Stwittergy: Twitter for Business (Twitter Strategy, Marketing & SEO)


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Twitter for Business presentation by Ricardo Guerrero, founder and principal of Stwittergy - Twitter Strategy, Metrics & Consulting.

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Stwittergy: Twitter for Business (Twitter Strategy, Marketing & SEO)

  1. 1. Twitter for Business Ricardo Guerrero Founder & Principal, Stwittergy
  2. 2. Agenda <ul><ul><li>Introduction </li></ul></ul><ul><ul><li>What is Twitter? (briefly) </li></ul></ul><ul><ul><li>My Twitter story </li></ul></ul><ul><ul><li>Dell’s Twitter story </li></ul></ul><ul><ul><li>Tools for Listening </li></ul></ul><ul><ul><li>Interacting & Responding </li></ul></ul><ul><ul><li>Twitter & SEO </li></ul></ul><ul><ul><li>What does Stwittergy provide? (5 min) </li></ul></ul>
  3. 3. <ul><li>Introduction </li></ul>
  4. 4. Who Am I? <ul><li>Ricardo Guerrero (aka @ ggroovin ) </li></ul><ul><ul><li>Twitterpreneur: </li></ul></ul><ul><ul><ul><li>Founder of Stwittergy </li></ul></ul></ul><ul><ul><ul><li>Second Twitter startup in stealth mode </li></ul></ul></ul><ul><ul><ul><li>Writing book w/ @Statesman </li></ul></ul></ul><ul><ul><li>At Dell (9 years): </li></ul></ul><ul><ul><ul><li>Started majority of Dell’s Twitter accounts, including @ DellOutlet </li></ul></ul></ul><ul><ul><ul><li>See more at: </li></ul></ul></ul>
  5. 5. Intro to Stwittergy <ul><li>Twitter Strategy, </li></ul><ul><li>Metrics, & Consulting </li></ul><ul><li>for Business </li></ul>
  6. 6. <ul><li>What is Twitter? </li></ul>
  7. 7. Pop Quiz <ul><li>Please choose the correct answer: </li></ul><ul><li>Twitter is… </li></ul><ul><ul><ul><li>An addictive waste of time </li></ul></ul></ul><ul><ul><ul><li>A hot “Web 2.0” Social Media application </li></ul></ul></ul><ul><ul><ul><li>A new communication tool with unique ways of interacting </li></ul></ul></ul><ul><ul><ul><li>Like Facebook’s Status Update, everything else removed </li></ul></ul></ul><ul><ul><ul><li>All of the above </li></ul></ul></ul>
  8. 8. What is Twitter really? <ul><li>Common Craft video : </li></ul><ul><ul><ul><li>“ What happens between </li></ul></ul></ul><ul><ul><ul><li>blog posts & e-mails.” </li></ul></ul></ul><ul><li>Hence, I describe it as: </li></ul><ul><ul><li>The most intimate of Social Media applications </li></ul></ul><ul><ul><li>Platform for connecting/building relationships </li></ul></ul><ul><ul><li>Growing like the early days of the internet; not a fad & more companies getting on board </li></ul></ul><ul><ul><li>A huge, international “cocktail party” </li></ul></ul>
  9. 9. Approach Twitter as a cocktail party! <ul><li>How might you market your company at a cocktail party? </li></ul><ul><ul><ul><li>Dress up nicely; be on your best behavior </li></ul></ul></ul><ul><ul><ul><li>Find a small group of people you might fit in with & approach respectfully (they make room) </li></ul></ul></ul><ul><ul><ul><li>LISTEN to their conversation & chime in when appropriate with a tidbit they’ll find interesting </li></ul></ul></ul><ul><ul><ul><li>Feel out if there’s someone you think might be good to follow up with </li></ul></ul></ul><ul><ul><ul><li>Give ‘em your card when the group breaks up </li></ul></ul></ul><ul><li>Don’t: Walk in & yell “Who needs widgets?!” </li></ul>
  10. 10. Brands Using Twitter <ul><li>Social Brand Index wiki </li></ul><ul><ul><li>Attempts to track brands of all sorts that use Twitter </li></ul></ul><ul><li>Twitterholic </li></ul><ul><ul><li>Periodically measures & ranks the top Twitters, including brands </li></ul></ul><ul><ul><li>Top corporate brands: </li></ul></ul><ul><ul><ul><li>Whole Foods Market </li></ul></ul></ul><ul><ul><ul><li> </li></ul></ul></ul><ul><ul><ul><li>JetBlue </li></ul></ul></ul><ul><ul><ul><li>DellOutlet </li></ul></ul></ul><ul><ul><ul><li>Amazon MP3 </li></ul></ul></ul><ul><ul><ul><li>Starbucks </li></ul></ul></ul>
  11. 11. <ul><li>My Twitter story </li></ul>
  12. 12. SXSW Interactive 2007 <ul><li>Twitter was a TV with quirky little TXTs </li></ul>
  13. 13. How I Got Started <ul><li>Created personal account: @ggroovin </li></ul><ul><li>Only 2 friends; thought “waste of time” </li></ul>
  14. 14. Reconsidering Twitter <ul><li>Apr. 2007 NYTimes article made point: Twitter gives you a “Social 6 th sense” </li></ul><ul><ul><li>by the end of the article I wondered… could Twitter be used for Marketing? </li></ul></ul>
  15. 15. Keeping My Sanity <ul><li>I “follow” only approx. 150 (Only! ;) </li></ul><ul><li>Yet I respond to everyone who tweets me (or about me) </li></ul><ul><li>How? We shall see shortly, but 1 st … </li></ul>
  16. 16. <ul><li>Dell’s Twitter story </li></ul>
  17. 17. @Direct2Dell <ul><li>Dell’s first Twitter account: March 2007 </li></ul><ul><ul><li>Twitters headlines of blog via RSS through Twitterfeed .com </li></ul></ul><ul><li>Dell’s “ringmaster” account </li></ul><ul><ul><li>Follows ALL other Dell Twitter accounts in all languages </li></ul></ul>
  18. 18. @ DellOutlet <ul><li>Tweets offers/news from Dell’s Outlet </li></ul><ul><ul><li>Launched June 2007 </li></ul></ul><ul><ul><li>1 yr later: $500K in sales; 1,000 followers </li></ul></ul><ul><ul><li>1.5 yrs later: $1M in sales; 2,500 followers </li></ul></ul><ul><ul><li>60K+ followers 2/19/2009; 105K+ 2/28; 577K+ 6/1 </li></ul></ul>
  19. 19. Challenges of Multiple Corp Accounts <ul><li>How does Dell expose all its Twitter accts? </li></ul><ul><ul><li>Cross-linking strategy: </li></ul></ul><ul><ul><ul><li>Dell Twitter accounts only follow other Dell accounts plus employee responsible for the account one is viewing </li></ul></ul></ul><ul><ul><ul><li>Visitors can see other accounts they might want to follow </li></ul></ul></ul><ul><ul><li>People behind the account: “Follow the face” </li></ul></ul><ul><ul><ul><li>Many Dell icons in the Following area of the page, but only 1 picture of a person </li></ul></ul></ul><ul><ul><ul><li>In the bio for the account always include: “Question or comment? Contact @XYZatDell” </li></ul></ul></ul><ul><ul><li>Multiple languages </li></ul></ul><ul><ul><ul><li>Accounts generally follow other accounts in the same language. Additionally, may follow some other “global” or “corporate” Twitter accounts in English. </li></ul></ul></ul><ul><ul><li>Central account: @Direct2Dell follows ALL Dell accts. </li></ul></ul>
  20. 20. <ul><li>Tools for Listening </li></ul>
  21. 21. Monitoring/Listening Tools <ul><li>E-mail compilers of searched terms: </li></ul><ul><li>Google Alerts (a bit tricky setup for Twitter) </li></ul><ul><ul><ul><li>must include “” in Search terms </li></ul></ul></ul><ul><li>www. TweetBeep .com </li></ul><ul><li> </li></ul><ul><li>Real-time monitoring (website): </li></ul><ul><li> </li></ul><ul><li> </li></ul><ul><li> ($) </li></ul><ul><li> ($) </li></ul><ul><li> (beta only right now) </li></ul>
  22. 22. to One’s Phone <ul><li>What to search for? (if common word) </li></ul><ul><ul><ul><li>If your company/product name is unique, search it </li></ul></ul></ul><ul><ul><ul><li>If not, may need to search more than 1 word: </li></ul></ul></ul><ul><ul><ul><ul><li>Dell is relatively easy, except it’s a contraction in Italian </li></ul></ul></ul></ul><ul><ul><ul><ul><li>Apple is not so easy (i.e. search for “Apple laptop”) </li></ul></ul></ul></ul><ul><li>RSS feed to Twitter separate account </li></ul><ul><ul><ul><li>Get RSS feed of the search result (top right) </li></ul></ul></ul><ul><ul><ul><li>Run RSS feed through Twitterfeed, TweetBots, or HootSuite to post to a separate account of yours </li></ul></ul></ul><ul><li>Separate account to phone via TXT </li></ul><ul><ul><ul><li>Set up device to TXT you separate acct’s tweets! </li></ul></ul></ul>
  23. 23. A Few Suggested Twitter Apps <ul><li>For easy switching between > 1 account: </li></ul><ul><ul><ul><li>TwitterFox Add-in for Firefox (my fave) </li></ul></ul></ul><ul><ul><ul><ul><li>I also love the “ Endless Tweets ” Greasemonkey script! </li></ul></ul></ul></ul><ul><ul><ul><li>Twhirl (my fave to post tweets from, probably) </li></ul></ul></ul><ul><li>For monitoring @replies (incl. filtering!): </li></ul><ul><ul><ul><li>Twhirl or Seesmic Desktop (small, IM-like window) </li></ul></ul></ul><ul><ul><ul><li>TweetDeck (supports groups! window too big tho) </li></ul></ul></ul><ul><li>For viewing “hashtag” conversations: </li></ul><ul><ul><ul><li>TweetChat .com or Twitterfall .com </li></ul></ul></ul><ul><ul><ul><li>tweets can be “tagged” like: #SXSW </li></ul></ul></ul><ul><ul><ul><li>allows easily search all tweets related to that topic! </li></ul></ul></ul>
  24. 24. <ul><li>Interacting & Responding </li></ul>
  25. 25. Setting up your Twitter <ul><li>Considerations: </li></ul><ul><ul><li>Business vs. Professional/Personal accounts </li></ul></ul><ul><ul><ul><li>BOTH! (all 3) & expose professional acct on biz acct </li></ul></ul></ul><ul><ul><ul><li>Take this poll: </li></ul></ul></ul>
  26. 26. Using Twitter <ul><li>Considerations: </li></ul><ul><ul><li>To “follow back” your followers or not? </li></ul></ul><ul><ul><ul><li>Best practice: yes, should follow everyone back </li></ul></ul></ul><ul><ul><ul><li>If multiple corporate accts, PERHAPS not in order to expose your accounts & employees who Twitter </li></ul></ul></ul><ul><ul><li>Cadence - tweet regularly, but not TOO often </li></ul></ul><ul><ul><ul><li>It’s not the volume (of tweets); it’s the VALUE </li></ul></ul></ul><ul><ul><ul><li>Yes, some prolific tweeters have the most followers… mostly “famous” before got on Twitter? </li></ul></ul></ul><ul><ul><li>Life in a fishbowl </li></ul></ul><ul><ul><ul><li>Once it’s out there, it’s public & not delete-able </li></ul></ul></ul>
  27. 27. Using Twitter <ul><li>Reasons people </li></ul><ul><li>STOP following: </li></ul><ul><li>#1- Me, me ME! </li></ul><ul><li>#2- Too much </li></ul><ul><li>#3- Don’t follow back </li></ul><ul><li>#4- Other (comments) </li></ul><ul><li>#5- Vulgar tweets </li></ul><ul><ul><ul><li>Take this poll: </li></ul></ul></ul>1 2 3 4 5
  28. 28. Types of Tweets You Should Do <ul><li>Direct Message (DM) - hidden (e-mails) </li></ul><ul><ul><ul><li>if you don’t follow BACK, they can’t DM you! </li></ul></ul></ul><ul><li>@ Reply - or “Public Reply” </li></ul><ul><ul><ul><li>sends to that person, but visible on your page </li></ul></ul></ul><ul><ul><ul><li>appears only in the stream of MUTUAL followers </li></ul></ul></ul><ul><li>Regular tweets (Don’t only do this!) </li></ul><ul><ul><ul><li>shorteners:,,,, tinyurl </li></ul></ul></ul><ul><li>ReTweet (RT) - makin’ it viral! </li></ul><ul><ul><ul><li>keep YOUR tweets < 120! (easier to get RTed) </li></ul></ul></ul><ul><ul><ul><li>good to RT info related to your business! </li></ul></ul></ul>
  29. 29. What NOT to Do <ul><li>Me, me, me, Me, ME! (Do mix it up!) </li></ul><ul><ul><ul><li>Remember “Who needs widgets?!” won’t work </li></ul></ul></ul><ul><ul><ul><li>Do @ replies to show you’re responsive </li></ul></ul></ul><ul><ul><ul><li>Do RT tweets your audience would like, too </li></ul></ul></ul><ul><li>Overwhelm with too many Tweets </li></ul><ul><ul><ul><li>@replies are great, but not too many either </li></ul></ul></ul><ul><li>Be a spammer! </li></ul><ul><ul><ul><li>Follow TONs of folks hoping some will follow back </li></ul></ul></ul><ul><li>Answer “What are you doing now?” </li></ul><ul><ul><ul><li>Not literally! Do answer “What is interesting now?” </li></ul></ul></ul>
  30. 30. What TO Do <ul><li>Try to help your followers, not yourself </li></ul><ul><ul><ul><li>Be responsive & think of your followers needs </li></ul></ul></ul><ul><ul><ul><li>Think about best ways to build a relationship (that’s what you should be seeking!) </li></ul></ul></ul><ul><li>Be yourself: be authentic, be real </li></ul><ul><ul><ul><li>Keep your business account tweets human too </li></ul></ul></ul><ul><ul><ul><li>Share some of your life in your professional acct </li></ul></ul></ul><ul><li>Report (& block) spammers </li></ul><ul><ul><ul><li>Follow @spam . Will auto-follow you back. </li></ul></ul></ul><ul><ul><ul><li>Can report spammers via DM: “d spam blocked @spammer” </li></ul></ul></ul>
  31. 31. <ul><li>Twitter & SEO </li></ul>
  32. 32. It’s about the CONTENT! <ul><li>Considerations: </li></ul><ul><ul><li>Twitter adds “nofollow” to links </li></ul></ul><ul><ul><ul><li>Causes most search engines not to follow links </li></ul></ul></ul><ul><ul><ul><li>Not true for or Twitter RSS feeds </li></ul></ul></ul><ul><ul><li>Twitter is NOT an SEO keyword engine </li></ul></ul><ul><ul><ul><li>Drives ORGANIC (i.e. Human) click-thru… </li></ul></ul></ul><ul><ul><ul><li>But ONLY if there’s great content there! </li></ul></ul></ul><ul><ul><li>However, Google does rank exact hits well </li></ul></ul><ul><ul><ul><li>Search for name of person/company on Twitter & their Twitter acct will likely be in top 10 results </li></ul></ul></ul>
  33. 33. SEO Tips for Twitter <ul><li>Besides great content… </li></ul><ul><ul><li>Got a short domain name? Use it! </li></ul></ul><ul><ul><ul><li>Rather than a URL shortener, use your own name </li></ul></ul></ul><ul><ul><ul><li>Text of link brands & may give some link love, but also helps see who talks about you more easily (Thx @katemorris) </li></ul></ul></ul><ul><ul><li>Else shorten with: (or </li></ul></ul><ul><ul><ul><li>Support for Google Analytics link/campaign tags </li></ul></ul></ul><ul><ul><li>Optimize bio (+background) for best click-thru </li></ul></ul><ul><ul><ul><li>Write great bio describing value of following you </li></ul></ul></ul><ul><ul><ul><li>Google does pick this up! (Thx @TimDineen) </li></ul></ul></ul>
  34. 34. <ul><li>What is Stwittergy? </li></ul><ul><li>(S-Twitter-GY) </li></ul>
  35. 35. What is Stwittergy? <ul><li>Twitter Strategy, </li></ul><ul><li>Metrics, & Consulting </li></ul><ul><li>for Business </li></ul>
  36. 36. What Stwittergy Offers <ul><li>Consulting Services: </li></ul><ul><ul><li>Develop and set up Twitter & Social Media strategy for your business </li></ul></ul><ul><li>Influencer Management/Reporting Tools: </li></ul><ul><ul><li>Track the effectiveness of your Twitter </li></ul></ul><ul><ul><ul><li>Track follows/unfollows (incl. @ replies & RTs) </li></ul></ul></ul><ul><ul><ul><li>View followers by # followers (identify influencers) </li></ul></ul></ul><ul><ul><ul><li>Measurement of extended reach of your tweets (i.e. re-tweets by others of what you tweeted) </li></ul></ul></ul><ul><ul><ul><li>Geo-targeting of tweets & follower reports </li></ul></ul></ul><ul><ul><ul><li>Influencer database (CRM for influencers) </li></ul></ul></ul>
  37. 37. Prototype Reports
  38. 38. Overview of @ ggroovin <ul><li>Total avg twts/day </li></ul><ul><li>Recent avg twts/day </li></ul><ul><li>Immediate Reach: </li></ul><ul><ul><li>followers minus </li></ul></ul><ul><ul><li>celebrities, orgs, </li></ul></ul><ul><ul><li>corporate, political, </li></ul></ul><ul><ul><li>or services </li></ul></ul><ul><li>Potential Reach: </li></ul><ul><ul><li>total Imm. Reach </li></ul></ul><ul><ul><li>of all Immediate </li></ul></ul><ul><ul><li>Reach followers </li></ul></ul>
  39. 39. @ ggroovin Follower Growth
  40. 40. Recent Changes Among Followers <ul><li>Followers who dropped or added in the past week </li></ul><ul><li>Exposes their follower count to know if they are influencers or not </li></ul><ul><li>Influencer = > 1,000 followers </li></ul>
  41. 41. Categorization of Followers <ul><li>New User: < 50 tweets </li></ul><ul><li>Influencer: > 1,000 followers </li></ul><ul><li>Followers that are categorized by hand include: </li></ul><ul><ul><li>Celebrity </li></ul></ul><ul><ul><li>Company </li></ul></ul><ul><ul><li>Organization </li></ul></ul><ul><ul><li>Political </li></ul></ul><ul><ul><li>Service </li></ul></ul>
  42. 42. Total Reach of Followers <ul><li>Influencers: 23% of followers, 40% of Reach </li></ul><ul><li>Users: 64% of followers, 12% of Reach </li></ul><ul><li>Reach doesn’t matter for excluded followers: </li></ul><ul><ul><li>Let’s face it… @BarackObama is simply NOT ever going to RT me! :( hehe </li></ul></ul>
  43. 43. Partner with Us
  44. 44. Partner with Us <ul><li>Become an alpha partner: </li></ul><ul><ul><ul><li>Select slots available (limited number) </li></ul></ul></ul><ul><ul><ul><li>Help us customize our product roadmap to better meet your needs </li></ul></ul></ul><ul><ul><ul><li>Significant discount on services for alpha partners during initial launch phase </li></ul></ul></ul><ul><li>Contact us: </li></ul><ul><ul><ul><li>E-mail Partner@ Stwittergy .com with description of your business and current Twitter activity </li></ul></ul></ul>
  45. 45. Thank you & Contact us <ul><li>Ricardo Guerrero </li></ul><ul><ul><li>RG@ Stwittergy .com </li></ul></ul><ul><ul><li>@ ggroovin </li></ul></ul><ul><ul><li>www. Stwittergy .com </li></ul></ul><ul><ul><li>@STWITT3RGY </li></ul></ul><ul><ul><li>512.670.3456 </li></ul></ul><ul><ul><li>888.231.3450 </li></ul></ul>