Small Business... Social Business, starting with Twitter
Small Business,Social Business.star%ng with Twi-er 1. Why? 2. How? 3. What NOT to do. Laura “@Pistachio” Fitton 4. Find the right tools. CEO/Founder – oneforty 5. Keep it all together. Co-author – Twitter for Dummies
“by consistently touchinga tribe of people withgenerosity and insight,she’s earned the right tolead”-Seth Godin, Tribes
Small Business, Social Business. star%ng with Twi-er 1. WHY?
Why Consumers Follow Brands • Updates on future • Fun/entertainment products (#1: 38%) • Exclusive content • Stay informed about • Learn more about the company activities company • Discounts and • Show others my support promotions for the company • Updates on upcoming • Share ideas/provide sales feedback (#10: 20%) • Samples/couponsCoTweet ExactTarget 2010
“Just for PR & MarkeAng, right?”• MarkeAng • Brand Monitoring• AdverAsing • SEO & Traﬃc• PR/word of mouth • Promote events• Social CRM • Create & share• Sales content• Contests & oﬀers • Build community• News & trends • Earn social capital• Customer Service • Networking
Learn.• Act on what you’re hearing• Shine a light on others’ ideas• Innovate• Measure and noAce what’s working• Apologize when you screw up• Encourage your team to explore and take risks• Try new stuﬀ. Repeat. 14
Care.Your Mother Taught You How To Tweet1. Dress nicely – Background & avatar2. Introduce yourself – Complete proﬁle, link on your site3. Be a good conversaAonalist – Listen. Respond. Be relevant. Be useful.
Care.Manage Customer Rela%onships• Get involved where customers already are• Build relaAonships and keep in touch throughout the Customer Lifecycle ‐‐ save searches, track deals, manage contacts & projects• TIP: Try a Social CRM tool with many diﬀerent integraAons 16
Serve.Create great content• Twiaer streams, Facebook pages, blogs, ebooks, white papers & webinars• Cover things your prospecAve customer cares about and needs to know.• Tool Ap: Try Disqus for blog comments: – encourage social sharing – engage prospects – organize email addresses 17
Serve.Curate great content• Be a one‐stop‐shop for everything customers need• “Do what you do best and link to the rest!” ‐@jeearvis• Resist “NIH” (not invented here) don’t try to generate all the content yourself http://14t.me/curatecontent
Small Business, Social Business. star%ng with Twi-er 3. What NOT to do.
We Need More Followers! Clickthrus? Fans? Friends? Traﬃc? Klout? InﬂuenAals? SOMETHINGS? Right? Don’t we? Hello?
You Need Business Objec6ves.Then, measure what you’re actually trying to do.
We Need Social Campaigns! not so much. Invest in Social literacy.
The ROI is THERE• Track conversions from social media• Build and track relaAonships and leads• Track conversAons with in‐ page analyAcs• Retain customers and create fans• Save costs ‐ customer support, lead generaAon
Small Business, Social Business. star%ng with Twi-er 4. Find the right tools
SocialBase.Everything in one place.Any tool. Any workflow.BENEFITS• Brings order and expertise immediately• Customizable and programmable• Expert training wheels for social projects• Brings scale and collaboration from one desktop
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