Twitter for 101 for Business


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You have a Twitter handle, now what? What should you tweet, who should you follow, and who should be tweeting for your company? How can you leverage your new online identity to generate interest in your brand, build loyalty in your customer base, and, ultimately, grow your bottom line?
Joselin Mane, 451 Marketing’s Chief Social Media Strategist and founder of Boston Tweetup, will answer these and other questions at this FREE workshop. Attendees will learn the do’s and don’ts of corporate tweeting and walk away with a step-by-step plan for how to ramp up their Twitter presence without wasting time and money.

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  • Talk about what twitter has become now. Use this for Twitter Stats - Use this for Twitter 101 Video Twitter Overview (What is it?) Why Twitter? Stats Twitter Basics / Terms Twitter Tools Tweet Optimization How to Grow Twitter Following Twitter Time You have a Twitter handle, now what?  What should you tweet, who should you follow who should be tweeting for your company?  Case Studies
  • Talk about what twitter has become now. Twitter describes itself as, “a service for friends, family, and co–workers to communicate and stay connected through the exchange of quick, frequent answers to one simple question: What are you doing?” Tweets are restricted to 140 characters Proper grammar is ignored in many cases
  • Discuss Utility of DM Talk about auto DM
  • Talk about What the Trend? Don’t overuse hashtags-not in every tweet, it is too spammy and people will not want to follow you If you are creating a hashtag, send a tweet out explaining what the hashtag means if it isn’t obvious. Make sure the hashtag is creating value for yourself and your followers The # is a favorite tool for conferences and events. It’s also a way for Twitter users to organize themselves. When everyone adds a certain hashtag to tweets about a topic, it becomes easier to find that topic, and more likely the topic will appear in Twitter’s trending topics. Hashtags like #followfriday help spread information on Twitter while also helping to organize it.
  • If you haven’t already secured your twitter handle, make sure you do so asap-you want to be easy to find Research other brands on twitter to see what you admire/don’t admire Social Identity can help you design your page-keep the same colors and logo as the rest of your brand if possible Claim your Twitter handle Decide how you want to brand your business Choose the right background for your twitter page. Have your Twitter link with your blog if you have one Include your twitter handle on your business card
  • Logo – Select Square Logo 250x250 Pixels. If multiple twitter accounts Face w/Logo (Kodak example) Bio – A 160 Character Bio Mostly Keywords. Tip: Use Keywords Website Link – A link to your main website. Branding (Overall) – Make transition from Social Media to your brand as easy as possible. Profile Links (Sidebar) – Highlight other ways to connect w/your brand similar to Contact Us on your website. Non-clickable Brand Description (Sidebar) – More than 160 Characters but should be brief.
  • 1. Show Us Who You Are When you sign up for Twitter, you’re asked to provide 3 pieces of personal information: a bio, a homepage link and a picture. Many more accounts than you’d expect don’t do these simple things. But accounts that do take the time, have many more follower than those that don’t. So show us who you are.
  • 2. Stop Talking About Yourself What I found here is pretty clear, accounts that have more followers do not tend to talk about themselves much. Imagine meeting someone at a cocktail party who did nothing but talk about themselves all night long. Would you want to listen to them for very long? Want more followers? Stop talking about yourself.
  • 3. Don’t Just Converse When you look at the average reply percentage of folks with over 1,000 followers and compare it to the reply percentage of users with less than 1,000 followers what you find is interesting. Users with lots of followers respond much less frequently. The effect is the same when you compare users with more than 1,000,000 followers with those that have less.
  • 4. Identify Yourself Authoritatively One of my favorite unicorns-and-rainbows myths to pick on is the dog-eared “don’t call yourself a guru.” I’ve heard said a bunch of different ways, and it’s present anytime someone maligns the term “social media expert” or suggests there is no such thing. It turns out though, that when you pull the rainbow-colored wool from your eyes and look at actual data, Twitter accounts that use the word “guru” tend to have 100 more followers than the average Twitter account. Now, I don’t think the takeaway here should be to call yourself a guru at every opportunity, but if you look at the rest of the words on the list, you should realize that you need to identify yourself authoritatively
  • 5. Don’t be a Debbie Downer Negative remarks include things like sadness, aggression, negative emotions and feelings, and morbid comments. Nobody likes to follow a Debbie Downer accounts with lots of followers don’t tend to make many negative remarks. If you want more followers, cheer up! There is no empirical data to suggest that conversations lead to increased reach on Twitter.
  • Don’t ignore or delete negativity unless it is directly attacking another person, or is blatantly offensive When removing posts, always leave a message explaining that inappropriate language or direct attacks are not permitted When Responding: Don’t try to reason with the user Instead, acknowledge the problem, and try to solve it i.e. “We are sorry this happened, we are working now to fix the problem, stay tuned for more updates” If possible, ask user to engage over email or phone
  • Tweet deck, hootsuite, etc. to schedule tweets Hash dictionary-helps you keep track of conversations that include hashtags Klout score Tweet Reach
  • 1. People Like a Person, Not Just a Logo —  @Ford Scott Monty is head of social media for Ford Motor Company and, for many, the face and personality of Ford on Twitter. His account,  @ScottMonty , has more followers and a higher Klout Score than the @Ford official account. Immediately upon talking to Monty, you realize why he’s had such success in his role: He’s not only personable but very much believes in the company. He says: “One of the reasons that it works so well is that I don’t do it simply because it’s a job. I truly believe in the things Ford Motor Company is doing — from the products to the great leadership. The reason I took the job is that it was something that resonated with me personally. I think you can tell when people are doing something just because it’s a job or because they truly believe in it.” Monty points out that one of the biggest challenges to this approach is finding a representative that will be the right fit. As for the benefits, Monty adds: “People appreciate looking at a face as an avatar instead of a logo. That personal touch brings along a degree of humanity to the brand. I talk about 360 degrees of my life and people like that.” Best for : Companies that have a strong social media lead who is committed to the company and who fits well with the brand image
  • 2. Announce Who’s Tweeting —  @Zappos_Service The Twitter handle for Zappos support has a rather unusual, but practical approach to having multiple people run its account: They simply tweet when they change shifts (which happens fairly often) and let people know who’s helping at any given time. It’s a very brick-and-mortar approach similar to how you can check the name tag of who’s helping you at the store, but you still view them as a company representative. “ We want Twitter to be more personalized,” says Corina Craig, one of Zappos’s tweeters. “We want people doing Twitter who like to do it. A lot of our customers have their favorite tweeters. People reach out and say, ‘Hey Corina — how’s everything going?’ ” This method was chosen to promote the best customer experience. You can get 24/7 service from Zappos and you can still correspond with someone who has a name and personality. Best for : Companies that need to provide service 24/7.
  • 3. Carefully Craft the Brand Voice —  @VirginAmerica Virgin America does a remarkable job of being responsive on Twitter despite the fact that there are only two people behind the handle. Jill Fletcher is the social media and communications manager and one of those two people. She explains that they work very hard to develop a consistent company voice for the account that fits with the overall brand. “ The ‘Virgin Voice’ is casual, cheeky and irreverent, and so are we,” she says. “Nick [her colleague] and I work very closely together to inject as much of the ‘Virgin Voice’ into our tweets as possible, but we aren’t afraid to let our personalities shine through either. I think it’s a mistake to over-think every message that goes out on social media. Our aim is to simply be true to Virgin’s values in our social media posts by going out of our way to create ‘wow’ for our guests and having fun along the way.” Best for : A brand with a strong voice.
  • Avoid a “Cult of Personality” —  @WholeFoods The Whole Foods Twitter handle definitely has a social media savvy team behind it (even if you can’t easily tell who its members are). They have a very active presence and even post the hours that they are available to answer tweets, making expectations clear for their customers. Due to Whole Foods’ international nature, with each store potentially having quirks or a neighborhood feel of its own, having one Twitter account to represent all of them is a unique challenge. Winnie Hsia, social media senior specialist for Whole Foods, says, “From the beginning, it has been important for us to avoid creating a ‘cult of personality’ around any individual managing our social media presence. We want our social media channels to convey our brand personality and not necessarily the personality of the individual managing the outgoing messages and conversation. We have, however, sought individuals who understand our brand voice — friendly, positive and conversation-driven –- to be our social media specialists.” She believes keeping a certain level of anonymity is important for the brand. Michael Bepko, social media specialist, adds that this has never been a problem for them with their fans. “In general, what is really important to our customers, fans and critics on Twitter is that they receive quick, helpful responses from us … not that information originates from a particular person,” Bepko says. Best for : Brands that are international or multi-faceted where it may be hard for one person to represent the entire company.
  • 5. Get Many Departments Involved —  @JetBlue JetBlue Airways is another great example of a company that manages its Twitter brand well. Morgan Johnston, manager of corporate communications, says there are approximately 20 people behind JetBlue’s corporate account. “Every one of us is an established crewmember with expertise in different areas within the company that our followers find useful,” Johnston says. “Representatives from Corporate Communications, Marketing, Interactive (web) team, TrueBlue (customer loyalty) team, and Customer Commitment team are all able to respond directly to customers.” This allows the JetBlue Twitter presence to answer all kind and varieties of questions. Johnston adds, “We like to think of the team as an all-seeing, quickly accessible amazing information booth.” JetBlue maintains a  Twitter list  of on-duty reps so customers can find out who’s behind the voice at any given time. JetBlue also uses co-tags when someone is expressing a personal instead of brand opinion. Johnston explains: “So while @JetBlue as a corporate entity may not be able to advocate for any particular restaurant at our airport terminal at JFK, you can be sure if I’m handling the question, there will be a “Try the guacamole at Revolución ^MJ” attached.” Best for : Companies where customers are looking for information first and need to be able to get in touch with different parts of the company.
  • One Account, One Voice —  @PalmsLasVegas This Las Vegas hotel has an active Twitter presence that works well for its image. It maintains its brand without feeling stifled. Amber Olson, the social media strategy manager for the Palms, notes that the account has one voice behind it, making it easy to maintain one consistent feel and personality. While having one person behind an account may be impossible for bigger companies, it may be just the right mix for a local hotel or business. “ Tweets are done freely and in real time; it’s more genuine and in the moment,” Olson says. While most companies strive for this, it’s especially easy with this approach because there’s no need to check to ensure the tweet is in the right voice. Best for : Small or local businesses where it’s possible for one person to manage the whole account.
  • Talk about the future Qr codes Tweetups Blog lunches Yelp
  • 70% of the winners publicly acknowledge winning and referenced the HOB brand, many praising the brand. Entire contest took less than 1hr worth of work but generated an immediate local buzz around Boston due to short contest time frame and immediate winner recognition. Since LiveNation decided to take over ticket giveaways follow up contest involving restaurant weren’t possible.
  • This was an extremely complex legal document where even the URL was complicated.
  • Twitter for 101 for Business

    1. 2. -Twitter Overview -Twitter Terms & Anatomy of a Tweet -Twitter Tools & Best Practices -Case Studies
    2. 4. What is Twitter?
    3. 11. Piece of Content #Hashtag Credit the Source Link ≤ 140 Characters Check out our latest blog post by   @JoselinMane   "Not -So-Quiet Riot: Why Boston’s  #RubyRiot   Was a Success" @451Heat
    4. 12. Piece of Content #Hashtag Credit the Source Link ≤ 140 Characters Relevant Mentions Great #Boston @foursquare story via @wbz @BostonTweet @SteveGarfield @TurnerFisheries @boloco #lbschat #4sqchat @dens
    5. 13. @Reply DM (Direct Message) Auto DM Trending Topics Lists Promoted Tweets, Accounts, Keywords Sponsored Tweet
    6. 14. @Reply
    7. 15. DM (Direct Message)
    8. 16. Sponsored & Promoted Tweets
    9. 17. Trending Topics
    10. 18. Re-Tweet
    11. 19. Lists
    12. 22. Logo (250x250 pixels) Bio Website Link Profile Links (Sidebar) Branding
    13. 23. <ul><ul><li>What are people saying about your brand? </li></ul></ul><ul><ul><li>How are going to deal with customer service issues if they arise? </li></ul></ul><ul><ul><li>How many people will be tweeting for your company and when? </li></ul></ul><ul><ul><li>Strategize so you can execute effectively </li></ul></ul>
    14. 24. Who should you follow?
    15. 31. @#%&! @%&#? @%&#?
    16. 47. Turner Fisheries Case Study
    17. 48. <ul><li>Background </li></ul><ul><ul><ul><li>June 2008 </li></ul></ul></ul><ul><ul><ul><li>Lunch closed </li></ul></ul></ul><ul><ul><ul><li>No social presence </li></ul></ul></ul><ul><ul><ul><li>No blended solution </li></ul></ul></ul><ul><ul><ul><li>Dinner 100 covers on busiest night </li></ul></ul></ul>
    18. 49. <ul><li>Approach </li></ul><ul><ul><ul><li>Facebook Lunches </li></ul></ul></ul><ul><ul><ul><li>Cross-Media Events </li></ul></ul></ul>
    19. 51. Reputable Twitter Users
    20. 52. Facebook Feedback
    21. 53. Increased Following
    22. 54. <ul><li>Results </li></ul><ul><ul><ul><li>Dinner 400 Covers </li></ul></ul></ul><ul><ul><ul><li>Lunch 80-100 Covers </li></ul></ul></ul><ul><ul><ul><li>Weekly Oyster Fridays </li></ul></ul></ul>
    23. 55. House of Blues Ticket Give-away Case Study
    24. 56. <ul><li>Goal </li></ul><ul><li>To generate more traffic to House of Blues (HOB) Restaurant </li></ul><ul><li>Increase Brand awareness and Increase following (currently 705) </li></ul><ul><li>Begin training followers to be responsive and alert to HOB Tweets </li></ul>
    25. 57. <ul><li>Strategy </li></ul><ul><li>Contest:AC/DC Giveaway </li></ul><ul><li>Contest Length- 4:45pm-6pm </li></ul>
    26. 58. Dialogue With Contest Entrants
    27. 59. <ul><li>Results </li></ul><ul><li>20 tweets in first 40 mins </li></ul><ul><li>Final Following 745 Followers (40 new followers in less than 2hrs) </li></ul><ul><li>In less than 24hr following grew from 705 to 760 (55 new followers) from 1 tweet that was sent during rush hour 4:50pm. </li></ul>
    28. 60. Twitter Mistakes
    29. 61. How Not to Run a Twitter Promotion <ul><li>LiveNation is an example of a company not fully understanding how to best run a tweeter contest. </li></ul><ul><ul><li>Rule 1: Make the contest easy to understand, participate & share. </li></ul></ul><ul><ul><li>Rule 2: Twitter is a fast paced medium, provide a fast paced contest. There is no compelling reason why winners need to wait to know they won. </li></ul></ul>
    30. 63. Joselin Mane Chief Social Media Strategist 100 N Washington St, Boston @451Heat