Catching the Next Generation with Twitter - Social E Conference


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Lane's opening keynote slides from the Social E Conference in Newport, RI on catching the next generation with Twitter.

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Catching the Next Generation with Twitter - Social E Conference

  1. 1. Catching the Next Generation of Business Catching the Next Generation of Business <ul><li>Lane Sutton </li></ul>
  2. 3. What is Twitter? <ul><li>A microblogging platform. </li></ul><ul><li>A tweet is a status update that is limited to 140 characters and your followers who subscribe to your tweets, will receive it. It will also display in Twitter search, and on the web. </li></ul><ul><li>Share in real-time links, information, articles, thoughts with the web (directly, privately, publicly) </li></ul><ul><li>` </li></ul>
  3. 4. Twitter by the Numbers <ul><li>Close to 300 million users. </li></ul><ul><li>66.5% of businesses have adopted SM in past 18 mos. </li></ul><ul><li>50% of U.S. businesses use Twitter to engage and inform existing customers. </li></ul><ul><li>80% of Twitter engagement is link-clicking. </li></ul><ul><li>52% of Americans have a social media profile. </li></ul><ul><li>43% of U.S. businesses using SoMe receive new business. </li></ul>
  4. 5. <ul><li>Man tweeted photo of “Miracle on the Hudson” </li></ul><ul><li>Through that picture taken minutes within the situation - CNN was able to break the story. </li></ul>
  5. 7. Tweets per Day <ul><li>Now: Over 140 million tweets sent per day. </li></ul>
  6. 8. Best Practices <ul><li>Make two-way connections. (You should be talking to others, have conversations, engaging, and they should talk to you - not one way) </li></ul><ul><li>Be personable, the seriousness is now gone. It is all about adding that touch. </li></ul><ul><li>Don’t over-promote. </li></ul><ul><li>Don’t be a broadcaster. Be a creator, connector, and engager. </li></ul>
  7. 9. Trust and Buying Decisions! <ul><li>83% of adults trust opinions of a friend/acquaintance who has used the product or service. </li></ul><ul><li>One in three Internet users say purchase decisions are swayed by social media content. </li></ul>
  8. 12. Twitter Wins on Clicks <ul><li>Twitter gets the most clicks for links, and users love to circulate content. </li></ul>
  9. 13. The 80/20 Rule <ul><li>The 80% represents talking with others, engaging with them, and not yourself. </li></ul><ul><li>The 20% is for you! Do little promotion with this, but rather tweet out relevant content to your brand (that others will like). Don’t yell! </li></ul>
  10. 15. Answering Questions <ul><li>Twitter users are loyal to brands, but they want an answer. </li></ul><ul><li>Many use Twitter as a second method of communication, if phone or e-mail don’t work quickly as 5% say. </li></ul><ul><li>Especially the more influential a user is, the more it will impact your business (good or bad). They could complain, or rave about answering their question or the good service they received. </li></ul>
  11. 16. Answering Questions
  12. 19. Audience Demographics 1/3 of monthly users are 25-34 years old.
  13. 22. Timing <ul><li>Between 11 am and 5pm are the most popular active tweeting times. </li></ul><ul><li>Later in the day, and later in the week are the most re-tweetable times. </li></ul><ul><li>CTR highest mid-week and weekends, and at noon and 6 pm. </li></ul>
  14. 24. Listen! <ul><li>“Grow bigger ears.” - Chris Brogan </li></ul><ul><li>Listen for your brand, see what others are saying. Good or bad? </li></ul><ul><li>Answer questions, engage with customers (existing, potential, and past). </li></ul>
  15. 25. ROI? <ul><li>The ROI is calculated from monitoring your conversations, your relationships built, and where your customers found you. </li></ul>
  16. 26. Why “Content Rules” <ul><li>27 million articles are shared each day. 23% of status updates include a link to content. </li></ul><ul><li>Besides creating your own content is a great way to get followers to click through to your website. </li></ul><ul><li>“ Do what you do best, and link to the rest” -@jeffjarvis </li></ul><ul><li>Make content shareable (include share button on websites like ShareThis/AddThis) </li></ul><ul><li>Share relevant content for others to re-tweet, and you get promoted. (I call it the Giving Tree) </li></ul>
  17. 27. Interaction between Customers/Brands <ul><li>More than 1/2 of active Twitter users follow companies, brands, or products. </li></ul><ul><li>Twitter is commonly used for requesting customer service issues be resolved. </li></ul><ul><li>25% of users follow a brand. </li></ul>
  18. 28. Use a Blog with Twitter <ul><li>79% more Twitter followers for companies with a blog. (HubSpot) </li></ul><ul><li>You can promote your own content relevant to your brand, but it isn’t direct self promotion, because it would be valuable to the reader. </li></ul><ul><li>They will become advocates for your brand and promote you. </li></ul>
  19. 31. More Loyal to Companies I follow?
  20. 34. Keep ‘Em Short & Sweet <ul><li>You’re limited to 140 characters, but leave more room in your tweets to get re-tweets. </li></ul><ul><li>I recommend at least 20 characters remaining when you tweet, but it depends on your Twitter name/handle. </li></ul><ul><li>Have a call to action, and keep them to the point with focus. </li></ul>
  21. 35. Post Throughout the Day <ul><li>Think of time zones. If you’re a national business, use EST time, it is the most populated time zone. </li></ul><ul><li>48% of active users log on multiple times during the day. 64% check it at least once a day. </li></ul>
  22. 36. Twitter Clients <ul><li> : web-based, offers tweet scheduling, conversation threading, messaging archives, unified inbox, multiple tweeters, tweets/DMs assigned to respond, brand search, initials of tweeter.’’ </li></ul><ul><li> : web-based client with tweet-scheduling, 3 columns for main timeline, mentions, DMs, link shortening, click tracking, file attaching. </li></ul>
  23. 37. Twitter Tools <ul><li>Timely, : Using your last 199 tweets, it finds the tweets that didn’t get its full potential. it can auto-schedule tweets, tell you best times to tweet, and adapt to new behavior. </li></ul><ul><li>Crowdbooster, : Analyzes impressions, retweets, responses, and followers. It recommends the best times to tweet based on this data. </li></ul>
  24. 38. More Twitter Tools <ul><li>Social Mention - /Google Alerts but for social media, monitor certain search terms on Twitter, blogs, news, and does sentiment analysis. </li></ul><ul><li> - URL shortening service that will also track how many clicks a link receives with a graph by day. </li></ul>
  25. 39. More Twitter Tools 2 <ul><li> - See when/why you were unfollowed with tweets and the change in follower numbers. </li></ul><ul><li> - Similar to Google Alerts, but tracks search terms and sends an email digest of them. </li></ul>
  26. 40. Advanced Search <ul><li> - you can narrow down your search by phrases, words, terms, location, attitude, dates, and people. </li></ul><ul><li>Monitor keywords, competitors, or search for leads. </li></ul>
  27. 41. ReTweets (RTs) <ul><li>“ Retweet someone once and they will notice you, retweet someone often and they will remember you” . -@AskAaronLee </li></ul><ul><li>Before just clicking retweet, add something personalized to each tweet like a comment or your thoughts on it. </li></ul>
  28. 42. Dress Up Your Twitter Profile <ul><li>Dress your profile up with a headshot avatar. Pages with a human avatar are more followed. </li></ul><ul><li>Use a site like to create a custom background with a background picture/logos, add in text to extend beyond the 160 characters biography limit. </li></ul><ul><li>For your bio, explain what your company offers. What will you tweet? </li></ul>