Planning & Listening @gregelwell

What is Twitter? Why does it matter? What’s the value? Business objectives? Planning steps Part of planning Find your market ID your opportunity Refine your objectives Do before you start Account setup Your profile Finding followers Best practices 5 mistakes Time management Productivity tools Resources

What is Twitter? Why does it matter? What’s the value? Business objectives? Planning steps

A Social Media Communication Tool

A Social Media Communication Tool

Hybrid Micro-Blogging & Social Media Tool Community & Relationship Oriented Public or Private Posts & Replies Link to Content: Websites, Blog Posts, YouTube Videos, Pictures, News Articles, Business Information API – User Interfaces, Tools to Enhance the Experience and Integrates with other Networks and tactics: Facebook, FriendFeed, Blogging, et cetera Fun & Easy “ It’s a messaging service…great for short messages and link sharing.” – Biz Stone (Twitter Co-Founder)

Hybrid Micro-Blogging & Social Media Tool

Community & Relationship Oriented

Public or Private Posts & Replies

Link to Content: Websites, Blog Posts, YouTube Videos, Pictures, News Articles, Business Information

API – User Interfaces, Tools to Enhance the Experience and Integrates with other Networks and tactics: Facebook, FriendFeed, Blogging, et cetera

Fun & Easy

Steady and rapid growth

Steady and rapid growth

Twitter membership up 1,400% last year - Nielson

Places where people connect, get information AND influence has changed TheConversationPrism.com

Magazine newsstand sales off 12% in 2008, 22% in 2009 TV Guide sold last year for $1; Readers Digest in Chapter 11 2009 TV station ad revenue down >20% ( Bernstein Research) Q2 radio ad revenue down 22% ( Radio Ad Bureau) NBC prime time audience down 14.3% in the past year Cost of reaching 1,000 households with 30-second TV spot in 1986: $8.28 In 2008: $22.65 (Media Dynamics) NBC and CBS execs have publicly suggested the networks could become cable channels Age of average network evening news viewer: 63 - From Paul Gillin, “Marketing in a Bottoms-up World”

Magazine newsstand sales off 12% in 2008, 22% in 2009

TV Guide sold last year for $1; Readers Digest in Chapter 11

2009 TV station ad revenue down >20% ( Bernstein Research)

Q2 radio ad revenue down 22% ( Radio Ad Bureau)

NBC prime time audience down 14.3% in the past year

Cost of reaching 1,000 households with 30-second TV spot in 1986: $8.28

In 2008: $22.65 (Media Dynamics)

NBC and CBS execs have publicly suggested the networks could become cable channels

Age of average network evening news viewer: 63

Teens watch 60% less TV than their parents. They spend 600% more time online (Arthur W. Page report) Twitter membership up 1,400% last year (Nielsen) If Facebook was a country, it would be world’s fifth largest % of Americans under 33 on social networking sites: 67 % over 55: 9 Word-of-mouth marketing spending to hit $3B by 2013 One-third of Americans under 40 say the Daily Show and Colbert Report are replacing traditional news outlets. - From Paul Gillin, “Marketing in a Bottoms-up World”

Teens watch 60% less TV than their parents. They spend 600% more time online (Arthur W. Page report)

Twitter membership up 1,400% last year (Nielsen)

If Facebook was a country, it would be world’s fifth largest

% of Americans under 33 on social networking sites: 67

% over 55: 9

Word-of-mouth marketing spending to hit $3B by 2013

Only limited by your imagination

Only limited by your imagination

Market Research Raise Awareness / Build Community Engage & Educate Customer Support Competitive Differentiation Reputation Management Market Share Growth Brand Expansion Fundraising

Market Research

Raise Awareness / Build Community

Engage & Educate

Customer Support

Competitive Differentiation

Reputation Management

Market Share Growth

Brand Expansion

Fundraising

Business 3 years – B2B Market CRM Software with Social Media integration “… We’ve grown our business primarily by using social media. Here’s what’s worked for us in helping get started with social media: 1. Start a Twitter Account…it really is the best tool of them all for connecting with people, finding new contacts, even providing customer service.” – Michelle Riggen-Ransom, Communications Director

Business 3 years – B2B Market

CRM Software with Social Media integration

“… We’ve grown our business primarily by using social media. Here’s what’s worked for us in helping get started with social media: 1. Start a Twitter Account…it really is the best tool of them all for connecting with people, finding new contacts, even providing customer service.” – Michelle Riggen-Ransom, Communications Director

Results: Through end of March ‘09 Raised $32k, just under its goal for the 3-month period. Twitter generated $27,000

Who are you? What are your goals? Who is your market persona? Where & how is your market persona active? What is your relationship to them now? What is your key objective opportunity? See top business objectives Select up to two ~ primary & secondary How much time will you dedicate?

Who are you?

What are your goals?

Who is your market persona?

Where & how is your market persona active?

What is your relationship to them now?

What is your key objective opportunity?

See top business objectives

Select up to two ~ primary & secondary

How much time will you dedicate?

What is Twitter? Why does it matter? What’s the value? Business objectives? Planning steps Part of planning Find your market ID your opportunity Refine your objectives Do before you start

Use Twitter Search Feature Find your Opportunity Search on industry keywords products / services competitors locations – cities Subscribe to RSS feed Plan to listen and monitor

Use Twitter Search Feature

Find your Opportunity

Search on

industry keywords

products / services

competitors

locations – cities

Subscribe to RSS feed

Plan to listen and monitor

Have a plan – know your engagement objectives Listen & monitor to assist with planning Refine your engagement objectives Identify gaps and needs you can fill Discover potential followers Get ideas from counterparts & competitors Listening is the new marketing!

Have a plan – know your engagement objectives

Listen & monitor to assist with planning

Refine your engagement objectives

Identify gaps and needs you can fill

Discover potential followers

Get ideas from counterparts & competitors

Listening is the new marketing!

Helping local businesses succeed in the current Internet economy.