WHY I FOUNDED ONEFORTY: Make sense of the exploding and confusing ecosystem of tools for businesses using Twitter that I was working with in my consulting.
“Why Twitter?”STATISTICS ON INTERNET AND TWITTER USE
Whether your conversions are getting your leads to fill out a form with an email address or make a purchase through your website, by using social media tools we have listed on oneforty to track where you customers are coming from Facebook and Twitter to take those actions you CAN track how those activities lead to salesALSO: value of retaining a customer through customer support, loyalty is ROIALSO: saved costs of calling centers vs. customer support via Twitter account
Top Reasons Consumers Follow Brands Updates on future products (#1: 38%) Stay informed about company activities Discounts and promotions Updates on upcoming sales Samples/coupons Fun/entertainment Exclusive content Learn more about the company Show others my support for the company Share ideas/provide feedback (#10: 20%) CoTweet ExactTarget 2010
“Just for PR & Marketing, right?” Marketing Advertising PR/word of mouth Social CRM Sales Contests & offers News & trends Customer Service Brand Monitoring SEO & Traffic Promote events Create & share content Build community Earn social capital Networking
“Everything email touches…” Decentralized teams Employee support Mentoring Problem-solving Purely social Knowledge management Sourcing solutions Events backchannel Research Collaboration Innovation Recruiting Best practices Project status
Learn. Act on what you’re hearing Shine a light on others’ ideas Innovate Measure and notice what’s working Apologize when you screw up Encourage your team to explore and take risks Try new stuff. Repeat. 35
Care. Your Mother Taught You How To Tweet Dress nicely Background & avatar Introduce yourself Complete profile, link on your site Be a good conversationalist Listen. Respond. Be relevant. Be useful.
Care. Manage Customer Relationships Get involved where customers already are Build relationships and keep in touch throughout the Customer Lifecycle -- save searches, track deals, manage contacts & projects TIP: Try a Social CRM tool with many different integrations 37
Serve. Create great content Twitter streams, Facebook pages, blogs, ebooks, white papers & webinars Cover things your prospective customer cares about and needs to know. Tool tip: Try Disqus for blog comments: encourage social sharing engage prospects organize email addresses 38
Serve. Curate great content Be a one-stop-shop for everything customers need “Do what you do best and link to the rest!” -@jeffjarvis Resist “NIH” (not invented here) don’t try to generate all the content yourself http://14t.me/curatecontent
The ROI is THERE Track conversions from social media Build and track relationships and leads Track converstions with in-page analytics Retain customers and create fans Save costs - customer support, lead generation