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Twitter for Business

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Presentation on Twitter for Business, December 2013, at event for the Birmingham Business Journal

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Twitter for Business

  1. 1. Twitter for Business Sheree Martin, J.D., LL.M., Ph.D.
  2. 2. My Background: Business-Focused Strategic Communicator ● Former business lawyer ○ Rosen Harwood, P.A. ● Ph.D. ○ Now Asst. Prof. at Samford ● Entrepreneurial mindset ● New ideas, "Third Way"
  3. 3. Resources For You Slides Available on SlideShare Twitter Resources Page Here: http://shereemartin.com/Twitter
  4. 4. What I’ll Cover Big Picture Social Business Philosophy Twitter Tactics ● Examples Twitter Tools
  5. 5. My Internet History: Early Social Image Sources : http://stopmebeforeiblogagain.com/a-brief-history-of-social- networks/ http://www.stockmarketlogos.com/telecom-services/earthlink-logo-stock-symbol/
  6. 6. 2003
  7. 7. Confused About Social? Start Here "Markets are Conversations" 95 Theses Cluetrain.com
  8. 8. Foundation Paid Media Owned Media Earned Media
  9. 9. Content Marketing/Inbound Marketing/Brand Journalism ● Create informative, useful, entertaining free content to help current and prospective customers. ● Answer questions about products, services or industry. ● Build awareness and trust. ● Shows how the product/service solves a problem. ● Tell stories. ● Publish on website. ● Share through social channels.
  10. 10. http://contentmarketinginstitute.com/2012/02/history-content-marketing-storytelling/ Content marketing has a long history. Joe Pulizzi, founder the Content Marketing Institute, starts with The Furrow magazine, created and published by John Deere to educate farmers about new farming technology and the business side of farming.
  11. 11. Website
  12. 12. My Philosophy of Twitter Conversation, not a broadcast stream Build Relationships ● Engagement
  13. 13. Relationships are like your garden.
  14. 14. Audience
  15. 15. Alignment Business Objectives ● Develop Social Objectives to Support Business Objectives Social Strategy To Align Tactics ● When, What, Frequency
  16. 16. Twitter Profile & Bio - Biz
  17. 17. Twitter Profile & Bio - Person
  18. 18. Pro Tip: Special Landing Page
  19. 19. @HiltonSuggests Be Helpful Without Being Self-Promotional
  20. 20. Tell your story.
  21. 21. Tell Your Story: Example
  22. 22. Share Useful Information Create Your Own & Link Back to Posts or Pages on YOUR site
  23. 23. Curate Content Find useful, relevant information created by others and share with your audience.
  24. 24. @Replies
  25. 25. .@Reply or .@Mention
  26. 26. @Name people Example Props to Gary Vaynerchuk & VaynerMedia
  27. 27. Use Trending Hashtags
  28. 28. Newsjacking Example Props to Gary Vaynerchuk & VaynerMedia
  29. 29. Ride the Memes Example Props to Gary Vaynerchuk & VaynerMedia But be c areful. Know Your Audience. Don’t Be Too Cute.
  30. 30. Host A Twitter Chat
  31. 31. Embed, But Don’t RT Praise If someone compliments your business on Twitter, capture the tweet and embed on your website as a testimonial.
  32. 32. How to Get the Embed Code Click “More” on Tweet
  33. 33. I don’t connect accounts. Cross posting good. But don’t blast.
  34. 34. Monitor Listen Respond
  35. 35. 5 Predictions for 2014 http://tech.fortune.cnn. com/2013/12/10/social-media-2014/ 81% of Twitter Users Expect Same Day Response to Questions & Complaints
  36. 36. Track K P I
  37. 37. Tools TweetReach Tweriod Twitonomy Hashtagify.me TweetBinder
  38. 38. Link Shorteners Help Bit.ly Google Analytics ● Set up campaigns and have unique links for tweets
  39. 39. Social Media Policy Organizations should have a policy. ● But banning social is not a good policy for the 21st century. Who owns the Twitter account?
  40. 40. DMs Direct Messages Don’t click links in DMs if you are unsure. ● Hacking. ● I don’t take a chance.
  41. 41. Mary Meeker -- KPCB
  42. 42. Learn More Social Media Examiner: http: //socialmediaexaminer.com Social Media Marketing Podcast My Resource Page: http://shereemartin. com/Twitter
  43. 43. Patience
  44. 44. Connect http://linkedin.com/in/shereem @RealSheree on Twitter

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