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Getting started…Social	  Business…	  	  	  	  	  	  Star%ng	  with	  Twi-er	  	  	  	  	  	      Laura “@Pistachio” Fitton...
Social	  Business…	  Star%ng	  with	  Twi-er                                                	  •    Why	  your	  business	...
by consistently touchinga tribe of people withgenerosity and insight,she s earned the right tolead-Seth Godin, Tribes
Founding	  oneforty	  
Social	  Business…	  Star%ng	  with	  Twi-er                                                	  •    Why	  your	  business	...
Why	  Consumers	  Follow	  Brands                                       	  •  Updates on future     •  Fun/entertainment  ...
“Just	  for	  PR	  &	  Marke@ng,	  right?”	  •    Marke@ng	                   •  Brand	  Monitoring	  •    Adver@sing	    ...
“Everything	  email	  touches…”	  •    Events	  backchannel	     •  Decentralized	  teams	  •    Research	                ...
Social	  Business	  in	  2	  Words…	  
Be Useful!
Social	  Business…	  Star%ng	  with	  Twi-er                                                	  •    Why	  your	  business	...
Social	  Business	  in	  4	  Words…	  
 Listen.	      Learn.	      Care.	      Serve.	  
Listen:	  Monitor	  Conversa@ons	  •  Why?	     – Content	  ideas	     – Compe@@ve	       analysis	     – Customer	  servi...
Listen:	  Monitor	  Conversa@ons	  •  How?	  	  	  	  	  Google	  Alerts:	  brand,	                 company,	  compe@tors	...
Learn:	  Always	  Be	  Evolving	  •  Act	  on	  what	  you’re	  hearing	  •  Innovate	  •  Measure	  and	  no@ce	  what’s	...
Care:	  Manage	  Customer	  Rela@onships	       •  Get	  involved	  -­‐-­‐	  where	  your	  customers	                 alr...
Care:	  Your	  Mother	  Taught	  You	  How	  To	  Tweet	     1.  Dress	  nicely	         –  Background	  &	  avatar	     2...
Serve:	  Create	  great	  content	  •  Twi6er	  streams,	  Facebook	  pages,	     blogs,	  ebooks,	  white	  papers	  &	  ...
Serve:	  Curate	  great	  content	   http://14t.me/curatecontent	•  Resist	   NIH 	  syndrome	  (not	  invented	  here)	  ...
Social	  Business…	  Star%ng	  with	  Twi-er                                                	  •    Why	  your	  business	...
We	  Need	  Social	  Campaigns!	                        	               not	  so	  much.	                        	     Inv...
The	  ROI	  is	  Unproven!	                 +
The	  ROI	  is	  THERE•  You	  CAN	  track	  conversions	     from	  social	  media	  •  In-­‐page	  analy@cs	  =	  track	...
We	  Need	  More	  Followers!	    Clickthrus?	  	    Fans?	  	    Friends?	  	    Traffic?	  	    Klout?	  	    Influen@als?	...
You	  Need	  Business	  Objec@ves	                   	                   	                Then,	  	  measure	  appropriate...
Measurement	  NO:	  Vanity	  Metrics.	   YES:	  Business	  objec@ves	  •  Fans,	  followers,	   •  Use	  Analy@cs	  tools	...
Employees	  Will	  Waste	  Time!	  
YES!!
Employees	  Will	  Waste	  Time…	  •    Pointless	  mee@ngs	  •    Procras@naton	  •    Coffee	  breaks	  •    Telephone	  ...
Invest	  Time	  Efficiently	  •  Objec@ves	  •  Workflow	  •  Be6er	  Tools	  •  Measurement	  •  Repor@ng	  
Learn	  More…	  
Learn	  More…	  
Learn	  More…	  
Sneak	  Preview…	  
Social business... starting with twitter
Social business... starting with twitter
Social business... starting with twitter
Social business... starting with twitter
Social business... starting with twitter
Social business... starting with twitter
Social business... starting with twitter
Social business... starting with twitter
Social business... starting with twitter
Social business... starting with twitter
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Social business... starting with twitter

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Advance your business with Twitter.

Whether you want to find the right social media tools to connect with local customers, enhance your existing sales funnel, or just get the word out, oneforty shows you how Twitter can efficiently grow your business.

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Transcript of "Social business... starting with twitter"

  1. 1. Getting started…Social  Business…            Star%ng  with  Twi-er             Laura “@Pistachio” Fitton CEO/Founder – oneforty   Co-author – Twitter for Dummies#socbiz(ps  
  2. 2. Social  Business…  Star%ng  with  Twi-er  •  Why  your  business  should  be  on  Twi6er  •  Some  use  cases  for  social  media  •  How  to:  Start  engaging  your  customers  •  Myths  &  misconcep@ons  
  3. 3. by consistently touchinga tribe of people withgenerosity and insight,she s earned the right tolead-Seth Godin, Tribes
  4. 4. Founding  oneforty  
  5. 5. Social  Business…  Star%ng  with  Twi-er  •  Why  your  business  should  be  on  Twi6er  •  Some  use  cases  for  social  media  •  How  to:  Start  engaging  your  customers  •  Myths  &  misconcep@ons  
  6. 6. 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 promotions support for the•  Updates on upcoming company sales •  Share ideas/provide•  Samples/coupons feedback (#10: 20%) CoTweet ExactTarget 2010
  7. 7. “Just  for  PR  &  Marke@ng,  right?”  •  Marke@ng   •  Brand  Monitoring  •  Adver@sing   •  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  
  8. 8. “Everything  email  touches…”  •  Events  backchannel   •  Decentralized  teams  •  Research   •  Employee  support  •  Collabora@on   •  Mentoring  •  Innova@on   •  Problem-­‐solving  •  Recrui@ng   •  Purely  social  •  Best  prac@ces   •  Knowledge  •  Project  status   management   •  Sourcing  solu@ons  
  9. 9. Social  Business  in  2  Words…  
  10. 10. Be Useful!
  11. 11. Social  Business…  Star%ng  with  Twi-er  •  Why  your  business  should  be  on  Twi6er  •  Some  use  cases  for  social  media  •  How  to:  Start  engaging  your  customers  •  Myths  &  misconcep@ons  
  12. 12. Social  Business  in  4  Words…  
  13. 13.  Listen.   Learn.   Care.   Serve.  
  14. 14. Listen:  Monitor  Conversa@ons  •  Why?   – Content  ideas   – Compe@@ve   analysis   – Customer  service   – Engagement   – Product   opportuni@es  
  15. 15. Listen:  Monitor  Conversa@ons  •  How?          Google  Alerts:  brand,   company,  compe@tors  and   industry   •  Search  same  terms   on  social  tools   •  Many  op@ons  from   free  to  fancy   22
  16. 16. Learn:  Always  Be  Evolving  •  Act  on  what  you’re  hearing  •  Innovate  •  Measure  and  no@ce  what’s  working  •  Apologize  when  you  screw  up  •  Encourage  your  team  to  explore  and   take  risks  •  Con@nually  try  new  things   26
  17. 17. Care:  Manage  Customer  Rela@onships   •  Get  involved  -­‐-­‐  where  your  customers   already  hang  out     •  Keep  in  touch  throughout  the  Customer   Lifecycle  with  Social  CRM  tools   -­‐-­‐  save  searches,  track  deals,  manage  contacts   &  projects   •  TIP:  Choose  a  Social  CRM  tool  with  many   different  integra@ons   27
  18. 18. 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  conversa@onalist   –  Listen.  Respond.  Be  relevant.  Be  useful.  
  19. 19. Serve:  Create  great  content  •  Twi6er  streams,  Facebook  pages,   blogs,  ebooks,  white  papers  &   webinars  •  Cover  things  your  prospec@ve   customer  cares  about  and  needs   to  know.    •  Tool  @p:  Try  Disqus  for  blog   comments:     –  encourage  social  sharing   –  engage  prospects     –  organize  email  addresses   29
  20. 20. Serve:  Curate  great  content   http://14t.me/curatecontent •  Resist   NIH  syndrome  (not  invented  here)  don t  try  to   generate  all  the  content  yourself  •  Be  a  one-­‐stop-­‐shop  resource  for  related  customer  needs  •  Do  what  you  do  best  and  link  to  the  rest!  -­‐@jeharvis   30
  21. 21. Social  Business…  Star%ng  with  Twi-er  •  Why  your  business  should  be  on  Twi6er  •  Some  use  cases  for  social  media  •  How  to:  Start  engaging  your  customers  •  Myths  &  misconcep@ons  
  22. 22. We  Need  Social  Campaigns!     not  so  much.     Invest  in  Social  literacy.  
  23. 23. The  ROI  is  Unproven!   +
  24. 24. The  ROI  is  THERE•  You  CAN  track  conversions   from  social  media  •  In-­‐page  analy@cs  =  track   conversions  •  Argyle  Social,  HubSpot  &   Performable  •  Retaining  customers  •  Customer  support  via  Twi6er   =  saved  costs  
  25. 25. We  Need  More  Followers!   Clickthrus?     Fans?     Friends?     Traffic?     Klout?     Influen@als?   SOMETHINGS?  Right?  Don’t  we?  Hello?  
  26. 26. You  Need  Business  Objec@ves       Then,    measure  appropriate  standards     for  each  objec@ve    
  27. 27. Measurement  NO:  Vanity  Metrics.   YES:  Business  objec@ves  •  Fans,  followers,   •  Use  Analy@cs  tools   friends   •  Measurable  link  shorteners  •  Impressions   –  Clickthroughs  •  Tweets   –  Conversa@ons  •  Raw  traffic   –  Context   •  Ripples  in  the  water   –  Retweets,  repos@ng  your  links   –  Others  talking  about  what  you   do  
  28. 28. Employees  Will  Waste  Time!  
  29. 29. YES!!
  30. 30. Employees  Will  Waste  Time…  •  Pointless  mee@ngs  •  Procras@naton  •  Coffee  breaks  •  Telephone  •  Gossiping  •  Smoking  •  email  •  Web  •  IM  •  Social  media  
  31. 31. Invest  Time  Efficiently  •  Objec@ves  •  Workflow  •  Be6er  Tools  •  Measurement  •  Repor@ng  
  32. 32. Learn  More…  
  33. 33. Learn  More…  
  34. 34. Learn  More…  
  35. 35. Sneak  Preview…  
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