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Marketing with Twitter

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An introduction by Juliann Grant about building a Twitter network and how marketing can integrate into their plans.

An introduction by Juliann Grant about building a Twitter network and how marketing can integrate into their plans.


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  • 1. Juliann Grant Telesian Technology www.telesian.com July 13, 2009
  • 2. Agenda  Twitter Today  Twitter: What, When, How to Tweet  Setting a Strategy  How to Find Your Audience  Building Your Brand  Twitter Culture  4 Ways Twitter Can Boost Your Brand  Twitter Tools and Apps  Marketing with Twitter: Do’s and Don’ts  Questions July 13, 2009 Page 2
  • 3. Will Twitter boost my bottom line?  Dell sold $3M through @delloutlet*  Companies needs to recognize:  Shift thinking to how to serve customers here, not about revenue  By building relationships  By adding value to a customer or buyer’s day  Putting a human face on your brand will….  Build preference for your brand by having conversations with your Twitter network  Enable you to directly communicate with your customers, buyers, influencers  Shape the perception of your online reputation  People buy from people http://www.informationweek.com/news/hardware/desktop/showArticle.jhtml?articleID=217801030&subSection=E-Business July 13, 2009 Page 3
  • 4. Who’s On Twitter July 13, 2009 Page 4
  • 5. Twitter’s Exponential Growth 5M July 13, 2009 Page 5
  • 6. Twitter is... A Constant Flow of Information July 13, 2009 Page 6
  • 7. Overhear Conversations about  Your company, product or brand  Customer experiences  Competitor companies, products, brands  Industry trends, successes, failures These conversations have been happening, now you can hear them July 13, 2009 Page 7
  • 8. Twitter is…  Making marketers think in new dimensions  Think visual, audio, video  Continually evolving through its users  Not just for celebrities, there is a place for B2B  A place for brands to engage like never before BUT… Before you start using Twitter for Marketing, you must build your Twitter brand July 13, 2009 Page 8
  • 9. Creating a Twitter Strategy  Who will be responsible for Twitter?  What are the expectations?  Understand why you are on Twitter  Tweet frequency/participation  Maintain a schedule  Agree Upon a Twitter Voice  Customer service oriented, buyers and customers  Allow personalities behind brand to come through  How will you use this information over time?  R&D  Marketing  Product Planning July 13, 2009 Page 10
  • 10. A Twitter Plan…  Will include a listening strategy  Know what is being said out there, about whom, by whom, and the things you care about  Will be prepared for risks  Complaints, negative buzz  Will involve multiple functions  Sales, marketing, product managers, engineering, customer service, legal  Should be part of a larger social networking plan July 13, 2009 Page 11
  • 11. Define internal processes  How to handle product requirement requests or suggestions  How to handle customer service issues  Prepare for escalating customer complaints, problems, questions  Who is responsible for developing content July 13, 2009 Page 12
  • 12. Twitter Time Management  2 hrs day up to full time …”Jim Cahill frequently features positions experts from Emerson as guest bloggers, the blog is a big part of  Read tweet stream & his job, filling it up two or three listening log (daily) times a week takes about 30% of his time…And it’s working with  Read and comment on 3-5 leads per week” -- Charlene Li, Groundswell blogs (daily/weekly)  Create tweets, share tweets (daily)  Write blog post (2-3 times/week) http://www.chrisbrogan.com/19-presence-management-chores-you-could-do-every-day/#comment-11897057 http://www.emersonprocessxperts.com - Jim Cahill’s blog @ Emerson July 13, 2009 Page 13
  • 13. Finding Your Market Editors/Journalists:* www.mediaontwitter.com Bloggers: http://muckrack.com Analysts: http://sagecircle.wordpress.com/ directories/analyst-twitter- directory/ *http://blog.journalistics.com/2009/stalking_journalists_on_twitter/ July 13, 2009 Page 14
  • 14. Finding your market  Avoid buying your market  Spammy contests that require a follow back  Services or scripts that create followers for a fee  Get follow backs by following large numbers July 13, 2009 Page 15
  • 15. • Organic growth is best  Focus on building relationships not followerships  Do offer special offers for your followers  Quality interactions vs. quantity
  • 16. Finding your market Wefollow.com Mrtweet.com July 13, 2009 Page 17
  • 17. Finding your Market July 13, 2009 Page 18
  • 18. Building a Following  Share information freely and often  Pay it forward  Do not overly self-promote  1:10 ratio broadcast content to other messages  Get engaged with the Twitter Culture  Participate in chats that are relevant to your industry or start one if it does not exist  Ignore follower numbers, focus on quality of interactions  Comment on blogs you read July 13, 2009 Page 19
  • 19. Choose Follows Wisely July 13, 2009 Page 20
  • 20. Choose Follows Wisely Yo u d o n ’ t n e e d t o f o llo w bac k e v e ryo n e w h o f o llo w s y o u . Beware of Spammers Automatic Direct Messages with a pitch is Bad July 13, 2009 Page 21
  • 21. Building a Brand Be Real Be Authentic Informative Dialog Engage Dialog July 13, 2009 Page 22
  • 22. Building A Brand: Be Relevant Add value to your customers Create content that is relevant to audience Provide ways to engage, interact July 13, 2009 Page 23
  • 23. Twitter Etiquette  Recognize others in your network  Use Direct Messages for:  One on one conversations  Thanking followers for following  Do not send automatic thank you with a link  Retweet (RT) messages you read or find valuable  Give credit where its due  Refrain from sharing political positions  Treat language as professional and personable July 13, 2009 Page 24
  • 24. Understand Twitter Culture  Complete a profile, include bio/details  Get the lingo down  RT (Retweet) HT( Hat tip) OH (Other half)  #FollowFriday  #Journchat (Mondays 8-10 pm EST)  #PR2.0 (Wednesdays 8-9 pm EST)  #Blogchat (Sunday nights 9 pm EST) tweetchat.com good for tracking online chats. July 13, 2009 Set refresh to every 5 seconds. Page 25
  • 25. Top 4 Ways to Boost Your Brand  Listen before engaging.  Be authentic. Share expertise.  Participate. Be Visible.  Respond quickly. Show you are listening. Brands to Watch: Dell (dell.com/twitter) Zappos (twitter.com/zappos) Comcast (twitter.com/comcastcares) Guy Kawasaki (twitter.com/GuyKawasaki) July 13, 2009 Page 26
  • 26. Twitter for the Desktop  Top Recommendations for Desktop Twitter App:  Tweetdeck: http://tweetdeck.com  Seesmic: http://seesmic.com/  Twhirl http://www.twhirl.org/  Hootsuite http://hootsuite.com/ (a web-based app)  Top for Handheld:  iPhone App:  Tweetie ($2.99)  Twitteriffic (Free)  SimplyTweet ($3.99)  Windows:  Gravity $12 http://mobileways.de/products/gravity/gravity/  Pocketwit: http://code.google.com/p/pocketwit/ May 2009: 25 Twitter Apps for Managing Multiple Accounts http://mashable.com/2009/05/18/twitter-apps-manage-multiple-accounts/ July 13, 2009 Page 28
  • 27. July 13, 2009 Page 29
  • 28. Listening Tools: http://search.twitter.com  Search for keywords  Search by #hashtag  Monitor competitors  Catch a conference you could not attend July 13, 2009 Page 30
  • 29. Listening Tools: RSS Feeds  FriendFeed, Google/Yahoo Reader to manage Feeds Add in Google key word search RSS Organize feeds Streams by Folder Build Business Intel Join/Create Groups July 13, 2009 Page 31
  • 30. Listening Tools: Google Reader Types of Feeds: Company name, Product/service name, Competitor names Industry keywords, Product keywords, Executive names July 13, 2009 Page 32
  • 31. Listening Tools July 13, 2009 Page 33
  • 32. Tracking: Hashtags #  An internet filing system  Does not require registration but do check for usage  Search.twitter.com  Create unique #topics and use hashtags for tracking conversations, topics, etc.  Events  Programs  Contests  Body of knowledge (#Pauto) July 13, 2009 Page 34
  • 33. Tracking: Links July 13, 2009 Page 35
  • 34. Looks at conversation trends for You Friends Mentions Groups
  • 35. Other Monitoring Tools July 13, 2009 Page 38
  • 36. Blog Comments July 13, 2009 Page 39
  • 37. Survey tools July 13, 2009 Page 40
  • 38. Photo Share Upload one photo at a time Good for at events Upload many photos at a time Organize and sort into groups, folders July 13, 2009 Page 41
  • 39. Deployment Models  The Tire (Distributed)  Where each business unit or group may create its own social media programs without a centralized approach. We call this approach the “tire,” as it originates at the edges of the company.  The Tower (Centralized)  We refer to this centralization as the “tower” — a standalone group within a company that’s responsible for social media programs, often within corporate marketing or corporate communications.  The Hub and Spoke (Cross Functional)  Like the hub on a bicycle wheel, a cross-functional group that represents multiple stakeholders across the company assembles in the middle of the organization. The hub facilitates resource http://www.web-strategist.com/blog/2009/06/25/report-companies-should-organize-for-social-media-in-hub-and-spoke/ sharing and cross-functional communications (via the “spokes” in July 13, 2009 the wheel) to those at the edge of the organization (or the “tire”) Page 44
  • 40. Marketing To Do’s  Set up corporate/brand ID on Twitter  Allow employee accounts too  Be clear in profile that employees are associated with a brand  Creates synergy with sharing brand information  Set up Profile  Use key words in description  Link to blog vs. web site preferably  Include an avatar, logo July 13, 2009 Page 45
  • 41. Marketing To-Do’s  Primary research  Surveys, solicit direct feedback  Content Development  Organize around what customers want to know  Thought Leadership  Blog posts  Web Site  Inbound lead generation  Subscriptions  Comments  Events  Contests July 13, 2009 Page 46
  • 42. Marketing To-Do’s  Create a body of work/area of expertise  Claim a hashtag or two  Set up a FriendFeed Group to aggregate links, blog posts  Set up other groups outside of Twitter  LinkedIn  Facebook  Measure, measure, measure July 13, 2009 Page 47
  • 43. The New ROI: Return on Influence  Measure back to a common denominator where possible: cost per thousand (reach)  Influence counts as intangible result  Interactions  Social mentions or recommendations  Blog comments  Questions asked  Inbound links July 13, 2009 Page 48
  • 44. Ten Things to Avoid on Twitter 1. Set up a profile and then ignore it. 2. Follow 1,000s of people in the first few weeks 3. Use Twitter to broadcast your message only. 4. Using a formal, stodgy corporate tone. This is not a web site. 5. Not establish a Listening Strategy first. 6. Ignoring information gathered from Listening. July 13, 2009 Page 49
  • 45. Ten Things to Avoid on Twitter 1. Send Automatic Direct Messages to new followers with a link or call to action. 2. Taking credit for information or links. 3. Not be transparent. 4. Defending against negative buzz. Easier to fall on your sword. July 13, 2009 Page 50
  • 46. One Final Thought Like it or not, Twitter is quickly revolutionizing the way our entire news ecosystem operates, from journalist to consumer, and blurring the lines in between," Andrew Lipsman ComScore July 13, 2009 Page 51
  • 47. Q&A Thank you for your time Contact Me: Juliann Grant julianng@telesian.com Blog: http://blog.telesian.com Twitter: www.twitter.com/julianng LinkedIn: http://www.linkedin.com/in/julianngrant Facebook: http://www.facebook.com/julianngrant July 13, 2009 Page 52