Eric outlined how far reaching and influential it can beI am going to talk a little bit about how to use Twitter as an effective business marketing tool
The language of Twitter can be confusing, I recently signed up and felt a little left out like the bird on the right
Traditional word-of-mouth marketing in modern formTwitter at the center of the social networking framework70%of small businesses reported that they are already using social media for marketingover a third cited creating a profile on a social network as one of the top three most effective marketing methodsOver the last year, there was a 50 percent increase in the number of small businesses using social media, and in that same year more than half of the businesses surveyed claimed they spent less than $2,500 a year on marketinglow barrier to entry and little or no up-front costs
TWITTER CUSTOMER STATSAlmost half of all twitter users use the site to learn about products and services Nearly every one of these individuals are providing opinions about them They are shaping the conversation about your business, good or bad
marketing or public relations channel, much like an extension to their corporate blogs. They will post about corporate accomplishments and distribute links that take people back to corporate web pages, press releases, and other promotional sites. This method probably seems to be the easiest way to get started, but companies need to be aware that using Twitter like this could actually hinder their image in the Twitter community. A whole bunch of self-serving, self-promotional tweets can actually damage their reputationresponding to comments can be risky when going this route, but, while that's true to a point, when done right responding on Twitter can be of great benefit to the company.
let their employees tweet instead. As the employees use Twitter to enhance their own personal reputations, the company's reputation is also enhanced by proxy. Employees twittering away with excitement about their work, developments in their industry, new products, or other interesting tidbits, even if unrelated to the company itself, can promote positive feelings for whichever business they (indirectly) represent. - Another good reason for having employees tweet instead of the company itself is if the company wants to be seen as employing influential leaders. This list of Forrester analysts on Twitter offers a great example.
- Some companies use Twitter internally to share ideas or communicate about what projects they're working on. If this information is confidential in nature, employees either need to protect their updates or even better, not use Twitter at all. Gartner doesn't recommend using Twitter or any other consumermicroblogging service in this way because there's no guarantee of security. - If, however, your company wants to use microblogging at the office, there are tools designed for businesses that let you do just this. Yammer and present.ly are two of the top options for a Twitter-like platform for the workplace.
- Some companies aren't as much Twitter participants as they are Twitter "listeners." Using search tools like search.twitter.com or desktop applications like TweetDeck are easy ways to keep track of what's being said about the company, its product names, or even the industry as a whole. Smart companies are tuning in to these micro-conversations to get early warnings of problems and to collect feedback on product issues or ideas. - Recently, Microsoft's PR agency released their Twitter trend-tracking service to the public. Called Twendz, this tool goes beyond simple Twitter searches to also track sentiment, as well.
empower followers to make own campaign (e.g. mountain dew flavor)
reward loyalty for tweeting; spreads message for you
promoted tweets to niche audiencesVirgin America - Promoted Tweets toward their inflightWiFi customers. put out three distinct tweets that they then promoted with carefully crafted keywords. Two of the tweets were meant to engage just their passengers at 35,000 feet. Just imagine how cool it would be to fly Virgin America and uncover a tweet that was meant just for you.
-Add tags, notes, location to tweets- add Twitter integrations to your site, append notes about visitors’ on-site Twitter behaviors, tag tweets that originate from your site, or attach your own identifiers and figure out ways to reward actions (perhaps even loyalty)
80% of professionals do not measure ROI for their company’s social media programsWhat are your objectives for using social media?What specific tactics are you going to use to reach that goal? - choose measurement categories that match that objectiveHow do I measure the effectiveness?- Find a way to track those metrics in the social technologies they're using
Who are you targeting? – Customers, other businesses, C-SuiteWhat is your focus? Brand, financials, salesWhen are you going to engage? – daily or weekly, for customers; quarterly if C-suiteHow are you going to measure?
Virality. Social members might be sharing Twitter tweets and Facebook updates relevant to your company, but is this info being reshared by their networks? How soon afterwards are they resharing? How many FoFs (Friends of Friends) are resharing your links and content?Conversions. You want members to convert: into subscriptions, sales, Facebook application use, or whatever other offerings you have in your overall sales funnel and that can somehow be directly or indirectly monetized. Measure all types of conversions and chart them over time.
IdeaStorm (crowdsourcing forum)Customers submit ideasOthers voteDevelop best ideas
@DellOutlet is in the top 50 most followed Twitter users- $3M in revenue from Twitter from 2007 through 2009
Considers themselves a social media company that sells organic pizza 69% of sales generated in one came from Twitter Sustained 20% in sales from twitter
One of the fastest growing franchises in the worldBeen featured in NYT and Entrepreneur Magazine
Effective Use of Twitter for Business Marketing
Twitter: What’s the Big Deal?<br />@kyle_gillis<br />“Twitter will become a standard form of communication. Not having your business plugged in could prove to be a serious competitive disadvantage.”<br />
Skills and Expertise</li></li></ul><li>Twitter Marketing Methods<br />Direct<br />Indirect <br />Internal <br />Inbound Signaling <br />Listen to Customers<br /><ul><li>Don’t “over-participate”
Collect positive and negative feedback</li></li></ul><li>Effective Social Media Marketing<br />Pitch<br />Reward<br />Metadata<br />Target<br />Differentiate and Pitch Your Product<br />
Effective Social Media Marketing<br />Pitch<br />Reward<br />Metadata<br />Target<br />Create Incentives and Reward Loyalty<br />
Effective Social Media Marketing<br />Pitch<br />Reward<br />Metadata<br />Target<br />Small Niche Audiences<br />
Effective Social Media Marketing<br />Pitch<br />Reward<br />Metadata<br />Target<br />Gather Demographic Data<br />
Creating an Effective Social Marketing Plan<br />1) State the <br /> Objectives<br />2) Identify your<br /> Audience<br />3) Measure the Results<br />
Creating an Effective Social Marketing Plan<br />Identify Your Audience<br />Who…are you targeting?<br />What…is your focus?<br />When…are you going to engage?<br />How…are you going to measure?<br />
Creating an Effective Social Marketing Plan<br />Select Key Metrics<br />
Creating an Effective Social Marketing Plan<br />Chart and Analyze Data<br />Control and Optimize Strategy<br />