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Twitter for Business, Social E Conference Handout

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Lane's handout from the Twitter for Business slideshow where he was the opening keynote in Newport, RI.

Lane's handout from the Twitter for Business slideshow where he was the opening keynote in Newport, RI.

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Twitter for Business, Social E Conference Handout Twitter for Business, Social E Conference Handout Document Transcript

  • Utilizing  Twitter  for  Business   Social  E  Conference  –  June  24,  2011   by  Lane  Sutton,  @KidCriticUSA     By  connecting  with  customers  on  the  social  networks  they  use  daily,  you  will   build  a  stronger,  better  relationship  and  be  “in”  with  the  next  generation.  Best  Practices   • Make  two-­‐way  connections.  (You  should  be  talking  to  others,  have   conversations,  engaging,  and  they  should  talk  to  you  -­‐  not  one  way)   • Be  personable,  the  seriousness  is  now  gone.  It  is  all  about  adding  that  touch.   • Don’t  be  a  broadcaster.  Be  a  creator,  connector,  and  engager.     • Share  content  relevant  to  your  brand.   • Build  value  for  followers  like  rewards,  customer  service,  updates,  interesting   advice  or  content.   • Listen!  What  are  others  saying?  Check  for  feedback  to  improve,  and  listen  more   than  you  talk.  Content   • Create  a  blog  to  write  your  own  content  related  to  your  brand,  particularly   tips  or  advice.  (i.e.:  If  you’re  a  bank,  write  blog  posts  about  saving  money,   why  it’s  important,  how  to  do  it,  and  examples  for  earning  interest).  Try   Blogger.com,  Typepad,  WordPress  to  start.   • “Do  what  you  do  best,  and  link  to  the  rest”  -­‐@jeffjarvis   • Make  content  shareable  (include  share  button  on  websites  like   ShareThis/AddThis)   • Leave  at  least  20  characters  or  more  depending  on  your  Twitter  handle   remaining  when  you  tweet  so  you  can  be  credited  for  re-­‐tweets  you  get.   • To  curate  content,  follow  people  you  find  interesting,  and  then  use  a  service   like  http://postpo.st  to  search/gather  content  from  the  people  you  follow  on   a  particular  topic.   • Twitter  loves  links,  and  gets  more  clicks  than  Facebook  or  e-­‐mail.   • 79%  more  Twitter  followers  for  companies  with  a  blog.  (HubSpot)  80/20  Rule  for  Less  Self-­‐Promotion,  More  Engagement/Connecting   • The  80%  represents  talking  with  others,  engaging  with  them,  and  not   yourself.   • The  20%  is  for  you!  Do  little  promotion  with  this,  but  rather  tweet  out   relevant  content  to  your  brand  (that  others  will  like).  Don’t  yell!     1  
  • When  to  Tweet   • Between  11  am  and  5pm  are  the  most  popular  active  tweeting  times.   • Be  consistent,  be  frequent.  Try  to  tweet  at  least  4  times  throughout  the  day.   Many  active  users  log  in  multiple  times  in  a  day.   • Later  in  the  day,  and  later  in  the  week  are  the  most  re-­‐tweetable  times.   • Timely,  www.timely.is:  Using  your  last  199  tweets,  it  finds  the  tweets  that   didn’t  get  its  full  potential.  it  can  auto-­‐schedule  tweets,  tell  you  best  times  to   tweet,  and  adapt  to  new  behavior.   • TweetWhen,  http://www.tweetwhen.com/,  gives  two  graphs  tells  you  the   most  influential  time  to  tweet,  and  the  most  effective  day  to  tweet  based  on   your  profile.   • Tweriod,  www.tweriod.com,  tells  you  a  timeframe  of  when  you  will  receive   the  most  exposure,  when  most  of  your  followers  are  online.    Answering  Questions/Customer  Service   • Many  use  Twitter  as  a  second  method  of  communication,  if  phone  or  e-­‐mail   don’t  work  quickly  as  5%  say.   • If  someone  complains  or  ask  a  question,  and  receive  great  service  –  they’re   much  more  likely  to  recommend  or  rave  about  the  experience.  Brand/Customer  Interactions   • More  than  1/2  of  active  Twitter  users  follow  companies,  brands,  or  products.   • Twitter  is  used  for  requesting  customer  service  issues  be  resolved.   • One  in  three  Internet  users  say  social  media  content  sways  their  purchase   decisions.   • 79%  of  US  Twitter  users  are  more  likely  to  recommend  brands  they  follow.     Lane Sutton 2  
  • Twitter  Tools   • Twitter  Advanced  Search,  www.Search.Twitter.com  -­‐  Twitter’s  official  hidden   advanced  search  where  you  can  narrow  down  your  search  by  phrases,  words,   terms,  location,  attitude,  dates,  and  people.  Monitor  keywords,  competitors,   or  search  for  leads.   • Crowdbooster,  www.crowdbooster.com:    Analyzes  impressions,  retweets,   responses,  and  followers.  It  recommends  the  best  times  to  tweet  based  on   this  data.   • *  Social  Mention  -­‐  http://socialmention.com/  Google  Alerts  but  for  social   media,  monitor  certain  search  terms  on  Twitter,  blogs,  news,  and  does  great   statistics  like  sentiment  analysis  (ratio  of  mentions  positive  to  negative),   reach  (range  of  influence),  strength  (likelihood  your  brand  is  being   discussed),  passion  (likelihood  of  users  talking  about  brand  repeatedly),   keywords,  hashtags,  top  users  discussing  brand.   • http://Bit.ly  -­‐  URL  shortening  service  that  will  also  track  how  many  clicks  a   link  receives  with  a  graph  by  day.   • www.TweetEffect.com  -­‐  See  when/why  you  were  unfollowed  with  tweets   and  the  change  in  follower  numbers.   • www.Twilert.com  -­‐  Similar  to  Google  Alerts,  but  tracks  search  terms  and   sends  an  email  digest  of  them.   Twitter  Clients  (my  favorites  besides  Twitter.com,  TweetDeck,  Seesmic)   • HootSuite,  www.hootsuite.com  :  web-­‐based  client  with  tweet-­‐scheduling,  3   columns  for  main  timeline,  mentions,  DMs,  link  shortening,  click  tracking,  file   attaching.   • CoTweet,  www.cotweet.com  :  web-­‐based,  offers  tweet  scheduling,   conversation  threading,  messaging  archives,  unified  inbox,  multiple  tweeters,   tweets/DMs  assigned  to  respond,  brand  search,  initials  of  tweeter.’’   Dress  Up  Your  Profile   • Dress  your  profile  up  with  a  headshot  avatar.  Pages  with  a  human  avatar  are   more  followed.  Put  a  face  on  the  account.  Wouldn’t  you  want  to  know  who   you’re  writing?   • Use  a  site  like  www.TwitBacks.com  to  create  a  custom  background  with  a   background  picture/logos,  add  in  text  to  extend  beyond  the  160  characters   biography  limit.   • For  your  bio,  explain  what  your  company  offers.  What  will  you  tweet?         3  Lane Sutton @KidCriticUSA avatar
  •     4   Lane Sutton
  •     Questions?   Lane@LaneSutton.com   @KidCriticUSA  -­‐  http://www.twitter.com/kidcriticusa       5