Marcus Nelson, the director of social media, gave a presentation on using Twitter for businesses. He covered that Twitter is a large platform, the basics of using it, tools for engagement and measurement, best practices for marketing services on Twitter, finding relevant contacts, and ways to build a following. Nelson emphasized adding value through helpful content, establishing oneself as a thought leader, using Twitter for customer support, and engaging followers through questions. He also discussed motivations for sharing content and provided examples of how companies have successfully used Twitter.
2. O hai.
Marcus Nelson
Director of Social Media
@marcusnelson #smss
3. Today’s Agenda
Twitter is big
The basics
Tool talk
Marketing your services
Establish contacts
Best use cases
Why do people share content?
Build your following
Q&A
@marcusnelson #smss
8. Social Media Team
Social Media Strategist Product Marketing, Comms
• Responsible for the overall program, including • Produce content and
ROI messaging
Community Manager PM, Development, QA
• Customer facing role trusted by customers • Builds and maintains social
apps, website, and CRM
system integration
Web Analytic, SEM, SEO
• Assist with listening platforms,
advertising, and search
Source: http://altimetergroup.com
@marcusnelson #smss
10. Social Media Policy Provides Clear Rules
What’s In Bounds
What’s Out of Bounds
Who to Escalate Things To
http://salesforce.com/socialmediapolicy
@marcusnelson #smss
11. Training Employees
Support Strategy, Policy, Best
Practices Sales
Products
Marketing
@marcusnelson #smss
12. Definition of terms
Tweet = a message of 140 characters or less
Retweet = the reposting of a tweet, passing it along
@username = how you address or reference someone
#hashtag = used to track topics or conversations
/via or /by = source or author of content referenced
OH = overheard
#ff = follow friday
@marcusnelson #smss
13. Crafting the tweet — content post
[title of article] http://link.com /via @source #hashtag
Pro tip: leave around 20 characters for others to leave a comment in retweet
@marcusnelson #smss
14. Crafting the tweet — retweeted post
RT @username: [title of article] http://link.com /via
@source #hashtag « [insert comment]
Pro tip: you can insert a comment before or after the RT. It does encourage others to
join in if you make it sound interesting (i.e. Funniest post ever!)
@marcusnelson #smss
15. Crafting the tweet — sending a message
@username [body of message] #hashtag
Pro tip: your message will only show up in the recipient’s stream, and those that follow
both you and your recipient. To make a message seen by all,
start message with a word or a ‘.’
@marcusnelson #smss
16. Crafting the tweet — sending a direct message
D audiencemember It’s a private message silly.
You can’t see this yet.
D username [body of message]
Pro tip: You cannot direct (private) message someone who is not following you.
Remember also, “@” not required.
@marcusnelson #smss
17. Social media audit
Sales Marketing Support Products
Where Are Your
Strengths?"
Where Can You
Improve?"
Source: http://altimetergroup.com
@marcusnelson #smss
24. Videos have been very successful 10,000
7,500+ Views Per Day 7,500
5,000
2,500
@marcusnelson #smss
25. It’s like automating a sales team
7,500 video views a day =
46 Hyper-efficient Reps
a) average video view is 3 minutes
Assumptions
b) average hyper-efficient rep pitches 8 hours a day, no breaks
@marcusnelson #smss
28. Add value
Do your homework – what does your audience enjoy?
Create content that caters to those interests:
– Content can be blog posts, videos, infographics, contests
– Make it captivating, instructive, humorous, or inspirational
Experiment, find your voice -- measure results
Search relevant keywords or competitor terms
– Ask permission before engaging people
– Don’t assume your interruption is welcome
@marcusnelson #smss
29. of all tweets sent were invitations for product information,
or responses from peers or brand representatives.
source: http://live.psu.edu/story/41446
@marcusnelson #smss
30. visited a site after learning about a product
via social media.
source: http://econsultancy.com/us/blog/4934-consumers-remember-branding-seen-on-twitter
@marcusnelson #smss
31. of twitter users introduced to a brand were compelled to
search for additional information.
source: http://econsultancy.com/us/blog/4934-consumers-remember-branding-seen-on-twitter
@marcusnelson #smss
33. Finding people like you
Use Twitter’s suggested users
Follow popular/relevant #hashtags
Who do your friends follow?
Linkedin lists twitter handles
@marcusnelson #smss
42. motivations for sharing
reinforces shared views & deepens social bonds.
need to proselytize or create a desire to connect.
emotional, positive, interesting, anger-inducing, or sad
stories are more likely to be shared.
calm themselves or reduce uncertainty.
to bolster their own sense of self.
source: http://topics.nytimes.com/top/reference/timestopics/organizations/u/university_of_pennsylvania/index.html?inline=nyt-org
@marcusnelson #smss
43. broadcasting is self-focused
self-presentation motives, identity signaling, or affiliation
goals play a stronger role in shaping what people share
with larger audiences.
source: http://topics.nytimes.com/top/reference/timestopics/organizations/u/university_of_pennsylvania/index.html?inline=nyt-org
@marcusnelson #smss
45. Have steady and consistent content
Content doesn’t have to be directly about your product
– Become a resource for information about your respective space
– Don’t be afraid to go “off brand”
– Content should appeal your follower’s humor, emotion, or
intellect. If not, they won’t RT no matter how much you post
Set up searches for content to RT or learn from
Schedule tweets for optimal engagement/exposure
@marcusnelson #smss
46. Example - grasshopper
Grasshopper.com launches videos that speak directly to
entrepreneurs – connects with the geek crowd who
socialize videos to 2 million viewers.
1,101,526 views 534,125 views
@marcusnelson #smss
55. Be a person, not a machine
Follow back everyone who follows you
Engage your audience
Ask questions or opinions
RT your followers and/or reply as often as possible
DON’T send auto-direct messages
Be kind, stay positive and say #thankyou… a lot!
@marcusnelson #smss