Twitter for Business Ricardo Guerrero Founder & Principal, Stwittergy

Agenda Introduction What is Twitter? (briefly) My Twitter story Dell’s Twitter story Tools for Listening Interacting & Responding Twitter & SEO What does Stwittergy provide? (5 min)

Introduction

What is Twitter? (briefly)

My Twitter story

Dell’s Twitter story

Tools for Listening

Interacting & Responding

Twitter & SEO

What does Stwittergy provide? (5 min)

Introduction

Introduction

Who Am I? Ricardo Guerrero (aka @ ggroovin ) Twitterpreneur: Founder of Stwittergy Second Twitter startup in stealth mode Writing book w/ @Statesman At Dell (9 years): Started majority of Dell’s Twitter accounts, including @ DellOutlet See more at: www.dell.com/twitter

Ricardo Guerrero (aka @ ggroovin )

Twitterpreneur:

Founder of Stwittergy

Second Twitter startup in stealth mode

Writing book w/ @Statesman

At Dell (9 years):

Started majority of Dell’s Twitter accounts, including @ DellOutlet

See more at: www.dell.com/twitter

Intro to Stwittergy Twitter Strategy, Metrics, & Consulting for Business

Twitter Strategy,

Metrics, & Consulting

for Business

What is Twitter?

What is Twitter?

Pop Quiz Please choose the correct answer: Twitter is… An addictive waste of time A hot “Web 2.0” Social Media application A new communication tool with unique ways of interacting Like Facebook’s Status Update, everything else removed All of the above

Please choose the correct answer:

Twitter is…

An addictive waste of time

A hot “Web 2.0” Social Media application

A new communication tool with unique ways of interacting

Like Facebook’s Status Update, everything else removed

All of the above

What is Twitter really? Common Craft video : “ What happens between blog posts & e-mails.” Hence, I describe it as: The most intimate of Social Media applications Platform for connecting/building relationships Growing like the early days of the internet; not a fad & more companies getting on board A huge, international “cocktail party”

Common Craft video :

“ What happens between

blog posts & e-mails.”

Hence, I describe it as:

The most intimate of Social Media applications

Platform for connecting/building relationships

Growing like the early days of the internet; not a fad & more companies getting on board

A huge, international “cocktail party”

Approach Twitter as a cocktail party! How might you market your company at a cocktail party? Dress up nicely; be on your best behavior Find a small group of people you might fit in with & approach respectfully (they make room) LISTEN to their conversation & chime in when appropriate with a tidbit they’ll find interesting Feel out if there’s someone you think might be good to follow up with Give ‘em your card when the group breaks up Don’t: Walk in & yell “Who needs widgets?!”

How might you market your company at a cocktail party?

Dress up nicely; be on your best behavior

Find a small group of people you might fit in with & approach respectfully (they make room)

LISTEN to their conversation & chime in when appropriate with a tidbit they’ll find interesting

Feel out if there’s someone you think might be good to follow up with

Give ‘em your card when the group breaks up

Don’t: Walk in & yell “Who needs widgets?!”

Brands Using Twitter Social Brand Index wiki Attempts to track brands of all sorts that use Twitter Twitterholic Periodically measures & ranks the top Twitters, including brands Top corporate brands: Whole Foods Market woot.com JetBlue DellOutlet Amazon MP3 Starbucks

Social Brand Index wiki

Attempts to track brands of all sorts that use Twitter

Twitterholic

Periodically measures & ranks the top Twitters, including brands

Top corporate brands:

Whole Foods Market

woot.com

JetBlue

DellOutlet

Amazon MP3

Starbucks

My Twitter story

My Twitter story

SXSW Interactive 2007 Twitter was a TV with quirky little TXTs

Twitter was a TV with quirky little TXTs

How I Got Started Created personal account: @ggroovin Only 2 friends; thought “waste of time”

Created personal account: @ggroovin

Only 2 friends; thought “waste of time”

Reconsidering Twitter Apr. 2007 NYTimes article made point: Twitter gives you a “Social 6 th sense” by the end of the article I wondered… could Twitter be used for Marketing?

Apr. 2007 NYTimes article made point: Twitter gives you a “Social 6 th sense”

by the end of the article I wondered… could Twitter be used for Marketing?

Keeping My Sanity I “follow” only approx. 150 (Only! ;) Yet I respond to everyone who tweets me (or about me) How? We shall see shortly, but 1 st …

I “follow” only approx. 150 (Only! ;)

Yet I respond to everyone who tweets me (or about me)

How? We shall see shortly, but 1 st …

Dell’s Twitter story

Dell’s Twitter story

@Direct2Dell Dell’s first Twitter account: March 2007 Twitters headlines of Direct2Dell.com blog via RSS through Twitterfeed .com Dell’s “ringmaster” account Follows ALL other Dell Twitter accounts in all languages

Dell’s first Twitter account: March 2007

Twitters headlines of Direct2Dell.com blog via RSS through Twitterfeed .com

Dell’s “ringmaster” account

Follows ALL other Dell Twitter accounts in all languages

@ DellOutlet Tweets offers/news from Dell’s Outlet Launched June 2007 1 yr later: $500K in sales; 1,000 followers 1.5 yrs later: $1M in sales; 2,500 followers 60K+ followers 2/19/2009; 105K+ 2/28; 577K+ 6/1

Tweets offers/news from Dell’s Outlet

Launched June 2007

1 yr later: $500K in sales; 1,000 followers

1.5 yrs later: $1M in sales; 2,500 followers

60K+ followers 2/19/2009; 105K+ 2/28; 577K+ 6/1

Challenges of Multiple Corp Accounts How does Dell expose all its Twitter accts? Cross-linking strategy: Dell Twitter accounts only follow other Dell accounts plus employee responsible for the account one is viewing Visitors can see other accounts they might want to follow People behind the account: “Follow the face” Many Dell icons in the Following area of the page, but only 1 picture of a person In the bio for the account always include: “Question or comment? Contact @XYZatDell” Multiple languages Accounts generally follow other accounts in the same language. Additionally, may follow some other “global” or “corporate” Twitter accounts in English. Central account: @Direct2Dell follows ALL Dell accts.

How does Dell expose all its Twitter accts?

Cross-linking strategy:

Dell Twitter accounts only follow other Dell accounts plus employee responsible for the account one is viewing

Visitors can see other accounts they might want to follow

People behind the account: “Follow the face”

Many Dell icons in the Following area of the page, but only 1 picture of a person

In the bio for the account always include: “Question or comment? Contact @XYZatDell”

Multiple languages

Accounts generally follow other accounts in the same language. Additionally, may follow some other “global” or “corporate” Twitter accounts in English.

Central account: @Direct2Dell follows ALL Dell accts.

Tools for Listening

Tools for Listening

Monitoring/Listening Tools E-mail compilers of searched terms: Google Alerts (a bit tricky setup for Twitter) must include “site:twitter.com” in Search terms www. TweetBeep .com www.TweetLater.com Real-time monitoring (website): www.Monitter.com www.PeopleBrowsr.com www.TweetLater.com ($) www.EasyTweets.com ($) www.Cotweet.com (beta only right now)

E-mail compilers of searched terms:

Google Alerts (a bit tricky setup for Twitter)

must include “site:twitter.com” in Search terms

www. TweetBeep .com

www.TweetLater.com

Real-time monitoring (website):

www.Monitter.com

www.PeopleBrowsr.com

www.TweetLater.com ($)

www.EasyTweets.com ($)

www.Cotweet.com (beta only right now)

Search.Twitter.com to One’s Phone What to search for? (if common word) If your company/product name is unique, search it If not, may need to search more than 1 word: Dell is relatively easy, except it’s a contraction in Italian Apple is not so easy (i.e. search for “Apple laptop”) RSS feed to Twitter separate account Get RSS feed of the search result (top right) Run RSS feed through Twitterfeed, TweetBots, or HootSuite to post to a separate account of yours Separate account to phone via TXT Set up device to TXT you separate acct’s tweets!

What to search for? (if common word)

If your company/product name is unique, search it

If not, may need to search more than 1 word:

Dell is relatively easy, except it’s a contraction in Italian

Apple is not so easy (i.e. search for “Apple laptop”)

RSS feed to Twitter separate account

Get RSS feed of the search result (top right)

Run RSS feed through Twitterfeed, TweetBots, or HootSuite to post to a separate account of yours

Separate account to phone via TXT

Set up device to TXT you separate acct’s tweets!

A Few Suggested Twitter Apps For easy switching between > 1 account: TwitterFox Add-in for Firefox (my fave) I also love the “ Endless Tweets ” Greasemonkey script! Twhirl (my fave to post tweets from, probably) For monitoring @replies (incl. filtering!): Twhirl or Seesmic Desktop (small, IM-like window) TweetDeck (supports groups! window too big tho) For viewing “hashtag” conversations: TweetChat .com or Twitterfall .com tweets can be “tagged” like: #SXSW allows easily search all tweets related to that topic!

For easy switching between > 1 account:

TwitterFox Add-in for Firefox (my fave)

I also love the “ Endless Tweets ” Greasemonkey script!

Twhirl (my fave to post tweets from, probably)

For monitoring @replies (incl. filtering!):

Twhirl or Seesmic Desktop (small, IM-like window)

TweetDeck (supports groups! window too big tho)

For viewing “hashtag” conversations:

TweetChat .com or Twitterfall .com

tweets can be “tagged” like: #SXSW

allows easily search all tweets related to that topic!

Interacting & Responding

Interacting & Responding

Setting up your Twitter Considerations: Business vs. Professional/Personal accounts BOTH! (all 3) & expose professional acct on biz acct Take this poll: http://twtpoll.com/vd7q1z

Considerations:

Business vs. Professional/Personal accounts

BOTH! (all 3) & expose professional acct on biz acct

Take this poll: http://twtpoll.com/vd7q1z

Using Twitter Considerations: To “follow back” your followers or not? Best practice: yes, should follow everyone back If multiple corporate accts, PERHAPS not in order to expose your accounts & employees who Twitter Cadence - tweet regularly, but not TOO often It’s not the volume (of tweets); it’s the VALUE Yes, some prolific tweeters have the most followers… mostly “famous” before got on Twitter? Life in a fishbowl Once it’s out there, it’s public & not delete-able

Considerations:

To “follow back” your followers or not?

Best practice: yes, should follow everyone back

If multiple corporate accts, PERHAPS not in order to expose your accounts & employees who Twitter

Cadence - tweet regularly, but not TOO often

It’s not the volume (of tweets); it’s the VALUE

Yes, some prolific tweeters have the most followers… mostly “famous” before got on Twitter?

Life in a fishbowl

Once it’s out there, it’s public & not delete-able

Using Twitter Reasons people STOP following: #1- Me, me ME! #2- Too much #3- Don’t follow back #4- Other (comments) #5- Vulgar tweets Take this poll: http://twtpoll.com/83y4kq 1 2 3 4 5

Reasons people

STOP following:

#1- Me, me ME!

#2- Too much

#3- Don’t follow back

#4- Other (comments)

#5- Vulgar tweets

Take this poll: http://twtpoll.com/83y4kq

Types of Tweets You Should Do Direct Message (DM) - hidden (e-mails) if you don’t follow BACK, they can’t DM you! @ Reply - or “Public Reply” sends to that person, but visible on your page appears only in the stream of MUTUAL followers Regular tweets (Don’t only do this!) shorteners: kl.am, budurl.com, bit.ly, is.gd, tinyurl ReTweet (RT) - makin’ it viral! keep YOUR tweets < 120! (easier to get RTed) good to RT info related to your business!

Direct Message (DM) - hidden (e-mails)

if you don’t follow BACK, they can’t DM you!

@ Reply - or “Public Reply”

sends to that person, but visible on your page

appears only in the stream of MUTUAL followers

Regular tweets (Don’t only do this!)

shorteners: kl.am, budurl.com, bit.ly, is.gd, tinyurl

ReTweet (RT) - makin’ it viral!

keep YOUR tweets < 120! (easier to get RTed)

good to RT info related to your business!

What NOT to Do Me, me, me, Me, ME! (Do mix it up!) Remember “Who needs widgets?!” won’t work Do @ replies to show you’re responsive Do RT tweets your audience would like, too Overwhelm with too many Tweets @replies are great, but not too many either Be a spammer! Follow TONs of folks hoping some will follow back Answer “What are you doing now?” Not literally! Do answer “What is interesting now?”

Me, me, me, Me, ME! (Do mix it up!)

Remember “Who needs widgets?!” won’t work

Do @ replies to show you’re responsive

Do RT tweets your audience would like, too

Overwhelm with too many Tweets

@replies are great, but not too many either

Be a spammer!

Follow TONs of folks hoping some will follow back

Answer “What are you doing now?”

Not literally! Do answer “What is interesting now?”

What TO Do Try to help your followers, not yourself Be responsive & think of your followers needs Think about best ways to build a relationship (that’s what you should be seeking!) Be yourself: be authentic, be real Keep your business account tweets human too Share some of your life in your professional acct Report (& block) spammers Follow @spam . Will auto-follow you back. Can report spammers via DM: “d spam blocked @spammer”

Try to help your followers, not yourself

Be responsive & think of your followers needs

Think about best ways to build a relationship (that’s what you should be seeking!)

Be yourself: be authentic, be real

Keep your business account tweets human too

Share some of your life in your professional acct

Report (& block) spammers

Follow @spam . Will auto-follow you back.

Can report spammers via DM: “d spam blocked @spammer”

Twitter & SEO

Twitter & SEO

It’s about the CONTENT! Considerations: Twitter adds “nofollow” to links Causes most search engines not to follow links Not true for m.twitter.com or Twitter RSS feeds Twitter is NOT an SEO keyword engine Drives ORGANIC (i.e. Human) click-thru… But ONLY if there’s great content there! However, Google does rank exact hits well Search for name of person/company on Twitter & their Twitter acct will likely be in top 10 results

Considerations:

Twitter adds “nofollow” to links

Causes most search engines not to follow links

Not true for m.twitter.com or Twitter RSS feeds

Twitter is NOT an SEO keyword engine

Drives ORGANIC (i.e. Human) click-thru…

But ONLY if there’s great content there!

However, Google does rank exact hits well

Search for name of person/company on Twitter & their Twitter acct will likely be in top 10 results

SEO Tips for Twitter Besides great content… Got a short domain name? Use it! Rather than a URL shortener, use your own name Text of link brands & may give some link love, but also helps see who talks about you more easily (Thx @katemorris) Else shorten with: kl.am (or awe.sm) Support for Google Analytics link/campaign tags Optimize bio (+background) for best click-thru Write great bio describing value of following you Google does pick this up! (Thx @TimDineen)

Besides great content…

Got a short domain name? Use it!

Rather than a URL shortener, use your own name

Text of link brands & may give some link love, but also helps see who talks about you more easily (Thx @katemorris)

Else shorten with: kl.am (or awe.sm)

Support for Google Analytics link/campaign tags

Optimize bio (+background) for best click-thru

Write great bio describing value of following you

Google does pick this up! (Thx @TimDineen)

What is Stwittergy? (S-Twitter-GY)

What is Stwittergy?

(S-Twitter-GY)

What is Stwittergy? Twitter Strategy, Metrics, & Consulting for Business

Twitter Strategy,

Metrics, & Consulting

for Business

What Stwittergy Offers Consulting Services: Develop and set up Twitter & Social Media strategy for your business Influencer Management/Reporting Tools: Track the effectiveness of your Twitter Track follows/unfollows (incl. @ replies & RTs) View followers by # followers (identify influencers) Measurement of extended reach of your tweets (i.e. re-tweets by others of what you tweeted) Geo-targeting of tweets & follower reports Influencer database (CRM for influencers)

Consulting Services:

Develop and set up Twitter & Social Media strategy for your business

Influencer Management/Reporting Tools:

Track the effectiveness of your Twitter

Track follows/unfollows (incl. @ replies & RTs)

View followers by # followers (identify influencers)

Measurement of extended reach of your tweets (i.e. re-tweets by others of what you tweeted)

Geo-targeting of tweets & follower reports

Influencer database (CRM for influencers)

Prototype Reports

Overview of @ ggroovin Total avg twts/day Recent avg twts/day Immediate Reach: followers minus celebrities, orgs, corporate, political, or services Potential Reach: total Imm. Reach of all Immediate Reach followers

Total avg twts/day

Recent avg twts/day

Immediate Reach:

followers minus

celebrities, orgs,

corporate, political,

or services

Potential Reach:

total Imm. Reach

of all Immediate

Reach followers

@ ggroovin Follower Growth

Recent Changes Among Followers Followers who dropped or added in the past week Exposes their follower count to know if they are influencers or not Influencer = > 1,000 followers

Followers who dropped or added in the past week

Exposes their follower count to know if they are influencers or not

Influencer = > 1,000 followers

Categorization of Followers New User: < 50 tweets Influencer: > 1,000 followers Followers that are categorized by hand include: Celebrity Company Organization Political Service

New User: < 50 tweets

Influencer: > 1,000 followers

Followers that are categorized by hand include:

Celebrity

Company

Organization

Political

Service

Total Reach of Followers Influencers: 23% of followers, 40% of Reach Users: 64% of followers, 12% of Reach Reach doesn’t matter for excluded followers: Let’s face it… @BarackObama is simply NOT ever going to RT me! :( hehe

Influencers: 23% of followers, 40% of Reach

Users: 64% of followers, 12% of Reach

Reach doesn’t matter for excluded followers:

Let’s face it… @BarackObama is simply NOT ever going to RT me! :( hehe

Partner with Us

Partner with Us Become an alpha partner: Select slots available (limited number) Help us customize our product roadmap to better meet your needs Significant discount on services for alpha partners during initial launch phase Contact us: E-mail Partner@ Stwittergy .com with description of your business and current Twitter activity

Become an alpha partner:

Select slots available (limited number)

Help us customize our product roadmap to better meet your needs

Significant discount on services for alpha partners during initial launch phase

Contact us:

E-mail Partner@ Stwittergy .com with description of your business and current Twitter activity

Thank you & Contact us Ricardo Guerrero RG@ Stwittergy .com @ ggroovin www. Stwittergy .com @STWITT3RGY 512.670.3456 888.231.3450

Ricardo Guerrero

RG@ Stwittergy .com

@ ggroovin

www. Stwittergy .com

@STWITT3RGY

512.670.3456

888.231.3450