Twitter for Marketing: An introduction

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How to use Twitter within your marketing mix. This is a basic introduction for those who have been wondering what all the fuss is about.

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  • Slide 68 in this presentation has 10 Tweeters I respect and recommend, but I wanted to share a few more.

    Not all of these are marketers but what does link them together is the value I receive and appreciate from each.

    Please share below anyone you'd recommend to me.

    Thanks Richard

    @Avinio
    @SurveyGizmo
    @g2m
    @smashingmag
    @RapidBI
    @SteveBridger
    @PaulRouke
    @KissMetrics
    @Lakey
    @PhilBradley
    @gleonard
    @rshevlin
    @briansolis
    @shivsingh
    @DonPeppers
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  • I created this presentation for a workshop I ran for around 20 different UK brands that were looking to use Twitter as part of their marketing mix.

    Most of the companies had done very little in the way of marketing on Twitter and they were looking for guidance on how best to approach something that many just didn't see the value in.

    I hope you find something useful in this presentation. Drop me a line if you would like to know more or follow me on Twitter at @RichardSedley
       Reply 
    Are you sure you want to  Yes  No
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Twitter for Marketing: An introduction

  1. 1. ICS TWITTER MA RKETING BAS In the spotlight: Twitter
  2. 2. ICS TWITTER MA RKETING BAS You’re not the only one. It took a while for the world to ‘get’ Twitter! Source: http://weblogs.hitwise.com/robin-goad/2009/06/twitter_sending_traffic_to_online_media_but_not_retail.html
  3. 3. ICS TWITTER MA RKETING BAS In which areas will you be increasing marketing spend? 4th Annual Online Customer Engagement Report 2010
  4. 4. ICS TWITTER MA RKETING BAS Planned marketing spend - difference 2009 - 2010 4th Annual Online Customer Engagement Report 2010
  5. 5. ICS TWITTER MA RKETING BAS Why people use Twitter 0% 10% 20% 30% 40% 50% Learn about products/services 42% Provide opinions about products/ 41% services Ask for opinions about products/ 31% services Look for discounts 28% Purchase products/services 21% Seek customer support 19% Source: Edison Research (April 2010)
  6. 6. ICS TWITTER MA RKETING BAS Richard Sedley Course Director for Social Media, CIM Director Customer Engagement Follo w m on T e ! witt er! @RichardSedley
  7. 7. ICS TWITTER MA RKETING BAS Some of the guys we’ve! worked with!
  8. 8. ICS TWITTER MA RKETING BAS 30 second introductions Please tell us… •  Name •  Position •  Department •  Interest in Social Media •  What you hope to achieve today
  9. 9. ICS TWITTER MA RKETING BAS Agenda The idea •  What Twitter is is to conf build •  Jargon buster what idence, ! ’s po find som s o •  Setting up your profiles e fu sible an ut n! d ha •  The roles that Twitter can play ve •  How to write the perfect Tweet •  The Twitter ecosystem •  Managing and monitoring •  Who to follow
  10. 10. ICS TWITTER MA RKETING BAS
  11. 11. ICS TWITTER MA RKETING BAS J argon bu ster!
  12. 12. ICS TWITTER MA RKETING BAS Jargon buster: ‘Tweet’ A single Twitter post
  13. 13. ICS TWITTER MA RKETING BAS Jargon buster: ‘@messages’ @ symbol denotes the name of an account and links to the account
  14. 14. ICS TWITTER MA RKETING BAS Jargon buster: ‘retweet’ The act of reposting someone else’s tweet and giving them credit
  15. 15. ICS TWITTER MA RKETING BAS Jargon buster: ‘DM’ Messaging is public by default but private Direct Messages can be sent
  16. 16. ICS TWITTER MA RKETING BAS Jargon buster: ‘Tweetup’ A face to face get together organised via Twitter
  17. 17. ICS TWITTER MA RKETING BAS Jargon buster: ‘hashtag’ ‘#’ A simple way of categorising a tweet to say this contains something on this subject
  18. 18. ICS TWITTER MA RKETING BAS Jargon buster: ‘hashtag’ ‘#’ Follow or search ! for a #hashtag th to k eep up wi ! some thing you ! are int erested in
  19. 19. ICS TWITTER MA RKETING BAS Jargon buster: ‘lists’ Cr eate a list of people you’re ! int erested in te ! (ma ke it priva your an d monitor rs competito m he without t u)! know ing it’s yo
  20. 20. ICS TWITTER MA RKETING BAS Sett ing ! up your pro file!
  21. 21. ICS TWITTER MA RKETING BAS Sign up or log in here! Choose a name, you need an email address
  22. 22. ICS TWITTER MA RKETING BAS e Cho ose a nam e (the s horter th better) , you need an email address!
  23. 23. ICS TWITTER MA RKETING BAS They check you ! a re human
  24. 24. ICS TWITTER MA RKETING BAS Twitter le sugg ests peop you might be interes t in (just , se lect a few s you can alway m disco nnect fro r)! them late
  25. 25. ICS TWITTER MA RKETING BAS l The s ystem wil t even sugges people on u T witter yo ! al ready know
  26. 26. ICS TWITTER MA RKETING BAS This is where t you c an connec y, with S tephen Fr , or Will iam Hague or Prof Brian e.! C ox… or m Don’t feel pressured to connect to anyone now you can do it later.
  27. 27. Personalise you profile via settings ICS TWITTER MA RKETING BAS Post your first Tweet
  28. 28. Familiarise yourself with your profile settings TWITTER MA RKETING BAS ICS
  29. 29. ICS TWITTER MA RKETING BAS Under the design tab select a groovy background or upload your own. Change text colour etc.!
  30. 30. ICS TWITTER MA RKETING BAS Reflect d! your bran
  31. 31. ICS TWITTER MA RKETING BAS Make it clear what you’re about!
  32. 32. ICS TWITTER MA RKETING BAS How no t to Watch do it.! out for tiling Show u s some sh oes for goodnes s sake!
  33. 33. ICS TWITTER MA RKETING BAS The roles Tw itter can play!
  34. 34. ICS TWITTER MA RKETING BAS Promote your press releases !
  35. 35. ICS TWITTER MA RKETING BAS Guy act ively searches for someone to h elp.! Find peo ple ! mid-con version funnel! You can now find Guy at @gouy1067!
  36. 36. ICS TWITTER MA RKETING BAS If you’re using Twitter for customer service,! tell us who you are!
  37. 37. ICS TWITTER MA RKETING BAS Innocent AGM C ombine with other social media!
  38. 38. ICS TWITTER MA RKETING BAS Deliver as much value through this channel as you can. You will gain respect.! Check out @DaveChaffey!
  39. 39. ICS TWITTER MA RKETING BAS Give and take A B Lead gen. form White paper e and y Give ost m will likely ! White paper Lead gen. form re ceive Conversion rate = 84% Conversion rate = 72% 44% completion accuracy 91% completion accuracy Embedded Persuasive Strategies to Obtain Visitors’ Data. Gamberini, Petrucci, Spoto, Spagnolli
  40. 40. ICS TWITTER MA RKETING BAS People are always looking for a bargain.! Dell say they have made millions from this channel. ! I believe them.!
  41. 41. ICS TWITTER MA RKETING BAS A s imple e merc eCom ition! s p ropo
  42. 42. ICS TWITTER MA RKETING BAS B2B vs B2C Social Network usage (N America, September 2009) …and just in case you B2B types are asking if this is ! Other for you! Plurk FriendFeed MySpace B2C YouTube B2B Twitter Facebook 0 20 40 60 80 100 Source: Business.com 2009 B2B Social Media Benchmark Study
  43. 43. ICS TWITTER MA RKETING BAS …and don ’t forget t o listen.! Let’s sa y I’m loo king to work out who is talking about www.search.twitter.com Microso ft SharePo int!
  44. 44. ICS TWITTER MA RKETING BAS Ok interesti ng, but I ne ed someone in Watch London (these out for develope tiling rs don’t tra vel well)!
  45. 45. ICS TWITTER MA RKETING BAS Advanced search o n steriods !
  46. 46. ICS TWITTER MA RKETING BAS Now we ’re talkin’ t his chap se ems interesti ng!
  47. 47. ICS TWITTER MA RKETING BAS How could you use Twitter to: •  Promote your products & services? •  Increase awareness of your brand? •  Add value to your services? •  Provide pre, post and mid-purchase customer support? Split into pairs to discuss how you might use Twitter for your organisations (10 mins)
  48. 48. ICS TWITTER MA RKETING BAS How else can we use Twitter? •  Promote time-limited offers – ‘the last few seats for a movie starting in 30 mins’ •  Create & organise events online and ‘Tweetups’ offline – using Twtvite •  Make coupons for special offers for Twitter customers – using Twtqpon •  Post jobs & get applications online – using Twtjobs •  Test and promote new products •  Build mailing lists •  Create a Twitter business card – Twtbizcard •  Gain support for your charity - Twibbon
  49. 49. ICS TWITTER MA RKETING BAS Ho w to writ e the per fect tw eet! kio! ion fr om @soo a great presentat Based on tter! llow h er on Twi do please fo
  50. 50. ICS TWITTER MA RKETING BAS Insider Knowledge “Top brands’ sites that don’t work on iPad” “10 web passwords to avoid” Spend ti Advice that has worked me on the “Top 10 ways to become a real social media expert” headline if “3 ways to act on your social media monitoring” you wan t it Topical/seasonal to be “10 beers you must drink this summer” passed o n! Pick a tribe “Which kind of pirate are you?” “Which celebrity mom are you?” Dos and don’ts “10 things you should never say to a porn star” “6 tinned foods you should never try”
  51. 51. ICS TWITTER MA RKETING BAS The Smashin g Magazine formula ! Number + adjective + design item + sticky message
  52. 52. ICS TWITTER MA RKETING BAS “W” wo rds make th e brain siz zle!
  53. 53. ICS TWITTER MA RKETING BAS Write with the aim of being retweeted 140 = maximum length of a tweet 15 = maximum length of a username 10 = space to say it’s a retweet / include comment The mag 140 -15 -10 = 115 characte ic numb er of rs for a tweet. ! But if y ou want retweets multiple I’d aim for arou Based on a formula by @danzarrella nd 85!
  54. 54. ICS TWITTER MA RKETING BAS Great words for Twitter Positive: ‘free’, ‘great’, ‘follow’, ‘how to’, ‘top’ Words which focus on the user: ‘you’, ‘help’ Do pleas Tweets including nouns e check o i.e. the name of something ut @sookio for some gr Rarely retweeted words eat tips! Negative fillers ‘tired’, ‘sleep’, ‘home’, ‘bored’ “-ing verbs” ‘going’, ‘watching’, ‘listening’
  55. 55. ICS TWITTER MA RKETING BAS Th e Tw itter e cosy stem!
  56. 56. ICS TWITTER MA RKETING BAS Twitter ecosystem
  57. 57. ICS TWITTER MA RKETING BAS Twitter ecosystem You can use Tweepi.c om to find n ew and interesti ng people!
  58. 58. ICS TWITTER MA RKETING BAS Twitter ecosystem Tweetreach is pretty good at ! giving you ! an idea of your influence!
  59. 59. ICS TWITTER MA RKETING BAS Klout ca n help you understa nd who you influenc e ! and who influenc es you!
  60. 60. ICS TWITTER MA RKETING BAS Shorten and measure the impact of your tweets using bit.ly ! You can also link bit.ly to Tweetdeck (coming up next)!
  61. 61. ICS TWITTER MA RKETING BAS Man aging ! and monit oring!
  62. 62. ICS TWITTER MA RKETING BAS Tweetdeck is your all in one management tool! (use Hootsuite if your IT Dept. won’t let you install Tweetdeck)!
  63. 63. ICS TWITTER MA RKETING BAS Just be careful that you don’t mi personal x and business account I guaran s. tee at s point yo ome u’ll send the wro to ng one a some po t int!
  64. 64. ICS TWITTER MA RKETING BAS 10 conversations to listen for in Social Media •  The complaint •  The crisis •  The compliment •  The competitor •  The problem •  The crowd •  The question or inquiry •  The influencer •  The campaign impact •  The point of need http://blog.freshnetworks.com/2009/05/the-top-10-conversations-to-listen-for-in-social-media/
  65. 65. ICS TWITTER MA RKETING BAS Measurement framework 1.  Attention •  The amount of traffic to your content for a given period of time. 2.  Participation •  The extent to which users engage with your content in a channel. 3.  Authority •  Inbound links to your content 4.  Influence •  The size of the user base subscribed to your content. 5.  Conversions •  Completions of a desired task. X  Sentiment
  66. 66. ICS TWITTER MA RKETING BAS Conversation monitoring for a bank avs! One of m y all time f Could t a sale his offer ! oppor tunity ! Might se em trivia but part l of the I brand ha K s been b EA around f uilt ree penc ils!
  67. 67. ICS TWITTER MA RKETING BAS W ho to fo llow!
  68. 68. ICS TWITTER MA RKETING BAS Marketers it is worth checking out 1.  @DaveChaffey 2.  @Econsultancy 3.  @JimNovo 4.  @MarketingProfs 5.  @Sidneyeve This lot 6.  @Guy1067 share so 7.  @ADHumlen me brilliant 8.  @AndyBeal informat ion! 9.  @JeffBullas 10. @Mashable
  69. 69. ies! M RK ETinNegraAe ICwitter with your other activit I G Bt S T S TWITTERickAis to t The tr
  70. 70. ICS TWITTER MA RKETING BAS Thanks for participating Let’s spend the last few minutes talking about what we’ve covered… Richard Sedley • twitter.com/richardsedley • or email r.sedley@cscape.com

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