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Twitter For Business: A "How To" for B2B Marketing
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Straight from the 312 Digital social media workshop, Astek Marketing VP Rachel Yeomans goes through the process of using Twitter to increase brand awareness, build a social media community and ...

Straight from the 312 Digital social media workshop, Astek Marketing VP Rachel Yeomans goes through the process of using Twitter to increase brand awareness, build a social media community and generate leads.

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Twitter For Business: A "How To" for B2B Marketing Presentation Transcript

  • 1. Introduction to SocialMedia:
Twitter for Your Business312digitalRachel YeomansVP Marketing, Astek@RachelYeomans@AstekWeb
  • 2. 312digitalNice to Meet You, Twitter• A free micro-blogging platform• Tweets limited to 140 characters• Known for being the poster child forpeople’s pretty meals the world over
  • 3. 312digitalWelI It’s Known for OtherThings Too…• Over 20 million tweets were sent outduring Hurricane Sandy• 77% of buyers say they’re more likelyto buy from a company whose CEOuses social media• I got my job from Twitter!Source: Mindjump & Twitter
  • 4. 312digitalBefore We Begin…TraditionalMarketingPublic RelationsEditorialSocial Media
  • 5. 312digitalSet Your Expectations…
  • 6. 312digitalWith That Being Said…• 37% of Twitter followers are more likely to convert to being acustomer upon following a brand account• Compare that to 27% of email subscribers & 17% of FacebookfollowersTwitter Followers are the Top Brand Purchasers• 33% of Twitter followers recommend brands they follow• Compare that to 24% for email and 21% for FacebookTwitter Followers are also Top Brand Supporters• Information!• 38% of Twitter followers want information about upcoming products• 31% want information about your company & industryWhat Twitter Followers Want from YouMarketingCharts.com
  • 7. 312digitalTwitter for Business is:
  • 8. 312digitalNow Let’s Get To It…Set-UpToolsSpeaking TwitterBe…Be…Be Influential“ROI”
  • 9. 312digitalSet-Up
  • 10. 312digitalThe ProcessCreate a Twitter AccountUpdate Your SettingsMake It Pretty
  • 11. 312digitalThe Process
  • 12. 312digitalThe Process
  • 13. 312digitalThe Process
  • 14. 312digitalThe Process
  • 15. 312digitalThe Process
  • 16. 312digitalThe Process
  • 17. 312digitalThe Process
  • 18. 312digitalThe DimensionsProfile: 500x50073x7348x4831x31Header: 1252x626Background: 1600x12002560x1600
  • 19. 312digitalThe Process
  • 20. 312digitalThe Process
  • 21. 312digitalThe ProcessPassword ResetWhere in the world is…Don’t protect your tweetsHow can Twitter contactyou
  • 22. 312digitalThe ProcessThink securely!Attach mobile phoneoptionNeed current password
  • 23. 312digitalThe ProcessDownload the appText to tweetPassword reset option
  • 24. 312digitalThe ProcessCheck accordinglyUncheckUncheck
  • 25. 312digitalThe ProcessHeaderWebsiteLocationNO FACEBOOK!!!!
  • 26. 312digitalThe Process…or make your own!Pick your background…
  • 27. 312digitalTools
  • 28. 312digitalYour Social Arsenal…
  • 29. 312digitalArgyle or SproutArgyle Sprout SocialEntrepreneur – Small/MediumBusinessMedium/Large BusinessBest social posting integration One of the better social postingintegrationsBookmarklet BookmarkletSingular URL Works with bit.lyScheduling/Random Scheduler Scheduling/Random SchedulerDeep analytics dive Medium analytics Social listening confined toTwitter searchesSocial listeningConversion tracking No conversion trackingNot-so-pretty in-depth reports Pretty high-level reportsNot cheap but high quality Cheap for the quality
  • 30. 312digitalArgyle or SproutYou pick!ArgyleSocial.comSproutSocial.com
  • 31. 312digitalSpeakingTwitter
  • 32. 312digitalTwitter Language 101Term Definition@ Account Handle (@AstekWeb)# HashtagReply To respond to the individual whoposted that tweetRT To repost/quote an entire tweetto your audienceDM To send a private message to anindividual on TwitterFollow You subscribe to have thisTwitter user’s tweets show up inyour Twitter feed
  • 33. 312digitalTwitter Language 101Term DefinitionLists You can add a Twitter user’stweets to a public or privateTwitter list (Examples: Friends,Colleagues, Competitors, Clients,Food, Fashion…)Favorite You can mark a tweet as aFavorite; that user sees anotification that you Favoritedthe tweetThis. A Twitter term that emphasizesthat the article or link included inthe tweet is a “must read”MT An RT that has been edited(usually due to character length
  • 34. 312digitalTweet! Tweet!Yes coffee IS healthy; @NYTimessays so! http://t.cojk.comRT @FitzTheCat: Dear Mom, thanks for the newcat tower. But I find your head to be a muchmore comfortable nap spaceAttention #Chicago Brown Line riders! MT@WBEZ: Train derailed at Armitage brown line.No trains going 2 Loop. Shuttle buses fromBelmontHey #RockinEvent2013 attendees – noStarbucks line at the South Corridor.RUN!
  • 35. 312digitalBe Influential
  • 36. 312digitalTwitter Baby Steps1.  Listen2.  Retweet (ideally with acomment)3.  Share4.  Post
  • 37. 312digitalRemember These…• 37% of Twitter followers are more likely to convert to being acustomer upon following a brand account• Compare that to 27% of email subscribers & 17% of FacebookfollowersTwitter Followers are the Top Brand Purchasers• 33% of Twitter followers recommend brands they follow• Compare that to 24% for email and 21% for FacebookTwitter Followers are also Top Brand Supporters• Information!• 38% of Twitter followers want information about upcoming products• 31% want information about your company & industryWhat Twitter Followers Want from YouMarketingCharts.com
  • 38. 312digitalWhat You Should Tweet1.  Company/Industry Information2.  News3.  Promotions4.  A mix of all the above!
  • 39. 312digitalHow Often?1.  Standard is 3-5 tweets per day2.  Be consistent!
  • 40. Remember Your Business GoalsSocialMediaExpertResourceWebinarOnlineNewsResource’sWebsiteWebinar Host’sWebsiteNewsWebsiteSocialMediaAudience
  • 41. 312digitalTweeting Productively
  • 42. 312digitalTweeting Productively
  • 43. 312digital“ROI”
  • 44. 312digitalThink in Campaigns
  • 45. 312digitalMeasure, Measure, Measure
  • 46. 312digitalMeasure, Measure, Measure
  • 47. 312digitalMeasure, Measure, Measure
  • 48. 312digitalMeasure, Measure, Measure
  • 49. 312digitalBe Accountable1.  What’s working?2.  What’s not?3.  What needs to be changed?4.  What are others doing?5.  Next steps
  • 50. 312digitalOh Yes, and Have Fun!
  • 51. #THANKYOU!!!312digitalRachel YeomansVP Marketing, Astekrachel.yeomans@astekweb.comAstekWeb.com@RachelYeomans@AstekWeb