Marcus Nelson, the director of social media, gave a presentation on using Twitter for businesses. He covered that Twitter is a large platform, the basics of using it, tools for engagement and measurement, best practices for marketing services on Twitter, finding relevant contacts, and ways to build a following. Nelson emphasized adding value through helpful content, establishing oneself as a thought leader, using Twitter for customer support, and engaging followers through questions. He also discussed motivations for sharing content and provided examples of how companies have successfully used Twitter.

1. Twitter!
For Businesses
Marcus Nelson
Director of Social Media

2. O hai.
Marcus Nelson
Director of Social Media
@marcusnelson #smss

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. Twitter is big
@marcusnelson #smss

5. User growth 2007-2010
@marcusnelson #smss

6. Tweets per month
@marcusnelson #smss

7. The basics
@marcusnelson #smss

8. Social Media Team
Social Media Strategist Product Marketing, Comms
• Responsible for the overall program, including • Produce content and
ROI messaging
Community 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. Organizational models
Organic Centralized Hub-and-Spoke Multiple Hubs
Source: http://altimetergroup.com
@marcusnelson #smss

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. Training Employees
Support Strategy, Policy, Best
Practices Sales
Products
Marketing
@marcusnelson #smss

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. 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. 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. 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. 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. Social media audit
Sales Marketing Support Products
Where Are Your
Strengths?"
Where Can You
Improve?"
Source: http://altimetergroup.com
@marcusnelson #smss

18. Tool talk
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19. Engagement
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20. Tools to Manage Your Channels
Schedule Posts Moderate Conversations
@marcusnelson #smss

21. Measurement
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22. Other tools
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23. @marcusnelson #smss

24. Videos have been very successful 10,000
7,500+ Views Per Day 7,500
5,000
2,500
@marcusnelson #smss

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. Social media dashboard
@marcusnelson #smss

27. Marketing your services
@marcusnelson #smss

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. 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. 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. 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. Establish contacts
@marcusnelson #smss

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. Best use cases
@marcusnelson #smss

35. Develop and promote your brand
@marcusnelson #smss

36. Customer Support
@marcusnelson #smss

37. Provoke thought / humor
@marcusnelson #smss

38. Be known as a thought leader
@marcusnelson #smss

39. Help with access to information
@marcusnelson #smss

40. Engage followers with a question
@marcusnelson #smss

41. Why do people share
content?
@marcusnelson #smss

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. 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. Build your following
@marcusnelson #smss

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. 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. Example - salesforce
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48. Example - kissmetrics
@marcusnelson #smss

49. Example — kissmetrics blog
@marcusnelson #smss

50. Example — kissmetrics infographic
@marcusnelson #smss

51. Example — kissmetrics infographic
@marcusnelson #smss

52. Example — kissmetrics infographic
@marcusnelson #smss

53. Example — kissmetrics infographic
@marcusnelson #smss

54. Example — kissmetrics infographic
@marcusnelson #smss

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. Q&A
@marcusnelson #smss

57. @marcusnelson
#thankyou
@marcusnelson #smss