Download - Twitter for Business 101: Twtrcon
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@Pistachio?
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“Laura Fitton… hasthousands of peoplefollowing her on Twitter.…by consistentlytouching a tribe ofpeople with generosityand insight, she’searned the right to lead”
-Seth Godin, Tribes
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Influence (was)Attract attention to yourself
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Influence (is)Provide attention & value to others
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4 Word Guide toSocial Media
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1. Listen.2. Learn.3. Care.4. Serve.
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Social Media isNothing New
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Photo Credit: (cc) jerryfletcher on flickr.com
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Social Media isKnowledge
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Knowledge is SociallyMediated
Photo Credit: (cc) fredoalvarez on flickr.com
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Knowledge is SociallyMediated
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Knowledge is SociallyMediated
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Markets are SociallyMediated
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Photo Credit: (cc) gregor_y on flickr.com
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Markets are SociallyMediated
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Markets are SociallyMediated
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Photo Credit: (cc) matrianklw on flickr.com
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What is Twitter?
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in 11 more days?
17 BILLION.
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65 Million TweetsEvery day.
• about your marketsproductsbrandscompanycustomersworld
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What is Twitter?
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It’s Your Business.
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Twitter Disrupts
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http://twitpic.com/135xa
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Twitter Disrupts
Human Isolation.
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“Use it Where YouThink Best”
-IBM ThinkPad ads circa 1992
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“We see an ecosystem ofdevelopers swarmingaround the Twitter API likemoths around a flame”
-TechCrunch.com
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“…history suggests thatwhere there is so much userengagement, dollars follow.”
-Chris Dixon
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VALUE.visibilityrelevancerelationshipssocial capitalcommunityideastrust
researchmarketing
networkingcustomer
servicetrafficnewssalesSEO
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ExternallyEventsCommunityCustomer serviceMonitoringNewsInnovationResearch
Point of SaleWord of MouthRelationshipsBrandingDirect salesSEO &trafficNetworking
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InternallySales TeamsEvent PlanningProject StatusNewsCoordinationInterface
Decentralized teamsEmployee SupportMentoringProblem-solvingPurely Social
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How to start?
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By starting…
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Influence (was)Attract attention to yourself
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Influence (is)Provide attention & value to others
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4 Word Guide toSocial Media
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1. Listen.2. Learn.3. Care.4. Serve.
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Manners 1011. Dress nicely
– Background & avatar
2. Introduce yourself– Complete profile, link on your site
3. Be a good conversationalist– Listen. Respond. Be relevant. Be useful.
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Twitter Campaigns?
not so much.
Twitter literacy.
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Best Approach?Set simple standards…• Excellence• Authenticity• Engagement
that work for your organization…
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Bearing in Mind…• Produce feeds of cool, useful things
• Publish & subscribe:– Self-serving… fails.– Useful… thrives.
• Work to not be rejected as spam
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Confused by Twitter?
• 200+ How-to guides to the toolsand services that make adifference:http://oneforty.com/i/toolkits
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...by profession
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…to promote
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...by function
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…by personality& use case
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Think YOUR customersaren’t on Twitter?
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Off-Platform Benefits• Get Found. (SEO)• Listen and Learn. (Research)• Generate Content• Word of Mouth• Media and PR
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Get Found. (SEO)• Even very common words DOMINATE
Google (@pistachio, @dough)
• Choose the Google Adsense wordyou’d spend your last dollar on
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Listen and Learn.(Research)
• Passive– listening tools: monitoring, analytics
• Active– ask questions, use #tags, “recruit” groups
• Live– real-time focus groups, polls, surveys
• Global sensing and signaling network
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Fresh Content.• Abundant content
– 65 million messages a day• Display anywhere
– Widgets, embeds, filtering, search• Cloudprofile
– SIMPLE small biz websites
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Word of Mouth• “Pass-along” and ReTweet norms• @DellOutlet: $500k to less than 1k• Celebrities, influencers• Journalists, bloggers
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Media and PR• Publish
• Become known
• Be helpful
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…Finds You
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MeasurementNO: Follower numbers.YES: Follower engagement• Measurable links
– Clickthroughs– Conversations– Context
• Ripples in the water– Retweets, reposting your links– Others pointing towards what you do
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Business Objectives
Measure appropriate standardsfor each objective
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Will Employees Waste Time?
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YES!!
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Will Employees Waste Time?• Pointless meetings• Procrastinating• Coffee breaks• Telephone• Gossiping• Smoking• email• Web• IM• Social media
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Efficiency• Tools• Objectives• Discipline
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Learning more…
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Business.Twitter.com
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Outlook• What’s on the horizon? What trends should
we watch for next?• Better tools• Twitter.com
– Promoted Tweets– Business accounts
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TFB 101 Toolkit