Beyond A Tweet

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Twitter for business. Created for BlogPaws 2013.

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Beyond A Tweet

  1. 1. Beyond A TweetTwitter For Pet BusinessesYour Social Media GuideToby Bloomberg
  2. 2. Toby Bloomberg - My Life In Social MediaI
  3. 3. Our Game PlanPlan IAudience Segment/sEngageContentFollowersInteractMeasureMetricsTellIntegrateAwareness
  4. 4. No ZZZZZZZZZZZZZZsA Working Session
  5. 5. Twitter Planning WorksheetPlan IAudience Segment/sEngageContentFollowersInteractCompany: Twitter Handle:Goals:ROI/revenue. ROO/return on objective. ROE/return on engagementMeasureMetricsTellIntegrateAwareness
  6. 6. Know yourcustomerContentengagement MetricsCreateawarenessTwitter Strategy Worksheet
  7. 7. Plan For YourAudienceThe essence of strategy is choosingwhat not to do.Michael Porter
  8. 8. Twitter Is Like Chasing Your Tail.http://www.petsugar.com/Video-Cat-Chasing-His-Tail-13145198Without A Plan …
  9. 9. Source: Forrester ResearchThen & Now
  10. 10. GoalsReturn On:ROI/InvestmentROO/ObjectiveROE/Engagement
  11. 11. 11 Return On Ideas1. Reinforce branding2. Improve customer service/product support3. Lead generation/new business opportunities4. Loyalty marketing5. Customer feedback/research6. Search engine rankings7. Sharing internal knowledge8. Thought leadership9. Increased awareness10. Media - digital and traditional - attention11. Learnings
  12. 12. Source:OgilvyStrategy Versus Random Tweets
  13. 13. Not All Alike. Surprises.Customers…Cora(zon)
  14. 14. Beyond Just Demos: Personas …http://social.razoo.com/2012/07/6-steps-to-creating-marketing-personas-for-your-nonprofit
  15. 15. Tribe– groupconnected to oneanother, connected to aleader and connected toan idea that inspires theirpassion.Concept by Seth GodinBlogPawsTribe
  16. 16. Twitter ListsTwitter Follow/ers
  17. 17. PlanDefine AudienceSegment/sCreate PersonasIdentify TribesPhotes: Blogpaws Faceboookttp://www.elephants.comTarra & Bella
  18. 18. Know yourcustomer
  19. 19. Engage: RelationshipsThrough ContentSometimes me think, What is friend? And then methink, Friend is what last chocolate chip cookie is for.‘
  20. 20. http://nytmarketing.whsites.net/mediakit/pos/NewYorkTimesThePsychologyofSharingResearch
  21. 21. Community1st2ndLast
  22. 22. http://twitter.com/FordAlan Mulally, CEOScott Monty, Social MediaFord Motor CompanyTwitter Town Hall Meetings
  23. 23. IntegrateSocialNetworks
  24. 24. CONTESTS
  25. 25. Influencers
  26. 26. $$Possible Reach12k+InfluencersInfluencers
  27. 27. Follow Follow Follow Follow FollowFOLLOW
  28. 28. Content Calendar:Goodwill of WashingtonGoal: To develop 5 posts a weekMonday: Vintage and contemporary fashion trends.Tuesday: Publicizes the Goodwill Good Buy of theWeek - an item or an outfit purchase online,Wednesday: “What is it” - shares an image of anitem donated to Goodwill and asks her readers toguess what it is.Thursday: General content subject matter variesFriday: Ask the Fashionista,” answers fashion orshopping questions from readers.
  29. 29. FollowersPhotos
  30. 30. ContentDirectionTopic & type:links, video,photosFrequency/TimeTonality/VoiceCalendarIn-the--Moment!FollowersDefineSegmentsResearchpeople tofollowInteractActiveReactiveEngagehttp://internet-pets.blogspot.com
  31. 31. Know yourcustomerContentengagement
  32. 32. Measure: MetricsTo DetermineSuccessFirst get your facts, then you can distort themat your leisure.Mark Twain
  33. 33. A Metrics Storyhttp://soulpup.com/
  34. 34. Going Beyond Twitter
  35. 35. GoalsReturn On:ROI/InvestmentROO/ObjectiveROE/Engagement
  36. 36. http://www.twitonomy.com/
  37. 37. http://www.twitonomy.com/
  38. 38. http://www.twitonomy.com/
  39. 39. http://www.twitonomy.com/
  40. 40. Best time to tweet
  41. 41. Web AnalyticsKLOUT
  42. 42. MeasureWhatIsSuccess?http://www.amazon.com/Alex-Brown/e/B004TW503W
  43. 43. Know yourcustomerContentengagement Metrics
  44. 44. Before you create any more “great content.” figure outhow you are going to market it first.Joe Pulizzi & Newt BarrettTell
  45. 45. http://smallbiztrends.com/Hashtags:Yours Mine & Ours
  46. 46. Header…E Most valuable realestPlacement ofavatar/textAt a glance .. wouldyou know this wasabout pets?
  47. 47. Identify the people beyond the logo
  48. 48. Total Experience
  49. 49. http://bit.ly/16ZOcTGSocial Media Marketing GPSFree eBook of 40 Twitter InterviewsClick to tweet and share
  50. 50. Twitter AdsNaturalContextual
  51. 51. Multiple locations on website/bloghttp://soulpup.com
  52. 52. 6 Second Videos
  53. 53. 10 Quick Tell Tips1. Email signature2. Multiple locations on website/blog3. Tweeter feed on website/blog4. All collateral materials5. Newsletters6. Linkedin – add to7. Facebook Info8. Active in Twitterconversations, tweet chats9. Start your own tweet chat10. Business card
  54. 54. TEll TheyWillNotComeUnlessYouTellThem
  55. 55. Know yourcustomerContentengagement MetricsCreateAwareness
  56. 56. Twitter Planning WorksheetPlan IDefine Audience Segment/sContentFollowersEngagePassiveActiveCompany: Twitter Handle:Goals:ROI/revenue. ROO/return on objective. ROE/return on engagementMeasureMetricsTellIntegrateAwareness
  57. 57. Know yourcustomerContentengagement MetricsCreateAwareness
  58. 58. Join The Conversation With Maxie & Me!Divamarketingblog.com @tobydiva

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