumber of people following those that use the tag

People in tagNumber of people using the tag

AlphabeticallyAlphabetical listing of all tags


wefollow: Interpreting Results

MOST INFLUENTIAL are – most likely – those that use the hashtag often and have a large number of followers

MOST FOLLOWERS may not use the hashtag as often

There are 1,633 users of #fashionista with a total of 399,262 followers


wefollow: Other Uses

Can see TOP TWITTER USERS overall or by category: Celebrity, Music, Socialmedia, Entrepreneur, News, Tech, Blogger, TV. Follow your ranking to measure success against your goals.

TOP CITIES could supplement Twellowhood searches, but wefollow does not have as much user detail.


The interface is not as nice and many of the extra features missing, but

search.twitter.com allows for more advanced searches than Twellow or wefollow

Finding Followers: Twitter Search


Twitter Search: Advanced Search

Use Case 1: Can find a person tweeting about a topic and living in a specific location.

Use Case 2: Can find people asking a question or having a good / bad attitude about a product.


My brother-in-law sells photography and similar equipment in Albuquerque, NM and promoting his store’s knowledgeable staff helps to differentiate them from the big box stores.


Search

Results


COLGATE can find tweets about their brand “With positive attitude”



SUGGESTED USERS offers up a list of people you may want to follow

IGNORE button helps manage the list

Finding More Followers: Twellow Suggested Users

(1)Set up an account, create a Profile and select the categories you want to be listed under.

(2)Click on Suggested Users


Does not provide the level of user detail that Twellow does

However, may find different people than with Twellow’s Suggested User function

Finding More Followers: Who Should I Follow?


Who Should i Follow?

Can narrow or expand results by looking for more or less popular people

Can also filter by location


Who Should i Follow?

If someone seems right on target, can click on See more users… link and find similar people.


Setting and measuring goals will increase your effectiveness:

– Number of followers = reach

– Number of click-throughs on links = interest

– Number of retweets = advocacy

– Number of DMs = connections

Analyzing Your Followers


# Followers

Analyzing Your Followers: Twitter and Su.pr

# Direct Messages

Search @username for retweets

URL shortener service measures clicks & retweets

Twitter

Su.pr


Slice and dice your users, mentions, etc. to understand your Twitterverse …in depth

Analyzing Your Followers: TwitterAnalyzer


User

Friends

Mentions

Groups

Trends (coming soon)

TwitterAnalyzer: Types of Statistics


Online Followers: How many of your users are online RIGHT NOW?

TwitterAnalyzer: Friends

Could help you refine what is best time of day to tweet.


Followers Growth rate: See how many new followers you acquire or lose on each day. Click on the graph to see your messages causing this change.


One way to measure positive or negative impact of tweet.


Followers Density Map: See your followers locations


If location of followers is important, this is a good chart.


Followers Activity: A representation of how many of your followers are active on Twitter and how active your followers are


If most followers are not that active, need to adjust your follower strategy


Most Retweeting Friends: Who retweets you most.


DM these RT’ers; find their other social sites and connect there as well.


Closest Friends: See the friends you are most in contact with


Are these the most influential? Is your circle too small?


Disregarded Friends: See the friends who sent you messages but didn’t get an answer from you.


Check this chart daily!


See the followers mentioning you the most.

TwitterAnalyzer: Mentions

DM them, find and follow them on their other social sites.


See followers by: Occupation, Join Date, Popularity, Gender, Actions (i.e. topics)

TwitterAnalyzer: Groups

Make sure your followers match your desired demographics


Pay it forward:

Friends of Tilonia can be found at www.tilonia.com

Credits:

A strategic approach to Twitter: Created by Ogilvy for IBM

A Visual Guide To Twitter: www.Applicant.com

Tools:

Twellow: www.twellow.com

wefollow: wefollow.com

Twitter Search: search.twitter.com

Who Should i Follow: www.whoshouldifollow.com

Su.pr URL Shortener: http://Su.pr

TwitterAnalyzer: www.twitteranalyzer.com


Twitter: Social Media Prospecting Tool Thank You !

Catherine Sherwood:Social Media Consultant with 20+ years of marketing and product strategy experience. Serving US & Canada.

Presented By: Follow Up:

Presentation available on SlideShare:

www.slideshare.net/CatherineABQ

Comments, questions, feedback?

Blog post set up for discussion:

http://CatherineSherwood.com

Email:

[email protected]

Phone: 505-660-6106

Twitter: @CateSherwood

For links to all my Social Sites:XeeSM.com/CatherineSherwood

Technology

Twitter: Social Media Prospecting Tool