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Twitter for Building Business and Relationships
Twitter for Building Business and Relationships
Twitter for Building Business and Relationships
Twitter for Building Business and Relationships
Twitter for Building Business and Relationships
Twitter for Building Business and Relationships
Twitter for Building Business and Relationships
Twitter for Building Business and Relationships
Twitter for Building Business and Relationships
Twitter for Building Business and Relationships
Twitter for Building Business and Relationships
Twitter for Building Business and Relationships
Twitter for Building Business and Relationships
Twitter for Building Business and Relationships
Twitter for Building Business and Relationships
Twitter for Building Business and Relationships
Twitter for Building Business and Relationships
Twitter for Building Business and Relationships
Twitter for Building Business and Relationships
Twitter for Building Business and Relationships
Twitter for Building Business and Relationships
Twitter for Building Business and Relationships
Twitter for Building Business and Relationships
Twitter for Building Business and Relationships
Twitter for Building Business and Relationships
Twitter for Building Business and Relationships
Twitter for Building Business and Relationships
Twitter for Building Business and Relationships
Twitter for Building Business and Relationships
Twitter for Building Business and Relationships
Twitter for Building Business and Relationships
Twitter for Building Business and Relationships
Twitter for Building Business and Relationships
Twitter for Building Business and Relationships
Twitter for Building Business and Relationships
Twitter for Building Business and Relationships
Twitter for Building Business and Relationships
Twitter for Building Business and Relationships
Twitter for Building Business and Relationships
Twitter for Building Business and Relationships
Twitter for Building Business and Relationships
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Twitter for Building Business and Relationships

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Twitter for Building Business and Relationships was initially presented on April 13, 2010, to the Virginia Career Network by Sally Witzky, Chief Strategist of Traction Group. Traction Group is a …

Twitter for Building Business and Relationships was initially presented on April 13, 2010, to the Virginia Career Network by Sally Witzky, Chief Strategist of Traction Group. Traction Group is a Richmond VA based social media and marketing agency that helps small businesses like franchisees and dealers successfully market and build their brand online.

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  • 1. Twitter for building business and relationships.<br />Is it right for you?<br />Sally Witzky<br />All slides © 2010 Traction Group LLC. All rights reserved.<br />
  • 2. Why RU here?<br />Why did you come today?<br />To learn?<br />To network?<br />To converse?<br />To socialize?<br />To find a job?<br />Other?<br />
  • 3. What is Twitter?<br />Micro-blog @ 140 characters<br />A real-time, short messaging service<br />Works over multiple networks / devices<br />Around the world, people follow the sources most relevant to them and access information via Twitter as it happens—from breaking world news to updates from businesses and friends<br />
  • 4. Very similar to…<br />LinkedIn:<br /> “What are you working on now?”<br />Facebook:<br />“What’s on your mind?”<br />Only that’s all it is…nothing more.<br />
  • 5. Organic Blueprints page.<br />
  • 6. Random Twitter stats…<br />54% of Fortune 100 companies are choosing Twitter as social network platform of choice<br />Of top global brands, media and technology companies ENGAGE in social media much more than lagging financial services segment<br />
  • 7. Engagement = financial performance<br />Source: The World’s Most Valuable Brands: Who’s most engaged? Wetpaint &amp; Altimeter. http://engagementdb.com July 2009<br />Revenue Growth<br /> (last 12 mos.)<br />Gross Margin Growth<br /> (last 12 mos.)<br />Net Margin Growth<br /> (last 12 mos.)<br />Mavens<br />Mavens<br />Mavens<br />Butterflies<br />Butterflies<br />Selectives<br />Selectives<br />Butterflies<br />Selectives<br />Wallflowers<br />Wallflowers<br />Wallflowers<br />
  • 8. 50 million tweets a day<br />Or an average of 600 tweets per second<br />
  • 9.
  • 10. Twitter 101 terms.<br />Handle, i.e. @tractiongroup<br />Tweet (140-character message)<br />Retweet (tweeting others’ message)<br />@reply (reply, not private)<br />Direct Message or DM (private)<br />Bio (important – target audience)<br />URL (to send ppl for more info)<br />Hashtag (#RVA, #SMCRVA)<br />
  • 11. Twitter 101 managers.<br />Tweetdeck (most popular)<br />Hootsuite (multi-accounts, tracking)<br />CoTweet (esp. for larger companies)<br />Seesmic Desktop (fun)<br />PeopleBrowsr (more advanced)<br />Twitterberry (Blackberry); new app this wk<br />Tweetie &amp; TwitterFon (iPhone)<br />Digsby (IM, eMail + social networks)<br />
  • 12. What do I tweet?<br />Not your meals or where you are unless cool and using Foursquare<br />What relevant content is on your blog or on your website?<br />Challenge yourself to engagewith others vs. always talk about you<br />Find a style that works for you<br />
  • 13. What’s the use? <br />Many reasons to tweet…<br />To learn, fast<br />To converse, quickly <br />(kind of like working a room only at warp speed)<br />To help others by promoting them<br />To build awareness, consideration<br />To drive traffic to blog, site, articles<br />To show appreciation; thank publically<br />To ENGAGE with target audience<br />To provide customer service<br />
  • 14. Twitter access…<br />From your computer or phone<br />Best to utilize a Tweet manager vs. Twitter.com<br />Can automate small % of your updates w/ SocialOomph, Ping.fm <br />Update Twitter, Facebook and LinkedIn status all at same time<br />
  • 15. I even tweet to blog… <br />
  • 16. Art of ENGAGEMENT.<br />There is both an art and science to conversation:<br />Listening (requires patience)<br />Learning (keeps ‘ole ego in check)<br />Sharing (what value do I bring?)<br />Promoting (how can I help others)<br />Twitter only one small puzzle piece<br />
  • 17.
  • 18. Twitter is where to get…<br />Your news, local and global<br />To know ppl better in shorter time <br />To connect B4 U know people<br />Creates deeper conversations when you both meet; no intros needed<br />Strange at first; much appreciated tho<br />Creates ability to know people you wouldn’t know otherwise<br />
  • 19. Twitter is voracious…<br />For learning…<br />I learn more from Twitter from more people than I could meet in a lifetime<br />For connecting with lots of ppl fast<br />Social interaction<br />For ENGAGING w/ a fewppl fast<br />And often deeper<br />
  • 20. Tweeting barefoot…<br />Carrie Wilkerson<br />@barefoot_exec or http://twitter.com/barefoot_exec<br />80,349 followers (her peeps)<br />She’s tweeted over 30,000 times <br />She knows many of them personally<br />Very loyal brand following who buy<br />
  • 21. Twitter…<br />Doesn’t replace in-person connections; makes them richer<br />Keeps your name in the minds of others; and their names in yours<br />Get to know each other over time…that’s the basis of any advertising/marketing campaign<br />
  • 22. A great ad campaign…<br />Advertising campaigns <br />measured w/ reach, frequency and GRPs<br />include direct mail, email, banner ads<br />Keys to success are…<br />Relevancy, consistency and emotional tie…<br />whether to make one laugh or cry<br />creates memorability and desire for product or service<br />
  • 23. Twitter works same way.<br />Reach<br />Are you reaching your target audience and advocates?<br />How many of the right followers do you have?<br />Frequency<br />How often do you tweet?<br />Relevancy<br />What is your content?<br />RU providing value?<br />Consistency<br />Can y0u be counted on to always provide good content?<br />
  • 24. But the difference is…<br />There’s no media cost<br />(that doesn’t mean it is free)<br />There’s the ability to converse<br />One person or more at a time, quickly<br />Critical piece remains: search engine optimization – an important aspect even B4 Twitter<br />
  • 25. Twitter not holy only.<br />Use as part of [social media] marketing strategy<br />With other online efforts<br />Social networks (Facebook, LinkedIn..)<br />Paid media (Google AdWords…)<br />Google / Bing directories, profiles<br />Blogs (you can have multiple)<br />Websites, particularly e-commerce<br />Pay attention to keywords!<br />
  • 26. Integrated marketing example<br /> from<br /> Home Instead Senior Care RVA<br />
  • 27. Home Instead Senior Careof Richmond, Virginia<br />Two Twitter Background Pages<br />Torsten Steinfatt @HomeInsteadRVA<br />Teresa Steinfatt @TeresaSteinfatt<br />Two LinkedIn accounts<br />Facebook Fan Page<br />Local Blog<br />Local Website<br />
  • 28. Two Twitter accounts.<br />
  • 29. Local blog.<br />
  • 30. Facebook Fan page<br />
  • 31. Websites<br />
  • 32. Plus ancillary services…<br />FriendFeed<br />StumbleUpon<br />Digg<br />Tumbler<br />Delicious<br />NetworkedBlogs<br />Hootsuite<br />Google Analytics<br />Twellow<br />PeoplePond<br />Technorati<br />TwitPic<br />YouTube<br />MyBlogLog<br />Ping.fm<br />SlideShare<br />And more…(x 2)<br />
  • 33. Home Instead tweets…<br />Relevant articles / Point of view<br />RTs (retweets) others<br />Events / activities<br />Community partnerships<br />Focused on RVA<br />Building brand awareness, consideration and generating opportunities and leads<br />
  • 34. Tweets as traffic drivers.<br />Measure tweets w/links<br />Shorten the link, i.e. Hootsuite<br />Test!<br />Copy approach<br />Times of day<br />Measure tweet click-throughs and website traffic sources w/analytics<br />
  • 35. Sweet tweets.<br />
  • 36. Tweet stats.<br />
  • 37. Parting thoughts.<br />Focus on building your online brand with a strategic approach, then decide on which social networks are right for you<br />You wouldn’t launch an ad or PR campaign without at least some semblance of a plan!<br />
  • 38. Parting thoughts.<br />Social networking and social media is simply social media marketing, as opposed to traditional advertising, PR and direct response marketing<br />The core elements of traditional don’t go away; simply shift<br />
  • 39. Parting thoughts.<br />A business still requires an acquisition, retention and cross-sell strategy that includes event and product promotion <br />The way in which a business overlays the marketing tactics to meet goals won’t change; <br />What tactics or tools one uses will; higher engagement tools and staff.<br />
  • 40. Questions?<br />What’s on your mind?<br />
  • 41. Tweet me.<br />Twitter.com/sallywitzky<br />Twitter.com/tractiongroup<br />Sally Witzky<br />sally@tractiongroup.com <br />804.402.0804<br />TractionGroup.com<br />

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