Laura Fitton, CEO of oneforty at #RLTM NY 11

Social Business…
Starting with Twitter

Founder/CEO oneforty.com

How Did THAT
Happen??!!

“Laura Fitton… has thousands of people following her on Twitter. …by consistently touching a tribe of people with generosity and insight, she’s earned the right to lead”
-Seth Godin, Tribes

So Twitter…
What’s the Big Deal?

Global Sensing and Signaling Network

The Message is the Influencer.

Any to Many

Only connect!
- E.M. Forster

People with more connections have more options

What does it Do?

Top Reasons Consumers Follow Brands
Updates on future products (#1: 38%)
Stay informed about company activities
Discounts and promotions
Updates on upcoming sales
Samples/coupons
Fun/entertainment
Exclusive content
Learn more about the company
Show others my support for the company
Share ideas/provide feedback (#10: 20%)
CoTweet ExactTarget 2010

“Just for PR & Marketing, Right?”
Marketing
Advertising
PR/word of mouth
Social CRM
Sales
Contests & offers
News & trends
Customer Service
Brand Monitoring
SEO & Traffic
Promote events
Create & share content
Build community
Earn social capital
Networking

Everything Email Touches, Social Will
Decentralized teams
Employee support
Mentoring
Problem-solving
Purely social
Knowledge management
Sourcing solutions
Events backchannel
Research
Collaboration
Innovation
Recruiting
Best practices
Project status

Influence (was)
Attract attention to yourself

Influence (is)
Provide attention & value to others

How Does it Work?

Listen.Learn.Care.Serve.

SMM Survey
http://bit.ly/bestsmmtools

SMM Survey

Listen.

Learn.
Act on what you’re hearing
Shine a light on others’ ideas
Innovate
Measure and notice what’s working
Apologize when you screw up
Encourage your team to explore and take risks
Try new stuff. Repeat.
35

Care.
Your Mother Taught You How To Tweet
Dress nicely
Background & avatar
Introduce yourself
Complete profile, link on your site
Be a good conversationalist
Listen. Respond. Be relevant. Be useful.

Care.
Manage Customer Relationships
Get involved where customers already are
Build relationships and keep in touch throughout the Customer Lifecycle
-- save searches, track deals, manage contacts & projects
TIP: Try a Social CRM tool with many different integrations
37

Serve.
Create great content
Twitter streams, Facebook pages, blogs, ebooks, white papers & webinars
Cover things your prospective customer cares about and needs to know.
Tool tip: Try Disqus for blog comments:
encourage social sharing
engage prospects
organize email addresses
38

Serve.
Curate great content
Be a one-stop-shop for everything customers need
“Do what you do best and link to the rest!” -@jeffjarvis
Resist “NIH” (not invented here) don’t try to generate all the content yourself
http://14t.me/curatecontent

Myths/What NOT to do.

We Need More Followers!
Clickthrus?
Fans?
Friends?
Traffic?
Klout?
Influentials?
SOMETHINGS? Right?Don’t we? Hello?

You Need Business Objectives.
Then, measure what you’re actually trying to do.

We Need Social Campaigns!
not so much.
Invest in Socialliteracy.

The ROI is Unproven!
+

The ROI is THERE
Track conversions from social media
Build and track relationships and leads
Track converstions with in-page analytics
Retain customers and create fans
Save costs - customer support, lead generation

Right tasks. Right tools.

Learn More…

Confused?
1000+ how-to guides
http://oneforty.com/i/toolkits
Add YOUR company’s story

Toolkits…

http://bit.ly/socbasebeta

Introducing… SocialBase
Everything in one place. Any tool. Any workflow.
BENEFITS
Expert training and guidance
Customizable workflow management
Brings order and expertise immediately
Company wide scale and collaboration
55

Thanks!
http://bit.ly/socbasebeta

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Laura Fitton, CEO of oneforty at #RLTM NY 11

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