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AMA Twitter for Marketers 12-8-2010
 

AMA Twitter for Marketers 12-8-2010

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Live workshop delivered by Bernie Borges on Twitter for Marketers through the American Marketing Association. Visit www.bernieborges.com for details.

Live workshop delivered by Bernie Borges on Twitter for Marketers through the American Marketing Association. Visit www.bernieborges.com for details.

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  • LogInsTweeSpeed noneTwitter FindandConvert amanda4688HootsuiteFindandConvert amanda4688TweetDeckSocialOomphFindandConvert amanda4688Klout: FindandConvert FnCrocks10WhatthehashtagFindandconvert amanda4688TwitpicFindandConvert amanda4688 Listorious Login via TwitterTweetReach no loginHubspot Twitter Grader no loginMrTweetfindandconvert amanda4688Kloutsingin thru TwitterTwellowfindandconvert FnCrocks10ManagerFlitter login with TwitterTwitalyzer USE ANY TWITTER USERNAMETwitter Analyzer usernameUnilyzer Oragenics Socialmedia09
  • Insert into twitter
  • ·      
  • Content of TweetsPointless babble – 41% Conversational – 38% Pass-along value – 9% Self-promotion – 6% Spam – 4% News – 4%
  • It is important to know and understand what you want to accomplish in using Twitter:Reach more people with similar interests?Expand brand awareness?Promote your brand and services?Connect with your target audiences?Build relationships?Build trust and authority?
  • Note change facebook after tweaks
  • http://www.twitter.com/berniebay
  • http://www.twitter.com
  • Location?By turning on this feature, you can include location information like neighborhood, town, or exact point when you tweetProtect my Tweets?Do not use if your objective is branding
  • Managing connections add slide
  • http://www.twitpic.com
  • http://whatthehashtag.com http://search.twitter.com
  • http://search.twitter.com
  • So be careful in choosing names for your listsTwitter lists are viewed by everyone following you so be careful how you identify your lists.Use Twitter lists to track influential followersMaximum on any list is 500 friends (following)Avoid words such as competitor, etcCheck the lists you are on and be sure to follow back those that have listed you
  • http://www.listorious.comWhat is itHow do you useBuild list find lists find peopleCan you add people to list?
  • How 3rd party apps like HootSuite, TweetDeck and SocialOomph add value to your Twitter effortsAbout many useful tools to expand your Twitter marketing effectivenessHow to be time-efficient - yet more engagedHow to use free and fee-based tools and techniques that improve your resultsHow to use Twitter tools for tracking and measuring results
  • http:www.hootsuite.com loginFollow StreamsManage tweets and view specific criteria in multiple columnsManage PeopleManage lists, followers and friends by profileStudy StatsView up to 30-days geographical summary statsIndividual tweet statsManage Settings & AssignmentsManage social networks, invite team members for profile accessAssign dutiesLogin http://hootsuite.comClick on confirmation email
  • http:www.tweetdeck.com
  • http://www.socialoomph.com
  • http://www.socialoomph.com/tweets/add/?account=select
  • http://truetwit.com/Influential TweetersA verified account TrueTwit profile that who you are following is who they say they are.Low ratio of followers to followingThey are social and are following best practicesTweets are relevant to followersProfile has picture or avatarProvides name, website and bioNote: Do not just follow profiles with high number of followers. Follow people regardless of size of following that are relevant to you
  • Large number of tweetsOften signifies bot
  • http://tweetreach.comhttp://twitter.grader.comhttp://www.mrtweet.comhttp://www.klout.comhttp://www.socialoomph.com
  • http://twitter.grader.com
  • http://hootsuite.com/http://www.socialoomph.com/friendfinderconfig
  • http://wefollow.com/city/new_york_nyhttp://wefollow.com/top
  • http:www.twellow.comChoose 10 categories that fit your profileYou will be found by others searching the categories.Search and follow people via geo target, categories, or keyword search.
  • http://manaBegin at last page (oldest) Review list and select those to deletegeflitter.com
  • Tweetmeme has code for web, email, RSS and word plug-inDiscuss Pros and Cons of integrating Tweets into other social networks
  • http://www.google.com/
  • http://www.twitalyzer.com/ Free and fee
  • http://www.twitteranalyzer.com/Free and fee Offer featured user
  • http://klout.com/
  • http://www.unilyzer.com/http://guest.kontagent.com/dashboard/dashboard/
  • White Paper http://thesocialcustomer.com/sites/default/docs/TSC-76KvzawuvVcXnLoCUUlk/TSC_Whitepaper_v10_083110.pdf
  • Imagine the following Walmart would have if they joined in
  • http://weblogs.hitwise.com/us-heather-hopkins/2010/03/twitter_and_news_and_media_web.html Could it be because news sources do not follow back like other info sources?
  • Less social media friendly news outlet
  • Engagement strategyWebsite offers Facebook connection which takes you to landing page to share NY times with friends
  • Encouraging reports and community to report news as they see itStory:One of the big stories of the night was that of a huge sinkhole on Milwaukee’s East Side that swallowed a Cadillac Escalade. The local news carried the story, but the first media report didn’t come from a TV news crew. It came from a “reporter” named “@matt_is_a_nerd” who scooped all the other media outlets at 7:08 with his Tweet:Before the local news was able to scramble their trucks to go set up a live shot, Twitterer “@theGlenn” published the first photo:Minutes later,  @Mike_Thieltwitpic’ed the photo of the actual SUV in the hole that has since gone viral:That photo ended up on all the local TV stations and by the next morning, even NBC’s Today Show was showing it.
  • Alternative news
  • Brian Roberts, CEO of comCast stated at Web 2.0 Summit “It has changed the culture of our company,”Frank Eliason, head of comcastCares has 11 people focused on solving CustServ comments across Twitter
  • Egads to social connections on website 
  • http://business.twitter.com/twitter101/case_jetblue
  • Sign up as an advertiser or tweeterhttps://app.sponsoredtweets.com/tweeters/FindandConvert/opps/current Twitter term Promoted Tweets3rd Party term Sponsored Tweets
  • Twitter sponsored tweetsStarbuck’s and Best Buy part of Twitter’s Sponsored Tweets launched in April
  • http://www.mytrainerbob.com/ http://klout.com/quakeroats
  • 3rd party – Twitter banned in April – removed auto feature to comply – going strong
  • http://twiveaway.com/http://tweetaways.com/
  • http://twitter.com/chrisbroganhttp://www.chrisbrogan.com/http://newmarketinglabs.comhttp://twitter.com/chrisbrogan/lists/membershipshttp://klout.com/profile/stats/chrisbrogan/Social media guru, communications and emerging technology consultant, speaker and author
  • Personalized the brandUses Twitter, Facebook, MySpace, Delicious, YouTube, FlickrSarasota Memorial Hospital – Top 100 hospitals in USImplemented social media 18 months agoUses SM “divide and conquer” strategy and now includes employees as part of engagementTwitter just one aspect of social media strategyNote: The compete graph is for unique visitors only – not all visitors – as a local website that may explain it or there was something going on with their website, etc, maybe it was just redesigned…http://twitter.com/SMHCShttp://www.smh.com/http://twitter.com/SMHCS/lists/membershipshttp://klout.com/profile/summary/SMHCS/
  • http://twitter.com/explorechicagohttp://www.explorechicago.orgFoursquarehttp://twitter.com/explorechicago/lists/membershipshttp://klout.com/profile/stats/explorechicago/Twitter profile since Nov 2008Also on FoursquareOver 10,000 returns on Google search for “Explore Chicago”Chicago Office of Tourism tasked with promoting the city, activites and community
  • http://twitter.com/RichardBejahhttp://richardbejah.com/http://bejah.isofa.tv/http://twitter.com/RichardBejah/lists/membershipshttp://klout.com/profile/stats/RichardBejah/Financial planner, entrepreneur, philanthropist, innovator, social media extraordinaire.Engages with followersShares great contentDoesn’t “shout” his business model but draws interest by delivering great content to his audience
  • http://twitter.com/chicagotribuneWhat is odd about this profile?http://www.chicagotribune.comTwitter profile since Nov 2008Also on FoursquareChicago Tribune – leading industry newspaper
  • 37 signals check out
  • http://twitter.com/threadlesshttp://www.threadless.com/http://twitter.com/threadless/lists/membershipshttp://klout.com/profile/stats/threadless/Edgy B2C retail and online social media - community based tee shirt company based in ChicagoTwitter profile since April 2007Inbound marketing focused retailer
  • It is not about the number of followers
  • http://www.amazon.com/exec/obidos/ASIN/1604942886http://www.wheatmark.com/merchant2/merchant.mvc?Screen=PROD&Store_Code=BS&Product_Code=9781604942880

AMA Twitter for Marketers 12-8-2010 AMA Twitter for Marketers 12-8-2010 Presentation Transcript

  • Twitter for Marketers
    Bernie Borges
    December 8th, 2010
    1
  • Before You Begin Your Twitter Marketing
    • Begin by defining your objectives
    • Learn how to completely set up and brand your profile
    • Tips and helpful links to personalize your Twitter background
    • Understand content and brand strategies
    • Learn tweeting etiquette and best practices
    • Understand what Twitter can and cannot do
  • Expectations
    Learn what is Twitter and why it is so popular
    Design and launch a Twitter profile
    Learn how to develop a profitable content strategy on Twitter
    Twitter etiquette, rules of engagement and community-building “best practices” that increase engagement and relationships that spread your great content and messaging across the web
    Use Twitter for corporate branding
    Tools and techniques to expand, manage and measure your branding efforts through Twitter
    Integrating Twitter into other social networks e.g. Facebook, LinkedIn
    Join and follow Twitter conversations, respond appropriately to comments and how to use Twitter while attending an event or conference
    Integrate Twitter into all other aspects of your marketing strategies
  • Agenda
    This Morning
    This Afternoon
    A Twittle Thought
    Getting Started…
    Twitter Basics
    Management Tools for the Twittersphere
    Getting the Most Out of Twitter
    Measuring Results
    Marketing with Twitter
    In the Trenches
  • What the Heck is Twitter!?
    Develop a Twitter Habit
    What Is Twitter?
    Before You Begin
    Setting and Measuring Goals
    5
  • Develop a Twitter Habit
    Commit to a “social networking” mindset
    Commit to a “content marketing” mindset
    Develop the habit of “Tweeting” daily
    Use Twitter as a tool to engage with people and other brands
    Use Twitter as a tool to build your personal and company brand
  • What Is Twitter?
    Twitter is a social networking and micro-blogging service that allows you to efficiently share ideas, thoughts and content in 140 characters or less
    1 of 50 most popular websites on the web
    Twitter is about
    Spreading content
    Making connections
    Building relationships
    Expanding brand
    The result can be
    Driving traffic
    Increasing leads
    Generating revenue
  • Before You Begin…What Are Your Objectives?
    Define your mission
    What do you want to accomplish?
    Who are your target audiences and subgroups?
    How well do you know them?
    What is important to them?
    Connect what you want to accomplish with what is important to your audience
  • Setting and Measuring Goals*
    *Source: Facebook Marketing an Hour a Day.
    Goals
    Metrics
    Example
    9
  • Create and brand your Profile
    What’s a Profile?
    Creating Your Settings
    Account
    Password
    Mobile
    Notices
    Profile
    Design
    Connections
    Twitter Terminology
    10
  • http://www.twitter.com/berniebay
  • Setting Up a Profilehttp://www.twitter.com/
    Email addresses must be different if you are setting up a personal and business profile.
    Tip: Create a specific Gmail account for your Twitter profile to avoid clogging up your email.
  • Settings Accounthttp://www.twitter.com/youraccount
    Fill in the basics
    Add location
    Protect my tweets
    Password
    Use to change password
  • Settings Mobile http://www.twitter.com/youraccount
    Optionally add your mobile number to start mobile (text) verification process
  • SettingsNotices
    Unless you choose a 3rd party app that offers auto-follow feature – you will need to receive emails when someone chooses to follow you to accept.
  • Settings Noticeshttp://www.twitter.com/youraccount
    Unless you choose a 3rd party app that offers auto-follow feature – you will need to receive emails when someone chooses to follow you and either accept/not accept
  • SettingsProfile
    Page 17
    Tip: Keep image less than 72k
    Be sure to add a URL
    Can be your website
    Can be your blog
    Can be Facebook or LinkedIn profile
    Bio
    160 characters
    Use keywords for SEO value
    Make it interesting
  • Settings Profilehttp://www.twitter.com/youraccount
    Tip: Keep image less than 72k
    Be sure to add a URL
    Can be your website
    Can be your blog
    Can be Facebook or LinkedIn profile
    Bio
    160 characters
    Use keywords for SEO value
    Make it interesting
  • Settings Designhttp://www.twitter.com/youraccount
    Customize your background to reflect your personality or brand
    Select Change background image
    Can upload any image
    Max 800k
    1600px wide X 1200px tall
    Change design colors
    Can customize your colors
    More options
    http://www.colourlovers.com/themeleon/twitter
  • Settings…Designhttp://www.twitter.com/youraccount
    A few more background options:
    http://tweetstyle.com/
    http://www.mytweetspace.com/
    http://freetwitterdesigner.com/
    http://www.twitbacks.com/
    http://peekr.net/
  • Settingshttp://www.twitter.com/youraccount
    Listing of 3rd party apps that you have given permission to connect to your Twitter profile
    Some 3rd party apps allow you to use different password
    Keep a list
    Toggle revoke access
    Remove access
    More Help
    http://support.twitter.com/groups/31-twitter-basics
  • Common Twitter Shortcuts
    @username – Sends reply to individual, but in public timeline
    dusername – Sends private, direct message to individual
    RT = Retweet – Forwarding someone else’s tweet
    # (hashtag) – Used with a keyword/topic to create streams (#AMAtweet)
    Twitter Stream – Use of a specific hashtag, e.g. #FF (follow Friday) to follow a particular conversation
    SO – Shout Out – Using @username to thank, call attention to, etc
  • Tweet BetterTweet Smarter
    Content Strategy
    Brand Strategy
    Shortened URLs
    Defining Who To Follow
    Tweeting Etiquette
    Twitter Lists
    Determining Followers
    A Few Things Twitter Can and Cannot Do
    23
  • Align your business objectives with your audience’s interests and needs
    Then develop content that addresses “them” not “you”
    Share your content using shortened URLs e.g. bit.ly, ow.ly
    • Blog posts
    • White papers
    • Pictures
    http://www.twitpic.com or 3rd party apps like HootSuite or TweetDeck
    • Videos – YouTube
    Share other people’s content
    • Blogs, articles, pictures, videos
    Retweet other people’s content
    Develop Your Content Strategy
  • THEN Develop Your Brand Strategy
    It’s social media…not shouting media
    • Listen to your audience and learn
    • Create tweets that are interesting to “them”
    • More informational than advertorial
    • Build trust and authority that will help you achieve your business goals
    • Deliver content around the 3 E’s (educate, enlighten, entertain)
  • Shortened URLshttp://en.wikipedia.org/wiki/URL_shortening
    Use URL shorteners to condense your links
    Http://bit.ly/http://tiny.cc/http://budurl.com/and more
    • Most 3rd apps like HootSuite, TweetDeck, SocialOomphor Twitter browser apps provide URL shorteners
  • What Is a Twitter Stream?
    A stream of conversations filtered according to your criteria
    Keywords –
    e.g. “social media”, “job search”, “running shoes”
    Any topic you wish to follow –
    e.g. “2010 election”, “world series”, “liquid sealants”
    Names, brands –
    e.g. “Oprah Winfrey”, “iPhone”, “Steve Jobs”, “Starbucks”
    Twitter stream example–
    #bls
    http://whatthetrend.com/
    TweetUp
    A pre-defined time to tweet about a specific topic or event
  • Hashtag(s)
    Use a “#” hashtag to identify streams of conversations based on an event, topic or person
    http://search.twitter.com
    What the Hashtag
    http://whatthehashtag.com/Main_Page
    http://wthashtag.com/Category:Acronyms
  • Join Our Tweet-Up #- - - -http://search.twitter.com/
    Urban Dictionary:
    An organized or impromptu gathering of people that use Twitter. (A meet up of people that 'tweet' using Twitter.)
    Are you going to the "tweetup" tonight?
    Search for TweetUp by hashtag on
    http://www.whatthehashtaghttp://www.search.twitter.com
  • Defining Who To Follow
    Identify your target audiences and subgroups
    Think in terms of what associated groups are important to your audience that connect to (touch) your product or service
  • 31
    Be Consistent
    • Spread your tweets out
    • Do not send out multiple tweets at the same time
    Be Social
    • Give shout-outs, aka SO, using @name to those that retweet your content
    • Follow back those that follow you (excluding bots, inappropriate followers)
    • Follow others proactively
    • SO to those that consistently post good content
    • Report Spammers
    Hint: It is called social media not “shouting” media
    Tweeting Etiquette
  • Tweeting Guidelines
    Target Your Content
    • Track & retweet influential follower’s content
    • Use http://search.twitter.com to track keyword conversations
    • Use #hashtags to start & follow topical conversation streams
    Show personality…especially with your brands
    • Think of your tweets as headlines
    • Think of your tweets as short bursts of a relevant thought
  • A Little Reminder…
    Keep your objectives in the forefront but…
    Focus on the interests of your target audiences and subgroups.
    Then create tweets and retweet content that will engage and generate interaction.
    Its about them
  • What Are Lists? Why Are They Valuable?
    Twitter lists are viewedby everyone following you http://twitter.com/berniebay/lists/memberships
    • Organize groups and followers
    • Manage influential followers
    • Follow back those that have listed you
    • Universal search value
    • Use private lists for reputation management
    • Good chi
    • Bad chi
  • Listorioushttp://www.listorious.com
    Anything Twitter can do - an app can help Twitter do better…Listorious is a good example:
    Is a people search tool
    Helps you get found
    Allows you to tag your lists
    Helps you find influencers within your target groups
    Logon to http://www.listorious.com
    Add yourself
    Add your top 6 best keywords
  • Finding Followers
    Select influencer’s followers and follow them
  • Followers
    Following
    Keep Your Ratio Low
    Follow people whose lifestyle and interests may find your brand, products and tweets interesting enough to:
    Follow you back
    May retweet your content to their followers
    Might wish to engage in conversation
    • This will increase the amount of people that may see your tweets
    • As you reach the 2000 followers mark, you must have a ratio of 110% or less
    • E.G. 1800 followers or less, you cannot follow more than 2000
  • Set up RSS Tweets for Keywords
  • How to Set Up Twitter RSS Feed
    39
    3. Add to Google Homepage
    1. Click on RSS feed in Twitter
    4. In iGoogle, click on home arrow, click add a tab
    2. Click on subscribe now
  • Twitter Can and Cannot Do
    Home Tab
    Can retweet in real time but cannot schedule a tweet for later
    Can select direct messages and view Inbox or Sent
  • Twitter Can and Cannot Do
    Home or Profile Tab
    Can view 20 at a time of who you are following and who is following you
    Cannot tell who is following you back
  • Twitter Can and Cannot Do
    Home or Profile Tab
    • Can view lists - view tweets from those lists and can reply but cannot retweet
  • Twitter Can and Cannot Do
    Settings Tab
    Can adjust or change Twitter settings
    Can search for people
  • Twitter Can and Cannot Do
    http://search.twitter.com
    Can search by #hashtags and keywords to find relevant tweets and twitterers to follow
  • Summary
    “Your Twitter strategy should be a component of your overall social communication plan to expand your brand across the web and produce measurable results.”
    Remember to:
    Define your goals
    Define and follow your target audience
    Tweet consistently everyday
    Engage your audience proactively and reactively
    Share content links
    Follow people back (unless their tweets are inappropriate)
    Retweet great content from influencers you wish to engage
    Report spammers
    Consistently manage your lists and followers
    Always be interesting
    engage
    following
    content
    conversation
    twitter
    tweet
    connect
    user
    reach
    coupons
    followers
    news
    retweet
  • NAVIGATING THE TWITTERSPHERE
    3rd Party Management Tools
    • Save Time
    • Improve Efficiency
    • Better Engagement
    • High-quality followers
    46
  • Learn to Use Twitter To Your Advantage
    How to use free and fee-based tools and techniques that
    improve your results
    About many useful tools to expand your Twitter marketing effectiveness
    How 3rd party apps like HootSuite, TweetDeck and SocialOomphadd value to your Twitter efforts
    How to be time-efficient… yet more engaged
    How to use Twitter tools for tracking and measuring results
  • Isn’t Twitter Enough?
    Think of Twitter as the motor in your car
    Apps* are the automatic transmission, power steering, etc.
    Apps improve your ability to get where you are going with Twitter
    *Apps – 3rd party applications
  • Hootsuite
    Hootsuite easy-to-follow tutorials:
    Library
    http://blog.hootsuite.com/library/
    • Webinars
    http://blog.hootsuite.com/webinars/
    • Under the Hood
    http://hootsuite.com/about
    • FAQ
    http://help.hootsuite.com/forums/81675-faqs
  • With HootSuite…you can
    Follow Streams
    Manage People
    Study Stats
    Manage Settings/Assignments
    Login http://hootsuite.com
    Click on confirmation email
  • Or…TweetDeck
  • HootSuite or TweetDeck or Both?
    Both offer:
    Multiple Account monitoring and tweeting
    Scheduled Tweets
    Tweet and upload pictures or images to Twitter
    Allow respond, follow, view profile, add to list
    Keyword and hashtag search
    Create custom columns
    Social network integration, i.e., Facebook, LinkedIn
    HootSuite
    Browser based
    Can schedule tweets
    Can save drafts
    Follow and unfollow management
    List directory
    Statistics per tweet & link
    Collaborative tweeting and assignments
    TweetDeck
    Desktop application (Adobe Air)
    New tweet notification
    Can email tweets
    Customizable settings
    Search and List Directory on website
    Can schedule tweets
    Tweet management filters
    Translate Tweets
  • Advanced Tweeting with SocialOomph
    Page 53
    http://www.socialoomph.com is a fee-based multiple Twitter management software platform with automation tools and tracking analytics.
    Professional version offers:
    Recurring updates
    Filters on most automation features
    Schedule & Publish Blog Posts and Pages
    Find Quality Friends to Follow Using Keywords
    Private Tweet Viewing/Grouping Channels
    Discover Which Followers Have The Most Clout
    Manage Many Accounts with TweetCOCKPIT
    Much more
  • Key Feature: Recurring Tweets
    Create rotating tweets that expands opportunity for your content to be found
    Create shortened URL
    Enclose with brackets
    { tweet 1 http;//shortURL | tweet 2 http;//shortURL | tweet 3 }
    3. Schedule 1st tweet followed by “|”
    4. Schedule 2nd tweet followed by “|”
    5. And so on… close with “}”
  • Best Practice Stuff To Remember
    Establish a pattern of consistency in your tweeting strategy
    Keep your “it is all about them” hat on when tweeting
    RT other people’s stuff
    Maintain and update lists
    Follow social “white hat” best practices
    Follow those that follow you but maintain low follower to following ratios – recommend 1.25 to 1 or less
    Respond to RTs (retweets) and SOs (Shout Outs)
    Tweet consistently and set up a good maintenance schedule
    Measure which content resonates best with your target groups
  • Finding Time for Twitter
    Create a Twitter team and share tweeting engagement
    Set aside dedicated time for tweeting
    Find daily activities that do not generate results and replace them
    Use 3rd party apps to increase quality and efficiency
  • Sue
    Atlanta, GA
    Getting the Most Out of Twitter
    • Guidelines on Who To Follow
    • Guidelines on Who NOT to Follow
    • Keep Your Ratio Low
    • Follow Back
    • Follow Others
    • Managing Your Following List
    • Other 3rd Party Apps
    1. Bookmarking Profiles
    57
  • Guidelines on Who to Follow
    Influential Tweeters
    A verified account TrueTwit profile that who you are following is who they say they are.
    Low ratio of followers to following
    Tweets are relevant to followers
    Profile has picture or avatar
    Provides name, website and bio
    Note: Do not just follow profiles with high number of followers. Follow people regardless of size of following that are relevant to you
  • Guidelines on Who Not to Follow
    No photo or image
    Does not follow back
    Large number of tweets
    Tweets multiple tweets at one time
    No website or bio
    Tweets rarely
    Exception: News portals with quality content
  • So How Do You Know Who Is Influential?
    http://tweetreach.com/
    http://www.mrtweet.com
    http://www.klout.com
    http://twittergrader.com/
  • HubSpot’s Twitter Grader
    Score includes
    Grade
    Rank
    Tag cloud
    History
    Follower graph
    Follower comparison
  • Be personable…even as a brand
    Follow back those that follow you
    Manually respond to emails from Twitter
    Use the follow back feature in Twitter management software such as Hootsuite and TweetDeck
    Use the automated feature in SocialOomph and other apps with filter options
    Use the people management tool in HootSuite
  • Find Others to Follow
    • Follow people from http://search.twitter.com streams and keywords
    • Search Google with “keyword Twitter”
    • Follow people from LinkedIn and Facebook
    • Use 3rd party apps
    • http://www.twibes.com/
    www.mrtweet.com
    www.Twellow.com
    http://wefollow.com/
    • Follow back mentions from SO’s and RTs
    • In HootSuite / TweetDeck set up “specific keywords” column
    • Follow people who have listed you
    • Follow the followers of influential people that you follow or follow you
    • Use 3rd party apps to find relevant followers
    Grow Your Followers
  • Finding Influencers with WeFollow
  • Using Twellow to Find Communities
    Search
    Suggested Users
    Manage Follow / Unfollow
  • Unfollow using http://manageflitter.com
    • Use weekly to:
    Unfollow Twitterers that have not tweeted in a month
    Unfollow Twitterers that have not followed you back within a few days or weeks
  • Integrating Twitter into Your Marketing Strategy
    http://www.twitterbuttons.com/
    http://www.twitip.com
    http://www.freetwitterbuttons.org/
    http://tweetmeme.com/about/retweet_button
    Email signature “Follow us on Twitter”
    On your website, blog email, newsletter
    Direct mail & media campaigns
    Other social networks e.g. LinkedIn, Facebook, Myspace
    Point your audience to your Twitter profile in your off-line and on-line marketing activities
  • Integrate Your Social Media into Twitter
  • Measuring Results
    • Meaure-Review-Revise
    • Google Analytics
    • Twitalyzer
    • Twitter Analyzer
    • Klout
    • Twitter Grader
    • Socialoomph
    • Unilyzer
    • And More Apps
    • Finding Time for Twitter
    70
  • Measure – Review - Revise
    Social Media Strategies are long term – not short
    Use metrics for
    Understanding target audiences
    Building better relationships
    Understanding behaviors
    Refining targeting
    Understanding results
    Refining processes
    Improving relationships
    Refining content
    Measuring results is constantly changing with more tools available…minute by minute
  • Google Analytics
    Google can help you understand traffic that Twitter is driving to your website or blog
    (Some 3rd party apps are co-mingled within direct traffic results)
    Can set alerts to specific URLs, landing pages, campaigns
    Can export data to create client specific reports
  • Twitalyzer – Free and Fee Based
    Value:
    Provides metrics to refine your Twitter methods
    Measure the influence of specific Tweeters
  • Twitter Analyzer
    Much like Twitalyzer
    Matter of preference
    Does not provide the scoring
  • Klout
    Page 75
    Dynamic Analysis:
    Reach
    Demand
    Engagement
    Velocity
    Activity
  • SocialOomph Stats
    Twitter click traffic across all Twitter profile streams
    Twitter click details - exportable
  • Unilyzer
    Unilyzer.com
    Relationship metrics
    Fee based
  • A few of the 70,000+ 3rd Party Apps for Twitter
    Free
    HootSuitehttp://www.HootSuite.com
    TweetDeckhttp://www.tweetdeck.com
    TweeSpeedhttp://www.tweespeed.com
    TweetMeMEhttp://www.tweetmeme.com
    MrTweethttp://mrtweet.net
    Twitter Grader http://twitter.grader.com
    Nutshell Mail http://nutshellmail.com
    Twitpichttp://twitpic.com
    Twitvidhttp://www.twitvid.com
    Tweetsharehttp://www.tweetshare.com
    TweetMixxhttp://www.tweetmixx.com
    TweetBeephttp://tweetbeep.com
    TweetReachhttp://www.tweetreach.com
    ManageFlitterhttp://www.manageflitter.com
    TwitterAnalyzerhttp://www.twitteranalyzer.com
    Klouthttp://www.klout.com
    Twitalyzerhttp://www.twitalyzer.com
    Listorioushttp://www.listorious.com
    Whatthehashtaghttp://whatthehashtag.com
    Free Basic or Premium (fee based)
    • BudUrlhttp://www.bud.url
    • SocialOomphhttp://www.socialoomph.com
    • Unilyzerhttp://www.unilyzer.com
    • Radian6 http://www.radian6.com/
    • ObjectiveMarketerhttp://objectivemarketer.com/
    Mac
    • Twitterific
    • Tweetr
    • Tweetie
    Mobile
    • Tweetie (iPhone_
    • TweetDeck (iPhoneiPad)
    • Twitterberry (Blackberry)
    • TinyTwitter (Blackberry)
    • HootSuite (iPhone, Android)
    Widgets
    • http://twitter.com/goodies/widget_profile
    • http://twitter.com/goodies/widget_search
    • http://deanjrobinson.com/projects/twitt-twoo/
    • http://tweetmeme.com/about/retweet_button
    • http://www.twitterbuttons.com/
    • http://www.twitip.com
    • http://www.freetwitterbuttons.org/
  • Section SevenMarketing with Twitter
    79
  • Social Media as a Business Strategy
    From The SocialCustomer White Paper
    Management buy-in is a must
    Integrate social channels with traditional service and marketing processes
    Identify the social channels that your customers engage in.
    Engage with social customers in multiple channels if necessary.
    Customer support staff should take time to engage with customers on social channels.
  • Continued…
    From The SocialCustomer White Paper
    More interactions generate a higher positive impact with social customers
    Companies that have a longer history of engaging customers on social channels from a service perspective experience a more positive impact on their service goals
    Facebook and Twitter ranked similarly for effective engagement overall
  • 33% of Fortune 100 on Twitter60% of the Top 10
  • http://twitter.com/Chevron
    http://twitter.com/GMblogs
    http://twitter.com/conocophillips
    GE – protected Tweets
    http://twitter.com/fordcustservice
    http://twitter.com/ATTNews
    But not all are well versed or committed yet
  • Real-time Interfacing Builds Trust
    People trust more those companies who use microblogging websites like Twitter to provide real-time responses.
    75% polled say they view companies who microblog sending frequent messages on sites like Twitter or updating their status on social networks like Facebook as more trustworthy than those who don’t.
    Note: 76 percent said they were less likely to trust information from a blogger getting free samples from companies they write about.
    Survey by Fleishman-Hillard with Research by Harris Interactive
  • http://twitter.com/Ford
  • http://twitter.com/#!/audi
  • Twitter Is An Information and News and Media Websites
    But people are bypassing News and Media websites
    60% going directly to social networking and entertainment sites instead
  • http://twitter.com/NewYorker
  • http://twitter.com/washingtonpost
  • http://twitter.com/NYTimes
  • Twitter Forcing Change in Media Culture
  • http://twitter.com/Matt_is_a_nerd
    http://twitter.com/Mike_Thiel
  • http://twitter.com/wikileaks
  • How Does a New Domain Build Website Traffic?
    3 week old domain
    1/3rd of traffic driven by social networking
  • http://twitter.com/novellajewelry
  • http://twitter.com/etsy
  • Etsy – Just Wanted to Have Fun
    Alert followers to particularly creative products from Etsy sellers
    Share valuable tips & tricks
    Provide information about upcoming events and promotions on the site.
    Share information from individual Etsy sellers (via “retweets”)
    • Monitor and respond to Etsy-related questions and concerns that users express via Twitter
    • Garner feedback and ideas instantaneously, effectively creating focus groups from the @Etsy followers.
    • Discover users’ favorite Etsy items, design blogs, and projects
    • Tool for impromptu surveys and feedback
  • http://twitter.com/#!/macysinc
  • http://twitter.com/#!/bobevansfarms
  • http://twitter.com/#!/amazon
  • http://twitter.com/hubspot
  • HubSpot Employees Are Active on Twitter
    http://twitter.com/mvolpe
    http://twitter.com/bhalligan
    http://twitter.com/dharmesh
    102
  • Promote Business through Building Relationships
    Teusner Winery
    Used Twitter search to find related keywords
    Keeps tweets relaxed and stays away from selling
    Customer-to-customer conversations, not just customer-to-you
    Use conversations to learn what customers like
    Twitter 101 Case Study
  • http://twitter.com/Teusnerwine
  • Twitter as A Cultural Catalyst
  • http://twitter.com/#!/calparks
  • California State Parks Foundationhttp://www.facebook.com/calparks?ref=tshttp://www.calparks.org
    http://www.marketingexperiments.com/blog/research-topics/facebook.html
    Used Facebook to sound alarm on funding threat
    Encouraged small base to take action through friends
  • http://twitter.com/comcastcares
  • Jet Blue’s Modest Goal – Better Customer Service
    Jet Blue was an early adopter of social media in 2007. They began a Twitter profile with the objective of improving customer service.
    What began as a small experiment, tore down walls and lead to better qualitative rather than quantitative improvements.
    1M+ followers later, they are an often referenced example of a successful corporate Twitter Strategy.
    Twitter 101 Case Study
  • http://twitter.com/jetblue
  • Twitter’s Promoted Tweets (beta)
  • http://twitter.com/starbucks
  • http://twitter.com/twelpforce
    http://twitter.com/bestbuy
  • http://twitter.com/zecco
  • http://twitter.com/#!/QuakerOats
  • http://twitter.com/spontwts
  • Convergence – Mobile Twitter Apps
  • http://twitter.com/twtapps
  • Coupon Tweeting
  • Coupon Tweet
  • Create Coupons with twtQpon
  • Integrate Twitter Into Your Contests, Giveways and Coupon On/Off-Line Marketing Plans
    Giveaway
    Give away something in return for your visitors to take action
    Use 3rd party platforms:
    http://twiveaway.com/
    http://tweetaways.com/
  • http://twitter.com/couponsforward
  • Section SevenIn the Trenches
    124
  • 125
    Thought Leaders
  • http://twitter.com/chrisbrogan
    126
  • http://twitter.com/mashable
  • 128
    Community Syndicators
  • http://twitter.com/SMHCS
    129
  • http://twitter.com/explorechicago
    130
  • 131
  • 132
    Content Sharers
  • http://twitter.com/RichardBejah
    133
  • http://twitter.com/andersoncooper
  • http://twitter.com/chicagotribune
  • 136
    Brands
  • http://twitter.com/radian6
    137
  • http://twitter.com/bnluk
  • http://twitter.com/nfl
  • http://twitter.com/threadless
    140
  • http://www.twitter.com/delloutlet
  • 142
    Conversationalists
  • http://www.twitter.com/guykawasaki
  • http://twitter.com/Scobleizer
  • http://twitter.com/TheEllenShow
  • Summary
    “Your Twitter strategy should be a component of your overall social communication strategy to expand your brand across the web and produce measurable results.”
    Remember to:
    Define your goals
    Define and follow your target audience
    Tweet consistently everyday
    Engage your audience proactively and reactively
    Share content links
    Offer Twitter-only specials
    Follow people back (unless their tweets are inappropriate)
    Retweet great content from influencers you wish to engage
    Report spammers
    Consistently manage your lists and followers
    Always be interesting
  • Marketing 2.0: Bridging the Gap between Seller and Buyer through Social Media Marketing
    Read more…
    Amazon
    Websites: http://www.findandconvert.com
    http://www.bernieborges.com
    Blog: http://www.findandconvert.com/blog
    Twitter: http://twitter.com/berniebay
    LinkedIn: http://www.linkedin.com/in/bernieborges
    Facebook: http://www.facebook.com/bernie.borges
    Facebook Fan Page: http://www.facebook.com/findandconvert