Using Twitter For Business


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Using Twitter for business: slides I put together for the May 2010 Florida DMA event with Jeff Yaniga.

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Using Twitter For Business

  1. 1. Using Twitter For Business<br />Florida Direct Marketing Association<br />May 20, 2010<br />Jason Peck – eWayDirect –<br />Jeff Yaniga – Destination Rx –<br />
  2. 2. What We’ll Cover<br />What do YOU Want to Learn?<br />Plus…<br />Navigating Twitter<br />Speaking the language<br />Finding people to build relationships with<br />What to tweet<br />Examples of companies doing it well<br />How to manage this<br />
  3. 3. Things are a changin’ <br />Hard selling  Making connections<br />Promotion  Participation<br />Hiding yourself  Being yourself<br />
  4. 4. “ I think the way to succeed in today’s world is to make your business more personal. Twitter is also a great way of doing that.” - Tony Hsieh, Zappos CEO<br />
  5. 5. Some things don’t change<br />People want exclusive content and deals and to be treated like a king<br />
  6. 6. What Is Twitter?!<br />It’s a one way mirror<br />Giant ears for real-time listening<br />Networking Event that you can attend while wearing your Snuggie<br />Beachcombing for those one or two really good shells.<br />Your own personal “I Have A Dream” speech<br />A place to connect with thought-leaders and influencers<br />A newspaper filled with only the articles you like<br />
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  11. 11. Navigating Twitter <br />What You Need To Know<br />How to sign up and set up account<br />How to search<br />How to post<br />How to follow others<br />How to respond<br />BONUS: How to shorten URLs and track clicks<br />
  12. 12. Signing Up<br />Sign up for Twitter (<br />Use your real name in your profile and username if possible<br />Put a real picture of yourself up<br />Bio – mix of what you do and what you like<br />Link to your website or blog<br />
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  15. 15. Finding People to Follow<br /> or from right side of the page when you’re logged in<br />Sample searches: XYZ event that you’ll be attending, things you like/are interested in, your company, etc<br />
  16. 16. Twitter Location Search<br />
  17. 17. Finding People - Tweepsearch<br /> <br />Search info in people’s profiles<br />Sample searches = pr agency florida, marketing ct, Location: “Ft. Lauderdale, FL”<br />
  18. 18. Finding People - Twellow<br /><br />Yellow pages for Twitter<br />
  19. 19. Finding People - Google<br />
  20. 20. Following People on Twitter<br />When you follow others, their posts are fed to your Twitter home page.<br />You can choose to “Un-Follow” at any time.<br />Many feel it is good form to automatically follow those who follow you. (Many don’t)<br />EDITORIAL: If someone follows you, check out their “voice” and then decide.<br />Use lists to group people and keep track of things<br />
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  22. 22. What To Post<br />Share a mix of interesting industry info and things you’re interested in personally<br />
  23. 23. What To Post<br />Events- When you’re heading to an event, what you want to get out of it, who you’re excited to meet, what you’re learning, what you thought of it at the end<br />General industry info<br />Funny things that happen to you<br />Things you’re passionate about<br />Occasionally, company news – should be no more than 20% of your total Tweets<br />Participate, don’t promote<br />
  24. 24. Twitter-Friendly Links<br />Use a link-shortening service like or<br /><br /><br />Sign-up and install browser button<br />Great for tracking clicks on links<br />
  25. 25. How to Respond<br />@reply to people you follow to engage in public conversation<br />Ex: @myworkaccount thanks for sharing that info! I also think @NancyOkrent has written some good things about that<br />RT people’s content if it’s interesting, and comment if appropriate<br />Ex: RT @jasonpeckeWayDirect is the most awesomest company in the world! – I agree<br />
  26. 26. Building Relationships<br />
  27. 27. Benefits of Twitter<br />Direct – the company uses Twitter as a marketing, public relations or customer service channel.<br />Indirect – employees post as individuals, the company reaps the “benefit”. <br />Internal – employees communicate with each other on internal projects.<br />Inbound Signaling – Savvy companies use Twitter signals to get early feedback about issues and ideas and to conduct research<br />
  28. 28. Examples <br />Best Buy<br />Naked Pizza<br />Starbucks<br />
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  30. 30. Best Buy’s Twelpforce<br />Started in July 2009<br />Over 2,000 employees have <br />Over 27,000 questions answered<br />Named “DMA Marketer of the Year” in Oct. 2009<br />
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  32. 32. Naked Pizza on Twitter<br />Started in March 2009<br />Created a community around healthy eating, save on marketing costs and drive sales<br />In April, a promo exclusive to Twitter brought in 15% of the days sales<br />In late May 2009, there was a day where 68.6% of total dollar sales came from customers who said "I'm calling from Twitter"<br />
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  34. 34. Starbucks on Twitter<br />Run by former barista, Brad Nelson<br />Followers <br />May 2009 – 181,000<br />May 2010 – 879,000<br />Primarily use for customer service and idea generation/feedback<br />Push people to submit ideas to<br />Over 80,000 ideas submitted<br />
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  36. 36. Measuring Success<br />Align goals with overall business objectives<br />If sales/leads isn’t the goal, assign a value to whatever you’re measuring<br />Don’t just look at short term results of promotions. Think long term.<br />
  37. 37. How Can I Manage This? <br />Don’t worry about keeping up with everything, but always respond to everyone who mentions you<br />Use tools to save time<br />Use groups/lists to keep tabs on important people<br />Hootsuite<br />Free web-based tool, search easily, follow people, respond, shorten URLs, schedule tweets<br />Tweetdeck<br />Great tool for those who prefer a desktop Twitter client<br />Twitterberry – client for Blackberry phones<br />Tweetie – client for iPhones<br />
  38. 38. Final Thought <br />87% of all Americans are now aware of Twitter — up from 5% in 2008 — but only 7% of the population actually use it (Edison Research)<br />