dell & twitter
DESCRIPTION
This is the presentation that @StefanieatDell gave at Dell's Executive Social Marketing Boot Camp: http://bitly.com/a77RY.TRANSCRIPT
COMMUNITIES & CONVERSATIONS @DELL
Microsoft Office Outlook.lnk
Stefanie NelsonDell Inc.
What is Twitter? A little about the Twitter audience Why Twitter for Business Twitter best practices Twitter don’ts How to measure success
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Text-based, limit 140 characters
No images, no pictures, no apps
Only those that follow you on Twitter will receive your Tweets
But anyone can view your Tweets and responses on your Twitter page
Users will Re-Tweet (RT) what they like so their followers can see it
Direct Messages (DMs) go only to the recipient
WHAT IS TWITTER?
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TWITTER AUDIENCE IS GROWING
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TWITTER AUDIENCE IS GLOBAL
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Source: Twitter.com
WHY TWITTER?
Your customers are there Your critics are there And they are talking about you
I wish that walmart and costco would have
nursing/feeding rooms like malls.
Why doesn’t Walmart offer paper bags?
JC Penny’s is my fav. store at the moment. Going home tomorrow with my new purse (which is
awesomely green) and two new dresses.
Can a $35 membership at SAMs club really save yu that much money?
Easter slice and bakes 99 cents at HEB, getchu some!
Just read in CE Pro that Best Buy will replace magnolia employees with
cheap labor. Is that true? Hmmmm!
Twitter is a great tool to help influence how our brand is perceived
BEST PRACTICES
HAVE AN OBJECTIVE
Help change perception of H&R Block being only brick & mortar and raise awareness of online and software products
Increase reach for offer messaging to help rapidly move bubbles of inventory
Address customer service issues
BUT BE FLEXIBLE
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Began Twittering to communicate online and software offerings, but discovered that they could gain advocates by helping people with tax questions
Began Twittering promos but found a good way to engage customers and improve CE
Social media is still evolving. Be prepared to evolve with it.
BE RELEVANT IN YOUR TWEETS
Know your target audience and speak to them
BE LOCAL
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Speak to your audiences in their individual languages
Target retail customers by giving them information for the store nearest them
MAKE IT EASY TO FIND YOU
Use “Follow us on Twitter” buttons on you site, in your marketing
Create a page on your site highlighting Twitter offerings
BE SELECTIVE ABOUT WHO YOU “FOLLOW”
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• Follow everyone who follows you if your focus is customer care
• Otherwise, follow only other Twitter accounts that are relevant to your audience:
• Follow only other company-owned Twitter accounts to help raise awareness of the other properties (cross-promote)
• Follow other Twitter accounts that post information your audience would find interesting
TWITTER DON’TS
Last Tweet in May 2007!
Auto DMs (direct messages) – don’t do canned responses, especially with blatant sales pitch
Don’t be inactive
Hey, thanks for following me! Here’s how you can buy my stuff…
MEASURING SUCCESS
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Measurement/tracking
– Track your sales via tracking URLs, toll-free numbers, etc.
– Interactivity: Responses and Re-Tweets
– Problems resolved
– Brand perception over time
– What about followers?– Go for quality over quantity
– Each of your 500 followers may have 500 followers of their own
– Interesting and relevant messages are often re-tweeted
KEY TAKEAWAYS
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Have an objective Speak to your target audience Be prepared to change your objective based on how
followers interact with you Make it easy to find you Tweet frequently (find your frequency sweet spot) Don’t Spam with auto-DMs Measure against your objectives
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Happy Tweeting!
OLDER THAN MOST SOCIAL MEDIA AUDIENCES
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