Twitter for Business - Florida Direct Marketing Association

Using Twitter for Business Florida Direct Marketing Association May 21, 2009 Jeff Yaniga Pitney Bowes Management Services www.healthofyourbusiness.com www.healthofyourbusiness.com Jeff Yaniga

By the end of this session… I. Navigate Twitter II. Speak “Twitter” III. Learn how the big brands are using Twitter IV. Find Tweeple locally – friends, prospects, customers and competitors V. Have ideas for things to post VI. Know some of the do’s and don’ts VII. Have an outline for a daily “Twitter” Plan www.healthofyourbusiness.com Jeff Yaniga

What is Twitter? I. It’s a one way mirror. II. Networking Event that you can attend while wearing your Snuggie. III. Beachcombing for those one or two really good shells. IV. Your own personal “I Have A Dream” speech. V. A place to sell your Sham Wow, your Slap Chop or your Scooter Chair. VI. A newspaper filled with only the articles you like. www.healthofyourbusiness.com Jeff Yaniga

www.healthofyourbusiness.com Jeff Yaniga

FRIENDLY REMINDER “Cisco just offered me a job! Now I have to weigh the utility of a fatty paycheck against the daily commute to San Jose and hating the work.” www.healthofyourbusiness.com Jeff Yaniga

FRIENDLY REMINDER “Who is the hiring manager? I’m sure they would love to know that you will hate the work. We here at Cisco are versed in the web.” www.healthofyourbusiness.com Jeff Yaniga

Navigating Twitter • Five Things You Need to Know: – How to sign up – How to set up your account – minimum – How to follow others – How to reply to others – How to post • BONUS: How to shorten URL’s to make them more Twitter friendly. www.healthofyourbusiness.com Jeff Yaniga

How to sign up: Start at www.twitter.com www.healthofyourbusiness.com Jeff Yaniga

How to set up account: Minimum www.healthofyourbusiness.com Jeff Yaniga

Following Others on Twitter • When you follow others, their posts are fed to your Twitter home page. • You can choose to “Un-Follow” at any time. • Many feel it is good form to automatically follow those who follow you. (Many don’t) • EDITORIAL: If someone follows you, check out their “voice” and then decide. • The mechanics of “following” and “reply”: www.healthofyourbusiness.com Jeff Yaniga

Back to Business…..the Reply www.healthofyourbusiness.com Jeff Yaniga

Starting Conversations www.healthofyourbusiness.com Jeff Yaniga

Building rapport … www.healthofyourbusiness.com Jeff Yaniga

FRIENDLY REMINDER RT @ChuckColton “Imitation is the sincerest form of flattery.” (1820) www.healthofyourbusiness.com Jeff Yaniga

The ReTweet – a.k.a. RT • Once you follow others, you will get a steady stream of relevant feeds. • Selectively “ReTweet” relevant content. • Copy and Paste the post you like into your Update box along with the letters RT and @ORIGINALPOSTER www.healthofyourbusiness.com Jeff Yaniga

The “ReTweet” www.healthofyourbusiness.com Jeff Yaniga

Finding People to Follow www.healthofyourbusiness.com Jeff Yaniga

Case Studies Gartner Research • Direct – the company uses Twitter as a Marketing or Public Relations channel. • Indirect – employees post as individuals, the company reaps the “benefit”. • Internal – employees communicate with each other on internal projects. • Inbound Signaling – Savvy companies use Twitter signals to get early feedback about issues and ideas. Jeff Yaniga www.healthofyourbusiness.com

Case Studies • Starbucks • Carnival Cruise • Comcast • Oprah www.healthofyourbusiness.com Jeff Yaniga

Carnival Cruise • Method: Direct, Internal Signaling • Tweets: Customer Service, Announcement, Crisis Management. (Imagine running Cruise site during H1N1.) • Personality: Fun and on-brand. • Staffed by: Social Media Strategist www.healthofyourbusiness.com Jeff Yaniga

Carnival Cruise • Metrics: Referrals, Conversions • Other Social Media Channels: Forums, Blogs, FaceBook, You Tube Channel, etc. • Twitter Followers – January 2009: 691 • Twitter Followers – May 2009: 5,925 www.healthofyourbusiness.com Jeff Yaniga

Converse with customers … and sell www.healthofyourbusiness.com Jeff Yaniga

Communications www.healthofyourbusiness.com Jeff Yaniga

Separate signal from noise www.healthofyourbusiness.com Jeff Yaniga

Starbucks • Method: Direct, Internal Signaling • Tweets: Fire fighting, problem solving, announcements, idea collection • Personality: Attentive, caffeinated. • Staffed by*: Former Barista, Brad Nelson • Origin: My Starbucks Idea • Twitter Followers – January 2009: 30,270 • Twitter Followers – May 2009: 181,766 www.healthofyourbusiness.com Jeff Yaniga

Idea Collection www.healthofyourbusiness.com Jeff Yaniga

Communications www.healthofyourbusiness.com Jeff Yaniga

15 Minutes Per Day - Checklist I. Take a genuine interest in others by reading their feeds, looking at their websites and praising publicly. Criticize privately. II. Virtual Coffee: Twitter Search your competition for ideas at the start of every day. Follow if available. III. Beat the Lunch Coma. Twitter Search your 80 / 20 Customers (or Customer’s Industry) EVERY DAY at noon. Follow if available. IV. Every time you search via Google, search via Twitter. Tweet questions if Twitter search yield results. www.healthofyourbusiness.com Jeff Yaniga

15 Minutes Per Day - Checklist V. Find your related Association on Twitter and spend five minutes per day reading posts and articles. VI. Find Associations related to your customers and follow them. VII. READ YOUR TWITTER FEED. You have now taken the time to follow others for good reasons. Spend time every day reading what they post and commenting when you have something relevant to add. www.healthofyourbusiness.com Jeff Yaniga

Thank You! • Interested in an “Advanced Twitter for Business” Workshop? Email me at jeffrey.yaniga@pb.com • There’s much more to Pitney Bowes Management Services than you think. Check out our website at: www.healthofyourbusiness.com • Follow me on Twitter at www.twitter.com/myworkaccount www.healthofyourbusiness.com Jeff Yaniga

Twitter for Business - Florida Direct Marketing Association

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