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Twitter for Business: Cultivating Communities & Maximizing Engagement
 

Twitter for Business: Cultivating Communities & Maximizing Engagement

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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 ...

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

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    Twitter for Business: Cultivating Communities & Maximizing Engagement Twitter for Business: Cultivating Communities & Maximizing Engagement Presentation Transcript

    • Twitter!For BusinessesMarcus NelsonDirector of Social Media
    • O hai. Marcus Nelson Director of Social Media @marcusnelson #smss
    • 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
    • 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 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
    • Organizational models Organic Centralized Hub-and-Spoke Multiple Hubs Source: http://altimetergroup.com @marcusnelson #smss
    • 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
    • Training Employees Support Strategy, Policy, Best Practices Sales Products Marketing @marcusnelson #smss
    • 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
    • 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
    • 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
    • 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
    • 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
    • Social media audit Sales Marketing Support Products Where Are Your Strengths?" Where Can You Improve?" Source: http://altimetergroup.com @marcusnelson #smss
    • 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 5,000 2,500 @marcusnelson #smss
    • 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
    • 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: –  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
    • 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
    • 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
    • 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
    • Establish contacts @marcusnelson #smss
    • Finding people like you   Use Twitter’s suggested users   Follow popular/relevant #hashtags   Who do your friends follow?   Linkedin lists twitter handles @marcusnelson #smss
    • 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 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
    • 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
    • Build your following @marcusnelson #smss
    • 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
    • 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
    • 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   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
    • Q&A@marcusnelson #smss
    • @marcusnelson #thankyou @marcusnelson #smss