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Selling success with Twitter: The Foundation
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Selling success with Twitter: The Foundation

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People who follow you on Twitter are 72% more likely to purchase and 86% more likely to recommend you if their friends are recommending you as well. (Twitter Blog) Those kind of numbers could …

People who follow you on Twitter are 72% more likely to purchase and 86% more likely to recommend you if their friends are recommending you as well. (Twitter Blog) Those kind of numbers could dramatically impact the success of your store, but in order to make it happen, you need to build the right foundation and take the right actions in Twitter.

In this first part of our educational series with Twitter, we share what this foundation is and what you have to do to build it for yourself, plus offer examples of e-commerce businesses who have used Twitter to grow.

Knowing your customers on Twitter and what they want
Setting goals you can reach and getting results
Attracting and keeping customers
How to spot events and relationships and use them to grow followers and sales
About the presenters:


Anne Mercogliano (@akmercog) leads the integrated marketing efforts for Twitter's SMB ads platform. Her mission is to educate and empower all businesses to find success on Twitter. Prior to this role she was a business and brand strategy consultant for businesses ranging from small start-ups to the top of the Fortune 500 list. Anne has an MBA with a concentration in Strategy and Decision sciences from Duke University's Fuqua School of Business and her BA from Mount Holyoke College.

Heidi Tobias Wong (@htoby) combines over 17 years of experience in traditional, digital and social media marketing with a diverse education and technical background. This unique blend enables her to identify, design and implement strategic marketing solutions for e-commerce SMBs. In her role as Senior Manager of Distance Learning at Bigcommerce (@bigcommerce), Heidi facilitates webinars and workshops focused on helping SMBs incorporate the most beneficial, yet cost-effective technology into their platforms and marketing plans.

Published in: Business, Technology

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  • 1. Selling Success with Twitter: The Foundation Submit questions and join the conversation #BCTweetTips
  • 2. Anne Mercogliano (@akmercog) leads the integrated marketing efforts for Twitter's SMB ads platform. Her mission is to educate and empower all businesses to find success on Twitter. Prior to this role she was a business and brand strategy consultant for businesses ranging from small start-ups to the top of the Fortune 500 list. Anne has an MBA with a concentration in Strategy and Decision sciences from Duke University's Fuqua School of Business and her BA from Mount Holyoke College. Heidi Tobias Wong (@htoby) combines over 17 years of experience in traditional, digital and social media marketing with a diverse education and technical background. This unique blend enables her to identify, design and implement strategic marketing solutions for e- commerce SMBs. In her role as Senior Manager of Distance Learning at Bigcommerce (@bigcommerce), Heidi facilitates webinars and workshops focused on helping SMBs incorporate the most beneficial, cost-effective technology into their platforms and marketing plans. Submit questions and join the conversation #BCTweetTips
  • 3. Agenda • Setting your objectives • Define success • Find and understand customers on Twitter • Twitter engagement tactics • Amplify efforts with Twitter Ads • Checklist for success • Q & A Submit questions and join the conversation #BCTweetTips
  • 4.  Grow presence  Traffic to store  Excitement for promotions  Drive sales The right objectives for using Twitter What do you hope to get out of your first campaign?
  • 5. Define success - What can you really achieve? - Who do you want to engage? - Does it help customers buy?
  • 6. Find your customers on Twitter Promote handle in other marketing channels so they know you are there. Import your contacts to find your customers. Explore to find others who would be interested.
  • 7. Do you know who your customers are? Create personas for your customers Collect visual cues that represent the different groups Document conversations and spot trends and terms used
  • 8. Content attracts and nurtures - Tweet like you talk with a good friend - Engage your followers - Keep it timely - Give the inside scoop
  • 9. Twitter selling success: @KissmysthrnSass Majority of sales generated from social media Knows customer personas & lifestyle Promotions only at right time
  • 10. Twitter content success: @Newrelic Needed to reach community active on Twitter Infographic to engage; deepen with promoted Tweets 500% increase in traffic; 20% of revenue
  • 11. Seizing the moment on Twitter Leverage different types of events, industry or seasonal Watch for and take advantage of spikes in conversation
  • 12. Seized the moment: @ThecakestoreUK Celebrity tweet = 14,000 new followers in an hour Brand awareness = long term sales Ongoing process, not instant results
  • 13. Community, not just followers @LoveitLoveit, Ruth Lopardo • Brand ambassador • Leads with personality • Topics and issues important to customers @RockerRags, Dave Lando • Rock news & trivia • Customer feedback • Test of new items © 2013 Bigcommerce Pty. Ltd.
  • 14. Followers drive sales - 72% of followers are likely to purchase - 30% recommend after following - 86% will visit when a friend recommends Source: Twitter / Market Probe International Study 2013
  • 15. Community drives promotional traffic Flock to Unlock Twixclusive promotions Let them help feature new inventories and offers
  • 16. Flock to Unlock: @Bonobos Challenge: Get new customers & move inventory Solution: Exclusive Twitter sale Results: 100 first-time buyers, 13x cost-effective marketing
  • 17. © 2013 Bigcommerce Pty. Ltd. Customer persona = right promotion - Target by: interest, @username, geography, device and gender - Respond in real time - Complement your search campaigns
  • 18. Build your Foundation Checklist  Gather data to build customer personas  Build a visual representation of persona (images, word clouds)  Provide reasons for an active relationship  Set achievable goals for your Twitter communications  Identify the content your customer personas want or are attracted by  Start participating in conversations and ask questions  Search out and be ready for opportunities to boost reach  Offer promotions only when the time is right  Use followers to reach new customers
  • 19. Build your Twitter Foundation for Selling Success! Bigcommerce & Twitter have the tools you need. Implement the Foundation Checklist More Tips: business.twitter.com Follow @twittersmallbiz Try Bigcommerce free: www.bigcommerce.com

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