7. Evolution of Twitter
• The question has changed
• Twitter users expect interaction
• Growth has slowed from 13% to 3.5% (03/09 to 10/09)
• Engagement is way up
Average followers: 300
Average following: 173
Average # updates: 420
• 40% of top 20 locations are outside of North America
http://www.hubspot.com/Portals/53/docs/01.10.sot.report.pdf
11. Agenda
• Evolution of Twitter
‣Part of an inbound marketing strategy
• Gotta have goals
• Q&A
12. Inbound Marketing (IM)
• Inbound marketing is a style of marketing that focuses on getting
found by customers. This sense is related to relationship
marketing and Seth Godin's idea of permission marketing. David
Meerman Scott recommends that marketers "publish their way
in" (via blogs etc.) in contrast to outbound marketing where they
used to have to "buy their way in" (via paid advertisements). Next
best action marketing can also be applied.
• Traditional marketing (outbound marketing) is where companies
focus on finding customers by advertising. This sense is related to
intrusion marketing and Godin's term interruption marketing.
http://en.wikipedia.org/wiki/Inbound_marketing
14. IM Strategy
http://www.thecontenteconomy.com/2010/01/illustration-my-primary-social-media.html
15. IM Strategy
http://www.chrisbrogan.com/how-outposts-improve-your-ecosystem/
16. Agenda
• Evolution of Twitter
• Part of an inbound marketing strategy
‣Gotta have goals
• Q&A
17. Have a Goal
• Make more money
• Get more customers
• Keep tabs on the competition
• Market research
18. Start by Listening
• Set up a monitoring dashboard
Google Reader
NetNewsWire
• RSS, email, social media client
HootSuite
Seesmic
TweetDeck
http://fastwonderblog.com/2008/09/08/monitoring-dashboards-why-every-company-should-have-on/
25. Get More Customers
• Proactively engage potential customers by searching keywords
• Ask about your product when the competition is mentioned
• Build reputation by responding quickly (monitoring)