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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 touching
a tribe of people with
generosity and insight,
she’s earned the right to
lead”
-Seth Godin, Tribes
Small Business,
    Social Business. star%ng with Twi-er

     1. WHY?
Small Business... Social Business, starting with Twitter
Small Business... Social Business, starting with Twitter
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/coupons
CoTweet 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
“Everything email touches…”
•   Events backchannel   • Decentralized teams
•   Research             • Employee support
•   CollaboraAon         • Mentoring
•   InnovaAon            • Problem‐solving
•   RecruiAng            • Purely social
•   Best pracAces        • Knowledge
•   Project status         management
                         • Sourcing soluAons
Small Business,
    Social Business. star%ng with Twi-er

     2. HOW?
Listen.
Learn.
Care.
Serve.
Listen.
SMM Survey
   http://bit.ly/bestsmmtools
SMM Survey
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 Tweet
1. Dress nicely
  – Background & avatar
2. Introduce yourself
  – Complete profile, link on your site
3. 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 Unproven!


          +
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
Learn More…
Learn More…
Toolkits…
Small Business... Social Business, starting with Twitter
Small Business... Social Business, starting with Twitter
Small Business,
    Social Business. star%ng with Twi-er

     5. Keep it all together
http://bit.ly/socbasebeta
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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