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Twitter for B-to-B

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Presentation to the BMA Chicago's "YouTube, Facebook, Twitter and LinkedIn Day at BMA" event on April 8, 2010

Presentation to the BMA Chicago's "YouTube, Facebook, Twitter and LinkedIn Day at BMA" event on April 8, 2010

Published in: Business

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Transcript

  • 1. for Business
    Paul Gillin
    Author, The New Influencers
    Secrets of Social Media Marketing
    gillin.com
  • 2. Why Use Twitter for B-to-B?
    • Bonus promotional channel
    • 3. Low barrier to entry
    • 4. Quickly share expertise
    • 5. Alert clients to news
    • 6. Head off problems
    • 7. Cover events
    • 8. Create one-to-one relationships
    “The relationships we’re building on Twitter and the Dell Tech Center feel like they’re going to last a lifetime.”
    --Scott Hanson, @DellServerGeek
  • 9. Publish Everywhere
    44 million members
    32 million members
    300 million members
    1 billion daily views
    1 million daily visitors
    6 million daily visitors
    1.5 million daily visitors
    10 million members
    50 million members
  • 10. Typical Multi-Platform Scenario
    Corporate website
    Feed Aggregator
    Partner website
    Email Newsletter
  • 11. Platform Adoption by Year
    “35% of the Fortune 500 and nearly 50% of the Fortune 100 have Twitter accounts”
    --Dr. Nora Ganim Barnes, Research Chair, Society for New Communications Research
    Survey of 55 marketers
  • 12. Social Media Platforms in Use
    Survey of 55 marketers
  • 13. Twitter in Business
    “I keep expecting to see diminishing returns [from Twitter] and it just doesn’t happen.”
    Bill Robb, Social Media Marketing Manager, Cisco Systems
  • 14. Sodexo Recruiters
    • Most of the company‘s 60 recruiters user Twitter and other social media to meet hiring demand.
    • 15. Focus is on building relationships and enthusiasm among prospective employees
    • 16. Traffic to careers site up 182% in last two years, job applications up 25%. Recruitment ad costs down $300K
    “The human touch is essential. People know there’s somebody behind the message and the photo.”
    -Kerry Noone, Manager, Marketing Communications
    Principal Value
    • Improved applicant quality
    • 17. Image of Sodexo as progressive young company
    • 18. Recruitment costs substantially reduced
  • Building your follower base
    • Attend and organize events
    • 19. Tweet from events you attend
    • 20. Follow influential people
    • 21. Compliment and acknowledge
    • 22. Seek retweets
    • 23. Answer questions
    • 24. Offer advice
    • 25. Be helpful!
    1.7 million followers
    2M followers
    1.4 M followers
    1.1M followers
    1.3M followers