Your SlideShare is downloading. ×
0
Twitter!For BusinessesMarcus NelsonDirector of Social Media
O hai.                                 Marcus Nelson                                 Director of Social Media         @mar...
Today’s Agenda   Twitter is big   The basics   Tool talk   Marketing your services   Establish contacts   Best use c...
Twitter is big@marcusnelson     #smss
User growth 2007-2010         @marcusnelson   #smss
Tweets per month         @marcusnelson   #smss
The basics@marcusnelson   #smss
Social Media TeamSocial Media Strategist                                            Product Marketing, Comms•  Responsible...
Organizational models Organic     Centralized                Hub-and-Spoke    Multiple Hubs                     Source: ht...
Social Media Policy Provides Clear Rules                               What’s In Bounds                               Wh...
Training Employees      Support        Strategy, Policy, Best                           Practices             Sales      P...
Definition of terms Tweet = a message of 140 characters or less Retweet = the reposting of a tweet, passing it along @user...
Crafting the tweet — content post   [title of article] http://link.com /via @source #hashtag    Pro tip: leave around 20 c...
Crafting the tweet — retweeted post     RT @username: [title of article] http://link.com /via           @source #hashtag «...
Crafting the tweet — sending a message             @username [body of message] #hashtag Pro tip: your message will only sh...
Crafting the tweet — sending a direct message          D audiencemember It’s a private message silly. 	          You can’t...
Social media audit    Sales         Marketing                    Support      Products                                    ...
Tool talk@marcusnelson    #smss
Engagement        @marcusnelson   #smss
Tools to Manage Your Channels        Schedule Posts            Moderate Conversations          @marcusnelson   #smss
Measurement        @marcusnelson   #smss
Other tools              @marcusnelson   #smss
@marcusnelson   #smss
Videos have been very successful      10,000       7,500+        Views Per Day   7,500                                    ...
It’s like automating a sales team    7,500 video views a day =                                           46 Hyper-efficien...
Social media dashboard          @marcusnelson   #smss
Marketing your services         @marcusnelson    #smss
Add value   Do your homework – what does your audience enjoy?   Create content that caters to those interests:    –  Con...
of all tweets sent were invitations for product information,       or responses from peers or brand representatives.source...
visited a site after learning about a product                                               via social media.source: http:...
of twitter users introduced to a brand were compelled to                search for additional information.source: http://e...
Establish contacts   @marcusnelson     #smss
Finding people like you   Use Twitter’s suggested users   Follow popular/relevant #hashtags   Who do your friends follo...
Best use cases@marcusnelson    #smss
Develop and promote your brand          @marcusnelson   #smss
Customer Support         @marcusnelson   #smss
Provoke thought / humor          @marcusnelson   #smss
Be known as a thought leader          @marcusnelson   #smss
Help with access to information           @marcusnelson   #smss
Engage followers with a question          @marcusnelson   #smss
Why do people share          content?      @marcusnelson   #smss
motivations for sharing   reinforces shared views & deepens social bonds.   need to proselytize or create a desire to co...
broadcasting is self-focused   self-presentation motives, identity signaling, or affiliation    goals play a stronger rol...
Build your following     @marcusnelson     #smss
Have steady and consistent content   Content doesn’t have to be directly about your product    –  Become a resource for i...
Example - grasshopper Grasshopper.com launches videos that speak directly to   entrepreneurs – connects with the geek crow...
Example - salesforce          @marcusnelson   #smss
Example - kissmetrics          @marcusnelson   #smss
Example — kissmetrics blog          @marcusnelson   #smss
Example — kissmetrics infographic           @marcusnelson   #smss
Example — kissmetrics infographic           @marcusnelson   #smss
Example — kissmetrics infographic           @marcusnelson   #smss
Example — kissmetrics infographic           @marcusnelson   #smss
Example — kissmetrics infographic           @marcusnelson   #smss
Be a person, not a machine   Follow back everyone who follows you   Engage your audience   Ask questions or opinions  ...
Q&A@marcusnelson   #smss
@marcusnelson        #thankyou    @marcusnelson   #smss
Upcoming SlideShare
Loading in...5
×

Twitter for Business: Cultivating Communities & Maximizing Engagement

32,832

Published on

B2B social media presents an opportunity to not only cultivate communities on social platforms, but also amplify awareness for a company’s brand. Cross-channel marketing requires businesses to create relevant content for their subscriber base as increased relevancy will also spur increased engagement with customers online. It’s important to understand everything from how to monitor conversations to analytics that show ROI are a necessity in processing how social services have transformed the way people globally communicate and share. In this hands-on session, you will learn how to use Twitter to better market your services and establish industry contacts. Attendees will learn how businesses can best utilize Twitter, how to build a Twitter following, and how to take advantage of all the search tools and other platform applications.

Discussion was given at the Social Media Strategies Summit on February 8th, 2011 in San Francisco

Published in: Technology
3 Comments
14 Likes
Statistics
Notes
No Downloads
Views
Total Views
32,832
On Slideshare
0
From Embeds
0
Number of Embeds
9
Actions
Shares
0
Downloads
186
Comments
3
Likes
14
Embeds 0
No embeds

No notes for slide

Transcript of "Twitter for Business: Cultivating Communities & Maximizing Engagement"

  1. 1. Twitter!For BusinessesMarcus NelsonDirector of Social Media
  2. 2. O hai. Marcus Nelson Director of Social Media @marcusnelson #smss
  3. 3. Today’s Agenda   Twitter is big   The basics   Tool talk   Marketing your services   Establish contacts   Best use cases   Why do people share content?   Build your following   Q&A @marcusnelson #smss
  4. 4. Twitter is big@marcusnelson #smss
  5. 5. User growth 2007-2010 @marcusnelson #smss
  6. 6. Tweets per month @marcusnelson #smss
  7. 7. The basics@marcusnelson #smss
  8. 8. Social Media TeamSocial Media Strategist Product Marketing, Comms•  Responsible for the overall program, including •  Produce content and ROI messagingCommunity Manager PM, Development, QA•  Customer facing role trusted by customers •  Builds and maintains social apps, website, and CRM system integration Web Analytic, SEM, SEO •  Assist with listening platforms, advertising, and search Source: http://altimetergroup.com @marcusnelson #smss
  9. 9. Organizational models Organic Centralized Hub-and-Spoke Multiple Hubs Source: http://altimetergroup.com @marcusnelson #smss
  10. 10. Social Media Policy Provides Clear Rules   What’s In Bounds   What’s Out of Bounds   Who to Escalate Things To http://salesforce.com/socialmediapolicy @marcusnelson #smss
  11. 11. Training Employees Support Strategy, Policy, Best Practices Sales Products Marketing @marcusnelson #smss
  12. 12. Definition of terms Tweet = a message of 140 characters or less Retweet = the reposting of a tweet, passing it along @username = how you address or reference someone #hashtag = used to track topics or conversations /via or /by = source or author of content referenced OH = overheard #ff = follow friday @marcusnelson #smss
  13. 13. Crafting the tweet — content post [title of article] http://link.com /via @source #hashtag Pro tip: leave around 20 characters for others to leave a comment in retweet @marcusnelson #smss
  14. 14. Crafting the tweet — retweeted post RT @username: [title of article] http://link.com /via @source #hashtag « [insert comment] Pro tip: you can insert a comment before or after the RT. It does encourage others to join in if you make it sound interesting (i.e. Funniest post ever!) @marcusnelson #smss
  15. 15. Crafting the tweet — sending a message @username [body of message] #hashtag Pro tip: your message will only show up in the recipient’s stream, and those that follow both you and your recipient. To make a message seen by all, start message with a word or a ‘.’ @marcusnelson #smss
  16. 16. Crafting the tweet — sending a direct message D audiencemember It’s a private message silly. You can’t see this yet. D username [body of message] Pro tip: You cannot direct (private) message someone who is not following you. Remember also, “@” not required. @marcusnelson #smss
  17. 17. Social media audit Sales Marketing Support Products Where Are Your Strengths?" Where Can You Improve?" Source: http://altimetergroup.com @marcusnelson #smss
  18. 18. Tool talk@marcusnelson #smss
  19. 19. Engagement @marcusnelson #smss
  20. 20. Tools to Manage Your Channels Schedule Posts Moderate Conversations @marcusnelson #smss
  21. 21. Measurement @marcusnelson #smss
  22. 22. Other tools @marcusnelson #smss
  23. 23. @marcusnelson #smss
  24. 24. Videos have been very successful 10,000 7,500+ Views Per Day 7,500 5,000 2,500 @marcusnelson #smss
  25. 25. It’s like automating a sales team 7,500 video views a day = 46 Hyper-efficient Reps a) average video view is 3 minutes Assumptions b) average hyper-efficient rep pitches 8 hours a day, no breaks @marcusnelson #smss
  26. 26. Social media dashboard @marcusnelson #smss
  27. 27. Marketing your services @marcusnelson #smss
  28. 28. Add value   Do your homework – what does your audience enjoy?   Create content that caters to those interests: –  Content can be blog posts, videos, infographics, contests –  Make it captivating, instructive, humorous, or inspirational   Experiment, find your voice -- measure results   Search relevant keywords or competitor terms –  Ask permission before engaging people –  Don’t assume your interruption is welcome @marcusnelson #smss
  29. 29. of all tweets sent were invitations for product information, or responses from peers or brand representatives.source: http://live.psu.edu/story/41446 @marcusnelson #smss
  30. 30. visited a site after learning about a product via social media.source: http://econsultancy.com/us/blog/4934-consumers-remember-branding-seen-on-twitter @marcusnelson #smss
  31. 31. of twitter users introduced to a brand were compelled to search for additional information.source: http://econsultancy.com/us/blog/4934-consumers-remember-branding-seen-on-twitter @marcusnelson #smss
  32. 32. Establish contacts @marcusnelson #smss
  33. 33. Finding people like you   Use Twitter’s suggested users   Follow popular/relevant #hashtags   Who do your friends follow?   Linkedin lists twitter handles @marcusnelson #smss
  34. 34. Best use cases@marcusnelson #smss
  35. 35. Develop and promote your brand @marcusnelson #smss
  36. 36. Customer Support @marcusnelson #smss
  37. 37. Provoke thought / humor @marcusnelson #smss
  38. 38. Be known as a thought leader @marcusnelson #smss
  39. 39. Help with access to information @marcusnelson #smss
  40. 40. Engage followers with a question @marcusnelson #smss
  41. 41. Why do people share content? @marcusnelson #smss
  42. 42. motivations for sharing   reinforces shared views & deepens social bonds.   need to proselytize or create a desire to connect.   emotional, positive, interesting, anger-inducing, or sad stories are more likely to be shared.   calm themselves or reduce uncertainty.   to bolster their own sense of self. source: http://topics.nytimes.com/top/reference/timestopics/organizations/u/university_of_pennsylvania/index.html?inline=nyt-org @marcusnelson #smss
  43. 43. broadcasting is self-focused   self-presentation motives, identity signaling, or affiliation goals play a stronger role in shaping what people share with larger audiences. source: http://topics.nytimes.com/top/reference/timestopics/organizations/u/university_of_pennsylvania/index.html?inline=nyt-org @marcusnelson #smss
  44. 44. Build your following @marcusnelson #smss
  45. 45. Have steady and consistent content   Content doesn’t have to be directly about your product –  Become a resource for information about your respective space –  Don’t be afraid to go “off brand” –  Content should appeal your follower’s humor, emotion, or intellect. If not, they won’t RT no matter how much you post   Set up searches for content to RT or learn from   Schedule tweets for optimal engagement/exposure @marcusnelson #smss
  46. 46. Example - grasshopper Grasshopper.com launches videos that speak directly to entrepreneurs – connects with the geek crowd who socialize videos to 2 million viewers. 1,101,526 views 534,125 views @marcusnelson #smss
  47. 47. Example - salesforce @marcusnelson #smss
  48. 48. Example - kissmetrics @marcusnelson #smss
  49. 49. Example — kissmetrics blog @marcusnelson #smss
  50. 50. Example — kissmetrics infographic @marcusnelson #smss
  51. 51. Example — kissmetrics infographic @marcusnelson #smss
  52. 52. Example — kissmetrics infographic @marcusnelson #smss
  53. 53. Example — kissmetrics infographic @marcusnelson #smss
  54. 54. Example — kissmetrics infographic @marcusnelson #smss
  55. 55. Be a person, not a machine   Follow back everyone who follows you   Engage your audience   Ask questions or opinions   RT your followers and/or reply as often as possible   DON’T send auto-direct messages   Be kind, stay positive and say #thankyou… a lot! @marcusnelson #smss
  56. 56. Q&A@marcusnelson #smss
  57. 57. @marcusnelson #thankyou @marcusnelson #smss
  1. A particular slide catching your eye?

    Clipping is a handy way to collect important slides you want to go back to later.

×