business and social media tools : twitter

Author: Jean-Francois MESSIER

How can social media increase

your business success?

a

This document is part of the “Social Media and Business” series by JF MESSIER

can you improve your

business with Twitter ?

1.Objectives you can achieve

2.Weaknesses

3.Strengths

4.Quick-start guide

5.Tips on how to use Twitter

6.Twitter tools for business

#1

you can achieve with

Say a little to a lot at once 1.

You can use Twitter to build yourself a large

personal network, find business

partners, or just promote your

business, whatever it might be.

2.

By tweeting, you are

sending info out into the

larger worldwide web. 3.

Customer Retention

first noticed that people were complaining about the company on Twitter.

They started tweeting back to the disgruntled customers.

4.

Set up a

and helped

account on April 8, 2008,

users in need.

Customer Retention 4.

Customers went from being disgruntled to being brand advocates — all because they were pleasantly surprised when reached out to them via Twitter and helped solve their problems.

Customer Retention 4.

Airlines companies use

Customer Retention 4.

In 2009 , because of the Iceland volcano,

KLM were the first airliner to use

&

59,000 followers

Customer Retention 4.

If you spend any time on Twitter it’s hard to not notice somebody talking to or about

airlines.

Southwest Air uses

Customer Retention 4.

JetBlue responds directly, often in under 2 minutes. Not

just JetBlue, other people also give insight based on

their own experience…

JetBlue uses

Customer Retention 4.

with the help of the crowd, they turn situations that would have normally annoyed customer into understanding and an outstanding customer experience.

JetBlue uses

Customer Retention 4.

Customer Service

Pointing followers to interesting posts….

Regular fun chit-chat

Informing SouthWest customers of great places to eat during layovers or delays

They use it in a number of ways…

Travel Advisories

Customer Retention 4.

’s ROI just for sending out a tweet might look something like this:

50,000

$25,000

1.5 million

500

50

followers who see the tweet

Sales: 50 purchases x $500

followers

followers who click on the link

purchasers based on the tweet

E-commerce 5.

By the end of 2009, had

generated

in sales from alone.

E-commerce 5.

Lead Generation

The hook is

the

you share

6.

Value

audience pull

to your fishnet

Lead Generation 6. push

&

Techrigy turned to Twitter to get ability to pinpoint and engage directly with decision-makers…

It began tracking keywords on Twitter related to its core business: looking for trigger words or phrases that might show intent to buy (*)

(*) such as when someone tweets about doing a demo with a competitor or asking, “Does anyone have experience using Techrigy?”

Lead Generation 6.

Within two weeks of setting up his own Twitter profile, Jim Reynolds, Techrigy’s director of sales, had lined up demos with decision-makers at Hitachi and IBM.

Lead Generation 6. Techrigy turned to Twitter to get ability to pinpoint and engage directly with decision-makers…

Lead Generation 6. Techrigy turned to Twitter to get ability to pinpoint and engage directly with decision-makers…

One year later, Reynolds was averaging two online demonstrations per day through Twitter.

He had personally closed more than a dozen deals through the service in Year 1.

Lead Generation 6. One year later, Reynolds was averaging two online demonstrations per day through Twitter.

Techrigy turned to Twitter to get ability to pinpoint and engage directly with decision-makers…

In February 2009, Decho created a weekly contest

where followers could enter for a chance

to win a free Mozy Home Unlimited account, good

for one year of unlimited backup.

Lead Generation 6.

followers in just a few

days.

300 people who re-tweeted

the first message,

600 1,000

In February 2009, Decho created a weekly contest

where followers could enter for a chance

to win a free Mozy Home Unlimited account, good

for one year of unlimited backup.

Lead Generation 6.

3,000 followers

15 to 20 paid customers per week.

In February 2009, Decho created a weekly contest

where followers could enter for a chance

to win a free Mozy Home Unlimited account, good

for one year of unlimited backup.

Lead Generation 6.

#2

Users are still young

© 2010 Social CRM World http://scrmworld.com @glfceo, Pew Internet & American Life Project’s study

0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100%

Advertising & media

IT

Services

Retail

Education

Financial services

Government

Transport

Manufacturing

Other

Travel & tourism

Agriculture & mining

Healthcare

Police and armed forces

Users are mainly the ”y” generation

#3

©2009 MARKETINGPROFS LLC

Social media sites in terms of

providing business value

140

120

100

80

60

40

20

0

160

180

200

Great value

Some value

Simplicity:

it is Facebook

without all the noise

Twitter is simply a website that

enables you to write a 140

character message to all your

followers.

Searchability

You can find tweets about any topic that interests you, and participate in real-time quality dialog with people you do not know, from all around the world

makes it “pull”:

Availability:

Almost every current

website has a Twitter

button, that when clicked,

tweets whatever content

you are looking at, and

shares it with all the

members of your Twitter

network

Due its widespread use

across pretty much all

industries, you can get a

lot using Twitter.

Popularity:

Registered Users

Source http://tweetreports.com/–AUGUST 2010

165 Million

Updates per month

Source http://tweetreports.com/–AUGUST 2010

5.4 Billion

Users following a brand

or a company

Source http://tweetreports.com/–AUGUST 2010

31%

search queries on Twitter

Source http://tweetreports.com/–AUGUST 2010

600 Million

search queries on Twitter

Source http://tweetreports.com/–AUGUST 2010

600 Million

every day!

Click-through rate

Twitter has the best

click-through rate

1,904%

287%

Getting

on

#4

Write a Bio

Post a Picture Design your Page

Connect Tweet

What you should do next

Do… Create a user-friendly Twitter ID

(@yourname)

Tweet Tweet Tweet Tweet Tweet Tweet

Write a Bio

Post a Picture Design your Page

Connect Tweet

What you should do next

Do… Create a user-friendly Twitter ID

(@yourname)

Tweet Tweet Tweet Tweet Tweet Tweet

10’

Do NOT use

Twitter and ampersands

do NOT get along for

some reason.

in your Twitter profile &

People like to read articles and posts, and not just hear your thoughts on certain matters

Share , don’t just

write random thoughts…

links URL shorteners

Since Twitter only allows you 140 characters, you need links as short as possible.

URL shorteners

Share , don’t just

write random thoughts…

links

89 19 characters

URL shorteners

http://effectivesalespresentation.blogspot.com/2010/12/15

-minutes-of-infamy.html?spref=tw

URL

enable you to share a

long link and still

have room for your

thoughts about the

link you are sharing.

89 26 characters

http://effectivesalespresentation.blogspot.com/2010/12/15

-minutes-of-infamy.html?spref=tw

URL shorteners

enable you to share a

long link and still

have room for your

thoughts about the

link you are sharing.

Retweet (RT): RT, RT, RT

When you come across interesting content shared by one of the people you follow, do not forget to RT it for your followers

"Retweet" is a powerful tool on Twitter: helps

you build your brand, following and trust,

and be seen as an expert in your field

74 characters

Twitter allows you 140 characters but if you

use them all up, you

when someone retweets your tweet, they need to add between 14-30 characters for their name. Never put more than

cannot be retweeted

characters 125

Reply (@): simply type @ and then the name, then type the reply.

All Twitter clients have a reply button for every tweet, which makes the process much easier.

Like Guy Kawasaki, don’t ONLY promote

your blog/business in your tweets

There is nothing wrong with sharing your blog posts with your followers. However, like elsewhere, everything in moderation

@GuyKawasaki 309,082 followers

If you are following many people, how can you possibly read everything? You can’t! Create a group of the people that generally tweet interesting things and follow only that column. It makes the Twitter experience so much easier.

Groups

Interact: Twitter is NOT about

updating your status,

you have Facebook

and LinkedIn

for that

Twitter is about

dialog, it’s

about social

interaction.

Interact: Don't just

push

promotions

about your

brand in

their face.

Create a dialogue

with your followers.

#3 #5

on how to use

Monitor what people are

saying about your

product.

Monitor what people are

saying about your

product.

When people

pissed help

are

them out

:

Monitor what people are

saying about your

product.

confused help

are

them out

:

When people

Monitor what people are

saying about your

product.

questions answer

have

them

When people

:

Monitor what people are

saying about your

product.

happy ask

are

them to

:

When people

the word spread

Monitor what people are

saying about your

product.

happy ask

are

them to

:

When people

follow

Monitor what people are

saying about your

product.

happy ask

are

for

:

When people

If they like what you do,

they will

help

By simply monitoring

what people are saying

about you, you’re using

Twitter better than 95%

of the companies out

there.

Monitor what people are

saying about your

product.

everyone who follows you.

Follow

Hashtag (#): They enable easy categorization of tweets for effective future searching

For example, you are tweeting about PowerPoint, you simply insert a # before the word PowerPoint.

Hashtag (#): They enable easy categorization of tweets for effective future searching

For example, you are tweeting about PowerPoint, you simply insert a # before the word PowerPoint.

Anyone who then searches hashtags.org or Twitter search for the #PowerPoint term will come up with your tweet as well as all tweets on the subject.

80% & content

your readers will

find helpful,

Tweet self promotion. 20%

A good mix will get you

farther than 100% promotion

80% helpful

self-promotion 20%

The 3 Twitter marketing 's

and most of all,

be ersonable

to use Twitter effectively

Be rovocative

rovide value

iWoman Temperamental, slow, expensive… But hey she looks good…

G4 GIRL

Think sexy

Be rovocative

Be rovocative

rovide value

rovide value

and most of all,

be ersonable

and most of all,

be ersonable

Twitter works best when integrated.

Use it to supplement blogging and other social media efforts

#6 Essential

for business

Automates all in a very simple interface:

DM, retweet, shorten a URL, share a Twitpic

without ever leaving Tweetdeck,

when replying to a tweet with a hashtag, the hashtag is automatically generated in your reply

Etc.

http://www.tweetdeck.com

Enables you to share pictures with your followers

No need to tell how many words a picture is worth, so sometimes it’s helpful to stop telling and start showing.

http://twitpic.com/

HootSuite is perfect for businesses

needing multiple Twitter profiles and

multiple users.

It allows you to easily schedule tweets and switch back and forth between accounts.

http://hootsuite.com/

Each person maintains his or her own profile and activity record.

CoTweet boasts such customers as Macworld, Ford and Whole Foods.

http://cotweet.com/

Multiple people from the same company can

communicate through a single Twitter account.

http://twittercounter.com/

Lets you chart the number of followers over time, from last week to last month.

http://friendorfollow.com/

1) which of the people you follow are following you back and 2) which people are following you, but you have yet to reciprocate.

Powerful tool for seeing

http://twitalyzer.com/

Goes beyond basic metrics to show the influence, signal-to-noise ratio, generosity and a whole host of other metrics related to your Twitter account.

http://GoogleAnalytics.com/

Measures the number

of people visiting your

website from the

Twitter.com domain

http://Omniture.com/

Enables clients to

view brand comments

over time, influencers

vs. detractors, and a

host of other metrics

Find out who is

tweeting your links.

http://backtweets.com/

http://Search.Twitter.com/

Monitors what people are saying about your brand on Twitter, setting up RSS feeds related to the words you care about.

http://Monitter.com/

Provides a live streaming view of what people in your location are saying about your company or employees.

http://Radian6.com/

Listen to conversations happening throughout the social media universe, not just Twitter. The tools are loaded with additional powerful functionality for managing your brand

http://Techrigy.com/

http://TweetBeep.com/

Enter your keywords (e.g. company name, product, competitors, etc.) and receive regular updates whenever someone mentions those words in social media.

http://TwtQpon.com/

Creates exclusive

deals for your

products or services,

and shares them with

your followers.

http://TwitterHawk.com/

Connects you with people actively talking about your product or service within your area. You can automatically send them a customized response.

http://TwitBacks.com/

Improves the look and feel of your Twitter page. TwitBacks.com allows you to provide additional business contact information, and a photo or logo as well.

http://TwitterGallery.com/

Synthesis

Twitter is a conversation

about your

business/industry,

whether you're there

or not.

Your choice.

One more thing…

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Bibliography

Author: Jean-François MESSIER Global New Technologies Director at Mercuri International Mercuri Website : http://www.mercuri.net/ JF MESSIER’s blog: http://newsalespresentation.com/

Photo Credit All photos in this presentation were purchase on iStockPhoto.com. All logos or brand references are copyright of their respective owners. Slides from this document may not be repurposed without express written consent. Send permission requests to jfmessier@mercurifr.com