Twitter 101 for Small Business


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Twitter 101 for Small Business presented by Ilona Olayan from Social Strategy1 and Hakan Degirmenci from Twitter and hosted by OfficeArrow - small business community. This session is Twitter 101 and we’ll be covering the basics of Twitter including what the term hashtag means, but if you do happen to already have a Twitter account and are somewhat familiar with hashtags, the hashtag we are using for today’s webinar is #OASocial.

The presentation includes Twitter basics and how to's, the big picture of the new Twitter, including Twitter statistics, and what to use twitter for as a business.

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Twitter 101 for Small Business

  1. 1. Twitter 101 forSmall Business:What Every Small Business Needs to Know#OASocial
  2. 2. I’m Hakan.Hakan Degirmenci Ilona @hakansf @eyelona 2
  3. 3. State of SocialMedia in SmallBusiness 3
  4. 4. Today’s Topics• Twitter by the Numbers – The Basics, Stats, What It Means To You• How to integrate Twitter into Your Overall Marketing• Twitter Etiquette and the Most Engaging Tweets• Twitter User Behavioral Patterns Like Why Users Follow Brands and How Twitter Influences Purchase Decisions. 4 4
  5. 5. Twitter by the Numbers 100M+ Registered Accounts 600K+ New Accounts / Day 250+ Million Tweets per 2006 2011 day 1,000,000,000 Then: 3 years, 2 months, 1 day Now: every 4.5 days 5
  6. 6. Twitter’s AudienceAge Gender 160 136 119 Index Index IndexEducation Income Attended Grad School HHI > $100K 159 Index vs. U.S. Internet (21%) 111 Index vs. U.S. Internet (23%) Source: comScore [P] in the U.S.,June 2011. For all metrics but education: Media Metrix, Base: P2+. For education metrics: Plan Metrix, Base A18+. (Education metrics are not available in Media Metrix, Base: P2+) 6
  7. 7. Useful Communication tool thatallows you to interact with people around the worldNo one needs I don’t need I don’t care to know to know that what other what I am John is people are doing! heading to doing! the restroom. 1. short message to a bunch of people publicly 2. short message to a specific person publicly 3. Short message to a specific person privately 140 character limit 7 7
  8. 8. Twitter is FasterThan an Earthquake 8
  9. 9. Setting Up an Account 9
  10. 10. Setting Up an Account 10
  11. 11. 12 4 3 11
  12. 12. The Basics • Are you twittering, twitting or tweeting? • Followers, Following, and Friends? • Using a @username (@officearrow) • What’s a hashtag (#)?Tweets 12
  13. 13. The Basics (continued)• What’s a DM (direct message)• RT or "retweet" – Example: RT @OfficeArrow – Slick statistics - Small BusinessOR Stuck in Neutral on Social Media [Infographic & Report]……. 13 13
  14. 14. User Influence 14
  15. 15. The Power of a FollowA signal of interest and intent Are you more likely to buy since 67% becoming a follower/fan? 51% Are you more likely 79% to recommend since becoming a 60% follower/fan? Source: iModerate, March 2010 survey of 1,504 nationally representative US adults by Chadwick Martin Bailey 15
  16. 16. UnderstandingFollowers - what the research says1) Why do Twitter users follow brands?2) How does Twitter influence followers’ attitudes and behaviors towards brands?3) How does Twitter influence purchase decisions?4) How many Twitter users follow brands? 16
  17. 17. Reasons Twitter users followbrands Reasons to follow a brand on Twitter % of respondents Source: Compete, 6/13/11, “Four Things You Might Not Know About Twitter” 17
  18. 18. Twitter followers are morelikely to recommend and takeaction Twitter usage outcomes compared to non- followers Source: Compete, 6/13/11, “Four Things You Might Not Know About Twitter” 18
  19. 19. Twitter influences retailpurchase decisions 2 in 3 Users Say Twitter Influences Purchases % of respondents, n=525 35 30 28.6 25 25 20 19.4 15 14.5 12.5 10 5 0 Not at all influential Not very influential Influential Somewhat influential Extremely influential Source: Compete Online Shopper Intelligence, Spring 2011 19
  20. 20. Most Twitter users followfive or more brands Number of brandsbrands US Twitter Users US Twitter Users, Aug 2011 Number of they follow according to Follow, August 2011 51+ 8.231-50 3.421-30 9.811-20 17.8 6-10 19.6 1-5 30.6None 10.6 0 5 10 15 20 25 30 35 Note: n=500. Source: Lab42 survey as cited in company blog Aug 2011, republished by eMarketer 20
  21. 21. How to Use it For Business• Develop and promote your business• Interact with your customer base offering deals, specials or simply service• Track what people are saying about your company and brand• Create buzz around upcoming events• Empower employees to act as liaisons to the public• Develop direct relationships with bloggers and/or journalists for potential PR placement 21
  22. 22. Plan your work and work your planHow do you apply the usesof Twitter to your business?
  23. 23. Twitter Planning:10 Points to Consider1 – Goals 6 – Schedule2 - Messages to Followers 7 – Frequency3 - Hashtags / Topics 8 - Tone4 – Keywords 9 - Tactics5 - Phrase 10 - Listen 23
  24. 24. What to Tweet About 24
  25. 25. Secrets to SuccessWhat are the most engaging Tweets? Link 98% included links for deeper engagement 72% used hashtags to brand the Hashtag conversation Real-Time 70% featured new, up-to-the minute content 40% used direct calls to action (“Click Call to Action here”) Exclamatory! 40% were exclamatory in tone (used “!”) New Product 38% announced the launch of a new product Ask a Question 24% asked a question Game-Related 22% related to a game or contest Source: Twitter Internal Data, Q410 – Q211. 25
  26. 26. Twitter Etiquette1. Maintain a complete and current bio2. Don’t shorten your URL or web address on your bio page3. Investigate all links you plan on re-tweeting4. Don’t spam your followers5. Use good manners, just like in the offline world6. Do not DM anything that may appear as spam7. Stay away from controversial subjects8. Don’t buy into personal or business attacks, if they occur –there’s one in every crowd, and Twitterville is no exception.9. Have fun and make money! 26
  27. 27. Coming Soon 27
  28. 28. Melanie Williams @officearrow www.officearrow.comHakan Degirmenci Ilona @hakansf @eyelona 28