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Smarta twitter ebook

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This ebook is for everyone - whether you've never even heard of Twitter before, right through to those of you who are planning on naming your first child Tweetie. We'll take you through everything ...

This ebook is for everyone - whether you've never even heard of Twitter before, right through to those of you who are planning on naming your first child Tweetie. We'll take you through everything from setting up an account to getting a social media agency, and all that's in between. We've also chucked in a big list of all the very best apps and resources to make sure you get the absolute most out of Twitter for your business.

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  • Smarta’s Twitter eBook is for Whether you’re an old hand at What’s this? anyone starting or running tweeting or you’re still not exactly a business – and with any sure what Twitter’s all about, level of Twitter knowledge. we’ve got the right no-nonsense, practical tips to help your business. We know you’re not all going to need the same advice, so we’ve split this book into three clear sections: If you’re new to Twitter, start with this section. If you already use Twitter, skip the intro For everyone, at the back of the eBook you’ll Get a clear understanding of how Twitter can and start here. find a big list of the best tools, apps and help your business, and then let us guide you We’ll show you how to build followers and resources to use to get the most from Twitter. through creating your profile, finding your first better engage with your customer base, with This will help you decide which tools most suit followers and sending your first tweet. some exclusive insider tips from pro users and you and where you can get up-to-date established entrepreneurs who are using Twitter tips and information. to drive their businesses forward. FOR EVERYONE FOR EVERYONE Y USE TWITTER ALREADY USE TWITTER ALREADY USE TWIT NEW TO TWITTER NEW TO TWITTER
  • Contributors Duncan Bannatyne Shaa Wasmund Mark Shaw @DuncanBannatyne @shaawasmund @markshaw Dragons’ Den star, entrepreneur and Shaa is the founder of Smarta, and an Mark is a Twitter consultant who helps investor Duncan has over 100,000 ardent believer in the power of social other businesses make the most of followers on Twitter. That’s in no small part media and what it can do for small Twitter. He has more than 12,500 followers down to the fact he makes a point businesses. She frequently gives talks on and regularly blogs and creates videos of engaging with his community non-stop. social media and Twitter and has more packed with advice for newbie social He recently created the #duncansdream than 2,000 followers. She’s featured in media users. hashtag, which reached number one on UK almost 100 Twitter lists as a one-to-follow. trending topics. Noush Skaugen Brad Burton @noushskaugen Maz Nadjm @BradBurton Noush is a singer-song-writer who has @Mazi Brad is the founder of 4Networking – the taken the independent music world by Maz is responsible for Sky Portal’s social UK’s largest joined-up business breakfast storm after racking up more than one media products and implementation. networking group, and author of ‘Get Off million followers on Twitter – the greatest He also launched the new Times Online Your Arse’. He’s a prolific tweeter and has ever number for an unsigned artist. commenting system and has advised a more than 2,500 followers. She wants to stay independent, and her number of News Corp units and partners, social media efforts are securing her a News International, Star TV, Sky Italy and John Barton widespread fanbase without the need for Fox TV Channels. He is currently advising @DigitalBarton big-label backing. Chelsea Football Club and British Forces John is head of planning and social media Broadcasting. He has almost Phil Jones at Steak, a digital marketing agency that 34,000 followers. @PhilJones40 counts John Lewis, Debenhams, Time Out, British Gas, Virgin Holidays and Phil is the UK sales and marketing director Daren Forsyth Matches as clients. of global technology manufacturer @DarenBBC Brother (@Brother_UK - http://twitter. Daren founded 140characters.co.uk - after com/brother_uk) and a director and vice- a career in digital media spanning 13 years president of Greater Manchester Chamber that saw him work for the BBC and The of Commerce. He’s a prolific social media Media Trust. Prior to those roles he built user and has nearly 2,000 followers and sold a digital agency that delivered on Twitter. projects for the BBC, Channel4, ITV, Sky, Virgin, Domino’s Pizza, Sporting Index and Tote. He has almost 6,000 followers.
  • Contents Phil Jones: What is Twitter Super-engage Why has Twitter Shaa Wasmund: Using search and how does Getting more with your Twitter to find new become such Why I love Twitter it work? from Twitter community: customers big news? the checklist How Twitter The cult of you: Getting your can help your Before you becoming an employees Learn the lingo Using Twitter for business start: Listen indispensible on Twitter customer service resource for your industry The big bible of twerrific Measuring Twitter tools Do you need Done your homework? Ready, set, tweet Who to follow your success and developing a strategy Case study: Dolan Bikes a social media agency? and resources Now set up your profile Tweetiquette FOR EVERYONE ALREADY USE TWITTER FOR EVERYONE ALREADY USE TWITTER ALREADY USE TWITTER NEW TO TWITTER NEW TO TWITTER NE
  • I’m a total newbie FOR EVERYONE ALREADY USE TWITTER NEW TO TWITTER
  • “It comes down to T.A.T. – Time, Attention a prospect. Authenticity and transparency and Trust. These three things dominate are huge issues right now, as a result the landscape of our personal and of the low levels of trust in the system. business lives. Someone has shifted It’s like a whole layer has been peeled the world up a gear and stuck their foot off the universe. People now want to be hard on the accelerator. We’re all doing able to talk to other people in real time, more with less, we need to take in and to feedback here and now. Whether you absorb so much information, to keep are a politician, a business leader or a up. As a result, traditional marketing celebrity, your customers (audience) are is finding it harder to cut through: no longer king, they are KING KONG, able Phil Jones: prospects are distracted, busy to challenge your reputation in the public in their own world, occupied by domain, this requires you to listen, their own challenges of how to interact and stand true to your values, Why has Twitter they blend work and home. to be consistent. Web 2.0 signalled a new dawn But before you get into Twitter, there are become such in user-generated content and some things you should know. It won’t cloud computing, opening happen overnight. In social media terms, up brand new capabilities return on investment (ROI) translates into big news? for applications to facilitate return on engagement (ROE), starting business on the move and today doesn’t mean profits tomorrow. micro-blogging. Twitter is Think of engagement more like a the best example of this. The courtship, a series of interactions, that will ‘statusphere’ - that is, the ability lead to you developing a relationship with to update in real time - brings with someone over time, ultimately which may it brand new opportunities to break lead to a sales marriage. It’s a long term through, to create new relationships investment for most, not a quick killing. and improve customer satisfaction – You’re going to wonder what it’s all about and this will ultimately lead to further in the beginning – most people sign up, sales. Business people need to pay post a couple of times and never go back, attention to this. Business opportunities that’s why this guide is invaluable and are flying about in the we’re right behind it, the more businesses ether, and you, as a and opportunities that are created, small business, can the better and more successful we grab them. I call this all become.” shift ‘B2ME’ marketing, as it allows you to tailor your Read on to find out how... approach to the individual, not to the Phil Jones – @PhilJones40 masses. It has never been easier to cut through the corporate red tape UK Sales and Marketing director and communicate directly with of Brother – @Brother_UK
  • “OK, all hyperbole aside, it really is simple. From a business perspective, I think it is And it works. by far the most powerful form of social media. As many of you who have heard I admit, I am a fully fledged member of the me speak publicly will know, I don’t I Love Twitter club, but it wasn’t always believe in a one-size-fits-all approach this way. My account was dormant for the to social media. The truth is, you first six months before I finally decided don’t need to be everywhere, and not to ‘just give it a go’. Within 24 hours everything will work for you. First, you I was hooked. need to understand your brand and your audience – then talk to them where you Why? Well, I loved the fact that I would naturally find them. What is so could find people to follow that I was unique about Twitter is your ability to find genuinely interested in – whether these these people – easily. You can start joining were high-profile celebrities, other in conversations as soon as you sign up. entrepreneurs, interesting people or potential ‘customers’. But that was just The real-time effect of Twitter opens the start. I loved the real-time search up a whole new world of business and market intelligence, the ability to ask opportunities for us all and we need to local people to recommend restaurants prepare ourselves to be ready for them. and the opportunity to connect and build When I recently needed a party company relationships with like-minded people. to supply (at short notice) a children’s Easter egg hunt, I didn’t search Google, I tweeted. Three companies replied to me with links to their websites, swiftly Shaa Wasmund: followed up by some of their followers’ testimonials. Google’s great, but personal recommendation rules. Encourage all your customers to follow you and start using Twitter as an Why I love Twitter incredibly valuable customer service tool. Get real-time feedback. If you’re thinking of launching a new product, tweet your followers before you invest time and money in something new. Don’t expect to become an overnight celebrity, but if you invest time and effort, you will reap huge rewards.” Shaa Wasmund – @shaawasmund Founder of Smarta
  • Twitter is the most up-to-date source of information and news Your tweets and your profile page can It is not about selling! Twitter asks ‘what’s on the internet. It lets you search be seen by everyone, whether they’re happening’ and helps the for words or issues you’re on Twitter or not. You can make them answer spread across interested in to see what people It’s about communication private, but that’s not really in the the globe, immediately. all across the world are talking – talking to new people, spirit of things. You can send private about it in real-time. finding things out, sharing messages to individuals. information. Tweets can include links (to websites or webpages) and pictures, and you You ‘follow’ other people, businesses can address tweets to someone else on Twitter. What is Twitter or organisations you’re interested in, which means you receive their tweets and how does (i.e. their updates). You get a list of all those people’s tweets so you can see It’s really easy to use it work? what they’re all saying. and completely free! You have a profile page where other The best way to get a feel for how Twitter people can see all your most recent works is to look at a few people who are tweets, a small picture of you, a one-line using it. You don’t need to create a profile Anyone can follow anyone – bio about you, and links to your website. to do this. Try http://twitter.com/smartaHQ You share updates of up to 140 you don’t need to be approved, Check out Smarta’s profile page here: (that’s us!), or for an example of a business characters, called 'tweets', of which is why many people like http://twitter.com/SmartaHQ or Shaa’s using Twitter well, http://twitter.com/ what you’re doing or something Twitter – it’s democratic and here: http://twitter.com/ShaaWasmund childcareuk. Or try to find celebrities and you find interesting. This is very open. businesses you know by Googling “Twitter” sometimes called micro-blogging. and their name.
  • “Twitter is a communication platform that “Twitter is a chance to be yourself and give a human voice to your business. “Twitter won’t give you immediate results (like PPC), but over the long run it will helps businesses stay connected to their It creates intimacy and friendliness more provide much more valuable leads, traffic than anything, and that’s what so many and long-term relationships. There is customers. As a business, you can use it businesses struggle with online. Talk to no better way to connect with decision to quickly share information with people your followers - invest a bit of time in reading their tweets and commenting makers. Don’t try to sell to people, but show interest and share your knowledge. interested in your company, gather real-time on what they’re doing. Next time, they’ll I’ve built great relationships over Twitter – remember you rather than going to including @PhilJones40!” market intelligence and feedback, and build a competitor.” @shaawasmund relationships with customers, partners and @DuncanBanntyne other people who care about your company. “Twitter is the most ‘human’ platform online to date. Humans can be great, As an individual user, you can use Twitter to capable of amazing things that surprise tell a company (or anyone else) that you’ve and delight you, humans can deliver insights, actions you could never have had a great – or disappointing – experience predicted. But humans are also flawed, never perfect. The same is true for twitter: with their business, offer product ideas, and it's not perfect, but it can amaze you and learn about great offers.” deliver results you just cannot predict. You have to invest first, invest your time, a bit of yourself (your personality) Twitter 101 – http://business.twitter.com/twitter101 and share some of your accumulated knowledge and that of others. If you do that, and you're a decent human being, great things will happen for you and your business.” @DarenBBC
  • Twitter is not the right channel for direct Position yourself as an expert in your “I have created some of the most “Twitter over the medium term has the sales, but it will help grow your customer field by sharing news and information excellent relationships through Twitter. potential to change how you market and base and build your brand – which means relevant to your business and by Your social media relationships should how people find you forever. But it's not it’s good for indirect sales in the long- answering questions ultimately lead to face-to-face meetings – instant, if you're looking for instant results, term. Used effectively, Twitter can and when they do, you realise you don’t go back to your SEO consultant and get Provide amazing customer service help you: need any warm-up time. It’s a great way your cheque book out.” in a really easy way to establish a brand new relationship. And @DarenBBC Develop a more personal, engaged and Keep ahead of the latest industry news it’s one of the easiest ways to get to the sustained relationship with customers and events decision maker in a business and bypass “Twitter is a lot like the film Pay It Forward – traditional gatekeepers. You still need to look for where you can offer value to others Grow your customer base Position your business as up-to-date go to networking events, but this is a fast- and you will find it comes back to you from and in-touch, for being on Twitter Get the attention of people interested track. You can look people up on Twitter, often unexpected sources.” in your industry or your work Provide customers with details of see what they’re doing, who they’re @shaawasmund special offers, new products and other connecting with, what they’re working on Publicise your business news you have and make a highly tailored approach to Build your brand that individual! That’s cut through.” Develop and test products and services Track what other people think your customers want @PhilJones40 about your business, products Pinpoint customer locations and industry to within a 20-mile radius Grow your personal network of contacts and develop business relationships Cold-contact and market to people How Twitter without annoying them Drive more traffic to your website or blog can help your business
  • Don’t dive straight in. Before you actually What you need to do next: do anything on Twitter spend some time Start thinking about what you want to listening to everyone else. Use Twitter’s get out of Twitter - better engagement search tool (http://search.twitter.com) with your existing customer base, Before to look for: finding new customers, spreading the word about your particular niche, Your business name building your brand, differentiating you start: The name of your product/service yourself from your competition – and how others approach this The name of your business/product/ service plus name of your area Start finding your Twitter voice. You Listen (e.g. ‘Hairdresser Brighton’) Keywords and phrases people talking about businesses like yours need to be distinctive. What are your brand values? Are you niche, trendy, friendly, modern, old-fashioned, eccentric? Your Twitter voice needs to might use reflect what you’re all about. Your tone, The names of your competitors (the your humour, content you link to – all individuals as well as the business should be in line with your brand. names, as people on Twitter use either) Start identifying the people on Twitter A few famous people and how they’re you want to build a relationship with: using Twitter (you can see the most those with lots of followers in your popular ones here: http://twitterholic.com) industry, big hitters in your industry, people you can see potential for What you need to find out: collaborating with What your competitors are doing on Twitter, which are having the most “I spent six months listening and lurking success and why to what everyone else was doing on Twitter as an individual before I started How people talk to each other on Twitter our business Twitter account” and the kind of stuff they tweet @PhilJones40 How many people are interested in what you’re doing as a business “Always listen. Always plan, plan, and plan some more before diving in.” How you could join in conversations with those people @DigitalBarton “Enagage first, promote second, and leave a big space in between.” @shaawasmund
  • Retweet (RT): When you forward on someone else’s tweet. It’s etiquette to put RT @username before the copied tweet. e.g. “RT @stephenfry Independent article here worth a read: http://tinyurl.com/2vkhwaw” Learn @: Use this to talk to other users, by starting your tweets with @username (no space between @ and their name). e.g. “@smartaHQ I’m reading your book right now!” Check yours in the right-hand column of your homepage. the lingo ‘tw’: A lot of people will put ‘tw’ at the beginning of everything and anything to do with Twitter – tweeps (people on Twitter), twestival (a Twitter festival), etc. Just a heads up! DM: Short for direct message - a private message sent between two people who follow each other. Check yours in the right-hand column of your homepage. Trending topics: The most talked about things across the whole of Twitter right now. They will usually be big news stories or shared Twitter jokes. Current trending topics are listed on the right-hand column of your home page. #: Many trending topics have a # before them. Twitter users use the hashtag (#) when they’re talking about a specific subject, so that other users can search for the hashtag term to see what’s happening. For example, when the Mumbai bombings happened in 2008, people tweeting about them used #Mumbai. If you wanted to find out the latest news, you simply searched #Mumbai. #ff and #followfriday: On Fridays, use this hashtag to recommend other people you think your followers would find it useful to follow. Lists: Some Twitter users compile lists that group some people they follow into useful categories. You can follow the whole list in one go or just view the list on a separate page – it shows all those selected people’s recent tweets. Here’s an example of one we created: http://twitter.com/SmartaHQ/small-business-resources
  • Creating a profile only takes a minute (or less!). Just go to http://twitter.com and click ‘Join today’ – it’s always free. Your handle (username): keep it short Done your and straightforward. Include some reference to your business. E.g. If your name is Sally and you run Petite homework? Footwear Ltd, your handle could be ‘sally_shoes’ or ‘PetiteSally’. Now set up Bio: Who you are and what you do, but treat this as a hook to get people interested. Don’t sacrifice the basics to your profile be clever, though – remember why you want people to follow you. E.g. ‘Founder of Petite Footwear – shoes for little feet! Lover of Jimmy Choos and marathon runner’. Photo: people respond better to a smiley picture of a person than “Use your personal name rather than your business a logo, but it’s up to you. name if you can, as Twitter is essentially about people communicating with other people.” Background image: Upload a picture @markshaw (your logo or products) and set it as your background image for your “A decent Twitter profile is essential. It should include a bio, profile page – this will help people get link and logo. Remember the profile background is your familiar with your brand identity. Include property and you can be creative about type of graphics and contact details. Here’s a great article information you use as your wall paper.” on how to customise your background @Mazi with examples: http://mashable. com/2009/05/23/twitter-backgrounds. “Your Twitter profile should be a reflection of who you are – an opportunity for you to add some ‘colour’. Mine shows my Include a link to your website and, love of small business, social media and Whitstable!” if you have one, your blog. @shaawasmund
  • Ready, set, tweet @markshaw explains the three key that you think is of interest to others, Be helpful. Answer questions where “The key is consistency. Aim to tweet ingredients of a great tweeting mix: then tweet it. you can. a couple of times a day, every day. 15 tweets a day is a good number to aim for “Tweets should be broken down into Tweets with links in them are more 3. Knowledge & expertise: by answering as you get more into it.” three categories – use a mix of each popular than those without. questions you will become known as the @markshaw of these: go-to person on a particular topic and “I use pictures and links a lot. As long as a great resource. This is your chance to “How often should you tweet? As often 1. Social chit chat: where you they are interesting and used in a blend of really shine. This however will take time, as you have something interesting and describe what you are doing other content , people will click through but investing in building your brand will pertinent to say! Include links and pictures throughout the day, share news and RT you more. As a result, you’re benefit you in the long term.” to make sure your tweets come alive.” and updates of a more personal followers and reputation grow.” nature. This does not mean that you @PhilJones40 @shaawasmund And here are some basic ground rules have to give away your inside leg for success: measurement. Only tweet about what “If you want others to RT you, you are comfortable with. Also try and Only tweet 120 characters or less, RT other people.” ask others what they are up to, and get so others can RT you. @shaawasmund a conversation going. It’s OK to tweet occasionally if you’re having a cup of coffee, “Be personable and real. 90% personality 2. Sharing: information, ideas, but if you’re a plumber focus on and only 10% subliminal personalised resources, tools, websites, news etc. tweeting links to useful websites marketing messages.” The information you share can be offering tips on how to stop @noushskaugen some of your own material and some a leaky tap. you have found. Make sure to retweet other people’s information. This is Provide information, insight and opinion. really important. If you hear something
  • Finally, one very important thing: don’t follow loads of people randomly Use http://mrtweet.com to find – only follow people you’re genuinely people relevant to you. interested in. Use Tweetdeck or Hootsuite to find people talking about businesses like yours – find out about that on this here. Here’s a handy list of key people to follow in your industry: http://mashable.com/twitterlists When you join Twitter, use the option Read lists of people you are following to search and add contacts from your if they are relevant. Find out more address book and other social media about lists and how they work in and email accounts. Search for #ff and see who this brilliant article: http://mashable. others are recommending. com/2009/11/02/twitter-lists-guide Use Twitter’s people search to find businesses and people Who to follow you know already using Twitter. Check who people you like or who are relevant to your industry are following. “Twitter is like a virtual bar where you can Look at who’s following create and join in conversations. your competitors. Follow people you find interesting.” @noushskaugen
  • Tweetiquette Do strike up conversations with Do send people your email address Want to know the fastest ways to losing “There are no rules really, but you'll anyone and everyone using @ – if you want to appear accessible popularity and getting unfollowed? soon find out if you’re upsetting the you don’t need to know someone community. Go with what feels right offline to talk to them on Twitter Don’t only talk incessantly or only @PhilJones40 explains Twitter’s and balanced. You would avoid a about yourself and your business cardinal sins: stranger entering a pub who just Do make an effort to talk stands and shouts their opinions to You just talk about your product to people in your industry Don’t send other people’s personal everyone in the bar as soon as they and its price in particular information or contact details enter, wouldn't you? Also, I think it's You follow/unfollow people quickly okay to tweet after a drink, as long as Do tell people when you have Don’t have lengthy conversations You spam people you're not an aggressive and abusive found something they tweeted with just one person – use asshole. Same as real life - you don't useful or funny or interesting, DM’s instead You are uninteresting stay silent after a drink, do you?” or if you like their business/ You tweet infrequently @DarenBBC website/blog Don’t repeat yourself too much You tweet too much “I always answer anyone who Do RT people Don’t tweet about what you’re eating You give up too quickly @ me. Always.” for lunch – unless it’s something Don’t be random. Breakfast @shaawasmund Do respond positively to anyone exciting! who @’s you is for eating, not tweeting. Don’t spam or try to sell on Twitter Have conversations. Do remember everything you say Don’t just broadcast. is public - be friendly and polite Don’t harass people who don’t reply Be careful what you tweet when under to you the influence! Do politely point out if other people’s links don’t work Don’t swear or be really offensive Do say hello to new followers you’re interested in
  • I’ve got an account on Twitter – supersize my FOR EVERYONE effectiveness ALREADY USE TWITTER
  • Getting more “I get this question from start ups and larger brands quite a lot: ‘@Mazi I’ve been on Twitter for almost a year, have I done enough and now what?’ The length of membership is not the key success indicator - what you’ve done since you registered for the site is. from Twitter I ask if they have been creative, fun, passionate, tried to build relationships, listening, responding, rewarding loyalty, and most importantly integrating with other sales and marketing activities. I ask if they have been running contests, asking their audience to create and improve products, offering deals and discounts.” This section is dedicated to showing are simply playing the numbers game @Mazi you how to get more from Twitter – are wasting their time in my opinion, 2. Chase engagement growing a broader, more loyal following as no one is listening to what they say. not followers We strongly, strongly advise against and engaging with them in a far more So my advice is to stop chasing just trying to grab as many followers “I’ve never targeted thousands of powerful way. But first, two big words followers. I am not however saying as possible, whether that be through followers. I follow people that I think I can of warning: don’t have followers. It is important to following people in huge batches, learn from and if people follow me along have a good following, but what you or using apps such as Friend and the way then I’ll see that as success. Follow or Twitter Karma to ‘purge’ 1. Don’t fix it, want are listeners.” I’ve never had a campaign to try to get your account and only follow people @markshaw followers. I’m only interested in organic grow organically growth. They’re engaged, interested, you you follow you, or using automatic follow-back programmes. Or – sin of “When people join Twitter, one of the “Grow your followers organically. learn from each other.” sins – signing up to one of the many first things they are often encouraged Don’t worry if someone else has @PhilJones40 robots out there promising to grow your to do is to get thousands of followers, more followers. Contrary to popular follower base by 10,000 people. On as soon as is humanly possible. To belief, it’s not a numbers game. “I’d rather be followed by 100 people Twitter, it is absolutely about quality not achieve this, many resort to using all It’s about engagement. Talk, that are interested in what I’m saying than quantity of followers. types of automated software. The communicate, collaborate.” 1,000 that I’ve somehow managed reality is that trying to get followers via @shaawasmund to cultivate using elaborate techniques If you tweet well, usefully and regularly, this method, whether by using some to get loads of followers.” the followers will come of their own sort of auto pilot or simply clicking “If you try to cheat, you’ll get caught. @BradBurton accord. And they’ll actually take notice the follow button on new people, is Either that or Twitter will be useless of what you’re saying. Read on to find pretty much a total waste of time. What to you - Twitter only delivers premium out more. you want are people that are listening value to the authentic.” to you, people that will act on your @DarenBBC messages, who will engage with you, support you and help you. People that
  • Get a phone you can tweet from Spark up conversations with your Follow the most popular Twitterers “Promotion of your Twitter account is (apps we recommend: Ubertwitter for most-followed followers (use http:// to learn from them (Twitterholic lists essential: putting your Twitter profile link Blackberry, Tweetie for iPhone) analytics.ad.ly/ to find out who they are) Twitter’s most popular users but you’ll on your web site, email signature and all and other popular tweeters in have to scroll through a few pages to other communications.” Use lots of photos and video to your industry get past all the celebrities. Note: Lady @Mazi bring your tweets to life (apps we Gaga is popular because she’s Lady recommend: Twitpic, Twitvid) Add your Twitter handle to your email Gaga, not because she provides useful “Think about how you can use Twitter with signature, marketing material, business If you tweet about a blog or article insight into her industry and provides people you already know locally (in real cards, website’s ‘Contact us’ section you’ve written, repeat the tweet later in exemplary customer service) life) but who aren't on Twitter yet. Maybe a the day/week Get involved with trending topic or group of mums who meet every day in the Identify big tweeters you have good hashtag conversations school playground.” Put your tweet stream onto your rapport with and can do reciprocal website, blog and all your other social Create hashtags of your own or based RTing with – i.e. you tweet their content @DarenBBC media profiles so everyone who goes on things you’re interested in to spark if they tweet yours there will be encouraged to follow you conversations and get found (e.g. ‘Just “Ask questions that create a two-way Run exclusive competitions through on Twitter got my new Airmax3000 hiking boots! conversation to engage followers. Video Twitter to engage your audience #hiking #trekking’) messages can be well-received, as are Put social media sharing widgets real-time pics.” on your blog or on articles you write Reply to @’s within half an hour max – so other people will spread them on ideally minutes @noushskaugen Twitter for you Do follow Friday’s every week (#ff), “Reply, reply, reply it's all about the reply. Use geo-tagging to make your tweets recommending useful people or people You make people feel great when you do, more personal you’ve recently met – the compliment and it can have the opposite effect when will be reciprocated you don't.” @DarenBBC Super-engage with your Twitter community: the checklist
  • Get Tweetdeck or Hootsuite This is what it’s all about – creating to organise your account. These value. Not selling, but offering let you organise your followers into something useful, or fun, or a little groups, and have ongoing searches freebie to brighten someone’s running for things relevant to you. day. It’s about engaging with the community and building a base of Tweetdeck vs Hootsuite: Tweetdeck people who appreciate your tweets. is stored on your PC/laptop so Don’t worry about sales – when they can slow things down, whereas see you’re useful and friendly, they’ll Hootsuite is cloud-based and can start following, take an interest in be accessed from anywhere. your business, and the sales will Create columns that search come in time. for your Twitter handle and your You’re reaching new customers you business name. might not otherwise have found, Create columns that search for you’re establishing a reputation, and your key phrases that potential you’re spreading the word about customers might use to talk about your business. Pretty good for 30 businesses like yours: product/ seconds work and not a penny service name, terms relevant to your spent, huh! business, your location, and so on. So if you’re a bakery in Cardiff, you Search is also about joining in could set up columns searching group conversations – if you for ‘bread Cardiff’, ‘bakery Cardiff’, have something useful to add to ‘fresh bread’, ‘Welsh cakes’, a trending topic conversation or and so on. a hashtag conversation between Then, every time someone mentions people in your industry, join in. one of these things, you can @ them and spark up a conversation. So if someone tweets ‘Just found a lovely little bakery outside of Cardiff, shame it’s a drive away’, you can reply to them saying ‘Pop into ours if you like and we’ll give you a free sandwich : ) central Cardiff, 36 Myers St’. Or if someone says out the blue ‘I love Welsh cakes’, you reply saying ‘So do we – here’s a recipe for them http://xxxxxxxx.’ (And if the recipe is on your blog rather than the BBC Food website, even better.)
  • Why giving customer service on How to give great customer service on Twitter: Twitter works: Keep a vigilant eye on your Hootsuite Customers can reach you instantly, or Tweetdeck search columns for your business without any painful 0845 numbers – and product names so as soon as people make which makes them like you. a complaint or say something nice you can respond. Tweetbeep is a great app for alerting you when You can resolve problems quickly – you’re mentioned. sometimes with a single tweet. Using Twitter for Providing customer service over Twitter gives you an immediate edge over Reply within minutes to all @’s and mentions, or at most within hours. customer service competitors who don’t, however big or ALWAYS be polite and grateful. The customer is small they are. always right (on Twitter, at least). Your following will love you for treating even the surliest and most difficult Sooner or later, people are going to start of customers with respect and niceties. talking about your business on Twitter. You need to know how to respond. If someone has a query or complaint, move conversations to email or offer to call the person “Now, if someone doesn’t like something you immediately or provide your phone number so do as a business, it’s not just their six mates your other followers’ streams don’t get polluted by in the pub who’ll hear about it. Now, they can boring Twitter exchanges. This also gives you some tell 300 people in one click of a button. protection if they’re making lots of negative comments. Tackle the issue and take it offline” Deal with the issues quickly off Twitter (within a day @DigitalBarton or two), or they’ll tweet something even more scathing next time. Be transparent, but don’t do yourself a disservice publicly. Randomly give nice (complimentary) customers freebies from time to time (cheap ones, obviously!). RT compliments you get, saying thanks. Ask for feedback: what would your followers like more/ less of, any new stuff they’d like to see, whether your tweets are useful. Let customers know offline that they can contact you on Twitter with any questions or queries when they buy from you. Record your dealings with customers on Twitter wherever you usually record customer relationships and account progress.
  • The cult of you: Here’s how: Create lists of complimentary people “Creating your own hashtag can get you you follow that your followers would find good exposure if you understand your Know your niche. Become the de facto useful. (Find out about lists here: http:// Twitter community. I recently created the becoming an destination for comment on that subject. You need to be valuable and helpful, all blog.twitter.com/2009/10/theres-list-for- that.html) If you’re an electrician, that hashtag #duncansdream to get my followers following each indispensible the time. could mean lists of ‘Other trusted local tradesmen in Shrewsbury’, ‘People who other – people searched it and followed others using it. I did it because I know resource for Set up a column that tracks other big tweet useful plumbing tips’, and so on. most people on Twitter are always on the hitters in your industry and industry look-out for interesting and like -minded news. This is your RT material – if Set yourself up as an expert and get your industry you see something useful, pass it people to Q&A with you. Ask the people to follow – and they want to be followed by those people too. Result? on to your followers. Definitely RT community if they need help. Run a #duncansdream reached number one your competitors’ tweets too - if you record company? Tweet: ‘I can help on trending topics, and was trending for aggregate the best bits of your rivals’ you value your vinyl – tweet me the four days in all. Be innovative and tap into tweets, people will begin to rely on you record name & will try to help’. Are you what people are looking for on Twitter and rather than them. a gardener? Then ask ‘Trouble-shooting you can access exposure like that.” problems with weeds & identifying Follow Friday (#ff) every week to @DuncanBannatyne Twit-pic’d flowers all day – @ me’. recommend genuinely useful or interesting people to your followers. If people come to you for help, make it “Crowd source posters/videos/designs - easy for them. Respond quickly, send get your consumer involved and feel part them links to advice (on your blog, of the brand. You can also get great, ideally), or offer to call them. immediate feedback.” Tell people they can call or email you for @noushskaugen further advice – it makes you accessible and friendly. “Become a ‘super-editor’ (borrowed Start trying to meet people offline from the lovely @dougrichard!) for your to cement Twitter relationships. industry or sector. Be the person not just Target individuals you have good in the know, but the person who shares. Twitter rapport with casually, as well as Become an uber-hub!” tweeting things like ‘anyone at Covent @shaawasmund Garden and fancy a coffee?’, ‘anyone at #conference?’. Tweet valuable, viral content from your blog. List-based blogs work well (‘5 tips for’, ’10 ways to’). They’ll draw in a wider audience through RTs and your reputation as an expert will spread. “You want to become the go-to person Always, always offer as much expert for your industry or niche” advice on your niche as you can through @markshaw your tweets. If it’s complex, blog it then tweet the blog.
  • Why getting your employees to tweet How to decide How to make it work want potential clients following your could be a great idea: head of marketing only to find out his The key to tweeting well is passion. Policy makes perfect. Have clear, girlfriend dumped him last night so People buy people first If your employees are passionate about written-out guidelines on: what can he went drinking until 4am before a what your business does, get them and can’t be talked about; whether Increase the flow of tweets and traffic meeting with them. Make sure every tweeting. If only one is passionate employees can swear; whether they back to your website Twitter account associated with your about your business, just ask them can link to their personal accounts; brand maintains a level Add more personality to your brand to tweet. If they’re tweeting already, how personal they can make it; how of professionalism. the below applies anyway. often they should be tweeting; what Staff will largely enjoy the responsibility queries they can answer themselves of being involved in shaping your brand Having one business account that and what they need to refer to you; “Don’t assume the youngest person in everyone tweets from It frees up your time what queries they can answer on the room is the right person to represent Twitter and what they should move Explain in your one-line bio this is a your business on Twitter. Always get the Why it could be an awful idea: to email (this is particularly important group account, and name-check the person who is most passionate about Too many tweets and you’ll look when it comes to customer service). employees tweeting from it (‘tweets by your business to tweet.” like spam Keep the rules few and simple. James, Mitesh and Carly). This makes @markshaw things more personal. Potentially lose your Twitter ‘voice’ Keep your policy up-to-date. Are employees allowed to mention that Use Hootsuite to manage the account. If they’re not truly up for it, it’s a lost “Don’t just get the intern to do it.” exciting new contract you’ve just won? You can set up a business account cause @DigitalBarton that you all tweet from, but you Have a training day to explain all this. get individual log-ins to Hootsuite Make sure everyone who’s going to be underneath that tell followers who tweeting knows what they should be within the business sent that tweet doing and what they’re allowed to do. from the company account. This also Getting your “It can be worth getting a social media gives you control: you decide how much an employee can do via the employees consultant or agency to help you develop your policy if you’ve never company account and you can cut off their log-in if they leave the business. done one before.” Check out this page to find out more - on Twitter @DigitalBarton watch the ‘Team Workflow’ video: http://hootsuite.com/about#team Make sure you don’t all tweet at the If employees have individual accounts same time to avoid being spammy. Think about incorporating the business Draw up a rota if necessary. name into their handle – we have @smartamatt, @smartajo and @smartahayley, for example. If they already have individual accounts, it’s worth getting them to set up new ones like this to keep social and work tweets separate. You don’t
  • You need to measure how you’re Integrate Twitter with other social media doing on Twitter – no excuses. Only activity. If you have a strong visual by monitoring can you figure out what element to your products or work, create works and what doesn’t, what needs a profile on Flickr and use it to drive Measuring more (or less) of your time, and, how traffic to Twitter and vice versa. Do the to do better. same for videos on YouTube, fan pages on Facebook, and so on. Definitely, How you measure your success will your success definitely publicise your Twitter account much depend on what your on your Smarta profile – and vice versa! objectives are. You might want to start thinking about As a rule of thumb, don’t just look at and developing separating your business and personal number of followers – how well you account. engage with them tends to be better. So that could mean using metrics like: You can launch competitions on Twitter how many RT’s you get, how many to engage a wider community. people @ you in a day, how many offline meetings you get from Twitter, how many offline referrals you get from Start thinking about what hashtags and trends you can start on Twitter to bring your community together. See a strategy Twitter, how many people #ff you, how what we mean and how this can work many customer service enquiries you on the next page... handle through Twitter, and so on. There are loads of analytics tools to “How many lists you appear on is measure loads of different aspects generally a good indicator of how of Twitter activity – try any of the well you’re Tweeting.” ones in this article: http://www. @markshaw socialmediatoday.com/SMC/80437. As you get more into Twitter, you need “At the end of the day, no matter which to start reallocating resource according channel is used, we all need to analyse to how much love you’re getting on our efforts. Depending on the objectives Twitter, and how well you’re doing on it here are a few topics to look at: sales, according to your metrics. number of followers, link click-throughs, traffic to site, possible downloads, You can also start thinking about newsletter subscriptions, retweets, developing a more advanced strategy replies and lists.” than just tweeting away serendipitously. @Mazi You should obviously be using Twitter to drive your other marketing campaigns. You can also run exclusive competitions or promotions through Twitter, using Twitter-exclusive reference codes.
  • Dolan Bikes is a specialist frame They tweet loads of pictures of bikes and bike builder to world champion they make and famous ones they don’t track and road cyclists. Customers using their own hastags: #bikeporn include cycling royalty such as Chris (which tapped into culture of quite Boardman, Sir Chris Hoy, Mark how fanatic their fans are), #db (short Case study: Cavendish and Bradley Wiggins for both ‘dogs bollocks’ and ‘Dolan OBE. The brand is loved by cycling Bikes’) and #iwantadolan. They also fanatics as a long-standing but small- encourage their followers to send scale British business. Its bikes cost photos of their own bikes in. They Dolan Bikes upwards of £1,000. Pretty niche, then. share the images on Flickr, and put videos on YouTube – the integrated mix Yet in eight weeks, @Dolan_Bikes of social media draws in an audience managed to grow its Twitter following from all the different corners of the from seven to more than 500 and have web. They also regularly share insider sold 12 bikes worth £1,000 - £3,500 off tit bits on cycling and the business - the back of their Twitter activity. photos of founder Terry Dolan, for example. First the team took a hard look at why people were interested in their brand. Offline, the team cannily sponsored They knew their strength was being an a celebrity bike ride for Sport Relief, old-school, English brand in a market providing bikes for all the cyclists. saturated by big faceless American To leverage this on Twitter, they ran companies. So they’ve worked on a competition using #dolanbikes and creating a personality for Dolan that’s #sportsrelief that was launched five quite quirky and tongue and cheek, minutes before the BBC coverage of in that very English way. the cycle. They got more than 10,000 Twitter mentions while the programme They started talking to people in their was on. Which is pretty good exposure community, finding them through for an idea that was knocked up in five searches on phrases like ‘new road minutes at the absolute last minute. bike’. They came across a Hollyoaks actor who expressed interest in a new They’ve also asked their industry- bike on Twitter, and offered him celebrity followers, fans and clients to a custom paint job. tweet about them. In short, they’ve got their community right behind them, and they’ve learned how to tell their story on Twitter. http://www.dolan-bikes.com
  • Key indicators it’s that time to get an themselves to their industry? For example, Employing someone to handle social agency on board my Twitter handle is @DigitalBarton. That’s media in-house vs using an agency a good indicator of whether they know “If you feel like you’ve reached the “Work out what’s cost-effective. You could what they’re doing. critical mass, you can’t can cope with the get more value out of an agency, as you enquiries that are coming in. If time is an get more than just one individual. You get Do you need a issue. Look at how big a social channel Don’t just pick someone because they’re cheap! This is your brand and image at your account executive, the team around has become. Have you gained so many them, the head of strategy who they talk social media followers that you don’t really know what stake. It’s not worth cutting corners.” projects over with. Agencies tend to have agency? to do with them or how to engage with them? Could you be getting more out Handling your agency: what should more experience and more exposure to what else is happening in the social media they do for you? of them, but you’re not sure how? You world than in-house individuals. maybe feel like the odd bit of content isn’t “Our strategic planning is our real value. enough, you want to take it a step further. It’s true that content is king. We’ll analyse But if you hire someone with an agency what your audience wants. How to background, you could get the value Also, think about using an agency if engage heavily with them, and how to you’re looking for. A graduate is not good you’re looking at integrating your Twitter integrate that with your wider marketing enough – you need someone with a solid and social media activity into the wider activity. We will develop an entire content track record. marketing mix. Agencies work on strategy strategy and a calendar around that. and heavy engagement – it should be Whether you have someone handling your John Barton, @DigitalBarton, more than the stuff you can do yourself. Bear in mind that your agency can guide social media in-house or externally, they is head of planning and social media They look at what you need to achieve you, but you’ll still need someone in have to really embrace social media and at Steak Digital. He explains when and how best to meet those goals.” your company to be the voice of your be passionate about it. It’s so fast-moving it’s time to turn to the professionals. social media. It’s not like other types of that they have to be really on the ball with How can you tell if the agency marketing where an agency just develops changes to best practise. or consultant is actually any good? a campaign and the client signs it off. It It takes patience, time and commitment.” is always collaborative with social media. “Look for experience in that channel. You always need someone within the Don’t just take their word for it – you business managing it, working with the wouldn’t with an electrician, so don’t with agency.” social media. Ask to see evidence. They should have a portfolio, and it should How much it costs speak wonders. Look at previous clients they’ve worked with and results they’ve “It totally depends on what you’re doing, achieved. You need someone who does but definitely know what you’re going to more than just talk theory. get for your money. Ask for a breakdown, and an hourly breakdown if you’re Look at how they market themselves uncomfortable. It might show them they’re too. They should appreciate that they over-servicing you.” have their own personal brand. Look at what channels they’re using and how they position themselves. Do they relate
  • Article on lists and how to make Using Twitter on your iPhone: Tweetie CEOs, CTO’s and them work for you: http://mashable. http://itunes.apple.com/gb/app/ CMO’s using Twitter: com/2009/11/02/twitter-lists-guide/ tweetie-2/id333903271?mt=8 http://buzzmarketingfortech. blogspot.com/2008/12/ Another good article on lists: Using Twitter on your BlackBerry: c-level-tweeters.html The big bible http://blog.twitter.com/2009/10/theres- Ubertwitter http://www.ubertwitter.com list-for-that.html An article on key people to follow Scheduling your tweets: Socialoomph of twerrific An article on the best URL shrinkers and measurers: http://danzarrella.com/ http://www.socialoomph.com and Hootsuite http://hootsuite.com in certain industries: http://mashable.com/twitterlists/ Twitter tools the-url-shorteners-that-will-get-you-the- most-or-least-retweets.html Unfollowing people who haven’t A list of people and organizations to follow if you want to keep and resources How to get your employees on Twitter tweeted in ages: Untweeps http://untweeps.com your finger on the pulse of small businesses: http://smallbiztrends. using Hootsuite: (watch the ‘Team Read up on... com/2009/01/the-ultimate-small- Workflow’ video) http://hootsuite.com/ Directories for finding brands, and business-twitter-list.html Smarta’s social media section: about#team people in your industry and who are http://www.smarta.com/advice/ getting it right on Twitter: There are literally hundreds of guides sales-and-marketing/social-media Great for... out there on how to use Twitter as a MrTweet: http://mrtweet.com Twitter 101 – Twitter’s own Organising your account: Tweetdeck business and get more out of it, and guidance section for businesses: http://www.tweetdeck.com/ and Wefollow: http://wefollow.com there’s enough to say about it to fill http://business.twitter.com/ Hootsuite http://hootsuite.com/ 100 books, let alone this page! Just get Twibs: http://twibs.com twitter101 into the habit of googling for advice. Shortening URLs: Bit.ly http://bit.ly/ Twitterholic: http://twitterholic.com We really have only just scratched the Mashable’s Twitter guidebook: Analysing your account and following: surface here. JustTweetIt: http://justtweetit.com/ http://mashable.com/ any of the apps mentioned in this directory guidebook/twitter article: http://www.socialmediatoday. And feel free to chat to us @SmartaHQ com/SMC/80437 or this one: Twefollow: http://www.twellow.com if there’s ever anything we can Mashable’s Twitter section: http://mashable.com/social- http://socialmediatoday.com/ Tracking Twitter: help with! media/twitter SMC/192464?utm_source=smt_ http://trackingtwitter.com/brands newsletter&utm_medium=email&utm_ The Smarta Team Social Media Today: campaign=newsletter Social Brand Index: @shaawasmund http://socialmediatoday.com http://www.socialbrandindex.com @smartamatt Finding your most influential followers: How to customise your Ad.ly http://analytics.ad.ly/ Analyst Twitter Directory: @sophiehobson background: http://mashable. http://sagecircle.wordpress.com/ @roricrossbrown com/2009/05/23/twitter- Attaching photos: Twitpic @smartahayley directories/analyst-twitter-directory backgrounds/ http://twitpic.com/ @smartajo Attaching videos: Twitvid http://www.twitvid.com/