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

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

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

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

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

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”

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?!”

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

My Twitter story

SXSW Interactive 2007
Twitter was a TV with quirky little TXTs

How I Got Started
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?

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 …

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

@ 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

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.

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)

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!

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!

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

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

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

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!

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?”

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”

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

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)

What is Stwittergy?
(S-Twitter-GY)

What is Stwittergy?
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)

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

@ 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

Categorization of Followers
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

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

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

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

by Stwittergy on Feb 24, 2009

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