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The Value of Social
Engagement.
#ICON14|@Infusionsoft
Hello.
@akmercog
Head of SMB Marketing @Twitter
#ICON14|@Infusionsoft
Live tweeting from
@TwitterSmallBiz
Join in with
#AskTwitterSMB
#ICON14|@Infusionsoft
Twitter brings you closer.
#ICON14|@Infusionsoft
#SuperBowl
24.9M Tweets
#ICON14|@Infusionsoft
#Ukraine
Data Visualization Feb 2014
#ICON14|@Infusionsoft
#Oscars
14.7M Tweets
3.1M RT of the “selfie”
#ICON14|@Infusionsoft
240M+ Users
500M+ Tweets per day
76% Users are mobile
#ICON14|@Infusionsoft
How can Twitter help my
small business?
#ICON14|@Infusionsoft
#ICON14|@Infusionsoft
Our time together
today…
#ICON14|@Infusionsoft
How do I meaningfully engage on Twitter?
How do customers find me on Twitter?
How does this drive results?
#ICON14|@Infusi...
A new look at the “funnel”
Engage
Advocate
Convert
Discover
#ICON14|@Infusionsoft
Twitter + DB5: SMB Customer Insights
Study
Live in the
US
Use Twitter
at least
monthly
Follow a
SMB on
Twitter
SMB defined...
A peek at Twitter SMB’s
marketing playbook
#ICON14|@Infusionsoft
Pro Tips
Best Practices
#ICON14|@Infusionsoft
Discovery
#ICON14|@Infusionsoft
Your customers are on
Twitter; they just may not
know you are.
#ICON14|@Infusionsoft
51%
of respondents are
daily users
Source: DB5 Small Business Customer Insights 2014
#ICON14|@Infusionsoft
61%
of respondents see Tweets
from SMBs on a daily
basis
Source: DB5 Small Business Customer Insights 2014
#ICON14|@Infusi...
Find relevant influencers and topics
Join the conversation
Use Twitter search for keywords
and #hashtags
Follow influencer...
Integrate your efforts
Best Practice
#ICON14|@Infusionsoft
34%
Interacted with a SMB after seeing
an ad with their Twitter handle
Source: Market Probe Twitter Study 2013
#ICON14|@In...
35%
Via a Tweet in a #hashtag
conversation
35%
Via a friend’s @reply
57%
Discovered a SMB on
Twitter. And of those:
Source...
Pro Tip
Promoted
Accounts
#ICON14|@Infusionsoft
Engagement
#ICON14|@Infusionsoft
Tweet like you are having a
conversation with a good
friend.
#ICON14|@Infusionsoft
9out of10 76%
Have tweeted directly
at a SMB
have engaged in
conversations with, or
about a SMB
Source: DB5 Small Business...
Driving interaction
Engagement Tweets
• Photos
• Sneak-peeks on products
• Informal polls / questions
• Blog posts
• Video...
80/20
Engagement content to
direct offers
#ICON14|@Infusionsoft
Top reasons Twitter users follow SMBs.
Followers want to hear from you
Source: DB5 Small Business Customer Insights 2014#I...
Stay organized and create a cadence
Tweet calendar
Monday:
Behind the
scenes
Tuesday:
Special
Promotion
Wednesday:
Helpful...
Best Practice
Create events on Twitter
Create engaging moments
#ICON14|@Infusionsoft
Tweet Scheduling
Pro Tip
#ICON14|@Infusionsoft
Tweet Activity Dashboard
Pro Tip
#ICON14|@Infusionsoft
Promoted Tweets
Pro Tip
Keyword
targeting
Device
targeting
Interest
targeting
Geo
targeting
Learn how to turn Twitter user...
Conversion
#ICON14|@Infusionsoft
You gave them content.
Now drive conversion.
#ICON14|@Infusionsoft
60%
of respondents purchased
from a SMB because of
Twitter
Source: DB5 Small Business Customer Insights 2014#ICON14|@Infus...
86% 43%
plan to repeatedly
purchase
plan to purchase going
forward
Source: DB5 Small Business Customer Insights 2014
#ICON...
Best Practice
How to optimize for success
Direct response tweets
Twitter Small Biz @TwitterSmallBiz
Want to drive traffic ...
Pro Tip
Lead Generation Cards
#ICON14|@Infusionsoft
But how can I track results?
#ICON14|@Infusionsoft
Pro Tip
Online conversion tracking
#ICON14|@Infusionsoft
Advocacy
#ICON14|@Infusionsoft
A follower means the
opportunity to interact with
them repeatedly.
#ICON14|@Infusionsoft
73%
of respondents feel more
positive about that SMB after
they follow them
Source: DB5 Small Business Customer Insights 2...
81%
of respondents are more
likely to take action from a
SMB when shared on
Twitter
Source: DB5 Small Business Customer In...
30%
86%
More likely to visit a
SMB if a friend
recommends
lift in recommendation
post following
Source: Market Probe Twitt...
Flock to unlock
Exclusive offers and promosBest Practice
1. Find and incentive followers want
2. Let followers know when t...
Follower Dashboard
Pro Tip
#ICON14|@Infusionsoft
3 parting thoughts on
the value of social
engagement…
#ICON14|@Infusionsoft
The value of social engagement
can be more than just
elaborate initiatives…
#ICON14|@Infusionsoft
The value of social engagement
can also be
inspired moments.
#ICON14|@Infusionsoft
#ICON14|@Infusionsoft
The value of social engagement
can be more than just
connecting with
technology…
#ICON14|@Infusionsoft
The value of social engagement
can also be
connecting through
humanity.
#ICON14|@Infusionsoft
Peter Shankman
@petershankman
Hey @Mortons – can you meet me at newark airport with a
porterhouse when I land in 2 hours? ...
Peter Shankman
@petershankman
Oh. My. God. I don’t believe it. @Mortons showed
up at EWR WITH A PORTERHOUSE!
Lockerz.com/s...
The value of social engagement
can be more than just
moving product…
#ICON14|@Infusionsoft
The value of social engagement
can also be
about moving people.
#ICON14|@Infusionsoft
#makeastand
Raised over $100K in
173 days
#ICON14|@Infusionsoft
#Thank You
#ICON14|@Infusionsoft
#Q&A
#ICON14|@Infusionsoft
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Day two 1215pm-annemercogliano-value of social engagement

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Day two 1215pm-annemercogliano-value of social engagement

  1. 1. The Value of Social Engagement. #ICON14|@Infusionsoft
  2. 2. Hello. @akmercog Head of SMB Marketing @Twitter #ICON14|@Infusionsoft
  3. 3. Live tweeting from @TwitterSmallBiz Join in with #AskTwitterSMB #ICON14|@Infusionsoft
  4. 4. Twitter brings you closer. #ICON14|@Infusionsoft
  5. 5. #SuperBowl 24.9M Tweets #ICON14|@Infusionsoft
  6. 6. #Ukraine Data Visualization Feb 2014 #ICON14|@Infusionsoft
  7. 7. #Oscars 14.7M Tweets 3.1M RT of the “selfie” #ICON14|@Infusionsoft
  8. 8. 240M+ Users 500M+ Tweets per day 76% Users are mobile #ICON14|@Infusionsoft
  9. 9. How can Twitter help my small business? #ICON14|@Infusionsoft
  10. 10. #ICON14|@Infusionsoft
  11. 11. Our time together today… #ICON14|@Infusionsoft
  12. 12. How do I meaningfully engage on Twitter? How do customers find me on Twitter? How does this drive results? #ICON14|@Infusionsoft
  13. 13. A new look at the “funnel” Engage Advocate Convert Discover #ICON14|@Infusionsoft
  14. 14. Twitter + DB5: SMB Customer Insights Study Live in the US Use Twitter at least monthly Follow a SMB on Twitter SMB defined as business such as smaller online retailers, app developers, businesses in your industry, and other local businesses. Followers self reported.#ICON14|@Infusionsoft
  15. 15. A peek at Twitter SMB’s marketing playbook #ICON14|@Infusionsoft
  16. 16. Pro Tips Best Practices #ICON14|@Infusionsoft
  17. 17. Discovery #ICON14|@Infusionsoft
  18. 18. Your customers are on Twitter; they just may not know you are. #ICON14|@Infusionsoft
  19. 19. 51% of respondents are daily users Source: DB5 Small Business Customer Insights 2014 #ICON14|@Infusionsoft
  20. 20. 61% of respondents see Tweets from SMBs on a daily basis Source: DB5 Small Business Customer Insights 2014 #ICON14|@Infusionsoft
  21. 21. Find relevant influencers and topics Join the conversation Use Twitter search for keywords and #hashtags Follow influencers, trade publications and partners Best Practice #ICON14|@Infusionsoft
  22. 22. Integrate your efforts Best Practice #ICON14|@Infusionsoft
  23. 23. 34% Interacted with a SMB after seeing an ad with their Twitter handle Source: Market Probe Twitter Study 2013 #ICON14|@Infusionsoft
  24. 24. 35% Via a Tweet in a #hashtag conversation 35% Via a friend’s @reply 57% Discovered a SMB on Twitter. And of those: Source: DB5 Small Business Customer Insights 2014 #ICON14|@Infusionsoft
  25. 25. Pro Tip Promoted Accounts #ICON14|@Infusionsoft
  26. 26. Engagement #ICON14|@Infusionsoft
  27. 27. Tweet like you are having a conversation with a good friend. #ICON14|@Infusionsoft
  28. 28. 9out of10 76% Have tweeted directly at a SMB have engaged in conversations with, or about a SMB Source: DB5 Small Business Customer Insights 2014 #ICON14|@Infusionsoft
  29. 29. Driving interaction Engagement Tweets • Photos • Sneak-peeks on products • Informal polls / questions • Blog posts • Videos / Vines • Third-party content • Retweeting customers Best Practice #ICON14|@Infusionsoft
  30. 30. 80/20 Engagement content to direct offers #ICON14|@Infusionsoft
  31. 31. Top reasons Twitter users follow SMBs. Followers want to hear from you Source: DB5 Small Business Customer Insights 2014#ICON14|@Infusionsoft
  32. 32. Stay organized and create a cadence Tweet calendar Monday: Behind the scenes Tuesday: Special Promotion Wednesday: Helpful Tips Thursday: Customer Spotlight Friday: Pose Questions Best Practice #ICON14|@Infusionsoft
  33. 33. Best Practice Create events on Twitter Create engaging moments #ICON14|@Infusionsoft
  34. 34. Tweet Scheduling Pro Tip #ICON14|@Infusionsoft
  35. 35. Tweet Activity Dashboard Pro Tip #ICON14|@Infusionsoft
  36. 36. Promoted Tweets Pro Tip Keyword targeting Device targeting Interest targeting Geo targeting Learn how to turn Twitter users into paying customers using Promoted Tweets & Promoted Accounts. Get started today: bit.ly/QDxtAc #ICON14|@Infusionsoft
  37. 37. Conversion #ICON14|@Infusionsoft
  38. 38. You gave them content. Now drive conversion. #ICON14|@Infusionsoft
  39. 39. 60% of respondents purchased from a SMB because of Twitter Source: DB5 Small Business Customer Insights 2014#ICON14|@Infusionsoft
  40. 40. 86% 43% plan to repeatedly purchase plan to purchase going forward Source: DB5 Small Business Customer Insights 2014 #ICON14|@Infusionsoft
  41. 41. Best Practice How to optimize for success Direct response tweets Twitter Small Biz @TwitterSmallBiz Want to drive traffic and sales this Spring? Our free direct response guide will show you how. Download here: ow.ly/uV2eQ Deliver a strong call to action that manages click expectations Deliver a compelling offerCommunicate a sense of urgency No hashtags or @mentions #ICON14|@Infusionsoft
  42. 42. Pro Tip Lead Generation Cards #ICON14|@Infusionsoft
  43. 43. But how can I track results? #ICON14|@Infusionsoft
  44. 44. Pro Tip Online conversion tracking #ICON14|@Infusionsoft
  45. 45. Advocacy #ICON14|@Infusionsoft
  46. 46. A follower means the opportunity to interact with them repeatedly. #ICON14|@Infusionsoft
  47. 47. 73% of respondents feel more positive about that SMB after they follow them Source: DB5 Small Business Customer Insights 2014 #ICON14|@Infusionsoft
  48. 48. 81% of respondents are more likely to take action from a SMB when shared on Twitter Source: DB5 Small Business Customer Insights 2014 #ICON14|@Infusionsoft
  49. 49. 30% 86% More likely to visit a SMB if a friend recommends lift in recommendation post following Source: Market Probe Twitter Study 2013#ICON14|@Infusionsoft
  50. 50. Flock to unlock Exclusive offers and promosBest Practice 1. Find and incentive followers want 2. Let followers know when the campaign will launch 3. Tweet clear instructions on how to earn the offer e.g. after a certain # of RTs 4. Get participants the rewards 5. Follow up after promotion
  51. 51. Follower Dashboard Pro Tip #ICON14|@Infusionsoft
  52. 52. 3 parting thoughts on the value of social engagement… #ICON14|@Infusionsoft
  53. 53. The value of social engagement can be more than just elaborate initiatives… #ICON14|@Infusionsoft
  54. 54. The value of social engagement can also be inspired moments. #ICON14|@Infusionsoft
  55. 55. #ICON14|@Infusionsoft
  56. 56. The value of social engagement can be more than just connecting with technology… #ICON14|@Infusionsoft
  57. 57. The value of social engagement can also be connecting through humanity. #ICON14|@Infusionsoft
  58. 58. Peter Shankman @petershankman Hey @Mortons – can you meet me at newark airport with a porterhouse when I land in 2 hours? K, thanks :) #ICON14|@Infusionsoft
  59. 59. Peter Shankman @petershankman Oh. My. God. I don’t believe it. @Mortons showed up at EWR WITH A PORTERHOUSE! Lockerz.com/s/123ffvf #ICON14|@Infusionsoft
  60. 60. The value of social engagement can be more than just moving product… #ICON14|@Infusionsoft
  61. 61. The value of social engagement can also be about moving people.
  62. 62. #ICON14|@Infusionsoft
  63. 63. #makeastand Raised over $100K in 173 days #ICON14|@Infusionsoft
  64. 64. #Thank You #ICON14|@Infusionsoft
  65. 65. #Q&A #ICON14|@Infusionsoft

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