twitter for business cultivating communities & maximizing engagement
DESCRIPTION
This is a presentation I gave at GSMI's Social Media Strategy Summit on September 21st, 2011 in Boston:B2B social media presents an opportunity to not only cultivate communities on social platforms, but also amplify awareness for a company’s brand. Crosschannel marketing requires businesses to create relevant content for their subscriber base as increased relevancy spurs increased engagement with customers online. It’s important to understand how all the pieces, from monitoring conversations to customer interactions to analytics that show ROI, are a necessity in processing how social services have transformed the way people communicate, share and make purchase decisions. In this session, you will learn how to use Twitter to better market your services and establish industry contacts. Attendees will also learn how businesses can best utilize Twitter, how to build a Twitter following, and how to take advantage of all the search tools and other platform applications to show ROI.TRANSCRIPT
Twitter For Business: Cultivating Communities & Maximizing Engagement
@marcusnelson
Director of Social Media
@marcusnelson #smss
O hai.
@marcusnelsonDirector of Social Media
@marcusnelson #smss
Twitter Mission Statement
Instantly connect people everywhere to what is most meaningful to them.
Charlie Sheen or #Egypt Meme
#egypt#osama
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Twitter Is Big
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Twitter is Big
200M+ Registered Accounts
600K
New Accounts/Day
2006 2011
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Tweets per day
200 Million
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Tweets
then: 3 yrs, 2 months, 1day.
now: one week.
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Celebrity
Music
News
Technology
Arts & Lifestyle
Sports
Humor
Politics
Media
Business
Non-Profit
Taking the top 100
interests (covering 98%
of all ‘interest volume’),
these are the major
categories that emerge.
The chart gives a rough
sense of the relative
sizes of these interest
categories, e.g. “Stated
interest in celebrity is
roughly the size of tech
and news combined”.
Source: Twitter
Twitter’s top interest categories
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Followers are brand advocates
Are you more likely to
buy since becoming a
follower/fan?
Are you more likely to
recommend since
becoming a follower/fan?
A Twitter follow is the most explicit expression of loyalty and interest online. A follow doesn’t just confirm an existing affinity, it increases purchase intent and the willingness to recommend.
67%
51%
79%
60%
Source: iModerate, March 2010 survey of 1,504 nationally representative US adults by Chadwick Martin Bailey
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Behavioral Insights
Twitter Users are:• Early adopters, more educated,
more likely to own a smartphone,more likely to be male, more likely tohave a higher income.
• Heavily influenced by brands
• Spend more money
• They post their opinion everywhere
http://blogs.forrester.com/reineke_reitsma/10-12-31-the_data_digest_why_are_twitter_users_so_attractive_to_marketers
Source: North American Technographics
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Twitter drives purchasing activity
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Power of a Follower vs. Fan
Social Network Comments Fuel Offline Behavior
Comments on social sites about brands and products are encouraging users to take action.
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Twitter Ad Products
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Ad products that amplify
Promoted Trends Promoted Tweets Promoted Accounts
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Old Spice Promoted Trend
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( )
Character Direct Conversation+ =
Coca-Cola Promoted Tweet
#awesome
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Xbox Promoted Account
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Have a Twitter Strategy
1/1/11 12/31/11
Case Study
Promoted Trend
+
Celebrity
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Twitter ROI = Stratospheric
“Radio Shack saw wireless-platform sales increase double digits in the three days that followed the promoted trend. ‘The ROI on this social-media initiative was stratospheric for us.’”
Radio Shack CMO, Lee Applebaum
Ad Age Digital April 2011
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Why Do People Share?
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Why do people share?
o reinforces shared views & social bonds.
o need to proselytize or desire to connect.
o emotional, positive, interesting, anger-inducing, or sad most likely to be shared.
o calm themselves or reduce uncertainty.
o bolsters own sense of self.source:http://topics.nytimes.com/top/reference/timestopics/organizations/u/university_of_pennsylvania/index.html?inline=nyt-org
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At the end of the day…
broadcasting is self-focused
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New Analytic Dashboards
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Promoted Tweets Dashboard
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Promoted Trends Dashboard
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Promoted Accounts Dashboard
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Timeline Activity
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New Follower Dashboard
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Thank You
@marcusnelson
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The basics
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Twitter glossary
Tweet = a message of 140 characters or less
Retweet = the reposting of a tweet, passing it along
@username = how you address or reference someone
#hashtag = used to track topics or conversations
/via or /by = source or author of content referenced
OH = overheard
#ff = follow friday
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Crafting the tweet – sending a message
@username [body of message] #hashtag
Pro tip: your message will only show up in the recipient’s stream, and those that follow both you and your recipient. To make a message seen by all,
start message with a word or a ‘.’
@marcusnelson #smss
sending a message
@marcusnelson #smss
Crafting the tweet – sending a direct message
D username [body of message]
Pro tip: You cannot direct (private) message someone who is not following you.
Remember also, “@” not required.
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sending a direct message
D audiencemember It’s a private message silly. You can’t see this yet.
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Crafting the tweet – content post
[title of article] http://link.com /via @source #hashtag
Pro tip: leave around 20 characters for others to leave a comment in retweet
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content post
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Crafting the tweet – retweeted post
RT @username: [title of article] http://link.com /via @source #hashtag « [insert comment]
Pro tip: you can insert a comment before or after the RT. It does encourage others to join in if you make it sound interesting (i.e. Funniest post ever!)
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retweeted post
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Build your following
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Finding people like you
Follow interesting people
Use Twitter’s suggested users
Follow popular/relevant #hashtags
Who do your friends follow?
Linkedin lists twitter handles
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Best use cases
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Develop and promote your brand
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Customer Support
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Provoke thought / humor
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Be known as a thought leader
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Help with access to information
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Engage followers with a question
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Tips from twitter
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Tips from twitter
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Tips from twitter
@marcusnelson #smss
Tips from twitter
@marcusnelson #smss
Tips from twitter
@marcusnelson #smss
Tips from twitter
@marcusnelson #smss
Tips from twitter
@marcusnelson #smss
Tips from twitter
@marcusnelson #smss
Tips from twitter
@marcusnelson #smss
Tips from twitter
@marcusnelson #smss
Tips from twitter
@marcusnelson #smss
Tips from twitter