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A very informative and resource laden presentation that shows social media managers and worker bees many of the keys to successful content and community management.

A very informative and resource laden presentation that shows social media managers and worker bees many of the keys to successful content and community management.

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    Twitterforbusinesses Twitterforbusinesses Presentation Transcript

    • Twitter!For BusinessesMarcus NelsonDirector of Social Media
    • O hai. Marcus Nelson Director of Social Media @marcusnelson #smss
    • Today’s Agenda   Twitter is big   The basics   Tool talk   Marketing your services   Establish contacts   Best use cases   Why do people share content?   Build your following   Q&A @marcusnelson #smss
    • Twitter is big@marcusnelson #smss
    • User growth 2007-2010 @marcusnelson #smss
    • Tweets per month @marcusnelson #smss
    • The basics@marcusnelson #smss
    • Social Media TeamSocial Media Strategist Product Marketing, Comms•  Responsible for the overall program, including •  Produce content and ROI messagingCommunity Manager PM, Development, QA•  Customer facing role trusted by customers •  Builds and maintains social apps, website, and CRM system integration Web Analytic, SEM, SEO •  Assist with listening platforms, advertising, and search Source: http://altimetergroup.com @marcusnelson #smss
    • Organizational models Organic Centralized Hub-and-Spoke Multiple Hubs Source: http://altimetergroup.com @marcusnelson #smss
    • Social Media Policy Provides Clear Rules   What’s In Bounds   What’s Out of Bounds   Who to Escalate Things To http://salesforce.com/socialmediapolicy @marcusnelson #smss
    • Training Employees Support Strategy, Policy, Best Practices Sales Products Marketing @marcusnelson #smss
    • Definition of terms Tweet = a message of 140 characters or less Retweet = the reposting of a tweet, passing it along @username = how you address or reference someone #hashtag = used to track topics or conversations /via or /by = source or author of content referenced OH = overheard #ff = follow friday @marcusnelson #smss
    • Crafting the tweet — content post [title of article] http://link.com /via @source #hashtag Pro tip: leave around 20 characters for others to leave a comment in retweet @marcusnelson #smss
    • Crafting the tweet — retweeted post RT @username: [title of article] http://link.com /via @source #hashtag « [insert comment] Pro tip: you can insert a comment before or after the RT. It does encourage others to join in if you make it sound interesting (i.e. Funniest post ever!) @marcusnelson #smss
    • Crafting the tweet — sending a message @username [body of message] #hashtag Pro tip: your message will only show up in the recipient’s stream, and those that follow both you and your recipient. To make a message seen by all, start message with a word or a ‘.’ @marcusnelson #smss
    • Crafting the tweet — sending a direct message D audiencemember It’s a private message silly. You can’t see this yet. D username [body of message] Pro tip: You cannot direct (private) message someone who is not following you. Remember also, “@” not required. @marcusnelson #smss
    • Social media audit Sales Marketing Support Products Where Are Your Strengths?" Where Can You Improve?" Source: http://altimetergroup.com @marcusnelson #smss
    • Tool talk@marcusnelson #smss
    • Engagement @marcusnelson #smss
    • Tools to Manage Your Channels Schedule Posts Moderate Conversations @marcusnelson #smss
    • Measurement @marcusnelson #smss
    • Other tools @marcusnelson #smss
    • @marcusnelson #smss
    • Videos have been very successful 10,000 7,500+ Views Per Day 7,500 5,000 2,500 @marcusnelson #smss
    • It’s like automating a sales team 7,500 video views a day = 46 Hyper-efficient Reps a) average video view is 3 minutes Assumptions b) average hyper-efficient rep pitches 8 hours a day, no breaks @marcusnelson #smss
    • Social media dashboard @marcusnelson #smss
    • Marketing your services @marcusnelson #smss
    • Add value   Do your homework – what does your audience enjoy?   Create content that caters to those interests: –  Content can be blog posts, videos, infographics, contests –  Make it captivating, instructive, humorous, or inspirational   Experiment, find your voice -- measure results   Search relevant keywords or competitor terms –  Ask permission before engaging people –  Don’t assume your interruption is welcome @marcusnelson #smss
    • of all tweets sent were invitations for product information, or responses from peers or brand representatives.source: http://live.psu.edu/story/41446 @marcusnelson #smss
    • visited a site after learning about a product via social media.source: http://econsultancy.com/us/blog/4934-consumers-remember-branding-seen-on-twitter @marcusnelson #smss
    • of twitter users introduced to a brand were compelled to search for additional information.source: http://econsultancy.com/us/blog/4934-consumers-remember-branding-seen-on-twitter @marcusnelson #smss
    • Establish contacts @marcusnelson #smss
    • Finding people like you   Use Twitter’s suggested users   Follow popular/relevant #hashtags   Who do your friends follow?   Linkedin lists twitter handles @marcusnelson #smss
    • Best use cases@marcusnelson #smss
    • Develop and promote your brand @marcusnelson #smss
    • Customer Support @marcusnelson #smss
    • Provoke thought / humor @marcusnelson #smss
    • Be known as a thought leader @marcusnelson #smss
    • Help with access to information @marcusnelson #smss
    • Engage followers with a question @marcusnelson #smss
    • Why do people share content? @marcusnelson #smss
    • motivations for sharing   reinforces shared views & deepens social bonds.   need to proselytize or create a desire to connect.   emotional, positive, interesting, anger-inducing, or sad stories are more likely to be shared.   calm themselves or reduce uncertainty.   to bolster their own sense of self. source: http://topics.nytimes.com/top/reference/timestopics/organizations/u/university_of_pennsylvania/index.html?inline=nyt-org @marcusnelson #smss
    • broadcasting is self-focused   self-presentation motives, identity signaling, or affiliation goals play a stronger role in shaping what people share with larger audiences. source: http://topics.nytimes.com/top/reference/timestopics/organizations/u/university_of_pennsylvania/index.html?inline=nyt-org @marcusnelson #smss
    • Build your following @marcusnelson #smss
    • Have steady and consistent content   Content doesn’t have to be directly about your product –  Become a resource for information about your respective space –  Don’t be afraid to go “off brand” –  Content should appeal your follower’s humor, emotion, or intellect. If not, they won’t RT no matter how much you post   Set up searches for content to RT or learn from   Schedule tweets for optimal engagement/exposure @marcusnelson #smss
    • Example - grasshopper Grasshopper.com launches videos that speak directly to entrepreneurs – connects with the geek crowd who socialize videos to 2 million viewers. 1,101,526 views 534,125 views @marcusnelson #smss
    • Example - salesforce @marcusnelson #smss
    • Example - kissmetrics @marcusnelson #smss
    • Example — kissmetrics blog @marcusnelson #smss
    • Example — kissmetrics infographic @marcusnelson #smss
    • Example — kissmetrics infographic @marcusnelson #smss
    • Example — kissmetrics infographic @marcusnelson #smss
    • Example — kissmetrics infographic @marcusnelson #smss
    • Example — kissmetrics infographic @marcusnelson #smss
    • Be a person, not a machine   Follow back everyone who follows you   Engage your audience   Ask questions or opinions   RT your followers and/or reply as often as possible   DON’T send auto-direct messages   Be kind, stay positive and say #thankyou… a lot! @marcusnelson #smss
    • Q&A@marcusnelson #smss
    • @marcusnelson #thankyou @marcusnelson #smss