fitton preconf keynote realtime ny june 2011
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Social Business… Starting with Twitter
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Founder/CEO oneforty.com
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How Did THAT Happen??!!
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“Laura Fitton… has thousands of people following her on Twitter. …by consistently touching a tribe of people with generosity and insight, she’s earned the right to lead”
-Seth Godin, Tribes
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So Twitter…
What’s the Big Deal?
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Global Sensing and Signaling Network
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The Message is the Influencer.
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Any to Many
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Only connect!- E.M. Forster
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People with more connections have more
options
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What does it Do?
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Top Reasons Consumers Follow Brands• Updates on future
products (#1: 38%)• Stay informed about
company activities• Discounts and
promotions • Updates on upcoming
sales • Samples/coupons
CoTweet ExactTarget 2010
• Fun/entertainment • Exclusive content • Learn more about the
company • Show others my support
for the company• Share ideas/provide
feedback (#10: 20%)
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• Marketing• Advertising• PR/word of mouth• Social CRM• Sales• Contests & offers• News & trends• Customer Service
• Brand Monitoring• SEO & Traffic• Promote events• Create & share
content• Build community• Earn social capital• Networking
“Just for PR & Marketing, Right?”
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• Decentralized teams• Employee support• Mentoring• Problem-solving• Purely social• Knowledge
management• Sourcing solutions
• Events backchannel• Research• Collaboration• Innovation• Recruiting• Best practices• Project status
Everything Email Touches, Social Will
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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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How Does it Work?
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Listen.Learn.Care.Serve.
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SMM Survey
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Listen.
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Learn.• Act on what you’re hearing• Shine a light on others’ ideas• Innovate• Measure and notice what’s working• Apologize when you screw up• Encourage your team to explore and
take risks• Try new stuff. Repeat.
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Care.Your Mother Taught You How To Tweet1. 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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Manage Customer Relationships• Get involved where customers already are• Build relationships and keep in touch
throughout the Customer Lifecycle -- save searches, track deals, manage
contacts & projects• TIP: Try a Social CRM tool with many
different integrations
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Care.
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Serve.Create great content• Twitter streams, Facebook pages, blogs, ebooks,
white papers & webinars• Cover things your prospective customer cares
about and needs to know. • Tool tip: Try Disqus for blog comments:
– encourage social sharing– engage prospects – organize email addresses
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Serve.Curate great content• Be a one-stop-shop for everything customers need• “Do what you do best and link to the rest!” -@jeffjarvis• Resist “NIH” (not invented here) don’t try to generate
all the content yourself
http://14t.me/curatecontent
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Myths/What NOT to do.
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We Need More Followers!Clickthrus? Fans? Friends? Traffic? Klout? Influentials?SOMETHINGS? Right? Don’t we? Hello?
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You Need Business Objectives.
Then, measure what you’re actually trying to do.
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We Need Social Campaigns!
not so much.
Invest in Social literacy.
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The ROI is Unproven!
+
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The ROI is THERE
• Track conversions from social media
• Build and track relationships and leads
• Track converstions with in-page analytics
• Retain customers and create fans
• Save costs - customer support, lead generation
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Right tasks. Right tools.
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Learn More…
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Learn More…
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Confused?
• 1000+ how-to guides
http://oneforty.com/i/toolkits• Add YOUR company’s story
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Toolkits…
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Introducing… SocialBase
Everything in one place. Any tool. Any workflow.
• Expert training and guidance
• Customizable workflow management
• Brings order and expertise immediately
• Company wide scale and collaboration
BENEFITS
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