The Value of Social
Engagement.
#ICON14|@Infusionsoft
Hello.
@akmercog
Head of SMB Marketing @Twitter
#ICON14|@Infusionsoft
Live tweeting from
@TwitterSmallBiz
Join in with
#AskTwitterSMB
#ICON14|@Infusionsoft
Twitter brings you closer.
#ICON14|@Infusionsoft
#SuperBowl
24.9M Tweets
#ICON14|@Infusionsoft
#Ukraine
Data Visualization Feb 2014
#ICON14|@Infusionsoft
#Oscars
14.7M Tweets
3.1M RT of the “selfie”
#ICON14|@Infusionsoft
240M+ Users
500M+ Tweets per day
76% Users are mobile
#ICON14|@Infusionsoft
How can Twitter help my
small business?
#ICON14|@Infusionsoft
#ICON14|@Infusionsoft
Our time together
today…
#ICON14|@Infusionsoft
How do I meaningfully engage on Twitter?
How do customers find me on Twitter?
How does this drive results?
#ICON14|@Infusi...
A new look at the “funnel”
Engage
Advocate
Convert
Discover
#ICON14|@Infusionsoft
Twitter + DB5: SMB Customer Insights
Study
Live in the
US
Use Twitter
at least
monthly
Follow a
SMB on
Twitter
SMB defined...
A peek at Twitter SMB’s
marketing playbook
#ICON14|@Infusionsoft
Pro Tips
Best Practices
#ICON14|@Infusionsoft
Discovery
#ICON14|@Infusionsoft
Your customers are on
Twitter; they just may not
know you are.
#ICON14|@Infusionsoft
51%
of respondents are
daily users
Source: DB5 Small Business Customer Insights 2014
#ICON14|@Infusionsoft
61%
of respondents see Tweets
from SMBs on a daily
basis
Source: DB5 Small Business Customer Insights 2014
#ICON14|@Infusi...
Find relevant influencers and topics
Join the conversation
Use Twitter search for keywords
and #hashtags
Follow influencer...
Integrate your efforts
Best Practice
#ICON14|@Infusionsoft
34%
Interacted with a SMB after seeing
an ad with their Twitter handle
Source: Market Probe Twitter Study 2013
#ICON14|@In...
35%
Via a Tweet in a #hashtag
conversation
35%
Via a friend’s @reply
57%
Discovered a SMB on
Twitter. And of those:
Source...
Pro Tip
Promoted
Accounts
#ICON14|@Infusionsoft
Engagement
#ICON14|@Infusionsoft
Tweet like you are having a
conversation with a good
friend.
#ICON14|@Infusionsoft
9out of10 76%
Have tweeted directly
at a SMB
have engaged in
conversations with, or
about a SMB
Source: DB5 Small Business...
Driving interaction
Engagement Tweets
• Photos
• Sneak-peeks on products
• Informal polls / questions
• Blog posts
• Video...
80/20
Engagement content to
direct offers
#ICON14|@Infusionsoft
Top reasons Twitter users follow SMBs.
Followers want to hear from you
Source: DB5 Small Business Customer Insights 2014#I...
Stay organized and create a cadence
Tweet calendar
Monday:
Behind the
scenes
Tuesday:
Special
Promotion
Wednesday:
Helpful...
Best Practice
Create events on Twitter
Create engaging moments
#ICON14|@Infusionsoft
Tweet Scheduling
Pro Tip
#ICON14|@Infusionsoft
Tweet Activity Dashboard
Pro Tip
#ICON14|@Infusionsoft
Promoted Tweets
Pro Tip
Keyword
targeting
Device
targeting
Interest
targeting
Geo
targeting
Learn how to turn Twitter user...
Conversion
#ICON14|@Infusionsoft
You gave them content.
Now drive conversion.
#ICON14|@Infusionsoft
60%
of respondents purchased
from a SMB because of
Twitter
Source: DB5 Small Business Customer Insights 2014#ICON14|@Infus...
86% 43%
plan to repeatedly
purchase
plan to purchase going
forward
Source: DB5 Small Business Customer Insights 2014
#ICON...
Best Practice
How to optimize for success
Direct response tweets
Twitter Small Biz @TwitterSmallBiz
Want to drive traffic ...
Pro Tip
Lead Generation Cards
#ICON14|@Infusionsoft
But how can I track results?
#ICON14|@Infusionsoft
Pro Tip
Online conversion tracking
#ICON14|@Infusionsoft
Advocacy
#ICON14|@Infusionsoft
A follower means the
opportunity to interact with
them repeatedly.
#ICON14|@Infusionsoft
73%
of respondents feel more
positive about that SMB after
they follow them
Source: DB5 Small Business Customer Insights 2...
81%
of respondents are more
likely to take action from a
SMB when shared on
Twitter
Source: DB5 Small Business Customer In...
30%
86%
More likely to visit a
SMB if a friend
recommends
lift in recommendation
post following
Source: Market Probe Twitt...
Flock to unlock
Exclusive offers and promosBest Practice
1. Find and incentive followers want
2. Let followers know when t...
Follower Dashboard
Pro Tip
#ICON14|@Infusionsoft
3 parting thoughts on
the value of social
engagement…
#ICON14|@Infusionsoft
The value of social engagement
can be more than just
elaborate initiatives…
#ICON14|@Infusionsoft
The value of social engagement
can also be
inspired moments.
#ICON14|@Infusionsoft
#ICON14|@Infusionsoft
The value of social engagement
can be more than just
connecting with
technology…
#ICON14|@Infusionsoft
The value of social engagement
can also be
connecting through
humanity.
#ICON14|@Infusionsoft
Peter Shankman
@petershankman
Hey @Mortons – can you meet me at newark airport with a
porterhouse when I land in 2 hours? ...
Peter Shankman
@petershankman
Oh. My. God. I don’t believe it. @Mortons showed
up at EWR WITH A PORTERHOUSE!
Lockerz.com/s...
The value of social engagement
can be more than just
moving product…
#ICON14|@Infusionsoft
The value of social engagement
can also be
about moving people.
#ICON14|@Infusionsoft
#makeastand
Raised over $100K in
173 days
#ICON14|@Infusionsoft
#Thank You
#ICON14|@Infusionsoft
#Q&A
#ICON14|@Infusionsoft
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Day two 1215pm-annemercogliano-value of social engagement

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  • We are excited to be live tweeting thisAlso we want to extend the reach by also saying you can ask us questions through the presentation or afterwards at our live chat using #AskTwitterSMB
  • What is the value of Twitter? Twitter brings you closer the things and people that interest you. Over the last year and even the last several months we have seen the world come together on our platform to experience major moments and breaking news in real time. You may have been a part of this
  • We saw major brands mobilize and start their own war rooms to try to capitalize on millions of eyeballs spilling their attention between their TV + their Twitter account
  • We have seen journalists and the media turning to Twitter first to keep abreast of the developments in Ukraine
  • And we have seen celebrities use twitter to create most famous selfie to date where we had 37M users viewing Oscar Tweets almost matching the 43M users who where watching ABC.
  • It’s a powerful platform that has come a long way from a doodle 8 years ago240M+ users½ a million tweets per dayon a mobile first platform with over 3/4s of people accessing it on the go with their phonesSo this isn’t new to you:We know is a place for sharing breaking events, big companies to brand themselves and ways to interact with celebrities. What I want to answer today for you is
  • How can Twitter help my small business?
  • The fact of the matter is Twitter brings businesses closer to their customers and customers closer to their businesses no matter what size your company is.
  • To talk about the value of social engagement and let you see how you can harness this for your business I want to answer and share with you a few things today…
  • First I want answer the question How to I meaningfully engage on Twitter but to do that you need to answer the question that comes before that “How do customer find you on Twitter?” and I also want to cover the real question you are asking yourselves “How does any of this work drive results for my business”
  • To give you some insight how my team approaching this in our own marketing We look at a new take on the traditional marketing funnel—which is more of a feedback loop. The idea here is we first drive to discovery on Twitter and getting people to see us as a resource, then to working with having them actively engage with use on the platform, next to converting [ either by using Twitter more for their marketing purposes organically or with using Twitter Ads], and then most importantly and what makes this a loop—our marketing cycle isn’t complete without thinking of marketing strategies that empower our followers and customers to then go be advocates for us and help others discover us in the process.
  • I also want to ground my answers to you with some compelling research we just released with a research company called DB%. We surveyed followers of SMBs who are active on Twitter to hear from them the value and the ways they interact with small and medium businesses.
  • When I thought about what would be most meaningful to you, and how I could have you walking away from this presentation today with actionable results figured the most valuable thing I could do is share my own marketing playbook and how we, as Twitter, use Twitter to drive our business. The beauty is what I am going to share with you can work for any business of any size.
  • The idea is to both cover some of the best practices we recommend and also highlight some things you may know know we offer to everyone as pro tips for you to try.
  • To get started and start at the beginning of our customer journey let’s talk about how to think about driving discovery through Twitter.
  • The best place to start is that your customer are on Twitter; they just may not know you are.
  • In our recent study with DB5, we found that 51% of respondents are daily Twitter users, indicating that the platform is part of their every day routine.
  • And these respondents also see Tweets from small and medium-sized businesses daily as well.
  • So, your customers are on Twitter. But how do you find them and connect with them in a way that impacts your business in the form of web/foot traffic, leads and sales?First, do some research to find what your potential customers are talking about on Twitter and what they might be interacting with. Here are a couple ways you can go about your research:Try search.twitter.com to find keywords and hashtags associated with your business or similar businesses. Check out what partners, community leaders, and industry thought leaders are tweeting about. This type of research will make you more informed about the content you tweet and which types of conversations you participate in to better position yourself to be discovered by potential customers.
  • Bring your Twitter efforts into other marketing channels as well. For example, embed your Twitter timeline on your blog, incorporate into your Facebook posts, LinkedIn, etc.
  • Another ProTip here is that Promoted Accounts help you reach an audience that is interested in your business, but may not know you’re on Twitter, or why they should follow you. Here you can see how this ad unit can help you accelerate relevant follower growth.
  • Up next, now that people know that you’re on Twitter, how do you get them to consistently interact with you?
  • It’s not just about marketing speak. You can treat conversations on Twitter, just like you do the conversations you have in real life with customers every day.
  • We find that people look forward to, and do, interact with SMBs on Twitter. In fact….quote stats.
  • Here are some of the ways you can write Tweets that will convey you are acting as a resource and that can help you drive interaction from your audience on Twitter.
  • It’s more about erring on the side of engagement. Once you have eyeballs and establish a relationship, you can mix in direct offers to drive sales.
  • We surveyed people who follow SMBs to find out what they want to hear from hear from you – learning about new products and wanting to show support were the two most powerful reasons.
  • Here is a step is to stay organized. Even though Twitter happens in real time, you can still plan ahead. With a simple content calendar, you can create a recurring weekly cadence that takes the guesswork out of creating your Tweets. Some ideas:On Mondays, give your customers a behind the scenes look such as the employees who keep the business running On Tuesdays, tweet a promotion that is exclusively available only on Twitter and so on.When it makes sense, tie your Tweets to popular events or holidays or events important in your indusy. For example, you know that every year people will be talking about the Superbowl or Mother’s Day on Twitter. Use hashtags about these events to share relevant messages.Some things will work while other won’t so it’s important to test on a consistent basis will help your business to discover what drives engagement with customers.
  • Some additional tips are creating these events on Twitter, where people can come to interact with you more – live chats handle takeovers and even contests.
  • Here’s a resource you may not know about. Once you have a content calendar, you can schedule your Tweets to make tweeting easier and for you to stay organized.
  • Also, we let you see your best hits – a free resource for you to see what’s working with your Tweets. Once you know what works best, you can do more of it.
  • Lastly, we always say – promoted Tweets are really about amplifying your efforts. We have a pretty powerful targeting tool that help you reach people most likely to find your business and content relevant, who may not be following you yet.
  • Now that you’ve put all this effort into nurturing and engaging with your followers, I want to talk about how you can turn these efforts into conversions.
  • We know that Twitter can drive results, but it also influences future purchase intent, which is potentially even more powerful.
  • Simplify your Tweets to drive direct response. Start with a time sensitive call-to-action, a compelling offer and then include a link to your website.   Avoid hashtags and @mentions that may distract users from clicking on your link.
  • Will touch on Infusionsoft integration and launch a live Lead gen card from stage.
  • And this is all great, but this is the question we always get.
  • We recently launched online conversion tracking, which gives you visibility into the full funnel, across platforms.
  • Lastly, its about utilizing your followers, your army of advocates, who help you bring others into your funnel through word of mouth recommendations.
  • A follower is a powerful thing. Because followers:develop a higher affinity for your businessWhen someone follows you on Twitter, you gain an opportunity to interact with that person over time. As followers learn more about your business’s unique personality, products, and services through your Tweets, they begin to think about you differently - in fact, 73% of respondents say they feel more positive about an SMB after they follow that business and read its Tweets. This could explain why they are more likely to take action on information shared via Twitter than from other, more traditional channels.DB5 stat that 81% of respondents are more likely to take action on information about an SMB when it was shared via Twitter (this is a higher percentage than traditional channels).impact the top line for your business Your follower base has purchased from you in the past and they intend to purchase from you in the future. 60% of respondents say they’ve made a purchase from an SMB based on something they saw on Twitter and 86% say they plan to purchase in the future. Most importantly, 43% of respondents plan to make multiple purchases from SMBs they follow on Twitter. What do these purchases include? Everything from kitchen products to pet services, from household furniture to professional services - demonstrating that followers can drive sales for businesses across multiple industries and with various buying cycles.are long-term customers
  • Most impactful, we’ve seen that recommendations do materialize from follows.
  • Whether you have excess inventory or want to capture early holiday sales, incentivize your shoppers to buy with a Flock to Unlock promotion where where the idea is spread your offer in through Tweets and Retweets. How you would structure it:Different than a sale; but a way to help spread your messages by having your advocates do it for you. We ran our own last yearSome tips:Find an incentive followers will love by asking for their suggestions.Tweet about when the campaign will launch and follow up with frequent countdowns.When its time for the offer: Tweet clear instructions on how to earn the incentive.Give followers a reward when they reach the set number of Retweets.Follow up after the promotion to engage those who interacted with you.
  • The follower dashboard is a powerful free tool, who lets you know WHO is following you and gives you valuable intel on what types of content are most likely to resonate.
  • 3 parting thoughts on the value of social engagement…
  • The value of social engagement can be more than just elaborate initiatives…
  • The value of social engagement can also be inspired moments.
  • We recently did an interview with the Director of Marketing at American Apparel who sold $50K of merchandise in and hour on Twitter. He explains the value of him using twitter is it is “a short, immediate way to communicate with and reward our fans. With an email, you’ve got to spend time getting it coded, designed and tested. But on Twitter, we can get a message out, do a short flash sale or share a promo code instantly. That immediacy and ability to call people to action for brief moments in time is totally unique.”
  • The value of social engagement can be more thank just connecting with technology…
  • The value of social engagement can also be connecting through humanity.
  • This customer tweeted from the airplane, to Morton’s asking for a porterhouse steak when his flight lands.
  • Sure enough, Morton was listening and decided why not respond to a loyal customer. When he arrived at the airport there was a steak waiting for him.
  • The value of social engagement can be more than just moving product…
  • The value of social engagement can also be about moving people.
  • 10-year old, Vivienne Herr saw this picture which inspired her mission to help end child slavery in the world. She decided to open a lemonade stand and keep selling each day until she raised $150k.
  • Her mission went viral on Twitter when she tweeted to NYTimes columnist, Nikolas Kristof, who then spread her cause through his network of followers. She has created a ground swell of support of people supporting her cause. Today, Make a Stand Lemon-aid is sold in 152 grocery stores across the West Coast and in Texas and continues to give back to causes that seek to end child slavery.
  • Day two 1215pm-annemercogliano-value of social engagement

    1. 1. The Value of Social Engagement. #ICON14|@Infusionsoft
    2. 2. Hello. @akmercog Head of SMB Marketing @Twitter #ICON14|@Infusionsoft
    3. 3. Live tweeting from @TwitterSmallBiz Join in with #AskTwitterSMB #ICON14|@Infusionsoft
    4. 4. Twitter brings you closer. #ICON14|@Infusionsoft
    5. 5. #SuperBowl 24.9M Tweets #ICON14|@Infusionsoft
    6. 6. #Ukraine Data Visualization Feb 2014 #ICON14|@Infusionsoft
    7. 7. #Oscars 14.7M Tweets 3.1M RT of the “selfie” #ICON14|@Infusionsoft
    8. 8. 240M+ Users 500M+ Tweets per day 76% Users are mobile #ICON14|@Infusionsoft
    9. 9. How can Twitter help my small business? #ICON14|@Infusionsoft
    10. 10. #ICON14|@Infusionsoft
    11. 11. Our time together today… #ICON14|@Infusionsoft
    12. 12. How do I meaningfully engage on Twitter? How do customers find me on Twitter? How does this drive results? #ICON14|@Infusionsoft
    13. 13. A new look at the “funnel” Engage Advocate Convert Discover #ICON14|@Infusionsoft
    14. 14. Twitter + DB5: SMB Customer Insights Study Live in the US Use Twitter at least monthly Follow a SMB on Twitter SMB defined as business such as smaller online retailers, app developers, businesses in your industry, and other local businesses. Followers self reported.#ICON14|@Infusionsoft
    15. 15. A peek at Twitter SMB’s marketing playbook #ICON14|@Infusionsoft
    16. 16. Pro Tips Best Practices #ICON14|@Infusionsoft
    17. 17. Discovery #ICON14|@Infusionsoft
    18. 18. Your customers are on Twitter; they just may not know you are. #ICON14|@Infusionsoft
    19. 19. 51% of respondents are daily users Source: DB5 Small Business Customer Insights 2014 #ICON14|@Infusionsoft
    20. 20. 61% of respondents see Tweets from SMBs on a daily basis Source: DB5 Small Business Customer Insights 2014 #ICON14|@Infusionsoft
    21. 21. Find relevant influencers and topics Join the conversation Use Twitter search for keywords and #hashtags Follow influencers, trade publications and partners Best Practice #ICON14|@Infusionsoft
    22. 22. Integrate your efforts Best Practice #ICON14|@Infusionsoft
    23. 23. 34% Interacted with a SMB after seeing an ad with their Twitter handle Source: Market Probe Twitter Study 2013 #ICON14|@Infusionsoft
    24. 24. 35% Via a Tweet in a #hashtag conversation 35% Via a friend’s @reply 57% Discovered a SMB on Twitter. And of those: Source: DB5 Small Business Customer Insights 2014 #ICON14|@Infusionsoft
    25. 25. Pro Tip Promoted Accounts #ICON14|@Infusionsoft
    26. 26. Engagement #ICON14|@Infusionsoft
    27. 27. Tweet like you are having a conversation with a good friend. #ICON14|@Infusionsoft
    28. 28. 9out of10 76% Have tweeted directly at a SMB have engaged in conversations with, or about a SMB Source: DB5 Small Business Customer Insights 2014 #ICON14|@Infusionsoft
    29. 29. Driving interaction Engagement Tweets • Photos • Sneak-peeks on products • Informal polls / questions • Blog posts • Videos / Vines • Third-party content • Retweeting customers Best Practice #ICON14|@Infusionsoft
    30. 30. 80/20 Engagement content to direct offers #ICON14|@Infusionsoft
    31. 31. Top reasons Twitter users follow SMBs. Followers want to hear from you Source: DB5 Small Business Customer Insights 2014#ICON14|@Infusionsoft
    32. 32. Stay organized and create a cadence Tweet calendar Monday: Behind the scenes Tuesday: Special Promotion Wednesday: Helpful Tips Thursday: Customer Spotlight Friday: Pose Questions Best Practice #ICON14|@Infusionsoft
    33. 33. Best Practice Create events on Twitter Create engaging moments #ICON14|@Infusionsoft
    34. 34. Tweet Scheduling Pro Tip #ICON14|@Infusionsoft
    35. 35. Tweet Activity Dashboard Pro Tip #ICON14|@Infusionsoft
    36. 36. Promoted Tweets Pro Tip Keyword targeting Device targeting Interest targeting Geo targeting Learn how to turn Twitter users into paying customers using Promoted Tweets & Promoted Accounts. Get started today: bit.ly/QDxtAc #ICON14|@Infusionsoft
    37. 37. Conversion #ICON14|@Infusionsoft
    38. 38. You gave them content. Now drive conversion. #ICON14|@Infusionsoft
    39. 39. 60% of respondents purchased from a SMB because of Twitter Source: DB5 Small Business Customer Insights 2014#ICON14|@Infusionsoft
    40. 40. 86% 43% plan to repeatedly purchase plan to purchase going forward Source: DB5 Small Business Customer Insights 2014 #ICON14|@Infusionsoft
    41. 41. Best Practice How to optimize for success Direct response tweets Twitter Small Biz @TwitterSmallBiz Want to drive traffic and sales this Spring? Our free direct response guide will show you how. Download here: ow.ly/uV2eQ Deliver a strong call to action that manages click expectations Deliver a compelling offerCommunicate a sense of urgency No hashtags or @mentions #ICON14|@Infusionsoft
    42. 42. Pro Tip Lead Generation Cards #ICON14|@Infusionsoft
    43. 43. But how can I track results? #ICON14|@Infusionsoft
    44. 44. Pro Tip Online conversion tracking #ICON14|@Infusionsoft
    45. 45. Advocacy #ICON14|@Infusionsoft
    46. 46. A follower means the opportunity to interact with them repeatedly. #ICON14|@Infusionsoft
    47. 47. 73% of respondents feel more positive about that SMB after they follow them Source: DB5 Small Business Customer Insights 2014 #ICON14|@Infusionsoft
    48. 48. 81% of respondents are more likely to take action from a SMB when shared on Twitter Source: DB5 Small Business Customer Insights 2014 #ICON14|@Infusionsoft
    49. 49. 30% 86% More likely to visit a SMB if a friend recommends lift in recommendation post following Source: Market Probe Twitter Study 2013#ICON14|@Infusionsoft
    50. 50. Flock to unlock Exclusive offers and promosBest Practice 1. Find and incentive followers want 2. Let followers know when the campaign will launch 3. Tweet clear instructions on how to earn the offer e.g. after a certain # of RTs 4. Get participants the rewards 5. Follow up after promotion
    51. 51. Follower Dashboard Pro Tip #ICON14|@Infusionsoft
    52. 52. 3 parting thoughts on the value of social engagement… #ICON14|@Infusionsoft
    53. 53. The value of social engagement can be more than just elaborate initiatives… #ICON14|@Infusionsoft
    54. 54. The value of social engagement can also be inspired moments. #ICON14|@Infusionsoft
    55. 55. #ICON14|@Infusionsoft
    56. 56. The value of social engagement can be more than just connecting with technology… #ICON14|@Infusionsoft
    57. 57. The value of social engagement can also be connecting through humanity. #ICON14|@Infusionsoft
    58. 58. Peter Shankman @petershankman Hey @Mortons – can you meet me at newark airport with a porterhouse when I land in 2 hours? K, thanks :) #ICON14|@Infusionsoft
    59. 59. Peter Shankman @petershankman Oh. My. God. I don’t believe it. @Mortons showed up at EWR WITH A PORTERHOUSE! Lockerz.com/s/123ffvf #ICON14|@Infusionsoft
    60. 60. The value of social engagement can be more than just moving product… #ICON14|@Infusionsoft
    61. 61. The value of social engagement can also be about moving people.
    62. 62. #ICON14|@Infusionsoft
    63. 63. #makeastand Raised over $100K in 173 days #ICON14|@Infusionsoft
    64. 64. #Thank You #ICON14|@Infusionsoft
    65. 65. #Q&A #ICON14|@Infusionsoft
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