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Making an Impact in 140 Characters or Less
 

Making an Impact in 140 Characters or Less

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Presented at the Direct Selling Association Be Connected conference (Dec 2011). A look at how Barefoot Books has used Twitter as a business driver.

Presented at the Direct Selling Association Be Connected conference (Dec 2011). A look at how Barefoot Books has used Twitter as a business driver.

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  • Dooce/Heather Armstrong and Lisa Belkin, former parenting editor or NYT, now with Huffington Post are untouchable off Twitter but we’ve been able to tweet with them. Lisa even gave us a thank you tweet!Discovered 10+ new journalists and influential bloggers in the parenting space from Twitter searches and following lists. Resulted in feature coverage for Barefoot.
  • Summer 2010, had 4,500 followers, wanted to see if we could get to 5,000 in a few weeks. Tweeted: “For every new follower, we’ll donate a book to a child in need…” Resulted in 1,200 new followers in two weeks and just as many books donated to kids in need through our charity partners @FirstBook @Book_AidGreat way to spotlight our Giving Back message and help those in need
  • Summer 2010, had 4,500 followers, wanted to see if we could get to 5,000 in a few weeks. Tweeted: “For every new follower, we’ll donate a book to a child in need…” Resulted in 1,200 new followers in two weeks and just as many books donated to kids in need through our charity partners @FirstBook @Book_AidGreat way to spotlight our Giving Back message and help those in need
  • Summer 2010, had 4,500 followers, wanted to see if we could get to 5,000 in a few weeks. Tweeted: “For every new follower, we’ll donate a book to a child in need…” Resulted in 1,200 new followers in two weeks and just as many books donated to kids in need through our charity partners @FirstBook @Book_AidGreat way to spotlight our Giving Back message and help those in need
  • Summer 2010, had 4,500 followers, wanted to see if we could get to 5,000 in a few weeks. Tweeted: “For every new follower, we’ll donate a book to a child in need…” Resulted in 1,200 new followers in two weeks and just as many books donated to kids in need through our charity partners @FirstBook @Book_AidGreat way to spotlight our Giving Back message and help those in need

Making an Impact in 140 Characters or Less Making an Impact in 140 Characters or Less Presentation Transcript

  • 2011Direct Selling AssociationBe Connected Conference Making an Impact in 140 Characters or Less John Bigay (@jbigay) Chief Marketing Officer Barefoot Books (@LiveBarefoot)
  • Twitter @ Barefoot Books• Started in earnest in 2009• Approach has evolved over time, but remains a pillar of social strategy• Today: More than 7500 followers from around the world, majority not Ambassadors but parents, educators, bloggers, who share a passion in our mission @LiveBarefoot | @jbigay
  • Why use Twitter?• “Breadcrumb” strategy: gateway to website, brand• Be a player in the large/influential parenting space online• Connect with influencers – Makes “the biggies” more approachable• Pulse on our Ambassadors• Promote positive feedback about our products @LiveBarefoot | @jbigay
  • How does your feed grow?• @ replies, @ replies, @ replies• Think like a person, not like a brand• Who doesn’t love a good quotation?• Philanthropic campaign – Promotion in summer 2010 – Every new follower, we will donate a book to a child in need – 1200 new followers in two weeks – Great way to spotlight our commitment to giving back and help children in need• Resources (Who tweets?)• Tools @LiveBarefoot | @jbigay
  • Results
  • Results• Discovered new journalists and influential bloggers in the parenting space from Twitter searches and following lists• Feature press and blogger coverage directly attributable to Twitter• Important touch point for our community• Significant anecdotal feedback on customer satisfaction @LiveBarefoot | @jbigay
  • Lessons learned• Stick with it and results will come• View it as a friendly cocktail party• Pay attention to timing of re-tweets• @replies rule• Customers demand service on Twitter, and they should get it• Don’t fall victim to Klout obsession• Twitter Search=key tool to learn pulse of direct sellers• Put handle on your email signature/business card @LiveBarefoot | @jbigay