Twitter: Social Media Prospecting Tool

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A guide to using specific tools to find the right followers, find more followers like the ones you have, and analyzing your followers. Some theory, but primarily a hands-on guide.

A guide to using specific tools to find the right followers, find more followers like the ones you have, and analyzing your followers. Some theory, but primarily a hands-on guide.

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  • Start with the PEOPLE, not with the TECHNOLOGY
  • Addicts: 30 or more visits / month; Regulars: 2 – 29 visits / month; Passers-By: 1 visit / month
  • IGNORE button helps you manage the list

Transcript

  • 1. Twitter: Social Media Prospecting Tool
    November 17, 2009
    Presentation Agenda:
    • What is a Social Media Ecosystem?
    • 2. Getting started with Twitter
    • 3. Finding Followers
    • 4. Twellow
    • 5. wefollow
    • 6. Twitter Search
    • 7. Finding More Followers
    • 8. Twellow
    • 9. Who Should i Follow?
    • 10. Analyzing Your Followers
    • 11. Twitter & Su.pr
    • 12. TwitterAnalyzer
    Presented By:
    Catherine Sherwood:
    Social Media Consultant with 20+ years of marketing and product strategy experience. Serving US & Canada.
    Twitter: Social Media Prospecting Tool
  • 13. Look, Listen, and then Talk:
    Twitter: Social Media Prospecting Tool
    Twitter is just one part of your Social Media Ecosystem, but you will find many of your customers, prospects, employees, partners – and your competition – there.
    A good Social Media Assessment will let you know where and howto get engaged.
  • 14. Engage All Departments in a Social Media Strategy:
    Twitter: Social Media Prospecting Tool
    • Create multiple touch points with your customers, partners and prospects
    • 15. Many employees are already active in the social media; others can be trained
    • 16. Create policies / escalation procedures to maximize success and avoid problems
  • The Power of Twitter:
    Twitter: Social Media Prospecting Tool
    • From Feb08 – Feb09 grew 1,382% (7M accounts) 1
    • 17. Gender (U.S.): Female 53%; Male 47% 2
    • 18. Age: (U.S.) 18 – 34 / 44%; 35 – 49 / 28% 3
    Sources: (1) Nielson Online, March 2009; (2), (3) Quantcast, October 2009
  • 19. TWITTER: Only social networking site where you can efficiently find prospects
    Twitter: Social Media Prospecting Tool
    • Advertise on Facebook
    • 20. Promote your Fan Page “offline”
    • 21. Get Fans to refer Friends
    • 22. Connect with known contacts
    • 23. Ask for referrals
    • 24. Meet in Groups
    • 25. Promote your Twitter account “offline”
    • 26. Use tools to find prospects that meet your criteria
  • Twitter: Social Media Prospecting Tool
    Twitter can be used for multiple purposes…
  • 27. Twitter: Social Media Prospecting Tool
  • 28. First things first…
    Twitter: Social Media Prospecting Tool
    Create the right brand
    Company
    Person
    Product
  • 29. First things first…
    Twitter: Social Media Prospecting Tool
    Create a personality
    When possible, let followers know what to expect
  • 30. First things first…
    Twitter: Social Media Prospecting Tool
    Let followers know where else they can find you by listing your contact points…
    ..or keep it simple with a XeeSM account
    Find all the ways to connect with us:
    XeeSM.com/SouthwestAir
  • 31. First things first…
    Twitter: Social Media Prospecting Tool
    Send out at least a dozen real tweets before you look for followers. (It doesn’t matter if only your co-workers are looking at them.) Make sure they are representative of what you will be doing and space them out over a week or two.
  • 32. Twitter: Social Media Prospecting Tool
    • Don’t just sell…
    • 33. Share useful information
    • 34. Share some random thoughts
    • 35. Show your love – Retweet (RT) interesting or helpful things that your followers tweet
    • 36. Direct Message (DM) followers you want to make a stronger connection with
    • 37. Don’t over-tweet or get too spammy – repeating the same message over and over
  • Twitter: Social Media Prospecting Tool
    • Maximize your chances of getting retweeted
    Timing is important
    Space is critical: also use shortened URLs to allow for more message content
  • 38. Twitter: Social Media Prospecting Tool
    • And thank people when they follow you
    Thank your follower
    Go for an additional connection
  • 39. Twitter: Social Media Prospecting Tool
    Finding Followers: Twellow
    • Good way to locate people and companies by how they self-identify
    • 40. Not as good about picking up what people end up talking about
    • 41. More than 10M profiles
  • Twitter: Social Media Prospecting Tool
    Twellow: Profiles
    • Twellow lists people with big followings whether they have registered or not
    • 42. However, people need to register to have expanded data
    • 43. Number of followers & location
    • 44. One tweet
    • 45. Social Links: Twitter only
    • 46. URL
    • 47. Derived categories
  • Twitter: Social Media Prospecting Tool
    Twellow: Profiles
    • Bob Hazlett has registered AND set up a profile
  • Twitter: Social Media Prospecting Tool
    Twellow: Profiles
    • “More Info” button:
    Live links to Bob’s social media sites
    Categories of interest that Bob has listed for himself
  • 48. Twitter: Social Media Prospecting Tool
    Twellow: Profiles
    • “View my full profile” link adds a self-created profile and multiple tweets:
    Full profile created by Bob
    Multiple tweets
  • 49. Twitter: Social Media Prospecting Tool
    Twellow: Search
    • BROWSE allows you to drill down within categories
    • 50. ALL CATEGORIES has alpha listing of categories
    Can sort accounts by: Followers Count | Registered Users | Screen Name
    • SEARCH has fairly sophisticated Boolean searching
  • Twitter: Social Media Prospecting Tool
    Twellow: Search
    • TWELLOWHOOD lets you zoom in by geographic location
  • Twitter: Social Media Prospecting Tool
    Twellow: Search
    • TWELLOWHOOD looks at Massachusetts
  • Twitter: Social Media Prospecting Tool
    Twellow: Case Study 1
    • Planning a pro bono project for Friends of Tilonia
    • 51. They sell craftwork from economically-depressed areas in India
  • Twitter: Social Media Prospecting Tool
    Twellow: Case Study 1
    • ALL CATEGORIES: Clothing, 9,541 profiles
    Maybe Pete Wentz and Venus Williams will tweet about Friends of Tilonia
  • 52. Twitter: Social Media Prospecting Tool
    Twellow: Case Study 1
    • ALL CATEGORIES: Crafts, 17,000+ profiles
    Unlike Clothing category, there seems to be more people who are interested in crafts, not just people who sell crafts.
  • 53. Twitter: Social Media Prospecting Tool
    Twellow: Case Study 1
    • ALL CATEGORIES: Fiber Arts, 310 profiles
    Small category, but right on target, and seems to have a lot of enthusiasts
  • 54. Twitter: Social Media Prospecting Tool
    Twellow: Case Study 1
    • ALL CATEGORIES: Microfinance, 200 profiles
    Microfinancing is associated with helping artisans in poor regions build businesses – similar to what Friends of Tilonia are doing.
  • 55. Twitter: Social Media Prospecting Tool
    Twellow: Case Study 2
    • SourceMedia’s Financial Planning magazine / website have a defined audience who market themselves on Twitter
  • Twitter: Social Media Prospecting Tool
    Twellow: Case Study 2
    • Categories such as Financial Advisors (3,284 profiles), Estate Planner (320 profiles), even some CPAs (1,625 profiles) are their audience…and these people actively market themselves on Twitter
  • Twitter: Social Media Prospecting Tool
    Twellow: Case Study 2
    Financial Advisors like to tout their expertise, so retweets would be appreciated.
    SourceMedia might consider adding some guest bloggers from their Twitter followers.
  • 56. Twitter: Social Media Prospecting Tool
    Finding Followers: wefollow
    • Twellow lets you find people who have expressed areas of interest by putting them in their Bio or by selecting specific categories in Twellow.
    • 57. However, what they actually tweet about covers a wider range of topics
    • 58. Hashtags are used by people who consistently tweet about a topic, and are a good way to find people who have a commitment to that topic
    • 59. wefollow organizes those hashtagged topics and let you find the accounts that use them.
  • Twitter: Social Media Prospecting Tool
    wefollow: Search for Tags
    Click on Top Tags
  • 60. Twitter: Social Media Prospecting Tool
    wefollow: Search for Tags
    Followers in tag
    Number of people following those that use the tag
    People in tag
    Number of people using the tag
    Alphabetically
    Alphabetical listing of all tags
  • 61. Twitter: Social Media Prospecting Tool
    wefollow: Interpreting Results
    There are 1,633 users of #fashionista with a total of 399,262 followers
    MOST INFLUENTIAL are – most likely – those that use the hashtag often and have a large number of followers
    MOST FOLLOWERS may not use the hashtag as often
  • 62. Twitter: Social Media Prospecting Tool
    wefollow: Other Uses
    Can see TOP TWITTER USERS overall or by category: Celebrity, Music, Socialmedia, Entrepreneur, News, Tech, Blogger, TV. Follow your ranking to measure success against your goals.
    TOP CITIES could supplement Twellowhood searches, but wefollow does not have as much user detail.
  • 63. Twitter: Social Media Prospecting Tool
    Finding Followers: Twitter Search
    • The interface is not as nice and many of the extra features missing, but search.twitter.com allows for more advanced searches than Twellow or wefollow
  • Twitter: Social Media Prospecting Tool
    Twitter Search: Advanced Search
    Use Case 1: Can find a person tweeting about a topic and living in a specific location.
    Use Case 2: Can find people asking a question or having a good / bad attitude about a product.
  • 64. Twitter: Social Media Prospecting Tool
    Twitter Search: Advanced Search
    My brother-in-law sells photography and similar equipment in Albuquerque, NM and promoting his store’s knowledgeable staff helps to differentiate them from the big box stores.
    Search
    Results
  • 65. Twitter: Social Media Prospecting Tool
    Twitter Search: Advanced Search
    COLGATE can find tweets about their brand “With positive attitude”
  • 66. Twitter: Social Media Prospecting Tool
    Finding More Followers: Twellow Suggested Users
    • SUGGESTED USERS offers up a list of people you may want to follow
    Set up an account, create a Profile and select the categories you want to be listed under.
    Click on Suggested Users
    IGNORE button helps manage the list
  • 67. Twitter: Social Media Prospecting Tool
    Finding More Followers: Who Should I Follow?
    • Does not provide the level of user detail that Twellow does
    • 68. However, may find different people than with Twellow’s Suggested User function
  • Twitter: Social Media Prospecting Tool
    Who Should i Follow?
    Can narrow or expand results by looking for more or less popular people
    Can also filter by location
  • 69. Twitter: Social Media Prospecting Tool
    Who Should i Follow?
    If someone seems right on target, can click on See more users… link and find similar people.
  • 70. Twitter: Social Media Prospecting Tool
    Analyzing Your Followers
    • Setting and measuring goals will increase your effectiveness:
    • 71. Number of followers = reach
    • 72. Number of click-throughs on links = interest
    • 73. Number of retweets = advocacy
    • 74. Number of DMs = connections
  • Twitter: Social Media Prospecting Tool
    Analyzing Your Followers: Twitter and Su.pr
    Twitter
    # Followers
    # Direct Messages
    Search @username for retweets
    Su.pr
    URL shortener service measures clicks & retweets
  • 75. Twitter: Social Media Prospecting Tool
    Analyzing Your Followers: TwitterAnalyzer
    Slice and dice your users, mentions, etc. to understand your Twitterverse …in depth
  • 76. Twitter: Social Media Prospecting Tool
    TwitterAnalyzer: Types of Statistics
  • Twitter: Social Media Prospecting Tool
    TwitterAnalyzer: Friends
    Could help you refine what is best time of day to tweet.
    Online Followers: How many of your users are online RIGHT NOW?
  • 81. Twitter: Social Media Prospecting Tool
    TwitterAnalyzer: Friends
    One way to measure positive or negative impact of tweet.
    Followers Growth rate: See how many new followers you acquire or lose on each day. Click on the graph to see your messages causing this change.
  • 82. Twitter: Social Media Prospecting Tool
    TwitterAnalyzer: Friends
    If location of followers is important, this is a good chart.
    Followers Density Map: See your followers locations
  • 83. Twitter: Social Media Prospecting Tool
    TwitterAnalyzer: Friends
    If most followers are not that active, need to adjust your follower strategy
    Followers Activity: A representation of how many of your followers are active on Twitter and how active your followers are
  • 84. Twitter: Social Media Prospecting Tool
    TwitterAnalyzer: Friends
    DM these RT’ers; find their other social sites and connect there as well.
    Most Retweeting Friends: Who retweets you most.
  • 85. Twitter: Social Media Prospecting Tool
    TwitterAnalyzer: Friends
    Are these the most influential? Is your circle too small?
    Closest Friends: See the friends you are most in contact with
  • 86. Twitter: Social Media Prospecting Tool
    TwitterAnalyzer: Friends
    Check this chart daily!
    Disregarded Friends: See the friends who sent you messages but didn’t get an answer from you.
  • 87. Twitter: Social Media Prospecting Tool
    TwitterAnalyzer: Mentions
    DM them, find and follow them on their other social sites.
    See the followers mentioning you the most.
  • 88. Twitter: Social Media Prospecting Tool
    TwitterAnalyzer: Groups
    Make sure your followers match your desired demographics
    See followers by: Occupation, Join Date, Popularity, Gender, Actions (i.e. topics)
  • 89. Twitter: Social Media Prospecting Tool
    Pay it forward:
    Friends of Tilonia can be found at www.tilonia.com
    Tools:
    Twellow: www.twellow.com
    wefollow:wefollow.com
    Twitter Search: search.twitter.com
    Who Should i Follow: www.whoshouldifollow.com
    Su.pr URL Shortener: http://Su.pr
    TwitterAnalyzer:www.twitteranalyzer.com
    Credits:
    A strategic approach to Twitter: Created by Ogilvy for IBM
    A Visual Guide To Twitter: www.Applicant.com
  • 90. Twitter: Social Media Prospecting Tool
    Thank You !
    Follow Up:
    • Presentation available on SlideShare:
    www.slideshare.net/CatherineABQ
    • Comments, questions, feedback?
    Blog post set up for discussion:
    http://CatherineSherwood.com
    Email:
    Catherine@CatherineSherwood.com
    Phone: 505-660-6106
    Twitter:@CateSherwood
    Presented By:
    Catherine Sherwood:
    Social Media Consultant with 20+ years of marketing and product strategy experience. Serving US & Canada.
    Twitter: Social Media Prospecting Tool
    For links to all my Social Sites:
    XeeSM.com/CatherineSherwood