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Using Twitter For Business

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Using Twitter for business: slides I put together for the May 2010 Florida DMA event with Jeff Yaniga.

Using Twitter for business: slides I put together for the May 2010 Florida DMA event with Jeff Yaniga.

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Using Twitter For Business Using Twitter For Business Presentation Transcript

  • Using Twitter For Business
    Florida Direct Marketing Association
    May 20, 2010
    Jason Peck – eWayDirect – www.ewaydirect.com
    Jeff Yaniga – Destination Rx – http://www.drx.com
  • What We’ll Cover
    What do YOU Want to Learn?
    Plus…
    Navigating Twitter
    Speaking the language
    Finding people to build relationships with
    What to tweet
    Examples of companies doing it well
    How to manage this
  • Things are a changin’
    Hard selling  Making connections
    Promotion  Participation
    Hiding yourself  Being yourself
  • “ I think the way to succeed in today’s world is to make your business more personal. Twitter is also a great way of doing that.” - Tony Hsieh, Zappos CEO
  • Some things don’t change
    People want exclusive content and deals and to be treated like a king
  • What Is Twitter?!
    It’s a one way mirror
    Giant ears for real-time listening
    Networking Event that you can attend while wearing your Snuggie
    Beachcombing for those one or two really good shells.
    Your own personal “I Have A Dream” speech
    A place to connect with thought-leaders and influencers
    A newspaper filled with only the articles you like
  • Navigating Twitter
    What You Need To Know
    How to sign up and set up account
    How to search
    How to post
    How to follow others
    How to respond
    BONUS: How to shorten URLs and track clicks
  • Signing Up
    Sign up for Twitter (twitter.com)
    Use your real name in your profile and username if possible
    Put a real picture of yourself up
    Bio – mix of what you do and what you like
    Link to your website or blog
  • Finding People to Follow
    Search.twitter.com or from right side of the page when you’re logged in
    Sample searches: XYZ event that you’ll be attending, things you like/are interested in, your company, etc
  • Twitter Location Search
  • Finding People - Tweepsearch
    Tweepsearch.com
    Search info in people’s profiles
    Sample searches = pr agency florida, marketing ct, Location: “Ft. Lauderdale, FL”
  • Finding People - Twellow
    Twellow.com
    Yellow pages for Twitter
  • Finding People - Google
  • Following People on Twitter
    When you follow others, their posts are fed to your Twitter home page.
    You can choose to “Un-Follow” at any time.
    Many feel it is good form to automatically follow those who follow you. (Many don’t)
    EDITORIAL: If someone follows you, check out their “voice” and then decide.
    Use lists to group people and keep track of things
  • What To Post
    Share a mix of interesting industry info and things you’re interested in personally
  • What To Post
    Events- When you’re heading to an event, what you want to get out of it, who you’re excited to meet, what you’re learning, what you thought of it at the end
    General industry info
    Funny things that happen to you
    Things you’re passionate about
    Occasionally, company news – should be no more than 20% of your total Tweets
    Participate, don’t promote
  • Twitter-Friendly Links
    Use a link-shortening service like bit.ly or idek.net
    http://bit.ly/
    http://idek.net/
    Sign-up and install browser button
    Great for tracking clicks on links
  • How to Respond
    @reply to people you follow to engage in public conversation
    Ex: @myworkaccount thanks for sharing that info! I also think @NancyOkrent has written some good things about that
    RT people’s content if it’s interesting, and comment if appropriate
    Ex: RT @jasonpeckeWayDirect is the most awesomest company in the world! – I agree
  • Building Relationships
  • Benefits of Twitter
    Direct – the company uses Twitter as a marketing, public relations or customer service channel.
    Indirect – employees post as individuals, the company reaps the “benefit”.
    Internal – employees communicate with each other on internal projects.
    Inbound Signaling – Savvy companies use Twitter signals to get early feedback about issues and ideas and to conduct research
  • Examples
    Best Buy
    Naked Pizza
    Starbucks
  • http://twitter.com/twelpforce
  • Best Buy’s Twelpforce
    Started in July 2009
    Over 2,000 employees have
    Over 27,000 questions answered
    Named “DMA Marketer of the Year” in Oct. 2009
  • Naked Pizza on Twitter
    Started in March 2009
    Created a community around healthy eating, save on marketing costs and drive sales
    In April, a promo exclusive to Twitter brought in 15% of the days sales
    In late May 2009, there was a day where 68.6% of total dollar sales came from customers who said "I'm calling from Twitter"
  • Starbucks on Twitter
    Run by former barista, Brad Nelson
    Followers
    May 2009 – 181,000
    May 2010 – 879,000
    Primarily use for customer service and idea generation/feedback
    Push people to submit ideas to MyStarbucksIdea.com
    Over 80,000 ideas submitted
  • Measuring Success
    Align goals with overall business objectives
    If sales/leads isn’t the goal, assign a value to whatever you’re measuring
    Don’t just look at short term results of promotions. Think long term.
  • How Can I Manage This?
    Don’t worry about keeping up with everything, but always respond to everyone who mentions you
    Use tools to save time
    Use groups/lists to keep tabs on important people
    Hootsuite
    Free web-based tool, search easily, follow people, respond, shorten URLs, schedule tweets
    Tweetdeck
    Great tool for those who prefer a desktop Twitter client
    Twitterberry – client for Blackberry phones
    Tweetie – client for iPhones
  • Final Thought
    87% of all Americans are now aware of Twitter — up from 5% in 2008 — but only 7% of the population actually use it (Edison Research)