October 23, 2009<br />Advanced Twitter for Business<br />
Introductions<br />How many twitter accounts do you have?<br />Who is your favorite person to follow and why?<br />Your fa...
Class Objectives<br />10+ ways use Twitter for business<br />Get started on your Twitter Business Plan <br />How and where...
Class Assignment<br />Tweet what you are thinking about and learning during this seminar<br />#ATB<br />Track what your cl...
“There is no right or wrong way to use Twitter”<br />
Twitter in Context: “Share” of Market<br />Source:  Mashable, July 20, 2009<br />
Twitter Might be Growing, but it has a Long Way to Go to Catch Up<br />
Biz Stone, Twitter co-founder<br />“The [companies] that are really standing out are the ones that are just using Twitter ...
Opportunity Found & Lost<br />@FirstPlace<br />
Uses for Twitter<br />
Broadcast<br />
More than just a broadcast channel…<br />
More than just a broadcast channel…<br />
Catalyst<br />Twitter <br />Defined<br />
Broadcast<br />
Customer Service<br />
Community Building<br />
Buzz<br />Twitter reviews influence buying decisions<br />
Sales<br />
Community Building<br />NEW: LISTS<br />
Monitoring<br />http://search.twitter.com/search?q=starbucks+via<br />
http://search.twitter.com<br />
PR<br />
Other Ways to Use Twitter<br />Focus Group <br />Spin (@motrin)<br />On-line Events (@resourcefulmom)<br />Conferences (#g...
 Sales + PR = ROI<br />http://en.community.dell.com/blogs/direct2dell/archive/2009/06/11/delloutlet-surpasses-2-million-on...
Other Corporate Examples<br />@markknoller CBS News White House Corresp.<br />@Marilyn_Res  National Geographic Traveler M...
How have you seen Twitter used successfully?<br />
Have you been Tweeting?<br />
Your Twitter Business Plan<br />
Business Plan<br />The big picture<br />5 questions to answer<br />Elements of your Twitter business plan<br />Building yo...
One Part of Your Marketing Plan<br />Traditional Media<br />Advertising<br />Direct mail<br />Collateral<br />Merchandisin...
Social networking sites (Twitter, Facebook, LinkedIn, MySpace, etc.)
Blog
Landing Pages
Blog Talk Radio
You Tube
Bookmarking
White Papers
Customer User Sites</li></li></ul><li>5 Questions To Answer<br />What is your business objective?<br />Are you open to hea...
Business Plan Elements<br />Twitter:OneComponent of the BigPicture<br />
Target Audience<br />Age, location, income, other demographics<br />What are they talking about? <br />Who are they talkin...
Follow Strategy<br />Follow back everyone who follows you (or not)<br />http://www.twollo.com/<br />Follow lists/Twitter d...
Follow Strategy<br />Scrape thought leaders by keyword<br />Or <br />Follow bios by keyword<br />www.tweepsearch.com<br />
Follow Strategy<br /><ul><li>Auto follow:
http://www.socialoomph.com/
Hand follow:
Tweetdeck + finesse</li></ul>Follow by tweet Keyword<br />
Follow Strategy<br />By zip code:<br />http://www.localtweeps.com/<br />By keyword and region<br />http://monitter.com/<br...
Marketing Funnels<br />Traditional<br />Twitter<br />
Marketing Objectives & Performance Metrics<br />Examples<br />
Your Brand<br />More so than ever, on Twitter your brand is more than a logo.  <br />It is everything about who you are, w...
Your Voice<br />What are your priority messages? <br />What are you talking about and why. <br />What do you offer your au...
Value Proposition<br />
What is your message strategy?<br />Class Exercise<br />
Your Twitter Profile<br />@username and account name<br />Profile statement – <br />160 characters<br />Value Proposition<...
Profile Background Customization<br />File Dimensions<br />2040 pixels by 1700 pixels<br />Branding Dimensions:  80 pixels...
Editorial Plan<br />Legal:  be sure everyone is trained on legal & communications policy.  More open than traditional corp...
Where to Find Content<br />Your blog<br />Tweet each post multiple times<br />Use one bullet point per tweet<br />Test hea...
Creative Engagement<br />
Private Social Community<br />
Contests<br />
Social Media RSS Subscriptions<br />Mashable<br />ReadWriteWeb<br />iMedia<br />eMarketer<br />Smart Brief on Social Media...
Other Tweepl to Follow<br />@marismith<br />@scobleizer<br />@mike_stelzner<br />@Gennefer<br />@Weave<br />@Warrenss<br /...
Time Management<br />Read and reply to @s and DMs<br />Review your tweetstream and talk to 1 person<br />Monitor your keyw...
Tweet Break<br />
How to write a Tweet<br />
Made to StickBy Dan and Chip Heath<br />Why some ideas (or tweets) survive and others die…<br />Simple<br />Unexpected<br ...
Simple<br />
Unexpected<br />
Concrete<br />
Credible<br />
Emotional<br />
Stories<br />
Funny<br />
Motivation to Share<br />Self Expression (I-phone)<br />Achievement (#bwe)<br />Altruism (#Prop8)<br />Self-Reward (#squar...
Do’s & Don’ts<br />Do:  Use your blog as a way to deepen the Twitter conversation<br />Do:  Ask questions<br />Do:  Think ...
Do’s & Don’ts<br />Do: shorten your tweet to 110/120 characters to allow for retweet attribution<br />Do: use a link short...
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Advanced Twitter For Business Final

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Best practices for businesses using Twitter. Case studies that show how to use Twitter beyond a broadcast tool, Twitter clients and apps that make twitter more efficient, and ideas on how to use Twitter to market your business.

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Advanced Twitter For Business Final

  1. 1. October 23, 2009<br />Advanced Twitter for Business<br />
  2. 2. Introductions<br />How many twitter accounts do you have?<br />Who is your favorite person to follow and why?<br />Your favorite twitter anecdote<br />@freerangemom<br />
  3. 3. Class Objectives<br />10+ ways use Twitter for business<br />Get started on your Twitter Business Plan <br />How and where to find people to follow<br />How to make your tweets stand out in the crowd – and how to measure their success (or failure)<br />20 of the best Twitter tools<br />
  4. 4. Class Assignment<br />Tweet what you are thinking about and learning during this seminar<br />#ATB<br />Track what your class mates are saying <br />
  5. 5. “There is no right or wrong way to use Twitter”<br />
  6. 6. Twitter in Context: “Share” of Market<br />Source: Mashable, July 20, 2009<br />
  7. 7. Twitter Might be Growing, but it has a Long Way to Go to Catch Up<br />
  8. 8. Biz Stone, Twitter co-founder<br />“The [companies] that are really standing out are the ones that are just using Twitter in this hybrid way as a customer service/marketing tool… Mixing it up like that is a really good approach, especially now that we don’t really know what the correct way to do it is.”<br />Source: Hubspot video recorded 4/17/09<br />
  9. 9. Opportunity Found & Lost<br />@FirstPlace<br />
  10. 10. Uses for Twitter<br />
  11. 11. Broadcast<br />
  12. 12. More than just a broadcast channel…<br />
  13. 13. More than just a broadcast channel…<br />
  14. 14. Catalyst<br />Twitter <br />Defined<br />
  15. 15. Broadcast<br />
  16. 16. Customer Service<br />
  17. 17. Community Building<br />
  18. 18. Buzz<br />Twitter reviews influence buying decisions<br />
  19. 19. Sales<br />
  20. 20. Community Building<br />NEW: LISTS<br />
  21. 21. Monitoring<br />http://search.twitter.com/search?q=starbucks+via<br />
  22. 22. http://search.twitter.com<br />
  23. 23. PR<br />
  24. 24. Other Ways to Use Twitter<br />Focus Group <br />Spin (@motrin)<br />On-line Events (@resourcefulmom)<br />Conferences (#gnomedex, #blogher, etc.)<br />
  25. 25. Sales + PR = ROI<br />http://en.community.dell.com/blogs/direct2dell/archive/2009/06/11/delloutlet-surpasses-2-million-on-twitter.aspx<br />
  26. 26. Other Corporate Examples<br />@markknoller CBS News White House Corresp.<br />@Marilyn_Res National Geographic Traveler Mag.<br />@WestJet Airline<br />@Dove_Chocolate<br />@SouthwestAir<br />@FBIPressOffice<br />@VZWSoCal Verizon Southern California<br />@yahoo<br />@LinkedIn<br />
  27. 27. How have you seen Twitter used successfully?<br />
  28. 28. Have you been Tweeting?<br />
  29. 29. Your Twitter Business Plan<br />
  30. 30. Business Plan<br />The big picture<br />5 questions to answer<br />Elements of your Twitter business plan<br />Building your profile page<br />Follower strategy<br />Content sources<br />Time Management<br />
  31. 31. One Part of Your Marketing Plan<br />Traditional Media<br />Advertising<br />Direct mail<br />Collateral<br />Merchandising<br />Newsletters<br />Media Relations<br />Web Sites<br /><ul><li>New Media
  32. 32. Social networking sites (Twitter, Facebook, LinkedIn, MySpace, etc.)
  33. 33. Blog
  34. 34. Landing Pages
  35. 35. Blog Talk Radio
  36. 36. You Tube
  37. 37. Bookmarking
  38. 38. White Papers
  39. 39. Customer User Sites</li></li></ul><li>5 Questions To Answer<br />What is your business objective?<br />Are you open to hearing what you community has to say - for good or for bad?<br />Do you have a regular source of content (copy, links, photos, podcasts, video etc)<br />Do you have the time to invest in building your community?<br />Are you prepared to maintain your Twitter community on a regular basis?<br />
  40. 40. Business Plan Elements<br />Twitter:OneComponent of the BigPicture<br />
  41. 41. Target Audience<br />Age, location, income, other demographics<br />What are they talking about? <br />Who are they talking to? <br />What is important to them?<br />Build an imagined follower profile – and talk to that person<br />
  42. 42. Follow Strategy<br />Follow back everyone who follows you (or not)<br />http://www.twollo.com/<br />Follow lists/Twitter directories<br />http://www.twellow.com/<br />http://wefollow.com/<br />Strategically scrape other people’s followers<br />www.tweepsearch.com<br />A few to get started<br />
  43. 43. Follow Strategy<br />Scrape thought leaders by keyword<br />Or <br />Follow bios by keyword<br />www.tweepsearch.com<br />
  44. 44. Follow Strategy<br /><ul><li>Auto follow:
  45. 45. http://www.socialoomph.com/
  46. 46. Hand follow:
  47. 47. Tweetdeck + finesse</li></ul>Follow by tweet Keyword<br />
  48. 48. Follow Strategy<br />By zip code:<br />http://www.localtweeps.com/<br />By keyword and region<br />http://monitter.com/<br />Geography<br />
  49. 49. Marketing Funnels<br />Traditional<br />Twitter<br />
  50. 50. Marketing Objectives & Performance Metrics<br />Examples<br />
  51. 51. Your Brand<br />More so than ever, on Twitter your brand is more than a logo. <br />It is everything about who you are, what your product or service is and how you operate.<br />
  52. 52. Your Voice<br />What are your priority messages? <br />What are you talking about and why. <br />What do you offer your audience? (Help, information, advice, support?)<br />Tone, POV, attitude<br />Value Proposition<br />
  53. 53. Value Proposition<br />
  54. 54. What is your message strategy?<br />Class Exercise<br />
  55. 55. Your Twitter Profile<br />@username and account name<br />Profile statement – <br />160 characters<br />Value Proposition<br />SEO searchable<br />Location: Seattle, WA vs….<br />Avatar: Choose wisely<br />Link: Your Twitter brochure<br />Profile background<br />
  56. 56. Profile Background Customization<br />File Dimensions<br />2040 pixels by 1700 pixels<br />Branding Dimensions: 80 pixels by 587 px<br />Coordinates x=20, y=14<br />Horizontal position: 20 pixels from the left<br />Vertical position: 20 px from the top<br />File Size: Less than 800k<br />File Type: GIF, JPG, PNG<br />http://www.blog.spoongraphics.co.uk/tutorials/twitter-background-design-how-to-and-best-practices <br />
  57. 57. Editorial Plan<br />Legal: be sure everyone is trained on legal & communications policy. More open than traditional corporate communications, however, rules still apply.<br />Availability: Don’t forget to consider the 24x7 dimension of Twitter. How will you provide coverage?<br />
  58. 58. Where to Find Content<br />Your blog<br />Tweet each post multiple times<br />Use one bullet point per tweet<br />Test headlines with url shortener<br />Other thought leaders on Twitter<br />RSS subscriptions<br />Industry publications<br />Keyword monitoring: www.netvibes.com , Radian6, Google alerts<br />Create engagement a la Starbucks<br />
  59. 59. Creative Engagement<br />
  60. 60. Private Social Community<br />
  61. 61. Contests<br />
  62. 62. Social Media RSS Subscriptions<br />Mashable<br />ReadWriteWeb<br />iMedia<br />eMarketer<br />Smart Brief on Social Media<br />HubSpot<br />Mequoda Daily<br />HARO<br />
  63. 63. Other Tweepl to Follow<br />@marismith<br />@scobleizer<br />@mike_stelzner<br />@Gennefer<br />@Weave<br />@Warrenss<br />@chrispirillo<br />@mashable<br />@problogger<br />
  64. 64. Time Management<br />Read and reply to @s and DMs<br />Review your tweetstream and talk to 1 person<br />Monitor your keywords to see who is talking about you<br />Read your key tweepl (3x/day) respond or RT as appropriate<br />20 minutes, 2x/day<br />
  65. 65. Tweet Break<br />
  66. 66. How to write a Tweet<br />
  67. 67. Made to StickBy Dan and Chip Heath<br />Why some ideas (or tweets) survive and others die…<br />Simple<br />Unexpected<br />Concrete<br />Credible<br />Emotional<br />Stories<br />
  68. 68. Simple<br />
  69. 69. Unexpected<br />
  70. 70. Concrete<br />
  71. 71. Credible<br />
  72. 72. Emotional<br />
  73. 73. Stories<br />
  74. 74. Funny<br />
  75. 75. Motivation to Share<br />Self Expression (I-phone)<br />Achievement (#bwe)<br />Altruism (#Prop8)<br />Self-Reward (#squarespace)<br />
  76. 76. Do’s & Don’ts<br />Do: Use your blog as a way to deepen the Twitter conversation<br />Do: Ask questions<br />Do: Think “cocktail party”<br />Do use ! :o) LOL to indicate sarcasm<br />Do: break your blog into sections or bullet points and tweet about each of them separately<br />Don’t: Be afraid to repeat yourself<br />Content<br />
  77. 77. Do’s & Don’ts<br />Do: shorten your tweet to 110/120 characters to allow for retweet attribution<br />Do: use a link shortener to track what gets clicked<br />Do: quote closely to verbatim, but don’t be afraid to edit<br />Do: add your own opinion using [brackets]<br />Do: Use “via” when crediting your content source<br />The Retweet<br />
  78. 78. Miscellaneous Do’s<br />Tweet most things in public<br />Add period for tweets you want seen by everyone ( .@freerangemom )<br />Set up a separate email account for all of your social media mail<br />Use Firefox as your browser<br />Add @address to your email signature, business card<br />Play with #. Not just for conversations or events, it also tags an idea like #fail.<br />Use ^ to denote who is tweeting on a shared account<br />Do….<br />
  79. 79. Miscellaneous Don’ts<br />Send DM “thanks for following me”<br />Give out passwords to 3rd party apps unless you are absolutely positive they are above board<br />Assume DMs (or anything else) is confidential<br />Think deleting tweets gets rid of them (unless you are the President)<br />Don’t….<br />
  80. 80. You Can Delete it, but You Can’t Hide<br />
  81. 81. 20 Twitter Tools<br />
  82. 82. Tools<br />http://www.bubbletweet.com/ – embed video in your tweets<br />http://favotter.matope.com/en/ – see who likes what you have to say<br />http://www.twazzup.com/ – monitoring, trending, thought leaders and more<br />http://twittermass.com/ – paid service that does the same thing as Monitter.com does for free<br />http://twtpoll.com/ – one of several twitter poll apps<br />http://www.twtapps.com/ – twitter event invites and more<br />http://ping.fm/ – one stop broadcasting tool<br />http://hootsuite.com/ – link tracking, delayed tweets and more<br />http://www.retweetrank.com/ – how you rank on RTs<br />
  83. 83. Tools<br />http://budurl.com – best stats<br />http://bit.ly – most used, twitter supported<br />http://snip.url – link testing<br />www.tweetburner.com – most social<br />www.twitturly.com/ – tracking <br />www.tweetmeme.com/ –blog RTs<br />Link<br />Shorteners<br />
  84. 84. Tools<br />www.twollow.com<br />www.twello.com<br />www.wefollow.com<br />www.socialoomph.com<br />www.localtweeps.com<br />www.monitter.com<br />www.tweepsearch.com<br />Following<br />
  85. 85. Sample Scenarios<br />
  86. 86. One last chance to Tweet<br />
  87. 87. dolane@aol.com or http://twitter.com/freerangemom<br />http://www.provientmarketing.com/atb.html<br />
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