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

    • Introduction to SocialMedia:
Twitter for Your Business312digitalRachel YeomansVP Marketing, Astek@RachelYeomans@AstekWeb
    • 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
    • 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
    • 312digitalBefore We Begin…TraditionalMarketingPublic RelationsEditorialSocial Media
    • 312digitalSet Your Expectations…
    • 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
    • 312digitalTwitter for Business is:
    • 312digitalNow Let’s Get To It…Set-UpToolsSpeaking TwitterBe…Be…Be Influential“ROI”
    • 312digitalSet-Up
    • 312digitalThe ProcessCreate a Twitter AccountUpdate Your SettingsMake It Pretty
    • 312digitalThe Process
    • 312digitalThe Process
    • 312digitalThe Process
    • 312digitalThe Process
    • 312digitalThe Process
    • 312digitalThe Process
    • 312digitalThe Process
    • 312digitalThe DimensionsProfile: 500x50073x7348x4831x31Header: 1252x626Background: 1600x12002560x1600
    • 312digitalThe Process
    • 312digitalThe Process
    • 312digitalThe ProcessPassword ResetWhere in the world is…Don’t protect your tweetsHow can Twitter contactyou
    • 312digitalThe ProcessThink securely!Attach mobile phoneoptionNeed current password
    • 312digitalThe ProcessDownload the appText to tweetPassword reset option
    • 312digitalThe ProcessCheck accordinglyUncheckUncheck
    • 312digitalThe ProcessHeaderWebsiteLocationNO FACEBOOK!!!!
    • 312digitalThe Process…or make your own!Pick your background…
    • 312digitalTools
    • 312digitalYour Social Arsenal…
    • 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
    • 312digitalArgyle or SproutYou pick!ArgyleSocial.comSproutSocial.com
    • 312digitalSpeakingTwitter
    • 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
    • 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
    • 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!
    • 312digitalBe Influential
    • 312digitalTwitter Baby Steps1.  Listen2.  Retweet (ideally with acomment)3.  Share4.  Post
    • 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
    • 312digitalWhat You Should Tweet1.  Company/Industry Information2.  News3.  Promotions4.  A mix of all the above!
    • 312digitalHow Often?1.  Standard is 3-5 tweets per day2.  Be consistent!
    • Remember Your Business GoalsSocialMediaExpertResourceWebinarOnlineNewsResource’sWebsiteWebinar Host’sWebsiteNewsWebsiteSocialMediaAudience
    • 312digitalTweeting Productively
    • 312digitalTweeting Productively
    • 312digital“ROI”
    • 312digitalThink in Campaigns
    • 312digitalMeasure, Measure, Measure
    • 312digitalMeasure, Measure, Measure
    • 312digitalMeasure, Measure, Measure
    • 312digitalMeasure, Measure, Measure
    • 312digitalBe Accountable1.  What’s working?2.  What’s not?3.  What needs to be changed?4.  What are others doing?5.  Next steps
    • 312digitalOh Yes, and Have Fun!
    • #THANKYOU!!!312digitalRachel YeomansVP Marketing, Astekrachel.yeomans@astekweb.comAstekWeb.com@RachelYeomans@AstekWeb